Role of Chemistry in Domestic Activities

Malnutrition has shown to be an important concern in women, children, and the elderly. Because of pregnancies and breastfeeding, women have additional nutrient requirements. [19]  Children can be at risk for malnutrition even before birth, as their nutrition levels are directly tied to the nutrition of their mothers. [20]Breastfeeding can reduce rates of malnutrition and mortality in children[4][11], and educational programs for mothers could have a large impact on these rates. 21]  The elderly have a large risk of malnutrition because of unique complications such as changes in appetite and energy level, and chewing and swallowing problems. [22]  Adequate elderly care is essential for preventing malnutrition, especially when the elderly cannot care for themselves. Malnutrition  is a broad term which refers to both  undernutrition  (subnutrition) andovernutrition. Individuals are malnourished, or suffer from undernutrition if their diet does not provide them with adequate calories and protein for maintenance and growth, or they cannot fully utilize the food they eat due to illness. People are also malnourished, or suffer from overnutrition if they consume too many calories. CausesCauses related to food.General causes.(A) Causes related to food:  A lot of causes related to food are responsible for malnutrition. 1. Lack of nutritious and Balanced Diet: Lack of nutritious and balanced diet is responsible to a great extent for malnutrition in children. In our country, because of poverty, there is a lack of essential elements like Proteins, carbohydrates, fats etc. in everyday meal. 2. Indigestive and Harmful diet: Intake of indigestive and harmful diet is one of the main causes of malnutrition. Children belonging to the rich families do have expensive food items but in general these food items are indigestive and harmful. Intake of such type of food items often leads to lack of hunger and hence sometimes the children fall prey to malnutrition. 3. Lack of Regulated Diet: Irregular intake of food is one of the main causes leading to malnutrition. The timings for breakfast, lunch and dinner must more or less be fixed. aking irregular meals causes indigestion and finally results in malnutrition. (B) General Causes 1. Dirty Environment: Dirty environment of home and school also causes malnutrition. In Indian cities the home and school environment becomes dirty due to lack of fresh and pure air, lack of sunlight, non-availability of playground, dirty lanes, which hampers right nutrition of children. 2. Lack of Sound Sleep and Rest: Lack of space and suffocated bedroom causes lack of sleep. Lack of sleep results in indigestion, which leads to malnutrition. Lack of proper and sufficient rest also leads to malnutrition. 3. Negligence of Children: Negligence of children at home and in school causes anxiety in children. This also results in malnutrition. 4. Bodily diseases: Many children being infected from the diseases are neither able to have balanced diet nor their bodily functions take place properly resulting in malnutrition. 5. Heavy work: The digestive process of children gets affected because of continuous hard work. Especially for the children of low income- groups, the heavy labour uncoupled with balanced diet take a toll on their physical and mental development. Nearly forty percent of total children in India suffer from malnutrition. 6. Lack of Exercise and Games: The lack of exercise and games also leads to malnutrition. Even if a child takes a balanced and nutritious diet, the lack of exercise and games results in slowing down of digestive process and consequently the food is not digested properly causing malnutrition. This also causes physical deficiencies. Prevention As a lack of essential nutrients is one of the main causes of malnutrition, the best way to prevent the condition is to eat a healthy, balanced diet. A  recommended diet would be a diet that contains foods from all the major food groups. The four main food groups are:fruit and vegetables – eat at least 5 a day of a variety;bread, rice, potatoes, pasta and other starchy foods – eat plenty;milk and dairy foods – eat some and choose lower fat varieties;meat, fish, eggs, beans and other non-dairy sources of protein;foods and drinks high in fats and/or sugars.Conclusion â€Å"Malnutrition is an impediment to development, and its presence indicates that basic physiological needs have not been met. What is observed as malnutrition is not only the result of insufficient or inappropriate food, but also a consequence of other conditions, such as poor water supply and sanitation and a high prevalence of disease. Thus reversing the procedure is complex, because many issues need to be addressed more or less simultaneously. And every situation is different, so that there is no single solution for all. There can only be general guidance on directions to pursue. Experience from lessons learnt shows that considerable time is needed to redress a situation (ten years and more), and that a strong supportive political and policy environment remains crucial throughout the period. There is no â€Å"quick-fix† to this problem. Once achieved, however, the effect is likely to become permanent, offering a substantial return on investment. †Malnutrition continues to be a significant problem all over the world, especially among children. Poverty, natural disasters, political problems, and war all contribute to conditions — even epidemics — of malnutrition and starvation, and not just in developing countries. In some cases, malnutrition is very mild and causes no symptoms. However, sometimes it can be so severe that the damage done to the body is permanent, even though you survive. Symptoms The most common symptom of malnutrition is unplanned weight loss. If you lose 10% of your body weight in the course of three months and are not dieting, it could be a sign that you are malnourished. n adults, a useful method of assessing whether you are malnourished is to measure your  body mass index  (BMI). This is your weight in kilograms divided by your height in metres squared. For most adults a healthy BMI is between 18.5 and 24.9. Other symptoms include:weakening of the muscles, which then begin to waste away;feeling tired all the time and lacking energy;increased vulnerability to infection;delayed wound healing;dizziness;irritability;your nails become brittle your skin becomes dry and flaky;persistent  diarrhoea;depression;in women, periods become  irregular  or  stop altogether.Children Symptoms of malnutrition in children can include:failure to grow at the expected rate, both in terms of weight and height;changes in behaviour such as appearing unusually irritable, sluggish or anxious;changes in hair and skin colour;hair loss;swelling of the stomach and legs (this last symptom usually only occurs if a child is severely malnourished).

Mod 5 Sg

STUDY GUIDE: MODULE 5 Harbin: Chapter 14 How did Rehoboam manage to lose most of his kingdom? He refused to cut taxes and threaten to raise them. Why is Asa viewed as a good king but given a mixed review? His lack of faith in God to assist with attack on Baasha in Northern Kingdom. How did Jehoshaphat show piety on the one hand but political naivete on the other? He went thru the country removing pagan shrines and sent teachers in the land teaching the law. he was judged for helping the wicked. What is most memorable about Athaliah?She proceeded to kill off rest of males in the royal family so that she could rule. How did Joash bring hope to the Southern Kingdom? What did he do that caused him to be assassinated? by repairing the temple restoring the worship and sacrificial system. He ordered , God's prophet Zechariah to be stoned to death on the temple grounds. His heart was turned away from God. In what way did Uzziah demonstrate spiritual foolishness? What were the consequences? H e went into the temple to burn incense, something only the priest could do.Cause he didn't listen, God struck him with leprosy. What is most memorable about Ahaz? Ahaz turned away from YHWH, he served the pagan gods, including Baal, even performed child sacrifices. He promoted the spiritual revival. Compare and contrast Hezekiah with his father, Ahaz, and with David. he was viewed as one of the worst kings in the Southern Kingdom. Hezekiah trusted in the Lord, God of Isreal. What was the role of Isaiah in the Southern Kingdom? Prophet and historian What key prophecies did the prophets of this period give regarding the Messiah? st anticipation of the birth of the Messiah 2ndthe servant songs the Messiah's bearing the sins of His people 3rd which Jesus would later read in the synagogue in Nazareth. What is most memorable about Manasseh? He had the hollow tree where Isaiah hid sawn down with Isaiah inside. His acts of apostasy In what ways was Josiah the last hope for the Southern King dom? Josiah's returning the ark of the covenant to the temple Trace the decline and fall of the Southern Kingdom. the death of Josiah Describe the different ways by which Jeremiah tried to convey his message to the people. burying a linen sash near the Euphrates River to signify the Exile; | |watching a potter remake a flawed item, illustrating how God would remark the nation; breaking a large pot before the leadership, | |demonstrating how God would destroy the Southern Kingdom; | |redeeming a piece of land, showing confidence that God would perserve the people even thru exile; | |remaining single because of the anticipated hard times; and wearing a yoke to symbolize upcomming bondage. | Why was Lamentations written? Focus on city of Jerusalem and its destruction. Chapter 15 What are some reasons that the Exile was not as severe as it might have been? Some of the people listened to the prophets People followed God's instruction the design of the exile was partial punishment Summar ize both the incidents and the visions recorded in the book of Daniel. 1. The account of Daniel and his friends declining to eat Babylonian food 2. Daniel request for stay of execution to interpret the kings dream. 3. The firery furnance 4. Daniel in the lions denVision of 4 beasts that paralled the 4 metals of the statue & what happened to Daniels people in the future. Daniel was given information about the Messiah. What is apocalyptic literature, and how is it different from prophetic literature? serves to show God's sovereignty over the future. Rich in the use of symbols. focused on what God is going to do. serve to show God's soverign control over history. is oriented toward the audience receiving the message. What makes the book of Ezekiel distinctive? It was written in Babylon, it was accepted by Isrealites who devoutly believed in God. What is the significance of Esther? she outwitted Haman and saved her people.Before reading chs. 16–17 in Harbin, read Hindson, ch. 12 and take detailed notes. Harbin: Chapter 16 What was the function of Haggai? Prophet to get the temple rebuilt How was Zechariah’s ministry different from that of Haggai, his contemporary? He focused more on future issues. message was more apocalyptic What was Ezra’s role in the return? The proposal of foreign wives be divorced and returned to their home land. How did Nehemiah help the struggling community in Jerusalem? they were able to build the walls in fifty-two days What is the significance of Malachi? bring the word of god to people of Israel Chapter 17 Why did the OT canon end with Malachi?The Jewish community came to the conclusion that God had nothing more to say to them. What is the Apocrypha, and how was it viewed by the Jews at the time of Jesus? hidden/ secret. The collection of books that is found between the OT and NT in some Bibles, scripture What is the Mishnah? How is it different from the Talmud? Why are they important? also Mish ·na (mish'n? ) n. Judaism The first section of the Talmud, being a collection of early oral interpretations of the scriptures as compiled about A. D. 200. the mishnah is a part of the juwish costom and belief. Repitition. teaching/ learning Gemarah-meaning completion, the learning of oral teaching. hey were interpretive translation of the Hebrew text designed to make the text more understandable to Jews who did not read Hebrew. What are Pseudepigrapha? Pseudepigrapha [Gr. ,=things falsely ascribed], a collection of early Jewish and some Jewish-Christian writings composed between c. 200 BC and c. AD 200, not found in the Bible or rabbinic writings. How did the Sadducees develop? traditionalist were those who followed their roots. -from a Hellenization movement sometime after the Maccabean revolt How did the Pharisees develop? Spending on time, a political party, a social movement, and a school of thought among Jews that flourished during the Second Temple. Who were the Essenes, and why are they import ant? embers of an Jewish sect of the 1st century BC and the 1st century AD. They lived on the western shore of the Dead Sea and wrote the Dead Sea Scrolls. At that time, there were 4 schools of Judaism: Pharisees, Sadducees, Essenes, and Zealots Referred to as sons of Zadok. meaning holiness Who were the scribes, and what role did they play in Judean society? professional title. a generic term that could include both Pharisees and Sadducees. Their role was to copy the Law, to read it, and then to interpret it to the people. Trace the rise and demise of Alexander the Great. What happened to Alexander’s empire after his death? It was divided amoung his 4 generalsWho were the Ptolemies and the Seleucids, and why are they important? The Ptolemies were very successful and managed to capture a large part of the Seleucid Empire, including all of Syria, before local problems called Ptolemy III. peace was established during the marriage of Philadelphus daughter to AntichusII of Syria Who were the Maccabees, and what did they do for Judea? The Maccabees were a family that fought a successful rebellion against the Syrian invaders who attempted to force all Jews into becoming Hellenized. were a Jewish rebel army who took control of Judea, How did Herod, an Edomite, become king of Judea? He was the son of Antipater, n Edomite, who married the daughter of a politically influential family. Herod divorced his wife Doris and married Mariame, a Jewish daughter of the influential priestly Hasmonean family. How did Rome make Judea part of the Roman Empire? because of its troubles, in 6CE it ceased being a client kingdom and became a Roman province. The â€Å"book of the Law† was rediscovered during the reign of: JOSIAH The book of Habakkuk predicts the Babylonian conquest. TRUE According to Hindson Nebuchadnezzar was your typical autocratic egomaniac that was corrupted by power that he eventually lost his mind. TRUE Asa is seems as basically spiritually weak and an evil king of Judah.False Jeremiah advised the king to fight the Babylonians to the last man False What is most memorable about Manessah according to Harbin? He is considered to be the worst king of the southern kingdom. A key theme of the book of Isiah is †¦ NOT Restoration Joash was assassinated in response to his having Zechariah stoned to death. TRUE Around 538 or 539 BC Persian King Cyruis issued a decree allowing all captive peoples to return to their native lands. TRUE According to the text ‘The exile† could not have been any more severve than what it was: False During the reign of Hezekiah the angel of YHWH killed how many Assryian soldiers outside the walls of Jerusalem? 185,000 Often Jeremiah tried to convey his message to the people by via acts of role-playing.TRUE Per Harbin, Nebuchadnezzar destroyed the temple in Jerusalem in 586 BC TRUE Why was Lamentations written? To express the sorrow at the fall and destruction of Jerusalem. The term â€Å"branchâ €  as used by Isiah and Jeremiah emphasized that the Messiah would be from the line of David. True Rehoboam managed to lose most of his kingdom in part due to a tax revolt that he failed to properly settle. True. Joash brought hope to the Southern Kingdom by repairing the Temple. TRUE What kep prophecies did the prophets of this period give regarding the Messiah? All of the above. One of the most memorable things about Ahaz was his closing of the Temple and his worshipping the gods of Damascus. TRUE Isiah was commissioned as a prophet the year Uzziah died? TRUE

