Evaluation and Management of Patients with Cardio-Pulmonary

Reliability, Validity and the DissertationThe results of a research project should both be reliable and valid. Reliability refers to the consistency of the results of a test in spite of repeated conduct of such test. In saying that a research measurement or method is reliable, it means that the results yielded are consistent even after several repetitions of the test. If not, then it means that the measurements are not reliable and that the integrity of the research findings may be put into question (Beck & Polit, 2003).Validity, on the other hand, is achieved by a research measurement if it measures the variable that it was supposed to measure. In other words, the measurement should be appropriate for the variable being measured. Face validity is established if a measurement looks as if it is measuring the variable it is supposed to measure. Content validity, on the other hand, refers to the sufficiency of the sample in measuring the variable. In achieving content validity, all the important aspects of the variable should be measured, otherwise, there would be important aspects of the variables of the research that will be overlooked (Beck & Polit, 2003). Whether quantitative or qualitative research methods are used for any study, establishing the reliability and validity of the instruments are very important. Reliability allows other people to replicate the study while validity ensures that the features and aspects of the variables being measured are covered completely.This dissertation, in order to be successful, will aim for attaining reliability and validity. In designing the instruments of the dissertation, it will draw upon the literature already written on the subject and look at the measurements used for similar studies conducted before. There will also be pre-testing of the measurement to ensure reliability. As to the validity of the instruments, all the aspect of the variables and the measures will be explored so as to achieve maximum validity.Interv iew with a Researcher  A friend of this author referred him to a University Professor who has had considerable experience in research. Although the field of Professor Rey Johnson is in the Social Sciences, the insights that can be gathered in research tools and methods are still worth considering.According to the Professor, there are a number of ways that prompts a research project. It may be because of a newspaper or a journal article he read; it may be because of a recent event; or a disagreement over the conclusions of fellow researcher. No matter what the source of the research project maybe, as long as there is curiosity and a willingness to pursue and investigate the matter, a research project will be born. After identifying the topic, the main question of the research is formulated and refined. That way, the research has focus and direction.After identifying the research question, the Professor usually summarizes the issues surrounding the issue and looks up related topics in the library and in the Internet. He gets books and journal articles from the library. He then identifies the debates going on in the topic and tries to understand gray areas, as well as the unclear matters in the debate. Consulting books and recent journals helps clarify the issue and presents what has been found out in the last few months or year.Statistics are also helpful in seeking trends in the society, according to the Professor. Since his profession is tied up with the social sciences, statistics such as population growth rate, perceptions of people about certain politicians, and other statistics are helpful for him. This way, he can get a feel of what is going on in the society.Using the library, browsing through books and journal articles have become almost second nature to the professor. If there is one thing that he does not want to lose his years of teaching, it is the love for knowledge and the hunger for it. Although it may be difficult to sustain such passion as th e years go by, the Professor is a certified bibliophile and reads book and articles very quickly. He says that such habit comes out of years of practice. As he continues to complete research project after research project, his facility in handling the research tools he utilizes grows. He also pointed out to the Internet as another tool which greatly enhanced his research. However, there is a danger in using the Internet, he said. It has become very easy for students nowadays to take whatever they find in the Internet, paste those information on their word processors and call them research papers. It is important to be critical of information coming from the internets. What is the source? Who wrote it?For beginning researchers, he only had three advices. The first is for them to read a lot. Most of the topics that interest people nowadays have been explored by philosophers and researchers in the past. Books and journals can greatly enhance the knowledge of a researcher. Secondly, res earchers should develop a curious mind. There are a great deal of issues in the world worthy of a researcher’s eyes and tools. Lastly, they should be critical—they should ask about the source, the measurement and whether the findings of the research are consistent with the methodology and design. As a budding researcher, the advice of the Professor is for this author to spend his time in the library, reading and discovering new takes on old ideas and talking with professional researchers on their way of doing research and the problems they encounter in their fields of work and research.Application to the DissertationAs a result of the interview with the Professor, this researcher will then make extensive use of the library through its books and the research findings published in recent journals. This is to take a look at what have been said in the research question before as well as the debates and gray areas. This way, this research project will be situated adequately and will not simply repeat what has already been found out before. This exposure to previous literature will also give important knowledge to the researcher in ensuring the reliability and validity of the research measurements.The researcher will also become more critical of the sources that he will consult. This is because it is very tempting to get information in the Internet and lift information there without proper citation. In some instances, information from the Internet is not reliable and the source may not be verified. Hence, the temptation for plagiarism will be there. Plagiarism in any instance and in any field of study is never acceptable (De Voss & Rosati, 2002).ConclusionResearch is not always easy. In fact, in order to successfully arrive at the truth or solution of the research problem, the researcher should display rigor, competency, excellence in gathering data and analyzing them, and care in citing ideas borrowed from other authors and researchers. Through these efforts, the body of knowledge of the researcher’s field of specialization will grow. Consequently, the understanding of humans of the particular topic he has chosen to investigate will also grow. ReferenceBeck, C. T. & Polit, D. F. (2003). Nursing Research: Principles and Methods. Wolters Kluwer Health.De Voss, D. & Rosati, A. C. â€Å"It Wasn't Me, Was It?† Plagiarism and the Web. Computers and Composition, 19 (2), 191-203.

Human imperfection Essay

There is a substantial debate among artists, critics and connoisseurs regarding the purpose of art. If views of painters like John Ruskin, writers like Robert Browning and art critic like Walter Pater are taken into account then it could be seen the perspective of the significance of art varies from person to person and school to school. Generally, the human race considers art as something that is pleasing to the eye or invokes certain emotions when viewed. And what many artists consider to be art is something which you can do and enjoy and in the end, produce something that gives a feeling of success. There are many different ways to express one using the concept called art. The most common style of art which most people think of when they think of art is the painting. The painting is usually just some form of paint media, whether oil or watercolor or whichever style it is, and the paint is then placed on some form of canvas. There are, however, literally hundreds of styles of art within the world. They range from the painting, which although never simple, isn’t necessarily the most complex way to express yourself. Art can even be considered in simple writing, usually in the form of poetry. The spoken word can have a more profound effect than physical art. A simple poem can invoke a range of emotions rather quickly. If a poem refers to someone who is close to the author, the author may feel overwhelmed when viewing their own artistic expression. But a painting can just as easily invoke the same feelings as a written piece of art. And a simple sketch has the chance of being just as profound. (Lamb, 243-245) In this context Ruskin’s point of view should be taken into account as he pointed out that the primary purpose of art is to evoke the value of god by showing the detrimental side of the human nature. He advocated this thesis with high degree of indulgence in his text ‘Modern Painters’. On the other hand Browning’s views of art were different from that of Ruskin but was not contrasting as he believed that perfection is what that all mattered in art. According to his views art should cover up the human imperfection and present a faultless, great and ideal image of the human being. His point of view on art was mostly presented through the characters Andrea del Sarto and Fra Lippo Lippi. It could be assumed that according to Browning art resembled whatever that was beautiful and faultless. In sharp contrast the point of view of Walter Pater completely rejects the previous two ideas. According to Walter Pater art should always be sensual and provoking. His idea of art completely ignores the aspects of spiritualities and sentiments along with any relation to emotion and theology. According to him any art that fails to evoke sensual feeling or satisfies the erotic feelings of the audience could well be labeled as failed art. In this context it would be relevant to quote Sir Kenneth Clark from his text ‘The Nude’. He mentioned that â€Å"no nude, however abstract, should fail to arouse in the spectator some vestige of erotic feeling, even though it be only finest shadow-and it if does no do so, it is bad art and false moral†. (Clark, 79) However, it can be stated that Art could be considered something as simple as an action someone has done for a cause or for somebody. If someone holds the door for somebody else, it could be their art to be generous and gentlemanly. Even acts of crime can be considered forms of art. In many thieving circles, the method of breaking and entering or robbing places is merely called the â€Å"Art of Theft†. Thus one can never really limit art to one thing. Rather, it is a wide arrangement of things. And one can never truly crack down and say that something is only artistic if it is of some particular kind of medium, because somebody else will disagree. It can be stated that Art is basically anything that anyone does which has a profound effect on somebody or something else. From a simple act of kindness to a masterpiece painting that took years out of somebody’s life. Some art can be considered more complex, and some art can be considered simpler in contrast. But, the fact of the matter is, in the eye of the beholder, art could be anything. So is it really possible for us to define what art is or can we really set any realistic guidelines as to what’s art and what isn’t art? It is always possible to create guidelines, but it is often considered an art-form in itself to break said guidelines. Similarly, the aesthetics of art could well be beyond the definition set by rigid guideline and logically thus the significance or purpose of art remains a relative concept. But defining what is aesthetic and what isn’t can also be quite an undertaking. Simply put, something that is aesthetically pleasing is something that appeals to the senses. For instance, flowers give a nice aesthetic sense of smell by offering their pleasant odors. A nicely painted picture can give off a nice aesthetic sight for somebody to enjoy. Often it is difficult to create something aesthetically pleasing, as there are many ways to easily offend peoples’ senses. For instance, if you wanted to create a painting to give off an aesthetic feeling of hope, you probably wouldn’t use an over abundance of dark colors. Dark colors are often used to show calmness or even more commonly, something sad and depressing. Also, when painting, if you use wider and more circular strokes with a lighter press on your brush, you’ll give off more depressing tones and colors. So, it would be more advisable to use lighter colors and more agile handling of the brush. Lighter colors often give off a feeling of warmth and happiness, which is something that you would like to be doing if you would like to create something hopeful. (King, 126) However, it can be stated that it doesn’t really matter whether or not we can define the significance of art, because art is just an expression. It is a method for human beings to get out their emotions and share them with the rest of the world. It helps to describe what cannot be spoken. A picture is worth a thousand words, but even those thousand words can yet again produce a thousand additional pictures. And in this method of thought, the significance of art has an infinite number of possibilities and an infinite number of ways to influence the lives of others. Thus the significance or the purpose of art lies in its spirituality, humane approach, sense of beauty and even sensuality all at the same time and there should not be any rigidity in this context. References: Clark, Kenneth; The Nude; (Alliance Publishers. 2002) King, H; Aesthetic Today (HBT & Brooks Ltd. 2005) pp 126 Lamb, Davis; Cult to Culture: The Development of Civilization on the Strategic Strata. (National Book Trust. 2004) pp 243-245.

Cover Letters for a Scholarship Personal Statement

Cover Letters for a Scholarship - Personal Statement Example Besides my academic qualifications, I have demonstrated competencies in extra curriculum activities including leadership abilities, sports participation, and entrepreneurship. I, for example, currently serve as the UBC’s Ski and Board club elected executive officer. The club, under my leadership, has organized major events and introduced new ones. I am also an established athlete who has participated in international competitions and won national awards in athletics, including being ranked among the nation’s top three skiers. In addition, I have been actively involved in community development leadership as a volunteer coach and a photography donor. My entrepreneurial ventures include establishing and running a personal photographer shop, S6 Photo, and Hayden Wake enterprise that offers instructional services in business operations and sports facilities. I am therefore the most suitable candidate for the scholarship as I have the qualities that the scholarship seeks to d evelop. I look forward to your kind consideration that stands to explore my potentials. I shall be ready to discuss more myself when called upon. Yours sincerely, Essex Prescott. Ec: Resume Essex Prescott Canada: 778.987.7707†¢U.S.: 208.661.8465†¢essexprescott@gmail.com 2686 W. 14th Avenue†¢ Vancouver, B.C. V6K 2W6 September 15, 2012, The director Peter Armstrong Scholarship Ontario Canada Dear Sir/Madam, I hereby offer my application for the scholarship position that you have offered. The scholarship has drawn my interest because it offers an opportunity for the development of my established entrepreneurial competence for larger forms of business organizations. I am currently a Bachelor of Commerce student at the University of British Columbia, Sauder School of Business, with demonstrated entrepreneurial competence in sole proprietorship ventures and an outlined plan for a larger family based business. My entrepreneurial ventures include establishing and running a pe rsonal photographer shop, S6 Photo, and Hayden Wake enterprise that offers instructional services in business operations and sports facilities. While at the University of British Columbia, I have developed a high-level leadership capacity that culminated to my election as the executive officer of UBC’s Ski and Board Club, a university social club with 1500 members. My leadership abilities have helped the club in organizing numerous major sports events and introducing new sports activities. This, together with other leadership roles, has won me awards such as the President’s Entrance Award, Outstanding Leadership Award for Volunteer services and the nomination for International Student Leadership Award. I have also demonstrated initiative and innovative capacities through my established businesses that have always been profitable and competitive. I am therefore the most suitable candidate for this scholarship position because of my demonstrated competencies, the kind th at the scholarship seeks to develop. I look forward to your kind consideration that will further enhance my potentials to become a productive member of society. I shall be ready to discuss more myself when called upon.  

