Week 10 responses Essay Example | Topics and Well Written Essays - 1250 words - 1

Week 10 responses - Essay Example That being said, within each subsidiary the company would be homogeneous, or non-diverse. Would that then be D&I? Because personal interaction will be largely between people of similar backgrounds, and interactions between individuals from different countries will largely be for coordination purposes and by electronic correspondence mostly, that could hardly be called diversified. In truth, multinational enterprises will be doing little diversity and inclusion if viewed from the perspective of each locale. Probably the true diversity and inclusion effects will be found in the main headquarters where all subsidiaries should be represented, and where the population is diverse enough for people of different backgrounds and circumstances to come together and interact on a personal basis. Diversity and inclusion necessarily includes at least an attitude of tolerance among different people, and at best acceptance of their differences (Chmiel, 2008). After all, this is what is depicted in each chapter of the Trailblazers book, the means and methods how individuals working closely together could become an asset to an organization (Anderson & Billings-Harris, 2010). The post is incisive and provides a candid personal viewpoint on how the course has tuly helped affirm one’s beliefs and convictions about a highly relevant social issue. Often mentioned was the response from classmates which provided validation for the individual student in this class concerning his/her own views on the different chapters and lessons, and the impact of the lessons in detail (i.e., the analysis of Robber’s Cave Experiment and the Chick-Fil-A Appreciation Day incident). I agree with Christopher that the specific issues discussed provided a practical focal point for the general principles and policies attached to D&I, and were very effective in driving home the

Brahman Is The Highest And Most Supreme Religion Essay

Brahman Is The Highest And Most Supreme Religion Essay Brahman is the highest and most supreme of all Hindu gods. It is the transcendent, immanent, infinite, unchanging, eternal reality. The Divine Ground that sums up all the being, space, time energy, matter and all within and beyond this universe. Brahams nature is described as impersonal, personal and transpersonal. Brahman, conceived from the Hindu verb brh, means infinity and greatness. Brahman was born from Brahma who is the creator, the source and the seed of all that is in this world. Brahman, due to his functions as the creator of all, is not allowed to have a lot of devotees and is thus unpopular among the Hindu pantheon since his wok demands attention, concentration and introversion. As there is no more creation, he lost his importance to other gods; Vishnu and Siva, of the Hindu trinity. He is said to be father of Manu, from whom all Hindus descended from. Brahman is the universal substrate or the absolute reality and should not be confused with Brahma, god and the creator. T hey say that Brahman cannot be known through material means, and we cannot be made to be conscious of it as he is our very own being and consciousness. Atman on the other hand refers to the true self of a person. Philosophically it is the soul either individually or globally. It could also b defined as the source o all the individual souls. It is the indistinguishable, unchanging and eternal essence. According to Hinduism, any mortal existence has an immortal aspect and this is always hidden within every created object and this includes man. Atman provides experience of the pleasures and pain of earthly life thus giving us reason to live and imparts divine possibilities and qualities. Atman being the silent partner and dweller within us and all our experiences and deeds, can only be felt when no other sensory activities impact the mind. This is attained through yoga. In Buddhism however, the cause of misery is ignorance which is a prime consequence of the belief that there exists an atman that is unchanging. Our soul or atman is identifiable readily with Brahmans greater soul. Buddhism In Buddhism, Anatta is the selfless idea of non-self. It means that everything perceived is not in the I or mine sense and thus one should not cling on to. It encourages people o develop a sense of willingness to let go at any time as these perceived objects become unnecessary to ones self. The rebirth doctrine should be well differentiated from the reincarnation theory which refers to the soul transmigration and its material rebirth invariable. Buddhism does not recognize the existence of an eternal or unchanging soul that emanates from divine essence. It is in sharp contrast to Hinduisms self awareness ideology of atman. According to Buddhism there is nothing that is fixed or permanent in our existence. Everything is subject to destruction and decay. No man should identify himself with any form or name but rather be aware of the continuous change process of becoming. In Japanese Buddhism, Satori means enlightenment. It is a surge o sudden individual enlightenment and/or awareness. It is coined from the Zen Buddhist culture and considered as the embarkation or earlier step towards nirvana. Satori can and is often juxtaposed to the term kensho meaning viewing ones nature and character. Satori however, is a deeper spiritual state than kensho. Being an intuitive experience, It has been described as a situation like waking up one day to find yourself with an extra pair of arms to later learn how to use them. Satori is commonly attained from personal experiences by the traditional use of koans like the collection found in the Gateless Gate. They are theoretical puzzles students use in assistance of Satori realization. It does not occur to individuals but rather all concept realization individuals included therein. The Zen Buddhist student need to prepare their minds first with rigorous study with koans and then meditation which clears their minds from all attachments to the physical existence. In many Japanese folktales, Satori was referred to as a mountain dwelling creature with the rare ability to read the human mind and thoughts. Thus the only way to defeat a Satori was to empty ones mind completely. This way it will run in fear, leave due to boredom or die. Confucianism Confucianism put much emphasis on filial piety. I is on of the most important virtues and should be held highly. It is defined as the respect for ones parents and ancestors. The Classic of Xiao, a Confucian book written during the 400 B.C. period in a conversation between Zeng Shen, a student and Confucius. Filial piety, in Chinese culture, is the fist and foremost virtue. These religious traditions were until recent years, been enforced by law at times. It is a form of ancestral worship and its avoidance was punishable by law. This virtue should be shown to both the dead and the living alike and is a respect that has over the years bee extended to cover other five forms; friend to friend, elder brother to younger brother, husband to wife, father to son and ruler to ruled. The respect for elders was held in high reverence in all these forms of relationships and the living stood as sons of the dead. This filial piety idea adversely influenced the legal system in china. The book of fil ial piety written in the third century is the major source of filial piety importance and it was attributed to Confucius as well as hi son. Li is a Chinese word that is extensively used in Confucianism. It meaning is rather vague but in most cases it is attached to the word ritual. I is just an abstract idea and not and object of definitive nature. It has also been described and translated s the morals, etiquette or customs. It is generally a collection of rules of proper and good behavior. It broadly deals with the entirely whole spectrum of the contacts and interaction with nature, material objects and other human beings. Confucius, in his discussions, encompasses diverse topics like governance, mourning, titles, drinking tea, and learning among other things. Li entails the norms of proper behavior socially taught to us by government officials, village elders or parents. The teachings encourage loyalty, god faith, righteousness, brotherliness and filial submission. The Li influence has guided public expectations and has enhanced the loyalty to the community superiors and elders. Religious impulse. Religion has always been there perhaps even longer than human beings. There was an understanding of a supernatural force showed by Neanderthals millions of years ago. The most common and weird thread among the various religions in the world is the impulse to worship a supernatural being or just generally something at that matter. Therefore, religious impulse can be defined universally as the urge to put faith in a form that is always beyond our perception and understanding. Even in our era, a time of technological and scientific advancements, a lot of people believe in the unknown. Religion therefore is the belief in supernatural powers that control our fate that is entitled to our obedience, respect and worship. In every great religion, three aspects are paramount; charity, faith and hope. These are the ethics, ritual and theology respectively. It should entail conservation of values and be a system that involves a world view, a philosophy and a code of ethics. Different religions have different characteristics however most features are similar in different religions and these are; specific rules of conduct, sense of community and family, ethics system, institutions that are well organized, supernatural belief and life after death, soul existence and sacred scriptures and writings. The factors and root causes that may lead people towards religious impulses are the fear of death and whatever is lying in wait beyond that. Also humans are a curious bunch and the mystery of their existence pushes them towards a spiritual angle. Since we are incapable of answering most of lifes questions, like the purpose of our lives and the immaterial or the spiritual part of us, it creates a belief towards religion as the best form of explanation. Finally one just feels the need of a spiritual conscience to the materialism of modern life. The nature of the divine varies in different religious settings. Hindus for example, often think of themselves as monothei sts worshiping various divine aspects and no various divinities. However, outsiders always see Hinduism as similar to faiths inclined to traditional polytheistic. Idealistic Religion Among the above religions, Confucianism is the most appealing while I find Hinduism the least appealing. Hinduism consists of so many beliefs with a lot of intertwined gods and goddesses. The caste system of classes is also unrealistic as all human bins should be equal and receive equal opportunities. For a very long time his has bee the factor that has served most disservice to he Hindu religion. The idea of recognizing inequalities based on the lineage, family and birth and stating it as the will of god is alarming. Though Confucianism has shortcomings as well, its ethics and morals have positive influence on the society as a whole. The teachings of Li and filial piety are greatly important especially to children growing up. It is common sense to respect and obey ones elders and putting that into law is a great way of ensuring a society with good and polite morals. It involved action internalization allowing one to be open to the sensations panoply of the experience. It maintains a healthy selflessness practices to oneself and as an example set to others. Personal approaches as well as the approaches of the at large demonstrates how these values are utilized in everything, the good and the bad, the detailed and the broad, the formlessness and the form. The rituals and practices in Confucianism are dynamic. These practices have been modified and revised in accordance to emerging societal beliefs. Though the practices are bound to change, the fundamental ideology remains the core of the religious beliefs.

Commentary :: essays papers

Commentary The article that will be discussed in this paper is entitled â€Å"Phenomenology as a method to investigate the experience lived: a perspective from Husserl and Merleau-Ponty’s thought† co-written by Maria Lucia Araujo Salada and Ruebens de Camargo Ferreira Adorno. The article gives a run through of the phenomenologies of both Maurice Merleau-Ponty and Edmund Husserl, in order to appropriate their theories into psychological nursing. The question written at the beginning of the second half of the article attempt to redefine the act of nursing through phenomenology. Then the author begins to describe how to use Merleau-Ponty’s work to re-evaluate the treatment of patients in an isolation ward. In the following passage the author describes how using Merleau-Ponty’s notion of lived experience would be beneficial for the nurse in treating patients in an isolation ward: â€Å"We chose students who were experiencing being on an isolation ward while they the research was conducted because we believed that while they were actually experiencing the isolation ward their thoughts and feelings related to the experience would show up in their perceptions before undergoing a reflexive process. In their descriptions we looked for their prereflexive experience, which is the origin of the whole reflexive process and knowledge of the world.† (Salada 288) Supposedly, by being on an isolation ward, they're lived-world is so limited that research can be done on the nature of perception much more concisely. As stated in the introduction to the article; "Recently nurses have seen phenomenology as an important methodology for understanding nursing experience....as opposed to the Cartesian method...this perspective seems to be better able to handle human issues by adding new perspectives..." (Salada 282) I chose this article because I am personally interested in how the work of phenomenology can be used in areas of medicine that have been traditionally controlled by psychology. The article gives an in-depth overview of Husserlian intentionality and Pontian redefinitions of the phenomenon and lived experience. Now, I will explain both the work Husserl and Merleau-Ponty have done in phenomenology as it regards this article. Husserl, Ponty and Phenomenological Research When Husserl began the phenomenological process, the dialectical problem that had arose from Cartesian dualism began to slip away. As Husserl put phenomenology, it was "universal in its scope, because there is no a priori which does not depend upon its intentional consciousness" (Husserl 11) Phenomenology begins from the primordial, it begins with 'the things themselves'.

