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NORTH Sea Aerial & General Transport, Ltd., a subsidiary of the Blackburn Aeroplane & Motor Co., Ltd., which operates a Royal Air Force Reserve Flying School at Brough, E. Yorks, has recently built an engine test room adjoining the engine repair shop and has installed a very ingenious engine test bed. Mr. T. Bancroft, Chief Engineer of the Flying School, is responsible for the design of the bed. With the exception of the brake gear, cooling fan, starting motor, switch gear and instruments the whole of the installation has been constructed by the Company.

The authors conceptually aim to replicate and update an early stream of research to find the key dimensions used by today’s audiences. They also show that the dimensions are directly related with attitude toward the ad, product attitude change and product recommendation and test the moderating impact of FCB Grid product type.

Across two studies, the authors survey a nationally representative sample of 1,223 US adults.

Consumers evaluate commercials using the dimensions: Dislikable, Meaningful, Ingenious and Warm. The latter three are positively related with ad attitude, attitude change and recommendation, whereas Dislikable is negatively related. Furthermore, results show that High and Low Involvement Think products moderate the relation between all four dimensions and all three outcomes. Only Meaningful affects the outcomes for High Involvement Feel products, whereas only Ingenious affects Low Involvement Feel product outcomes.

The research is limited to TV commercials, limiting generalizability to other media. Furthermore, the sample is limited to the USA.

The paper provides a parsimonious four-dimension model for advertiser use. These dimensions also predict ad attitudes, product recommendation, and attitude change. The results further show that for emotionally driven products with high involvement, commercials should focus on meaningfulness. For emotionally driven products with little involvement, ads should emphasize creative elements.

Addressing the paucity of replications in marketing, this paper replicates and extends a stream of research to reveal dimensions consumers use to evaluate commercials and demonstrates their practical applications.

Those who have had contact with the teaching of physics in schools will be familiar with the many attempts which have been made to time freely falling bodies. These include the use of smoked plates and tuning forks, darts and gramophone turn‐tables, and, more recently, tape recorders and scalers. Some have been highly ingenious attempts and have, generally in the hands of their inventors, given good service in schools. None, however, has met the twin requirements of cheapness and classroom viability without which the most ingenious apparatus can never gain more than a limited circulation. It was to meet these requirements that the Venner clock was designed FIGURE 1.

Less than 50 per cent of global Chief Ecology Officers believe their enterprises are adequately prepared to handle a volatile, uncertain, complex and ambiguous (VUCA) environment. The purpose of this paper is to examine how leaders encourage ideas that turn into profitable and sustainable innovations in a VUCA world, especially in what the author calls “Brain Based Enterprises” (BBEs).

Through case studies, focused interviews.

BBEs need more leadership than management and they use more collaborative approaches to business, working with colleagues, customers, even competitors in some areas to produce ingenious ideas for a sustainable world.

The research from which this paper is written has matured for nearly 20 years, having written my first book on the topic in 1996. This represents tens of thousands of hours of diverse experience, working as a business practitioner across a wide range of sectors. The author has accelerated my thinking via the work as an MBA academic and mental adventurer, working on the flagship creativity, innovation and change programme. During that time, the business environment we live and work in has become more VUCA. This demands that individuals and enterprises become more ingenious to ride the turbulence that this produces, in order to be resilient and antifragile when challenged.

THE scientist engaged on practical research and experiment has to be something of an engineer and, indeed, of an inventor. An interesting example of the need for this kind of approach to a problem is afforded by the account of the evolution of the ingenious method of obtaining actual film records of shock waves in action, so to speak, which appears in this issue. The whole matter arose, we believe, from the fact that pilots reported observing the appearance at high speeds of lights, or bands of light, on the wings of their aeroplanes; which it seemed possible were due to the formation of shock waves rendered visible by the refraction of light.

This study aims to investigate the attitude and consciousness of Indian Muslims toward halal and also to indicate the alertness of Muslim students about halal in their daily life.

A total of 500 respondents were selected for the study from the State of Andhra Pradesh in India, by stratified random sampling method; of which 300 were general Muslims and 200 were Muslim students. Self-administrated questionnaire and personal interviews were administered to garner the data, which were analyzed with SPSS (version 21.0) and GRETL, and the research hypotheses were tested with Z-test for proportion and Pearson’s chi-square test.

A total of 92 and 98 per cent of respondents from the general Muslim community and Muslim students, respectively, agreed that they do not have proper exposure to halal. In addition, 89 per cent of general Muslims believe that the halal concept is very significant to Muslim consumers as against 95 per cent students. A total of 98 and 96 per cent of the selected two classes of respondents, respectively, are intended to know more about halal.

The respondents in this research were general Muslims and Muslim students from Andhra Pradesh. The results of this research are, therefore, only applicable to the sampled community. Hence, generalization of the findings to the whole Indian Muslim population or to other areas of Muslim communities should be avoided.

