Case: Valley Wide Utilities Company Essay

Problems A. Macro 1. The company faced with financial inefficiencies resulting from an expansion of its facilities. 2. President Delgado appointed John Givens and Hilda Hirsh to provide a broad outline of MBO performance standards, identify key standards controlling performance, and more specifically, isolate goals not easily attained. B. Micro 1. During the past year, performance evaluation problems are surfacing, dissatisfaction is emerging, managers are stating MBO standards are too tight and unfair, and workers are threatening to leave. I. Causes 1. John and Hilda may not have the knowledge or skills to evaluate and change performance levels of individuals or teams. 2. Hirsh was only looking for failure to report under the cover of the MBO system II. Systems affected 1. The company just increased the performance level on several items, bur they didn’t set a specific goal. 2. When the problems appeared, the company should talk about it together, and find out what they should do next, but they didn’t. III. Alternatives 1. Lower the standard of the system. 2. The manager should make a plan or goal from the review, then tell the employees how to do next. IV. Recommendation The company should do what I said before. Case: valley wide utilities company Problems C. Macro 3. The company faced with financial inefficiencies resulting from an expansion of its facilities. 4. President Delgado appointed John Givens and Hilda Hirsh to provide a broad outline of MBO performance standards, identify key standards controlling performance, and more specifically,  isolate goals not easily attained. D. Micro 1. During the past year, performance evaluation problems are surfacing, dissatisfaction is emerging, managers are stating MBO standards are too tight and unfair, and workers are threatening to leave. V. Causes 3. John and Hilda may not have the knowledge or skills to evaluate and change performance levels of individuals or teams. 4. Hirsh was only looking for failure to report under the cover of the MBO system VI. Systems affected 3. The company just increased the performance level on several items, bur they didn’t set a specific goal. 4. When the problems appeared, the company should talk about it together, and find out what they should do next, but they didn’t. VII. Alternatives 3. Lower the standard of the system. 4. The manager should make a plan or goal from the review, then tell the employees how to do next. VIII. Recommendation The company should do what I said before. Case: valley wide utilities company Problems E. Macro 5. The company faced with financial inefficiencies resulting from an expansion of its facilities. 6. President Delgado appointed John Givens and Hilda Hirsh to provide a broad outline of MBO performance standards, identify key standards controlling performance, and more specifically, isolate goals not easily attained. F. Micro 1. During the past year, performance evaluation problems are surfacing, dissatisfaction is emerging, managers are stating MBO standards are too tight and unfair, and workers are threatening to leave. IX. Causes 5. John and Hilda may not have the knowledge or skills to evaluate and change performance levels of individuals or teams. 6. Hirsh was only looking for failure to report under the cover of the MBO system X. Systems affected 5. The company just increased the performance level on several items, bur they didn’t set a specific goal. 6. When the problems appeared, the company should talk about it together, and find out what they should do next, but they didn’t. XI. Alternatives 5. Lower the standard of the system. 6. The manager should make a plan or goal from the review, then tell the employees how to do next. XII. Recommendation The company should do what I said before. Case: valley wide utilities company Problems G. Macro 7. The company faced with financial inefficiencies resulting from an expansion of its facilities. 8. President Delgado appointed John Givens and Hilda Hirsh to provide a broad outline of MBO performance standards, identify key standards controlling performance, and more specifically, isolate goals not easily attained. H. Micro 1. During the past year, performance evaluation problems are surfacing, dissatisfaction is emerging, managers are stating MBO standards are too tight and unfair, and workers are threatening to leave. XIII. Causes 7. John and Hilda may not have the knowledge or skills to evaluate and change performance levels of individuals or teams. 8. Hirsh was only looking for failure to report under the cover of the MBO system XIV. Systems affected 7. The company just increased the performance level on several items, bur they didn’t set a specific goal. 8. When the problems appeared, the company should talk about it together, and find out what they should do next, but  they didn’t. XV. Alternatives 7. Lower the standard of the system. 8. The manager should make a plan or goal from the review, then tell the employees how to do next. XVI. Recommendation The company should do what I said before.

Nonverbal, Interpersonal, and Textual Communication Worksheet Essay

Nonverbal communication plays an essential role in any conversation. Individuals who are aware of nonverbal actions during conversations can more effectively interpret what is being communicated. Part 1 Look at the interactions between the individuals in the following photos and interpret what you think is being expressed through nonverbal communication. Please describe the nonverbal cues that lead you to these interpretations. What is being said nonverbally by each person? In this non-verbal communication scenario, both individuals are showing emotion. The communication appears to be a disagreement. The woman appears to be trying to hold the conversation together, but the man looks annoyed and ready to leave the conversation. Both individuals are showing gestures through body movement. In this situation the man looks as if he is saying â€Å"I do not want to hear it†. Both facial expressions are cues describing the non-verbal communication. The argument or issues tends to not result in a resolution. The conflict seems to still be apparent in the conversation. This appears to be a relationship that needs work. By the woman holding his arm, I would assume the individuals have a close relationship. The man could be hurt by a certain situation that he is just now learning more about. If he is waiting for a job interview, what impression do you think he is going to make? If this individual is waiting for a job interview, he is giving the impression of not caring about receiving the job at all. I would assume he is only there, because he has to be. The person given the interview could  assume he is hung-over and not professional. This individual is slouching in his chair, which gives off the impression of being lazy. If this individual is preparing for an interview he should have his shirt tucked in and sitting up straight in the chair. If I was the person giving the interview and walked out to him presenting himself in this manner I would not give him the time of day. I would instantly judge the individuals character as not being a hard-worker. I would assume he would expect everyone else to do the work for him instead of taking responsibility for his actions. The individual also is wearing jeans with holes. This is another cue of unprofessionalism. What is the interviewer (the woman on the right) communicating with her nonverbal positioning? The woman giving the interview looks like she is intrigued and fully involved in the interview process. The woman also has her arms crossed, as if she could not be completely happy about giving the interview. She is also appearing to not care what the interviewee is communicating to her. Her arms being crossed are showing signs of attitude. I think her non-verbal positioning and facial expression is more negative than positive. If I were the interviewee, I would think the interviewer already had her mind decided about the interview. Part 2 Compose responses to each of the following questions. 1. Which of the images demonstrates an interpersonal communication exchange? How can you tell? Interpersonal communication is defined as communication that occurs between two people who simultaneously attempt to mutually influence each other, usually for the purpose of managing relationships. In image one, I think the interpersonal communication was engaged between the two individuals, but the communication is failing to stay engaged. In image one I do not see any mutual influence or quality in the conversation. I also think the third  image can be considered interpersonal communication, because this communication involves two individuals mutually engaged in the conversation. I think the interviewer is keeping the interview going by communicating questions and learning about past work history. The interviewee has to answer the interview questions, which is keeping the interview engaged. In the third image the interpersonal communication is contrasted with impersonal communication, because of the roles each individual holds in the conversation. 2. What types of interpersonal communication are being displayed in the images? Why? Interpersonal communication involves quality, which makes the difference in the conversation. Interpersonal communication also occurs when we treat the other as a unique human being, which is being shown in image three during the interview process. I think it is also showing impersonal communication because the image is refereeing to the roles of each individual. The interview process could also involve interpersonal communication that involves mutual influence. The influence could be the interviewer persuading the interviewee of the positive benefits of taking the job being interviewed for. Image one is interpersonal communication that helps manage relationships. This interpersonal communication is about the interaction and contribution to with stand a strong relationship. 3. Part 3 Textual communication, or content that is read or viewed, also plays a role in communicating with others. Textual information may gain deeper meaning when the text is spoken or viewed in a specific context versus when it is read. Read the following quotes and write a 50- to 100-word interpretation of what you think is being expressed. Support your responses. If you wish to include references, please format your responses consistent with APA guidelines. â€Å"Maybe all one can do is hope to end up with the right regrets.† (The Ride  down Mount Morgan, Act I) — Arthur Miller In this quote, I think the author is trying to express life with no regrets. All any one can hope is to end up with all the right regrets. No one wants to live a life thinking what if or what could have happened in his or her life. Regrets are considered to be something that has be done that an individual is sad or disappointed over. I think individuals should not live with any regret, because at one time those regrets were something you wanted to experience. If people complete life with all the right regrets than there is nothing to actually regret. I really liked this quote, because when people think about their lives, every one wants to be happy in all the decisions that were made throughout life’s journey. â€Å"Human history becomes more and more a race between education and catastrophe.† (The Outline of History, Ch. 41) —H. G. Wells Everyone tries to learn from mistakes. In history, the world has continued to be consistant in making mistakes and trying to resolve them. I think this quote presents that if people do not learn from mistakes that mistakes will continue to be made. I think the race for education such as advancement of technology could result in a postiive outcome for the human race or it could be catastrophic. It could mean that if we continue to educate ourselves then we can overcome anything destructive. â€Å"The world is very different now. For man holds in his mortal hands the power to abolish all forms of human poverty and all forms of human life. And yet the same revolutionary beliefs for which our forebears fought are still at issue around the globe—the belief that the rights of man come not from the generosity of the state, but from the hand of God. We dare not forget today that we are the heirs of that first revolution. Let the word go forth from this time and place, to friend and foe alike, that the torch has been passed to a new generation of Americans—born in this century, tempered by war, disciplined by a hard and bitter peace, proud of our ancient heritage, and unwilling to witness or permit the slow undoing of  those human rights to which this nation has always been committed, and to which we are committed today at home and around the world. Let every nation know, whether it wishes us well or ill, that we shall pay any price, bear any burden, meet any hardship, support any friend, oppose any foe, to assure the survival and the success of liberty.† — John F. Kennedy (1961 Inaugural Address) After viewing this quote, I feel as though I should have a better understanding of what is being communicated. The United States has been through strong ups and weak hardships, but through everything we should still stay committed and dedicated to our nation. I think the last sentence expresses the main point that is trying to be achieved, that even if nations do not show us kindness at times that we will also present success of freedom and will be at aid for all nations. I think this is directed to show that every one during this time has experienced hard ship of war and struggles, but as a nation we will come together and over come any boundaries in the way of achieving greatness. â€Å"In a sense we’ve come to our nation’s capital to cash a check. When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men, yes, black men as well as white men, would be guaranteed the ‘unalienable Rights’ of ‘Life, Liberty and the pursuit of Happiness.’ It is obvious today that America has defaulted on this promissory note, insofar as her citizens of color are concerned. Instead of honoring this sacred obligation, America has given the Negro people a bad check, a check which has come back marked ‘insufficient funds.’ But we refuse to believe that the bank of justice is bankrupt. We refuse to believe that there are insufficient funds in the great vaults of opportunity of this nation. And so, we’ve come to cash this check, a check that will give us upon demand the riches of freedom and the security of justice.† — Martin Luther King, Jr. (1963 â€Å"I have a dream† speech) During this time in history, the speech was presented to give awareness to all Americans about the way race was being held over opportunity. After the Constitution and Declaration of Independence were signed every American were held to live by these guidelines and laws. America failed in abiding by these rights in America’s history. America considered races other than white to be negative instead of positive. In a sense the awareness of these rights were considered to be a check to the world to present the security of justice and freedom once again to everyone no matter race. Resources Kennedy, J. F. (1961, January 20). Inaugural address. Presidential inauguration, Washington, DC. Retrieved from: http://www.historystudycenter.com.ezproxy.apollolibrary.com/search/displaySuitemAsciiItemById.do?QueryName=suitem&fromPage=studyunit&ItemID=28545&resource=prd. King, M. L., Jr. (1963, August 28). â€Å"I have a dream† speech. Lincoln Memorial, Washington, DC. Retrieved from http://www.historystudycenter.com.ezproxy.apollolibrary.com/search/displayReferenceItemById.do?QueryName=reference&fromPage=studyunit&ItemID=phs00159&fromPage=studyunit&resource=ref WikiQuote. Retrieved from http://www.wikiquote.org.

