Differentiation Strategy Essay

In this paper work we will talk about Differentiation Strategy. In contrast to the cost leadership strategy, implementation of a differentiation strategy means that value is provided to customers through the unique features and characteristics of a company’s products rather than by the lowest price. Because differentiated products satisfy customers’ unique needs or preferences, companies can charge premium prices for differentiated products. For the company to be able to outperform its competitors and earn above-average returns, the price charged for the differentiated product must exceed the cost of differentiation. In other words, the price charged must exceed total product cost. Because of this, the differentiated product’s premium prices generally exceed the low price of the standard product. Companies that follow a differentiation strategy concentrate or focus on product innovation and developing product features that customers value rather than on maintaining the lowest competitive price (as is the case for the cost leadership strategy). Products can be differentiated in a number of ways so that they stand apart from standardised products: superior quality unusual or unique features more responsive customer service rapid product innovation advanced technological features engineering design additional features an image of prestige or status For example Intel uses speed, innovation, and manufacturing techniques as bases of uniqueness. The company’s focus throughout its primary and secondary value-creating activities is on establishing the importance of quality, accuracy, speed, and responsiveness. The focus is also on understanding and meeting customers’ unique preferences and monitoring the speed, reliability, and quality of activities provided by others that interface with the company’s inbound and outbound logistics. |Differentiating Features That Raise the Performance a User Gets | |To enhance the performance a buyer gets from using its |Meet the buyer’s needs and requirements more completely, | |product/service, a company can incorporate features and |compared to competitors’ offerings. | |attributes that |Give buyers the option to add on or to upgrade later as new | |Provide buyers greater reliability, durability, convenience,|product versions come on the market. | |or ease of use. |Give buyers more flexibility to tailor their own products to| |Make the company’s product/service cleaner, safer, quieter, |the needs of their customers. | |or more maintenance-free than rival brands. |Do a better job of meeting the buyer’s future growth and | |Exceed environmental or regulatory standards. |expansion requirements. | Source: Adapted from Michael E. Porter, Competitive Advantage, (New York: Free Press, 1985).   However, companies following differentiation strategies cannot completely ignore costs and the need for minimal spending on process-related innovations. A company that successfully implements a differentiation strategy can earn above-average returns even when the five competitive forces are strong. Rivalry with Existing Competitors Achieving customer loyalty means differentiating products in ways that are meaningful to customers. Brand loyalty means that customers will be less sensitive to price increases. As long as the company satisfies the differentiated needs of loyal customers, it may be insulated from price-based competition. Bargaining Power of Buyers (Customers) Through meaningful differentiation, companies develop products that are considered unique. This uniqueness may insulate the company from competitive rivalry and reduce customer sensitivity to price increases (similar to the insulation from rivalry with  existing competitors). By satisfying customer preferences in ways that no competitor can, companies also are able to charge higher prices (because there are no comparable product alternatives). Bargaining Power of Suppliers Because the differentiator charges premium prices, they are somewhat insulated from suppliers’ price increases (as the differentiator can absorb a greater level of cost increases from powerful suppliers through its higher margins). Alternatively, because of lower price sensitivity by customers, differentiators may be able to raise prices to cover increased supplier-related costs. Because of the differentiator’s focus on product quality and responsiveness to customer preferences, suppliers also may be forced to provide differentiators with higher quality materials, components, or services. Potential Entrants The principal barrier to entry is customers’ loyalty to the uniquely differentiated brand. This means that a potential entrant must either overcome (or surpass) the uniqueness of existing products or provide similarly differentiated products at a lower price to increase customer value. Product Substitutes Brand loyalty may effectively insulate differentiated products from substitutes. Without brand loyalty, customers may switch to substitutes that offer similar features at a lower price or to products offering more attractive features at the same price. Like the cost leadership strategy, the differentiation strategy also carries risks.   Customers may decide that the cost of uniqueness is too high. In other words, the price differential between the standardised and differentiated product is too high. Perhaps the company provides a greater level of uniqueness than customers are willing to pay for. The company’s means of differentiation no longer provides value to customers. For instance, what is the value of prestige or exclusivity? And, how long will they last as customers become more  sophisticated? Customer learning may reduce the customer’s perception of the value of the company’s differentiation. Through experience, customers may learn that the extra price paid for a differentiated product no longer has the value that it once did. This loss of value through customer learning or changes in customer perceptions can be illustrated by the experiences of IBM. Initially, the IBM name on a personal computer signalled value to customers; however, clones soon challenged IBM’s pre-eminent position in the PC market. As customers learned that the clone machines offered similar features at lower prices, the value attached to the IBM brand name diminished and IBM’s sales continue to suffer. A fourth risk is concerned with counterfeiting. Increasingly, counterfeit goods (products that attempt to convey differentiated features to customers at significantly reduced prices) are a concern for many companies using the differentiated strategy. In the event of any of the above, differentiators are challenged to increase value to customers. This may mean reducing prices, adding product features without raising prices, or developing new efficiencies in its value chain of primary and secondary activities.

King Rat Analysis

The author James Clavell, born Charles Edmund Dumaresq Clavell was a British novelist, screenwriter, director and World War II veteran and prisoner of war. Many of his novels were converted to movies, most famous of them being The Great Escape with Steve McQueen. In WW II he was wounded by machine-gun fire, he was eventually captured and sent to a Japanese prisoner-of-war camp on Java. Later he was transferred to Changi Prison in Singapore. He suffered greatly at the hands of his Japanese captors. Changi was notorious for its poor living conditions. Clavell was reportedly saved, along with an entire battalion, by an American prisoner.The novel This is captured in the novel King Rat from 1962. The novel opens in early 1945. Peter Marlowe, a young British Flight Lieutenant, has been a P. O. W. since 1942. He describes horrible conditions in Changi. The P. O. W. ‘s are given nothing by the Japanese other than filthy huts to live in and the bare minimum of food needed to prevent st arvation. Officers from various parts of Britain's Asian empire are reduced to wearing rags and homemade shoes. Biggest concern is obtaining enough food to stay alive from day to day and avoiding disease or injury, since almost no medical care is available.Some literally steal food out the mouths of their comrades, while others give away what they have or take terrible risks to help their friends. Then Marlowe meets with „Kingâ€Å", an american corporal who became infamous throughout the camp as the most successful trader and black marketeer in Changi. Actually he was the only one who lived like a human being with clean clothes and enough food for more than 5 men. They become close friends, later Marlowe helps King with his trades. Marlowe being a naive idealist then sees how the world really works, he changes his points of view what makes his bond with King even stronger.The book ends with liberation of the camp by British forces. King leaves to America and is never seen by Marlove again. The book features many different characters, from different countries and their struggle for survival. Some live of the others, some take great risks to help the others, biggest of them being a construction of a riado to get news about the progress of war, what later Marlowe with 2 of his friends do too. Novel realisticaly shows the life in a prison camp, men? s problems with food, deseases, japanese guards, weather, their personalities, concerns bout their families or how the war will end. Analylis of the book King Rat – why is the book called King Rat? One of the main character? s last name and also nickname is „Kingâ€Å" and the rat probably because they literaly lived like rats while they were in Changi. So he was the King of the rats. Or, Later in the book they start a rat farm to get meat and sell it and the first rat they caught was the biggest and the strongest of all so the title can be based on the similarity of King with this rat. The novel consists of 4 parts called Book One, Book two, Book Three, and Book Four.Each book deals with a little different time and closely describe different characters. They go chronologically where Book One is the beginning of the story early in year 1945 and Book Four shows King? s and Marlowe? s last and biggest deal and moves to their departure from the camp in the end. It has 26 chapters simply named Chapter + a number. Reason for this is that there is so much going on in each chapter that it would be very difficult to name the chapters and the names would be very misleading. It has 383 pages. There is no pattern to this, no resemblance to years of his birth or anything.He just finished on his page and so it has 383 pages. The book itself is great, the way it? s written is very exceptional and catchy and the way the writter puts so many ideas and situations together is simly ingenious. But in the end many things are left unexplained like fake promotion of an MP officer or fates of diff erent characters. It is full of reported speech. Practicly the whole book is one reported speech with few introductions giving the gist of the situation and environment, because it? s the best way to show the minds of so many characters, their feelings, thoughts†¦The part I chose shows King? s birthday, when he invited his closed friends to a prison building to cook some real food. He acquired some real meat – a dog that had to be put down the day before because it killed a chicken and some sake.Stylistic devices Stunned silence – epitet Two hundred yards – Why is it used? Author used yards to show the distance and the word was very common in those times MP – abbreviation (Military police) Why is it used? Abbreviations are very common in ilitary talkâ€Å", soldiers use them all the time, so it gives us a better image of how they think and talk. It drags us more into the story. Stench – repetition Why is it used? Stench is a very strong and rude word and the author used it to show us exactly how bad it smelled Cell 54 – Why is it used? It was used because it? s a real story so it really happened in cell 54 Seven feet wide and eight feed long and ten feet high; three feet high and three feet wide and six feet long; nine feet up – Why is it used? Author tries to give us an image of how the cell looked like, and also uses repetition of the word eet as it is the most common unit of lenght in the world Cobber – australian slang meaning mate or friend Why is it used? It is used because the character is Australian Ay, laddie – scottish slang, laddie meaning boy Why is it used? It is used because the character is Scottish For Chris sake! – emphasis You mean to say you got us in here just for that? Why the hell couldn? t we have done it in our billet? – rethorical question – character asks a question and doesn? t expect an answer Rajah – Indian word for King Mother of god – emphasis Sudden stunned silence – alliteration Buck – american slang for DollarMahlu – in Malyan meaning ashamed, very often used in the book with the word Puki – very rude name for female genitals Bloody – slang, swearing What is it? – question Sake! – emphasis It? s real, real real – repetition Long story – ephasis I? ll be goddamned! – emphasis Chrissake – slang Like an Indian smoke signal – comparison You? re no chicken, you know – emphasis, lilotes, hyperbole Blast you – slang, emphasis Oh, Jesus! – emphasis Boil, boil, boil and bubble†¦ – repetition, alliteration It? s Double, double toil and trouble ; Fire burn, and cauldron bubble! – quoting, allusionBetcha – slang USC – abbreviaton for University of Southern California The world? d stop – metonymy That? s crap, said the King at about Rockefeller? And Morgan and Ford and du Point? And all the others? It? s their philantropy that finances a helluva lot of research and libraries and hospitals and ard. Why without their dough- – hypophora – character asks a question but immediately answers it Bloodsuckers – slang I suppose you? re a Democrat? – rethorical question – character asks a question and doesn? t expect an answer Republicans – metonymy Crapdoodle – slang This guy? s from Christmas – metaphor

Strategic Human Resource Management Essay Example | Topics and Well Written Essays - 2000 words - 3

Strategic Human Resource Management - Essay Example A business strategy no matter how good it is, will succeed without the contribution of people. A proper analysis of data collected from human capital can help an organisation in developing business strategy process. In majority of the organisation people is regarded as the most important asset. To create value, an organisation has the task of utilising the knowledge, skills and also abilities of its people. Intangible value that is present in an organisation is its people. The HR personnel therefore have a greater task of managing the people of an organisation. An organisation will be able to achieve its objectives in the business front if strategic HRM is considered as a contributor in business strategy (CIPD, 2009). The case study is about Kazamy Manufacturing, a company having their business in both manufacturing and sales operation. Kazamy is different from other Japanese plants in this regard as most of them are involved only in manufacturing operation. Kazamy has established itself as one of the leading companies in Europe. It focuses on building a cordial relationship with their customers and also they enable their human resources i.e. their staffs to have a say in their marketing policy. Kazamy has given great importance to their manpower resources and utilised their knowledge and qualities in developing the company further. HR director of Kazamy joined in 1986. Since then he along with other members of kazamy hierarchy has worked hard in establishing their position in their business sector. Kazamy followed a strong HR philosophy. They didn’t want a traditional factory which is already present in UK. Their major policies were developed by the use of two principles. They firstly didn’t want to create a prototype Japanese plant existing in the rural Midlands area; secondly they strongly wanted to manage their manpower resource without the influence of any trade union. They valued

EUROPEAN BUSINESS- ENLARGEMENT Essay Example | Topics and Well Written Essays - 1000 words

