Role of Emotional Branding and Doppelganger Brand Image in Indian Lower House Elections of 2014

Politics and Marketing go hand in hand. A party\u27s or a candidate\u27s use of environmental analysis and opinion research to promote and publicize an awareness about the party\u27s organizational motto and aims for the betterment and satisfaction of groups of electors in exchange for their votes is the role of Marketing in politics. Emotional branding is chiefly regarded as a key to marketing success in politics. However, when using emotional branding as a tool to reach out and connect to the masses, little attention is given to the risks posed by this strategy. This article attempts to illuminate how emotional-branding strategies, in an attempt to appeal to the masses are conducive to the emergence of a negative brand image of that party or candidate, technically called as “Doppelgänger” brand Image. A case study of Lok Sabha Election polls of 2014 held in India is considered to highlight how doppelgänger brand image can affect the voting response of the public. The authors discuss how the principle of emotional branding used by the losing party paradoxically encouraged the formation and propagation of doppelgänger brand imagery which back-fired them. The historic loss of Indian National Congress against Bhartiya Janata Party is closely analyzed from the emotional branding and brand outlook perspective. The author concludes with a discussion of how Indian National Congress can progressively use the insights gained by analyzing a doppelgänger brand image

I. Catalysis of Intra- and Intermolecular Schmidt Reactions. II. Copper-Catalyzed Oxaziridine-Mediated C-H Bond Oxidation. III. Synthesis and Cytotoxic Evaluation of Withalongolide A Analogues.

The research presented herein describes four separate projects, focusing on synthetic methodology development, discovery of novel cytotoxic agents, and natural product isolation. Catalysis of Intra- and Intermolecular Schmidt Reactions A method for carrying out the intramolecular Schmidt reaction of alkyl azides and ketones using a substoichiometric amount of catalyst is described. Following extensive screening, the use of the strong hydrogen-bond-donating solvent hexafluoro-2-propanol (HFIP) was found to be consistent with low catalyst loadings, which ranged from 2.5 mol % for favorable substrates to 25 mol % for more difficult cases. Reaction optimization, broad substrate scope, and preliminary mechanistic studies of this improved version of the reaction are discussed. The use of HFIP as the solvent also allowed for the extension of this methodology to intermolecular variants of Schmidt reaction favoring the development of mild, operationally simple, and more efficient protocols, requiring considerably less amounts of acid catalysts for these variants. Copper-Catalyzed Oxaziridine-Mediated C-(&ndash)H Bond Oxidation. The highly regioand chemoselective oxidation of an activated C−(&ndash)H bond via a copper-catalyzed reaction of oxaziridine is described. The oxidation proceeded with a variety of substrates, primarily comprising of allylic and benzylic examples, as well as one example of an otherwise unactivated tertiary C−(&ndash)H bond. The mechanism of the reaction is proposed to involve single-electron transfer (SET) to the oxaziridines to generate a copper-bound radical anion, followed by hydrogen atom abstraction and collapse to products, with regeneration of the catalyst by a final SET event. The involvement of allylic radical intermediates en route to the product was supported by a radical-trapping experiment with TEMPO. Synthesis and Cytotoxic Evaluation of Withalongolide A Analogues. The natural product withaferin A exhibits potent antitumor activity and other diverse pharmacological activities. The recently discovered withalongolide A, a C-19 hydroxylated congener of withaferin A, was reported to possess cytotoxic activity against head and neck squamous cell carcinoma (HNSCC). Interestingly, semisynthetic acetylated analogues of withalongolide A were shown to be considerably more cytotoxic than the parent compound. To further explore the structure-(&ndash)activity relationship (SAR), 20 new semisynthetic analogues of this highly oxygenated withalongolide A were designed, synthesized, and evaluated for cytotoxic activity against four different cancer cell lines. A number of derivatives were found to be more potent than the parent compound and withaferin A. Isolation of Withalongolide O from Physalis longifolia. The SAR analysis of reported bioactive withanolides revealed certain crucial structural requisites for possessing a potent cytotoxic activity. The semisynthesis of a putative unnatural withanolide incorporating all the basic and essential structural features to boost the antiproliferative activity was contemplated. Withaferin A was considered as an appropriate starting material for this purpose. Although the semisynthetic efforts met with failure, it was during the isolation of withaferin A from the crude plant extract that we discovered a novel withanolide, withalongolide O. The structure of withalongolide O was determined using various spectroscopic techniques and subsequently confirmed by X-ray crystallographic analysis. Both withalongolide O and its diacetate exhibited potent cytotoxicity against four different cancer cell lines

Conventional and contemporary approaches of splinting traumatized teeth: A review article

Trauma moves a tooth from its original position which needs to be repositioned for optimum healing and better outcomes. To stabilize the traumatically displaced teeth, splinting is specified as the gold standard. In this article we have discussed about various old and modern techniques based on the type of material to splint teeth with dentoalveolar trauma. As per recommendation of IADT, providing flexible splint is beneficial for good healing. A biologically favourable splint should not just be user friendly but also should be convenient in terms of removal. Every technique has its merits and demerits. Iatrogenic trauma to the teeth due to forceful removal of material should be avoided as it may result in post-operative sensitivity but sometimes it is inevitable. Metallic or wire based splints either secured with ligature wire or resin based material may show directly or through the cemented material and compromise aesthetics. This worsens the physiological impact which the patient is already facing after trauma. Recent advancement in splinting material with fiber reinforced material has brought a dramatic change in terms of strength and aesthetics, specifically after traumatic dental injuries. There are various other techniques discussed here which can be used for splinting teeth when the dentist has limited time in emergency or limited resources. The type and timing of the splinting span should be in accordance with the type of injury and as per IADT recommendation to follow standard of care