Advertising in the 21st century.Communication and Consumer Behavior Essay

Advertising in the 21st century.Communication and Consumer Behavior - Essay Example Regardless of the fact that the key function of the advertising process is to persuade the target audience in the benefits of purchasing goods or services, the communication function of advertising is essentially wider. Therefore, the aim of the paper is to analyze the communication and customer behavior function of the advertising process from the perspective of arranging sustainable communication with the target audience, including feedback. Considering the fact that advertising can also change the overall industry approaches towards the communication process, the paper will be focused on the aspects of widening these approaches, and outlining the basic strategies of adjusting and regulating the communication with the target audience, basing on the latest communication technologies. Communicative Function of the Advertising Process First, it should be stated that in accordance with the research by Carbaugh (2008), the advertising that is based on the communication process is featur ed with five distinctive aspects: It differs from the standard communication process, as the basic function of advertising does not involve feedback, and it may be initiated without the mutual agreement of the parties. The general principle of the effective advertising is explained by the perception aspect. This means that perceptional patterns, as well as cultural codes of the target audience define whether the communication process can be initiated. For instance, a company that produces meat products will never be able to hit the vegetarian segment of the audience. The communication process approaches can be changed depending on the consumer’s involvement. The further step of the communication process is associated with the purchases. Hence, the motives that stimulate purchases, are originated by the communication process, as well as perception aspects of the target audience. Additionally, the communication process of advertising influences the customer behavior. The custom ers change their involvement into the communication process depending on the perception patterns of the advertising strategy. In accordance with the basics of the advertising theory, the communication process simplifies the customers’ movement through the customer behavior stages. (Lee and Ferguson, 2002) Therefore, this process is often regarded as a set of standardized matters, while the influence of advertisement is quite individual. The stages are given on the scheme below: While some customers pass all the stages quickly, the others may stop at any of them without passing to the final one (Person, 2010). This means that the communicative function of the advertisement process is to create and carry a message for the audience, and this message should stimulate the audience move to the final stage (â€Å"Purchase†). The leverage function of the communication is often regarded as a supplementary aspect of the allover advertisement process (Tanaka, 2010).It creates the necessary background for accelerating the customers’ understanding of the product benefits. Nevertheless, the communication itself can not be the sufficient aspect of the effective advertising; therefore, the strategy is often backed up by various images: either verbal or visual (however, they are often combined). Hence, in accordance with the basics of the advertising theory, advertising and marketing are grounded on the matters of thoughts control. (Jian-Hua and Zhi-Yun, 2010) Mass media advertisement and

Assessment project Assignment Example | Topics and Well Written Essays - 750 words

Assessment project - Assignment Example William Workman High School represents a public school based in California, City of Industry. It is one among the four high schools within the Hacienda La Puente Unified School District. Workman enrolls students from Grandview Middle school, Valinda School of Academics and Sierra Vista Middle School. In 2013, William Workman was graded by greatschools.net at 5 out of 10. Grover Cleveland entails a public school that teaches grades 9 to 12. The Cleveland Humanities Magnet is a section of the Cleveland High school. The school is situated within Reseda in San Fernando Valley found in Los Angeles, California. Cleveland is found in the Los Angeles Unified School District; and the school was named after the U. S. President Grover Cleveland. Cleveland High school represents the single comprehensive school which has the title, California Distinguished School. In 2013, the number of students who participated in the API program, at Grover Cleveland high School, totaled 2,387. The numerically significant groups in the API program in the school are; blacks or African Americans (113), Asians (310), Hispanic or Latino (1,479), Whites (370), English learners (368), socioeconomic disadvantaged (1,711) and students with disabilities (251). The other social groups minimally represented include; American Indians (11), Filipino (96), Pacific Islanders (7), and two or more races (1). In 2013, the number of students who took part in the API initiative totaled 823, in William Workman High School. The numerically significant social groups during the API academic exercise are: Latino (748), socioeconomic disadvantage (755), English learners (288), and disabilities cases (114). The numerically insignificant social groups include; black Americans (11), Alaska native (3), Asian (19), Filipino (24), white (13), and two or more races (5). The level of academic growth of schools is illustrated through the use of the

Advertising Strategy Assignment Example | Topics and Well Written Essays - 500 words

Advertising Strategy - Assignment Example Advertising has grown and evolved into a complex form of communication with thousands of different methods of business to get a message to the consumer. The hotel can also come up with ways to advertise itself to the public through making of appropriate use of touchy images and portraits of the hotel in the newspapers, using of words and phrases that will attract customers to it. The advertisements can create the desire in the clients to want to be part of the hotel and the people enjoying the good things that the hotel has to offer. Some cave paintings can also come in handy when it comes to ensuring that the hotel is well advertised. The most effective advertising tactic is making an adoption of a single strategy that is clear and corresponding to the needs of the people around the hotel. The business financial resource is what needs to dictate the tactic of advertising. One can run public promotion across the town or make the advertisement on radio and television. For instance, a campaign can promote a product’s prices that are low while radio and television advertisement can promote services a and products that are of high quality. This will ensure that the tactic corresponds with the gain accrued from the sale of the same product or service. Another good tactic is ensuring that the target population has access to the advert and can be wooed towards joining the Ocho Rios fraternity. This can be measurable by the turn out in customers after the advert. Different adverts should have a diversified approach to prices and services offered in order to attract customers of all calibers. More so, the adverts should be content based rather than emphasizing on the prices. It should show the quality of services offered by the hotel and the serenity of the environment where it is located rather than making rounds on the pricing. Customers can pay any amount for services offered provided they enjoy and are

Three Main Concepts Of Leisure Essay Example | Topics and Well Written Essays - 1250 words - 1

Three Main Concepts Of Leisure - Essay Example The past experiences, leisure have been defined as the free time or something that one wants to do freely. Others define it as relaxing and spare time or time for doing nothing. The approach is different from the considered diverse because the definition of the term is not static but dynamic. Therefore, the first concept of the leisure is defined as time. In this definition, leisure is defined as the time that allows an individual to have greater freedom. For instance, if the work schedules offer time off, the time that one has to do his own stuff can be considered leisure. However, the definition of free time is challenging based on the concept of free. Freedom is a factor that is defined by the culture and the nature of the society. For working class, it may be considered as the off time given by the company or the organization. However, the case becomes complex if looking at the retired persons because the definition changes completely because the available time increases thus mak ing the situation complex when looking at leisure as a time-based subject. Leisure can also be defined as the activity which is considered as leisurely. The Greek definition of leisure is a serious activity without pressure. It means that the activity is not done as a compulsory subject but is defined done by one’s personal appeal. While addressing the challenge of leisure as an activity, it is evident that all the activities done cannot be classified as leisure with some considering playing softball as leisure. While activity as leisure offers an absurd ideology, others consider leisure as the stat of existence or mind which can be addressed differently and handled based on the mood contemplation. The difference of ideologies are different but do not address the challenge of definition differences. The challenge of the word is the diverse nature of the activities and states associated leisure.