EUROPEAN BUSINESS- ENLARGEMENT - Essay Example education, culture and disposition), and access to banks and financial institutions. Costs of buying and selling currencies (that is, the service charges of financial institutions in providing foreign currencies to a business) is eliminated in a common market, because only one currency is used. The distorting effects of exchange rate differences are eliminated in a single market. The single currency makes trading easier, since the value of the product in a unified currency is easy to assess. When a firm invest in other countries, it becomes wary that there may be a sudden economic shock that would cause unexpected changes in the exchange rate. This is eliminated in a single-currency market. Since there is political unity in EMU, the chances of war and interruption of relations between any two countries are eliminated, making transfer of resources and business transactions between them more stable. Because of greater political and economic certainty, it would be natural for trade volume to increase and costs of transactions to be eliminated. Also, the most efficient suppliers could be sourced, further reducing costs. In the 1980s, economists determined that Germany’s inflation rates were well under control despite its rise in other countries, because the German central bank, the Bundesbank, was independent of the German Government and thus has the duty to resist reflationary pricing policies by the government. The EMU could ensure the same condition over the common market area. The needs of one part of Europe can have a negative impact on the rest of Europe. This was highlighted in the early 1990s, when the Germans struggled with the economic consequences of German reunification, introducing some instability into the system. In the case of Poland, it appears that there will be increasing stability in the country’s internal economic system with its

Corporate governance Coursework Example | Topics and Well Written Essays - 1000 words

Corporate governance - Coursework Example It is consisted of rules, which govern the relationships between stakeholders, shareholders and management (Ching et al, 2006). In the 1980s and early 1990s, some huge corporate scandals shocked the entire commercial world. Majority of the investors had lost their confidence over management of their investments; the entire commercial world was filled with distrust. To control this damage, different approaches are used such as corporate governance. In UK, Combined Codes consisting of various reports has been developed-Cadbury, Higgs, Smith, Greenbury. These reports discuss how a Board of Directors should operate; what role non-executive directors can play; how the external auditor should be strengthened and so on. Stakeholder approach and corporate governance Stakeholder theory is defined as any group or individual who can affect or is affected by the achievement of the organization’s objectives (Abdullah and valentine, 2009).Stakeholder approach defines an organisation being a member and citizen of society, enjoys a protection, benefits and so on. On the basis of this concept, organisations being a member of the society are remain accountable to all the stakeholders such as environmental groups, customers, governments, regulatory authorities, indigenous population and so on. Additionally, Wheeler et al (2002) contend that the stakeholder theory is derived from a collection of the organisational and sociological disciplines; where all groups participate to obtain benefits in a business (Donaldson & Preston, 1995). The supporters of stakeholder theory strongly believe on the concept and application of corporate governance; they require organisations are needed to be accountable for their all commercial activities to the stakeholders. Since the supporters of stakeholder theory strongly believe on corporate governance, a CEO chairing a board, may be working at the cost of other stakeholders. Advantages: stakeholders approach and corporate governance Transpar ency and accountability benefit both stakeholders and organisations. Stakeholders receiving information that an organisation is clearly publishing all its commercial activities and informing to all stakeholders, would be in a position to critically monitor the activities of the organisation. They can easily highlight detrimental impacts and can warn the organisation about its consequences. The organisation would also enjoy the trust of all stakeholders. This may increase its sales volume. Disadvantages: stakeholders approach and corporate governance Additional cost may be borne by an organisation. Since collecting data of sustainability reporting and other non commercial information do not come without cost, the organisation may be required to pay some additional cost. Additionally, for the organisation to satisfy every stakeholder may not be possible, this might result in additional loss of time as well. Agency approach and corporate governance Agency theory was exposited by Alchia n and Demsetz (1972) and was further developed its economic roots by Jensen and Meckling (1976).Agency is a relationship between a principal (a Shareholder) and an agent (a Director) (Siegel, 2000). Principals delegate their business running to the directors, who are the shareholder’s agents (Clarke, 2004). Also, this theory is conceptually simple and it suggests that managers in organisations can be self- interested (Daily et al, 2003).Under this

University of Strathclyde Marketing Strategy Coursework - 1

University of Strathclyde Marketing Strategy - Coursework Example The University has witnessed a growing number of international students in the recent due to its strategy to globalize the education sector. The report highlights the marketing strategies used by the University of Strathclyde to achieve both academic and marketing excellence in the education sector. The University of Strathclyde has a common goal of attracting high-quality students and recruiting wonderful faculty members and staff. Also, the institution targets at encouraging more alumni to make donations in support of existing school programs, as well as build up the school’s reputation and brand recognition. In order to stand out from the other Universities and Colleges in the UK, the institution focuses more on writing an effective marketing strategy that suits their environment. The institution concentrates its efforts in creating a five to seven-piece communication plan to build and sustain interest in its activities(Morfaw, 2009, p. 126). The flow of marketing information targets to the student population and focuses on the key marketing message to be communicated to its audience. Above all, the University’s marketing strategy pays more attention to the academic outcomes of the institution. The University also builds its communication around marketing specific academic programs and the previous results achieved from the same programs. The results could be based on the graduate and job placement or faculty achievements. Specific tactics used for marketing include the development of print and web collateral that contain adequate information on the programs of interest and their points of difference. Such technics enhance the University’s web presence and result in the development of more compelling pages that highlight the quality of the academic programs offered by the institution. The marketing tools also used include a tuition and scholarship net cost

(find Article about training and summarize) Essay

(find Article about training and summarize) - Essay Example Regardless of the sport-required metabolic demands, many coaches have continually stuck to the strategy. Most sporting activities do not require continuous sub-maximal movements. However, these sports require periods of high-intensity effort comprising of maximal bursts of speed and durations of minimal activity. Aerobic interval training concentrates on the provision of more sport-detailed training intensity. It ensures that an athlete enjoys greater training stimuli that can be utilized in the muscles, and applied in specific sporting activities. Aerobic interval training can also apply advanced methods for gaining endurance, particularly for some athletes seeking to achieve continuity in aerobic fitness levels (Ballantyne, 2006). In such cases, intensity of training is higher those of common aerobic training sessions. In fact, during the first attempts, exercise stimulus may be damaging to the muscles, and can lead to muscle soreness as the training sessions continues in later days. It is, therefore, essential that athletes should be advised to develop endurance and muscle strength prior to the inception of full blown training sessions. To be able to achieve that, it is highly suggested that athletes participate in special, short term programs of aerobic exercises before the start of intense exercises. During the first two weeks of intense training, program should be conservative in nature (Ballantyne, 2006). This implies that, the training volume should be between 3 and 5 intervals so as to accustom the athletes’ joints and muscles to the intensity. Additionally, a specific and thorough warm up warm-up should be performed on top of pre and post-training flexibility routines. It is paramount to provide complete and adequate rest intervals between the training sessions. Such periods are necessary so as to enable sufficient recovery, and enhance high power output during the next training

Computer network Essay Example | Topics and Well Written Essays - 2000 words

Computer network - Essay Example Initially computer networks were used for military purposes, but today every a huge population of individuals as well as businesses use computer networks to communicate with each other. Computer networks have become quite wide spread and the sole reason due to which these network enjoy such popularity is that these networks allow individuals to communicate those pieces of information that once mankind could not even imagine to communicate. Even though, computer networks have become so popular, these networks have several disadvantages associated with it and this is the reason why these networks are even highly criticized. Computer networks are not a very old concept and they are not even a very new one. Computer networks that individuals experience in the era of 2015 came into existence during the period of 1940 when an individual named George Stibitz transferred information and data from a machine called Teletype machine to a calculator and then utilized the same method to send information from the calculator to the machine (Casey, 2011, p.608). This activity is the base of the computer networks that the society in the 21st century enjoys. During the period of 1950s the first and the foremost computer network was experienced in the shape of a radar system that was utilized by the armed forces and this radar system was recognized as SAGE (Semi-Automatic Ground Environment) (Casey, 2011, p.608). By the period of 1960 the first ever computers were connected with each other (Casey, 2011, p.608). These computers were mainframes and these computers were used for the purpose of allowing users to reserve ai rline tickets in a semi-automatic manner. Approximately two years later researchers such as JCR Licklider became interested in connecting output based hardware with such as teletypewriters with a computer and for this purpose he developed a group called

Its a few poems in the instrution box you may choose one and choose a Essay - 1

Its a few poems in the instrution box you may choose one and choose a title - Essay Example The title itself goes to show comparison. The life of the lover of the poet is never ending because the poet firmly believes that his beloved will live on forever through the words used by the poets. â€Å"Amores† and â€Å"Ovid’s Tristia† have been found parallel to this poem. Another similarity is that this poem is based on love theme so are the other two poems mentioned above. The use of Shakespearian sonnet is palpable in the poem. There are several double meanings in this poem and the language is a little difficult to understand. â€Å"Sonnet 18 is the best known and most well-loved of all 154 sonnets. It is also one of the most straightforward in language and intent. The stability of love and its power to immortalize the poetry and the subject of that poetry is the theme.† (Analysis of Shakespeare) Shall I compare Thee to a summer’s Day? Is also a poem based on love, the poet compares his lover to summer season and concludes that his lover is far better than the summer season. The rhyme scheme is quite different from the poems of Emily Dickenson, this poem is a Shakespearian Sonnet constructed with iambic pentameters. The motif used in all three of the poems is love. This poem is difficult to understand because of its abstruse nature, Shakespeare has made several important comparisons in the poem which must be paid attention to. A young man is being directly compared with a hot summer day. The poet says that a young man is much more stable than a hot afternoon, a hot afternoon tends to change mood as it gathers pace but a young man is much different and much stable than a summer afternoon. â€Å"This sonnet is certainly the most famous in the sequence of Shakespeare’s sonnets; it may be the most famous lyric poem in English. Among Shakespeare’s works, only lines such as â€Å"To be or not to be† and â€Å"Romeo, Romeo, wherefore art thou Romeo?† are better-known. This is not to say that it is at all the

