Wind Power Essay Example | Topics and Well Written Essays - 1750 words

Wind Power - Essay Example World is facing major energy crisis due to the pollution attached to the presently available energy sources and technology. The commitment to develop clean energy sources is forcing economies to develop sustainable and clean power generation. Wind energy is a major source of clean power. It is important to mainstream this source of power as a clean alternative to support the power requirements. Use of wind as a reliable source of energy for various purposes like navigation, pumping water, grinding grains, sawing etc. is evident from the historical times. Wind is one of the cleanest sources of energy available in the world. The science of power generation from wind is rather simple. Earth is made of different materials, distributed unevenly all over the space and hence it absorbs heat from the sun with variance. During day, air over the land surface gets heated quickly than the air above water surface. Heating causes expansion of air and hence it becomes lighter and moves upwards and the heaver air replaces it causing wind. The process is reversed during night time, as air over the land surface gets cool quickly than the air above water surface. In simple words, wind is generated by movement of air between high pressure to low pressure area. In terms of energy flow, heat energy is converted into kinetic energy. Production of power from wind energy is quite interesti... Production of power from wind energy is quite interesting and it follows basic principles of energy conversion. Power is generated when the kinetic energy of the wind is converted to mechanical energy. This power could be used for generating electricity or power for running machines etc. Hence, wind power could be used for many purposes. The present day wind machines uses blades to collect the kinetic energy from the wind. When wind strikes the blades of the machines, it slow down the wind by capturing its energy and thus allows the blades to rotate. These blades are connected to a shaft at the centre which transfers its power to the electric generator to produce electricity. The interesting part is that in the entire process, there is no pollution involves with the process. Wind power is a potential form of renewable energy which is available to humankind. Although it has a long history, this source of energy is not mainstreamed due to lack of improved technology and huge production cost. Although developed much earlier, cheaper technologies were developed for power generation from alternate sources which alienated the use of wind power for commercial purposes. The cost factor had impacted this majorly. The major constrain of the wind power is the reliability factor as the power is generated only when there is wind. During lean period, one has to depend on other sources for power supply. This drawback makes it difficult for people to adopt this technology for daily use. The only alternative for this problem is to use other sources of power for the lean period. In the present scenario, energy is produced in the world from coal, crude oil, petroleum products, natural gas, nuclear, hydro, combustible renewables & waste etc. Most of these sources are

Video performance viewing Essay Example | Topics and Well Written Essays - 250 words

Video performance viewing - Essay Example The movement of the dancers can be seen to reflect this mood, especially through my favorite dance move during the ‘Jellicle’ Song. My favorite dance move would be the one, where majority of the cats come rushing into the foreground from the background, that is of an elevated platform, while some cats still remain on that platform. The sudden movement is the exact of a cat, which has spotted a ball of yarn and is eager to play with it, and the dance movements that follow, such as the twirl and arm movements, exactly give the feeling of a cat extending its paws to tap the ball of yarn. Here, the performers are seen to use the maximum space in stage, as they cover up the foreground as well as the background. The characters have been well developed and portrayed, not only do they have great costumes, but they have been able to capture the essence of domestic felines to the best extent. The various dance moves, such as the short leaps represent the movement of real cats, such as when they pounce on their preys etc, thus communicating feelings of victory, happiness etc. Therefore, it becomes clear how dance is used to express or communicate feelings and thoughts through theatre, and moreover, the music or scores are seen to strengthen the portrayal of these thoughts and feelings, thus helping the audience to better grasp the storyline as well as the major