Healthcare Availability in the United States Essay

Healthcare Availability in the United States - Essay Example In the United States, there are three major types of healthcare insurances available to people which include Health Maintenance Organizations (HMO), Point-Of-Service Plans (POS), and Preferred Provider Organizations (PPO). HMO is a prepaid healthcare insurance plan in which a person just needs to pay a monthly premium to get a number of healthcare benefits. Some of the main benefits include emergency healthcare, laboratory tests, therapies, and free doctor visits. POS is an indemnity-type healthcare option for people in which they can go to doctors who are actually not in the network of doctors of the insurance plan. Patients can get health coverage even when they are referring to the doctors outside the plan. However, they need to pay coinsurance in such cases. Under this type of health coverage, a person does not need to pay monthly premium to get health benefits. Rather, he/she needs to show PPO card to the authorities to get the benefits in return of a small payment. In a PPO plan, a person can go to the doctors outside of the network but needs to pay a large portion of the total payment

How and Why did The Cold War between the United States and the Soviet Essay

How and Why did The Cold War between the United States and the Soviet Union Escalate from 1945 to 1962 - Essay Example There were deep rooted ideological, economic and political differences between the two countries before World War 2 and these intensified after the war ended. Ideological differences arose from the fact that the 2 countries had apposing systems of government. Power rivalry ensued after the decline of Europe, with power split between the USSR and USA, both seeking to dominate each other. The Yalta-Potsdam Conference, George Kennan’s Telegram, Berlin Blockade, Korean War, Berlin Wall and U2 Crises were events that were largely responsible for increasing the tension between the two super powers and escalating the Cold War. Finally the Cuban Missile Crises, the event at which the world almost witnessed World War III, was the worst event of the War (Cold War 1945-1960). There is no clear indication as to when the Cold War started. The only reason that kept Soviet and the West together as allies was Hitler. They both wanted to eliminate Hitler’s Nazis but for different reason s. Stalin wanted Germany to fall because he did not want events like the Nazi’s invasion of 1941 to repeat whereas the America and Britain wanted Germany to be Capitalist trading partner and a state that could prevent the spread of Communism in Europe. After 1945, conflicts and misunderstandings arose aggravating the situation between the two super powers of the world. Signs of conflicts were seen in the Yalta Conference of February 1945; when the allies sat down to decide how they would Divide Germany after the war. Germany was supposed to be divided into four zones between USA, Britain, France and USSR. Problem arose as to what type of government will be established in Eastern Europe. At the end of the conference, the allies agreed to set up Democratic governments in the countries by holding free elections, but the way the two sides interpreted ‘democracy’ and ‘free elections’ sow the seeds for a future conflict. Five months later the allies met ag ain at Potsdam. The situation in these few months had changed due to a number of factors; Roosevelt (who was pro Stalin) had died and was replaced by an aggressive anti-communist, President Truman, on the other hand Stalin ordered to arrest Poland’s non-communist leader. So the tension about Eastern Europe at Yalta now surfaced as an open disagreement and the outcomes of the conference remained merely the same (Cold War 1945-63). In 1946, George Kennan, a US diplomat stationed at Moscow sent a ‘long telegram’ to America that the Soviets needed to be stopped. The Telegram informed the Americans about the Soviet ideology. This became the basis for America’s Cold War policy against USSR. Truman Doctrine, was introduced as a result of the telegram which meant that the US should stop the further Communist expansion by any means possible. In March of 1946, Winston Churchill gave a speech in which he said that Eastern Europe was dominated by the Soviet’s t otalitarian control and so was cut off from the rest of the world by an ‘iron curtain’. This aggravated the tension so much that Stalin took Churchill’s Speech as a declaration of Cold War. George Marshall, American General after returning from Europe convinced the Congress that the only way to stop the spread of Communism in Europe was to provide economic support to the countries which were very poor and about to turn into Communist States. The Congress

Facebook and Events Management Essay Example | Topics and Well Written Essays - 1750 words

Facebook and Events Management - Essay Example To answer the above question, the researcher can go to either quantitative research, qualitative or the mixture of both researches. The patterns of these methodologies are quite different from each other (Creswell, 2003). One of the possible methods for the researcher to conduct this research is Quantitative research approach. Quantitative research focuses on the numerical data or the data which can be converted into numeric form (Sekaran, 2006). Using this technique, primary and secondary data could be collected through various sources (Stewart, 1993). Here secondary data would include the past facts and figures regarding the uses of facebook by marketers for promoting their events. For that purpose, the researcher can collect the data through past researches available in local and online libraries. The data might also be taken directly by the Data collection organizations such as Gallup and AC Nielsen. The researcher can collect the relevant data by these organizations at a minimal cost. In addition to that, various other authentic websites are available which can provide the relevant figures for our research. Moreover, the researcher can also collect secondary data using Newspaper, magazines and other similar periodicals. The primary data can be collected with the help of different data collection tools like questionnaires or surveys. This method would project the number of marketers who will be promoting their events using facebook. However the method is totally based on the past growth rates and does not account the current attitudes and behaviors of marketers towards facebook. For instance, the marketers want new features in the facebook which further help them to promote upcoming events quickly to a large number of people. The method is unable to consider other factors which could impact event managers in using facebook in future. Moreover, the researcher would be objectively separated by the research using this method (Saunders, Thornhill, and Lewis, 20 09). Qualitative Approach: Another method to conduct this research is Qualitative method. The Qualitative method is closer with the subject matter of the research. This method is used to find people’s experience, belief, behaviors, and attitudes (Patton, 2002). In qualitative approach, again, the data can be gathered either through the primary sources of secondary sources. The qualitative approach is appropriate to get more insights and detailed findings about the research topic being investigated. The qualitative method is related with all the qualitative aspects of research. It does not focus on the actual past data about the use of facebook by marketers. The method is useful in determining the past attitude, experience, behavior and future expectation of the marketers towards facebook. The researcher, using this method, could find out the future aspect of the facebook but would be unable to accurately predict the accumulative trend of marketers for promoting events using f acebook. Mixed Approach: The mixed approach is the combination of both qualitative as well as quantitative research. This method is useful when researcher wants to cover all aspects of the research (Maylor and Blackman, 2005). The method using quantitative technique will predict the future growth of the facebook by marketers who will be interested in promoting events using facebook. On the other hand, the qualitative technique will help to the attitudes, experience and behavior of the marketers towards face. It further explores the future need of the marketers to promote their events through facebook. Selected Approach: The researcher is interested to conduct its research through Mixed Approach. This approach will cover all the aspects of the

Declining Lease Lengths in Commercial Properties Literature review

Declining Lease Lengths in Commercial Properties - Literature review Example Researchers have not dwelt on the length of the lease except the reducing average lease lengths in the UK. A term structure of rental rates has been responsible for various lengths of the leases but it has been lacking in market reviews. A market review provides valuable knowledge into the relationship between rent and lease length, creating a balanced rent, depending on rent projections (Rowland, 2002). A lease length may depend on specific landlord needs such as redevelopment in the near future or for creating more space for another business tenant. Normally, landlords’ interests are served through long leases while tenants desire short leases with alternatives of renewal (Rowland, 2000). The possibility of such factors as cost of shifting and the cost of reletting could be crucial in deciding rents and lease lengths. Reletting costs may be borne by either the landlord, if the short lease expires or the tenant shifting premises before the expiry of the lease. These costs may not be transferable but can be reduced with mutual consent between the landlord and the tenant (Rowland, 2000). In a term lease there is no boost to reduce depreciation of the property, thus not securing the salvage value of the property (Miller and Upton 1976, p.766; and Flath 1980, p.253)). Smith and Wakeman (1985, p.903)) discuss how lease provisions may change the incentives for both parties, quoting the use of service leases (in which the lesser provides the maintenance) as a solution of avoiding the lessee’s inclination to ignore the property (Rowland, 2002). The deficiency of interest among tenants to take care of the property has been used randomly in the housing economics literature to state tenure choice (Henderson and Ioannides 1983, p.98)) and the observed reduced rents on lease renewal than new lettings (Hubert 1995, p.631)). Kanemoto (1990, p.7)) thinks that the problem comes in substantiating to a third party (typically a court) that the tenant has misused the property. Various types of contracts for maintenance of property change the possibility of not-suitable standards of maintenance (Rowland, 2002). Benjamin, de la Torre, and Musumeci (1995, p.179)) present a model of under-maintenance by tenants, which compares the current values of owning and leasing property. The difference between the maintenance of property by owner-occupiers and by tenants shows the overexploitation by tenants during the lease, with bad outcomes for the residual value. The authors state different methods to improve upon the leases to reduce or eradicate the effects of the tenant’s provocation to misuse the property, like entering into contracts for maintenance by the owner, providing the tenant an alternative to purchase, deposit security or adjusting the rent as per usage needs (Benjamin, de la Torre and Musumeci 1995, p.184)) (Rowland, 2002). Interestingly, in Northern Ireland, the private investors prefer long lease terms on properties situated in pop ulous locations and depending on the area let properties on strong terms in the agreement (Crosby et al., 2002)). The property market was on the boom during 2002 in Northern Ireland, resulting in easy finance due to reduced interest rates realizing greater syndicate transactions related to the property. These inward investment initiatives like call centers for leading companies, including Halifax, Abbey National and Prudential and software development companies like Northbrook Technology and Fujitsu (Hamilton et al., 2005).

