Digital Fortress Chapter 127-128

Chapter 127 There was a sudden and reverent silence among the group on the podium. It was as if they were watching an eclipse or volcanic eruption-an incredible chain of events over which they had no control. Time seemed to slow to a crawl. â€Å"We're losing it!† a technician cried. â€Å"Tie-ins! All lines!† On the far-left screen, David and Agents Smith and Coliander stared blankly into their camera. On the VR, the final fire wall was only a sliver. A mass of blackness surrounded it, hundreds of lines waiting to tie in. To the right of that was Tankado. The stilted clips of his final moments ran by in an endless loop. The look of desperation-fingers stretched outward, the ring glistening in the sun. Susan watched the clip as it went in and out of focus. She stared at Tankado's eyes-they seemed filled with regret. He never wanted it to go this far, she told herself. He wanted to save us. And yet, over and over, Tankado held his fingers outward, forcing the ring in front of people's eyes. He was trying to speak but could not. He just kept thrusting his fingers forward. In Seville, Becker's mind still turned it over and over. He mumbled to himself, â€Å"What did they say those two isotopes were? U238 and U†¦?† He sighed heavily-it didn't matter. He was a language teacher, not a physicist. â€Å"Incoming lines preparing to authenticate!† â€Å"Jesus!† Jabba bellowed in frustration. â€Å"How do the damn isotopes differ? Nobody knows how the hell they're different?!† There was no response. The room full of technicians stood helplessly watching the VR. Jabba spun back to the monitor and threw up his arms. â€Å"Where's a nuclear fucking physicist when you need one!† Susan stared up at the QuickTime clip on the wall screen and knew it was over. In slow motion, she watched Tankado dying over and over. He was trying to speak, choking on his words, holding out his deformed hand†¦ trying to communicate something. He was trying to save the databank, Susan told herself. But we'll never know how. â€Å"Company at the door!† Jabba stared at the screen. â€Å"Here we go!† Sweat poured down his face. On the center screen, the final wisp of the last firewall had all but disappeared. The black mass of lines surrounding the core was opaque and pulsating. Midge turned away. Fontaine stood rigid, eyes front. Brinkerhoff looked like he was about to get sick. â€Å"Ten seconds!† Susan's eyes never left Tankado's image. The desperation. The regret. His hand reached out, over and over, ring glistening, deformed fingers arched crookedly in stranger's faces. He's telling them something. What is it? On the screen overhead, David looked deep in thought. â€Å"Difference,† he kept muttering to himself. â€Å"Difference between U238 and U235. It's got to be something simple.† A technician began the countdown. â€Å"Five! Four! Three!† The word made it to Spain in just under a tenth of a second. Three†¦ three. It was as if David Becker had been hit by the stun gun all over again. His world slowed to stop. Three†¦ three†¦ three. 238 minus 235! The difference is three! In slow motion, he reached for the microphone†¦ At that very instant, Susan was staring at Tankado's outstretched hand. Suddenly, she saw past the ring†¦ past the engraved gold to the flesh beneath†¦ to his fingers. Three fingers. It was not the ring at all. It was the flesh. Tankado was not telling them, he was showing them. He was telling his secret, revealing the kill-code-begging someone to understand†¦ praying his secret would find its way to the NSA in time. â€Å"Three,† Susan whispered, stunned. â€Å"Three!† Becker yelled from Spain. But in the chaos, no one seemed to hear. â€Å"We're down!† a technician yelled. The VR began flashing wildly as the core succumbed to a deluge. Sirens erupted overhead. â€Å"Outbound data!† â€Å"High-speed tie-ins in all sectors!† Susan moved as if through a dream. She spun toward Jabba's keyboard. As she turned, her gaze fixed on her fiance, David Becker. Again his voice exploded overhead. â€Å"Three! The difference between 235 and 238 is three!† Everyone in the room looked up. â€Å"Three!† Susan shouted over the deafening cacophony of sirens and technicians. She pointed to the screen. All eyes followed, to Tankado's hand, outstretched, three fingers waving desperately in the Sevillian sun. Jabba went rigid. â€Å"Oh my God!† He suddenly realized the crippled genius had been giving them the answer all the time. â€Å"Three's prime!† Soshi blurted. â€Å"Three's a prime number!† Fontaine looked dazed. â€Å"Can it be that simple?† â€Å"Outbound data!† a technician cried. â€Å"It's going fast!† Everyone on the podium dove for the terminal at the same instant-a mass of outstretched hands. But through the crowd, Susan, like a shortstop stabbing a line drive, connected with her target. She typed the number 3. Everyone wheeled to the wall screen. Above the chaos, it simply read. ENTER PASS-KEY? 3 â€Å"Yes!† Fontaine commanded. â€Å"Do it now!† Susan held her breath and lowered her finger on the ENTER key. The computer beeped once. Nobody moved. Three agonizing seconds later, nothing had happened. The sirens kept going. Five seconds. Six seconds. â€Å"Outbound data!† â€Å"No change!† Suddenly Midge began pointing wildly to the screen above. â€Å"Look!† On it, a message had materialized. KILL CODE CONFIRMED. â€Å"Upload the firewalls!† Jabba ordered. But Soshi was a step ahead of him. She had already sent the command. â€Å"Outbound interrupt!† a technician yelled. â€Å"Tie-ins severed!† On the VR overhead, the first of the five firewalls began reappearing. The black lines attacking the core were instantly severed. â€Å"Reinstating!† Jabba cried. â€Å"The damn thing's reinstating!† There was a moment of tentative disbelief, as if at any instant, everything would fall apart. But then the second firewall began reappearing†¦ and then the third. Moments later the entire series of filters reappeared. The databank was secure. The room erupted. Pandemonium. Technicians hugged, tossing computer printouts in the air in celebration. Sirens wound down. Brinkerhoff grabbed Midge and held on. Soshi burst into tears. â€Å"Jabba,† Fontaine demanded. â€Å"How much did they get?† â€Å"Very little,† Jabba said, studying his monitor. â€Å"Very little. And nothing complete.† Fontaine nodded slowly, a wry smile forming in the corner of his mouth. He looked around for Susan Fletcher, but she was already walking toward the front of the room. On the wall before her, David Becker's face filled the screen. â€Å"David?† â€Å"Hey, gorgeous.† He smiled. â€Å"Come home,† she said. â€Å"Come home, right now.† â€Å"Meet you at Stone Manor?† he asked. She nodded, the tears welling. â€Å"Deal.† â€Å"Agent Smith?† Fontaine called. Smith appeared onscreen behind Becker. â€Å"Yes, sir?† â€Å"It appears Mr. Becker has a date. Could you see that he gets home immediately?† Smith nodded. â€Å"Our jet's in Malaga.† He patted Becker on the back. â€Å"You're in for a treat, Professor. Ever flown in a Learjet 60?† Becker chuckled. â€Å"Not since yesterday.† Chapter 128 When Susan awoke, the sun was shining. the soft rays sifted through the curtains and filtered across her goosedown feather bed. She reached for David. Am I dreaming? Her body remained motionless, spent, still dizzy from the night before. â€Å"David?† She moaned. There was no reply. She opened her eyes, her skin still tingling. The mattress on the other side of the bed was cold. David was gone. I'm dreaming, Susan thought. She sat up. The room was Victorian, all lace and antiques-Stone Manor's finest suite. Her overnight bag was in the middle of the hardwood floor†¦ her lingerie on a Queen Anne chair beside the bed. Had David really arrived? She had memories-his body against hers, his waking her with soft kisses. Had she dreamed it all? She turned to the bedside table. There was an empty bottle of champagne, two glasses†¦ and a note. Rubbing the sleep from her eyes, Susan drew the comforter around her naked body and read the message. Dearest Susan, I love you. Without wax, David. She beamed and pulled the note to her chest. It was David, all right. Without wax†¦ it was the one code she had yet to break. Something stirred in the corner, and Susan looked up. On a plush divan, basking in the morning sun, wrapped in thick bathrobe, David Becker sat quietly watching her. She reached out, beckoning him to come to her. â€Å"Without wax?† she cooed, taking him in her arms. â€Å"Without wax.† He smiled. She kissed him deeply. â€Å"Tell me what it means.† â€Å"No chance.† He laughed. â€Å"A couple needs secrets-it keeps things interesting.† Susan smiled coyly. â€Å"Any more interesting than last night and I'll never walk again.† David took her in his arms. He felt weightless. He had almost died yesterday, and yet here he was, as alive as he had ever felt in his life. Susan lay with her head on his chest, listening to the beat of his heart. She couldn't believe that she had thought he was gone forever. â€Å"David.† She sighed, eyeing the note beside the table. â€Å"Tell me about ‘without wax.' You know I hate codes I can't break.† David was silent. â€Å"Tell me.† Susan pouted. â€Å"Or you'll never have me again.† â€Å"Liar.† Susan hit him with a pillow. â€Å"Tell me! Now!† But David knew he would never tell. The secret behind â€Å"without wax† was too sweet. Its origins were ancient. During the Renaissance, Spanish sculptors who made mistakes while carving expensive marble often patched their flaws with cera-â€Å"wax.† A statue that had no flaws and required no patching was hailed as a â€Å"sculpture sincera† or a â€Å"sculpture without wax.† The phrase eventually came to mean anything honest or true. The English word â€Å"sincere† evolved from the Spanish sincera-â€Å"without wax.† David's secret code was no great mystery-he was simply signing his letters â€Å"Sincerely.† Somehow he suspected Susan would not be amused. â€Å"You'll be pleased to know,† David said, attempting to change the subject, â€Å"that during the flight home, I called the president of the university.† Susan looked up, hopeful. â€Å"Tell me you resigned as department chair.† David nodded. â€Å"I'll be back in the classroom next semester.† She sighed in relief. â€Å"Right where you belonged in the first place.† David smiled softly. â€Å"Yeah, I guess Spain reminded me what's important.† â€Å"Back to breaking coeds' hearts?† Susan kissed his cheek. â€Å"Well, at least you'll have time to help me edit my manuscript.† â€Å"Manuscript?† â€Å"Yes. I've decided to publish.† â€Å"Publish?† David looked doubtful. â€Å"Publish what?† â€Å"Some ideas I have on variant filter protocols and quadratic residues.† He groaned. â€Å"Sounds like a real best-seller.† She laughed. â€Å"You'd be surprised.† David fished inside the pocket of his bathrobe and pulled out a small object. â€Å"Close your eyes. I have something for you.† Susan closed her eyes. â€Å"Let me guess-a gaudy gold ring with Latin all over it?† â€Å"No.† David chuckled. â€Å"I had Fontaine return that to Ensei Tankado's estate.† He took Susan's hand and slipped something onto her finger. â€Å"Liar.† Susan laughed, opening her eyes. â€Å"I knew-â€Å" But Susan stopped short. The ring on her finger was not Tankado's at all. It was a platinum setting that held a glittering diamond solitaire. Susan gasped. David looked her in the eye. â€Å"Will you marry me?† Susan's breath caught in her throat. She looked at him and then back to the ring. Her eyes suddenly welled up. â€Å"Oh, David†¦ I don't know what to say.† â€Å"Say yes.† Susan turned away and didn't say a word. David waited. â€Å"Susan Fletcher, I love you. Marry me.† Susan lifted her head. Her eyes were filled with tears. â€Å"I'm sorry, David,† she whispered. â€Å"I†¦ I can't.† David stared in shock. He searched her eyes for the playful glimmer he'd come to expect from her. It wasn't there. â€Å"S-Susan,† he stammered. â€Å"I-I don't understand.† â€Å"I can't,† she repeated. â€Å"I can't marry you.† She turned away. Her shoulders started trembling. She covered her face with her hands. David was bewildered. â€Å"But, Susan†¦ I thought†¦Ã¢â‚¬  He held her trembling shoulders and turned her body toward him. It was then that he understood. Susan Fletcher was not crying at all; she was in hysterics. â€Å"I won't marry you!† She laughed, attacking again with the pillow. â€Å"Not until you explain ‘without wax'! You're driving me crazy!†

