Invertebrates

Invertebrates Jellyfish The Jellyfish are truly a wonder of nature. They have always been objects of deep observation and admiration. Not to mention the fact, that they are also considered in great awe, fear and even repulsion by some folks. The repulsion and fear have originated from the fact that these creatures can be quite beautiful to behold, but extremely painful when stung by them. These marine creatures are classified under the group of Cnidarians. They typically have a soft jelly like consistency to their body, prompting the people to call them as Jellyfish. There are numerous surprises in store, when we deal with Jellyfishes.The first and foremost of the surprise is the vast reservoir of chemical factories, inside the tiny body. Though this creature does not have a vertebral column, a proper demarcation of body and head, and not even a brain, yet this Jellyfish is seen to possess numerous different chemicals, some of which are extremely toxic and poisonous too. Next in stor e for the observer or the scientist is the next surprise, which is the fluorescent quality of these creatures. The Jellyfish possess a chemical protein inside their body fluid, called as aequorin, which was derived from the species of Jellyfish called as Aequorea Victoria.The GFP or the green fluorescent protein was derived from this protein. Both these proteins have a property of photo luminescence, which means lighting up in the dark, and also the property of fluorescence. Then there are the Neon Jellyfish which are also called as rainbow Jellyfish. These do not produce any photo luminescent protein as such. But yet they manage to shine or light up in the dark. They possess a hair like structure called cilia which help in their motility. The light which falls on these cilia is reflected back and this simple property of light reflection makes these rainbow Jellyfish fluorescent.Cycloporus Venetus (Blue Flatworm) FLATWORMS – UMMM. THEY'RE FLAT We have to run out of steam ther e. But that's the one obvious connection between all of the worms in this group. Sure we can tell you that there are over 20,000 known species. Most of the species are parasitic. They are super-primitive organisms that were the first to develop mesoderm. The big thing you should remember is that they are flat. There may be one more fact to remember. They are found in every environment that has water. Many scientists believe there are hundreds of species we will still discover. BASIC TYPESYou'll learn about a few classic examples of flatworms in your classes. Tapeworms are always a nasty example. They live in intestinal tracts of many species. Cats, dogs, and even you could wind up with tapeworms. You'll also hear about flukes. It's another parasitic species that has a close relationship with man and other mammals. They are suckers in the flatworm family. Planaria are harmless flatworms that are often used in your biology labs. They are freshwater flatworms that have a head like an a rrow. They're black with two white spots on their heads. Those spots are not eyes, but they do sense light.Flatworms have very simple nervous systems. WHERE WILL YOU FIND THEM? If you find water, there's a good chance flatworms will be around. Most are very small and not obvious immediately. Flatworms get most of their oxygen through diffusion. Since they have no specialized circulatory system, their flatness gives them a greater surface area to absorb more oxygen. There are species in many freshwater and saltwater environments as well as inside larger organisms. While we made them seem easy to find, it's sometimes very hard to track them down. Since many flatworms are parasites, they have lifecycles in different hosts.Eggs many be deposited in the feces of one species. Another organism might eat those eggs and development begins in the digestive system. The flatworm might then mature in the muscle tissue. Flatworms can get around. SOME STRUCTURE STUFF Although really simple, flatwo rms have some advanced structures compared to some other animals. They were the first species to develop mesoderm. That mesoderm tissue develops into organs and muscles as the organism grows. They also have simple nervous systems and sensory organs. While they don't have a respiratory system or circulatory system to speak of, they do have a neat little digestive system.Most species of flatworms have no anus and a cavity with only one opening. While not all species do, many flatworm species use a mouth to eat. The only problem with no anus is that the stuff you don't digest has to go out the mouth when you're done. Other materials that need to be removed from the system can be excreted through specialized cells called flame cells. Flame cells are the first appearance of excretory ducts in organisms. Flame cells have cilia that beat and filter out materials that the flatworm wants to get rid of.

Jail and Prison Comparison Paper Essay

Jail is usually the first place a person is taken after being arrested by police officers. The authority of states to build, operate, and fill jails can be found in the Tenth Amendment, which has been construed to grant to states the power to pass their own laws to preserve the safety, health, and welfare of their communities. Jail is to protect the public and citizens of county by providing a wide range of constructive, professional correctional services for pre-trial and convicted detainees. Jail is also ensure the safety and welfare of staff, visitors, and offenders by operating facilities and programs in a secure, humane environment which meets professional and standards and constitutional requirements. It reduces the rate to reincarceration by providing offenders with the opportunity for self improvement and the inner resources necessary to make a successful adjustment within the community. An act of 1790 brought about sweeping reforms in the prison and authorized a penitentiary house with 16 cells to be built in the yard of the jail to carry out solitary confinement with labor for â€Å"hardened atrocious offenders. Jails are run by the county of a state and serve as locally-operated holding places, usually for brief periods of incarceration or as a detention place before and during trial and other legal matters. For example, someone convicted of a misdemeanor crime would be jail. In addition, the sentence must be less than a year. Jails are especially for someone b eing held in custody for trail, or they couldn’t afford bail, or they were just arrested will be held in the county jail, not prison. As such, jails are impermanent county residences, and lack many of the amenities and programs that the large prisons have. Jails are usually run by the sheriff or the local government. According to the Department of Justice, there are approximately 3,600 jails in the United States. On the hand, prisons are federal or state-run. Prisons are generally much bigger and much more high-security levels. Inmates convicted of federal felonies usually go to federal prison, and those convicted of state felonies go to state prison. Prisons often have very elaborate education and vocational training programs, halfway house service, work-release programs, and recreational and entertainment facilities. The original history of the federal prison system started back in the 1890s but it was not until 1930 that president Hoover signed a bill establishing a federal prison system that would actually start the building of actual federal facilities. The federal system had been relying on the state and local levels of government to house their prisoners. The Federal Bureau of Prisons was established within the Department of Justice and charged with the â€Å"management and regulation of all Federal penal and correctional institutions. † This responsibility covered the administration of the 11 Federal prisons in operation at the time. As time has passed and laws have changed, the Bureau’s responsibilities have grown, as has the prison population. At the end of 1930, the agency operated 14 facilities for just over 13,000 inmates. By 1940, the Bureau had grown to 24 facilities with 24,360 inmates. Except for a few fluctuations, the number of inmates did not change significantly between 1940 and 1980, when the population was 24,252, according to Federal Bureau of Prison. However, the number of facilities almost doubled from 24 to 44 as the Bureau gradually moved from operating large facilities confining inmates of many security levels to operating smaller facilities that each confined inmates with similar security needs. The federal prison incarcerated for longer time and associated with White Collar criminals. Some of the crimes that fall under federal crimes are drug dealer, political person, false insurance, bank robbery, and many more. On the other hand, the state prison system has been in existence since the early 1800s with the building of Sing Sing state prison. Sing Sing state prison is one of the oldest state penitentiaries in existence today and is still in use. The state prisons also refer to blue collar criminals. The state prison system is devised of a network of small prisons that hold most of the United States prison populations. Since the beginning of penitentiaries in each state growth has been a rising issue. Many states have to provide millions of dollars to their prison systems. Those who commit state or break the state roles, they will automatically be sent to state prison and wait for federal if there is any. Some crimes that can be incarcerated within a state prison such as habitual offender, sex offender, drug user , and other violent crime offender. In the State Prison, there are five security level have been established for correctional facilities and inmates are low security, medium security, high security, and maximum security. Inmates have been conditionally released into the community but remain under the supervision of the Department of Corrections. Low security includes Work Farms, Boot Camps, Forestry Camps, etc. Basically these are either first time low-risk offenders or inmates who have worked themselves up in the system and are possibly on their way out of prison. Being considered low risk, affords the inmate to better living conditions and a few more freedoms. They have earned the trust of the institution. This is why we believe it’s imperative to tell your family member to steer clear of any trouble during their incarceration. Minimum security categorize for inmates coming up in their time or those inmates that have committed a less severe crime. This level of inmate can be trusted and is usually designated as a form of trustee or in a trusted work detail. Medium security, 3 inmates are typical of any placement for someone headed to prison. You must earn the trust from the staff at all levels to work your way up. This level of inmate has some rights and freedoms, but not many. Finally, maximum security is typically in lockdown most of their time and are usually the more violent or feared members of the population. To be housed at this level the inmate must have performed an extremely violent crime. There are basically no freedoms unless the Max inmate is housed with other max inmates, and they are only allowed out for one hour per day. This is not always the case with every prison, jail or detention facility. Some offer multiple programs and allow limited movement, classes, details and freedom for all inmates. According to the Department of Justice, there are minimum security, low security, medium security, and high security in the Federal Prison system. Minimum security institution is also known as Federal Prison Camps have dormitory housing, a relatively low staff-to-inmate ratio, and limited or no perimeter fencing. These institutions are work- and program-oriented; and many are located adjacent to larger institutions or on military bases, where inmates help serve the labor needs of the larger institution or base. Low ecurity Federal Correctional Institutions have double-fenced perimeters, mostly dormitory or cubicle housing, and strong work and program components. The staff-to-inmate ratio in these institutions is higher than in minimum security facilities. Medium security have strengthened perimeters (often double fences with electronic detection systems), mostly cell-type housing, a wide variety of work and treatment programs, an even higher staff-to-inmate ratio than low security FC Is, and even greater internal controls. Finally, High security institutions know as United States Penitentiaries have highly secured perimeters (featuring walls or reinforced fences), multiple- and single-occupant cell housing, the highest staff-to-inmate ratio, and close control of inmate movement. Some of the factors influencing the growth in jail are drug offenders sex offenders, violent offenders, increase in time served women offenders. The corrections system does four fundamental things. The first three, basic life care for offenders, risk identification and risk management, cover the bases of managing offenders. However, only risk reduction â€Å"hits a home run† to significantly affect offender outcomes and community safety. According to the National Institute of Corrections, appropriate treatment reduces recidivism by 30%. In recent years community-based corrections has been trained in and begun implementing evidence-based practices. In recent years community-based corrections has been trained in and begun implementing evidence-based practices.