McKinsey Essay Example | Topics and Well Written Essays - 1000 words

McKinsey - Essay Example One of its values includes delivering the best in the most cost effective manner to their clients, which necessitates high performance at all levels in order to achieve their mission. Such high performance and high motivation are achieved at McKinsey by following a comprehensive performance management system that is also congruent with the nature of their work and is apt for their employee skill set. Performance assessment is based on objectives that are set in advance to every employee. 1. Type of Feedback: At McKinsey, all analysts, engagement managers and principals receive periodic feedback from their reporting managers. For instance, all analysts/consultants’ performance is reviewed at the end of each engagement and they receive a detailed feedback for every activity performed on the job (Farshad). They receive feedback from their engagement managers at the end of each engagement. Here, engagement managers are evaluated on how well they train their consultants and not jus t the profitability of their particular practice; they are encouraged to provide a balanced feedback to their team members (Ethan 150-155). McKinsey also follows an annual performance appraisal process after a number of mini evaluations for every consultant so that they are on track and focused towards goals. 2. Organizational & Procedural Justice McKinsey’s unique policies and practices such as the alumni program, the mini MBA program, training and skill enhancement practices etc. are highly appreciated and valued by its employees throughout the world (WetFeet Insider Guide 30). Many employees acknowledge that they receive full support and encouragement from their leaders and the company to pursue their interests, initiatives and careers inside and outside McKinsey. McKinsey boasts of spending millions on training programs that help in developing consultants and leaders of the McKinsey type. Furthermore, in order to deliver the best results and performance, McKinsey focuses on continuous learning rather than short-term training sessions. These continuous learning practices actually help the employees develop skills and expertise that can not only be used at McKinsey & Co but also after their tenure with the company. McKinsey adopts unique problem-solving techniques to resolve issues brought forward by its employees, based on logic, root cause analysis and fair judgment. However, employees are expected to adopt high integrity, honesty and commitment once associated with the company at all costs; in case of any exceptions, they are free to move on or are forced to move out. VII. Reward & Pay 1. Reward Management: Being employed by McKinsey is a reward in itself considering its high working standards and lifestyle besides other rewards that come in the form of salary and incentives including various types of employee benefits that are hard to match by competitors. McKinsey’s reward and remuneration packages vary distinctly for employees at all leve ls and in different geographic locations; however, these packages are certainly most competitive in their field and location. Standard remuneration appraisals are based on accurate and systematic evaluation processes across all locations. According to WetFeet reports, McKinsey rewards its undergraduate analysts by giving them frequent salary raises as a

Motivation self worth theory Essay Example | Topics and Well Written Essays - 1250 words

Motivation self worth theory - Essay Example complishment of the motivational action itself, while extrinsic motivation is supported by goals that are based outside of an internal locus of control. In some cases there is interplay between these two varieties of motivation, thereby resulting in a process that requires much investigation to elucidate the roles of each motivating factor. Related research is usually based on or contributes to one or more theories of motivation. Many theories from several schools of thought have been proposed and used to study motivation. These approaches usually focus on one or more of several characteristics that are believed to be related to the motivation to perform a particular behavior. Some of these attributes include expectancy, values, initiation reasoning, and cognitive influences. Expectancy refers to the anticipation of the results of the behavior (success vs. failure, for example), values are personal beliefs, initiation reasoning is the purpose for participating at all, and cognitive influences refer to thought processes in the brain that are associated with the behavior. Each of the available theories on motivation offers an alternative perspective of the process. Self-worth theory is an approach to studying observation that focuses on the expectancies related to a motivational behavior, as well as the personal and/or social values that are involved in the process. Covington (1984) introduced the self-worth theory of achievement motivation as a tool to examine the impact of self-worth and the self-protective process, as well as anticipations about the outcome, on a student’s motivational behaviors. The author demonstrated that children, when faced with a challenge in which failure is a possibility, would avoid the task rather than risk being viewed as incompetent. The results of this study were key in revealing the role of mental health (in the form of self-worth) in achievement motivation, as well as in identifying academic assessments as a major source of

The Wide Definition and Scope of Public Relation Essay

The Wide Definition and Scope of Public Relation - Essay Example Ewen, S. (1996) in his book titled PR: A Social History of Spin defines public relation as â€Å"the art and science of managing communication between an organization and its key public constituents to build, manage, and sustain its positive image’. Personally, I would define public relation as a process of supervising and ensuring effective communication between an organization and its targeted audiences with a major aim of developing, administering and sustaining a good image. All the above definitions have one thing in common in that they are all talking about building good public relationships through proper communication skills. Their main aim is securing a good public image so as to earn mileage from the general public on matters relating to effective communication. They also have differences for example, Edward B. (2001) sees public relation as a function of the management that defines procedures policies so as to earn the expected acceptance and understanding from the general public, Ewen, S. (1996) sees public relation as an art and science that manages communication transpiring between a given organization and its people with the aim of directing and maintaining a good image within the organization. For Ewen, he views public relation as something that will help as in maintaining a good public image while Edward opinion is that public relation will help us in obtaining acceptance and understanding from the general public. Cutlip, S (1994) views public relation differently as a designed attempt on influencing opinion via responsible actions and a good personality to gain satisfaction in two way systems.

Business in Focus & Research Skills Essay Example | Topics and Well Written Essays - 3000 words

Business in Focus & Research Skills - Essay Example Globalisation of businesses on the one hand, and the extensive spread of the Internet on the other, facilitated the phenomenon of global manpower outsourcing. The growth of usage of computers in all walks of life created enormous demand for English speaking and trained manpower for working as programmers. The economic rationale for using foreign nationals in low-end application programmes was the significantly lower wage costs and sheer manpower resource availability. This trend has rapidly spread to many other areas such as call centre operations, legal, accounting and auditing, engineering, manufacturing processes etc. generally termed as business process outsourcing (BPO), and gave rise to two types of employment of foreign nationals - onshore or off-shore services and in each case there have been corresponding loss of job opportunities for locals. In the onshore format, the foreign national is In the US, which is the major promoter of outsourcing as a model for competitive global business operations, there is a growing public resentment on the jobs lost to foreign nationals. The volume of jobs lost can be gauged by the fact that in each of the cities like New Delhi, Mumbai, Hyderabad and Bangalore in India, there are hundreds of companies employing thousands of men and women, providing back office services on 24x7 basis, to the US and European companies (BPO India, 2009). In the past most of these jobs in areas such as customer services, credit card operations, medical transcription, data entry, telemarketing etc. were being performed locally in the US itself by US nationals. The high hourly wage costs and the opening up of the world markets for services led to the outsourcing trends. In addition, the major Indian IT firms place thousands of their employees at the clients' premises for operations such as programming, installation, maintenance and training. Further, major US firms like Microsoft, IBM, Dell, Accenture, and Deloitte have established subsidiary companies in India i.e., they have effectively shipped jobs abroad. While economising on manpower costs is one reason for outsourcing, avoiding payment of taxes in the US is another aspect. Some business houses establish overseas operations in tax haven countries because the corporate income tax in the US is relatively higher, thus encouraging firms to establish operations abroad where either there is no tax or the tax rates are much lesser. Under the double taxation agreements, which the US has with a host of countries, if US firms pay taxes abroad on the income generated fromBusiness in focus 3 their foreign operations, then there is no need to pay taxes again on such income in the US, meaning consolidation of global income for tax purposes is not required. There is a growing criticism of such tax breaks for firms, which ship jobs abroad. The current economic down turn has only accentuated the demands for discouraging firms from outsourcing. During the 2004 presidential elections, Mr. John Kerry

Analyse and Critically evaluate Human Factors when applied to a Case Essay

Analyse and Critically evaluate Human Factors when applied to a Case Study - Essay Example It was during September 11, 2001 a major catastrophe took place at the World Trade Center. The American Airlines Flight 587 collide also took place after two months of this assault. Various aspects such as the date, airline, location, eyewitness and time along with the aircraft size made people sceptic of the fact that the crash was another terrorist attempt. As per the Northeast Intelligence Network, Al-Qaeda listed that the crash was among one of its successes. Furthermore, the Canadian activist who was collaborating with authorities recommended that the fact that shoe bomb was used for causing such attack. However, National Transportation Safety Board officially did not announce the cause to be a terrorist activity (DailyMail, 2011). It was further noted that the plane’s vertical stabilizer as well as wheels separated during the flight. It fell into Jamaica Bay. The engines of the plane also separated during the flight. It fell various blocks north as well as east of the main wreckage location. It was because of the post crash fire that destroyed the plane completely. The A300-600 took off soon after the Japan Airlines Boeing 747-400 took off from the same runway. The first officer tried to maintain the plane standing with alternating belligerent rudder inputs. The strength of air was generally against the rudder that pressurised the vertical stabiliser and hence broke it off completely because of which the plane lost its control and crashed. According to the National Transportation Safety Board the huge stress upon the rudder was because of the first officer’s needless as well as unnecessary rudder input. It was not because of the wake turbulence led by 747. NTSB also stated the fact that first of ficer’s attempt at deterring to make use of additional inputs would have assisted in making the aircraft stabilised. The way in which the vertical stabiliser detached bothered investigators. According to

