Pride and Prejudice Essay

Elizabeth seems to represent something of a departure form the conventional image of women of her time By Comparing Jane Austen’s characterisation of Elizabeth with that of the other female characters in the novel, and by examining it’s social context, discuss this verdict in the heroine of Pride and Prejudice. The novel â€Å"Pride and Prejudice† is about a fascinating love between Elizabeth and Mr. Darcy who have to overcome a lot of difficulties and social prejudices to be together. Some readers may be amazed by the way Jane Austen builds her female characters, especially the main heroine Elizabeth Bennet who is an energetic, quick-witted, sharp- tongued, bold and intelligent girl. Everyone soon realizes that she is the most distinguished and unique character in the novel because of her strong-willed and eager mind. Jane Austen lived in a historical time of social and political changes all over the world but she focused on the middle-class, narrow-minded life in England in which women’s social status was established by marrying a prosperous man who would be able to provide them and their family with good security for life, very similar to Mrs. Bennet’s desires. However a majority of central female characters in Austen’s works are strong-natured and they promote women’s freedom on marriage. Elizabeth is a highly unconventional woman of her time. Her mannerisms and thoughts seem to be different to other characters in the novel. Elizabeth is the second of five daughters in the Bennet family. However, unlike her mother and her siblings whose childishness and narrow-mindedness always showed themselves poorly in public, Elizabeth is quite smart and has a fast tongue. This is the reason for her being the most favourite daughter of her father and the least one of her mother. Mr. Bennet, an intelligent man with a cynical sense of humour, has made an unwise marriage with a simple minded and ill-mannered woman, Mrs. Bennet, and when he realizes this, he has a tendency to hide in his study rather than take part in the social and family activities with his wife. Being her father’s confidante almost portrays Elizabeth as the son of the family. Throughout the novel, it is recognizable that Mr. Bennet always gives Elizabeth a unique interest as he sees in her in a different way from her sisters and other girls. While Mrs. Bennet has little value for Elizabeth’s intelligence and wit: â€Å"Lizzy is not a bit better than the others; and I am sure she is not half so handsome as Jane, nor half so good humoured as Lydia†, Mr. Bennet has a high regard for these qualities: â€Å"They have none of them much to recommend them, they are all silly and ignorant like other girls; but Lizzy has something more of quickness than her sisters.† (Chapter 1) Mr. B. believes that his Elizabeth is more sensible and shrewd than her sisters so he frequently offers her advice, supports her and trusts her in all that she does. For example when Elizabeth rejects Mr. Collins’s proposal due to the fact that she does not want to marry such a pompous man, Mrs Bennet is outraged however Mr. Bennet is not livid about her decision at all and instead he supports her. â€Å"Your mother will never see you again if you do not marry Mr. Collins, and I will never see you again if you do.† (Chapter 20). This shows that Mr Bennet is humouring his wife and is joking with Elizabeth. Refusing this marriage with Mr. Collins, which would highly benefit the Bennet family, seems unusual in Elizabeth’s time. Any other women would be delighted to marry a man of Mr. Collins standard. In addition to the â€Å"quickness† of her mind, Elizabeth also shares good humour with her father. She likes taking ironic enjoyment at others’ silliness and hypocrisies and is quick to mock them exclusive of her mother and her younger sisters though she is sometimes humiliated by their ludicrous behaviour. In the novel, she is portrayed as having â€Å"a lively, playful disposition, which delighted in anything ridiculous.† (Chapter 3). Elizabeth does not care to join her family in the balls and finds her family’s behaviour unusual. In fact she finds humour in the way her family conducts themselves. She is completely in contrast to Lydia one of her younger sisters. This is uncommon in females in that society, partaking in balls and getting excited about them was one of the many things women were expected to do. Again this shows Elizabeth’s uniqueness. At the first encounter between Elizabeth and Mr. Darcy at the Meryton ball, Darcy callously turns down the offer to dance with Elizabeth and insults her by saying â€Å"†¦she is tolerable; but not handsome enough to tempt me†¦Ã¢â‚¬  (Chapter3). Such a remark on a girl, particularly in a dance party is very impolite and offensive and it makes Elizabeth slightly annoyed. However, rather than being humiliated and hiding her embarrassment, she retells this incident to her friends in a teasing and sardonic way. I think that her reaction is wise and rare as not often can a woman behave as calmly as her in a situation like this. She laughs at what Mr. Darcy says about her appearance and changes the fact of being insulted from her to Mr. Darcy. Furthermore, in her discussions with Miss. Bingley and Mr. Darcy at Netherfield Park, Elizabeth herself admits that â€Å"I dearly love a laugh but †¦ I never ridicule what is wise or good. Follies and nonsense, whims and inconsistencies do divert me, I own, and I laugh at them whenever I can.† (Chapter11). Being a person who has an exceptional mind, Elizabeth knows what she should or shouldn’t make a joke about and she states this point of view clearly and frankly. In other words, only follies and vanities of others can delight her and she is good at creating laughter from these enough to make her conversation become attracting and amusing. Everybody is drawn towards her because of her quick mind and excellent sense of humour. Finding humour in things that would seem rude at the time seems eccentric of women of that time. Elizabeth should be insulted and angry at Mr. Darcy, yet she seems to laugh at how ridiculous his thoughts. This shows that Elizabeth does not care about her appearance to people in society and she is content with being herself. Elizabeth shows that she is unconventional, when she meets Lady Catherine De Bough. During the conversation, Lady Catherine puts a series of questions to Elizabeth concerning the upbringing of her sisters and expects to receive the normative and easy on the ear answers from her. Yet, Elizabeth’s responses cannot make the Lady satisfied as she thinks. â€Å"Why did not you all learn?† (Chapter 29 )Elizabeth is open in expressing her own ideas and her replies to the impolite and rude questions of Lady Catherine are quite cold and frank. For example, when being asked about personal information, Elizabeth does not hesitate to hold back the answer regardless of the old woman’s feelings. In other words, it is a signal of rebellion against the social principals that an inferior such as herself should challenge a very wealthy and important woman like Lady Catherine. Her brave and admirable reaction to this situation impresses me and I respect her for being able to do that. It is irregular for someone of Elizabeth’s position to talk and conduct herself in the way she did to someone like Lady Catherine who was inferior to her in both age and wealth. She should have respected her and agreed with everything she said. She should have said very little as Mrs Jenkinson and Sir William said. Others such as Mr. Collins, who had been much acquainted with Lady Catherine De Bourgh, behaved in a more appropriate way, as it would have been expected. When playing Cards with Lady Catherine he would â€Å"agreeing to everything her Ladyship said, thanking her for every fish he won, and apologising if he thought he won too many.† Unlike most of the other characters in the novel and the conventional women of her time, Elizabeth is a strong woman who is capable of harmoniously balancing reason and emotion in dealing with every incident. She does and says whatever she believes to be right without paying attention to the external forces. The determination in her character really makes her become the most admired and praiseworthy woman. For example when Jane becomes ill, Elizabeth is determined to go meet her. She is also stubborn about walking there rather than taking horse and carriage. Mrs. Bennet is afraid that Elizabeth’s visiting to Netherfield would make Jane recover from illness quickly and she would not stay there as long as her mother wants. Moreover, the appearance of a girl as the result of walking three miles through the mud is surely not expected to see and the girl’s social image may be affected. Nevertheless, Elizabeth pays attention to nothing of it. Her only concern is Jane and her health so she does not have intention of changing her initial decision. Her answers to her parents are full of willpower and resolution. Her look â€Å"with weary ankles, dirty stockings, and a face glowing with the warmth of exercise† when arriving at Netherfield is a great surprise to the people here but she appears unworried about their comments and views on her. Nothing can make her flinch from difficulties. In a society like Elizabeth’s appearance is everything and by arriving to Netherfield as she did would ruin her family’s social image. However Elizabeth paid no attention to this and this shows that she is an unconventional woman of her time. She was more concerned for her sister Jane than her family’s reputation. Moreover, Elizabeth is really a woman of action who once decides to do something will do it no matter how hard it is. She is very unwavering, particularly shown by her treatment of Darcy when she believes him to have done wrong. As we know, at their first meeting, Darcy was impolite and insulted words on Elizabeth’s beauty making her think so badly of him. At the evening at Longbourn, Sir William Lucas intends to introduce Elizabeth to Mr. Darcy as â€Å"a very desirable partner† to dance. However, she immediately refuses this offer and does not change her mind no matter how Sir William tries to persuade her. Even though when Mr. Darcy himself elegantly asks for her hand, she only smiles and turns away. Later on, when she hears about the fake story that Wickham makes up to leave a stain on Mr. Darcy’s reputation she increasingly believes he is a terrible and cruel man. That is the reason for her indifferent and harsh attitudes to Mr. Darcy whenever they meet (but this changes after Elizabeth knows the truth of the two men). I can say that it actually takes a great strength of character and resolution to confront such a power man as Mr. Darcy who should be treated with respect and courtesy because of his wealth and social status. However, it is a part of Elizabeth’s personality that attracts Mr. Darcy as well as the readers of Pride and Prejudice. Rejecting to dance with a man of such high standard as Mr. Darcy takes a lot of strength and this strength was uncommon in women of Elizabeth’s time. Elizabeth should have disregarded what Mr. Darcy had said before and quietly and obediently dance with him, and do as she was told. She should have conducted herself in a respectable manner. The opening line of â€Å"Pride and Prejudice† is â€Å"It is a truth universally acknowledged, that a single man in possession of a good fortune must be in want of a wife† implies that the only way for women to ensure themselves a stable life is through marriage. Marriage to some certain extent is like a business transaction. In the novel, Jane Austen uses the character Charlotte Lucas to illustrate this point and contrast with Elizabeth’s views on love and marriage. Charlotte is also a smart and well-educated woman like Elizabeth so it really makes Elizabeth surprised when hearing her friend’s decision to wed Mr. Collins. However, in a society where women are expected to marry a well-off man even though they are not in love with him was common. Their main reason was gaining financial security, or else facing homelessness and poverty. Therefore Charlotte’s actions were understandable. Compared with Elizabeth, Charlotte is older, plainer and more desperate to find a husband so Mr. Collin’s proposal is the rare opportunity to save her from the unpleasant reality, â€Å"I am not romantic, you know. I never was. I ask only a comfortable home; and considering Mr. Collins’s character, connections, and situation in life, I am convinced that my chance of happiness with him is as fair as most people can boast on entering the marriage state.† (Chapter 22). Charlotte is constrained by the fact that all she desires is wealth and stability and it can be achieved just through marrying to Mr. Collins. In her thought, love is not a real concern in marriage. To her closest friend’s choice, Elizabeth exclaims: â€Å"Engaged to Mr. Collins! My dear Charlotte — impossible!† She completely astonished at seeing Charlotte marrying without affection and it is their opposite points of view on this matter that makes them never be close as before. In Elizabeth’s time marriage was like a business transaction. All that was necessary was for the man to have money. Love had no importance. This meant that Elizabeth’s views on marriage were highly unusual and were irregular of her time. However Elizabeth also shows conventional features of women of her time. Firstly she marries someone of a higher status, and has more wealth than herself. This was typical of women in her time. In fact Mrs Bennet was happy declaring â€Å"Ten thousand a year! Oh Lord what will become of me.† (Chapter 59). She was delighted in knowing that her daughter has married an accomplished, rich man. Elizabeth Bennet marries Mr. Darcy, providing her family and herself financial security, as a woman of her time desired and aimed for. Her story ends very similar to Jane, a typically conventional woman, showing her regularity. Another conventional aspect of Elizabeth Bennet is that she plays the piano forte â€Å"She has a very good notion of fingering† (Chapter 31). Elizabeth also partakes in dancing in the Meryton balls. So much so that she is said to be an excellent dancer. â€Å"You excel so much in the dance Miss Eliza† (Chapter6). When Mr. Darcy talks of accomplished women he says that an accomplished women is one who â€Å"add something more substantial, in the improvement of her mind by extensive reading† (Chapter 8). Elizabeth Bennet also reads regularly showing she is an accomplished and conventional woman. Traditionally a woman of Elizabeth’s time would be experienced in reading, playing the pianoforte, partaking in local balls, all aspects which Elizabeth Bennet has. In conclusion Elizabeth Bennet is not entirely an unconventional woman. She possesses mainly conventional aspects such as playing the piano. However I believe that it is her mind and thoughts that are unconventional. Elizabeth has been blessed with wit and intelligence. This comes through in her mannerisms and this is what forces her to seem unconventional. Through her thoughts, words and actions, no one can deny the fact that Elizabeth is an intelligent girl who possesses a humorous sense as well as a keen capability of observation. In the novel, she is described as a beauty and has especially expressive eyes, but what everybody notices about her is her spirited wit and quick responses. Elizabeth is not only smart but she also has a strong character. She is very brave to confront with the people who are far more powerful and superior than herself like Lady Catherine and Mr. Darcy. Elizabeth is quite determined and independent in her actions and opinions. She is ready to refuse the marriages that could provide her with a comfortable life and a high standing in the society just because she finds that man does not suit her in terms of intellect and personality. In â€Å"Pride and Prejudice†, Jane Austen uses Elizabeth Bennet as a literary device to represent her values and attitudes on the importance of marrying for love. The heroine dares to go against the social conventions that women should marry for their economic benefits. She only weds the man she really loves and respects. This makes the young free-spirited woman differ substantially from the other female characters of the novel. Although the novel was written a vast amount of time ago and Jane Austen is no longer with us, the distance of time could not fade away the image of Elizabeth as a complex young woman with sparkling intelligence and a strong personality. Although Elizabeth makes some mistakes, for example she has been driven by her pride and prejudice for a long time leading to the misjudgements between Wickham and Mr. Mr. Darcy, the striking features she possesses still overweigh these weaknesses. She is not perfect but is an idealized woman. That is possibly the message Jane Austen was trying to get across, that there is no perfect woman, but then who is. In modern times, Elizabeth would be the opposite of unconventional. Now women are free to express their opinions and are encourage speaking their minds. In this way I think Jane Austen has predicted the future of women through Elizabeth. I believe Jane Austen has been accurate in her prediction and she has succeeded in producing more Elizabeth’s’ throughout the world. I admire Elizabeth Bennet and I believe that she is an ideal women. Particularly when it comes to her strength of mind and her courage.

