• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.231-238
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• 2010

The anthropomorphism of brands, defined as seeing human beings in brands (Puzakova, Kwak, and Rosereto, 2008) is the focus of this study. Specifically, the research objective is to understand the ways in which brands are rendered humanlike. By analyzing consumer readings of stories found on food product packages we intend to show how marketers and consumers humanize a spectrum of brands and create meanings. Our research question considers the possibility that a single brand may host multiple or single meanings, associations, and personalities for different consumers. We start by highlighting the theoretical and practical significance of our research, explain why we turn our attention to packages as vehicles of brand meaning transfer, then describe our qualitative methodology, discuss findings, and conclude with a discussion of managerial implications and directions for future studies. The study was designed to directly expose consumers to potential vehicles of brand meaning transfer and then engage these consumers in free verbal reflections on their perceived meanings. Specifically, we asked participants to read non-nutritional stories on selected branded food packages, in order to elicit data about received meanings. Packaging has yet to receive due attention in consumer research (Hine, 1995). Until now, attention has focused solely on its utilitarian function and has generated a body of research that has explored the impact of nutritional information and claims on consumer perceptions of products (e.g., Loureiro, McCluskey and Mittelhammer, 2002; Mazis and Raymond, 1997; Nayga, Lipinski and Savur, 1998; Wansik, 2003). An exception is a recent study that turns its attention to non-nutritional packaging narratives and treats them as cultural productions and vehicles for mythologizing the brand (Kniazeva and Belk, 2007). The next step in this stream of research is to explore how such mythologizing activity affects brand personality perception and how these perceptions relate to consumers. These are the questions that our study aimed to address. We used in-depth interviews to help overcome the limitations of quantitative studies. Our convenience sample was formed with the objective of providing demographic and psychographic diversity in order to elicit variations in consumer reflections to food packaging stories. Our informants represent middle-class residents of the US and do not exhibit extreme alternative lifestyles described by Thompson as "cultural creatives" (2004). Nine people were individually interviewed on their food consumption preferences and behavior. Participants were asked to have a look at the twelve displayed food product packages and read all the textual information on the package, after which we continued with questions that focused on the consumer interpretations of the reading material (Scott and Batra, 2003). On average, each participant reflected on 4-5 packages. Our in-depth interviews lasted one to one and a half hours each. The interviews were tape recorded and transcribed, providing 140 pages of text. The products came from local grocery stores on the West Coast of the US and represented a basic range of food product categories, including snacks, canned foods, cereals, baby foods, and tea. The data were analyzed using procedures for developing grounded theory delineated by Strauss and Corbin (1998). As a result, our study does not support the notion of one brand/one personality as assumed by prior work. Thus, we reveal multiple brand personalities peacefully cohabiting in the same brand as seen by different consumers, despite marketer attempts to create more singular brand personalities. We extend Fournier's (1998) proposition, that one's life projects shape the intensity and nature of brand relationships. We find that these life projects also affect perceived brand personifications and meanings. While Fournier provides a conceptual framework that links together consumers’ life themes (Mick and Buhl, 1992) and relational roles assigned to anthropomorphized brands, we find that consumer life projects mold both the ways in which brands are rendered humanlike and the ways in which brands connect to consumers' existential concerns. We find two modes through which brands are anthropomorphized by our participants. First, brand personalities are created by seeing them through perceived demographic, psychographic, and social characteristics that are to some degree shared by consumers. Second, brands in our study further relate to consumers' existential concerns by either being blended with consumer personalities in order to connect to them (the brand as a friend, a family member, a next door neighbor) or by distancing themselves from the brand personalities and estranging them (the brand as a used car salesman, a "bunch of executives.") By focusing on food product packages, we illuminate a very specific, widely-used, but little-researched vehicle of marketing communication: brand storytelling. Recent work that has approached packages as mythmakers, finds it increasingly challenging for marketers to produce textual stories that link the personalities of products to the personalities of those consuming them, and suggests that "a multiplicity of building material for creating desired consumer myths is what a postmodern consumer arguably needs" (Kniazeva and Belk, 2007). Used as vehicles for storytelling, food packages can exploit both rational and emotional approaches, offering consumers either a "lecture" or "drama" (Randazzo, 2006), myths (Kniazeva and Belk, 2007; Holt, 2004; Thompson, 2004), or meanings (McCracken, 2005) as necessary building blocks for anthropomorphizing their brands. The craft of giving birth to brand personalities is in the hands of writers/marketers and in the minds of readers/consumers who individually and sometimes idiosyncratically put a meaningful human face on a brand.