Why Is Gatsby so Memorable to the Reader Essay Example for Free

Why Is Gatsby so Memorable to the Reader Essay The Great Gatsby was first published in 1925 and was one of Fitzgerald’s most well-known novels. Many aspects of this book caused this mass popularity, however the main reasons are his use of romantic modernism and most importantly, his portrayal of the different character. The different portrayals of the characters across Long island manipulate the reader’s opinion. One of the most famous examples for this is Gatsby. Gatsby is a very memorable character for many different reasons, such as the portrayal of him by Nick, his mannerisms, his reactions and doings. Each of these reasons helps him become memorable, however another important aspect of this memorability is the effects the Fitzgerald uses, romantic modernism, imagery, atmosphere, descriptions. One reason why Gatsby is memorable to the reader is because of Gatsby’s role as an exception in Nick’s, the narrator of this story, newly formed opinion on the people in Long Island. While Nick has a strong negative reaction to his experiences in New York and eventually returns to the Midwest in search of a less morally ambiguous environment, even during his initial phase of disgust, Gatsby stands out for him as an exception. Nick admires Gatsby highly, despite the fact that Gatsby represents everything Nick scorns about New York as he merges n with the crowd of West Egg, ostentation, garishness and flashy mannerisms, Gatsby clearly poses a challenge to Nick’s customary ways of thinking about the world, and Nick’s struggle to come to terms with that challenge inflects everything in the novel. One example of this is; ‘ â€Å"I wouldn’t ask too much of her,† I ventured. â€Å"You can’t repeat the past. † â€Å"Can’t repeat the past? † he cried incredulously. Why of course you can! † ‘ This quote shows us how motivated and dedicated Gatsby is to relive the past, with his ‘lover’ Daisy. His undying, untameable passion for her is constantly emphasised throughout the book. However, the most unusual feature of this affair, in comparison to the other various affairs of characters is that Gatsby wants to relive the past. Althoug h his ideas and morals highlight everything that Nick’s contradict, he still always has a sense of dedication towards Gatsby, such as being the only person at Gatsby’s funeral. Nick’s attitudes toward Gatsby and Gatsby’s story are ambivalent and contradictory. At times he seems to disapprove of Gatsby’s excesses and breaches of manners and ethics, but he also romanticizes and admires Gatsby, describing the events of the novel in a nostalgic and elegiac tone. This opinion formed by the narrator of this story now means that Gatsby is more memorable because of the sometimes contradictory opinions on his character but also because of the narrator’s reaction to Gatsby. A second reason why Gatsby is memorable to the readers is because of the use of mystery and withheld information throughout the beginning aspects of the book. This mystery is initially triggered when the readers first see Gatsby. ‘He gave a sudden intimation that he was content to be alone — he stretched out his arms toward the dark water in a curious way, and, far as I was from him, I could have sworn he was trembling. Involuntarily I glanced seaward — and distinguished nothing except a single green light, minute and far away, that might have been the end of a dock. When I looked once more for Gatsby he had vanished, and I was alone again in the unquiet darkness’ In this extract Gatsby is initially portrayed as a very mysterious and enigmatic character and interestingly stands in stark contrast to the other denizens of West Egg. Although Nick is unsure of this green light’s origin or even what significance it represents for Gatsby, the inner yearning which is visible to Nick, mainly because of Gatsby’s posture and emotional surrender to this green light makes him seem the opposite of the previous surrounding, the sarcastic Ivy League set at the Buchanans’. Gatsby is a mysterious figure for Nick, since Nick knows neither his motives, nor the source of his wealth, nor his history, and the object of his yearning remains as remote and nebulous as the green light toward which he reaches. This imagery creates a tense atmosphere for the readers initial perception This use of mystery surrounding Gatsby helps him to become more memorable because he is the character who leads the reader’s curiosity and is always indirectly at the center of everything. This helps Gatsby become more memorable by the use of withheld information and mystery. Fitzgerald delays the introduction of most of this information until quite late in the novel. Gatsby’s reputation precedes him—Gatsby himself does not appear in a speaking role until Chapter three. Fitzgerald initially presents Gatsby as the aloof, enigmatic host of the unbelievably lavish parties thrown every week at his mansion. He appears surrounded by spectacular luxury, courted by powerful men and beautiful women. He is the subject of gossip throughout New York and is already a legendary celebrity before he is ever introduced to the reader. Fitzgerald propels the novel forward through the early chapters by shrouding Gatsby’s background and the source of his wealth in mystery. As a result, the reader’s first, distant impressions of Gatsby strike quite a different note from that of the lovesick, naive young man who emerges through the later part of the novel. This also helps him to be more memorable. An alternative reason why Gatsby is memorable is his effect on other characters, although he is a stark contrast in many ways, this helps the audience to warm to him. Some of the defining characteristics of Gatsby are his theatrical quality as a character and also his charisma. Chapter three is when Fitzgerald creates a close examination on Gatsby and allows the reader to form an opinion alone. ‘He had one of those rare smiles with a quality of eternal reassurance in it, that you may come across four or five times in life. It faced, or seemed to face, the whole external world for an instant and then concentrated on you with an irresistible prejudice in your favor. It understood you just as far as you wanted to be understood, believed in you as you would like to believe in yourself. ’ This description of Gatsby’s smile captures both the theatrical quality of Gatsby’s character and his charisma effectively within its essence. Additionally, it encapsulates the manner in which Gatsby appears to the outside world, an image Fitzgerald slowly deconstructs as the novel progresses toward Gatsby’s death in Chapter eight. One of the main facets of Gatsby’s persona is that he acts out a role that he defined for himself when he was seventeen years old. His smile seems to be both an important part of the role and a result of the singular combination of hope and imagination that enables him to play it so effectively. Here, Nick describes Gatsby’s rare focus—he has the ability to make anyone he smiles at feel as though he has chosen that person out of â€Å"the whole external world,† reflecting that person’s most optimistic conception of him- or herself. This synecdoche of Gatsby’s smile also makes the reader remember Gatsby a lot more than they may not have done as it represents his whole character as an unusual but yet enigmatic person. Another reason why Gatsby is memorable to the reader is because of the various comparisons and parallels drawn between other famous characters in stories. These are effective because they help the reader to further challenge their initial opinion on Gatsby but in an unusual, unfamiliar manner. ‘The truth was that Jay Gatsby, of West Egg, Long Island, sprang from his Platonic conception of himself. He was a son of God—a phrase which, if it means anything, means just that—and he must be about His Father’s business, the service of a vast, vulgar, and meretricious beauty. So he invented just the sort of Jay Gatsby that a seventeen year old boy would be likely to invent, and to this conception he was faithful to the end. ’ In Chapter six, when Nick finally describes Gatsby’s early history, he uses this striking comparison between Gatsby and Jesus Christ to illuminate Gatsby’s creation of his own identity. Fitzgerald was influenced in drawing this parallel by a nineteenth-century book entitled The Life of Jesus. This book presents Jesus as a figure who essentially decided to make himself the son of God, then brought himself to ruin by refusing to recognize the reality that denied his self-conception. Renan describes a Jesus who is â€Å"faithful to his self-created dream but scornful of the factual truth that finally crushes him and his dream†Ã¢â‚¬â€a very appropriate description of Gatsby. Fitzgerald’s devising of this metaphor allows Gatsby to be compared more thoroughly and also provides an association to the other characters throughout the rest of the book. Though the parallel between Gatsby and Jesus is not an important motif in The Great Gatsby, it is nonetheless a suggestive comparison, as Gatsby transforms himself into the ideal that he envisioned for himself (a Platonic conception of himself) as a youngster and remains committed to that ideal, despite the obstacles that society presents to the fulfillment of his dream, such as the fact that Gatsby wants to repeat the past but the situation has changed completely. The final reason why Gatsby is so memorable is his impact throughout the novel. An initial factor of his memorability is that the book is called ‘The Great Gatsby’. Before the readers have even heard of this character they already start to question various aspects of him. However, the biggest impact he had was the dedication he created within Nick for him. ‘Gatsby believed in the green light, the orgastic future that year by year recedes before us. It eluded us then, but that’s no matter—tomorrow we will run faster, stretch out our arms farther. . . . And then one fine morning— So we beat on, boats against the current, borne back ceaselessly into the past’ These words conclude the novel and find Nick returning to the theme of the significance of the past to dreams of the future, here represented by the green light. He focuses on the struggle of human beings to achieve their goals by both transcending and re-creating the past. Yet humans prove themselves unable to move beyond the past: in the metaphoric language used here, the current draws them backward as they row forward toward the green light. This past functions as the source of their ideas about the future, epitomized by Gatsby’s desire to re-create 1917 in his affair with Daisy, and they cannot escape it as they continue to struggle to transform their dreams into reality. While they never lose their optimism, â€Å"tomorrow we will run faster, stretch out our arms farther . . . , they expend all of their energy in pursuit of a goal that moves ever farther away. This apt metaphor characterizes both Gatsby’s struggle and the American dream itself. Nick’s words register neither blind approval nor cynical disillusionment but rather the respectful melancholy that he ultimately brings to his study of Gatsby’s life. Therefore overall Gatsby is a memorable character mainly because of his portrayal by Nick and Fitzgerald’s use of imagery to be described. Throughout, Gatsby changes the atmosphere and always clings to the mind of the reader.