Philosophy of Education for Foundations of Education Essay

Introduction Education is an ongoing process based upon experience. The old adage you learn something new everyday is very true, and nothing fascinates me more than simply talking to other people; you can learn so much from them. Education is the foundation of our American society, and the children of today are the future of our country, but educating them is not enough; we must be good role models and present a system of morals and values in our classrooms. Our objective in education is directly related to the social sciences in that the classroom is a microcosm of our society. As teachers we try to prepare our students for real-world situations. Interacting socially, communicating effectively and understanding other peoples’ emotions, feelings and points of view will help our students blossom into productive and understanding adults. Howard Gardner wrote about multiple intelligences, which I think is a huge step in improving the classroom environment and lesson plans to include ways that everyone can learn (Tomlinson, 2002). He identified eight different ways to be â€Å"smart† that traditional IQ tests would not show. This model allows students to excel in these categories through different types of instruction, such as verbal ability, referred to as the linguistic intelligence, or the ability to play an instrument, referred to as the musical intelligence (Johnson et al. , 2005). My classroom will be entertaining, first and foremost. I understand the material I am teaching elementary school children, but delivering that material effectively depends on how they feel about school. Motivating children and getting them excited about learning is not always easy, but it is a key ingredient to a successful classroom. As a male entering the elementary education field I understand my role as a possible father figure (Kindlon and Thompson, 1999) and recognize the importance. I want to make a difference in the world, and I see no better way than through the efforts of education. Definition of Philosophy From the perspective of a future educator, I see myself identifying with the qualities of existentialism the most. This theory can be hard to explain at times because it relies so heavily on the meaning we impose on our lives through education, an idea that cannot be expressed in a limited amount of words and one that differs from individual to individual. Existentialism is routed in the fact that our lives are meaningless; we live in a meaningless world and a meaningless period of time no different than any other. In essence, the quest to find meaning in our lives defines our life. A large part of this view is the idea that we are all free, an idea embraced in America but not typically recognized throughout the world or throughout history. Given this, our freedom allows us to make choices and these choices define us. The goal of the teacher through this philosophy is not to teach freedom, but to embrace it. Tracking, measurement and standardization homogenize the classroom, whereas our goal as teachers is to individualize the classroom and foster a healthy student-teacher relationship. The students’ feelings are important and we should not compare ourselves to an ideal self but who we actually are, and education is the tool that fills the gaps of understanding this. Because I have yet to become a teacher, I am not quite sure how and in what ways measurement and standardization negatively impact the classroom, but I am aware of the separation and animosity created my tracking. Getting the students to think positively about themselves will foster healthy learning and create a positive self-esteem that will drive them to learn both in the classroom and through questioning on their own. Sparking that fire is the idea behind existentialism, and in a world where we are essentially meaningless, it is up to us as teachers to inspire our students to grasp the freedom they have, bring meaning into their life, and use that excitement to find meaning in all that they do. Also, in sparking critical thinking, students will engage in a thoughtful and reflective process similar to Bloom’s taxonomy where a number of levels of learning are happening, dependent on how information in the classroom affects them and their existence as well as essence. Another important tool we can use to define our philosophy as a teacher is the Ways of Knowing. I feel like I identify most with the Eastern Way of Knowing, particularly the Chinese thought because of the emphasis on moral development. Understanding facts and theories is important in education, but sometimes it is hard to distinguish what is actually necessary from what is trivial. Preaching morals allows us to respect others, particularly elders, and gain from their knowledge, something that cannot always be taught in the classroom. Also, it will foster a more productive and peaceful society, one that is the best to learn in. Confucianism and Taoism play a large role in this type of knowing as well, and the reliance on harmony can be compared to the need for smooth transitions in the field of education. Although Confucius implemented the need for rules and standards, contradictory to my belief in existentialism, he has influenced society and education in particular for thousands of years. These rules help keep life orderly and efficient, and the success of Chinese government, business and family life can be attributed to this as well as the harmony between the three. Taoism affects the Chinese thought by suggesting that we should leave things alone and not force personal desires onto the way things will naturally occur. This eliminates the need for competition and is more consistent with the existentialist view. Competition can be good in many ways, but when comparing students we must be careful and considerate. There is no place in the classroom for making anyone feel inferior, and I feel more strongly about that than any other aspect of teaching right now. In relation to morals and respect, I will never allow a student to think they are better than any other student, and hopefully using this method will prepare them for life in the â€Å"real world,† where manners and morals can actually take you pretty far. Even if it’s not for achievement, preaching this will promote self-improvement and a genuine compassion for other students, which is what I strive for in the classroom. Based on the work of Jean-Jacques Rousseau, and rooted in existentialism, humanism is the educational approach that I fell closest too. Humanism makes the assumption that we are essentially born good and that children enter the world not as a blank slate, but with innate qualities and dispositions. Consistent and nearly identical to existentialism, humanism stresses the role of individualism in the classroom and says that society turns people evil. Group-oriented education is rejected because it weakens the student-teacher relationship, limits self-actualization (based on the student’s feelings), and measures students as objects, effectively doing away with the individual self. Teachers involving humanism in the classroom look for student interests as guidelines for instruction and assessment and even go as far as letting the students pick the material and activities. Students discover their own opinions through divergent thinking and should not be influenced by the teachers’ views. Eastern influences on Humanism are also prevalent, as people should be looked at as valuable individuals that deserve respect, not as objects to be manipulated, described by the I-Thou and I-It example, respectively. I am an optimist; the glass is always half full. Therefore, I strongly believe that people are created equally, good and free. Society can have a negative impact on individuals, but it can also have a positive impact. Our goal as teachers is to become that positive force and to let every student know that we care about them as individuals. The book cites how a college classroom can consist of more than one-hundred students, leaving know room for a personal relationship with the professor. One of the main reasons I came to W and J was for that small school feel where I could have a personal relationship with my professors: I feel like I do better in my classes and that I also learn more and feel more confident about my abilities. If we can achieve this goal, rather than making our students just a number, we will truly succeed as educators. References Johnson, J. A. , Musial, D. , Hall, G. E. , Gollnick, D. M. , & Dupuis, V. L. (2005). Introduction to the foundations of American education (pp. 448). Boston: Allyn& Bacon. Kindlon, D. , & Thompson M. (1999). Raising Cain: Protecting the emotional life of boys (pp. 333). New York: Ballentine. Tomlinson, C. A. (2002). Different learners, different lessons. Scholastic Instructor, 9, 21, 24-26, 91.

