Mapping the Portrayal of Females in Contemporary Indian Advertisements

The role of advertising as an effective vehicle of communication has long been acknowledged. It has become the important ‘part of the cultural and economic fabric of a society and continues to be a primary tool for marketing communication’ (Lane et. al., 2005). The current study examines the portrayal of women in contemporary Indian magazine and television advertisements in various product and service categories. The present study is an effort to fill the gap of limited research on gender representation in Indian context. Using content analysis, a total of 275 advertisements comprising print and television ads were examined. The result reveals the dominance of female stereotyping in Indian advertising where females were mostly depicted as a housewife, predominantly endorsing household products and mostly young female models were preferred for brand promotion by advertisers

Women over 40, foreigners of color, and other missing persons in globalizing mediascapes: understanding marketing images as mirrors of intersectionality

Media diversity studies regularly invoke the notion of marketing images as mirrors of racism and sexism. This article develops a higher-order concept of marketing images as “mirrors of intersectionality.” Drawing on a seven-dimensional study of coverperson diversity in a globalizing mediascape, the emergent concept highlights that marketing images reflect not just racism and sexism, but all categorical forms of marginalization, including ableism, ageism, colorism, fatism, and heterosexism, as well as intersectional forms of marginalization, such as sexist ageism and racist multiculturalism. Fueled by the legacies of history, aspirational marketing logics, and an industry-wide distribution of discriminatory work, marketing images help to perpetuate multiple, cumulative, and enduring advantages for privileged groups and disadvantages for marginalized groups. In this sense, marketing images, as mirrors of intersectionality, are complicit agents in the structuration of inequitable societies

Contact geometry, friction and load variations in fretting fatigue of titanium-aluminuml-vanadium

Statistical analysis of uncertainties in constant and variable amplitude fretting fatigue life of Ti-6Al-4V due to contact surface profile and friction variations are investigated. Tractions and stresses in the contact region are functions of loads, contact surface profile, coefficient of friction and material properties. The effect of contact surface profile, friction variation and load history are studied in detail. Equivalent stress parameter combined with weakest link criteria to determine crack nucleation life is discussed. Semi-elliptical surface crack and through crack propagation are studied to determine failure of the component. Total life determination using Findley parameter at a critical depth is also investigated. A semi-empirical approach of critical depth determination with the help of Findley parameter gradient is introduced. Life predictions are compared with experimental data. For machined and worn surface profiles, statistical distribution for each set of the multiaxial stress parameter and calculated life results are investigated. The overall coefficient of variation (CV) of multiaxial equivalent stress parameter, crack nucleation life, crack propagation life and total life cycles are found less than 10%, 25%, 20% and 20%, respectively. Three different damage accumulation techniques are used to find total life of the component subjected to variable amplitude fretting fatigue loading. All the three damage accumulation techniques predict the estimated life with very little difference in terms of number of blocks of variable amplitude fretting fatigue loading

Adaptive Music Score Trainer for Visually Impaired in Sri Lanka

This paper is on a research in progress, trying to solve the problem of how to assist visually impaired users in Sri Lanka to visualize and train Eastern music scores (notations) in a way that satisfies their music needs. Several researches have been done in Western music context to address this issue but fewer researches have been done in Eastern music context in this area. In this study, audio format was identified as the most feasible and effective readable format to read music notations for visually impaired. Therefore the research study has been steered to convert visual music notations (of Eastern music in Sri Lanka) into an audio output which gives visually impaired user a real feeling of reading visual notations as it is and assists to train on them. This can be further extended as a tool which assists visually impaired users in music score generation and music composition

Music Training Interface for Visually Impaired through a Novel Approach to Optical Music Recognition

some inherited barriers which limits the humanabilities can be surprisingly win through technology. Thisresearch focuses on defining a more reliable and a controllableinterface for visually impaired people to read and study easternmusic notations which are widely available in printed format.One of another concept behind was that differently-abled peopleshould be assisted in a way which they can proceed interestedtasks in an independent way. The research provide means tocontinue on researching the validity of using a controllableauditory interface instead using Braille music scripts convertedwith the help of 3rd parties. The research further summarizes therequirements aroused by the relevant users, designconsiderations, evaluation results on user feedbacks of proposedinterface

Clinico-radiologic Profile of Pediatric Traumatic Brain Injury in Western Rajasthan

Objective: The aim of this study was to evaluate clinico-radiological profile and outcome of pediatric traumatic brain injury (TBI). Design: Prospective observational study Setting: Intensive Care Unit, ward and OPD of Pediatrics, Dr. S. N. Medical College, Jodhpur (tertiary care hospital). Participants: A total of 188 children (1 month–18 years) were enrolled and 108 admitted. Intervention: TBI classified as mild, moderate, or severe TBI. Neuroimaging was done and managed as per protocol. Demographic profile, mode of transport, and injury were recorded. Outcome: Measured as hospital stay duration, focal deficits, mortality, and effect of early physiotherapy. Results: Males slightly outnumbered females mean age was 5.41 ± 4.20 years. Fall from height was the main cause of TBI (61.11%) followed by road traffic accident (RTA) (27.78%). Majority (56.56%) reached hospital within 6 h of injury, out of which 27% of patients were unconscious. Mild, moderate, and severe grade of TBI was seen in 50%, 27.78%, and 22.22% of cases, respectively. About 12.96% of cases required ventilator support. The average duration of hospital stay was 11.81 ± 12.9 days and was lesser when physiotherapy and rehabilitation were started early. In all children with temporal bone fracture, magnetic resonance imaging (MRI) brain revealed a temporal lobe hematoma and contusion in spite of initial computed tomography (CT) head normal. Children who have cerebrospinal fluid (CSF) rhinorrhea/otorrhea had a high chance of fracture of base of skull and contusion of the basal part of the brain. Conclusion: In India, fall from height is common setting for pediatric TBI besides RTA. Early initiation of physiotherapy results in good outcome. MRI detects basal brain contusions in children presenting with CSF rhinorrhea/otorrhea even if initial CT brain is normal