• Journal of the East Asian Society of Dietary Life
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• v.13 no.1
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• pp.25-38
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• 2003

This study was conducted to establish the microbiological quality standards applying the HACCP system on sushi items of Japanese restaurant in Korea. The study evaluated hygienic conditions of kitchen and workers, pH time-temperature relationship, and microbial assessments during whole process of sushi making in 2001. Overall hygienic conditions were normal for both kitchen and for workers by 3 point scale, but hygienic controls against the cross-contamination were still needed. Each process of sushi making was performed under the risk of microbial contamination, since pH value of most of ingredients was over pH 4.6 and also production time(3.5~6 hrs) were long enough to cause problems. Microorganisms were high enough to cause foodborne illness ranged 8.0$\times$10$^2$~3.3$\times$10$^{6}$ CFU/g of TPC and 1.0$\times$10$^1$~1.6$\times$10$^3$CFU/g of coliforms, although TPC, coliforms and Staphylcoccus aureus were within the standard limits (TPC 10$^2$~10$^{6}$ CFU/g, coliforms 10$^3$CFU/g). However, Salmonella and Vibrio parahaemolyticus were not detected. High populations TPC and coliforms were also found in the cooks' hands and cooking utensils(TPC 10$^2$~10$^{6}$ CFU/100cm$^2$and Coliforms 10$^1$~10$^3$CFU/100cm$^2$). Based on the CCP decision tree analysis, the CCPs were the holding steps far six sushi production line except the tuna and the thawing step for tuna sushi. In conclusion, overall state of sushi production was fairly good but much improvement was still needed.

• 대한공업교육학회지
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• v.38 no.1
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• pp.125-143
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• 2013

The purpose of this study was to investigate the current Status and practical use of technology laboratory at the junior high school in Chungbuk Province in order to give some suggestions on hands-on activities for technology education. First, concerning present actual conditions of technology laboratory, There was a large disparity between the urban and rural schools in the possession of a technology laboratory, as the rate of the schools equipped with the rooms respectively stood at 69.84 percent and 33.38 percent in the urban and rural regions. By the type of foundation, every national school, 86.24 percent of the public schools and 37.50 percent of the private schools were equipped with the technology laboratory. By school size, 35.59 of the schools with fewer than 10 classes, 62.11 percent of the schools with 10 to fewer than 30 classes and 85.71 percent of the schools with 31 classes or more were in possession of the laboratory. Thus, the type of foundation and school size made differences to that. As a result of asking the schools without the laboratory about the reason, as many as 88.52 percent had been equipped with the laboratory in the past but converted them into spaces for another purpose. When the schools that had no such laboratory were asked a question whether they had any plans to install a technology laboratory, just five schools(8.19%) had that plan. Second, as for the practical use of the technology laboratory, for what the rooms were actually used was asked, and most of the schools made use of them as Comprehensive General laboratory. As to the size of the rooms, each of the rooms was as large as a classroom($66m^2$) in 62.12 percent of the schools, and their region, type of foundation and student gender made little significant differences to that. Regarding the time for utilizing the laboratory, the majority of the schools used the laboratory approximately once or twice a year, and their region, type of foundation, student gender and school size made few distinctive differences to that. In terms of budget for practice in the rooms, the largest number of the schools that accounted for 36.36 percent earmarked three thousand won to less than five thousand won per student.

• Journal of Nutrition and Health
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• v.43 no.6
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• pp.597-606
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• 2010

This study investigates the change of level of psychosocial factors of decisional balance, processes of change, and self-efficacy after nutrition education on vegetable and fruit intake of children in pre-action stages. Forty-seven 5th grade elementary school children in Yeongi-Gun, Chungnam-Do were categorized into pre-action stages from a total of 71 children by four-stage questions, and then finally into two stages of precontemplation and contemplation & preparation. After 6 weeks nutrition education, recognition of both of pros and cons of vegetable intake were improved in the two groups of precontemplation and contemplation & preparation. In fruits intake, however, recognition of pros was not changed after nutrition education in either stage, but recognition of cons was improved only in the precontemplation stage. However, no difference in any psychosocial variables was found between precontemplation stage and contemplation & preparation stage. After the nutrition education, the score of consciousness raising of vegetable intake belonging to cognitive process of change increased in the subjects of the precontemplation stage, wheres the scores of dramatic relief, self-reevaluation, environment reevaluation and social liberation increased in the group of contemplation & preparation. In fruit intake, however, no change was found except in the environment reevaluation in the precontemplation group. The behavioral process of change of vegetable and fruit intake did not show any change in either group after nutrition education. Self-efficacy scores of vegetable intake of keeping the foods at hand, eating the recommended number of servings and making time to eat increased in the precontemplation group, while in the contemplation & preparation group, self efficacy scores of shopping for a variety of vegetables, instead of keeping the foods at hands, as well as the scores of the rest two items of eating the recommended number of servings and making time to eat increased after nutrition education. However, in case of fruits intake, no difference was shown in the precontemplation stage except an item of keeping the foods at hand. The results indicated that the stage of change was progressed in the pre-action stage after nutrition education and the scores of many psychosocial factors increased in both pre-action stages. It is suggested that the recognition of cons as well as the cognitive process of change and self-efficacy could be best used as indicators of the assessment of nutrition education program for vegetable intake.