Research Paper Case Study Example | Topics and Well Written Essays - 1250 words

Research Paper - Case Study Example Fortunately or unfortunately, West contacted the boy and the conversations turned sexually explicit once the expert informed West that he had just turned 18 years old. As a consequence, three reporters wrote several stories concerning the West scandal. However, things did not turn out to be good on the side of West as he was forced to take a leave from office, and was charged, although the charges were dropped some two months later on the argument that the issue of limitations had expired. Several editors from spokesman-review posted several of private and sexually explicit web chats and emails involving West and the teenage boys. Indeed, it is eminent that three online chats concerning the scandal were moderated by Steven Smith, who is mandated to oversee operations of the newspaper and website. Among other things, Smith and other editors posted hyperlinks that mentioned issues related to West, spokesman-review’s coverage and community members’ blogs on the matter. Vie ws from other journal articles On his review on how journalist behaves, Brainard, (2012) argued that, media watchdog Jim Naureckas was right when he noted that journalism is one of other means of uncovering untold or unclear stories. However, the worry is that people have stopped putting their whole trust on such stories due to concern about violation of journalism ethics. An example given by Brainard is the one involving deceptive and undercover reporting by Sun Times’ Tavern sting, whereby exposure of corruption deals by city inspectors was exposed, but failed to win a Pulitzer prize due to violation of journalism ethics (Brainard, 2012). In this regard, it is apparent that although journalist engage in such activities to uncover the untold stories, one thing that is evident is that media is there to exercise practices of showing the power of determining experiences of others. To some extent, such actions like the once involving spokesman-review and West brings about concer ns about journalism ethics and cyberspace ethics. For example, it is apparent that spokesman-review postings about West could have a lot of implications on West’s life. Journalism calls for integrity on their reporting. Matters involving private life are a bit sensitive. Although the legitimacy and legality of what a journalist publishes highly depends on the certainty and the level of investigation done, matters involving invasion of private life become sensitive (Whiteman, 2007). For example, just because a journalist can pull up some information concerning a politician’s private life does not mean that is ethical practice. Some of the major areas of concern when such issue arise includes invasion of individual’s personal habits, medical condition, and sexual preferences, among others (Whiteman, 2007). In relation to cyberspace ethics, there are many issues surrounding what social sites regulations due to increased level of cyber crime and identity theft. Alth ough famous social sites have facilitated and changed the way people interact, in the wake of these developments, several ethical issues have been of concern (Brainard, 2012). In particular, it is apparent that ethics in cyberspace focuses on the consequences of certain interactions in the cyberspace. However, due to lack of international legal framework that defines cyberspace ethics, many of issues regarding what is ethical and what is not

Quality Education to Students in Monroe College Essay

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The withered arm Essay Example for Free

The withered arm Essay The opening of the story, among the milkmaids, is much more innocent in terms of the tension and terror than the plot turns out to be although tension is shown here because of the mystery. This is similar to many of Hardys other novels. Terror is mainly brought out in the end when everyone passes away except Rhoda who may be the most evil character in the plot. In most of Hardys short stories written he uses unexpected twists to create terror and tension. This may link to the sort of life style in those times. Rhoda wants her mysterious unnamed son to observe the new Mrs. Lodge as Farmer Lodge and Rhoda have had a certain relationship. At this point of the short story the reader is bought to ask what type of relationship they had; we gradually learn that they have had a son together. Gertrude Lodge is much prettier than Rhoda, therefore Rhoda wants to know what type of person she is and how she had been bought up. Rhoda does this by sending her son for the second time to inspect her hands to see if they were rough, if so that would mean she would have done some work before. If Gertrude did not work this would mean that she would have been raised from a rich family who employed people like Rhoda to do the work for them. You never told me what sort of hand she had, Tension is created by the fact that she is so inquisitive about Gertrude but she does not go and speak or see her personally. Tension is again also created because Farmer Lodge totally ignores and takes no notice of his own son even when he could see his son was in pain by carrying a heavy load. This shows the fact that he does not want Gertrude to know about the relationship. It may also be because in the time when the short story was written there was a palpable set of classes. If you were seen having a relationship with one of your social subordinates, especially a sexual relationship, you would be made an outcast from the particular social sector and your reputation would be ruined. At the beginning of the short story Gertrude cares for the boy being charitable towards him, she gives the unnamed boy boots and other useful articles. We presume that this is more than Farmer Lodge has ever done for the boy. The irony brings out tension also because the reader is scared that Gertrude might find out that the boy is her husbands son. The eerie setting of the story and where Rhoda lives primarily creates tension at first. The environment is isolated and desolate. We also see this as a similarity to the emerging character of Rhoda. The home she lives in is made with mud, which is usually associated with dirty and poor things. The surface had been washed into channels and depressions, the word depression had a double entendre; firstly being geographical term but secondly as gloominess. This creates a hidden sense of tension. The roof was also hatched; this looked like a bone protruding through the skin. This simile gives the reader a sense of apprehension as they can actually imagine this happen to their own body. The health is also a predominant feature in literature; this is usually associated with evil. The dream is the basis of the short story; tension is created as we are left with many unanswered questions. Firstly we are questioned about the reality of the dream. We are given many implications that it is, Gertrudes arm stared to hurt at the exact time when Rhodas spectral encounter. If this were true the reader would secondly be questioned whether the dream was a coincidence or if witchcraft had played a part. Tension is created by the fact that none of the questions are actually answered in the short story. Progressively we see the relationship between Rhoda and Gertrude become firmer. We see Rhoda give advice over what Gertrude should do over her increasingly withering arm. The reader now observes an immense form of dramatic irony because Gertrude asks Rhoda to go to the Conjuror with her. Rhoda, although hesitant of going with her because of her inconspicuous acts, agrees to Mrs. Lodge. Could you not go with me, to show the way? This also creates tension within the short story as the reader fears that Rhoda might get caught for the suspected misdemeanors she may have adversely done. At Conjurer Trendles home the first reaction that he had was that an enemy had been in Gertrudes life. Rhoda immediately goes away. This make the reader suspect more wrong doings by her and a sense of tension is created. When Rhoda went, Trendle bought out an egg and cracked it into a glass of water and told Gertrude to see what figure she saw. The response was inaudible to the reader so another sense of tension is created. Also when Gertrude came out of the conjurors house, she did not want to speak to Rhoda and said she cares not to speak, of what she saw. This enhances the tension because the reader gets a strong feeling that Rhoda is involved, and the question of her innocence is reduced in the readers mind. Rhoda leaves the farm straight after the incident; this creates even more tension about Rhodas innocence. We do not find out where she actually goes; we just presume she has left because she is guilty and does not want to be convicted of the crimes committed. In the short story we see a defiance of social principle. Gertrude, a rich upper class woman, is starting to mix with lower class people like Rhoda Brook, Trendle and a Hangman. Rhoda Brook is a very poor woman and is employed to do other peoples work, as she is a maid; this shows that she is lower than Gertrude as her husband has employed her. Conjurer Trendle is associated with potions and magic, which in those days is known as witchcraft. You would be placed in the bottom of society if you were slightly interrelated with it. This would be the same if you were to be associated with the hangman. Rhodas son is a key character in the opening of the short story but he is pushed aside in the middle and bought back in a major way creating an unanticipated twist to the text. He is unnamed in the story, which creates a slightly sinister atmosphere. (This is known as connotation). Terror is also shown when she is at Trendles house for the first time. When Trendle does the egg experimentation the reader is not told whom Gertrude thinks she sees. Therefore the reader presumes automatically that it was Rhoda who did it by witchcraft. The main point of terror is shown to the reader when Gertrude does not wish to talk to Rhoda about what he said. This is the main point where the text implies it was her. Gertrude also questions Rhoda about why it was her idea to visit Trendle; this also implies that Gertrude thinks Rhoda is her enemy. The whole incident brings terror to the story as the reader cannot predict what is going to happen next even after Rhoda has left Holmestoke. Gertrude visits Trendle for a second time; this time the main terror before the end is bought out. To heal her arm Gertrude has to touch the neck of a freshly hung person to turn the circulation of blood. At the beginning of the story Gertrude would never think of doing this but her character had changed, her light had been blown out because she is so desperate to get her husband, Farmer Lodge, back. This terror is not expected of her but she actually hopes someone get hanged soon for her own comfort. This is a fefinite change from the kind, giving Gertrude. Also she states that she wants to hang an innocent person increases the terror. O Lord hang some guilty or innocent person soon! The end of the short story has a twist like many of Hardys work. Terror is bought out just the second Gertrude is about to heal her arm. The scream of Rhoda with Farmer Lodge takes Gertrude into a shock turning the blood to far over, putting her in a coma. There is terror in all three angles. Firstly the fact that Gertrude is doing this horrible deed, secondly the fact that Rhodas son is the boy being hanged and thirdly Farmer Lodge is actually there with Rhoda. Gertrude obviously reacts to this because like everyone else except Rhoda she dies at the end of the ordeal. Tension is also created for Rhoda and Farmer Lodge as they may think that Gertrude may have been involved with the execution of their son. Also the fact that Rhoda refers to Satan when she sees Gertrude enhances the tension surrounding the mystery. The main question at the end of the story is who is the main source of evil during these times. The son cannot have been as he has not been allowed to be involved with the matter although he is used as a messenger at the beginning of the short story. Farmer Lodge does not seem to be interested in the matter of the involvement of Rhoda all he seems to care about is the beauty of his wife and his social status. This leaves us with the two main character, Rhoda and Gertrude. It could be either one of them Rhoda at the end admits to being involved with Satan. But this is not shown in form of action in the text so she could have just meant the dream at the start of the short story and said the involvement with Satan in the spur of the moment. This is the meaning of what Satan showed me. This also implies that Satan showed her that Gertrude is evil. Gertrude can also be seen as evil as she was the one who appeared in the dream in the first place. She could be involved with witchcraft because its She is the person who actually got hit down. Also the fact that she mixes with hangmen and Trendle show the fact she is going to the evil side of society. The reader does not know which one is the real source of evil even though Rhoda is the only one to exist this is left in suspense which creates tension. In conclusion tension and terror are seen in all chapters of the story; each one leaves a question unanswered so tension is easily created. The main section of terror and tension was the fact that everyone dies except Rhoda who carries on her life in the milk shed. The short story is ambiguous because nothing is definite and the reader must use their imagination to predict the future in each part of the story. This is the basis of tension and terror throughout the short story.

Theories of leadership:

