Journal articles on the topic 'Transformer switch-off'

Vacuum circuit breakers are increasingly used as switching apparatus in electric power systems. The vacuum circuit breakers (VCBs) have very good operating properties. VCBs are characterized by specific physical phenomena that affect overvoltage exposure of the insulation systems of other devices. The most important phenomena are the ability to chop the current before the natural zero crossing, the ability to switch off high-frequency currents, and the rapid increase in dielectric strength recovery. One of the devices connected directly to vacuum circuit breakers is the distribution transformer. Overvoltages generated in electrical systems during switching off the transformers are a source of internal overvoltages in the windings. The analysis of the exposure of transformers operating in electrical networks equipped with vacuum circuit breakers is of great importance because of the impact on the insulation systems of switching overvoltages (SO). These types of overvoltages can be characterized by high maximum values and atypical waveforms, depending on the phenomena in the circuit breaker chambers, system configuration, parameters of electrical devices, and overvoltage protection. Overvoltages that stress the internal insulation systems are the result of the windings response to overvoltages at transformer terminals. This article presents an analysis of overvoltages that stress the transformer insulation systems, which occur while switching off transformers in systems with vacuum circuit breakers. The analysis was based on the results of laboratory measurements of switching overvoltages at transformer terminals and inside the winding, in a model medium-voltage electrical network with a vacuum circuit breaker.

Transformer-based shunt single pole, double-throw (SPDT) switches are analyzed, and design equations are provided. A mm-wave transformer-based SPDT shunt switch prototype was designed and fabricated in 90 nm digital CMOS process. It has a minimum insertion loss of 3.4 dB at 50 GHz from the single pole to the ON-thru port and a leakage of 19 dB from the single pole to the OFF-thru port. The isolation is 13.7 dB between the two thru ports. Large signal measurements verify that the switch is capable of handling +14 dBm of input power at its 1 dB compression point. The fabricated SPDT switch has a minute active area size of 60 μm×60 μm.

In this paper, an off-line voltage-fed single-switch zero-voltage-switching (ZVS) inverter is analyzed and designed for the filament power supply of cooker magnetrons. Due to the low resistance of cathode filament, an isolation transformer with large turn ratio is used. To obtain the ZVS operation, a parallel-resonant capacitor is connected to the primary of transformer. The capacitor, transformer and filament constitute a parallel resonant tank. Both the transformer leakage inductance and the transistor output capacitance are merged into the resonant tank. The resonant energy provides the ZVS operation of the inverter switch, and the secondary voltage drives the cathode filament. To verify the analysis, a prototype inverter is built and tested. Experimental results validate the circuit design.

Switch power supply is a power supply of maintaining the stable output voltage by the use of modern electronic technology, controlling the time ratio (duty cycle) of on and off of switching transistors . Push-pull switch power supply is a form of switching power supply family, which is divided into an independent-excited push-pull switch power supply and self-excited push-pull switch power supply. This paper will put forward an design scheme of the independent-excited push-pull switch power supply based on the design requirements, and the driving integrated circuit selection according to the design scheme of the push-pull switch power, at the same time, the switching transistors and rectifier diode selection through the calculation. The number of turns on a switch transformer is calculated according to the input and output voltage. Considering the skin effect and the proximity effect, switch transformer winding method is selected and the power supply meets the requirements of design according to the saber2007 simulation and implementation.

In order to improve the level of automation and realize remote control of the transformer temperature control system, a fast remote automatic control system that based on the chip TMS320C6713 was designed by us. Using four temperature sensors (Pt100) tow amplifier and analogy to digital (A/D) convertor detect deal with the signal of the temperature of winding and environmental. According with the temperature of transformer to control the cooling device switch on or off, the service life of the radiator was extended. In the design the digital signal processor (DSP) chip is communication with the central control room through the RS-485 bus, which makes the remote transformer temperature monitor into reality. In addition, this system is more versatility and reliability than the traditional device.

Circuit breakers with automatic transfer switches (ATS) are designed in such a way that when the voltage disappears during a short-circuit (SC) in the ring network line, the ATS device is triggered. At the same time, its switch is turned on at short-circuit, then it is turned off with acceleration. Even a shortterm switching on of the automatic transfer switch for a sustained short-circuit leads to emergency situations [1,2]. The electrical equipment of the ring network spare line is exposed to high emergency short-circuit currents, and the consumers powered by the spare transformer are turned off. It is possible to minimize and eliminate the damages caused by the above mentioned cases by inhibiting the switching on of the circuitbreaker of the automatic transfer switch.

In this paper, a new topology for a high-power single-pole-double-throw (SPDT) antenna switch is presented, and its loss mechanisms are fully analyzed. The differential architecture is employed in the proposed switch implementation to prevent unwanted channel formations of OFF-state Rx switch transistors by relieving the voltage swing over the Rx switch devices. In addition to that, the load impedance seen by the Tx switch is stepped down to reduce the voltage swing even more, allowing the antenna switch to handle a high-power signal without distortions. To drop the switch operating impedance, two matching networks are required at the input and the output of the Tx switch, respectively, and they are carefully implemented considering the integration issue of the front-end circuitries. From the loss analysis of the whole signal path, an optimum switch operating impedance is decided in view of a trade-off between power handling capability and insertion loss of the antenna switch. The insertion loss of the proposed design is compared to the conventional design with electromagnetic (EM) simulated transformer and inductors. The proposed antenna switch is implemented in a standard 0.18 µm CMOS process, and all switch devices adopt the deep n-well structure. The measured performance of the proposed transmitter front-end chain shows a 1 dB compression point (P1dB) of 32.1 dBm with 38.3% power-added efficiency (PAE) at 1.9 GHz.

There exists low voltage in circuit of domestic and imported medical equipment and it is what we call power supply. In the past, equipment mainly uses transformer to step down the voltage of power supply. With the progress of science and technology, the technique is gradually replaced by SMPW (switch mode power supply) which is extensively applied to various types of medical equipment due to the high efficiency and wide voltage range. The mains power supply is rectified and filtered into a DC high voltage and then use the switch circuit and energy storage elements to convert them into a variety of required DC voltage output, output DC voltage level can be adjusted by changing the off time (namely Mark-Space Ratio) of switching circuit.

In recent years, the LLC (inductor–inductor–capacitor) DC transformer has been widely used in communication and computer power supply because of its advantages of zero voltage conduction of primary switch and zero current turn off concerning the output rectifier diode. To obtain higher transmission efficiency and make the LLC DC transformer always run at the optimal operating point, the switching frequency of the LLC DC transformer should work at the resonance frequency of the circuit. In actual conditions, the optimal operating frequency of the LLC DC transformer will be changed due to the influences of the working condition on the circuit parameters and the load change. Therefore, the LLC DC transformer controlled by the fixed frequency mode will not be in the best working condition. In this paper, an adaptive frequency tracking method is used to control the circuit; when the circuit parameters change, the LLC DC transformer can always be in the best working state. Then, the influence of circuit parameters such as output power and excitation inductor on the optimal working point of the LLC DC transformer is analyzed in detail. Finally, a 1 kW LLC resonant converter prototype is designed under laboratory conditions to verify the feasibility of the control strategy.

Traditional voltage regulating means, for example, change the transformation ratio of on-load tap-changing transformer, switch on/off parallel compensation capacitor etc, could not solve transient voltage drop effectively due to slow response speed and inaccurate control. SVC and SVG adopt power electronic device that may be turned on/off at high speed and instantaneous reactive power theory, could output huge reactive power within very short time smoothly, so they are capable to suppress transient voltage drop.This paper analyzes the principles of SVC and SVG to suppress transient voltage drop theoretically, studies their characteristics in this respect through simulation, puts forward precautions for both devices to further suppress transient voltage drop according to the simulation result.

A novel Pulse-Width-Modulation (PWM) quasi-resonant active-clamp phase-shifted full-bridge converter is presented and analyzed in this paper. In the proposed topology, an active-clamp switch and a clamp capacitor that resonates with the leakage inductance of transformer are employed at the secondary side. The active-clamp circuit helps all of the primary switches in achieving both zero-voltage switching (ZVS) turn-on and nearly zero-current switching (ZCS) turn-off over the entire load range, and resets the primary current during the freewheeling interval. The operation of the active-clamp circuit eliminates voltage ringing across the rectifier. In addition, the secondary diodes can achieve ZCS turn-off, which removes the reverse recovery problem of diodes, and the active-clamp switch can achieve ZCS turn-on. A 3.5-kW prototype was built to verify the performance of the proposed converter. A maximum efficiency of 97.6% was achieved under a 2-kW load, and an efficiency of more than 96% was achieved even under a light load.

In this paper, the influence of 500kV power line engineering materials parameters to EFT/B is discussed. When the 500kV line isolation switch cut off no-load line, arc would generate between the disconnecting switch. This paper mainly discussed the influence that disconnecting time on the electrical fast transient burst. At the time of the current zero-crossing, if the arc gap dielectric strength is less than the arc gap recovery voltage, the arc gap will be broken-down and the arc reignites. This paper analyses the influence on EFT/B caused by different power line engineering materials parameters including the moment of arc reigniting, transformer inductance and capacitance of power line. Through this research we can effectively reduce the disconnecting time by change the power line engineering materials parameters and improve the state of EFT/B.

This paper proposes a bidirectional dc–dc converter for residential micro-grid applications. The proposed converter can operate over an input voltage range that overlaps the output voltage range. This converter uses two snubber capacitors to reduce the switch turn-off losses, a dc-blocking capacitor to reduce the input/output filter size, and a 1:1 transformer to reduce core loss. The windings of the transformer are connected in parallel and in reverse-coupled configuration to suppress magnetic flux swing in the core. Zero-voltage turn-on of the switch is achieved by operating the converter in discontinuous conduction mode. The experimental converter was designed to operate at a switching frequency of 40–210 kHz, an input voltage of 48 V, an output voltage of 36–60 V, and an output power of 50–500 W. The power conversion efficiency for boost conversion to 60 V was ≥98.3% in the entire power range. The efficiency for buck conversion to 36 V was ≥98.4% in the entire power range. The output voltage ripple at full load was <3.59 Vp.p for boost conversion (60 V) and 1.35 Vp.p for buck conversion (36 V) with the reduced input/output filter. The experimental results indicate that the proposed converter is well-suited to smart-grid energy storage systems that require high efficiency, small size, and overlapping input and output voltage ranges.

Due to the working condition of low-voltage cabling from the mining flameproof movable substation to the loads of the mining face being poor, it is easy to cause various external mechanical damages to the cable sheaths. Furthermore, a single-phase earth leakage fault or short-circuit fault can occur when the low-voltage cable sheaths are damaged, and electric sparks caused by these faults can lead to a gas explosion. As the gas detonation time caused by the above faults is usually more than 5 ms, the high-speed interruption solid-state switch which controls the cables must cut off the current within 3 ms. This requires the action time of the solid-state switch to be less than 1 ms, and at the same time, the sampling and calculation time of the relay protection must be less than 2 ms. Based on these problems, this paper proposes the use of a high-speed solid-state circuit breaker (SSCB) topology at the neutral point of transformer, and analyzes the conduction mechanism and shut-off mechanism of the current of the SSCB. It presents an ultra-high-speed algorithm based on pattern recognition of single-phase earth leakage fault protection, and an ultra-high-speed algorithm of short-circuit fault which is based on the rate-of-change of the current. Finally, through computer simulation experiments and semi-physical simulation experiments, the feasibility of the above three technologies is verified to ensure that when a single-phase earth leakage fault or short-circuit fault occurs in the low-voltage cable, the solid-state switch which is installed in the mining flameproof movable substation will cut off the current within 3 ms.

A novel bridgeless isolated AC LED driver is developed, which improves LED utilization and application flexibility due to a coupled inductor inserted between the bidirectional switch and the LED module without any output electrolytic capacitor. By reducing the turns ratio of the coupled inductor, the voltage across the secondary side will be decreased so as to lessen the voltage across the LED strings and hence reduce the number of LEDs, thereby making the load design of the AC LED driver more flexible. It is noted that the coupled inductor plays a role of not only galvanic isolation but also inductor behavior as well as transformer behavior. Therefore, during the turn-on period of the bidirectional switch, the coupled inductor can transfer the energy to one LED string and store the energy simultaneously, whereas during the turn-off period of the bidirectional switch, the coupled inductor can release the stored energy to the other LED string. That is, two LED strings are conducted over a pulse-width-modulated (PWM) period for any half-cycle, implying that LED utilization is upgraded. As for LED dimming, it is realized by directly tuning the control signal for the bidirectional switch without any dimming circuit. Eventually, the basic operating principles and theoretical deductions are given along with some experimental results provided to verify the effectiveness of the proposed AC LED driver topology.