Management Essay Example | Topics and Well Written Essays - 500 words - 36

Management - Essay Example use it maximises the â€Å"must† and â€Å"want† criteria, as well as having lowered uncertainty and risks through the lowest negative impact on the environment and employees, while Brand B is the second choice because it is satisficing in relation to the minimal criteria of â€Å"must† and â€Å"want.† Brand A is chosen because it has the most points when it comes to the â€Å"must† and â€Å"want† features and has the lowest risks involved. Brand A has the highest points for meeting the â€Å"must† features of maximum cost, being compatible with related equipment, availability of support services, and having no need for renovation. Aside from meeting the planned budget for the equipment, Brand A has the least negative effects on people and workplace because it is already compatible with resources and space, so it reduces costs for renovation and other physical changes at work that can disrupt everyday routine. In other words, it has the fewest risks of changing the status quo and creating conflicts that might be causes of resistance to changes. Brand A also meets the â€Å"want† features of safety, availability upon delivery date and not needing special training for its use. By being available, a plan for its future use can be set up. By not requiring special training, it has the least consumption of training resources and do not need to change work flows and other work habits. The next most important factors are pricing and flexibility, which Brand A meets. Brand A has a good price, unlike Brand C. Though there is more uncertainty with Brand A because the minimum years of service are not assured compared to other brands, it has the fewest negative effects on employees and the workplace. Brand A has safety features and it is compatible with existing equipment and space that Brand C does not have, for instance. Brand A requires no renovation for existing space and additional special training, which again means less uncertainty for workers. In addition, Brand A has

Creativity and Play Essay Example | Topics and Well Written Essays - 1500 words

Creativity and Play - Essay Example In reality teachers should be creative in so many areas in teaching felid such as, classroom environment, technology, and activities. To begin, and Teachers should be attention to the classroom arrangement. For example if the teacher is the one how is giving the lesson and explaining to student their desk should face the board, but if they are in team- working activity they should set in circle so they will communicate easily with each other (SARACHO,1998, p6). There should be an interaction between teacher and students; teachers must arrange the class depend on the current situation. Arranging classes properly is in the beneficial of students. Secondly, Technology is also a useful tool which enhances the creativity in classroom. Using computer, active table, and smart board will defiantly increase student engagement during the learning process (Lubart, pp 24). Educators should learn how to teach by technology to be creative. New digital technologies are very useful in classroom and educators should take an advantage of this opportunity and use it to help students in their learning process. Thirdly, activities also play important roles in creativity factor. It helps students to be innovative in solving their problems. Educators should give their students many useful activities that are aimed at helping them to participate and generate ideas. Getting involved in any kind of activity will increase the student IQ (Intelligence quotient) and make them critical thinker (LILLEMYR, 2009, p15). Learning and development depend on internal cognitive structures that are complex in their subsequent evolution and origins. These cognitive structures are intimately connected to children’s cultural and social worlds (WAGEMAKER et al, 1984, p46). Processes such as practice, exploration, mastery, repetition and revision are vital in extending, constructing and connecting cognitive structures. Play activities enable children to impose some structure or organization on a ta ste, engage in ongoing rehearsal of the cognitive processes and make sense of their experiences (MACLUSKY & COX, 2011,

Sustaining tourism within developing countries like the Dominican Essay - 1

Sustaining tourism within developing countries like the Dominican Republic - Essay Example ecreased long-haul travel costs, increased holiday opportunities, changed demographics and strong consumer demand for foreign travel have given rise to large tourism growth to developing countries with global visits to the developing world comprising 25% of the universal total. Tourism brings rather influential customers to Southern countries, potentially a significant market for local business and an engine for home sustainable economic growth. Between 1985 and 1995 typical gross receipts for each tourist arrival raised by 75%. Thus tourism has become a vital sector for developing countries aiming to take advantage of foreign exchange earnings, increasing employment and securing economic wealth and to protect natural and national traditions. World Travel and Tourism Council (WTTC) estimation show that travel, tourism and associated activities will add 11% to the world’s GDP, rising to 12% by 2010. The tourism industry is at present estimated to create 7.8% of the total labor force. This percentage is projected to rise to 8.6% by 2012. The tourism industry is also the world’s largest employer and make up over 255 million jobs, or 10.7% of the global workforce (WTTC, 2002). Tourism has facilitated to produce millions of jobs in developing countries. For instance official estimation for suggest China has 51.1 million jobs related to tourism and India 23.7 million jobs. In terms of the comparative significance of various sectors for job creation, the largest suppliers of jobs in travel and tourism services are found in island states and destinations - ranging from 76.3% of the total number of people engaged in Curacao, to 34.6% employed in Antigua and Barbuda. The top ten countries with greatest projected comparative increase in employment over the next couple of decades are all developing countries. Vanuatu is expected a yearly growth rate of 8.8% in employment and leads the list. The balance of benefits begins to lean toward the developed countries in terms

If a man has the means to feed himself and protect himself he is free Essay

If a man has the means to feed himself and protect himself he is free. In your opinion, to what extent is this statement relevant for the 21st century - Essay Example The objective of this essay is to analyze the relevance of this statement n the 21st century. Considering the ethics of the discussed statement, it must have relevance at given time. The ideology of freedom suggested here is non-competitive and sharing in nature. However, in the globalised 21st century, where freedom is defined in terms of economic and social competence and people compete with each other for materialistic achievements, food and protection won’t satisfy the needs of men. Hillary Rodhan Clinton, The Secretary of States has stated three essential elements of a free nation which includes a â€Å"representative government, a well-functioning market, and civil society† (Clinton, 2011). Taking this policy of the government into account, it can be assumed that the discussed statement is not given importance in today’s market driven society. However, further analysis of the current policies will reveal that the materialistic objectives ultimately lead to the basic need of food and protection for men. For example, a representative government, func tioning market, and civil society are all indicators of a food secure and protected society. Ironically, the process of achieving the materialistic objectives, most times results in denying the larger objective of food and protection for fellowmen. Bradley J. Birzer , The Commonwealth Men and the American Revolution, Thursday, June 30, 2011, The Imaginative Conservative, Retrieved on 26 September 2011,

Implementation and Analysis the Dream Act Article

Implementation and Analysis the Dream Act - Article Example The DREAM act has been widely debated upon immigration policy, being either the subject of discussion or action. This policy was independently administered by the department of Homeland security. The DHS secretary, Janet Napolitano released a memorandum ordering DHS to defer the deportation process temporarily, for individuals described by the DREAM Act. The new policy is to be implemented through a department of Homeland Security directive ‘deferred action’ that lets the administration bypass congress. The implementation of this policy is thus utterly constitutional. The Congress has not only rejected the act once, but twice. This issue raises the question regarding how Americans feel about the Act (Batalova & McHugh, 2005). People affected by the act are the immigrants that do not meet all the qualifications for instance, those who do not meet the act’s education requirement. The combination of poor English skills and lack of high school diploma would be a barrier to those seeking to pursue the legal status through the military. Study shows that almost a third of the unauthorized children live below 100 percent of the federal poverty level. This reflects the hardships in paying tuition fees, transport, and other expenses. This diminishes the possibility of achieving the education level as required by the dream act (Batalova & McHugh, 2005). Some states will be affected more than others by the implementation of DREAM Act. This is due to the population sizes of potential beneficiaries. Access to education for the act’s beneficiaries would also vary from state to state due to the difference in education policies. Implementation of this policy would allow the DREAM Act to achieve its goals; to establish a path to citizenship for immigrants who were brought in the US by their parents as children. The act will

Scope of Liability for Negligent Misstatement by Professionals Assignment

Scope of Liability for Negligent Misstatement by Professionals - Assignment Example Scope of Liability for Negligent Misstatement Test of Negligence Generally, for a claim of negligence to stand, one has to prove three elements. These elements are: That there was a duty of care owed to the claimant by the defendant, That the duty of care owed was breached, That the breach caused reasonably foreseeable damage borne by the claimant These grounds have been applied for cases involving personal injury. But when it comes to negligent misstatement by professionals, this control test may not be appropriate, more so when it comes to the element of reasonable foreseeability. In Caparo Industries Plc V Dickman, Lord Oliver foresaw a situation whereby a professional would be open to a limitless scope of liability, if the test of reasonable foreseeability alone was applied, (Katter 2003, P. 1). ... A duty of care will only arise where the advice giver, expressly or impliedly, guaranteed the information user that he will exercise due care when making the required statement. The person giving advice must be in possession of special skills and judgement on which the claimant relied on. This will not suffice if according to the circumstances, it was unreasonable for the claimant to rely on such a statement. The information giver, at the time of giving the statement, must have known or reasonably expected to know, that the claimant was going to rely on the statement given. In the case of Hedley Byrne & Co. Ltd V Heller & Partners Ltd, the plaintiffs who were an advertising agency had suffered economic losses due to the negligent statement of the defendant bank about the financial standing of one of its clients. It was held that where there exists a special relationship and an individual gives inaccurate statements where it was reasonably foreseeable that that information was to be a cted on, liability could arise for losses sustained from that reliance. When it comes to the requirement of special relationship, liability restricted only to reasonable circumstances. This prevents a situation whereby multiple claims could be made against the same defendant who has made a negligent statement that turns out to affect many people. In order to restrict such multiple claims arising from the same misstatement, the court laid out the essential of special relationship in the case of Caparo Industries V Dickman (1990). These essential are: That the maker of the statement knew that it would be communicated to plaintiff, whether named or unnamed. That the advice given was in relation to a particular transaction or one that is ascertainable. That the maker of the statement