• Journal of The Korean Association For Science Education
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• v.32 no.5
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• pp.805-822
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• 2012

The purpose of this study was to explore the patterns of group model development about blood flow in the heart and reasoning process by small group interaction. The subjects were 14, 8th graders in a Science Gifted Center. The group discussion was made possible by using triggering questions that can be answered based on experiences of hands-on activities such as a siphon pump analogy model activity and a dissection of pigs' hearts. Despite participating in same activities, the groups showed different model development patterns: unchanged, persuasive, and elaborated. Due to the critical revising, the group's explanatory model was elaborated and developed in the added and elaborated pattern. As critical revising is a core element of the developing model, it is important to promote a group interaction so that students become critical and receptive. The pedagogical analogy model and conflict situation enabled students to present elaborated reasoning. The Inquiry activity with the pedagogical analogy model promote students' spontaneous reasoning in relation to direct experience. Therefore offering a pedagogical analogy model will help students evaluate, revise and develop their models of concerned phenomena in science classroom. Conflict situation by rebuttal enable students to justify more solid and elaborate a model close to the target model. Therefore, teachers need to facilitate a group atmosphere for spontaneous conflict situation.

• The Korean Journal of Food And Nutrition
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• v.15 no.2
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• pp.112-118
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• 2002

Sporulation in the fission yeast Schizosaccharomyces pombe has been regarded as an important model of cellular development and differentiation. S. pombe cells proliferate by mitosis and binary fission on growth medium. Deprivation of nutrients especially nitrogen sources, causes the cessation of mitosis and initiates sexual reproduction by matting between two sexually compatible cell types. Meiosis is then followed in a diploid cell in the absence of nitrogen source. DNA fragment complemented with the mutations of sporulation gene was isolated from the S. pombe gene library constructed in the vector, pDB 248' and designated as pDB(spo5)1. We futher analyzed six recombinant plasmids, pDB(spo5)2, pDB(spo5)3, pDB(spo5)4, pDB(spo5)5, pDB (spo5)6, pDB(spo5)7 and found each of these plasmids is able to rescue the spo5-2, spo5-3, spo5-4, spo5-5, spo5-6, spo5-7 mutations, respectively. Mapping of the integrated plasmid into the homologous site of the S. pombe chromosomes demonstrated that pDB(spo5)1, and pDB(spu5)Rl contained the spo5 gene. Transcripts of spo5 gene were analyzed by Northern hybridization. Two transcripts of 3.2 kb and 2.5kb were detected with 5kb Hind Ⅲ fragment containing a part of the spo5 gene as a probe. The small mRNA(2.5kb) appeared only when a wild-type strain was cultured in the absence of nitrogen source in which condition the large mRNA (3.2kb) was produced constitutively. Appearance of a 2.5kb spo5-mRNA depends upon the function of the meil, mei2 and mei3 genes.

• Korean Journal of Health Education and Promotion
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• v.13 no.1
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• pp.1-27
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• 1996

