eChapters

Newspapers remain a powerful medium for social advertising despite the digital revolution. Their tangible nature, credibility, and broad reach make them particularly effective for communicating social messages to diverse demographics. This chapter explores the principles, strategies, and techniques for designing impactful social advertisements specifically for newspaper publication

Understanding the Newspaper Medium

Newspapers offer unique characteristics that influence advertisement design. Unlike digital media, newspaper ads exist in a physical space with specific technical constraints and opportunities

Physical Properties

• Limited color options (full color, spot color, or black and white) • Variable paper quality affecting image reproduction • Fixed column layouts and standard size

Introduction
Bacteria are single-celled prokaryotic organisms that can be both beneficial and harmful to plants. While many bacteria play essential roles in soil health and plant nutrition, certain pathogenic bacteria can cause severe diseases, leading to significant agricultural losses. Understanding the characteristics, life cycles, and management strategies for bacterial plant pathogens is crucial for effective disease control.
Characteristics and Morphology of Phytopathogenic Bacteria
General Characteristics
Phytopathogenic bacteria possess unique features that distinguish them from non-pathogenic strains:
• Cell Structure: Bacterial cells lack a true nucleus and membrane-bound organelles. Their genetic material is located in a single circular chromosome.
• Cell Wall Composition: Most phytopathogenic bacteria have a rigid cell wall composed of peptidoglycan, which provides structural support and protection. The composition of the cell wall varies, leading to classifications as Gram-positive or Gram-negative bacteria.

Sampling is the process of drawing a part of population supposed to be the representative of that population.

Types: Sampling process can be either random or non-random. Most frequently we use random sampling method in our studies. But sometimes the purpose of the study demands for non-random sampling in one or other phase of sampling (Example: When we want to study the impact of life skills development programme on the disabled female beneficiaries)

Abstract

Majority of basic research in our country has foundations in Universities and various Institutions linked to them. This paves way for discovering wilder varieties of the present known cereals and other food crops. Such findings help in bioprospecting the required gene/genetic material for the improvement of the existing crops. As per the Biodiversity Act of 2002, it is the responsibility of these institutions to document the same. But, as research scientists are geared to meet the challenges? Being used to socialistic system from the days of Independence where knowledge generated was open to everyone or closed and kept under the mountains of files, the TRIPS agreement has come as a shock. But the true impact of it was realized in 1999-2000, when the patent amendments were taken up. The private institution/ companies went into the act immediately.  We in the University neither were slow to react nor were we prepared to take the shock.  In this paper some of the problems pertaining to IPR and scenario of Indian Universities and Institutions in this regard were highlighted.

Abstract

Lentil is an important pulse crop and play very important role in the supply of the protein to under nourished vegetarian population of the country. Fusarium wilt of lentil caused by Fusarium oxysporum f. sp. lentis is one of the wide spread and destructive diseases in India under rice-based cropping system. Use of synthetic fungicides has led to the emergence of several problems like environment pollution, residual effect in grains and killing of non-target organism(s). Hence, for minimizing the losses caused by Fusarium wilt, four plant extracts such as Garlic, Neem, Eucalyptus, Tulsi and three antagonistic bio-agents viz. Trichoderma viride, Trichoderma harzianum and Pseudomonas fluorescence were evaluated in vitro. The results clearly showed that all plant extracts were more or less inhibitory to mycelial growth of Fusarium oxysporum f. sp. lentis. The effectiveness of extracts increased with increase of their concentration and maximum growth inhibition was obtained in Eucalyptus followed by Garlic and Tulsi. While minimum per cent inhibition was recorded in Neem. Among bio-agents, T. viride showed maximum growth inhibition of Fusarium oxysporum f. sp. lentis followed by T. harzianum at both 4 and 7 days incubation period.

Any new variety produced by the Scientist has to be multiplied to many times to meet the needs of the farmers. In order to ensure the availability of quality seeds, Government of India have enacted Seed Act 1966 and Seed Rules, 1968. The Seed (Control) order 1983 was promulgated under essential commodities act, 1955 in order to ensure the production, marketing and distribution of the seeds.