Theories of leadership: Introduction â€Å"The term leadership is a word taken from the common vocabulary and incorporated into the technical vocabulary of a scientific discipline without being precisely redefined. As consequences, it carries extraneous connotations that create ambiguity of meaning (Janda, 1960). Additional confusion is caused by the use of other imprecise terms such as power, authority, management, administration, control and supervision to describe similar phenomena. An observation by Bennis (1959, p. 259) is as true today as when he made it many years ago: Always, it seems, the concept of leadership eludes us or turns up in another form to taunt us again with its slipperiness and complexity. So we have invented an endless proliferation of terms to deal with it. and still the concept is not sufficiently defined.† â€Å"Most definition of leadership reflect the assumption that involves a process whereby intentional influences is exerted over other people to guide, structure, and facilitate acti vities and relationships in a group or organisation. The numerous definitions of leadership appear to have little else in common. They differ in many respects, including who exerts influence, the intended purpose of the influence, the manner in which influence is exerted, and the outcome of the influence attempt. The differences are not just t a case of scholarly nit picking; they reflect deep disagreement about identification of leaders and leadership processes.†(Gary Yukl, 2010) Theories of leadership: Douglas McGregor described Theory X and Theory Y in his book, The Human Side of Enterprise. Theory X and Theory Y each represent different ways in which leaders view employees. Theory X managers believe that employees are motivated mainly by money, are lazy, uncooperative, and have poor work habits. Theory Y managers believe that subordinates work hard, are cooperative, and have positive attitudes. Theory X is the traditional view of direction and control by managers. It is the nature of average human being who dislikes doing work and will avoid if he or she can. Because of this human characteristic of dislike of work, most people must be controlled, directed, and threatened with punishment to get them to put forth adequate effort toward the achievement of organizational objectives. The average human being prefers to be directed, wishes to avoid responsibility, and has relatively little ambition, wants security above all. Theory Y is the view that individual and organizational goals can be integrated. The expenditures of physical and mental effort in work are as natural as play or rest. External control and the threat of punishment are not the only means for bringing out effort toward organizational objectives. Commitment to objectives is a function of the rewards associated with their achievement. The average human being learns, under proper conditions, not only to accept but also to seek responsibility. The capacity to exercise a relatively high degree of imagination, ingenuity, and creativity in the solution of organizational problems in widely, not narrowly, distributed in the population. Under the condition of modern industrial life, the intellectual potentialities of the average human being are only partially utilized. Fred E. Fiedlers contingency theory postulates that there is no best way for managers to lead. Situations will create different leadership style requirements for a manager. The solution to a managerial situation is contingent on the factors that impose on the situation. For example, in a highly routinized (mechanistic) environment where repetitive tasks are the norm, a certain leadership style may result in the best performance. The same leadership style may not work in a very dynamic environment. Fiedler looked at three situations that could define the condition of a managerial task: Leader member relations: Compatibility between the manager and the employees? The task structure: Is the job highly structured, fairly unstructured, or somewhere in between? Position power: How much authority does the manager possess? Managers were rated as to whether they were relationship oriented or task oriented. Task oriented managers tend to do better in situations that have good leader-member relationships, structured tasks, and either weak or strong position power. They do well when the task is unstructured but position power is strong. Also, they did well at the other end of the spectrum when the leader member relations were moderate to poor and the task was unstructured. Relationship oriented managers do better in all other situations. Thus, a given situation might call for a manager with a different style or a manager who could take on a different style for a different situation. Another aspect of the contingency model theory is that the leader-member relations, task structure, and position power dictate a leaders situational control. Leader-member relations are the amount of loyalty, dependability, and support that the leader receives from employees. It is a measure of how the manager perceives he or she and the group of employees are getting along together. In a favorable relationship the manager has a high task structure and is able to reward or punish employees without any problems. In an unfavorable relationship the task is usually unstructured and the leader possesses limited authority. Positioning power measures the amount of power or authority the manager perceives the organization has given him or her for the purpose of directing, rewarding, and punishing subordinates. Positioning power of managers depends on the taking away (favorable) or increasing (unfavorable) the decision-making power of employees. The task-motivated style leader experiences pride and satisfaction in the task accomplishment for the organization, while the relationship-motivated style seeks to build interpersonal relations and extend extra help for the team development in the organization. There is no good or bad leadership style. Each person has his or her own preferences for leadership. Task-motivated leaders are at their best when the group performs successfully such as achieving a new sales record or outperforming the major competitor. Relationship-oriented leaders are at their best when greater customer satisfaction is gained and a positive company image is established. Hersey-Blanchard Situational Leadership The Hersey-Blanchard Situational Leadership theory is based on the amount of direction (task behaviour) and amount of socio-emotional support (relationship behaviour) a leader must provide given the situation and the level of maturity of the followers. Task behaviour is the extent to which the leader engages in spelling out the duties and responsibilities to an individual or group. In task behaviour the leader engages in one-way communication. Relationship behaviour is the extent to which the leader engages in two-way or multi-way communications. This includes listening, facilitating, and supportive behaviours. In relationship behaviour the leader engages in two-way communication by providing socio-emotional support. Maturity is the willingness and ability of a person to take responsibility for directing his or her own behaviour. People tend to have varying degrees of maturity, depending on the specific task, function, or objective that a leader is attempting to accomplish through th eir efforts. To determine the appropriate leadership style to use in a given situation, the leader must first determine the maturity level of the followers in relation to the specific task that the leader is attempting to accomplish through the effort of the followers. As the level of followers maturity increases, the leader should begin to reduce his or her task behavior and increase relationship behaviour until the followers reach a moderate level of maturity. As the followers begin to move into an above average level of maturity, the leader should decrease not only task behaviour but also relationship behaviour. Houses Path-Goal Model The path-goal theory developed by Robert House is based on the expectancy theory of motivation. The managers job is viewed as coaching or guiding workers to choose the best paths for reaching their goals. Best is judged by the accompanying achievement of organizational goals. It is based on the precepts of goal setting theory and argues that leaders will have to engage in different types of leadership behavior depending on the nature and demands of the particular situation. It is the leaders job to assist followers in attaining goals and to provide direction and support needed to ensure that their goals are compatible with the organizations. A leaders behaviour is acceptable to subordinates when viewed as a source of satisfaction and motivational when need satisfaction is contingent on performance, and the leader facilitates, coaches and rewards effective performance. Path goal theory identifies achievement-oriented, directive, participative and supportive leadership styles. In achievement-oriented leadership, the leader sets challenging goals for followers, expects them to perform at their highest level, and shows confidence in their ability to meet this expectation. This style is appropriate when the follower suffers from lack of job challenge. In directive leadership, the leader lets followers know what is expected of them and tells them how to perform their tasks. This style is appropriate when the follower has an ambiguous job. Participative leadership involves leaders consulting with followers and asking for their suggestions before making a decision. This style is appropriate when the follower is using improper pr ocedures or is making poor decisions. In supportive leadership, the leader is friendly and approachable. He or she shows concern for followers psychological well being. This style is appropriate when the followers lack confidence. Path-Goal theory assumes that leaders are flexible and that they can change their style, as situations require. Effective leaders clarify the path to help their followers achieve their goals and make the journey easier by reducing roadblocks and pitfalls. Research demonstrates that employee performance and satisfaction are positively influenced when the leader compensates for the shortcomings in either the employee or the work setting. Leadership plays an important role in ones life. If one is a business owner he needs to be a leader in the field of your business. To be a successful leader, one must demonstrates some or all of the following characteristics: The ability to listen: Most leaders do too much talking but not enough listening. Feedbacks to a persons company services or products are important to that person as they demonstrate the customers needs. The ability to acknowledge and change: This is probably the hardest part to do. People often refuse to change. They believe their services or products are the best, which, theres nothing wrong with that. But when there are feedbacks coming from customers you have to listen, then acknowledge them and make changes to provide better customer service. The ability to form one-on-one relationships: People will need to be able to reach you. If you are just starting a business its especially important for you to be able to spend some time to get to know your customers, and/or employees. If you do that, over time, you will develop a strong trust between you and your customers. Successful people make sure they surround themselves with like-minded people. Im not saying millionaires should just ignore the poor. But you need to spend time to communicate with like-minded people. You cannot survive by yourself, and by interacting with others you can motivate others or give others a chance to motivate you. The ability to know yourself: It is very important to know what youre best at, and what your weaknesses are. A business is a team sport. Often one cannot handle all the aspects of a business and need to know when to seek for assistance. Successful people refuse to let other people dictate how they should do certain things. We are not living under someone elses shadow. We must take control and ownership of our lives and careers and never let go. The ability to communicate: Communication is really very important. Even if you are running a home online business and you use email as a communication channel. Down the road, you might want to do a video to promote your company. You might receive TV interviews. Its never too late to practice your presentation and communication skills. Successful people display high levels of optimism and confidence. They believe in themselves and they are not afraid of failures. They see every obstacle as a stepping-stone to their success. They turn challenges into motivators and become their advantages. People who are successful are the ones who are passionate at what they do. People who are successful are the ones who develop high levels of patience and dedication to see the results. http://ezinearticles.com/?Top-10-Characteristics-of-a-Successful-Leaderid=1552997 Characteristics of Successful and Effective Leadership It is not only inborn personality traits that are important but also styles and behaviours that a person learns. Strong autocratic leaders set their goals without considering the opinions of their followers, and then command their followers to execute their assigned tasks without question. Consultative leaders solicit the opinions and ideas of their followers in the goal-setting process but ultimately determine important goals and task assignments on their own. Democratic or participative leaders participate equally in the process with their followers and let the group make decisions. Extremely laid-back leaders, so called laissez-faire leaders, let the group take whatever action its members feel is necessary. A research team at the University of Michigan, inspired and led by Renis Likert, studied leadership for several years and identified two distinct styles, which they referred to as job-centered and employee-centered leadership styles. The job-centered leader closely supervises subordinates to make sure they perform their tasks following the specified procedures. This type of leader relies on reward, punishment, and legitimate power to influence the behaviour of followers. The employee-centered leader believes that creating a supportive work environment ultimately is the road to superior organizational performance. The employee-centered leader shows great concern about the employees emotional well-being, personal growth and development, and achievement. A leadership study group at Ohio State University, headed by Harris Fleishman, found similar contrasts in leadership style, which they referred to as initiating structure and consideration. The leadership style of initiating structure is similar to the job-centered leadership style, whereas consideration is similar to the employee-centered leadership style. It was the initial expectation of both research groups that a leader who could demonstrate both high initiating structure (job centered) and high consideration (employee centered) would be successful and effective in all circumstances. Many students of leadership today believe that there is no one best way to lead, believing instead that appropriate leadership styles vary depending on situations. Fred Fiedler (1967), for instance, believes that a task-oriented leadership style is appropriate when the situation is either extremely favorable or extremely unfavorable to the leader. A favorable situation exists when the relationship between the leader and followers is good, their tasks are well-defined, and the leader has strong power; when the opposite is true, an unfavorable situation exists. When the situation is moderately favorable, a people-oriented leadership style is appropriate. Some theorists suggest that situational factors—the type of task, nature of work groups, formal authority system, personality and maturity level of followers, experience, and ability of followers—are critical in determining the most effective leadership style. For instance, when followers are inexperienced and lack maturi ty and responsibility, the directive leadership style is effective; when followers are experienced and willing to take charge, supportive leadership is effective. (http://www.answers.com/topic/leadership) Experiment: Diffusion Coefficient of NaCl in water Experiment: Diffusion Coefficient of NaCl in water Introduction The purpose of this experiment is to determine the diffusion coefficient of NaCl in distilled water. Diffusion is an important property of many materials. Its importance is more significant than ever, where the transfer and distribution of materials is involved and quantitative values are needed to be determined. Results Measurement taken every 30 seconds, conductivity @ time 0 = 0.294mS Temperature ( °C) TIME (Minutes) Conductivity (S) Temperature ( °C) TIME (Minutes) Conductivity (S) 31.9 0.5 0.287 32 8 0.375 31.9 1 0.273 32 8.5 0.374 31.9 1.5 0.272 32.1 9 0.372 31.9 2 0.289 32.1 9.5 0.379 31.9 2.5 0.407 32.2 10 0.374 31.9 3 0.383 32.2 10.5 0.388 31.9 3.5 0.384 32.2 11 0.387 31.9 4 0.381 32.2 11.5 0.383 31.9 4.5 0.374 32.2 12 0.389 31.9 5 0.374 32.2 12.5 0.39 31.9 5.5 0.38 32.3 13 0.388 32 6 0.371 32.3 13.5 0.394 32 6.5 0.371 32.3 14 0.396 32 7 0.371 32.3 14.5 0.389 32 7.5 0.371 32.3 15 0.388 Temperature ( °C) TIME (Minutes) Conductivity (S) 32.4 16 0.41 32.4 17 0.418 32.5 18 0.42 32.5 19 0.432 32.6 20 0.441 32.6 21 0.446 32.7 22 0.447 32.7 23 0.449 32.7 24 0.447 32.8 25 0.445 32.8 26 0.456 32.9 27 0.465 32.9 28 0.467 33 29 0.467 33 30 0.463 Conductivity measurements taken every 1 minute. The results of the conductivity measured were then plotted against time on the following graph. The equation of a line is included as well as the coefficient of determination value. A trendline is fitted to the as a line of best fit as the data points are not exactly in linear form. Calculations Calculating the diffusivity of NaCl in water. The following equation will be used to calculate this, specifically it is the calculation of which is the diffusivity of A in B. ) dCa/dt is the diffusion coefficient and this value is the slope of conductivity Vs. time graph above. A = the area through which mass transfer occurs DAB = diffusion coefficient of A in B CA1 = the concentration of the saline solution inside the diffusion cell. CA2 = the concentration of salt in the bulk solution within the diffusion tank. Z = diffusion path length = 5 mm V= Diffusion tank volume The following calculation is of the total area of the pores in the diffusion cell where the NaCl will transfer into the water. A = Area of Diffusion Cell D = pore diameter = 1mm N = number of pores = 317  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A = 2.489 -10-4m2 Water was added to the diffusion tank to height of 170mm. This value along with the tanks cross sectional area (14.4 10-3 m2 were used to calculate the volume of the diffusion tank. Calculation of diffusion tank volume= 14.4 10-3 m2 0.170m = 2.448m3 3 values were chosen for the conductivity (concentration of salt in the water in the diffusion tank) from the graph for the calculation of DAB. 0.374 S/cm 0.410 S/cm 0.456 S/cm ) From the slope of the graph: A= 2.489 -10-4m2 mS mS Z = diffusion path length = 5 mm V= 2.448m3 Substituting each of the values into the above equation gives: Rearranging for :  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Average value of diffusivity of NaCl in water. Average Average = Questions To determine the accuracy of the measured value achieved in the experiment, a reference value is required. The reference value for the diffusivity of NaCl in water is 1.9910-9 m2/s   @ 37 °C.(1) Taking the temperatures of the 3 conductivity readings that were used in the calculation of   Ã‚   they were averaged to adjust against the reference value. 1. 0.374= 32.2 °C 2.0.410=32.4 °C 3. 0.456 =32.8 °C Average temp =32.5 °C Reference value temperature = 37 °C An approximate temperature coefficient value of 2%/ °C can be used to adjust the conductivity value of the measured value relative to the conductivity of the reference value. 2 4.5= 9 Adjusting the measured value to the same temperature of the reference value will give us = Adjusted Diffusivity Value Difference between 2 values = 1.675   10-6 A much higher rate of diffusion was achieved on this occasion compared the reference value of the rate of diffusion of NaCl in water. Discussion It is well known that a change in the temperature of a solution will result in the change of conductivity. An increase in temperature results in an increase in conductivity. The increase that is observed is as a result of a number of factors. Firstly, the increase in temperature can cause ionic compounds to split resulting in an increasing number of ions in the solution. So in this experiment the diffusivity of NaCl in H2O, the NaCl compound will break apart resulting in Na and Cl ions surrounded by H2O molecules. As the NaCl (in water it is classed as an electrolyte) dissolves (diffuses) charged ions (Na and Cl) are formed that can carry charge. Secondly, the increasing temperature of a solution can result in a lower viscosity. This in turn increases ion mobility throughout the H2O, which further increases the ability of the ions to carry the charge throughout the solution and therefore increases conductivity. These two factors highlight the significance that temperature plays in the diffusivity of a compound in a solution. Not including the variation of temperature would certainly have affected the final value. The conductivity of the stock solution was given as 189.6 mS at 22 °C. This value wasnt adjusted to a more accurate temperature at which the experiment was performed at which was approximately between 32-33 °C. The measured value from the calculation of may not be completely accurate. The majority of substances that dissolve in a solvent such as NaCl in water already have diffusion coefficients predetermined which allows one to compare the accuracy of the measurement against. Diffusion coefficients are measured at specific temperatures because of the fact that there value is temperature dependent. If the experiment was not carried out at the reference diffusion coefficients temperature then a temperature compensation method may be used, which was the case in this experiment, where the measured value was adjusted to the reference value. Compensation methods include both linear and non-linear methods to adjust the conductivity value attained with a %/ °C value. However these methods are not completely accurate and it is preferable that a conductivity measurement be taken at the same temperature as the reference value. This is particularly true where highly accurate measurements are required. In this experiment no variation in temperature was assumed. To incorporate a variation in temperature one could use a temperature compensation method but as Ive mentioned this isnt entirely accurate. These factors are only likely to have relatively minor inaccuracies. Comparing the two values there are several orders of magnitude of a difference. Several factors have influenced this including errors in the actual apparatus for measuring the conductivity in the diffusion cell as well as the errors that occurred during the experiment. It can be seen from the early measurements of conductivity that something went wrong with one or more of the apparatuses as erroneous results were produced.   From the 4th to the 5th measurement there is a large jump in conductivity. This large sudden variation in conductivity was caused by an air bubble blocking the conductivity meter. The air bubble present in the diffusion cell gave the false conductivity measurement. This resulted in an outlier in the conductivity versus time graph. A trendline was fitted to the graph to allow the slope to be calculated as the outliers present result in a non-linear graph. Despite this trendline this large variation certainly affected the final measured value. From the point of view of the apparatus it does certainly have some limitations.   The heating element is at one end of the device and so it doesnt give a consistent dispersion throughout the tank as the side of the tank nearest the element would be of a slightly higher temperature than the rest of the tank. It is difficult to say how much this would affect the diffusivity but it is something to consider. Conclusion A quantitative value for the diffusivity of NaCl in water was determined. The calculated measured value attained was compared against a reference value and a large discrepancy was observed between the two values. The reasons for the discrepancy from an experimental and theoretical point of view have being outlined in the discussion. References: Barron, J. and Ashton, C. (2008) The Effect of Temperature on Conductivity Measurement, County Clare, Ireland. Lide, D.R. and Staff, L.D.R. (2007) CRC handbook of chemistry and physics, 88th edition (Crc handbook of chemistry and physics). 88th edn. Boca Raton, FL: CRC Press.

