5 Peculiarities of the German Language

You may have heard that German is a difficult and complex language to learn. This is true to some extent; however, much depends on the way the language is taught, the learner’s natural capacity for languages, and the amount of practice dedicated to it. The following peculiarities of the German language should not discourage you from studying German, but simply prepare you for what you will encounter. Remember, German is a very logically structured language, with many fewer exceptions than English. The key to your success in learning German will truly be as this old German adage states: ÃÅ"bung macht den Meister! (or, Practice makes perfect) The Difference Between a German Sausage and a Verb Why are we comparing a sausage to a verb? Simply because German verbs can be chopped and cut up just as  a German sausage can! In German, you can take a verb, chop off the first part, and place it at the end of a sentence. And in actuality, you can even do more to a German verb than what you can do with a sausage: you can insert another â€Å"part† (a.k.a. syllable) in the middle of a verb, add other verbs alongside it and even elongate it. How’s that for flexibility? Of course, there are some rules to this chopping business, which once you understand them, will be easy to apply. German Nouns Every German student loves this particular German-language peculiarity — all nouns are capitalized! This serves as a visual aid for reading comprehension and as a consistent rule in spelling. Further, German pronunciation pretty much follows the way it is written (though you need to know the peculiarities of the German alphabet first, see above), which makes German spelling not very difficult. Now to put a damper to all of this good news: Not all German nouns are inherently nouns and may, therefore, throw off the German writer at first as to whether to capitalize a word or not. For instance, verb infinitives can change into a noun and German adjectives can change into nouns. This role changing of words happens in the English language as well, for example when verbs change into gerunds. German Gender Most would agree, that this is the greatest hurdle of German grammar. Every noun in German is identified by grammatical gender. The der article is placed before masculine nouns, die before feminine nouns and das before neuter nouns. It would be nice if that was all there was to it, but German articles change, along with the endings of German adjectives, adverbs and nouns depending on the grammatical case they are in. For example, let’s take a look at the following sentence: Der Junge gibt der wà ¼tenden Mutter den Ball des Mà ¤dchens.(The boy gives to the angry mother the girl’s ball.) In this sentence, der wà ¼tenden Mutter acts as the indirect object, so it is dative; den Ball acts as the direct object, so it is accusative and des Mà ¤dchens is in the possessive genitive case. The nominative forms of these words were: die wà ¼tende Mutter; der Ball; das Mà ¤dchen. Almost every word was changed in this sentence. One very important point about German grammar gender is that nouns don’t necessarily follow the natural law of gender as we know it. For example, though die Frau (woman) and der Mann (man) are designated feminine and masculine respectively, das Mà ¤dchen (girl) is neuter. Mark Twain in his humorous account of â€Å"The Awful German Language† described this German grammar peculiarity in this way: Every noun has a gender, and there is no sense or system in the distribution; so the gender of each must be learned separately and by heart. There is no other way. To do this one has to have a memory like a memorandum-book. In German, a young lady has no sex, while a turnip has. Think what overwrought reverence that shows for the turnip, and what callous disrespect for the girl. See how it looks in print — I translate this from a conversation in one of the best of the German Sunday-school books:Gretchen: Wilhelm, where is the turnip?Wilhelm: She has gone to the kitchen.Gretchen: Where is the accomplished and beautiful English maiden?Wilhelm: It has gone to the opera. However, Mark Twain was wrong when he said that a student has to have â€Å"a memory like a memorandum-book.† There are some strategies that can help a German student figure out which gender a noun has. German Cases In German there are four cases: Der Nominativ (nominative)Der Genitiv/Wesfall (genitive)Der Akkusativ/Wenfall (accusative)Der Dativ/Wemfall (dative) Though all cases are important, the accusative and dative cases are the most widely used and should be learned first. There is a grammatical trend especially orally to use the genitive case less and less and replace it with the dative in certain contexts. Articles and other words are declined in various ways, depending on gender and grammatical case. The German Alphabet The German alphabet has a few differences from the English language. The very first (and perhaps most important) thing you need to know about the German alphabet is that there are more than twenty-six letters in the German alphabet.

Northanger Abey by Jane Austen - 2376 Words

Northanger Abbey is one of Austen’s move famous books. The novel is known for its unusual heroine, Catherine Morland, and her infatuation with the novel, The Mysteries of Udolpho, by Ann Radcliffe, and while Jane Austen’s version does contain many of the important features that a gothic novel should contain, it does seem to take a few jabs by mocking the genre in general. Austen uses certain elements present in Gothic novels and satirizes them. In this particular novel she mocks the notion that people are always looking for something mysterious or supernatural to happen in their lives. She ridicules the idea that people are so dumbfounded by this constant search, that they often lead themselves into thinking the unreal during a very common situation. This is exactly what Catherine represents. She has immersed herself within the works of Radcliffe, and often finds it hard to come out of that world. She sees her everyday life as if it was the works of a gothic novel. This leads Catherine into many different â€Å"out of this world† situations, that if it was not for the love and support of her family and friends, could very much get her into a great deal of trouble. This is where I believe Austen throws her punches at the Gothic genre. She is trying to show how utterly ridiculous it is to be enthralled in a novel to the point where it affects the tasks in your everyday life. I believe that she uses Northanger Abbey to make fun of the way gothic novels are being interpreted during