Magazine Article Summary

II. What is the main idea of the article? Colleges and universities have begun to build university linked housing for older alumni. This offers the alumni the ability to take part on campus, but it also creates revenue for schools needing more funding. III. How does the author support his main ideas? Dan Kadlec, the author of this article, interviewed representatives from UCLA and Ohio State University about the creation of university linked retirement villages. Both representatives were quite excited about the idea, with David Kane from UCLA hoping to create at least a dozen areas that could hold all ages of UCLA graduates. Bonnie Kantor, from Ohio State, looks more toward the wealth of knowledge that older students will bring to classes and dreams of the impact that building assisted living facilities around medical and nursing schools could have. Fifty facilities have been built around the country, some of the most notable being at Penn State, Notre Dame, and the University of Florida. Care has to be taken that the facilities don’t resemble retirement homes, because if they do it is likely â€Å"Baby Boomers† will not want to move in. Much more important than the input of older students on classes is the money that they will add to the schools’ bottom line. Adequate funding is becoming difficult to get, and private schools have become too expensive for most students. Building these villages is not cheap, but neither is the rent. Schools also hope that alumni who are deeply involved with the school will be willing to give bigger and better donations as well. Of course, there are the naysayers. There is worry that allegations of abuse from an assisted living facility could ruin the schools both financially and in reputation. There is also the concern that small schools might build facilities and not have enough interest to make them profitable. The search for funding does not end at retirement villages, however. Some schools are offering burial on the campus grounds. IV. New Vocabulary 1. Gerontology – (n.) the comprehensive study of aging and the problems of the aged 2. Fizzle – (n.) an abortive effort, faliure 3. Boomers – (n.) a person born during a baby boom 4. Assets – (n.) the entire property of a person, association, corporation, or estate applicable or subject to the payment of debts 5. Auditing – (v.) to attend a course without working for or expecting to receive formal credit      

Emerson Self Reliance

Ralph Waldo Emerson's works â€Å"Self-Reliance† and Nature esteem transcendentalism as a romantic, individualistic philosophy of life in hopes of establishing contemporary concepts in society which reject traditional institutions and customs. Emerson’s thoughts are generally based on inward reflection, in which the capabilities of one’s soul and intuition are fundamental. He believes that a rejuvenated sense of personal inspiration can overpower the dogmatic constructs society imposes on its members.Emerson stresses the potential for genius and creativity in all people through the depth of philosophic interest in nature and in oneself, allowing people to find self-truth or their purpose. He further expounds upon this concept of the pursuit of self-realization by describing the process of gaining insight through opening oneself to the powers of nature in solitude and closing oneself to the influence of society in isolation. Isolation reflects Emerson’s sta tement of individualism as its emphasis is placed on the mental strength of a person over traditional systems of thought.This philosophy esteems individuals above all: society, religion, and other institutions and systems of thought. The dogmatisms imposed on human beings are part of a course one must deviate from in order to achieve individual freedom of thought and expression. A person must use society as a standard from which they must rise above by disregarding its norms. Emerson repeatedly calls on individuals to value their own thoughts, opinions, and experiences above those presented to them by others. Each individual is a unique expression of creativity and will, capable of contributing different ideas and reforms to society.Mankind’s divinity also plays a prominent role in the methods of isolation. All people, according to Emerson, have divine powers within. Success and achievement are derived from people themselves, not bestowed by another superior being. He uses th e example of â€Å"prayer as a means to effect a private end, is theft and meanness† (Self-Reliance 545). This direct link between divinity and the individual provides assurance that the individual will, when correctly exercised, can never produce evil.Individual will, in Emerson's philosophy, is not something to be rejected or hidden, as done so by many who are unable to see past society’s dictums, but rather a force to be asserted and upheld for the more advanced progress of man. In this context however, an individual who fails to be self-reliant, who does not intend to act upon his or her own thoughts and ideas, is out of step with its purpose. Such a person, in Emerson's view, cannot be productive, fulfilled, and therefore happy, as they are not living for anything real.These people are only temporarily pacified by ideals that have already been established, innovations that have already been discovered, and abilities that have already been exhausted. On the other h and, a person who is self-reliant can be assured that he or she is carrying out a divine purpose of life, as no one before them could have had the exact same ideas, strengths, or mental environment to work with. Those who flout the rules and conventions of society and religion do, however, suffer disapproval as a result.But, Emerson points out, those men who were earlier condemned are now considered some of the greatest thinkers of all time: Galileo, Socrates, Copernicus, and countless others. Amending the immediate thought process of one’s world exposes the counter ideas of those who do not want change, but is ultimately beneficial when they are given time to adjust and open their minds to new ideas. The first innate reaction of man is to reject that which is different and may pose dangers to the familiar way of life.This â€Å"terror that scares us from self-trust† (Self-Reliance 537) is the beginning of the emergence of universal conformity which, in turn, eclipses innovation and personal growth. However, the more people open themselves to their personal judgment and intuition, the more trust they will have for each other as a mutual respect for ideas will develop. People will be able to relate to each other through their processes of thought, ensuring acknowledgment amongst all for the effort and uniqueness society will experience through individual contributions.Self-reliance is not a merely a matter of averting tradition but, just as importantly, a matter of believing and doing what one is uniquely suited to believe and do. Emerson expects the self-reliant to substitute originality for imitation in every sphere of life. Referencing architecture, Emerson explains that originality will yield a product that is superior to one made by imitation: If the American artist will study with hope and love the precise thing to be done by him, considering the climate, the soil, the length of the day, the wants of the people †¦ e will create a house in which all these will find themselves fitted, and taste and sentiment will be satisfied also (Self-Reliance 547). A commitment to live according to one's own ideas about every matter will certainly result in benefits far greater than those which are given by adhering to former ideals of society as people will be able to almost customize the different aspects of their lives. Isolating oneself from the mental influences of others provides people a tool to aid their focus on what they really desire from themselves and their lives.Though solitude arrives at the same product as isolation, abilities and confidence in oneself, it requires a separate course of action. In solitude, one must physically disconnect from civilization and open oneself to the influences of nature and the powers of the unquantifiable. In Nature, Emerson displays the overwhelming sense of unity, harmony, and the blending of man's identity with the divine essence of nature, as the entire â€Å"universe is composed of Nature and the Soul† (Nature 493). By being in nature, one comes upon the feeling of losing his human point of view.An omniscient one is then created through the feeling that man exists as part of nature-â€Å"I am nothing. I see all† (Nature 494). Nature’s constructs, such as the sublime, help people to not only appreciate their positions in the universe, but realize the vast unknown and the consequent pettiness of everyday temporal problems. By ridding oneself of the perceived dualism between people and nature, one becomes part of all creation and is able to access the power nature exerts. Solitude also includes the awareness of time and its genuine importance that nature conveys to man.Emerson counsels the self-reliant to keep their focus on the present. â€Å"Man postpones or remembers,† (Self-Reliance 541) he explains. â€Å"He does not live in the present, but with reverted eye laments the past, or, heedless of the riches that surround him, stan ds on tiptoe to foresee the future† (Self-Reliance 541). One who lingers in the past or worries about the future wastes one’s life in regret while another who looks to the future misses today's opportunities and pleasures. It is Emerson’s confidence in the present that leads him to establish that consistency is foolish.That a certain belief or course of action was correct, useful, or best in the past does not guarantee that it remains so in the present. Conversely, to leave behind a belief or a way of doing things does not mean that it was not useful at the time or that one was wrong to have pursued it, but it no longer applies. He refers to a rose’s ability to just grow, no matter what may happen in the future and what had happened in the past. The rose simply does what it is supposed to do, and does not let its goal out of sight by becoming distracted with mere possibilities or previous occurrences whose effects cannot be altered.The ability to live in t he moment ensures that an individual uses the potential of every moment to its fullest, ultimately creating a genuine purpose for said individual to work towards and a higher probability of fulfillment in life. This individual goal, however, comes with its own approach. Emerson acknowledges the fact that through isolation, people gear towards finding something they that they either want to achieve or experience as they are able to focus their thoughts on their own potential. Reaching a goal, however, has no preset or guideline; people must go about doing so in their own way.To demonstrate the effectiveness of an apparently inconsistent course through life, Emerson uses a sailing journey as a metaphor: â€Å"The voyage of the best ship is a zigzag line of a hundred tacks† (Self-Reliance 538). The knowledge that one is following the true path to the right destination, despite apparent inconsistencies, gives one confidence to ignore the taunts of others who deride one for changi ng course. By complying with both isolation and solitude, intuition judgment and appreciation become the powers by which people liberate themselves from the constructs and opinions of others and focus on personal growth.Emerson’s perception of solitude suggests that one opens themselves to the exterior influences of nature to gain insight whereas his theory of isolation contends that people use civilization as a standard from which they must deviate. If the individual is able to progress, society will do so automatically. Therefore people must trust their own characters and way of life. Isolation also combats the notion that all people are obliged to acquiesce to societal conformities that are ultimately detrimental to both individual and communal well-being.The â€Å"norm† is not always right, society regresses instead of progresses as people refuse to change what has been, in fear of being different. Solitude results in personal acceptance to where they are in life a s people open themselves to the sublime or powers they cannot compete with, imposing a sense of humility and therefore a realistic outlook to life and one’s own potential. Consequently, nature along with the powers of the human mind embodies true happiness and fulfillment.

Night Patrol by Alan Ross, War Photographer by Carol Ann Duffy and Dulce et Decorum Est by Wilfred Owen Essays

Night Patrol by Alan Ross, War Photographer by Carol Ann Duffy and Dulce et Decorum Est by Wilfred Owen Essays Night Patrol by Alan Ross, War Photographer by Carol Ann Duffy and Dulce et Decorum Est by Wilfred Owen Paper Night Patrol by Alan Ross, War Photographer by Carol Ann Duffy and Dulce et Decorum Est by Wilfred Owen Paper Essay Topic: Carol ann Duffy Poems Dunkirk Poetry All of these poems are about the effects of war, and how people feel about it. `Night Patrol` by Alan Ross. This is about a soldier that goes out on a night patrol, he is on a boat that leaves port at last light, and returns to the port at dawn. It shows the daily routine of a patrolling soldier at war. `War Photographer` by Carol Ann Duffy. This poem isnt first hand experience, she is writing as a male photographer that goes to report the war. The man realises the issues of war and death. `Dulce et Decorum Est` by Wilfred Owen, this poem is about a man on the front lines. He faces and describes the dangers or war, gunfire, gas and shelling. Night Patrol, this poem is told from a soldiers point of view. The soldier goes on his night shift patrolling the channel by boat. The first three lines are about his view on going to war, he describes it as if he was forced to go to war. He describes the headland so well that it seems he doesnt want to leave it, but it is disappearing in his view. He talks about the docks, the cranes, and railways. In his shift he sails south from land, he sees the moon as `a rouged face`. He is talking about all this as if hes not going to see it again, this could be the case though, as in the end he is going to war. He describes it so passionately, and as it disappears out of his view, he then looks at the `sea crumpled in the spray-flecked blackness`, meaning the waves and spray created at the back of the boat. `Towards midnight the cold stars, high over Europe, freeze on the sky This is a very descriptive line that gives the reader a lot of information. He is confirming that he is on a night patrol on a boat. He is also saying that he is somewhere in Europe, the North Sea. The way that he worded the line makes you feel the coldness that he is experiencing. He uses the expression of the stars freezing in the sky, giving it a cold feeling, a clear sky without clouds indicates a very cold night. I feel that he finds his day tedious and must have seen it many times before. He sees `stigmata in the sky, meaning Anti-Aircraft guns firing away piecing holes in the sky. He also hears gunfire, this I think scares him as his life is at stake. It is made worse by that he can only hear them, not see them. Then from Dunkirk he sees `red flames opening fanwise`, or an image of death, the fire then burns out and he is back to normal. As the shift is coming to an end they pass another patrol boat coming from England. Heading back he sees some clouds overhead, and back in early light he sees minesweepers going out. He is trying to get across that the daily routine starts all again, but for another man. War Photographer was written by Carol Ann Duffy, it is not a first hand piece of writing, she has written about a male photographer that has gone to war to take photos. As this is not a first hand piece she may have not got all the detail correct, unless she has spoken to a photographer that went to the war. In the first line it says that he is in his dark room and `finally alone, this suggests that he has been waiting for this moment for a long time. `With Spools of suffering set out in ordered rows The pictures taken were war photographs, most pictures taken in war had horrific outcomes, people dying or injured. What she is saying is that loads of pictures are set out in rows (each negative of the film). She then goes on to give you a little description of what the room looks like red lights that softly glows. It is quiet and he is alone, as we know. He is taking his time, and carefully developing the film. Taking photographs is his livelihood, so he was very professional about it, `his hands did not tremble then though seem to now. When he took the photograph he did not have the time to think of the horror and see the proper effect of war, he was there just to take photographs, as a professional. Now that he is in the comfort of his home, his emotions have caught up with him. `Something is happening, one of his photos is coming through, and he sees it as a stranger. He remembers how and when the photo was taken. The woman crying, lying there bleeding on the floor, `blood stained into foreign dust`. A very descriptive piece. Hundred agonies, these are the photographs showing the horrors of the war zones but only five or six will make it into the Sunday supplement. Discarding the photographs in theory is like discarding the stories and tragedies. The readers will be moved by the photographs, but, as they are between the bath and the pre-lunch beers, they are obviously more interested in their own lives. In the final two lines the photographer is on a plane heading presumably, for another war zone. What he sees from this point is the landscape where he works, full of people who feel nothing for the subject that earns him a living. Dulce et Decorum Est`, is written by Wilfred Owen, he has done many other well-known war poems and was tragically killed during the great war. Dulce et Decorum Est is about a battalion going to war and facing a daily routine of being at the front lines. `Bent double, like old beggars under sacks`, this is a very powerful first line that gets the reader thinking straight away. The message that he is trying to get across that these fine young soldiers have been worn down and are acting like old women. A flare is set off, and the whole battlefield is lit, meaning that they can see and be seen by the enemy. Men were so tired that they were marching asleep, some had lost boots, but that was the last thing on their mind. Swaying as theyre marching, `drunk with fatigue`. Gas hit them, they are all fumbling to get their masks on, the large clumsy things that they are. Someone wasnt quick enough and was burnt, by the `fire and lime`. Everyone staring out of there gas marks, a green mercy sight, as if under water. `In all my dreams before my helpless sight he plunges towards me`, what he is trying to say here is that he is haunted by the memories of what he had seen, of the terrible effects of the gas making the man choke, drowning in his own blood. In the last stanza, he is describing it as if he is there, saying that you have to be there to experience it. He describes the vision of the dead person clearly. `His hanging face, like a devils sick of sin`. It may look like hes been hung. The body having been exposed to the gas is rotting away, his corrupted lungs, bleeding, `bitter as cud`. He is saddened by the fact that all these people have lost their lives, but he may also be happy that the battle is over. To sum up this poem he uses a strong finish, Dulce et decorum est pro patria mori. Meaning it is noble to die for your country. It does not necessarily mean that hes not afraid of death, just that he thinks it is noble to die for his country. All of these poems have the relationship of war. The main message that all these poems are trying to get across is that war isnt good. In all the poems there is a sign of fear, either first hand or not, the writer still knows that theres fear. In all of the poems there is no positive part to it. In the `War Photographer` the photographer hasnt got the time to realise what is really happening, hes only there to get a front-page snap. When hes home he can have all the time to recollect his thoughts. The photographer cannot be part of his home setting because of the horrors he has witnessed, and the people for whom he works cannot fully appreciate the photographers work because they have no idea of the real circumstances of war. `Night Patrol`, the soldier that goes out on patrol seems to be scared, and wants to stay on land. He also seems fed up of the shift and continuous patrol that risks his life.

