Teacher Work Sample Part 7

Teacher work Sample: Standard 7 Lauren M. Evins EED/495 May 13, 2012 Professor Mark McCall Teacher Work Sample: Standard 7 Standard 7: Reflections and Self-Evaluation In the education profession, it is necessary for teachers to create lesson plans that adhere to national, state, and district learning standards. The ability to successfully create and implement these lessons that have goals and specific learning objectives is the responsibility of the teacher. A way to evaluate the success of your instructional skills is through reflection and self-evaluation. Reflecting on your own teaching, shortcomings as well as successes, is a way to make sense of your own experiences and to gain perspective on the day-to-day workings of your own classroom. † A reflection and self-evaluation will be listed for this Teacher Work Sample. , which will include an analysis of instructional and student learning, and the effectiveness of teacher instruction. Throughout the implementation of my less ons from the Teacher Work Sample the lessons that contributed the most to student learning were the activities that required students to apply their knowledge in activities.These activities include the vocabulary words used in a sentence, the group discussion that allowed students to build on each other’s responses and knowledge, and the group projects that were a collaboration of student creativity. Some of the greatest barriers to achieving the desired learning results were overcoming the additional background knowledge that was needed to teach the unit lessons, which would consequentially be a need for improvement in the pre-assessment and the analysis of the pre-assessment.One factor that would be done to improve the acquisition of the desired learning results and improving student learning would be to spend more time reviewing supplemental and background information for the unit prior to introducing the unit, and creating a more detailed rubric that analyzed studentsâ₠¬â„¢ prior knowledge. The repeated interruptions and deviations that were taken during lessons required additional modifications in instructional time management and steering the lesson back on path of the learning goals and objectives.Reviewing the seven standards listed in this Teacher Work Sample emphasized key areas of strengths and weaknesses. The strengths of the work sample included Contextual Factors, Learning Goals and Objectives, and Design for Instruction. These strengths allowed a successful creation of goals and objectives that were aligned with Florida State Standards and were achieved with the majority of the student population, as seen in the Analysis of Learning Results.The ability to properly gather data and information in the Contextual Factors helped understand why some students had prior knowledge of Native Americans and why other students has less prior knowledge. The Design for Instruction was implemented with little to no problems; however, the flaws in instr uction did not occur from the design they occurred from the Assessment Plan, which was a weakness and needed additional improvement.The Instructional Decision-Making was also a weakness in that student learning responses were not as anticipated regarding Native American background information and an additional need for improvement would include reacting and modifying lessons without deviating greatly from the original goals and objectives. My professional knowledge and skills were adequate to teach this unit, but my performance would have been enhanced if I had better analyzed the pre-assessment that was given at the beginning of the unit.As a professional, I would need to improve my ability to read and analyze assessment results, which could be the difference in student achievement and failure. The most significant learning insight achieved from this unit would be the understanding that despite detailed planning and instructional preparation, modifications in instruction will alway s arise and it is the teachers responsibility to make the necessary deviations but maintain the unit’s goals and objectives.In general, my analysis and self-reflection would e considered a success with minor weaknesses that would need improvement through workshops, training seminars, and/or with an experienced teacher’s help. Reference Module 6: Assessing teaching and learning. (2006). Retrieved May 12, 2012 from http://www. league. org/gettingresults/web/module6/teaching/teacher_reflections. html

Luxury Good and Gucci Essay

Gucci‘s overall strategy was to vertically integrate to strengthen its overall brand image. After vertically integrating they acquired other luxury retailers to continue to grow horizontally and to increase economies of scope. The economics of the luxury goods industry changed forcing Gucci to modify its strategy. Consumers demand shifted from classic style buyers to style conscious buyers. Gucci not only had to change due to the economics of the industry but they also had several problems with their existing structure. Hence Gucci made the following moves to reposition it to compete in the new economics of the luxury goods industry. Gucci The partnership between DeSole and Ford addresses the company’s inability to have streamlined decision making and consistent branding throughout the company. By partnering product design and strategy, Gucci can now make product and business decisions that deliver a consistent message externally. All products and communications will support the brand image of a luxury goods retailer that Gucci wants to deliver to the marketplace. The cost cutting and targeted layoffs address Gucci’s poor cost structure. While profit margins were healthy, the extravagant spending by the former CEO was reducing profitability. The company had excess headcount in some areas and less in others. The layoffs improved Gucci’s cost structure and streamline the organization. Secondly, Gucci lacked the management talent to run a high end luxury company. By laying off underperforming managers and hiring experienced business executives, Gucci significantly improved the quality of its management team. The cash investment by PPR protects Gucci from hostile takeovers by competitors. The improvement in Gucci’s capital structure enables Gucci to move from an acquisition target to a potential acquirer of substitutes and new entrants. This is critical because in the fashion industry, new brands are always emerging in the market. The $3 billion dollar cash investment enables Gucci to protect its core market better. Additionally, the acquisition of YSL through the merger diversifies Gucci’s product portfolio and creates high barriers to entry. Buyers Due to changing consumer demands, Gucci started to focus on fashion in particular the â€Å"glamorous edge. † Since switching cost for consumers are low and consumers are now demanding new fashions every season focusing on seasonal trends competitively positioned Gucci against its rivals and impeded consumers from finding substitutes. Gucci changed its target consumer from an older more conservative buyer to a modern, youthful, fashion conscious one. Since all of Gucci’s competitors had the same target (30-50 year affluent women) going after a modern, youthful spirited consumer allows Gucci to focus on a different segment of the luxury market, capturing a different slice of the pie. To create loyalty, give consumers options, and to prevent consumers from switching and buying a substitute product Gucci decided to revolutionize their product assortments to correspond with the seasonal trends. In addition they increased the quality of their products comparable to Hermes and offered these products at a value to meet the consumer’s needs. Furthermore, Gucci tailored their product assortment in each DOS to local customers to attract more consumers in the local markets. To better forecast product demand for seasonal goods and to keep inventory costs down Gucci added customer intelligence to the decision making process to better understanding consumers buying behavior. In order to obtain higher profit margins and offer a comprehensive line of products it was necessary for Gucci to diversify its portfolio. Hence Gucci introduced items from scarves to fur coats. To remain focused and maintain its â€Å"luxury status†, Gucci did not introduce diffusion product lines. Gucci had initially set its prices too high hence reducing their retail prices by 30% was necessary to attract and maintain customer loyalty. In order to generate demand for the product Gucci doubled their advertising and turned Tom Ford into a celebrity hoping to attract media and attention from around the world. To restore Gucci’s image as a high end luxury goods retailer they renovated all of their stores to support this new image. In addition all internal and external communications had the same look and feel to convey a consistent brand identity. Furthermore, they reduced distribution through retail stores that didn’t support the new brand image regardless of sales. Gucci launched an official web site to create awareness and exhibit new product lines and to position themselves against their competitors. Suppliers Suppliers are a key driver of profitability—a key competitive force. Suppliers are responsible for delivering a premium product that satisfies the company’s standards in quality and that reflects Tom Ford’s creative vision. Without fast turnover to meet fashion forward trend demands and a quality product, the repositioning of the Gucci brand could not have taken place. To fulfill this vision Gucci created an incentive program to keep suppliers loyal to ensure a quality product was manufactured, on time delivery, and it would prevent the suppliers from forging relationships with Gucci’s competitors. In addition, Gucci made suppliers more efficient through technology and logistics investments, provided training for suppliers and built an EDI network allowing Gucci to efficiently communicate with partner suppliers through the production process. As more fashion products will be produced every season along with the classic products, delivery and meeting demand could become an issue if production processes are not efficient. Investing in suppliers ensures that supplier threat, which is high, is controlled and suppliers have incentives to stay with Gucci. Supplier threat is high because of there is an absence of substitutes suppliers. Switching costs are high for Gucci – other suppliers may be producing for their rivals. Other suppliers may not deliver the quality and craftsmanship Gucci is expecting. In addition, other suppliers do not have experience in producing Gucci products (current suppliers have been with Gucci for long time). Hence they will have a longer learning curve slowing down the production process. There are few suppliers in specific regions: Gucci suppliers had production capacity to meet Gucci’s growth (20-30% a year). However, finding new suppliers would be going into Prada’s territory. With more growth, suppliers gained bargaining power with sub-suppliers and with Gucci. Initially, Gucci had power because suppliers worried that Gucci would go overseas for suppliers. Complementors Complementors are a not a high threat to Gucci because there only a few of them, media and advertising. Competition There are many firms in this industry because profit margins are high. However with the number and volume of M&A activity on the rise, consolidation is imminent with a few big players left in the market. Consolidation among competition has given competitors lower cost structure resulting in a competitive advantage such as ad purchasing discounts and supplier negotiating power. The competitors have a diversified product portfolio to target multiple segments of the market. They dominate in particular segments, for example Hermes and leather bags. Since there is slow industry growth precipitating fights for market share is certain to occur. This may result in a high threat from competitors such as LVMH and Prada. Threat of Entry The threat of entry is low because brand identity and product differentiation has been well established in this industry. In addition, access to distribution channels is limited and the new entrant would be competing with already established channels of distribution for Gucci and others firms. Gucci and other competitors have substantial resources to fight back because they of their monetary resources and could obstruct the new entrant or buy them out.