Knowledge Management Business Context and Ecommerce †Free Samples

Question: Discuss about the Knowledge Management and Ecommerce. Answer: Introduction Knowledge system is an important part of business process which helps to utilize and share all important information related to the business. It is regarded as a multidisciplinary approach to achieve organizational objectives and make best use of the business information that is available to the organization (Kersting et al., 2016). Lin (2014), has mentioned that knowledge system can be applied in all departments of the business. The current assignment focuses on application of knowledge system in e-commerce Department of Business in QBE insurance group. The relevant theory is related to ecommerce and knowledge system is also mentioned along with the strength and weaknesses. The study also focuses on the application of e-commerce and knowledge system in the business process of QBE insurance group. The strength and weakness of the application of the theory is also mentioned. Theories related to Knowledge Management and Ecommerce With the advancement of digital technology E-Commerce business is one of the most popular forms of business activities that are used by all private firms to expand their domain of marketing. The main objective of e-commerce business is to sell service and products through online mode. E business is also an important part of e commerce in which all mode of business communication. The E-Commerce business involves processing of high level of information and also adapts the policies of information processing system. In this context Zaman and Wee (2014), have added that the use of the e commerce request application of the knowledge system in business which can help in the overall process of Business expansion. According to Monteiro et al., (2013), electronic data interchange is an important system which interpret the data about E-Commerce and digital technology that is applied in the business. Large scale business organizations have their own operating system to share and process information with the help of electronic data interchange process. The growth of Internet and digital technology has resulted in the creation of 20 million house and web service along with 500 million web pages of web content all across the globe. There are various business enterprises which use the principles of e-commerce and also have become the primary competitor in this department (Monteiro et al., 2013). Shiau and Dwivedi (2013), have suggested about the various ways of knowledgemanagement in e-commerce business which helps to demonstrate the capability of the system. The primary step of knowledgemanagement in e-commerce is to create the knowledge which can encompass the processes and existing knowledge in the same context. With the help of this policy a company can decide upon which information to be shared to the public and which needs to be processed before it is used in the business. It is important for all business enterprise to look forward and create new knowledge in order to expand the capability of e-commerce business. The next step in the knowledgemanagement is to transfer of information which can address all the questions related to the business and also raise the awareness about importance of e-commerce business. Finally the knowledge is being applied into mechanism which helps to employ the information. The knowledgemanagement system functions as a continuous feedback of information which helps to create and materialize the required data for ecommerce business. The processing of the knowledge is an important application in the overall system which ensures that all the required data for operational management is fulfilled. Palopoli et al., (2013), have mentioned that it is important to analyze individual business scenario in order to prepare plan for knowledge management system that can be applied in e commerce business. With the help of most of business activities, it is possible to control the overall process of the ecommerce business activities. Strengths and Weakness of Knowledge Management and ecommerce The high level of investment that is done on information technology in the modern days is the biggest strength of the knowledge management system that can help in the operation of e-commerce business. With proper information and knowledge management system is possible for a business organization to gain competitive advantage among the Rivals. The design of the knowledge management system helps to provide access to several company information for the stakeholders. Proper management of information system also reduces the risk of missing out information in business planning process. The QBE insurance company can use this information system to provide vital information and knowledge to all the clients regarding all major schemes of insurance in their websites and digital media platforms. Proper use of the modern technology in the business can also ensure that business process is optimised along with the operation management process. It can also allow the business process operate in 24 ho urs a day, which can increase the chance of seeking more customers. It can be also be used to estimate all the statistical information like profit margin growth rate and the value of company share. In order for a business enterprise to meet all the technological demands of an area use of e-commerce business and knowledge management system is one of the vital parts. The high level of social impact is the main negative side of knowledge system that is used in e-commerce business. According to Qu (2015), the use of e-commerce and information system involves processing of high amount of data. It can be said in the context that most of the data are being processed using the automatic system where there is risk of eliminating important information and also use of false information to publish inaccurate results. The language that is used in the knowledge system is also a cause of major issue. As all the information is processed using digital form of Technology, there is high chance of misinterpreting the code language that is used in the knowledge system. The data structure of the information system concept of complex level of calculation which requires high level of skills for decoding. As false information is being published in the internet, there are risks of the information being leaked to the rival organization, which can be misused and perform all types of unethical activities. Application of Knowledge Management and ecommerce in QBE insurance group Being one of the premium insurance companies, the QBE group has to deal with diverse form of information and data that needs to be processed for further use for the application in the ecommerce department. The operation of the company is also spread in multiple locations. Has the knowledge system needs to collect data from different locations which can be applied for information processing system. The overall structure of the business with high level of transparency can help to imply the knowledge management system in order to provide information for E-Commerce business to the clients. Being one of the largest insurance companies of Australia it has great strength of employees. It is therefore recommended for the company to use high level of Information Technology software in order to process all the vital information regarding the employees and the performance status. In order to expand The E-Commerce business the company needs to ensure that the profile enough information in their websites which can help all customers to get vital knowledge about all insurance schemes and policies. As the company is offering different types of Insurance Scheme, they need to have different section in their website to provide accurate and correct information about each and every scheme of insurance. As the company is planning to expand their E-Commerce section, it is important for them to provide option of buying the insurance schemes and also pay the regular coverage through online mode for the customers. In order to encourage people to use the online payment facilities the company can provide special offer of new schemes and new benefits in the e Commerce section. As the company has long term plans of making investment and also ensures that all the people are covered under the schemes of insurance, it is important for them to have effective and sustainable future for the plans that will help them in the process of expansion of the business. With the help of the effective knowledge management system, it is possible for the company to provide effective information related to all the detail information about the quality of the service. It is also possible to deal with the vital information related to the change in the company policies about getting information. Conclusion With Rapid rate of development in the information technology the use of effective knowledge management system is one of the essential parts of major operations in business. The use of effective knowledge management system is one of the best ways to deal with all E-Commerce business and also online business communication. The fast ranges of information and data that are required in the business operation need to be processed efficiently and accurately in order to make better marketing plans. The application of knowledge system can help QBE Insurance Company vital opportunity to expand their business and also provide full support to the customers through online forms. References Kersting, N. B., Sutton, T., Kalinec-Craig, C., Stoehr, K. J., Heshmati, S., Lozano, G., Stigler, J. W. (2016). Further exploration of the classroom video analysis (CVA) instrument as a measure of usable knowledge for teaching mathematics: taking a knowledge system perspective. ZDM, 48(1-2), 97-109. Lin, Z. (2014). An empirical investigation of user and system recommendations in e-commerce. Decision Support Systems, 68, 111-124. Monteiro, J., Swatman, P. M., Tavares, L. V. (Eds.). (2013). Towards the Knowledge Society: ECommerce, EBusiness and EGovernment The Second IFIP Conference on E-Commerce, E-Business, E-Government (I3E 2002) October 79, 2002, Lisbon, Portugal (Vol. 105). Springer. Palopoli, L., Rosaci, D., Sarn, G. M. (2013). A multi-tiered recommender system architecture for supporting e-commerce. In Intelligent Distributed Computing VI (pp. 71-81). Springer Berlin Heidelberg. Qu, Q. X. (2015). Kansei knowledge extraction based on evolutionary genetic algorithm: an application to e-commerce web appearance design. Theoretical Issues in Ergonomics Science, 16(3), 299-313. Shiau, W. L., Dwivedi, Y. K. (2013). Citation and co-citation analysis to identify core and emerging knowledge in electronic commerce research. Scientometrics, 94(3), 1317-1337. Zaman, T., Wee, A. Y. (2014). Ensuring participatory design through free, prior and informed consent: a tale of indigenous knowledge management system. In User-Centric Technology Design for Nonprofit and Civic Engagements (pp. 41-54). Springer International Publishing.

Marlboro Advertisement Analysis

Jim Fowles Fowles says that an advert has appeals from the following dimensions. That is sex, affiliation, dominance, autonomy among others. From the four categories, Marlboro Man appeals to the person reading the advert from each dimension. First, the Marlboro Man is riding a horse. Advertising We will write a custom essay sample on Marlboro Advertisement Analysis specifically for you for only $16.05 $11/page Learn More Clearly, he is winning something. Could it be a tournament or a game? In the American culture, everyone reveres winning and winners. Kids learn from their parents how to win in life and among peers. Hence, this is a direct influence to a majority of these people. A man is riding the horse. In the American and almost every culture in the world, men must have a certain appeal that borders on dominance to win the hearts of women. Advertisers use this fact and Fowles is an advocate. Therefore, on that front, it appeals directly to women who view this as a man of means. He is capable of protection of the family and his woman. He also stands out among his peers. This means that he is the man every woman would go for. Therefore, the advert has a direct psychological connection with majority of women. This does not mean they will use these cigarettes. However, it meets the whole intention of advertising, which is attention. The other factor that Fowles uses to judge a good advert is autonomy. This stands out quite well in the Marlboro advert. He is wearing a cowboy hat. We might as well assume that he is moving around his vast property. This makes him autonomous and able to make personal decisions. It also projects him as dependable. This has a direct appeal to both men and women. Men strive to be that dependable person who stands out in a big crowd while women seek these men (Kotabe and Kristiaan 34). Marlboro Man is an advert for cigarettes. However, it is fair to say that its influence cuts across the board. It does no t influence smokers only. This is the true nature of advertising. Although the target may be a certain group, an advert should strive to influence a large number of people. This is because in marketing the larger the pool the greater the likelihood of making a sale. Courtland Bovee While Jim Fowles analyzes the use of image in advertising, Courtland Bovee analyzes the use of text. The textual components of an advert should meet and exceed the expectations of the target group. The first textual component is the heading/headlines and subheadings. In the Marlboro Man advert, it is evident that use of text is quite limited. The only text appears at the end of a large image. The reason lies in the fact that the target is not patient. Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More Textual advertisements are appealing to people who take time to read them. In the above case, most of the people are not pa tient. This group includes teenagers, men and people who are starting to make it in life. Hence, psychologically, they do not want things that might appear as disturbances (Ulrich and Song 296). In using textual ads, Bovee offers some dos and don’ts. For example, it is suicidal to use commonly used phrases or clichà ©s. This dilutes the message of an advert. He advises that the text be bold enough to meet the eyes of the reader. He also says it is important to use short and easy to remember phrases. He refers to them as catchy and appealing to the eye. Clearly, the intention of Marlboro Man advert is not one of the above-mentioned. His intention was to use images. However, the little text that Marlboro uses must be a tagline or a legal warning. This is because mixing both textual and image advertising requires skills. Sometimes, it may fail. ‘Style meets flavor’ or ‘smoking is harmful to your health’ are the most probable words under the Marlboro ad vert. They serve to inform the public about the packet of cigarettes and appeal to truthful advertising. It is also important to meet legal requirements that are hard to form into an image (Young 45). Strengths and Weaknesses of Analytical Principles Weaknesses Bovee’s textual analysis and preference for textual advertising may contravene copyright laws. This is because another company somewhere may use some of the phrases. Although this is not possible with internet because a person can easily find out, it is something that users of this method are aware. Secondly, it is almost universal that people do not read long things especially on advertisements. This is especially true when the advert interrupts a favorite program in television. This is the reason why it should be catchy and direct at the same time. The other weakness about textual advertising is that it is almost impossible to do it without employing images. However, it is critical for the two forms of advertising t o meet standards expected by viewers (Ulrich and Song 296). It is illogical to use images on a print media. This is because print media charges use of space. Images take up large spaces and hence payment for using print may be staggering. Hence, it is economical to use electronic media. The blend of images can be done quite fast and meet the advertisers intention as fast. However, an image on a print media lacks flexibility (Young 45). Strengths Textual adverts are quite important when the message that an advertiser wants to relay is detailed. However, this is only possible in a print media. In electronic media, use of images is better and makes sense. For example, an advertisement of a college and the faculties it has requires a detailed reading. This way an advert offers a multidimensional source for information. This may include directions, prices and times for classes. In the Marlboro Man case, use of text may not do much to appeal to the target (Ulrich and Song 296).Advertising We will write a custom essay sample on Marlboro Advertisement Analysis specifically for you for only $16.05 $11/page Learn More Images are important when the intention of the advertiser is to leave a lasting impact on the mind of the target market. A catchy phrase plus an appealing image work well to accomplish this goal. In the case of Marlboro man, it is quite easy to remember a man with a cowboy hat riding a horse with a caption ‘style meets flavor’. Fowles’ use of imagery to advertise may not contravene any laws. This is because during incorporation of a company, colors are one of the requirements. Hence, during inception, a company knows what colors to use and subsequent competitors may not use a similar combination of colors. Colors sell brands. Hence, it is paramount that a company chooses this aspect well (Young 45). Works Cited Kotabe, Masaki Kristiaan Helsen. Global Marketing Management. New York: John Wiley Sons, 2004. Ulrich, Kaiser Song, Minjae. Do Media Consumers Really Dislike Advertising? An Empirical Assessment of the Role of Advertising in Print Media Markets. International Journal of Industrial Organization, 27.2 (2009): 292-301. Young, Charles. The Advertising Handbook: Ideas in Flight. Seattle: Wiley and Sons, 2005. This essay on Marlboro Advertisement Analysis was written and submitted by user NightThrasher to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Free Essays on Pierre Beauregard