Simulation of Liquid Rocket Engine Failure Propagation Using Self-Evolving Scenarios

Traditional probabilistic risk assessment approaches often require failure scenarios to be explicitly defined through event sequences that are then quantified as part of the integrated analysis. This approach becomes difficult when failure propagation paths change as a function of the system operation. Additionally, if the propagation paths represent interactions among even a modest number of components, the scenario count becomes combinatorially intractable. This paper presents an alternate approach for quantifying the probability of failure propagation in such a case. Rather than explicitly defining scenario sequences, simple physical models are created for each of the components. In this way, only the physical states and rules of component interactions must be defined, rather than event sequences for each individual scenario. Initiating failures are introduced into the system, either randomly or as defined by relative likelihood, and the failures cascade through the system via the interaction rules. This process is repeated using Monte Carlo methods and, as a result, the most probable scenarios self-evolve in terms of both sequence path and frequency. This approach was applied to failures occurring in the engine compartment of a space launch vehicle with four liquid rocket engines and four high-pressure helium tanks. Each engine was modeled with key components, such as turbomachinery, combustion chamber, propellant lines, and additional support systems. Three test cases were conducted with different high-energy engine failures. End results of interest included an additional engine-out failure and tank burst, which represent the loss-of-mission (LOM) and loss-of-crew (LOC) failure environments, respectively. Observations show that almost every scenario outcome is unique and that many scenarios involve complex chain reactions that are difficult to predict. This validates the usefulness of the modeling approach in assessing the overall risks to the crew during a launch vehicle abort

A CBCT based evaluation of root proximity of maxillary posterior teeth to sinus floor in a subset of Pakistani population

Objective: To evaluate the vertical relationship of the roots of maxillary posterior teeth with maxillary sinus floor, and its association with age, gender and bilateral jaw symmetry.Methods: The cross-sectional study was conducted at a tertiary care hospital in Karachi from June to December 2018, and comprised patients who visited the dental clinics and underwent cone-beam computed tomography scans. The scans were evaluated in the axial, coronal and sagittal planes and roots were classified using Jungs classification for proximity to maxillary sinus floor. The distance between the sinus floor and the apices of maxillary posterior teeth was measured. Data was analysed using SPSS 23.Results: There were 60 scans with 1066 roots. The most common maxillary tooth root in Type III group of Jung classification was the mesio-buccal root of the 2nd molar with the shortest mean distance of 0.44±3.05mm, followed by palatal roots of the 1st molar with the shortest mean distance of 1.58±4.01mm. The maxillary tooth root most frequent in Type I group was buccal root of 1st premolar with a mean distance of 8.15±6.65mm, and the 2nd premolar with a mean distance of 7.38±6.60mm. No significant difference was found in terms of gender and sides (p ≥0.05).Conclusions: The most common tooth root protruding in the sinus was found to be the mesio-buccal root of the 2nd molar, followed by palatal roots of the 1st molar. The most distant maxillary tooth root from the sinus was the buccal root of 1st and 2nd premolars

An Integrated Physics-Based Risk Model for Assessing the Asteroid Threat

Although most asteroids and other near-Earth objects (NEOs) do not pose a threat to Earths inhabitants, impacts from objects that are just tens of meters in diameter can cause significant damage if they occur over a populated area. This paper forms the foundation of an effort at NASA Ames Research Center to quantify these risks and identify the greatest risk-driving parameters and uncertainties. An integrated risk model that couples dynamic probabilistic simulations of strike occurrences with physics-based models of NEO impact damage factors has been developed to generate casualty estimates for a range of NEO impact properties. Currently, the model focuses on the risk due to blast overpressure damage from airbursts and impacts on land. The model is first used to reproduce results from established sources, and then is extended to perform sensitivity studies that yield greater insights into risk driving parameters. Results show that meteor strength and entry angle play a role for small to mid-size NEOs, and that accounting for the specific target location significantly affects casualty estimates and dominates the risk. Future work will continue to refine and expand the models to better characterize key impact risk factors, include additional types of threats such as tsunamis and climate effects, and ultimately support assessments of potential asteroid mitigation strategies

Improved Schmidt Conversion of Aldehydes to Nitriles Using Azidotrimethylsilane in 1,1,1,3,3,3-Hexafluoro-2-propanol

This work is licensed under a Creative Commons Attribution 4.0 International License.The Schmidt reaction of aromatic aldehydes using a substoichiometric amount (40 mol %) of triflic acid is described. Low catalyst loading was enabled by a strong hydrogen-bond-donating solvent hexafluoro-2-propanol (HFIP). This improved protocol tolerates a broad scope of aldehydes with diverse functional groups and the corresponding nitriles were obtained in good to high yields without the need for aqueous work up.University of Kansa