Sociology Families

Soci 1002 Presentation Is this really true, are afro-Caribbean families dysfunctional. In addressing this point, I will examine the sociology theorist Michael Garfield smith. Smith believed that European family’s norms and values are important in one way or another to the assimilation process and plays a major role in the afro- Caribbean families. He argued that the plantation destroyed African culture and he saw the plantation as the basis on which the Caribbean family structure was formed.Smith had no doubt that the experience of previous generations on plantation has no doubt influenced the way in which subsequent generations were socialized, but he argues that over time families adjust to the present social conditions. European family norms was based mainly the nuclear family, but for afro-caribbean families there are several other types of families. These other types of afro- Caribbean families should be viewed as dysfunctional because it is not of what the European famil y norms consist of. The other types of afro-caribbean family structures are: The matrifocal family- The emergence and functioning of African slave  families was adverse to the objectives of the plantation. Family units of the slaves were very often  broken up  and males were often sold to other plantations far away while the mother and her child  were left to survive as a  unit. On the other hand, there are other factors, however, which contributed to matrifocality in the contemporary Caribbean. These include migration, imprisonment of males, crime, and male marginalization. On  the issue of male marginalization; the male on the plantation could not own property and had no family rights.Hence the marginalization of the male in the Afro-Caribbean family started on the plantation and was further influenced by the aforementioned factors in the  modern era. * The visiting union- This is a frequent occurrence in the Caribbean it is domestic unit of a woman and her children. Here the mother and her children live apart of the father but may be visited but may be visited by a mann which the mother shares a relationship with. * The common law unit- Similar to the nuclear family, however it is an ongoing bond that without legal marriage. Here the spouses are committed to each other sexually and raise children in a stable relationship.

Baderman Island Family Vacations Essay Example for Free

Baderman Island Family Vacations Essay Baderman Island Family Vacations: Advertising, Creative, and Media Strategies Advertising not only works but is often unmatched in its capacity to reach major audiences, build brand awareness and personality, as well as stimulate curiosity and desire. But, more than ever, companies today [in this very competitive environment] need the right creative messages and media choices in an effort to break through the â€Å"noise† in order to get noticed, and therefore, remembered. This paper will outline Baderman Island’s Family Vacations advertising plan, further expanding on creative decisions and effective media strategies in an effort to increase market share. Baderman Island – Family Vacations Analysis Family getaways are one of the top reasons that guests stay at Baderman Island, regardless of whether the stay is a seven day excursion or a weekend family reunion. With so many activities to choose from such as: boat rentals, water skiing, snorkeling, scuba diving, tennis, golf, five secluded beaches, Oasis Spa, and gallery touring there is truly something for everyone in the family to enjoy, not to mention all the activities on the island are appropriate for visitors of all ages. The many unique selling points of Baderman Island Family Vacations consist of the island being self contained, all-inclusive, hosting an array of restaurants, three different hotels, and unlimited activities to entertain and relax all guests. Currently, the marketing situation consists of a website that is an excellent tool for attracting guests and showing them all the perks of the island through pictures and blogs. The blog is a new advancement to the website, but should prove to attract positively more guests through the testimonials of previous visitors. Target Audience The target audience for Baderman Island is the typical â€Å"family vacationers† who are looking for a resort that offers a variety of activities without having to leave the premises. These families will consist of parents with at least one child. The target family will be the family who consists of two adults within the household with at â€Å"least† 2-3 children to help maximize profits. All races, ethnicities and cultures are welcome. The target market will be an adult who enjoy warm weather vacations with family, spending quality time with each other enjoying activities and who have a love for the beach and fine art. The target audience will also consist of consumers who fall within the lower to middle class and above demographics searching for a family destination that does not require leaving the United States (U.  S. ). Not all families can afford the cost of securing passports and expensive air travel to the Caribbean. Creative Strategies A creative strategy is important to the overall execution of an advertising campaign. Team C will use a â€Å"positioning† approach as its creative strategy. In this approach Baderman Island will be clearly defined as the number one â€Å"all inclusive† destination for family travel. Brand image approach will also be incorporated into the strategy. This will help consumers correlate the Baderman Island brand as a top notch, high quality destination. This approach will be accomplish by using an easy to remember slogan, such as â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,† as well as further using the ever popular slogan, â€Å"Relax, Enjoy, Indulge. † Increased emphasis will be placed on marketing the concept that Baderman Island is a unique destination specializing in family activities. This will enable Baderman Island to distinguish themselves from other competitive resorts in the marketplace. All creative advertisement associated with the resort will be colorful and eye catching; it will feature pictures that depict happy families vacationing and spending time together, further providing a visual of what family vacationing could be for the potential customer. On radio spots sound bites will be used of customer testimonials of how happy they were when they vacationed on the island. TV ads will also depict families enjoying themselves on the beach, playing golf, in the spa, visiting the museums and art galleries, and participating in the many sports activities offered on the island. The television ads will also highlight the many pricing plans and payment options where applicable. Positioning Statement Baderman Island’s positioning concept will explain that Baderman Island Family Vacations is for vacationers with families who are seeking a luxury resort â€Å"experience† to reenergize from their busy lives and reconnect with family and friends, and that Baderman Island Family Resorts is one of the most luxurious destinations in the world. The island offers four star accommodations that highlight a world-class spa featuring a full range of treatments designed around the resort’s natural springs, sophisticated purpose-designed meeting facilities, and an assortment of other amenities all delivered with a high level of personalized service (University of Phoenix, 2008). All of this is made available on this self-contained, all-inclusive resort island that is surrounded by the beautiful Kelsey River. Golfing, fishing, spa facilities, museum excursions and a beautiful beach are all available to vacationers of this island. Message Platform Baderman’s message platform is to develop Baderman’s brand and when potential guest see the logo, they will envision the beautiful crystal clear waters, which symbolizes peacefulness as well as relaxation. Presently, Baderman Island is expanding the brand on the 1,600 acres of land they own. 750 acres are operational. See map below. (University of Phoenix, 2008). In an effort to increase brand recognition Baderman Island will rely heavily on word-of-mouth marketing. The expectation will be that satisfied guest will continuously sell the brand for the resort while Baderman Island continues to make capital improvements. Once the Baderman Island’s guest vacation experience is over and they leave, the hope is that they will tell their friends about the wonderful experience during their stay. Word-of-mouth advertising is one of the most effective advertising vehicles when feedback is 100% positive. Baderman Island will strive to be the number one vacationing spot. Baderman Island will be well known for the following attributes: Owning an island, which exclusively promotes their brand, and having facilities that offer excellent customer service. Baderman Island makes a point of listening to guests who have enjoyed previous stays and will continue to develop innovative ideas that include customer feedback on how to improve future stays. Media Strategies and Objectives Print media is one of the most efficient ways to reach potential customers. For example, magazines are a medium that has a number of special-interest publications segments that can reach Baderman target audience (Wisconsin Department of Tourism, 2009). As a result, print ads, billboards, and brochures will be Baderman Island’s priority media vehicles of choice. Baderman Island will also use a number of advertising campaigns which will run a variation of television commercials, all emphasizing family fun. An additional strategy that Baderman will use in order to develop a relationship with potential guests is through the use of [developing] creative brochures which will assist with enticing guest towards booking a vacation on Baderman’s Island property. After all, they are inquiring about Baderman’s vacationing experience, so brochures will bring Baderman’s Island Vacations upfront and personal to future guest. Guests will be able to look at full color ads while reading a wealth of information regarding services, pricing plans, recreation packages, spa schedules and a host of activities used to keep children occupied during the day. The objective is to have future guest pick-up and carry brochures with them so they can view the material at their leisure and share it with family and friends. Baderman will capitalize on the idea that the brochure is portable which gives the upper hand rather then relying on guest to remember a 60 second commercial. Lastly, radio air time will also be explored as a media option. There are seven times as many radio stations as television stations in the U. S. (Wisconsin Department of Tourism, 2009) therefore; this is a medium that Baderman will seek to explore with the assistance of a limited-service agency. Strategy RationaleThe rationale behind the creative strategies and campaign message is to ensure that Baderman Island Vacations stands out over the competition. Creating the easy to remember message of â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,† will capture the image of Balderman Island at its fullest. In addition, using vibrant colors within ads and â€Å"real† people will not only be an eye catcher, but also illustrates the fun side of Balderman Island. Using photos of smiling and happy families doing fun activities together as part of advertisement features will say it all. Baderman Island will use similar stock photos in all advertisements. By placing the emphasis on â€Å"family† the brand image that Baderman Island will be known for will be something that both existing and potential customers will relate too. The resort will also seek to create a feeling of nostalgia where people who see the billboards, magazines, website, or hear radio advertisements will wish and want to experience what Baderman Island offers. An addition strategy will be to choose air time during busy traffic hours to advertise services. What better time to dream being somewhere else than when a person is stuck in a traffic jam. As a family resort, Baderman Island believes in getting and giving the best. As customers, Baderman personnel staff expects the best on both products and services from providers, and it is only right that the resort gives the same respect, treatment and consideration to their customers. Baderman Island stands on the priority objective of treating customers â€Å"just like family. †Supportive ResourcesAlthough many companies have opted towards using outside advertising agencies exclusively for assistance with creative ideas, Balderman Island prefers to do it themselves. Baderman Island’s in-house creative teams provide a range of services depending on the resorts needs and are familiar with the resorts rich history and many products and services. The in-house team is also better equipped to handle adhoc problems regarding advertisements within a timely manner. Keeping creative development in-house will provide the resort more control with lower risks of having proprietary confidential information leaking into the wrong hands, also keeping in mind that external agencies have other clients to assist. In addition to risk management, in-house creative resources for creative support make it easier to coordinate and have a more â€Å"personal† touch with the service versus an outside agency. In addition to in-house support Baderman Island will seek advice from limited-services agencies which specializes in one aspect of creative process; usually providing creative production work or the purchase of media space (Wisconsin Department of Tourism, 2008). A limited-services agency will be used in order to coordinate radio air time and in some instances magazine space. ConclusionAs stated earlier, Baderman Island Family Vacations is striving to continue to compete in a very competitive environment. With the consistent advertising message, â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,†Ã¢â‚¬ ¦ Baderman will further expand on that message by building upon a media strategy that emphasis family, fun, relationships, and value. Therefore, a media strategy that focuses on â€Å"awareness advertising,† where the attempts to build Baderman Island’s image and familiarity with the resort brand and excellent services will be their ticket towards marketing success. Baderman Island is confident that by using multi-media vehicles of print ads, billboards, brochures, television commercials, and radio spots their target audience will be effectively reached. Six months post campaign launch, Baderman will evaluate their advertising effectiveness through monitoring and post-evaluation tools and re-evaluate their marketing plan accordingly based on results. Baderman Island Family Vacations. (2017, Feb 23).