The Sex In Advertising Media Essay

The Sex In Advertising Media Essay Today we live in a world that sex sells mostly everything. People from all over the world are constantly bombarded with an increasing amount of sexual advertising messages whether it is seen on television, magazines, billboards, or even heard on the radio. Advertisers use sexual clips and photos in their ads or commercials to make a long lasting impression on the consumers. Sex in advertising The amount of partially and fully nude models has severely increased over the years and is more popular now than ever. Advertisers use sex as a tool to draw additional attention to a specific product and are known to be one of the most persuasive tools used by both marketers and advertisers. Advertisements often touch the borderline of the forbidden, with the emphasis of attracting attention (Heckler et. al, 2001). The limits are consistently being pushed to see how far advertisers can go. From the beginning of the 20th century focusing on a womens calf below her skirt would be enough to pass the limit for what was tolerated, and now the advertisements being used today would easily be considered as pornography. Problem Pictures, sounds, and stories, are a form of sexual information that has proven to have stirred up a variety of emotional reactions within viewers (Heckler et. al, 2001). Sexual appeals can generally be defined as messages; it can be shown through brand information in advertising contexts or as persuasive appeals in social marketing contexts, which has a connection with sexual information. In advertising, there are different types of sexual information (Lambiase Reichert, 2003). Lambiase and Reichert identified five different types of sexual content in advertising, which are nudity, sexual behavior, physical attractiveness, and sexual referents. The usage of sex appeal in advertisement Throughout the past twenty years, the exposure of sex appeal in advertising has become more or less common (Henthorne LaTour, 1994). The reality of sexual appeals in advertising is widespread in throughout many parts of the world and it is often thought of as fulfilling stimulating and arousing fantasies (Gould, 1994). Stephen J. Gould, further states that the ethics and morality of sex appeals continues to be contested, much as sexual norms and traditions in general have been challenged throughout history. A review of remaining research indicates complex connections between the usage of nudity in an advertisement and numerous lengths of advertising efficiency (ibid). The research on the use of nudity in an advertisement has found that although nudity may increase and bring forth attention it may also decrease the attention toward the brand name (Belch, Severn, 1990). Refering to a study by Richins (1991) it was stated that about half the time or even more frequently, more than 50 per cent of respondents said that when they see clothing advertisements and cosmetic advertisements, they compare themselves to the models in the advertisements. After viewing beautiful models or highly attractive individuals, for example in television advertisements or even on the cover of a Victoria Secret catalog, viewers tend to rate the attractiveness of more ordinary looking people lower than they would otherwise (ibid). Sexual appeal directed to youth Sex and sexism in advertising justify further discussion, as marketers target young audiences with sexual appeals and marketers use sexual imagery to sell products to teenagers and young adults (Reichert, 2003). The effect of sexual content in advertising may be heightened for young adults, for whom sexual expression and experiences are still relatively new and therefore sexual content is often targeted to young adults (ibid). The author states that advertising creators are producing sexual appeals for products targeted to young adults, and media planners are placing these advertisements in media consumed by younger audiences. Much of todays sexual advertising targets youth, yet there is little data in existing research to show how the youth react to such advertisement. Literary Review Arousal and response in the context of sexual advertisement stimuli Lambiase and Reichert (2003) claim that men and women perceive sexual appeals in advertisement differently. When showing the men and women a print advertisement of explicit female nudity women reacted tenser then men did. When men viewed the print advertisement, they reacted with energy arousal instead of tension arousal (ibid). In a study that was conducted, one group of participants was exposed to an advertisement with nude erotic appeal while a second group was shown an advertisement with semi erotic appeal (Lambiase Reichert, 2003). The participants in the two groups were shown an advertisement similar to each other, showing a women modeling on a beach, but the advertisement with the seminude model was masked by a perfume bottle. Both of the groups attitudes towards the brand were then evaluated. The outcome of the experiment showed that the advertisements with nude erotic appeal were negatively influencing consumers attitudes to the brand. The group that was shown the semi-nude advertisement displayed a positive association toward the brand (ibid). The author also concludes that these results indeed undermine the idea that sex sells; this is especially true when it comes to female respondents. Sexual appeals perceived by men and women in advertising Treise and Weigold (1994) argue that although it is often believed that sex sells, it sells at the consequence of controversy. This statement was supported by the author, who conducted this study. The sample responses showed that a large amount of consumers are bothered by the use of sex in advertisements. About half of the participants in the study felt that there is nothing wrong with using sexual advertisements to sell products if it is perceived as tasteful. Although participants believed that there was too much sex in advertising. More than half of the respondents in Treise and Weigolds (1994) study felt that nudity in advertising is not appropriate for general interest in magazines; almost as high figure of the respondents thought that sexual advertisements play a role in a teenagers decision to become sexually active. Men and womens response to nudity in advertising Smith et. al, (1995) have studied how partially nude models in advertising influence consumers. Authors refer back to prior studies, where they found a common finding that sexual stimulus in advertising draw attention away from brand information. Also people who viewed the advertisement will notice the difficulty in remembering the brand due to the advertisements sexual content. However, the authors repeatedly state that nudity or sexual content in an advertisement increases the consumers arousal. Increased arousal takes some responsibility for consumers increased recognition of sexual content in advertisements. As stated by Smith et. al, (1995) Advertisements with sexual content or nudity increases recognition; meanwhile, it decreases the brand recognition. The authors also states that men were more receptive to advertisements containing female nudity, but women were more favorable to advertisements with a nude male. Smith et. al, (1995) state that previous research has identified important variables that support whether nudity is considered to be effective and or ineffective in advertisements. The research showed that nudity should be avoided in situations where it can give off a negative thought our feeling, like an inappropriate product; however, the authors claim that nudity works better for products such as, alcohol and fragrances, the main reason for this is that sex appeal promote products better than others. Although majority of consumers will be aroused by advertisements containing sexual stimuli, it is important to remember that not all arousal is beneficial to the advertiser (ibid). Data Collection When collecting data for the research it can be either collected for the first time which is called primary and/or information that already exists which is secondary data. According to Yin (2003) it is more convenient to use secondary data. Yin (2003) says there are six different ways evidence can be collected. These are through documents, records, interviews, direct observation, participant-observation, and physical artifacts. Each of these do not have an advantage over the other (ibid). The method I used to collect data for this study is interviews, documentation, and observations. My secondary data will be the documentation and observations will be my primary data. Interviews will be the major source for my primary data collection. my reason for choosing interviews as my major source is because of its strength. It allows me to directly focus on the topic of my thesis. Yin (2003) believes that an interview can have potential disadvantages and can be biased because of the poor constructed questionnaires. There is also a risk for reflexivity. This is where the interviewed person will tell the interviewer what he or she wants to hear. A focus interview was used to conduct my thesis. The interview will be used to prove or disprove the theories of this study. This type of interview can be done in different ways. Interviews through the telephone are less expensive and also are time efficient; therefore telephone interviews are extremely useful when dealing with an interview that is far away; yet, face to face personal interviews can be time consuming and involve more complex questions. The personal contact during an interview also allows the interviewer to obtain more feedback from the respondent. The type of focused interview I used for this thesis is a focus group; my research was done through two focus group interview sessions. For my sample selection I chose students from Arroyo High School in San Lorenzo, California. The choice of respondents was based on my own personal preference. I thought that targeting this specific group was interesting because I would get to research what the students of Arroyo High thought about sex in advertising. Because this group of people is in high school they are considered to be under developed and immature when it comes to sex. Also they are still at an age where advertising can easily influence them. Interviews Young men The case study was conducted through two focus group interviews, one group including women and one group including men. In the first interview several students from Arroyo High School were selected. The male students participating in the focus group interview were born in 1995- 1996. The individuals participating were told that the aim of this session was not to make them agree upon one solution, but to bring forth their individual perceptions and attitudes. The focus group interview started with me showing them five magazine advertisements (appendix 2 6). The reason for doing this was to stimulate their minds in order to improve the upcoming questions. At first, the males articulated that sex sells. The group agreed that a sexual advertisement had to contain a women that was really good looking in order to be considered an erotic advertisement. The physical appearance being above the average looking individual was very important to the group when deciding if the advertisement was sexual or not. One respondent said: Sex is common nowadays, companies should think of parodying sex in advertisements. Is there too much sex in advertising and is there a limit where it becomes offensive? This question caused a lot of debate. Overall the group stated that there was too much sex in advertising. Here are some remarks from the discussion: Young children 10-14 years old as well as many of us high school students get the wrong idea. It is okay if the people are semi-nude, but not completely naked. If the sexual advertisement doesnt have much to do with the product, then there is probably too much sex involved. Is okay to use sex in advertisements? The students all agreed as long as it is used properly; otherwise, it is not okay.. One student claimed: Sexual appeal in advertisements if it promoting fragrances or lotion, but not okay when it is used for yogurt. Another respondent stated, and got support for the statement from the group: Sometimes the advertisers go too far. Do advertisements with erotic appeal change your attitude toward a brand? This question had a split answer. Some pointed out that they do not change their attitude towards the brand because the advertisement is sexual; however, two boys stated that sometimes they do. One respondent commented: If the advertisement is too sexual, I most likely will not purchase that product. The other respondents answered: if the advertisement is sexual and not relevant to the product, then my attitude usually changes towards that brand or product. You do not have the energy to care if the advertisement is sexual, you might change attitude but you do not have the energy to change buying behavior. Personally, sex in advertising is not enjoyable anymore. Do advertisements with attractive models change your comparison standards for physical attractiveness? All but one guy claimed that their standards changed after looking at attractive models in an advertisement. Also after viewing advertisements the respondents admitted they had higher standards for how the girls should look. Young women The second interview at Arroyo High included several female students born between the years 1995-1996. The focus group session was conducted in the same manner as the first one. Initially, the respondents discussed in general how they define sexual appeal in advertising. Some of the female respondents defined sexual appeal in the following way: It has a sexual appeal if they move slowly in combination with soft lightning. It does not have to include nudity to have sexual appeal.