Perception of the Young Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements

The purpose of this article was to examine the perception of the audience regarding the portrayal of women in Indian TV advertisements and the perception difference among them on the basis of their gender. 125 young adults comprising of 63 males and 62 females were selected randomly as the sample for the study. Primary data was collected through the survey method with the help of structured questionnaire. The study explored that majority of the respondents agreed that women in Indian TV advertisements are mostly depicted as young and beautiful, and rarely shown enjoying equal status with men and as professionals. They were not feeling much uncomfortable towards the sexual portrayal of women in advertisements. The study further revealed that gender has a great influence on the perception of the audience regarding the portrayal of women in Indian TV advertisements. Female in comparison to male were found to be more critical about the portrayal of women in Indian TV advertisements

Fetishizing Women: Advertising in Indian Television and its Effects on Target Audiences

Advertising today has become the major driving force behind the various definitions of beauty. It is not “size-zero” models who are responsible for one version of female beauty, but models with skimpy clothes, fair skin, and bare midriffs who assume influential paradigmatic roles in society. Such practices become problematic for India as the standard of beauty appropriated by the media is highly westernized. With this background, the purpose of this study is to explore young girls’ perceptions of media pressure through the portrayal of ultra-thin beautiful models in Indian TV advertisements; and to discover the factors responsible for the internalization of media images by the women and girls. The article reports on a survey of 150 college women, sought for their perceptions of media pressure. This is followed by a theoretical discussion and content analysis of some of the prime time Indian TV advertisements. The analysis was based on the frequency of occurrence of those comprising certain ideals of female beauty. A majority of the respondents agreed that advertisements mostly portrayed young and beautiful models, and respondents felt pressurize by such models to look beautiful and maintain a perfect body shape, influencing their eating patterns and sometimes leading to low self-esteem. The authors hope to educate the advertising industry about the impact of their imagery on women’s self-integrity and to encourage women to think critically about how they internalize such images

Blood Cell Profiles of the Tadpoles of the Dubois's Tree Frog, Polypedates teraiensis Dubois, 1986 (Anura: Rhacophoridae)

The present paper describes a sequential study of the leukocyte profiles and the changes in morphometry and morphology of erythrocytes in the tadpoles of Polypedates teraiensis during their development and metamorphosis, that is, transfer from an aquatic mode to a terrestrial mode of life. Blood smears of 21 different stages (Gosner stage 26 to 46) of tadpoles were investigated. Population of erythrocytes was heterogeneous in population represented by various forms (oval, elliptical or rounded cells, comma shaped, teardrop shaped, schistocytes, senile erythrocytes, crenulated RBCs). Correlation between various morphometric values of erythrocytes was determined with different developing stages of tadpoles. Amongst the leucocytes, the lymphocytes were the most abundant cells followed by neutrophils. Neutrophils and monocytes showed varied morphologic forms. The percentage of lymphocytes and neutrophils showed a negative whereas percentage of eosinophil, basophil, and monocytes showed a positive correlation with the developmental stages of tadpoles. Blood platelets were also observed, which were rounded in shape and found in aggregates

Improved Dynamic Response of DSTATCOM using Genetic Algorithm

The performance of D-STATCOM depends on capacitor voltage regulation. In D-STATCOM, the nonlinear controller is preferred to linear controller. Regulating and fixing the capacitor DC voltage in DSTATCOM can improve the system dynamic such as capacitor voltage response, current response and modulation index. The regulation of DC capacitor voltage based on optimal PI co-efficient. In conventional scheme, the trial and error method is used to determine PI values. In this paper genetic algorithm is applied for exact calculation of optimized PI co-efficient, to reduce disturbances in DC link voltage. Optimization and simulations are worked out in MATLAB environment Keywords: D-STATCOM, Non linear controller, Optimized PI co-efficient, Genetic Algorithm

COMPARISON OF HEMODYNAMIC STATUS AND COMPLICATIONS BETWEEN TWO DIFFERENT DOSES OF INTRAMYOMETRIAL VASOPRESSIN DURING LAPAROSCOPIC MYOMECTOMY: A RETROSPECTIVE STUDY, THE LESSER THE BETTER

Objective: Our aim is comparison of hemodynamic status and complications between two different doses of intramyometrial vasopressin during laparoscopic myomectomy. Methods: We did a retrospective analysis of hemodynamic status and its anesthetic concerns in patients who received two different doses of intramyometrial vasopressin. Eighty patients undergoing laparoscopic myomectomy under general anesthesia were divided into two groups of 40 patients in each group. In Group A (n=40), 10 units of intramyometrial vasopressin in 200 ml of normal saline were given and, in Group B, 20 units of intramyometrial vasopressin in 200 ml of NS were given intraoperatively by surgeon. Results: 20 units intramyometrial vasopressin used dogmatically by surgeons drops blood loss but it is connected with cardiovascular impediments. Hence, 10 units of intramyometrial vasopressin as compared to 20 units which are used by some surgeons are associated with similar blood loss and lesser side effects such as bradycardia, pulmonary edema, hypotension, blood loss, and increased airway pressure. Conclusion: Hence, anesthesiologists and gynecologists must take the precautions to escape and minimize the frequency of impediments with intramyometrial vasopressin by selecting the appropriate dosage of vasopressin