NAPOLEON IN GRAY Born on 28 May 1818 (â€Å"Pierre Gustave Toutant Beauregard: 1818-1893†) in St. Bernard’s Parish, just south of New Orleans ("Pierre Beauregard"), Pià ©rre Gustave Toutant-Beauregard was born to the wealthy Creole planter (Meehan), Jacques Elie Toutant Beauregard, and Judith Helene Antonia de Reggio(â€Å"Georgia's Confederate Officers Genealogy.†). He came from a prosperous and old Creole family that had had great influence on the community (â€Å"Pierre Gustave Toutant Beauregard, CSA.†). He was brought up in a very Gallic fashion and possessed a like temperament (Gunn). He spoke French before he spoke English, and at an early age showed interest in Military History (â€Å"Pierre Gustave Toutant Beauregard, CSA.†), being especially interested in the campaigns of Napoleon Buonaparte (Gunn), later earning him the nickname â€Å"Little Napoleon† (Sifakis, Stewart). His parents enrolled him in a French Military Academe in New York city (Gunn), where he learned English ("Pierre Beauregard"). However, his proficiency in French allowed him to read many military classics in their original language (â€Å"Pierre Gustave Toutant Beauregard, CSA.†). Beauregard entered the U.S. Military College at West Point and became the pupil of Robert Anderson, whom Pià ©rre would later defeat in his attempts to defend Ft. Sumter(Gunn). Among his classmates were the yet-to-be Confederate officers Hardee and Sibley, and the future Union military leaders Barry, Nichols, Granger and Mc Dowell (â€Å"Pierre Gustave Toutant Beauregard: 1818-1893†). The latter he would soon defeat at the first Bull Run battle (â€Å"Pierre Gustave Toutant Beauregard, CSA.†). He graduated second in the 1838 class of forty-five students at the age of twenty. While in West Point he dropped the hyphen between Toutant and Beauregard and soon after discarded his first name to be forthright known as Gustave Toutant Beauregard, or for further curtness G.T. Beauregard. H... Free Essays on Pierre Beauregard Free Essays on Pierre Beauregard NAPOLEON IN GRAY Born on 28 May 1818 (â€Å"Pierre Gustave Toutant Beauregard: 1818-1893†) in St. Bernard’s Parish, just south of New Orleans ("Pierre Beauregard"), Pià ©rre Gustave Toutant-Beauregard was born to the wealthy Creole planter (Meehan), Jacques Elie Toutant Beauregard, and Judith Helene Antonia de Reggio(â€Å"Georgia's Confederate Officers Genealogy.†). He came from a prosperous and old Creole family that had had great influence on the community (â€Å"Pierre Gustave Toutant Beauregard, CSA.†). He was brought up in a very Gallic fashion and possessed a like temperament (Gunn). He spoke French before he spoke English, and at an early age showed interest in Military History (â€Å"Pierre Gustave Toutant Beauregard, CSA.†), being especially interested in the campaigns of Napoleon Buonaparte (Gunn), later earning him the nickname â€Å"Little Napoleon† (Sifakis, Stewart). His parents enrolled him in a French Military Academe in New York city (Gunn), where he learned English ("Pierre Beauregard"). However, his proficiency in French allowed him to read many military classics in their original language (â€Å"Pierre Gustave Toutant Beauregard, CSA.†). Beauregard entered the U.S. Military College at West Point and became the pupil of Robert Anderson, whom Pià ©rre would later defeat in his attempts to defend Ft. Sumter(Gunn). Among his classmates were the yet-to-be Confederate officers Hardee and Sibley, and the future Union military leaders Barry, Nichols, Granger and Mc Dowell (â€Å"Pierre Gustave Toutant Beauregard: 1818-1893†). The latter he would soon defeat at the first Bull Run battle (â€Å"Pierre Gustave Toutant Beauregard, CSA.†). He graduated second in the 1838 class of forty-five students at the age of twenty. While in West Point he dropped the hyphen between Toutant and Beauregard and soon after discarded his first name to be forthright known as Gustave Toutant Beauregard, or for further curtness G.T. Beauregard. H...

Schubert essays

Schubert essays Symphonies, chamber music, operas, church music, and over 600 songs outline the magnificent yet short-lived career of Franz Peter Schubert. Born to immigrant parents on January 31, 1797, in Vienna (McKay 1), this son of a schoolmaster showed an extraordinary childhood aptitude for music studying the piano, violin, organ, and voice. At the age of seven, he began a course of regular music instruction. It soon became evident that he had anticipated and mastered the principles that his instructor proposed to teach him. At eleven years of age and gifted with a fine soprano voice, Schubert became employed as a solo singer and violinist for the choir at the local parish church (Boynick). Later he was elevated to chorister-boy at the Chapel Royal and, having acquired fair proficiency as a violin-player, became a member of the school orchestra where he executed the great Symphonies of Haydn, Mozart, and subsequently Beethoven's works. In 1810, Schubert wrote a grand fantasia for four ha nds - the so-called Corpse Fantasia. This was followed in 1811 and 1813 by two other less ambitious fantasias. By early 1814, he had already written his first symphony and a three-act opera. Although family pressure dictated he teach in his father's school, Schubert continued to compose prolifically during his private time at home. Between 1814 and 1815, the composer wrote feverously resulting in more than a hundred songs, half a dozen operas and melodramas, not to mention three masses, two more symphonies, chamber music, and music for the piano. Some of the greatest works written during that period include Gretchen am Spinnrade and Erlknig. He applied particular energy to the composition of ballads on an extended scale including Emma and Adelwold the lengthiest vocal piece that Schubert ever wrote (McKay 39). In 1816, he wrote his Symphony in C minor, known as the Tragic Symphony, the Symphony in B-flat major, addition...