This paper presents a novel soft-switching boost DC-DC converter, which uses an edge-resonant switch capacitor based on the pulse width modulation PWM technique. These converters have high gain voltage due to coupled inductors, which work as a transformer, while the boost converter works as a resonant inductor. Upon turning on, the studied soft switching circuit works at zero-current soft switching (ZCS), and upon turning off, it works at zero-voltage soft switching (ZVS) while using active semiconductor switches. High efficiency and low losses are obtained while using soft switching and auxiliary edge resonance to get a high step-up voltage ratio. A prototype model is implemented in the Power Electronics Laboratory, Assiut University, Egypt. Seventy-two-panel PV modules of 250 W each were used to simulate and execute the setup to examine the proposed boost converter.

The on/off state of the binary switch gene Sex-lethal (Sxl), which controls somatic sexual development in Drosophila melanogaster, is regulated at the level of alternative splicing. In males, in which the gene is off, the default splicing machinery produces nonfunctional mRNAs; in females, in which the gene is on, the autoregulatory activity of the Sxl proteins directs the splicing machinery to produce functional mRNAs. We have used germ line transformation to analyze the mechanism of default and regulated splicing. Our results demonstrate that a blockage mechanism is employed in Sxl autoregulation. However, in contrast to transformer, in which Sxl appears to function by preventing the interaction of splicing factors with the default 3' splice site, a different strategy is used in autoregulation. (i) Multiple cis-acting elements, both upstream and downstream of the male exon, are required. (ii) These cis-acting elements are distant from the splice sites they regulate, suggesting that the Sxl protein cannot function in autoregulation by directly competing with splicing factors for interaction with the regulated splice sites. (iii) The 5' splice site of the male exon appears to be dominant in regulation while the 3' splice site plays a subordinate role.

The on/off state of the binary switch gene Sex-lethal (Sxl), which controls somatic sexual development in Drosophila melanogaster, is regulated at the level of alternative splicing. In males, in which the gene is off, the default splicing machinery produces nonfunctional mRNAs; in females, in which the gene is on, the autoregulatory activity of the Sxl proteins directs the splicing machinery to produce functional mRNAs. We have used germ line transformation to analyze the mechanism of default and regulated splicing. Our results demonstrate that a blockage mechanism is employed in Sxl autoregulation. However, in contrast to transformer, in which Sxl appears to function by preventing the interaction of splicing factors with the default 3' splice site, a different strategy is used in autoregulation. (i) Multiple cis-acting elements, both upstream and downstream of the male exon, are required. (ii) These cis-acting elements are distant from the splice sites they regulate, suggesting that the Sxl protein cannot function in autoregulation by directly competing with splicing factors for interaction with the regulated splice sites. (iii) The 5' splice site of the male exon appears to be dominant in regulation while the 3' splice site plays a subordinate role.

It has been difficult for the old ESP to meet the new dust emission standards, and the update of the equipment costs a lot of money, therefore, how to reach a higher cost performance becomes the focus of attention. After researches we found that the replacement of the industrial frequency power with the high-frequency inverter of the ESP power can greatly improve the collection efficiency, with a high cost performance and a good prospect of application. The core idea of electrostatic precipitators of high frequency inverter is to transfer three-phase working frequency power into DC power, make use of modernized power electronic technologies and transfer DC power inverter into high frequency AC for control. We can see from this article that electrostatic precipitators of high frequency inverter enjoy the following strengths: (l) Three-phase rectifier transfers three-phase AC power into DC power; the inverter transfers DC voltage into high frequency AC voltage. This method enjoys great flexibility in the control. (2) The output form of high frequency AC voltage square wave in the inverter transfers step-up transformer into high frequency transformer. (3) Compared with the traditional power supply of controllable silicon working frequency phase control electrostatic precipitators, the electrostatic precipitators power supply of high frequency inverter adopts full-controllable power component: IGBT which features swift switch-on/off speed and in case of flashover in the electrostatic precipitators, it is switched off immediately. Research has discovered that high frequency inverter can greatly upgrade the dust collection efficiency, enjoy favorable advancement and very high performance-price ratio and realize broad application prospect.

A transformer-less Buck-Boost direct current–direct current (DC–DC) converter in use for the fast charge of electric vehicles, based on powerful high-voltage isolated gate bipolar transistor (IGBT) modules is analyzed, designed and experimentally verified. The main advantages of this topology are: simple structure on the converter’s power stage; a wide range of the output voltage, capable of supporting contemporary vehicles’ on-board battery packs; efficiency; and power density accepted to be high enough for such a class of hard-switched converters. A precise estimation of the loss, dissipated in the converter’s basic modes of operation Buck, Boost, and Buck-Boost is presented. The analysis shows an approach of loss minimization, based on switching frequency reduction during the Buck-Boost operation mode. Such a technique guarantees stable thermal characteristics during the entire operation, i.e., battery charge cycle. As the Buck-Boost mode takes place when Buck and Boost modes cannot support the output voltage, operating as a combination of them, it can be considered as critically dependent on the characteristics of the semiconductors. With this, the necessary duty cycle and voltage range, determined with respect to the input-output voltages and power losses, require an additional study to be conducted. Additionally, the tolerance of the applied switching frequencies for the most versatile silicon-based powerful IGBT modules is analyzed and experimentally verified. Finally, several important characteristics, such as transients during switch-on and switch-off, IGBTs’ voltage tails, critical duty cycles, etc., are depicted experimentally with oscillograms, obtained by an experimental model.

This paper proposes a low-cost single-phase micro-inverter for grid-connected photovoltaic (PV) system. The lifetime of the conventional flyback micro-inverter is shortened, because lifetime of a large electrolyte capacitor is shortened. For this reason, the need for a large electrolyte capacitor is avoided by proposing power decoupling (PD) circuit. Dual advantages are achieved by proposed circuit, first high-power decoupling with small capacitances and other to protect the main MOSFET from spike voltage stress during turn off time without needing for additional a snubber circuit. Consequently, PD circuit is already used as a snubber circuit to absorb the leakage energy in the transformer which may destroy the switch and thus the voltage spike on the main MOSFET decreased. In addition, operating principle, modes, and control scheme of the proposed micro-inverter are discussed. As the simulation results, the input power ripple of the single-phase power fluctuation is under than 4%, unity power factor (P.F) and the total harmonic distortion (THD) of the proposed inverter output current is less than 5%. PSIM tool box is provided to simulate the proposed system and the simulation results are adequate.

The calculation of the effective values of the short-circuit currents is carried out in order to determine the minimum value of the current of the two- phase short-circuit required to select the settings of the means of protection, as well as the maximum value of the current of the three-phase short-circuit required to test the switching equipment for the ability to switch off. In most studies, the calculation of short-circuit currents is carried out only taking into account the total resistance of the transformer substation and the cable network. They also take into account the maximum short-circuit power (100MVA) due to the use of high-voltage explosion-proof switchgear type KRUV-6 without taking into account the influence of the external network. An external network, in turn, may limit the short-circuit power below 100MVA. The calculation of the short-circuit power of the external system with regard to the network parameters was considered. The actual magnitude of this capacity differs from that accepted in the known calculations and is below these values due to the natural or artificial introduction of reactor reactance and causes an error of 10-40%. Remote short-circuits of the distribution network reduce the short-circuit power of the input terminals of the step-down transformers, and therefore the influence of the external network on the short-circuit currents in the district networks increases. This approach will allow the determination of short-circuit currents in the mine distribution networks with higher accuracy. This will reduce the risk of accidents in an explosive mining environment.

Ilham Setiya Wardani, Saiful Manan in this paper explain that Utilization of power electronics components in the process of conversion of electrical energy has been growing from year to year. for controlling power from one form to another is very important and the characteristics of the equipment of power electronics has allowed it. DC-DC converters can also be called a wave DC inverter capable of producing symmetrical widely used and applied in industry and everyday life.In the inverter power supply are made using half-bridge converter topology. Half-bridge converter topology has several advantages that are easy to create and output a lot easier in the controlling. The process of switching at the half bridge converter using mosfet IRFZ44N and executed using ICTL494.In the design of the tool, using the supply is 12 Volt DC that directly goes to IC TL494 and frequency output that is generated directly toward the driver mosfet with the type BC327 used to mesaklarkan mosfet by means of on / off alternately to supply the power transformer intiferit to raise the voltage to 26 volt AC that will be rectified by using fast diode recofery MUR1560 to rectify the AC into DC voltage with the output voltage of +/- 26 volts DC. Keywords: power supply, inverter, TL494ReferencesBarkhordarian, V. Power MOSFET Basics. International Rectifier: California. E-book :www.aosmd.com. Didownload pada april 2016. Pukul 21.15 WIB.Hermawan, H. Rancang Bangun Sistem Kendali High Frequency Induction Heating. Skripsi S1 Teknik Elektro. Jakarta: Universitas Indonesia.Malvino . 1995. Prinsip-prinsip Elektronika. Jakarta : Erlangga.Maruitula, Edison. 2011. Rancang Bangun Flyaback Regulator Untuk Mencatu Sistem Pensaklaran IGBT pada Invereter. Skripsi S1 Teknik Elektro .Depok : Unversitas Indonesia.Muis, Saludin. 2013. Perancangan Teori Dan Praktis Power Supply Jenis Switch Mode. Yogyakarta : Graha Ilmu.Rasyid, Muhammad H. 1999. Elektronika Daya. Jakarta : PT Prenhallindo.

The development of wake-up receivers (WuR) has recently received a lot of interest from both academia and industry researchers, primarily because of their major impact on the improvement of the performance of wireless sensor networks (WSNs). In this paper, we present the development of three different radiofrequency envelope detection (RFED) based WuRs operating at the 868 MHz industrial, scientific and medical (ISM) band. These circuits can find application in densely populated WSNs, which are fundamental components of Internet-of-Things (IoT) or Internet-of-Everything (IoE) applications. The aim of this work is to provide circuits with high integrability and a low cost-per-node, so as to facilitate the implementation of sensor nodes in low-cost IoT applications. In order to demonstrate the feasibility of implementing a WuR with commercially available off-chip components, the design of an RFED WuR in a PCB mount is presented. The circuit is validated in a real scenario by testing the WuR in a system with a pattern recognizer (AS3933), an MCU (MSP430G2553 from TI), a transceiver (CC1101 from TI) and a T/R switch (ADG918). The WuR has no active components and features a sensitivity of about −50 dBm, with a total size of 22.5 × 51.8 mm2. To facilitate the integration of the WuR in compact systems and low-cost applications, two designs in a commercial UMC 65 nm CMOS process are also explored. Firstly, an RFED WuR with integrated transformer providing a passive voltage gain of 18 dB is demonstrated. The circuit achieves a sensitivity as low as −62 dBm and a power consumption of only 528 nW, with a total area of 634 × 391 μm2. Secondly, so as to reduce the area of the circuit, a design of a tuned-RF WuR with integrated current-reuse active inductor is presented. In this case, the WuR features a sensitivity of −55 dBm with a power consumption of 43.5 μW and a total area of 272 × 464 μm2, obtaining a significant area reduction at the expense of higher power consumption. The alternatives presented show a very low die footprint with a performance in line with most of the state-of-the-art contributions, making the topologies attractive in scenarios where high integrability and low cost-per-node are necessary.

The extensive use of electric vehicles (EVs) can reduce concerns about climate change and fossil fuel shortages. One of the main obstacles to accepting EVs is the limitation of charging stations, which consists of high-charge batteries and high-energy charging infrastructure. A new transformer-less topology for boost dc-dc converters with higher power density and lower switch stress is proposed in this paper, which may be a suitable candidate for high-power fast-charging battery chargers of EVs. Throughout this paper, two operating modes of the proposed converter, continuous current mode (CCM) and discontinuous current mode (DCM), are analyzed in detail. Additionally, critical inductances and design considerations for the proposed converter are calculated. Finally, real-time verifications based on hardware-in-loop (HiL) simulation are carried out to assess the correctness of the proposed theoretical concepts.

It is well known that electromagnetic voltage transformers (VT), included in the direct current scheme of ice melting (SIM) on overhead transmission lines (OTL), must be switched off when the SIM is assembling and turned on during disassembling. This action increases the time of the power line output from work and reduces the reliability of the power system. It is noted that capacitance VTs used in the electrical networks of 110-500 kV are not subject to the dangerous influence of DC voltage. Three variants of capacitors installation for elec-tromagnetic VT protection from direct voltage at which it is not required to switch off VTs are considered. A conclusion was made on the conditions of applicability of each variant based on the analysis of basic SIM. The article includes the necessary for practical use equivalent circuits and the values of constant voltages on the VTs in the basic direct current schemes of ice melting on overhead transmission lines. The method and an exam-ple of parameters calculation of the capacitors' block and additional resistor, providing the required accuracy class of VT at its constant inclusion as in the normal scheme, and in the scheme of ice melting, are given.