A Weak Fiscal Lever

Economic management is The basic aim of any government in the world and its main policy objectives includes management of low and stable inflation, reduction in unemployment, maintain economic growth and to secure a favorable balance of payments.Fiscal lever is one of the main policy tools available to government to tackle economic downturn. According to Dornbusch, Fischer, and Startz, fiscal policy is the policy of the government with regard to the level of government purchases, the level of transfers, and the tax structures (Dornbusch, Fischer, and Startz 199).With all its significance, Fiscal lever should be very strong for stabilization of economy.High sensitivity of investment to interest rates and misunderstanding of policy makers to anticipate the need of particular crisis makes a fiscal policy weak and ineffective.A weak fiscal lever is the recipe to create inflation and retard private investment by higher interest rates that leads to arrest growth and development because low er investment means, the capital stock is also lower that leads to lower future incomes. Â  That is the condition of total breakdown of the structure of any economic system.A weak fiscal lever also creates social unrest by manipulation of resource allocation in the hands of government to fulfill their political priorities. It is well evident fact that if civil society will be dissatisfied by the policies the process of growth can not be carried out rather the crisis management can not be achieved. In other words weak fiscal lever can not help economy to get out of recession with all its traditional tools.Work CitedDornbush, Fisher, and Startz. Macroeconomics: McGraw-Hill, Singapore. 1999. Print

The first essay Movie Review Example | Topics and Well Written Essays - 500 words

The first essay - Movie Review Example le Citizen Cane demonstrates many technical innovations that would be seminal to the production of film, How Green was My Valley may be the better film taken overall – less influential, but more watchable and engaging in several ways. Citizen Kane is largely hailed as the best movie ever made, and eventually canonized repeatedly in the American Film Institute’s â€Å"100 Films† series. There are many ways that Citizen Kane deserves all of these accolades it was a remarkable film, popular in its time, but also very influential to later films. It was not, however, immediately recognized for the kind of praise that it now garners. And this rests on the fact that Citizen Kane was influential primarily due to its many technical advancements. The opening shot of the film, for instance, has a crane shot dipping through a window, depicting the dead body of Kane, was completely novel and then repeated quite frequently. The film also used deep focus, which provided the viewer with the foreground, midground and background were all sharp and viewable, which in some ways made the film more akin to what the eye sees naturally. For all of this technical brilliance, which was incredibly influential, however, Citize n Cane, as a film, has many failings. The audience never really connects with any of the characters such as the distant Kane or the detached reporter following up on his final words. The stakes are not very high – no one knows why â€Å"rosebud† might be of any importance. How Green was my Valley ¸ on the other hand, was not seminal in any ways. It was an entirely traditional 1940s film which had minimal influence on the techniques of film making. Yet as a film, a piece of entertainment, it may have been more successful. Its story is compelling and engaging – one actually feels close to its characters, and worry over their troubles. It has an emotional depth that Kane lacks, and one feels more like a friend seeing a neighbor in trouble watching it,

MBA SUBJECT corporate strategy exam case study .plz find the case

MBA SUBJECT corporate strategy exam .plz find the on KPN surviving the crisis in the telecommunication industry and answer the following question - Case Study Example Diversification strategy is a completely different strategic option as the company would usually diversify its products, competencies into completely different regions. There is high risk in this strategy but the returns are also high as well. In relation to the KPN case study, it is observed that the company had chosen to use product development and market development as their new strategic option. KPN chose the aforementioned two strategic options for many reasons. Firstly, the company wanted to focus on their core competencies and dispose of their non-core assets. Secondly, the external factors of change such as privatization, deregulation, technological developments and growth in mobile communications compelled the company to diversify its activities in different markets using new products. In response to the aforementioned changes, the company first chose the product development strategy by developing new products in the area of mobile and internet for its existing customers such as private individuals, small business and big corporations who were on the verge of changing in terms of expansion with the need of new technologies in telecommunications. The advantage of using this strategy was that KPN now had a clear direction on which it could focus and gain market share by introducing better technology for retention of its customers. As the market grew, the company took its product development strategy in the global arena which turned its strategy into the market development strategic option. The reason for doing so was that many corporations big and small were now playing on the global field with requirements such as just in time deliveries, enterprise resource planning systems and fast telecommunications. The advantage of using market development strategic option was that the company now had broad base of customers in different countries rather than just relying on its

Question 4 Essay Example | Topics and Well Written Essays - 1500 words

Question 4 - Essay Example The boons of this technology do not end here. It s a new generation technology that lay unrecognized for a long time owing to high costs, and has now come into focus (Z Corporation, 2005). Thus 3D printing technology has the potential to affect almost each and every industry and varied aspects of the personal lives of people. Revolution in the modern industrialization: 3D printing technology The benefits of the 3D printing technology are being increasingly realized in the medicine industry. Production of medicine pills or capsules might be changed forever with new bio-printers actually printing human tissue, advancing the methods of pharmaceutical testing. Along with process of production the rate of production of these pills would also undergo vast improvements. The construction business and architecture is changing fast under the effect of this technology. Nowadays, designs of intricate architectural drawings are developed quickly in the form of 3D-printed models. This process is f ound to be relatively less expensive and also as less time consuming than the traditional process of building prototypes of handcrafted models made of cardboard. Even experiments are being made by â€Å"printing concrete structures† (3dprinter, 2013) using gigantic 3D printers. ... Beautiful objects, starting from artistic sculpture to household fixtures, now are not needed to be build with ones hand; they are simply designed using computer software (3dprinter, 2013). Hence one has the liberty to â€Å"imagine a future in which† (Barnatt, 2013) solid objects can be printed by a device attached to a computer. In this future industries have the prospect of moving to a new height and services be improved to the extent that tangible goods might be delivered to common households at their desktops. ‘Atomization’ of computer generated designs would lead to the creation of virtual prototype objects or even real user-end objects in much less time than it is required at present. The internet can be used to connect different producers and suppliers and also the consumers. It would allow modern industries to abandon their processes of â€Å"mass pre-production and stock-holding of a wide range of goods and spare parts† (Barnatt, 2013). The jewell ery industry 3D printers are â€Å"capable of outputting physical objects† (Barnatt, 2013) and are therefore getting installed in different manufacturing plants in different industries. In the jewellery industry it has started to generate a multitude of innovative digitalized manufacturing capabilities. Many companies in the jewellery industry are adopting this latest technology. Process of gold/silver printing The method of 3D printing uses the ‘additive manufacturing technology’ (Tyagi, n.d.). It is a process of â€Å"printing an object† (Hembrey, 2013). It involves the process of transferring some material onto a surface in the printer on which the object is to be build, layer after layer, in the method of spraying. These layers are â€Å"placed one on top of the other until the

Accounting For Financial Instruments For Securities and Investment Term Paper

Accounting For Financial Instruments For Securities and Investment Companies and Banking Institutions - Term Paper Example In particular, the use of the SFAS 157 accounting policy differs in its application for the banking industry and investment companies. Recent bouts of credit crises have ended in lasting implications in which financial instruments have stringent regulations. International accounting standards demand that certain procedures get disclosure in the accounting and valuation of financial instruments and securities. The standards are highly specific on fair value measurements for different classes of financial instruments. The objective of this report is to debate the differences in accounting for financial instruments and securities in investment companies and banking corporations with regard to SFAS 175 (ASC 820-20). Advancements in economic perspectives are responsible for the unprecedented increase in the use of financial instruments. Therefore, accounting regulations bodies have had to come up with policy guidelines to keep pace with these changes. Policy changes in regulation of finan cial instruments will continue to affect the industry for many years to come. An intriguing and somewhat challenging issue pertaining to the use of financial instruments and securities is the difference in their usage across a range of industries. SFAS 157, on fair value measurements, seeks to fill this important role and resolve any obstructing issues. This paper discusses how the financial reporting standard varies for the investment and the banking industries. SFAS 157 (ASC 820-10) Fair Value Measurements The fair value measurement standard, which came into force in 2006, seeks to provide a unified framework that offers greater consistency in application of fair value measurement guidelines (J.P. Morgan, 2).SFAS 157, Fair Value Measurement, defines fair value, outlines a framework for its measurement through levels, and expands disclosures relating to fair value. The accounting statement provides a major pronouncement to the measurement of fair value for financial instruments, an d its effects spread to several corporate entities. The broad mandate of the SFAS 157 is to increase disclosure requirements for fair value measurements. IFRS standards require that the measure on securities be at fair value. Previously, accounting regulations on measurement of value for financial instruments were scattered and inconsistent, and the Fair Value Measurements guidelines’ intention was to lay a foundation for all fair value measurements, disambiguate the term ‘fair value’, and enhance disclosures falling under the fair value categorization (Deloitte, 7). To some extent, the disclosure of the financial instrument values and particularly securities differs with the industry type, notably for the banking and the investment industry. Terms on Fair Value Measurement In SFAS 157, fair value is the price at which an asset is saleable or transferrable between participants in the market at the date the measurement takes place (J.P. Morgan, 3). Inputs can eith er be observable and unobservable, where the observable inputs are indicative of the market conditions and the unobservable inputs indicate the company’s perspective on the price of an asset. An active market is one where daily price is obtainable and the fair value is easy to obtain without reliance on forecasting models or other forms of adjustments. Accounting for Financial Instruments and Securities Financial instruments are negotiable cash instruments with a certain financial worth. Financial instruments give an entity the right to receive or the commitment to provide cash or another financial instru

Issue in case transaction Study Example | Topics and Well Written Essays - 2500 words