Quality and Process Improvment Essay Example | Topics and Well Written Essays - 750 words

Quality and Process Improvment - Essay Example These three processes of quality and process improvement are interdependent and, hence, to be successful in our improvement process, we have to undertake all the three processes. As for quality and process improvement, I have learned how re-engineering of business processes can assist in achieve substantial improvement in business performance. This process involves rethinking and radical redesigning of business processes. Using this knowledge, I can redesign the business processes of my father’s small appliance repair company to enhance its performance. The knowledge I have obtained could help me in putting into consideration various critical measures of business performance like operational cost, reliability of services, and the speed of the processes during the re-engineering process. This could enhance the success of the process and thus making me a successful business manager. The knowledge I have obtained about quality and process improvement can help me to be able to ref ine various elements of the processes during the re-engineering process. Some of the elements of the processes that require refining during the re-engineering process are jobs and tasks undertaken by different individuals in the business. Preference constraints that determine what to be done first and what to follow and the flow management protocol also need refining. By refining these elements, I could increase the chances of obtaining the dramatic change that I will be seeking to obtain through the re-engineering process. I have also learned the importance of incorporating information technology during the process of quality and process improvement. One of the advantages of incorporating information technology in this process is that it can help in increasing the efficiency of various elements of the business processes. Moreover, introducing this technology can increase chances of obtaining more accurate performance measures, thus, enhancing the process of re-engineering. It can a lso enhance the process of evaluating the re-engineering process. With all these knowledge about the importance of information technology in promoting quality and process improvement in the business, I could select the appropriate information technology to apply. This will enhance the quality of services it provides, as well as improving its processes of business. Another thing that I have learned that will be very important in my career as a business manager is the importance of having a comprehensive trouble-shooting catalogue. This could give an inexperienced person in business an idea on the services provided, the time they can take, and their costs implications. The customers would, thus, get the required information without consulting the person who has specialized in proving those services. In return, the turnaround time on service delivery will reduce, thus, resulting in more customer satisfaction and, hence, customer loyalty. Using this knowledge, I would design a trouble-s hooting catalogue for my father’s small appliance repair company, thus, improving how it serves its customers in order to increase customer satisfaction. During my learning on quality and process improvement, I have come to understand the importance of inculcating the process of monitoring and evaluation in the business structure. This could help in revealing the places in which the business is

Biomedical ethics Essay Example | Topics and Well Written Essays - 750 words

Biomedical ethics - Essay Example In the U.S. 36 states ban late term abortions, however Alaska has no such ban. Where do we draw the line, or do we? In the early 1960's there was a sleeping tranquilizer/morning sickness agent given to women containing thalidomide; a drug with harmful teratogenic effects producing serious birth defects during the early gestational development period. Thousands of babies were born without limbs, as well as other birth defects. Once research revealed the disaster, the U.S. immediately removed it from the market; however the damage was already done. One such mother, Mrs. Sherri Finkbine, had been abroad with her husband been given the drug. When she discovered the potential for birth defects, she decided to abort her five month fetus. In Arizona, it required three doctors to state that an abortion was necessary. She had the medical opinion; however because of the explosion of thalidomide cases, she was required to go to court to get legal permission to abort; permission denied, requirin g her to go to Europe to have the procedure done. Upon her return, she faced social castigation, losing her job. There were also serious implications for her husband, a professor. Many magazines gave graphic coverage of the story, including Life, The New York Times, The Saturday Evening Post, and numerous others. Thus began the abortion on demand dilemma that has been discussed and theorized for the last fifty years. According to the Free Dictionary Online, abortion is defined as the "expulsion from the uterus of the products of conception before the fetus is viable." Spontaneous abortion is when the pregnancy terminates itself naturally. Therapeutic abortion is when the abortion is medically induced out of concern for the health of the mother or fetus, a form of artificial abortion, not occurring naturally. Partial birth abortion is when labor is induced and the infant is delivered except for the head, which is then opened at the base of the skull and a suction catheter removes the brain, killing the infant. The legal definition of abortion was determined in the famous Roe vs. Wade Supreme Court decision on January 22, 1973(410 U.S. 113), as the termination of pregnancy, by any means, before the fetus is able to sustain life independently from the womb. This famous court case set a precedence for abortion in the U.S. by prohibiting any state from preventing a woman to choose whether or not to terminate her pregnancy in the first trimester, making it a question of medical necessity to prevent abortion in the second trimester, and, requiring the health of the mother to be preserved above the life of the fetus in the third trimester. The main stipulation was that it should be done by a licensed physician, in order to protect the life of the woman. On the same day, the Supreme Court ruled on another case, Doe vs. Bolton (410 U.S. 179), that supported a woman's right to have an abortion by limiting the ways in which she is counseled so as to influence her decision . Some states have required teenage girls to have parental permission to submit to the procedure; such a signature is required for any medical procedure on a minor. According to Warren, a human being isn't a person until it is a part of the moral

Is Science a Religion Essay Example for Free

Is Science a Religion Essay Is science a religion? This topic has been debated by many creationists and scientists alike. The philosophy of science makes no claims to knowledge about the supernatural or metaphysical and, by not so doing, is left with an enterprise that although hugely successful is also permanently on trial (Manne, 2010). The only thing scientists can agree upon is the empirical nature of science, but the steps from observations to theory are not without philosophical problems. DISCUSSION Thomas Kuhn thinks that scientific paradigms are essentially pictures of the world that are consistent with observations and logically coherent. But such pictures are necessarily always incomplete, at least until such time as we know everything, and our minds seem to struggle to accept this; it seems like there is an aesthetic compulsion to create harmonious images, even if that means filling in the spaces with metaphysical constructs. Andrew Brown states that the dictionary is wrong; science can be a religion too. He explains that if you strictly use the dictionary definition of science then it cannot be considered a religion, but if you look at science objectively you can see how it could be considered one. He makes a strong argument that religion has too many definitions for science to not be considered one. Richard Dawkins believes the opposite. He states that science is based upon verifiable evidence. Religious faith not only lacks evidence, its independence from evidence is its main virtue. Dawkins makes a good argument for science not being a religion. He even goes so far as to reconsider his stance only if science can get as much education time as religion does. Dawkins’ Atheist views are widely known but there are many more scientists that believe religion has no place in the world. Michael Ruse, on the other hand, asks why religion is not being taught in public schools while science is. His argument is that if â€Å"God exists† is a religious claim, why then is â€Å"God does not exist† not a religious claim? And if Creationism implies God exists and cannot therefore be taught, why then should science which implies God does not exist be taught? I am sure Dawkins was referring to Sunday school and bible study when he referred to science getting as much education time as science, but Ruse has a valid point. Science is taught in schools due to separation of church and state, therefore everyone has to learn science. Sunday school is voluntary. Peter Harrison demonstrated how the role of religion in the rise of modern science often focused on the way in which religion motivated particular individuals, or provided the essential content of approaches to nature. These relate to the origins of science and assume that, once established, modern science becomes self-justifying. However, seventeenth century criticisms of science, such as attacks on the Royal Society, suggest that science remained unimportant for quite some time. The rise of science to cultural importance in the eighteenth and nineteenth centuries was possible only because science was eventually able to establish itself as religiously useful initiative. Religion played a key role not only in the origins of modern science, but in providing the ongoing social sanctions that ensured its persistence and rise to prominence. This is a concept I am sure Dawkins would not appreciate, yet it has merit. The relationship between Science and Religion can be explained from two discrete points of view. Some would argue that scientific explanations are the only means of explaining our existence, while others would argue that religion and the story of creation provide a sufficient amount of the worlds conception. Religion and science both have the same basis, which are truth and understanding. It is this similarity that allows a direct link between science and religion. I believe that there is sufficient evidence to prove that science and religion are compatible. Albert Einstein had the same opinion when he presented the idea of the nature of light that was argued for hundreds of years. Scientology is also a proven example of compatibility between religion and science. Also, when looking at the two from a more general point of view, it would be obvious to say that they can both work together to give us a better understanding of the universe. In the early 1700s, a constructive debate on the true nature of light led to various arguments and theories. The corpuscular theory, which was more religious based, depicted light being tiny particles that were transferred from a source like the Sun to a destination. A more scientific theory suggested that light was a wave phenomenon where the energy was carried by a wave motion and not by movement of actual particles. In the early 1900s, Albert Einstein discovered that light was both a wave and it was composed of tiny particles. He felt that both sides were right all along and both contributed to finding out the true nature of light. With this discovery, he felt that there was a strong link between science and religion. Science without religion is lame, religion without science is blind (Einstein, A). Saying this, he believed strongly in the fact that religion and science were compatible. He believed that religion was a byproduct of fear and a tool to help the primitive human mind deal with it. He believed that many leaders and rulers incorporated religion into their daily functions to secure their rule. The question â€Å"is science a religion? † still remains. The problem may lie in how science and religion differentiate in their distinct methodologies of searching for knowledge and belief. Science refers to a system of acquiring knowledge based on scientific method, it attempts to collect accurate information about the shared reality and to model it in a way that can be used to make reliable. They have concrete and quantitative predictions about events; everything has a hypothesis and has reasons to prove it. Science gains their knowledge through scientific method: testing hypotheses to develop theories through elucidation of facts or evaluation by experiments. It develops theories of the world which best fit the observed physical observed evidence. It can be categorized into two major types of sciences: human science and natural science and they rely mainly on empirical evidence. Religion is a set of beliefs and is related to both the personal practices related to communal faith and to group rituals and communication stemming from shared conviction. Theologians believe in the omnipotent power that God has, they put faith on God and use religion as a tool to satisfy their unanswerable questions and desire to know. Some religious people maintain that religious knowledge is absolute and infallible. However, the knowledge each person believes in varies as religious knowledge varies from religion and each individual. Science tends to be more tangible while religion is more imperceptible according to senses. There is domestic danger in being a world religious leader and technological powerhouse. Religious commitment and leadership in science and technology greatly enlarges the potential for conflict between faith and science in the United States. The relationship between religion and views of science should be of interest not just to scientists and social scientists concerned with public opinion research, but to policy makers as well. Public opinion has significant impact upon the making of public policy. Commonly held perceptions about particular scientific findings could help determine the eventual shape of laws and other policies for issues such as abortion or climate change (Keeter, 2007). Tradition has taught mankind that religion and science are two competing theories that can never be intermixed. Science and religion put forth competing theories on how the world was created, who is responsible for such creation, and what happens to individuals when they die. Further, science proposes solutions for many of society’s problems that many religions clearly define as wrong, such as abortion, stem cell research, and cloning. Early scientists and philosophers integrated science and religion to explain the course and state of the cosmos. For instance, Galileo, Kepler, Descartes, and Newton all asserted that mathematical relations, the foundation of science, were a product of God. According to the four, it was God who invented mathematics and then imposed mathematical laws on the universe to back them up. More than 100 years ago, William James remarked, â€Å"I do not see why a critical science of religions might not eventually command as general a public adhesion as is commanded by a physical science†. In James view, studying religion by way of science could shed more light on the issue than philosophy alone. James believed that philosophy fell short in that it failed to â€Å"capture the depth, motion, and vitality of religion†. By focusing on religion from a scientific point of view, researchers could better determine the concreteness of the religious experience. So, is science a religion? The answer is it depends on who you ask.  There is no concrete evidence to prove that it is or isn’t. I tend to believe that it could be. People like Richard Dawkins say emphatically no, yet he has blind faith that â€Å"what science cannot explain today, it will be able to explain tomorrow† (McGrath, pg. 148). Some have even gone so far as to compare Dawkins’ â€Å"infatuation† with Darwin with the Christian’s worship of Jesus Christ. I have not read anything that proves this but it could be another example of how science can be viewed as a religion. Either way, it seems that some level of faith is required for both and we can learn a lot from each one.