Translational Heading Control of a Hovering Platform

Translational Heading Control of a Hovering Platform Translational Heading Control of a Hovering Platform using Multiple Control Logic The main objective of this project is to design an attitude control system of a nonlinear and unstable system, which is a Hovercraft, a machine that can move on the land or water, and it is supported by cushion that has high compressed air inside. Attitude control of the hovercraft is considered a major challenge because of the friction offered by skirt and the aircushion. The main idea of this project is the development of a wireless controlled hovercraft testbed connected to a computer. The proposed control strategy for the attitude stabilization will be based upon Proportional-Integral-Derivative (PID) and Fuzzy Logic for the comparison of transient response, steady-state error and input output constraints satisfaction by the user. Thus ensuring if any disturbances are inflicted on the hovercraft, the controllers will be able to maintain the desired position. The reference for the attitude control will be provided from the computer. The magnetometer will measure the attitude in real-time and controllers will be implemented on myRIO. TABLE OF Contents Declaration Final Year Project Acknowledgements Abstract CHAPTER 1 INTRODUCTION 1.1 Project Framework 1.2 Objectives 1.3 Scope 1.4 Report Structure CHAPTER 2 LITERATURE REVIEW 2.1 Recent Study References 1.1 Project Framework The hovercraft is a fascinating ground vehicle that possesses the unique ability to float above land or water. Riding on a cushion of air endows the hovercraft with many interesting and useful properties. Unlike wheeled robots, which feature constrained kinematics, the hovercraft can move freely in any direction. For example, although the lateral direction of travel is not usually actuated, the hovercraft is completely free to move sideways. In addition, the Coulomb damping acting on a hovercraft is minimal. The translational and attitude control perception of a hovercraft can be protracted to many control uses. A hovercraft that can rotate and attains a desired position while being mobile at the same time is designed and developed using motors, H-bridge motor driver, battery, magnetometer and NI myRIO. The controllers are designed using the software NI LabVIEW, which are then compiled and burnt on a NI hardware myRIO. The purpose of the control is to estimate the attitude of the platform with the help of sensors. Thus resulting in the use of the attained information from the sensors to make the propellers rotate in the required direction to sustain or alter the position of the hovercraft. An angular position based on the response of the control will be provided to the magnetometer. The response of the control will be transmitted through the Pulse Width Modulation (PWM) control, which will either make the dc motors work clockwise or anticlockwise for the translation, and attitude control of the hovercraft. These values are then added and returned to the actuator, which requires this for the production a counter torque used to set the required position of the mobile hovercraft. Fuzzy Logic and PID controllers both will be implemented and used for this project where a detailed comparison will also be performed between the two using NI LabVIEW software and NI myRIO hardware. 1.2 Objectives The aim is to develop the proposed controlled strategy for the attitude and translational control of a hovercraft, which will be based upon PID, and Fuzzy Logic set with myRIO that will measure and compute the comparison of transient response, steady-state error, and input output constraints by the user and other key parameters. All the controllers will be designed in NI LabVIEW and implemented on NI myRIO. Development of a testbed based upon multi-rotor hovercraft. Control of translational and rotational movements through wireless link. Development and testing of PID controller for the attitude control of Hovercraft. Development and testing of Fuzzy controller for the attitude control of Hovercraft. Performance comparison (Transient response, peak time, settling time, steady-state error) of above mentioned controllers. 1.3 Scope The opportunities for gaining knowledge through this project will be: Using material available easily for the development of the mobile hovercraft. Translational and heading Control of the hovercraft using NI LabVIEW Using a magnetometer for the measurement of the incline along Z-axis. Understanding the working of translational and heading control and interfacing sensors at the same time. Using NI myRIO as the mainboard of the mobile hovercraft. Implementation of PID Controller on NI myRIO. Use of PID for the attitude control of the hovercraft. Implementation of Fuzzy Controller on NI myRIO. Use of Fuzzy Controller for the attitude control of the hovercraft. Measuring the Key Parameters (transient response, steady-state error etc.) of both the controllers. Performing a comparison between both the balancing controllers. 1.4 Report Structure As a summary, the flow of this report is briefly described below: Chapter 1: Introduction that provides the background, objectives and scope of the Project. Chapter 2: Literature review of the recent studies based on this project. Also contains a brief description of the different concepts used. 2.1 Recent Study Hovercraft is an air cushion vehicle, ACV, equipped for voyaging over land, water, mud or ice and different surfaces [1]. Many control techniques have been used to compromise for issues like computer torque methods [2], developed on the foundation of PID feedback [3] [4]. Optimal control [5], adaptive control [6], variable structure control (VSC) [7], neural networks (NNs), and fuzzy systems [8] are a few of the recommended control techniques. On the other hand, these strategies are only possible when the mechanical dynamic forces of the hovercraft are well known. A detailed study on the two above mentioned controller techniques i.e. PID and Fuzzy will be carried out for the control of the mobile platform. A hovercraft is not quite the same as other more ordinary, earthbound vehicle in that it requires no surface contact for footing and it can move unreservedly over an assortment of surface while bolstered ceaselessly on a self-produced pad of air. Researches have been made to concentrate the outline qualities and working rule of the air cushion vehicle, and utilize standard estimations to decide the lift powers required. The measurements of the air hole created are likewise computed particularly. The push powers required are enormously lessened because of the decrease in frictional strengths [1]. A famous inventor named Christopher Cockrell in 1955 devised the idea of hovercraft. It is a new means of transportation. The hovercraft is different from other transportation vehicles in a way that it has no contact with the ground and it rides on a cushion of air hence known as Air-Cushion-Vehicle (ACV). He carried out a set of experiments to observe and learn the force that an air jet could produce. Encouraged by the results he designed and made a simple hovercraft, which was a plate with a hole in the middle. A fan supplied the airflow through the hole lifting the plate off the ground. This design was far from optimal. The pressure of the fan was not used efficiently and obstacles in the surface were a problem. After this first design, the hovercraft has undergone a lot of development. British government provided funding for the development of hovercrafts because they saw possibilities to use it for military purposes. In 1959, the first hovercraft prototype crossed the English Ch annel. In 1962, a passenger service by hovercraft began. The largest passenger hovercraft in the world is used for the Dover to Calais crossing. It can carry 380 passengers and 40 cars. It can attain a speed of 70 mph (miles per hour), which makes it one of the fastest ferries in the world [9]. In a research paper the author, Michael McPeake discussed about the history of the hovercraft in 2004. The author discussed the very early hovercraft used named SR.N1. This hovercraft was considered the first real craft because most of the other hovercrafts at that time resembled the planes. The skirt size used on this model was 6 inches long and later to enhance the speed they shortened the skirt size to 4.5 inches and converting to gas turbine engines hence this doubled the speed of the hovercraft. In the book written by R. M. W. Sanders, the author used Electro Cruiser, an amphibious hovercraft as his experimental model. In order to analyze the hovercraft model, the author derived a dynamical model of the hovercraft with the Newton-Euler method. The author only conducted the simulation study and not tested the controller strategy with the real hardware [9]. The U.S Naval Army used the hovercraft in Vietnam. For two years, they used hovercraft against the Vietnamese guerrillas and for ground combat. The hovercraft model they used named SR-5. After the war, the last SK-5 became a showpiece at museum [9]. At the University of Moratuwa, a project was carried out in which they made a testbed to analyze the potential capabilities of a hovercraft [10]. The students at University of Illinois at Urbana-Champaign also have made a hovercraft testbed for Cooperative control [11]. From the study of paper Comparison between PID And Fuzzy Controllers Used In Mobile Robot Control, where a comparison has been performed between the concerned controllers, it is known that the main issue in the fuzzy controller is that it takes a longer time for computation as compared to the PID controller. The reason for this delay is due to the fuzzification of the inputs, calculation of the experiment through inference and defuzzification of the outputs [12]. In paper Amphibious hovercraft course control based on support vector machines adaptive PID, adaptive PID controller based on support vector machines (SVM) is applied in the course control of a hovercraft, but no comparison was performed using other controllers. This control technique demonstrates that the controller designed accomplishes high dynamic and enduring exhibitions, which brings another viable technique to take care of the issue of air cushion vehicle course control [13]. Other techniques like flatness based approach, dynamic feedback control and neural networks are applied as supplementary controllers to aid the PID controller by refining the forces against the turmoil [14]. Fuzzy Logic has been applied in the paper Fuzzy reasoning as a control problem, but no hardware experimentation has been performed. Fuzzy logic is commonly used for characterizing human speech terms into mathematical expressions for the controlling of a system. The steps taken to form the optimal rules for this logic are rather time consuming. Despite this drawback, this controller operates better than PID controllers due to their non-linear functions, which therefore lead to infinite advantages [15]. Although many comparisons have been performed over the years between PID and Fuzzy Controllers. The goal of this bachelor project is to set up a feedback controlled laboratory hovercraft using NI myRIO as a real-time controller. Apart from control, designing the electrical and mechanical system for this hovercraft is also a part of the assignment. [1] V. Abhiram, A Study On Construction and Working Principle of a Hovercraft, International Journal of Mechanical Engineering and Robotics Research, vol. 3, no. 4, pp. 308-313, 2014. [2] G. B. G. a. T. N. M. Nafar, Using modified fuzzy particle swarm optimation algorithm for parameter estimation of surge arresters models, International Journal of Innovative Computing, Information and Control, vol. 13, no. 1, pp. 567-581, 2012. [3] J. J. Criag, Introduction to Robotics, New Jersey: Mass: Addison Wisley, 2004. [4] M. V. M. W. Spong, Robot Dynamics and Control, New York: J.Wiley Sons, 2003. [5] I. C. J. C. a. C. S. W.H. H. S.H. Chen, Design of stable and Quardratic-Optimal Static Output Feedback Controllers for TS-Fuzzy-Model-Based Control Systems, 8: 1, 2012. [6] K.-S. S. T.-H. S. L. a. S.-H. Tsai, Observer-based adaptive Fuzzy Robust controller with self-adjusted membership functions for a class of uncertain MIMO non-linear systems, International Journal of Innovative Computing and Control, vol. 8, no. 2, pp. 1419-1437, 2012. [7] J. Z. P. S. a. Y. Xia, Robust Adaptive Sliding-Mode Control for Fuzzy Systems with mismatched uncertainties, IEEE Transactions on Fuzzy Systems, vol. 18, no. 4, pp. 700-711, 2010. [8] O. D. a. .. H. H. S. C. Elmas, Adaptive fuzzy logic controller for DC-DC converters, Expert Systems with Applications, vol. 36, no. 2, pp. 1540-1548, 2009. [9] M. McPeake, History of Hovercraft, Ms Giffen Tech High Senior Engineering, New York, 2012. [10] Project Hovercraft, Department of Mechanical Engineering, University of Moratuwa, Moratuwa, 2014. [11] First-year engineering students get creative at IEFX Explorations, Urbana-Champaign, 2016. [Online]. Available: www.mechanical.illinois.edu. [12] N. P. a. O. C. C. Popescu, Comparison between PID And Fuzzy Controllers Used In Mobile Robot Control, Annals of DAAAM Proceedings, vol. 13, no. 2, p. 223, 2011. [13] Z. L. M. F. a. C. W. X. Shi, Amphibious hovercraft course control based on support vector machines adaptive PID, IEEE International Conference on Automation and Logistics (ICAL), pp. 287-292, 2011. [14] H. S.-R. a. C. A. Ibanez, The control of the hovercraft system: a flatness based approach, IEEE International Conference on Control Applications. Conference Proceedings, pp. 692-697, 2000. [15] K.-Y. C. a. L. Zhang, Fuzzy reasoning as a control problem, IEEE Transactions on Fuzzy Systems, vol. 16, no. 3, pp. 600-614, 2008.