Recently diseases related to personal health habit and lifestyle have become common in modern industrial society. These kinds of diseases can be prevented simply by changing one's lifestyle to be more healthy. As a result of realization our interest in general health has become stronger. The most basic environment for human-being in society is the home. Humans secure their livelihood, physically. mentally, and socially at home. Therefore health care at home is very important. In modern society the responsibility for this task is traditionally given to housewives. The purpose of this study was to measure the degree of the health knowledge, health concern, health behavior and family health care of the married women and to analyze its related factors. The subjects for this study. 1,100 married women who studied at social education institutes and who had children attending an elementary school or a kindergarten, were surveyed with questionnaires. The preliminary survey was carried out from Aug. 7, to Aug. 19, 1995. With complement of questions, the main survey was carried out from Sep. 11, to Sep. 30, 1995. The data was analysed by using the SAS program. The results were as follows. 1. General Characteristics (1) In the individual characteristics of the respondents, the married women aged 30-39 were 54.8%, the average age was 39.8 years old. 33.8% of respondents had 6-10 years of marriage period, and the average marriage period was 14.9 years. Most of them(96.5%) lived with their husband. Those who graduated from college and graduate school were 53.4%. And 68.3% of respondents had no job. (2) In the family characteristics, 69.3% of the married women had 3 or 4 family members and the average family size was 4.1 person. 60.0% of the respondents had 2 children. Most of the respondents(90.9%) had no married children. 84.8% of the respondents lived with their parents. Those who reported that the total family income was more than 2,500,000 won a month were 32.3%. When making the decisions, 68.5% of the married women discussed the family matter with their husband. (3) In the individual characteristics of the respondents, 51.5% answered they were in good health. 61.7% of the married women answered they obtained the health knowledge through mass media. 24.3% of the women answered they had patients in their family in these days. 67.5% of the respondents answered they could generally control their health by themselves. 2. The Health Knowledge, Concern and Behavior. (1) For the health knowledge, the average score was 11.8. The lowest percent of correct answer(27.8%) was in the item about the skin tests for tuberculosis. And the highest percent(97.%) was in the item about taking a rest. (2) For the health concern, the married women had the highest concern about washing hands. But they were indifferent to smoking. (3) For the health behavior, the highest score was in "changing socks and underwear everyday", and the lowest one was in "taking a regular dental examination". 3. The Family Health Care (1) For the family health care, the item of "using a drug with the order of doctor or pharmacist" had the highest grade(4.78), and "consulting with the family physician about the health problem" had the lowest grade(2.03). (2) Older women and the women with a longer period of marriage had the highest level of the family health care(p<0.001). The married women who had 3 children had the highest level of the family health care(p<0.001). Those who had 5 or 6 family member and higher income had the highest level had the high level of the family health care(p<0.01). Women in good health and those who had the health knowledge from health experts had a high level of the family health care. (3) For the correlation of the family health care and other variables, the health behavior showed the highest correlation with family heath care practice(r=0.74) and the second was health concern(r=0.43). The variables which could explain the family health care were health behavior, the health concern and married women's health status(r²=55.87). The most closely associated with family health care was health behavior(r²=54.93)

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.10
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• pp.6852-6859
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• 2015

The purpose of this study was to determine the growth characteristics and distribution pattern of a brackish water clam Corbicula japonica in Seomjin River. Field samples were taken from 14 stations with salinity gradients during spring. Salinity at the bottom layer ranged from 1.0 psu to 32.9 psu, with low salinities in the upper area of the river. In particular, salinity at St.11 was decreased drastically to be ca. 15.0 psu, indicating an intermediate salinity zone. The distribution pattern of C. japonica was related to the salinity gradient, with the highest densities of $2,102ind.m^{-2}$ at Station 13, followed by $1,507ind.m^{-2}$ at Station 11. Here, we focused on the growth characteristics of collected C. japonica collected at two stations with different salinity values. The relationship between shell length and total weight was highly correlated ($R^2=0.91$, P<0.001) at Station 13 compared to that at Station 11 ($R^2=0.72$, P<0.001). On the other hands, the degree of correlation between shell length and shell height (SH) or shell width (SW) at Station 11 (SH: $R^2=0.91$, P<0.001; SW: $R^2=0.69$, P<0.001) was higher than that at Station 13 (SH: $R^2=0.64$, P<0.001; SW: $R^2=0.48$, P<0.001). In addition, fatness index of C. japonica at Station 13 was significantly (P < 0.001) higher than that at St. 11 (t-test value=-22.8, p<0.001). This implies that C. japonica at Station 13 might have enhanced their somatic growth, whereas C. japonica at Station 11 might have this kind of defense mechanism their internal organization against the salinity stress. Ecologically, this kind of defense mechanism of C. japonica against salinity flucuation may play an important role in their survival strategy.