Reflection Essay Example | Topics and Well Written Essays - 1250 words - 5

Reflection - Essay Example The virtual world enables individuals to form and maintain strong interpersonal relationships. It is easier to send instant messages to a person and receive immediate feedback. Hence, through the virtual world enables individual to interact from different places regardless the geographical distance. Virtual works are not limited to location. Communication and exchange of ideas can be done fast and effectively. Through the use of platforms such as Skype, individuals can communicate face-to-face(Bainbridge, 2010). As a result, they can show their expressions and emotions hence enhancing interpersonal communication. Additionally, individuals can express their ideas in basis of similar interests rather than geographical locations. Through the virtual world and individual can get a person who is interested in a certain field. Through that communication flows easily from the sender to the receiver. Virtual world will enable you exchange ideas in that specific field and learn from one another. Virtual world enhances globalization as people spread ideas and innovations to one another through interpersonal communication using the mediums available in the virtual world. Most scientists see it as platform to acquire knowledge(Jain, 2010). They can easily exchange their ideas and build on them as they share the knowledge that they have. Nowadays, the youth cannot avoid the internet. They use the social network to communicate with their friends throughout. It is part of their lives. Through that they obtain instant feedback, and they learn about what is happening in our current society easily. Virtual world enables the youth to have an understanding of what is happening in the world easily. Events are reported immediately they happen hence making the world are informed about what is happening all around the world(Bainbridge, 2010). The global population has turned to the

Revise Answer Essay Example | Topics and Well Written Essays - 500 words

Revise Answer - Essay Example (A Federal Reserve Board Chairman Alan Greenspans 1999 Harvard University Commencement speech) The mind is quick to change an individual’s opinion and imagines anything it likes. It is a source of happiness when controlled. The first strategy to strengthen self-control is to conduct an experiment. Assagioli states that most academic psychologists do not research in appropriate ways. The doctors do not go into the laboratory to examine their own experience of the will. Second, is the application of psycosynthesis. Psycosynthesis is holistic, inclusive, and global. Finally, misidentification, and controlling of the will strengthens self-control. Sensation, feeling, thought and intuition lacks a description of psychological life hence no self-control ( article, An interview conducted with Roberto Assagioli by Sam Keen). My gratitude is to my loving mother (Rebecca Peters). She is a mentor, teacher, teacher, guardian, and an idol. She gave words of wisdom, which has driven me until now. For instance, always to believe in myself and most significantly to face all calamities. She showed me to have faith in myself and not to trust everyone. I owe my mum the primary education, shelter, food, beautiful clothing, and health she provided me. The communication and listening skills you taught me. I love you much and thank you mother. Abraham Lincoln had several successes. He became company captain of Illinois militia in Black Hawk War. He became congress and admitted to practice law in U.S District Court. Finally, he became the president of America. However, the failures include; failed in business, defeated for speaker and state legislature. The adaptation strategies include defining a goal. Lincoln set his goals to know the primary objective. Secondly, learning from the suffering process enabled him to persevere and find a solution. Finally, retaining modesty in the face of mystery allowed

Philosophy Essay Example | Topics and Well Written Essays - 1000 words - 27

Philosophy - Essay Example However, scientists throughout the history have argued about the existence of free will. They describe the hidden and uncontrollable factors responsible for human actions. Therefore, genuine freewill has no veracity, as one’s actions are pre-determined by the controlling factors. Scientists believe that behavioral patterns depict the existence of controlling factors which are unconsciously and consciously present in the society. This scientific notion indicates that most actions of a human are subconsciously rooted or extracted from the previously observed patterns of behavior. Thus, this makes humans unaware of the cause of their actions. In addition to it, scientists object to the invisible forces of motivation. They determine them as visible sources which humans can see to an extent that they recognize their source of inspiration for any action, which consequently determines their predictable course of action. The idea of invisible forces inspiring humans for voluntary actions serves only to justify oneself incase of resorting to it (Caruso, 2012). Determinism has established a theory that human actions are a result of old patterns of behavior and are based on former experience of events. Thus, it excludes the freewill concept and is based on metaphysical theory that any uncaused incident is impossible. Free will describes one’s course of action as a choice or decision and determinism describes the happening of an event as an expected outcome based on former experience and hence choice is not in the control of the agents due to the law of nature. Therefore, the above theory negates the responsibility of one’s action onto him. If the theory is true then every action of a human being is necessitated by events, which are fixed in pattern even before the existence of the agent. If this theory is accepted wholly then all the actions come under the category of determinism, which leaves one with the absence of

Research methodology.research methods Dissertation

Research methodology.research methods - Dissertation Example There are different styles of research which are in practice, including the document study which is exploratory one, the questionnaire study which is analytical and the interview study which is based on theoretical observations. Document study is about collecting facts, while interview and questionnaire methods are to understand individuals’ perceptions in the descriptive and theoretical manner (Bell, 2010). Interview research uses non-numerical and unstructured data, more than this, it has research questions which are more general at the start, and get specific as the study progresses (Teddlie, 2009). This chapter introduces three methods of research; the interview, the questionnaire, and the document research methods. Furthermore, the strengths and weaknesses of each of the method will be highlighted. The chapter also discusses the ethical code of conduct of the study. Introducing the Research Methods (Interview, Document and Questionnaire) Document Method (Strengths and Wea knesses) First method is the document research which is based on analysis of primary and secondary documents. The primary documents may include the experimental data, such as responses’ data of a particular company or organization. Secondary documents may include books, periodicals, journal articles and scholarly abstracts which assist the researcher to collect secondary-theoretical information on the study (Johnson & Christensen, 2010). There are two main sources of data collection in document research: secondary and primary documents (Guest, 2011). Further, the document research applies two approaches: source-oriented document research and problem-oriented document research. The source-oriented research means collection of the secondary documents which is to build the ground of the research - the subject. On the other hand, problem oriented research refers to collection of the primary documents which aim is to identify the problem, objective and purpose of research (Johnson & Christensen, 2010). One weaknesses of document research is that it entails a large set of data from documents, which needs to be filtered out for conducting the research. Apart that, document method applies to the HRM subjective studies and therefore provides the reason to the researcher to get it adapted for its research (Teddlie, 2009). The Questionnaire Method (Strengths and Weaknesses) The second common research method is the questionnaire which is based on a designed set of closed-ended questions (Griffith & Layne, 1999). The researchers had to have a certain aim before they apply the questionnaire method. As the method requires certain objectives, they limit the method with its purpose of application. Moreover, as the questionnaire is designed on the basis of close-ended questions, it cannot produce the effective descriptive information on the study which is the most essential to conduct a research. The responses collected through questionnaire are fixed and not changing, t hey are more specific and less detailed (Griffith & Layne, 1999). Interpretation and findings in questionnaire are entirely based on statistical elaboration. The more effective the statistical analysis of the study is, the more useful and effective the information will be in the questionnaire to get used as findings or interpretation. The Interview Method (Strengths and Weaknesses) The third adaptive method is the interview, which is based on formation of thematic questions and questions to be deployed on interviewees for thematic answers. The interview is in a way similar to questionnaire method, as it details questions; but still it differs as it brings descriptive information from the respondents (Griffith & Layne, 1999). The interview guideline based on a set of thematic questions can generate productive information for research. It can bring changing perception of individuals and also changing opinions of respondents on a particular subject or theme, which a questionnaire canno t do (Griffith & Layne