Integrated Marketing Communications Assignment Example | Topics and Well Written Essays - 3250 words

Integrated Marketing Communications - Assignment Example The ambiguity centered on the definition of IMC has created complexity in assessing the operational efficiency of the process. There are many levels of integration, which produces problems collectively as well as individually. The ideal execution of IMC calls for the sharing of the entire organization. The purpose of marketing communication is to influence the thinking process of the recipient the communication about a brand, a project, a service etc. This called the conceptualization ion of the idea. The next step is the relationship building. The recipient of the communication and the brand should establish an emotional connection. This activity takes place at the subliminal level. Marketing communication should establish a relationship of trust with the entire clientele, which is comprised of the every day functional user of a product in the wider society as well as the user of a product in a chosen niche of the community. This trust of the recipient would be expressed in sales inquiry or attempt to switch to the new brand. This is the activation of behavioral change in visible forms. Once the activation is discernable, it is to be supported by immediate help by the quick operation of the service sector of the brand in the form of further information by some form of contact. Th is is followed by a product experience, which makes the initial trust with the communicator and the recipient of communication a concrete reality. All of the above dimensions have to be performed in a coordinated manner. An integrated marketing communications program guarantees that every chance to send a message to a customer functions efficiently and smartly. Many needs of the enterprise like increasing membership, ensuring member retention, or increasing non-dues revenue, entry into an impenetrable market etc is achieved by stretching and straining all the sinews and muscles of the enterprise. This can be also called persuasive communication. Chris Fill has observed the complexities that communication involves.  

To Investigate whether Different Leadership Styles are Preferred in Essay

To Investigate whether Different Leadership Styles are Preferred in Different Industries, and If So, Why - Essay Example Apart from this the effect of these leadership styles on the organisations will also be examined. The research focuses on the issue of employee retention and motivation. The impacts of different leadership styles on the organisation have been detected in the research. This research will help the organisations to implement better leadership styles to attain better results. Though this research has been conducted based on specific industry but it has a broader application and can be put into effect in context to other industries as well. The research has conducted literature review to highlight the issue in context to autocratic and democratic leadership styles. Literature review is followed by the research design which includes sampling and the methodology process. The research then evaluates the practical and ethical issues related to the autocratic and democratic leadership styles. Finally plan and the time table activities were covered in the research. ... Further leadership styles are required to adapt to the changing organisational environment (Joshi, 2009, p. 68). It is difficult to vote for or against a particular leadership style. Every leadership style is unique in itself. It all depends on the leaders, who apply these different styles of leadership in an organisation (Cooper, 2009, p. 4). Depending on the way different leaders employs their ability, many researchers have found two main leadership styles, the autocratic and the democratic (Kocher, Pogrebna & Sutter, 2009, p. 1). The study on leadership reveals that leadership is an important aspect in fostering passion, imagination, purpose amongst the people. The leadership holds the key to success for an organisation. It is the leadership quality of a leader which makes a big difference in creating right opportunities for the organisation. Leadership also helps to enhance the productivity amongst the employees which otherwise benefits an organisation. Few studies reveal that le aders are in control of rewards and punishments and the interpersonal relationship which has a direct impact on the employee’s behaviour and thereby influences the motivational factor of the employee to a large extent. The effect of leadership style has a greater magnitude as the influence on a single employee gradually impacts the whole group (Warrick, n. d, p. 155). Leadership is based on certain characteristics which have evolved over the time. These characteristics which define the importance of leadership in an organisation can be discussed below: Leadership is based upon mutual understanding between the leader and the follower. The value of leadership holds no place without the followers. The

Safety in Aircraft Maintenance Term Paper Example | Topics and Well Written Essays - 1750 words

Safety in Aircraft Maintenance - Term Paper Example Because of the huge size of an aircraft and the various electronic, electrical and mechanical hazards associated with different parts of a plane, it becomes a norm to take preventive measures for the safety assurance of ground personnel’s. Safety needs to be addressed in many aspects of aircraft maintenance including aircraft engines, fuel systems, electrical wirings, Non destructive testing and assembly of parts. The preventive measures that need to be taken have also been highlighted. Everyday millions of passengers fly by air to reach their desired destinations. Air flight has become the fastest, convenient source of transportation and perhaps safer in some respects as compared to other modes. Together with the safety of passengers flying on an aircraft, the aviation industry is also concerned with the safety of those associated with the maintenance of aircrafts. Maintenance of aircrafts requires a lot of effort, together with appropriate measures of safety in handling high pressures, electronic equipments and surveying the engines. These tasks require large numbers of skilled engineers and technicians (Xavier, 2005). Apart from maintenance of frameworks and body, other maintenance safety precautions need to be taken while performing checks for leaks, structural damages and internal electrical systems (BTEC National) Maintenance of an aircraft is essential to ensure that the aircraft flies with the standards set for it and that no anomaly occurs in between its flight. Aircraft maintenance demands high technology and numerous people like mechanics, engineers and experts to ensure safety and efficiency of the plane. Aircraft maintenance safety is directed by some set standards and precautions which need to be taken by workers maintaining the plane. A â€Å"safety management system† established by the â€Å"International Civil Aviation Organization† works on this very aspect of safety in aircraft maintenance (Herrera, I.A & Hovde.

Derby Castles Management Assignment Example | Topics and Well Written Essays - 3000 words

Derby Castles Management - Assignment Example The succeeding part of the document will delve directly on presenting these problems. Robin Hood can develop a SMART Goals by making a comprehensive, actionable, flexible, and goals that could be able to shift together with the shifting market demands. It should be based on perceived reality and possibilities of change in the future. Before the goals are set, Robin Hood should first identify the real essence and purpose of the organization. "Develop a long-term relationship with the customers through providing value-based services, hassle free transaction processing through the use of information wise systems of customer accommodation in order to gain customer loyalty, which will lead to profitability." Poor Marketing Strategy - Marion Montgomery, the marketing manager shared the marketing strategy they had utilized as one of the secrets behind the success of attracting diverse types of visitors-customers. She is to some extent confident that their main line in their advert which says "Derby Castle - the finest mediaeval castle in England" is a full package description of the castles features. But she does not discount the Castle's unique state of preservation, the breadth of attractions it offers, its location on the banks of the River Trent or its thousand-year span of history. In general, the advert is ineffective in the sense that it has only served lesser information than what is needed. The management is ignoring the fact that different people would have different reaction to what we can consider a poetic line, and each have different preferences in based on their expectations of the overall performance in exchange for their payment. Historical Values against Financial Values - This talks about the real value of the site. Montgomery said that "Coca-Cola have offered us a sponsorship deal. They will give us money for a particular project which will increase our revenue and also the number of visitors we are getting. The problem is that Coca-Cola is the epitome of youth and fizz while the Castle's target market is adults ABC 1, average age

Human Growth Hormone Replacement Therapy and Aging Essay - 1

Human Growth Hormone Replacement Therapy and Aging - Essay Example It has truly amazing reparative and restorative powers that can reverse cellular and tissue damage and even help re-grow failing organs† (Life and Mintz, 2004). Science has also always been looking for the proverbial fountain of youth, ever since the roots of modern medical science in alchemy; no one has yet found it. However, it is advisable to take into consideration the pros as well as the cons when discussing the subject of using HGH on humans, and its effects on aging. These effects appear to be positive in the reckoning of the three peer reviewed sources contained in this research study, but with new developments, caution is always urged. Objective: Bowers’ study is interested in determining whether or not growth hormone is effective in creating rapid growth and increasing survival rates in animal testing. This study therefore focuses on a population not of test subjects who are humans, but instead tadpoles. The author wants to determine, based on reactions of selected populations who are treated with growth hormone, whether or not growth hormone increases survival rates in tadpoles. Methodology: The author uses an experimental control test methodology. They arrange a series of petri dishes with five tadpoles in each dish, including a control group which are given distilled water instead of growth hormone. The author uses statistics to then separate and form significance of the data which is empirical. After placing 5 tadpoles into each petri dish with 20mL of HGH, the author sets out to, â€Å"Observe rate of survival and development 24 hours later. I conclude that the Human Growth Hormone concentration of .001% had the highest survival rate with an average of 18.9. The Control of just distilled water had the second highest survival rate with an average of 12.4† (Bowers, 2002). Quantitative methodologies in research like this often supply more empirical results. Conclusions: The

Institutional Investment Essay Example | Topics and Well Written Essays - 2000 words