Comparrative Essay of Cooking Programs Essay Example for Free

Comparrative Essay of Cooking Programs Essay â€Å"Nigella Bites† And â€Å"Surfing the Menu† are two cooking programmes that share the same end result of delicious foods, but are very different in the contrasting aspects of social context, form and purpose which all help to reflect the cooking styles and personalities of their hosts. The atmosphere and contents of both shows generally appeal to the audiences of a different social status and/or age group. Set in Britain, the programme â€Å"Nigella Bites† appeals to an audience who belong to more of a winter climate. Each episode is formatted as a very comfortable and inviting home movie, using amateur camera work making it look more personal and family orientated. The show is filmed in Nigella’s own house and kitchen allowing her audience to feel welcomed. Images and visuals of illustrated foods and vibrant pink colours are shown throughout the opening credits with Jazz music engagingly flowing in the background. Many of her episodes begin with the view of a freezing British winter day/night and then follow onto Nigella being in the warmth of her own home. â€Å"Surfing the Menu† is a travelogue formatted programme set in Australia which promotes different towns and locations around the country in each episode. Along with catching/acquiring their own ingredients before cooking their meals, the hosts Curtis Stone and Ben O’Donoghue aka â€Å"Bender† also make sure to interact with the culture of each location they shoot in, making the Programme very relaxed as well as educational to the viewers. The opening credits consist of a range of photo shots and bright colours that go with the themes of the tourism and the outdoors. While the boys are traveling cameras makes sure to capture different angles and views of the scenery, including aerial views of the land around them. The atmosphere for each show is evidently contrasted; â€Å"Nigella Bites† is more of a matured cooking programme compared to the jovial attitude of â€Å"Surfing the Menu†. Both shows have very different exterior climates which appeal to different audiences: Nigella pursues the comforts of the indoor warmth compared to the blistering cold of its winters outside. This tends to attract those who like to spend their time inside during the cold/wet days, such as women and mothers living in a winter climate wanting to create more wholesome and warm meals for their friends and families. Nigella showcases a particular social lifestyle that represents the enjoyment involved in cooking and preparing meals for the ones that are dear to her. â€Å"Surfing the Menu† however attracts, and is more of a target to those who are more outgoing, young and interested in the experience of Australia’s summer cultures. Both international and Australians viewers are drawn in by the advertised beauty of the scenery captured during each episode because of all the multicultural nature and Australian cuisine involved, advertising tourism within the country. Nigella is portrayed as a very family orientated and homely person who always enjoys her food and loves to cook. She has a proper upper-class British accent and speaks in a husky, somewhat seductive voice. Nigella is currently in her late thirties and is seen as very sophisticated to her viewers, usually she cooks on her own but once her meal is cooked and ready she shows her serving and sharing the meals with her children and/or all of her family and friends. The way that she describes her ingredients and recipes along with the terminology she uses such as â€Å"stunning†, â€Å"simply beautiful† and â€Å"absolutely gorgeous† makes it sound as if she is in love with what she is making, the endearment and emphasis she puts in makes her so believable and intriguing. Nigella tends to mainly use informal measurements and verbs to describe what she is doing which remind you of how a mother figure would teach you how to cook. Ben and Curtis on the other hand are completely different to Nigella, ‘typical Aussie blokes’ is what they are stereotyped as. Both in their mid-twenties, always wearing informal and comfortable ‘beach clothing’ and using a lot of Australian ‘slang’ such as â€Å"Mate† and â€Å"Chuck it on the barbie† the boys give off a very relaxed and casual feeling to their viewers. The meals that Nigella prepares are heavy winter foods which are more time consuming but are perfect for those who have the time and love to cook. The â€Å"Surfing the Menu† recipes on the other hand are light summer foods that are quick and easy to prepare. Nigella makes sure her cupboards are full of all the different ingredients that she uses and she then gives her viewers an insight of the different things that she likes to always make sure she has stocked, what they can be used for and why they come in handy for her to have around. Curtis and Ben use ingredients that are imported into the local stores such as stir-fry noodles that they cook on an Australian barbeque, along with many other ingredients that they go out and personally collect from the local produce or catch on their own in each episode. As well as collecting their own ingredients from each place they visit, each meal they prepare always relates to the location they’re in making the programme even more entertaining and educational. Typical cooking program camera techniques are used throughout both programs â€Å"Nigella Bites† and â€Å"Surfing the Menu† these techniques include: close-ups on the hands on action with the food preparation, and snap shots throughout the shows that are used to cut out the un-necessary preparation time and skip straight to the cooking, then to the completed meals. To show their personalities and connect with their audience both of the programmes hosts make sure to speak and look directly towards/into the camera whenever possible. â€Å"Surfing the Menu† also uses aerial shots during the car travels to capture the different scenery around them. Highlighted sounds of the cooking appliances and food being prepared are accompanied by soft music underneath throughout each episode in both â€Å"Nigella Bites† and â€Å"Surfing the Menu† to draw more attention to what they are doing. The contrasting features between both â€Å"Nigella Bites† and â€Å"Surfing the Menu† such as; social context, form, purpose, audiences and the atmosphere differ due to the personalities and cooking styles of their hosts. Nigella’s show expresses her love for warm homely meals and cooking for her family and friends during the cold British winters and the programme is filmed as a home movie style, which gives off an inviting comfortable feel to her audience. Curtis and Ben’s show however, reflects on the adventures and experiences of local cultures during the warm Australian summer days and is filmed as a travelogue. Both of the programmes hosts have very similar camera etiquettes and happy/warm, engaging mannerisms.

Classical Conditioning Theories And Its Uses In An Educational Setting

Classical Conditioning Theories And Its Uses In An Educational Setting In this paper, we will describe classical and operant conditioning theories and its uses in an educational or work setting. It will begin with differences between classical and operant conditioning, followed by specific examples and applications for each developmental level (infancy, early childhood, middle childhood, adolescence, or early childhood). A discussion on the use of rewards from a philosophical and practical viewpoint will follow with different developmental and learning theories that can be applied in an educational or work setting. Finally, a brief summary of definitions and terms of the theory, discussing specific examples, benefits, and challenges while implementing this theory. Classical and Operant Conditioning According to Pavlov, learning begins with a stimulus-response which is classical conditioning (p.47). Learning should reflect a change in behavior. The stimulus and response noted within the working setting may not see a change in behavior. The classical conditionings in the work setting include: A customer service representative in a call center receives call quality scores via e-mail. The customer representative experiences anxiety each time the score(s) are given. The departmental potlucks create an atmosphere of food and fun. The departmental service level suffers because the customer service representatives are not adhering to scheduled breaks and lunches. The emergency room receives the charts daily. As the end of the calendar month approaches overtime is required to complete all work received. In operant conditioning, learning occurs because of rewards and punishment. Rice indicated, Satisfying consequences bring about changes in behavior (2001). Operant conditioning is often used in the educational or work setting. His or Her father gives them a credit card at the end of their first year in college because they did so well. As a result, their grades continue to get better in their second year. A professor has a policy of exempting students from the final exam if they maintain perfect attendance during the quarter. The professors policy showed a dramatic increase in his students attendance. Customer service representatives strive daily to meet the quarterly incentive. The adherences to break and lunch schedules are enforced. Examples of operant and classical conditioning are prevalent in the everyday lives of many and are seen in the educational environment. An example of operant conditioning during the infancy stage occurs when a caregiver is effective in comforting a crying infant, the infant stops crying. The removal of the unpleasant crying reinforces the caregivers comforting technique. The caregiver is apt to apply the same method of comforting the next time he cries. As an example of classical conditioning during the infancy stage occurs when a baby bottle is inserted in the infants mouth. This brings out a reflexive unlearned response of sucking. The infant can develop a conditioned to the baby bottle; the sucking occurs as soon as the infant sees a baby bottle. The following will provide examples of operant conditioning and classical conditioning during the early childhood stage in an educational environment. As an example of operant conditioning during the early childhood stage, when a student raises his or her hand and waits to be called on to receive something good as a reward. The rewards come in many forms for example a reward is the student receiving a praise or a piece of candy for his or her good behavior. Another example of classical conditioning during the early childhood stage is, when a student calls a classmate an inappropriate name. The teacher may call the student with the inappropriate behavior aside and reprimand him or her. The teacher would have that student take a time out or write sentences as of why he or she should not perform the action of calling the other student inappropriate names (Tuckman, 2010). The following will provide examples of operant conditioning and classical conditioning during the middle childhood stage in an educational environment. As an example of classical conditioning during the middle childhood stage, when a student who seldom associates with other students is encouraged to associate with others, is given praise by the teacher. As an example of classical conditioning during the middle childhood stage, a student has a fear of test taking. In the past, the student has always performed poorly when taking a test. The teacher is aware the student knows the material. The teacher could work with the student by giving him or her series of tests the student could pass. The teacher would provide positive feedback to the student to reinforce the good grade. The student would associate the test taking with positive feedback, and then the student would no longer have a fear of taking test. The following will provide examples of operant conditioning and classical conditioning during the adolescence stage in an educational environment. As an example of operant conditioning during the adolescence stage, when an above average child is receiving an average grade a parent could use monetary rewards if he or she receives As in school however, if the child receives an undesirable grade, the child would pay the parent as a means of punishment. During the adolescence stage, students enjoy working in groups on assignments and projects. As an example of classical conditioning during the adolescence stage, the teacher advises the students to work with the partner of choice if the class exhibits appropriate behaviors until that point in the lesson. If the class is not well behaved, the class does not get to work in groups. If the class exceeds the teachers expectations of appropriate behavior, the class is allowed to work in groups. The students behavior gives a definite response, w hich is a consistent reaction to the classes actions. Rewards Over the years punishment and rewards have been used to control behavior. The concern is that money, high grades, and even praises may be effective in a persons performance, but performance and interest can only remain constant as long as the reward is continuous. Rewards and punishments are ways of manipulating behavior. These two methods are used in our educational environment. These methods are saying to the child, if he or she does this, we will give him or her this, and if he or she does that, we will take away this. The question that arises is as teachers are we using these methods appropriately and is our children benefiting from the methods as a hold. What is the purpose of punishment? The purpose of punishment is to decrease certain responses. There are two types of punishments. Punishment I represents an appearance of an unpleasant stimulus, and punishment II removes the unpleasant stimulus. Punishment can be effective by immediate reasoning, or infrequent reasoning. The purpose of a reward is to let the student know that he or she has done an impressive job. The reward is used to increase the students ability to perform better or do more because his or her performance is already at or above level. This reward can cause a students desire to fail in his or her ability, and become disinterested because he or she has already reached his or her level of attainment. The purpose of reinforces is to increase desired responses and behaviors. We use these reinforces to receive a positive or negative response. The focal point is not principally on rewards and punishment. It is to create an atmosphere that increases motivation. Learning Theory There is no one perfect option in developing a strategy or theory of what would best to used in a classroom or workplace setting. The human mind has been studied for thousands of years, and there is not one study that can be reproduced exactly when it comes to human thinking. The classroom is set up based on the teachers experiences as well as educational knowledge. Starting with the learning focus model, the classroom is set up in the following way to enhance the learning environment. 1) Self- Regulated students are students who develop goals, monitor goals, practice met cognition, and use effective strategies. 2) Teacher Characteristics is expressed in personal teaching efficacy, modeling and enthusiasm, caring as well as a positive expectation of the students abilities. Promoting students motivation in the classroom involves instructional variables, instructional focus, personalization, involvement, and feedback. In comparing Piaget with Vygotsky, Piaget saw interaction primarily as a mechanism for promoting assimilation and accommodation in individuals. Whereas, Vygotsky developed his ideas based on learning and development, which arises directly from social interactions, which means individuals cognitive developments are a direct result of interactions with other people. The role of language is central to Vygotskys theory, and it plays three different roles in development (Eggen Kauchak, 2007, p.46). The first role is giving learners access to knowledge. Second, language providing the learners with cognitive tools that allows humans to think about their surroundings and resolve problems. The third role that language plays is helping the learner with regulation and reflection of his or her own thinking. According to Vygotsky, learning occurs when people acquire specific understanding, Thomas, 32(3), 656). In reviewing the research of the three different theories of motivationbehavioral theo ries humanistic theories and cognitive theoriesthe researcher has to study the development of the humanistic views of Charles Maslows hierarchy of needs. Looking at Maslows two-step processes, the first step is Deficiency needs, which includes survival, safety, belonging, and self-esteem. The second step, Growth needs, includes intellectual achievements, anesthetic appreciation, and self-actualization (Eggen Kauchak, 2007, p.303). This researcher believes that if the work environment or the classroom environment could combine Piaget, Vygotsky and Maslows theories in to one basic idea, one would have the closest thing to a perfect understanding of human physical and cognitive development.

transistorized paper :: essays research papers

Transistorized   Ã‚  Ã‚  Ã‚  Ã‚  The Transistor became a big hit in the 1940s, which was the main component in the Transistor radio. Everybody wished they owned one, and all the scientists wished they knew how to make one to use for there own profit. John Bardeen, Bill Shockley, and Walter Brittian were three main scientists in the creation of the Transistor. Bill Shockley was born in California, he was an excellent man for thesis’s but could not figure out how to form or create one on his own. Walter Brittian on the other hand was a great scientist that could make basically anything he set his mind too. In 1907 AT&T was losing money because they had nothing big new and exciting to put out on the market to get more customers. They got an idea for an object that could connect people from long distances. The Vacuum Tube was then created for that sole purpose. AT&T knew that the Vacuum Tube wouldn’t make them much money because they could be taken apart and rebuilt by anybody. They the n got the idea to try and invent something else that would be new and exciting to bring in the money. This is when they called upon Bill Shockley, John Bardeen, and Walter Brittian. These three scientists were put to the test to build something innovative. In 1905 Bill Shockley came up with an idea. The scientists worked on this for a while until they figured out that it wouldn’t work so they went back to the brainstorming phase. But Bill Shockley would not let it go so he went back through his notes, and found out that they did not have the right materials to make his idea work. Everyday they worked on his idea and the different materials needed to make it work. In December of 1947 the team came very close to perfecting their invention but there was a problem with the fluids. Shockley went on a break one day but Walter and John stayed back to work. Walter then discovered what the problem was so he worked on fixing it. When he finished with his improvements he tested the inve ntion and it worked. Walter Brittian had then created the first transistor ever. They told Shockley about what they did and how it worked now. Bill was mad because he wanted to either be there when it happened or wanted to figure out what the problem was on his own.