Kass on Medical Advancements essays

Kass on Medical Advancements essays Modern science presents may issues concerning human life. Leon Kass confronts the issue of immortality and prolonged life in his article, entitled Why Not Immortality?. Those involved in science hold the position that this could only benefit mankind. Kass, however, realizes the dangers involved in sciences position. He uses his article as a means of educating his readers on the possible problems, or at least to help them to think for themselves about the issue. Throughout the article, Kass poses questions, which will provoke his reader to think seriously about the so-called benefits of modern science. The fundamental question of the article seeks to understand whether longer life is truly an unqualified good (Kass, pp. 323). Kass article begins by looking at the specific cures that modern science is working on. There are three particular areas of scientific development that he deals with in the article. Firstly, he addresses the use of anti-aging cures, which are known as human growth hormones. Many people are currently using these hormones to help maintain their youthful vigor. Kass reports that, in a short time, these cures will become more affordable, allowing more individuals to take advantage of them. For those, who are more concerned with having new parts altogether; stem-cell research and cloning are working on their side. Thanks to these two areas of science, people can someday have the opportunity to replace old, unsuitable, worn-out body parts with freshly made ones. If this were possible, taking care of ones lungs, liver, or kidneys would be more of a financial matter than a matter of health. It is suggested that one other thing could stand in the way of a prolonged life. Scientists are currently researching the genetic switches that cause a person to age at the rate that they do. Once they discover, which genes are to blame, they can alter them to allow for prolo...

Learn Which Sharks Lay Eggs

Learn Which Sharks Lay Eggs Bony fish produce large numbers of eggs that may scatter throughout the ocean, sometimes getting eaten by predators along the way. In contrast, sharks (which are cartilaginous fish) produce relatively few young. Sharks have a variety of reproductive strategies, although they can be divided into two main groups - those that lay eggs, and those that give birth to live young. Read more about the reproductive strategies of sharks below. How Do Sharks Mate? All sharks mate through internal fertilization. The male inserts one or both of his claspers into the females reproductive tract and deposits sperm. During this time, the male may use his teeth to hold on to the female, so many females have scars and wounds from mating. After mating, the fertilized eggs may be laid by the mother, or they may develop either partially or fully inside the mother. The young get their nourishment either from a yolk sac or other methods, which are described in more detail below. Egg-Laying Sharks Of the approximately 400 species of sharks, about 40% lay eggs. This is called oviparity. When the eggs are laid, they are in a protective egg case (which sometimes washes up on the beach and is commonly called a mermaids purse). The egg case has tendrils that allows it to attach to a substrate such as corals, seaweed or the ocean bottom. In some species (such as the horn shark), the egg cases are pushed into the bottom or into crevices between or under rocks. In oviparous shark species, the young get their nourishment from a yolk sac. They may take several months to hatch. In some species, the eggs stay inside the female for a period of time before they are laid, so that the young have a chance to develop more fully and spend less time in the vulnerable, immobile egg cases before they hatch. Types of Sharks That Lay Eggs Shark species that lay eggs include: Bamboo sharksWobbegong sharksCarpet sharksHorn (bullhead) sharksSwell sharksMany catsharks Live-Bearing Sharks About 60% of the shark species give birth to live young. This is called viviparity. In these sharks, the young remain in the mothers uterus until they are born. The viviparous shark species can be further divided into the ways the young sharks are nourished while in the mother: Ovoviviparity Some species are ovoviviparous. In these species, the eggs are not laid until they have absorbed the yolk sac, developed and hatched, and then the female gives birth to young that look like miniature sharks. These young sharks get their nourishment from the yolk sac. This is similar to sharks that form in egg cases, but the sharks are born live. This is the most common type of development in sharks.Examples of ovoviviparous species are whale sharks, basking sharks, thresher sharks, sawfish, shortfin mako sharks, tiger sharks, lantern sharks, frilled sharks, angelsharks and dogfish sharks. Oophagy and Embryophagy In some shark species, the young developing inside their mother get their primary nutrients not from a yolk sac, but by eating unfertilized eggs (called oophagy) or their siblings (embryophagy). Some sharks produce a large number of infertile eggs for the purpose of nourishing the developing pups. Others produce a relatively large number of fertilized eggs, but only one pup survives, as the strongest one eats the rest. Examples of species in which oophagy occurs are the white, shortfin mako and sandtiger sharks. Viviparity There are some shark species that have a reproductive strategy similar to humans and other mammals. This is called placental viviparity and occurs in about 10% of the shark species. The eggs yolk sac becomes a placenta attached to the females uterine wall and nutrients are transferred from the female to the pup. This type of reproduction occurs in many of the larger sharks, including bull sharks, blue sharks, lemon sharks, and hammerhead sharks. References Canadian Shark Research Laboratory. Reproduction. Accessed January 31, 2012.Compagno, L., Dando, M. and S. Fowler. 2005. Sharks of the World. Princeton University Press.Florida Museum of Natural History. Shark Basics. Accessed January 31, 2012.Greven, H. 2009. Viviparous Sharks. Shark Info / Prof. H. Greven. Accessed January 31, 2012.Hamlett, W.C. Reproductive Modes of Elasmobranchs. Florida Museum of Natural History. Accessed January 31, 2012.Martin, R.A. Elasmobranch Reproductive Modes. ReefQuest Centre for Shark Research. Accessed January 31, 2012.Skomal, G. 2008. The Shark Handbook. Cider Mill Press Book Publishers: Kennebunkport, ME. 278pp.

TN Sex Offender Registration Research Paper Example | Topics and Well Written Essays - 1500 words

TN Sex Offender Registration - Research Paper Example Offender’s certain categories of lifetime registration authorization were implemented from the Pam Lychner Sexual Offender Tracking and Identification Act  (PL 104-236)  in 1996 (Strutin).   In 1998, Section 115 enclosed the requirements of the Title I, the General Provisions of the Commerce, Justice, and State, the Judiciary, and Related Agencies Appropriations Act (CJSA) to alter the Wetterling Act requirements. The requirements include sex, federal military offender’s catalog  of workers and students who are nonresident and National Sex Offender Registry (NSOR) participants (BJA).   In 2000, the Wetterling Act was amended by the Campus Sex Crimes Prevention Act. It required offenders to report their wanted information regarding the employment or enrollment in any higher education institution to the law enforcement agencies that covered the institution jurisdiction (History of the JWA). Sex offenders must register themselves before or after the release from detention or punishment to the supervision of the community. It’s better from Sentencing Court or the Department of Corrections to alert the offenders regarding their local registration and requirements after their probation sentence or release. Registration agency is normally the county police department or sheriff’s office in the area where an offender resides. Multiple agencies’ involvement is not exceptional for the registration of an offender’s progress throughout the stages of the criminal justice procedure (Sex Offender Registration).   Registration laws in many states apply the same rules to offenders from one place to another. Offenders working, movements, enrollment in an education department in other the cascade in the Wetterling Act that registers them in the new states law enforcement agencies, normally within ten days (Sex Offender Registration).  Ã‚  

What are the main requirements of a good regulatory system to govern Essay

What are the main requirements of a good regulatory system to govern privatised infrastructure - Essay Example The intention of creating such agencies directly associates with the approach of the government and regulatory authorities to control the unfavourable and unethical approaches of the aforementioned stakeholders and ensure a fair practice within the society. It is owing to such significance that the regulatory systems have become quite important today in order to maintain a healthy balance in various domains of the society1. Arguably, maintaining such a control has been observed to be much challenging in privatised sector where governmental interventions and regulatory norms possess limited influence in comparison to the public sector. Contextually, this paper will evaluate the requirements of a good regulatory system in order to govern the privatized infrastructure. ... Each of these regulations is supposed to have its own purpose and need in the society for ensuring welfare of the same one way or the other. In precise, it can be stated that regulations are rules formed by concerned authorities or groups with the intention to deliver outcomes that might not be possible otherwise2;3. A Good Regulatory System- Characteristics Developing and continually practicing effective regulations are considered to be among the major challenges for government and other regulatory agencies to govern the private sector. There are several key contents of well framed regulations. To be mentioned, regulations implemented by the government and other concerned agencies need to first emphasize on the problems that prevail in various sectors, including the sector for privatised infrastructure. This will enable the agencies to have a clear idea about what sort of regulatory policies are to be frame and accordingly, the concerned authorities should decide on them. It will be vital to mention that the regulatory policies formed should be focused towards ensuring maximum innovation so that it can tackle the present market scenario and ensure noteworthy and desired results4. A balance between the problems depicted and the solutions framed is quite important to ensure effectiveness of the regulatory policies. In this regard, concerned authorities should need to ensure that the measures they take are directly proportional with the problems that are desired to be addressed in the regulatory system. Targeting the particular sector where the regulations are to be imposed is also vital in order to ensure maximum effectiveness of the designed system. Flexibility is another key characteristic that must be ensured while framing any sort of