Institutional Investment - Essay Example As compared to other funds that can be termed as passively managed funds, the actively managed funds tend to have a higher expense ratio due to the stock-picking that goes on with this type of portfolio. On the other hand, an index fund is a collective investment scheme focusing on an index movement in the financial market with already set rules that have to remain constant regardless of the market dynamics that are supposedly affecting stock. (Kaushik, 2013, p.1) The tracking in here means it can be approached by holding all securities in the index with the same proportions of the stock being monitored as much statistically sampling the market and holding representative securities. Having the advantage of lower fees, the returns to the investors are few influenced as well as low costs are in the light of taxes. Actively managed equity mutual funds have trillions of dollars in assets, collect tens of billions in management fees, and are the subject of enormous attention from investor s, the press, and researchers; therefore the scrutiny of such funds come from all quarters their active management (Baks, Metrick and Watcher, 2001, p. 43-83). This is due to the fact that they are relevantly required to mature in a shorter period as compared to indexed funds and for years, many experts have been saying that investors would be better off in low-cost passively managed index funds. The brief of the active fund and index fund is two different investment strategy. The former is looking for the market to be misprice securities positively and seek to obtain market performances beyond target. While the later chose a particular index as an investment, not the manifestation of seek the market actively instead of trying to replicate the performance of an index (Philippe, 2002, p. 1-10). According to Jensen (1968, p. 389-400), most studies have found that the universe of mutual funds does not outperform its benchmarks after expenses and this evidence indicates that the average active mutual fund should be avoided hence the preference shifts to the indexed funds for the longer term investments. Other findings reveal that future abnormal returns â€Å"alphas† can be forecast using past returns or alphas, past fund inflows, and manager characteristics such as age, education, and SAT scores which goes a long way in their decision making with regard to financial knowledge. Base on the evidence, those alphas are possible to persistent, and that some managers own positives expectation on alphas as far as about 0.1 percent of all managers in the expectation and none do. Using current data and methods, it is not possible to distinguish between these two possibilities, but at the same time such small differences may have large consequences for investors. There has been rising popularity among the index funds, and this can be attributed to their excellent performance in the long run as they have outperformed their actively managed competitors as a whole. Tak ing a look at the mathematical aspect of the indices, the average active

Missed Opportunities Essay Example for Free

Missed Opportunities Essay Located between East Asia, Southeast Asia and the vast Pacific Ocean lies an archipelago of 7,107 islands collectively called as the Philippines. Due to its strategic location as the Pacific’s Gateway to Asia, as well as its abundant natural resources, the Philippines had become one of the most prized possessions of the superpowers. This archipelagic nation had been subjected to colonization under Spain, Japan, and the United States. In July 4, 1946, independence was finally granted to the Philippines by the United States. Just like many newly-independent states, it was hard for the country to undergo the process of decolonization. But despite the rough road for development and self-government, the Philippines had the best promises of economic prosperity back then. Its economic indicators were among the best in the region, just following behind Japan. It was predicted to be one of Asia’s emerging superpowers. Apparently, it seems that the Philippines fell short of these expectations. The economy plummeted, especially under the authoritarian regime of the infamous dictator, Ferdinand Marcos. This paper will take a look at the political and economic conditions of the Philippines under the leadership of Ferdinand Marcos from 1965-1986. It will strive to find explanations as to why unlike the similarly strong, authoritarian, and strict governments of Lee Kuan Yew of Singapore, and Deng Xiaoping of China which brought prosperity to their respective countries – Ferdinand Marcos’s government failed, and even brought the Philippine economy into its darkest times. Background Ferdinand Edralin Marcos was a revolutionary man, a respectable figure in Philippine politics. He was the son of a teacher and a politician, and since his early years, his potential as a great leader was seen. The most remarkable story preceding his political career was when he was accused of killing his father’s political rival. He successfully petitioned the Philippine Supreme Court to release him on bail, thus allowing him to finish a Bachelor’s Degree in Law in the University of the Philippines. He eventually passed the board exam in flying colors. But shortly after this victory, the verdict has arrived, and he was guilty of murder, which sentenced him to ten years in prison. With his brilliance and wit, he prepared his own appeal and had his case defended only by him. On his own, he was able to cleanse himself of the charges accused of him. He was freed, and news of the brilliance and intelligence of this young man was known and celebrated throughout the country (Steinberg, 2007). For 6 years, Marcos served in the Philippine Army during World War 2. After the war, Marcos had his political career started, while working as an assistant to the former Philippine President Manuel Roxas. Shortly after, he was elected as a congressman in his hometown province of Ilocos. Before running in the national elections, he made a wise move by marrying a very beautiful and charming wife, a former beauty pageant queen by the name of Imelda Romualdez. During campaign period, they were like stars in a romance movie – a couple of wit and beauty, and it proved to be effective in catching the hearts of the Filipino people. This unique appeal, of providing a mother-father appeal to the country was successful – it eventually gave Marcos a seat in the Senate, and later on, the coveted Presidential Seat in 1965 (Steinberg, 2007). In the early years of the Marcos love team, the couple (Imelda, even though she was not an elected politician, was very dominant in all areas of Philippine politics) pushed for projects such as infrastructure and food production. Marcos did not fall short of the expectations of the people. He was successful in improving the country’s situation, especially its economy. In fact, GDP growth increased from 5. 1% in the 1960s to more than 60% in the 1970s. Levels of investment increased, and export growth reached 8% in the 1970s from 2. 2% in the 1960’s. The Philippines also became a leader in rice production during the Green Revolution, with food production per capita growing to more than 20%, allowing the country to be self-sufficient in rice (Jayasuriya, 1986). These statistics partly came from the first presidential term of Marcos. In 1969, he won a second term, thanks to the aforementioned achievements. Growth continued until the first few years of his second term. However, many fundamental problems gradually appeared in the beautiful scenario of the growing Philippine economy. In the South, insurgency among the Separatist Muslim groups was emerging; there were many demonstrations against the government’s support for the US policies in the Vietnam War, as well as the presence of their military bases in the country; and the economy was weakening, painting a picture of dissatisfaction among the Filipino People (Steinberg, 2007). Marcos took advantage of this unfavorable political and social climate of the country. Under the Constitution, a person can only hold on to the Presidential Seat for a maximum of two terms (Jayasuriya, 1986). Clearly, time was running out for Marcos, and so in 1972, with the excuse of stabilizing the country, he declared Martial Law and tightened his grip on to power and wealth through authoritarian rule. Another part of the statistics mentioned before is attributed to the early years of the Martial Law. Martial Law in fact, was lauded by international entities, including the World Bank, stating that â€Å"recent developments offer an opportunity for a more serious attack on the very difficult social and economic problems presently confronting the Philippines† (Boyce, 1993). Under Martial Law, however, there was no free press, key opposition figures were jailed, numerous human rights violations were committed, a curfew and many other restrictions were imposed among the population, and everything the dictator said was a decree. Indeed, power was solely under the hands of the Marcoses and their allies (Steinberg, 2007). However, despite this strict rule, the Philippine Economy was continuing to deteriorate. And by the early 80s, there was crisis and uncertainty in the country’s politics and economy. It was a combination of internal and external factors – there was world recession caused by the second oil shock in 1979, oil imports were becoming more expensive while export prices were falling, and there was a steep increase in the interest rates of foreign borrowings, where the Philippines was heavily dependent on (Bresnan, 1986). He eventually lifted Martial Law in 1981, but called for an election which he eventually won again. Even so, the problems faced by the country were still the same, and Marcos himself started suffering from complications. He acquired an illness by the name of lupus erythematosus, which made required him to undergo dialysis and have his kidneys replaced. His credibility as a leader was further questioned as he appeared to be dying. It was indeed a hard time for the Philippines. All these events climaxed when Benigno Aquino, opposition leader and greatest rival and critic of the Marcos government, was assassinated on August 21, 1983. It was the ultimate event that would trigger and stimulate the urge of the people to let Marcos step down. For the years to come, a sentiment of disgust against the Marcos regime grew. To appease the people, a snap election took place, and the candidates for presidency were Beningno Aquino’s wife, Corazon Aquino, and Mr. Marcos himself. The election appeared to have no credibility, as both parties claimed that they won, and both of them had sworn as President at the same time in different locations. Most people however, doubted the victory of the dying dictator, they believe that Mr. Marcos has cheated his way on to power this time. The people were simply tired of the injustices under the Marcos regime, as well as his greed and tight grip to power. In February 22 1986, hundreds of thousands of people wearing yellow peacefully gathered on Metropolitan Manila’s most important highway, EDSA (Epifanio Delos Santos Avenue). It was a prayerful demonstration urging Marcos to step down and leave the Palace. Eventually, after four days of tireless demonstrations, Marcos flees and flies to Hawaii for exile (Weir, accessed 2008). The rest was history. Corazon Aquino became the first female Filipino President, and EDSA Revolution inspired other nations, such as Germany during the Collapse of the Berlin Wall in 1989, to start their own peaceful revolutions.