Essays --

Seasonal affective disorder (SAD) is a psychological disorder that is described in the DSM-5 as a specifier to describe subpopulations of patients with recurrent depressive disorders and bipolar disorder. It is unique because unlike depression symptoms, seasonal affective disorder has variations in onset, intensity and remission following a temporal pattern (American Psychiatric, 2013). Seasonality is seasonal variation in behavior and mood and seasonal affective disorder describes the extreme end of seasonality. The most common form of this disorder is Winter SAD in which the depressive symptoms begin in the fall and winter and go into remission in the spring in summer but the opposite, Summer SAD where depressive symptoms begin in the spring and summer and go into remission in the fall and winter is also sometimes observed. In recent years, there has been more of a push to advocate getting help for seasonal affective disorder for those that need it. The treatment that is most often provided is bright light therapy. The cause of this disorder is generally considered to be lack of exposure to sunlight but there are many factors that have been found to contribute to the susceptibility to seasonal affective disorder, such as the latitudinal position, the activity level, gender and age, and the personality of a person. One of the most widely known and tested factors that affects susceptibility to seasonal affective disorder is latitudinal position. This factor was one of the first used in explaining seasonal affective disorder. As a person moves higher in latitude which means goes north, the amount of sunlight per day is significantly reduced, which can cause seasonal affective disorder to begin to arise. This lack of sunlight can c... ...light-latitude hypothesis of seasonal depression needs to be looked at again or more focus added to another possible factor that could contribute to SAD (Haggarty et al., 2001). In conclusion, though often looked over, seasonal affective disorder is a very serious disorder that is shown to be as severe as non-seasonal major depression. Both Winter SAD and Summer SAD can be debilitating for the patient who has them. The latitudinal position, the activity level, gender and age, and the personality of a person are all factors that can contribute to susceptibility to seasonal affective disorder or can help us in understanding and possibly even treating it. Aside from these factors, there is research going on even now looking into other possible factors that could contribute to the susceptibility to seasonal affective disorder as well as new treatments for the disorder.

The Impact of American Colonial Rule on Puerto Rican Society :: American History

The Impact of American Colonial Rule on Puerto Rican Society In 1982 a journalist by the name of Luis Là ²pez Nieves published an article in La Claridad, a well-respected pro-independence news weekly in Puerto Rico. The article revealed new information concerning the history of the American invasion of Puerto Rico. According to Nieves the U.S. did not raid the island on July 25, 1898, rather a few days earlier in a town called Seva. Apparently in this town the people did not only resist the Americans but defeated the Americans by forcing them back to sea, where they then decided to reenter the island through Guanica on July 25, 1898. Once the U.S. gained control of the island the military returned to the town of Seva with the intentions of erasing its existence forever. The majority of the people who read this article believed it was true, despite continual efforts by Puerto Rican historians to tell everyone that the article was a hoax. In fact, people were so affected by this story that thousands protested the American government, calling them murderers. Many also went to the town in Puerto Rico where Nieves claimed the town of Seva was massacred in order to give their respect to those that supposedly died in the resistance. What was it that caused thousands of Puerto Ricans to blindly embrace this fictional story of Puerto Rican resistance? The desire to have the ability to defend their honor and say, "We have resisted the Americans," was most likely a major reason for the strong belief in Nieves’ story. Throughout the island’s history, its people have been labeled as docile creatures. This symbol has developed because they have never been able to unite in order to fight for their independence, making it seems as if they are a submissive people. Numerous factors such as having misleading ideas concerning U.S. intentions toward the island and class divisions between the Puerto Ricans have contributed to their extensive history as a colony. When Puerto Ricans found out that the Americans were taking control of Puerto Rico, many helped them fight off the Spaniards. They were under the impression that the land of the free was coming to liberate the island of its oppressors. As Reverend Henry Carroll reported to President McKinley in 1898 on the conditions of the island, "They expect under American sovereignty that the wrongs of centuries will be righted†¦(Trà ¬as-Monge 36).

Allelopathy Paper Essay

Introduction: Considering the beneficial properties of plants, not only to us, but the environment as well, it is important to understand the nature of Allelopathy and how it affects plant ecology. According to the Topics in Biology Laboratory Manuel, allelopathy refers to â€Å"the beneficial or harmful effects of one plant on another plant, by the release of chemicals from plant parts in both natural and agricultural systems. † By secretion of biochemical materials, allelopathy involves a plant’s ability to inhibit germination or growth of the surrounding germination. In our exercise, we tested for the presence of allelopathic chemicals in plant shoots and the effect of the allelopathic chemicals (our I. V. ) on the germination and growth (our D. V. ) on radish seeds. The question proposed became, â€Å"Does Rose seed extract affect the germination and growth of radish seeds? † Keeping the allelopathic effects in mind, our working hypothesis became, â€Å"If radish seeds get exposed to the rose leaf extract, then their percent successful germination and the average length will be less than the percent successful germination and the average length of the radish seeds which do not get exposed to the Rose leaf extract. Materials: For week 1 and week 2 the following materials were used: 10 grams of fresh leaves (rose), sandwich-type plastic bag, a scale, a blender, 100 mL of distilled water, folded cheesecloth, a funnel, one stock bottle, 3 pieces of filter paper, two Petri dishes, and 40 radish seeds. Methods: According to the Topics in Biolo gy Laboratory Manuel, the experiment was conducted as follows: First we needed to collect fresh leaves from one plant species, and fill up a plastic sandwich bag, which we were to bring with us to the lab. Next in groups we were to weigh 10 grams of leaves from the one plant species and place the measured sample in a blender. Next we added the 100 mL of distilled water to the blender. Holding the lid of the blender, we blended the mixture completely. Then we placed some folded cheesecloth into a funnel and sat it into a stock bottle. Finally we poured the blended mixture through the funnel/cheesecloth to filter the solution. To test the Allelopathic effects, we then needed to place 3 pieces of filter paper in each of the bottoms of the two Petri dishes. In one Petri dish (labeled with the leaf extract) we added 10 mL of the filtered solution, so that it soaked the filter paper layers. In the second Petri dish (labeled control), we added 10 mL of distilled water so that the water soaked the filter paper layers as well. Next in each of the Petri dished we added 20 radish seeds on top of the 3 pieces of filter paper, evenly spaced. Then we placed another piece of filter paper on top of the seeds in both dishes. Finally, we placed the lids on top of both Petri dishes to prevent excessive evaporation and stored them at room temperature, giving them a week to germinate, then be evaluated. Results: For our results, after careful observations and measurements, the percentages of successful germination were as follows: For the Experimental group, that is the group treated with extract, had a 70% success rate in which 14 of the 20 radish seeds had sprouts. However, the Control group, which had been treated with distilled water, had an 85% of successful germination in which 17 of the 20 seeds had sprouted. When comparing the seedlings length, the experimental group recorded 3. 0 mm being the shortest, and 13. 0 mm being the longest, making 4. mm the average length of the seedlings, all which is indicated on the following two pages by bar graph representations on average seed length and percentage rates of both groups. When looking at the control group, however, the shortest length measured was 12. 0 mm and the longest was 62. 0 mm, making their average 42. 0 mm. When observing each of the radish seed’s conditions, it was obvious that the control group produced healt hier, more vibrant seedlings with an extended root system and hair. However the experimental group contained more so dry, yellowish seeds with little to no root hair. Discussion: When observing the results of the Allelopathy experiment, it is evident that the results reflect and indeed support my hypothesis which stated that, â€Å"If radish seeds get exposed to the rose leaf extract, then their percent successful germination and the average length will be less than the percent successful germination and the average length of the radish seeds which do not get exposed to the Rose leaf extract. † So again when comparing the average length of seedlings between the control group and the experimental group, there really is no comparison; the experimental group had a mere 4. mm length verses that of the control group which had a remarkable 42. 0 mm length. Although noted both had a high percentage rate of germination, it really comes down to Allelopathy and the competitive â€Å"chemical warfare,† present in our experimental group. As for leaving room for error, a number of problems could have taken place, such as if small amounts of water needed to be added to re-saturate the filter paper, or if fungus appeared due to the high temperatures, etc. Over all I believe the experiment did a good job of explaining and demonstrating the Allelopathic effects on plant economy.

Medical Tourism Promotional Action Plan

Promotional Action Plan Medical Tourism Marvin Wilcox Saint Leo University Our marketing plan for 2013 will focus on several mediums that are aimed at providing detailed information on the company and services provided, reaching new targets and offering incentives to previous clients and maximizing exposure. Five venues were chosen to take full advantage of our budget of $100,000 . The following is a synopsis of each venue: 1. Building a website 2. YouTube videos 3. Social Media 4. Mass Mailing 5. Local Business Networking with AmbassadorAction Plan #1 * Action Item:A fully functioning professional website based in the U. S with search engine optimizing (SEO) at a cost of $25,000 to be implemented March 1, 2013. * Objective:With 87% of travelers using the internet for a bulk of their travel planning, medical tourism needs to take advantage of this opportunity to capture consumer attention. Increasing our search engine optimization (SEO) makes it more likely that someone will find you r business online. This will be our broadest advertising measure targeting that 87%. Description:Our website will be equipped with a language translator with languages relevant to the geographic chosen. The website will present a strong brand by stating who we are, why we are better and the quickest means of contact. It will also present testimonials to provide credibility and build familiarity and trust based relationships. * Target Market:250 million underinsured Americans and the 20% of 250 million Americans that have pre-existing conditions. in addition to the 750,000 Americans that already travel abroad for medical and dental services.Also the 38% of Americans that is open to health care abroad. * Metric:For the first 90 days of the website, we expect further inquiries of 35% of all site visitors, 50% registration to a free monthly newsletter and 68% of those visiting partnered tourism sites to be redirected. Action Plan #2 * Action Item:Monthly uploads to YouTube beginning Mar ch 1, 2013 in support of the official website. The service is currently free of charge. * Objective:To convey credibility through video testimonials consisting of 3-5 min in length.To present information about tourism, the forgotten half of medical tourism and to create familiarity and confidence through a personal connection. * Description:The videos will show satisfied and happy clients reporting the variance in cost between domestic and international medical procedures and how the money saved can be used towards vacationing in the same locale. Also, the videos will contain information about destinations, things to do, restaurants and attraction to enjoy the full experience of being abroad. Target Market: The 92% of consumers around the world that say they trust recommendations from family and friends above all other forms of advertising. The 85% of 30- to 50-year-olds and 51% of 65- 75-year-olds that are active social media users. * Metric:The method will be proven successful if we receive booking from 20% of the viewers. Another measure is for 65% of the viewing public follow the link to the official website and 50% of that number result in hard inquires, bookings or subscribers to the newsletter. Action Plan #3 Action Item:We will engagement potential clients on a personal level via Skype. The service will cost $168 for one year of unlimited international use. * Objective:To make potential customers feel they are receiving individualized and attentive care by a brand they can trust before they even step a foot in a hospital. Also, it is important to us to strengthen relationships and trust. This will provide a light consultation with professional to provide answers and resources for some the most frequently asked questions. Description:This medium provides presence or the availability and willingness of our professional to communicate. We will use it for high quality of voice and especially for its free PC to PC service. Other supporting features include video conferencing, SMS, voicemail, long distance conferencing and inexpensive calls during travel. * Target Market: There are 500 million Skype users worldwide with 40 million users logged on during peak hours. Our target market are generally individuals between 45-65 who have a medical need for surgery and are looking to save money by travelling abroad.The secondary target is those that request a face to face question and answer session via Skype and have been redirected by our website. * Metric:Optimization will be recognized when 25% of site visitors and 5% of peak users request a professional consult session and of that number a minimum of 25% booking. Action Plan #4 * Action Item:Our firm will engage in local business networking with ambassadors. This service requires hiring two individuals specializing in international tourism and medical administration at a total of $75,000 per year. Objective:To facilitate procurement of visas, booking travel and airport pick up and drop of f. We also wish to broker consultations with professionals, accommodate for post-operative recuperation and arrange travel insurance. * Description:Our ambassadors will be responsible for networking with travel agencies, medical and dental professionals and insurance companies. They will act as liaisons on behalf of the firm to foster relationships with supporting organizations. Their main goal is to streamline the process of informing and preparing a client for participation in our program.They will also develop a working relationship with local medical professionals for redirection of the underinsured. * Target Market: There are 2466 travel agencies in Virginia available for a mutually beneficial cooperation of professionals. Also, healthcare providers seeking to lower costs by 80%-90% in India or 50%-70% in the middle-east. * Metric:Realization of our efforts acceptable when sales from networking opportunities for the period of one year reach 6 times the cost of the action item. Action Plan #5 Action Item:We will run a direct mailing campaign with promotional rewards for referrals and a budget of $1500 to begin March 15, 2013. * Objective:We will attract customers by introducing our company, informing the public of our products and services, generate customer loyalty and make sales. Offer invitations to visit a local office, official website or webinar of our firm. Finally, we will offer discounts on first time bookings and referrals. * Description:Our firm will conduct our direct mailing through USPS.The main visual content will be of a popular Asian or Middle-Eastern vacation resort and a medical professional in uniform. We will offer a message of physical recovery in peaceful fun surroundings. The emphasis of the material will focus more on the vacation aspect than the medical procedures therefore inscriptions referencing entertainment and amenities will be larger than those concerning medical practices. Also, the material will include a picture of a gro up of Westerners (Americans and Europeans) in ordinary middle class attire to symbolize the affordability of our products and services. Target Market: Primary for this venue will be ordinary working Americans with a median income of $60,000 yearly, adequately to slightly under-insured between the ages of 45-65. Secondary for this venue are those with ongoing medical issues that travel abroad at least once every 5 years with incomes upward of $100,000. * Metric:Progressive indicators will be an increase in call volume, website visits and return request forms for more information. The expected result is a 10% verifiable response volume that results in either referrals or bookings.