This research results proffer most precious and ingenious information to the corporate sector, Islamic religious organizations and educational institutions specially involved in formal Islamic education. Based on the snowballing trend of Muslim population from the present 250 million to the whopping 340 million by the end of this century, it is an inspired decision to target this lucrative segment which provide alluring profitability particularly food, cosmetics, medicines, etc., with Halal certified products. Specially, Islamic religious organizations also have an enormous onus to enhance the ken of this community on the matters comprehensively germane to Islam in general and about halal and haram in particular.

This is the first ingenious effort aimed to investigate the attitude and awareness toward halal among general Muslims and Muslim students. This is a pioneering attempt on halal of Indian Muslims which is lucrative for both corporate sector and to the academia.

AN ingenious cableway to carry food and essentials from a delivery boat at sea over 150‐ft. cliffs to the Round Island lighthouse in the Scilly Isles, operated by Trinity House lighthouse service, has to be preserved from corrosion caused by extreme conditions of salt, sea spray and varying weather. This 400‐ft. wire rope is belayed to a nearby islet and carries a traveller and hoist, the latter being lowered by remote control to the relief boat for loading.

France is honouring this year the birthday centenary of a man who conferred a benefaction upon the whole world yet died without distinction and in comparative poverty, if not obscurity. When in the early ’fifties of last century governments in Europe were becoming gravely concerned over the rapidly diminishing margin between food demands and supplies, it was Charles Tellier who came to their rescue. Tellier, who was born at Auteuil, Paris, in 1828, had been trained as a civil engineer, but he combined with the practical mind of the craftsman the analytical capacity of the scientist, and was early attracted by the problems associated with the chemical production of cold. The spectacle presented by a vast continent like Europe faced by the prospect of imminent food famine, while countries like Australia, New Zealand and America, particularly the Argentine, had far greater supplies than they knew what to do with stirred his imagination. Inventive genius in all parts of the world had been stimulated by the promise of a rich reward to the inventor of a practical method of preserving not only meat, but other perishable foodstuffs. The Government of the Argentine held out $8,000 as a bait to the ingenious. In Australia, where the tinning of meat was first exploited, new experiments along the same lines were tried. In England, where a Committee of the Society of Arts had been appointed “to consider practical steps in the direction of providing a more ample food supply,” officials were kept busy testing the inventions submitted for their consideration. One suggestion took the shape of the manufacture of what was described as the “Flour of Meat”; another inventor, borrowing his idea from the method of curing English hams, submitted a device for the production of “Australian Mutton Hams,” and still another ingenious person discovered a process for drying meat with sulphur dioxide. Tellier first experimented with air‐tight chambers. But the presence of the elements of decay in the meat itself defeated his designs. Pasteur's pronouncements on the subject of the preexistent presence of organic germs, at once authoritative and decisive, had the effect of diverting his attention to the refrigerator, and by repeated investigations he found that not only flowers but all kinds of perishable goods could be preserved for long periods on being frozen. It was in “The Engine Carre,” an ammonia compression machine, produced by the French engineer Carre, with whom he is said to have been in some way associated, that Tellier found perhaps the most important factor in facilitating the solution of his problem. This engine was completed about 1860. Eight years later Tellier made his first experiment in the shipment of meat under refrigeration. An ammonia compression machine was installed in a vessel, the “City of Rio de Janeiro,” which shipped three hundred kilos of beef from London for Monte Video. The intention was to place a cargo of meat on board at Uruguay for shipment on the homeward journey to France. But twenty‐three days out from London an accident which could not be repaired occurred to the refrigerating apparatus and the meat had to be eaten on board. So it came about that the United States were able to anticipate Tellier in the actual inauguration of a meat trade between the new and the old worlds dependent upon artificially cooled storage during transport. A shipment of chilled beef was made from the United States to this country in 1874.

IN this issue we are able to give the first authoritative description of the extremely ingenious equipment providing “automatic” aids to air navigation which has been under development in this country since before the war, but even the fact of the existence of which has only recently been released for publication.