Spectrophotometer Essay Example for Free

Spectrophotometer Essay Spectrophotometry in chemistry is a quantitative measure of the reflection or transmission of material properties as a function of wavelength. It is more specialized than the term electromagnetic spectroscopy which is general in that spectrophotometry deals with near-ultraviolet, visible light, and near-infrared, but doesn’t cover the techniques of time-resolved spectroscopic . Spectrophotometer is used in Spectrophotometry. A spectrophotometer is a photometer that measures the intensity as a function of the wavelength of the light source. Important features of spectrophotometers are linear range of absorption or reflectance measurement spectral and bandwidth. A spectrophotometer is used commonly for the transmittance measurement or solutions reflectance, opaque solids or transparent, such as gases, or polished glass. However they can be designed to measure the diffusivity of any of the listed light ranges that which cover around 200nm 2500nm using different calibrations and controls. Calibrations are needed on the machine, within these ranges of light, using standards which vary in type depending on the wavelength of the photometric determination. An example for spectrophotometry experiment is used is the determination of the solution equilibrium constant. A specific chemical reaction in a solution may occur in a reverse and forward direction where products break down into reactants and reactants form products. At some point, this chemical reaction will reach a point of balance called an equilibrium point. In order to determine the respective concentrations of products and reactants at this point, the light transmittance of the solution can be tested using spectrophotometry. The amount of light that passes through the solution the concentration of certain chemicals is indicative that do not allow light to pass through. The use of spectrophotometers spans various scientific fields, such as materials science, physics, biochemistry, molecular biology , and chemistry. They are widely used in many industries including semiconductors, laser and optical manufacturing, printing and forensic examination, and as well in laboratories for the chemical substances study. Ultimately, a spectrophotometer is able to determine, depending on the control or calibration, what substances are present in a target and exactly how much through calculations of observed wavelengths. IR Spectroscopy Infrared spectroscopy (IR spectroscopy) is the spectroscopy that deals with the infrared region of the electromagnetic spectrum that is light with a longer wavelength and lower frequency than visible light. It covers a range of techniques, mostly based on absorption spectroscopy. As with all spectroscopic techniques, it can be used to identify and study chemicals. A common laboratory instrument that uses this technique is a Fourier transform infrared (FTIR) spectrometer. The infrared portion of the electromagnetic spectrum is usually divided into three regions; the near-, mid- and far- infrared, named for their relation to the visible spectrum. The higher-energy near-IR, approximately 14000–4000 cm−1 (0.8–2.5 ÃŽ ¼m wavelength) can excite overtone or harmonic vibrations. The mid-infrared, approximately 4000–400 cm−1 (2.5–25 ÃŽ ¼m) may be used to study the fundamental vibrations and associated rotational-vibrational structure. The far-infrared, approximately 400–10 cm−1 (25–1000 ÃŽ ¼m), lying adjacent to the microwave region, has low energy and may be used for rotational spectroscopy. The names and classifications of these sub regions are conventions, and are only loosely based on the relative molecular or electromagnetic properties. Types There are two basic types of infrared spectrometers. Fourier transform infrared (FTIR) spectrometers are single-beam instruments that use an interferometer to spread a sample with infrared light and measure the intensity of the infrared light not absorbed by the sample. The application of a Fourier transform converts the resulting time domain digital signal into a frequency domain digital signal. Dispersive infrared spectrometers use visible lasers, a grating, and charged coupled devices (CCDs) to collect data. The laser acts as a light source and irradiates the sample. Most of the radiation scatters elastically at the same energy as the incoming laser radiation. A small amount, approximately one photon in a million (0.00001%), scatters from the sample at a wavelength shifted slightly from the original wavelength. Techniques * Fourier transforms infrared spectroscopy FTIR redirects here. FTIR may also refer to frustrated total internal reflection. Fourier transform infrared spectroscopy (FTIR) is a technique which is used to obtain an infrared spectrum of absorption, emission, photoconductivity or Raman scattering of a solid, liquid or gas. An FTIR spectrometer simultaneously collects spectral data in a wide spectral range. This confers a significant advantage over a dispersive spectrometer which measures intensity over a narrow range of wavelengths at a time. FTIR has made dispersive infrared spectrometers all but obsolete (except sometimes in the near infrared), opening up new applications of infrared spectroscopy. The term Fourier transform infrared spectroscopy originates from the fact that a Fourier transform (a mathematical process) is required to convert the raw data into the actual spectrum. * Near IR spectroscopy Near-infrared spectroscopy (NIRS) is a spectroscopic method that uses the near-infrared region of the electromagnetic spectrum (from about 800 nm to 2500 nm). Typical applications include pharmaceutical, medical diagnostics (including blood sugar and pulse oximetry), food and agrochemical quality control, and combustion research, as well as research in functional neuroimaging, sports medicine science, elite sports training, ergonomics, rehabilitation, neonatal research, brain computer interface, urology (bladder contraction) and neurology (neurovascular coupling). Theory: Near-infraredspectroscopy is based on molecular overtone and combination vibrations. Such transitions are forbidden by the selection rules of quantum mechanics. As a result, the molar absorptivity in the near IR region is typically quite small. One advantage is that NIR can typically penetrate much farther into a sample than mid infrared radiation. Near-infrared spectroscopy is, therefore, not a particularly sensitive technique, but it can be very useful in probing bulk material with little or no sample preparation. The molecular overtone and combination bands seen in the near IR are typically very broad, leading to complex spectra; it can be difficult to assign specific features to specific chemical components. Multivariate (multiple variables) calibration techniques (e.g., principal components analysis, partial least squares, or artificial neural networks) are often employed to extract the desired chemical information. Careful development of a set of calibration samples and application of multivariate calibration techniques is essential for near-infrared analytical methods. Applications: The primary application of NIRS to the human body uses the fact that the transmission and absorption of NIR light in human body tissues contains information about hemoglobin concentration changes. When a specific area of the brain is activated, the localized blood volume in that area changes quickly. Optical imaging can measure the location and activity of specific regions of the brain by continuously monitoring blood hemoglobin levels through the determination of optical absorption coefficients. Typical applications of NIR spectroscopy include the analysis of foodstuffs, pharmaceuticals, combustion products and a major branch of astronomical spectroscopy.