Floods and subsequent death Essay

Hurricane Katrina formed in the United States in the year 2005, causing floods and subsequent death many people. It is estimated that more than 1800 people lost their lives due to the hurricane. This data makes it the worst in the history of the United States since the year 1928. It is considered to have been the hurricane most costly and deadly in the history of the U. S and was considered a natural disaster. Among the affected places is St. Rita’s nursing home which has let to the trial of the owners Sal and Mabel Mangano. The nursing home was situated in New Orleans in St Bernard parish. It has been build 20 years before the hurricane struck. This home was situated in a depression in the ground. The approximate number of residents of the nursing home was 65 and out of these 35 of them died when the hurricane struck. This has led to the indictment of the owners the Manganos, after investigations were done on deaths at nursing homes and hospitals. Their trial was for negligent homicide where it was alleged that they willfully caused the deaths of 35 people by not evacuation them and also tying them to their beds. However I beg go differ with these allegations and they should not have been convicted for negligent homicide. Nursing Home Establishment Sal and Mabel Mangano were the owners so St. Rita’s nursing home having built it 20 years before the hurricane Katrina. The area where they built the nursing home had patches of terra firma. In marshlands this is a good area and the reason why they had considered it, was because in 1965 during the hurricane Betsy this is the only area that did not flood. In this consideration it means that with the establishment of the nursing home they had considered that incase there was a hurricane, there at St. Ritas it would not flood. This shows clearly that they would not have intentionally neglected their residents to suffer and drown in the floods and the subsequent death hence they should not have been convicted. For this consideration they had in mind that, just like in 1965 the hurricane was not going to affect them and for this reason they did not evacuate but instead they went up their one story building. A Show of Kindness During the time of imminent floods the Mangano’s has intended to safe other people by inviting them to St. Rita’s nursing home among these their staff and relatives as well as their won relatives. The reason they had done this was because they were kind enough and were ready to help other people. If they had a motive of willingly exposing their residents to flood and death they then could not have invited their resident. They had the best intention and they felt that they would not be affected by the floods and thus they did not neglect their residents or even wish for them to die. They had offered shelter to more than 25 people who had gladly accepted since they were exposed to the disaster of the hurricane. Safety Before the worst hurricane happened on 29th of august 2005, the mangano’s felt that everything was alright. They checked and inspected the area which showed that the ground were dry, the parking lot and the roof was also alright. However it is at this juncture that the hurricane struck. Sal mangano had herself gone outside with several other men to inspect the situation and ensure that everything was alright and that the people inside could not be in any danger whatsoever. Meaning they were concerned greatly about the safety of the people who were already inside at St. Rita’s nursing home, they could have done anything to ensure that these people were safe. The Hurricane Katrina Even when the hurricane struck the manago’s did not neglect heir resident in cat they went inside and tried to fortify the windows and the doors in desperation of trying to protect them. All the same a strong wind and a strong flow of water hit the nursing home’s walls and even penetrated inside, rising in the building. The mangano’s alongside their relatives some of them as well as their staff worked relentlessly during this time of the floods and also made frantic efforts to safe the people at the nursing home. This means all this time what they had intended was the good of the people at the nursing home and more than anything they used their judgment with the utmost good intentions of saving the people. Conclusion According to the law in the united sates of America the Louisiana requirement is that an evacuation plan should be in the nursing home but id does not state about being mandatory during an actual o evacuation. The law also recognizes a safe place and allows the nursing home to evacuate to such a place In this context the mangano’s did not willfully ignore these rules because they did everything that they could in fortifying their doors and windows in an effort to make their residents secure and to protect them from harm fro the Katrina hurricane and to protect them from drowning as well. St Rita’s nursing home was for the elderly people and others with special needs. One of the reason s why then mangano’s did not evacuate them is because they felt that by moving the people they would have been doing more harm than good, since most of the frail ones would have suffered or even died in transit. This again comes to show that the mangano’s made one judgment which was in consideration of their residents to protect them more than to harm them. The mangano’s did not at any one time leave or abandon their residents, they were there themselves and they had also invited their relatives and other people to offer them shelter, if they were willingly exposing them to danger they would not have invited their relatives and they also so would have rescued themselves leaving their residents to die. Therefore, the mangano’s used their judgment and safety measures. They felt that this area where the nursing home was situated probably could not be affected by the hurricane. They should not have been convicted of negligent homicide for the above reasons. References: Carrie Khan, Nursing home owners not guilty. 5th December, 2008. http//www. npr. org/templates/story/story. php? storyId=14261612 Dawn Fratangelo, what happened at St Rita’s Nursing Home? 3rd march, 2006. Http//www. msnbc. msn. com/id/11658446 Paul Rioux, St. Rita’s owners say no help was offered before Katrina hit, 15th September, 2005. http//seniorjournal. com/NEWS/Eldercare/5-09-15StRitaNoHelp. htm

Gender inequalities in the workplace Research Paper - 1

Gender inequalities in the workplace - Research Paper Example Although it is evident that there have been significant gains in the workplace regarding equality in recent times, it is also evident that progress, to ensure equality, has stalled or slowed down. Despite being more than five decades since the idea of empowering women to participate in all the key sectors of the economy was born, it is evident that women face issues related to sexism in their workplace. In effect, this has had an effect of slowing down the gains achieved in ensuring equality. In the United States, Title VII of the Civil Rights Act of 1964 was one of the instruments that contributed to the participation of women in the workplace. This article not only prohibits discrimination due to gender, but also prohibits discrimination of people from the workplace based on their origin and religion (Gregory 1). Inadvertently with the advent of Title VII, it is evident that the world witnessed sweeping changes in the economic and social trends, which enhanced the participation of women in the workplace with the statistics increasing ever since. In the contemporary world, the United States continues to witness women rising in positions of power and their elevation to professional and corporate levels that were previously not fathomed. Despite all these achievements, various issues continue to underline inequality in the workplace. Sex discrimination in the workplace and other key areas of the economy might have subsided although it has not ended. Commenting about the participation and discrimination of women in the workplace, Abrams noted, â€Å"The present day finds us not at the end of the path, but navigating a crucial bend in the road† (1183). In this regard, women have realized that they have made substantial gains in the workplace although there are factors that inhibit their participation in the workplace. In line with this, it is crucial to point out that today’s woman can secure

What effect did the Enlightenment and the Great Awakening have on life Essay

What effect did the Enlightenment and the Great Awakening have on life in British North America - Essay Example The natives were also very much concerned with their beliefs, authority of their tribal chiefs, the traditional responsibilities for an individual’s clan and their close relationship with the nature (Demos, 4). The English were trying to bring these natives from â€Å"darkness of heathenism† to Protestant Christianity, which could fill the savagery lives of these natives with bright light of English â€Å"civility†. However the transformation in the form of an awakening did not happen overnight. The English started to build villages, started plantation, trees were cut down and sawed to build houses, barns, furnishings, etc. They also built special places called â€Å"praying towns† for the inhabitants who converted to Protestants. But the British faced many natural hindrances like winter cold, crop blights, droughts and storms. Then there were epidemic diseases like small pox, measles, respiratory illnesses and typhus, which were brought by the European colonizers themselves also acted as crippling influence to their plans for creating a new civilization. It also created demographic losses and complications brewed up with ethnic, linguistic and religious differences. (Demos, 3) After much struggle when they finally built the colony, during the late 17th and 18th centuries, different cities of colonial America played a pivotal role as many of them were seaports and it enabled the Enlightenment movement of Europe to reach American soil.... The theory of Rational Christianity also emerged during this period. This Enlightenment process reached the American colonists a century later and during the late 1700 and early 1800 century the American colonists saw a key change. The British colonies were liberal in their outlook in dealing with different intellectual and religious challenges. During this period America saw many spiritual and religious revitalizations. It also challenged the divine right and role of religion. It enabled the American colonists to challenge the King as well as the divine right. This helped to raise common views between the North and South and this belief was preached across the races through North and South of the colonial America. It also stated that slavery is similar to sin. The people began to develop belief in themselves and the importance of the church and the clergymen diminished. Changes were observed with respect to the reducing significance of the sects. (The Great Awakening And Enlightenme nt In Colonial America). The period saw a growth in literacy and witnessed an increase in number of colleges. The impact of the Great Awakening in colonial America led to creation of many new colleges in order to educate â€Å"new light† ministers like – Princeton, Rutgers, Brown, etc. This enabled to create a rift between believes of the thinkers and it resulted in formation of two cults namely, â€Å"old lights† who believed in rational process and â€Å"new lights† who focused on the experience gathered from life. These religious challenges also strengthened political challenges to the authorities (CHAPTER FIVE: THE CULTURES OF COLONIAL NORTH AMERICA, 1700—1780). Many soldiers those who took part in the revolutionary war were â€Å"new light†

Evaluation of a planned actiity Essay Example | Topics and Well Written Essays - 1000 words

Evaluation of a planned actiity - Essay Example But the ideas of some people concerning children growing up in bilingual environments have not in any way benefited these children, and may have an adverse effect on them. Therefore, when a parent changes jobs and it involves moving to a different part of the world, there is linguistic demand on them and their children (Romaine, 1995). During the first week, I observed the children in the role play area and offered guidance and assistance when needed. In the second week I joined the children in the role play area, initiating and supporting. Finally I introduced an old word processor in order to improve and extend the children’s writing skills. Children could use this to type things such as prescriptions, appointment sheets and health advice and print them off. By adding props which support early writing, it allows the children to make early attempts at writing through play. By adding this word processor to the role play area it will â€Å"help set the scene† for the topic area. This allows the children to get involved and makes the role play area more â€Å"meaningful† to the activity (Cooke, 1997, p. 122). On the first day, the teacher read a book called â€Å"A Day in the Life of a Doctor† to the whole class. The teaching assistant translated it to Urdu, a member of the EAL (English as Additional Language) department translated it to Tamil, and this in turn started a discussion about being ill and going to the doctor. A child in my group who is normally shy and timid started to participate in the conversation. When this child is home, her first language is Tamil and her English is very limited, however, listening to the lady translate it she started responding by telling how her sister had a cough and that her mum had to take her to the doctor. She was also listening to her peers explaining in English and she tried to start a simple sentence in English by saying â€Å"my mum†, then she stopped as she got embarrassed. This

1. Compare two article (see attachment) Coursework

1. Compare two article (see attachment) - Coursework Example This particular study also involves the presence of both qualitative and quantitative approach of research methodology. In terms of qualitative study, article 2 involved in the procedure of data collection through the review of several research articles. However, in this research article, there are no such evidences of application of any sort of theory or model (Black, 2013; MacIntosh & Doherty, 2007). Both the aforesaid articles witnessed the application of quantitative research methodologies. These quantitative research studies in both the articles involved the use of questionnaire for the purpose of gathering primary data from different respondents. In this regard, relating to the research article 1, data has been mainly collected through the framing of a questionnaire, which is specifically designed for two categories including private and public sectors. These involved 547 respondents (Ramachandran & et. al., 2011). On the other hand, in article 2, primary data in the form of questionnaire was mainly collected from the respondents of five different fitness clubs. In this approach, 113 individuals have responded to the questionnaire out of 250 targeted participants (MacIntosh & Doherty, 2007). In this study, questionnaires were sent to 250 clients through mails and out of which 113 of them responded effectively and provided valid responses (MacIntosh & Doherty, 2007). From a contrastive perspective, in article 1, the 547 respondents exclusively involved the faculty members of different higher educational institutes, comprising both public and private. In this study, data was collected by contacting with them through telephones or mail (Ramachandran & et. al., 2011). Furthermore, in article 1, the methodology also involved the presence of a pilot study amid 20 respondents. The reason behind the conduct of pilot study is to determine the

History and Political Science Coursework Example | Topics and Well Written Essays - 750 words - 1