COMPARISON OF VASOPRESSIN AND PHENYLEPHRINE IN TREATMENT OF DOPAMINE RESISTANT SEPTIC SHOCK – A RANDOMISED CONTROL TRIAL

Objectives: Septic shock is associated with refractory hypotension and organ dysfunction and remains an important cause of mortality in intensive care units (ICUs). Vasopressors are the first-line treatment. The present study aims to compare vasopressin and phenylephrine in the management of dopamine-resistant septic shock in the ICU setting. Methods: The study is a prospective, open-labeled, and randomized study comparing the effects of vasopressin (Group I) and phenylephrine (Group II) in the management of dopamine resistant septic shock in intensive care set up. The parameters recorded from 0 to 6 h after persistent hypotension despite maximum dose of dopamine were: Heart rate (HR) (beats/min), systemic blood pressure (mmHg), cardiac output (L/min), cardiac index (CI) (L/min/m2), stroke volume (ml), systemic vascular resistance index (dynes/cm5/m2), oxygen delivery index (IDO) (ml O2/min/m2), urine output (ml), and serum lactate (mg/dl). Results: There was a significant difference in HR, systolic blood pressure, cardiac output, and CI in both groups from 1 h to 6 h. The IDO had a significant rise in Group II. The serum lactate level also decreased in Group II at 6 h. Conclusion: From our study, we concluded that as organ perfusion and oxygenation are more important for the treatment of septic shock and to keep the vital organs functioning rather than to increase the systemic vascular resistance and blood pressure, phenylephrine showed a better result than vasopressin in the treatment of septic shock

Hematology of Wild Caught Dubois’s Tree Frog Polypedates teraiensis

Blood was analyzed from eighty (forty males and forty females) adult individuals of Polypedates teraiensis to establish reference ranges for its hematological and serum biochemical parameters. The peripheral blood cells were differentiated as erythrocytes, lymphocytes, eosinophils, neutrophils, monocytes, basophils, and thrombocytes, with similar morphology to other anurans. Morphology of blood cells did not vary according to sex. The hematological investigations included morphology and morphometry of erythrocytes, morphometry of leucocytes, packed cell volume (PCV), hemoglobin content (Hb), mean corpuscular volume (MCV), mean corpuscular hemoglobin (MCH), mean corpuscular hemoglobin concentration (MCHC), erythrocyte or red blood cell (RBC) count, leukocyte or white blood cell (WBC) count, differential leukocyte count, and neutrophil to lymphocyte (N/L) ratio. Besides, protein, cholesterol, glucose, urea, uric acid, and creatinine content of blood serum were assayed. Hematological parameters that differed significantly between sexes were RBC count, length and breadth of RBC, neutrophil %, N/L ratio, area occupied by basophils, and diameter of large lymphocyte and eosinophils. The level of glucose, urea, and creatinine in blood serum also significantly differed between sexes

Perception of the Young Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements

The purpose of this article was to examine the perception of the audience regarding the portrayal of women in Indian TV advertisements and the perception difference among them on the basis of their gender. 125 young adults comprising of 63 males and 62 females were selected randomly as the sample for the study. Primary data was collected through the survey method with the help of structured questionnaire. The study explored that majority of the respondents agreed that women in Indian TV advertisements are mostly depicted as young and beautiful, and rarely shown enjoying equal status with men and as professionals. They were not feeling much uncomfortable towards the sexual portrayal of women in advertisements. The study further revealed that gender has a great influence on the perception of the audience regarding the portrayal of women in Indian TV advertisements. Female in comparison to male were found to be more critical about the portrayal of women in Indian TV advertisements

Root attributes governing drought stress adaptation and the associated molecular markers in chromosome segment substitution lines in rice (Oryza sativa L.)

The wild relatives of cultivated rice offer crucial resistance genes for combating stresses like drought. Developing rice varieties with drought tolerance is possible through chromosome segment substitution lines (CSSLs), which blend the genetic background of a high-yielding parent with specific chromosome segments from a donor parent. This study aimed to study the effect of drought stress on various root traits of chromosome segment substitution lines (CSSLs) and their relationship with specific molecular markers. Ninety-six genotypes, including 80 chromosome segment substitution lines (Curinga x O. rufipogon and Curinga x O. meridionalis), 9 New Rice for Africa (NERICAs) and 7 controls were grown in Basket and PVC pipe methods for phenotyping different root traits. Under drought stress (DS), MER16, MER20, RUF10, RUF16, RUF44, NERICA1, and NERICA3 showed superior performance for most of the root traits. These evaluations were supplemented with association analysis of 17 root trait-linked simple sequence repeat (SSR) markers with root phenotypic traits. The marker RM201 is strongly associated with multiple root traits, found to be independent of three growth conditions (well-watered “WW” under Basket, WW condition and DS conditions under PVC pipe). The marker RM316 is associated with root volume, and the marker RM7424 and RM1054 show maximum root length. In conclusion, these markers can be used in marker-assisted breeding programs, and the lines carrying them can be used as parental lines in variety-development programs for drought tolerance