US Supreme Court Decision Essay Example for Free

US Supreme Court Decision Essay An examination of the United States Supreme Court case Romer v. Evans, which was decided on May 20, 1996, is to be put forth in this paper. The case was argued on October 10, 1995. At issue was Amendment 2 to the State Constitution of Colorado â€Å"which precludes all legislative, executive, or judicial action at any level of state or local government designed to protect the status of persons based on their homosexual, lesbian or bisexual orientation, conduct, practices or relationships† (Romer v. Evans, 1995). The U. S. Supreme court held it violates the Equal Protection Clause. The opinion in favor was filed by Justice Kennedy, while the dissenting opinion was filed by Justice Scalia. The referendum, Article II sec 30b of the Colorado Constitution, read as follows: NO PROTECTED STATUS BASED ON HOMOSEXUAL, LESBIAN, OR BISEXUAL ORIENTATION. Neither the State of Colorado, through any of its branches or departments, nor any of its agencies, political subdivisions, municipalities or school districts, shall enact, adopt or enforce any statute, regulation, ordinance or policy whereby homosexual, lesbian or bisexual orientation, conduct, practices, or relationships shall constitute or otherwise be the basis of, or entitle any person or class of persons to have or claim any minority status, quota preferences, protected status or claim of discrimination. This Section of the Constitution shall be in all respects self-executing (Romer v. Evans, 1996). While many believed the law would prevent non-federal discrimination lawsuits based on sexual orientation as well as prevent the passage or the enforcing of existing laws prohibiting such discrimination, Amendment 2’s purpose was â€Å"generally inconsistent with mainstream American values† (Debbage Alexander, pg. 264). The State of Colorado argued the â€Å"measure does no more than deny homosexuals special rights† (Romer v. Evans, 1995). This is a decades old argument that right-wing Christian groups have used â€Å"to appeal to a wider, more secular audience by characterizing the gay rights movement as one aimed at getting special rights and protected status for gays and lesbians incorporated into civil rights law† (Debbage Alexander, pg. 273). Justice Kennedy writes in the opinion in favor, â€Å"The States principal argument that Amendment 2 puts gays and lesbians in the same position as all other persons by denying them special rights is rejected as implausible† (Romer v. Evans, 1995). Justice Kennedy further states how â€Å"Amendment 2 confounds this normal process of judicial review. It is at once too narrow and too broad. It identifies persons by a single trait and then denies them protection across the board† (Romer v. Evans, 1995). The final paragraph of Justice Kennedy’s opinion declares: â€Å"We must conclude that Amendment 2 classifies homosexuals not to further a proper legislative end but to make them unequal to everyone else. This Colorado cannot do. A State cannot so deem a class of persons a stranger to its laws. Amendment 2 violates the Equal Protection Clause, and the judgment of the Supreme Court of Colorado is affirmed† (Romer v. Evans, 1995). While Justice Scalia writes in his dissenting opinion, Amendment 2 is a â€Å"modest attempt by seemingly tolerant Coloradans to preserve traditional sexual mores against the efforts of a politically powerful minority to revise those mores through the use of the laws† (Romer v. Evans, 1995). While Justice Scalia has the right to his own personal beliefs regarding homosexuality and its validity as a protected class, many others do not share them. As Richard Mohr observes in Romer v. Evans: A Blow for Justice, â€Å"All or nearly all legal burdens on gays appeal directly or indirectly to prejudice†. His article goes on to describe how in 1996 this ruling should affect two major gay issues: gays in the military and gay marriage. When opponents cannot give logical reasons for their opposition it presupposes â€Å"strongly held beliefs for which one can offer no reasons or explanations are by definition prejudicial ones† (Mohr, para. 5). With the decision of the U.S. Supreme Court, Romer v. Evans â€Å"marked an immensely important day for the gay rights movement and a major setback for anti-gay rights activists of all persuasions† according to Sharon Debbage Alexander’s article in the Winter 2002 issue of Texas Forum on Civil Liberties Civil Rights. Furthermore, this case has become one of the most significant decisions issued by the U.S. Supreme Court in regards to gay rights. The majority of those who have analyzed Romer v. Evans purport the â€Å"fact that the case was won using a rational basis test adds to the strength of the decision for gay rights† (Debbage Alexander, pg. 297). Since the decision of Romer v. Evans, President Barack Obama has overturned the â€Å"Don’t Ask, Don’t Tell† policy within our Armed Forces and gay marriage is currently under consideration in two cases that have been heard at the U.S. Supreme Court. After winning Boy Scouts of America v. Dale in 2000 protecting the groups First Amendment expressive association rights, recently the governing body of the Boy Scouts of America voted to allow openly gay scouts within its membership, but not as Scout Leaders. The important issue of gay rights in America has finally reached the forefront of public policy and debate. As in Romer v. Evans, I hope that the United States Supreme Court will rule against the State of California’s Proposition 8 and DOMA, the Defense of Marriage Act, to find both laws unconstitutional. In so far as to bring equality for all to these United States of America.