The Natural Communities Conservation Planning (NCCP) Act of 1991 and Ca

The Natural Communities Conservation Planning (NCCP) Act of 1991 and California The Natural Communities Conservation Planning (NCCP) Act of 1991 was established by the California Legislature, is directed by the Department of Fish and Game, and is being implemented by the state, and public and private partnerships to protect habitat in California1. As opposed to the single species interpretation of the Endangered Species Act (ESA), this act aims at protecting many species using a regional approach to habitat preservation. Douglas Wheeler has written a nice synopsis of the NCCP within the context of the history of conservation of habitat. The NCCP is a program that is meant to have voluntary multi-stakeholder cooperation in planning, management and funding. In Southern California the target habitat is Coastal Sage Scrub (CSS), home to the federally "threatened" California Gnatcatcher. Conservation is needed, particularly in Orange County, because of the large-scale development of homes, businesses, and roads. The listing of the California Gnatcatcher as a "threatened" species and the dwindling numbers of other CSS dependent species are a testament to the need for whole-habitat preservation. For instance, CSS habitat includes other birds and organisms in need of protection, including the Coastal Cactus Wren and the Orange-throated Whiptail Lizard. The single species approach moves very slowly and often species go extinct before any listing is allowed. In the meantime, other species require protection and are placed as a last priority. The ESA, many conservationists argue, was always meant to be an act aimed at supporting multi-species preservation. With the leisurely pace at which legislation moves and with the single-species ... ...s Wheeler Link: http://www.ceres.ca.gov/CRA/PressReleases/nccp_wheeler_fall9 5.html Coastal Sage Scrub Links: http://envirolink.org/FSCR/Watershed103/ws3014.html http://www.calpoly.edu/~dchippin/zonecoast.html Artemesia californica graphic: http://rain.org/~mkummel/flora/artcal.html Other Coastal Plants Link: http://ceres.ca.gov/ceres/calweb/coastal/plants/scrub.html California Gnatcatcher (Polioptila californica californica) Link: http://www.fws.gov/~r9endspp/i/b6w.html California Gnatcatcher and other CSS species Link: http://www.epa.gov/EPA-SPECIES/1995/June/Day-21/pr-304.html San Diego County NCCP Link: http://resources.ca.gov/CRA/NCCP/nccp_san_diego.html Interim Management Link: http://www.ceres.ca.gov/CRA/NCCP/nccp_coastal_sage_scrub.htm l Biological Corridors Link: http://www.safnet.org/policy/psst/psst24.html