Catching Cold :: Personal Narrative Health Essays

Catching Cold I am afraid to sneeze around my mother. I avoid coughing in front of her, even if just to prevent a wayward piece of spinach from wiggling down the wrong tube. I never blow my nose in her presence or scratch any part of my body for more than a few seconds. No, my mother does not have an unusually weak immune system. Nor is she very elderly or recovering from a chronic illness. In fact, my mom is one of the healthiest people I know. It’s not her own health that she’s paranoid about. It’s mine. On one particularly cold day about fifteen years ago, my mom laid out five shirts on my bed: a camisole, a short sleeve shirt, a turtleneck, a long sleeve shirt, and a sweater. After a few minutes of wrestling the clothes over my four-year-old body, she said, â€Å"There, now you won’t get frostbitten,† and with a satisfied smile patted my marshmallow-like exterior off to kindergarten. Thirty minutes later, as I silently sweated my way through making a Santa Claus out of red construction paper and white cotton balls, my teacher exclaimed, â€Å"It’s cold in here! How many of you feel cold right now?† Small hands shot up around the room and Miss Johnson agreed, â€Å"It certainly is! Now I wish I had worn more layers. When it is very cold outside, you can stay warm by adding extra layers of clothing. Today I am only wearing two layers,† she told us, pulling the edge of her white blouse out from under her red cardigan sweater. â€Å"Is anyone wearing three layers today?† A brief moment of contemplation and counting followed. A few of my classmates raised their hands, beaming as Miss Johnson smiled at them each in turn, saying, â€Å"That is very smart of you. You must be very warm right now!† I was wearing more than three layers. I quietly re-counted my shirts under the table. All of a sudden, Thomas, an annoying bully of a boy who seemed to pay more attention to my affairs than his own, shot up from his seat. â€Å"Deborah’s wearing five layers, Miss Johnson,† he crowed, â€Å"I saw her counting them.† I looked down at the ground, trying to avoid the laughter and teasing of my classmates.

Vera Bradley

Bad Brads BBQ purchased a piece of equipment by paying $5,000 cash. They also incurred a shipping cost of $400 to get the equipment to its factory. The fair value of this equipment is $7,000. For what amount should Bad Brads BBQ record the equipment? | $5,000. | | $5,400. | | $7,000. | | $7,400. | Research and development costs should be: | Expensed in the period incurred. | | Expensed in the period they are determined to be unsuccessful. | | Deferred pending determination of success. | | Expensed if unsuccessful, capitalized if successful. | Goodwill is: Amortized over the greater of its estimated life or forty years. | | Only recorded by the seller of a business. | | The excess of the fair value of a business as a whole over the fair value of all net identifiable assets. | | Recorded when created internally through advertising expense. | Which of the following is considered a â€Å"contra† account? | Unearned Revenue. | | Goodwill. | | Accumulated Depreciation. | | Costs of Good Sold. | Using the straight-line method, depreciation expense for 2012 would be: | $12,000. | | $11,000. | | $60,000. | | None of the other answers are correct. Using the straight-line method, the book value at December 31, 2012 would be: | $44,000. | | $49,000. | | $55,000. | | $60,000. | Using the double-declining balance method, depreciation expense for 2012 would be: | $24,000. | | $22,000. | | $19,000. | | $20,000. | Using the double-declining balance method, depreciation expense for 2013 would be: | $22,000. | | $13,200. | | $14,400. | | $24,000. | Berry Co. purchases a patent on January 1, 2012, for $40,000 and the patent has an expected useful life of five years with no residual value. Assuming Berry Co. ses the straight-line method, what is the  amortization expense  for the year ended December 31, 2013? | $0. | | $8,000. | | $16,000. | | $40,000. | Abbott Company purchased a computer that cost $10,000. It had an estimated useful life of 5 years and no residual valu e. The computer was depreciated by the straight-line method and was sold at the end of the fourth year of use for $3,000 cash. Abbott should record: | a gain of $1,000. | | a loss of $1,000. | | neither a gain nor a loss – the computer was sold at its book value. | | neither a gain nor a loss – the gain that occurred in this case would not be recognized. |