Should hate speech and hate sites be banned from the internet Essay

Should hate speech and hate sites be banned from the internet - Essay Example A website that promotes or uses hate speech against race, community, gender, person, religion, nationality etc is called a hate site. The people who are responsible for putting these things on the internet; not only take use text but graphics, sounds and animations are also used to influence their readers more. It might be used to convince people to join a certain group of people who work against some concepts or people, for e.g.; StormFront.org hosts a hate site against Martin Luther King, Jr who was an American activist and a leader. More House College (2008) states that he is famous for his contributions in the African-American civil right movements. In the above mentioned site, content full of hate is written about the activist and claim that there is a long list of wrong actions done by him. The website terms him â€Å"modern day plastic God†. Such offending content about the man is possible due to the much proposed concept of â€Å"freedom of speech†. This concept focuses on the freedom of writing or saying anything that an individual feels is correct. This verbal freedom also gives the writer the freedom of speech without being accountable for doing it. But what these people fail to understand is that with freedom of speech comes gereat responsibility as well. They have a responsibility to only convey the message which would not offend anyone or harm anyone in life. There are approximately 4 billion web pages on the internet therefore it is very difficult to ensure that no hate content is pated on them. There are different ways in which this problem is handled by different countries. For e.g. Media Awareness Network (2009) states that according to the Canadian Human Rights Act Section 13, any text communicated by any telecommunication means (including internet) that may promote hatred towards a person or any of the following things is prohibited; Akdeniz et

American Political System Essay Example | Topics and Well Written Essays - 750 words

American Political System - Essay Example The Affordable Care Act is said to help ensure that the citizens are in charge of their health care. The Act highlights a patient’s bill of right that states that every American is flexible, and stable in identifying the needs arising from their health. The Act though ignores the crucial issue of health care cost attainments. It is said to be an affordable act but the American patients have to incur a lot to attaining health insurance and cannot attain any treatment without having paid all premiums. Difficulties experienced in the application of Civil Rights in the South The civil rights Act was developed by Kennedy in 1875. Its main aims were to address the issues of discrimination based on color, sex, race, religion and origin, the application of the voters and their requirements and the freedom to access public facilities, work places and schools. Despite this, the bill was faced by a number of controversies that delayed its immediate applicability. But first, the fact that it did not include a number of vital provisions as stated by some of the civil rights leaders, which included terminating the discrimination experienced in private sectors, providing protection against brutality brought out by the police, and creating a department to enhance justice among all citizens disregard less of position or wealth, the bill failed to be passed. In addition, President Johnson said that the bill created a division and stimulated long-term differences in the political support between the North and South.

Financial and Mangement Accounting (Cable and Wireless Plc) Essay

Financial and Mangement Accounting (Cable and Wireless Plc) - Essay Example Cable & Wireless Plc is a company with operations scattered around the world. It has maintained a good profitability performance during 2008 despite the fact that revenue in 2008 declined as compared 2007. The emphasis was to economize the cost of sales. Liquidity is a definite problem with the company as is with other companies as well. Efficiency on inventory turnover has covered up lot of operational weaknesses of the company in 2008. The company is highly geared and the equity holders are presented with a stage to have benefits of trading in equity. Investors are ever willing to invest as it clear from it price earning ratio. The company is following strictly the provisions IAS 14 in maintaining its accounting policy of segment reporting. The information is exhaustive under primary segments that are business wise; and adequate in secondary segments that are created on the basis geographical areas covered by the company in its business operations.

Job resume Essay Example | Topics and Well Written Essays - 500 words

Job resume - Essay Example Excellent communication skills, good negotiation skills, passion in travelling, fluency in English and the ability to undertake difficult responsibilities are some of the plus points which made me suitable for this profession. Apart from marketing skills, in my opinion, a marketing professional needs management skills and the ability to work in a team. My diverse experiences in Bobby Brown Cosmetic Shop, Samsung life insurance and Oriental Spoon Restaurant have added more value to my leadership, marketing and management skills. It is difficult to market a product using the same marketing strategy all over the world. Each market has its own identity and characteristics because of the cultural, social, political and economical differences. In other words, custom made marketing strategies are necessary for each market. Korea is one of the rapidly developing economies in the world even amidst tensions with the neighboring countries like North Korea. In United States, FedEx has succeeded in monopolizing the logistics market whereas in Korea same thing cannot be said about FedEx. I have studied many of the marketing strategies of the FedEx in America and I think I can implement those strategies in Korea with a little bit of fine tuning. Currently, FedEx failed to deliver even in-state deliveries on the same day of shipping in Korea (Max). But in United States the case is different. In fact same day delivery of goods made FedEx the number one logistics company in United States. In my opinion, FedEx should try to deliver as much as goods on the same day of shipping in Korea also in order to become the market leader there. I have an extensive 150 days marketing plan for my Korea operations if succeeded in getting a marketing profession in FedEx. If FedEx provides me an opportunity to work in Korea, I will use the initial 30 days for studying the market. Market study is

Financial and Mangement Accounting (Cable and Wireless Plc) Essay

Financial and Mangement Accounting (Cable and Wireless Plc) - Essay Example Cable & Wireless Plc is a company with operations scattered around the world. It has maintained a good profitability performance during 2008 despite the fact that revenue in 2008 declined as compared 2007. The emphasis was to economize the cost of sales. Liquidity is a definite problem with the company as is with other companies as well. Efficiency on inventory turnover has covered up lot of operational weaknesses of the company in 2008. The company is highly geared and the equity holders are presented with a stage to have benefits of trading in equity. Investors are ever willing to invest as it clear from it price earning ratio. The company is following strictly the provisions IAS 14 in maintaining its accounting policy of segment reporting. The information is exhaustive under primary segments that are business wise; and adequate in secondary segments that are created on the basis geographical areas covered by the company in its business operations.

Westco Diversity Case Study Example | Topics and Well Written Essays - 1000 words

Westco Diversity - Case Study Example The following discussion features the approach that Kyle Roberts, vice president of the firm and John’s supervisor should take to address the complaints raised due to John’s behaviour. The discussion also proposes and discusses initiatives that Westco can take to reduce the likelihood of this issue coming up in the company in the future. Stereotyping involves making decisions or viewing individuals based on assumptions and perspectives related to the characteristics exhibited by people of their group (Kinicki and Fugate 96). In Westco’s case, the two individuals affected, Susan Thompson and Oscar Hernandez, both face discrimination against for factors outside inherent of their being. Susan Thompson, a 48-year-old single mother, is on the receiving end because of her sexuality and age. It is common for women in careers to face absolute barrier to prevent them especially when it involves management positions and programs. Her role as a mother and as such is responsible for her child’s welfare, and this does not create a nurturing environment for social growth at a career level. Secondly, Thompson faces discrimination because of her age. John believes that at her age, investing in her is a waste of resources and time as she will not be able to contribute much to her possible retirement. Oscar Hernandez is of Latin origin but schooled and raised on American soil. His discrimination is due to his racial background as a Latin. The barrier towards his advancement in his career at managerial level crops from characteristics exhibited by the general Latin community. Because of John’s attitude towards the racial group, his talents and unique perspectives do not reflect on the organisation’s workforce. John is just an example as noted of lack of Latin Americans in managerial levels with a few exceptions in certain regions. Westco has a conservative reputation. Conservatism

