Barium Enema Essay -- essays research papers fc

Everyone should know that a lower GI is a very common and important exam used to diagnose many colon conditions. A lower GI examination, also know as a barium enema, is an x-ray examination of the large intestine. The large intestine, or large bowel, consists of the entire colon, including the appendix, rectum, and sigmoid colon. This commonly performed test is essentially the predecessor to the more familiar colonoscopy. A lower GI is used worldwide to help diagnose fatal diseases and many other problems that affect the large intestine. Some of the reasons that your doctor might order this exam are if you are experiencing diarrhea, constipation, blood in your stool, unexplained weight loss, anemia, to screen for colon polyps or colorectal cancer. Because this test demonstrates the large bowel, it is imperative to clean out the bowel completely. The smallest amount of stool left in the intestine can affect the accuracy of the test. To ensure the colon is cleaned the patient is instructed to be on a clear liquid diet for 24 hours prior to the exam. They are also instructed to take a strong laxative the day before. Most patients say that the preparation for the exam is the worst part. Before the test is started an x-ray of the abdomen is taken to check for residual stool and gas. If there is too much stool remaining in the bowel, the patient will have to be rescheduled, and take the laxative prep again. A barium enema test is done by a radiologist and one or two radiographe...

Oaklahoma Tornado

On Monday may 20th, 2013 a devastating tornado ripped through the small town of Moore, Oklahoma. This tornado was part of an outbreak of tornados that began in the plains on the 19th. Many towns were affected by Monday’s tornado however Moore got the brute of it. Moore is just 20 minutes south of Oklahoma City. The final death toll is 24 people; this was considered a miracle considering the amount of damage. Many rescue crews worked day and night to try to save as many people as they could. Everyone had to work together for it to be organized. Moore, Oklahoma is a town of 55,000 people. The first tornado warning was issued at exactly 2:40pm. This was 16 minutes before touch down of the massive twister. An average warning only goes out 8-10 minutes before a tornado. During this massive tornado outbreak, 28 tornados were reported touching down in the states of Oklahoma, Kansas, Illinois and Iowa. Tornados are rated on how severe they are on a scale called the Enhanced Fujita Scale, which is named after the man who invented it, Dr. Theodore Fujita. The Enhanced Fujita Scale goes from EF-0 (light damage) to EF-5 (incredible damage). EF-0 tornados are 65-85mph (105-137km/h) winds. EF-5 tornados are greater than 200mph (322km/h) winds. The national weather service originally classified the tornado that tore through Moore as an EF-4, but later changed it to an EF-5. This tornado was 2 miles wide at its widest point and traveled a 17 mile long path. Authorities said this was the deadliest tornado in the United States since 161 people died in Missouri 2 years ago. Over 13,000 homes were damaged or destroyed by this life shattering tornado. Originally 51 people were reported dead directly from the tornado and injuries sustained from it. That number later dropped to 24 people. It was said that bodies were counted multiple times in the field and reported but the official number came from the coroner’s office. Out of those 24 dead, 9 of them were children. 7 of those 9 children came were at the Plaza Tower Elementary school when it was turned to rubble. The Plaza Tower Elementary was smashed by the tornado sending many to the hospital. Hospital staff worked around the clock and called many extra workers in to help the overwhelming amount of people coming in. 299 were reported to be seen at any area hospitals. Moore Medical Center was evacuated after it was damaged from the storm. All patients were sent to either Norman Regional Hospital or Healthplex Hospital. Between those two 80 patients were seen for various traumatic injuries. Oklahoma University Medical Center treated 93 patients, 59 children and 34 adults. They treated injuries from minor cuts and lacerations to impalements and open fractures. St. Anthony Hospital treated 36 patients, 14 of them being children. They also transferred 3 patients to another hospital because of their injuries. 0 patients were reported to be seen at Integris Southwest Medical Center for trauma related injuries. On Tuesday 60 patients remained hospitalized following Monday’s tornado. Hospital staff worked nonstop to get done what needed to be done and to get people healed. Countless amounts of people came from all over to help. Some of the first to arrive were the first responders. Firefighters, EMS crews, police officers, the military and many more had to work together in a race against the clock looking for survivors and getting the injured help. Oklahoma army and air guard troops were activated to help search. Fire crews from all over Oklahoma came to help including the fire crew from Tinker Air Force base, which is the closest base to the affected area. 80 National Guard members were deployed for search and rescue. Because of the mass amounts of people coming to help the roads were packed. State Highway Patrol asked people not involved in search and rescue to stay off the roads so emergency responders can do their job. Firefighters used thermal imaging cameras (TIC) to find victims trapped in the rubble. Because crews worked all night the cameras helped see when it was too dark. The National Guard had other specialized equipment to also help. One of the first places searched was the Plaza Tower elementary. Rescuers pulled many children unharmed from the school and took them to a triage center set up in the parking lot. Cadaver dogs were used to sniff for survivors trapped in the rubble. At dawn new search and rescue teams moved switching out with 200 or so emergency responders who worked timelessly all night. Moore fire Chief, Gary Bird said they were going to search every building â€Å"at least 3 times†. After 24 hours he said he was confident there were no more suriviors or bodies. After a place or car was searched they were parked with a red X. An incident command system is needed in place of every disaster. In the case of a tornado everything needs to be smooth. The command post has to be located in the right spot. It must have good communication abilities and enough space for everyone to work. The command post should set up a place to receive 911 calls directly so they can quickly assign recon teams to where they are needed. It is also a good idea to have a TV at the post so they can watch what the news helicopters are covering and where needs the most attention. The Fire Department had an important role in the entire process. They have the tools and equiptment to extract vitims and 4Ãâ€"4 vehicals to access areas that others can not. EMS of course is very important. They were limited emergency treatment and transport so they did not become engaged in long rescues and so more patients can be seen in the hospital. EMT’s were limited to triage so the more advanced paramedics can do more treating en-route to the hospital. The police played a major role which was perimeter control. Many people wanted to see the damage which was getting in the way of workers. They also had to keep people back because of the hazards from downed power lines and natural gas leaks. Everyone that came to help played a role that was beneficial to everyone. This tornado was a terrible disaster. Mother Nature is a powerful thing and should never be under estimated. Everyone affected by this tornado is never going to forget this, but they all will get past it. The town of Moore will be rebuilt and stronger than before. All hospital staff will remember this day as one of the busiest days of their career. Incident command systems are always needed to be set up ASAP to get everything handled correctly and fluidly.