How does Steinbeck present the theme of loneliness in ‘Of Mice and Men’? Essay

‘Of Mice and Men’ by John Steinbeck, is set in mid-1930s America during the depression. This depression came as a shock to America after the 1920s ‘boom-time’. The inspiration that Steinbeck drew upon is the troublesome times people were living through at that time. However, the characters in the novel are lucky in that they are working on a prosperous farm, despite millions actually being out of work at the time. In this essay, I will attempt to bring out key points referring to loneliness and how it affects the characters in the story. The novel is set in a place called Soledad, which incidentally means loneliness. The two central characters in the novel are George Milton and Lennie Small. The first chapter helps us get to know the characters well. George and Lennie are two workers who move from ranch to ranch in search of work and good pay. We know early on that they are currently between jobs, and are hitching lifts to their next job. They had to move on from the last ranch because of Lennie having touched a girl’s dress, so they are on the run. George is quick-witted and intelligent. He is also very cautious â€Å"Lennie. You gonna be sick like you was last night.†. George is ‘small and quick, dark of face,’ also with ‘restless eyes’ this again stresses the point that he is cautious and weary of other people. Lennie however is very childlike – â€Å"Look, George. Look what I done.† – Like a small child, Lennie is trying to impress George. One point emphasised frequently through the book is, despite his terror of violence, he is a man of great physical strength and is often compared to an animal – â€Å"He stood crying, his fist lost in Lennie’s paw.† In many ways, George and Lennie are the two halves of a single person, one of them is strong while the other is weak. The two refer to both George – strong mind, physically weak – and Lennie – physically strong, but mentally weak. Lennie is George’s ‘shadow’, he does as he is told by George – whether in his best interests or not – â€Å"You tol’ me to, George,† he said miserably.’ George and Lennie care for each other as if they were family. George plays the parent figure in Lennie’s life, he has taken on the responsibility for Lennie partly out of pity, partly out of affection, and partly for companionship. They actually need and depend upon one another – â€Å"you got me and I got you† – as Lennie keeps saying. They share a dream to own a patch of land and it is this that keeps them going in the bad times. Other men may also have had this dream, but perhaps don’t have as m uch faith in it as George and Lennie do. Candy is near to the end of his useful life on the farm and knows he has little to look forward to. Candy’s only companion is his dog, we are told Candy has raised him since he was a pup. When the dog is killed by Carlson, Candy is silent almost as if his soul was in the dog, so when the dog is destroyed, Candy is too. He is offered a new pup by Slim, but this is no consolation as he has lost a lifelong friend. Candy is easily hurt by Carlson’s willingness to ‘murder’ his pet â€Å"Le’s get it over with,† Despite his emotional turmoil early in the book, Candy is saved from insanity by George and Lennie. He is let into their dream and he is just as enthusiastic about it as Lennie! â€Å"How much they want for a place like that?† The loss of his dog is not the first he has had to deal with. ‘He scratched the stump of his wrist nervously. â€Å"I got hurt four years ago,† This shows he has only one hand, and has had to come to terms with the loss of something perhaps more important than a pet. Crooks is a ‘special case’. He is a literate black cripple who tends horses on the ranch. This makes him one of the loners in the novel. Because he is black, he has a room of his own – but with manure right outside the window, he is not living in luxury. His significant possessions are his books. Whereas the ranch hands generally read magazines, he has the time – and the intelligence – to read proper books. Literature, after all, educates us, allows us to enter into other worlds, and fills our time profitably. He says, â€Å"A guy sets alone out here at night, maybe readin’ books or thinkin'† The books actually show that Crooks is not inferior. If anything, they show that he has a superior intelligence. However, Crooks indicates the books also reflect his loneliness – he would like someone to talk to. So they also show how he is different and apart from the other workers on the ranch. He has long been the victim of oppressive violence and prejudice, this in itself leaves him separate from the rest of the group. Despite the persecutions, the other characters seem to secretly admire him â€Å"Jesus, how that nigger can pitch shoes.† Then Slim replies â€Å"He’s plently good,† although they never complement him when he is around. Crooks does have rights, but many of them are abused and no-one does anything to enforce them. Crooks has trouble fitting in and making friends because of restrictions imposed on him by the boss – he is only allowed in the bunkhouse at Christmas. Crooks’ character is bored with life and only wishes to be equal with white people, like he seemed to be as a child, and he only now realises why his father despised his white friends as a child. Crooks is isolated from the other ranch hands because he is different. He copes with it by keeping a distance between himself and the other hands but he is drawn into the dream of working on George and Lennie’s farm. When Lennie is with him when the others are in town Crooks is talking about his views on companionship. Crooks tries to talk to Lennie about the loneliness he is feeling caused by being black, but Lennie is too busy thinking about George to listen to him. So Crooks ends up teasing him about George not coming back. Curley’s wife is seen as a possession – something belonging to Curley – rather than a person in her own right. She is just described as a tart, but little more is known about her. It could be because of this that she enjoys teasing Lennie and the others on the ranch; she knows Curley does not approve and it is a way of getting her own sense of being an individual back. She wants to be noticed as a person, her shattered dream of being a movie star is shared with Lennie as they grow a short friendship. She is described as a â€Å"temptress†, â€Å"piece of jail-bait† and a â€Å"tart†. She is portrayed as an evil character, although it is also emphasised that this is no fault of her own. She is blamed by Candy for the end of his own dreams, even though she was also a victim – after Lennie unintentionally killed her. Being lonely she turned to Lennie for companionship, but his love of petting soft things ends in her demise. Lennie and Curley’s Wife are, with the exception of Crooks, the most lonely and misunderstood characters in the book. In chapter five, they meet in the barn after Lennie has accidentally killed his puppy. Curley’s Wife approaches him, but he knows he should not be talking to her, after all George said she was a bad person, â€Å"Well, I ain’t supposed to talk to you or nothing.†. He reveals the dead puppy, and she begins her slow process of seduction, by consoling him – telling him it was not his fault. Then she tells him about her dreams, her life story and how she was cheated out of a movie star career by her â€Å"ol’ lady†. It changes from seduction to a friendship â€Å"because she had confided in him, she moved closer to Lennie and sat beside him† – so now there is a one way trust between the two, Curley’s Wife already having confided in Lennie, but he is still worried about what George might think – a nd the possibility of George not letting him tend the rabbits. But Lennie tells her he likes soft things, and she allows him to stroke her hair. She has fallen into a trap, and it seems she will suffer the same fate as the other creatures Lennie has petted. She does. Eventually killed by her own loneliness, she dies violently at the same strong hands as the mice, the dog and Curley’s hand. Candy then stumbles upon the body, he knows it was Lennie and realises the trio’s dream is finished. He gets George who knows he must reach Lennie before Curley and the other ranch-hands, so he can help Lennie escape the violence that would ensue if he didn’t catch him in time. An alternate way of life is sought by the characters, motivated by their loneliness, this is one of the reasons they drift from ranch-to-ranch, they are continually searching. They do this, often without knowing what they are really looking for. Characters are also lonely because of something within themselves, something that almost seems to make their loneliness inevitable. Different characters seek comfort in different things – for Candy it is his dog; for George and Lennie it is each other; for Crooks it is his pride and skill at things like pitching horseshoes. For them, it is an unending journey moving from place to place, the same jobs, the same routines, different people. Sadly, they never stay in one place long enough to make friends or settle down. Many dream of getting a ranch of their own, but it will never happen as long as they take their pay every month and go into town and waste all they have earned on one night of recreation.

Tom edison essays

Tom edison essays There is one inventor that stands out among the rest his name is Thomas Alva Edison, Thomas Edison is one of the most famous inventors ever known to history. Thomas has taken credit for more than one thousand inventions in fact one thousand and ninety three like the incandescent electric lamp, the phonograph, the carbon telephone transmitter and the motion-picture projector. Thomas Alva Edison was born in Milan Ohio on the 11 of February 1847 and sadly pasted away on October the 18 1931. At the age of ten he was taken out school and was taught by his dear mother Nancy Edison. In the summer of 1868 he invented the first electrical vote recorder this was a big success. Thomas Edison promised that he would invent a minor invention every ten days and a big invention every six months. He also proposed to make inventions to order. Before long he had 40 different projects going at the same time. Edison announced he would invent a safe, mild, and inexpensive electric light that would replace the gaslight in millions of homes. ...