Richard Brandt

Richard Brandt: Rule Utilitarianism Chapter two in our book Philosophical Perspectives on Punishment covers different philosopher’s views on Rule Utilitarianism and how it is applied to misconduct and unlawful acts. In Richard Brandt’s discussion he raises three questions that should be addressed when identifying our American system of punishment. What is justifiable punishment for a criminals past actions? What are good principles of punishment? What defenses should be used as good excuses to keep someone from being punished? Our actions should be guided by a set of prescriptions the conscientious following of which by all would have maximum net expectable utility† (Brandt, 1972). In Utilitarianism they choose the set of rules or practices that would produce the greatest net expectable utility if everyone followed them.Net Expectable Utility is a more positive outcome for a higher percentage of the population. Brandt believes our system of punishment is based on three assumptions: (1) Fear of punishment deters criminal behavior. (2) Imprisonment or fines make repeat offenders less likely. 3) Imprisonment stops the criminal from harming society while that person is in prison or incarcerated. â€Å"Punishment is itself an evil, and hence should be avoided where this is consistent with the public good. Punishment should have precisely such a degree of severity that the probable disutility of greater severity just balances the probable gain in utility (less crime because of more serious threat)†(p. 94). I have to agree with Brandt on this view because if the punishment does not fit the crime, criminal behavior is sure to be more prevalent.I’m a firm believer in scaring the malicious minds into acting lawfully and abiding by the law in order to keep the majority of the public safe. Brandt says that the cost should be counted along with the value of what is bought. This means to me that the punishment HAS to equal, if not be greater , then the crime. He also says that many criminals will go undetected and because of that some penalties will have to be so severe that the risks outweigh the gain in whatever the crime might be.Another agreeable point Brandt makes is that the more serious crimes should carry the heavier penalties not just for prevention of the crime but also to motivate the criminals to commit a less serious rather then a more serious crime. To make sure that the same punishment be inflicted on any social status, and that the same suffering is felt from the crime, Brandt says that heavier fines would be given to a richer man then to a poorer man. If a rich man were to receive the same fine as a poor man it may barely give him any suffering at all.While if a poor man met the same penalty financially as a rich man he may remain in debt for the remainder of his life. Brandt then begins to speak Jeremy Bentham and of such â€Å"excuses† that would not make a person criminally liable for a crime. He first mentions that a man who committed a crime that was not yet a law cannot later be punished for it. I have to agree here because you aren’t breaking the law if it isn’t one yet. I also, however, believe that if that prior â€Å"non-law† is severe enough and the evidence is still applicable in court then the person can be tried and found guilty after the fact.His second excuse is that the law had not yet been made public. In order for the public to know they are performing a unlawful act they must first know that what they are doing is against the law and can result in punishment and fines. The third excuse is that if the offender was an infant, insane or intoxicated they should also be excused of the crime. I think that underage and insane offenders may have a legitimate excuse, and the same may go for the intoxicated but in order for the intoxicated to be excused from punishment, it must not be voluntary intoxication.Bentham then says the offender can b e excused if they were ignorant of the possible consequences and thought they were acting in a lawful way. I don’t agree with this view because it is the citizens responsibility to know that he or she is acting unlawfully and what the consequences of their actions may be. â€Å"I didn’t know I couldn’t do that† is something police officers hear all the time and if they let everyone who said that to them go free they’d probably be out of a job. Bentham’s final excuse is â€Å"that the motivation to commit the offense was so strong that no threat of law could prevent the crime† (Brandt, 1972).I believe that some offenders get angry enough to ignore the consequences of the crime they about to commit but this is still not excuse for breaking the law and the law should still be applied to these people. How would a judge be able to determine if someone was acting maliciously or out of pure emotion? Richard Brandt states that Bentham’ s legal defenses need some amending. He says that not punishing in certain cases will reduce the amount of suffering brought to the public by the law and that by not punishing in all of these cases will cause a â€Å"negligible increase in the incidence of crime† (Brandt, 1972).Brandt says that the utilitarian is committed to defend the concept of â€Å"strict liability† in order to get a strong deterrent effect when everyone knows that all behavior of a certain sort would be punished. When speaking of impulsive actions that lead to criminal actions Brandt says that people who commit impulsive crimes in the heat of anger don’t think about the consequences of their action and therefore would not be deterred by a stricter law.He also says that these people are unlikely to repeat the crime so that a smaller sentence should be given to them in order to save a good man for society. I like this idea but I find it hard to agree with completely. Who is to say which crim es are impulsive and which crimes are premeditated? Of course, some circumstances make it obvious which are impulsive for example, a man saving a small child or woman from a kidnapper and killing them in the process, but many crimes can be called impulsive and therefore let a man who isn’t telling the truth receive a lesser punishment for his crime.Richard Brandt says that some say utilitarianism needs to view imprisonment for crime in the same light as quarantining and individual. He uses the example of someone being quarantined after being diagnosed with leprosy. They are taken away from public for the greater good of the public in order to not spread disease. We cannot treat criminals the same however. Criminals need to be shown punishment for their crime so going to prison cannot be made comfortable to them.It has to be a time of sorrow and pity so that it both fears prospective criminals and prevents criminals from becoming repeat offenders. Most criminals will be allowe d back into society after severing their time, lepers will never see society again. â€Å"There is a difference between the kind of treatment justified on utilitarian grounds for a person who may have to make a sacrifice for the public welfare through no fault of his own, and for a person who is required to make a sacrifice because he has selfishly and deliberately trampled on the rights of others, in clear view f the fact that if he is apprehended society must make an example of him† (Brandt, 1972) My favorite part of this section is when Richard Brandt compared the utilitarian view of punishment to that of a parent with a child. A parent lets the child know of the rules, about how to be safe, and about right and wrong. The child must know of the bad act before he or she can be punished for it. A parent will give a more severe punishment to their child according to what they have done to break a rule.The parent establishes rules for the â€Å"future good of the child† (Brandt, 1972). All this is done to make life at home tolerable and to ensure that the future of the child is a bright and successful one, punishment is an essential part of every one of our lives and whether we are avoiding it or being put through punishment, it is for the greater good. WORKS CITED Brandt, Richard. (1972). Rule utilitarinism (iii). In G Ezorsky (Ed. ), Philosophical Perspectives on Punishment (pp. 93-101). Albany: State University of New York Press