Issue in transaction - Case Study Example The business during the manufacture and sale of large quantities of soup are likely to experience gains or losses due to the difference in foreign exchange translations. Losses or gains will also be experienced because of misjudgment on what, where or when to invest. This is a case of capital financing decision. A. Specifications The Oriental Delight soup product should and has to be produced just as the formula that was formulated by Specialty Laboratory. Apart from the production, the product must also be canned and labeled according to the requirements of Hen Hao. The specifications are well laid down and no change shall be made to them unless through writing. Concerning the specifications there is a risk that Gumpbell may not produce the goods exactly as prescribed and when this takes place, the company will suffer the damages as the goods are rejected by Hen Hao. Such an impact can be avoided if Gumpbell is sure of its production capacity to be able to fulfill the contract to th e end. In addition, the labor employed by Gumpbell must posses the skills required by customers and when this is not available then Gumpbell has to recruit such a labor to avoid such risks. B. Quantities Quantities will depend on the demand requirements by the consumers as studied by the supplier (Hen Hao). Hen Hao’s annual demand is likely to be ranging between, 200,000 to 450,000 cases; this is within the term as prescribed in the supply agreement. Now Hen Hao is not capable of estimating that their current demand is and the time of the year they expect it to be shipped. Apart from the quantities depending solely on demand, the costs per unit would also influence the quantity that Hen Hao would demand. C. Purchase Order Procedure Hen Hao already has the specification of how they demand that the product be manufactured. The manufacturer already holds the specifications; what Hen Hao needs to do each time is to make purchase orders through order forms supplied by the producer s (Gumpbell). Such order will be submitted online using internet resources. The purchase orders must be submitted early enough (30 days prior to when they are required) when it is expected that they would be acted upon in time. The purchase order will give the manufacturer the quantity demanded and hence decide on the amount to produce; as well, the shipping instructions and the shipping date are also included. The manufacturer is given a period from which they relax, this is despite the fact that an acknowledgement of Purchase order receipt. D. Forecasts At the onset, Hen Hao could not predict its requirements of the soup within a given specific time. This scenario is likely to change over a given period, as Hen Hao will be in a position to now conduct such forecasts and submit the purchase order forecast to Gumpbell. Failure to submit the forecasts would cause a risk that the soup may not be prepared in advance and the consumers whose appetites are sharp enough would be disappoint ed. Forecasts are important since most of the time they act as a guide towards that which is required. PHASE II: Transportation, Delivery, Transfer of Title and Risk of Loss Once a sales agreement has been got into, the tendency that the goods would move from one party to the other is certain. The movement involves physical movement as well as contractual movements. Just as goods would move from the manufacturer to the producers is the same way such goods are likely to move from the distributor to

Anger, Aggression and communication Research Paper

Anger, Aggression and communication - Research Paper Example It is evidently clear from the discussion that frustration has been linked to anger when an obstruction of motivationally relevant goals has been observed. In order for angry affect to occur the situation must be understood and personally important. In other words, there must be a goal that is blocked and others may be blamed. In many circumstances, the blockage of this personally relevant goal can be viewed as either legitimate or illegitimate (unfair). Weiss, Suckow, and Cropanzano investigated the effect of unfairness of a particular outcome on reported levels of anger. As the amount of unfairness increased so did the level of anger. It is important to maintain the distinct difference between anger and aggression. Anger is an affect, an emotion, while aggression is a destructive or hostile behavior. Frustration has been studied with aggression as well as with anger. Dollard et al. were some of the first researchers to investigate the effects of frustration on aggression. They foun d that the obstruction of an expected reward created increased levels of aggression. More recently Leonard Berkowitz and his colleagues have modified this theory. In general it is accepted that the blockage of some personally relevant goal leads to frustration, which in turn may lead to anger and/or aggression. The type of frustration required to elicit an anger response may not need to be a goal of long standing personal relevance. Roseman investigated appraisals involving emotions and concluded that transient rewards or fleeting punishments can produce anger arousing affect. Obstructions to a goal determined to be purposeful created more anger than situations in which they were deemed accidental, even in temporary situations of reward and punishment. There is evidence indicating that people may become more aggressive in a frustrating situation, specifically, when anger is primed in comparison to fear. Betsch (1999) studied the concept of hostile aggression with university students . Hostile aggression was measured by participants' reactions when confronted with a scenario involving a frustrating event. Either anger or fear related cognitions were activated. Results indicate that in the anger priming condition, hostile goals (i.e. aggression) were more likely to be reported. This suggests that frustration, anger, and aggression are associated. It is assumed that in a frustrating situation, levels of anger will increase. As reported previously, as anger increases so does the amount of aggression displayed. There are other reasons for the onset of anger and in turn aggression. One interesting aspect is the role of communication. Communication Communication is an essential part of human existence, and research suggests that there are innate mechanisms in the development of human

War Films Essay Example | Topics and Well Written Essays - 1000 words

War Films - Essay Example It is evident that before the Pearl Harbor attack, both civilians and soldiers experienced varied social conflicts. For that reason, there is a struggle between the opposing ends. In the movie From Here to Eternity, there is a conflict between soldiers of high ranks and those of lower ones. According to the plot of the movie, the low-ranking officials feel that the high-ranking officers abuse their authority. As a result, they regularly show opposition to this behavior. A good example presents itself through Prewitt, who apart from being a low-ranking officer is, according to this movie, depicted as a just and cultured person. Contrarily, some military officers especially those of higher ranks find especial delight in mistreating him. In response, he defies their command as a way of defending his dignity (James Jones, From Here to Eternity). In addition, the movies reveal that a conflict existed between the men and women as to who is superior to another in a marriage union. The movies portray males as irresponsible parties as far as marriage is concerned. It shows that men perceive women as lesser partners in marital affairs, and this leads to a struggle by women to win respect in the society. At times, when this degradation is too much, women resort to revenge as a way of consoling their ego. For example, Karen, Captain Dana’s wife, is considerably bitter about her marriage, given the fact that her husband undermines her dignity, both as an individual as well as a wife. In response, she openly shows disrespect for the husband and goes about having affair with other men as a way of retaliation. Karen exemplifies civilians who fight to protect their dignity. Concisely, the movies portray the American society riddled with social corruption, at both the military and civic level, and it was only until the attack that a number of positive changes took place. The movies show that during the war, men, instead

Slavery, Abolition and the South Essay Example | Topics and Well Written Essays - 2000 words

Slavery, Abolition and the South - Essay Example ed in hard battles and continued to sacrifice their lives throughout the war despite the fact that they were faced with death, being mutilated, being attacked by diseases and even being separated from their homes (Beckles 2000). Much of the fascination however is drawn from the willingness of the common Union and Confederate soldiers to engage in a war that was so ferocious and terrifying that today’s America cannot even imagine in engaging in such a fight (Blackmon 2008; Davis 1975). In For cause and Comrades: Why Men Fought in Civil War, James McPherson, who is the author, has a unique opinion on his argument on why the soldiers initially went to war, He argues that the soldiers were encouraged to join the army as a sign of duty, loyalty and honour. He further argues that the images of manhood were just as essential to soldier motivation as group unity was. Moreover, McPherson believes that fanatic religious belief and ethnic animosity were not the main factors (McPherson 2002). One of the most seeming motivations that spanned the entire four soldier account was the enthusiasm of a sense of nationalism by having common discussion on the preservation or creation of a new government and nation. Both the Unionist and Confederate soldiers greatly used rhetoric and the country’s symbols of freedom, legacy and the constitution in expressing their drives of volunteering for service (Shankman 2014). However the North and South had a different logic and mode of approach to the use of these symbols. The South attained their nationalism and government due to their motivation for having fought in the civil war in a more tangible way as compared to their Union counterparts (Grayling 2007; Engerman 2001). One of the greatest seeming motivations that spanned the entire four soldier accounts was the motivation of a strong sense of patriotism by conversing the creation and or the preservation of a government and nation. Both the union and Confederate soldiers were

Thomas Hardy- the walk analysis Essay Example for Free

Thomas Hardy- the walk analysis Essay ‘I heard a fly buzz’ explores the cliche rituals of death being interrupted by this peculiar fly and being a distraction in the room to the deceased who supposedly should be in the limelight and the main focus of the room and primarily the main focus of attention. The death rituals is the idea of the deceased having close family mourning by his or her death bed and the decease looking almost near to perfect and having some sort of angelic feel to them. The death rituals also occur in many religions and the religious believers follow the rituals very strictly. Dickinson proclaims â€Å"the stillness in the room† she describes the state of the room as being â€Å"still† this could perhaps represent the fly taking ultimate control in the room. Or maybe represents people’s sheer horror of religion and the catastrophic consequences that comes along with it. Hence why there was this stillness in the room almost as the whole world paused in terror. By Dickinson in cooperating this ‘fly’ as some sort of interruption, perhaps it symbolises ‘religion’ almost suggesting we are so focused on religion we forget that death is fast approaching and will happen to every human currently living, hence why religion is an interruption from the real world and Dickinson wants people to realise that. ‘Flies’ are normally associated with dirt and disease carriers and also have an element of an satanic feel to them, flies also suck the blood out of humans. It is like they are slowly biting away at the human soul, perhaps this is reflecting Dickinson’s ideas about religion and how they are a corruption and destructing effect to our everyday life’s and even something as small as a fly could have more relevance than religion. As religion and tradition mean’s very little to Dickinson. Dickinson uses imagery as she proclaims in the poem â€Å"And then the windows failed† referring to the fact that if flies can escape through windows and the windows ‘failed’ then the flies could not escape, perhaps suggesting as humans we cannot escape death as it is fast approaching us. Because the fly did not leave the room as the ‘windows failed’ could perhaps be reflecting religion never leaving our life’s and always having this negative hold on us and, the idea that religion can never really escape and will always be there blind sighting and brainwashing us in the real world. It is as if religion is becoming this compulsory thing that is not allowed to leave us alone and will be there on our deathbeds waiting till the very last moment of our last breath similarly to the person in the poem. However the symbolism of â€Å"failed windows† could be the cause of death of the patient perhaps the patient had some sort of illness and the body was shutting down hence why the â€Å"windows failed† as after the line she proclaims â€Å"I could not see to see† as her windows are her eyes but the illness beat her and shut down her body. Dickinson uses imagery in the line â€Å"between the light and me† we possess from this line that this person might perhaps of faced a near death experience and going through this tunnel of light approaching before their final breath of life. It is as if there whole life has flashed in front of them and they are currently under- going the last stages of life. â€Å"between the light- and me- uses dashes to represent the tunnel the person is going through or perhaps we can gain another interpretation from the line perhaps â€Å"light suggests that it is coming from heaven and she is ready to be taken. However as the sentence uses dashes she is undermining heaven and wondering if it is a place her soul will take her too after she is dead or wonder if another life will be on the cards. Onomatopoeia is used in the line â€Å"I heard a fly buzz – when I died† flies usually make noises which drives a sane person to mental instability if it carries on for long enough. As Dickinson perhaps uses the symbolism for â€Å"fly† to refer to religion (something she is not very keen on) perhaps this â€Å"buzzing noise† could be a warning or something to haunt the person. Also perhaps this peculiar noise in the room is to distinguish its territory and remind the person who is about to die, religion will never leave you and the church hymns will forever be in your presence and constantly buzzing around you until you die hence why she heard a fly buzz-when she died† Dickinson capitalizes the line â€Å"Heaves of Storm† perhaps she is declaring her battle for survival, the battle is so violent there is nothing that could possibly protect her. Capitals are normally used for the name of places and perhaps she’s in a place with â€Å"Heaves of Storm† she’s completely locked in and fighting to break free or perhaps we can gain another interpretation from this line as may be the patient feels the upmost pain and terror and is fighting for freedom within themselves and perhaps there idea of freedom could possibly be death to end the internal struggle they are currently going through whilst being alive in a world they feel they don’t belong in. In â€Å"I heard a fly buzz† Dickinson uses the common metre of 8-6-8-6 syllables which is usually used in the hymns and ballads of her poem. In stanza 3, she states â€Å"I willed my keepsakes, signed away† which perhaps referring to the fact she is giving away her materialistic items and as the line has 8 syllables which it is the longest of the lot perhaps she has lots of items to give away which aren’t personal to her heart as she â€Å"signed away† extremely quickly perhaps she realises she’s about to die and is unable to take these useless items with her and wants to get rid of them and these items perhaps reflected the items in her life and showing she doesn’t feel life is of any value to her. She also states in a six syllable metre of â€Å"what portion of me be† possessing the fact that not many of her items she is signing away mean a lot to her and only a small portion she is truly accountable for. Dickinson perhaps uses the common metre here to show big or small if you die you cannot take your â€Å"keepsakes† with you when you die hence why she â€Å"signed away†. In the six-syllable line she proclaims â€Å"Assignable and then it was â€Å"perhaps meaning she didn’t have to think twice about writing her will as she realizes death is slowly approaching for her and the quicker these items go the faster she can focus on death.