A computed tomography

A computed tomography 1. Introduction One of the most used techniques in the imagiology field is called Computed Tomography (CT), a method to acquire slices of the body based on the attenuation of X-rays. This monograph will try to compile the most important information about CT, namely its history, physical principles, fundamental instrumentation, data acquisition and processing techniques, as well as its applications. Firstly, a brief tour through the history of the technique will be taken, while some of the most important achievements will be referred. The starting point will be the discovery of the X-rays, then passing through the creation of the first CT scanner and the development of data analysis and processing algorithms. Then, a concise revision of the evolution of the scanners will be done, delineating the different generations of scanners and the key features of each one. In order to understand how an object can be scanned by this technique, a review of the physical concepts that constitute the basis of CT will be done. More precisely, we will discuss the attenuation of radiation while passing through objects. A short description of how X-rays interact with matter and the concept of linear attenuation coefficient will be discussed. The instrumentation needed for CT will shortly be referred, in particular the most important components of a CT scanner will be briefly explained. As data acquired by the scanners are not displayed in the way they are obtained, we will afterward explain the most used methods to process and analyze the great amount of information acquired by the CT detectors. The process of creating a scale to represent data the CT numbers will subsequently be overviewed, in order to understand how images are created and shown to the doctors. A description of how CT allows to distinguish different anatomical structures and how it permits to see just the structures we want will also be done. After that, an enumeration of some of the many clinical applications of CT will be done, knowing at the start that it will be impossible to list all the applications, reason why just a few will be referred. Besides, it is not the main goal of this monograph, although it is essential to understand the crucial importance of CT in the medicine field. Finally, we will try to conjecture about the future of CT, specifically what it can be improved and what are the actual challenges for this technique and how it can be overcame. This monograph is part of the Hospital and Medical Instrumentation course and pretends to be an overall view of CT, reason why there is not exhaustive detail in each section (for more detail in the approached topics, please read the references). 3-Dimensional reconstruction techniques will not be discussed because it is the topic of another group. Incisive instrumentation will not be exploited because it not exploited in the course as well. 2. Historical Background The history of CT started with the discovery of X-rays in 1895 by Wilhelm Conrad Roentgen, which gave him the Physics Nobel Prize in 1901. During 1917, the Austrian mathematician Johann Radon developed a study in which he demonstrated that making several projections in different directions of a material and recreating its associated pattern, it was possible to obtain a slice where one could characterize different densities of the material. The idea of using these mathematical methods to create images of slices of the human body in radiographic films was proposed by the Italian radiologist Alessandro Vallebona in 1930. Between 1956 and 1963, the physicist Allan Cormack developed a method to calculate the distribution of absorbed radiation in the human body based on transmission measurements, which allowed to detect smaller variations in absorption. [2], [3], [4] In the year of 1972, Sir Godfrey Hounsfield (who won the Nobel Prize in Medicine or Physiology in 1979, shared with Cormack) invented the first CT scanner in United Kingdom when he was working at EMI Company, which, at the time, was actually best known for its connection to the music world. The original prototype, called EMI Scanner, recorded 160 points for each projection in 180 different angles (with steps of 1 °) and each slice took 5 minutes to be acquired. A 180160 matrix was then constructed with these data, which took 2 and half hours to be analyzed until the final 2D-images could be visualized. The first types of scanners required the patients head to be immerged in a water-filled container in order to reduce the difference of X-rays attenuation between the rays that crossed the skull and the ones that only crossed the environment, because the detector had a small range of intensities that it could measure. [5], [6] During the subsequent years, CT scanners increased its complexity, and based on that evolution, we can distinguish five generations of machines that will be discussed in the next section (Section 3). Later, in 1989, it was developed a new technique in which data acquisition was done continuously the spiral CT scanning using the movement of the platform where the patient was lying. [4] Nowadays, CT machines have obviously superior performances than the prototypes of the 70s. In fact, several rows of detectors have been added which now allows registration of multiple slices at the same time the multislices scanners. These improvements allowed to represent data in 10241024 matrixes, which have a 1 megapixel pixel resolution. [7], [8] 3. Evolution of CT Scanners Over the time, the fundamentals of data acquisition and the key characteristics of the machines changed in many ways. This fact, allow us to split the evolution of the CT scanners in five generations. 3.1 First Generation Parallel Beam The first technique implemented in CT commercial machines consisted of the emission of a parallel X-ray beam that passed through the patient until it reached a detector located on the opposite side. Both X-ray and detector were place in the edge of a ring with the patient as the center. The X-ray source, as well as the detector, suffered a linear translation motion to acquire data from all maters directions. Then, the X-ray tube and the detector, was rotated about 1 °, having the patient as isocenter, and a new beam was emitted and the movement of translation restarted. This process was repeated until it reached 180 ° and, for each cycle of emitted beams, 160 projections of the material on analysis were recorded. The highly collimated beam provided excellent rejection of scattered radiation in the patient. At this point, the most used image reconstruction technique was the backprojection. Later in this work (Section 6) we will explain the techniques used in reconstruction. The ti me needed for data acquisition was extremely long (5 minutes per slice), due to technological limitations. [8] 3.2 Second Generation Fan beam In the second generation, the collimated beam was replaced by a fan X-ray beam and the simple detector was replaced by a linear array of detectors. This advance resulted in a shorter scan time, although this technique still continued to use a coupled source-detector translation motion. At the same time, the algorithms used to reconstruct the slice images became more complicated. Because of the vast amount of time needed to acquire data, both the first and second generations of scanners were limited to head and extremities scans, because those were the regions of the body that could remain immobilized during the long scan time. [9], [2], [8] 3.3 Third generation Rotating detectors The third generation of scanners emerged in 1976. In this generation, the fan beam was large enough to completely contain the patient, which made the translation movement redundant and the scanner commenced to execute only the rotational movement. Such as the fan beam, also the detectors became big enough to record all data of each slice at a time. The detector consisted of a line with hundreds of independent detectors that, like as in the second generation, rotated attached to the X-ray source, which required up to 5 seconds to acquire each slice. The power supply was now made by a slip ring system placed on the gantry, which allowed to continually rotate it without the need to reverse the rotating motion to untwist the power cables used before, as it was needed after each rotation in first and second generations. [2], [8] 3.4 Fourth generation Fixed detectors This generation was implemented in the late 70s and its innovation was a stationary ring of detectors that surrounded the patient. In this case, only the X-ray beam had movement. The ring consisted of a 600 to 4800 independent detectors that sequentially recorded the projections, so detector and source were no longer associated. However, detectors were calibrated twice during each rotation of the X-ray source, providing a self-calibrating system. Third generation systems were calibrated only once every few hours. In the fourth generation systems, two detectors geometries were used. The first one consists of a rotating fan beam inside the fixed ring of detectors and the second one has the fan beam outside the ring. These technological advances provided a reduction of the scan times to 5s per image and slice spacing below 1 mm. Both third and fourth generations are available in market and both have success in medical activities. [8], [2] 3.5 Fifth Generation Scanning electron beam The innovation of the fifth generation of CT scanners (early 80s) was a new system of X-ray source. While the ring of detectors remains stationary, it was added a new semicircular strip of tungsten and one electron gun which is placed in the patient alignment. By directing this electron beam to the anode of the tungsten strip, the release of X-ray radiation is induced. This method results in a no moving parts system, i.e. no mechanical motion is needed to record data because the detectors completely surround the patients and the electronic beam is directed electronically. The four target rings and the two detector banks allow eight slices to be acquired at the same time, which reduce the scan time and, consequently, the motion artifacts. This fact led to the reduction of scan time to between 33 and 100 ms, which is sufficient to capture images of the heart during its cardiac cycle, reason why it is the most used in diagnostic of cardiac disease. For that reason, this is also called U ltrafast CT (UFCT) or Cardiovascular CT (CVCT) Because of the continuous scan, special adjustments in the algorithm are needed to reduce image artifacts. [2], [8], [9] 3.6 Spiral Scanners The idea of creating a spiral CT came with the need for scans of 3-Dimensional images. This system to acquire 3-Dimensional CT images was born in the early 90s and consists of a continue translation movement of the table which supports the patient. This technique is based on the third generation of machines and allows scan times of the abdomen to be reduced from 10 minutes to 1 minute, which reduces the motion artifacts. Besides, a 3-Dimensional model of the organ under study can be reconstructed. The most complex innovation of this technique consists of the data processing algorithms, because they must consider the spiral path of X-ray beam around the patient. Technically, this was possible only due to the slip ring system implemented on the third generation of scanner. [9], [8], [10] 3.7 Cone beam After the development of new techniques, detectors, methods and algorithms, nowadays the question is: How many slices can we acquire at same time?. The answer to this question lies in the placement of several rows of detectors and the transformation of a fan beam X-ray to a 3-Dimensional cone beam. Nowadays, manufacturers have already placed 64 rows of detectors (multislice systems) and the image quality reached high levels. Moreover, the completely scan of a structure takes now about 15 seconds or even less. [2] 4. Physical Principles The basic principle of CT is measuring the spatial density distribution of a human organ or a part of the body. It is similar to conventional X-ray, in which an X-ray source of uniform intensity is directed to the patient and the image is generated by the projection of the X-rays against a film. The X-rays are emitted with a certain intensity I0 and they emerge on the other side of the patient with a lower intensity I. The intensity decreases while crossing the patient, because radiation interacts with matter. More precisely, X-rays used in CT are of the order of 120kV and, with that energy (120 keV), they interact with tissues mainly by photoelectric (mostly at lower energies) and Compton effects (at higher energies), although they can also interact by coherent scatter, also called Rayleigh scatter (5% to 10% of the total interactions). Photoelectric effect consists of the emission of an electron (photoelectron) from the irradiated matter caused by the absorption of the X-rays energy by an inner electron of the medium. In Compton effect, a X-ray photon interacts with an outer electron of matter and deviates its trajectory, transferring part of its energy to the electron, which is then ejected. In coherent scatter, the energy of the X-ray is absorbed by the tissue causing the electrons to gain harmonic motion and is then reradiated in a random direction as a secondary X-ray. [10], [11], [12], [13], [14] CT X-rays are not monoenergetic, but for now, to simplify the understanding of this concept, we will consider them monoenergetic. When an X-ray (as well as other radiation) passes through a material, part of its intensity is absorbed in the medium and, as a consequence, the final intensity is lower than the initial one. More precisely, the Beers Law states that intensity transmitted through the medium depends on the linear attenuation coefficient of the material  µ if we consider that we are in presence of a homogeneous medium and the thickness of the material x according to the following expression: The problem with conventional radiographs is that it only provides an integrated value for  µ along the path of the X-ray, which means that we have a 2-Dimensional projection of a 3-Dimensional anatomy. As it can be easily understood, all the structures and organs at the same level will appear overlapped in the image. As a consequence, some details cannot be perceived and some organs may not be entirely seen. For example, it is very hard to see the kidneys in a conventional radiography because the intestines appear in front of them. [15], [16], [11] Moreover, as there are many values of (typically one for each point of the scanned part of the body), it is not possible to calculate their values with one singe measure. However, if measures of the same plane by many different directions are made, all the coefficients may be calculated, and that is what CT does. As Figure 4 shows, a narrow X-ray beam that is produced by the source in the direction of a detector, which means that only a narrow slice of the body is imaged and the value of intensity recorded by the detector depends on all the material crossed by the X-ray in its way. That is the reason why it is called tomography it derives from the Greek tomos which means to cut or section. Many data of X-ray transmission through a plane of an object (an organ or a party of the body) from several directions are recorded and are then used to reconstruct the object by signal processing techniques. These techniques will be discussed later in this monograph (Section 6). The tightly colli mated X-ray beam ensures that no significant scatter is present in order to assure a low signal-to-noise ratio (SNR), a necessary premise to obtain a faithful image of the scanned object. For that reason, unlike conventional tomography, in CT, patients structures located outside the area that is being imaged do not interfere. [17], [9], [12] 5. Instrumentation The X-ray system is composed by an X-ray source, collimators, detectors and a data-acquisition system (DAS). X-ray source is undoubtedly the most important part, because it is what determines the quality of the image. [10], [8] 5.1 The X-ray source The basis of the X-ray source (called X-ray tube) is to accelerate a beam of electrons between two electrodes against a metal target and is shown in Figure 5. The cathode is a coiled tungsten filament, which is crossed by a current which causes the filament to heat up. At high temperatures (2220 °C), the tungsten releases electrons, a process called thermionic emission. A 15 to 150 kV potential difference is applied between the cathode and the anode, which forces the released electrons to accelerate towards the anode. [10] When the electrons hit the anode, they produce X-rays by two ways. On the one hand, when an electron passes near the tungsten nucleus, it is deflected by an attractive electric force (because the nucleus is positively charged and the electron has a negative charge) and loses part of their energy as X-rays. As there are an enormous number of possible interactions and each one leads to a partial loss of kinetic energy, the produced X-rays have a great range of energies, as Figure 5 shows. This process is called bremsstrahlung (i.e. braking radiation). On the other hand, if an electron from the cathode hits and penetrates an atom of the anode, it can collide with an inner electron of it, causing the electron to be ejected and the atom to have a hole, which is filled by an outer electron. The difference of binding energy of these two electrons is released as an X-ray. This process is called characteristic radiation, because its energy depends on the binding energy of the electrons, which is characteristic of a given material. [10], [9], [15] The tube current represents the number of electrons that pass from the cathode to the anode per unit of time. Typical values for CT are from 200 up to 1000 mA. The potential difference between the electrodes is generally of 120 kV, which produces an energy spectrum ranging from 30 to 120 keV. The tube output is the product between the tube current and the voltage between the electrodes and it is desired to have high values because that permits a shorter scan time, which reduces the artifacts due to movement (such as for heart scans). [10], [8] Production of X-rays in these tubes is an inefficient process and most of the power supplied to the tube is converted in heating of the anode. So, a heat exchanger is needed to cool the tube. This heat exchanger is placed on the rotating gantry. Spiral CT in particular requires high cooling rates of the X-ray tube and high heat storage capacity. [8] 5.2 Collimators The electron beam released from the source is a dispersed beam, normally larger than the desired field-of-view (FOV) of the image. Usually, the fan beam width is set for 1 to 10 mm (although recent CT scanner allow submilimetric precision), with determines the width of the imaged slice. The collimator is placed between the source and the patient and is composed by lead sheets to restrict the beam just to the required directions. An X-ray beam larger than the FOV leads to a larger number of X-rays emitted than the ones needed to the scan and that has two problems: the radiation dose given to the patient is increased unnecessarily; and the number of Compton-scattered radiation increases. [10], [8] 5.3 Antiscatter grids An ideal CT system only with primary radiation (x-rays emitted from the source) reaching the detector does not exist and Compton scatter is always present. As this scatter is randomly distributed and has no useful information about the distribution of density of the scanned object, it just contributes to the reduction of image contrast and should be minimized to the maximum. This, because unlike photoelectric effect, Compton effect has a low contrast between tissues. As referred above, collimators are useful to limit the X-ray beam to the FOV. However, even with a collimator, 50% to 90% of the radiation that reaches the detector is secondary radiation. To reduce the Compton scatter, antiscatter grids can be placed between the detector and the patient. [10] An antiscatter grid consists of strips of sheets oriented parallel to the primary radiation direction combined with a support of aluminum, which drastically reduces the scatter radiation that has not the direction of the primary one, as illustrated in Figure 6. In order to not lower the image quality because of the grid shade, the strips should be narrow. There is, however, a tradeoff between the reduction of scatter radiation (that improve the image contrast) and the dose that must be given to the patient to have the same number of detected X-rays. [10] 5.4 Detectors At the beginning, single-slice CT scanners with just one source and one detector were used. However, these took much time to acquire an image, reason why the evolution brought us single-source, multiple-detector machinery and multislice systems. The third and fourth generations added a wider X-ray fan beam and a larger number of detectors to the gantry (typically from 512 to 768), which permitted to acquire more information in a smaller time. The detectors used in CT must be highly efficient to minimize the dose given to the patient, have a large dynamic range and be very stable over the time and over temperature variations inside the gantry. Three factors contribute to overall efficiency: geometric efficiency (fraction of the total area of detector that is sensitive to radiation), quantum efficiency (the fraction of incident X-rays that is absorbed to contribute to signal) and conversion efficiency (the ability to convert the absorbed X-rays into electrical signal). These detectors can be of two types (shown in Figure 7): solid-state detectors or gas ionization detectors. Solid-state detectors consist of an array of scintillating crystals and photodiodes, while gas ionization detectors consist of an array of compressed gas chambers to which is applied a high voltage to gather ions produced by radiation in inside the chamber. The gas is kept under a high pressure, to maximize interactions between X-rays and gas molecules, which produce electro-ion pairs. [10], [8] 5.5 Data-Acquisition System The transmitted fraction of the incident X-ray intensity (I/I0 in equation 1) can be as small as 10-4, reason why DAS must be very accurate over a great range. The role of DAS is to acquire these data and then encode it into digital values and transmit these to computers for reconstruction to begin. DAS make use of many electronic components, such as precision preamplifiers, current-to-voltage converters, analog integrators, multiplexers and analog-to-digital converters. The logarithmic step needed in equation 3 to get the values of  µi can be performed with an analog logarithmic amplifier. Data transfer is a crucial step to assure speed to the whole process and used to be done by direct connection between DAS and the computer. However, with the appearance of rotating scanners in third and fourth generations, these transfer rate, which is as high as 10 Mbytes/s is now accomplished by optical transmitters placed on the rotating gantry that send information to fixed optical receivers. [8] 5.6 Computer system The data acquisition of the projections, the reconstruction of the signal, the display of the reconstructed data and the manipulation of tomographic images is possible by computer systems used to control the hardware. Current systems consist of 12 processors which achieve 200 MFLOPS (million floating-point operations per second) and can reconstruct an image of 10241024 pixels in less than 5 seconds. [8] 6. Signal Processing and Analyzing Techniques As data are acquired in several directions (e.g. with increments of 1 ° or even less) and each direction is split in several distinct points (e.g. 160 or more), at least 28 800 points are stored, which means that there must be efficient mathematical and computational techniques to analyze all this information. A square matrix representing a 2-Dimensional map of the variation of X-ray absorption with the position is then reconstructed. There are four major techniques to analyze these data, which we will discuss subsequently. [12] 6.1 Simultaneous linear equations As it was referred above (Section 4), there is a measure of for each pixel, which means that modern CT scanners deal with 1 048 576 points for each slice (nowadays the matrixes used are 10241024). As a result, to generate the image of one single slice, a system of at least 1 048 576 equations must be solved (one equation for each unknown variable), which means that this technique is totally unusable. In fact, imagine that in 1967, Hounsfield built the first CT scanner, which took 9 days to acquire the data of a single slice and 21 hours to compute the equations (and by the time, the matrix had only 28 000 entries). Besides, nowadays CT scanners acquire about 50% more measures than it would be needed in order to reduce noise and artifacts, which would require even more computational resources. [16], [11], [8] 6.2 Iterative These techniques try to calculate the final image by small adjustments based on the acquired measures. Three major variations of this method can be found: Algebraic Reconstruction Technique (ART), Simultaneous Iterative Reconstruction Technique (SIRT) and Iterative Least-Squares Technique (ILST). These variations differ only in the way corrections are made: ray-by-ray, pixel-by-pixel or the entire data simultaneously, respectively. In ART as an example, data of one angular position are divided into equally spaced elements along each ray. Then, these data are compared with analogous data from another angular position and the differences between X-ray attenuation are added equally to the fitting elements. Basically, for each measure, the system tries to found out how each pixel value can be modified to agree with the particular measure that is being analyzed. In order to adjust measures with pixel values, if the sum of the entries along one direction is lower than the experimental measure for that direction, all the pixels are increased. Otherwise, if the sum of the entries is higher than the measured attenuation, pixels are decreased in value. By repeating this iterative cycle, we will progressively decrease the error in pixels, until we get an accurate image. ART was used in the first commercial scanner in 1972, but it is no longer used because iterative methods are usually slow. Besides, this method implies th at all data must be acquired before the reconstruction begins. [9], [16] 6.3 Filtered backprojection Backprojection is a formal mathematical technique that reconstructs the image based only on the projection of the object onto image planes in different directions. Each direction is given the same weight and the overall linear attenuation coefficient is generated by the sum of attenuation in each X-ray path that intersects the object from different angular positions. In a simpler manner, backprojection can be constructed by smearing each objects view back trough the image plane in the direction it was registered. When this processed is finished for all the elements of the anatomic section, one obtains a merged image of the linear attenuation coefficients, which is itself a crude reconstruction of the scanned object. An illustration of this technique is represented in Figure 8. By its analysis, it is also clear that the final image is blurred, which means that this technique needs a little improvement, which is given by filtered backprojection. [12], [9], [16] Filtered backprojection is therefore used to correct the blurring resultant from simple backprojection. It consists of applying a filter kernel to each of the 1-Dimensional projections of the object. That is done by convolving a deblurring function with the X-ray transmission data before they are projected. The filter removes from data the frequencies of the X-ray responsible for most of the blurring. As we can see in Figure 8, the filter has two significant effects. On the one hand, it levels the top of the pulse, making the signal uniform within it. On the other hand, it negatively spikes the sides of the pulse, so these negative neighborhoods will neutralize the blurring effect. As a result, the image produced by this technique is consistent with the scanned object, if an infinite number of views and an infinite number of points per view are acquired. [16], [9] Compared with the two previous methods this process has also the advantage that reconstruction can begins at the same time that data are being acquired and that is one of the reasons why it is one of the most popular methods nowadays. [9] 6.4 Fourier reconstruction The last signal processing technique that will be discussed in this monograph is the Fourier reconstruction which consists of analyzing data in the frequency domain instead of the spatial domain. For this, one takes each angular orientation of the X-ray attenuation pattern and decomposes it on its frequency components. In the frequency domain, the scanned image is seen as a 2-Dimensional grid, over which we place a dark line for the spectrum of each view, as Figure 9 shows. To reconstruct the image, one has to take the 1-Dimensional Fast Fourier Transform (FFT). Then, according to the Fourier Slice Theorem, each views spectrum is identical to the values of one line (slice) through the image spectrum, assuring that, in the grid, each view has the same angle that was originally acquired. Finally, the inverse FFT of the image spectrum is used to achieve a reconstruction of the scanned object. 7. Data Display As it was said earlier (Section 6), linear attenuation coefficients give us a crude image of the object. In fact, they can be expressed in dB/cm, but as they are dependent on the incident radiation energy, CT scanning does not use the attenuation coefficients to represent the image, but instead it uses integer numbers called CT numbers. These are occasionally, but unofficially, called Hounsfield units and have the following relation with the linear attenuation coefficients: where  µ is the linear attenuation coefficient of each pixel and  µw is the linear attenuation coefficient of water. This CT number depends clearly on the medium. For human applications, we may consider that CT number varies from -1000 for air and 1000 for bone, with CT number of 0 for water, as it is easily seen from equation 5. [9], [13], [4], [12] The CT numbers of the scanned object are then presented on the monitor as a grey scale. As shown in Figure 10, CT numbers have a large range and as human eye cannot distinguish so many types of grays, it is usually used a window to show a smaller range of CT numbers, depending on what it is desired to see. The Window Width (WW) identifies the range of CT numbers and consequently alters the contrast (as Figures 11 and 12 show), whereas Window Level (WL) sets the centre of the window and, therefore, select which structures are seen. The lowest CT number of the window, which corresponds to the lowest density tissue, is represented in black and the highest Ct number (highest density tissue) is represented in white. 8. Radiation Dose As it can easily be understood, radiation dose given to the patient is dependent on the resolution of the scanner and its contrast, as well as

