1,426 research outputs found
The World According to Dave Trott: An Interview
No full textConsidered one of the UK’s advertising’s ‘inspiring minds’ (History of Advertising Trust, 2018) creative director, copywriter and author Dave Trott has worked on iconic campaigns for the likes of Toshiba, Holsten Pils, Ariston and Pepsi and with agencies including Gold Greenlees Trott, Bainsfair Sharkey Trott, Walsh Trott Chick Smith and latterly The Gate.
As well as consumer product campaigns, Trott has also addressed social issues via advertising, notably on malaria and cancelling third world debt, championing challenging conventional thinking in doing so. A believer in using shock tactics, standing out and treating the consumer intelligently with bold and simple creative ideas he is the author of four books (2009, 2013, 2015, 2019).
For WPCC’s issue on ‘Advertising for the Human Good’ issue editor Carl W. Jones asked Trott to consider the potential of advertising for the human good with wide-ranging answers given on major questions: should advertising have such a role?; is university education a hinderance to creativity; and whether much of advertising can be considered ‘pollution’
Scheming in the SMEFT. . . and a reparameterization invariance!
No full textAbstract We explain a reparameterization invariance in the Standard Model Effective Field Theory present when considering ψ ¯ ψ → ψ ¯ ψ scatterings (with ψ a fermion) and how this leads to unconstrained combinations of Wilson coefficients in global data analyses restricted to these measurements. We develop a m ^ W m ^ Z G ^ F input parameter scheme and compare results to the case when an input parameter set α ^ m ^ Z G ^ F is used to constrain this effective theory from the global data set, confirming the input parameter independence of the unconstrained combinations of Wilson coefficients, and supporting the reparameterization invariance explanation. We discuss some conceptual issues related to these degeneracies that are relevant for LHC data reporting and analysis
The SMEFTsim package, theory and tools
No full textWe report codes for the Standard Model Effective Field Theory (SMEFT) in FeynRules — the SMEFTsim package. The codes enable theoretical predictions for dimension six operator corrections to the Standard Model using numerical tools, where predictions can be made based on either the electroweak input parameter set {α^ew m^Z G^ F} or {m^W m^Z G^F}. All of the baryon and lepton number conserving operators present in the SMEFT dimension six Lagrangian, defined in the Warsaw basis, are included. A flavour symmetric U(3)5 version with possible non-SM CP violating phases, a (linear) minimal flavour violating version neglecting such phases, and the fully general flavour case are each implemented. The SMEFTsim package allows global constraints to be determined on the full Wilson coefficient space of the SMEFT. As the number of parameters present is large, it is important to develop global analyses on reduced sets of parameters minimizing any UV assumptions and relying on IR kinematics of scattering events and symmetries. We simultaneously develop the theoretical framework of a “W-Higgs-Z pole parameter” physics program that can be pursued at the LHC using this approach and the SMEFTsim package. We illustrate this methodology with several numerical examples interfacing SMEFTsim with MadGraph5. The SMEFTsim package can be downloaded at https://feynrules.irmp.ucl.ac.be/wiki/SMEFT
The Standard Model as an Effective Field Theory
No full textProjecting measurements of the interactions of the known Standard Model (SM) states into an effective field theory (EFT) framework is an important goal of the LHC physics program. The interpretation of measurements of the properties of the Higgs-like boson in an EFT allows one to consistently study the properties of this state, while the SM is allowed to eventually break down at higher energies. In this review, basic concepts relevant to the construction of such EFTs are reviewed pedagogically. Electroweak precision data is discussed as a historical example of some importance to illustrate critical consistency issues in interpreting experimental data in EFTs. A future precision Higgs phenomenology program can benefit from the projection of raw experimental results into consistent field theories such as the SM, the SM supplemented with higher dimensional operators (the SMEFT) or an Electroweak chiral Lagrangian with a dominantly JP=0+ scalar (the HEFT). We discuss the developing SMEFT and HEFT approaches, that are consistent versions of such EFTs, systematically improvable with higher order corrections, and comment on the pseudo-observable approach. We review the challenges that have been overcome in developing EFT methods for LHC studies, and the challenges that remain
Addendum to: Scheming in the SMEFT. . . and a reparameterization invariance!
No full textAbstract We allow two independent flavor contractions for the operator Qll in the U(3)5 flavor symmetric limit and report modified fit results in this limit
Politics in Socrates’ Cave: Comments on Adriel M. Trott
No full textIn her “Saving the Appearances in Plato’s Cave,” Dr. Adriel M. Trott argues that “the philosopher’s claim to true knowledge always operates within the realm of the cave.” In order to probe her claim, I challenge her to make sense of “politics in the cave,” namely the status and practices of two categories of people in the cave: “woke” cave dwellers (namely, those who recognize shadows as shadows but have not left the cave) and “woke” puppeteers (namely, philosophers ruling within the cave)
Radiatively Generating the Higgs Potential and Electroweak Scale via the Seesaw Mechanism
No full textThe minimal seesaw scenario can radiatively generate the Higgs potential to induce electroweak symmetry breaking while supplying an origin of the Higgs vacuum expectation value from an underlying Majorana scale. If the Higgs potential and (derived) electroweak scale have this origin, the heavy SU(3)×SU(2)×U(1)Y singlet states are expected to reside at mN∼10-500 PeV for couplings |ω|∼10-4.5-10-6 between the Majorana sector and the standard model. In this framework, the usual challenge of the electroweak scale hierarchy problem with a classically assumed potential is absent as the electroweak scale is not a fundamental scale. The new challenge is the need to generate or accommodate PeV Majorana mass scales while simultaneously suppressing tree-level contributions to the potential in ultraviolet models
Examining the neutrino option
No full textAbstract The neutrino option is a scenario where the electroweak scale, and thereby the Higgs mass, is generated simultaneously with neutrino masses in the seesaw model. This occurs via the leading one loop and tree level diagrams matching the seesaw model onto the Standard Model Effective Field Theory. We advance the study of this scenario by determining one loop corrections to the leading order matching results systematically, performing a detailed numerical analysis of the consistency of this approach with Neutrino data and the Standard Model particle masses, and by examining the embedding of this scenario into a more ultraviolet complete model. We find that the neutrino option remains a viable and intriguing scenario to explain the origin of observed particle masses
Politics in Socrates’ Cave: Comments on Adriel M. Trott
No full textIn her “Saving the Appearances in Plato’s Cave,” Dr. Adriel M. Trott argues that “the philosopher’s claim to true knowledge always operates within the realm of the cave.” In order to probe her claim, I challenge her to make sense of “politics in the cave,” namely the status and practices of two categories of people in the cave: “woke” cave dwellers (namely, those who recognize shadows as shadows but have not left the cave) and “woke” puppeteers (namely, philosophers ruling within the cave)
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