History and Political Science - Coursework Example Both a stop and an arrest are considered â€Å"seizures regulated by the Fourth Amendment† and â€Å"must be justified by reasonable suspicion of criminal activity on the part of the detainee† before they can be enacted (Harr, Hess, and Orthmann 233). Furthermore, the intensity and scope of a seizure determines the transformation of a stop to an arrest (Harr, Hess, and Orthmann 233). A stop is considered a temporary detention, while an arrest is more of a long-term detention. ... On the contrary, Terry recognized that it may be the essence of good police work to adopt an immediate response. (Harr, Hess, and Orthmann 235) A reasonable suspicion for a stop or a probable cause for an arrest depends on the â€Å"totality of the circumstances† (Harr, Hess, and Orthmann 235). While â€Å"an anonymous tip, with nothing else, has been held to lack sufficient reliability to establish the reasonable suspicion for a...stop† (Harr, Hess, and Orthmann 235), other circumstances, such as â€Å"flight from police† may be a â€Å"relevant factor overall† (Harr, Hess, and Orthmann 235). This should be held in view of â€Å"the totality of the circumstances† (Harr, Hess, and Orthmann 235). One good example given is when a person suddenly fled at the sight of the police in a high-criminal area. While it may automatically indicate any wrongdoing of the part of the person who fled, the overall circumstances provide the police reasonable suspicion . When evidences are found on the person, then there will be a probable cause for an arrest (Harr, Hess, and Orthmann 236-7). How much force can be used by an officer when executing an arrest? How is it determined? => During seizures such as an arrest or a stop, â€Å"Terry allows officers to take all necessary steps to protect themselves if the circumstances reasonably warrant such measures† (Harr, Hess, and Orthmann 238). If the situation requires such actions, the police officer may 1) â€Å"draw their weapons,† 2) â€Å"have a reasonable number of backup officers,† and; 3) â€Å"handcuff individuals or place them in the back of a squad car† (Harr, Hess, and Orthmann 238). However, sometimes, even just a â€Å"frisk [is enough] protective action† during seizures (Harr, Hess, and

Environment impact and health risk assessment Essay

Environment impact and health risk assessment - Essay Example The problem of air pollution has increased rapidly since the onset of the industrial revolution. Factories, trains, automobiles, and planes produce tons of emissions that damage both the environment and effect the health of the general population. There is little doubt that the environment has been effected by the corrosive nature of air pollution, for example recent studies have shown that holes in the ozone layer has occurred over the Antarctic and Arctic. The effect on health is even more dramatic. The 1952 London killer smog made headlines throughout the globe. It was estimated that air pollution caused about 4,000 deaths. Carbon monoxide emissions cause apathy, fatigue, headache, disorientation and decreased muscular coordination and visual acuity. Research is underway to assess the long-term effects of chronic exposure to low levels of air pollution most people are exposed to, especially in developed countries. There may well be a link between air pollution and cancer, birth de fects, and genetic mutations. The Columbia Electronic Encyclopedia â€Å"Air Pollution: Effects† Acid Rain Acid rain (and snow) impacts the environment is several ways including water, land, infrastructure and forest ecology. In lakes and rivers, acidic precipitation lowers the ph level affecting fish and other aquatic life. It also facilitates the erosion of rocks and increases metal, mostly lead in the water. People who walk in and swim in water with a relatively low ph generally suffer no ill effects. Similar to water, acid precipitation lowers the ph in soil. Some plants and crops are adversely affected by a low ph. In addition soil nutrients can leach out of the topsoil and into the groundwater and eventually into the water table. In the United States acid rain occurs virtually everywhere and is especially prevalent in industrial areas. The infrastructure is also affected by acid rain. Recently in the U. S. there have been numerous bridge and highway failures. One of the main causes is corrosion. Acid rain is a major contributor to this phenomenon. Structures of cement, limestone and marble are also susceptible to weathering enhanced by acid precipitation. Acid rain damages trees especially at high elevations. Wildlife is affected negatively. Answers.com â€Å"how does acid† There are also negative effects on human health. The pollutants that cause acid rain are the culprits. Sulfur dioxide and nitric oxides cause a myriad of health problems in humans (and animals). The sulfate and nitrate particles are inhaled and can cause lung inflammation, asthma and emphysema. Fortunately the Acid Rain Program is working toward reducing acid rain and lowering the mortality rate and hospital visits due to this pollution. EPA Home â€Å"Effects of Acid Rain† Global Warming Some people question whether there actually is global warming. It is my opinion that there definitely is. If nothing is done to stop this trend the results will be devastating an d probably irreversible. Even the skeptics cannot argue that ice is melting at the poles. Continued melting will cause an increase in the sea level. There will be other unpleasant consequences. The melting arctic tundra may be causing an increase in methane levels in the atmosphere. A mysterious spike in the methane level in the atmosphere was measured in 2007. Have you noticed the increase in severe storms? I have. Effects of Global Warming â€Å"Global Warming Effects†

Congestive Heart Failure Research Paper Example | Topics and Well Written Essays - 2000 words

Congestive Heart Failure - Research Paper Example When the situation happens, the heart is not capable to provide adequate blood to visceral organs including; the kidneys, brain, and liver. This condition can be caused by the failure of either the left ventricle or the right ventricle or both to function. This ineffective functioning of the heart muscle can be caused by: 2. Diseases that cause the inflexibility or more particularly the stiffening of the heart muscle. These infections of the cardiac muscles are called Myocarditis, additionally; heart attacks can weaken the heart muscles; 6. High blood pressure, on the other hand, reduces the effectiveness of the heart muscles and therefore people suffering from hypertension are at more risk of suffering from CHF than their healthy counterparts. High thyroid hormone level (hyperthyroidism) and vitamin deficiency are rare causative agents of CHF; Apart from affecting the cardiac muscles, the body may be affected by diseases that increase the oxygen demand of the body, therefore, limiting the heart from satisfying the high oxygen demand (McKee, 137). There are various symptoms that characterize or define that one may be suffering from Congestive Heart Disease and therefore likely to develop CHF. These symptoms range from the abnormal morphology of some organs of the body to psychological disturbances. Some of the morphological symptoms include unintentional weight gain, swelling of the feet, the ankles and the abdomen and visible veins in the neck region. Other symptoms include anorexia and indigestion, vomiting and nausea, lack of breath with or without activity, lack of sleep, general body weakness, and increased frequency of micturition especially at night, coughing and low level of concentration at work.  Ã‚  

William Shakespeare also known as “The Bard” Essay Example for Free

William Shakespeare also known as â€Å"The Bard† Essay William Shakespeare was one of the best writers of his time, and has written stories that are still being read and talked about today. He was thought of to be an inspiration to many upcoming writers and has helped to shape literature into what is today. Shakespeare’s writing s give vivid and interesting details about the topic he is writing about. His writings also tend to make others enjoy reading more often. Even though Shakespeare has no birth records there are church records which indicate that a William Shakespeare was baptized at Holy Trinity Church in Stratford-upon-Avon on April 26, 1564. From that information they believed that he was born either on or near April 23, 1564. Shakespeare married Anne Hathaway on November 28, 1582. William was 18 and she was 26 and also pregnant. Shakespeare’s first child was a daughter born on May 26, 1583, they named her Susanna. Shakespeare was the third child of John Shakespeare who was a leather merchant and his mother Mary who was a local landed heiress. Shakespeare had two sisters Joan and Judith, and his three younger brothers Gilbert, Richard and Edmund. From roughly 1594 Shakespeare was an important member of the Lord Chamberlain’s Men Company of theatrical players. It was said that â€Å"Shakespeare wrote plays that capture the complete range of human emotion and conflict. Shakespeare was also often called the English national poet and is to be considered the greatest dramatist of all time. Also there are little Cox 2 records of Shakespeare’s childhood and virtually none about his education, but scholars think Shakespeare attended King’s New School. Others often ponder on whether William Shakespeare really existed. By 1952 there was some evidence that Shakespeare was living as an actor and a playwright in London and may have had several plays produced. Around 1597 15 of Shakespeare’s 37 plays  had been published. By 1599 Shakespeare and his business partners built their own theater, which they later called the Globe. Shakespeare’s early plays were written in a conventional style of his time with complex metaphors and rhetorical phrases that didn’t always match with his plot or characters. Although Shakespeare was very modern, adapting to the customary style to his own motives and creating a freer flow of words. Shakespeare’s work and been a major influence on later theatre and literature. Throughout the 1590’s Shakespeare’s reputation continued to grow. From 1594 to 1608 he was fully involved in  the London theater world. During much of this period, Shakespeare was ranked as London’s most popular playwright, based on the number of times his plays were performed and published. By the late 1590’s Shakespeare had become an established writer and a prosperous. Cox 3 By 1612 Shakespeare had become England’s most successful playwright. It was said that he divided his time between Stratford and London. Shakespeare was a respected man of the dramatic arts who wrote plays and acted in the late 16th and early 17th century. Today his plays are highly popular and are persistently studied and reinterpreted in plays. The genius of Shakespeare’s plays will forever be performed and read. Furthermore William Shakespeare also known as â€Å"The Bard† was a man who changed the way we look at literature today. Also he was thought to be a literature genius making his plays different and extraordinary. Shakespeare is a man who others have looked at throughout the course of history to learn to be better writers. William Shakespeare was a legend and shows just how much reading and writing can take you. Cox 4 Citation Page www. biography. com – William Shakespeare www. worldbookonline. com – William Shakespeare.