Lieutenant General A.P. Hill in the Civil War

Born November 29, 1825, at his family plantation near Culpeper, VA, Ambrose Powell Hill was the son of Thomas and Frances Hill. The seventh and final of the couples children, he was named for his uncle Ambrose Powell   Hill (1785-1858) and Indian fighter Captain Ambrose Powell.   Referred to as Powell by his family, he was educated locally during his early years. At age 17, Hill elected to pursue a military career and received an appointment to West Point in 1842.   West Point Arriving at the academy, Hill became close friends with his roommate, George B. McClellan. A middling student, Hill was known for his preference for having a good time rather than academic pursuits. In 1844, his studies were interrupted after a night of youthful indiscretions in New York City. Contracting gonorrhea, he was admitted to the academy hospital, but failed to improve dramatically. Sent home to recover, he would be plagued by the effects of the disease for the remainder of his life, usually in the form of prostatitis. As a result of his health issues, Hill was held back a year at West Point and did not graduate with his classmates in 1846, which included notables such as Thomas Jackson, George Pickett, John Gibbon, and Jesse Reno. Dropping into the Class of 1847, he soon befriended Ambrose Burnside and Henry Heth. Graduating on June 19, 1847, Hill ranked 15th in a class of 38. Commissioned a second lieutenant, he received orders to join the 1st US Artillery which was engaged in the Mexican-American War. Mexico Antebellum Years Arriving in Mexico, Hill saw little action as the bulk of the fighting had finished. During his time there he suffered from a bout of typhoid fever. Returning north, he received a posting to Fort McHenry in 1848. The following year saw him assigned to Florida to aid in fighting the Seminoles. Hill spent the majority of the next six years in Florida with a brief interlude in Texas. During this time, he was promoted to first lieutenant in September 1851. Serving in an unhealthy climate, Hill contracted yellow fever in 1855. Surviving, he received a transfer to Washington, DC to work with the US Coast Survey. While there, he married Kitty Morgan McClung in 1859. This marriage made him brother-in-law to John Hunt Morgan. The marriage came after a failed pursuit of Ellen B. Marcy, daughter of Captain Randolph B. Marcy. She would later marry Hills former roommate McClellan. This would later lead to rumors that Hill fought harder if he thought McClellan was on the opposing side. The Civil War Begins On March 1, with the Civil War looming, Hill resigned his commission in the US Army. When Virginia left the Union the following month, Hill received command of the 13th Virginia Infantry with the rank of colonel. Assigned to Brigadier General Joseph Johnstons Army of the Shenandoah, the regiment arrived  at the First Battle of Bull Run that July but did not see action as it was assigned to guard Manassas Junction on the Confederate right flank. After service in the Romney Campaign, Hill received a promotion to brigadier general on February 26, 1862, and was given command of the brigade formerly belonging to Major General James Longstreet. The Light Division Serving gallantly during the Battle of Williamsburg and the Peninsula Campaign in the spring of 1862, he was promoted to major general on May 26. Taking command of the Light Division in Longstreets wing of General Robert E. Lees army, Hill saw substantial action against his friend McClellans army during the Seven Days Battles in June/July. Falling out with Longstreet, Hill and his division were transferred to serve under his former classmate Jackson. Hill quickly became one of Jacksons most reliable commanders and fought well at Cedar Mountain (August 9) and played a key role at Second Manassas (August 28-30). Marching north as part