Blake’s Poetry is multivocal, allusive and intertextual rather than directly expressive

â€Å"Blake's Poetry is multivocal, allusive and intertextual rather than directly expressive; philosophic rather than immediately intelligible.† With this assertion as a point of departure I will present a critical discussion of the two poems, ‘The Lamb' and ‘The Tyger' from ‘Songs of Innocence' and ‘Songs of Experience' respectively, paying attention to both form and content. The two poems offered here from ‘Songs of Innocence' and ‘Songs of Experience' clearly support the statement that Blake's poetry is multivocal, allusive and intertextual. Both ‘The Lamb' and ‘The Tyger' seem to be alluding to certain social norms and perceptions of the time when they were written and the two of them both clearly express different feelings or opinions of the forces at play in the world around us. The two poems are clearly inter-related as they both seem to offer contrasting opinions of the nature of beings and their creators, and because of the direct reference made to the lamb in the poem ‘The Tyger'. Upon closer inspection of the poem ‘The Lamb', we see, in lines 5 to 8, Blake offering an almost serene description of a lamb. Describing the lamb in terms of its tender voice which makes all the vales rejoice, its soft woolly coat being that of delight, and its feeding â€Å"by the stream & o'er the mead† (Watson 1992: 133). Blake uses very soft and mostly monosyllabic words to create a very sombre and tender mood in this poem. The mild tone of the poem adds much to the beauteous image of the lamb that is being created. Throughout the description of the beauty of the lamb the question is also being posed of who created the lamb, as is evident in the opening two lines of the poem â€Å"Little Lamb, who made thee?†/†Dost thou know who made thee?† and by asking who gave the lamb all its beautiful qualities. The second verse of the poem offers an answer to the question of who created the lamb. The creator, God, is alluded to as an answer by saying that he calls himself a lamb and that he became a little child. Watson (1992: 133) presents the facts that â€Å"the God who made the lamb is called a lamb Himself, because He was crucified (‘Worthy is the Lamb that was slain')†, and that â€Å"He became a little child at the incarnation.† Referring to the creator as ‘meek and mild' continues the serene feeling within the poem that was created at the description of the lamb, and adds to the already blissful view of the lamb because of the fact that they share a name. By looking at the social circumstances of the time when this poem was written, a time of great social and political revolution, where views of authority and people's own self-worth were changing, it becomes possible to give an interpretation of the poem ‘The Lamb' based on these social circumstances. The idea of the lamb and the child both having a name that, at different times, were used as a reference to Jesus Christ could be seen as an allusive way of Blake trying to express the fact that all creatures were created in God's own image of himself. This point serves to enhance the fact that all people, animals and other earthly beings all have equal self-worth within the world. So at a time when people were revolting against the Catholic Churches control over them this poem could be seen as an attempt to highlight the fact that all people are equal and deserve to be treated as equals. If God created all living creatures in his perfect image of himself, which is a Christian beli ef, then all people should be granted the same status as each other. In contrast to ‘The Lamb' we find its counterpart from ‘Songs of Experience' – ‘The Tyger'. In this poem, as in ‘The Lamb', there is a question of the â€Å"unseen power behind the tiger† (Watson 1992: 146). The difference behind the questioning in this poem is the mood that the questions create. The mood is not peaceful and serene as it is in ‘The Lamb', but rather the questioning here almost gives the reader a feeling of anger and aghastness at the thought of the same creator who created the lamb creating a creature so fearful as the tiger. The continued use of the word ‘dare' leaves the reader feeling as if the whole creation of the tiger was a shameful act. Lines such as â€Å"On what wings dare he aspire†, â€Å"what the hand, dare seize the fire†, and â€Å"what immortal hand or eye/dare frame thy fearful symmetry† all help to create and complement this feeling. From the following verse the reader is left with the sense that even the stars were angered and upset at the creation of the tiger: When the stars threw down their spears, And water'd heaven with their tears, Did he smile his work to see? Did he who made the lamb make thee? The image of stars throwing their spears and letting their tears fall in heaven, the place where the creator, God, is believed to reside upon, leads perfectly up to the question â€Å"did he smile his work to see?† Here the question is posed as to whether the creator was happy and satisfied at his creation of the tiger. Then, in the very next breath, the question is offered as to whether it is the same creator who created both the lamb and the tiger. Thus leaving the reader thinking how it can possibly be that a divine creator can create two such opposite creatures in this world. Turning back to the social context of the time when the two poems were written it is possible then to read two contrasting lines, one from each poem, as direct metaphors for society itself. Firstly, from ‘The Tyger' – line 2 – â€Å"in the forests of the night†, and secondly, from ‘The Lamb' – line 4 – â€Å"by the stream and o'er the mead†. The possibility exists that Blake was expressing his fear of the existing society in ‘The Tyger' by describing it as a â€Å"forest of the night†, which creates very dark, almost dangerous images of the existing society where one would not find much hope of serenity. The contrasting line from ‘The Lamb', where society can be compared to a stream and a mead can be seen as Blake expressing his hope for society becoming a place as peaceful and beauteous as a stream or a mead. The tiger then can be related to the people who have control over society at this time. Those people who have ‘twisted sinews of the heart' and who's ‘dreaded grasp' instil ‘deadly terrors' into the people who they attempt to control. The revolution then can have its metaphor in ‘The Lamb' where the fears of the people can be replaced by the hope of a life where the ‘vales rejoice' at the ‘softness' and ‘tenderness' of a ‘delightful' life. In ‘The Lamb' Blake is perhaps expressing a child like innocence at the thought of living life in the perfect image that God has created for man. Moving on to ‘The Tyger' Blake might be showing us that with experience our views of the world around us and the way that we exist within it are much harsher than what a child would dream it to be. These two poems are both written in the form of a lyric and are done so in order for Blake to express his immediate thoughts and feelings at a specific point in time. The fairly short length of the poems and the simple rhyming schemes, coupled with the contrasting choice of words in each respective poem add to the immediate effect of the feelings, images and moods created within the poems. The inter-relatedness of the two poems gives the reader a very complete feeling of the mood surrounding the time when they were written. Blake's poetry is clearly philosophic in all concerns and cannot be seen as directly expressive or immediately intelligible. The allusiveness and inter-relatedness of his poetry is clearly expressed in the two poems ‘The Lamb' and ‘the Tyger' form ‘Songs of Innocence' and ‘Songs of Experience' respectively. These two poems present two contrasting views of a world and a creator that we are all inextricably tied to but all experience under different social and political conditions and are all able to understand and experience completely differently.

Genres of Literature Essay

Genres of literature are important to learn about. The two main categories separating the different genres of literature are fiction and nonfiction. There are several genres of literature that fall under the nonfiction category. Nonfiction sits in direct opposition to fiction. Examples from both the fiction and nonfiction genres of literature are explained in detail below. This detailed genres of literature list is a great resource to share with any scholars. Types of Nonfiction: Narrative Nonfiction is information based on fact that is presented in a format which tells a story. Essays are a short literary composition that reflects the author’s outlook or point. A short literary composition on a particular theme or subject, usually in prose and generally analytic, speculative, or interpretative. A Biography is a written account of another person’s life. An Autobiography gives the history of a person’s life, written or told by that person. Often written in Narrative form of their person’s life. Speech is the faculty or power of speaking; oral communication; ability to express one’s thoughts and emotions by speech, sounds, and gesture. Generally delivered in the form of an address or discourse. Finally there is the general genre of Nonfiction. This is Informational text dealing with an actual, real-life subject. This genre of literature offers opinions or conjectures on facts and reality. This includes biographies, history, essays, speech, and narrative non fiction. Nonfiction opposes fiction and is distinguished from those fiction genres of literature like poetry and drama which is the next section we will discuss. Genres of Fiction: Drama is the genre of literature that’s subject for compositions is dramatic art in the way it is represented. This genre is stories composed in verse or prose, usually for theatrical performance, where conflicts and emotion are expressed through dialogue and action. Poetry is verse and rhythmic writing with imagery that evokes an emotional response from the reader. The art of poetry is rhythmical in composition, written or spoken. This genre of literature is for exciting pleasure by beautiful, imaginative, or elevated thoughts. Fantasy is the forming of mental images with strange or other  worldly settings or characters; fiction which invites suspension of reality. Humor is the faculty of perceiving what is amusing or comical. Fiction full of fun, fancy, and excitement which meant to entertain. This genre of literature can actually be seen and contained within all genres. A Fable is a story about supernatural or extraordinary people Usually in the form of narration that demonstrates a useful truth. In Fables, animals often speak as humans that are legendary and supernatural tales. Fairy Tales or wonder tales are a kind of folktale or fable. Sometimes the stories are about fairies or other magical creatures, usually for children. Science Fiction is a story based on impact of potential science, either actual or imagined. Science fiction is one of the genres of literature that is set in the future or on other planets. Short Story is fiction of such briefness that is not able to support any subplots. Realistic Fiction is a story that can actually happen and is true to real life. Folklore are songs, stories, myths, and proverbs of a person of â€Å"folk† that was handed down by word of mouth. Folklore is a genre of literature that is widely held, but false and based on unsubstantiated beliefs. Historical Fiction is a story with fictional characters and events in a historical setting. Horror is an overwhelming and painful feeling caused by literature that is frightfully shocking, terrifying, or revolting. Fiction in which events evoke a feeling of dread in both the characters and the reader. A Tall Tale is a humorous story with blatant exaggerations, swaggering heroes who do the impossible with an here of nonchalance. Legend is a story that sometimes of a national or folk hero. Legend is based on fact but also includes imaginative material. Mystery is a genre of fiction that deals with the solution of a crime or the unraveling of secrets. Anything that is kept secret or remains unexplained or unknown. Mythology is a type of legend or traditional narrative. This is often based in part on historical events, that reveals human behavior and natural phenomena by its symbolism; often pertaining to the actions of the gods. A body of myths, as that of a particular people or that relating to a particular person. Fiction in Verse is full-length novels with plot, subplots, themes, with major and minor characters. Fiction of verse is one of thegenres of literature in which the narrative is usually presented in blank verse form. The genre of Fiction can be defined as narrative literary works whose content is produced by the imagination and is not necessarily based on fact. In fiction something is feigned, invented, or imagined; a made-up story. The Oxford English Dictionary is a great place to consult for any further definitions of the different genres of literature explained here.