Abstract Background: Point mutations of RUNX1 gene are frequently seen in myeloid malignancies such as myelodysplasia (MDS) and acute myeloid leukemia (AML), and are associated with unfavorable clinical outcomes. AML patients bearing RUNX1 mutations have a significantly lower complete remission (CR) rate compared with patients with wild-type RUNX1 (30% vs. 73%), whereas in contrast, the CR rate of ALL patients, in which RUNX1 is rarely mutated, are at 92%. It remains unclear whether RUNX1 mutations found in AML patients are causal to AML maintenance, and if RUNX1 mutations serve as a valid therapeutic target in the treatment of such therapy-resistant AML. Experimental Approach: The RUNX1 mutations are found frequently associated with MLL-partial tandem duplication (MLL-PTD) in AML. We have developed two complementary mouse models that express a MLL-PTDknock-in mutation together with a RUNX1 S291fsX300 mutation found in AML patients: in the first model RUNX1 S291fsX300 was introduced into the bone marrow cells of the MLL-PTD knock-in mice by retrovirus transduction, while in the second model the tetracycline-inducible RUNX1 S291fsX300 mutation was knock-in at the Collagen a1 locus and the mice was crossed to MLL-PTD knock-in. In the second model, the mutant RUNX1 protein is only expressed when the mice were fed with doxycycline containing food and the RUNX1 mutant is absent or "corrected" upon doxycycline withdrawn. BM cells of these mice, as well as WT and MLL-PTD controls, were transplanted to syngeneic mice and the recipients were tracked for disease development and progression at bi-monthly intervals. The doxycycline induction or withdraw was carried out after secondary transplant, and the expression of RUNX1 S291fsX300 was monitored by a built-in GFP reporter and verified by RT-PCR.Under tetracycline induction, the RUNX1 S291fsX300 and MLL-PTD double mutation bearing mice developed a spontaneously AML and had a survival time 6-10 months after transplantation, and they showed symptoms of MDS/AML or AML, including thrombocytopenia, anemia, leukocytosis, splenomegaly, abnormal BM and spleen cell morphologies. We transplanted the AML mouse bone marrow to secondary recipients, and observed them with or without continuing doxycycline induction. By using the O-propargyl-puromycin to track the newly synthesized proteins, we found that the RUNX1 mut-on and RUNX1 mut-off mice showed comparable protein synthesis rate at full-blown leukemia stage, indicating that the RUNX1 mutation does not play a restrictive role to protein synthesis in transformed leukemia cells. The c-Kit+ AML cells cultured from the RUNX1 mut-off mice showed reduced viability and significantly reduced CFU-C activities, which are accompanied by a lineage switch in a decrease in expression of Mac1 and an increase in expression of B220. In vivo, the RUNX1 mut-off mice showed a slightly prolonged survival compared with RUNX1 mut-on group (182 vs. 126 days, p=0.0036). An analysis of the lineage distribution in their peripheral blood and bone marrow revealed that the RUNX1 mut-off AML mice underwent a dramatic lineage switch from myelocytes to lymphocytes (Fig. 1): while the Mac1+Gr1+population remained high in the RUNX1 mut-on AML mice, turning off RUNX1 mut expression caused an increased B cell population in expense of the Mac1+Gr1+population. Pathological analysis also showed a drastic decrease of the myeloid marker MPO and increased lymphoid marker B220 in the RUNX1mu-off mice. Consistently, a RT-PCR test of the BM c-Kit+ cells further showed that upon turning off the RUNX1mut, critical B cell regulatory genes including TCF3, EBF1, PAX5, CD79A were significantly up regulated whereas myeloid regulatory genes such as PU.1 were downregulated. In addition, RUNX1 S291fsX300 expression in the AML cells confers a resistance to chemotherapy (Ara-C) treatment compared with that of WT RUNX1 expression, indicating that the RUNX1 mutation is responsible for the AML resistance to therapy. Conclusion:Although RUNX1 mutations found in AML patient may not be essential for the hyperproliferative and growth phenotype of the AML, they play a causal role in maintaining myeloid lineage restriction, expansion and chemo-resistance. Correction or removal of the RUNX1 mutation in AML cells leads to a disease switch from AML to B-ALL, effectively changing the difficult-to-treat drug-resistant AML to another disease with more favorable CR (B-ALL). Disclosures No relevant conflicts of interest to declare.

In the DC distribution system, to step down the DC voltage level from the AC grid voltage, the conventional topologies require multiple power conversion stages and bulky line-frequency transformers, which degrade their power density and cost-effectiveness. In addition, the conventional topologies suffer from a shoot-through problem resulting in their low system reliability. In this paper, to overcome the above issues, systematic design approaches of a three-phase buck rectifier with an uninterruptible power supply (UPS) and a protection algorithm are proposed to obtain the high reliability of the DC distribution system, which can deal with fault conditions and can regulate the output voltage level. It only requires a single stage of the three-phase buck rectifier. Also, a thyristor switch is added without any commutation circuits to cut off the output from the fault circuit. The shoot-through faults do not occur in the buck rectifier, leading to high reliability. A dual-active-bridge (DAB) DC-DC converter is applied as the UPS to supply the electric power from the battery when the buck rectifier is shut down under the fault conditions. Finally, the protection algorithm is proposed to detect the fault conditions and to regulate the output voltage level.

Abstract Abstract 5234 Follicular lymphoma (FL), a entity with a cell origin in germinal center B lymphocytes, may develop into a progressive or transformed disease in some patients. This transformation is usually associated with acceleration of the clinical course. Transformed FLs generally retain the t(14;18) translocation, and it is believed that other genetic abnormalities are necessary in order for this transformation to occur. Secondary genetic events have been associated with this transformation such as c-myc amplification or mutation. Activation induced cytidine deaminase (AID/AICDA) is required for somatic hyper-mutation and class switch recombination of immunoglobulin gene, and also deeply involved in c-myc translocation of GCB-cell lymphoma. However, the role of AID in transformed FL has not been established. Here we tried to identify the significance of AID associated with c-myc in the progression of FL using mRNAs from tissue biopsy samples from patients with FL. The FLs we examined were divided into three groups: patients with grade 1–2 FL (n=15), patients with grade 3 FL who survived more than two years (n=14), and patients with rapidly progressive FL (RPFL) who died within two years after the start of treatment (n=6). AID and c-myc expression among those patients with FL were examined with RT-PCR and quantitative real-time PCR. Samples from the patients with grade 3 FL expressed relatively higher levels of the c-myc transcript than samples from the patients with grade 1–2 FL (p=.02) respectively. Additionally, nonsignificantly high levels of AID expression were observed in tissues from the patients with grade 3 FL. Interestingly, the samples taken from a patient with FL who died within two years after the start of treatment, showed either no or low expression of AID, despite expressing high levels of c-myc. These results suggested that overexpression of c-myc might be correlated with the biological transformation and clinical progression of FL; and also that AID might play a partial role in disease progression, and low expression of AID may be associated with the clinical features and outcome of patients with RPFL. In order to examine the role of AID expression in RPFL, the full-length AID gene was transfected into AID-negative and c-myc-positive cell lines established from patients with RPFL. AID-positive transfectants exhibited damping of cell proliferation proportional to the genetic level of AID expression, relative to the parental cells and the vector-only transfectants used as controls. Cell cycle analysis showed that the AID-positive transfectants had an increased cell population in G0/G1 phase and a reduced population in S phase, suggesting that G0/G1 arrest was responsible for the reduction in cell proliferation relative to the controls. These in vivo and in vitro findings suggest that AID may act as a negative regulator of cell survival in FL when sufficient c-myc is expressed. Switch-off or low expression of AID after c-myc amplification may be a potentially useful marker for prognostication of FL. Disclosures: No relevant conflicts of interest to declare.

This paper presents a computationally accurate technique to design an automatic single phase power factor controller by using microcontroller. The hardware implementation was developed by using Arduino Uno Rev-3 main board which uses the ATmega328 as the microcontroller. The power factor value from the load was measured by using voltage and current transformers, zero crossing detectors, and ATmega328 microcontroller. Zero crossing detectors produced current and voltage signals which will be measured and calculated for the time difference between both signals by ATmega328 microcontroller using appropriate algorithms in order to obtain value of power factor. The ATmega328 is programmed to automatically switch on and off capacitor function in order to control the signal pulse send to relay to connect and disconnect capacitor parallel with the load when energized and de energized if the calculated power factor value is either below 0.9 or above 0.9, respectively. Simulation of the power factor controller model was performed by using Proteus software. Arduino IDE software was used as the compiler for the Arduino Uno. The main objective is to study and develop the technology of automatic single phase power factor controller using Arduino Uno Rev-3 by controlling the power factor of the inductive load near to unity power factor. The results of the power factor value were displayed on the LCD and the power factor is corrected if it falls below 0.9 in order to prevent penalty by the power supplier. The effectiveness of the proposed technique could assist the monitoring unit in order to maintain the power factor at the value set by the utility.

In order to meet the requirements for total nitrogen removal in sensitive area, as specified by the EC Standards, existing high-rate or medium loaded activated sludge plants treating only carbonaceous pollution have to be upgraded. Two attractive technical solutions are proposed. Depending on both the design and operational conditions of the activated sludge plants, all existing treatment facilities will be reused for nutrient removal with either an immobilized nitrifying system implemented directly in the existing activated sludge tank or with an additional up-flow nitrifying biofilter. Both technical solutions enable the effluent total nitrogen concentration to be as low as 10 mg TN/l. When a high or medium loaded activated sludge plant with primary settling tanks is designed for a HRT of more than five hours, the Pegazur immobilized carrier system can be implemented directly in the biological reactors. The existing aeration tank is divided into anoxic and aerated zones, and the nitrifying Biocubes are introduced in the aerated one. Such an upgraded activated sludge system (which did not nitrify before the upgrading) can reach a maximum eliminated loading rate of 0.5 kg NH4–N per m3 of aerated volume per day at 12°C. This solution was used to upgrade the 120,000 p.e. Bellozanne Sewage Treatment Works, Jersey, Channel Islands, UK. When an existing high rate activated sludge plant is designed for a HRT of less than five hours, the activated sludge tank can be transformed into a high-rate denitrifying anoxic reactor, coupled to a nitrifying Biofor up-flow filter. The high-rate anoxic sludge is continuously controlled by an ORP probe in order to ensure both the denitrifying conditions and recycle ratios are at their optimum level. This controlled operation and high water velocities applied to the nitrifying up-flow Biofor enable the operational mode to switch from dry weather conditions to wet weather conditions where the recycle of nitrified liquor is switched off and the high loaded anoxic sludge is temprarily aerated.