The Unladylike Lady in Macbeth :: Macbeth essays

The Unladylike Lady in Macbeth      Ã‚   William Shakespeare's tragedy Macbeth presents in the role of the leading lady an intimidating and selfish Lady Macbeth. Let us in this paper get to the bottom of her character.    L.C. Knights in the essay "Macbeth" describes the unnaturalness of Lady Macbeth's words and actions:    Thus the sense of the unnaturalness of evil is evoked not only be repeated explicit references ("nature's mischief," "nature seems dead," " 'Tis unnatural, even like the deed that's done," and so on) but by the expression of unnatural sentiments and an unnatural violence of tone in such things as Lady Macbeth's invocation of the "spirits" who will "unsex" her, and her affirmation that she would murder the babe at her breast if she had sworn to do it. (95)    Samuel Johnson in The Plays of Shakespeare underscores how ambition by the protagonists leads to detestation on the part of the readers:    The danger of ambition is well described; and I know not whether it may not be said in defence of some parts which now seem improbable, that, in Shakespeare's time, it was necessary to warn credulity against vain and illusive predictions. The passions are directed to their true end. Lady Macbeth is merely detested; and though the courage of Macbeth preserves some esteem, yet every reader rejoices at his fall. (133)    In "Macbeth as the Imitation of an Action" Francis Fergusson specifies the fears within Lady Macbeth:      I do not need to remind you of the great scenes preceding the murder, in which Macbeth and his Lady pull themselves together for their desperate effort. If you think over these scenes, you will notice that the Macbeths understand the action which begins here as a competition and a stunt, against reason and against nature. Lady Macbeth fears her husband's human nature, as well as her own female nature, and therefore she fears the light of reason and the common dayllight world. As for Macbeth, he knows from the first that he is engaged in an irrational stunt: "I have no spur / To prick the sides of my intent, but only / Vaulting ambition, which o'erleaps itself / And falls on the other." In this sequence there is also the theme of outwitting or transcending time, an aspect of nature's order as we know it: catching up the consequences, jumping the life to come, and the like.

Biography of Niccolo Machiavelli :: essays research papers

Niccolo Machiavelli - Biography Niccolo Machiavelli was born on May 3, 1469 in Florence , Italy. He is known for being a political philosopher, historian, writer, statesman, and diplomat. Machiavelli is best known for his famous, influential work, "The Prince" (1513). This brought him a reputation of: amoral cynicism, being associated with corrupt government, diabolical (Showing the cunning or ingenuity or wickedness typical of a devil). Machiavellian and Machiavellianism are two concepts coined from Machiavelli's views as stated in The Prince. Machiavelli is misunderstood because people judge him purely on the prince and because they do not read his Discourses as well. Many people criticize Machiavelli's drastic suggestions in The Prince. These people do not consider the state Italy was in when The Prince was written. Machiavelli wrote The Prince to help save Italy from frequent foreign invasions. According to those that knew Machiavelli, he was a religious and moral man. The Prince The prince was written in a time of large-scale blackmail, violence and political conflicts. political instability, fear, invasion, intrigue, Italy was repeatedly won and controlled by foreigners. The prince was Machiavelli's practical guide to Lorenzo Di Medici to act in this environment. In the final chapter of the prince, Machiavelli calls for an end to this choas, by suggesting Italy stand together with an army of their own against foreign invaders. Machiavelli wrote The Prince to help Lorenzo the Magnificent Di Medici to stay in power. He also wrote it to get back an advisory position in the Medici government. Unfortunately, Lorenzo did not agree with the suggestions in the book, so Machiavelli did not get a job. The Prince was different from the other documents of the time in that the prince had practical suggestions on how to deal with the current, existing problems of the period. The other documents were much more theoretical. There is a difference of opinion by readers of the prince, whether Machiavelli is essentiallly a good, religious person or someone that is bad and cruel. For example, Machiavelli praise Caesar Borgia , a cruel, vicious, dictator - hated and despised by many. Does this mean Machiavelli agrees that Ceasar's actions are justified? Machiavelli thought that Caesar's quick and deliberate qualities were just what is required to unite Italy. Machiavelli admired the qualities, not Caesar as a person. The Prince was written in 1513 but only published in 1532 after Machiavelli's death.

Location: Rome, Italy :: essays papers

Location: Rome, Italy Architect: Giacomo Barozzi da Vignola; born 1507, died 1573. His career illustrates the rigidity of Mannerist art in the later half of 16th century. His design of Il Gesu meant that Jesuit missionaries carried copies of his design all over the world. His first major work was the villa (Rome) built for Pope Julius III, but Il Gesu was the most influential, although considered architecturally less adventurous. Vignola published his own treatise, Regola delli Clinque Ordini d'Architettura in 1562. It became the standard textbook for architectural students, mainly in France, for about three centuries and nearly two hundred editions of it are known. Towards the end of his life, he built a gateway for the Farnese Gardens in Rome. The gateway was demolished in 1880, but stones were preserved and it has been rebuilt. Builder: Giovanni Tristano Construction Date: began 1958 (factual). Resource type: Church Style/Culture: Italian Renaissance Description and Features: Il Gesu displays a tunnel-vaulted nave (about 60 feet wide) and has four chapels on each side. The end walls are aligned with the outer walls of the chapels. The tunnel vault rises above the cornice that runs from the faà §ade to the piers of the crossing. Due to the faà §ade windows and the lunettes of the tunnel-vault, the nave is brightly lit, but in contrast, the chapels are dim. The diameter of the dome is equal to the width of the nave. Vignola accomplished this by having the chapels in the form of a continuous row into the piers of the crossing. The dome seemed to rest on surrounding walls, not on the three dimensional piers. The small chapels formed a passage in-between the nave and the transept. Original Use: Il Gesu is the Roman mother-church of the Jesuit Order Construction History: On June 26, 1568 the foundation stone was laid out, although it took years to finally decide on its situation, shape and size. Nanni di Baccio Bigi had submitted a design for the church in 1550, and Michealangelo was called in to design it in 1554, but Vignola's designs were approved. The construction finally started when Cardinal Alessandro Farnese made a large financial contribution in 1586. Giovanni Tristano, a Jesuit father, and an architectural expert, who worked on other Jesuit churches prior to Il Gesu, directed the building. It is assumed that by 1571, Vignola's plans did not satisfy Tristano, because Giacomo della Porta was called to design the faà §ade.