Heat treatment, in view of later knowledge, is seen to have other effects than to destroy or lower the vitality of micro‐organisms initially present; there are the more obvious changes of flavour and of consistency brought about by the partial cooking, but there are also the possible lowering of the vitamin potency and the still more subtle changes in the salts which may, after heat treatment, be rendered less available than in the raw product. The importance of these considerations cannot be too much stressed when it is remembered that heat treatment is, generally speaking, an inherent stage in the process of canning. It is the heat treatment which preserves the goods, the sealing of the can being merely a means of prevent re‐contamination. The chemist, no less than the physiologist, has been much concerned with the changes in foods caused by heat treatment as a method of preservation, and, as a result of his investigation, there is now a better understanding of the changes which take place, with a consequent improvement in the methods of processing. For a number of years, however, this country, in common with many others, has relied, in so far as its supplies of meat are concerned, on products preserved by “cold,” and the freezing of beef, the chilling of mutton, have made available to us the cattle of the Argentine and the sheep of New Zealand. Initially the processes employed were crude, the post‐mortem changes were imperfectly understood, conditions of storage, before, during and after shipment, were haphazard, and the methods of defrosting far from scientific. How far the methods have advanced, and to what extent the scientist has been concerned in the elucidation of the many problems, will be realised from the reports of the Food Investigation Board. It is not suggested that all the advance is due to the work of the Low Temperature Station a Cambridge—much has been done in other countries‐but the investigations carried out by the scientists a this station have been fundamental. Food producers in America were the first to realise the importance of the latest development in freezing, the advent of the “ Quick Freezing Processes ” marking a distinct advance in technique. When cellular tissue is normally frozen and subsequently defrosted, rupture of the cells may have occurred and the structure of the substance consequently partially broken down. When, however, the tissue is quickly brought down to a very low temperature, it is found that in many cases this breakdown in tissue does not take place. These principles have been applied to commercial installations, and fish, meat, fruit and vegetables so treated show on defrosting remarkably little change in character. Preservation by desiccation is a method employed for certain materials with great success. Sun‐drying of fruits (sultanas and dates, to quote but two) and the sun‐drying of cereal products such as macaroni is still practised. An important industry concerned with the drying of milk has developed in most milk‐producing countries, whilst dried eggs and dried egg‐albumin form important items of commerce. It is obvious that the object of concentrating such substances as fruit juices, milk and vegetables and animal liquid extracts is ideally to reduce the water content and obtain a product which, when the water is ultimately restored, gives a solution or material having the original taste, aroma and food value. The effect of heat is often, however, to change these characteristics, and although by the use of a vacuum the temperature to which the substance is submitted is lowered, changes still take place, and much of the aroma depending on volatile constituents is lost. To a very great extent this has been overcome by a method of desiccation which is essentially partial freezing, a method which has not yet received much publicity as it has only lately emerged from the experimental stage. The practical application of this principle is due to Dr. G. A. Krause, of Munich, who has invented and designed a dual process of concentration. In this process the liquid is first concentrated by freezing out water as ice, which is removed by mechanical separation in a centrifuge. By ingenious mechanical and regenerative devices this process has been made extremely efficient, the losses being only 1–2 per cent. of the original juice, although the efficiency is not maintained when the solids‐content of the product has been raised to 40–50 per cent. This liquid is then further concentrated by evaporation at a low temperature, about 10°–15° C. The differential evaporation of water as compared with the aromatic flavour constituents occurs because the removal of water as vapour at this temperature depends solely on the rate of diffusion of the molecules into the gas space. As water has a small molecule compared with the large molecules of the esters, ethers and alcohols of the flavouring substances, it escapes more readily ; the conditions of evaporation as given in the patent are all designed to aid this escape. A reduction in pressure may be used to speed up the process without interfering with the differential diffusion, and the provision of an atmosphere of small molecules (e.g., hydrogen) also has the same effect. A large surface for the evaporation is made by spreading the liquid as a thin continuously renewed film. The condenser is situated very near the evaporating liquid to remove the water molecules quickly (a distance of 3 cm. is the maximum diffusion path). The atmosphere may be circulated or disturbed to hasten the diffusion and, most ingenious of all, it may be blown towards the evaporating liquid when, if a velocity is used just greater than that of the heavy molecules leaving a liquid surface, the loss of flavour may be entirely eliminated while the rate of water evaporation is only reduced by 10 per cent. By these means a concentrate containing as much as 65 per cent. solids and capable of storage without deterioration at ordinary temperatures may be prepared, and 80 per cent. of the original vitamins retained. The use of refrigeration in the preservation of food has necessitated the use of refrigerated transport to complete the links between producer, manufacturer, retailer and customer. The variety of commodities and the different conditions they need create varying demands on the methods of insulating and refrigerating transport vehicles. The British railways have 4,000 refrigerated railway vans, and such vans, containing perishable produce, came regularly to England from Austria and Italy by way of the train ferries. These vans are designed for fairly high temperatures, 35–40° F., and long hauls, and use ice as a refrigerant. At the other end of the scale is the road vehicle, which may have a temperature as low as 0° F., but is only on its journey about 12 hours. It is in these road vehicles that the greatest advances have been made, for conditions in England do not justify the railways in expenditure on elaborate equipment. The early road vehicles were insulated boxes on a lorry chassis and were refrigerated by ice and salt, which was “messy” and caused bad corrosion of the chassis. The introduction of an eutectic solution, virtually a mixture of a freezing salt and water in a definite proportion, which was frozen as a whole in a sealed tank, was made some few years ago. This removed the “messiness,” conserved the salt and produced greater efficiency and a more stable temperature.