Nelson Mandela Essay Example for Free

Nelson Mandela Essay Nelson Mandela was a man of honor. A man who sacrificed his life for the betterment of others. He was born July 18, 1918 in South Africa. He grew up in a segregated country. He later became an activist against apartheid. He protested and paraded the country. He got arrested and spends the next 27 years in prison. He still did not give up the fight against apartheid. After getting out of prison he became the first democratic elected president of South Africa from 1991 to 1997. After his presidency he created several nonprofit organizations to help and make South Africa better. Nelson Mandela was a man who doesnt care what people say or think about him. He always does what he thinks is right even when the majority disagrees with him he still goes on doing what he thinks is best. When he started fighting to end apartheid, he knew that he was sacrificing his life. He knew that his life was shortened. That death was near, but he doesnt care because he knows that his sacrifice will pay off eventually. Nelson Mandela was born in South Africa. All through his childhood, living in South Africa as a black man was brutal because of the apartheid. There was different school for black children. Restaurants were segregated, maids were used as slaves. Growing up, the rule at that time was that at 6 pm, a siren would sound, which meant that no black people were allowed on the streets after that time. If they are caught by the police they had to show prove of identity. If they couldn’t produce this, they were arrested and put in jail. Black South Africans owned noting during that era. No houses, no cars and they weren’t allowed to have accounts of any kind. Even at the mall there were different bathrooms for white people. Park benches were segregated public water fountains were segregated. Almost everything starting from the public transit to owning an apartment was separated between whites and blacks in South Africa. In 1961, Nelson Mandela became leader of the armed wing branch of government. He protested all over the country, sabotaging the apartheid government. Since the non-violent way of trying to end apartheid is not working, he devices a plan which call to destroying several government buildings. Such as, the post office, the police station and other government offices. It worked great until citizens started getting killed in the buildings. The police arrested him on numerous occasions, with no solid evidence they let him go. Finally they arrested him for treason and sabotaging the government. After getting arrested he was sentenced to 27years in prison. In the winter of 1964, Nelson Mandela arrived on Robben Island where he would spend 18 years of his 27 years prison sentence. Put in a small cell, with no bed, just a bucket for a toilet, he was forced to do hard labor in a quarry. He was granted one visitor a year for 30 minutes. He could write and receive one letter every six months. But Robben Island became the place, which transformed him. Through his intelligence, charm and relentless pursuit, Mandela eventually controlled even the most brutal prison officers to his will. He gained leadership over his prison mates and became the head of his own prison.