A Report Into Consumer Behavioural Theory

Understanding consumer behaviour allows us to engage more effectively with our target market and increase sales * It is vital we understand the needs of our target market and their motivation for purchasing Benecol or alternative products. * Giving Value to a product after we understand our consumers’ needs and motivation for purchase can increase positive interaction with our market. * When marketing a product, it is advised that the advertisement attaches itself best to the needs and value of consumers with relevant and engaging information. Creating a psychological struggle for customers as well as curing it can be vital to increase market share and customer satisfaction. * Overcoming pre-purchase alternatives to Benecol is a great challenge due to the highly saturated market the brand finds itself in, although this is not impossible as promotion of the products health benefits can lift it. * Consumers can be conditioned to relate to Benecol both consciously and unconsciously through various marketing and production techniques. Marketing strategies can be put in place which are directly or indirectly linked to the purchase or use of the product that gain short or long term boosts in sales or customer satisfaction such as sales promotions or school giveaways to promote health in children which improves brand reputation. * Taking advantage of every point of interaction between the product and the consumer can greatly increase the likelihood that a customer will become loyal to the brand and perhaps even aid the increase of market share. Introduction Consumer behavioural theory gives marketing departments the opportunity to gain a more effective understanding of the customers they have or wish to attain. The theories attached to this subject emotional, cognitive and psychological reaction to marketing and brand management. The following is a report on consumer behaviour related to the Benecol brand with the intention to gain a better organisational understanding of marketing theories and methods relevant to the specific brand. Due to the market segmentation of Benecol, the report largely aims to focus on consumer behaviour closely linked to health and food products, as well as applying more general consumer behavioural theory where relevant. As the relevant theories to consumer behaviour in the case of Benecol are outlined, recommendations will be made in order to aid the company in customer acquisition, retention and satisfaction. Motivation and Need Recognition In assembling this report it was understood that many theories of behavioural aspects of marketing are derived from an organisation’s awareness and understand of its target markets’ needs and desires and those who utilise this most effectively are often the most successful brands. For instance, Coca-Cola has no health benefits, therefore it is marketed as hedonistic product and the more its target market become increasingly health-conscious the more Coke will play on its slogan ‘enjoy’, whilst also increasing its market share in other ways, i. e. hrough the purchase of shares in drinks companies that promote health (Macalister & Teather, 2010). The need or desire that is recognised by Benecol’s products is clearly the reduction of cholesterol, the motivation for this is increased health as well as Benecol’s ease of use. The motivation for buying a product that increases the health of the consumer is self-evident in many ways. Value Theory Many researchers have suggested that consumers are ‘value driven’ and find that the enjoyment of a product is balanced between what is given and what is received (Torben, 2005). In short, this theory argues the following factors are counted when a future purchase is considered: From this, it could be argued that Benecol’s price and quality are subjective to the customer as the benefits from use of said product are only noticeable long-term and the economic cost of the range are noticeably, although not unreasonably, higher than alternatives. However, the value the product gives to the consumer from a marketing perspective will be discussed in greater details through other behavioural theories as the above chart is too rudimentary to give explicit argument to Benecol’s potential without more exploration. Information Processing Something highly intrinsic to the product value of Benecol is the emphasis on being ‘the only range of foods to contain Plant Stanol Ester, a unique cholesterol lowering ingredient. ’ (Rasio Plc. , 2011). Getting this information to the public through advertising happens through the brand website, but on television the advertising is focused on basic prompts that will motivate the audience into believing in the benefits of using the product. One example is the latest UK advert which places stress on the convenience of the product with a line in fairly small print about the plant stanol ester underneath the visual of how easy it can be to help lower cholesterol. The information of stanols is considered secondary in marketing the convenience product and therefore is only likely absorbed by those already interested in the product or the advertising. Dissonance This theory is based on a consumer’s cognitive struggle where two beliefs that are reasoned to be true are not consistent. This process of a cognitive clash brings about a motivation to come to a positive conclusion where a psychological compromise can occur to bring an end to the inconsistency, therefore ending the dissonance (Torben, 2005). By advertising the negative effects rival products can have on a consumer’s health, Benecol creates a struggle within the consumer’s mind that whilst they enjoy their regular food and dairy products, they are damaging to their health by creating large amounts of cholesterol. Benecol is then introduced as an alternative to health-damaging products that bridges the psychological inconsistencies in the consumer’s mind by offering a products that helps prevent cholesterol whilst not taking enjoyment away from eating. By offering advertisement reinforced with clinically proven information, the customer is also limited in averting the dissonance caused by Benecol’s initial information about rival product. Benecol therefore markets by initiating dissonance and then promoting a solution to end the consumer’s self-conflict. Balance Theory and Modelling This motivational theory argues that ‘people desire cognitive consistency in their drive to achieve psychological balance in their thoughts, feelings and social relationships’ (Dacko, 2008). In relation to marketing, consumer can be attracted or put off of a product due to a linked influencer even if it is not directly linked to the product, also known as modelling. For example, a woman could be attracted to an anti-wrinkle cream if she sees it endorsed by Dame Helen Mirren because she is a fan of the actress’ work and beauty. Similarly, if an organisation were thinking of using Accenture, a deal could have been negatively affected due to the unrelated infidelities of Tiger Woods, had the latter not ceased to sponsor him when they did. The theory promoted by Benecol is the trifecta of a person balancing convenience, taste and health. Ergo, Benecol is promoted as a product that does not impede on the consumer’s convenience from daily routine in preparing food, manages to taste as good as unhealthy products whilst being a product that promotes good health. Although it has done in the past with Carol Vorderman, Benecol currently does not market its product using celebrity endorsement, something that its rivals, Activia and Actimel do in the UK. Although these products are not exactly the same as Benecol, they produce many products in the same market advertising similar benefits, such as yoghurts and mini-drinks that aid well-being. Pre-purchase Alternative Evaluation This theory bases its argument on the focus that a customer makes a cognitive and emotional decision on the alternatives to the product in question before a purchase is made. Through judging the price, quality and branding of the products in question cognitively, a consumer will then make their decision based on the positive or negative effects that the previous factors will have on their life. As Benecol is marketed as an alternative to unhealthy dairy staples such as yoghurts and spreads, it is undeniable that the market that Benecol is placed in is highly competitive. Benecol spread is nearly twice as expensive as similar products including own brand olive spreads that cost under half the price for twice the weight of product (Ocado, 2011). The following is a statement from international brand analysts Datamonitor in a report for the UK dairy industry: ‘From the consumer's point of view, dairy products may be used directly as food or beverages, or ingredients for other home-made foods. There are a wide range of foods and drinks that can be used in similar ways to dairy products, so if dairy prices raise too high, it is easy for consumers to replace them with alternatives. This reduces the pricing freedom of retailers and market players. Some of the alternatives may have advantages for retailers, such as cheaper storage or higher margins. The threat of substitutes is assessed here as strong, although dairy products are important parts of most peoples' diet and are unlikely to be completely replaced’ (Datamonitor, 2008). From this we see that Benecol has the challenge to promote the positive effects it can have on a consumer’s life rather than any economic benefits it may possess, unless it was marketed in a way that suggested it could save customers money in the long-term as a prevention of high spending due to ill-health. This however is playing on consumer fear and would not be recommended as a means of increasing customer acquisition, retention or satisfaction. Classical Conditioning This theory refers to an argument that consumers can be programmed into acting without being conscious of their conditioning. Through classical conditioning it is argued that by stimulating different emotional states in a consumer through the use of marketing, product placement, packaging or use, the consumer’s approach to the product becomes altered to act immediately with a certain approach to a product that is involuntary (East, Wright, & Vanhuele, 2008). With Benecol, it could be argued that consumers are conditioned into both positive and negative emotional reactions through our marketing. The deep mint green logo surrounded by a heart blended with soft, sky blue backgrounds in our packaging and advertising is warming and few products in the same or similar markets share the same colour scheme so not only are we unique in our packaging so when customers do see similar colours, they are quickly linked back to Benecol which aids them to buy more. As mentioned in relation to other theories of consumer behaviour, fear plays a large part in motivating one to purchase an item which promotes health. Although as a company it would not be ethical to play on fear to boost sales, there is no denying the very real possibility that consumers are motivated to purchase goods when they are conditioned to understand that not doing so could lead them to health problems down the line.

