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Viewers＇ Perception of TV Ads： The Role of Sex Appeal

Psychology Research 2012年第8期2卷 452-460页

作者： S. thiyagarajan P. Shanthi G. Naresh Department of International Business Pondicherry University. Department of Commerce Guru Nanak College Department of Commerce Pondicherry University-Karaikal Centre.

Sex appeal is on its way to pop up Indian advertising industry and its impact on the target audience"s perception has gained less academic attention. The question which seems to be less addressed in literature is that sex appeal will be an effective and a worthy tool of promotion in a market place, like India where stringent regulatory measures are in place and controversies and bans over such appeal in ads (advertisements) are quite common. The present study investigated the youth"s general perception towards the use of sexual appeal in advertising and its influence on effectiveness of ads. General linear model was applied to study the effect of perception on effectiveness of different sexual appeals. The results suggest that there is an influence of perception on ads effectiveness at the multivariate level.

关键词：电视广告性感目标受众监管措施影响效果模型应用广告效果学术界

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Anti-enteric bacterial activity of the traditional medicinal plants of Kanyakumari coast,Tamilnadu,India

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Journal of Coastal Life Medicine 2015年第8期 640-644页

作者： Suyambu Rajan Parameshwaran Suvetha thiyagarajan Thirunalasundari Solomon Jeeva Department of Microbiology M.R.Government Arts CollegeMannargudi-614001Thiruvarur DistrictTamilnaduIndia Department of Microbiology Srimad Andavan Arts and Science CollegeThiruvanai KoilTiruchirappalli-620005TamilnaduIndia Department of Biotechnology Bharathidasan UniversityTiruchirappalli-620024TamilnaduIndia Department of Botany Scott Christian CollegeNagercoil-629003KanyakumariTamilnaduIndia

Objective:To evaluate the antimicrobial potentials of 6 traditionally used medicinal plants to treat gastrointestinal infection against pathogenic bacteria,as most of the pathogens develop drug resistance against commonly used ***:Crude extracts from different parts of different plants were tested against bacterial strains of clinical *** of bioactive principles was done with water and *** of antibacterial activity was done by disc diffusion assay against selected bacterial ***:Of the 6 different plant materials tested,extracts prepared from Psidium guajava leaves showed significantly higher *** prepared using alcohol exhibited higher antibacterial activity when compared to their corresponding aqueous ***:The findings of the present study suggested that phytochemical extracts of the presently studied plant materials possess significant anti-enteric bacterial activity,and thus lend pharmacological credibility to the suggested traditional use of the plant as a natural remedy for the treatment,management and/or control of gastrointestinal diseases in the coastal tracts of Kanyakumari district,Tamilnadu,India.

关键词： Antibacterial activity Disc diffusion assay Enteric bacteria Plant extracts

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In-vitro study:Immunomodulatory and cytotoxicity effects of ethanolic leave extracts of Aegle marmelos and Ficus benghalensis

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Journal of Coastal Life Medicine 2016年第3期4卷 217-224页

作者： Winnyfred Crossia Hans-Uwe Dahms Krishnan Muthukumar Thanamegam Kaviarasan thiyagarajan Thirunalasundari Rathinam Arthur James Department of Marine Science Bharathidasan UniversityTiruchirappalli 620024Tamil NaduIndia Department of Biomedical Science and Environmental Biology Kaohsiung Medical UniversityNo.100Shin-Chuan 1st RoadKaohsiung 80708Taiwan Department of Marine Biotechnology and Resources National Sun Yat-sen UniversityNo.70Lienhai RoadKaohsiung 80424Taiwan Department of Industrial Biotechnology Bharathidasan UniversityTiruchirappalli 620024Tamil NaduIndia

Objective:To assess the immunomodulatory and antibacterial properties of the coastal trees Aegle marmelos(***)and Ficus benghalensis(***)by in-vitro ***:*** and *** leaves were extracted with the solvents di-ethyl ether,ethanol and *** extracts were investigated for antibacterial activity against human pathogenic bacteria and immunomodulatory activity against human peripheral blood mononuclear cells(PBMC),***:*** ethanol cold extract gave maximum inhibition zones against Escherichia coli NCIM 2931(B2)at 18 mm and enhanced the growth of human *** was non-toxic to human PBMC shown by the Tryphan blue dye exclusion method,sulforhodamine B and MTT *** phyto-chemical analysis demonstrated the presence of the functional groups:NH,CH_(2),CH_(3),CO,OH,-C-C=O,and *** confirmed the presence of quantifiable amounts of tannins and alkaloids with traces of phenolic compounds by thin layer chromatography ***:Leaves of *** and *** provide both antibacterial and immunomodulatory properties.

关键词： Antibacterial Immunomodulators Cytotoxicity Aegle marmelos Ficus benghalensis TLC

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