Evolution of Virulence in the Ebola Virus

Evolution of Virulence in the Ebola Virus The Ebola virus is a member of the Filoviridae family of virus and is the pathogen responsible for Ebola Hemorrhagic Fever, an emerging disease that appears in infrequent epidemic outbreaks mainly in sub-Saharan Africa. The Ebola Virus is composed of several distinct subspecies, ranging from the extremely virulent Ebola Sudan and Ebola Zaire Viruses to the asymptomatic (in humans) Ebola Reston. Many outbreaks of Ebola Hemorrhagic Fever display mortality rates approaching 90%. Application of evolutionary concepts of disease and virulence evolution can be used to help explain this high level of virulence. Another important factor is the possible presence of less virulent outbreaks of Ebola Hemorrhagic Fever that go unreported due to small scale and lack of characteristic virulence A further understanding of the selective mechanisms behind virulence may suggest strategies to impose selection for less virulent strains of the virus and to develop possible vaccines, thus helping to curb th e deadly effect of Ebola outbreaks. The Filovirus family contains the Ebola Virus genus and the closely related Marburg Virus. Both of these genera are known to cause extremely dangerous hemorrhagic fever type illnesses. These Viruses are contain a single strand of negative RNA and typically measure 1400 nm in length with a diameter of approximately 80 nm. The various species of Ebola virus sporadically infect both human and non-human primates, causing Ebola Hemorrhagic Fever. Recent evidence suggests that the virus may have a natural reservoir in various bat populations. The virus sporadically jumps from this natural host species (in which it is avirulent) to host species such as chimpanzees, macaques, gorillas and humans where it typically exhibits high virulence. The mechanisms of this transition and the role of reservoir hosts is poorly understood at present (Leroy et al 2005) The Virus is transferred through direct contact with infected bodily fluids, most frequently by means of direct contact with an infected individual. Contaminated medical implements can also spread the infection in medical settings, especially during early stages when an epidemic has not yet been fully realized. In many of the early outbreaks this was a major means of transmission, due to the presence of the virus and nature of its transmission being poorly understood. Local funerary customs also contributed to the spread of the disease. Isolation of infectious patients, proper disposal of contaminated remains and excreta and use of efficient sanitation and barrier nursing techniques can effectively prevent transmission during an outbreak. It is important that these measures be implemented immediately upon suspicion of Ebola Hemorrhagic Fever in order to minimize spread of the virus within the community (Ebola virus disease in southern Sudan 1983). Initial during initial stages of infection the Ebola virus selectively targets dendritic cells, monocytes and macrophages, which spread through the circulatory and lymphatic systems to the liver spleen and lymph nodes. From here the virus can efficiently spread throughout the body. The infected monocytes and macrophages also release massive amounts of cytokines, helping to trigger virus-induced shock by causing damage to the endothelial structures. Infected dendritic cells are prevented from releasing costimulatory cytokines necessary for the production of T-cells, preventing sufficient immune response to the infection (Aleksandrowicz et al 2008). Symptoms of Ebola Hemorrhagic Fever usually manifest 2-21 days after infection. Initial symptoms include fever, weakness, aches in the muscles and joints, sore throat. These progress to rash, impaired liver and kidney function and in some cases both external and internal bleeding due to deterioration of the vascular lining (World Health Org anization). The massive release of cytokines and virus particles from monocytes and macrophages impairs the function of endothelial tissue, allowing it to become permeable to water and macromolecules (Aleksandrowicz et al 2008). Gastro-intestinal bleeding is a common symptom, and is frequently associated with lethal cases. (Ebola Haemorrhagic Fever in Zaire 1978) The First known outbreaks of the Ebola virus occurred nearly simultaneously in Zaire (modern Democratic Republic of the Congo) and Sudan in 1976. These outbreaks, although close both geographically and chronologically were caused by two distinct subspecies of the virus (Ebola Zaire and Ebola Sudan respectively). The Zaire outbreak was centered in the village of Yambuku and its environs. 318 cases were reported in this epidemic, of which 280 were fatal (mortality 88%). All cases in this epidemic were tied to either close contact with a confirmed case or receiving a parenteral injection at the local hospital (Ebola Haemorrhagic Fever in Zaire 1978). Early cases in the Sudan outbreak were textile workers from the town of Nzara. 151 of the 284 reported cases were fatal (mortality 53%) (Known Cases and Outbreaks of Ebola Hemorrhagic Fever). Three years later, in August of 1979 another, smaller scale outbreak occurred in Nzara and the nearby town of Yambio, resulting in 34 cases, with 22 f atalities (65% mortality) (Center for Disease Control, 2006). Communities affected by these outbreaks share several characteristics. One of the most significant of these is the nature of available medical care. All were served by small, undersupplied and understaffed hospitals. Unsanitary conditions within these hospitals and the prevalence of family members carrying out day to day care for afflicted individuals being allowed the virus to spread quickly through the local population. The Yambuku hospital utilized five needles and syringes for prenatal, inpatient and outpatient wards, with little sterilization between uses. This fact alone almost ensured transition of the virus between patients in the hospital. Lack of barrier nursing practices also allowed high transmission to the staff (11 of the 17 medical staff died as a result of Ebola Hemorrhagic Fever) and caregivers as well A high prevalence of infection was found amongst individuals present at funerals of deceased patients in all outbreaks. The reproductive success of a pathogen is dependent upon its ability to replicate itself and to infect new hosts by transfer of its propagules. Rapid replication can increase a pathogens chance of transference, but this requires a greater toll on the hosts system and is likely to lead to an increased chance of host mortality. Due to this, there is believed to be a natural correspondence between a pathogens growth rate and virulence. The relationship between these two factors is explained by the trade-off hypothesis of virulence evolution. This theory largely replaced the commonly accepted idea that a parasite or pathogen should evolve towards avirulence, but it not fully accepted. The avirulence theory assumed that a parasite low virulence would maximize a pathogens overall lifetime reproductive success by increasing the time of infection to nearly infinite limits. The reasoning behind this theory has been explained thusly: The parasite makes a profession out of living at its neighbours expenses and all its industry consists of exploiting it with economy, without putting its life in danger. It is like a poor person who needs help to survive, but who nevertheless does not kill its chicken in order to have the eggs (Van Beneden 1875). The frequent down trend in virulence from the time a pathogen is introduced to a novel population was offered as evidence for this theory. The trade-off theory developed when evolutionary ecologists began to question the avirulence theory. It proposes that there is a link between ease of transmission and virulence. According to this theory, virulence is an outgrowth of a rapid replication rate in the pathogen, which strains host resources and reduces host fitness (resulting in host mortality). The Trade-off theory links the variables of virulence, transmission and host recovery in a relationship summarized by the following mathematical model: (Alizon, Hurford, Mideo Van Baalen 2009) In the above equation R0 represents the pathogens baseline reproduction ratio, in this case a measure of relative fitness. The S value is the number of susceptible hosts within a population. ÃŽÂ ² represents rate of transmission, ÃŽÂ ± is the death rate in the host due to infection (virulence), ÃŽÂ ¼ stands for the natural death rate in the host population, and ÃŽÂ ³ is a factor representing the recovery rate from the infection. According to this model, any change in virulence, transmission rate or recovery rate will have an effect on the other two variables. A high transmission rate will typically go along with a high virulence and low recovery rate. The reproductive success of a pathogen comes from successfully balancing these variables to maximize R0 (Alizon et al). High Virulence will allow for high reproduction and transmission, but only up to a point. Natural selection should favor strains that are able to maximize this trade-off. Eventually, virulence can reach a l evel where the increased transmission is no longer balanced out by the risk of dying along with a host before being able to jump to a new one. This is especially true in isolated host populations or other conditions that limit horizontal transmission, which could possibly explain the low virulence and chronic nature of some infections. Virulence is typically defined as morbidity and mortality of the host organism as a result of parasite or pathogen activity. Measurements of a pathogens virulence are traditionally given in terms of parasite induced death rate (PIHD). This definition is suitable for a general discussion of a disease as it includes all deleterious effects on the host. A more specific and narrow definition is required in order to examine selective pressures on the evolution of virulence in a disease, however. The generalized definition, according to Ebert and Bull in their work on virulence evolution, fails to differentiate between virulences effects on host and pathogen fitness, and therefore fail to give an accurate assessment of selective pressure on the pathogens evolution. For this reason it is important to consider specific aspects of the host/pathogen system (such as means of transference, rate of pathogen growth, etc) before drawing conclusions about the selective pressures for increased or red uced virulence in the pathogen (Ebert Bull 2008). In the case of the Ebola virus and Ebola Hemorrhagic Fever virulence can be discussed in terms of host death. Unlike with some pathogens, death of the host does not immediately end transmission of the virus. Some studies indicate that the corpse can remain infectious for several days after death. Several epidemics have been traced to contact between the index case and the contaminated remains of a chimpanzee (Ivory Coast 1994, Gabon 1996, Gabon 1996-97) (Chart) and contaminated monkey meat may have played a role in the index case of the initial 1976 Zaire outbreak (Ebola Haemorrhagic Fever in Zaire 1978). Ebert and Bull define three general stages of evolution in a pathogen transferring to a novel host and the selective pressures involved in each. The first phase includes the initial interactions between a pathogen and the novel host. In some cases this infection is not capable of horizontal transfer between hosts in the novel population. Other situations involve short chains of secondary infection from the index infection. Infections in this phase are likely exposed to great selective pressures, as they are in an entirely new environment, one for which their genes may or may not be particularly suitable. Genes that may not have had a measureable fitness effect in the pathogens normal host environment can suddenly exert great selective pressure. Because of this there is frequently a great range of virulence expressed by different pathogens during this phase. The second phase occurs during the period when a pathogen has established a foothold within the novel population. It follows the epidemic infection model and increases rapidly within the population, because of this rapid growth it is possible for a pathogen to evolve rapidly in this phase. Selective pressure on the host can also be extreme in this phase. The second phase also applies when a mutation in a parasite that has already obtained equilibrium within a host population is significant enough that it gains a selective advantage over other strains and spreads rapidly. Ebert and Bulls third phase is reached when a pathogen has become firmly established within a host population. Pathogens in this phase are well adapted to the host, but will still experiences selective pressures due to host demographic and environmental changes. The Ebola virus, in human hosts, remains largely within the first phase, although it could be argued that it briefly enters the second phase on a local level during some outbreaks. It causes short lived epidemics when it does infect a human population, but fails to survive long term and become an endemic pathogen. During this initial stage the virus can be exposed to great selective pressure as it is in an unusual host. Evolutionary dynamics within an epidemic scenario, as proposed by Bolker et al, favor pathogens with a high growth and transference rates, and the high virulence that is associated with them, due to the large number of susceptible hosts in the novel population. This differs from a pathogen in later stages, which has reached dynamic equilibrium with the host. These situations tend to select for moderate virulence and longer duration of infection. (Bolker et al). A possible explanation for the extreme virulence in Ebola outbreaks may simply be reporting bias. Many of the early and milder symptoms of Ebola Hemorrhagic Fever are quite similar to those of other diseases endemic to the region, such as malaria, and measles. Some outbreaks are actually mistaken for cases of other diseases until post-infection laboratory tests detect particles of an Ebola strain. A 1994 outbreak in gold mining camps in Gabon (52 cases, 60% mortality) was believed to be a yellow fever epidemic until almost a year after the last case. It is possible that less virulent strains of the virus are simply mistaken for other common infections, treated as such, and never reported (CHART). Ebola virus antibodies were detected in sera from 18% of adults in the 1979 Nzara outbreak who were not infected. This is evidence that It is likely that sporadic infection is more common than can be appreciated from these dramatic outbreaks, which probably represent the extreme of the inter action between man and the virus. (Baron et al). This fits in with the inherent virulence variance in phase one pathogens suggested by Ebert and Bull above. Other factors that can affect the evolution of virulence in a pathogen are host population density and ease of transmission. These factors are frequently interrelated, as both directly influence the number of susceptible hosts a pathogen is able to infect during its lifespan. A high density of susceptible hosts (such as when a pathogen is emerging in a novel host population) is likely to greatly increase greatly increase a pathogens reproductive success, and select for pathogens that can replicate quickly and take advantage of the abundant hosts. Likewise, easy transition from one host to the next also selects for pathogens that are able to rapidly replicate and seize the day, as it were. Both of these conditions, which favor pathogens with high growth rates, also favor high virulence in accordance with the Trade-off hypothesis (Ebert Bull 2008). The abovementioned concepts and principles fit in with epidemiological data from outbreaks of Ebola Hemorrhagic Fever. Initial outbreaks of Ebola Hemorrhagic Fever took place within areas with a relatively high concentration of susceptible hosts. The 1976 outbreak centered on the Yambuku Mission Hospital is a good example. This hospital served as the primary medical facility for a local population of around 60,000 as well as travelers. This facility was relatively small, having 17 staff members and holding 120 beds in its crowded wards. It also processed some 6000-12000 outpatients on a monthly basis. Combine this with the five improperly sterilized syringes used to administer injections (the primary dosage method at this facility) and a severe lack of barrier nursing procedures. This would appear to be an optimal situation for the transmission of pathogens that spread through contaminated body fluids. According to the Trade-off Hypothesis and the selective conditions outlined above, pathogen strains that have high reproduction rates (and hence high virulence) would be at a distinct selective advantage. Cases cared for out of the hospital setting would also tend to favor quickly reproducing and more virulent pathogens. Horizontal transfer by physical contact is directly affected by the concentration of virus particles in a contaminated fluid; hence a virus with a higher reproduction rate would be able to successfully exploit a given number of transfer opportunities. This setting lacks the direct viral inoculation by contaminated needle present in the hospital setting, which would perhaps result in less effective transmission. This would also favor more strongly virulent pathogens, which reproduce quickly and successfully exploit transmission opportunities (Ebola Haemorrhagic Fever in Zaire 1978). The conditions present during the 1976 Sudan outbreak were largely similar. Transmission occurred mainly to family members providing nursing care (without barrier nurs ing techniques) and through contaminated medical equipment and direct contact in a hospital setting. These conditions would also seem to favor more virulent pathogens. Other examples of particularly high virulence outbreaks (in terms of host mortality) also occur under conditions with large amounts of close contact between potential hosts, likely resulting in high transmission. Examples of these situations are found in the 1994 and 1996-97 Gabon outbreaks, which took place at a mining camp and (initially) a remote forest camp respectively. Both of these outbreaks featured transmission of numerous secondary infections through close contact with infected individuals. According to the Trade-off hypothesis, high transmission rates are linked to high levels of virulence. By reducing rate of transmission it may be possible to artificially select for less virulent strains. In the hospital and home care setting, hosts suffering from highly virulent strains with high symptom manifestation (high virulence) are likely to transmit the virus to other hosts, favoring virulent strains. Application of sanitation and barrier nursing practices can reduce transmission of the virulent strains present under these conditions. This could potential favor any less virulent strains, i.e. ones that do not manifest severe symptoms that require hospitalization and are unlikely to be fatal, present in the environment. This could gradually reduce overall virulence over the course of the outbreak. Even if less virulent strains are not present, prevention of transmission is likely to slow and eventually stop the outbreak as the number of remaining susceptible hosts is reduced through various means (Ewald 2004). The Ebola Virus and Ebola Hemorrhagic Fever present an interesting case for evolution of virulence in a pathogen. The periodic outbreaks of the disease offer examples of how selective pressures imposed on a pathogen follow the predictions of the Trade-off hypothesis linking virulence (and attendant host mortality) with rate of transmission. This hypothesis and the conclusions it suggests fit with data observed in outbreaks of virulent Ebola Hemorrhagic Fever. Conditions of dense susceptible host population and rapid and effective transmission seem to demonstrate high incidences of virulence indicating that there may be selective pressure for virulent strains under these conditions. Evidence of strains showing low virulence is suggested by the Ebola virus presence in a natural reservoir species and by the formation of antibodies by healthy individuals not linked to current epidemics. Due to this (presumed) variation amongst strains and the relationship between transmission and virulen ce proposed by the Trade-off hypothesis, reduction of transmission of the virus in hospital and homecare settings may lead to a reduction in strain virulence in prolonged outbreaks.

Mary Baker Eddy: Her indelible mark :: essays research papers

Mary Baker Eddy Mary Baker Eddy, http://www.marybakereddy.org, born in rural New England in the 1800's, overcame many hurdles to become an acclaimed author, publisher, and religious leader whose impact is still being felt today. In 1995, she was inducted into the National Women’s Hall of Fame for â€Å"making an indelible mark on society, religion, and journalism.† How did this independent New England woman rise from obscurity to become, as Human Life magazine described in 1907, "the most famous, interesting and powerful woman in America, if not the world, today"? Eddy (1821-1910) was born and raised on a farm near Concord, New Hampshire, in the United States. Because of many bouts of illness, she received most of her education at home, sometimes with the help her brother, Albert, a student at Dartmouth College. This turned out to be an advantage, given the many restrictions on women’s education in 19th century America. She experienced some difficult years as a young woman. She was widowed (and pregnant) six months into her first marriage. Some six years later, her family, thinking her rambunctious son was too taxing for her, removed him from her and sent him to live with foster parents. Hoping to regain a stable home life for herself and her son, she married again, but eventually divorced her unfaithful second husband. In poor health during much of this time, she experimented with allopathic medicine and alternative therapies -- particularly with homeopathy. She was seeking an understanding of the relationship between mind, body, and spirit. Simultaneously, she continued a life-long study of the Bible searching to uncover its promise of spiritual healing. In 1866, at age 44, in what marked a turning point, she was healed of a life-threatening accident through spiritual insights gained from the Bible. Over the next few years she studied the Scriptures deeply, looking for a spiritual system behind the healing works of Christ Jesus. She tested what she was learning by healing other people, including some considered medically incurable. She also taught others to heal using this system, which she later called: "Christian Science." She called it "Science" because she saw it as the provable, universal laws of God. Eddy emphasized both the motherhood and fatherhood of God in her teachings. Later, Elizabeth Cady Stanton, the women's rights activist, published "The Woman's Bible," also referring to God as the "Heavenly Mother and Father." Because Eddy's ideas seemed so radical, challenging conventional, theological views, she faced much opposition and prejudice.