Selection and Role of Canadas Official Opposition

Selection and Role of Canada's Official Opposition In Canada, the official opposition is the political party with the second-highest number of seats in the House of Commons or a legislative assembly. Also known as  Her Majestys Loyal Opposition, representatives from the second-place political party serve the public by critiquing the majority partys proposals and actions. How a Party Becomes the Official Opposition Canada has numerous political parties. After an election, the leader of the political party with the most seats in the federal House of Commons is invited by the  governor-general  to form the government. After being appointed by the governor-general, the leader of this party becomes the prime minister. The prime minister chooses the ministers and forms the Cabinet.   The other parties that are not in power are known as opposition parties. The opposition party with the most members of the House of Commons is the official opposition. For example, under this system, if the majority party in the most recent election was the Liberal Party, then the prime minister and the majority of representatives in the House of Commons would be members of the Liberal Party. If the Conservative Party received the second-highest number of votes in the most recent election, then the Conservatives would constitute the official opposition. Other parties receiving lesser percentages of the votes, such as the New Democratic Party, would comprise the rest of the opposition. The Official Oppositions Role in the Government Under Canada’s parliamentary system, the basic function of the opposition is to oppose the government on a day-to-day basis. In this context, the opposition takes on an adversarial role,  criticizing government legislation and actions, as well as providing the public with alternative policies and proposals. In some cases, the opposition may even try to bring down the government by voting against government proposals, such as the annual budget.   The official opposition also maintains a shadow  Cabinet to critique the actions of the Cabinet ministers.   Value of the Official Opposition to Canadas Democracy The existence of the opposition is critical to the functioning of a parliamentary political system, such as Canadas.  In theory, the official opposition serves as a check on the majority governments power and control. This system of political opposition supports a healthy, vibrant democracy and creates trust in the ability of citizens to resolve differences by peaceful means. The presence of the opposition is based on the idea  that the minority accepts the right of the majority to make decisions, as long as there is also respect for the minoritys right to disagree with the majority and propose its own solutions. Benefits of Being the Official Opposition The official opposition party usually receives better financial benefits, such as research funds, and procedural advantages over other opposition parties. The government provides the leader of the official opposition party with a residence, which is called Stornoway and is located in Ottawa.