Finance (Principles) Essay Example | Topics and Well Written Essays - 1750 words

Finance (Principles) - Essay Example Jack wishes to have the exact same amount of monies available at the end of the 12 months as his friend Sandra. Thus Jack is aware he must re-invest the principal and any interest earned at the expiry of the 9-month term deposit. Jack should re-invest his money in the next three months at 0.47% interest rate per month, or at 5.6% interest per annum, in order to make his investment equal to that of Sandra at the end of 12 months. You plan to borrow $380,000 from ANZ Bank to fund an investment opportunity. The Bank offers you a reduction in principal loan (in this type of loan repayments comprise principal plus interest) with a nominal interest rate (APR) of 6.8% compounded monthly over a 12-year period. This is a typical type of business loan where the bank negotiates a loan with the customer based upon a given period (in this case payments are based on a 12-year term) BUT in this particular type of loan the Bank requires you to repay the loan balance in full earlier than 12 years (BEFORE MATURITY) - unless you re-negotiate a new loan with them. You have $100,000 at your disposal today. You wish to endow a college scholarship. You structure the scholarship so that, beginning today, it will pay out the same amount of money per year forever. The endowment discount rate is 7%. Dreamliner Airline is considering investing in several new aircraft. The initial investment will cost them $675 million. The investment is expected to produce revenue of $118 million per year over the next 25 years. The cost of running the new planes is $23 million per annum over the 25-year period. c) Using the WACC you calculated in Q5 (you will not be able to answer this question until you complete Q5!) and following the IRR investment rule, should Dreamliner Airline take on the investment opportunity to buy the new planes? Explain why or why not? (4 MARKS) d) Theory suggests the WACC calculation is simply an estimated figure for the cost of capital.

Supreme Court Justices (Government 2) Research Paper

Supreme Court Justices (Government 2) - Research Paper Example Both men are on the conservative wing of the court and have held their position there for many years. Both are remarkably intelligent men who have also been lightning rods for political controversy. Antonin Scalia is a Reagan appointee and has sat on the Court since 1986 and is the senior associate judge. He still has many years of service left. He is known for his sarcastic wit and sharp tongue, as well as for his hard-headedness. He is known for his dissenting opinions. A dissenting opinion disagrees with the majority opinion and is issued separately, often attacking the reasoning of the judges who sided with the majority. As one critic observes: His writing style is best described as equal parts anger, confidence, and pageantry. Scalia has a taste for garish analogies and offbeat allusions—often very funny ones—and he speaks in no uncertain terms. He is highly accessible and tries not to get bogged down in abstruse legal jargon. But most of all, Scalia's opinions rea d like they're about to catch fire for pure outrage. He does not, in short, write like a happy man (Clarke). Nevertheless, Scalia knows what he believes. In the end, he is not interested in the government forcing people to act in certain ways. Although he is a pro-life Catholic, in 1992 in a case about funding for Planned Parenthood, Scalia has this to say about the legality of abortion: â€Å"The States may, if they wish, permit abortion on demand, but the Constitution does not require them to do so. The permissibility of abortion, and the limitations upon it, are to be resolved like most important questions in our democracy: by citizens trying to persuade one another and then voting.† Another famous ruling by Scalia came in Grutter v. Bollinger in 2003. This was a case about affirmative action. The court ruled that the University of Michigan should permit affirmative action in order to create a more diverse, harmonious school. Scalia, in a dissent, said he found this ridicu lous. These were ideals that the government should not legislate but are taught by general practice. Respect for others was something that â€Å"is a lesson of life rather than law—essentially the same lesson taught to (or rather learned by, for it cannot be 'taught' in the usual sense) people three feet shorter and twenty years younger than the full-grown adults at the University of Michigan Law School, in institutions ranging from Boy Scout troops to public-school kindergartens.† Both of these cases show that Scalia is a man of principle. He is not willing to sell his ideals down the river. He understands that even thought the constitution may be a document written many years ago, a living tree is just as likely to rot as it is to grow. Clarence Thomas was appointed by President George H.W. Bush. He has many years of service ahead of him. He is originally from a poor family in Georgia. He is only the second African-American to sit on the Supreme Court, after Thurgood Marshall. He is known for his quiet and serious demeanour on the bench. The issue of his appointment was one of the most scrutinized and divisive issues in politics in America in the 1990s. During his confirmation hearings in the Senate, a woman named Anita Hill came forward to say she has been sexually harassed by Thomas. Thomas denied this. Thomas' response to the allegations was truly memorable. Faced with a huge circus around unproven allegations, he told the Senate, â€Å"This is not an opportunity to talk about difficult matters privately or in a closed

Fast-changing world Essay Example | Topics and Well Written Essays - 750 words

Fast-changing world - Essay Example To begin with, let me point out that I previously experienced problems in developing the plot and planning about what I am going to write. In this regard, developing the plot was the greatest weakness I had before this class. However, it is evident that my writing has greatly improved since the many essays we have written have enabled me to plan my writing and develop an effective plan on what I am going to write. In this regard, I previously did not consider this as a monumental challenge although this class has helped me identify this as a weakness. Essentially, I have gained the ability to develop a system of writing that entails mapping out and having at least five episodes of the content I am writing about in order to develop a brilliant essay.Secondly, this class has helped me become aware of a weakness related to the general flow and eloquence while writing essays. In this regard, I experienced problems in developing a smooth transition from one episode to another. Hence, I re alized that I could jump from one point to the other because of an assumption that the reader was on the same page as I was, which eventually created confusion resulting from a false notion in my mind. Consistency in writing throughout the course has enabled me developed the essential skills required to develop an essay that is not only flowing with a smooth transition.On the other hand, this weakness went hand in hand with my inclination to talk down to the reader rather than talking with my readers.... However, consistency in writing throughout the course has enabled me developed the essential skills required to develop an essay that is not only flowing with  a smooth transition, but also develop an essay that is eloquent. On the other hand, this weakness went hand in hand with my inclination to talk down to the reader rather than talking with my readers. For example, a colleague reviewed an essay that I once wrote and observed a detachment between the reader and the author. In this regard, she judged my essay as an uneventful and very dry although she indicated that the topic of the essay was significant. In retrospect, this has helped me develop an essay that connects with the readers. On the other hand, this class has helped me identify my strengths in writing. First, I have been able to find out that one of my greatest strength lies in my ability to enjoy writing for various reasons. In this case, I have observed that the most obvious and  discernible  reason is that I fe el at ease when putting my thoughts and ideas down on paper. For this reason, this has enabled me improve on my weaknesses since deriving freedom and joy from writing has given me self-confidence. Besides, I realize the importance of effective writing in building my self-confidence since I usually read my essays before my friends, which has essentially helped me develop effective skills in public speaking although it is different from writing. Secondly, I have realized that I have a penchant for knowing more and I inherently like enquiring more about a subject. In effect, this makes me a very  talented  researcher. In this regard, I am able to search for more information other than rely on course reading text and lecture notes provided by the teacher. As