The Most Popular Globalisation Politics Essay

The Most Popular Globalisation Politics Essay Globalization is a buzz word today. The concept of globalization is one that has become widely used in debates in politics, business and the media over the past few years. A decade ago, the term GLOBALIZATION was relatively unknown but today it seems to be on the tip of everyones tongue. Globalization refers to the fact that we all increasingly live in one world so that individuals, groups and nations become interdependent. The economies of the world are being increasingly integrated. It is often portrayed solely as an economic phenomenon. It is no more a new phenomenon. The world has experienced several waves of globalization over the past few centuries. It is also true that globalization is a process that cannot be taken as granted. Even developed countries and established societies feel compelled to look for ways to enable them to deal effectively with the NEW GLOBALISM. This NEW GLOBALISM is characterized by the rise in the importance and influence of international financial markets. With the inventions of mobile phone and internet people over the globe have come closer. The world is becoming a smaller place. Work can now be outsourced to any part of the world that has an internet connection. The transnational corporations play a major part whose massive operations stretch across national borders, influencing global production process and the international distribution of labour. Although economic forces are an integral part of globalization, it would be wrong to suggest that they alone produce it. Globalization is created by the coming together of political, social, cultural and economic factors. It has been driven forward above all by the development of information and communication technology. They have intensified the speed and scope of interaction between the people all over the world. Currently, globalization enjoys immense popularity. It is a key word in not only the dominant theoretical and political discourse but also in everyday language. In its most general sense globalization refers to the cross-national flows of goods, investment, production and technology. For many advocates of it, the scope and depth of these flows have created a NEW WORLD ORDER with its own institutions and configurations of power that have replaced the previous structures associated with the nation-state. The economies of the world are now being increasingly integrated. This economic integration takes place through four channels (a) Trade in goods and services (b) Movement of capital (c) Flow of finance (d) Movement of people DEFINITIONS OF GLOBALIZATION: Since the word globalization appeared in dictionary, its meaning has undergone a massive transformation. Just two dozens of definitions of globalization illustrate the problem in grappling with this phenomenon. Some of the definitions are given below. JEFFREY L WATSON describes globalization in cultural terms. He defines it as the process by which the experiences of everyday life, marked by the diffusion of commodities and ideas, can foster a standardization of cultural expressions around the world. The official World Bank definition of globalization is globalization is stated not surprisingly in purely economic terms, as the freedom and ability of individuals and firms to initiate voluntary economic transactions with residents of other countries. Globalization is a word invented to convey the false hope of an integrated, inclusive world, has in reality meant the opposite: the rejection and exclusion of hundreds of millions who contribute little or nothing to production and consumption and are thereby useless by twenty first century capitalism. -, SUSAN GEORGE, KHALEEJ TIMES, 2004 Globalization is a process that has been going almost throughout recorded history and that has conferred huge benefits. Globalization involves change, so it is often feared, even by those who end up gaining from it. ANNE O KRUEGER, 1st Deputy Managing Director of International Monetary Fund, 2002. The Marxists define globalization in terms of expansion of capitalist enterprises. The liberals, on the other hand, to the emergence and expansion of free market economy. There is an increasing interdependence of world economy and internationalization of production. Globalization is also often used interchangeably with internationalization. It also refers to interdependence, universalism or Americanization. Many define it in terms of deterritorialisation which means that border is no longer a limit today. Although globalization may be thought of initially as the widening, deepening and speeding up of worldwide interconnectedness in all aspects of contemporary social life, from the cultural to the criminal, the financial to the spiritual, such a definition begs further elaboration. Despite a proliferation of definitions in contemporary debates, there is scant evidence in the existing literature of any attempt to specify precisely what is global about globalization. For instance, all the above definitions are quite compatible with far more spatially confined process such as the spread of national or regional interconnectedness. THE SHAPING OF GLOBALIZATION: The term GLOBALIZATION emerged because the visibility of our globally connected life calls for a world to sum up the phenomenon of this interconnectedness. But if we look under the hood of our daily existence, one could see a multitude of threads that connect us to faraway places from an ancient time. Without looking into the past, anything cannot be explained. Everything carries in itself the imprints of a long journey. As such, globalization is not an exception to this. Most of what we eat, drink or use originated somewhere else than where we find these objects today. Almost everything we associate with a nation or take pride in as ours is connected with another part of the world, however, remotely. The term globalization reflecting awareness of these global connections, grew out the very process it describes a process that has worked silently for millennia without having been given a name. NAYAN CHANDA in his book BOUND TOGETHER: HOW TRADERS, PREACHERS, ADVENTURES AND WARRIORS SHAPED GLOBALISATION describes vividly the process of globalization and what it had undergone through. The Director of publications for the Yale Centre for the study of globalization here in offers an alternative description of the term. Also, THOMAS L. FRIEDMANS THE WORLD IS FLAT have explained how the mobile capital, trade and technology have created todays instantaneously connected and interdependent world. NAYAN CHANDA describes how traders, preachers and adventurers spearheaded the reconnection and closer integration of settled communities that had come into existence some twelve thousand years earlier. According to him, traders are those people who produce or carry products and services to consumers in distant parts of the planet and in the process, have created an interconnected world. He further anchors that it is hard to image this veritable rock star of the high tech world as a modern incarnation of those traders in the early years of the Christian-Era who transported merchandise by camel caravans on the Silk Road or the Dutch traders who shipped cloves from Southeast Asia. ADAM SMITH called the basic human instinct for TRUCK AND TRADE for profit, which has grown since the dawn of civilization and connects a widening part of the world through a web of connection. FROM CAMEL-COMMERCE TO E-COMMERCE: The traders and financiers being ready to take risk of long journeys and life abroad for profitable transactions, they emerged as the most important connectors. The means of transporting the fruits of trade have progressed from donkey and camel to sail and steamboats, from container ships and airplanes to fiber-optic cables. The modes of payment have evolved from barter, cowries, metal coin, paper money and credit to electronic bank transfers and online payment systems like PAYPAL. These developments enabled the speedy transportation of large quantities of goods and the traders and entrepreneurs also grew. Multi National enterprises replaced individuals and groups of traders, all successors to one of the earliest examples, the East India Company, founded in 1600 BC. If one counted the shareholders of these businesses, the number of people promoting world- wide trade could be in the hundreds of millions. The difference between the Camel Caravans borne C-COMMERCE of the past and todays E-COMMERCE is in the scale and speed of such transactions. Thus it is not surprising that in the popular imagination, foreign trade has become synonymous with globalization. Both necessity and a taste for the exotic have led humans to engage in commerce. As agriculture developed and surplus food was available, a class of people attracted by the prospects of profit and perhaps by a sense of adventure became travelling merchants to look for goods and novelties that could be bought with gold or silver or bartered for whatever they had. Traders frequently worked with the sanction of the ruler and paid tax. However, often the ruler himself took charge of trade to ensure a supply of luxuries and profit to be made from commercial transaction. The traders trading in Silk Road reached its peak in the thirteenth century. There also was a transportation revolution in the fifteenth century. The transportation revolution that linked the continents created the conditions for the emergence of the first multi-national trading company. According to N CHANDA, the human beings were initially originated in Africa and he takes into account that it is the place from where the root of global process started its journey. Human beings in search of food and various other needs of life left Africa and became globalised by migrating to various parts of the world. The history of our human ancestors journey out of Africa is the best proof of that aspect of human nature. But the human journey did not stop with the beginning of sedentary agriculture. The desire to find new and more hospitable areas to settle spurred the early migration of agrarian population through-out Central Asia and India. Migration has continued through-out history. The curiosity about what lay beyond the human border had led generations of explorers to undertake dangerous journeys and bring back knowledge that has connected wider and wider areas of the world. In the days, when travel was extremely hazardous, the journey of exploration was often not just for the sake of new information. Within three centuries, their discoveries led to the biggest migration in human history. Even after every corner of the planet was discovered, humans contributed to travel. Yesterdays curious travellers who set out to find out what lay beyond the next mountain or ocean are todays tourists. Yesterdays fortune seekers and bonded immigrant laborers in a foreign land are todays immigrant, legal and illegal. Since the beginning of modern warfare with its casualties the number of refugees has swelled. As the means of transportation and conditions of travel have evolved, the movement of people across the globe has grown in volume with more people living in a country other than where they were born. In 2005, there were nearly 200 million migrants in countries around the world. Even though most of the worlds people have never crossed their home countrys border, dispersal of their compatriots through the world has created a global village where the progenies of ancestors who walked away from Africa are connected as par N CHANDA. The human world has been expanding through exploration and adventurous journeys, and the web of connections has been growing for a long, long time. The desire to live better, to convert others to ones belief, and to learn what lies beyond ones borders have been the prime motives bringing countries and people in contact, peacefully or violently. Warriors make up the fourth group of actors who have hastened the integration of the world. Also, the imperial power built and secured long distance trade routes and boosted commerce by providing currency and legal structures. In their urge to build empires, kings and sultans devoted state resources to explore beyond their borders. They spent state funds to organize expeditions and to acquire scientific and technical knowledge necessary for long distance travel. Empires worked like gene-mixers, intervening the different genetic strains that marked geographically dispersed humans after their ancestors had left. In the process, they brought about microbial and biological unity. In his book, N CHANDA argues that rather than a synonym for the late capitalism globalization is an expression to the human desires that date back to the dawn of time when the first humans left in African homeland and set out in search of a better life. Globalization he describes is not a scheme dreamt up by a few Western Finance Ministers, corrupt industrialists and the International Monetary Fund. It is an age-old drive as natural as breathing. FACTORS INFLUENCING GLOBALIZATION: Explaining all social changes is complex but it is not difficult to pinpoint some of the factors that are contributing to the rise of globalization in the contemporary society. These factors can be discussed mainly under three headings - The Rise of Information and Communications Technology, The Economic Factors and The Political Factors. THE RISE OF INFORMATION AND COMMUNICATIONS TECHNOLOGY: The explosion in global communications has been facilitated by a number of important advances in technology and the worlds telecommunications infrastructure. In the post-second world war era, there has been a profound transformation in the scope and intensity of telecommunication flows. Traditional telephonic communication which depended on analogue signals sent through wires and cables with the help of mechanical crossbar switching has been replaced by integrated systems in which vast amounts of information are compressed and transferred digitally. Cable technology has been more efficient and less expensive. The development of fibre-optic cables has dramatically expanded the number of channels that can be carried. The impact of these communications systems has been staggering. In countries with highly developed telecommunications infrastructures, homes and offices now have multiple links to the outside world. The Internet has emerged as the fastest growing communication tool ever developed. These forms of communication technology facilitate the compression of time and space. Widespread use of the internet and mobile phones is deepening and accelerating process of globalization. More and more people are becoming interconnected through the use of these technologies and are doing so in places that have previously been isolated or poorly served by traditional communications. INFORMATION FLOWS: If the spread of information technology has expanded the possibilities for contact among people around the globe, it has also facilitated the flow of information about people and events in distant places. Every-day the global media bring news, images and information into peoples homes, linking them directly and continuously to the outside world. Individuals are now more aware of their interconnectedness with others and more likely to identify with global issues and processes than was the case in the past. This shift of global outlook has two significant dimensions: (1) First, as members of a global community, people increasingly perceive that social responsibility does not stop at national borders but instead extends beyond them. There is a growing assumption that the international community has an obligation to act in crisis situations to protect the physical well-being or human rights of people whose lives are under threat. In recent years, earthquake in ARMENIA and TURKEY, floods in BANGLADESH, and MOZAMBIQUE, famine in AFRICA and hurricanes in CENTRAL AMERICA have been rallying points for global assistance. There have been stronger calls in recent years for interventions in the case of war, ethnic conflict and the violation of human rights. (2) Second, a global outlook means that people are increasingly looking to sources other than nation-state in formulating their own sense of identity. This is a phenomenon that is both produced by and further accelerates process of globalization. Local culture identities in various parts of the world are experiencing powerful revivals at a time when the traditional hold of the nation state is undergoing profound transformation. For example: in Europe, inhabitants of Scotland and the Basque region of Spain might be more likely to identify themselves as Scottish or Basque or simply as European rather than as British or Spanish. The nation state as a source of identity is waning in many areas, as political shift at the regional and global levels loosen peoples orientations towards the states in which they live. THE ECONOMIC FACTORS: Globalization is also being driven forward by the integration of the world economy. In contrast to previous eras, the global economy is no longer primarily agricultural or industrial in its basis. Rather it is increasingly dominated by activity that is weightless or intangible. This WEIGHTLESS ECONOMY is one in which products have their base in information. It is the case with computer software, media and entertainment products and internet-based services. The emergence of the society has been linked to the development of a broad base of consumers who are technologically literate and eagerly integrate new advances in competing, entertainment and telecommunications. The very operation of the global economy reflects the changes that have occurred in the information age. Many aspects of the economy now work through networks that cross national boundaries. In order to be competitive in globalizing conditions businessmen and corporations have restructured themselves to be more flexible and less hierarchical in nature. Production practices and organizational patterns have become more flexible, partnering arrangements with other firms have become commonplace and participation in worldwide distribution networks has become essential for doing business in .a rapidly changing global market . TRANSNATIONAL CORPORATIONS: Among the many economic factors that are driving globalization, the role of transnational corporation is particularly important Transnational Corporations are companies that produce goods or market services that produce goods or market services in more than one country. These may be small firms with one or two factories outside the country in which they are based or gigantic international ventures whose operations crisscross the globe. Transnational Corporations (TNCs) are at the heart of economic globalization. They account for two-thirds of all world trade, they are instrumental in the diffusion of new technology around the globe and they are major actors in international financial markets. According to DAVID HELD, 1999, TNCs are the linchpins of the contemporary world economy. TNCs became a global phenomenon in the years following the second world- war. By the turn of the twenty-first century, there were few economies in the world that stood beyond the reach of TNCs. Over the past decade, the TNCs based in industrialized economies have been particularly active in expanding their operations in Developing Countries and in the societies of the former Soviet Union and Eastern Europe. The argument that manufacturing is becoming increasingly globalised is often expressed in terms of GLOBAL COMMODITY CHAINS, the worldwide networks of labour and production process yielding a finished product. These networks consist of all pivotal production activities that form a tightly interlocked chain that extends from the raw materials needed to create the product to its final consumer. THE ELECTRONIC ECONOMY: The Electronic Economy is another factor that underpins economic globalization. Banks corporations, fund managers and individual investors are able to shift funds internationally with the click of a mouse. This new ability to move electronic money instantaneously carries with it greater risks, however. Transfer of vast amounts of capital can destabilize economies triggering international financial crisis such as the ones that spread from the Asian tiger economies to Russia and beyond in 1995. As the global economy becomes increasingly integrated, a financial collapse in one part of the world can have an enormous effect on distant economies. POLITICAL CHANGES: A third driving force behind contemporary globalization is related to Political Change. (1) First, the collapse of Soviet-style communism that occurred in a series of dramatic revolutions in Eastern Europe in 1989 and culminated in the dissolution of the Soviet Union itself in 1991. Since the fall of communism, countries in the former Soviet bloc have been moving towards Western style in political and economic systems. This development has meant the end to the system that existed during the Cold War. The collapse of communism has hastened the processes of globalization but should also be seen as a result of globalization itself. The centrally planned communist economies and the ideological and cultural control of communist political authority were ultimately unable to survive in an era of global media and an electronically integrated world economy. (2) Second important political factor leading to intensifying globalization is the growth of International and Regional mechanisms of government. The UNITED NATIONS and the EUROPEAN UNION are the two most prominent examples of international organizations that bring together nation states into a common political forum. (3) Finally, globalization is being driven by international governmental organizations (IGOs) and international non-governmental organizations (INGOs). An IGO is a body that is established by participating governments and given responsibilities for regulating or overseeing a particular domain of activity that is transnational in scope. The first such body, the INTERNATIONAL TELEGRAPH UNION, was founded in 1865. As the name suggests, international non-governmental organizations differ from IGOs in that they are not affiliated with government institutions. Rather, they are independent organizations that work alongside governmental bodies in making policy decisions and addressing international issues. TYPES OF GLOBALIZATION: There are many types of globalization which gives us the ability to describe it in many different fashions. The varying processes of globalization can be mainly placed into four areas - (a) ECONOMIC GLOBALISATION: Economic and technical globalization regards all the phases of the economic fashions. It includes industrial and financial globalization, encompasses the rise and expansion of Multi National Enterprises and the emergence of world-wide financial markets and better access to external financing for corporate, national and sub-national borrowers. (b) POLITICAL AND MILITARY GLOBALISATION: It refers to the spread of political interest to the regions and countries outside the neighbor-hood of political actors long-distance networks of interdependence in which force, and the threat or promises of force are employed. (c) SOCIAL AND CULTURAL GLOBALISATION: This involves the movements of ideas, information, images and people around the edge. (d) ENVIRONMENTAL GLOBALISATION: It refers to the long-distance transport of materials in the atmosphere or oceans, or it can relate to the biological substances such as pathogens or genetic materials. For example the spread of the HIV virus and the effects of ozone depleting chemicals. THE GLOBALIZATION DEBATE: In recent years, globalization has become a hotly debated topic. Most people accept that there are important transformations occurring around us. DAVID HELD and his colleagues (1999) have surveyed the controversy and divided its participants into three schools of thought which are as follows- (1) THE SCEPTICS (2) THE HYPERGLOBALIZERS (3) THE TRANSFORMATIONALISTS (1)THE SCEPTICS: Some thinkers argued that the idea of globalization is overrated that the debate over globalization is a lot of talk about something that is not new. The sceptics in the globalization controversy believe that the present levels of economic interdependence are not unprecedented. They point out that the modern globalization differs from the past only in the intensification of interaction between nations. The Sceptics agree that there may now be more contact between countries than in the previous era, but in their eyes the current world economy is not sufficiently integrated to constitute a truly globalised economy. This is because the bulk of trade occurs within three regional groups Europe, Asia-Pacific and North America. Many sceptics focus on processes of regionalization within the world economy such as the emergence of major financial and trading blocs. To sceptics, the growth of regionalization is the evidence that the world economy has become less integrated rather than more so. Compared with the patterns of trade that prevailed a century ago, it is argued that the world economy is less global in its geographical scope and more concentrated on intense pockets of activity. Sceptics reject the view that globalization is fundamentally undermining the role of national government and producing a world order in which they are less central. According to Sceptics, national governments continue to be key players because of their involvement in regulating and co-ordinating economic activity. (2)THE HYPERGLOBALIZERS: The hyperglobalizers take an opposing position to that of the sceptics. They argue that globalization is a very real phenomenon whose consequences can be felt almost everywhere. Globalization is seen as a process that is indifferent to national borders. It is producing a new global order, swept along by powerful flows of cross-border trade and production. KENICHI ONMAE sees globalization as leading to a Borderless World a world in which market forces are more powerful than national governments. The hyperglobalisers focus on the changing role of the nation-state. It is argued that the individual countries are no longer in control of their economies because of the vast growth in the world trade. National governments the politicians within them are increasingly unable to exercise control over the issues that cross their borders. Citizens recognize that politicians are limited in their ability to address these problems and as a result of this, they lose faith in the existing systems of governance. Some hyperglobalisers believe that the power of national governments is also being challenged from above by new regional and international institutions. When these shifts are taken together they signal to the hyperglobalisers the dawning of a global age in which national governments decline in importance and influence. -ALBROW, 1997 (3)THE TRANSFORMATIONALISTS: The Transformationalists take more of a middle position. They see globalization as a central force behind a broad spectrum of changes that are currently shaping modern societies. According to them, the global order is being transformed, but many of the old patterns still remain. These transformations are not restricted to economics alone, but are equally prominent within the realms of politics, culture and personal life. Transformationalists contend that the current level of globalization is breaking down established boundaries between internal and external, international and domestic. In trying to adjust to this new order, societies, institutions and individuals are being forced to navigate contexts where previous structures have been shaken up. Unlike hyperglobalisers, the transformationalists see globalization as a dynamic and open process that is subject to influence and change. It is developing in a contradictory fashion, encompassing tendencies that frequently operate in opposition to one another. Globalization is not a one-way process but a two-way flow of images, information and influences. Global, migration, media and telecommunications are contributing to the diffusion of cultural influences. According to Transformationalists, globalization is a decentred and reflexive process characterized by links and cultural flows that work in a multi-directional way. Because globalization is the product of numerous intervened global networks, it cannot be seen as being driven from one particular part of the world. The hyperglobalisers argue that rather than losing sovereignty, countries are seen by transformationalists as restructuring in response to new forms of economic and social organization that are non-territorial in basis. They argue that we are no longer living in a state centric world. The governments are now being forced to adopt a more active and outward looking stance towards government under the complex conditions of globalization. GLOBALISM VERSUS GLOBALIZATION: JOSEPH NYE, the former Dean of the Harvard University in his famous articles on globalization makes a distinction between the terms Globalism and Globalization which most of us think to be similar. According to him, Globalism describes the reality of being interconnected while Globalization captures the speed at which these connections increase or decrease. There are important differences between the two as in, globalism seeks to describe and explain nothing more than a world which is characterized by networks of connections that span multi-continental distances. It attempts to understand all the inter-connections of the modern world and to highlight the patterns that underlie them. In contrast, globalization refers to the increase or decline in the degree of globalism. It focuses on the forces, the dynamism or speed of these changes. In short, globalism can be considered as the underlying basic network, while globalization refers to the dynamic shrinking of distance on a large scale. Globalism is a phenomenon with ancient roots. Thus, the issue is not how old globalism is but rather how thin or thick it is any given time. He describes the Silk Road trade which provided an economic and cultural link between ancient Europe and Asia as thin globalism and todays world wide interconnected trade system as the thick globalism. Hence, according to him, getting from thin to thick globalism is globalization. In THE PARADOX OF AMERICAN POWER he argues that globalization is not as American a phenomenon as many people assume that it is. American culture does not always flow into other societies unchanged nor does it always have political effects. IMPACT OF GLOBALIZATION: The process of globalization has affected each and every country of the entire world. The industrialized and the developing societies have developed in inter-connection with one another and are today more closely related than ever before. Those of us living in the industrialized societies depend on many raw materials and manufactured products from developing countries to sustain our lives. Conversely, the economies of most developing states depend on trading networks that bind them to the industrialized countries. If we take a close look at the array of products available in the market, we can see that the products in a store have been made in