Skins as a Form of Branding Opportunity

Skins as a Form of Branding Opportunity EXECUTIVE SUMMARY This study makes an attempt to understand the business of ‘skins and the various ways it can be made a part of Ambient Media to offer more branding opportunities to advertisers. This involves various forms of skins, its multiple applications, and the ways in which it can provide branding opportunities. Skins are the 2nd generation products that can be applied to any external surface and are printed and used for personalizing or branding devices or surfaces. The concept of skinning was introduced in the US 5 years ago. Since then the product has found its way in Europe and South East Asia. The business of skins is at a very nascent stage in India. The scope of this dissertation is to analyze the use of ‘skins, where every surface is brought to surface quite literally, as a medium to interest and engage consumers. With ‘skins, no space is left mundane and dull as long as there is an opportunity to style it and brand it. The research undertaken for this purpose was exploratory in nature. It was broadly executed in 2 Phases. The first phase was the stage of Secondary Data analysis wherein extensive review of existing companies and practices in the domain of skins was conducted. This is to investigate various business models around skins. The first phase also included Primary Research by interviewing consumers through a qualitative, depth interviews. This facilitated a grasp on what the consumers think about brands and their innovations in branding. It is primarily to check how different mediums affect them, and what affects them the most. Phase 2 of the Research Design involved in-depth qualitative interviews of 5 Brand Managers and 5 Industry Professionals (mix of Media | Advertising | Retail | Industry Veterans). The Phase 1 Primary Research results will be used to provide better insight into the interaction with B2B respondents. These interviews were helpful in getting insights to substantiate the secondary research and the consumer surveys. Once the data had been collected, it was analyzed to facilitate opportunities and make generalizations. The factors that companies would take into consideration were Licensing of brands, Personalization through Brand Designs and various Manufacturing processes that enable production of high-quality skins. Also, new technological innovations that can aid skins to be developed as more functional and engaging for the customers were necessary. Based on the findings, certain models were identified and conclusions were drawn. With the media industry growing, new forms of media are sought after regularly. This study enables one such potential form of Ambient Media to make its way into the advertising plan of Brand Managers. Although a lot of international companies have made their contributions to the medium of skins, its time India opened up to this phenomenon. INTRODUCTION The need to be different, which stems from the need to be noticed leads to multiple changes in the environment. Some of these changes are fads, the others determine the future. Seen from a brand managers perspective, some of these basic human desires can lead to a plethora of opportunities for them. One of these opportunities is discussed below. It deals with the domain of modified aesthetics. As more and more portable gadgets and other forms of electronic and technological means are consumed by us every moment, their usefulness continues to expand. But just carrying the latest gadget which looks like everyone elses version of that latest gadget is not enough anymore. So why not personalise it. Better still why not use the investment as a branding opportunity. Not only gadgets, there are innumerable surfaces available today that are waiting to be utilised. Advertisers have the opportunity to brand all surfaces through skins. These surfaces can be identified as: Wall skins: walls, cupboards, mirrors, drawers, doors, etc Fleet skins: cars, cabs, biked, aircrafts, trams, buses, trains, etc. Devices skins: laptops, mobiles, music players, all appliances, etc. The idea of making electronics or any other product more personal is that the real world can also start acting more like the online world. Similar to how one can change their online profile anytime they want, so can they have their most loved brands or their favourite images on their phone or car! These products known as ‘skins, not only make your common device look stylised, but also protect it. These skins that can be pasted on any exterior surface are soon becoming extremely popular within a very short period of time. They are a dream come true in the ‘customization arena. This application has created waves worldwide and is now revolutionising the way mundane products are being presented to the world. Apart from this key use, there is the Branding Opportunity that ‘skins bring along. While personalisation is fast becoming popular, it is not the key issue here. What the scope of this dissertation is to analyse this innovation as a new format for Brand Managers. It will not only open up new branding prospects, but also be included in the fast and upcoming category of Ambient Media. Ambient Media is the name given to a new breed of out-of-home products and services determined by some as Non-Traditional or Alternative Media. Ambient media advertising is a way of overcoming traditional method of advertising to get the attention of the consumers. Ambient media in a larger scale define the media environment and the communication of information in ubiquitous and pervasive environments. The reasons why Ambient Media has grown are: Decline in the power of traditional media Greater demand for point-of-sale communication Ability to offer precise audience targeting General versatility While some see it is a fiendish way of getting an ad message into every nook and corner of our lives and on to anything that moved, yet it was the sector that was growing outrageously through the 90s. It was argued that ambient alone never made any brand famous, and marketers would soon get tired of this faddish and whimsical medium. However, such judgements were not possible as ad revenues were unstable and fast changing. Also, as media proliferation made it harder to get attention, advertisers look for other ways to place their brands before people. This can be via all sorts of locations and methods and often close to the point of sale. This is where ‘skins can come in and enable brand managers to make their brands be seen. As it is put over everyday use products, the opportunities will be numerous. In todays day, when one travels, it can be seen that all around, commuters work and play away on laptops, PDAs, iPods, mobiles, blackberries, sometimes all at once. Mobiles and pervasive media have truly reshaped the practices of travel. This provides tremendous potential for a business like Skins to enter the market. Apart from public spaces to use ambient medium, individuals personal surfaces can also be used as a fresh medium of branding. Laptops, iPods, Mobiles, etc. all are new opportunities in the ambient media world which can be used for branding through skins. While it is true that Media images change the way we see and experience a city, why not make it aesthetic and meaningful. Until now, out-of-home activities that engage the consumer like hot air balloons with slogans, digital out-of-home, and life size mascots for brands, etc. are considered the norm for Ambient Media. However, formats go out of fashion very soon, and newer ways to brand and reach consumers are sought by marketers. In earlier times, brand positioning and promotions through mass media did the trick for marketers. Customers flocked to buy the brand that was advertised and thats how many successful brands were created. However, increasing media clutter and reducing customer attention spans have resulted in decreasing effectiveness of traditional practices. Therefore modern brand managers have started using techniques like Brand Inclusiveness and Brand Engagement to conquer customer hearts. Brand Inclusiveness: The brand can become a part of the customers lives through a planned presence. For example: a mobile phone or a laptop is personal belonging of a customer that is highly significant in todays world. What better way of brand inclusiveness than to Brand these gadgets itself. Skins as a medium can be used by companies to as a branding opportunity by sending the loyal customers a skin each for these gadgets. These skins can be customised as per the customers gadget model and can then be used as both a branding and well as a style statement. The loyal group of customers would be proud to sport their favourite brands skins on their phones or laptops. This is a high level of brand inclusiveness for companies, where they can manage to convince their loyal customers themselves to become their brand champions, and hence, brand managers. Brand Presence: Customers live busy lives and the brand needs to touch their lives in relevant ways. This requires the brand to be present at places frequented by customers. This can be done through a number of ways: Skinning cabs in urban cities with the branding of various products of services that are targeted to the cab-using population of the society Skinning Public Buses with the branding of various products and services that are targeted to the us-using population of the society Skinning tables at coffee shops with brands that compliment a coffee or such an environment Skinning conveyor belts at airports Skinning Elevators at public spaces like Corporate Offices, Government Buildings, Residential Societies, etc. Skinning PCO booths, etc. Brand Engagement: Brands have realised the importance of the interactive approach t engage customers. This can be done through various co-creation ideas. So while, interaction can exist individually, a mix of skins (visual) and interaction can do wonders for a lot of brands. While skinning the vehicles or other such ambient forms can be a standalone practice, brand engagement would take this idea further. For example- If the cabs are skinned by a Credit Card brand, then the cab driver can offer pamphlets of the passengers. If the cab is skinned by a Chips brand, then free trials can be offered in the cab to the passengers (in case of a new product). Also, the passengers of a skinned cab can send an SMS to receive further information about the brand, to receive a catalogue, free trial, etc. A lot of ways to engage the customer are possible after the initial visual of the brand through Skins. Concern for Customers: Customers want their favourite brand to show concern for them. In this regard, there is a special kind of Skin called ‘Gripper. A gripper has two parts. The small skin sticks to the back of the mobile phone, while the big skin sticks on any surface which has an angle. Mobile Phone brands or Telecom providers can use this product with a social message. The gripper helps hold the phone to the surface on the bigger skin. This will help highlight the use of mobile phones while driving, as the driver can stick the phone on the angled surface which provides holding the phone while driving. The phone often slips from the cars dashboard, which now will be held in place by the gripper and enable the driver to take some calls on loudspeaker. Also, Wall Skins can be used at key public places by brands in order to give out social service messages to the public at large. These wall skins can come in all sizes and will create large scale awareness if put at strategic places. Hence, the inclusive brand image focuses on touching customer lives in a relevant manner. The brand needs to engage customers and the use of interactive media comes handy for this initiative. Hence a brand can conquer the hearts of consumers by showing concern and being available at all times, all places. The scope of this dissertation is to analyse the use of ‘skins, where every surface is brought to surface quite literally, as a medium to interest and engage consumers. With ‘skins, no space is left mundane and dull as long as there is an opportunity to style it and brand it. As we see that Media is evolving from Digital to Pervasive to Interactive, every brand needs to speak to the consumer at different touch points, so as to keep the consumer engaged, yet not be disliked. One example of ‘skins in the form of Auto wraps that is seen in the recent times in India is the branding on Cabs and other vehicles. For example: Meru cabs run campaigns of different brands for different periods of time. Here the Brand Alliance between Meru and the advertising brand leads to recognition in the marketplace. Clever messages can be put up for different target markets, giving brand managers an innovative medium to engage the consumer. It generated street level advertising. What are skins? Skins are the 2nd generation products that can be applied to any external surface and are printed and used for personalising or branding devices or surfaces. The concept of skinning was introduced in the US 5 years ago. Since then the product has found its way in Europe and South East Asia. Following are the basic features of skins: Currently, the Skins are made up of vinyl that is digitally printed and post printing it is cut either as per general dimensions or cut as per the device. However, this manufacturing process can change a per technology used or requirements Skins are available for mobiles, laptops, portable music players, gaming devices, cars, and any other external surface Skins are available in general sizes and custom made, where the skins are per-cut based on the device However, the concept of skins is fast changing as per various different manufacturing processes used. There are new hard cover skins also introduced in the market A combination of fixed designs and the option of personalised designs is made available The complete product range will be: Skins made up of Vinyl Skins made up of different textures such as Leather, Canvas, Jute, etc. Skins made up of Gel Grippers used to hold a certain product kept on a surface at an angle Wall skins Hard Cover skins Electro-statically charged skins More and more technological innovations are leading to different types of skins being launched. However, all of these can be used as an Ambient Medium by companies for Branding. The major manufacturers of vinyl skins are: 3M, Avery, Kodak, Mactech. However, there are other numerous vinyl manufacturers present in the market. More and more technological innovations are leading to different types of skins being launched. However, all of these can be used as an Ambient Medium by companies for Branding. Cell phones, laptops, MP3 players, iPods, Blackberries all these personal electronic devices have changed the way we go about our everyday lives dramatically. Millions of people around the globe have embraced these changes and are sure of staying at the receiving end of cutting edge technology. Because technology inspires passion, people who are passionate about their gadgets are more often than not passionate about other areas of their lives such as music, sports, movies, art, fashion, etc. Skins result from this passion. People get a chance to express themselves and personalise their electronics which helps them reflect their favourite interests. School children can skin their laptops to display their school colors or logo, cell phones can be skinned with their favourite design, Music Players can be skinned with their favourite artist, etc. The opportunities are tremendous. A large variety of skins are available for a wide range of electronic devices and new technology. They can be either individually designed or branded. Branded skins are a new way of companies to reach out to the customers. Brands such as Disney, NFL, Star Wars, Superman, etc. can be bought through licenses and sold to interested customers through multiple sales nodes. Some articles have been reviewed to understand the Ambient Media market, gauge trends in the same, and determine need gaps for a product like ‘skins. â€Å"India will overtake China next year to become the fastest growing advertising nation†, Jones, S. (2009) LITERATURE REVIEW Skin Care: The Sensual Surfaces of Objects â€Å"Aesthetic modification of product form is common practice in industrial design. Designers are trained to create beautiful products, which not only provide an aesthetic experience to users, but also lead to enhanced profitability†, Boradkar, P. (2004). In fact, the desire to increase sales in a market that was flooded with too many goods is what led to the practice of industrial design. This practice of alteration of the basic form of a product is often referred to at the ‘stigma of styling by industrialists and designers. However, according to this article, these changes undertaken by the designers are limited to the external surface of the object. The term used here for external surfaces or shells of objects is ‘skins. These skins can have multiple meanings that are created by the designer, user, critic, etc. Virginia Postrel, in her book The Substance of Style, has argued that aesthetics has become a significant and an omnipresent component of everyday life in the US. She has gone on to say that it is clearly visible that we are increasingly becoming fond of beautiful surfaces in case of objects, environments, interiors, and our own bodies. There are multiple proofs to this theory of dependence on aesthetics the popular profession of image-making, the makeover shows on television, innovations for the perfect product, the perfect look, etc. Style has seeped into our lives. This according to her is skin care. Human Skin It provides sensation and protection from the external environment. It is constantly in a process of change and regenerates itself on a regular basis. Object Skin The five major categories that signify the primary functions of object skins are: Protective Skins, Informational Skins, Sensorial Skins, Technological/Intelligent Skins, and Mythical/Fetishist Skins. My topic of study here is the ‘Sensorial Skin which includes Visual Skins. These skins arouse admiration, fear, curiosity, contempt, etc. Social meanings of these graphics and designs can be traced back to the context, object, user, etc. Hence, the article concludes that the process of styling or creating new skins is often practised in design consultancies and corporations, where the products only change appearance without any added utility or other value. Creative operations are performed on the skin to stimulate desire, but these are often justified as attempts to satisfy a wider range of user needs. This is said to be the role of commodity aesthetics to the ‘sexing-up of the object. As ‘skins is the prime area of study, this article gave insights on the concept of a skin. Now, we move on to the next few articles on what is happening in the Media World and where it is headed, to understand the broader aspect of the use of ‘skins. The Future is Ambient â€Å"Ambient Intelligence deals with the embedment of media in the natural environment on people†, Lugmayr, A. (2006). Embedding media into peoples environment indicates the need for the creation of a new form of media. The article explains ambient media to create a mix of real-world objects in the natural environment of the consumer and also digital objects which are of any arbitrary form. The key feature of ambient is distribution rather than storage. There are 5 principles of ambient media mentioned: Ambience media object is a service oriented asset space Intelligence smart technology for content aggregation Distribution distributed across a wide area of networks Self-organisation aggregated either automatically or collaboratively Pervasiveness accessible anytime, anyhow. Anywhere The conclusion here is that: Ambient media is the future of multimedia which allows natural interaction and easy access to content anytime, anywhere, and anyhow. How Ambient Media Ambient Marketing is now making its way into the brand managers mind and fast becoming the new marketing communication discipline. Companies are looking at more and more ways to connect with the consumers, not only in private spaces, but also out-of-home. The article says that this sort of marketing can be called anything, but the challenge lies in taking it to the street level. Greg Aithurton, Nintendos marketing manager says ambient exists in non-traditional media formats without direct interaction, whereas experiential goes a step further and actually interacts with the consumer engaging them directly. â€Å"Just slapping your logo on a pavement and hoping people will think you are cool wont do very much. But if you can touch someone in a clever and relevant way, it can be really effective.† The article says that ambient is not only about advertising in an unexpected environment, but the environment has to be relevant to what you are doing, and the unexpected has to fit well with the brand. Another issue mentioned is that such marketing is good only for a couple of months, then it becomes passà © and the consumers become aware of it, hence it blends into the mix. The end note here is that ambient, experiential, or any of these sorts of marketing is not about measurement. Its more about who you target. Its not necessarily in a position to need to be measured. Brands are accepting of ambients limitations, along with its unique capabilities. The key selling point is that an ambient campaign can deliver what many other mediums cannot a closer touch point to consumers. Ambient Media How the World is Changing Over the years, the competitive environment has multiplied and technology is on fast rise. However, only the media arena has changed, while communication planning remains the same. We are in a world of outstanding media possibilities, where non-traditional marketing has kicked in, and brands do not fail to surprise/shock us with their expert forms of presenting the message. From using light-reactive inks, lenticular prints, 3D holographic images to Bluetooth and infrared technology, and PR stunts, ambient media has not failed to make itself noticed. Whether this is a Gimmick or a Strategy is discussed widely amongst media owners, as they get more and more clients and agencies that not only want gimmicks to work in their favour, but are also desperate to produce substantial campaigns that create long-term appeal. An analysis of approximately 4500 case studies from 1997 to 2007 including ambient media show, that very few brands had a strategic approach while majority of cases are one-offs and some look like festive scams. Whether these new formats are called ambient media, non-traditional media, branded utility, or experiential media, the effort should be part of a strategy that is based on a right idea. However, this ambient media should be part of the future communications strategy in order to make sure that these challenging efforts adapt to current trends and in turn to peoples lifestyles. Otherwise, any violation from the trend will lead to the advertisers worst nightmare ignorance! Reaching the right Consumer Over the past decade, ambient advertising has become ubiquitous. Brands are seen jumping at the chance to experiment with novel media as fresh ways of promoting their messages to specific groups in appropriate environment. As wrap around ads on Taxis and posters inside changing rooms are delivering on marketers goals, the common principle is that brands have less money to work with, so it is vital that money works harder. The article mentions three important routes to success for an ambient medium: Timing is vital. This means reaching someone just before they are about to do something else The mindset of the consumer when they receive the message. This means that brand message placement is crucial Lastly, it is important to match the environment with the brand message Brands that advertise on niche media should be able to surprise, excite, and engage. Hence, advertisers should be wary of reaching the saturation point and thus losing effectiveness. Centre of Attention This is a time when TV audiences are fragmenting and new technologies are being launched, which enables us to avoid traditional advertisements, there is Ambient that can deliver captive audiences. Just when the consumers are poised to make a purchase, ambient cites its flexibility and capacity to be highly targeted, and delivers. Apart from that, there is little evidence to show that ambient media irritates consumers. According to this article, some of the most successful examples of ambient activity are seen in trains, stations, step and escalator advertising, train wraps, tickets, etc. In supermarkets, there is trolley and basket advertising, floor ads, etc., all of which can influence shoppers at point of purchase. While todays ambient sector includes products such as mirror stickers, ATM receipts, carrier bags, etc., there is also an opportunity to market brands on tabletops at restaurants, bars, etc. The strength of the medium is that it converts a static message into an interactive one. Hence the need to develop newer formats every year, as marketers want the novelty for their brand, and not be the second or third to use an idea. KNOWLEDGE GAP The literature reviewed here analyses in detail the different ways, in which Media is evolving, the growth of Ambient Media and varied practices. There are studies on the growth of Ambient Media in different countries, its acceptance by Brand Managers, and the successes of certain brands. However, what is not mentioned is how to make this ambient medium more consumer friendly by way of interactivity. My area of study being skins, the gap I wish to fill in with the help of this dissertation is how would a product like skins fit in the â€Å"Ambient† domain, and what are the possible ways of making this product more functional and more interactive for the consumer as well as the brand. RESEARCH PROBLEM To understand how Skins as an Ambient Media can be made more interactive and functional for brands and customers RESEARCH OBJECTIVES To study how far ‘skins will be considered as a branding tool by brand managers To find ways to convert ‘skins into an engaging and interactive medium for advertisers To analyse the trends of Ambient Media and if ‘skins as a format can be included within its ambit RESEARCH DESIGN My study is primarily for the B2B customers. The customer base is divided into: * Brand Managers who will use ‘skins as a branding tool * Agencies o Media Agencies They will sell ‘skins as a new Ambient Media format o Advertising Agencies They will buy ‘skins as a new Ambient Media format for their clients To do the above study, the following methodology is chosen: Phase 1 1. Secondary Research The research will be primarily focused on investigating the various business models around â€Å"skins†. This will give me a better understanding of the following: a. Different applications of â€Å"Skins† b. Different manufacturing process c. Various features of the product 2. Primary Research It will be qualitative in nature, using depth interviews. This is to get a grasp on what the consumers think about brands and their innovations in branding. It is primarily to check how different mediums affect them, and what affects them the most. 10 men and women in the age group of 16-30 10 men and women in the age group of 30-60 Phase 2 1. Primary Research This involves in-depth qualitative interviews. The Phase 1 Primary Research results will be used to provide better insight into the interaction with B2B respondents. 5 Brand Managers 5 Industry Professionals (Mix of Media | Advertising | Retail | Industry veterans) Discussion Guide for Consumers Objective: To understand what consumers perceive of branding and how different medium affects them Lifestyle and Pattern Where do you live? What do you do? What is your typical day like? What personal gadgets do you own? Brands Which are your 3 favourite brands? Why do you like them? Do you buy them yourself? Would you endorse these brands to others? Communication Do you like seeing advertisements? Do you pay attention to a new form of advertising? What medium affects your purchase of a brand the most? Do too much media and too much branding bother you? Skins Have you heard of Skins? What are the different kinds of skins that you know of? Would you notice branding through Skins, like, car skins, walls skins, laptop skins, etc? Would you purchase a skin yourself? Would you use a skin branded by your favourite brand? DATA ANALYSIS/RESULTS Phase 1 (a) Secondary Research Current International Practices in the domain of Skins AMBER MEDIA GMBH[1] This is a Germany based agency that specialises in innovative ambient concepts. It was founded in 2002, and has since then established itself in the out-of-home segment. Amber Stix enables the advertising slogan to be placed directly in the desired target groups immediate environment. It provides a surprise effect without disturbing the target. It offers a wide range of innovative possibilities and reaches whoever one wishes to reach with their advertising slogan. It ensures that the brand stands out from the crowd by trying out an innovative and an unusual approach. Its product Amber STIX Amber STIX are adhesive skins that have an extra strong electrostatic charge. These Stix adhere due to their static charge alone. Hence they are different from the conventional adhesive skins. They dont have to be pressed to the surface. They can remain in place for more than 6 months and can be recharged when needed. AMBERMEDIA_amberSTIX_4 amber 3 Aldo Branding in front of the store Blood Diamond outdoor branding Some of the features are: Adhere to most surfaces No residue left Bubble free Can be repositioned Removed and attached several times Can be recharged with Amber STIX charger Can be perforated 100% recyclable SKINIT[2] Skinit, Inc. provides a large product line of branded vinyl skins for personal electronic devices. It is based out of San Diego, California. Skinit branded products can be offered by OEMs, global retailers, distributors, Internet portals, online shopping sites, etc. It is made with premium 3M material. Skinit is the global leader in business-to-consumer and business-to-business personalisation technology platforms and on-demand manufacturing for corporate clients. Skinit has hundreds of designs, famous brand names in sports, entertainment, art,