• Journal of Food Hygiene and Safety
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• v.28 no.2
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• pp.138-145
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• 2013

This study was conducted to evaluate the microbiological contamination on commonly used hand towels in the child care centers and to investigate the toxin gene and toxin production ability of food-borne pathogens. A total of 22 commonly used hand towels including 7 for before use and 15 for during use were tested. The average number of total aerobic bacteria and fungi were 6.2 log CFU/100 $cm^2$ and 4.1 log CFU/100 $cm^2$. Coliform bacteria were detected in 4 out of 7 before used towels (57.1%) and all of during used towels (100%). These results showed that the sanitary conditions of hand towels in the child care centers should be improved promptly. Among the pathogenic bacteria, Staph. aureus and B. cereus without Salmonella spp. were detected in 5 (22.7%) and 11 (50.0%) out of 22 hand towels. All of Staphy. aureus isolated in this study did not possess any toxin genes and did not produce enterotoxin. The detection rate of hblC, hblD, and hblA toxin genes in B. cereus was 72.7, 72.7, and 54.5% respectively. The possession rate of nheA, nheB, and nheC toxin genes showed 81.8, 72.7, and 54.5% respectively. The cytK and entFM toxin genes were presented at 45.5 and 90.0% in B. cereus. The HBL was detected in 8 out of 11 B. cereus isolates (72.7%) and 5 B. cereus isolates produced NHE (45.5%). Ten out of eleven B. cereus isolates (90.9%) produced one or more enterotoxin such as HBL and NHE. From the results, using a private hand towel or paper towel is required to prevent the cross-contamination between commonly used hand towel and children's hands in the child care center.

• The Korean Journal of Pain
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• v.1 no.2
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• pp.214-222
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• 1988

With the arm in hyperabduction, we have carried out 525 procedures of supraclavicular brachial plexus block from Aug. 1976 to June 1980, whereas block with the arm in adduction has been customarily performed by other authors. The anesthetic procedure is as follows: 1) The patient lies in the dorsal recumbent position without a pillow under his head or shoulder. His arm is hyperabducted more than a 90 degree angle from his side, and his head is turned to the side opposite from that to be blocked. 2) An "X" is marked at a point 1 cm above the mid clavicle, immediately lateral to the edge of the anterior scalene muscle, and on the palpable portion of the subclavian artery. The area is aseptically prepared and draped. 3) A 22 gauge 3.5cm needle attached to a syringe filled with 2% lidocaine (7~8mg/kg of body weight) and epineprine(1 : 200,000) is inserted caudally toward the second portion of the artery where it crosses the first rib and parallel with the lateral border of the muscle until a paresthesia is obtained. 4) Paresthesia is usually elicited while inserting the needle tip about 1~2 em in depth. If so, the local anesthetic solution is injected after careful aspiration. 5) If no paresthesia is elicited, the needle is withdrawn and redirected in an attempt to elicit paresthesia. 6) If, after several attempts, no paresthesia is obtained, the local anesthetic solution is injected into the perivascular sheath after confirming that the artery is not punctured. 7) Immediately after starting surgery, Valium is injected for sedation by the intravenous route in almost all cases. The age distribution of the cases was from 11 to 80 years. Sex distribution was 476 males and 49 females (Table 1). Operative procedures consisted of 103 open reductions, 114 skin grafts combined with spinal anesthesia in 14, 87 debridements, 75 repairs, i.e. tendon (41), nerve(32), and artery (2), 58 corrections of abnormalities, 27 amputations above the elbow (5), below the elbow (3) and fingers (17), 20 primary closures, 18 incisions and curettages, 2 replantations of cut fingers. respectively (Table 2). Paresthesia was obtained in all cases. Onset of analgesia occured within 5 minutes, starting in the deltoid region in almost all cases. Complete anesthesia of the entire arm appeared within 10 minutes but was delayed 15 to 20 minutes in 5 cases and failed in one case. Thus, our success rate was nearly 100%. The duration of anesthesia after a single injection ranged from $3\frac{1}{2}$ to $4\frac{1}{2}$, hours in 94% of the cases. The operative time ranged from 0.5 to 4 hours in 92.4% of the cases(Table 3). Repeat blocks were carried out in 33 cases when operative times which were more than 4 hours in 22 cases and the others were completed within 4 hours (Table 4). Two patients of the 33 cases, who received microvasular surgery were injected twice with 2% lidocaine 20 ml for a total of $13\frac{1}{2}$ hours. The 157 patients who received surgery on the forearms or hands had pneumatic tourniquets (250 torrs) applied without tourniquet pain. There was no pneumothorax, hematoma or phrenic nerve paralysis in any of the unilateral and 27 bilateral blocks, but there was hoarseness in two, Horner's syndrome in 11 and shivering in 7 cases. No general seizures or other side effects were observed. By 20ml of 60% urcgratin study, we confirm ed the position of the needle tip to be in a safer position when the arm is in hyperabduction than when it is in adduction. And also that the humoral head caused some obstraction of the distal flow of the dye, indicating that less local anesthetic solution would be needed for satisfactory anesthesia. (Fig. 3,4).