The Services Offered By Barclays Internet Banking Information Technology Essay

The Services Offered By Barclays Internet Banking Information Technology Essay In this report I seek to look at one of the big worldwide financial provider called Barclays and concentrate very much on its internet banking. Barclays has got 300 years of experience in banking (baclays.com 2010). Barclays bank offers internet banking and serves a large number of customers in the world. The report will also give an outline of the services offered by Barclays internet banking and a deep explanation will be given on how this internet banking is beneficial to the society. There are several services offered by Barclays internet banking. The internet banking services offered by Barclays are not different from the services offered by other banks which are involved in internet banking. Some of the transactions which can be done through internet banking are as follows (lawyerment.com); Furthermore, Barclays online banking allows the user to open his bank account, do savings and investments, pay loans and mortgages, pay insurance as well as to contact international banking. Barclays internet banking also allows students to have their students account, approve their loans, share trading and many more services. Extend to which internet banking is beneficial to society In order to give a judgment on the extent to which internet banking is beneficial to society, two things are to be considered. These are advantages and disadvantages of internet banking to society. The services offered by Barclay internet banking are advantageous to society and detrimental in another way. So in order for me to give a judgment on the extent to which this internet banking is beneficial to society , I will also use the advantages of internet banking as given at (Barclays.co.uk) as well as the general advantages and disadvantages of internet banking. ADVANTAGES OF INTERNET BANKING Convenient and easy Barclays bank provides free online banking and the services are given any time needed. With internet banking, the users can pay their bills, transfer their money, and check their balances while they are home. Whenever something urgent arises for example in paying the bills, users will not need to go to the bank but they can do their transactions right from their homes whenever they have access to internet. For some other people who go to work away from their bank branches, it becomes easy for them to access their accounts everywhere they are. It is also possible to use your mobile phone to access your bank information. Time efficient When opening an account, a lot of time is taken in doing the paper work. But using internet banking, the necessary procedures are clearly provided for users. In the case of Barclays, the necessary information for users is provided on the necessary websites. This makes it easy for business people because they dont waste most of their time standing on queue or finding where the bank is. Barclays provide information on how to get an online account. Safety Barclays provides safety for users of its internet banking services though many ways. These include making their regular checkup of their systems to make sure there are no problems, provision of security measures like automatic logoff, systems which can sense and protect the account from attack by internet hackers. The bank maximizes its risk management to make sure that every protective measure is done to ensure safety of the accounts. Furthermore enough information is given to people regarding how they should keep their login information- for example they should not send their login information to some people via some unnecessary and unprotected mails. Barclays takes its full responsibility in protecting the privacy of the users information. These include some warnings if the user does use the service unnecessarily. International banking With the globalization that is taking place in a fast growing world like this, people need everything to be fast. People now are contacting their business beyond their borders without any limitation. Internet banking allows users to access their banks accounts and do whatever transactions they want even though they are outside the country where their banks are. It is now easy to contact business from outside your country. In general, not all business has their braches all over the world but with internet banking it becomes possible to do everything from wherever you are. Accessibility With the fast growing world and technology, internet has become accessible to large parts of the world. Internet services are offered 24 hours every day in many parts of the world. Provided the availability of internet access, all users can log into their respective accounts. Value Internet banking is beneficial to people in the sense that the running costs are less. When using other banking ways, will need to pay a certain amount of money to go to a bank to transfer money, or to go where there is an Automated Machine to make a transfer. But using online banking all these can be performed while lying on your bed. DISADVANTAGES OF INTERNET BANKING Forgery Many cases are reported about the forgery that takes place in online banking. With the advancing technology many people have devised some websites they can use to access other peoples user names and passwords. As a result if the banks do not have strong safety measures against this many people would lose their money as a result of hackers. However as I said reputable banks like Barclays have also devised safety measures against hackers. These include automatic log off, sites which detect hackers, protection of users privacy, teaching users how to protect their computers from hackers and so on. Less trust People in general do not put much trust in machine than they put on people. So the reason why there are only few people doing online banking, its because less trust is given to the way these machines operate. So many people will not want to take risks by doing online banking. CONCLUSION I have used Barclay bank as one of the major financial provider using internet banking. With the information that I obtained from the Barclays websites as well as other reputable websites in an effort to find out to what extend internet banking is beneficial to society. I have included several services offered by internet banking which included paying of bills, making of transfers and so on. Then in answering to what extend online banking is beneficial, I searched the advantages and disadvantages as shown above, some advantages included how easy it is to do all your transactions anytime , anywhere as covered in convenience . For disadvantages I also included the risk of forgery that can be done by other people to obtain other peoples login details and use them to steal their money. However after weighing the advantages and disadvantages I discovered that there are more benefits than disadvantages of internet banking to society. In conclusion, internet banking is beneficial to the society to a greater extend.

