Advertisements are the most powerful means for communicating the marketing message to the target audience. The presence of likeable attributes in ads has profound effect on the mindset of the audience and results in creating a positive image about the ads and consequently, the brands. This article focuses on understanding and using likeability in television commercials.

One of the main objectives of the Nuclear Deal is to meet the nation's growing energy needs through accessing nuclear technology. However, there is very little public debate on the relative merits of the technologies available or on the strategies to be adopted for expanding our nuclear power generation capacity. In this context, the article makes out a strong case to press forward with Pressurised Heavy Water Reactor (PHWR) power generation plants and our three-stage fast breeder reactors programme. The Indo-US Nuclear Deal should be seen only as a means to obtain uranium in the short run. In the meanwhile, we should redouble our efforts to mine the vastly superior uranium deposits available in the country (Meghalaya and Andhra Pradesh). The technology shift in the nuclear power generation envisaged in the Deal is ill advised because it makes our country needlessly dependent on the US and others for both enriched uranium and reprocessing.

One of the major reasons for India's pursuance of the Nuclear Deal with US is that of the technology needed to expand India's Nuclear Programme to meet the growing demands of energy. There has, however, been very little discussion in the public domain on the merits of the technologies that India should use and what our strategy should be to expand our nuclear power generation capacity. The impression one gets from information in our media and various other discussions in seminars in the public domain is that apart from uranium, Western technology and investments are essential to expand our nuclear power generation capacity to meet our planned outlays. This article aims to examine this aspect of technology in our nuclear power generation options and argues that in most basic terms in view of the technological and manufacturing capabilities available in India, today there is a strong case to continue with PHWR power generation plants and our three-phase programme.

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