Abstract Introduction: Patients (pts) with transformed follicular lymphoma (t-FL) exhibit an aggressive clinical course and high risk of relapse. In this study we have analysed the clinical characteristics, prognostic factors, treatments and survival outcome of pts with pathologically confirmed t-FL. Methods: We reviewed pts with low grade lymphoma who developed a subsequent aggressive B-cell lymphoma at MDACC from 7/1998 to 07/2017. Transformation was defined as development of an aggressive lymphoma in the setting of a prior diagnosis of low grade NHL. Pts with composite histology or grade IIIb FL at dx were excluded. We identified a total of 273 pts who transformed from a low grade lymphoma, including 172 with an initial diagnosis of FL (63%), MZL (18%), and SLL (19%).Pts with t-FL were analyzed for clinical characteristics, treatments and outcome. Overall survival (OS) was defined from the time of initial diagnosis of t-FL to death/last follow up while failure free survival (FFS) was calculated from time of starting first line treatment after transformation to treatment failure/discontinuation/switch or death. Optimal cut off values for various prognostic markers associated with survival were identified using recursive partitioning. Results: Among the 172 pts with t-FL, 164 (95%) were diffuse large B cell lymphoma (DLBCL) and 8 (5%) with other histology. The median follow up time after transformation was 21.3 months (0.6-215 months). The median age at transformation was 63 (33 to 88) and 59% were males. The median time from initial diagnosis of FL to t-FL was 41 months (2 to 379 months). In the 122 pts where initial grading was available; 47, 43, and 32 were I, II, IIIa, respectively. Median lines of treatment received prior to transformation were 1 (range 0-11) and 124 pts (72%) had prior treatment with rituximab. Thirty one pts (18%) were in observation for FL prior to transformation. B symptoms in 13% pts, 12% has ECOG PS (3-4), CNS involvement was noted in 1% and median number of sites involved at transformation were 1 (range 1-6). 52 pts (30%) had transformation at a site distant from the initial site of FL. Twenty eight of 32 pts (87%) who had MYC testing (by IHC) were positive. Other characteristics included, 41% pts with lambda monoclonal light chain expression, median Ki-67 was 75% (8-100%), LDH > ULN in 47%, MUM-1 + in 56%. Median β2M was 2.3 mg/dL. Overall, the median OS from transformation was 106.7 mo (36.8-Not Estimable) and the median FFS = 8.77 mo (5.6-10.5). There was no survival difference between pts with DLBCL and HD. At the time of last follow up, 107 pts were alive and 65 died, including 45 due to progression. . Overall, 161 pts received treatment for t-FL, 58 with R-CHOP (Rx1), 52 with R-non-CHOP (Rx2), 27 with R-EPOCH based (Rx3), and 24 with miscellaneous treatments (Rx4). In univariate analysis, we identified factors significantly associated with inferior OS, (lower hemoglobin, low platelet counts, lower absolute lymphocyte counts, higher LDH, and higher β2M). Advanced ECOG-PS and presence of B symptoms also correlated with inferior OS. Using recursive partitioning, age ≥ 81 years, Hb < 12 gm/dL, WBC < 5K/uL, LDH ≥1184, β2M ≥ 4 mg/dL were associated with significantly increased risk of death (Figure-1 A-E). In multivariate analysis, age ≥ 81 years (HR=3.95, 95% CI 1.82-8.60; p=0.001), presence of double hit lymphoma (DHL) (HR=4.15, 95% CI 1.74-9.91; p=0.001) and Rx2 treatment (R-non-CHOP based regimen, compared to Rx1, Rx3 and Rx4) (HR=2.36, 95% CI 1.27-4.38; p=0.001) had inferior OS. We also analysed FFS in pts with information available on their initial therapy for t-FL (n=161). Presence of DHL and treatments other than R-CHOP were predictive of inferior FFS in MVA. Pts who received non-CHOP based regimens had inferior FFS (Figure-1F; p=0.007). Conclusions: Patients with t-FL have a heterogeneous disease course and most pts can be salvaged with subsequent therapies. R-CHOP based regimens appear to have most benefit following transformation. Common laboratory tests hemoglobin, WBC, platelet count, LDH and beta2 microglobin help in predicting the survival of t-FL pts. In pts where MYC was tested, most were positive. Comprehensive cytogenetic and molecular analyses are needed to recognize various pathogenic mechanisms and identify novel therapeutic targets in t-FL. Disclosures Nastoupil: Janssen: Research Funding; Karus: Research Funding; Gilead: Honoraria; Novartis: Honoraria; Genentech: Honoraria, Research Funding; Juno: Honoraria; Celgene: Honoraria, Research Funding; Merck: Honoraria, Research Funding; Spectrum: Honoraria; TG Therappeutics: Research Funding. Samaniego:ADC Therapeutics: Research Funding. Westin:Celgen: Membership on an entity's Board of Directors or advisory committees; Apotex: Membership on an entity's Board of Directors or advisory committees; Kite Pharma: Membership on an entity's Board of Directors or advisory committees; Novartis Pharmaceuticals Corporation: Membership on an entity's Board of Directors or advisory committees. Wang:Janssen: Consultancy, Honoraria, Membership on an entity's Board of Directors or advisory committees, Research Funding; AstraZeneca: Consultancy, Research Funding; Celgene: Honoraria, Membership on an entity's Board of Directors or advisory committees, Research Funding; MoreHealth: Consultancy; Acerta Pharma: Honoraria, Research Funding; Kite Pharma: Research Funding; Juno: Research Funding; Pharmacyclics: Honoraria, Research Funding; Novartis: Research Funding; Dava Oncology: Honoraria. Fowler:Pharmacyclics: Consultancy, Research Funding; Janssen: Consultancy, Research Funding.

For improving the generality, expandability and accuracy, the general embedded intelligent monitoring system of tower crane is developed. The system can be applied to different kinds of tower cranes running at any lifting ratio, can be initialized using U disk with the information of tower crane, and fit the lifting torque curve automatically. In dangerous state, the system can sent out alarm signals with sounds and lights, and cut off power by sending signals to PLC through communication interface RS485. When electricity goes off suddenly, the system can record the real-time operating information automatically, and store them in a black box, which can be taken as the basis for confirming the accident responsibility.In recent years, tower cranes play a more and more important role in the construction of tall buildings, in other construction fields are also more widely used. For the safety of tower cranes, various monitors have been developed for monitoring the running information of crane tower [1-8]. These monitors can’t eliminate the errors caused by temperature variations automatically. The specific tower crane’s parameters such as geometric parameters, alarming parameters, lifting ratio, lifting torque should be embedded into the core program, so a monitor can only be applied to a specific type of tower crane, lack of generality and expansibility.For improving the defects of the existing monitors, a general intelligent monitoring modular system of tower crane with high precision is developed, which can initialize the system automatically, eliminate the temperature drift and creep effect of sensor, and store power-off data, which is the function of black box.Hardware design of the monitoring systemThe system uses modularized design mode. These modules include embedded motherboard module, sensor module, signal processing module, data acquisition module, power module, output control module, display and touch screen module. The hardware structure is shown in figure 1. Figure 1 Hardware structure of the monitoring systemEmbedded motherboard module is the core of the system. The motherboard uses the embedded microprocessor ARM 9 as MCU, onboard SDRAM and NAND Flash. Memory size can be chosen according to users’ needs. SDRAM is used for running procedure and cache data. NAND Flash is used to store embedded Linux operating system, applications and operating data of tower crane. Onboard clock with rechargeable batteries provides the information of year, month, day, hour, minute and second. This module provides time tag for real-time operating data. Most interfaces are taken out by the plugs on the embedded motherboard. They include I/O interface, RS232 interface, RS485 interface, USB interface, LCD interface, Audio interface, Touch Screen interface. Pull and plug structure is used between all interfaces and peripheral equipments, which not only makes the system to be aseismatic, but also makes its configuration flexible. Watch-dog circuit is designed on the embedded motherboard, which makes the system reset to normal state automatically after its crash because of interference, program fleet, or getting stuck in an infinite loop, so the system stability is improved greatly. In order to store operating data when power is down suddenly, the power-down protection circuit is designed. The saved data will be helpful to repeat the accident process later, confirm the accident responsibility, and provide the basis for structure optimization of tower crane.Sensor module is confirmed by the main parameters related to tower crane’s security, such as lifting weight, lifting torque, trolley luffing, lifting height, rotary angle and wind speed. Axle pin shear load cell is chosen to acquire lifting weight signals. Potentiometer accompanied with multi-stopper or incremental encoder is chosen to acquire trolley luffing and lifting height signals. Potentiometer accompanied with multi-stopper or absolute photoelectric encoder is chosen to acquire rotary angle signals. Photoelectric sensor is chosen to acquire wind speed signals. The output signals of these sensors can be 0~5V or 4~20mA analog signals, or digital signal from RS485 bus. The system can choose corresponding signal processing method according to the type of sensor signal, which increases the flexibility on the selection of sensors, and is helpful for the users to expand monitoring objects. If the acquired signal is analog signal, it will be processed with filtering, isolation, anti-interference processing by signal isolate module, and sent to A/D module for converting into digital signals, then transformed into RS485 signal by the communication protocol conversion device according to Modbus protocol. If the acquired signal is digital signal with RS485 interface, it can be linked to RS485 bus directly. All the acquired signals are sent to embedded motherboard for data processing through RS485 bus.The data acquisition module is linked to the data acquisition control module on embedded motherboard through RS485 interface. Under the control of program, the system inquires the sensors at regular intervals, and acquires the operating data of crane tower. Median filter technology is used to eliminate interferences from singularity signals. After analysis and processing, the data are stored in the database on ARM platform.Switch signal can be output to relay module or PLC from output control module through RS485 bus, then each actuator will be power on or power off according to demand, so the motion of tower crane will be under control.Video module is connected with motherboard through TFT interface. After being processed, real-time operating parameters are displayed on LCD. The working time, work cycle times, alarm, overweight and ultar-torque information will be stored into database automatically. For meeting the needs of different users, the video module is compatible with 5.7, 8.4 or 10.4 inches of color display.Touch screen is connected with embedded motherboard by touch screen interface, so human machine interaction is realized. Initialization, data download, alarm information inquire, parameter modification can be finished through touch screen.Speaker is linked with audio interface, thus alarm signals is human voice signal, not harsh buzz.USB interface can be linked to conventional U disk directly. Using U disk, users can upload basic parameters of tower crane, initialize system, download operating data, which provides the basis for the structural optimization and accident analysis. Software design of the monitoring systemAccording to the modular design principle, the system software is divided into grading encryption module, system update module, parameter settings module, calibration module, data acquisition and processor module, lifting parameters monitoring module, alarm query module, work statistics module.Alarm thresholds are guarantee for safety operation of the tower crane. Operating data of tower crane are the basis of service life prediction, structural optimization, accident analysis, accident responsibility confirmation. According to key field, the database is divided into different security levels for security requirements. Key fields are grade encryption with symmetrical encryption algorithm, and data keys are protected with elliptic curve encryption algorithm. The association is realized between the users’ permission and security grade of key fields, which will ensure authorized users with different grades to access the equivalent encrypted key fields. The user who meets the grade can access equivalent encrypted database and encrypted key field in the database, also can access low-grade encrypted key fields. This ensures the confidentiality and integrity of key data, and makes the system a real black box.The system is divided into operating mode and management mode in order to make the system toggle between the two states conveniently. The default state is operating mode. As long as the power is on, the monitoring system will be started by the system guide program, and monitor the operating state of the tower crane. The real-time operating data will be displayed on the display screen. At the dangerous state, warning signal will be sent to the driver through voice alarm and light alarm, and corresponding control signal will be output to execution unit to cut off relevant power for tower crane’s safety.By clicking at the mode switch button on the initial interface, the toggle can be finished between the management mode and the operating mode. Under the management mode, there are 4 grades encrypted modes, namely the system update, alarm query, parameter setting and data query. The driver only can browse relevant information. Ordinary administrator can download the alarm information for further analysis. Senior administrator can modify the alarm threshold. The highest administrator can reinitialize system to make it adapt to different types of tower crane. Only browse and download function are available in the key fields of alarm inquiry, anyone can't modify the data. The overload fields in alarm database are encrypted, only senior administrator can browse. The sensitive fields are prevented from being tampered to the great extent, which will provide the reliable basis for the structural optimization and accident analysis. The system can be initialized through the USB interface. Before initialization, type, structural parameters, alarm thresholds, control thresholds, lifting torque characteristics of tower crane should be made as Excel files and then converted to XML files by format conversion files developed specially, then the XML files are downloaded to U disk. The U disk is inserted into USB interface, then the highest administrator can initialize the system according to hints from system. After initialization, senior administrator can modify structural parameters, alarm thresholds, control thresholds by clicking on parameters setting menu. So long as users can make the corresponding excel form, the system initialization can be finished easily according to above steps and used for monitoring. This is very convenient for user.Tower crane belongs to mobile construction machinery. Over time, sensor signals may have some drift, so it is necessary to calibrate the system regularly for guaranteeing the monitoring accuracy. Considering the tower is a linear elastic structure, sensors are linear sensors,in calibration linear equation is used:y=kx+b (1)where x is sample value of sensor, y is actual value. k, b are calibration coefficients, and are calculated out by two-points method. At running mode, the relationship between x and y is:y=[(y1-y0)/(x1-x0)](x-x0)+y0 (2)After calibration, temperature drift and creep can be eliminated, so the monitoring accuracy is improved greatly.Lifting torque is the most important parameter of condition monitoring of tower crane. Comparing the real-time torque M(L) with rated torque Me(L), the movement of tower crane can be controlled under a safe status.M (L)= Q (L)×L (3)Where, Q(L)is actual lifting weight, L is trolley luffing. Me(L) = Qe(L)×L (4)Where, Q e(L) is rated lifting weight. The design values of rated lifting weight are discrete, while trolley luffing is continuous. Therefore there is a rated lifting weight in any position. According to the mechanical characteristics of tower crane, the rated lifting weight is calculated out at any point by 3 spline interpolation according to the rated lifting weight at design points.When lifting weight or lifting torque is beyond rated value, alarm signal and control signal will be sent out. The hoist motor with high, medium and low speed is controlled by the ratio of lifting weight Q and maximum lifting weight Qmax,so the hoisting speed can be controlled automatically by the lifting weight. The luffing motor with high and low speed is controlled by the ratio of lifting torque M and rated lifting torque Me. Thus the luffing speed can be controlled by the lifting torque automatically. The flow chart is shown in figure 2. Fig. 2 real-time control of lifting weight and lifting torqueWhen accidents take place, power will be off suddenly. It is vital for identifying accident liability to record the operating data at the time of power-off. If measures are not taken to save the operating data, the relevant departments is likely to shirk responsibility. In order to solve the problem, the power-off protection module is designed. The module can save the operating data within 120 seconds automatically before power is off suddenly. In this 120 seconds, data is recorded every 0.1 seconds, and stores in a 2D array with 6 rows 1200 columns in queue method. The elements of the first line are the recent time (year-month-day-hour-minute-second), the elements of the second line to sixth line are lifting weight, lifting torque, trolley luffing, lifting height and wind speed in turn. The initial values are zero, when a set of data are obtained, the elements in the first column are eliminated, the elements in the backward columns move frontwards, new elements are filled into the last column of the array, so the array always saves the operating data at the recent 120 seconds. In order to improve the real-time property of the response, and to extend the service life of the nonvolatile memory chip EEPROM-93C46, the array is cached in volatile flip SDRAM usually. So long as power-off signal produces, the array will be shift to EEPROM, at once.In order to achieve the task, the external interruption thread and the power-off monitoring thread of program is set up, the power-off monitoring thread of program is the highest priority. These two threads is idle during normal operation. When power is off, the power-off monitoring thread of program can be executed immediately. When power-off is monitored by power-off control circuit, the external interruption pins produces interrupt signal. The ARM microprocessor responds to external interrupt request, and wakes up the processing thread of external interruption, then sets synchronized events as informing state. After receiving the synchronized events, the data cached in SDRAM will be written to EEPROM in time.ConclusionThe general intelligence embedded monitoring system of tower crane, which can be applicable to various types of tower crane operating under any lifting rates, uses U disk with the information of the tower crane to finish the system initialization and fits the lifting torque curve automatically. In dangerous state, the system will give out the voice and light alarm, link with the relay or PLC by the RS485 communication interface, and cut off the power. When power is down suddenly, the instantaneous operating data can be recorded automatically, and stored in a black box, which can be taken as the proof for identifying accident responsibility. The system has been used to monitor the "JiangLu" series of tower cranes successfully, and achieved good social and economic benefits.AcknowledgementsThe authors wish to thank China Natural Science Foundation(50975289), China Postdoctoral Science Foundation(20100471229), Hunan science & technology plan, Jianglu Machinery & Electronics Co. Ltd for funding this work.Reference Leonard Bernold. Intelligent Technology for Crane Accident Prevention. Journal of Construction Engineering and Management. 1997, 9: 122~124.Gu Lichen,Lei Peng,Jia Yongfeng. Tower crane' monitor and control based on multi-sensor. Journal of Vibration, Measurement and Diagnosis. 2006, 26(SUPPL.): 174-178.Wang Ming,Zhang Guiqing,Yan Qiao,et, al. Development of a novel black box for tower crane based on an ARM-based embedded system. Proceedings of the IEEE International Conference on Automation and Logistics. 2007: 82-87.Wang Renqun, Yin Chenbo, Zhang Song, et, al. Tower Crane Safety Monitoring and Control System Based on CAN Bus. Instrument Techniques and Sensor. 2010(4): 48-51.Zheng Conghai,Li Yanming,Yang Shanhu,et, al. Intelligent Monitoring System for Tower Crane Based on BUS Architecture and Cut IEEE1451 Standard. Computer Measurement & Control. 2010, 18, (9): 1992-1995.Yang Yu,Zhenlian Zhao,Liang Chen. Research and Design of Tower Crane Condition Monitoring and Fault Diagnosis System. 2010 Proceedings of International Conference on Artificial Intelligence and Computational Intelligence. 2010: 405-408.Yu Yang, Chen Liang, Zhao Zhenlian. Research and design of tower crane condition monitoring and fault diagnosis system. International Conference on Artificial Intelligence and Computational Intelligence, 2010, 3: 405-408.Chen Baojiang, Zeng Xiaoyuan. Research on structural frame of the embedded monitoring and control system for tower crane. 2010 International Conference on Mechanic Automation and Control Engineering. 2010: 5374-5377.