The Mayas, Aztecs, And Incas Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  The Maya, Inca, and Aztec civilizations each originated from Latin America. Some Mayans lived in southern Mexico in the present day states of Chipas, Tabasco, Campeche, Yacatan, and Quintana Roo. Other Mayans lived in Central America in the countries of Belize, Guatemala, and ancient Honduras. The Incas lived in an Empire which they called Tawantinsuyu. Tawantinsuya means four parts. The Incas lived in present day Peru, Ecuador, Chile, Bolivia, and Argentina. The four parts were a long coastal strip, the high peaks and deep fertile valleys of the Andes, and the mountainous edges of the tropical forest to the East. The Aztecs were from Aztlan in either north or northwest Mexico.   Ã‚  Ã‚  Ã‚  Ã‚  Each Maya City governed it's surrounding area and some large cities each controlled one or more smaller cities. A Maya City ruler would be succeeded by his younger brother or son. This led generations of a single family to rule for hundreds of years. Inca leaders kept their power by giving entertainment and luxurious goods as gifts to the people. The citizens paid taxes in return for these gifts. In the Inca culture, the emperor married his sister and his generals would be his relatives. The Inca rulers were allowed to govern independently. The Aztec power was held together by land ownership. A few families shared a piece of land and part of the land was given to the state as a tax.   Ã‚  Ã‚  Ã‚  Ã‚  Entire Maya families ...

Personal Narrative - Renewed Love for My Sister :: Personal Narrative Writing

Personal Narrative- Renewed Love for My Sister "The essence of life is to be found in the frustrations of established order." -John Gardner "God, Kris, you are so disgusting!" I made a noise like a rhino in heat as I opened my mouth to reveal the large piece of orange gum that hung precariously from my tongue. "Thanks a lot, E. You're the one that called it an orange slug." We both let out an uproarious laugh and quickly quieted ourselves. The geriatrics nearby were looking at us again. Our stifled laughter was still loud enough to make passersby wonder about our sanity, and that was just the way we liked it. "Wait, wait! Do it again, but open your eyes wide; like you did the first time." I concentrated hard for a second, then with my eyes as wide as I could make them, I dropped my jaw and flicked my tongue wildly in her direction. I then snapped my mouth shut and blinked heartily. I licked my lips and tasted the sweet, artificial-peach flavor. The "slug" rolled around gleefully in my mouth as Erika and I chuckled at the various mallrats screaming and laughing in the opposite corners of the food court. "What a bunch of fucking losers!" Erika said as she flopped the middle part of her "tri-hawk" to the right side of her head and looped the barbell in her tongue through the two lip rings that protruded awkwardly from her mouth. A putrid scent was carried our way by crowds of people that were walking by us. I could taste the stench in the air. "Let’s get up and walk around. The Cookie Guy said it would take thirty minutes or so." We’d ordered a cookie for my mom who had just had knee surgery. The "Cookie Guy" in question was a good-looking, nice guy who had helped us. It was more than a little strange to tell him that I wanted a giant cookie that said, "We love you, Mommy!" I thought about telling him to write something like, "Welcome back from the state pen. Thirty-five years is a long time, Daddy" or "We love you, Elvis," but in the end, I decided against it. We followed my suggestion and walked up the mall to the Deb Shop. Even from thirty feet away it reeked of perfume and cheap, polyester fabric. As we closed the distance between ourselves and the store, the sheen of the predominantly sparkly clothing temporarily blinded us with a bright reflection of the healthy orange glow emitted by the fluorescent lights perched high above.