Human Papillomavirus essays

Human Papillomavirus essays The purpose of this paper is to introduce, discuss, and analyze the topic of human disease. Specifically, it will discuss the human papillomavirus. It will include a thorough description of the disease/condition; current statistics of those affected; discuss how the various body systems are affected; and any medications/treatments that are available, if any. Human papillomavirus (HPV) is actually a group of viruses with over 100 different strains ("Genital HPV infection," 2004). At least 30 of these strains are transmitted sexually (STD), and they can affect various areas of the genitals in both males and females. They can also cause complications in pregnancy, and can lead to some types of reproductive and genital cancers. HPV can affect the skin and/or mucous membranes around the genital area, including the anus, penis, and vulva, and can affect the linings of these areas, as well. These viruses are extremely common. The Center for Disease Control (CDC) estimates there may be 20 million or more people infected with HPV in the United States, and about 6.2 million Americans will acquire an HPV infection each year. They also estimate that by age 50, at least 80 percent of women have some type of genital HPV infection ("Genital HPV infection," 2004). In fact, it is currently the most common form of STD. In addition, there are a significant number of people who do not know they suffer from the virus, or do not know they have genital warts. One magazine notes, "According to a nationwide survey of adults ages 18-40, external genital warts remain unrecognized by 97% of respondents as one of the most common STDs" ("Genital Warts Have No Cure," 2004). Since so many women are affected with the different forms of HPV, it is crucial to educate women about the dangers of some HPVs and encourage them to have pap smears annually to ensure their reproductive health. HPVs are classified in two types, low-risk and high-risk. Low-ris...