à ¢Ã¢â€š ¬Ã‚ ¨ Strong attraction in their eyes can tell you that it really looks like he or she wants sex.à ¢Ã¢â€š ¬Ã‚ ¨Majority of the female students did not mention physical attractiveness, but instead talked about the importance of the actor/ actresses movement. Is there too much sex in advertising and is there a limit where it becomes offensive? The female students all seemed to agree on the following: The companies do not gain anything with sexual appeal in advertising since everybody has it. To me, advertisements based on sexual appeal do not stand out.à ¢Ã¢â€š ¬Ã‚ ¨The female students believed that an advertisement becomes offensive when the nudity has no connection to the product. Is okay to use sex in advertisements? The female students did not agree, they believed that sexual appeal could be used if it had a relevant purpose in the advertisement. One of the respondents mentioned, For example, a sexual advertisement is okay when it is promoting condoms. Do advertisements with erotic appeal change your attitude toward a brand? The opinions amongst the respondents were split. Some claimed that they did not think of the advertisement when buying a product. Other said that it changed their opinion about the product and instead chose a similar product. One student stated: You do not think about the advertisement when you buy a product. Another girl claimed: It might change attitude towards the brand and you might choose another brand if the advertisement you saw is bad and corny. This has happened to me before. You get a negative attitude if the advertisement is too sexual. à ¢Ã¢â€š ¬Ã‚ ¨Do advertisements with attractive models change your comparison standards for physical attractiveness? The female students all agreed that it does not change their perception of how your friends look, because of their personality. Although, they did agreed that it changed their outlook of people they do not know. One of the girls explained it like this: If you meet a guy on the street it can happen that you compare him with good looking models in advertisements.à ¢Ã¢â€š ¬Ã‚ ¨ One of the girls also claimedà ¢Ã¢â€š ¬Ã‚ ¨I often find myself comparing the men in advertisements with my boyfriend. Data Analysis The survey participants believed that being nude is very different than sex appeal. The students in both the girls and boys group agreed that all the models in the advertisements I showed them were very good looking and not the average girl next door, which played a great role in how the advertisements were perceived. According to Lambiase and Reichert (2003) there are different types of sexual information in advertising; nudity, sexual behavior, psychical attractiveness and sexual referents. As previously stated, the respondents agreed that the different types of advertisement are considered to be sexual. From my research I found that men believe physical attractiveness is a more important factor than women think. Men claimed that in order for an advertisement to be of sexual content the women in the ad had to be extremely good looking. This backs up Ramirez and Reichert theory; that physical attractiveness was twice as important to men than it is to women. The male respondents did not feel bitterness towards attractive models in advertisements like women did. They explained that they realize people in advertising are perfect because they are retouched. Richins (1991) states that young adult females compare their level of attractiveness with models in advertisements, and women also tend to envy their beauty. This shows that Richins theories concerning young women feeling envy towards attractive models are not applicable to young men. Furthermore, beautiful models in advertisements are supposed to change the comparison standards for physical attractiveness (ibid). The majority of the respondents agreed to this and stated that they have higher demands on how a girl is supposed to look like due to the models in advertisements. Some of the respondents thought that the reason why many young females have bad self- self-assurance is because they are constantly fed with advertisements showing how they are supposed to look. However, some of the respondents claimed that advertisement had nothing to do with how they want to look. According to Richins (1991) young adult females feel envy and compare their beauty with models in advertisements targeted toward them. The respondents supported this theory. The respondents claimed, except for one who stated that she was not affected by models in advertisements, that the self-perception of physical attractiveness was lowered by advertisements including physical attractive models. Some of the respondents pointed out the fact that they subconsciously changed their perception after they have been exposed to eye-catching models. Richins (1991) states that exposure to advertising with idealized images of physical attractiveness lowers, at least temporarily young adult females satisfaction and self-perception of their own physical attractiveness. The discussion between the focus group confirmed this. The respondents mentioned if they were walking down the street it is extremely likely that they will have a higher comparison standard for physical attractiveness after looking at attractive models in advertisements. However, they quickly point out that it did not change their view of their friends since personality is important to them. According to Richins (1991) exposure to advertising with idealized images of physical attractiveness will raise young females comparison standards for physical attractiveness. Conclusion The findings of my thesis imply that there are some similarities between the data gathered and the research stated of how young men react to sexual appeal in advertising. However, there are also some differences. My findings suggest that young men believe there is too much sex in advertising, especially in cases where the product has no connection with sexual appeal whatsoever. Additionally, young men believe that advertisements can be discriminating both to men and women, since the models that are appearing in these advertisements are based on sexual appeal and are often well trained and good-looking. My research also suggest that nudity in advertisement is so common today that even though advertisements include unnecessary nudity young men do not change their purchasing behavior, even if the attitude towards the brand may change. Previous research confirms the change in attitude, but the fact that buying behavior does not change has not been brought up in earlier research. The focus groups suggested different products where they believed it is okay to use sexual appeal in advertising. One example is in advertisements for fragrances. The focus group also mentioned a non-suitable sexual advertisement was ice cream. Additionally my findings suggest that young men do not feel any bitterness or jealously towards models in advertisements because they are aware that the models in advertisements are retouched to for a more tasteful appearance. However, the respondents in my focus group brought up the fact that they believe people in general change their self-perception of physical attractiveness due to attractive models in advertisements. They also claimed that the comparison standard for physical attractiveness increased after viewing an advertisement, with a stunning woman, that is based on sexual appeal. My research also suggests that female respondents believe there is too much sex in advertising. This is especially true when it comes to products that have no association with sexual appeal. Also, young women believe an advertisement can be discriminating. Results show that young women believe that women are often portrayed as sexual objects in advertisements. In addition, the research also suggests that some young women change their attitude towards a brand and in some cases buying behavior if the advertisement is bad and too sexual. According to my findings young women are affected by sexual appeal in advertisement. This is due to the fact that the models in the advertisement are extremely attractive. This affects the self-confidence of young women according to the participants of the focus group. According my research, the reason for this is because young women are constantly targeted with advertisements based on sexual appeal which includes attractive models. Other findings suggest that young womens comparison standard for physical attractiveness increased concerning casual meetings. However respondents from the focus group claimed that comparison standards for friends were not increased since they had a personality which according to the focus group member is much more important. Todays adolescences are used to the sexual content showed in advertisement. Therefore I think that the corporations should rethink before choosing sexual appeals as a topic in their campaigns. Since sexual appeals are so common today that people do not react to it anymore. If the advertisement contains sexual behavior that is not in accordance with the product, it is very likely that people might change their attitude towards that product. If corporations use sexual appeal the wrong way in advertisements, people, or in this case, the youth will be against them and maybe go as far as not purchasing the product. Corporations might consider using other tools than sex in advertising, since sex is that common today. Sometimes a product works better with other appeals, such as humor, fear or even guilt. References Belch, G.E. Severn, J. (1990). The effects of sexual and nonsexual advertising appeals and information level on cognitive processing and communication effectiveness. Journal of advertising, Vol. 19 Issue 1. ISSN 0091-3367 Gould, S.J. (1994). Sexuality and ethics in advertising: A research agenda and policy guideline perspective. Journal of advertising, Vol. 23 Issue 3. ISSN 0091-3367. Heckler, S.E., Jackson, S. Reichert, T. (2001). Sexual Appeals in advertising. Journal of advertising, Vol. 30 Issue 1. ISSN 0091-3367. Henthorne, T.L. LaTour, M.S. (1994). Ethical judgments of sexual appeals in print advertising. Journal of advertising, Vol. 23 Issue 3. ISSN 0091-3367. Lambiase, J. Reichert, T. (2003). Sex in advertising. Mahwah, New Jersey : Lawrence Erlbaum Associates. ISBN 0-8058-4117-2. Reichert, T. (2003). The prevalence of sexual imagery in ads targeted to young adults. Journal of consumer Affairs, Vol. 37 Issue 2. ISSN 0022-0078. Richins, M.L. (1991). Social Comparison and the idealized images in advertising. Journal of consumer research, Vol. 18. ISSN 0093-5301. Smith, S.M., Anton, M.R., Haugtvedt, C.P. Jadrich, J.M. (1995). Understanding responses to sex appeals in advertising: An individual difference approach. Advances in consumer research, Vol. 22. ISSN 0098-9258. Treise, D. Weigwold, M.F. (1994). Ethics in advertising: ideological correlates of consumer perceptions. Journal of advertising, Vol. 23 Issue 3. ISSN 0091-3367. Yin, R.K. (2003). Case study research: Design and methods. (3rd ed.). Thousand oaks, California : Sage Publications Inc. ISBN 0-7619-2553-8. Appendices 1-6 Appendix 1: Interview questions I will start by showing the group the pictures of the advertisements and then the participants will discuss what they see and feel about the material. When the group is done expressing their reactions I will continue by asking them the following questions: Question 1: Is there too much sex in advertising and is there a limit where it becomes offensive? Question 2: Is okay to use sexual appeal in advertisement? Question 3: Do advertisements with erotic appeal change your attitude toward a brand? Question 4: Do advertisements with attractive models change your comparison standards for physical attractiveness? After the questions I asked if the group wanted to add anything else. Appendix 2 http://i643.photobucket.com/albums/uu151/brosjdm/erotic.jpg Appendix 3 Appendix 4 http://i368.photobucket.com/albums/oo126/theybf/Feb%2009/0905a17e.jpg Appendix 5 http://fc01.deviantart.net/fs20/i/2008/304/1/a/Erotic_hug_by_fdesign74.jpg