Evaluative Essay on fast food restaurants Essay

Walking into some fast food restaurants can be exciting. As soon as you walk in you start to smell their prize winning food, you can feel the heat that is coming from the grills that they use to make your favorite fast foods. You can see the whole restaurant just with one look, there is always people ready to help you order your meal and fast service. That’s the quality’s every fast food restaurant should have and Burger King has all those. Burger King has many competitions from McDonalds to any other small business fast food restaurants, but I can’t seem to like any other fast food restaurant than Burger King. Other fast food restaurants might taste good but still not as good as Burger King grilled whoppers. Many fast food restaurants have their own phrase of words that they like to use like Burger King has â€Å"Have it your way† and McDonalds has â€Å"i’m lovin’ it† first McDonalds phrase word is already spelled incorrectly and doesn’t make sense. Burger Kings â€Å"Have it your way† is true because you can have it your way when you order a whopper you can pick what you want on it. Not many fast food restaurants grill their hamburgers, but Burger King does. Each Whopper you buy has the grill marks on the meet you can’t find that in any other fast food restaurants, nothing in Burger Kings is micro waved everything is grilled and cooked. In McDonalds they microwave their food so you get a saggy hamburger that breaks up when you bite on it so instead of having food in your mouth you have it all over the table. When you order something from Burger Kings menu and you look at the picture on the menu you actually do get what you see on the menu and the size of the whopper that you see is really the way it does look when you get it. Not like McDonalds has a picture of a big hamburger but you actually get a small hamburger that doesn’t fill you up at all. If you like grilled whoppers Burger King is the choice for you, because you can â€Å"Have it your way†. From grilled whoppers to good tasting french fries and onion rings that have their own special sauce, that’s Burger king for you. If you decide to go with â€Å"i’m lovin’ it† that’s your choice because  there is really nothing to love.

Balance Sheet and Sylvan Essay

On January 1 2007, Pillar purchased 60% of the common shares of Sylvan for $4,500. On that date, Sylvan had common shares of $1,250 and retained earnings of $3,000. Fair values were equal to carrying values for all Sylvan’s net assets except inventory, capital assets and notes payable. The fair value of inventory was $60 more than book value, the book value of capital assets was $100 greater than fair value and the Notes payable had a fair value of $150 less than book value. Assume that all shares of Sylvan have the same value and no control premium was paid at the date of acquisition. The Consolidated Financial statements will be prepared using IFRS Entity Method. The financial statements for Pillar and Sylvan for the year ended December 31, 2010 were as follows: Balance Sheets December 31, 2010 $000’s PILLAR SYLVAN Cash $680 $435 Accounts receivable 1,755 1,025 Inventory 2,849 1,790 Capital assets—net 3,976 3,000 Investment in Sylvan 4,500 Total assets $13,760 $6,250 Current liabilities $400 $255 Notes payable 5,800 1,185 Common shares 2,000 1,250 Retained earnings 5,560 3,560 Total $13,760 $6,250 Statements of Income and Retained Earnings Year Ended December 31, 2010 PILLAR SYLVAN Sales and all other Income $4,040 $2,710 Cost of sales 1,600 1,140 2,440 1,570 Amortization (480) (310) Other expenses and losses including taxes (500) (210) Net income 1,460 1,050 Additional information: numbers in $000’s 1. Capital assets are to be amortized over an average remaining useful life of 8 years at January 1, 2007 and the notes payable mature on December 31, 2011. Goodwill impairment losses for 2008 and 2010 were $240 and $300 respectively. Straight line amortization is acceptable for all acquisition differentials. 2. At December 31, 2010, Sylvan’s inventory included goods purchased from Pillar for $760. Total purchases from Pillar in 2010 were $1000 all priced at mark-up’s averaging 25% of Pillar’s cost. 3. On December 31, 2009, the inventories of Pillar contained $500 of merchandise purchased from Sylvan. Sylvan earns a gross margin of 30% on all sales to Pillar. During December 2010, Pillar purchased merchandise from Sylvan for $900 and did not pay for$250 of the purchases by December 31, 2010. 40% of the inventory was resold by Pillar before the year end. 4. On July 1, 2010, Sylvan sold a new tract of Land to Pillar for $170. On December 1, 2009, Sylvan had bought the land for $200. The fair market value of the land at July 1, 2010 was $220. 5. On September 30, 2008, Pillar sold Land to Sylvan for $100. The land had a book value of $60 on the date of the sale. 6. On December 1, 2010, Pillar and Sylvan declared and paid dividends of $150 and $100 respectively. 7. Both companies pay taxes at the rate of 40%. Assume all intercompany Transactions are taxed at 40% REQUIRED: Please use a GREEN BOOKLET 1. Prepare a Consolidated Balance Sheet at December 31, 2010. (22 Marks) 2. Prepare an independent calculation of ENDING Consolidated Retained Earnings at December 31, 2010. (11 marks) 3. Assume Pillar wishes to use the equity method in their General Ledger, calculate Investment income from Sylvan for the year ending December 31, 2010 (10 Marks) NOTE: This question will help you prepare for the technical question on the midterm. Do more than the question asks so that you are prepared for any possible questions you may be asked: Eg. Prepare a Consolidated Income statement and an independent calculation of Consolidated Net Income attributable to Parent company shareholders Calculate the Investment Income under the equity method: Note the only difference between the equity method used when significant Influence is present and the equity method used in the general ledger of the parent when control is present is the treatment of downstream transactions. According to IAS 28.28 all unrealized intercompany profits are eliminated proportionately between investor and investee. Therefore if investor owns 30% of investee, 30% of all unrealized profits/losses are removed. When control exists the parent eliminates upstream proportionately with NCI and downstream unrealized profits are eliminated 100% from parent. Check figures: At December 31, 2010 Goodwill at acquisition ($3,140) $2,600 Consolidated total Assets $17,615.6 Capital assets $6916 Consolidated Retained Earnings $5331.28 NCI Balance Sheet $2924.32 Consolidated Net Income Entity $2052.1 Attributable to Parent shareholders 1754.78 Attributable to NCI $297.32 Investment account Balance sheet :equity method $4,271.28 Investment income equity method 2010 $354.78(removing 100% downstream)