Advertising Campign of Nutella

[pic] TABLE OF CONTENTS |S. No: |Contents |Pg. No: | |01 |LETTER OF TRANSMITTAL |03 | |02 |ACKNOWLEDGMENT |04 | |03 |EXECUTIVE SUMMARY |05 | |04 |BACKGROUND/OVERVIEW |06 | |05 |OBJECTIVE OF THE COMPAIGN |07 | |06 |TARGET AUDIENCE |09 | |07 |STATEMENT TO ACHIEVE THE OBJECTIVE |10 | |08 |RATIONAL & EMOTIONAL REASONS TO BELIEVE & BUY |11 | |09 |COMPETITION |12 | |09 |COMPETITIVE ADVANTAGE |12 | |10 |COMPETITORS |13 | |11 |SWOT ANALYSIS |14 | |12 |PRINT AD (HALF PAGE) |15 | |13 |PRINT AD (FULL PAGE) |16 | |14 |STORYBOARD |17 | LETTER OF TRANSMITTAL B. B. A FALL 2011 PAF-KIET DECEMBER, 2011 SIR SYED HASSAN AZIM PAF-KIET DEAR MR. AZIM WE HAVE MUCH PLEASURE IN SUBMITTING THE REPORT ON â€Å"NUTELLA†. PRAISE TO ALMIGHTY ALLAH, OMNIPOTENT AND OMNISCIENT WHO BESTOWED UPON US THE POTENTIAL AND ABILITY TO ACCOMPLISH THIS WORK. WE WISH TO EXPRESS DEEP SENSE OF SINCERE GRATITUDE FOR THE SUPPORT, HELPFUL SUGGESTION, CONSTRUCTIVE CRITICISM AND ENCOURAGEMENT TO YOU, GENEROUSLY EXTENDED TO US IN OUR WORK. WE HAVE COMPLETED THIS REPORT TO THE BEST OF OUR KNOWLEDGE AND CAPABILITIES. WE HOPE THIS REPORT COME UP TO THE MARK. YOUR’S SINCERELY, FAIZA KHAN (234) ACKNOWLEDGMENT WE ARE FIRST & FOREMOST THANKFUL TO ALMIGHTY ALLAH FOR GIVING US THE STRENGTH & CAPABILITY TO ACCOMPLISH THIS TASK. WE ARE ALSO THANKFUL TO OUT INSTRUCTOR SIR HASAN AZIM FOR PROVIDING US IMMENSE KNOWLEDGE OF THE COURSE THAT HELPED US IN OUR PROJECT COMPLETION. WE THANK THE PEOPLE WHO ACTED IN OUR TVC. AND LAST BUT NOT THE LEAST OUR PARENTS, FOR ALL THEIR LOVE & SUPPORT. EXECUTIVE SUMMARY THIS REPORT IS BASED ON THE NEW ADVERTISING CAMPAIGN OF NUTELLA, THE CHOCOLATE SPREAD. REPORT INCLUDES THE INTRODUCTION & CURRENT POSITIONING OF NUTELLA & THE NEW ONE THAT WE ARE PROPOSING. WE HAVE ALSO EXPLAINED THE TARGET MARKET, & HAVE DESIGNED THE CAMPAIGN IN A WAY THAT IT CAN ATTRACT THE ACTUAL & POTENTIAL CONSUMERS EMOTIONALLY AS WELL AS RATIONALLY. REPORT INCLUDES THE STORYBOARD OF THE TVC, RATIONALE BEHIND THAT, THE TAG LINE, SWOT ANALYSIS & SEVERAL OTHER RELATED THINGS. BACKGROUND This remarkable story began in 1946, in Italy, where, after the war, candy and confections wherein short supply and were purchased mainly for special occasions from the local sweet shop. It was here in northwestern Italy in the small town of Alba, that master confectioner Pietro Ferrero developed a system that enabled him to mass-produce true quality confections and offer them to consumers at reasonable prices. That original Ferrero philosophy was based on a few simple principles: ? Use only the highest-quality ingredients ? Be unique! Never copy anyone else; then Manufacture with the most modern technology Add to that, procedures for ensuring consumers taste only the freshest possible product, as well as some very clever marketing, and the Ferrero story began to unfold. Ferrero is company founded in 1946 in Alba. Originally from pastry shop, today Ferrero International is the world’s fourth largest companies in the confectionery Market. OVERVIEW Nutella chocolate spread is launching in local market although it’s available locally but a wide range of people have some confusion or not familiar with its usage and nutritious value. We are adding a variant which suits to our local environmental need. The competition locally is not very severe b/c people not aware of the product. And no company doing any sort of awareness campaign regarding it. Our product is not just. A chocolate spread but we link a high quality nutritious ingredients in it. The problem which we can face is creating product acceptability regarding its real core values. Locally we don’t have very strong competitor and to some extent imported items. So this is also an opportunity for us that locally no other company doing any sort of promotion and doing any product awareness activities. So it gives us a competitive edge. But the main point of differentiation which itself is very strong is the quality and its nutritious values. We are trying to focus children and mothers. Creating awareness among them and create a high acceptance and proper usage of it among them. The one more reason to target them is that they have a strong impact on buying decision. We just want to endorse it as a quality product which met the requirement of the growing child. PRODUCT DESCRIPTION The product we take is the chocolate spread popular among the children. The product under NUTELLA brand is of very high quality, richer in texture and awesome in taste. Along with it, it’s really nutritious. Something new coming up in this umbrella brand. And we have done it by our pre-research campaign. In that we conduct three focus groups and take expert opinion with different doctors and nutritionist. So what’s new [pic] The upcoming new market champ is inducing a power of strength in every mama’s child. That is CHOCLATE SPREAD WITH ALMOND designed especially according to our local environment. [pic] OBECTIVE OF THE CAMPAIGN We took a product NUTELLA. And in this line no company doing any sort of promotion. A very few people know about these products although they exist in market. People use it but a very large no. of people doesn’t know about the products about its nutritious values and usage. We use it in many ways by doing little variations. Enjoy different taste, texture and awesome recipes. We can use it alone it is also very tasty and nutritious. Nutrition consider it a complete meal (covering 60% of your breakfast requirement). A healthy food for growing children’s and has very high acceptance and likability by growing child. The consumer is going to accept it because of its multipurpose usage. We can use it as it is. It’s ready to eat. It has high nutritious values. Multipurpose use in different range of products like in baking, toping, in dessert, for shakes etc As we all know Nutella already like and accepted by the market. So the new line range are highly accepted by the people who already like and accepted it as a nutritious product and prefer it for their child. They like new range of it and accepted. They got new options and variety of range in taste. Now to make our product successful we have to maintain that trust and belief of our potential customer. We have to assure quality and taste richness and variability of line. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. [pic] [pic] STATEMENT TO ACHIEVE THE OBJECTIVE MAGIC OF MAMA HMMMMMMMMMMMMM †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ YUMMY! This is the line that attracts us most because it captures our whole idea. We can define it from three perspectives. First of all it tastes good. Normally children avoid eating any food and food supplement. Children like to eat it. It’s healthy its yummy child. So it’s magic for mummies i. e. ithout any hazel children eat healthy food and demanding more and more. Second perspective its healthy helps in growing, make you stronger. Give insta nt energy. So it is magic by having a spoon of Nutella you get instant energy and freshness of rich creamy taste. It is acceptable by children as well as for chocolate lovers. So you can motivate your child by saying its magic. By eating this you are becoming bigger and bigger. Your bones become stronger. Your mind becomes sharper. So children associate with it as a magic given by their mama’s. Nutella gives an assurance of balance diet or a complete breakfast for kids or a must have a spoon in morning meal for kids. Children and females are the key motivator of buying decision. By using word mama we capture whole mothers segment. It gives sense of association. It is creating a bond between mom’s and Nutella. RATIONAL AND EMOTIONAL REASONS TO BELIEVE AND BUY The Rational Reasons to buy and believe Nutella is that, we have approved Nutella from the Specialists Doctors, Health Care Specialist and common people as well through focus group. They all approved Nutella as a completely safe and healthy product for children’s and for everyone. Nutella is healthy and nutritious product for the whole family health’s that’s why the rational reasons exist in to believe and buy Nutella. Every person wants to give healthy and nutritious food to his family and especially children. With the growing trend of working women, it is somewhat becoming a challenge for women to prepare breakfast early in the morning for the whole family. With Nutella, we provide them with ease & convenience that they are no more required to prepare the traditional breakfast in the morning, which, essentially is pretty time consuming; rather they can use Nutella chocolate spread to be enjoyed at breakfast with bread, bun, milk or cookies and having that equivalent nutritious values. Nutella could also be used in many desserts and in different shake. So people get many benefits from a single product and can use it in different ways. The Emotional Reasons to believe and buy Nutella is that every mother wants to give quality and nutritious food to the family. Mothers normally prefer doctor opinion regarding their child health products. Normally doctors have good reputation and high acceptance in any society . people easily accept doctor opinions. Its healthy food having high nutritious value, give instant energy and power. Helps in growing. It is a complete intake that provides the necessary nutrients required by the body. So every mother wants to buy healthy product and give highly nutritious values to their child. This way Nutella grabs the attention of consumers emotionally as well as rationally by offering the following benefits: †¢ Ease †¢ Convenience †¢ Taste †¢ Nutrition Value for money †¢ Plus, it saves time [pic] Our Mission is to have become the name that immediately comes to mind of our customer† This will be accomplished by; †¢ Making, distributing & selling the high est quality. †¢ Operating our business with honesty & integrity. †¢ Giving back to community by: †¢ Purchasing goods & services from local businesses whenever possible. †¢ Concern to future of our society by giving high nutritious product to its upcoming generation †¢ Providing employments opportunity locally †¢ We will offer differentiated nutritious high quality product to feed customers’ needs. †¢ Having concern to our customer health. OVERVIEW OF OUR CAMPAIGN We are designing a marketing plan for our Brand Nutella along with it launch a new variant under its chocolate spread. We introduce new product line with different ingredient and under the same brand name Nutella taking into consideration local environmental effect. Market Plan is sub divided into marketing strategy, business objectives, SWOT analysis, advertising objective, advertising strategy& current market position. Concentrated marketing Strategy is used for our brand as a proven, measureable & unique. Goals, task, resources & Feedback terms are used in order to make business more effective. Describes our brand strengths, weakness, opportunities & threats we would face during launching & after launching. Advertising objective [pic] Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTI SING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. ? Current Market Position [pic] It includes size, positioning, placing, and customer preferences , share & business consideration 1. Set of potential customers who have similar needs 2. Who reference each other when buying? 3. Are alike in the way ? Perceive values ? View product and quality Purchase product †¢ To understand customer wants and demands †¢ Easy to become a leader of a small market †¢ Generally more profitable and more effective use of marketing rupee. †¢ country: Pakistan †¢ City: Karachi †¢ Density: Urban & Sub-Urban †¢ Age: 3 years up to15 †¢ Gender: boys and girls both †¢ Income: 35,000 & above †¢ Religion: Respecting all aspects of all religions †¢ Nationality: Specifically Paki’s & other supporting nations! †¢ Social class: Super class, upper middle and moderate class †¢ Lifestyles: zealous & achievers Personality traits: ambitious, obsessive, moderate and simple. †¢ Usage: daily basis †¢ Benefits: nutritious, healthy, within your means, quality guaranteed & easily available. †¢ Loyalty users: strong & absolu te †¢ Readiness stage: fascinated & intending to buy †¢ Attitude towards product: excited & positive because of its current market image and nutritious value. †¢ Grouping customers according to the strength of their product loyalty. †¢ Example: Frequent purchaser. †¢Ã‚  Customers develop loyalty for a variety of reasons; ? Product satisfaction ? High quality ? Affordable price ? Easily available ? Get all the demands & desires from their loyal brand. ? Mind matching Get all the designs that they want. ? Unique & different to rest of the products in the market. General Strategy Options (as they relate to target marketing) †¢ Undifferentiated Marketing †¢ Differentiated Marketing †¢ Concentrated Marketing †¢ Micromarketing SELECTING AND EXECUTING A STRATEGY Basic determinants of marketing strategy: †¢ Company resources. †¢ Product homogeneity. †¢ Stage in the product lifestyle. Competitors’ strategies. †¢ Concentr ated marketing Focusing marketing efforts on satisfying a single market segment; also called niche marketing. †¢ Approach can appeal to mothers specially working ladies and children and too some extent father. Offer highly specialized quality ingredients. †¢ Nutella appeals to healthy conscious & chocolate lover. †¢ Specialized in their own making †¢ art of selecting concentrated strategy †¢ By this tic tact, Nutella induce a new wave of taste in spreads. †¢ Has its own unique way of describing taste and quality. †¢ Can put dreams on real edge, this is the main objective. A marketing strategy that emphasizes serving a specific market segment by achieving a certain position in buyers’ minds relative to the competition †¢ Attributes †¢ Price/quality †¢ Competitors †¢ Application †¢ Product user †¢ Product class Oftentimes, positioning focuses on Points-of-difference (PODs) The act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market & consumers. The further details of positioning can be measure by positioning map; – In planning our positioning strategies, we prepare a positioning map which gives a view that consumer’s perception about our brand versus competing high- low price according to places & quality. – The better the place, the better the quality with relative high price like Agha’s, Hyper star, Naheed etc having relatively high cost. Consumer’s perception would be quite clear regarding our brand & its quality. This is the strategy that gives a benefit to both