6 Ways to Train Your Essay Writing for College

6 Ways to Train Your Essay Writing for College 6 Ways to Train Your Essay Writing for College Before you finish college, you will have written a great deal of academic papers. That being said, writing each paper is not necessarily easy. The best way for students to improve their essay writing for college is to train the skill-set already taught and expound upon previous writing lessons. Read as Many Academic Papers as You Can Reading different academic papers which are published in your school library or online will open your eyes to college level standards for writing, as well as for research and for citations. These might not be things to which you have been introduced before, and it is better late than never. Learn about Different Citation Styles There are many mistakes made by new college students with regard to citations, often because they are not familiar with the multiple citation styles each teacher may ask them to use. In any given semester students might be asked to write something using APA citation for one class, MLA for another, and Chicago for a third. Familiarizing yourself with these styles and looking over reference material on common mistakes students make can prevent you from making them yourself. Deepen Your Knowledge on the Plagiarism Issue Take seriously the plagiarism guides published by your academic institution and read them more than once. Remember that the key here is to properly cite sources you use and never copy the work of someone else. Take into consideration, too, that even accidental plagiarism can be the ground for expulsion. Ask Your School Teachers What Your Weak Points Are Ask your teachers where you can improve, what areas you should read more about, and what things you can do to hone your skills. Your teachers might tell you that citations are a problem and then direct you to a great book on proper citations. Make a List of Different Topics and Write Essays on Them The more you practice, the better you will be. Don’t limit yourself. Pick interesting topics and produce short, 5-paragraph essays on them so that you can critique yourself. Use the Services of Custom Writing Companies You can send them the essays you have written to practice and they can proofread your samples and tell you your mistakes, so that you can learn from them. With this information in mind, you can then make a list of guides, how-to texts on different academic matters to have it on hand when in college. This will make your homework decidedly simpler for you. Overall, you can improve your writing in myriad ways. Whether you ask your teacher for guidance, practice writing essays regularly, or just read, you can take the steps necessary to prepare yourself for custom college level essay writing.

Issues in a Globalizing world (International Relations) Essay

Issues in a Globalizing world (International Relations) - Essay Example Globalization, for that matter, is also remarked as Internationalization since the nature of the two terms is on a worldwide scale more than anything else. However, on the part of the two terms, the one thing common however is the fact that these have identified themselves well with the changing (and growing) trends, where most of these are credited on the shoulders of the World War II, after which there has been a resurgent rat race nonetheless. The movement of commodities, people, information, money, technological developments, organizational infrastructures, legal frameworks and so on and so forth have only proved to all and sundry that globalization is a phenomenon and it is one that is here to stay for long. The world has become a global village due to globalization and it is a good omen if seen in the proper perspectives. (STOHL, 1988) Globalization helps improve cultural exchange across a wide cross section of regions scattered all over the world. It helps in playing its due p art in the multiculturalism concept where the individuals within it have easy access to the cultural diversities of one another. There is a lot to learn and adapt in the wake of the same. At times, the imported culture literally takes over the reigns and the basis of the local culture of the time within a place or region for that matter and this is a testament big enough to prove of the origins of globalization and the same playing its full effect in the related scheme of things. Then there is the travel and tourism concept which comes under the globalization regime and not to forget the immigration subjects which are discussed every now and then. By having a global system in place which looks after the different countries sitting at a single location, the issue of illegal immigration within countries has also decreased as a result which is surely a positive sign. The local consumer products are introduced in far flung areas and this accounts to the progress thus made

Medical surgical on discharge planning Essay Example | Topics and Well Written Essays - 1750 words

Medical surgical on discharge planning - Essay Example Discharge planning is about determining what a patient needs for a smooth move from one level of care to the other, as they shift from a hospital surgical ward to recover at home as an outpatient. It is certainly best to prepare a patient for recovery rather than to leave them in the dark to experience new things all by themselves because not knowing can have negative consequences. This write-up presents discharge planning for a patient who has had Coronary Artery Bypass Graft surgery performed on them in a surgical ward and is preparing to shift to their home. Coronary Artery Bypass Graft surgery (CABG) is a surgical procedure that is performed to open blocked coronary arteries using grafts from a patient’s own arteries or veins located in the leg, arm or chest (Senagore, 2004, Pp. 346 – 352) and (Fuster, 2009, Chapter 65). The grafted arteries or veins replace blocked coronary arteries to restore blood flow to the heart and to present an improved performance by this vital organ, resulting in relief from chest pain, ischemia and an improvement in patient’s quality of life together with expectations of prolonging a patient’s life. However, CBGR is an invasive procedure carried out under general anaesthesia and the patient recovers under intensive care with assisted breathing administered by a mechanical ventilator. Prior to discharge, the patients usually spend a few days under observation in a non-surgical unit and are counselled and prepared for their discharge. Discharge planning refers to the process that is used to determine what a patient needs for a smooth move from one level of care to the other (Birjandi, 2009, Pp. 1 – 2). It is important to understand that discharge planning is not just about assisting patients to arrange for care after leaving a hospital. Discharge planning is about observing, analysing and deciding about how best to assist a patient to continue with their recovery at home after a physician has

Concert Report Essay Example | Topics and Well Written Essays - 500 words - 14

Concert Report - Essay Example It seemed that even G.E.M herself was also surprised (Arrow, 2007). I cannot think of any song of G.E.M. that is totally loved and is not included in the set of songs she did. The bottom line of the argument is that G.E.M. is a very superb pop star and is one of the many talented singers in the world. One of the things that surprise a lot of people is that most of her concerts are subtitled though not in the English language that sounded so brightly (Timbre). From that I understood her style of impressionist that when she did her song in Cantonese, a mandarin translation of the lyrics was displayed. And when she did her mandarin songs, a Cantonese translation was displayed. The amazing thing was how accurate it followed the vocals of the G.E.M. on things she actually did in English was to cover Rolling in the Deep by artist Adele which she actually performed in the middle of the of the G.E.M. which in essence means keep everybody moving and this is basically the theme of her songs. G.E.M knew how to make her audience feel pleased. Most of her audiences were familiar with the genre of her song where in most cases; she used a symphony as she did her songs. She spent most part of the evening performing most of her popular songs from the competition for example her own bubbles and even the Beyond like you, David Huang,s You Make Me Drunk. I must also point out that G.E.M did a lot of her song using various dynamics for example drum solo during the show, played guitar on a song and even played piano on a song or two as well. To be fair, her drummer was also in harmony with the song that was played on the stage, playing with a consonant sound that she used when she did the drum solo. To speak the truth it was one of the hells in the show most probably because a lot of people slowly making their ways into the arena and as usual she dint want to begin hers show with a half of the audience present while others are absent. The show hit the ground at around