Impact of Advertisement

Advertising From Wikipedia, the free encyclopedia Jump to: navigation, search This article is about the form of communication. For other uses, see Advertiser (disambiguation). â€Å"Adverts† redirects here. For the English punk band, see The Adverts. For content guidelines on the use of advertising in Wikipedia articles, see Wikipedia:Spam. For a proposal on advertising about Wikipedia, see Wikipedia:Advertisements. A Coca-Cola advertisement from the 1890s Marketing| Key concepts| Product marketing * Pricing * Distribution * Service * Retail * Brand management * Account-based marketing * Ethics * Effectiveness * Research * Segmentation * Strategy * Activation * Management * Dominance * Marketing operations| Promotional contents| * Advertising * Branding * Underwriting spot * Direct marketing * Personal sales * Product placement * Publicity * Sales promotion * Sex in advertising * Loyalty marketing * Mobile marketing * Premiums * Prizes| Promotional media| Printing * Publicatio n * Broadcasting * Out-of-home advertising * Internet * Point of sale * Merchandise * Digital marketing * In-game advertising * Product demonstration * Word-of-mouth * Brand ambassador * Drip marketing * Visual merchandising| * v * t * e| Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means â€Å"to turn the mind toward. † [1] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertisin g or direct mail; or new media such as blogs, websites or text messages.Commercial advertisers often seek to generate increased consumption of their products or services through â€Å"branding,† which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising. [1][2][3] In 2010, spending on advertising was estimated at $142. 5 billion in the United States and $467 billion worldwide [4] Internationally, the largest (â€Å"big four†) advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP. [citation needed] Contents * 1 History * 1. 19th century * 1. 2 20th century * 1. 2. 1 On the radio from the 1920s * 1. 2. 2 Public service advertising in WW2 * 1. 2. 3 Commercial television in the 1950s * 1. 2. 4 Media diversification in the 1960s * 1. 2. 5 Cable tv from the 1980s * 1. 2. 6 On the internet from the 1990s * 2 Advertising theory * 2. 1 Hierarchy of effects model * 2. 2 Marketing mix * 3 Types of advertising * 4 Sales promotions * 5 Media and advertising approaches * 5. 1 Rise in new media * 5. Niche marketing * 5. 3 Crowdsourcing * 5. 4 Global advertising * 5. 5 Foreign public messaging * 5. 6 Diversification * 5. 7 New technology * 5. 8 Advertising education * 6 Criticisms * 7 Regulation * 8 Advertising research * 9 Semiotics * 10 Gender effects in the processing of advertising * 11 See also * 12 Notes * 13 Reference s * 14 External links| History Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan Egyptians used papyrus to make sales messages and wall posters.Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. [5] History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers.As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. [citation needed] In the 18th century[when? ] advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called â€Å"quack† advertisements became a problem, which ushered in the regulation of advertising content. 9th century An 1895 advertisement for a weight gain product. As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney B.Palmer established the roots of the modern day advertising agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy, layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer was a space broker. The situation changed in the late 19th century when the advertising agency of N. W. Ayer & Son was founded. Ayer and Son offered to plan, create, and execute complete advertising campaigns for i ts customers.By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession. [6] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N. W. Ayer opened in 1869, and was located in Philadelphia. [6] 20th centuryA print advertisement for the 1913 issue of the Encyclop? dia Britannica At the turn of the century, there were few career choices for women in business; however, advertising was one of the few. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards,[citation needed] the advertisement featured a couple with the message â€Å"The skin you love to touch†. 7][non-primary source needed] Modern advertising was created with the innovative techniques used in tobacco advertising beginning in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered as the founder of modern, Madison Avenue advertising. [1][2][3] The tobacco industries was one of the firsts to make use of mass production, with the introduction of the Bonsack machine to roll cigarettes. The Bonsack machine allowed the production of cigarettes for a mass markets, and the tobacco industry needed to match such an increase in supply with the creation of a demand from the masses through advertising. 8] On the radio from the 1920s Advertisement for a live radio broadcast, sponsored by a milk company and published in the Los Angeles Times on May 6, 1930 In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. [9] Advertisements of hotels in Pichilemu, Chile from 1935.When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show. Public service advertising in WW2The advertising techniques used to promote commercial goods a nd services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS[citation needed], political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. â€Å"Advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes. Attributed to Howard Gossage by David Ogilvy. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers.Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear. [citation needed] Commercial television in the 1950s This practice was carried over to commercial television in the late 1940s and early 1950s.A fierce battle was fought between those seeking to commercialise the radio and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation.However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC). [9] However, the U. S. Congress did require commercial broadcasting companies to operate in the â€Å"public interest, convenience, and necessity†. [10] Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Publi c Radio (NPR).In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour.In some instances the sponsors exercised great control over the content of the show—up to and including having one's advertising agency actually writing the show. The single sponsor model is much less prevalent now, a notable exception being the Hallmark Hall of Fame. Media diversification in the 1960s In the 1960s, campaigns featuring heavy spending in different mass media channels became more prominent. For example, the Esso gasoline company spent hundreds of millions of dollar s on a brand awareness campaign built around the simple and alliterative[11] theme Put a Tiger in Your Tank. 12] Psychologist Ernest Dichter[13] and DDB Worldwide copywriter Sandy Sulcer[14] learned that motorists desired both power and play while driving, and chose the tiger as an easy–to–remember symbol to communicate those feelings. The North American and later European campaign featured extensive television and radio and magazine ads, including photos with tiger tails supposedly emerging from car gas tanks, promotional events featuring real tigers, billboards, and in Europe station pump hoses â€Å"wrapped in tiger stripes† as well as pop music songs. 12] Tiger imagery can still be seen on the pumps of successor firm ExxonMobil. Cable tv from the 1980s The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada.On the internet from the 1990s Main article: Internet marketing With the advent of the ad server, marketing through the Internet opened new frontiers for advertisers and contributed to the â€Å"dot-com† boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users.This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP h as changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2. 9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lower—about 2. percent. [15] A recent advertising innovation is â€Å"guerrilla marketing†, which involves unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasingly more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea.This reflects an increasing trend of interactive and â€Å"embedded† ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook or Twitter. [citation needed] Advertising theory Hierarchy of effects model | This section contains information of unclear or questionable importance or relevance to the article's subject matter. Please help improve this article by clarifying or removing superfluous information. August 2012) | * Hierarchy of effects model[16] It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. Purchase * Means-End Theory This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state. Leverage Points It is designed to move the consumer from understandi ng a product's benefits to linking those benefits with personal values. * Verbal and Visual Images The political economy of advertisement is the theory that a few powerful groups, or ‘knowledge monopolies,’ control the thoughts, behaviors, and actions of the public through mass media as communication. As a form of communication, advertisement uses repeated verbal and visual images to develop and alter society.Over time, these repeated images and symbols become associated with either positive or negative attributes and can modify the public’s evaluation of such cultural objects as people, religions, ethnic groups, and societal roles. Thus, the media forms the beliefs and values of the public through media portrayals. The messages of the ((political economy)) commonly correlate with current economic interests. [17] Marketing mix | This section contains information of unclear or questionable importance or relevance to the article's subject matter.Please help improve this article by clarifying or removing superfluous information. (August 2012) | Main article: Marketing mix The marketing mix has been the key concept to advertising. The marketing mix was suggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consists of four basic elements called the four P’s. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer like distribution channels, market coverage and movement organization.The last P stands for Promotion which is the process of reaching the target market and convincing them to go out and buy the product. [citation needed] Types of advertising An advertisement for a diner. Such signs are common on storefronts. Paying people to hold signs is one of the oldest forms of advertising, as with this human billboard pictured above A bus with an advertisement for GAP in Singapore. Bus es and other vehicles are popular media for advertisers. A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station Virtually any medium can be used for advertising.Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes (â€Å"logojets†), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event ti ckets and supermarket receipts. Any place an â€Å"identified† sponsor pays to deliver their message through a medium is advertising. Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television.The average cost of a single thirty-second TV spot during this game has reached US$3. 5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops[18] or used to replace local billboards that are not relevant to the remote broadcast audience. [19] More controversially, virtual billboards may be inserted into the background[20] where none exist in real-life. This technique is especially used in televised sporting events. [21][22] Virtual product placement is also possible. 23][24] Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word â€Å"infomercial† is a portmanteau of the words â€Å"information† ; â€Å"commercial†. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Radio advertising Radio advertising is a form of advertising via the medium of radio.Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a re ceiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241. 6 million weekly listeners, or more than 93 percent of the U. S. population. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server.Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Product placements Covert advertising, also known as guerrilla advert ising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them â€Å"classics,† because the film is set far in the future.I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Roy ale. In â€Å"Fantastic Four: Rise of the Silver Surfer†, the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard. Press advertisingPress advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper.Billboard advertising Billboards are large structures loc ated in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens.These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodica lly rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies. In-store advertising In-store advertising is any advertisement placed in a retail store.It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POP—Point Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, cafe, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in th e United States, India, and parts of the Middle East. [citation needed] Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements.Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. [citation needed] Sheltered Outdoor Advertising This type of advertising opens the possibility of combining outdoor with indoor advertisement by placing large mobile, structures (tents) in public places on temporary bases. The large outer advertising space exerts a strong pull on the observer, the product is promoted indoor, where the creative decor can intensify the impression. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or prod ucts.Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.Celebrities such as Britney Spears have advertised for multiple products including Pepsi, Candies from Kohl's, Twister, NASCAR, Toyota and many more. Sales promotions Sales promotions are another way to advertise. Sales promotions are double purposed because they are used to gather inf ormation about what type of customers you draw in and where they are, and to jumpstart sales. Sales promotions include things like contests and games, sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal of sales promotions is to stimulate potential customers to action. [25] Media and advertising approaches | This section may contain original research.Please improve it by verifying the claims made and adding references. Statements consisting only of original research may be removed. (April 2012) | | This section needs additional citations for verification. (April 2012)| Increasingly, other media are overtaking many of the â€Å"traditional† media such as television, radio and newspaper because of a shift toward consumer's usage of the Internet for news and music as well as devices like digital video recorders (DVRs) such as TiVo. [26] Digital signage is poised to become a major mass media because of its ability to reach larger au diences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium.Technological advances have also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. [27] Another successful use of digital signage is in hospitality locations such as restaurants. [28] and malls. [29] Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the â€Å"relevance† of the surrounding web content and the traffic that the website receives. Reasons for online display advertising: Display ads generate awareness quickly.Unlike search, which requires someone to be aware of a need, display advertising can drive awareness of something new and withou t previous knowledge. Display works well for direct response. Display is not only used for generating awareness, it’s used for direct response campaigns that link to a landing page with a clear ‘call to action’. E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as â€Å"e-mail spam†. Spam has been a problem for e-mail users for many years. A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites.This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. [citation needed] As the mobile phone became a new mass media in 1998 when the first pa id downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2. 2 billion and providers such as Admob delivered billions of mobile ads. citation needed] More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. [citation needed] Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. [citation needed] Unpaid advertising (also called â€Å"publicity advertisingâ₠¬ ), can provide good exposure at minimal cost.Personal recommendations (â€Å"bring a friend†, â€Å"sell it†), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, â€Å"Xerox† = â€Å"photocopier†, â€Å"Kleenex† = tissue, â€Å"Vaseline† = petroleum jelly, â€Å"Hoover† = vacuum cleaner, and â€Å"Band-Aid† = adhesive bandage) — these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark – turning it into a generic term which means that its legal protection as a trademark is lost. From time to time, The CW Television Network airs short programming breaks called â€Å"Content Wraps,† to advertise one company's product during an entire commercial break.The CW pioneered â€Å"content wraps† and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a new promotion concept, â€Å"ARvertising†, advertising on Augmented Reality technology. [citation needed] Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda). [citation needed] Rise in new media US Newspaper Advertising Revenue Newspaper Association of America published data [30] With the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (all of which are often unwanted or spam in the case of email) are now commonplace.Particularly since the rise of â€Å"entertaining† advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile and internet advertising grew by 18. 1% and 9. 2% respectively. Older media advertising saw declines: ? 10. 1% (TV), ? 11. 7% (radio), ? 14. 8% (magazines) and ? 18. 7% (newspapers ). [citation needed] Niche marketing Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads.Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus.These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view. [31] Crowdsourcing Main article: Crowdsourcing The concept of crowdsourcing has given way to the trend of user-generated advertisements. User-generated ads are created by consumers as opposed to an advertising agency or the company themselves, most often they are a result of brand sponsored advertising competitions. For the 2007 Super Bowl, the Frito-Lays division of PepsiCo held the Crash the Super Bowl contest, allowing consumers to create their own Doritos commercial. [32] Chevrolet held a similar competition for their Tahoe line of SUVs. 3 2] Due to the success of the Doritos user-generated ads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact, the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl Ad Meter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl were found by Nielsen's BuzzMetrics to be the â€Å"most buzzed-about†. [33][34] This trend has given rise to several online platforms that host user-generated advertising competitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions for brands such as Google, Nike, Hershey's, General Mills, Microsoft, NBC Universal, Zinio, and Mini Cooper.Crowdsourced advertisements have gained popularity in part to its cost effective nature, high consumer engagement, and ability to generate word-of-mouth. However, it remains controversial, as the long-t erm impact on the advertising industry is still unclear. [35] Global advertising Advertising has gone through five major stages of development: domestic, export, international, multi-national, and global. For global advertisers, there are four, potentially competing, business objectives that must be balanced when developing worldwide advertising: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company’s speed of implementation.Born from the evolutionary stages of global marketing are the three primary and fundamentally different approaches to the development of global advertising executions: exporting executions, producing local executions, and importing ideas that travel. [36] Advertising research is key to determining the success of an ad in any country or region. The ability to identify which elements and/or moments of an ad contribute to its success is how econ omies of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by any other market. Market research measures, such as Flow of Attention, Flow of Emotion and branding moments provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad. [37] Foreign public messaging See also: Soft Power  and International Tourism AdvertisingForeign governments, particularly those that own marketable commercial products or services, often promote their interests and positions through the advertising of those goods because the target audience is not only largely unaware of the forum as a vehicle for foreign messaging but also willing to receive the message while in a mental state of absorbing information from advertisements during television commercial breaks, while reading a periodical, or while passing by billboards in public spaces. A prime example of this messaging techniqu e is advertising campaigns to promote international travel. While advertising foreign destinations and services may stem from the typical goal of increasing revenue by drawing more tourism, some travel campaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region.It is common for advertising promoting foreign countries to be produced and distributed by the tourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception. Additionally, a wide range of foreign airlines and travel-related services which advertise separately from the destinations, themselves, are owned by their respective governments; examples include, though are not limited to, the Emirates airline (Dubai), Singapore Airlines (Singapore), Qatar Airways (Qatar), China Airlines (Taiwan/Republic of China ), and Air China (People's Republic of China).By depicting their destinations, airlines, and other services in a favorable and pleasant light, countries market themselves to populations abroad in a manner that could mitigate prior public impressions. [citation needed] Diversification In the realm of advertising agencies, continued industry diversification has seen observers note that â€Å"big global clients don't need big global agencies any more†. [38] This is reflected by the growth of non-traditional agencies in various global markets, such as Canadian business TAXI and SMART in Australia and has been referred to as â€Å"a revolution in the ad world†. [39] New technology The ability to record shows on digital video recorders (such as TiVo) allow users to record the programs for later viewing, enabling them to fast forward through commercials.Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the s hows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, a variety of strategies have been employed. Many advertisers have opted for product placement on TV shows like Survivor. Other strategies include integrating advertising with internet-connected EPGs, advertising on companion devices (like smartphones and tablets) during the show, and creating TV apps. Additionally, some like brands have opted for social television sponsorship. citation needed] Advertising education Advertising education has become widely popular with bachelor, master and doctorate degrees becoming available in the emphasis. [citation needed] A surge in advertising interest is typically attributed to the strong relationship advertising plays in cultural and technological changes, such as the advance of online social networking. A unique model for teaching advertising is the student-run advertising agency, wher e advertising students create campaigns for real companies. [40] Organizations such as American Advertising Federation and AdU Network partner established companies with students to create these campaigns.Criticisms Main article: Criticism of advertising While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. [41] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. [42][43] In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.Many even feel that often, advertisements exploit the desires of a consumer, by making a particular product more appealing, by manipul ating the consumers needs and wants. Regulation Main article: Advertising regulation There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television Tobacco advertising imposed in many countries, and the total ban of advertising to children under 12 imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite.Greece’s regulations are of a similar nature, â€Å"banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys†. [44] In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was ex acerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets children was an important factor in the epidemic of childhood obesity in the United States. In New Zealand, South Africa,Pakistan, Afghanistan, Canada, and many European countries, the advertising industry operates a system of self-regulation.Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is ‘legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the intent of upholding the standards or codes like the Advertising Standards Authority in the UK. In the UK most forms of outdoor advertising such as the display of billboards is regulated by the UK Town and County Planning system. Currently the display of an advertisement without consent from the Pl anning Authority is a criminal offense liable to a fine of ? 2,500 per offence.All of the major outdoor billboard companies in the UK have convictions of this nature. In the US many communities believe that many forms of outdoor advertising blight the public realm. [45] As long ago as the 1960s in the US there were attempts to ban billboard advertising in the open countryside. [46] Cities such as Sao Paulo have introduced an outright ban[47] with London also having specific legislation to control unlawful displays. Many advertisers employ a wide-variety of linguistic devices to bypass regulatory laws (e. g. In France, printing English words in bold and French translations in fine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English). 48] The advertisement of controversial products such as cigarettes and condoms are subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display wa rnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements. Advertising research Main article: Advertising research Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies.Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types. [citation needed] Semiotics Main article: Advertising research Today’s culture is made up of meanings between consumers and m arketers. These meanings depict signs and symbols that are encoded in everyday objects. [49] Semiotics is the study of signs and how they are interpreted.Advertising has many hidden signs and meanings within brand names, logos, package designs, print advertisements, and television advertisements. The purpose of semiotics is to study and interpret the message being conveyed in advertisements. Logos and advertisements can be interpreted at two levels known as the surface level and the underlying level. The surface level uses signs creatively to create an image or personality for their product. These signs can be images, words, fonts, colors, or slogan. The underlying level is made up of hidden meanings. The combination of images, words, colors, and slogan must be interpreted by the audience or consumer. [50] The â€Å"key to advertising analysis† is the signifier and the signified.The signifier is the object and the signified is the mental concept. [51] A product has a signifie r and a signified. The signifier is the color, brand name, logo design, and technology. The signified has two meanings known as denotative and connotative. The denotative meaning is the meaning of the product. A television’s denotative meaning would be that it is high definition. The connotative meaning is the product’s deep and hidden meaning. A connotative meaning of a television would be that it is top of the line. [52] Apple is an excellent example of using semiotics in their advertising campaign. Apple’s commercials used a black silhouette of a person that was the age of Apple's target market.They placed the silhouette in front of a blue screen so that the picture behind the silhouette could be constantly changing. However, the one thing that stays the same in these ads is that there is music in the background and the silhouette is listening to that music on a white iPod through white headphones. Through advertising, the white color on a set of earphones no w signifies that the music device is an iPod. The white color signifies almost all of Apple’s products. [53] The semiotics of gender plays a key influence on the way in which signs are interpreted. When considering gender roles in advertising, individuals are influenced by three categories.Certain characteristics of stumuli may enhance or decrease the elaboration of the message (if the product is perceived as feminine or masculine). Second, the characteristics of individuals can affect attention and elaboration of the message (traditional or non-traditional gender role orientation). Lastly, situational factors may be important to influence the elaboration of the message. [54] There are two types of marketing communication claims-objective and subjective. [55] Objective claims stem from the extent to which the claim associates the brand with a tangible product or service feature. For instance, the camera has auto focus features. Subjective claims convey emotional, subjective, impressions of intangible aspects of a product or service.They are non-physical features of a product or service that cannot be directly perceived, as they have no physical reality. For instance the brochure has a beautiful design. [56] Males tend to respond better to objective marketing communications claims while females tend to respond better to subjective marketing communications claims. [57] In advertisements, men are represented as independent. They are shown in more occupations than women. Women are represented mainly as housewives and mothers. Men are more likely to be shown advertising cars or business products, while women advertise domestic products. Men are more likely to be shown outdoors or in business settings. Women are depicted in domestic settings. Men are more often portrayed as authorities. As far as ds go, with age men seem to gain wisdom and authority. On the other hand women seem to disappear with age. Voiceovers are commonly used in advertising. Most voiceove rs are men (figures of up to 94% have been reported). There have been more female voiceovers in recent years but mainly for food, household products, and feminine care products. [58] Gender effects in the processing of advertising According to a 1977 study by David Statt, females process information comprehensively, while males process information through heuristic devices such as procedures, methods or strategies for solving problems, which could have an effect on how they interpret advertising. 59] According to this study, men prefer to have available and apparent cues to interpret the message where females engage in more creative, associative, imagery-laced interpretation. More recently, research by Martin (2003) reveals that males and females differ in how they react to advertising depending on their mood at the time of exposure to the ads, and the affective tone of the advertising. When feeling sad, males prefer happy ads to boost their mood. In contrast, females prefer happy a ds when they are feeling happy. The television programs in which the ads are embedded are shown to influence a consumer's mood state. [60] Enforcement Policy Statement on Food Advertising May 1994 I. Introduction II. Legal Framework for Commission Action III.Nutrient Content Claims A. Claims Describing the Absolute and Comparative Nutrient Content of Foods 1. Absolute Nutrient Content Claims 2. Comparative Nutrient Content Claims 3. Synonyms for Nutrient Content Claims 4. Implied Nutrient Content Claims B. Nutrient Content Claim Disclosures IV. Health Claims A. Standard for Substantiation of Health Claims B. Health Claims for Foods That Contain a Nutrient at a Level That Increases the Risk of a Disease C. Nutrient/Substance Levels Sufficient to Ensure Meaningful Health Benefits D. Minimum Nutritional Value for Foods Bearing Health Claims E. Relevance of Dietary Factors to Claimed Health Benefit FootnotesIntroduction The Federal Trade Commission (FTC) is issuing this statement to pro vide guidance regarding its enforcement policy with respect to the use of nutrient content and health claims in food advertising. The Commission believes the statement is appropriate in light of the passage of the Nutrition Labeling and Education Act of 1990 (NLEA),1 and the Food and Drug Administration's (FDA) January 6, 1993, issuance of food labeling regulations implementing the NLEA. 2 The FTC, FDA, and USDA share jurisdiction over claims made by manufacturers of food products pursuant to a regulatory scheme established by Congress through complementary statutes.Section 5 of the Federal Trade Commission Act (FTC Act) (hereinafter â€Å"Section 5†) prohibits â€Å"unfair or deceptive acts or practices,† and, in the case of food products, Sections 12 and 15 of the FTC Act prohibit â€Å"any false advertisement† that is â€Å"misleading in a material respect. â€Å"3 FDA's authority is embodied in part in Section 403(a) of the Federal Food, Drug, and Cosmetic Act (FDCA) which prohibits â€Å"labeling [that] is false or misleading in any particular. â€Å"4 Since 1954, the FTC and the FDA have operated under a Memorandum of Understanding,5 under which the Commission has assumed primary responsibility for regulating food advertising, while FDA has taken primary responsibility for regulating food labeling. 6 The NLEA amended Section 403 of the FDCA and effected broad changes in the regulation of nutrition claims on food labels.In addition to requiring nutrition information on virtually all food products, the NLEA directed FDA to standardize and limit the terms permitted on labels, and allows only FDA-approved nutrient content claims and health claims to appear on food labels. 7 While the NLEA is designed in part to prevent deceptive and misleading claims on labels, Congress also intended that nutrient content and health claims educate consumers in order to assist them in maintaining healthy dietary practices. 8 The NLEA also mandated tha t FDA undertake a consumer education effort to educate consumers about the new food label and the importance of diet to health. 9 Therefore, in keeping with its recently expanded and unique jurisdictional mandate, the requirements set forth in FDA's regulations have a broader purpose than preventing false and misleading claims in food labeling.The NLEA applies only to labeling and did not change the FTC's statutory authority to prohibit deceptive acts or practices under Section 5 of the FTC Act. Nevertheless, in light of the comprehensive regulatory scheme established for food labeling claims by the NLEA, the Commission is issuing this statement to clarify how its own authority relates to issues raised by FDA's food labeling regulations. The Commission recognizes the importance of consistent treatment of nutrient content and health claims in food advertising and labeling and seeks to harmonize its advertising enforcement program with FDA's food labeling regulations to the fullest ex tent possible under the statutory authority of the FTC Act. The Commission also recognizes the scientific expertise of FDA in this area.The Commission has traditionally accorded great weight to FDA's scientific determinations in matters of nutrition and health and will continue to do so. In addition, as a general matter, it is unlikely that the Commission will take action under Sections 5 and 12 of the FTC Act regarding nutrient content and health claims if they comply with FDA's regulations. 10 The principal elements of the Commission's authority to regulate nutrient content and health claims in food advertising are set forth below in the discussion of the Commission's legal framework in Part II of this statement. Part III of the statement addresses the Commission's approach to harmonization with the NLEA and FDA's regulations in the area of nutrient content claims in food advertising.Part IV of the statement addresses the Commission's approach to health claims in food advertising. Claims made in food advertising may raise issues addressed in more than one section of this statement. Advertisers, therefore, should comply with all relevant provisions of the statement and not simply the provision that seems most directly applicable. In issuing this statement, the Commission recognizes that the FDA intends its regulatory approach to be dynamic, designed to respond to changes in science and consumer understanding of nutrition and diet-disease issues. Therefore, while the Commission's purpose in issuing this statement is to provide guidance on how t will enforce Sections 5 and 12 in the food advertising area, the statement is not intended to provide a comprehensive analysis of how each of FDA's regulations relates to the Commission's enforcement policy. Instead, this statement focuses on the general issues that are likely to remain relevant to the Commission's regulation of food advertising over time, as specific provisions in the FDA regulations are amended. Legal Framework for Commission Action As noted above, the FTC regulates food advertising under its statutory authority to prohibit deceptive acts or practices under Section 5 of the FTC Act. The Commission has set forth its interpretations of this authority in its Deception Policy Statement11 and its Statement on Advertising Substantiation. 2 FTC food cases, applying the principles articulated in these statements, have also established a growing body of precedent against which food advertisers can assess the lawfulness of their claims. 13   As set out in the Deception Statement, the Commission will find an advertisement deceptive under Section 5 and, therefore, unlawful, if it contains a representation or omission of fact that is likely to mislead consumers acting reasonably under the circumstances, and that representation or omission is material. 14 The first step in a deception analysis is to identify representations made by an advertisement. A representation may be made by express o r implied claims. An express claim directly makes a representation.The identification of an implied claim requires an examination of both the representation and the overall context of the ad,15 including the juxtaposition of phrases, images, and the nature of the claim and the transaction. 16 In other words, in ascertaining the meaning of an advertisement, the Commission will focus on the ad's overall net impression. 17 In addition to deception arising from affirmative representations in an advertisement, the omission of material information may also be deceptive in certain circumstances. First, deception can occur through omission of information that is necessary to prevent an affirmative representation from being misleading. 8 Second, â€Å"it can also be deceptive for a seller to simply remain silent, if he does so under circumstances that constitute an implied but false representation. â€Å"19 However, â€Å"[n]ot all omissions are deceptive, even if providing the informatio n would benefit consumers. â€Å"20 As with advertisements that contain affirmative representations, the test for whether an omission is deceptive is whether the overall impression created by the ad is deceptive. 21 The next step in identifying deception in an ad requires the Commission to consider the representation from the perspective of a consumer acting reasonably under the circumstances. 22 Finally, a representation must be material, i. e. , likely to affect a consumer's choice or use of a product or service. 3 Express claims and claims involving health or safety are presumptively material. 24 In addition, objective claims carry with them the implication that they are supported by valid evidence. It is deceptive, therefore, to make an express or implied nutrition or health benefit claim for a food unless, at the time the claim is made, the advertiser possesses and relies upon a reasonable basis substantiating the claim. 25 A reasonable basis consists of competent and reliable evidence. In the context of nutrient content or health claims, substantiation will usually require competent and reliable scientific evidence sufficient to support the claim that is made. 6 Commission orders generally require that scientific evidence consist of tests, analyses, research, studies or other evidence conducted and evaluated in an objective manner by persons qualified to do so, using procedures generally accepted in the relevant profes