parties. Consumers, who can’t afford high prices, can go to places like Imtiaz store & other outlets & get their desired stuff. – On other hand, we are having our benefit in our perception i. e. we cost in accordance to quality. And we are providing highest quality food which suits the growing child. COMPETITORS THE MARKETING MIX Marketing mix includes product, price, distribution and promotion. As powerful as single element can be, it’s the unique blend to create by changing in juggling all four that leads to possible sat isfaction. Thus promotion which includes advertising must be balanced with the product design, the price and the method of distribution to create the overall marketing mix that customer considers when they chose their product. PRODUCT Nutella is a cheerful brand emerge with vigor to satisfy our customers want , Customers would like to acquire their money's worth from a product they purchase, our brand not only is the better worth of their money they paid but also the cheerfulness brand spreading Brand name Is for better recognition & to make it peculiar with the company launching. It also turns product exclusive & give rise to brand loyalty. The Brand name is Nutella, which have already international reorganization all around the world. It must help us out and also help in promoting our new ass variants. Quality Highest quality approved by international and local doctor. Highest nutritious value among its competitor. Rich and creamy texture along with awesome taste. Safety Aspire to gain our client’s, confidence by paying attention to the finest detail of each and every product & make it durable, perishable and safe. Packaging As it symbolize the feeling with which brand is stepping in to the market, Nutella is outspreading joviality and cheerfulness with its chromatic and variegated packaging. Expiry Each item we manufacture carries a one-year expiry. Size Providing the whole size range gratify the selected segments, providing different size bottles from economy pack to family jar. Skim prices: Charging a relatively high price for high quality product available in the market, in order to build a high-quality image. Competition based prices: As it does depend and related with raw material prices, we may landed with competition based price at product maturity stage Market oriented prices: We do not follow market oriented pricing approach, claiming our product as of excellence indication. Special offer pricing: On festive occasions the brand pricing strategy slightly change with customer deals name â€Å"magic† deals comprises relatively moderate prices with some additional value added surprises. PLACEMENT Brands positioning is done on Quality over pricing. We want to position our brand in customer mind. We want customer demand our product. We cater all that places where our target market can reach. We provide our own customized racks for placing our brand in store so that it easily identifiable and differentiated from other brands. Distribution channels: Nutella has already establish distribution channel which augment deliver its offerings to valuable customers Inventory management: Brand has efficient inventory management system to control the market setup, for better sales forecasting, sales and operation. Warehousing & Distribution centers: The brand will operate with the existing warehouse, Nutella posses Satisfy their external suppliers by providing them with clear instructions and requirements and then paying them fairly and on time. So, the product reaches to their destiny safely. Advertisement: TV, radio, poster, news paper, internet, magazines, public transport, children shows, socializing network are the mediums, brand willing to use, for placing promotional content. Promotion Promotional strategy: Push & pull; brand decided using both strategies side by side increase force and trade promotion activities & advertisement efforts. Sales promotions: Settle on to publicize brand through sales promotion by presenting incentives and distributing merchandise to buyers or giveaways. Cash in a bucket, price discounts on events or launch, combination offers like chocolate syrup with spread Personal selling: In here face to face is the most common tactic to follow, but Nutella steps in with new energy so social events & exhibitions & sales force are approaches to act upon Public relations & publicity: Brand support marketing public relations by hosting middlemen meeting quarterly and providing privilege club member cards. Throwing parties on new product lunch, Co operate public relation, Communication, CSR, Media are also be the tools. PROMOTIONAL STRATEGY (PULL): MEDIUMS: †¢ Electronic o Television o Radio o Digital media ? Face book ? Yahoo ? Google ? YouTube ? geo †¢ Outdoor o Billboards EVENTS AT DIFFERENT PLACES LIKE: †¢ Arena †¢ Emerald tower †¢ Park tower †¢ Forum †¢ Hyper star BRAND ACTIVATION: †¢ Different shopping malls †¢ Expo-exhibition (books fairs of children) †¢ At schools PRINTING THE NUTELLA LOGO ON: †¢ School lunch boxes †¢ Milk shake bottles or water bottles †¢ Stationary products Direct marketing (direct mail) External communication (helpline, online consultancy, toll free no’s) Chocolate world providing you the experience of being taste conscious are the additional things that brand will soon get acquired to make children choosy, health conscious & drive them smartly crazy! Advertising objective and advertising strategy: Our advertising objective is not sales oriented rather we use communicative objective which relate our product to their need, modify and reinforce their attitudes. Through advertising we want to penetrate in the mind of our target audience. ? ADVERTISING STRATEGY [pic] As we have communication objective we take strategy from the stages of communication process i. e. Feel-learn-do. As we launch a new variant we go for heavy media coverage taking into consideration all the adv. ing tools. The objective of our campaign designed for Nutella is based on multiple objectives that are described below: TO INCREASE AWARENESS As we all know many chocolate spreads available in the market. Customers usually are not aware of the product and do not have brand differentiation in this line. We are tried to create market awareness for the product along with brand differentiation. We focus on its quality and its nutritious values. Ultimately, our prime objective is to generate awareness. Our campaign is basically designed for the purpose of letting the viewers know what NUTELLA is. TO PROMOTE USAGE The second objective of the campaign was to promote product usage. We do not only intend to make people aware of it, but also to convince them on its regular usage. We have showed in our TVC that Nutella is not a brand that is consumed once in a while; in fact it is a product that should be used on daily basis may it be breakfast, brunch, or the supper for that reason. It must be part of your daily breakfast line. Besides, we promote its multi usage like in baking, toping, in dessert, for shakes etc. Enjoy different taste, texture and awesome recipes. STORY BOARD 1st TVC [pic] 2nd TVC[pic] FULL PAGE PRINT AD______________________ HALF PAGE PRINT AD______________________ [pic] [pic] ACTION PLAN To make aware about our product we approach to adopt something different and new, as we have seen in much advance markets globally renown, they go with the stream style to create awareness among people about their products changes with the variable change in technology, this task also set us with a bit difficulty that the people first accept that the variant (almond which we added) we designed for them , according to their geography and variant, for that we start with publishing flyers, later on when we get the feel that people are curious to see something new in the market. Then we on air offer digital adds before a week we will’ be available in the markets. The biggest plan we have, we r going to use computer base technology in diff places like arena hyper star forum park tower. We r installing a software which are working on a older concept of MR POPEY that is i. e. by eating a tin of spinach he got an extra ordinary power we using the same concept with the computerize effect by eating a tea spoon of Nutella children transform in a powerful corrector like bentan and power puff girl on the computer screen we are planting the computerize screen software in all the above mention places which catch the child along with their parents, we are placing Nutella stoles in many public places related to our target audience along with that we focus. We set our dummies product correctors in different public concentrated areas on different occasion i. e. ike book fair exhibition in expo etc, we decided to make that precious moment a event for others by setting flat screen panels in the mall, and decorate mall with the multihued banners and colures of Nutella. Last but not least, we have some surprising planning that will be reveal on the day on launching. MEDIA PLANNING M edia planning includes television, radio, newspaper, social networking sites, magazines, billboards and many others . the analytical frame work to consider which media to use, how to use them, when to use them and where to use them effectively and efficiently called media planning . the process of directing the advertising message to the target audience at the appropriate time and place using the using the appropriate channel. Channel Summary – Radio | |Channels |Net Amount |Spots |Share % |Network Areas | | FM 99 Power | 255,529 | 708|6% |Islamabad | | FM 103 | 588,281 | 889|14% |Karachi,Lahore,Faisalabad,Multan | | FM 107 | 968,489 | 1,912 |24% |Karachi | | FM 91 | 1,355,738 | 2,355 |33% |Karachi,Lahor,Islamabad,Gawadar | | FM 99 | 446,765 | 1,810 |11% |Karachi | | FM 94. 6 | 448,679 | 1,067 |11% |Karachi | |Total | 4,063,481 | 8,741 |100% |   | Summary – Digital |   |   |   | |Networking Sites |Media Cost($) |Estimated clicks |Total Media Cost |Ad serving Cost | | Yahoo | | | | | | |3,771 |8,560 |3,771 |46 | | Facebook | | | | | | |3,520 |25,633 |3,520 |138 | | Google Contextual | | | | | | |4,902 |45,820 |4,902 |247 | | Google Placement | | | | | |2,514 |25,000 |2,514 |135 | | Geo | | | | | | |3,143 |28,000 |3,143 |151 | | Youtube | | | | | | |2,263 |18,560 |2,263 |100 | |Total | 20,112 | 151,573| | | | | | |20,112 |818 | Print Summary – Magzine | |Magzine Name |Net Amount |Readership |circulation | | Pak and Gulf Economist | | | | | |72,977 |45,000 |15,000 | | Images | 324,054| 270,000| | | | | |90,000 | | Dalda Ka Dasterkhwan | | 120,000| | | |49,256 | |40,000 | | Time (Pak Edition) | | 390,000| | | |- | |130,000 | | Young World | | 130,000| | |- | |45,000 | | Smash | | 250,000| | | |- | |55,000 | | Masala | | 280,000| | | |- | |60,000 | | Foodline | | 295,000| | | |- | |75,000 | | Chef | | 220,000| | | |- | |85,600 | | Synergyzer | | 285,000| | | |- | |125,000 | | Newsweek | 375,903| | | | | |45,000 |15,000 | | Kitchen | | 225,000| | | |- | |85,000 | |Total | 822,190 | 2,330,000 | 820,600 | |Print Summary – Newspaper | |Newspaper Name |Net Amount |Readership |circulation | | Dawn ( Combined ) 492,562| 270,000| | | | | |90,000 | | Dawn ( Combined ) | 615,703| 270,000| | | | | |90,000 | | The News ( Combined ) | 1,036,973 | 240,000| | | | | |80,000 | | The News ( Combined ) | 680,513| 240,000| | | | | |80,000 | |   |   |   |   | |Total | 2,825,751 | 1,020,000 | 340,000 | |Channel Summary – Tv | |Channels |Net Amount |Total no. f Spots |Total Sec | | Geo News | 5,113,220 | | | | | |172 |6,880 | | Samaa news | 1,904,587 | | | | | |173 |6,920 | | Geo entertainment | 1,078,137 | | | | | |56 |2,240 | | Ary Digital 3,282,101 | | | | | |95 |3,800 | | Cartoon Network | 1,934,760 | | | | | |100 |4,000 | | Ary Zauq | 3,427,668 | | | | | |141 |5,640 | | Oxygen | 145,714 | | | | | |99 |3,960 | | Ary the music | 364,285 | | | | | |99 |3,960 | | Nickleodeon | 364,285 | | | | | |99 | 3,960 | | Play Tv | 218,571 | | | | | |99 |3,960 | | Masala Tv | 158,961 |108 | | | | | |4,320 | | Axn | 582,857 | | | | | |99 |3,960 | | HBO | 1,007,856 | | | | |99 |1,007,856 | |   |   |   |   |   | |Total | 19,583,002 | 1,439 | | | | | |1,061,456 | |Outdoor Summary | |Location |Campaign Net Amount |Area Sq. Feet | | Karachi | 7,216,000 | 1,080 | | Lahore | 4,329,600 | 4,450 | | ISB | 6,560,000 | 2,055 | |   |   |   | |Total | 18,105,600 | 7,585 | ———————– ADVERTISING CAMPAIGN OF NUTELLA GROUP MEMBERS †¢ SYED MOHAMMAD SHOAIB (4478) †¢ FAIZA KHAN (234) MALIK UMAIR HAMZA (4081) SUBMITTED TO SIR HASAN AZIM SUBMISSION DATE; 17TH DECEMBER, 2011 MARKET SEGMENTION NEED OF MARKET SEMENTATION GEOGRAPHIC SEGMENTATION DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION SEGMENTING BY BRAND LOYALTY TARGET MARKET CONCENTRATED MARKETING POSITIONING Positioning Map High Naheed/Aghas Hyper start EDCO Imtaiz Makro and other local leading store Price Low High Perceived Quality ? The strong Pakistani mindset towards traditional food and against bread can be one of the threats. ? There are no much of a threats until it gets positioned. ? After positioning it has to beware of duplicate brands. The Pakistani market has been and will always be a welcoming one for new products like Nutella as it did for Kellogg’s. ? The purchasing power of Pakistani has been on a raise lately and the rise of urban middle class will be appositive sign for Nutella. ? The population of youth is more and hence Nutella has a bright chance of succeeding. ? Not much of a competition exists in Pakistan. ? It’s high in carbohydrates which is the major nutrient lacking in Pakistani kids. ? It has low GI and it works for the apprehensions of the mothers and keeps the kid energetic all day long. ? It’s tasty and delicious and will definitely work for kids ? Quicker to make and easy to eat which will solve the problem of working mothers who find preparing breakfast a challenge. Chocolate in the morning is not very welcomed in Pakistani homes & Pakistani mothers and kids are still inclined towards the traditional food. Suggested retail price: our retail prices are Bottle of 350gm is around Rs310 Volume d iscounts: As the brand recently will get launch, accept volume pricing when brand reach to growth stage. 1st month discounts: give privilege low prices to costumers buy product at the very first i. e. you also called opening promotional activity. Price flexibility: Nutella is an exclusive brand so we just propose fixed price, no price flexibility. Profitability: Brand profitability is based on the skimming It†¦ †¦ Fall11 PAF-Karachi Institute of Economics & Technology