Irony in Kate Chopins The Story of an Hour Essay -- The Story of an H

Irony in Kate Chopin's The Story of an Hour A very dull and boring story can be made into a great story simply by adding in something that is unexpected to happen. When the unexpected is used in literature it is known as irony. An author uses irony to shock the reader by adding a twist to the story. The author of â€Å"The Story of an Hour† is Kate Chopin. Her use of irony in the story is incredibly done more than once. Irony is thinking or believing some event will happen but in return the unexpected or opposite occurs. Kate Chopin uses two types of irony in this short story. Situational irony refers to the opposite of what is supposed to happen, and dramatic irony occurs when the audience or reader knows something that the rest of the characters in the story do not know. Kate Chopin does a great job in placing irony into this short story and makes the reader understand that the unexpected happens in life. There are few characters in this story, but they all play an important part. The characters are Mrs. Mallard, Josephine, Richards, and Brently Mallard. Mrs. Mallard and Brently Mallard are married and live together in the house that the story takes place in. Josephine is Mrs. Mallard’s sister and she is the one who would break the news to her about Brently Mallards death in the railroad accident. Finally Richards who is Brently Mallards good friend, and he is the one who found out about Brently Mallards death. The setting of the story takes place in the Mallards house. It seems to me that the house is old and very comfortable. I think this because after Mrs. Mallard finds out about her husband’s death she goes to her room and the narrator says â€Å"There stood, facing the open window, a comfortable, roomy armchair. Into this she sank.†(157) This shows that the furniture is old and worn because most furniture takes a while before it can be worn is so when sat on it will sink in. Throughout the whole short story â€Å"The Story of an Hour† the reader sees’ irony but the best usage of irony occurs toward the end of the story in the last few paragraphs. As the reader reads the story they notice that Mrs. Mallard’s husband Brently Mallard died in a railroad disaster. The reader also finds out that Mrs. Mallard has a heart trouble, and great care was taken to break to her as gently as possible the news of her husband’s death. (157) There ar... ...iant because it lets the audience know her real death and what the characters in the story thought her death was. Without irony in a story it may be very boring and easy to put the story down. With irony included in the story the reader does not want to put the book down and stays interested throughout the entire story because irony makes the reader want to know what is going to happen next because they can’t guess it. Kate Chopin uses irony to perfection in this short story. She does this by using irony to let the reader better understand the purpose and meaning of the story. Without the irony in this story it would be dull and boring, but with irony, the story has suspense and unexpected events. This story was not like other stories that you usually read. It was not predictable at all. I love the vivid imagery throughout the whole story. I like this story because you can not really predict what is going to happen. When you can predict, it usually ruins the story. It kept you wandering about how it was going to end. Works Cited Chopin, Kate. The Story of an Hour. The Story and its Writers. Compact 6th Ed. Ann Charters. Boston: Bedford/St. Martin’s, 2003. 15

Moral Education and Emotional Lying Essay -- Philosophy Papers

Moral Education and Emotional Lying There is a long tradition, fathered by Aristotle and recurring like some recessive gene in recent virtue theorists, that holds that the emotions, like acts, must be 'trained'. Consider the following: [In Beckett's portrayal,] "Emotions are not feelings that well up in some natural and untutored way from our natural selves, that they are, in fact, not personal or natural at all, that they are, instead, contrivances, social constructs. We learn how to feel, and we learn our emotional repertoire. We learn emotions in the same way that we learn our beliefs — from our society." (Nussbaum 1990, p287) "Emotions, in Aristotle's view, are not always correct, any more than beliefs or actions are always correct. They need to be educated and brought into harmony with a correct view of the good human life ... with regard to both passions and actions". (Nussbaum 1994, p96) "Developing moral character ... requires training and developing passions and patterns of desire, choice, and emotion." (Stocker, 1980) According to Stuart Hampshire's 'second theory' in Two Theories of Morality (Oxford, 1977), Aristotle's proponent asserts that "one's childhood morality needs civilizing adjustment". (quoted by Stevens, p.6) "If [moral] education does not revolve around issues such as what to fear, what to be angry about, ... I do not know what it is. ... As Aristotle perceived, we are concerned with ... the education of the emotions." (Williams 1973, p225) Rorty (1980b), following Aristotle, also holds that emotions are learned. Now, it is clear that people can be trained to exhibit 'appropriate' emotions at the 'appropriate' time and to the 'appropriate' degree, or they learn to do so in... ...d. Explaining Emotions. Berkeley, 1980. (Rorty 1980b) Rorty, Amà ©lie Oksenberg. "Introduction". Pages 1-7 in Rorty (1980a). (Stevens 1981) Stevens, Rex P. Kant on Moral Practice. Mercer University Press, Macon, Ga., 1981. (Stocker 1980) Stocker, Michael. "Intellectual Desire, Emotion, and Action". Pages 323-338 in Rorty (1980a). (Williams 1973) Williams, Bernard. "Morality and the Emotions". Pages 207-229 in Problems of the Self (Cambridge, 1973). (Williams 1981) Williams, Bernard. "Moral Luck", pages 20-39 in Moral Luck. Cambridge University Press, 1981. (Williams 1993) Williams, Bernard. "Moral Luck: A Postscript", in Statman, Daniel, ed. Moral Luck. Albany: State University of New York Press, 1993; reprinted in Williams (1995), pages 241-247. (Williams 1995) Williams, Bernard. Making Sense of Humanity. Cambridge University Press, 1995.

Westward Expansion and Imperialism :: American America History

Westward Expansion and Imperialism Throughout most of the nineteenth century, the United States expanded its territory westward through purchase and annexation. At the end of the century, however, expansion became imperialism, as America acquired several territories overseas. This policy shift from expansionism to imperialism came about as a result of American's experience in the Spanish American War and the Congressional debates that followed the American victory. After temporarily resolving the problems of Reconstruction and Industrialization, Americans began to resume the course of expansion. The horrors of the Civil War had interrupted the original Manifest Destiny that began in the 1840s. Now, as pioneers settled the last western frontiers, expansionists looked yet farther to the west -- toward Asia and the Pacific. American ships had long been active in the Pacific. The New England whaling fleets scoured the ocean in search of their prey. As ships crossed the vast ocean to trade in Asia, islands in the Pacific became important stops for coal, provisions, and repairs. In the South Pacific, the American navy negotiated with awestruck natives for the rights to build bases on the islands of Midway and Samoa. This practice had been going on for a while. The Hawaiian Islands, which lie closest to the American mainland, had long been an important stop for the Pacific fleet. Eventually, the expansion to this area became imperialistic. Pearl Harbor, on the island of Oahu, offered one of the most attractive natural bases in the Pacific. Soon other Americans followed to become sugar planters and to establish profitable businesses. Americans were busy building huge plantations, warehouses, railroads, dry-docks, banks, hotels, and stores. They soon dominated the island's economy, and they were able to influence its government as well. Americans created and controlled Hawaii's legislature and cabinet, and they limited the power of the native king. As the century began to come to a close, disputes arose between the Kanaka and those of foreign descent. "Hawaii for Hawaiians" became the slogan of people who sought to restore the traditional ways of the kingdom. Others called for the annexation of Hawaii by the United States. Annexation would eliminate the recent trade restrictions on sugar and revive the island's faltering economy. The imperialistic was taking ov er the islands. The imperialistic attitude sprung from the American Victory in the Spanish-American War. Although the Spanish-American War and the intervention in the Philippines were preceded by fifty years of meddling in Latin America, and to a lesser degree Asia and Africa, it was these two events that marked and tested a fully realized imperial policy. Westward Expansion and Imperialism :: American America History Westward Expansion and Imperialism Throughout most of the nineteenth century, the United States expanded its territory westward through purchase and annexation. At the end of the century, however, expansion became imperialism, as America acquired several territories overseas. This policy shift from expansionism to imperialism came about as a result of American's experience in the Spanish American War and the Congressional debates that followed the American victory. After temporarily resolving the problems of Reconstruction and Industrialization, Americans began to resume the course of expansion. The horrors of the Civil War had interrupted the original Manifest Destiny that began in the 1840s. Now, as pioneers settled the last western frontiers, expansionists looked yet farther to the west -- toward Asia and the Pacific. American ships had long been active in the Pacific. The New England whaling fleets scoured the ocean in search of their prey. As ships crossed the vast ocean to trade in Asia, islands in the Pacific became important stops for coal, provisions, and repairs. In the South Pacific, the American navy negotiated with awestruck natives for the rights to build bases on the islands of Midway and Samoa. This practice had been going on for a while. The Hawaiian Islands, which lie closest to the American mainland, had long been an important stop for the Pacific fleet. Eventually, the expansion to this area became imperialistic. Pearl Harbor, on the island of Oahu, offered one of the most attractive natural bases in the Pacific. Soon other Americans followed to become sugar planters and to establish profitable businesses. Americans were busy building huge plantations, warehouses, railroads, dry-docks, banks, hotels, and stores. They soon dominated the island's economy, and they were able to influence its government as well. Americans created and controlled Hawaii's legislature and cabinet, and they limited the power of the native king. As the century began to come to a close, disputes arose between the Kanaka and those of foreign descent. "Hawaii for Hawaiians" became the slogan of people who sought to restore the traditional ways of the kingdom. Others called for the annexation of Hawaii by the United States. Annexation would eliminate the recent trade restrictions on sugar and revive the island's faltering economy. The imperialistic was taking ov er the islands. The imperialistic attitude sprung from the American Victory in the Spanish-American War. Although the Spanish-American War and the intervention in the Philippines were preceded by fifty years of meddling in Latin America, and to a lesser degree Asia and Africa, it was these two events that marked and tested a fully realized imperial policy.