2.Critically examine and compare urban planning cultures in developed Essay

2.Critically examine and compare urban planning cultures in developed and developing countries and discuss how such cultures have evolved or been adapted to the - Essay Example h planners may continue to wish for a world like it existed earlier where they did not have such numerous factors to take into account before even beginning to plan any town, but such a probability has been closed on the human civilization forever. What remains now to be done is to ensure that whatever planning is now being done in urban areas all over the world, they are established on sustainable grounds. The only way to find out which patterns of planning towns will prove to be sustainable however, is to study the already evolved planning techniques by the developed world and compare between them what should be the best mode for developing towns when it comes to countries which are presently undergoing urbanization. The issue being addressed in this paper is to critically examine and compare urban planning cultures in developed and developing countries and discuss how such cultures have evolved or been adapted to the different development planning challenges being faced in those c ountries. Britain- the first of the European Union countries to become industrialised, had only around 3% of its labour force concerned with the agricultural activities, while almost 80% of its population had become urban by the year it had joined EU that is the year of 1973. Therefore for countries like Britain and even the United Sates or Japan for that matter almost any kind of town planning is mostly urban town planning. The change in patterns of planning however has occurred with time in countries like Great Britain. For instance, the difference between the local town and country planning introduced by the historic Town and Country Planning Act of 1947 and the system which replaced to under the Town and Country Planning Act of 1968 is that of details (Taylor 1998). It was argued in the 1960s that planning should not be focussed on minute details in fact it should be based on generalised and diagrammatic picture of the spatial distributions at any point of time, only filling in

Research paper Annotated Bibliography Example | Topics and Well Written Essays - 750 words

Research paper - Annotated Bibliography Example The fear and prejudice against Muslim has led to an attack on all Muslims, including burning the mosques. The Muslims perceive this as hatred towards a different color or a different religion. Towards the close of the Ramadan, a mosque was brought down to rumbles in Missouri (Amer & Basu, 2012). Thus, there is an Islamophobia, which does not necessarily differentiate between terrorists and Muslims, or the Muslim religion.In New York, a student attacked and stabbed a cab driver who was a Muslim, raising the question of whether this act was triggered by the perpetrators hate for Muslims or it was just a criminal act targeting at any cab driver (Crudele & Esposito, 2012). The New York mayor termed the incidence disgraceful, amidst the uncertainty of what exactly had triggered this action. If such an action was triggered by such hatred, then it is apparent that the prejudice against the Muslims is turning to fatal level. The anniversary on the September 2011 attacks in America has always created dark memories, igniting a feeling of resentfulness between the Americans and the Muslims. This could be the possible trigger of the recent attacks on the Muslim faith, marked by arsonists and anti-Sharia movements (Lean, 2012). There has been a sustained attitude of hate towards the Muslims, which is a wrong response to the losses suffered during the 2001 attack. The ban of the Muslim headscarf for schools in southern Russia has angered the Muslim, raising the concern that such a move has forced the Muslim girls to choose between state education and their religion, which is totally inappropriate (Mooneye, 2012).. Thus, the tension between the Muslims and the rest has continued to rise, owing to the perception that Muslims are associated to terrorism in one way or the other. Recently, a man in Connecticut threatened to assault a Muslim woman because of her religion heritage. This promoted The Council on Ameri can-Islamic Relations (CAIR) to call on the FBI to

Is There an Inherent and Morally Required Connection Between Love and Essay

Is There an Inherent and Morally Required Connection Between Love and Sex - Essay Example The paper provides a brief philosophic discussion of what love and sex are and reevaluates the significance of the love-sex connection in philosophy. Keywords: sex, love, philosophy, connection, morality. Is There an Inherent or Morally Required Connection between Sex and Love? Philosophy is one of the most interesting sources of information about reality and life. Philosophy provides a unique channel for self-reflection and analysis of the most controversial aspects of the social, economic, and cultural reality. The value of philosophy is not only in the questions it raises but in the answers it provides and the analytical and systematic nature of the philosophic method (Halwani, 2010). It would be fair to say that philosophy reacts to the emerging issues, to understand their nature and provide possible solutions. The topic of sex and love has long been a matter of hot philosophic debate. Most world religions, especially in the western world, treat sex without love as inacceptable a nd immoral. In the meantime, the postmodern world is moving toward greater rationality in all life decisions, including sex. Sex provides physical pleasure and creates an atmosphere of intimacy, for which many people long. In the postmodern reality, there is no required connection between love and sex; there is nothing immoral in pursuing sexual desire, if it is mutual; love can add intensity to sexual relations but it is not mandatory in physical contacts among humans. Humans consider themselves as higher creatures. They have mind, cognition, and language which no animals have. They also have a unique capacity to be in love and love others. This is why love is often believed to be a mandatory component in the sexual relations among humans. However, the connection between love and sex is not simple but multidimensional. It involves a broad range of feelings, from pure sexual desire, to the feeling of victory, intimacy, and love. In the postmodern world ruled by rationality and reaso n, love gives place to other mundane considerations, and sex without love is no longer considered immoral. Yet, to clarify why the connection between love is neither required nor relevant, we first need to understand the nature of love and the philosophic implications of sex and sexual desire. Sex remains one of the most controversial aspects of philosophy, morality, and ethics. Thousands of people keep to a belief that sexual desire is immoral, if it is not linked to attraction and love. Others claim that sex is empty without feeling. Whatever the reason, the nature of sex, especially plain sex, in philosophy raised different interpretations. Basically, sexual love was always considered as inferior to platonic love (Goldenberg et al., 1999). The latter presupposed that people who engaged in sexual intercourse had greater moral goals, namely procreation, and based their sexual desires on the constant exchange of other, non-sexual beliefs, interests and experiences. Religions in all parts of the world supported this view, trying to equate the nature of chastity with the meaning of virtue (Goldenberg et al., 1999). In the non-western world, sex is favored and desired in marriage but not beyond it; Indian and African cultures treat sex as an indispensable component of people’s daily lives. At the beginning of the postmodern era, sex has acquired new philosophic coloring, being both the

Children car seat injury in Abudahbi (program plan) Research Proposal

Children car seat injury in Abudahbi (program plan) - Research Proposal Example When it comes to kids in the car, the motto is ‘No belt - no start’,† (Khan, 2014). The proposed aim of the study is to investigate how children car safety is perceived by residents in Abu Dhabi and whether car seat safety regulations for children are implementable or not in their views. Research works in past have indicated that use of seat belts in car significantly lower mortality rates in traffic accidents. Keeping in view the significance of seat belts, many developed and developing countries have made it mandatory for adults and children to wear seat belts at all times while moving in a car. Researchers like Zhu, et al. (2007), Daly, et al. (2006), Durbin, et al. (2005) have all found seat belts usage to be extremely effective in reducing deaths and injuries resulting from road accidents. In UAE the requirement for drivers and front seat occupant to wear seat belt was implemented in 1998; however, no such regulations exist with specific regard to children sitting on rear seats of a car (Brass, et al., 2008; Abu Dhabi Government, 2014; Time Out Abu Dhabi, 2012; Time Out Abu Dhabi, 2011). As per the statistics provided in different newspapers, road accidents and most of the resulting injuries have been associated with not wearing seat belts by the passengers. In this regard, The National reported in 2013 that â€Å"A study at Al Ain Hospital found the most common cause of head injury was a  road traffic collision  (67.1 per cent) †¦Ã¢â‚¬  (Bell, 2013). Apart from this, Dr. Ashraf Hefny, who is a specialist surgeon in the Al Rahba Hospital (Abu Dhabi), the death rate from traffic accidents in the UAE is 37 to 100,000 of population. This rate is considered a very rate when compared globally with other countries (Bell, 2013). In addition to this, The National reported that a study of car accidents in Al Ain reported that about 98 percent of passengers involved in a car accident did not wear seat

Humanities Class Essay Example | Topics and Well Written Essays - 1750 words

Humanities Class - Essay Example In his work, Rousseau holds that the social interactions of individuals with each other are the root cause of all the wrongs happenings in the world and all the elements of corrupt individuals. He believed that when people are born, they are very free in state, their minds are not corrupted and they are pure as created by God. At that moment of time, the humans possess sense of love which is pure valuing someone’s existence in the world (Kant 1781). The individuals therefore hold a sense of harmony about themselves and those around them. But he adds that once humans become integrated with the social settings of the world like property ownership and interdependence, there is where unhealthy happenings occur in societies. It is where the sense of love disappears. He connects these unhealthy behaviours to the competition for resources and antagonism in the world among people. The following illustration outlines how cruelty originates from societal interactions (Hogarth 1751). In the text book, Rousseau believed that â€Å"human were originally pure and morally good in the eyes of others and originator† (Text book pg. 132). Humans lived together in a society that acted as a single large family where everyone loved and cared for one another. If one family lacked some basic need, the family could easily obtain it from the other family who had, they had shared responsibility. People grew together and lived together in harmony and mutual coexistence existed among them. They carried out their activities in unison (Hogarth 1751). There was division of responsibility where women became more sedentary and accustomed themselves to looking after the children while men went out to seek their common subsistence. The two sexes lived softer lives but unfortunately, the single individuals couldn’t fight the common enemy; the wild beasts. This therefore led to the grouping of the families

American history Essay Example | Topics and Well Written Essays - 500 words

American history - Essay Example Industrialization left the northern states of the Union developed and the south was still operating under the agrarian practices, which had existed prior to the formation of the United States. The arguments of slavery address the fundamental questions, which are whether slaves are regarded as people or property, the view of states’ rights vs. federal rights, and the impact of sociology and religion in politics. The question of the rights of states and slavery started to begin as Manifest Destiny began to take place. The United States was becoming an established world power and was expanding west. As a result, the original thirteen colonies were growing. Some of these new territories were taken through purchases with foreign nations and some were the result of wars. The Compromise of 1850 dealt with the future of slave states versus those in the Union. In the compromise, there were specific territorial and financial compensations which were given in order to prevent the worst, but what would become an inevitable action: cessation of the southern slave states (Boyer, Clark, Hawley, Kett, & Rieserm 2010) The biggest debate, which was invoked, was over the debate of whether slaves were regarded as people or property. Seward argued on the behalf of natural law and the laws that were passed down by God.

Stategy And Change Essay Example | Topics and Well Written Essays - 2500 words

Stategy And Change - Essay Example Accepting the fact that change is inevitable individuals and businesses have directed effort to equip for change management than resisting to retain current status. Change management, simply stating implies efforts and mechanism employed for the meeting the demanding pressures of adaptability from change. Jung (2001) defined change management as transition from one stage of existence to the other. In accordance with Jung (2001) the stage from which the individual and business are attempting to move from can be defined as the state of problem whereas the state to which the efforts are intended to direct the subject is the state of problem solution. Change management is broad domain of study. Change management can be required in the product portfolio, business processes, organisational culture, people, technology, structure and so on so forth (Daft and Marcic, 2006). Each aforementioned sub- domain, though not limited to, has its own expansions. For instance the change management in th e technological domain has been among factors that have taken lead in today’s organisational context. ... team based structure from traditional formats of increasing hierarchy levels. Apart from the change management in various components of business another classification of change has been emergent change and the planned change. Former refers to the situation where business on whole or the processes are forced to change with the changing business environment. The latter mode of change is one in which organisation deliberately plan to change. For example, organisations in the contemporary business world are forced to infiltrate efficiencies in their business model that are mere necessary for survival. Marks and Spencer being among the most preferred brands of UK faced steep decline in sales in 1990 due to increased low cost offerings in UK market from competitors having manufacturing set ups in cheap labour emerging markets. In contrast to M&S strategy of providing â€Å"Made in UK† incurred increased cost. Therefore, M&S had to adapt to change with business model shifting manufa cturing from local country to low cost emerging countries. While planned change example can be seen as today’s businesses are moving towards sustainable business models such as improving entire business processes to energy efficient process or using renewable energy etc. Planned change has significant distinction from the other changes mainly. As name implies the planned change is intentionally initiated by the people for particular purpose. Further also noticeable fact is that planned change has preparations done and planned it accordingly. However, even within planned change the response to change varies such as some change implementation requires autocratic imposition whereas participative methodology is also adopted based on the wide range of