Masaccio: Innovator of Perspective and Illusion Essay -- essays resear

Masaccio: Innovator of Perspective and Illusion Considered the greatest Florentine painter of the early 1400s, Masaccio is one of the most important figures of Western Art. Tommaso di ser Giovanni Cassai di Simon Guidi was born in 1401 and nicknamed Masaccio Careless Tom because of his attitude. He was apathetic to things like personal appearance and worldly materials, and was thus careless with his possessions. As a child, he concentrated more on his art instead of himself and what others thought about him. He moved from Castel S. Giovanni di Altura to Florence in 1417 to become a pupil of Masolino di Panicale. There, he helped upon innovations of art. In 1422 and 1424, he enrolled in the guild of St. Luke of Florentine Painters. After becoming jaded at the medieval art, Masaccio wanted to make art more realistic and true to life. He constantly studied the idea of perspective in an effort to make his paintings appear natural. Few paintings can be undoubtedly credited to Masaccio, but these are considered masterpieces nonetheless. His greatest work was done on the frescoes in the Brancacci Chapel of Santa Maria del Carmine in Florence. These frescoes were started by Masolino and ultimately completed by Fillipinno Lippi years after Masaccio’s death. This chapel is now a significant monument in the history of art. These frescoes had a tremendous impact on Florentine art thereof, and were used as a basis to teach new artists like Michelangelo and Raphael. It is on these wall...

A Seize Of Power :: essays research papers

A Seize of Power   Ã‚  Ã‚  Ã‚  Ã‚  After WWI, Germany was in a exceedingly unpleasant state. It had been forced, by the Treaty of Versailles, to take full blame for the war. This meant that Germany would have to pay reparations for all of the other countries. Reparations were even harder to pay since Germany was in the midst of one of the worst stagflation epidemics in history. Not to mention a brand new government, one that had nothing to do with the signing of this treaty, had taken over power. All of the people of this once superpower of a country were in a state of perplexity because they had lost a war that had been fought entirely on enemy soil. Germany was searching for an answer to its insurmountable problems, and found that answer in a Nazi named Adolf Hitler.   Ã‚  Ã‚  Ã‚  Ã‚  Hitler was born in Austria, into a troubled house. He had aspirations of becoming an artist, but those subsided when he was rejected from the college of art he planned on attending. He had started listening to a man named Lueger, who was at that time the mayor of Vienna. Lueger was a Nazi, with strong anti-Semitic views, which seemed to be a logical answer for Hitler and his problems. It was around this time that Hitler was drafted by the army. Instead of going to fight for his country, he chose to flee to Germany. Which is a bewildering thought seeing as how he voluntarily joined the German army when he got there.   Ã‚  Ã‚  Ã‚  Ã‚  After the war, Hitler joined up with a right wing campaign whose job was to spy on other government groups. Upon spying on one of the parties, the N.S.D.A.P. or Nazi party, he found that he had a lot in common with their views. He decided this was his calling so he ended up joining that particular party. While in this party, he found out about his abilities to draw a crowd and make them believe what you are saying. It was at this time he started his famous speeches that could captivate and somewhat hypnotized whoever happened to listen in. He started speaking in beer halls, and gaining a lot of attention. He would speak on many topics, giving his ideals as the basis for what Germany should be. He wanted to make Germany the great dynasty it had once been. The party was growing at an astounding rate, mostly attributed to Hitler’s use of the â€Å"gift of gab† in the taverns.

Mixed :: Personal Narrative Racial Papers

Mixed "Did your real mom die or something?" The boy with the snot-streaked face asked me on the playground, next to the jungle gym. He wore a striped blue shirt open at the neck and his eyes were so dark I couldn't see his pupils. "W-what do you mean?" I stared hard at him, my voice already taking on a defensive edge. I gripped the edge of my red corduroy jumper with my grubby hands. "I mean, what happened to your real mom? The one that's not a gaijin." Then I understood. Gaijin. Foreigner. I looked down at my clenched hands, too dirty to rub my face with if I started to cry. The boy wasn't trying to be mean, he was just curious. But I was sick of it-the teasing, the questioning, the staring. When I hit him hard in the face, he looked more stunned than hurt, his eyes so wide open that I could see white all around the iris. Back in those days, I told many stories about myself. One of them was about why my eyes were golden-greenish-brown and not dark brown due to an illness I'd had. Another was about how I dyed my hair to make it reddish-brown instead of black. The most absurd one was about how my mom really was Japanese, but had lived in America all her life and that's why she looked white. Most of them made no sense. I don't know if the kids ever believed me. No matter how many lies I told about myself, I knew deep down that I could never imagine away who I was. I would always be "Half," not whole. In Japan, people would identify me as "haaf"-the Japanese bastardization of the English word, "half"-used to connote someone of mixed race. My dad would get angry again and again when strangers tried to touch my hair when we went out in Tokyo. And my mom would be asked, "where did she adopt those adorable Vietnamese children?" every time she brought my brother and me back to the States to see my grandma in Florida. Most of my memories of growing up in Japan can be divided into two groups-my interactions with adults and those with children. Having grown up in a house with five adults until I was 5-years old, I naturally preferred the company of older people.

Life and Money Essay

1. Naturally, money is a decisive factor in the career of a man so, nobody can deny its important role and its value his daily activities – What we would like to discuss here is to what extent money is valuable and whether it has an absolute power or more simply speaking, whether it is a key which can open every door as some people think. 2. It’s not true that money has its value only in our modern society – It may be that money varies in form in different ages but its value is generally accepted in every period of time, every country in the world. – Ever since people knew how to live together in a community and then a society, the relation among people has become quite complicated – The needs of man are of great variety – Something is needed for the purchase of what one needs and sells one’s surplus goods. Money has come into existence as a natural consequence. 3. The problem which several people usually wonder is whether you can buy everything with money. The reply to the question is naturally not difficult at all. Through his daily experience, everybody knows that without money, you will have nothing. To poor people, money enables them to buy the things extremely necessary for their lives. As for a college student, money will provide him with more opportunities for his further studies. In several countries, going to college is really a problem. – Besides his necessary abilities, he certainly possesses some money- with people whose material life has relatively been settled, money will enable them to have the luxurious things which make their life more comfortable. Money, therefore, has its great value to every walk of life. However, we all admit that money doesn’t have an absolute power or as a writer put it, â€Å"Money does not talk as loudly as some people think†. This means, with money, you can solve lots of the problems you want but, in some cases, money becomes powerless – It isn’t of much help to you and sometimes it even causes lots of trouble to you. 4. A man, however rich he may be, can do nothing but wait for death once he suffers from a dreadful disease and once the most prominent doctors have to give it up. Money then, becomes useless to him. Another famous writer also said, â€Å"You enter the world without a penny and you live it the same way. † 5. In short, money does have some value but it doesn’t have any absolute power. Therefore, the problem is how we should use our money so that it is both useful to us and to the society – A rich man can bring nothing with him at his death but he can leave his good reputation if, in his lifetime, he has used his money to relieve the suffering of others.