Importance of International Advertising

Importance of International Advertising INTRODUCTION International business is taking different shades and is unavoidable today. This dynamic world is rapidly changing to the extent that it has been reduced to a â€Å"Global village†. This assertion is true in every sense because what happens in one part of the world has a rippling effect on some business transaction thousands of kilometers away. International marketing means to apply the principles of marketing in more than one country. International marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe INTERNATIONAL MARKETING DEFINED â€Å"The performance of business activities that direct the flow of a countrys goods and services to consumers or users in more than one nation for a profit.† Others have defined marketing as â€Å"the creation and delivery of a standard of living† or â€Å"Producing what you can sell not selling what you can produce†. The AMA has defined marketing in two ways as â€Å"The performance of the business activities that direct the flow of goods and services from producer to consumer or user† and if we may add ‘in more than one country. Their latest definition is even more elaborate as â€Å"the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.†_ The venerable Philip Kotler defines Marketing as â€Å"a social and managerial process by which individuals and groups obtain what they need and want t hrough creating, offering, and exchanging products of value to others† across boundaries, if we were to raise it to the international scenario. International trade is a necessity for any 21st century company to remain buoyant in a ferociously competitive world. There certain key factors one has to note before venturing into a new market and these are the controllable factors (4 Ps, Product, Price, Promotion, and Place) and the uncontrollable variablessuch as the Political, Legal, and the cultural environment. IM is a stepping stone towards macro marketing unraveling the meaning of global business as to how that the world has been reduced to a small place where transactions done in a remote part of the world have some effect on the business transactions at another part of the world. The trend today is that World Trade is going â€Å"Global† and as such, the successful marketer should strategically think globally. The World economy has gone through different cycles and phases. At one time, The USA Multi National Corporations (MNC) reigned supreme and unrivalled. It is on record that the 20th century saw the world go into at least two economic depressions between the World wars. After the wars and eventual recovery of some poor economies, the USA other countries started thinking  Ã¢â‚¬Å"Global† in terms of trade. In order to regulate trade for sanity, efficiency and equity, various instruments were set in place to guarantee â€Å"free and fair trade† by different count ries. An association was set up to monitor and ensure fairness in trade, and thus the first General Agreement on Tariffs Trade (GATT) was set up  and later (1994) the World Trade organisation (WTO). INTERNATIONAL ADVERTISING International Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually in more than one country performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising is a cogent communication attempt to change or reinforce ones prior attitude that is predictable of future behavior. It can be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns. It is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries. The sum total of these activities constitutes a worldwide industry that is growing in importance. International advertising is also a major force that both reflects social values, and propagates certain values worldwide. International advertising involves recognizing that people all over the world have different needs. Companies like Gillette, Coca-Cola, BIC, and Cadbury Schweppes have brands that are recognized across the globe. While many of the products that these businesses sell are targeted at a global audience using a consistent marketing mix, it is also necessary to understand the regional differences, hence it is important to understand the importance of international marketing. Organizations must accept that differences in values, customs, languages and currencies will mean that some products will only suit certain countries and that as well as there being global markets e.g. for BIC and Gillette razors, and for Coca-Cola drinks, there are important regional differences for example advertising in China and India need to focus on local languages. Just as the marketing environment has to be assessed at home, the overseas potential of markets has to be carefully scrutinized. Finding relevant in formation takes longer because of the unfamiliarity of some locations. The potential market size, degree and type of competition, price, promotional differences, product differences as well as barriers to trade have to be analyzed in order to advertise our product effectively in different countries BARRIERS OF INTERNATIONAL ADVERTISING CULTURE Culture is a problematic issue for many advertisers since it is inherently nebulous and often difficult to understand. One may violate the cultural norms of another country without being informed of this, and people from different cultures may feel uncomfortable in each others presence without knowing exactly why. Communication is more difficult because cultural factors largely determine the way various phenomena are perceived. If the perceptual framework is different, perception of the message itself differs. It is a well known fact that the culture of a country influences the customer preferences. Customers are quite sensitive about cultural aspects depicted in advertisements. Advertising themes, incorporating social acceptance, mutual dependence, respect for elders, harmony with nature, use of seasons, innovation and novelty, distinctive use of celebrities. Some of the advertising blunders in international marketing are: Procter and Gamble showed an animated stork delivering Pampers diapers in its ad campaigns in the US. The same ad copy was used in Japan, only the language was changed. However, this ad did not worked in Japan. The subsequent market research revealed that, unlike the western folklore, storks, according to the Japanese folklore, are not expected to deliver babies. On the contrary, Japanese people believe that it is the giant peaches that float on a river that bring babies to the deserving parents. Subsequently, Procter Gamble changed the theme of the ad campaign to â€Å"expert mom†, a nurse who is also a mother theme. Muhammad Ali is immensely popular in the Middle East. One of the car manufacturers used Muhammad Ali in its ad campaign for the region. The ad theme was, ‘I am the greatest. The ad backfired and offended the Muslims who regard only the God was great. LANGUAGE Translation from one language to another language is crucial in international advertising. The literal translation may fail to convey the desired message across the countries due to cultural factors. For instance the word yes means in low context in USA and Europe and in Japan it means I am listening to what are you saying, in Thailand it means Ok. So there is a difference in the language of different countries. Some instances of the translation blunders in international advertisement are as follows: Pepsi used the German translation of the slogan ‘come alive with Pepsi in its ad campaign in West Germany. However, the slogan when translated in German actually meant ‘come out of the grave with Pepsi and failed to generate any market response from the customers. General Motors translated its slogan ‘Body by Fisher to ‘Corps by Fisher in Belgium that offended many Belgium customers. EDUCATION The level of literacy plays an important role in deciding what advertisement tool and message should be used in international market. Market segments with lower level of adult literacy need to be addressed by way of more audio visual content rather than a written message. It should be ensured that the visuals convey the desired message rather than the text part of the advertisement. GOVERNMENT REGULATIONS The regulatory framework of a country influences the advertisement strategy in international market. The government regulations in the following country relate to following issues: Advertisement in foreign language. Use of sensuality Comparative advertising referring to the competing product from rival firms Use of children as models Advertisement related to alcohol and tobacco Advertisement related to health and pharmaceuticals Some of the various regulations in various countries are: In Malaysia the Ministry of Information advertising code states that women should not be a principal object of an advertisement and should not be used to attract sales unless the advertisement product is relevant to women. The Ministry of Information in Saudi Arabia prohibits any advertisement depicting unveiled woman. Use of foreign words and expression when French equivalents can be used are prohibited in France. Portuguese law prohibits sex discrimination or the subordination or objectification of women in advertising. Norway prohibits any advertising that portrays men or women in an offensive manner or implies any derogatory judgment of either sex. Most Arab countries prohibit explicit depiction of sensuality. MEDIA LIMITATION Media may diminish the role of advertising in the promotional program and may force the marketers to emphasis the other elements of promotional mix. A marketers creativity is certainly challenged when a television commercial is limited to 10 showing a year with no two exposures closer than 10 days. In some African countries advertisers run boats up and down the rivers playing popular music and broadcasting commercial into the bush as they travel. INTERNATIONAL ADVERTISING HELPS IN: Remind customers and prospects about the benefits of your product or service Establish and maintain your distinct identity Enhance your reputation Encourage existing customers to buy more of what you sell Attract new customers and replace lost ones Slowly build sales to boost your bottom line Promote business to customers, investors INTERNATIONAL ADVERTISING CONCEPT International advertising is becoming increasingly complex; more and more local and international companies are competing for consumers who are increasingly sophisticated and demanding. International advertising is defined as the non personal communication by an identified sponsor across international borders, using broadcast, print, and or interactive media. It requires dissemination of a commercial message to target audiences in more than one country. Target audiences vary from country to country in terms of how they perceive or interpret symbols or stimuli; respond to humor or emotional appeals, as well as in levels of literacy and languages spoken. How the advertising function is organized also varies. International advertising can be explained as the communication process that takes place in different cultures that varies in terms of values, communication styles, and consumption patterns. International advertising is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries. It is also a major force that both reflects social values, and propagates certain values all over the world. The International Communication Process The international communication process involves using the entire promotional mix to communicate with the final consumer. First, the appropriate message is determined for the target audience by the advertiser. Next, the international sponsor (sender), usually represented by an advertising agency, encodes a message into words and images. The message is then translated into the language of target market and transmitted through a channel of media channels to the audience who then decodes and reacts to the message. Cultural barriers may hamper effective transmission of the message at each stage in the process and result in miscommunication. Art Direction Art direction is involved with visual presentation- the body language of print and broadcast advertising. Some types of visual presentation are universally understood. Revlon, for example, has used a French producer to develop television commercials, English and Spanish for use in the international markets. These commercials, which are filmed in Parisian settings, communicate the universal appeals and specific advantages of Revlon products. By producing its ads In France, Revlon obtains effective television commercials at a much lower price than it would have to pay for similar –length commercials produced in US. Pepsi Co has used four basic commercials to communicate its advertising themes. The basic setting of young people having fun at a party or on a beach has been adapted to reflect the general physical environment and racial characteristics of North America, South America, Europe, Africa, and Asia,. The music in these commercials has also been adapted to suite regional t astes, ranging from rock and roll in North America to Bossa nova in Latin America to Africa. The international advertiser must make sure that visual executions are not inappropriately extended into markets. Benetton recently encountered a problem with its â€Å"United Colors of Benetton† campaign. The campaign appeared in 77 countries, primarily in print and on billboards. The art direction focused on striking, provocative interracial juxtapositions- a white hand a black hand handcuffed together, for example another version of campaign, depicting a black woman nursing a white baby, won adverting awards in France and Italy. However, because the image evoked the history of slavery in America, that particular creative execution was not in the U.S market Cultural Considerations Knowledge of cultural diversity, especially the symbolism associated with cultural traits, is essential when creating advertising. Local country managers will be able to share important information, such as when to use cautions in advertising creativity. Use of colors and man-women relationships can often be stumbling blocks. For example, white in Asia is associated with death. In Japan, intimate scenes between men and women are considered to be in bad taste; they are outlawed in Saudi Arabia. Advertising Communication System Advertising communication always involves a perception process and four of the elements shown in the model: the source, a message, a communication channel, and a receiver. In addition, the receiver will sometimes become a source of information by talking to friends or associates. This type of communication is termed word-of-mouth communication, and it involves social interactions between two or more people and the important ideas of group influence and the diffusion of information. An advertising message can have a variety of effects upon the receiver. It can Create awareness Communicate information about attributes and benefits Develop or change an image or personality Associate a brand with feelings and emotions Forms group norms Precipitate behavior Efficacy Effectiveness of Advertising on International Markets International Advertising as a Business Practice International advertising can also be explained as a business activity through which a firm attempts to inform target audiences in different countries about itself and its product or service offerings. In some cases the advertising message relates to the firm and its activities, i.e. its corporate image. In other cases, the message relates to a specific product or service marketed by the firm. In either case, the firm will use the services of an advertising agency to determine the appropriate message, advertising copy and make the media placement. 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, maximizing local effectiveness of ads, and increasing the companys 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. 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 that contributes to its success is how economies of scale are maximized. 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 MEASURING ADVERTISING EFFECTIVENESS Just as important as creating a strong marketing plan is following through on the results. How will you know which ads are working if you dont analyze the results? Check the effectiveness of your advertising programs regularly by using one or more of the following tests: Run the same ad in two different publications with a different identifying mark on each. Ask customers to clip the ad and bring it in for a discount or free sample. Or, if youre running an ad that asks customers to order by mail, put a code in your company address such as â€Å"Dept. SI.† By looking at the marks on the clipped ads or the addresses on the mail-in orders, youll be able to tell which ad pulled better. Offer a product at slightly different prices in different magazines. This has the added benefit of showing whether consumers will buy your product at a higher price. Advertise an item in one ad only. Dont have any signs or otherwise promote the item in your store or business. Then count the calls, sales or special requests for that item. If you get calls, youll know the ad is working. Stop running an ad that you regularly run. See if dropping the ad affects sales. Check sales results whenever you place an ad for the first time. Checks like these will give you some idea how your advertising and marketing program is working. Be aware, however, that you cant expect immediate results from an ad Especially with small ads—the type most entrepreneurs are likely to be running—you need to give the reader a â€Å"getting to know you† period during which he gets to feel comfortable with your business. METHODOLOGY The manager needs to engage in situation analysis with respect to the market conditions that are operating at the time and to assess the consumer/market, competitive, facilitating agency, and social legal, and global factors that will affect decision making and the development of the plan. It is vital that the advertising plan be developed so as to mesh with and support the various components of the marketing and communications mix such as personal selling, pricing, public relation, and promotion. The advertising manager also needs to know the major areas of his or her planning and decision-making responsibilities. There are three areas of major importance: Objective And Target Selection, Message Strategy and Tactics, Media Strategy and Tactics. Consumer and Market Analysis; A situation analysis often begins by looking at the aggregate market for the product, service, or cause being advertised: the size of the market, its growth rate, seasonality, geographical distribution; the possible existence of different segments; and trends in all of these aggregate market characteristics. These semgentations are very important, specially understanding the fact that these should be very clerarly defined and not overlapping. Competitive Analysis Advertising planning and decision-making are heavily affected by competition and the competitive situation the advertiser faces. Having a competitive advantage is now the need of the day. The competitive advantage of the firm is what gives it an edge in the market. Competition is such a pervasive factor that it will occur as a consideration in all phases of the advertising planning and decision-making process. Competition is something that cannot be avoided by any firm at any cost, and a any lev el. The fact that competion is not only a detrimental factor but rather also an internal motivator; the firms are all ready to support it. A type of market structure analysis that involves the development of perceptual maps of a market, for example, attempts to locate the relative perceptual positions of competitive brands. Situation analysis should usually include an analysis of what current share the brand now has, what shares its competitors have, trends in these shares, reasons for these trends, what share of a market is possible for the brand, and from which competitors an increase in share will come. The planner also has to be aware of the relative strengths and weaknesses financial, production, and marketing of the different competing companies, and the history of competitive moves and objectives in the product category. IT shall give the firm a complete overview of the current prevailing conditions and where the firm currently stands. Also in certain cases it tells what the firm stands to gain and lose in the situation. The Marketing Plan Advertising planning and decision making take place in the context of an overall marketing plan. The marketing plan includes planning, implementation, and control functions for the total corporation or a particular decision-making unit or product line. The marketing plan must be extensively effective for any firms success. The marketing plan will include a statement of marketing objectives and will spell out particular strategies and tactics to reach those objectives. The marketing objectives should identify the segments to be served by the organization and how it is going to serve them. The segment, need to be properly differentiated. Externally every segment must be different and every segment must be homogeneous inside. The needs and wants of consumers on which the firm will concentrate, such as the needs of working men and women for easily prepared meals, are identified and analyzed in a marketing plan. The market plan can be made only when there are properly d efined market segments are not overlapping. At many such instances, where the firm is unable to properly desiccate the market, the firm stands to lose profits or market share, and even both. There are several marketing tools that can be used to help an organization achieve its marketing objectives. Most people are familiar with the â€Å"4 Ps† the marketing mix which includes product, price, place, and promotion. A marketing plan formulates the strategy and tactics for each of these. Message Strategy and Tactics The actual development of an advertising campaign involves several distinct steps. First, the advertising manager must decide what the advertising is meant to communicate by way of benefits, feeling, brand personality, or action content. Once the content of the campaign has been decided, decisions must be made on the best and most effective ways to communicate that content. Media Strategy Although there are many rules of thumb often used to decide how much money to spend on advertising, the soundest rules involve beginning with a detailed specification of what a corporation is attempting to accomplish with advertising, and the resources necessary. It is only when the job to be done is well specified that the amount and nature of the effort the amount of money to be invested in advertising can be really determined. STANDARDISATION VIS A VIS LOCALISATION Adaptation as a general tendency of the cross-national advertising literature The feasibility of ad standardization depends on variables related to the economic, technological, legal, social, and cultural environment. These factors together are known as the PEST factors which are very important for every firm. These are those external factors or conditions that the firm needs to adapt it with. These factors cannot be controlled by the firm and thus influence the firm extensively. Within a homogeneous environment advertising standardization is recommendable. If, on the contrary, environmental variables across markets are heterogeneous, customized advertising should be favored. Its always preferred that the environment be homogeneous. Reviews of cross-national advertising studies, either regional or global generally conclude in favor of adaptation. Standardized advertising is hindered if the use of certain media or execution elements is restricted, for instance in countries such as Malaysia which prohibits the use of foreign models in advertising. In a similar w ay, a heterogeneous economic environment across countries makes advertising standardization more difficult. Advertising execution has to take into account the education, literacy, and income levels of target groups. The competitive environments as well as the actual life cycle stage of a product are further factors in favor of adaptation. The cultural environment is seen as the highest barrier against standardized advertising. Differing needs, traditions, consumption habits, religion etc. make the use of an identical advertising approach across markets difficult. Its still a matter of debate whether standardization or adaptation is better, as it is a very subjective term. The fact that adaptation allows for more creative freedom and standardisation a more restrictive environment, generally means can allow the advertisers to go for more focused approaches. On average, the cross-national advertising literature leans towards adaptation rather than standardization of advertising worldwide. Change over time Many studies point to the persistent need of ad adaptation. For instance, ananalysis of U.S. companies operating in Europe showed that, between 1963 and 1983, advertisingwas more resistant to standardization than product or brand policies. However, there are many arguments in favour of a trend towards advertising standardization, especially due to strong globalization over the last 20 years. A number of developing countries have been accessing the status of advertising intensive countries. China and India are a case in point for a dramatic change in the place of advertising in the overall business and consumer scene. Authors coming from the corporate world, either advertisers or agencies, have consistently argued in favour of ad standardization and the possibility of putting up a global message with localized communication . Furthermore, rapidly changing communication technologies (Internet ads, satellite TV) influence global advertising: media overlaps push companies to more standar dized advertising approach. Advertising standardization is increasing over time due the globalization trend. Adaptation to local contexts still needed Religion act as filters of advertising messages, transforming factual information into culturally interpreted meaning. Culture and local customs are positively related to adaptation recommendation Advertising strategy versus advertising execution The contents of advertising can be categorizes in to two categories as strategy and execution .Though there is some overlap between both the categories , advertising strategy comprises what is said and execution concerns more how it is said.Degree of adaptation increases over a continuum of four levels as : mission (long term, identity and vision of the communicator), proposition (campaign themes), creative concepts (how themes are translated in the language and cultures of the target groups) and execution. While mission and proposition can rather easily be globalized, execution will need much local tailoring. Influence of product category on the degree of standardization Of international advertising The type of the product have an influence on advertising standardization. Products which satisfies the universal needs have messages which mostly carries rather than context free information . Ads for certain product categories may be easier to standardize because they correspond to global (airlines, tobacco, banks,) rather than multidomestic industries (food, motor insurance,). IM LOVIN IT†: An International Motto We can take the example of McDonalds which have launched a new and for the first time global marketing strategy in Germany at the beginning. The campaign launched by the McDonald revolves around the motto, â€Å"Im loving it† and it is part of a new and broader marketing approach that McDonalds calls Rolling Energy. The company says this approach will restore the strength of the brand in the entire world, unify its messages and integrate all its marketing moves. â€Å"McDonalds realized that it can save money. To create a campaign of this sort, which is not individualized for each country and each market and which is going to use the same slogan, presumes a terrific cost savings that could have an impact on [McDonalds] accounting results.† Despite the benefits that this campaign offers, â€Å"it contains the risk of not being able to adjust to the peculiarities of each individual market†. â€Å"The value shared by the youths in different countries makes it possible today more than ever to create global campaigns with a same message†. Axe Chocolate-man Ad Banned Axe ad is a classic example of standardization vs. localization debate. Keeping in line suggestive advertisements being televised. The Indian government has taken strong objection to the AXE chocolate deodorant ad .Ministry of information and broadcasting has regarded the ad as indecent, vulgar and repulsive. It clearly reflects the importance of understanding cultural sensitivity in advertising. INTERNATIONAL ADVERTISING AS A SOCIAL FORCE When we consider it from the advertisers point of view, according to them the primary objective of advertisement is that the product or services which they are offering should be sold in the market. And in achieving the main objective of selling the product or services there are other profound consequences .Advertising puts an influence which is both persuasive and pervasive in nature. Through the selective reinforcement of certain language and values, and social goal, it acts as impor