Sports equipment Essay Example for Free

Sports equipment Essay In this paper I argue that the globalisation of sport by international sports corporations, the media and sporting celebrities have through advertising altered the sporting landscape by imparting predefined and specific cultural and social meanings to the sports consumer. Abstract: Highly successful professional sports teams attract heavyweight corporate sponsorship deals and wide ranging media coverage that further broadens their supporter base. The subsequent globalisation of sporting clubs allows sports marketers to target sports consumers through media advertising to convey commercial messages and specific cultural meanings. Particular attention is focused on Nike and Manchester United and the precise use of sports celebrities to promote and endorse sporting goods/apparel. The transfer of meaning from the constituted world and sports celebrity to consumer goods and then to the individual consumer is analysed and discussed. Moreover, the social importance and cultural identities given to the consumer by the iconic celebrity sports star constitutes an attractive culture the sports consumer wants to be in possession of. This paper further explores and discusses the role of corporations and their association with advertising in a commercial-cultural nexus and how they are able to sell a way of life to the sports fan. Additionally, the advertising techniques used by corporations to create iconic sports stars and global brands are discussed as to how this effects the consumer and the traditional sporting landscape. Essay: In a culture preoccupied world, people from all walks of life are obsessed with the celebrity. In particular, the celebrity sportsman and sportswoman are amongst the highest profile individuals. Collectively, we are captivated by sport stars’ lifestyles, love lives, earning power and skill. It is from these characteristics that people want to have some form of connection with the sporting celebrity. The globalisation of sport by international sports corporations, advertising corporations, the media and sporting celebrities have created an environment for sports advertising to  flourish as an industry that is intent to monopolise the market with sporting goods and apparel. The direct relationship between the way sports organisations market their goods and how people consume goods is often considered by many commentators to be symbolic sports branding that shapes the desires and actions of consumers. Holt contends that for advertising to work properly a ‘symbiotic relationship’ is essential between the ‘market prerogatives’ and the ‘cultural frameworks’ that consumers acquaint, understand and interact with market offerings (2002, p. 71). With the main focus of globalisation and increased industry profit, sports corporations seek to become ‘cultural engineers’ to organise how people think and feel through celebrity endorsed consumer sports goods (Holt 2002, p. 71). In this paper I argue that all-powerful sports corporations such as Nike and Manchester United use endorsements by sports celebrities with sophisticated advertising techniques. Their objective is to seduce and manipulate consumers into participating in the accumulation of commodities that oversees the indoctrination of culture, values and social identity. Whats more, I will further contend that through the globalisation of sport and the mass production of sports merchandise, sport corporations develop specific meanings and a set of techniques that rationalises consumer culture as a commodity. Also, I assert that sports advertising agencies exploit sports stars and their ‘aura of authenticity’ so that they themselves and their products become cultural icons. The resultant increased role for the sports star into advertising moves the sporting field boundaries that effectively alters the sporting landscape. I further contend that the imbued cultural meaning from sports corporations to the sports consumer by way of celebrity endorsements leads to new variants of sport being played. Nike’s three-a-side soccer competition is used as evidence to support my claim that sports corporations combined with celebrity advertising effectively alters the way some sports are played. Therefore, modifying the cultural sporting landscape. In the end, the rapidly increasing entity of sports globalisation relies on the sports celebrity to sell a way of life to sports fan/consumer via a commercial-cultural nexus. This not only transfers organisational meaning and culture to the consumer but also creates immense wealth for sports corporations, advertising agencies and the sports star. With the realisation of the power associated with television as an advertising medium, it quickly went beyond radio, newspaper and cinema to be the most influential medium of mass communication. The television has provided a round-table for the sporting consumer to develop intimate, visually informed relationships with sporting celebrities (Andrews Jackson, 2001). Considering Andrews Jackson’s common but insightful cliche, ‘the medium is the message’, the television has come to the fore front of advertising with identifiable sports celebrities encouraging the audience (sports consumer) to develop a ‘faux intimacy’ (2001, p. 3). Consequently, advertising on television and in most media forums has become celebrity saturated (Andrews Jackson, 2001). The fostering of sports celebrities as maintained by Andrews Jackson has made it possible for sports corporations to link the culture of the celebrity with consumer capitalism to take advantage of the dual roles occupied by celebrities as both products (commodities) and processes (celebrity endorsement) (2001, p. 4). In doing this, advertising agencies and sports corporations are able to exploit sports consumers. Andrews Jackson (2001) agree with McCracken (1989, 1986) to assert that the optimum goal of advertising agencies and sports corporations is to ensure that celebrities pass on and orchestrate the various facets of a predefined sports culture to foster a ‘highly visible celebrity identity’ that the consumer can recognise and identify with. In a sense, these sports agencies and corporations have carefully coordinated plans of cultural procedures. The growing media technology such as satellite television and the internet has further accelerated the globalisation of sport and with it the growth and expansion of sports corporations. The ever expanding sports corporations are desperate to associate their brands and products with the unique ‘aura of authenticity’ that is found within the celebrity sports star, so that their products are endowed and visualised as cultural icons. Today, global sports events are indelibly associated with wide media coverage that sees the iconic sports celebrity be portrayed as role models and in high regard (Smart, 2007). Importantly, Smart points out the desires and aspirations of consumers to be similar if not the same as their sporting celebrity icons and also claims that global sport is now increasing important to the promotion of commodity consumption (2007, p. 130). As shown, the contemporary landscape of advertising plays an important role in cultural practices and the process of globalisation of sport. As a result, contemporary social life is determined by advertising moreover, it is defined by it (Jackson Andrews, 2004). Additionally, Jackson Andrews (2004) assert that advertising is a key process that connects meaning and language to culture, thereby constituting social identities in specific contexts (2004, p. 7). The significance of celebrity endorsers can be found in their salaries. Jackson Andrews (2004) highlight that sports stars earn more from endorsements that they do from their sporting profession. Studies have documented and as pointed out by Andrews Jackson (2001), endorsing sports celebrities were present in 11 percent of television advertisements during 1995 that received more than US$1 billion dollars. Throughout the second half of the twentieth century the uncontrollable clandestine relationship between television and sport grew to irresistibly influence the meaning and understanding of sport culture that left the end product of sport being media-driven by celebrities for entertainment (Andrews Jackson 2001, p. 7). Today, sports are constructed, mediated, advertised and seen as contests between identifiable and recognisable individuals or teams of individuals (Andrews Jackson, 2001). Andrews Jackson maintain that sports fans that watch and experience sport develop an intimate attachment with these sporting individuals (2001, p. 7). Sports corporations and advertising agencies intentionally take advantage of this developed intimacy to transform sporting events and the sports celebrity into stories with characters consisting of heroes and villains (Andrews Jackson, 2001). Moreover, Andrews Jackson recognise that the constructed personalities of the heroes and villains are integral to sports advertising that create a purposeful contemporary sporting culture (2001, p.7). The sports celebrity occupies and possesses many complex roles such as elite athletes, entertainers, marketable commodities and role models within the global cultural economy (Andrews Jackson 2001, p. 9). In addition, sport has become a highly commercialised and a capitalist culture. The sporting celebrity as described by Andrews Jackson is a commodity of commercial culture that is forcibly imbued with large corporate values and culture thattries to initiate and intensify sports consumers desires, identification and cultural awareness/development (2001, p. 9). As such, the sporting celebrity has become highly ‘systematized’ with expanded institutional boundaries that effectively increases their sporting fields that allows them to operate as ‘cultural and economic agents’ (Andrews Jackson 2001, p. 7). Accordingly, altering the sports field, equates to altering the sporting landscape through advertising and endorsement of products by celebrities. In understanding the importance of celebrities in the midst of sports globalisation, Andrews Jackson assert that celebrities are significant public entities who are responsible for the formation of meaning and ideologies that offer contextually grounded maps for the sports consumer as they endeavour to gain their individualism and identity (2001, p. 1). What’s more, Andrews Jackson note Marshall’s 1997 insightful understanding of the celebrity to be a descriptor incorporating various forms of public individuality including, hero, leader, famous and star from which the celebrity exercises within popular culture (2001, p. 2). Whats more, the dynamism of the complex celebrity indicates that individual celebrities can and frequently do move back and forth between these individual states making them all the more marketable to endorse sporting goods (2001, p. 2). Accordingly, the role of the media to promote sports stars to the status of celebrity is crucial for sports corporations when deciding on particular celebrities to convey their cultural message to the consumer (Andrews Jackson, 2001). In looking at and analysing Michael Jordan as an athlete and a sports celebrity, his greatness is not only confined to the wooden confines of the basketball court. Considered by McDonald Andrews (2001) as the first truly marketable sport celebrity, Jordan has amassed unimaginable marketing conquests. Jordan’s endorsement of Nike sport shoes and apparel have seen him earn unmatchable capital accumulation, US$45 million in 1998 (more money than he received for playing basketball) (McDonald Andrews, 2001). McDonald Andrews further highlight that Nike made in excess in of US$3 billion from sales on the back of Jordan while Gatorade more than doubled its revenue in 1991 to make an impressive US$1. 5 billion (McDonald Andrews, 2001). It can be noted from these statistics that contemporary cultures are constructed by sporting corporations and advertising agencies that allow the personalities, lifestyles and sporting cultures of sports celebrities to encourage sports consumers to ‘be like mike’. Consequently, McDonald Andrews point out that Gatorade increased its market domination of the nutritional sports drink to an 80 percent share (2001, p. 1). As can be seen, sports celebrities have referent power that enables them to influence and develop sporting cultures in consumers. Advertising agencies and sports corporations view this as a valuable advantage to increase the sports cultural economy (McDonald Andrews, 2001). Pointed out by McDonald Andrews, Bob Dorfman from the advertising agency Foote passed comments to suggest that ‘Jordan is such a superhuman talent that everybody aspires to his level of performance†¦Everybody wants to be that good and have that much success’ (2001, p. p24). With Jordan’s amazing skills and talent the Jordan name produced an amazing amount of ‘Jordan Wannabes’ all wearing Jordan branded shoes and apparel (McDonald Andrews 2001, p.24). These ‘Jordan Wannabes’ could be seen playing street basketball trying to ‘be like Mike’ and slam dunk the basketball. This form of street basketball differed in rules and in the way it was played from the original indoor game. Essentially, the street rules basketball transformed the sporting landscape. Consequently, sports consumers with altered and newly developed cultures and values are playing the sport differently on different sporting fields with newly acquired sports apparel to effectively change the sporting landscape. The transference of values from Nike to Jordan to the sports consumer not only imbues an altered culture, but it also allows the sports consumer to create their own individual identity (McCracken, 1989). As such, the consumer is viewed to adopt the values and culture of the sports celebrity to be more in line with Jordan’s own and that of Nike (McDonald Andrews, 2001). Smart (2005) maintains that sport stars are very visible to the public and potential consumers because of their on field skills and the associated media coverage for publicly demonstrating such a high level of talent. These sport stars are subsequently in the sights of advertising agencies and sporting corporations to endorse sporting goods and apparel (Smart, 2005). As a result, the so called sporting star is transformed into a sporting celebrity that at times may or may not be directly linked with their team or their sport. For example, the commercials of Michael Jordan endorsing the ‘Air Jordan’ shoe by jumping to the basket to the sound of jet engines, ‘constituted the beginning of his cultural ascent to iconic status’ (Smart 2005, p. 113). Although the advertisement made no mention of the ‘Air Jordan’ shoes, the image and the subsequent culture of Jordan in the air combined with his cultural on court athleticism, was enough to persuade and influence consumers to make the ‘Air Jordan’ line of shoes the all time best seeling (Smart 2005, p. 113). The globalisation of sport has always been associated with advertising and as highlighted by Jackson et al. (2004), advertising has been defined in many ways due the ever changing nature of advertising. However, Jackson et al.state that advertising has at all times been strategic within the culture and commodification of sports advertising (2004, p. 1). More to the point Jackson et al. (2004) claim that cultural commodities shape one’s experience and identities which parallels Smart’s (2005) claim that sports celebrities are able to influence and persuade consumers. Additionally, Jackson et al. (2004) argues that advertising is at the forefront of the global economy and post-modern promotional culture. Taking this into account, advertising plays a key role in consumer culture and within the culture of representation and identity formation (Jackson et al. 2004, p.2). Moreover, I put forward that advertising has altered the sporting landscape with predefined cultural meanings by way of celebrity endorsements. The eventual transference of cultural meaning from the advertising agency, endorsed by the sports celebrity and passed on to the consumer not only creates individualised identities and cultural meaning for consumers, but also changes the way sports consumers