Motivation in the Classroom Essay -- Teaching Education

Motivation in the Classroom Students want and need work that enables them to demonstrate and improve their sense of themselves as competent and successful human beings. This is the drive toward mastery. But success, while highly valued in our society, can be more or less motivational. People who are highly creative, for example, actually experience failure far more often than success. Biehler (p. 225) claims that studies show that when CAI used in conjunction with a teacher's lessons, is particularly beneficial for low-achieving and young students. Before we can use success to motivate our students to produce high-quality work, we must meet three conditions: 1. We must clearly articulate the criteria for success and provide clear, immediate, and constructive feedback. 2. We must show students that the skills they need to be successful are within their grasp by clearly and systematically modeling these skills. 3. We must help them see success as a valuable aspect of their personalities. All this seems obvious enough, but it is remarkable how often we fail to meet these conditions for our students. Take skills. Can you remember any crucial skills that you felt you did not successfully master because they were not clearly taught? Was it finding themes in literature? Reading and interpreting primary texts? Thinking through nonroutine math problems? Typically, skills like these are routinely assigned or assumed, rather than systematically modeled or practiced by teachers. So how can we help students master such skills? When teaching your students to find themes, for example, deliberately model interpretation. Ask your students to give you a poem you have never seen, and then interpret it both for and with them. If they are reading primary texts, use what we call the "main idea" strategy. Teach them how to find the topic (usually a noun or noun phrase), the main idea (a sentence that states the text's position on the topic), and reasons or evidence to support the main idea. If students are concerned about writer's block, remember that perhaps the most difficult task of a teacher is to teach how to think creatively. In regards to behavior modification it's noted in Biehler(p.237), in the case of primary students there is a possibility that some students will come to realize that the teacher rewards them only when they've done what she... ... arouses intense curiosity? By making sure it features two defining characteristics: the information about a topic is fragmentary or contradictory, and the topic relates to students' personal lives. Students then work together in-groups, retracing the steps scientists took in weighing the available evidence to arrive at an explanation. We have seen student’s work diligently for several days dealing with false hypotheses and red herrings, taking great delight when the solutions begin to emerge. As for topics that relate to students' lives, the connection here cannot be superficial; it must involve an issue or idea that is both manageable and unresolved. We must ask, With what issues are adolescents wrestling? How can we connect them to our curriculum? Figure 1 illustrates some possibilities for adolescents. Bibliography: References Snowman, Jack/Biehler, Robert (2000) Psychology Applied to Teaching Houghton Mifflin Co. Colin, Baker (1996) Foundations of Bilingual Education and Bilingualism Multilingual Matters (pgs 105-143) Cummins, Jim (1996) Negotiating Identities: Education for Empowerment in a Diverse Society California Association for Bilingual Education

Fire: Nutrition and Destructive Forces Essay

Fire is one of our greatest tools and also one of our most destructive forces. So is it an enemy or a friend? Fire has been around since creation. In fact, it appears that fire had a hand in creation itself. Therefore, man did not discover fire. It is believed that he discovered its use. Before he discovered its use, man was probably at its mercy. Fires started in nature, by lightning or by the sun, it must have terrified the early man. He did not use it to cook meat as early man ate raw meat. Then one day he discovered that fire, which burnt and hurt, could be useful. From that time, fire ceased to be an enemy and became man’s best friend. Today, we can hardly conceive a life without fire. It cooks our food, provides warmth and burns away rubbish. Fire plays a major part in our lives from birth till we are cremated. Since it has been discovered that food tastes much better and is healthier when cookked, cooking has evolved over the years. Now, there are countless dishes to prepare using fire. Yet, this great friend can be a very dangerous enemy. In its natural state, fire can break out at any moment – usually through careless handling – causing devastating harm. Destruction of lives and property by fire is one of the, almost, daily disasters in the world. Not even the most developed countries are exempt from this. All anyone can do is take as many precautions as possible to fight it when it occurs. Frequently when fires break out, humans are helpless and great losses occur before the fires are brought under control. Even in the wild, fire does not have to be a villain. Fire is actually vital to the survival of several species. It remove slow growing underbush, cleanses the forest floor of debris, opens it up to sunlight and nourishes the soil. Established trees have to compete with undergrowth for nutrients and space. Fire clears the weaker trees and returns health to the forest. Clearing bush from the forest floor with low intensity flames helps prevent large damaging wildfires that spread out of control and completely destroy forests. Wildlands provide habitat to forest animals and birds. Fire clears wildlands of heavy bush, leaving room for new grasses, herbs and regenerated shrubs that provide food and habitat for many wildlife species. So fire is both a bosom friend and a deadly enemy. When it is kept under control, it is one of the greatest boons known to humanity. However, when it gets out of control or when used for destruction, it is a devastating force which leaves man completely helpless and even dead. Fore also kills diseases and insects that prey on trees and provides valuable nutrients that enrich the soil More trees die each year from insect infestation and disease than from fire. Fire kills pests and keeps the forest healthy. Vegetation that is burnt by fire provides a rich source of nutrients that nourish remaining trees. One another note, man too uses fire for destructive purposes. Most weapons are based on the principle of fire. This applies to simple devices like handguns, artillery pices of fire and nuclear bombs. The main destructive element in weapons or at least the trigger is fire based. In this case, it is not fire, which is a danger in itself but rather because it is used for destructive purposes. Uncontrolled fire which spreads and becomes big is a deadly enemy. It destroys properties, belongings and takes away lives.

“Old Man at the Bridge” by Ernest Hemingway Essay

â€Å"Old Man at the Bridge† was inspired by Hemingway’s travels as a war correspondent during the Spanish Civil War in the 1930s. Old Man at the Bridge demonstrates the power of narrative art. It takes a small, ordinary detail in a situation and by the art of story-telling transforms it into a powerful story about the tragedy of war. The old man becomes a symbol of the countless civilian victims of war– those â€Å"without politics.† The old man is going to die at the bridge–displaced, disoriented, alone. He’s not a cat, nor a dove, but a goat–who was â€Å"only taking care of animals.† The themes of the story are ‘many innocent people become victims of war’, ‘even when exposed to the atrocities of war some people do not lose their basic humanity.’ The story is laid in a war zone at a pontoon bridge across the Ebro river. The time is Easter Sunday 1938. Such geographical names as San Carlos, Ebro contr ibute to the credibility of the story. A first person narrator who tells the story through careful description, reportage of dialogue and insightful commentary about the old man. The narrator makes the reader see the old man. His engagement with him suddenly brings the old man into focus, he emerges out of the faceless, voiceless crowd. The Narrator’s consciousness of the approaching enemy â€Å"contact† is used to create the dramatic tension between the immobility of the old man and the coming destruction as he constantly observes the movement of carts across the bridge while talking. The narrator’s conversation allows the old man to have a voice. The voiceless victims speak through the old man. The story does not really go in sequence. It starts off in the present, then goes back and forth between past and present throughout the whole story. The central character is the 76 yr. old man, a war refugee who has been uprooted and displaced by the war. The old man is â€Å"without politics,† who was only taking care of his animals, but who has had his world destroyed. He is disoriented, confused and disconnected. He has retreated into his isolated world in which he can only cling to his obsessive thoughts about his animals, and is too tired to go any further. He will die at the bridge–another nameless innocent victim of war. The Scout is the narrator who creates the story of the old man at the bridge. Through his telling of the story, he gradually articulates who the old man is and what he represents. The Scout at the beginning is the impersonal narrator who sees the old man and decides to  engage him in conversation. By asking the old man questions about himself, the Scout gradually understands the situation of the old man. At the beginning he thinks the old man is just resting so he encourages him to move on. In the course of his conversation he realizes the old man is disoriented, displaced and that he will not be able to move on, but that he will likely die at the bridge. The scout who begins as a detached observer comes to the painful realization that â€Å"there was nothing to do about him.† And he ends with the bitterly ironic observation about Easter Sunday and the old man’s luck, which is no luck. The old man will soon cross that final bridge. There is one symbol of hope in the story. At the beginning of the narrator’s conversation with the old man, the birds the old man was looking after were referred to as â€Å"pigeons,† but by the end of the story, they become â€Å"doves,† symbols of peace in wartime. The narrator makes this switch as he asks, â€Å"Did you leave the dove cage unlocked?† It is unclear whether this is a slip of the tongue, because the narrator is clearly distracted by the impending arrival of the enemy, or if Hemingway is attempting to give the image of the birds flying away an even more positive tint by referring to them as symbols of peace.