This paper gives the solution on monitoring and control of distribution transformer efficiently. At present, during fault in lines the transformer is turned off manually to rectify the fault and requires two field workers. Here we developed a wireless controlling system to open or close the transformer. The opening and closing of the transformer is confirmed by using CT (current transformer) and PT (potential transformer) measuring instrument. The data of the measuring instruments are sent through GSM (global system for mobile communication) to the EB officials and it requires only one field worker at the faulty location. The main feature of this paper is the field worker can be reduced, accident occurring due to back current at the time when the field worker work at the line can be reduced and the transformer switch can be controlled at remote location. This paper leads to the safety working of the field workers

This project presents a single-switch single power-conversion (S3PC) power factor correction (PFC) converter. The control algorithm derived from feedback linearization enables the S3PC converter to obtain good controllability. The proposed converter performs both PFC control and output power control through single power-conversion. The S3PC converter provides high efficiency and high power factor in excess of 0.994.. The proposed converter is able to offer low cost and high power density in step up application due to the following features: ZCS turn-on and ZVS turn-off of switch and ZCS turn-off of diodes regardless of voltage and load variation; low rated lossless snubber; reduced transformer volume compared to fly back based converters due to low magnetizing current. The proposed converter is able to offer high power density in step-up application because of its simple structure; low rated lossless snubber; reduced transformer volume compared to isolation based converters due to low magnetizing current. The proposed converter is capable to stabilize the output efficiency. Experimental results are provided to validate the proposed concept. The Simulation is done with the help of MATLAB Software using Simulink.

Effective and efficient simulation-based design is facilitated by models of appropriate complexity. A single model will not have the most appropriate level of complexity throughout all phases of a simulation maneuver if inputs or parameters vary. Ideally, a model for which complexity can be varied as necessary will achieve the best possible trade-off between accuracy and computational efficiency. A method is presented for switching system model elements on and off as their importance changes, and predicting the response of the resulting variable-complexity model. A modified transformer element removes the dynamic output of a model element to the rest of the system when the moving average of its absolute power falls below a user-defined threshold. When the element is “off,” the input from the system to the element is still passed through the transformer so that an estimate of element power and importance can continue to be calculated and the element switched back “on” if necessary. The bond graph formalism is used to facilitate implementation. Switch configurations are defined for both causally weak and causally strong energy storage and dissipative elements. The method is applicable to linear or nonlinear systems that can be modeled with lumped parameter elements. The approach is demonstrated for quarter- and half-car vehicle models subject to a road profile of varying frequency. The appropriate model complexity at all stages is determined and implemented continuously without prior knowledge of input or parameter changes.

This paper is an attempt to accomplish a performance analysis of the classical (Proportional Integral) and intelligence(Artificial Neuro Fuzzy Inference System) control techniques on current spike reduction by means of magnetization level control in the primary winding on the medium recurrence transformer based DC spot welding framework. Cause for occurrence of spike in the primary winding of a transformer is unequal resistance between two secondary circuit’s of the transformer and different characteristics of rectifier diode. Which leads to the magnetic saturation in the form of spikes in the primary current of a transformer Consequently over current protection switch off. So, Current Spike decrease is a significant factor to be considered while spot welding frameworks are concerned. This can be used in automobile industry and it is a major issue in spot welding system. The present control strategy is a piecewise straight control system that is enlivened from the DC-DC converter control calculations to enlist a novel current spike decrease technique in the MFDC spot welding applications. The traditional and insight controllers were utilized for spike decrease in essential current of welding transformer so as to make the opposition spot welding framework to work easily. Current control techniques by the above mentioned controllers are evaluated in terms total harmonic distortion (THD), Percentage of current spike reduction, percentage ripple in welding current, rise time and settling time. Matlab/SimulinkTM software is carried out for the analyzing the classical and intelligence controllers and results are tabulated.

Among all dc-dc converters, the present trend of utilities is buck-boost converter which is capable enough to operate under on/off control so as to step-up and stepping-down the fixed input voltage by varying its duty-ratio of the switch. This converter possesses hard-switched one that means the switching device operate on non-zero voltage or non-zero current and leads to significant increase in switching loss. This issue leads to use of soft-switching of device. As far as the soft- switching of buck-boost converter is concerned, very few papers appear in literature. But in most of these cases, hardly the attention has been given to look into the aspect of ripple content at the input current level. Higher the ripple content at the input not only affect the electrical equipment (i.,e such as adding core losses to transformer in line thus reduction in efficiency), but also causes electromagnetic interference with nearby telecommunication lines and measuring equipment etc. Though there is an option to include the low-pass filter at input, but that creates a hindrance in providing the oscillation along dc link because of input filter in parallel with secondary components across the switch and load. In this research work, the parallel operation of soft-switching buck-boost converter is proposed by modifying the circuit [15] and the circuit is operated with its optimum level so as to minimize the requirement of components. The components of this converter are properly designed to enable soft-switching for the switch. The simulation of the proposed circuit is carried out by MATLAB (Simulink) to validate performance.

Abstract In this paper, a tunable DNA-based metamaterial is designed and simulated in 170–340 THz range. This metamaterial can be transformed from an ON mode with a low resistance state of the DNA strip to its OFF mode with a high resistance state. Three Structures with containing different combinations metal layers are designed and simulated. Structure 1 with Ag/DNA/Ag and Au/DNA/Au strategies achieves field enhancement factors (FEF) 2.18 and 2.07, respectively. Structure 2 (Au/DNA/Dirac, Dirac/DNA/Au, Ag/DNA/Dirac, or Dirac/DNA/Ag) achieves the FEF values 14.11, 10.70, 13.75, or 9.62, respectively, while the FEF value of Structure 3 with Dirac/DNA/Dirac reaches 59.8. The FEF value of Structure 3 can be modulated from 59.8 to 91.96 as Fermi energy increasing from 0 to 60 meV. Moreover, the FEF value is also enhanced through increasing the magnetic field strength. The Structure 3 exhibits convertibility and sustainable modulation lines between two opposing patterns. The proposed structure reveals a switchable feature based on the resistance characteristics of DNA strips, which can be revealed as an ON/OFF switch sensor. Moreover, the switching performance of Structures 3 and 2 is significantly higher than Structure 1. Therefore, Structures 3 and 2 can be set to be an optical memristor or optical gate.

Abstract Urban areas can be attractive to certain species because of increased food abundance and nesting availability, which in turn may increase productivity or breeding rates. However, there are also potential costs associated with urban living such as higher nest failure, poorer body condition, or increased prevalence of disease. These costs may result in species trading off the number of young produced against the condition of their young. African Crowned Eagles (Stephanoaetus coronatus) are a rare example of large, powerful apex predators that breed in some urban areas in Africa. In this study, we explored the breeding performance of these eagles across an urbanization gradient in KwaZulu-Natal Province, South Africa, over 7 breeding seasons. We predicted that living in an urban environment would increase productivity through an increase in breeding rate (shifting from typically biennial breeding to annual breeding). We then explored if there were any hidden costs associated with such a change in breeding strategy by examining the body condition of chicks from pairs that had successfully bred in the previous year. We found that pairs in more urban areas were more likely to breed annually, resulting in higher breeding rates, but were also less likely to successfully fledge a chick (i.e. lower breeding success). These 2 contrasting responses counteracted each other and resulted in similar productivity across the urbanization gradient. For those eagles that bred in consecutive years, annual breeding did not appear to have a negative cost on chick condition. The switch to annual breeding is thought to be a response to improved or more constant food sources in urban areas, while higher failure rates might be because of increased nest disturbances from anthropogenic sources (e.g., vegetation clearing, development of industrial areas, human and car traffic). However, although urbanization negatively affected the breeding success of African Crowned Eagles, they are able to persist and thrive in this highly transformed environment, likely through an increased breeding rate.