Promotion of Democracy and its Purpose in the United States Plans Essa

The United States prides itself on its democratic idealism and believes the every state should have the opportunity to experience the freedom democracy offers. Democracy, in term of American values, allows for the â€Å"right to life, liberty, and the pursuit of happiness† . These are inalienable for everyone and those countries that withhold this must be change or reformed. The United States with other democratic countries has taken on the project of converting all non-democratic states into democratic governments. This process in motivated by the face, many believe democratic nation are better for the world than the latter. Unfortunately moving to such â€Å"perfect† model of government is not easy and sometimes close to an impossible undertaking. The possibility for direct United State intervention is high. With this intervention, the country must take precautionary action in order to enter and exit as peacefully as possible. The induction of further chaos in someti mes an already chaotic nation can only be a further detriment. Democracy is viewed ass the solution to creating a peaceful world, however, creating this prefect world maybe quite impossibility due to all the factors that are involved in switching the governments of these nations. The United States and several other countries around the world embrace the ideology of democracy. It is looked at as the most idealistic form of governmental structure because democracies are viewed to be more peaceful. Lake states, â€Å"Democracies tend not to wage war on each other or sponsor terrorism. They are more trustworthy in diplomacy and do a better job respecting the human rights of their people† . These states are more likely to be less of a threat to the security of the United States. Faili... ...mber 21, 1993. Anthony Lake, â€Å"From Containment to Enlargement† Address at School of Advanced International Studies, Johns Hopkins University, September 21, 1993. Condoleezza Rice, â€Å"The Promise of Democratic Peace: Why Promoting Freedom is the Only Realistic Path to Security† Washington Post, December 11, 2005. http://www.washingtonpost.com/wp-dyn/content/article/2005/12/09/AR2005120901711.html Condoleezza Rice, â€Å"The Promise of Democratic Peace: Why Promoting Freedom is the Only Realistic Path to Security† Washington Post, December 11, 2005. http://www.washingtonpost.com/wp-dyn/content/article/2005/12/09/AR2005120901711.html Condoleezza Rice, â€Å"The Promise of Democratic Peace: Why Promoting Freedom is the Only Realistic Path to Security† Washington Post, December 11, 2005. http://www.washingtonpost.com/wp-dyn/content/article/2005/12/09/AR2005120901711.html

Capital Punishment Essay: Capital Punishment Targets the Poor

Capital Punishment Targets the Poor In some states, inmates can be executed for crimes they committed at the age of 16; in others, only those who committed murder at age 18 or older are eligible for the death penalty. This essay will demonstrate that such inconsistencies and many other factors cause a situation where the poor are consistently targeted by the death penalty.    Some states, but not all, ban the execution of people with mental retardation. Some states include felony murder (unpremeditated murder committed in the course of another crime such as robbery or burglary) as a capital crime; others do not. In the 29 states that have a sentence of life without parole, 23 have statutes that bar judges from letting jurors know they have that sentencing option. Since studies consistently show that when given a choice between a death sentence and a sentence of life without parole, most people will choose the latter, failure to inform a jury of this alternative is tantamount to sending more people to the execution chamber.    Social science research has discredited the claim that execution deters murder. The majority of murders are committed in the heat of passion, and/or under the influence of alcohol or drugs, when there is little thought given to the possible consequences of the act. "Hit men" and other murderers who plan their crimes beforehand, intend and expect to avoid punishment altogether by not getting caught.    Law enforcement officials know that the death penalty is not a deterrent. Imposing the death penalty more often was thought to be cost-effective by only 29% of 386 randomly selected U.S. police chiefs polled by Peter D. Hart Research Associates in 1995. States that have death p... ...ily as an alternative to the death penalty(Death).    In 45 states, laws allow life sentences for murder that severely limit or eliminate the possibility of parole. Thirteen states impose sentences without the possibility of parole for 25 - 40 years, and all but three of the states that use capital punishment also have the option of life imprisonment with no possibility of parole. Although it is often assumed that capital punishment is less costly than life imprisonment, the opposite is true: in terms of dollars, in terms of crime control, and in terms of morality.    Is there any other way to go than to oppose capital punishment? No.    WORKS CITED: Death Penalty Information Center  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://www.deathpenaltyinfo.org/ Stanford Law Review  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   http://support.lexis-nexis.com/online/record.asp?ArticleID=LXE_Law_Rev_S   