Effects in Mass Media Essay

What was the major development in evolution of mass media in the 20th century The mass media included television, radio, newspaper and telephone. Before television, there was morse code, but later the telephone came in to play, people decided that it was much easier than waiting for a telegram. Before the invention of television there was the radio, this was considered the main form of entertainment for a family, the radio contained talk shows and advertisements read over the radio from different stores. Newspapers have been around for ages, they were pretty much the communication for cities, towns and small communities. Everything changed when television made an appearance in 1935. The first television set was black and white, mostly they were owned by people who were considered rich, later it became affordable for more families to own. The three major programs offered were ABC, CBS and NBC, later on the color television set was developed. Later on the computer was developed, they seemed too large for households, so most computers were used by the government, after that Apple developed a computer smaller for household use, more and more companies have developed better technology with the computer, television and the internet. How did each development influence America How did these influence America, The newspaper gave the news, it had no other purpose, but as it developed it was used for other purposes, today the newspaper is used for comments and criticism, this involves social, political and religion, this also vents grievances. The radio became very popular, it became the opportunity to speak to people in their homes, it changed the consumer marketing and was a link for entertainment information and product consumption, another use of radio was the war, they used for the detection of planes and ships which was called radar. By the 1950’s radio was lost to television. Television was the main source of entertainment, when kids came home from school, the first thing they do is turn on the television, people use television for a form of relaxation, especially after a long day at work. Today there are thousands if not millions of television stations, due to technological progress, today televisions stations are available in every part of the world, and has been a very influential part of culture. The telephone has made communication with people better and faster, you can contact anyone, anytime of the day. The first rotary phone was developed in 1923, later on the touch tone phone. A few years later the cordless phone came out, this was great, you could move around your home and still talk on the phone. Then later on a new technology was on the rise, the cell phone, now there was no more setting around waiting on a phone call, after that the internet, the phone had more of an impact than any other technology.

Hydrogen Fuel Cell Research Paper

An arising problem in today’s world is the destruction of the ozone layer because of the emissions and harmful gases that vehicles are giving off. Forget ethanol or biodiesel. The next big thing in automotive fuel may very well be hydrogen. Automakers rapidly are closing in on making hydrogen fuel cell vehicles an everyday fact of life, with several test models set to debut over the next few years. Hydrogen fuel cells to power vehicles are desirable, experts say, because hydrogen is a renewable fuel that can be used to create electricity to run cars. A chemical reaction between oxygen and hydrogen produces the electric power, and when pure hydrogen is used, the only emission from the tailpipe is harmless water vapor. Many people are asking, â€Å"Why fuel cells? † The gasoline engine in a conventional car is less than 20% efficient in converting the chemical energy in gasoline into power that moves the vehicle, under normal driving conditions. Hydrogen fuel cell vehicles, which use electric motors, are much more energy efficient and use 40-60 percent of membrane to the other side of the cell, the stream of negatively-charged electrons follows an external circuit to the cathode. You can read also Thin Film Solar Cell This flow of electrons is electricity that can be used to do work, such as power a motor. On the other side of the cell, oxygen gas, typically drawn from the outside air, flows through channels to the cathode. When the electrons return from doing work, they react with oxygen and the hydrogen protons (which have moved through the membrane) at the cathode to form water. This union is an exothermic reaction, generating heat that can be used outside the fuel cell. The future of hydrogen fuel-cell vehicles depends on advances in four areas: the hydrogen source, the distribution infrastructure, the on-board fuel tank and the on-board fuel cell. Hydrogen must be made from carbon-free renewable sources before fuel-cell vehicles can make a dent in the climate problem. One idea is to make the hydrogen by splitting water using electricity from wind farms, or solar panels. Once the hydrogen is made, it must be distributed via special pipelines and tankers to an extensive network of hydrogen refueling stations, which have yet to be created yet. Once in the tank, fuel cell vehicles must store enough hydrogen to go several hundred kilometers between refueling stops. Liquid hydrogen requires insulated tanks at -253*C. so most companies have chosen to compress the hydrogen inside high-strength carbon fiber tanks. The purpose of the fuel cell is to convert hydrogen to electric power. The challenge is to make it light, cheap, robust and durable — yet powerful enough to run the engine, lights and air conditioning. Hydrogen fuel cells, while about twice as efficient as internal-combustion engines using gas, cost nearly 100 times as much per unit of power produced, critics note. And hydrogen is explosive. It ignites at a wider range of concentrations than natural gas and requires less energy to ignite, Michael D. Amiridis, chair of the chemical engineering department at the University of South Carolina, told the Web site and gas-electric hybrid cars advocate hybridcars. com. â€Å"It’s scary – you cannot see the flame,† Amiridis said. Still, automakers are pushing ahead. â€Å"What we can do from our side is to show that technology is mainly feasible, and we have many corporate projects in this area,† said BMW’s corporate communications manager Andreas Klugescheid. It’s North America Engineering and Emission Test Center in California, for example, has been testing two BMW Hydrogen 7 prototypes that run on both hydrogen and gasoline, using a dual-fuel engine and two separate fuel tanks. With the push of a button on its steering wheel, the Hydrogen 7 can run on either hydrogen or gasoline. It can go 125 miles on its hydrogen mode and 300 on its gasoline mode, thus limiting the possibility that its driver might be stranded, given that there’s only one hydrogen filling station in California, near Los Angeles. Along with the hydrogen fuel cells' high efficiency (from 40-70%), the possibility of utilizing both heat and electricity from them will make a significant contribution to reducing atmospheric emissions. For example, a fuel cell operating at 60% efficiency would emit 35-60% less CO2 at the fossil fuel stage and 80% less from hydrogen. Both GM and Honda are hoping to bypass concerns about the lack and cost of developing hydrogen filling stations by creating home hydrogen refueling devices that would allow cars to be refilled overnight in garages. Much of the push for hydrogen fuel-cell vehicles is aimed at putting the public at ease through demonstration models and projects Energy sources of the future will have to be cleaner and more efficient than current sources – fuel cells fulfill these requirements. Several challenges remain before we will see wide-spread commercialization, mainly because of restrictions with size, cost, reliability and safety, but an environmentally-friendly source of power is definitely on its way.