Determination of Unknown Salt Experiment

Determination of Unknown Salt Experiment Siar Azizi Introduction: Cold packs or medical cold packs are made and used in a variety of different ways. Cold packs are typically used in regards of medical treatment. Many athletes used cold packs to heal from any injuries. Furthermore, cold packs are used to keep medications cool for a given period, such medications include vaccinations. Cold packs contain a liquid inside, in most cases its water. In addition the water is mixed with a salt, which allows the cold pack to stay cool. The mixture that occurs between the salt and the water causes an endothermic reaction, which means that heat is absorbed. Due to the heat absorption, the temperature of the solution will decrease substantially. The cold pack experiment lab allowed us, the students, to apply theories learned in class to actual real life experiments; such experiments prepare us for future tasks the will be put forth to determine. Our main trajectory through this assignment was to determine what our unknown salt was, through experimental analysis. The main purpose of this lab was for us to determine what the given unknown salt is. For this experiment, my group and I were given unknown salt 7. Information recognized before starting the lab, were the materials needed, background information on the math required to determine the unknown(s). In addition, other background sources before starting the experiment included having previous knowledge of chemical formulas, understanding concepts learned throughout class and how a calorimetry works. Furthermore in order to determine how to complete the lab, we needed information upon how to properly keep the temperature of the water from decreasing or increasing, and this required that we needed to know what an insulator is and how to use it. To base a conclusion on what the unknown variables are, we needed to determine how to start and complete this experiment. To being with, we completed this activity by taking two of the three foam cups and placing them into each other. The foam cup inside the other cup will hold our water, while the other acts as an insulator, to prevent heat from escaping. Secondly, we used a graduated cylinder and measured 25.0-ml of water into it and put the water into the cup. After that we place the third cup, over the other two (acts like a cover) and put the thermometer through the top of the cup (This helps us determine the temperature of the water). Lastly, we measured the 3.0grams of our unknown salt and placed that into the water, letting it dissolve, and measured the temperature. The theories that needed to be taken into account for to help complete the lab, includes determine the heat capacity, q=mcà ¢Ã‹â€ Ã¢â‚¬  T. Other theories that we will also need to take into account for include, determine enthalpy, determining the change in temperature, and determining the percentage yield. In order to determine the enthalpy, the equation needed to be used is à ¢Ã‹â€ Ã¢â‚¬  H=-q. The equation used to determine change in temperature and percentage yield are, à ¢Ã‹â€ Ã¢â‚¬  T= T1 – T2 and Percent error= Theoretical yield-Actual yield x100. Theoretical As you read on, every equation will be examined and explained on what they mean and how they will be used. Brain, Marshall , and Sara Elliot. How Refrigerators Work.HowStuffWorks. N.p., n.d. Web. 13 Apr. 2014. Materials: The materials required in order completing the lab included goggles/eye wear; this will help prevent any type of harmful substances that we worked with from damaging your eyes. Three Styrofoam cups, the cups helps make an insulator and create the calorimeter. The thermometer was required in order to determine the temperature of both the water and the unknown salt. A weighing boat was also another source of material needed, in order to place 3.0grams of our salt. In addition, a scoopula and a scale were needed to help us determine the exact measurements of the unknown salt needed. Water was required to dissolve our salt into and measure the temperature of. A 100ml graduated cylinder was used to determine the accurate quantity of water required. Our unknown salt was another source of material given by our teacher, and this allowed us to complete the experiment. Other materials needed in order to complete the lab included paper towels. Procedure: In order to determine what our unknown salt is, we needed to make a guideline of the steps required to determine it. The procedure of our lab is: Gather all equipment/ materials to start procedure. Weigh the weighing boat, record the weight. Place 3.0 grams of our unknown salt 7 Take two of the three foam cups and place them within each other to create an insulator from preventing heat to escape or cold air from entering. Take the 100-mL graduated cylinder and measure 25.0mL of water. Take the 25mL of water and place it in the two foam cups Cut the third Styrofoam cup to fit the top of the first two cups. Make a hole, place thermometer in the calorimeter Read the temperature of water record it. Remove thermometer, add 3.0grams of unknown salt into the calorimeter. Let the salt dissolve and determine the temperature, by placing the thermometer through the top of the third cup. Before measuring the temperature, shake the cup to insure the unknown salt reacted/ dissolved completely. Determine the temperature and record results. Dispose of waste, clean the equipment and restart for the remaining two trials. Observations and Results: Before beginning the calculations for the lab, we need to determine what possible equation we will have to use. Equations: à ¢Ã‹â€ Ã¢â‚¬  T= T2 – T1 The equation above is the change in temperature, represented by delta (à ¢Ã‹â€ Ã¢â‚¬  ), which is the second temperature recorded subtracted by the first temperature recorded (T2 – T1). Q=mcà ¢Ã‹â€ Ã¢â‚¬  T The equation above allows us to determine the q, which is the quantity of heat transferred, which equals the mass (m), multiplied by the specific heat capacity (c), and multiplied by the change in temperature (à ¢Ã‹â€ Ã¢â‚¬  T=T2 – T1 ). à ¢Ã‹â€ Ã¢â‚¬  H=-q The equation above allows us to solve for the à ¢Ã‹â€ Ã¢â‚¬  H system. Once we determined the quantity of heat transferred, by using the equation q=mcà ¢Ã‹â€ Ã¢â‚¬  T, we can determine delta h by either replacing the q with mcà ¢Ã‹â€ Ã¢â‚¬  T, or place the result of q in the equation. Average Enthalpy= Trail 1+Trail 2+Trail 3 3 The equation above gives us the average enthalpy for the number of trails that was conducted by our group. We add up all the Enthalpy of all trials and divide it by 3, to give the average. Percent error= Theoretical yield-Actual yield x100 Theoretical This equation allows us to determine the percentage error of our results. After calculating for our enthalpy, we can take the theoretical yield, found on page 347, table 1 in our textbook, we can subtract is by the actual yield. After determining the value of that, we divide it by the theoretical value and multiply it all by 100%. With the recording of all our data obtained from doing the experiment, we were able to form a chart for all three procedures and mathematically determine what the unknown salt was. Weighing Boat=1.81 Grams Temperature of water and unknown salt obtained from three trails Table 1: Temperature results and Change in temperature of water through three trails. From this chart above, we can see that we completed three trails to determine the exact value of the unknown salt, and to determine what the unknown salt is. In addition, we recorded our temperatures of the water before the salt was added (T1) and after the salt was added (T2). From that point we calculated the change in the temperature for each trail, with the equation, à ¢Ã‹â€ Ã¢â‚¬  H=T2 – T1. Heat capacity and enthalpy of unknown salt for three trials Table 2: Enthalpy and heat capacity of unknown salt 7 for three trials. The chart above shows the heat capacity and enthalpy of the unknown salt from three different tests conducted. We determined the heat capacity using the equation q=mcà ¢Ã‹â€ Ã¢â‚¬  T and the enthalpy using mà ¢Ã‹â€ Ã¢â‚¬  H=q. The calculations for determine the results are shown below: Calculations: Note: 1mL is 1 gram. (M=dV, mass= density (1.00grams/mL) x volume (mL)) Trail 1: Q=mcà ¢Ã‹â€ Ã¢â‚¬  T mà ¢Ã‹â€ Ã¢â‚¬  H=-(q) Q= (25g) (4.18J/goC) (-8oC) (3.00g) à ¢Ã‹â€ Ã¢â‚¬  H=-(-0.836KJ) Q= -836J à ¢Ã‹â€ Ã¢â‚¬  H=0.836KJ/3.00g à ¢Ã‹â€ Ã¢â‚¬  H=0.279KJ/g Trail 2: Q=mcà ¢Ã‹â€ Ã¢â‚¬  T mà ¢Ã‹â€ Ã¢â‚¬  H=-(q) Q= (25g) (4.18J/goC) (-7oC) (3.00g) à ¢Ã‹â€ Ã¢â‚¬  H=-(-0.7315KJ) Q= -731.5J à ¢Ã‹â€ Ã¢â‚¬  H=0.7315JK/3.00g Q= -0.7315KJ à ¢Ã‹â€ Ã¢â‚¬  H=0.2438KJ/g Trail 3: Q=mcà ¢Ã‹â€ Ã¢â‚¬  Tmà ¢Ã‹â€ Ã¢â‚¬  H=-(q) Q= (25g) (4.18J/goC) (-7oC) (3.00g) à ¢Ã‹â€ Ã¢â‚¬  H=-(-0.7315KJ) Q=-731.5J à ¢Ã‹â€ Ã¢â‚¬  H=0.7315KJ/3.00g Q=-0.7315KJ à ¢Ã‹â€ Ã¢â‚¬  H=0.2438KJ/g Average Enthalpy: Avg Enthalpy= Trail 1+ Trail 2+ Trail 3 3 Avg Enthalpy= (0.279KJ/g) (0.2438KJ/g) (0.2438KJ/g) 3 Avg Enthalpy= 0.256KJ/g After determining our average enthalpy, we can determine what compound it is. Going into our textbook, onto page 347 and taking a look at table 1, we are given a list of compounds. The nearest compound our enthalpy is at is ammonium chloride. Ammonium chloride has an enthalpy of 0.277kj/g and we got an enthalpy of 0.256kj/g. using our knowledge based on rounding, we rounded up and made a conclusion stating that our compound was in fact ammonium chloride. Percentage Yield: Percent error= Theoretical yield-Actual yield x100 Theoretical Percent error= 0.277KJ/g – 0.256KJ/gx100 0.277KJ/g Percent error= 7.58% Therefore, the percentage error of our results was 7.58% Discussion: Throughout the cold pack experiment not all our results were accurate. Our results weren’t as accurate because we stumbled upon some errors while completing the lab. One error that we encountered while completing this experiment and one that had an impact on our final results was the way our calorimeter was created. Through the experiment we were to assume that the calorimeter would create an isolated and insulated system, but in truth it didn’t. As we proceeded through the experiment of putting the water into our calorimeter, there was a possible moment when there was a transfer of heat in between the Styrofoam cups and the solution, in our case unknown salt 7. The stage when there may have been a transfer of heat, was not taken into account and this could of have caused an increase or a decrease in the temperature of our solution. As we already know that the reaction was endothermic and since it’s endothermic the solution absorbed the heat, from the cups and re action. Such an error would cause a change in the temperatures of our solution to either increase or decrease. The result of this error had a medium impact on our final results. This was a medium impact because it not only affected our solution, but also the measurements we took. Resolutions to possibly prevent this error from occurring includes, taking account that the temperature may increase or decrease due to that fact it isn’t an actual isolated system. Another solution can include using different materials that would insulate the solution better. Our second source of error was taking the measurements of the water and measuring the accurate temperature of the water. When taking the measurements of the temperature of both the water and solution, there could have been an error from what we saw and what we wrote. Furthermore, since we don’t know whether the thermometer was actually inside the water, it could have not been touching it which in turn gave us the wrong results. An example could include is when taking the temperature of the water, the thermometer could have read 22oC and we could have seen it as 23oC or24oC. The result of this error had a medium effect on our data and due to this effect, our enthalpy wasn’t as accurate, and didn’t exactly match the ones in the textbook. When measuring the amount of water required dispensing in the calorimeter we need to use a graduated cylinder for accurate measurements. The cylinder was to give us the accurate measurement of whether we had exactly 25ml of water o r not. The error in this measurement was for us to check with if it was exactly 25ml, and this may have resulted in either something less than 25ml or more than 25ml. The impact the source of error had on our final result was medium. The impact was medium because even though it did affect our final results, it didn’t affect it by a lot. It hadn’t affected our results by a large quantity because the difference between the solution we were supposed to get and the one we had, had a small margin of differences. The last source of error, that we hadn’t taken account for throughout the process of completing the experimental lab, may have had an impact on our final results. This error that affected our results was the fact that our unknown salt 7, was exposed to air for a periodic time. Due to a fact that the salt was exposed to air, it may have resulted in some of the salt reacting with the atmosphere. Due to this error, our results could have been incorrect because when massing the 3.0 grams, it could have reacted with the atmosphere, giving us 0.10 off, such as 2.90grams. This may not affect the results by a lot, but there would still be an effect on it. Another example of our results being affected by this includes that since some of our unknown salt reacted, when we measured the temperature it could have actually been either lower or higher than what we actually expected. For example, if the salt wasn’t exposed to the atmosphere we could have got a temperature of 18oC, but i nstead due to the fact it was exposed we got 20oC. The affect this had on our results and solution is a medium result. This is a medium result because if some of the unknown salt reacted, it would have been in such a small quantity, that it wouldn’t have a large effect on our results. Possible solutions from stopping this problem from occurring includes, either keeping the salt in an isolated room, put a tad more of the unknown salt in the water, just to counter act for the ones that reacted. In the mixed of completing the lab, we stumbled upon a mistake with determining the unknown salt. The mistake had an impact on final answer and wasn’t taken into account that it may possible have an effect on our final solution. The mistake that may have been encountered includes that our unknown source of salt, when added into the water, may have not dissolved properly. This resulted in the reaction not taking place to dissolve the entire product, which may have affected the temperature that was measured. Due to the fact that the salt wasn’t dissolved and it didn’t participate in the reaction, the temperature we may have taken could have been only the waters temperature. This source of error had a large effect on our solution because we had no way of determining whether it dissolved or not, without tampering the solution. Furthermore, due to the fact of the error, we may have been given the wrong temperature of the solution that in turn gave us the incorrect res ults for the enthalpy. In accordance, not only will we have been given the incorrect enthalpy, but the results were affected as well. In order to prevent this source of error from occurring again, what I could do is, while the unknown salt is in the water, I could stir it to dissolve properly; another method can include is to shake the calorimeter to dissolve the salt. When shaking it, I would hold it from the top to prevent heat transfer from my hand and the water. Diagram 1: From the diagram we can see the calorimeter being constructed and the final result is over on the right. I would hold the middle of the calorimeter and spin it around to better dissolve the unknown salt. DoChem 095 Heat of Solution of Magnesium.DoChem 095 Heat of Solution of Magnesium. N.p., n.d. Web. 10 Apr. 2014. Conclusion: In conclusion, this experiment allowed us, the students, to use theories learned in class to real life applications, or real life applications that we will soon encounter. The lab better prepared us for what may be expected in the future, and allowed us to determine different factors that affected our results in more than one possible way. The cold pack experiment lab that was conducted by my group and I, had resulted in us facing errors such as measurement errors, errors including the calorimeter and errors including our unknown salt. These errors were recorded and explained to better help us prevent it from occurring again. By following the correct procedure and having the correct materials required, we were able to determine the final enthalpy. That allowed us to determine what our unknown salt was, which was ammonium chloride. Bibliography: DoChem 095 Heat of Solution of Magnesium.DoChem 095 Heat of Solution of Magnesium. N.P., n.d. Web. 10 Apr. 2014. Brain, Marshall , and Sara Elliot. How Refrigerators Work.HowStuffWorks. N.p., n.d. Web. 13 Apr. 2014. Kessel, Hans Van. The Bohr Atomic Theory.Nelson Chemistry 12. Toronto: Thomson Nelson, 2003. 174-76. Print.