Ah Xian

Ah Xian (1960-) Throughout April 1989, large numbers of students gathered in Tian'anmen Square, in front of the Forbidden Palace in the centre of Beijing in China. They were demonstrating against political corruption and economic instability. As the crowds continued to grow, so did the displeasure of the government of the People's Republic of China. By the beginning of June, armed soldiers were sent in to suppress the protest. This they did, violently, leaving between 400 and 7000 people dead (because of the lack of freedom of the press in China at the time figures are very unreliable).Ah Xian (pronounced `ar see-arn') had friends who were jailed because of their involvement in the protests. The following year he sought political asylum in Australia. He has lived in Sydney since then, working in both Australia and China. His work can be seen as an attempt to reconcile his past and present lives; it is a visual bridge between the east (his homeland of China) and the west (Australia, w here he lives). His sculptures present a contrast between the three-dimensional busts that belong to the western portrait tradition and the two-dimensional surface which is painted with traditional, symbolic and decorative Chinese patterns.In 1997, in his backyard studio, Ah Xian began to make porcelain busts on plaster casts he made over the figures of friends and family. He then glazed these busts with traditional hand-painted Chinese designs. Since 1999 he has collaborated with Chinese artisans in Jingdezhen (the historical centre of China's fine porcelain production), who paint the traditional designs that he selects after research in pattern books. He used their expertise to decorate the three-dimensional works of the human figure in his series called China China.Ah Xian China China Bust 1999 The eyes of Ah Xian's figures are always closed. The faces are still and silent and wear no expression. In many ways figures such as Dr John Yu AC (right) remind us of the western traditio n of portrait busts begun by the Romans. We see the same head and shoulder view in the two portrait busts in the first century CE Roman sculpture in Figure 1. 48. Dr John Yu is a Sydney paediatrician (doctor who treats children). He was born in China but has lived in Australia since he was 3 years old.The inclusion of colourful children climbing on the sculpture follows the Chinese tradition of placing small children's figures around images of the Laughing Buddha and Guanyin (the god of compassion and mercy) and creates a contrast to the simple undecorated figure. They also symbolise John Yu's work with sick children. Ah Xian creating the mould on Dr Yu’s face In the works of Ah Xian's China China-Bust series, such as China China-Bust (Right), the bust is covered in oriental decorative motifs such as those used for centuries on traditional Chinese vases, plates and bowls.Each bust uses a different pattern, most of which are symbolic. They are all intricate and include real an d mythical creatures, such as the dragon and the phoenix, flowers such as the peony and the lotus, and traditional landscapes. These patterns cover the whole background of the face and figure and, like a tattoo, can be seen as a permanent mark left by culture and tradition. Sometimes the designs follow the contours of the head, sometimes they contradict them. Since 2000 Ah Xian has also worked in other traditional Chinese craft techniques such as cloisonne (pronounced `klwa zo nay'), lacquer work and jade carving.Human human-lotus, cloisonne figure 1 (Fig. 4. 72) is a life-size figure of a woman made from sections of copper sheet that have been panelbeaten by hand and covered in intricate cloisonne patterns of lotus flowers and lily pads. In 2001, in a workshop in Hebei province outside Beijing, Ah Man worked in the 700-year-old technique of cloisonne, which was applied to a full body cast. The lotus pattern covering the form symbolises peace, happiness and spiritual unfolding. Ah Xian Ah Xian (1960-) Throughout April 1989, large numbers of students gathered in Tian'anmen Square, in front of the Forbidden Palace in the centre of Beijing in China. They were demonstrating against political corruption and economic instability. As the crowds continued to grow, so did the displeasure of the government of the People's Republic of China. By the beginning of June, armed soldiers were sent in to suppress the protest. This they did, violently, leaving between 400 and 7000 people dead (because of the lack of freedom of the press in China at the time figures are very unreliable).Ah Xian (pronounced `ar see-arn') had friends who were jailed because of their involvement in the protests. The following year he sought political asylum in Australia. He has lived in Sydney since then, working in both Australia and China. His work can be seen as an attempt to reconcile his past and present lives; it is a visual bridge between the east (his homeland of China) and the west (Australia, w here he lives). His sculptures present a contrast between the three-dimensional busts that belong to the western portrait tradition and the two-dimensional surface which is painted with traditional, symbolic and decorative Chinese patterns.In 1997, in his backyard studio, Ah Xian began to make porcelain busts on plaster casts he made over the figures of friends and family. He then glazed these busts with traditional hand-painted Chinese designs. Since 1999 he has collaborated with Chinese artisans in Jingdezhen (the historical centre of China's fine porcelain production), who paint the traditional designs that he selects after research in pattern books. He used their expertise to decorate the three-dimensional works of the human figure in his series called China China.Ah Xian China China Bust 1999 The eyes of Ah Xian's figures are always closed. The faces are still and silent and wear no expression. In many ways figures such as Dr John Yu AC (right) remind us of the western traditio n of portrait busts begun by the Romans. We see the same head and shoulder view in the two portrait busts in the first century CE Roman sculpture in Figure 1. 48. Dr John Yu is a Sydney paediatrician (doctor who treats children). He was born in China but has lived in Australia since he was 3 years old.The inclusion of colourful children climbing on the sculpture follows the Chinese tradition of placing small children's figures around images of the Laughing Buddha and Guanyin (the god of compassion and mercy) and creates a contrast to the simple undecorated figure. They also symbolise John Yu's work with sick children. Ah Xian creating the mould on Dr Yu’s face In the works of Ah Xian's China China-Bust series, such as China China-Bust (Right), the bust is covered in oriental decorative motifs such as those used for centuries on traditional Chinese vases, plates and bowls.Each bust uses a different pattern, most of which are symbolic. They are all intricate and include real an d mythical creatures, such as the dragon and the phoenix, flowers such as the peony and the lotus, and traditional landscapes. These patterns cover the whole background of the face and figure and, like a tattoo, can be seen as a permanent mark left by culture and tradition. Sometimes the designs follow the contours of the head, sometimes they contradict them. Since 2000 Ah Xian has also worked in other traditional Chinese craft techniques such as cloisonne (pronounced `klwa zo nay'), lacquer work and jade carving.Human human-lotus, cloisonne figure 1 (Fig. 4. 72) is a life-size figure of a woman made from sections of copper sheet that have been panelbeaten by hand and covered in intricate cloisonne patterns of lotus flowers and lily pads. In 2001, in a workshop in Hebei province outside Beijing, Ah Man worked in the 700-year-old technique of cloisonne, which was applied to a full body cast. The lotus pattern covering the form symbolises peace, happiness and spiritual unfolding.

Bones Restaurant

One wall Is covered entirely by a mirror, Glenn the appearance that the addling room is a lot larger than it actually Is. There are photographs hanging on the other walls of celebrities like Bob Hope, Being Crosby, and Danny Okay, and other famous people like President George Bush, and President Ronald Reagan all of which have dined there. Although there is a tie requirement, the other dcord is not so much as to make someone feel uncomfortable. It is rather ranch style, with Bull horn, and Mason Jar chandeliers, and rustic wood furniture.The menu has a diverse selection from pasta, chicken, lamb, pork, and of course what they are known for, the steaks and seafood. We decided to get two totally different options so that we could sample more of the menu. Sara decided on the Grilled Swordfish with braised Swiss chard. The Swordfish steak was a 1402. Steak, which is a large piece offish, and it was undoubtedly flavors. The Swiss chard, a green leafy vegetable, which was cooked in the oil s of the Swordfish, Sara said was also delightfully tasteful. I am not one for vegetable of that nature so I did not try it myself.I ordered the Dry Aged Bone-Len Rib Eye, served with fresh steamed Asparagus. The Steak itself I can see why it has gotten such great ratings from food critics, it was cooked perfectly, and was pull apart with a fork tender. It had tons of natural flavors, along with the spices that they had rubbed on it before its final preparation. Although the prices may be a little rich, I believe that it is well worth it considering the flavor, the quantity, and quality of the food that you do receive. This brings me to the people at Bone's Restaurant.As said before, as soon as you walk wrought the doors, you are greeted by smelling faces, and friendly attitudes. A reservation is a must so wait time is almost nothing. And the quality of Dana, the server that we had this wonderful evening was absolutely fantastic. Dana was friendly, helpful, and her knowledge of the menu was impeccable. But not only was she great, everyone that walked by inquired and made sure that we were doing okay. The General Manager Emilee also came by to make sure everything was great. Both Male Ana Dana were very personable, Ana easy to talk to.Male even suggested places to go, and see after she found out that we were new to Atlanta. Our overall experience with Bone's Restaurant is something that could be called awesome. It was definitely worth the three week wait list for reservations that we had to wait, and we even already have our name down for a future visit in September. Sara and I would recommend this establishment to anyone, and everyone that is planning to go to Atlanta. Bone's Restaurant is one of the greatest dining establishments that we have ever been to.