Hum Week

It also states that from 2002 to 2011 Divergence had approximately $250,000 charged to his arsenal credit card, which was paid with the campaign account, but never gave any explanation as to what the charges were for. The strategy for applying creativity that would best be used for this issue would be to devise or modify a process or system. Apparently, the laws that are in place for this matter are not specific enough, and there is a lack of enforcement.These laws need to be modified to make their requirements more detailed, and there needs to be improvement of the enforcement of these laws. ) How might you use the strategies for promoting curiosity In addressing this topic? Why do you think these strategies might be effective? In order to promote curiosity in addressing this topic I think that the best thing to do would be to get more people involved in the process of change. When doing this, opinions can be heard and used to heighten the levels of curiosity. By allowing more peopl e to be involved, it will bring better solutions as well.I feel this strategy would be very effective, because the most effective way to promote curiosity and devise a new yester of laws to avoid any further discrepancies would be with questions. The answers to these questions will provide better Ideas for the changes that are needed. It will also provide ways to change the way the laws are enforced. In my opinion, If the penalties for breaking the laws became stricter, there would be less of a chance that the laws would be broken. A possible solution could be to employ unbiased workers to keep track of what Is being spent and why It Is being spent. ) How might you use the various methods for producing Ideas to eliminate the blabs from the original article and still present a factual and persuasive case? Using the various methods for producing Ideas can eliminate the blabs direction In this article by using forced uncommon responses, using free association, and constructing pro and con arguments. By using forced uncommon responses, the common and familiar (bias) Ideas can be avoided or dismissed. This will give way for the more open minded (non-blabs) Ideas. The use of free association will allow for a more relaxed and controlled responses.Constructing pro and con arguments can be done, but only tit the safeguard of going out of your way to construct arguments and Ideas that can malignant a neutral outlook. It Is very Important to always keep In mind that there Is more than one side to the Issue or problem. Both sides need to have the same attention In order to come up with the most effective solution. Having biased opinions and Ideas will only add to the problem, and make the solution more difficult to achieve. BY Hottentots Essex County Executive, Joe Divergence, was using his campaign funds to pay for of these laws. How might you use the strategies for promoting curiosity in answers to these questions will provide better ideas for the changes that are neede d. It will also provide ways to change the way the laws are enforced. In my opinion, if workers to keep track of what is being spent and why it is being spent. 3) How might you use the various methods for producing ideas to eliminate the bias from the methods for producing ideas can eliminate the bias direction in this article by using ideas can be avoided or dismissed.This will give way for the more open minded (non-bias) ideas. The use of free association will allow for a more relaxed and with the safeguard of going out of your way to construct arguments and ideas that can maintain a neutral outlook. It is very important to always keep in mind that there is more than one side to the issue or problem. Both sides need to have the same attention in order to come up with the most effective solution. Having biased opinions and ideas will only add to the problem, and make the solution more difficult

Lemon Max

Market Analysis Dishwash market of Pakistan is a bar driven market. Vim’s major competitor is Max while the rest of the brands like Safoon, Anna Bar are very small in size. Price Price is very important for this category. In order to market share, competitors use price as a unique selling point (USP). Max is a price leader in dish wash market. Max and Vim are price tag parity and both are price premium. Vim is low grammage and high price although it is not a noticeable difference. Price comparison of Bars between Vim and Max according to SKUs are as follows.Max Bar| Vim Bar| Small Bar Pack (110 grams) cost Rs. 12| Small Bar Pack (110 grams) cost Rs. 12| Number of SKUs| Bar (200 grams) cost Rs. 22| Long Bar Pack (330 grams) cost Rs 32| Long Bar Pack (300 grams) cost Rs. 33| Product Portfolio Max Protfolio includes Max Bar, Azadi Dish Bar, Max Sourers, Max Liquid and Max Antibacterial. Max Bar is targeting urban area while Azadi dish bar is targeting rural area. Lemon Max Bar In troduction Lemon Max Bar is a quality washing bar. Lemon Max Bar is a with leadership among dish wash segment of FMCG in Pakistan.Lemon Max Bar is product of Colgate Palmolive which was launched in 1982 with scourer embedded tagline â€Å"Hara Kaam Maun Khara Nimbo Ki Taqat Say Bhara†. Lemon Max Bar Consumers Primary shoppers of Max Bar are women and housewives and secondary are men purchasing household items. Brand is used for dish washing at home with the essence of lemon in it. Many year of sale and consumption at home consumers have approved Max Bar is a high quality product with many benefits. Lemon Max Growth Period Max Bar with strong, lemon-like, grease cleansing action and name that gave impression of foreign brand.Brands pass through ups and down then got stabilized and become market leader in terms of sales and Brand name. In 1985,brand manager learnt that consumer perceive that scourer damaged the dishes then they launched max liquid to overcome this perception. A t the same time Unilever Pakistan ,the mega corporate giant of FMCG’s , launched its brand under the name of â€Å"Rin† in dishwashing segment of FMCG. The competition become aggressive in terms of promotion, retails distribution and event placement. But according to market experts, consumer used brand for cleaning their quality dishes utensils.Due to heavy advertisement and erroneous branding decision Rin brand got positioning problems , product colour confusion among the consumers. Taking advantage from that opportunity, revelry brand â€Å"Max Bar† makes aggressive movements by heavy promotions. Soon Mac brand takes the game by kicking Rin Brand out of market form distribution to media promotion and become market leader. In 2001, Rin brand repositioned himself and change to â€Å"vim† and entered in to the market . Competition again got fierce between max bar and Vim due to heavy marketing budget form unilever gain to pull the max bar from market.In th e end of 2004, Rin vanish from the market and max become the leader in the market. After that many brands emerge on the competition arena like Safoon and Aana bar ,raising competition with the Max bar with relatively low price. For tackling this Max Bar launched 200 gm and sachet in that brand to gain an edge in the competition. But still Max Bar got 60 percent of the market share. In 2011, Unilever has relaunched Vim in dishwashing category. Vim gives a fierce competition to Lemon Max and start gaining market share from lemon max and other small players in the market.Lemon Max Liquid Liquid dishwash is targeted at urban upper middle class home makers and here the users are home maids rather than home makers. It will be difficult to teach house maids to use the liquid efficiently. People perceived both the liquid brands same. Although, Vim is a concentrated gel while Max is a dilute liquid. Concentrated gels are used less as compare to dilute solution. Gels are more efficient in dis h wash. Max Liquid Bottle| Vim Liquid Bottle| 275 ml cost Rs. 65| 250 ml cost Rs. 115| 475 ml cost Rs. 95 rs| 500 ml cost Rs. 190| Distribution of Lemon MaxLemon Max distribution is very strong. They are available and visible in almost every store. TRENDS * Economic growth during the early part of the review period encouraged new trends in dining, with these continuing to spread at the end of the review period. There was for example strong growth in the number of restaurants in the country and also the widening use of feasts to celebrate weddings. The serving of meals became more elaborate, with consumers using a growing number of dishes. These trends continued to support growth in dishwashing at the end of the review period. COMPETITIVE LANDSCAPE Unilever was the leading player in dishwashing in 2010 with a value share of almost 18%. The company benefits from a strong advertising presence, with its Vim brand thus enjoying widespread awareness and loyalty. The company also benefits from the widespread availability of Vim, which is prominently displayed in most outlets that offer hand dishwashing. The company also offers the premium Persil brand in hand dishwashing, which appeals to many mid- and high-income consumers. PROSPECTS * Hand dishwashing is expected to benefit from economic growth and urbanisation in Pakistan during the forecast period.As consumers move to cities and experience higher disposable income levels, their habits are likely to change. A growing focus on hygiene will encourage many to trade up from bar detergents to hand dishwashing when washing dishes. Lemon Max Bar Product History: Lemon Max Bar is a quality is washing bar with leadership in dish wash segment in Pakistan. Lemon Max Bar is product of Colgate Palmolive, which was launched in 1982 with scourer embedded. Primary shoppers of Max Bar are women/housewives that use brand for cleaning their household dishes. The consumers have approved high quality standards and benefits offered by Max Bar.Max Bar with strong, lemon-like, grease cleansing action and name that gave impression of foreign brand. In 1985 the brand manager learnt that consumer perceive that scourer damaged the dishes then they launched max liquid unilever launched their Rin in this dishwashing segment. The competition become heat up but according to survey consumer used brand for their quality dishes utensils. Heavy promotion started between these two brands. Rin got positioning problems and product color confusion among the consumer taking advantage from that opportunity max take the game by heavy promotion and positioning of lemon power.In 2001, Rin was change to vim and gave a challenge to the max bar and again competition starts. At the end of 2004 Rin vanish from the market and max become the leader in the market. Advertising Strategy: An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy t hose products and services. Execution: The overall creativity of the dishwasher bar is good and is highly acceptable in the Pakistan’s existing market people having different income level can purchase it and it is available in every departmental store with a reasonable price.The packaging is in green and yellow color with largely written MAX in the middle of the bar. The bar is not just limited to clean the utensils it also gives the fragrance of lemon. Creative idea: The company board made these question within them and find the solutions for right promotion and media the task is to choosing the media through which the customers and viewers perceive what the company to make them aware about the product and they have a brand loyalty about it after watching and using it. 1. Who is our audience? 2.Where are we now in the minds of our target audience? 3. Where are our competitors in the minds of our target audience? 4. Where do we want to be in the minds of our target audience? 5. What is the consumer promise or the big idea? 6. What is the supporting evidence? 7. What is the tone of voice of the ad? Strategy: Max's marketing strategy is a notable example of successful frontal attack. The brand was able to find a credible and sustainable differentiator against Vim. Max took the position of an Antibacterial dish wash bar to fight Vim.Max was Pakistan's first Anti-bacterial dish wash bar. As usual, the germs were at the receiving end. Max positioned itself as a dish wash bar that killed all the bacteria in the utensils. The positioning was very smart since Vim was positioned based on cleanliness. Max is innovative in creating awareness about the possibility of germs in utensils. There was also another smart idea from the brand. In theory, we often say that the differentiator should be relevant, sustainable and not easily copied by competitors. Communication Media:The characteristics of the target consumer need to be consider as an advertiser decides what med ia to use. The types of media categories from which advertisers of choose include the following: * Print—Primarily newspapers (both weekly and daily) and magazines. * Audio—FM and AM radio. * Video—Promotional videos, infomercials. * Outdoor advertising—Billboards, advertisements on public transportation (cabs, buses). USP of MAX is†¦ â€Å"Hara Kam Main Khara† In addition, the other one is â€Å"Ghulae Kam Zayada Chalae† AD Type:The Ad, which I presented, is the persuasive.