Chapter6: Advertising Design

Chapter6: Advertising Design 1. How can the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials? 6steps of hierarchy of effects: Awareness-Knowledge-Liking-Preference-Conviction-purchase The six steps are sequential, although some experts question if they are really sequential. But, the basic model says they are sequential and that consumers spend some time at each step. For instance, before a consumer can like a brand, they first must be aware of it and develop some knowledge of it. To develop brand loyalty, consumers must go through all six steps.It is similar to attitude formation and the cognitive-affective-conative sequence. Cognitive component of attitude is the awareness and knowledge. Affective component of attitude is the liking, preference, and conviction. Conative component of attitude is the purchase. The second theory that it is important to consider is means-end theory. The basic concept is that a means, the messag e, leads to an end-state, or personal value. The model suggests six elements that are critical to ad design. Product attributes lead to consumer benefits. The leverage point connects that benefit to the personal value.Taglines are used to make an important and memorable point about the product. 2. How can leverage points and taglines increase advertising effectiveness? Leverage points are important. They move consumers from the benefits to the personal values. It links attributes to benefits to personal values. The leverage point should be associated with some component of attitude change. To be effective, ads need powerful leverage points. The leverage point can be a visual, part of a visual, a headline, a tagline or even copy in the ad. Most creatives spend considerable time thinking about and creating a good leverage point.Taglines are key phrases in an advertisement. They are designed to be memorable, unique, and offer a special meaning about the brand. Taglines can provide cons istency across ads and across advertising campaigns. Taglines become identified with a specific brand and transcend any specific ad or ad campaign. Developing good taglines is important because it lives with that brand and is around a long time, such as Nike’s tagline â€Å"Just Do It. † While taglines can be changed, companies have to be careful not to confuse customers and convey conflicting messages about the brand. 3.What roles do visual and verbal images play in advertisements? The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall.So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals. 4. What are the seven main types of advertising appeals? * Fear * Humor * Sex * Music * Rationality * Emotions * Scarcity 5. How can fear be used to create an effective ad?Fear appeals are common and are used for products ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of consequence that will occur and vulnerability is the probability of the event happening. Response efficacy is the likelihood that a change in behavior or actions will result in a desirable positive consequence. Intrinsic reward is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response cost is the cost or sacrifice the person will need to make to obtain the reward.Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to stop an undesirable behavior. All of these factors influence the effectiveness of an ad using a fear appeal. The behavioral response model explains how fear appeals work. For a product, such as a home security system ad can focus on severity, what happens when a home is broken into, or the vulnerability, which would be the probability of it actually occurring. The ad can show the negative consequence of such an event. An ad can show the intrinsic and extrinsic rewards from installing a security system.Response efficacy can be illustrated by the alarm going off when a burglar tries to enter and the police are called. Peace of mind and security are then shown as the positive consequence. 6. How can humor be used to create an effective ad? Humor is an excellent appeal for getting and keeping someone’s attention. Humor is used in about 30% of television and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and then remember the ad. In recall tests, consumers most often remembered humorous ads over ads with other types of appeals. The best results occur when the humor is connected naturally with the product.Advantages: Humor piques consumer interest. Humor increases recall and comprehension of ads. Humor elevates people’s moods, and if people feel good about an ad, they will tend to think positively about the brand being advertised. Problems occur when the humor is offensive or overpowers the message. To prevent the humor from overpowering the message, the humor should focus on the product and not stand alone. Hu mor is rooted in culture and so what is funny in one country is not likely to be funny in another. Good humor that is remembered and that is connected with the brand is difficult to achieve. . Why does sex play such a prominent role in advertising? Sex appeals are often used to break advertising clutter. The use of sex appeals has increased in the United States and in many other countries. The problem is that sex appeals may not carry the impact they used to because children are growing up exposed to sexual themes all around them. As a result, many advertisers are moving to more subtle sexual clues and a softer sexual approach. 8. How can music, rationality, and scarcity be used to increase advertising effectiveness? Music is an important part of advertising.It connects with emotions and generates memories. It has intrusive value and gets attention. Music increases the retention of visual information. It produces higher recall scores and can increase persuasiveness. Music tends to b e stored in long-term memory and consumers often tie a particular music or song with a particular brand of product. Music appeals offer a number of advantages. Consumers have an affinity with existing songs so when an existing song is used, consumers have already heard it and most have developed emotions with it. Brand awareness, brand equity, and brand loyalty become easier with music appeals.One reason mcgarrybowen sent a creative brief to musicians and asked them to write a song is that to purchase the rights to current popular songs can be extremely expensive. Musicians have become more open to writing and performing songs for ads. It is a way to be heard. Songs are often posted on YouTube and other sites. Occasionally, the full song version of a tune written for an ad will become popular and move to radio stations and other popular outlets for music. Rational appeals are based on the hierarchy of effects model and the sequence of steps outlined in the model. It implies active p rocessing of information.Rational appeals work best for print ads where longer copy can be inserted and online where there is very little limit to what copy can be inserted. Rational appeals are common in business-to-business ads, again in print media, especially trade publications. When members of the buying center are searching for information, ads using rationale appeals can be effective. Rationale appeals work well for complex and high involvement products. If a person processes the information in a rationale ad, it is excellent at changing attitudes. Scarcity appeals recommend consumers to make a purchase now because of some type of limitation.Often that limitation is limited supply so the product must be purchased before they are all gone. It can be based on limited time. You only have 5 days or one week, or just one hour. Scarcity appeals are often tied to other promotions such as contests, sweepstakes, and coupons. The concept is to encourage customers to take action, now, a nd not wait, or it will be too late. 9. What are the primary areas of concern in international advertising? Chapter7: 1. How are the three main types of message strategies used to increase advertising effectiveness? Cognitive message strategy: presents rational arguments or pieces of information to consumers. ) Generic cognitive message strategy promotes a product’s attributes or benefits in a straight forward manner without any claims of superiority. This ad for Koestler Granite and Marble uses a generic strategy. Generic message strategies can stimulate brand awareness. It can also strive to make the brand synonymous with the brand category. b) Preemptive cognitive message strategy makes a claim of superiority based on a product’s specific attribute or benefit with the intent of preventing the competition from making the same claim. This advertisement for Waterfront Grill uses a preemptive message strategy.An effective preemptive message strategy can occur when a com pany is the first to state an advantage or benefit. c) Unique selling proposition message strategy focuses on a testable claim of uniqueness or superiority. d) Comparative cognitive message strategy focuses on a direct or indirect comparison to a competing brand. The brand can be real, mentioned, or fictitious. The advantage of comparative ads is that they tend to capture attention. Brand awareness and message awareness tend to be higher. The negative is that they can be less believable and can create a negative attitude.This is most likely to occur when a negative comparison approach is used in the ad, downgrading the competing brand. If the consumer does not believe the ad, then spontaneous trait transference can occur, which is placing the negative trait on the advertised brand instead of the competitor. It is important to choose competitors wisely in making comparisons. Advertisements that invoke feelings or emotions are affective message strategies. These messages attempt to en hance the likeability of a product, recall of the message, and comprehension of the message. ) Resonance advertising connects a product with a consumer’s experiences from the past in order to develop a bond with the brand. Often, advertisers will use music from that generation to create that emotional bond. b) Emotional messages attempt to elicit emotions that will lead to product recall and choice. Many different emotions can be connected with a product. Emotional messages are used in both consumer and business-to-business advertising. Affective message strategies help develop brand equity through creating an emotional bond with the brand.Conative message strategies are designed to lead directly to some type of action or response. a) Action-inducing conative ads encourage consumers (or businesses) to act in some way, to do something. It can be to make an inquiry or access a Web site for more information. b) Promotional support conative messages are tied with some type of pro motion. It may be a coupon, a contest, or a sweepstake. 2. How do the main types of executional frameworks help to deliver quality advertising messages? 3. What types of sources or spokespersons can be used in advertisements or commercials? Advertisers have four choices –Celebrities: The most common type of spokesperson is the celebrity. They are featured in about 6% of all ads. A celebrity can enhance brand equity and create emotional bonds with the brand. Celebrities are more effective with younger consumers than with older individuals. Athletes are a popular category of spokespersons. Celebrity spokespersons can be used to establish a brand’s personality. Categories of celebrity: Unpaid celebrity endorsements will sometimes occur with a charity or cause. When celebrities endorse a cause and are not being paid for the endorsement, they carry a high level of credibility.Celebrity voice-overs are used because of the quality of their voice. Sometimes it is because the v oice can be recognized and will influence consumers. At other times the voice-over is a distraction because consumers pay too much attention to the voice and don’t hear the brand message. The last category, dead celebrities is somewhat controversial. It is becoming more common because they can’t bring negative publicity to themselves or the brand. CEO: CEOs can be used as spokespersons. They work well if they are highly visible and personable. They can be a major asset to a company.They work especially well for local companies where consumers in that area know them personally, or at least have met them. Expert spokespersons: should be experts in their fields. They then serve as an authoritative figure and can provide expert opinions. Typical persons: It can be either paid actors who portray a typical person, or it can be everyday, ordinary people. 4. What process is used to create advertisements? While a creative may not draw a means-end chain out as was illustrated in this text, the creative will consider the product’s attribute, benefits, and the values it can fulfill.Decisions then must be made about the leverage point, the appeal, the message strategy and the execution. Finally, if a spokesperson is going to be used, the agency and client will need to decide who it will be. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue. From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand.It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 5. What are the principles of advertising effectiveness? Producing effective ads requires the joint efforts of the client and agency personnel. This slide lists some important principles to follow. Visual consistency across ads and across campaigns allows consumers to quickly identify an advertisement and a brand. Campaign duration is always an issue.From a cost perspective, clients want a campaign to last a long time. But, wear-out occurs and then ads are ignored. Timing for new campaigns is difficult to determine. Taglines repeated in ads helps tie campaigns together and identify a brand. It is important to use consistent positioning to avoid ambiguity and confusion. If at all possible, keep it simple. Use only one identifiable selling point. Don’t overwhelm consumers with too much information or too many benefits. Lastly, create ads that flow and are visually appealing. 6. How are advertising programs adjusted to fit international circumstances?Chapter 8: Traditional Media Channels 1. What is a media strategy? Media strategy involves analyzing and choosing media for an advertising and promotions campaign. Choosing the best media to speak to potential customers is a challenge. It involves matching a target audience to the media audience of specific programs. 2. What elements and individuals are involved in media planning? Media planning begins with a careful analysis of the target market. It involves understanding the process they use in making purchases, the consumer behavior events that guide those choices.It involves studying the media choices the target market makes and understanding their listening and viewing habits. To match the media to the target market requires understanding the target market. Components of media plan: marketing analysis provides a comprehensive review of the marketing program and where advertising fits into the plan. An advertising analysis states the primary advertising strategy and budget to be used, a s well as the advertising objectives. The media strategy spells out the media to be used and the creative considerations. The media schedule notes when ads will appear in individual media vehicles.The media planning concludes with a justification and summary of the media plan. Individual involved: Media planners work closely with the creative staff, the account executive, account planners, and media buyers. Media buyers actually purchase the space and negotiate rates for ads. Placement is important and is part of the media buyer’s responsibility to ensure a good location for ads. Research has shown there is little connection between the size of the agency and the price negotiated. Being a large agency does not guarantee lower prices. A spot ad is a one-time placement of an advertisement.The rates are negotiated individually with television stations and as a result prices vary considerably. The effectiveness of media buyers is determined by the quality of the media choice, the creativity of the media buyer in negotiating and placing ads, financial stewardship of the buyer, the agency’s culture and track record in buying media, and in the relationships the media buyer develops with the media reps. 3. How do the terms used to describe advertising help the marketing team design effective campaigns? * Reach: Number in target audience exposed, typically 4-week period * Frequency: Average number of exposures Opportunities to see (OTS): Cumulative exposures, Placements x frequency * Gross rating points (GRPs): Measures impact of intensity of media plan, Vehicle rating x OTS (number of insertions) * Costs: Cost per thousand (CPM), CPM allows for cost comparisons * Ratings and Cost per Rating Point (CPRP): Ratings measure percent of target market exposed by medium, CPRP allows for comparison across media, Cost of media buy / vehicle’s rating, Weighted CPM * Continuity: Continuous campaign, Pulsating campaign, Flighting (or discontinuous) campaign * Impressions: Gross impressions – total audience exposed to ad 4.What are some of the primary advertising objectives? The three-exposure hypothesis was introduced by Herbert Krugman. The hypothesis states that it takes at least 3 exposures to an ad for it to have an effect. It also is based on the idea that advertising has intrusion value, which is viewers will pay attention to an ad even if they don’t want to. Most advertisers feel three exposures are not enough and that advertising today does not always display intrusion value.Consumers have selective attention and focus. They pay attention to only certain ads. According to recency theory, one ad exposure may be enough if the person has an interest in that product or for some other reason pays attention to the ad and suggests advertising needs to be continuous since most of the time ads are ignored and increasing exposure through adding reach is more important than adding frequency.Effective reach is the percent of th e audience that must be exposed to an advertisement to achieve a specific objective. Effective frequency is the number of times and audience must be exposed to an advertisement to achieve a specific objective. If there are too few ads or reach is too low, then the campaign is not effective. If the ads are seen too many times then resources are being wasted. The size and placement of ads impact exposure and impact effective reach and effective frequency.Advertisers today have computer models that will help them optimize media schedules. 