play sport. As highlighted by Ross, in 2002 Nike promoted a ‘three-a-side sudden-death’ soccer tournament ‘in a cage inside an abandoned tanker’ that highlighted the games elite branded player’s skills, talents and marketability (2004a, p.68). Nike exploited the games stars and consumers by focusing on the individual feats of the elite individual stars rather than on a team focus (Ross, 2004a). Additionally, Nike put into full swing three-a-side tournaments all over the world for teenagers. The immense popularity for this variant of the game altered the way the game was played, where the game was played and therefore changed the cultural sporting landscape. There was no mention of the clothing or footwear worn by the sports celebrities depicted in the commercials rather, Nike concentrated on the three-a-side game and its celebrities to transmit and instil Nike’s corporate cultural meanings on the sports fan and potential consumer to purchase Nike merchandise and construct an individual identity. During the globalisation of sport growth years of the early 1990’s, Manchester United in an effort to increase revenue of more than just gate receipts, tried to convert fans into customers thorough the selling of sports merchandise. The end result for Manchester United saw an increase of fans to more than 25 nations, television deals in 135, its own fashion label and three mega stores (Ross 2004b, p, 88). Consequently, the outcome of the globalisation of Manchester United saw it grow from a soccer club to a global brand. Evidence of being such a global brand is in 1992 when Manchester United and Nike decided to release new playing strips that were continually replaced almost every year. Although, the Nike ‘swoosh’ at this stage was indelibly associated with child labour, it did not stop the fans and consumers buying Manchester United sports appeal (Ross, 2004b). Nike and Manchester United through specific advertising with sports celebrities were able impart their morally and aesthetic pleasing culture onto the sports consumer combined with that of the sport celebrities own values and culture. Ross quite rightly points out that there was much public disgust and rage towards Nike for the use of child labour, however, he further claims that because of the silence and possibly even ignorance of the endorsing sports celebrity, Nike and other sports corporations were able to keep the entire celebrity/branding/sweatshop system of the sports goods industry from unravelling (2004b, p. 93). Fundamentally, it is the values and contemporary culture passed on by celebrities that are exploited by sports corporations such as Nike and Adidas that are transmitted and passed onto the consumer (Ross, 2004b). These imposed values and cultures that the sports consumer takes on allows for individual identities to be seen and heard along with their new culture. Smart formulates the globalisation of sport with consumer culture to suggest that ‘the development of modern sport is bound up with processes of economic and cultural transformation associated with the global diffusion of capitalist forms of consumption’ (2007, p.113). Similarly, the chairman of Nike parallels Smart’s assertions by stating that ‘sport was at the hart of contemporary culture and increasingly defined the culture of the world’ (Smart 2007, p. 114). It is not without reason to put forward that professional sport, the media and corporate sponsorship are all linked together to forge massive profit on the backs of sports celebrities and their endorsement of merchandise. More accurately, Smart refers to this as the ‘golden triangle’ that results with sport being directly coupled with advertising and celebrity endorsements (2007, p.114). Such a link between the sports celebrity, advertising and sport itself highlights the importance of globalisation of sport plays in the economy of the consumer, sports corporations, advertising agencies and the various forms of the media. To be more precise, the globalisation of sport is closely linked with the ‘economic interests and the promotion of consumer culture’ (Smart 2007, p. 114). Sport poses a popular culture appeal and a sense of realism that sporting corporations aim to exploit to increase consumer capital accumulation. The global brands of sports clubs and celebrities combined with global marketing and the promotion of sports merchandise with ‘iconic celebrity sporting figures’ only further contributes to the growth of the supporter and consumer cultures (Smart 2007, p. 114). One of the main purposes for making certain sports and sports organisations global is to make and increase profits. The increased level in spectators and consumers attracts media and advertising interest that further increases the demand for sports equipment and specialised sports clothing that is unashamedly endorsed by sporting celebrities. The large economic growth experienced by sporting corporations innately constructs cultural global sports brands that the fanatical sports fan can identify with and desires (Smart, 2007). For example, Nike’s ‘Air Jordan’ line of shoes endorsed by Jordan himself transformed Nike’s profile, basketball itself and the nature of sports representation that consequently altered the culture of the consumer and the sporting landscape (Smart 2007; McCracken 1989). Smart (2007) points out that sports corporations predicted and understood the effects of globalising sport and the endorsement by sporting celebrities would only increase their revenue. Therefore, is easy to make the assumption that this understanding can be equated to McCracken’s (1986, 1989) theories that symbolic properties and cultural meanings possessed by the celebrity endorser and those of the constituted world are transferred to the consumer goods and then passed onto the consumer. This results in new identities for consumers as well as new or modified cultures. Potentially, the newly formed cultures can change the sporting landscape and place by way of altering the attire worn by participants and also by changing the way the game is played. For instance, backyard or even beach cricket is not played on the traditional field nor do the participants wear traditional attire for cricket. It can be said that these participants are influenced by sporting corporations to buy specialised sporting equipment (plastic bats and stumps) and clothing (celebrity endorsed clothing) that is clearly an action of acculturation brought on by sporting corporations and advertising agencies. Rather than one singular cultural identity constructed from the globalisation of sport there are many and varied cultures. Similarly noted by Mitchell, the cultural sporting landscape becomes quite complex with the introduction of different cultures (2000, p. 28). Moreover, Mitchell adds that the ‘morphology of landscape’ constantly creates and recreates the places and landscapes where people play sport (2000, p. 28). This is echoed through the culture of consumer capitalism and the accumulation of sporting goods and apparel. Hence, the modified clothes and sporting equipment endorsed by the culturally endowed sporting celebrity permits the transfer of cultural meaning and symbolic properties to the consumer (McCracken, 1989). Bertilsson (2007) has the same opinion that sporting celebrities fashion culture and meaning to the consumer to emphasises the value and meaning channelled into brands (2007, p. 2). Pettigrew puts forward that, sport by its physical nature is a form of consumption that is able to provide ‘insight into the role of consumption in human social life’ such as sports advertising and the accumulation of sports consumer goods (2001, p. 1). What’s more, Pettigrew (2001) contests that the consumption of sport including sports advertising and consumer accumulation of sporting merchandise attributes to individual lifestyles and social networks. Moreover, the globalisation and ‘marketisation’ of sport has made sport extremely commercialised that places the sports consumer and fan at a disadvantage because of the over exposure of celebrity sporting endorsements that effectively mould and shape ones social life and culture (Pettigrew 2001, p. 2). Many commentators including Pettigrew (2001) consider sport to be vital to culture and as such, sport has been directly associated with the development of self-identity due to the active lifestyles of people following and participating in sport. For that reason, the promotion of sports merchandise by sports celebrities are able to create social interactions (aided by culturally effective advertising themes), with the sports consumer (Pettigrew, 2001). Such employment of sporting themes and sporting celebrities in advertisements facilitates social interaction that portrays an appropriate context for product consumption that allows for self awareness and identity development to take place for the sports consumer. Importantly, advertising agencies identify the potential social interactions and use sporting celebrities to convey precise emotions, values and culture that represent the needs and desires of sports consumers. For example, the Nike brand has become so trusted, consumers are willing to pay top money for what they believe and determine to be superior quality, style and reliability (East, 1998). Nike through its ‘Just Do It’ advertisements with their many celebrity endorsers was able to influence vast amounts of sporting and non-sporting consumers to purchase their footwear. East points out that 80 percent of the running shoes sold in the US were in fact never used for the intended sporting activities that they were designed to do, thus effectively changing the sporting landscape and sporting culture (1998, p. 2). The iconic status Nike was able to develop for itself tended to focus not on the products it was advertising but rather on the celebrity wearing the product (East, 1998). Through its celebrities, Nike was able to articulate to its consumers that Nike products were cool (East, p. 2). East (1998) suggests that the success of Nike’s campaign is attributable to portraying a culture of quality. Moreover, East states that Nike was able to reassure its customers on quality and perfection by using the following sport stars: Bo Jackson, John McEnroe and Michael Jordan (2001, p. 2). For instance, East suggests that celebrity endorsements appeal to consumers sense of belonging and ‘hipnes’ that led to the prophecy ‘if you want to be hip, wear Nike; if you are hip, you are probably wearing Nike’ (East 1998, p. 2). Nike’s sporting celebrities were able to impart desirability into owing Nike shoes that not only changed the sporting landscape but it also developed new cultures based on sports corporations and advertising agencies values. Advertising plays an integrating role in cultural practices and the process of globalisation (Jackson et al. , 2004). Advertisements of sport generally contain some form of sports setting, imagery and celebrities to promote sports clothing, sports video games and sports equipment that contributes to the development of the globalised culture of commodification and consumption (Hilliard, 2005). In addition, Hilliard (2005) asserts that sports’ advertising encompasses economy, politics and the media. Furthermore, he notes that sports corporations by way of their association with sport sell ‘a way of life based on consumption’ by means of sports celebrity endorsements (2005, p. 4). The use of sports imagery is essential for sports advertising to target specific product categories such as clothing lines and video games. Advertising agencies generally use specific techniques to persuade the intended meaning of sport to ‘rub off’ on their merchandise: Firstly, celebrity athletes are presented in ‘non-threatening’ relationships so as to connect with the intended audience; Secondly, advertisers represent ‘sport as a site for hedonistic consumption’; Thirdly, advertisers continually make reference to sports cliches and slogans that are generally disseminated broadly within the national or territorial culture; and lastly, sporting corporations sponsor sport so as to receive the ‘official sponsor’ tag that appears beside the actual sport logo (Hilliard 2005, p.33). Additionally, the recognition and star appeal of the virtual super-human athletic feats of sports celebrities are captured and transposed into the form of video and arcade games. As suggested by Hilliard, the advertising of sports video games may feed into the culture of sports fans of not participating in sport and thus, altering and transforming the sporting field/landscape from outdoors to the lounge room and subsequent TV (Hilliard, 2005). In conclusion, the globalisation of sport occupies an important part in the economy for the consumer, sports corporations, advertising agencies and the media. The ‘golden triangle’ as described by Smart (2007) illustrates the tactics sports corporations and advertising agencies use to exploit the consumer through intelligent marketing strategies and celebrity endorsements. The resultant symbolic sports branding not only shapes the desires and actions of the sports consumer but also transforms consumer culture and the sporting landscape. Furthermore, the globalisation of sport has seen it loose its playful character while its traditional playing field has been extended by the celebrity sports star to be a global media spectacle with a sizeable financial economy. Advertising as stated by McCracken, is the ‘conduit through which meaning constantly pours from the culturally constituted world to consumer goods’ that allows sports celebrities to become idolised and seen as role models (1989, p. 6). It is from these attributes that sport celebrities and advertising agencies are able promote sports merchandise using the sporting celebrity’s lifestyle and sporting culture to influence and develop sporting cultures in consumers. What’s more, the ‘golden triangle’ has altered the sporting landscape with predefined cultural meanings on the back of celebrity endorsements. The advertising technique of not mentioning the actual product but rather concentrating on the sports star and the actions of the sports star indelibly creates sporting icons and cultural meaning for the sports fan/consumer. Such exploitation by sports corporations allows them to focus on changing popular sports in both rules and the playing field so that the sports consumer will be subdued and manipulated into the capitalist consumption of sports goods that governs the indoctrination of culture, values and social identity. Moreover, the imbued culture and status of wearing and being seen in a particular sports brand combined with the endorsement by celebrities creates a level of trust for consumers. It is this built up trust that consumers are willing to pay top dollar for what they believe is superior quality and reliability, although, in some instances child labour may have been used. The ‘aura of authenticity’ of sports stars helps sporting corporations to achieve significant profit margins and significant wealth for themselves that further contributes to the globalised culture of commodification and consumption of sport. The immense wealth created by the globalisation of sport for sports corporations, advertising agencies and the sports star has seen sport become a highly capitalist culture. Noting this, sport and sports advertising is vital to the development of consumer identity, lifestyles and social acceptance from the accumulation of sports merchandise and also participating in sport. The unambiguous celebrity advertising techniques allow sports corporations such as Nike and Manchester United to create and sell a way of life based on consumer consumption to generate meaning, culture and identity for the consumer that can potentially change the sporting landscape at the same time. Bibliography: Andrews, DL Jackson, SJ 2001, ‘Sport Stars: The Cultural Politics of Sporting Celebrity’, in Andrews, DL Jackson, SJ (ed. ), Introduction: sport celebrities, public culture, and private experience, Routledge, London, pp. 1-19. Bertilsson, J 2007, The Enculturation of Young Consumers, Proceedings of the Nordic Consumer Policy Research Conference 2007, viewed 13 May 2008, . East, S 1998.