The release of Al Gore’s An Inconvenient Truth and his subsequent training of thousands of Climate Presenters marks a critical transition point in communication around climate change. An analysis of Al Gore’s An Inconvenient Truth presentation and of the guidelines we were taught as Presenters in The Climate Project, show they reflect the marketing principles that the World Wildlife Fund (WWF) report Weathercocks and Signposts (Crompton) argues cannot achieve the systemic and transformational changes required to address global warming. This paper will consider the ultimate effectiveness of social marketing approaches to Climate change communication and the Al Gore Climate Project in the light of the WWF critique. Both the film and the various slideshow presentations of An Inconvenient Truth conclude with a series of suggestions about how to “how to start” changing “the way you live.” The audience is urged to: Reduce your own emissions Switch to green power Offset the rest Spread the word The focus on changing individual consumption in An Inconvenient Truth is also reflected in the climate campaign page Get Involved on the website of the Australian Conservation Foundation (ACF)—the Australian partner in Al Gore’s The Climate Project (TCP). Al Gore’s Climate Project, with over 3,000 Climate Presenters worldwide, could be seen as a giant experimental test of the merits of marketing approaches to social change as compared to the recommendations in the WWF critique authored by Crompton. In Orion magazine, Derrick Jensen has described this emphasis on “personal consumption” instead of “organized political resistance” as “a campaign of systematic misdirection.” Jensen points out that “even if every person in the United States did everything the movie suggested, U.S. carbon emissions would fall by only 22 percent.” The latest scientific reports show we are on the edge of a tipping point into catastrophic climate change—runaway warming which would render the planet uninhabitable for most life forms, including humans (Hansen et al 13). To reduce the risk of catastrophic climate change to a still worrying 13% we need significant action between now and 2012, and carbon dioxide levels will need to be stabilised at between 350 and 375 parts per million by 2050 (Elzen and Meinshausen 17). Because Americans and Australians are taking far more than our share of the global atmospheric commons, we need to reduce our emissions to less than 90% below 1990 levels by 2050 as our share of the global emission reduction targets (Elzen and Meinshausen 24; Garnaut 283). In other words, if one takes the science seriously there is a huge shortfall between the reductions which can be achieved by individual changes to consumption and the scale of reductions that are required to reduce the risk of catastrophic climate change to a half-way tolerable level. The actions being promoted as solutions are nowhere near “inconvenient” enough to solve the problem. Like Crompton and Jensen I was inclined to take the gap between goal and means as overwhelming evidence for the inadequacy of marketing approaches emphasising changes to individual consumption choices. Like them I was concerned that the emphasis on consumption in marketing approaches may even reinforce the consumerism and materialism that drives the growth in emissions. Whilst being generally critical of marketing approaches, Crompton says he accepts the importance marketers place on tailoring the message to fit the motivations of the target audience (25). However, while Crompton describes Rose and Dade’s “Values Modes analysis” as “a sophisticated technique for audience segmentation” (21), he rejects the campaign strategies designed around the target audiences they identify (23). Market segmentation provides communications practitioners with the “extensive knowledge of whom you are trying to reach and what moves them” which is one of the “three must haves” of a successful communication campaign (Fenton 3). Rose and Dade’s segmentation analysis categorises people based on the motivational hierarchy in Maslow’s Hierarchy of Needs. They identify three population groupings—the Settlers, driven by security; the Prospectors, esteem driven; and the Pioneers, who are motivated by intrinsic values (1). As with Maslow’s hierarchy these “Values Modes” are developmentally dynamic. The satisfaction of more basic needs, like physical safety and economic security, support a developmental pathway to the next level. Just as the satisfaction of the need for social acceptance and status free the individual to become motivated by self-actualisation, universal and compassionate ethics, and transcendence. Because individuals move in and out of Values Modes, depending on the degree to which economic, social and political conditions facilitate the satisfaction of their needs, the percentage of the population in each group varies across time and location (Rose and Dade 1). In 2007 the UK population was 20% Settlers, 40% Prospectors, and 40% Pioneers (Rose and Dade 1), but the distribution in other countries would need to be determined empirically. Rose et al provide a strategic rationale for a marketing based climate campaign targeted at changing the behaviours of Prospectors, rather than appealing to Pioneers. While the Pioneers are 40% of the population, they don’t like being “marketed at,” they seek out information for themselves and make up their own minds, and “will often have already considered your ideas and decided what to do” (6). They are also well catered for by environmental groups’ existing ethical and issues based campaigns (3). Prospectors, on the other hand, are the 40% of the population which are the “least reached” by existing ethical or issues oriented environmental campaigning; are the most enthusiastic (or “voracious”) consumers, so their choices will sway business; and they tend to be swinging voters, so if their opinions change it will sway politicians (4). Rose et al (13) found that in order to appeal to Prospectors a climate change communications campaign should: Refer to local, visible, negative changes involving loss or damage [In the UK] show the significance of UK emissions and those of normal people (i.e. like them) Use interest in homes and gardens Deploy the nag factor of their children Create offers which are above all easy, cost-effective, instant and painless Prospectors don’t like, and will be put off by campaigns that (Rose et al 13): Talk about the implications: too remote and they are not very bothered Use messengers (voices) which lack authority or could be challenged Criticise behaviours (e.g. wrong type of car, ‘wasting’ energy in your home) Ask them to give things up Ask them to be the first to change (amongst their peers) Invoke critical judgement by others Crompton recommends an environmental campaign that attempts to persuade Prospectors that they are wrong in thinking material consumption and “ostentatious displays of wealth” contribute to their happiness. Prospectors see precisely these sorts of comments by Concerned Ethicals as a judgemental criticism of their love of things, and a denial of their need for the acceptance and approval of others. Maslow’s developmental model, as well as the Value Modes research, would suggest that Crompton’s proposal is the exact opposite of what is required to move Prospectors into the Pioneer value mode. It is by accepting the values people have, and allowing them to meet the needs that drive them, that they can move on to more intrinsically motivated action. Crompton would appear to fall into the common “NGO or public sector campaign […] trap” of devising a campaign based on what will appeal to the 10% of the population that are Concerned Ethicals, but in the process “particularly annoy or intimidate” the strategically significant 40% of the population that are Prospectors (Rose et al 8). Crompton ignores the evidence from marketing campaign research that campaigns can’t directly change people’s basic motivations, while they can change people’s behaviours if they target their existing motivations. Contrary to Crompton’s claim that promoting green consumption will reinforce consumerism and materialism (16), Rose and Dade base their campaign strategy on the results of research into cognitive dissonance, which show that if you can get someone to act a certain way, they will alter their beliefs and preferences, as well as their self concept, to fit with their actions. Crompton confuses a tactic in a larger game, with the end goal of the game. “The trick is to get them to do the behaviour, not to develop the opinion” (Rose, “VBCOP” 2). Prospectors are persuaded to adopt a behaviour if they see it as “in,” and as what everyone else like them is doing. They are more easily persuaded to buy a product than adopt some other sort of behavioural change. The next part of an environmental marketing strategy like this is to label, praise and reward the behaviour (Futerra 11). Rose suggests that Prospectors can be engaged politically if governments are called on to recognise and reward the behaviour “say by giving them a tax break or paying them for their rooftop energy contribution” (“VBCOP” 3). Once governments have given such rewards, both Settlers and Propectors will fight to keep them, where they are normally disinclined to fight political battles. Once Prospectors identify themselves as, for example, in favour of renewable energy, politicians can be persuaded they need to act to get and keep votes, and business can be persuaded to change in order to continue to attract buyers for their products. In order to achieve the scale of emission reductions required individuals need to change their consumption patterns; politicians need to change the regulatory and planning context in which both individual and corporate decisions are made; and the economic system needs to be transformed so it internalises environmental costs and operates within environmental limits. Social marketing analyses have identified changing Prospectors buying habits as the wedge, or leverage point that can lead to such a cascading set of social, political and economic changes. Just as changing Prospector product choices can be exploited as a key leverage point, Al Gore identified getting United States commitment to emission reduction as a key leverage point towards achieving global commitments to binding reduction targets. Because the United States had the highest national greenhouse emissions, and was one of the two industrialised countries who had failed to sign the Kyoto Protocol, changing behaviour and belief in the United States was strategically critical to achieving global action on emissions reduction. Al Gore initially attempted to get the United States to sign the Kyoto Protocol and commit to emission reduction by working directly at the political level, without building the popular support for action that would encourage other politicians to support his proposals. In the movie, Al Gore talks about the defeat of his initial efforts to get the United States to sign the Kyoto Protocol, and of his recognition of the need to gain wider public support before political action would be taken. He talks about the unsuitability of the mass news media as a vehicle for achieving social and political change on climate emissions. The priority given to conflict as a news value means journalists focus on the personalities involved in disputes about climate change rather than provide an analysis of the issue. When climate experts explain the consensus position of the Intergovernmental Panel on Climate Change (IPCC), they are “balanced” with opposing statements from the handful of (commonly fossil fuel industry funded) climate deniers. Because climate emissions are part of a complex process of slow change occurring over long time lines they do not fit easily into standard news values like timeliness, novelty and proximity (Harrison). When Al Gore realised he wouldn’t be able to gain the wider public support he needed through the mass news media he began a quest to spread his message “meeting by meeting,” “person by person.” Al Gore turned his slide show into a movie in order to deliver the message to more people than he could reach face to face, and then trained Presenters to reach even more people. When the movie won an Oscar for Best Documentary it turned Al Gore into something of a celebrity. Al Gore’s celebrity status rubs off on Climate Presenters through their association with him, giving them access