1. SEED ACT 1966

The objective of Seed Act is for regulating the quality of certain notified kind / varieties of seeds for sale and for matters connected therewith. The Seed Act passed by the Indian Parliament in 1966 was designed to create a ‘climate’ in which the seeds man could operate effectively and to make good quality seed available to cultivators. Seed Rules under the Act were notified in September 1968 and the act was implemented in October 1969. This act extent to the whole of India and it has 25 sections.

Lotus being a national flower of India, is closely associated with religion and culture. It is a perennial, aquatic crop that is grown and consumed throughout Asia. The edible parts of lotus are Leaves, flowers, seeds and rhizomes, and the flowers are also used in religious ceremonies. Lotus flowers are also, used for extraction of perfumes. It is one of the oldest plants in the world Archaeologists in China found Lotus seeds with estimated ages of 5,000 years in 1972 in Yunnan Provincelagoons.

During the pre-historic period, the South India Dravidians used lotus flowers (pundarika) as their food, much earlier than the people of the Indus Valley civilization (3000-2000 BC). However, there is no evidence of lotus being present during the Indus Valley culture of the Mohenjo Daro and Harappa period in northern India. The Rigveda reference that lotus was made by the Aryans (2000-1500 BC) wherein it is also mention that lotus can be used as food. Subsequently, lotus was mentioned in the Vedas, Upanishads, Puranas, Slokas, plays and other ancient Sanskrit literature. The lotus symbol is not only mentioned in the scriptures of Hinduism but it also occurs in the Buddhist and Jainism literature.

In the Arthasastra (350-300 BC) by Kautilya, the great diplomat during the golden age of Chandra Gupta, it is recorded that one of the varieties of sandal wood possesses the fragrance of lotus. The Mughal kings were also attracted towards the beauty of lotus. While describing Agra, the Mughal king Jehangir (1605-1627 AD) in his memories Tuzuk-i-Jehangiri, mentioned a memorable scene of a tank full of exquisite red lotus flowers, the like of which he had not seen before.

• Fresh seeds germinate in 20-30 days giving as high as 90% germinate.
• An NPK mixture supplying 375g N + 202 P2O5+375kg o/tree gave the highest mean-field of 33 fruits/tree and 14.88 kg fruit/tree.
• Flowering planting after four years.
• Flower bud differentiation of at 40 leaves stage.
• Flowering time March-April after 7 weeks of fruit development.
• Mealybug attacks shoots and in between the fruit segments – 0.5% phosphamidon or dichlorvos.
• A virus transmitted by lace bug or mealybug causes pineapple wilt.
• Ripon normally can be stored at 5°C for six weeks.
• Suckers weighing 500-750g and slips weighing 300-400g are better for yield and quality.
• Pineapple exhibits vegetative parthenocarpy and self-incompatibility.
• This is non-climacteric fruit.
• Sunscald discord is due to exposure of fruit to sun rays. Multiple crown/ fasciations is another important disorder probably due to genetics/nutritional factors.
• It contains an enzyme known as Bromelin.

Introduction

Agricultural production system achieved a miracle by the way of green revolution which compactualized the potential of photoperiod and the thermo insensitive input responsive crop culture. The productive trends of food crops continued with increased fertilizer consumption, irrigation potential and improved agro-techniques. However science based intensive agriculture with intensive irrigation due to its inappropriate, inpropotional and ambitious approaches put the agriculture productivity on back foot. Because of these problems the arable land is facing the problem to sustain itself in terms of its capacity to produce desirable output. The scenario is further threatened with increase in climate change impact on various natural resources. The projected food crisis is on the card.

Key Points

• Animal bites containing poisons, venoms, or diseases cause significant morbidity and mortality.

• Unattended animals are vulnerable to various types of bites, including snakes, spiders, scorpions, bee stings, lizards, and dogs.

• Snake bites can be life-threatening for both humans and animals and require emergency treatment.

• Dog bites can cause rabies in both people and animals.

Introduction

If left alone, curious animals are likely to be bitten by a variety of insects. Bite severity varies by animal species. Typically, stings and bites are painful and dangerous. It can be life-threatening in certain situations.