Interpersonal Relationship and Beauty Essay Example for Free

Interpersonal Relationship and Beauty Essay Beauty is not something we can measure, it something that we judge on a person. We can see a face for less than a second and rate whether that person is beautiful or not. Beauty is a characteristic of a person, animal, place, object, or idea that provides a perceptual experience of pleasure, meaning, or satisfaction. Beauty is studied as part of aesthetics, sociology, social psychology, and culture. An ideal beauty is an entity which is admired, or possesses features widely attributed to beauty in a particular culture, for perfection. Helen Keller once said, The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart. Beauty is a kind of quality. Websters dictionary defines beauty as something that is pleasing to ones sight or mind. However, beauty encompasses so much more than that. Beauty may not be recognized at once in people that you meet, but is recognized through close relationships such as family and friends. After time, though, beauty shines through a person by them giving their hearts. So, the stereotypical guy or girl model that most of the world perceives as beautiful, is not the same beauty that family and friends see. Aaron Spelling director of Bay Watch had this to say â€Å"I can’t define it, but I know it when I walk into a room. I talked with a modeling agency that books top male models and they were more descriptive: Its when someone walks in the door and you almost cant breathe. † (Etcoff) Aaron Spelling gives a good definition on what society perceives beauty as. Society thinks of beauty as features that can be found by examining someone just by looking at them not by who they are through their actions and feelings in life. In the article â€Å"What is beauty† it says â€Å"The oxford English dictionary defines the word beautiful as excelling in the grace form, charm of color, and other qualities. †(Etcoff) See, all points are proven that beauty is looked at through external form except through â€Å"and other qualities. † This is where close relationships, such as your family and friends see these other internal qualities rather than outside qualities. In Nancy Etcoff article it states â€Å"We can see a face for a fraction of a second, and rate its beauty. † (Etcoff) How can a fraction of a second determine if someone is beautiful or not? Etcoff explains that it is absurd that you can rate someone beautiful or not in a fraction of a second. This is where family and friends rate your beauty through your actions. This is from the close relationship you have with them. This shows that it takes time to know if someone is truly beautiful of not. David Hume, a Scottish philosopher and historian said â€Å"Beauty in things exists in the mind which contemplates them. That is something that everyone should take to heart. Beauty is missed by so many people because they do not take the time to stop and appreciate all that God has created. † This quote explains beauty is all around us and it’s not our right to judge and say what is beautiful. Instead of judging someone, families do not. They judge you for who you are as a person rather than your looks. Internal and external beauty is both very important in our society. To be beautiful internally means to have a knind heart and be understanding. To be beautiful externally means to be beautiful on the outside such as having a nice figure and a attractive smile. Internal beauty is important because beyond looks, it is your personality that is noticed. External beauty is important because it is your attractive figure that brings attention to someone’s great personality. These two types of beauties are represented and influenced by family members, friends, and society as a whole. Family members are important in how we perceive beauty. Depending on the family member, there is an absolute distinction made between beauties. Parents are most likely to look at the internal beauty rather than the external, while siblings look at the external part more closely. Family members are key in how society perceives beauty and how they show it. Without this part of society, people would most likely judge people for there looks rather than their personality. Internal beauty shows someone’s character. There character is the most important part that is judged. In the article â€Å"What is Beauty† it states â€Å"Although the object of beauty is debated, the experience of beauty is not. Beauty can stir up a snarl of emotions. (Etcoff 68) Nancy Etcoff means that beauty is considered and object in society, but family and friends don’t consider it an object but a possession that is unique to that specific person through there personalities and actions. So, although friends ar friends, they tend to be one of the most hypocritical judges. The thing that matters to friends is if a girl is pretty or vise versa. Then chances are she may also have a nice personality. But if she doesn’t appeal externally, then her internal beauty must also be lacking. This, however, is not always true. Society is the most judgmental of all critics regarding beauty. But in todays society, external beauty is always stressed significantly. This is one of the main reasons why there are so many girls in our country that have eating disorders. Successful women are perceived with external beauty which makes girls feel that they have to look like that which makes them go on ridiculous diets that cause them harm. Society rarely stresses the importance of internal beauty. But family and friends see the persons personality and overlooks the external beauty. By this it gives that person the confidence to accomplish and that they set there mind too no matter what gets in there way. It seems however, that society places too much effort than before how a person looks. Rarely, does a society ever judge a person by the way they act. Based on the influences of family, friends, and society, it looks like family is the most reasonable judge of external and internal beauty. Siblings especially are the fairest judges. Friends are somewhat neutral, and stand the middle ground in differentiating between the two beauties. Society is the harshest critics of beauty, always stressing the external beauty. It seems society will always be one sided; and no one can do anything about it. The best way to judge beauty is by the individuals own standards, not from any other influences. Nancy Etcoff says â€Å"Our bodies respond to it viscerally and our names for beauty are synonyms with physical cataclysms and bodily obliteration breathtaking, femme fatale, knockout, drop dead, gorgeous, bombshell, stunners and ravishing. We experience beauty not as rational contemplation but as a response to physical urgency. This means that all these names that we say to represent beauty have an effect on the people they are being said about. Society has this beauty on a pedestal that no one can ever reach. Family and friends show reality and show the standard of beauty that everyone is at in there unique way. Beauty is something influenced by society, making us look at people externally and not internally. We are based on that beauty has to be perfect in every way that we miss out on internally beautiful people. In life, God didn’t create everyone the same way or the same shape; he created everyone different from one another. So no one can be perfect. We as a society and in the whole world need to look passed the flaws we see in people and truly, sincerely look at who they are and how they act. In a sense there really is no true definition for beauty. Its family and friends that hive a unique definition that everyone should go by. It’s how you act that is your beauty not your looks. Looks don’t last forever, its your personality that last a lifetime.

Abraham Lincoln :: History

Abraham Lincoln Of the many presidents who could be mindlessly passed off as heroes, there are a few truly heroic presidents. Among them, Abraham Lincoln stands tall. In 1861, when Lincoln was elected to office, the situations of the time called for a hero, and Lincoln stepped up. All throughout his childhood, Lincoln had to struggle to make a living and learn as well. His mother died when he was only ten years old. He lived as a farmer, working largely what would be considered â€Å"minimum wage† jobs today. All this while Lincoln struggled to gain knowledge, especially of law. He was always determined to accomplish his goals, and was willing to work as much as it might take to do so. After gaining presidency, Lincoln was faced with a dilemma. The secession of the South, though never officially realized by Lincoln, called for some sort of action. Throughout the Civil War, and even after, Lincoln was very kind and forgiving to southerners. He kept in mind the greater good and strived for the reunion of the nation, rather than becoming angry toward the South. As he stated in a speech at the Gettysburg military cemetery, Lincoln wanted a â€Å"government of the people, by the people, for the people, (that) shall not perish from the earth.† After the Civil War, Lincoln urged the South to put away their weapons, and rejoin the Union. One of Abraham Lincoln’s truly noble and well-known actions was the issuing of the Emancipation Proclamation in 1863. This would proclaim all the slaves in the United States free from slavery. Though this meant little to the South at the time, it means everything today. Any American resident, and hopefully anyone in the world can appreciate Lincoln’s Emancipation Proclamation. Without it, our country wouldn’t demonstrate the same sense of freedom and equality it currently does. All people of minorities especially would regard Lincoln’s proclamation heroic. It freed them from possibly being born into slavery, and was the first national-scale step towards racial equality. I personally consider this act heroic. For one, I am not a racist, nor do I support or participate in racial discrimination. In addition, we would live in a completely different world than we live in now if slavery were still allowed. Lincoln committed much of his time into abolishing slavery, earning a great deal of respect from many.

A Clean Well-Lighted Place

A Clean Well-Lighted Place is among one of the many literary masterpieces of acclaimed writer, Ernest Hemingway. It is very characteristic of his writing style that contains deeper undertones than how they are presented. It suggests more complex meanings and perceptions about universal subjects like life and religion and may possibly be reflective of Hemingway's life in particular.This is a story about three characters who were in a cafe and have exchanged a few dialogues. The simplicity of how the story was written and it's short length definitely stirs the emotions of the readers. It cultivates interest on the concealed meanings in the different exchanges and manner of the characters. It may seem somewhat vague and does not elaborate on the details making it all the more enticing as much as it is frustrating.Take for example, details which concerns the old customer. Not much detail with regards to his act of committing suicide was included. Information on the reasons why he lost hi s wife was also omitted which might have been very useful in interpreting the man's reasons for doing an act that would end his life. This deliberate attempt by the author to conceal some points in the story keeps the reader in question about the authorial intention behind this presentation.In the analysis of the story's writing style, one can assume that the authorial purpose in his work is to amplify a certain idea that will contribute to the fullness of the story's theme. It aims to invite a sense of introspection that is important in understanding the concept of the story as well as looking within to futher realize the truthfulness of the story's relevance when applied to real life.Though the characters are only minimal, they are very much representative of the group that the author would like to emphasize. The old man as well as the older waiter represents the older generation and the young waiter is characteristic of the young generation. Both the waiters are having a conversa tion referring to the old man that is their customer.They are both referring to something that everyone will have to undergo — old age. Their different views and thoughts about the old man is different and contrasting, like the idea that the old waiter presented. He says that a wife would do the old man good which the younger waiter disagrees to. The old waiter also shows compassion and patience to the old man and even arguing with the young waiter about letting the old man extend.The young waiter reacts as would young persons usually do, be irritable and make rude remarks about the old man which they do not realize will be an eventuality for them in the future. The older waiter on the other hand, probably realizing that he is aged as well, exhibits a more emphatic manner when it comes to the old man. As the story develops, the characters also develop in a sense that contributes to the theme of the story.The old waiter soon evolves into a character very similar to the old man . The turning point of his character was when he said the following lines, â€Å"Each night I am reluctant to close up because there may be some one who needs the cafà ©.†This act of generosity simply shows that he can relate to all those who need refuge during the night and those who need a clean and well-lit place to stay. This is also evident in his act to mask his real problem by making himself believe that he has insomnia which a lot of people suffer from. He intends to make it seem that he is suffering from something that is common instead of suffering from a deeper ailment of the heart and the emotions.

Impact of Advertisement

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