to community and business groups across the world. When a celebrity recommends or displays a behaviour, Prospectors are more likely to see it as the in thing and thus more willing to do the recommended action. The movie created an opportunity for Al Gore to be a more persuasive messenger than he had been as a politician. Al Gore began The Climate Project to increase the impact of the movie and spread the message further than he could take it by himself. The multiplication of modes of communicating the message fits with Fenton Communications’ “Rule of Three.” In Now Hear This they say the target audience “should read about us in the paper, see us on TV, hear about us from a neighbour and a friend […] have their kid mention us […] and so on” (17). The Presenter training emphasises the “direct communication, especially face to face” recommended by Rose (“To do” 174). During the Presenter training Al Gore warned of the danger of being too negative as it risked moving people “from denial to despair without stopping to act,” and of the need to present the story in such a way as to create hope. This is backed up by the communications marketing literature, which warns that “negative messages may actually induce despair and actually [sic] paralysis while the positive focus can inspire” (Boykoff 172). While it employs dramatic visual images and animations, the movie tends to downplay the potential severity of the consequences of runaway global warming, and presents these in a way that gives the impression of a contracted time frame for the consequences of warming in order to activate motivation based on near term implications. The movie responds to Prospectors’ disinterest in distant implication of climate change by emphasising near-term threats, such as the rising monetary cost of damages, as well as threats to life and property from disease, drought, fire, flood, storm, and rising sea levels. After training an initial round of American Presenters, Al Gore identified training Australian Presenters as the next strategic priority. While Australia’s collective emissions are small, our per capita emissions are higher than those of Americans, and as the only other industrialised nation that had not signed, it was believed our becoming a signatory to the Kyoto Protocol would increase the pressure on the United States to sign. The ACF provided Australian Presenters with additional slides containing vivid images of Australian impacts, and Presenters were encouraged to find their own examples to illustrate impacts relevant to specific local audiences. The importance of identifying local impacts to persuade and move their audiences is impressed upon Presenters during the training. Regular slide updates reinforce this priority. While authors like Crompton and Jensen note the emphasis on changes in consumption as suggested solutions to climate change, other elements of the presentation are just as important in appealing to Prospectors. Prospectors want to belong and gain status by doing whatever is highly regarded by others. The presentation has numerous slides emphasising who else has made commitments to Kyoto and emission reduction. The American presentation includes lists of other countries, and towns and states in the United States that had signed up to Kyoto. The Australian presentation includes graphics emphasising the overwhelming number of Australians who support action. Prospectors don’t like being asked to give things up, and the presentation insists on the high cost of failing to act, compared to the small cost of acting now. Doing something to stop climate change is presented as easy and achievable. Contrary to Crompton’s claim that promoting green consumption would not build the widespread awareness and support for the more far-reaching government action that is required to achieve systemic change (9), the results of recent opinion research show that upwards of 80% of Americans support effective and wide-ranging action to reduce emissions and develop new renewable energy technologies (Climate Checklist). Whereas it would not have been surprising if the financial crisis had dimmed the degree of enthusiasm for action to reduce greenhouse emissions, the high support for action on climate change in their polling continues to encourage the Australian government to use it as a wedge issue against the opposition. Without high levels of public support, there would be little or no chance that politicians would be willing to vote for measures that will reduce emissions. That the push for change in individual consumption choices was only ever one tactic in a wider campaign is also demonstrated by the other projects instigated by Al Gore and his team. Projects like RepoWEr America and WE can solve the climate crisis leverage the interest developed by the Climate Project to increase public pressure on politicians to support regulatory change. The RepoWEr America and WE can solve the climate crisis sites target individuals as citizens and make it easy for them to participate in the political process. Forms help them sign petitions, write letters and meet with their elected officials, write for newspapers and call in to talkback radio, and organise local community meetings or events. Al Gore’s own web site adds a link to the Live Earth company to add to these arsenals. Live Earth “creates innovative, engaging events and media that challenge global leaders, local communities and every individual to actively participate in solving our planet's urgent environmental crises.” These sites provide the infrastructure to make it easy for individuals to move into action in the political domain. But they do it in ways that will appeal to Prospectors. They involve fun, their actions are celebrated, prizes are offered, the number of people involved is emphasised so they feel part of the “happening” thing. RepoWEr America and WE can solve the climate crisis help Prospectors to engage in political action in order to achieve regulatory change. Finally, or first, Al Gore’s Generation Investment Management Company, operating since 2004, is oriented towards systemic transformation in the economic system, so that economic drivers are aligned with sustainability imperatives. Al Gore and his partner David Blood reject Gross Domestic Product—the current measure of economic growth, and a major driver of unsustainable economic activity—as “dangerously imprecise in its ability to account for natural and human resources” and challenge business to accept the “need to internalize externalities” in order to create a sustainable economy. In their Thematic Research Highlights, Al Gore’s Generation company critiques the “Hedonic Treadmill”—which puts “material gains ahead of personal happiness” (32), and challenges “governments, companies, and individuals [...] to broaden their scope of responsibility to match their sphere of influence” (13). While the Climate Project would appear to ignore the inadequacy of individual consumption change as a means of emission reduction, the information and analysis targeted at business by Generation demonstrates this has not been ignored in the overall strategy to achieve systemic change. Al Gore suggests that material consumption should no longer be the measure of economic welfare, an argument he backs with an analysis showing business that long term wealth creation depends on accepting environmental and social sustainability as priorities. While An Inconvenient Truth promotes consumption change as the (inadequate) solution to Global Warming, this is just one strategically chosen tactic in a much larger and coordinated campaign to achieve systemic change through regulatory change and transformation of the economic system. References Australian Conservation Foundation. “Get Involved.” 27 Aug. 2009 < http://www.acfonline.org >. Path: Campaigns; Climate Project; Get Involved. Al Gore. AlGore.com. 27 Aug. 2009 < http://www.algore.com/ >. An Inconvenient Truth. Dir. Davis Guggenheim. Paramount Classics and Participant Productions, 2006. Boykoff, Maxwell T. “Book Review on: Creating a Climate for Change: Communicating Climate Change and Facilitating Social Change. Eds. Susanne C. Moser and Lisa Dilling.” International Journal of Sustainability Communication 3 (2008): 171-175. 24 Aug. 2009 < http://www.ccp-online.org/docs/artikel/03/3_11_IJSC_Book_Review_Boykoff.pdf >. Climate Checklist: Recent Opinion Research Findings and Messaging Tips. 2007 Sightline Institute. 27 Aug. 2009. < http://www.sightline.org/research/sust_toolkit/communications-strategy/flashcard2-climate-research-compendium/ >. Crompton, Tom. Weathercocks and Signposts. World Wildlife Fund. April 2008. 27 Aug. 2009 < http://www.wwf.org.uk/filelibrary/pdf/weathercocks_report2.pdf >. Den Elzen, Michel, and Malte Meinshausen. “Meeting the EU 2°C Climate Target: Global and Regional Emission Implications”. Report 728001031/2005. 18 May 2005. 24 Aug. 2009 < http://www.rivm.nl/bibliotheek/rapporten/728001031.pdf >. Fenton Communications. Now Hear This: The 9 Laws of Successful Advocacy Communications. Fenton Communications. 2009. 24 Aug. 2009. < http://www.fenton.com/FENTON_IndustryGuide_NowHearThis.pdf >. Futerra Sustainability Communications. New Rules: New Game. 24 Aug. 2009 < http://www.futerra.co.uk/downloads/NewRules:NewGame.pdf >. Garnaut, Ross. “Targets and Trajectories.” The Garnaut Climate Change Review: Final Report. 2008. 277–298. 24 Aug. 2009 < http://www.garnautreview.org.au/pdf/Garnaut_Chapter12.pdf >. Generation Investment Management. Thematic Research Highlights. May 2007. 28 Aug. 2009 < http://www.generationim.com/media/pdf-generation-thematic-research-v13.pdf >. Generation Investment Management LLP 2004-09. < http://www.generationim.com/ >. Gore, Al and David Blood. “We Need Sustainable Capitalism: Nature Does Not Do Bailouts.” Generation Investment Management LLP. 5 Nov. 2008. 28 Aug. 2009 < http://www.generationim.com/sustainability/advocacy/sustainable-capitalism.html >. Hansen, James, Makiko Sato, Pushker Kharecha, David Beerling, Valerie Masson-Delmotte, Mark Pagani, Maureen Raymo, Dana L. Royer and James C. Zachos. “Target Atmospheric CO2: Where Should Humanity Aim?” Open Atmospheric Science Journal 2 (2008): 217-231. 24 Aug. 2009 < http://www.columbia.edu/~jeh1/2008/TargetCO2_20080407.pdf >. Harrison, Karey. “Ontological Commitments and Bias in Environmental Reporting.” Environment and Society Conference. Sunshine Coast, Australia, 1999. Jackson, Tim. Prosperity without Growth? The Transition to a Sustainable Economy. Northern Ireland, Scotland and Wales. Sustainable Development Commission. 30 March 2009. 5 Oct. 2009 < http://www.sd-commission.org.uk/publications/downloads/prosperity_without_growth_report.pdf >. Jensen, Derrick. “Forget Shorter Showers: Why Personal Change Does not Equal Political Change?” Orion July/Aug. 2009. 5 Aug. 2009 < http://www.orionmagazine.org/index.php/articles/article/4801/ >. Live Earth. Live Earth 2009. 28 Aug. 2009 < http://liveearth.org/en >. RepoWEr America. The Alliance for Climate Protection. 2009. 27 Aug. 2009 < http://www.repoweramerica.org >. Rose, Chris, and Pat Dade. Using Values Modes. campaignstrategy.org 2007 < http://www.campaignstrategy.org/articles/usingvaluemodes.pdf >. Rose, Chris, Les Higgins and Pat Dadeii. “Who Gives a Stuff about Climate Change and Who's Taking Action—Part of the Nationally Representative British Values Survey.” 2008. 27 Aug. 2009 < http://www.campaignstrategy.org/whogivesastuff.pdf >. Rose, Chris, Pat Dade, and John Scott. Research into Motivating Prospectors, Settlers and Pioneers to Change Behaviours That Affect Climate Emissions. campaignstrategy.org 2007. 27 Aug. 2009 < http://www.campaignstrategy.org/articles/behaviourchange_climate.pdf >. Rose, Chris. “To Do and Not to Do.” How to Win Campaigns: 100 Steps to Success. London: Earthscan Publications, 2005. Rose, Chris. “VBCOP—A Unifying Campaign Strategy Model”. Campaignstrategy.org March 2009. 27 Aug. 2009 < http://www.campaignstrategy.org/articles/VBCOP_unifying_strategy_model.pdf >. The Climate Project. 27 Aug. 2009 < http://www.theclimateproject.org/ >. Turner, Graham. “A Comparison of the Limits to Growth with 30 Years of Reality.” Socio-Economics and the Environment in Discussion. CSIRO Working Paper Series. Canberra: CSIRO Sustainable Ecosystems. June 2008. 5 Oct. 2009 < http://www.csiro.au/files/files/plje.pdf >. WE Can Solve the Climate Crisis. 2008-09. The Alliance for Climate Protection. 27 Aug. 2009 < http://www.wecansolveit.org >.