Outline attempts to halt their decline Essay Example for Free

Outline attempts to halt their decline Essay Suggest why traditional seaside resorts in many MEDCs have declined in the last 30 years. Outline attempts to halt their decline. Over the past 30 years the state of many seaside resorts in the UK and other MEDCs has been in as tourist numbers in destinations drop, the income of an area begins to suffer and the multiplier effect from visitors stops, leading the whole area to suffer economic decline. Tourists are now travelling to cheaper LEDC resorts such as Northern Africa and Eastern Europe after suffering destination fatigue with traditional holiday resorts, example of a UK seaside resort in decline if Whitley Bay, Tyne and Wear. According to Butler’s tourism model Whitley bay is in a state of sustained decline which is represented in its derelict hotels, arcades in a condition of disrepair and the vandalised and almost ruin-like remains of ‘The Spanish City’ a once busy amusement park in the area. As the resorts became more and more popular, more and more people came. This can lead to increased conflict between locals and tourists. It also means that the resorts are much more crowded and noisier as well as there being a lot more litter. This puts people off going if they want a quieter holiday and means they will travel to the less popular, much quieter LEDC holiday resorts. When you think of a tradition British seaside resort you picture crowded beaches, screaming children, buckets and spades, candy floss and donkey rides. People were able to escape from their working lives to experience the fresh air and relaxed atmosphere in places such as Bournemouth and Brighton. Blackpool was also a popular resort and, after the railway arrived in 1846, Blackpool became easily accessible and became even more thriving after the arrival of cars and coaches. By 1980 it was attracting over a million visitors every year. This is the same for a lot of seaside resorts. However, not many people like to go to crowded places for their holidays. Much of the decline has been blamed on the expansion of mass overseas tourism to locations popularised by tour operators through package holiday marketing, including the expansion of charter flights. They are considered to be better value for money with better facilities and guaranteed sunshine in a more exotic location. With the increase in transport e. g. planes, Eurostar, trains, bus tours and increased car ownership, people can travel further for their holidays and therefore look to the more remote, unexplored places for their holidays which have less people and therefore less litter, less people i. e. less noise pollution and sometimes less traffic. This makes their holiday more relaxing and quiet but also means they have much more room to spread out and relax and can find a place on the beach without being too crowded. More flexible working hours along with more disposable income means that people can afford to go the more remote areas and often the more expensive such as safari’s in Africa and tend to go on day trips or long weekends to seaside resorts in MEDCs. LEDCs tend to be on the news a lot more as well and with increased knowledge about the less economically developed countries people like to go on holiday there to spend time on the remote, empty beaches and to find out more about the culture there. Also, LEDCs include places such as Africa, Asia and other countries with a much better climate and hot weather nearly all year round which attracts many people each year who go to ‘top up their tans’. There are also more cruise liners around now which means that more people go on cruises to be near the sea rather that to the beach. There is also an increase in urban tourism meaning people travel to the cities rather than to the beach to explore an area’s culture and an increase in eco tourism and leisure tourism with more people travelling to theme parks than to the coast. Seaside resorts also declined due to activities and industries such as fishing, mineral extraction and shipbuilding also going into decline. And which visitors love the Victorian piers and promenades this is expensive for local authorities to upkeep and they get little commercial return because it’s free to walk down the pier! Flood defence and coastal erosion are also very expensive and mean that the government has little money to spend on the resort itself leaving it to go downhill. Package holidays, and later budget airlines, provided major competition but the real problem was the seaside resorts were mainly Victorian and after the war they had a huge surge in demand which exceeded supply. A lot of resorts got complacent and thought the visitors would always come because they had been since the 1870s. The high-earners went overseas in the 60s and the resorts responded by going downmarket and cutting prices, and the spiral of decline began. One of the towns which endured a typically tough experience was Morecambe in Lancashire. The town fought a losing battle in the 70s when package holidays really took off. Initially Morecambe lost many of its tourist attractions and the guest houses turned into houses of multiple occupation filled with benefits claimants. With less attractions and competition from the likes of Blackpool, by the 90s Morecambe could hardly be called a resort any more. Boarded-up shops, hotels and houses were evident, while petty crime and vandalism became rife and a BB ghetto for people on benefits grew up. Those problems still exist but thanks to the regeneration initiatives things are changing and people want to live there again and the future looks bright. Morecambe still has thousands of visitors every year and is marketing itself as a place for bird-watching, while many parts of the town have been remodelled through multimillion-pound schemes. While social and economic problems still persist elsewhere, there are reasons for optimism. In Skegness the daytripping, self-catering and short breaks market is still strong, while efforts are being made to extend the holiday season. And in Rhyl, a ? 3. 8m project called Drift Park, with its five themed gardens and open air theatre, has inhabitants hopeful things are on the up. These are just some of the things being put in place in order to bring tourists back to the coast. Much more money is being pumped into the coast in order to improve the areas and encourage people back. Many more theme parks are being introduced near the coast and many more hotels and places to stay. Some resorts have been able to compensate to some extent by expanding and developing other functions such as office and light industry development, expansion of higher education institutions and their growing function as retirement towns. The most successful of these have been coast resorts such as Bournemouth and Brighton which are within easy access of London. Others, such as resorts like Skegness and Scarborough are less accessible and have less potential to attract much alternative growth. These resorts depend on grant aid and their own initiatives to reverse the decline in tourism. E. g. in 1992 three smaller resorts collaborated with certain other European resorts to establish the ‘restore project’, backed by European Commission money. Experiences have been pooled and ways of regenerating coastal resorts explored. This has been followed up by the Resort Regeneration Pilot Project covering selected resorts such as the small resorts of Redcar and Saltburn on the North Yorkshire Coast and the wider region of the Costa Brava in Spain. There must be a well thought out strategic plan at local and regional level to cover the long and short term. Regeneration will require extensive refurbishment and infrastructure improvement in the resort itself and additional leisure and recreational activities currently in popular demand such as theme parks, heritage and nature trails. There is greater need to attract more short break visitors. There is some evidence of resort regeneration. Brighton for example is regarded as having ‘reinvented itself’ by upgrading accommodation and facilities, promoting itself as a centre for market day trips and as a national and international conference centre. In conjunction with the local authorities, North West Water Authority have undertaken a clean up of the coastal stretch fronting Blackpool, while, with the help of a government grant of ? 21 million, Blackpool’s local council has undertaken a major refurbishment of the Central Promenade as well as trying to market its traditional character to overseas tourists. Resorts with little else to offer beyond seaside tourism have tried to highlight their advantages for the traditional family seaside holiday while at the same time updating and widening their image by adding more modern recreational facilities and promoting the ‘green tourism’ and historical attractions of the rural and undeveloped coastal areas around. While to some extent recent trends would support the view that seaside towns are a national resource and do have a future, given the large number of alternative holiday venues abroad and a continues fall in real costs of overseas travel, the traditional seaside resort is unlikely to regain its former position as a magnet for mass domestic tourism.