Patellar Tendinopathy Cause And Management Health And Social Care Essay

Patellar tendinopathy is considered to be the devolution of the kneecap sinew from overexploitation. It is more prevailing in activities that involve vigorous jumping and landing motions which produce the greatest sum of emphasis on the patellar sinew. Due to the increasing figure of showing instances of PT, it is necessary for clinicians to understand the pathophysiology of the status in comparing to the normal construction of the patellar sinew, the biomechanical factors act uponing the burden forces on the sinew and accordingly how to name and handle PT, as discussed in this paper. From our research it is clear that concrete grounds in footings of the predominating mechanism of hurt and most efficient intervention is still missing, and farther surveies in this country are required.IntroductionPatellar tendinopathy, frequently referred to as Jumper ‘s Knee, is a common hurt suffered by many jocks. It is considered to be a consequence of inordinate exposure to vigorous jumping and set downing force, hence its prevalence across athleticss such as volleyball, hoops and high leap. The patellar sinew is a continuance of the four quadriceps sinews and assists the extensor mechanism of the articulatio genus. The tight agreement of collagen fibers within the sinew can be capable to microtrauma due to overdrive. Because of the sinew ‘s decreased capableness to mend itself, the micro-traumas finally consequence in tendinopathy. Extrinsic and intrinsic biomechanical factors can act upon the burden forces that the sinew is capable to and can hence be considered lending factors to patellar tendinopathy. Clinically, the hurt can be diagnosed by the patient sing hurting on tactual exploration to the country and medically through the usage of imaging devices such as a MRI. The direction of patellar tendinopathy can either be conservative or surgical, with the recommendation being the usage of conservative steps for at least six months before surgery is considered . Due to the lifting Numberss of patellar tendinopathy amongst jocks and active persons, it is of import for clinicians to understand the mechanisms of the hurt and the intervention it requires.THE PREVELANCE OF PATELLAR TENDINOPATHYPatellar tendinopathy is a common hurt suffered by many persons in today ‘s society. A recent survey found that 14.2 % of jocks suffer patellar sinew hurting to some grade ( Lian et Al, 2005 ) . It is more prevailing in athleticss which require vigorous jumping and set downing techniques such as volleyball, high leap, hoops and activities affecting sudden alterations in way and speed. Another survey found that 44.6 % of male volleyball participants and 31.9 % of male hoops participants had clinical marks of patellar tendinopathy bespeaking the huge figure of jocks affected by the status ( Lian et Al, 2005 ) . In add-on, patellar tendinopathy is more common in males ( 13.5 % ) than females ( 5.6 % ) ( Lian et Al, 2005 ) . This gender difference has been attributed to the fact that work forces are able to bring forth more power and patellar torsion than adult females and are hence, subjected to greater land reaction forces ( Bisseling et al, 2007 ) . In old times, patellar tendinopathy has been associated entirely with grownup jocks. However, recent surveies have besides shown that the status is prevailing in junior jocks as good ( Brukner & A ; Khan, 2009 ) . Furthermore, patellar tendinopathy must non be isolated to the featuring universe as persons who participate in sudden alterations in activity and who are unaccustomed to such signifiers of exercising have besides presented with the status ( REFERENCE ) . Whilst the statistics mentioned above are comparative to their single surveies, their corporate consequences indicate a rise in the prevalence of patellar tendinopathy. The cause of this tendency is non known nevertheless research has suggested that the addition in developing frequence and strength, old ages of drama and the importance placed upon athletic public presentation in today ‘s society has contributed to the addition in physical strain and sensitivity to hurts such as patellar tendinopathy ( Hale, 2005 ) .THE PATHOPHYSIOLOGY OF PATELLAR TENDINOPATHYTendinosis describes the pathology of tendon devolution and a failed healing response ( Tan & A ; Chan, 2008 ) . At the point where repeating, microlesion-causing harm to the sinew is greater than the sinew ‘s capablenesss to mend it, microtrauma occurs. The sinew ‘s unequal ability to mend this microtrauma will ensue in tenocyte decease, with an increased decrease in reparative capacity and associated sensitivity to farther hurt. The terminal consequence is the formation of a tendinosis zone within the sinew ( i.e. patellar tendinopathy ) ( Peers & A ; Lysens, 2005 ) . Macroscopically, patellar tendinopathy contains soft, amber, disorganized tissue, different to the expected white and glittering tissue ( Hale, 2005 ) . Tendon s are typically structured in tightly bundled parallel collagen fibers, nevertheless, this is lost in patellar tendinopathy, where the collagen fibers are separated by increased land substance and look disorganised and loose ( Hale, 2005 ) . Peers & A ; Lysens ( 2005 ) province that the features of collagen devolution ( this degenerated collagen is replaced with necrotic tissue ) and fibrosis are common findings among surveies on patellar tendinopathy. Blood vass in the sinew are usually aligned analogue, nevertheless, the vass in tendinosis are indiscriminately oriented and most normally perpendicular. Vascular proliferation is besides normally seen in this hurt ( Hale, 2005 ) . Other features found in the pathophysiology of patellar tendinopathy include an addition in the glycosaminoglycan content of the sinew and the unnatural addition in the figure of fibroblasts. This hypercellularity of fibroblasts and cell proliferation happening at the joint indicates that patellar tendinopa thy is an on-going disease procedure ( Hale, 2005 ) . Inflammatory cells are absent in this upset, demoing that patellar tendinopathy is a non-inflammatory degenerative disease ( Hale, 2005 ) .THE BIOMECHANICAL FACTORS CONTRIBUTING TO PATELLAR TENDINOPATHYAs patellar tendinopathy is a consequence of the devolution of the patellar sinew from inordinate and insistent land reaction forces, biomechanical factors can lend to the hurt. Abnormal extrinsic and intrinsic factors can impact the soaking up and transmittal of land reaction forces, which predispose the sinew to greater emphasis and therefore debasement. The greatest sum of emphasis occurs ( during jumping and landing? ) therefore the biomechanical factors during these motions are of high significance. ( REFERENCE? ) Intrinsic Biomechanical Factors The stiffness of the leg upon set downing Upon landing, the articulatio genuss bend to assist absorb the land reaction forces transmitted up the lower limb. A survey has shown that about 40 % of the landing burden is conveying proximately ( transmitted proximally? ) , foregrounding the importance of right pes, mortise joint and calf ( lower leg? ) biomechanics in order to cut down the burden on the patellar sinew ( Brukner & A ; Khan, 2009 ) . It has been shown that stiffer set downing techniques, by persons avoiding set downing burden, capable the patellar sinew to higher strain ( Bisseling et al, 2007 ) . The stiffness of the leg inhibits the daze soaking up mechanism of the quadriceps hence more ground reaction force is transmitted upwards towards the articulatio genus. Forefoot positioning on landing The optimum landing technique is one which reduces the sum of perpendicular land reaction force transmitted upwards. Evidence suggests that forefoot landing can cut down land reaction forces by 25 % if combined with hip or knee flexure ( Brukner & A ; Khan, 2009 ) . Therefore, set downing level footed increases the sum of land reaction force applied to the organic structure and familial upwards towards the articulatio genus, finally seting more emphasis on the patellar sinew. Muscle failing Failing of the gluteal, quadriceps and calf musculuss contribute to altered biomechanics of the patellar sinew ( Brukner & A ; Khan, 2009 ) . Diminished map of these musculus groups alter the daze soaking up of the land reaction force, weariness and alter motion forms ( Brukner & A ; Khan, 2009 ) . Each of these factors will act upon the sum of emphasis applied to the kneecap sinew. Pronation Initially it was thought that inordinate, drawn-out and/or late pronation altered the biomechanics of the kneecap sinew ( Ellenbecker, 2000 ) . However, more recent surveies have shown that it is the speed of pronation that alters the burden on the patellar sinew ( Grau et al, 2008 ) . This is due to the fact that an increased pronation speed causes earlier maximum tibial rotary motion, impacting the transmittal of forces towards the patellar sinew ( Grau et al, 2008 ) . Mal- alliance and mal-tracking of the kneecap Whilst the mal-alignment and mal-tracking of the kneecap is more normally associated with Patella Femoral Pain Syndrome, it can besides hold secondary effects on the patellar sinew. The high speed alteration in the line of pull of the sinew during lading and droping motions can change the forces moving upon the sinew ( Ellenbecker, 2000 ) . Extrinsic Biomechanical Factors Research has suggests that extrinsic factors act uponing patellar tendinopathy include playing surface, frequence of preparation and type of shoe ( Hale, 2005 ) . For illustration, a survey conducted on volleyball participants found that 37.5 % of those playing on cement surfaces developed patellar tendinopathy in comparing to the 4.7 % of those playing on parquet surfaces ( Hale, 2005 ) . It has besides been argued that as athletics alterations, and athletic public presentation becomes more of import, tendencies which increase the sum of strain on kneecap sinews have been established ( Hale, 2005 ) . Clinicians must recognize that any changes to intrinsic or extrinsic factors can act upon the burden upon the patellar sinew and contribute to patellar tendinopathyMANAGEMENT OF PATELLAR TENDINOPATHYPatellar tendinopathy is ab initio managed cautiously with the immediate intervention affecting abstention from activities which may worsen the status, ice, galvanism, massage, taping, anti-inflammatory medicine ( e.g. NSAIDs ) , or corticosteroid injections ( Bahr, 2006 ) . Improvements such as recovering strength, diminishing the thickness of the sinew and the standardization of the construction of the sinew can be seen after a sufficient and extended bizarre preparation plan ( Tan & A ; Chan, 2008 ) . Bizarre preparation is a low-risk and cheap option, and should be the first option tried before sing surgery ( Bahr, 2006 ) . Cook ( as cited in Peers, 2005 ) has developed a list of exercising rules to utilize as purposes when pull offing patellar tendinosis which include: Bettering musculotendinous map by integrating bizarre and plyometric exercisings Bettering the shock-absorbing capacity of the limb by beef uping the complete closed kinetic concatenation Retraining motor forms Keeping fittingness Stretching of hamstrings and calf muscular structure Continuing exercisings over six months Cook ( as cited in Peers, 2005 ) besides developed guidelines for an bizarre patellar sinew preparation programme: Use diminution knee bends, incorporated in complete sport-specific rehabilitation Exercise daily, one time or twice Exercise for at least 12 hebdomads Start at three sets of 10-15 reps Pain during exercising can be tolerated – increased pain the following twenty-four hours is non allowed When exercises become less painful, get down constructing up by increasing the figure of repeats, increasing the velocity of the motion, and adding burden. Orthotics may be used as a signifier of intervention and direction for patellar tendinosis as they have the ability to alter the biomechanics of the pes and the mortise joint, which may be a conducive factor to the hurt ( Tan & A ; Chan, 2008 ) . Using ice to the country can hold a pain-relieving consequence, cut down the metabolic rate of sinews and diminish the extravasations of blood and proteins from the new vass formed in the injured sinew ( Tan & A ; Chan, 2008 ) . There are several surgical processs that can be used on patellar tendinopathy patients. It is by and large recommended that the patient should be sing patellar tendinopathy symptoms and functional damage for at least six months after get downing conservative intervention before they consider surgery ( Peers & A ; Lysens, 2005 ) . There is a assortment of options for surgical direction, with some processs taking to take the degenerative tissue or interrupt the sinew or the tibial tubercle ( attachment site ) in order to originate redness and healing ( Hale, 2005 ) . Others involve surgical debridement of the sinew, in which the degenerative tissue is removed ( Hale, 2005 ) . Some of the methods include unfastened tenotomy with deletion of macroscopic necrotic country, arthroscopic patellar tenotomy, drilling/resection of the inferior pole of the patellar, resection of the tibial fond regard with realignment/quadriceps bone-tendon transplant, longitudinal tenotomy, transdermal longitud inal tenotomy and transdermal needling ( Peers & A ; Lysens, 2005 ) .DecisionPatellar tendinopathy is a turning job amongst today ‘s jocks and active persons. For this ground, it is imperative that a sound clinical apprehension of the pathophysiological alterations, lending biomechanical factors, methods of diagnosing and intervention options, is obtained. In visible radiation of this, it is of import that farther surveies are conducted into the direct mechanisms of hurt and the optimum direction of the status so that clinicians can be more efficient in their intervention of the status and bring forth more optimum results for their patients with patellar tendinopathy.