"If people don't trust their information, it's not much better than a Marxist-Leninist society." -- Orville Schell Dean, Graduate School of Journalism, UC Berkeley "Most people aren't very discerning. Maybe they need good financial information, but I don't think people know what good information is when you get into culture, society, and politics." -- Steven Brill,Chairman and Editor-in-chief, Brill's Content Once upon a time, not very long ago, advertisements were easy to recognise. They had simple personalities with goals not much more complicated than selling you a bar of soap or a box of cereal. And they possessed the reassuring familiarity of old friends or relatives you've known all your life. They were Pilgrims who smiled at you from Quaker Oats boxes or little tablets named "Speedy" who joyfully danced into a glass of water with the sole purpose of giving up their short life to help lessen your indigestion from overindulgence. Yes, sometimes they could be a little obnoxious but, hey, it was a predictable annoyance. And once, not very long ago, advertisements also knew their place in the landscape of popular culture, their boundaries were the ad space of magazines or the commercial time of television programs. When the ads got too annoying, you could toss the magazine aside or change the TV channel. The ease and quickness of their dispatch had the abruptness of slamming your front door in the face of an old door-to-door salesman. This all began to change around the 1950s when advertisements acquired a more complex and subtle personality and began straying outside of their familiar media neighborhoods. The social observer Vance Packard wrote a best-selling book in the late 50s called The Hidden Persuaders which identified this change in advertising's personality as coming from hanging around Professor Freud's psychoanalysis and learning his hidden, subliminal methods of trickery. Ice cubes in a glass for a liquor ad were no longer seen as simple props to help sell a brand of whiskey but were now subliminal suggestions of female anatomy. The curved fronts of automobiles were more than aesthetic streamlined design features but rather suggestive of a particular feature of the male anatomy. Forgotten by the new subliminal types of ads was the simple salesmanship preached by founders of the ad industry like David Ogilvy and John Caples. The word "sales" became a dirty word and was replaced with modern psychological buzzwords like subliminal persuasion. The Evolution of Subliminal Techniques The book Hidden Persuaders made quite a stir at the time, bringing about congressional hearings and even the introduction of legislation. Prominent motivation researchers Louis Cheskin and Ernest Dichter utilised the new ad methods and were publicly admonished as traitors to their profession. The life of the new subliminal advertising seemed short indeed. Even Vance Packard predicted its coming demise. "Eventually, say by A.D. 2000," he wrote in the preface to the paperback edition of his book, "all this depth manipulation of the psychological variety will seem amusingly old- fashioned". Yet, 40 years later, any half-awake observer of popular culture knows that things haven't exactly worked out the way Packard predicted. In fact what seems old-fashioned today is the belief that ads are those simpletons they once were before the 50s and that products are sold for features and benefits rather than for images. Even Vance Packard expresses an amazement at the evolution of advertising since the 50s, noting that today ads for watches have nothing to do with watches or that ads for shoes scarcely mention shoes. Packard remarks "it used to be the brand identified the product. In today's advertising the brand is the product". Modern advertising, he notes, has an almost total obsession with images and feelings and an almost total lack of any concrete claims about the product and why anyone should buy it. Packard admits puzzlement. "Commercials seem totally unrelated to selling any product at all". Jeff DeJoseph of the J. Walter Thompson firm underlines Packard's comments. "We are just trying to convey a sensory impression of the brand, and we're out of there". Subliminal advertising techniques have today infiltrated the heart of corporate America. As Ruth Shalit notes in her article "The Return of the Hidden Persuaders" from the 27 September 1999 issue of Salon magazine, "far from being consigned to the maverick fringe, the new psycho- persuaders of corporate America have colonized the marketing departments of mainstream conglomerates. At companies like Kraft, Coca-Cola, Proctor & Gamble and Daimler-Chrysler, the most sought-after consultants hail not from McKinsey & Company, but from brand consultancies with names like Archetype Discoveries, PsychoLogics and Semiotic Solutions". Shalit notes a growing number of CEOs have become convinced they cannot sell their brands until they first explore the "Jungian substrata of four- wheel drive; unlock the discourse codes of female power sweating; or deconstruct the sexual politics of bologna". The result, as Shalit observes, is a "charmingly retro school of brand psychoanalysis, which holds that all advertising is simply a variation on the themes of the Oedipus complex, the death instinct, or toilet training, and that the goal of effective communications should be to compensate the consumer for the fact that he was insufficiently nursed as an infant, has taken corporate America by storm". The Growing Ubiquity of Advertising Yet pervasive as the subliminal techniques of advertising have become, the emerging power of modern advertising ultimately centres around "where" it is rather than "what" it is or "how" it works. The power of modern advertising is within this growing ubiquity or "everywhereness" of advertising rather than the technology and methodology of advertising. The ultimate power of advertising will be arrived at when ads cannot be distinguished from their background environment. When this happens, the environment will become a great continuous ad. In the process, ads have wandered away from their well-known hangouts in magazines and TV shows. Like alien-infected pod-people of early science fiction movies, they have stumbled out of these familiar media playgrounds and suddenly sprouted up everywhere. The ubiquity of advertising is not being driven by corporations searching for new ways to sell products but by media searching for new ways to make money. Traditionally, media made money by selling subscriptions and advertising space. But these two key income sources are quickly drying up in the new world of online media. Journalist Mike France wisely takes notice of this change in an important article "Journalism's Online Credibility Gap" from the 11 October 1999 issue of Business Week. France notes that subscription fees have not worked because "Web surfers are used to getting content for free, and they have been reluctant to shell out any money for it". Advertising sales and their Internet incarnation in banner ads have also been a failure so far, France observes, because companies don't like paying a flat fee for online advertising since it's difficult to track the effectiveness of their marketing dollars. Instead, they only want to pay for actual sales leads, which can be easily monitored on the Web as readers' click from site to site. Faced with the above situation, media companies have gone on the prowl for new ways to make money. This search underpins the emerging ubiquity of advertising: the fact that it is increasingly appearing everywhere. In the process, traditional boundaries between advertising and other societal institutions are being overrun by these media forces on the prowl for new "territory" to exploit. That time when advertisements knew their place in the landscape of popular culture and confined themselves to just magazines or TV commercials is a fading memory. And today, as each of us is bombarded by thousands of ads each day, it is impossible to "slam" the door and keep them out of our house as we could once slam the door in the face of the old door-to-door salesmen. Of course you can find them on the matchbook cover of your favorite bar, on t-shirts sold at some roadside tourist trap or on those logo baseball caps you always pick up at trade shows. But now they have got a little more personal and stare at you over urinals in the men's room. They have even wedged themselves onto the narrow little bars at the check-out counter conveyer belts of supermarkets or onto the handles of gasoline pumps at filling stations. The list goes on and on. (No, this article is not an ad.) Advertising and Entertainment In advertising's march to ubiquity, two major boundaries have been crossed. They are crucial boundaries which greatly enhance advertising's search for the invisibility of ubiquity. Yet they are also largely invisible themselves. These are the boundaries separating advertising from entertainment and those separating advertising from journalism. The incursion of advertising into entertainment is a result of the increasing merger of business and entertainment, a phenomenon pointed out in best-selling business books like Michael Wolf's Entertainment Economy and Joseph Pine's The Experience Economy. Wolf, a consultant for Viacom, Newscorp, and other media heavy-weights, argues business is becoming synonymous with entertainment: "we have come to expect that we will be entertained all the time. Products and brands that deliver on this expectation are succeeding. Products that do not will disappear". And, in The Experience Economy, Pine notes the increasing need for businesses to provide entertaining experiences. "Those businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience". Yet entertainment, whether provided by businesses or the traditional entertainment industry, is increasingly weighted down with the "baggage" of advertising. In a large sense, entertainment is a form of new media that carries ads. Increasingly, this seems to be the overriding purpose of entertainment. Once, not long ago, when ads were simple and confined, entertainment was also simple and its purpose was to entertain rather than to sell. There was money enough in packed movie houses or full theme parks to make a healthy profit. But all this has changed with advertising's ubiquity. Like media corporations searching for new revenue streams, the entertainment industry has responded to flat growth by finding new ways to squeeze money out of entertainment content. Films now feature products in paid for scenes and most forms of entertainment use product tie-ins to other areas such as retail stores or fast-food restaurants. Also popular with the entertainment industry is what might be termed the "versioning" of entertainment products into various sub-species where entertainment content is transformed into other media so it can be sold more than once. A film may not make a profit on just the theatrical release but there is a good chance it doesn't matter because it stands to make a profit in video rentals. Advertising and Journalism The merger of advertising and entertainment goes a long way towards a world of ubiquitous advertising. Yet the merger of advertising and journalism is the real "promised land" in the evolution of ubiquitous advertising. This fundamental shift in the way news media make money provides the final frontier to be conquered by advertising, a final "promised land" for advertising. As Mike France observes in Business Week, this merger "could potentially change the way they cover the news. The more the press gets in the business of hawking products, the harder it will be to criticize those goods -- and the companies making them". Of course, there is that persistent myth, perpetuated by news organisations that they attempt to preserve editorial independence by keeping the institutions they cover and their advertisers at arm's length. But this is proving more and more difficult, particularly for online media. Observers like France have pointed out a number of reasons for this. One is the growth of ads in news media that look more like editorial content than ads. While long-standing ethical rules bar magazines and newspapers from printing advertisements that look like editorial copy, these rules become fuzzy for many online publications. Another reason making it difficult to separate advertising from journalism is the growing merger and consolidation of media corporations. Fewer and fewer corporations control more and more entertainment, news and ultimately advertising. It becomes difficult for a journalist to criticise a product when it has a connection to the large media conglomerate the journalist works for. Traditionally, it has been rare for media corporations to make direct investments in the corporations they cover. However, as Mike France notes, CNBC crossed this line when it acquired a stake in Archipelago in September 1999. CNBC, which runs a business-news Website, acquired a 12.4% stake in Archipelago Holdings, an electronic communications network for trading stock. Long-term plans are likely to include allowing visitors to cnbc.com to link directly to Archipelago. That means CNBC could be in the awkward position of both providing coverage of online trading and profiting from it. France adds that other business news outlets, such as Dow Jones (DJ), Reuters, and Bloomberg, already have indirect ties to their own electronic stock-trading networks. And, in news organisations, a popular method of cutting down on the expense of paying journalists for content is the growing practice of accepting advertiser written content or "sponsored edit" stories. The confusion to readers violates the spirit of a long-standing American Society of Magazine Editors (ASME) rule prohibiting advertisements with "an editorial appearance". But as France notes, this practice is thriving online. This change happens in ever so subtle ways. "A bit of puffery inserted here," notes France, "a negative adjective deleted there -- it doesn't take a lot to turn a review or story about, say, smart phones, into something approaching highbrow ad copy". He offers an example in forbes.com whose Microsoft ads could easily be mistaken for staff-written articles. Media critic James Fallows points out that consumers have been swift to discipline sites that are caught acting unethically and using "sponsored edits". He notes that when it was revealed that amazon.com was taking fees of up to $10,000 for books that it labelled as "destined for greatness", its customers were outraged, and the company quickly agreed to disclose future promotional payments. Unfortunately, though, the lesson episodes like these teach online companies like Amazon centres around more effective ways to be less "revealing" rather than abstention from the practice of "sponsored edits". France reminds us that journalism is built on trust. In the age of the Internet, though, trust is quickly becoming an elusive quality. He writes "as magazines, newspapers, radio stations, and television networks rush to colonize the Internet, the Great Wall between content and commerce is beginning to erode". In the end, he ponders whether there is an irrevocable conflict between e-commerce and ethical journalism. When you can't trust journalists to be ethical, just who can you trust? Transaction Fees & Affiliate Programs - Advertising's Final Promised Land? The engine driving the growing ubiquity of advertising, though, is not the increasing merger of advertising with other industries (like entertainment and journalism) but rather a new business model of online commerce and Internet technology called transaction fees. This emerging and potentially dominant Internet e-commerce technology provides for the ability to track transactions electronically on Websites and to garner transaction fees. Through these fees, many media Websites take a percentage of payment through online product sales. In effect, a media site becomes one pervasive direct mail ad for every product mentioned on its site. This of course puts them in a much closer economic partnership with advertisers than is the case with traditional fixed-rate ads where there is little connection between product sales and the advertising media carrying them. Transaction fees are the new online version of direct marketing, the emerging Internet technology for their application is one of the great economic driving forces of the entire Internet commerce apparatus. The promise of transaction fees is that a number of people, besides product manufacturers and advertisers, might gain a percentage of profit from selling products via hypertext links. Once upon a time, the manufacturer of a product was the one that gained (or lost) from marketing it. Now, however, there is the possibility that journalists, news organisations and entertainment companies might also gain from marketing via transaction fees. The spread of transaction fees outside media into the general population provides an even greater boost to the growing ubiquity of advertising. This is done through the handmaiden of media transaction fees: "affiliate programs" for the general populace. Through the growing magic of Internet technology, it becomes possible for all of us to earn money through affiliate program links to products and transaction fee percentages in the sale of these products. Given this scenario, it is not surprising that advertisers are most likely to increasingly pressure media Websites to support themselves with e-commerce transaction fees. Charles Li, Senior Analyst for New Media at Forrester Research, estimates that by the year 2003, media sites will receive $25 billion in revenue from transaction fees, compared with $17 billion from ads and $5 billion from subscriptions. The possibility is great that all media will become like great direct response advertisements taking a transaction fee percentage for anything sold on their sites. And there is the more dangerous possibility that all of us will become the new "promised land" for a ubiquitous advertising. All of us will have some cut in selling somebody else's product. When this happens and there is a direct economic incentive for all of us to say nice things about products, what is the need and importance of subliminal techniques and methods creating advertising based on images which try to trick us into buying things? A Society Without Critics? It is for these reasons that criticism and straight news are becoming an increasingly endangered species. Everyone has to eat but what happens when one can no longer make meal money by criticising current culture? Cultural critics become a dying breed. There is no money in criticism because it is based around disconnection rather than connection to products. No links to products or Websites are involved here. Critics are becoming lonely icebergs floating in the middle of a cyber-sea of transaction fees, watching everyone else (except themselves) make money on transaction fees. The subliminal focus of the current consultancies is little more than a repackaging of an old theme discovered long ago by Vance Packard. But the growing "everywhereness" and "everyoneness" of modern advertising through transaction fees may mark the beginning of a revolutionary new era. Everyone might become their own "brand", a point well made in Tim Peters's article "A Brand Called You". Media critic James Fallows is somewhat optimistic that there still may remain "niche" markets for truthful information and honest cultural criticism. He suggests that surely people looking for mortgages, voting for a politician, or trying to decide what movie to see will continue to need unbiased information to help them make decisions. But one must ask what happens when a number of people have some "affiliate" relationship with suggesting particular movies, politicians or mortgages? Orville Schell, dean of the Graduate School of Journalism at the University of California at Berkeley, has summarised this growing ubiquity of advertising in a rather simple and elegant manner saying "at a certain point, people won't be able to differentiate between what's trustworthy and what isn't". Over the long run, this loss of credibility could have a corrosive effect on society in general -- especially given the media's importance as a political, cultural, and economic watchdog. Schell warns, "if people don't trust their information, it's not much better than a Marxist-Leninist society". Yet, will we be able to realise this simple fact when we all become types of Marxists and Leninists? Still, there is the great challenge to America to learn how to utilise transaction fees in a democratic manner. In effect, a combination of the technological promise of the new economy with that old promise, and perhaps even myth, of a democratic America. America stands on the verge of a great threshold and challenge in the growing ubiquity of advertising. In a way, as with most great opportunities or threats, this challenge centres on a peculiar paradox. On the one hand, there is the promise of the emerging Internet business model and its centre around the technology of transaction fees. At the same time, there is the threat posed by transaction fees to America's democratic society in the early years of the new millennium. Yes, once upon a time, not very long ago, advertisements were easy to recognise and also knew their place in the landscape of popular culture. Their greatest, yet silent, evolution (especially in the age of the Internet) has really been in their spread into all areas of culture rather than in methods of trickery and deceit. Now, it is more difficult to slam that front door in the face of that old door-to-door salesman. Or toss that magazine and its ad aside, or switch off commercials on television. We have become that door-to-door salesman, that magazine ad, that television commercial. The current cultural landscape takes on some of the characteristics of the theme of that old science fiction movie The Invasion of the Body Snatchers. A current advertising campaign from RJ Reynolds has a humorous take on the current zeitgeist fad of alien abduction with copy reading "if aliens are smart enough to travel through space then why do they keep abducting the dumbest people on earth?" One might add that when Americans allow advertising to travel through all our space, perhaps we all become the dumbest people on earth, abducted by a new alien culture so far away from a simplistic nostalgia of yesterday. (Please press below for your links to a world of fantastic products which can make a new you.) References Brill, Steven. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. France, Mike. "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. <http://www.businessweek.com/1999/99_41/b3650163.htm>. Packard, Vance. The Hidden Persuaders. Out of Print, 1957. Pine, Joseph, and James Gilmore. The Experience Economy. Harvard Business School P, 1999. Shalit, Ruth. "The Return of the Hidden Persuaders." Salon Magazine 27 Sep. 1999. <http://www.salon.com/media/col/shal/1999/09/27/persuaders/index.php>. Schell, Orville. Quoted by Mike France in "Journalism's Online Credibility Gap." Business Week 11 Oct. 1999. Wolf, Michael. Entertainment Economy. Times Books, 1999. Citation reference for this article MLA style: John Fraim. "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?." M/C: A Journal of Media and Culture 3.1 (2000). [your date of access] <http://www.uq.edu.au/mc/0003/ads.php>. Chicago style: John Fraim, "Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?," M/C: A Journal of Media and Culture 3, no. 1 (2000), <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]). APA style: John Fraim. (2000) Friendly Persuasion: The Growing Ubiquity of Advertising, or What Happens When Everyone Becomes an Ad?. M/C: A Journal of Media and Culture 3(1). <http://www.uq.edu.au/mc/0003/ads.php> ([your date of access]).