The management of medical emergencies Essay

The management of medical emergencies at initial stages has many impacts in the development of the medical situation. By being proficient enough in managing medical emergencies in primary care setting, one has comprehensive and first-hand information. This information is very helpful to help the medical practitioners implement the most relevant measures to the situation. In the case of sexual assault, proper medication will be prescribed to the victim of the assault immediately before the situation grows very critical and complex to handle. Taking for instance, sexual assault where the victim risked contracting sexually transmitted infection. In this scenario, the most appropriate post exposure measures will be prescribe to the person to prevent the enhancement of the disease. Proper management of emergencies is the main determiner of the future progress in the situation. In emergency cases at primary care setting, it is possible that professional trainees will not have the opportunity to contemporaneously experience an emergency in which they learn and practice skills during the General Practitioners part of their training; therefore not fulfilling a major part of the every medical college curriculum. Some may feel that the Specialist Trainees will get sufficient experience in managing acute emergencies during the secondary care part of their training, but there are several reasons why is felt that specific training for primary care setting is essential. With the expansion of training in General Practitioners from 12 to 18 months at the expense of secondary training, specialist trainees will be exposed to fewer opportunities to experience acute emergencies due to the lower prevalence in primary as opposed to secondary care. Moreover, with the move to create, secondary care posts located predominantly in outpatient departments or future polyclinic facilities, the opportunity for emergency care experience will decrease even more over the full scope of General Practitioner training (Amorosi & Thorn, 2012, p. 77). In contrast, in primary care, though the materials are usually available and maintained in case an emergency situation should arise, these skills are rarely used. Moreover, the supportive practitioners (nurses, receptionist and fellow clinicians), though receiving yearly training; may wait years before they get to practise their skills on a real case. Furthermore, the specialist trainee, being transplant from the relatively standardized and familiar context of the hospital or outpatient department to a new and much more variable care setting, will be disoriented and relatively isolated if he or she is confront with a patient having a life-threatening event. Finally, many Specialist trainees while having participated in the provision of emergency care will never have taken the responsibility for directing the care, to lead the clinician during the emergency (Goldfrank, 2010, p. 86). Evidence based plan of care is very beneficial in an emergency. The evidence in the emergency provides medical practitioners with information about the cause of the emergency. This data not only ensures proper medication to the affected, but also gives nurses and clinicians confidence in approaching the emergency. Confidence in the clinician motivates in their effort to assist the affected person. The victims of the emergency stand a better chance to acquire quality and proper medication. Proper medications that come with the evidence to the emergency facilitate the chances of survival to emergency victim. In most situations, emergency victims are very critical and, therefore, they deserve a high attention to safe (Queenan, 2012, p. 112). By provision of evidence about the cause of their ailment, their chances of survival are increase by proper administration of medication. Evidence based plan of care is cost effective in an emergency. A lot is a waste through trying to minimise a situation that lacks evidence of its rise. Through provision of the causes that result to an emergency, many resources that could be used in search for evidence are saved. In evidence base plan of care, there is both subjective and objective information that is available. Subjective information comprises of all material facts about causes of the ailment. These may information of the real causes of the ailment that led to ailment.in the case of an accident, the subjective information is that the emergency result from sudden impact of the accident. Objective information, on the other hand, entails all those details about an emergence that would guide medical practitioners in treating the victim of an emergency. Such information includes information such as the time when the emergency occurred and how the victim was affect by the situation. It helps the medical practitioners to judge the victim biologically and try to help him as from the information acquired. For instance, in a situation where the victim was involve in a road accident the interest about the evidence that a medical practitioner may wish to know, are details like how long it has taken the victim since the occurrence of the accident. The levels of blood loss, if any and the intensity of the result of an accident to the victim’s body are amongst the important facts for a medical practitioner. These goal Facts would guide the medical practitioner in describing the most appropriate medication to the victim. Proper medication would mean high chances of recovery to the victim. Evidence based plan of care is the most reliable for effective medication. References Amorosi,  E., & Thorn,  G. (2012). Managing Medical Emergencies. New York: The Author. Goldfrank,  L. (2010). Goldfrank’s Toxicologic Emergencies. Norwalk, Conn: Appleton & Lange. Queenan,  J. (2012). Managing Ob/gyn Emergencies. Oradell, N.J: Medical Economics Books. Source document

Arthur Miller, A View from the Bridge Essay

The relationships in ‘A View from the Bridge’ are very complex as because of people’s attitudes back then. There is secrecy, suspicion, love and concern. Eddie is weirdly attracted to Catherine and his relationship with his wife Beatrice deteriorates. The relationship between Eddie and Catherine is very close, although they are not immediate family Eddie has become a surrogate father and thinks of himself as her real father. He is very protective of his daughter and would probably die for her, but this first innocent love perverts into a weird incest like love for his niece. Eddie still treats her like she is five although she is going out into the big wide world, this shocks Eddie and it makes him closer to her and more possessive which turns ugly when Rodolfo is introduced. At the start of the play Eddie has a go at his daughter about what she is wearing, ‘Catherine I don’t want to be a pest†¦Ã¢â‚¬ ¦.  Walkin’ wavy’. This shows he has genuine concern for his daughter similar to how modern fathers would react today; this is more of an example to show how much he loves her like a father rather than a lover. He also doesn’t want to let go for his ‘daughter’ and tries to shoot down any discussion of a job, ‘near the navy yard†¦Ã¢â‚¬ ¦.. Longshoremen’ he is unreasonably disagreeing with any suggestions of a real job for Catherine which just amplifies his blatant love for her. Catherine and Beatrice’s relationship is very different to the relationship between Eddie & Catherine, Beatrice wants the best for Catherine and wants her to go get the job and wants her to leave, and she is more positive than Eddie and less caring for her. This could be that she was not as committed to the adoption of Catherine compared to Eddie, but also as she has had less to lose because Eddie has paid for her to go through school and to live, whereas Bea is probably getting a little sick of her hanging about. She is very supportive of Catherine’s independence ‘Well I don’t understand when it’s going †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. It’s an honour for her’. Catherine is also less fond of her and cares more for her uncle as he is the man of the family and provides for her and doesn’t feel for Bea as much because she had less of a role in bringing her up over the years. The relationship between Bea and Eddie starts of normal as the play starts innocent and all happy families but hen as the play progresses Bea starts to notice changes about how Eddie is acting towards her. As Eddie is spending more time chasing Catherine around he is spending less time with his wife and she becomes distraught and upset and also starts to understand why this is happening. Because of Bea realising his it explains why she is so keen for her to become independent and leave because it would be better for everyone if she did leave. ‘When am I going to be a wife again Eddie? ’ shows how upset she is becoming and Eddie doesn’t seem to care about her and tries to ignore the conversation and not provide her with a straight answer. The play basically steers the whole relationship systems so that Eddie and Bea come off worse while Eddie and Catherine gets better. It is obvious that Eddie starts to stop caring about Bea and more about Catherine; Catherine doesn’t seem to notice the weird attraction that Eddie has towards her and carries on like normal. And the more she is around the worse Eddie will get and the more attracted the will become. So Arthur miller presents the family as a normal generic happy family that during the course of the play deteriorates into a weird perverted relationship.

Bulimia Nervosa

Bulimia nervosa is the eating disorder in which a person purges and binges.? (bulimia nervosa look like) The person suffering with bulimia nervosa, eat a lot of food at a time and try to get rid of food using laxatives, vomiting or sometimes over-exercising. It’s a condition where the person thinks a lot about his body, shape and weight.? (Bulimia Nervosa) It affects the capability of having normal eating model. Bulimia is connected with psychiatric disorders and depression and also shares symptoms with another major eating disorder which is known as anorexia nervosa.It is very difficult to conclude that the person is suffering from Bulimia. This is because the person suffering from bulimia purges and vomits in secret. People suffering from bulimia often refuse their condition and they do not like to share their symptoms with others. If bulimia nervosa is not treated it may lead to fatal complications and nutritional deficiencies. Although there are several theories, people do not have much knowledge about this and they do not have clear idea on what causes bulimia nervosa.Bulimia is said to have a genetic component.? (Bulimia treatment). A women who has a mother or a sister suffering with bulimia nervosa, has a greater risk of developing bulimia nervosa. Psychological factors like impulsive behaviors, having low self-esteem and not able to control anger are also the factors which may cause bulimia nervosa. A chemical in the parts of the brain known as serotonin has something to do with bulimia nervosa.The impact of above factors may lead to low level of serotonin which causes bulimia nervosa. The symptoms and signs of bulimia nervosa include repeated episodes of eating large amounts of foods i. e. , Binge eating, loss of control over eating, fasting, heart burn, constipation, indigestion, dental problems, weakness, sore throat, bloodshot eyes, irregular periods, vomiting blood, mood swings or depression, swollen glands in face and neck, using the bathro om regularly after meals etc., The medical complications caused from bulimia include dental cavities caused due to sensitivity of hot and cold food, soreness and swelling in the salivary glands due to repeated vomiting, wearing away of tooth enamel due to frequent exposure to acidic gastric contents, stomach ulcers, electrolyte imbalance, irregular heartbeat, suicidal behavior, decrease in libido etc. , The people who are with a family history of substance abuse and mood disorders, low self-esteem and white-middle class women who are mostly college students and teenagers are at high risk of getting bulimia nervosa.Ten percent of the college age women are affected by bulimia in United States. Ten percent of people diagnosed with this disease are men. Ten percent of people suffering from this disease may die due to cardiac arrest, starvation, suicide or even with other medical complications. I have a personal experience with people suffering from bulimia nervosa. My best friend Shan w as bulimic since she was young. At first she started by a loss of appetite and uncontrollable loss of weight. She heard on shows that someone was using a toothbrush.She used to vomit using that. She was always depressed and did not want to gain weight again. The only way she thought was to keep it off by purging. She has a huge tea and then throws it up. She has lot of breakfast and lunch and then she purges it out. If she doesn’t vomit after eating, she gets bad heartburn and end up being sick. She went from 200 pounds down to 120. Every time she does it by telling herself that this is the last time she is purging. It has become a habit and now she can’t get rid of it.She is undergoing treatment from the doctor since 2 months and now she is feeling better than before. It is difficult to be cured at once. Many people may improve with treatment but some feel that there are some issues after the treatment also. The aim of the treatment is to encourage healthy eating, hel p people to be stronger both mentally and physically, reduce risk of harm caused by bulimia nervosa. According to the community based study, the prevalence of bulimia nervosa with an even social class distribution is 0. 5% to 1%. About 90% of people suffering with bulimia nervosa are women.In industrialized countries, the prevalence of bulimia nervosa is greater compared to that of the non-industrialized countries. White American women have a greater prevalence of binge eating while compared to African-Asian women. A community based control study compared 102 people suffering from bulimia nervosa with 204 healthy people; it found that people with bulimia nervosa had higher risks of mood disorder, physical and sexual abuse, and higher rate of obesity, parental obesity, parental shape/weight concern, and early menarche.People suffering from bulimia nervosa, needs lot of support from their parents and family members. Family members should be prepared for resistance, denial and even ang er from the patient. This is a very dangerous disease which can even cause death. Many health programs and treatment facilities have been created to fight with this disease. But the major problem about this disease is that, this disease goes unreported or even unnoticed. Therefore the family members need to be cautious about the symptoms and signs of the disease so that they can easily recognize the problem in friends and family members.Recognition is the foremost step to help the people to be cured of this disease. REFERENCES: 1. Matthew Tiemeyer, What Does Bulimia Nervosa Really Look Like? March 5, 2009. http://eatingdisorders. about. com/od/whatisbulimianervosa/a/bulimiahub. htm 2. Bulimia Nervosa and binge eating disorder, Medscape Psychiatry & Mental Health eJournal. 1997. http://www. medscape. com/viewarticle/431281_4 3. Bulimia treatment, Signs and symptoms of eating disorder, 2009 http://www. bulimia-treatment. net/signs. php