How advertising affect children obesity Essay Example for Free

How advertising affect children obesity Essay The impact of food advertisement on children’s health and eating behavior is a crucial interest, because of the rapid increase of obesity in children noticed in England, United States and many countries around the world (Reilly J et al, 1999). In addition to that, according to the international obesity task force report that nearly 20% of children (school-age) in Europe are suffering from obesity, Obesity overweight are defined as having an extensive fat accumulation and according to the world health organization obesity is defined also as body mass index greater than or equal to 25 and 30 kgm, in other words overweight and obese happen when calories intake is greater than the number of calories burned during activity and basic metabolic processes. This essay will examine the association between advertising and children obesity with highlighting the effect of the epidemic in the following way the first part will examine the influence of advertising on children in different aspects, and setting out recent data on the association between advertising and children obesity, the second part covers the risk of obesity in term of physical and mental health than the third part examine the different environment where the children’s are targeted and the last part include a recommendation and strategies for an effective prevention and management for the epidemic. A wide range of researches show that food advertising directed for children affect their food choice (Robinson, 2007) and children’s exposure to advertising has increased dramatically over the past years (Ekstrom, 2007). While marketing activities are more used to target tweens and teens, a considerable amount is spent every year by companies to advertise their unhealthy food, the major part was on TV advertisement, for example UK has spent 743 million on food and drinks advertising in 2003 and some data show that this number is increasing (ofcom, 2004). Television is still the most used for children’s aged between 2-13 years old and the advertisements display are still powerfully influencing (Story , 2004) in the way that 2 to 11 years old TV viewers are exposed to about 5500 food publicity yearly in the United States, in other words, 11. 5 minutes per day (Desrochers, 2008), a fact that challenge parents’ roles. According to the U. S. Department of Health and Human Services, it has been argued that advertising for really healthy foods like vegetables and fruits, known as â€Å"Go† products in the USA, are absolutely invisible. As expected most of foods advertised are considerably unhealthy which is high in sugar, salt and fat and low in essential mineral and vitamins. Although an empirical study shows that food advertised on TV conduct to a bad food choices (Taveras et al, 2006) and that proven overweight and obese children have a high recalling rates of the food advertised than children with normal weight (Halford, 2008). Many of advertisers claim that in order to improve the effect of advertising appeals for children like the case of celebrities and cartoons characters are substantial to get children’s view of products advertised. An analysis presenting a virtually version of advertising which one with and one without a celebrity character, demonstrates that products presented with popular character attract more children’s (Atkin Block, 1983; Ross et al, 1984). In addition, a study analysing parents and children in supermarket shows that children were influenced by premium offers (Atkin, 1978), an effective way of business marketing. Furthermore many substantial research demonstrates a relation between the duration of TV viewing and classes of obesity and overweight for children and adolescents (Anderson, Crespo, Bartlett, Cheskin, Pratt, 1998). However, a divided studies ignore any association between viewing TV to obesity (Kaur, Choi, Mayo, and Harris, 2003) leaded to prospective studies which was resulting after three year following that children’s or adolescent who watched TV more than two hours a day were twice probably occur overweight during the process of the study (Francis, Lee, Birch, 2003; Proctor et al. , 2003). These evidences confirm that excessive TV viewing leads to gain weight also it can affect on food choice and eating behavior. Overall, obesity rate in the U.S and many other European countries has risen to a worrying rate, many questions persist about the nature and the consequences of this epidemic. Children obesity may not result in known clinical indication until later in life, the physical and emotional effect coordinate often in children lives. A wide body of research showed that obese children and youth are stigmatized producing an opposite emotional consequences, for example low self-esteem, negative body image and depressive feelings (Schwartz and Puhl, 2003; Strauss and Pollack, 2003). However, the results of the studies on the emotional side of obese children are complex to summarize due to the variation of the study subjects including the differences between studies for example (age, gender, status, and obesity level) in spit of, many general statements can be made (Strauss and Pollack, 2003). In term of health Obesity is related with many chronic diseases and it increase risk of diabetes, cancer, cardio vascular problems and a lower life expectancy (James W, Jackson-Leach R, Mhurchu C, 2004). It has been found that obesity could be defined as disorders that affect multiple organ system. These disorders contain hypertension, dyslipidemia, glucose intolerance, impaired balance and orthopedic problems and some of this symptoms cause clinical condition in obese children and some do not (Dietz et al, 2003), a statistic in 2000 shows that 400,000 deaths were ascribe to unhealthy diet and physical inactivity in United States (Mokdad et al, 2004), whereas in 1990 it was estimated by 300,000 due to the same reasons it has been seen an increase of one-third (Mcginnis, 1993). In other words these factors represent the second major cause of death in America and its predicted to surpass tobacco as the first cause of deaths in the future (Mokdad et al, 2004). In addition, it has been argued that obesity involves immediate and long-term consequences (Finkelstein et al. , 2004). The United States spent about 98 to 129 billion on medical expenditures yearly financed by Medicaid and Medicare. Thus, this statement introduces obesity in view of a major aspect of health-care costs (Mokdad et al, 2004). In other hand, research psychologists have made a comprehensive limitation of youth children’s comprehension of advertised messages where there is many areas to investigate in, most researches on advertising to children include studies of television, however, in the interactive media field, advertising and entertainment have made a new unique way, for example advertising on children’s websites where it include games, cartoons, puzzles and activities that promote for the product related called â€Å"branded environments†; a key point of marketing in the new media environment that explain advertising strategies have become more obtrusive. Children are not targeted only in the home, as advertisers and sellers have found a new area in way all children can be reached which is the school classroom, a unique environment and due to the serious economic challenges that schools face, advertiser are progressively offering resources and founds in order to access to school children as audience for their products and commercials messages (of com, 2004) The issue of commercialization in school environment has already attracted some public attention and many citizen have already formed groups in different location. Therefore, effectively, they have declined the forms of commercialization in the educational environment with showing so far the impact of these practices on children’s. (of com, 2004) A variety of studies in the last decade have investigated the several effects of advertising, physical and mentally and increasing attention of the implication on children’s health, it is time now to think about how to reduce children obesity. As It have been mentioned early that there is a strong relation between TV viewing and child obesity, in a linked study, more than 60% of obese children could be related to excess TV viewing time (Gortmaker et al, 1990), The total pressure of ads on children’s diet is probably to be growing. In 2000 more than 75% of the commercialization budget for food and drink in Europe were used on TV advertising; it seems to be an effective measure to limit the exposure of children to ads (Lobstein, 2005). Therefore, a recent research demonstrated that a ban of fast food advertising on TV would decline the rate of overweight children aged 3 to 11 year in USA by 18% (Chou et al, 2008). Then, reducing ads of energy-dense foods on TV seems to have an even greater effect, whereas a recent study claims that if food commercial on TV were banned it will result on significant reductions of children obesity (Saffer H, Chaloupka F, 2000). It might be true that marketing budgets could be reduced but instead of that advertisers and promoters used to transfer the same message by different media, for example, the internet which is the new media environment â€Å"advergaming† (Powell L, Szczypka G, Chaloupka F, 2007). For example, in the UK, 13% of total amount spent on food, drinks and fast food advertising was by Internet (European heart network, 2005). Overall, limiting or banding the advertising of high-calories foods are urgently needed and it appears to be an important element that lead to make healthier diets for children’s. Comprehensive studies should be provided in order to combat children obesity addressing to all the causes of obesity, including strategies to motivate children to be more physically active. In some countries such as the UK, Germany and Spain are trying to restrict the activities of advertising industry, for example, a responsible self-regulation and by demanding them to present social marketing technique to advertise healthier food. Other countries’ governments are focusing on limiting food ads in schools like the case of Finland, where some countries have already banned food ads to children on TV (European heart network, 2005). While there are many challenges for the national policies in obesity prevention and the key player are governments, international organizations, private and non-governmental organizations, each country need to drive policy changes by their governments and its important to know that while health services takes usually a large part of national budget (European heart network, 2005). A change at many levels and in different environments are significantly required, for example in the home environment as improving the nutrition quality of family dinners with encouraging children to be more active in term physically as well as increasing the time that they spent outside playing can make a change. (Jeffrey et al, 2005) also the school environment is really important and the role of school in introducing an active lifestyle module in which children learns about the benefits of the healthier life style and physical activity for life. In the national level such as organizations and policy changes, a comprehensive modification is needed in the way to progress towards reducing of obesity through policy and system changes, for example encouraging children to go school by walking or by bike, increase the number of industry who product and advertise a healthy balanced product, improve the access of fruits and vegetables for a low-income population (obesity is related also with poverty) and increase the ability to afford healthy food at schools, supermarkets and farmers markets. The efforts have already begun around the world and the unique and ultimate solutions are still far, (Jeffrey P. et al, 2005). the aim of obesity prevention programmes is to limit or stop the increase of obesity and reduce the new cases of this epidemic in a population, from a scientific viewpoint the most effective way to use in evaluating obesity prevention programmes are the change in the average of the body mass index or succession in obesity rate. However in practical terms the incidence is rarely happened the rates of the prevalence of obesity is hard to decline in the short term cause firstly  losing weight is not that easy and it cant be expected that large number of obese peoples sick to lose weight just to cease to not be classified as obese, secondly the social environment and social behavioural are reflected on the population weight , at present many countries have strategies an policy to deal with the problem of obesity and some countries still need to tackle obesity effectively such as Australia, Canada and United Kingdom. However Singapore is one of the country that has achieved a degree of success through a coordinated system of healthy life covering all the different groups in the population for example preschool children, schoolchildren, young and adult peoples and recent result of the fit programmes are promising and declining rates of obesity has been noticed among primary and secondary school. In conclusion there is an important growth of children obesity in European countries and many countries around the world and after the examination of the different aspects of obesity and the association between food advertising and obesity levels some research has been demonstrating that the exposure to TV ads or network games could increase the chances of obesity and it might result in many consequence in term of physical and mental health, physical activity and healthy diet seems to be important to prevent the epidemic but a necessary significant study must set in place to fight the increase and seriously measures should be taken as a matter of urgency.