Millets are an essential food in the world’s semi-arid and arid regions. These are effective energy providers. They provide dietary fibre, polyphenols, fatty acids, minerals, vitamins and protein. The production of tropical crops is highly risky due to the pest outbreaks and increased abiotic pressures triggered by the climate change. Despite the fact that conventional breeding methods have greatly enhanced crop yield and output, new strategies are needed to further enhance crop productivity in order to fulfil the world’s expanding need for the food. The use of site-specific nucleases like zinc finger nuclease (ZFN), transcription activator-like effector nuclease (TALEN) and clustered regularly interspaced short palindromic repeat associated proteins 9 (CRISPR-Cas9) are the genome editing technologies developing very fast. The advancement of plant genome research and its use in plant breeding are significantly aided by such achievements. CRISPR/Cas9 and related genome editing methods are emerging as appropriate methods to reduce the negative consequences of climate change and assure the long-term food security of tropical countries’ growing populations.

A. Mollicutes: Phytoplasmas and Spiroplasmas
Characteristics of Mollicutes
Mollicutes are a group of bacteria-like organisms that lack a cell wall, making them more flexible and pleomorphic (variable in shape). They are primarily obligate parasites, meaning they can only survive within a host. The two most significant genera within this group are phytoplasmas and spiroplasmas.
a) Phytoplasmas: These are wall-less, pleomorphic bacteria that reside in the phloem of infected plants, causing a range of systemic diseases. Phytoplasmas are transmitted primarily by phloem-feeding insect vectors, such as leafhoppers.
b) Spiroplasmas: These are spiral-shaped, wall-less bacteria that also reside in the phloem and are transmitted by insect vectors.
Phytoplasma-Induced Diseases
Phytoplasmas cause diseases that often lead to severe deformities in plants. Some of the major diseases caused by phytoplasmas include:

Introduction

Public extension services in the agricultural sector have not kept pace with new challenges and opportunities. Overall, the reform measures initiated by the Government are yet to penetrate agriculture and allied rural sectors. The development of linkage in agriculture is extremely important for the system approach, in order to provide proper knowledge and services to the farmer contributing to the agricultural production. Many service sectors in agriculture are working independently to achieve their organizational objectives. This results in less organizational effectiveness and exhibits poor forward and backward linkages. Public private partnership and NGO partnership has been promising institutional interventions to provide need based information through information and communication technologies (Van Den Ban 1997). Policy frame work for Agricultural Extension (2000) has notified the provision for establishing partnership with private and other public agencies. Uzhavar Udhaviyagam is one of the interventions implemented by Govt of Puduchery since 2000, with an objective of integrating various agro extension services offered by related public sectors, private sectors and NGOs, cooperative sectors under one umbrella. This is a’so providing ample scope for establishing 3 Ps (Public private/NGOs partnership) model and participatory extension services. Keeping this focus point a study has been formulated with an objective to study the degree of linkage on information sharing and dissemination regarding the extension services rendered by Uzhavar Udhaviyagam.

Employee motivation and job enrichment are described as two management techniques used to improve human behaviour and attitude towards work, with a view to utilize available human resources more efficiently and thus make man-management more effective. Just as the employee has certain wants that the organization is expected to satisfy, the organization too expects certain types of behaviour usually termed as ‘Direction’ or ‘Motivation’. Obviously this managerial function is not so easy, as it involves many problems, and it is these problems and their possible solutions that one is concerned.
Job enrichment is also a motivational problem created by the alienation of employees from their work, or by lack of their interest in their work. Here the problem is how to make the work more interesting, purposeful and acceptable to employees so that they may perform it more enthusiastically and with a greater sense of responsibility. Like motivation this is also a problem of human behaviour and work attitude. In fact both employee motivation and job enrichment are the problems which every supervisor and manager has to face while working and making their subordinates work.

A. Answer the following questions:

1.    What is proximate analysis?

Ans: Proximate analysisis a systemforapproximatingthenutritive valueof a feedstuff without actually usingit in a feedingtrial.

2.    Why proximate analysis is called Weende analysis?

Ans: In 1865, two scientists namely Wilhelm Henneberg and FriedrichStohmanndeviseda methodcalledWeende analysis/ proximate analysis at Weende Experiment Station, near the University of Goettingen, Germany. Hence, it is called ‘Weende Analysis’.