Carl Gustav Jung Essay Example for Free (#2)

Carl Gustav Jung Essay Choose cite format: APA MLA Harvard Chicago ASA IEEE AMA Carl Gustav Jung, (26 July 1875 – 6 June 1961), was a Swiss psychologist and psychiatrist, and the founder of analytical psychology. His work and influence extends way beyond understanding personality, and he is considered to be one of the greatest thinkers to have theorised about life and how people relate to it. However, for the purpose of this assignment I will concentrate on Jung’s theory of Psychological Types. In this essay I aim to demonstrate an understanding of Jung’s personality types by describing and evaluating his theory and to show how they might useful in helping a therapist to determine therapeutic goals. Jung (1990, p.531) states that’ from earliest times, attempts have been made to classify individuals according to types, and so bring order to the chaos. The oldest attempts known to us were made by oriental astrologers who devised the so-called trigons of the four elements – air, water, earth, and fire. The air trigon in the horoscope consists of the three aerial signs of the zodiac, Aquarius, Gemini, Libra; the fire trigon is made up of Aries, Leo, Sagittarius. According to this age old view, whoever is born in these trigons shares in their aerial or fiery nature and will have a corresponding temperament and fate.‘ In the same paragraph, Jung states that ‘the astrological type theory, to the astonishment of the enlightened, still remains intact today,’ which is true. Closely connected with the astrological type theory is the division into the four temperaments which corresponds to the four humors (Jung, 1990, p.531). A Greek physician, Claudius Galen (AD130 – 200), distinguished four basic temperaments: the sanguine, the phlegmatic, the choleric, and the melancholic. Galen’s theory goes back to the ancient Greek physician Hippocrates’ (460 – 370BC), who described physical illness as being caused by the balance of bodily fluids, or humors as he labelled them’ (Maltby, et al, 2007, p.159). These bodily fluids are blood, black bile, yellow bile, and phlegm. Galen expanded on Hippocrates’ theory and applied it to describe human personality, stating that when the humors were in balance, an equitable temperament was the result, however, if the humors were out of balance, then physical illness and mental disturbance occurred (Maltby et al, 2007, p.160). However, ‘by the time of the Middle Ages, scholars dismissed the idea that bodily fluids were directly implicated in personality traits. But the behavioural descriptions associated with the four humours lived on’ (McAdams, 2000, p.256). Galen’s four temperaments provided much inspiration and historical reference for Carl Jung’s theory of psychological types. According to Jung’s theory we are all different in fundamental ways and each psychological type has a different idea of what it means to achieve personal success. However, www.personalitypage.com states that, ‘so many people are hung up on somebody else’s idea of what it means to be successful, that they are unaware of what is truly important to them‘. I agree, because for many years, I wanted to be somebody else as that person’s life seemed so much better than mine, or so I thought at the time. Jung was one of the few psychologists in the twentieth century to maintain that development extends beyond childhood and adolescence through mid-life and into old age (Stevens, 2001, p.38). Jung insisted that ‘we never finish the process of self-examination and growth that charts our journey towards individuation.’ (Snowdon, 2010, p.86). In my case, I believe I am on that journey of accepting myself as I truly am, becoming my true ‘self‘. Stevens (2001, p.38) claims that ‘it could be brought to the highest fruition if one worked with and confronted the unconscious,’ and for me, it is and has been important to face the ‘monsters that lurk’ (Snowdon, 2010, p.86) in my unconscious, even when it has been uncomfortable to do so. According to Jung, like Freud, there are three levels of consciousness in the psyche (mind);- conscious, personal unconscious and collective unconscious. Snowdon (2010, p.56) states that ‘the individual psyche is always changing as it seeks growth and wholeness.’ Jung referred to the ego when describing the more conscious aspect of the personality, the part of the psyche that selects perceptions, thoughts, feelings and memories that may enter our conscious awareness. Stevens (2002, p. 62) states that ‘the ego is then centre of consciousness and is responsible for our continuing sense of identity.’ The personal unconscious comprises of ‘all the acquisitions of personal life, everything forgotten, repressed, subliminally perceived, thought, felt’ (Jung, 1990, p.485). This is an aspect of the unconscious that Freud also emphasized and these forgotten experiences are accessible to consciousness, and for both Freud and Jung, ‘the exploration of the unconscious is the key to personal insight’ (McAdams, 2000, p. 135). Conscious attitudes within the psyche should always be balanced by unconscious attitudes, and Snowdon (2010, p.56) claims that ‘if a conscious attitude grows too strong then the unconscious will always seek to restore equilibrium,’ by means of dreams, fantasies, slips of the tongue and so on. However, if the unconscious message is ignored, then ‘neurosis or even disease may result’ (Stevens, 2010, p.57). Where the personal unconscious is unique for each individual the collective unconscious is not an ‘individual acquisition but rather the functioning of the inherited brain structure, which in its broad outlines is the same in all human beings (Jung, 1954, p.117). Therefore, the collective unconscious represents the shared experiences, emotions and memories we have inherited from previous generations. Jung believed that we were born with a built-in human developmental programme, which is buried deep within the collective unconscious (Snowdon, 2010, p. 80). According to Jung, the personal unconscious contains various complexes, while the collective unconscious contains archetypes (see Fig 1) ‘Complexes are related groups of emotionally charged ideas, thoughts and images’ (Snowdon, 2010, p.61), and can exert a strong influence on the thoughts and behaviour of a person. Some complexes may be beneficial and others may be potentially harmful, and Jung (1990, p.529) states that ‘complexes do not necessarily indicate inferiority. It only means that something discordant, unassimilated, antagonistic exists, perhaps as an obstacle, but also as an incentive to greater effort, and so, perhaps to new possibilities of achievement.’ Therefore, a therapist may use this knowledge to bring to the forefront of the client’s consciousness, a situation which they may be finding difficult to overcome. Complexes can be related to a particular archetype, Stevens (2001, p.48) states that ‘complexes are personifications of archetypes; they are the means through which archetypes manifest themselves in the personal psyche.’ An archetype is a universal thought form or predisposition to respond to the world in certain ways (Jung, 1936), and Jung believed they appeared to us in dreams, myths, religions, art and symptoms. Engler (1991, p.86) claimed that ‘it is helpful for us to get in touch with them because they represent the latent potentially of the psyche.’ The widely recognised archetypes are the persona, the shadow, the anima and the animus, and the self. The persona archetype is the mask that a person wears to hide their true nature from society. The shadow is an unconscious part of the personality that contains weaknesses and other aspects of personality that a person cannot admit to having’ (Snowdon, 2010, p.68). The anima is the unconscious feminine aspect of a man’s personality, and the animus is the masculine aspect of a woman’s personality. The self is the central archetype and true midpoint of the personality (Engler, 1991, p.89). A criticism of Jung’s theory was his lack of empirical research, in which his theory has been attacked as being â€Å"non-falsifiable and unscientific† (Hergenhahn, 1994, p.93). Jung based his psychology on explorations of his own inner world, as well as his work with people ranging from ‘normal’ to those with neurotic problems and even those suffering from psychosis (Snowdon, 2010, p.XXVI). Eysenck (Engler, 2009, p.316) believed that from the point of view of science, Jung’s contribution to the study of personality types was primarily negative as he permitted mystical notions to override empirical data. However, Jung was unconcerned claiming that he ‘cannot experience himself as a scientific problem. Myth is more individual and expresses life more precisely that does science (Stevens, 2001, p.156).’ Jung’s description of personality states that in order to identify a psychological type, it is necessary to determine whether a person’s psychic energy (libido) is turned inwards towards the subject (introversion), or outwards towards the object (extroversion). Introverts are people who prefer their own inner world of thoughts and feelings, whilst extroverts prefer the external world towards external relationships and objects. According to Jung (1990, p.415) ‘the presence of two attitudes is extremely frequent,’ although one is generally dominant and conscious and the other is subordinate and unconscious. However, McAdams (2000, p.310) claims that ‘Eysenck, a British psychologist of German origin, rejected the idea that conscious extroversion is connected to unconscious introversion, and vice versa.’ Unlike Jung, Eysenck linked extroversion and introversion to differences in brain activity, however this theory is speculative and Eysenck acknowledged that his hypotheses ‘must stand and fall by empirical confirmation’ (Eysenck, 1965). Introvert and extrovert dimensions are now found in several theories, one of those being Hans Eysenck’s theory of personality. Although Eysenck expressed considerable disdain for Jung’s approach to psychological types, some of his ideas were rather similar, for example, ’both defined the concepts by making reference to the direction of a person’s approach to life’ (McAdams, 2000, p.309). However, in other ways Eysenck’s concepts were quite difference, for example, whilst Jung believed that a person can be classified as either extroverted or introverted, he believed that most people fall somewhere between the two attitudes, ‘combining qualities of both the extroverted and introverted poles’ (McAdams, p. 310). Like Jung, Eysenck examined historical approaches to personality as well as conducting various methods of research, to uncover the underlying structure of personality. Eysenck suggested that the basic dimensions of personality may be summarised in the diagram below (see Fig 2), which show the two main dimensions of extroversion-introversion and stable-unstable, with the traits associated with each personality type. The diagram also shows how the four temperaments are related to these types. Carl Gustav Jung. (2017, Feb 05).