Relationship among Organizational Citizenship Behaviours

Relationship among Organizational Citizenship Behaviours Abstract Organizational citizenship behaviour is an important factor that aggregate promotes the effective functioning of the organization (Organ, 1988). And the job satisfaction is defined to be a pleasurable or positive emotional state resulting from the appraisal of ones job or job experiences (Locke, 1976). Researches have been done to measure the relationship between the job satisfaction and organizational citizenship behaviours. Some results show there are relationship between job satisfaction and organizational citizenship behaviours while some argue there are little relationship between this two factors. The aim of this paper is to find out the relationship between job satisfaction and organizational citizenship behaviours and measure whether other factors such as age and service length by using the questionnaire to collect data. Introduction In recent years a number of studies have expanded the understanding of organizational citizenship behaviour within the workplace. Organizational citizenship behaviour refers to individual behaviours that are discretionary, not directly or explicitly recognized by the formal reward system, and that in the aggregate promotes the effective functioning of the organization(Organ, 1988). In the early 1980s, the term organizational citizenship behaviors was created to depict extra-role those behaviors previously described by Katz (Smith et al., 1983). Katz maintained that organizational citizenship behaviors are vital to organizational survival and effectiveness. He also provided several examples of important extra-role behaviors, among them are actions that protect the organization and its property, constructive suggestions for improving the organization, self-training for additional responsibility, creating a favorable climate for the organization in its surrounding environments, and coop erative activities (Katz, 1964). Katz and Kahn (1966) suggested that organizational citizenship behaviors were spontaneous and innovative. Moorman and Blakely (1995) pointed out that organizational citizenship behaviours were beneficial and desirable from an organizational perspective, however, the behaviours were difficult to be increased through contractual arrangements or formal rewards. Bolon (1997) emphasized that organizational citizenship behaviours were not enforceable requirements of the role or the job descriptions, which were the clearly specifiable terms of the persons employment contract with the organization. The behaviors were matters of personal choices. The omission was not generally understood as punishable. Organ (1990) pointed out that the definition did not necessarily imply that organizational citizenship behaviours were limited only to those behaviours, which were lacking in tangible return to the person who performs such behaviours. He also maintained that a continual demonstration of organizational citizenship behaviours over time may influence the impression of coworkers or supervisors who develop concerning a particular employee. The impression could play an important role in future reward considerations, such as a salary increase or a promotion. Organizational citizenship behaviours have been linked to many work-related factors, for example, it has been associated with organizational commitment (Bolon, 1997), and transformational leader behaviours (Podsakoff et al., 1990). Studies have found that organizational citizenship behaviour is associated with job satisfaction (eg. Bolon, 1997). Job satisfaction has been gaining steady attention. Job satisfaction could be defined as a pleasurable or positive emotional state resulting from the appraisal of ones job or job experiences (Locke, 1976). The term job satisfaction was first coined by Hoppock in 1935. He defined it as the satisfactory feeling on both psychological and physical sides of the employees about the working conditions. It is the subjective responses of subordinates to work situations. Porter (1973) suggested that the extent of job satisfaction was the difference between the one who really acquires from work and the one who believed that he should acquire from work. A common view among managers is that satisfied employees were more productive than dissatisfied employees. Robbins (2001) suggested that job satisfaction was not only a general attitude toward ones job, but also the differences between the amount of reward workers received and the amount they believe they should receive. In addition, he presented that the term of job satisfaction refers to an individuals general attitude toward his or her job. A person with a high level of job satisfaction holds positive attitudes toward the job, while a person who is dissatisfied with his or her job holds negative attitudes about the job. As a psychological need and a factor to well being, job satisfaction is believed to have an environmental and genetic component (Arvey et al., 1989). There are several different variables, which are related to job satisfaction, such as cultural values, transformational leader behaviours and organizational commitment (Kirkman and Shapiro, 2001; Podsakoff et al., 1990; Feather and Rauter, 2004). There has increasing attention to the possible relationship between job satisfaction and organizational citizenship behaviour. Transformational leaders are those who broaden and elevate the interests of their followers, generate awareness and commitment of individuals to the purpose and mission of the group, and they enable subordinates to transcend their own self-interests for the betterment of the group (Seltzer et al., 1989). Transformational leadership is one of the groups of models describing leadership as an influencing social interaction or process. The process refers to one or a group of individuals which influence the behaviour of other people in an organizational setting for the purpose of achieving or accomplishing organizational objectives (Yukl, 2002). Transformational leadership behaviours raise the consciousness of followers about what is important, move followers to transcend the self-interest for the good of the organization, and raise their concerns for higher level needs on Maslows hierarchy (Bass, 1999). Studies have found that transformational leadership behaviours were positively assoc iated with followers job satisfaction, and transformational leaders could increase followers job satisfaction motivated their followers (Podsakoff et al., 1990; Morrison et al., 1997) There is substantial support for the relationship between job satisfaction and organizational citizenship behaviors. Bateman and Organ (1983) found a significant relationship between general measures of job satisfaction and supervisory ratings of citizenship behavior. Schappe (1998) also suggested that cross-lagged patterns of the relationships between organizational citizenship behaviours and specific facets of job satisfaction revealed essentially the same results as overall satisfaction. Smith, Organ, and Near (1983) identified two separate dimensions of OCB: altruism and generalized compliance. Altruism refers to behaviours aimed at helping specific people directly and intentionally. Generalized compliance refers to a more impersonal type of conscientious behavior that does not provide immediate aid to a particular individual but is indirectly helpful to other people in the organization. Job satisfaction could be a major determinant of an employees organizational citizenship behavior. A satisfied employee seems more likely to talk positively about the organization, help others, and go beyond the normal expectations in their job. Moreover, satisfied employees might be more prone to go beyond the call of duty because they want to reciprocate their positive experiences. Organ suggested that the empirically supported relationship between job satisfaction and organizational citizenship behaviours could be described as a reflecting relationship between perceptions of fairness and organizational citizenship behaviours. On the other hand, he also suggested that the cognitive component of job satisfaction appears to be related to orgaizational citizenship behaviours probably reflects the influence of perceptions. However, some studies argued there are no association between job satisfaction and organizational citizenship behaviours, which were considered to be related to other variables, such as transformational leadership behaviours (Podsakoff et al., 1990) and personality (Organ and Lingl, 1995). Other studies show that there is a positive relationship between job satisfaction and organizational citizenship behaviours (e.g. Chiu and Chen, 2005; Foote and Tang, 2008). Researchers suggested that job satisfaction could be a mediating variable between organizational citizenship behaviour and other variables, such as job characteristics and team commitment (Chiu and Chen, 2005; Foote and Tang, 2008). Studies show that both job satisfaction and organizational citizenship behaviour are associated to organizational outcomes significantly (Koys, 2001). Job satisfaction and organizational citizenship behaviour could thus be important variables for both employees and organizations. Methodological differences Methodological differences could explain differences between studies. Most of the earlier studies were based on samples from America and Australia, and almost all participants were employees in industrial companies. There is little focus on people with a higher education level, for example academics. The relation of job satisfaction and organizational citizenship behaviour could be different among academics, because of the high education level and features of academic work. The purpose of the study was to investigate and get a better understanding of the relationship between organizational citizenship behaviour and job satisfaction. In order to guide the investigation, the following specific questions were formulated: 1.What is the relationship between organizational citizenship behaviour and job satisfaction? 2.Are age, gender and length of service related to job satisfaction and organizational citizenship behaviours? The hypotheses of this study are: H0: There is no significant correlation between organizational citizenship behaviours and job satisfacton. H1: There is a significant correlation between organizational citizenship behaviours and job satisfaction. Methods Survey questionnaires were administered to staff of Department of Human Sciences in Loughborough University. Both academic staff and support staff were invited in this study. Participants were invited to participate in this study by e-mail. The e-mail outlined the survey details, such as the research proposal and the type of questionnaires. Volunteers read the study information and filled in the informed consent, using tick boxes to agree to consent before completing the questionnaire. Data collection was based on an online questionnaire system (Surveymonkey.com). The system provided a completely anonymity system. Participants filled the online questionnaire in directly to enable anonymity and confidentially. Data were collected automatically by the survey system. Of the 61 total personnel involved in such teams, 32 participated in the study. Of the respondents, 62.5 percent were female. Further, the mean age of participants was 45 years. The mean length of service was 11.5 years. Measures Organizational citizenship behaviours. To measure organizational citizenship behaviours, a 13 items five-point Likert scale (from 1= strongly disagree to 5= strongly agree) was using (Smith et al., 1983). The 13 items questionnaire assesses citizenship behaviours and gestures through items such as I am willing to help others who are not able to work, I am willing to volunteer to give orientation and guidance to new members who join our team and I make innovative and good suggestions which help to improve the department. The instrument has two sub scales, which measure altruism and generalized compliance. Altruism refers to behaviours aimed at helping specific people directly and intentionally (e.g. giving orientation to new members, assisting others with a heavy work load). Generalized compliance refers to a more impersonal type of conscientious behavior that does not provide immediate aid to a particular individual but is indirectly helpful to other people in the organization (e.g. punctuality). In the study by Smith et al. (1983) the coefficient alpha reliability estimates were .91 for Altruism and .81 for Generalized compliance. Job satisfaction. To measure job satisfaction, a 5 items five-point Likert scale (from 1= strongly disagree to 5= strongly agree) was using (Hackman and Oldham, 1975). There are The 5 items questionnaire assesses job satisfaction through items such as Generally speaking, I am very satisfied with this job and I frequently think of quitting this job (reverse items). In the study by Hackman and Oldham (1975), the coefficient alpha reliability estimates were .74. Statistical Analysis The data were analyzed in order to provide an answer to the research questions and test the hypotheses. To test the hypotheses and assess the correlation between organizational citizenship behaviours and job satisfacton, Pearson correlation analysis was preformed. Statistical analysis was performed using SPSS version 16.0. Discussion The statistical analysis results show that there are relation between job satisfaction and organizational citizenship behaviours, while either age and length of service do not influence job satisfaction or organizational citizenship behaviours. However, some researchers have found that there is no relationship between organizational citizenship behaviours and job satisfaction (e.g. Podsakoff et al., 1990; Organ and Lingl, 1995), while other studies reported significant correlation between the two variables (e.g. Bateman and Organ, 1983; Schappe, 1998). A possible reason might be because the features of samples are different. As personal choices rather than duties, organizational citizenship behaviours could be influenced by culture, education level and organizational commitment. One limitation of this study is the response rate. In this study, the valid response rate is about 50 present. Moreover, the sample size is relatively small. Another possible problem is that people who have higher organizational citizenship behaviours levels are more likely to participate the study than people who have low levels organizational citizenship behaviours. In addition, one limitation of the study is that university staff need to do more individual duties rather than co-operations. For this reason, the results of the study may not be suitable for organizations which need more co-operations, for instances, customer services companies or manufacturing industry Future studies In this study, the sample size is relatively small. The larger the sample size, the more sensitive the research in exploring the relationships of the variables. Subsequent studies could cover more samples. In this study, the questionnaire of organizational citizenship behaviours were answered directly by the employees, which was not appraised by their supervisors or co-workers. For this reason, the self-reported data may be inflated. Therefore, subsequent researchers may improve the design of surveys to avoid the bias Conclusion As the data gathered from Loughborough University Human Science department suggest that there are significant relationship between job satisfaction and organizational citizenship behavior while there seems no correlation between the job satisfaction and the stuffs age and service length. This conclusion may only apply to those workers who engage in more personal works and a different result could be expected when using workers whose duty includes more co-operation with others.

Good and Evil in The Strange Case of Dr. Jekyll and Mr. Hyde by Robert

Good and Evil in The Strange Case of Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson Throughout the story of â€Å"The Strange Case Dr Jekyll and Mr Hyde†, the author, Robert Louis Stevenson, presents his idea of the duality of man- where we all have a dark, wicked side within us, where evil is held in waiting to surface, but we hide it away, we pretend it does not exist, and we keep it tame. He presents this idea by using two protagonists, Dr Jekyll and Mr Hyde, who are actually the same person. One of these characters symbolizes the normal side of a person represented by the respectable Dr Jekyll, who is a typical upper class Victorian, and the other, Mr Hyde, a deformed man, signifies the purest of evil. During the course of this essay I will comment on Stevenson’s presentation of good and evil, and how the two work together to create an outstanding story. The book â€Å"The Strange Case of Dr Jekyll and Mr Hyde† was published in 1886, in Victorian England. The horror story originated from a dream that Stevenson’s had about a split personality and the central suggestion that evil is potentially far stronger than good. When he awoke he immediately set about putting his thoughts into words and finished the first copy in just three days but was forced to burn it because of the disapproval from his wife. He wrote another version, again in just three days. The second copy was published and was an overnight success. The storyline is about a doctor, who stumbles upon a potion, which he finds can change him into an entirely different person physically. Mr Hyde opens the window for evil deeds, through which Dr Jekyll could commit crimes without ruining his good name. At fist Dr Jekyll can control his transforma... ...easily become out of control and then take over your body. Today there are constantly news stories, pictures and bill boards telling you what drugs can do and in Victorian times drugs use and abuse was increasing, especially the use of opium. Lastly, mentioned before was Mr Hyde being described as ape-like, this can show contemporary relevance because of how Charles Darwin brought up the theory of the â€Å"origin of man† in Victorian times. There was an outrage in the 19th century and not many would believe Charles Darwin’s idea, because most people were strict Christians and â€Å"Adam and Eve† was from where they originated. Today in the southern states of America strict Christians still feel very strongly about their faith and still put down this theory. For these few reasons the story Dr Jekyll and Mr Hyde is still very relevant in the modern world of today.