3.    Write the six proximate principles?

Ans: Water (moisture), ether extract (crude fat), crude fibre, total ash, crude protein and nitrogen free extract (NFE).

4.    Why ether extract is also called as crude fat?

Ans: As it is composed of true fats (glycerides of fattyacids) along with other substances like hydrocarbons, free fatty acids, fat solublevitamins,pigmentslike carotene & chlorophyll,waxes, sterols,lecithin(phospholipids), alkali substances,volatile oils and resins.

5.    What is NFE?

ABSTRACT

Owing to paucity of available genetic / molecular markers, onion breeding still relies heavily on phenotypic selection methods. DNA markers can provide plant breeders genetic information for indirect selection of plants. All the DNA based procedures require high quality plant genomic DNA. Abundance of polysaccharides and phenolics present in plant tissue often impede PCR amplification. The polysaccharide contaminants can also produce downstream problems by inhibiting many of the enzymes that are employed in subsequent analysis and cloning. RFLP based markers in Allium species pose certain problems due to relatively large size of the genome compared to most other herbaceous crops. As an alternative, RAPD would prove advantageous in genetic analysis of Allium. Here we present our results on optimization of DNA extraction in onion to get amplifiable quality of DNA for further RAPD analysis. Leaf samples were collected from the onion germplasm maintained at Indian Institute of Horticultural Research (IIHR), Bangalore. Dried leaf protocol was suitably modified to obtain fair quality of DNA. After varying each of the ingredients of the extraction buffer we arrived at the optimal extraction buffer, which resulted in good quality DNA. Quality was analyzed by subjecting the DNA to agarose gel electrophoresis and restriction digestion. Extracted genomic DNA was quantified with ‘Hoefer’s Dynaquant’ (Pharmacia, USA). The DNA quantity ranged between 160-2400mg/gm of dried powder. The standardized 25ml PCR mixture contained template DNA (25ng), 5 pmol of primer (Operon Tech. Inc., Alameda), 2mM MgCl₂, I unit of Taq polymerase (Bangalore Genei), with 10x buffer along with 200 mM each of dNTPs. Amplifications were performed in thermal cycler (MJ Research, PTC 100) for 45 cycles after an initial denaturation of 95°C for 3 minutes. In each cycle denaturation for one minute at 95°C, annealing for one minute at 35°C and extension for two minute at 72°C was programmed with final extension step at 72°C for 5 minutes. This fine tuned protocol resulted in clear, informative RAPD profile.

Abstract

The research work was conducted on the moisture dependent physical properties of kidney bean (White speckled kidney beans) were analyzed. Length, width, thickness varied between 1.53-1.90, 0.79-0.94, 0.58-0.76 cm for kidney beans, respectively. Arithmetic mean diameter and geometric mean diameter were 0.96-1.19 and 0.88-1.11 cm₂, respectively. Volume, Sphericity and surface area ranged between 0.44 -0.87 cm₃, 0.57-0.60 and 2.91-4.68 cm₂ for white speckled kidney beans, respectively. The kidney bean was soaked in normal water with initial moisture content 14.22 % (db) upto 270 min and attained the final moisture upto 83.23 % (ab).

1. SEED CERTIFICATION

Seed Certification is a legally sanctioned system for quality control on seed multiplication and production. It involves field inspection, pre and post control tests and seed quality tests.

1.1. Phases of Seed Certification

Certification shall be completed in six broad phases listed under

Yellow pigment in papaya - Caricaxanthin

• The enzyme present in dried latex of papaya (papain) is pepsin.
• Frost is the most limiting factor for papaya cultivation in North India.
• Papaya is a polygamous plant. –
• 20 seeds of papaya weigh one gram
• Carpine obtained from papaya is used as a diuretic and heart stimulant.
• 10% male plants are planted wherein dioecious varieties are calculated.
• Papaya plants are extremely susceptible to waterlogging.
• Papaya is thermosensitive crop.

  Carica candoamarcensis is scientific name for Mountain papaya.

• Papaya has the highest production after banana.
• Sunrise Solo type papaya produces no male plants.