An Analysis of Arnolds Essay, The Function of Criticism at The Present

Introduction The first thing to start with is the title. In order to understand Arnold’s essay we should first understand the title of the essay. As we notice that Matthew Arnold associates criticism with one function not many functions, but which function? He also mentions that this function of criticism is limited within a specific and particular time which is the present time and the past or the future time. Therefore, answering the questions of function and time of criticism goes with analyzing Matthew Arnold‘s essay through my reading of his essay. It becomes clear that Arnold defends the importance of criticism. That’s to say he tries to display that the critical mind is of a paramount importance as well as the creative mind. A Brief Biography Arnold, Matthew 1822-1888, English poet and critic, he was a leading literary figure of the Victorian period, and the foremost literary figure of his age. His writings have a distinct style which is characterized by the use of symbolism and earnestness. Arnold, Matthew was born in Lalehan, Middlesex; he is the son of Thomas Arnold, a famous historian and head master of rugby school the famous independent school. Arnold himself studied at this school and Balliol College, university of Oxford. In 1851, Arnold served as an inspector of schools for the British government. Most of his poems were published between 1849 and 1855. His first book of poetry, The Strayed Reveller and Other Poems, was published in 1849.his first piece as a critic was Preface to the Poems which appeared in 1853. In 1857, Arnold became a professor of poetry at Oxford University and retained this position for ten years 1867. In this essay, Arnold Matthew discusses the tenuous relationship between criticism and... ...ety. In fact, both art and society are closely late in Arnold’s world view, thus the first and the last purpose of the critic is to attain truth so as to enlarge ideas which will provide an intellectual atmosphere in the future. Conclusion To sum up, Matthew Arnold tries in his essay to provide a mode about the importance of criticism and to refute the idea that criticism is of less importance than the creative power, asserting that writing criticism actually produces in its practitioner a sense of ecstatic creative joy very similar to that enjoy by the person who engages in creative writing. Therefore, criticism should be disinterested and objective so as to obtain the best known and thought in the world. Matthew Arnold’s essay â€Å"The Function of Criticism in the Present Time†, is in fact an important critical work which theorises the politics of criticism.

Bioprospecting :: Geology

Abstract The world's rainforests are host to a multitude of plant and animal species, thus comprising Earth's richest and most diverse natural resource. One of the greatest benefits that rainforests have to offer is its plentiful supply of active compounds, which are used presently in many pharmaceuticals and hold the potential for the next "miracle drug." Bioprospecting is the term used to describe the extraction of natural medicines from our rainforests. Present rates of deforestation, however, pose a serious threat to our "natural pharmacy" and are daily eliminating species of plants that might provide a possible cure. Establishing policies to regulate the bioprospecting industry is challenging, but underway so that humans can benefit from our rainforests while still protecting and conserving the environment. Return to Table of Contents Introduction 2100 AD : It's a horrible situation. Your loved one has been suffering from cancer and there is almost nothing you can do. All possible combinations of drugs have been tried, but still he is suffering from pain. For some reason, medical technology cannot find a way to leave him in peace, allowing him to enjoy his days until he fully recovers. Feeling helpless, you decide to do some research on your own, where you come across a native plant that indigenous peoples have been using for centuries to cure all kinds of pain resulting from various illnesses. This fills you with hope, thinking that you might be able to ease your loved one's pain. Pursuing this line of hope, you consult with some specialists in the medical field, only to become disheartened once again. The plant you read about no longer exists; due to the massive destruction of the rainforests the environment where this plant originated is long gone. 1998: Indigenous peoples have been using the natural resources of our rainforests for centuries to cure a variety of ailments. Medical science is very advanced, yet still cannot duplicate what nature has given us. The simplistic problem illustrated above is very real. Deforestation is not only disrupting ecosystems and wiping out precious animal species, it is also eliminating an enormous potential supply of medicines available in our rainforests. If proper action is not taken today, we will be sacrificing potential "miracle drugs" and losing an extremely valuable source of medicines. Return to Table of Contents What is Bioprospecting? In order to understand bioprospecting, the concept of biodiversity must first be clarified. Biodiversity is defined as "the totality of genes, species, and ecosystems in a region", or "the variety and variability of life.

The Satire of Gullivers Travels Essay -- Gullivers Travels Swift Es

The Satire of Gulliver's Travels      Ã‚  Ã‚   During the eighteenth century there was an incredible upheaval of commercialization in London, England.   As a result, English society underwent significant, "changes in attitude and thought", in an attempt to obtain the dignity and splendor of royalty and the upper class (McKendrick,2).   As a result, English society held themselves in very high regards, feeling that they were the elite society of mankind.   In his novel, Gulliver's Travels, Jonathan Swift satirizes this English society in many ways.   In the novel, Swift uses metaphors to reveal his disapproval of English society.   Through graphic representations of the body and it's functions, Swift reveals to the reader that grandeur is merely an illusion, a facade behind which English society of his time attempted to hide from reality.   Ã‚  Ã‚  Ã‚   On his first voyage, Swift places Gulliver in a land of miniature people where his giant size is meant as a metaphor for his superiority over the Lilliputians, thus representing English society's belief in superiority over all other cultures.   Yet, despite his belief in superiority, Swift shows that Gulliver is not as great as he imagines when the forces of nature call upon him to relieve himself.   Gulliver comments to the reader that before hand he, "was under great difficulties between urgency and shame", and after the deed says that he felt, "guilty of so uncleanly an action" (Norton,2051).   By revealing to the reader Gulliver's shame in carrying out a basic function of life, Swift comments on the self imposed supremacy of English society.   By humbling their representative, the author implies that despite the belief of the English to be the most civilized and refined soc... ...and nobility.   Through clever representations, Jonathan Swift successfully humbles this society's pride and human vanity.   He reveals the flaws it their thinking by reducing them to what they are, human beings, which, like any other group of human beings is able to do, have merely adopted a superficial self righteous attitude. In doing so, Swift makes a broader statement about mankind today.   Despite all the self acclaimed advances in civilization and technology, we are still merely human; suffering from the same forces and flaws, impulses and imperfections as everyone else.    Works Cited McKendrick, Neil. Brewer, John. Plumb, J.H. The Birth of a Consumer Society, Indiana Universtiy Press, Great Britan, 1982. Swift, Jonathan. "Gulliver's Travels".   Norton Anthology of English Literature. 6th Ed. M.H. Abrams, vol.1, New York: Norton, 1986.