Isocrates The Educated Man versus Atticus Finch in To Kill a Mockingbird :: To Kill a Mockingbird Essays

The Greek philosopher Isocrates describes the characteristics of an ideal citizen in his essay, â€Å"The Educated Man†. From his point of view an educated man is not one who has pursued higher education but one who has good character and contributes to his society. In Harper Lee’s To Kill a Mockingbird, Atticus Finch is portrayed as an educated man because he has excellent morals and knows how to conduct himself. Atticus and the â€Å"educated man† are both the ideal and perfect members of a community and family. They are strong-minded, charismatic, and honorable – traits that most people strive for. The diction that Harper Lee uses when describing Atticus Finch helps create the image of the perfect and educated man. Isocrates addresses the fact that an educated man has self-restraint and is always in control of his actions. An educated man never lets temperament, selfishness, or weakness overcome himself. One’s ability to carry himself in a honorable fashion is imperative for being a true educated man. Isocrates established a school of rhetoric is 392 B.C. that taught the art of persuasion to orators. From Isocrates’ perspective, an educated man is â€Å"not duly overcome by [his] misfortunes, bearing up under them bravely†. (line 9-10) By persuading others, an educated man can win arguments, or judicial trials in Atticus’ case, without having to be ill-mannered. When Atticus loses Tom Robinson’s case he doesn’t blame the jury for being prejudice or even Bob and Mayella Ewell for lying. Atticus stays calm under pressure and during stressful times. Later, when Atticus discuses Tom's death with Aunt Alexandria, he tells her that: â€Å"I told him what I thought, but I couldn’t in truth say that we had more than a good chance. I guess Tom was tired of taking white man’s chances and preferred to take his own.† (p. 235-236) Atticus knows that killing Tom Robinson was unnecessary and that they would have had a good chance with a better jury. However, he does not lose his temper and continues to think clearly. Even with all the things that he and his family have had to endure, he understands that violence or revenge will not solve any of his problems. It is in this way that he is an educated man. Another characteristic of an educated man is that he is able to endure things he feels is distasteful.

The Media During the Tiananmen Square Protests Essay -- China Chinese

The Media During the Tiananmen Square Protests There will always be talk about the biases of the media and the perspective in which it takes when reporting the news; however, when the news is run by the government and the people who write the news are threatened to withdraw from their positions because they will not write propaganda, it becomes a serious issue that can lead a country into turmoil. Such was the situation in Beijing, the capital of China, in 1989, during the student and worker protests at Tiananmen Square and the ultimate killings that occurred on June 4th of that year. The role of the Chinese government in the Tiananmen Square protests went far beyond their military control and suppression; the government’s role in banning publications and firing media personnel for standing up for themselves and the protestors resulted in skewed reporting and a void in which there would be reliable information about the event, such as the number of people that died, eyewitness accounts, etc. Most of the information that resulted from state-run agencies and media were largely propagandistic and more detrimental to the government than the protestors. Foreign correspondents were mostly chased off by officials who didn’t want the students telling their story outside of a government-controlled environment; however, one newspaper from Hong Kong, Ming Pao, was able to document the event with photographs, because of their ability to blend in with the crowd. Compared to the reports from People’s Daily, the compiled photographs taken by Ming Pao jou rnalists reveal the student point of view – and the history of Chinese political activism and nationalism. The Tiananmen Square protests stemmed from policies that were initiate... ...alists see themselves as civil servants, an editor at the English-language China Daily describes the situation more bluntly: "We are like dogs on a leash. A very short leash." Works Cited: Jernow, Allison Liu. â€Å"The Tight Leash Loosens.† Columbia Journalism Review January/February 1994 Mathews, Jay. â€Å"The Myth of Tiananmen.† Columbia Journalism Review September/October 1998 Ming Pao News. June Four: A Chronicle of the Chinese Democratic Uprising. Fayetteville: The University of Arkansas Press, 1989. (source of photos) Simmie, Scott and Bob Nixon. Tiananmen Square. Seattle: University of Washington Press, 1989. Thom, Cathleen. â€Å"Invisible Censorship: The Freedom of the Press and Its Responsibility† The Humanist. July/August 1999 Yu, Mok Chiu and Frank J. Harrison. Voices From Tiananmen Square. Montreal-New York: Black Rose Books, 1990. The Media During the Tiananmen Square Protests Essay -- China Chinese The Media During the Tiananmen Square Protests There will always be talk about the biases of the media and the perspective in which it takes when reporting the news; however, when the news is run by the government and the people who write the news are threatened to withdraw from their positions because they will not write propaganda, it becomes a serious issue that can lead a country into turmoil. Such was the situation in Beijing, the capital of China, in 1989, during the student and worker protests at Tiananmen Square and the ultimate killings that occurred on June 4th of that year. The role of the Chinese government in the Tiananmen Square protests went far beyond their military control and suppression; the government’s role in banning publications and firing media personnel for standing up for themselves and the protestors resulted in skewed reporting and a void in which there would be reliable information about the event, such as the number of people that died, eyewitness accounts, etc. Most of the information that resulted from state-run agencies and media were largely propagandistic and more detrimental to the government than the protestors. Foreign correspondents were mostly chased off by officials who didn’t want the students telling their story outside of a government-controlled environment; however, one newspaper from Hong Kong, Ming Pao, was able to document the event with photographs, because of their ability to blend in with the crowd. Compared to the reports from People’s Daily, the compiled photographs taken by Ming Pao jou rnalists reveal the student point of view – and the history of Chinese political activism and nationalism. The Tiananmen Square protests stemmed from policies that were initiate... ...alists see themselves as civil servants, an editor at the English-language China Daily describes the situation more bluntly: "We are like dogs on a leash. A very short leash." Works Cited: Jernow, Allison Liu. â€Å"The Tight Leash Loosens.† Columbia Journalism Review January/February 1994 Mathews, Jay. â€Å"The Myth of Tiananmen.† Columbia Journalism Review September/October 1998 Ming Pao News. June Four: A Chronicle of the Chinese Democratic Uprising. Fayetteville: The University of Arkansas Press, 1989. (source of photos) Simmie, Scott and Bob Nixon. Tiananmen Square. Seattle: University of Washington Press, 1989. Thom, Cathleen. â€Å"Invisible Censorship: The Freedom of the Press and Its Responsibility† The Humanist. July/August 1999 Yu, Mok Chiu and Frank J. Harrison. Voices From Tiananmen Square. Montreal-New York: Black Rose Books, 1990.

Evaluation of Differential Research Methods Essay

In this essay we will look at the positive and negative aspects of the group presentation of remit 1. We will also look into the different research methods we took on to gather relevant information that we needed. Then recommendations we want to include for improvement from our verbal feedback alongside with any constraining factors we, as a group encountered. The essay will then look into the use and analysis of theory that we used that assisted us in making our final campaign. Once our group was given the idea of the university application we began to group ideas together as to what will work most effectively. We chose to use the campaign idea of viral marketing. To do this we took on a semantic and semiotic approach, whereby used signified linguistics to identify what we wanted to communicate and how. Semantic is better defined as ‘the study of linguistic development by classifying and examining changes in meaning and form’ [Semantics 2, 1994] our campaign idea was developed around the concept of transferring different meanings, for example in our campaign we developed the idea from the message we wanted to transfer across, which was the ease of use of the application along with the ability to make the video viral. Taking a semantic approach can allow the user to interpret form and meaning for them, the implementation of the meaning is posed but is left entirely to the user to self-interpret. Our campaign did however briefly touch over on semantic advertising, as we aimed the campaign as an viral video aimed at the social networking side of things we implemented the thoughts of just how effective it can be to specific target audiences to advertise on particular mediums. Our campaign idea could of better utilised the semantic concepts by identifying key phrases or words and adapting those words to create alternate meanings. Many semantic campaigns today are internet based, with a high increase of internet cookie tracking data being used by companies to then forward on products to consumers with similar search data. We decided to stay away from this concept as it falls into the category of anonymity and as an academic foundation we felt it more reputable to remain known. Semiotics is better defined as ‘The study of signs and symbols and their use or interpretation’ [U, Eco, 1979] in our campaign we used many semiotic concepts and in fact it is arguably what our final idea was based around. In our storyboard campaign we decided to use the cartoon to real like to cartoon to real life effect which we used to indicate different scenarios, for example when the person first starts off he is a real life person standing with the application in his hand representing real life. The user then enters the University College Birmingham application whereby he is taken into another dimension and we see the use of different symbols and signs to recreate a fictional dimension. The use of this was to indicate exciting ways to being able to receive the information you need. In the cartoon storyboards the use of colours that we used were primary colours, which were used to indicate simplicity while portraying the ability to enjoy the application. It is also important to mention the signified and signifier model which we briefly used in the construction of our campaign, using key word associations it quickly gave us access to relevant wording which tied in with the possible campaign ideas. Finally to talk about the last concept that was used in the campaign we chose is rhetoric, better defined as ‘Language designed to have a persuasive or impressive effect on its audience’ [G,Tom & Eves, A 1999] in our campaign we opted for the viral video, in hope that this would tap into our target market which were young students. In the campaign with the concepts we used by interacting on social networking sites we intending to create a persuasive advertising campaign that attempted to eliminate any preconceived ideas that university information was complicated and hard to get a hold of. The use of language we used in the campaign was simplistic while informative; we left no vital pieces of information out of the campaign while also making the thought of this information entertaining. The overall effect we intended to make on our target audience was to leave a lasting impressive imprint that the viral video we had created was informative, fun and appealing to our audience. In a highly competitive market it is essential for students to understand exactly what they seek and for it to be easily accessible, by creating the viral campaign with the use of social networking sites it allows the audience to access the information they need directly or through friends. To conclude, with the campaign we ran with and the concepts we took on board to get to the final decision we used a variety of different models, in particular the semiotic model whereby we used a variety of different colours, forms and meanings to portray different emotions to the user to engage them. We then took on board some semantic concepts by allowing the campaign to become a viral video and publishing this online it acted not only as a source of information but in turn an advertisement of the application and university. To recommend what could have changed with the campaign final idea or what could have been done instead to better our chances of the campaign idea being successful there would be a few recommendations. The implication further of semantic concepts could have been implemented in to the campaign idea of using social networking. The application draft idea picked up little criticism other than the presentation of the application and its data. If the project was to be undertaken again the use of rhetoric alongside semantic would be heavily prevalent to tap into the internet advertising market alongside the use of websites which creating platforms to share videos, blogs and articles.