of Lees invasion of Maryland, Hill began bickering with Jackson. Capturing the Union garrison at Harpers Ferry on September 15, Hill and his division were left to parole the prisoners while Jackson moved to rejoin Lee. Completing this task, Hill and his men departed and reached the army on September 17 in time to play a key role in saving the Confederate right flank at the Battle of Antietam. Retreating south, Jackson and Hills relationship continued to deteriorate. Third Corps A colorful character, Hill typically wore a red flannel shirt in combat which became known as his battle shirt. Taking part in the Battle of Fredericksburg on December 13, Hill performed poorly and his men required reinforcement to prevent a collapse. With the renewal of campaigning in May 1863, Hill took part in Jacksons brilliant flanking march and attack on May 2 at the Battle of Chancellorsville. When Jackson was wounded, Hill took over the corps before being wounded in the legs and being forced to cede commander to Major General J.E.B. Stuart. Gettysburg With Jacksons death on May 10, Lee began to reorganize the Army of Northern Virginia. In doing so, he promoted Hill to lieutenant general on May 24 and gave him command of the newly formed Third Corps. In the wake of the victory, Lee marched north into Pennsylvania. On July 1, Hills men opened the Battle of Gettysburg when they clashed with Brigadier General John Bufords Union cavalry. Successfully driving back Union forces in concert with Lieutenant General Richard Ewells corps, Hills men took heavy losses. Largely inactive on July 2, Hills corps contributed two-thirds of the troops involved in the ill-fated Picketts Charge the next day. Attacking under the leadership of Longstreet, Hills men advanced on the Confederate left and were bloodily repulsed. Retreating to Virginia, Hill endured perhaps his worst day in command on October 14 when he was badly defeated at the Battle of Bristoe Station.   Overland Campaign In May 1864, Lieutenant Ulysses S. Grant commenced his Overland Campaign against Lee. At the Battle of the Wilderness, Hill came under heavy Union assault on May 5. The next day, Union troops renewed their attack and nearly shattered Hills lines when Longstreet arrived with reinforcements. While fighting shifted south to Spotsylvania Court House, Hill was forced to cede command due to ill health. Though traveling with the army, he played no part in the battle. Returning to action, he performed poorly at North Anna (May 23-26) and at Cold Harbor (May 31-June 12). After the Confederate victory at Cold Harbor, Grant moved to cross the James River and capture Petersburg. Beaten there by Confederate forces, he began the Siege of Petersburg. Petersburg Settling into the siege lines at Petersburg, Hills command turned back Union troops at the Battle of the Crater and engaged Grants men several times as they worked to push troops south and west to cut the citys rail links. Though commanding at Globe Tavern (August 18-21), Second Reams Station (August 25), and Peebles Farm (September 30-October 2), his health began to deteriorate again and his missed actions such as Boydton Plank Road (October 27-28). As the armies settled into winter quarters in November, Hill continued to struggle with his health. On April 1, 1865, Union troops under Major General Philip Sheridan won the key Battle of Five Forks west of Petersburg. The next day, Grant ordered a massive offensive against Lees overstretched lines in front of the city. Surging forward, Major General Horatio Wrights VI Corps overwhelmed Hills troops. Riding to the front, Hill encountered Union troops and was shot in the chest by Corporal John W. Mauck of the 138th Pennsylvania Infantry. Initially buried in Chesterfield, VA, his body was exhumed in 1867 and moved to Richmonds Hollywood Cemetery.

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.