5. What are the advantages and disadvantages associated with each of the traditional advertising media? TV: Advantages: High reach, High frequency potential, Low cost per contact, Quality creative opportunities, High intrusion value, Segmentation possibilities through cable outlets Disadvantages: Greater clutter, Channel surfing during commercials, Short mount of copy, High cost per ad, Low recall due to clutter Radio: Advantages: Lower cost per spot than television, Low production cost, Music can match station’s programming, High segmentation potential, Flexibility in making new ads, Able to modify ads to fit local conditions, Intimacy (with DJs and radio personalities), Creative opportunities with music and other sounds, Mobile: people carry radios everywhere Disadvantages: Short exposure time, Low attention, few chances to reach national audience, Target duplication when several stations use same format Outdoor: Advantages: Large, spectacular ads possible, Able to select geographic areas, Accessible for local ads, Low cost per impression, Broad reach, High frequency on major commute routes Disadvantages: Legal limitations, Short exposure time, Brief messages, Little segmentation possible, Cluttered travel routes Magazine: Advantages: High market segmentation, Targeted audience interest by magazine, High color quality, Long life, Direct response techniques, Read during leisure time, Longer attention to ads Disadvantages : Long lead time for ads, little flexibility, High cost, High level of clutter, Declining readership Newspaper: Advantages: Priority for local ads, Coupons and special-response features, High credibility, Strong audience interest, longer copy/message possible, High flexibility, Cumulative volume discounts Disadvantages: Major clutter, Short life span, Poor quality reproduction, Limited audience, Poor buying procedures 6. How can the marketing team use the media mix to increase advertising effectiveness? * Selecting the proper blend of media outlets for advertisements is crucial. The work of media planners is especially important. It is their task to match target markets with media audiences, to know what media a specific target market uses. The media multiplier effect suggests that combining two or more media increases the impact of an advertising campaign more than any one medium by itself. This is true in both the consumer market and the B-to-B market. 7.What are the key issues as sociated with media selection for business-to-business markets? * B-to-B ads looking more like consumer ads * Reasons for shift * Decision makers also consumers * Decision makers difficult to reach * Clutter in B-to-B traditional media * Increase in advertising through consumer media * Trade publications still important * Same with Business magazines 8. What issues are associated with media selection in international markets? * Media importance varies. * Media viewing habits vary across countries. * Media buying is different. * Cultural mores vary. Chapter9: E-active Marketing 1. What is e-active marketing? It combines the two major components of e-commerce and interactive marketing.E-commerce consists of click-only operations that sell exclusively online and bricks-and-clicks that operate both a retail store and are online. E-commerce is being conducted in both the consumer sector and the B-to-B sector. Interactive marketing is the development of marketing programs that create two- way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. 2. How had Web 2. 0 affected the field of marketing communications? * Companies shifting dollars to online communication Changes consumer communications and interactions with companies * Pushing to â€Å"real-time† communications * Instant communications and instant service * Instant response to negative events 3. How can e-commerce programs and incentives build a stronger customer base and overcome customer concerns at the same time? E-commerce component: Catalogs * Easy to use * Photos, streaming videos, information * Match store and printed catalog * Sears â€Å"Shop Your Way† * Products not in store or printed catalog * Choose where to purchase Shopping carts * Allows consumers to select products * â€Å"Save† or â€Å"Wish† button * Shoppers abandoning shopping cart Payment systems * Easy, quick, and convenient * Multiple methods * B-to-B voucher or charge systemStore locators * Customers who want to pick up an item at the store. Customization * Customers prefer * Promotions from Web site * Access via mobile phone Customer reviews and feedback * Emerging trend * Provides opportunity for interaction * Provides level of confidence Financial incentives can persuade an individual or business to make that first purchase. The most effective financial incentives are reduced prices, free shipping, and e-coupons. Of the three incentives, 80% of shoppers say they prefer free shipping. Financial incentives must be meaningful and to generate return traffic to the site the incentive needs to be changed periodically.Online operations can offer financial incentives because of cheaper operational costs. The company has low er shipping costs since customers most of the time pay shipping. There are lower labor and personnel costs since there is no retail operation. Orders can be shipped directly from the warehouse to customers. Convenience incentives make the online shopping experience easier and encourage return visits. E-commerce is available 24/7. People can place orders at anytime from anywhere. It is important to have product information online so consumers can conduct research anytime. Online peer reviews are helpful and in the Web 2. 0 are expected. If consumers can compare brands online, that makes it easier for them.Value-added incentives encourage customers to come back to an e-commerce site, and change purchasing habits long-term. Value-added incentives are things that customers value. 4. What makes e-commerce a crucial part of business-to-business commerce? E-commerce is critical in the business-to-business sector. Many business transactions are conducted over the Web. The number of hits at a business site is directly related to expenditures in offline advertising and sales promotion offers. The incentives to gain business customers are the same as for consumer customers – financial, convenience, and value-added incentives. A major component of B-to-B e-commerce is online exchanges and auctions.These sites allow for bidding for materials and supplies, and can connect buyers and sellers. 5. How can interactive marketing and online advertising increase brand awareness, sales, and customer loyalty? Interactive marketing is the development of marketing programs that create two-way communications and enhance engagement of consumers with the brand. The Internet is the ideal medium for interactive marketing. It can track activity, where a person goes and what they do. It can personalize messages. The emphasis of interactive marketing is two-fold – to target individuals and to engage consumers. Steps in developing interactive marketing: a) Cultivate an attitude o f giving b) Gain trust ) Identify your one word brand d) Define your ultimate vision e) Choose your communication channels f) Evaluate and adjust Online advertising is effective if ads are placed on the right Websites and the messages resonate with individuals. Budgets for online advertising have increased in recent years and will continue to increase. One reason for the shift to online advertising is the metrics available to measure results. Online metrics provide for almost instant measurements of results. A company can see how many hits an ad produces and even what percent make a purchase. Types of online advertising: * Display or banner ad * Classified ads * Search advertising Media/video ads 6. How can brand spiraling and blogs generate positive outcomes for the marketing department? Brand spiraling is the use of traditional media to promote and attract people to a Web site. With direct mail and e-mail, companies can use PURLs, which are personalized URLs that are preloaded wit h personal and customized information for that consumer. Best results are obtained when online advertising is integrated with offline advertising. Blogs are online musings, written content put on the Web for others to read. Blogs provide a venue for people to talk online and can generate considerable online buzz, especially for hot topics.A survey of online users found that about 47% go to social networks to download coupons and search for information about products. About 45% access social networks to learn about upcoming sales and to obtain discounts on products. About 22% read or write a product review on a blog. 7. Why have online social networks, consumer-generated advertising and reviews, e-mail, and viral marketing become key components of marketing communications programs? a) Important component of interactive strategy * Integrate with other channels * Resemble information on Web site b) Using Web analytics to direct e-mail campaign * Individuals who visit Web site * Individ uals who abandon shopping cart * Targeted e-mails have higher conversion rates ) E-mail newsletters * Build brand awareness * Drive Web traffic * Customers sign up for newsletters * Provide value * Free subscription * Tie-in with Web site Viral marketing is the passing along of a marketing message to others in some way. It can be through an e-mail or on a blog. It is form of word-of-mouth endorsement. Viral messages can be advertisements, hyperlinks to promotions, online newsletters, streaming videos, or games. 8. How can e-active marketing be conducted successfully in international markets? A major advantage of E-active marketing is that it can be global. It doesn’t matter where the customer is or where the company is located.But, a number of e-commerce businesses do not take advantage of global customers. Shipping can be an issue. It may be difficult and expensive to ship a product to Japan or India. Payment methods also vary widely, but can be handled through companies suc h as PayPal. Communication can be an issue, although many people can read English. Technology is important to consider. Videos that play well with broadband connections may not work well in other countries with slower speeds. Chapter10: alternative marketing 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program?Buzz Marketing: Buzz marketing emphasizes consumers passing along information about a product and since it is word-of-mouth from an individual, it has a higher level of credibility. Methods of generating buzz are through consumers who use and truly like a brand: uses it is the ideal brand ambassador. They can spread buzz through personal conversations with people and also online through chat rooms, blogs, and e-mails, consumers who are sponsored to talk about a brand: It works best when the person likes the brand and uses it. Companies normally offer some type of incentive in exchange for the positive advocacy. It can be cash, but most of the time is merchandise.Selection of brand ambassadors is based on a person’s devotion to a brand and the size of their social circle. Since the idea is to talk to their friends and other people, the size of the social influence is important. They are expected to design their own grassroots effort on how they will promote the brand. Many will use low-cost marketing events and even online social networks. Although the individual is being sponsored, the key for success is that they are genuine and do believe in the product being pitched, and a company or agency generating buzz: high risk strategy, especially if the person doesn’t identify himself as an employee and the public finds out.The Word of Mouth Marketing Association (WOMMA) suggests three principles to follow for any type of buzz marketing campaign. 1) Be honest about the relationship you have with the company and what you get for being a sponsor. 2) Be honest with your opinion. Don’t say just what the sponsor company wants you to day. 3) Be honest about your identity. Guerilla marketing: developed by Jay Conrad Levinson. It is designed to bring instant results with low-cost, unique marketing methods. Guerilla marketing focuses on a region or area and involves interacting with consumers in a unique and different way. The goal is to create excitement and to generate buzz.It is often connected with grassroots efforts to launch a brand or to market a product. Often alternative media are used. Reasons for using guerilla marketing: * To find new ways to communicate with customers * To interact with customers * To make advertising accessible to consumers * To impact a spot market * To create buzz * To build relationships with consumers Lifestyle marketing involves identifying marketing methods associated with the hobbies, entertainment, and lives of the target audience. It involves making contact with consumers were they go for relaxations, e xcitement, socialization, and enjoyment. The idea is to intersect with consumers during their daily lives.For instance, A/X Armani Exchange reaches young consumers through sponsoring and setting up booths at music festivals and fashion shows. Experiential marketing is the intersection of direct marketing, field marketing, and sales promotions. Its basic premise is increasing the experience of direct marketing through an interactive connection. Rather than just pass out samples, make it an experience the consumer will remember. Nickelodeon used experiential marketing with their Slime Across American Tour. Steps to take positive experience: * Clear, concise target segment * Identify right time, right place * Engage emotionally * Engage logically * Clearly reveal brand’s promise . What methods can be used to effectively employ product placements and branded entertainment? Product placement is a planned insertion in a movie, television show, book or other forms of entertainment. It has been used since the 1890s, but only recently has grown in popularity. The biggest surge in product placement came in 1982 with E. T. and Reese’s Pieces. The placement of the Reese’s Pieces in the movie spurred a 65% increase in sales following the movie’s release. Research has found that product placement increases awareness of the brand, creates a more positive attitude towards the brand, but does not have any immediate impact on sales.From a cost standpoint, product placement has a low cost per viewer of impressions. A primary advantage is that the impressions do not stop with the movie. After the movie has played in theaters it goes to DVD movie rentals, to pay-per-view television, then to the movie channels on television. Branded entertainment is the integration of the entertainment and advertising by embedding the brand into the storyline of the movie, TV show, or other entertainment medium. The use of branded entertainment increased sharply with the rise of TV reality shows. It is also now found in novels, plays, songs and movies. For successful product placement and branded entertainment, choosing the right media is important.It helps when other promotional materials are produced that reinforce or remind individuals of the brand and even the placement. Product placement and branded entertainment work because there is no call to action, so consumers tend to have a positive attitude towards the brand. Some consumers are more receptive than others. People ages 15 to 34 are more likely to notice product placements and be more receptive to them. Sometimes product placements allow companies to bypass regulations and get their products in front of their intended audience. Reasons for increased spending: * Appeal stronger in non-advertising context * Perception of what others think is important * Provides post-purchase reassurance * Reach individuals who place little value on brands . How have in store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? Store marketing point: The in-store shopping experience has a major impact on purchase decisions. It is the â€Å"make or break† time in terms of a decision to purchase a particular brand. In-store advertising seeks to engage customers. The most engaging forms of advertising are end-aisle displays and merchandise displays. The least engaging are ceiling banners and overhead mobiles. Using color, light, sound, taste, and smell increases engagement. Effective point-of-purchase: * Integrate the brand’s image into the display. Integrate the display with current advertising and promotions. * Make the display dramatic to get attention. * Keep the color of the display down so the product and signage stand out. * Make the display versatile so it can be easily adapted by retailers. * Make the display re-usable and easy to assemble. * Make the display easy to stock. * Customize the display to fit the reta iler’s store. 4. How can brand communities enhance brand loyalty and devotion? Brand communities are the ultimate in brand loyalty and brand devotion. It offers symbolic meaning and provides for interaction between the brand, consumers, and companies that participate. People join because they have shared values and experiences.Brand communities cannot be created by brands or companies. It has to be customer driven. But, brands can enhance the community and provide a richer brand community experience. Reasons: People join a brand community as an affirmation of their buying decision. It provides social identity and bond with fellow brand owners. They can swap stores, swap advice and provide help to each other and to new members. It provides a venue for feedback and new ideas. Ways to enhance a brand community: * Create benefits to encourage new customers to join. * Provide materials not available anywhere else. * Involve firm representatives in the groups. * Sponsor special eve nts and regular meetings. Promote communications among members. * Build a strong brand reputation. 5. What methods are used to adapt alternative marketing programs to international marketing efforts? Companies can enhance a brand community. Companies can create benefits for individuals to encourage them to participate and join in the brand community. Materials and items not available to the public can be provided to members. Representatives from the firm can become involved and sponsor events and meetings. They can encourage and provide an avenue for members to communicate with each other. It is also important for the company to continue its strong brand name and maintain its reputation.