African American Retribution

As she looked outside to see what all the commotion was about, invaders were raiding her village slaughtering and kidnapping her countrymen and women in front of her eyes (Horton Horton, 2005, p. 13). By the end of the raid her father, uncle, and other relatives were dead and she and her mother became prisoners Of war. Her apprehender were people from her own country, warrior slaves who invade rival villages and seized captives to trade to European slave dealers in return for fine fabrics, wines, and weapons (Horton Horton, 2005, p. 13). Once traded she was branded with her masters logo and shipped like cargo on vessels under intolerable conditions (Horton Horton, 2005, p. 13).Such events occurred millions of times in Africa, resulting in millions of Africans being kidnapped from their homeland and relatives, and then sold and traded like cattle to foreigners. Anne Barrow, Joel Lang, and Jenifer Frank, veteran ruinations for The Hartford Currant, indicate that European ships transported nearly all the estimated 1 1. 5 million Africans sold over three centuries into New World slavery, including the approximately 645,000 sent to the American colonies (Barrow, Lang, Frank 2005, p. 5). African slaves were brought to America in 1 619 to help with the production of lucrative crops. In the article Slavery in America, it is written that In the early 17th century, European settlers in North America turned to African slaves as a cheaper, more plentiful labor source than indentured servants ( 2011 By 750, nearly a quarter million African slaves populated the mainland colonies of British North America, while 30,000 were held in the southern colonies (Horton Horton, 2005, p. 41).In the article Slavery in America, it is reported that Slavery was practiced throughout the American colonies in the 17th and 18th centuries, and African-American slaves helped build the economic foundations of the nevus nation (Slavery in America, 2011). The African Americans who were enslaved by America deserve reparation. First they deserve reparation because America was built by slavery. African Americans were the primary force in the production of lucrative crops. Secondly, they deserve reparation because of all the horrific experiences they had to endure.Millions of Africans were kidnapped from their homes and land, tortured, brutalized and treated as less than human. Finally, they deserve reparation because other races of people who America enslaved and mistreated receive compensation. Native Americans were enslaved and mistreated to a lesser degree than African Americans and they receive reparation. Slavery played an extremely important role in the construction of the United States. James Oliver Horton, Professor of American Studies and History at George Washington university, and Lois E.Horton, Professor of History at George Mason University, indicated that The slave trade and the products created by slaves labor, particularly cotton, provided the basis for Americas wealth as a nation, underwriting the countrys industrial revolution and enabling it to project its power into the rest of the world (Horton Horton, 2005, p. 7). Once the nation started expanding westward, so did slavery increasing the cotton kingdoms of Mississippi, Texas, Alabama, andLouisiana. These states soon became the center of importance for American Slavery (Fonder, 2005). Eric Fonder, a winner of the Bancroft Prize and Francis Parka Prize, and Professor of History at Columbia University and a member of the American Academy of Arts confirmed that as a result of the increase in African American slaves Cotton production grew from fewer than three thousand bales in 1790 to nearly five million bales on the eve of the Civil War.By then, cotton Was by far the most important export Of the United States (Fonder, 2005 p. 11). Many of the African American slaves in South Carolina used the knowledge that they brought from the rice growing regions of central Africa, to grow rice in the American colonies for their own consumption. Seeing that it was another cash crop, European settlers began to adopt the process and demand the production of it on a large scale (Horton Horton, 2005).Authors James Horton and Lois Horton noted Rice became so critical to South Carolina that slaves from rice growing regions of Africa were especially prized. Some traders, realizing the marketing advantage, claimed to be able to supply Africans from what was advertised as he Rice Coast in return for premium prices. (Horton Horton, p. 33) Not only did African Americans helped build America by being the main producers of lucrative crops. They also helped in the construction of America by changing the ways Americans lived their everyday lives.Authors James Horton and Lois Horton confirm, The cultural traditions, skills, and sensibilities that Africans brought with them helped shape the lives of all Americans (2005). The Africans in South Carolina who worked in the rice fields brought the agricultural methods with them that were used in their mom land. They created the large round shallow-sided reed winnowing baskets used in the rice fields of their country. In Virginia the slaves who were ironworker forged the axes and hoes that were used on local farms (Horton Horton, 2005).African Americans also greatly influenced American cuisine Author James Horton and Lois Horton detailed that Slave cooks introduced African cooking methods and tastes to the American diet, often emphasizing corn in the form Of bread or hoecake, mush, hominy, and roasted ears, stews, fried meat, rice, yams, fruits, and groundnuts were moon in Afr ican diets, and when available were enjoyed by African Americans as well. Much of what has become identified as southern cuisine in America had its origins in kitchens presided over by African American cooks. Horton Horton, 2005, p. 42) African American slaves deserve reparation because they suffered horrendous circumstances. The way they were treated is shameful. From the time they were abducted and sold, the conditions they were forced to live under were inhumane. Authors Anne Barrow, Joel Lang, and Jenifer Frank reported the cruelty, Upon purchase in Africa, slaves routinely were branded. Their owners mark might be sketched with a hot iron ( 2005, p. 100). Additionally conditions which the captured Africans had to endure once they were sold and transported to American were horrific. In a few accounts, slaves documented or were documented telling their horrifying experience of the middle passage to America. Aloud Quinoa an educated African American slave who bought his freedom was the first American slave to write an autobiography about his experience on the middle passage to America: The stench of the hold while we were on the coast was so intolerably toothsome, that it was dangerous to remain there for any time.The closeness of the place, and the heat of the climate, added to the number in the ship, which was so crowded that each had scarcely room to turn himself, almost suffocated us. (Horton Horton, 2005, p. 22) Many Africans died on the voyage back to America. Captains of the ship routinely ordered the sick slaves to be thrown overboard out of fear that they may contaminate the whole cargo. In some instances, the captain would tie a slave to a chair and throw him/her overboard and be said to regret losing the chair (Barrow, Lang, Frank 2005).Veteran journalist for The Hartford Currant Barrow, Lang, Frank detailed incidences of actual cannibalism on a slave ship reported in the New-York Gazette in May 1 766: The crew and slave cargo of a sloop bound for North Carolina began to starve after the ship lost its sails and drifted for six weeks. In want of provisions, they were put to the necessity of eating one of the dead negro children, which so exasperated the Negroes on board that they fell on the crew. (Barrow, Lang, ; Frank 2005, p. 107) The environments that African slaves had to live in once they made it toAmerica were appalling. It is reported that, They were housed in unheated attics and basements, in outbuildings and barns. They often slept on the floor, wrapped in coarse blankets. They lived under a harsh system of black codes that controlled their education, and limited their social contacts. (Barrow, Lang, Frank 2005, p. 63) The natural tendency of slavery was to convert the master into tyrant, and the slave into a victim of tyranny (Bordering, 2005, p. 14). In any incident in which a slave would threaten his/her master, the punishment would be severe Versus M.Bordering, writer for New York Times, Smithsonian, American Heritage, Atlantic Monthly, and Readers Digest and author of Killing the White Mans Indian and My Mothers Ghost detailed the punishment of a slave who did such a thing: For a slave to lift his hand against the sacred temple of a white mans body/ even in in self-defense, was an act of rebellion. Slaves from surrounding plantations were ordered to witness his punishment for their moral improvement. One hundred lashes were laid on by a local blacksmith, fifty lashes at a time.Bleeding and faint, the victim was then held p against the whipping post and his right ear fastened to it with a tack. The blacksmith then sliced the ear off with a knife, to the sound of cheers from the crowd. (Bordering, 2005, p. 1 2) Slave masters had to develop different strategies to punish their slaves and in some situations the punishment did not fit the crime. Since slaves could not be fired, fined or jailed without losing the value of their work the slave owners had to turn to physical punishment as a resort (Bordering, 2005, p. 23). Versus M. Bordering detailed a few incidents in which a slave was being disobedient and needed to be punished In the late 1 sass William Dunbar, a sophisticated Mississippi settler condemned two runaways to five hundred lashes each, spaced out over time, and to carry a chain ; log fix to the ankle. In 1 736 a Methodist minister heard a South Carolina slave owner recommend that one first nail up a Negro by the ears, then ordered him to be whipped in the severest manner, and then to have scalding water thrown over him. (Bordering, 2005, p. 4) Finally African Americans deserve reparation because other ethnicity groups who were mistreated receive reparation what is done for one group should e done for the other. Native Americans were mistreated by the united States, unlike African Americans they receive reparation. Until the sasss Native Americans were a significant proportion of slave labor on southern plantations working alongside African Americans (Purdue, 2009). The Colonists, however, feared an uprising between the two groups, so they worked to divide them by employing Indians as slave catchers and terrifying African slaves with the tales of Indian savagery (Purdue, 2009).Eventually Native Americans were freed from slavery and granted their own and and other forms of reparation in America. The Cherokee Nation signed a treaty with the United States at the end of the civil war granting the ex-slaves, or Freedmen, all the rights of Native Cherokees (Hirsch, 2009, pig. 118). Mark Hirsch stated in the book Indivisible Thousands of former slaves received citizenship in the Cherokee Nation after the Civil War. These citizen Freedman enjoyed the right to farm tribal lands as well as vote in tribal elections and hold tribal office. Ender the Treaty of 1866, Freedman who resided in Cherokee territory before the war, and who remained there in 866, were to be considered citizens. Cherokee Freedmen living outside the nation were granted six months to return to claim tribal citizenship (Hirsch, 2009, pig. 118). Some Southern States began to provide schools for Native Americans. In the sasss an Indian school system was established for the Mississippi Choctaws, Alabama-Cutthroats, and the South Carolina Castaways (Purdue, 2009, pig. 26).Richard Leister a Washington Correspondent stated in his article Native Americans regain land The United States Government has promised to return more than 3,000 sq km of desert land to a Native American tribe. The government had promised in 1 882 that native people in Utah would own the area for all time (Leister, 2000). Some feel African Americans are not entitled to reparation because they are not native to American. However, African Americans were forced from their homeland, mistreated, slaughtered, and enslaved on an extremely larger scale than Native Americans. African Americans were even enslaved by Native Americans.Michael Couscous stated in his Article Native American Slavery By the 19th century, many Native American peoples, most famously the Cherokees, embraced racial slavery and began to own African American slaves (Couscous, 2007). Others feel that African Americans were better off in the United States than they were in Africa so they do not deserve reparation. This is simply not true. In their homeland, they were free people, free to pursue their traditional lifestyle established centuries before. In America, they Were tortured, and forced to work countless hours without pay just so this country can be what it is today.Authors Anne Barrow, Joel Lang, and Jenifer Frank reported that Slaves became so depressed they had to be forced to exercise and sometimes even to eat (2005, pig. 107). In conclusion African Americans deserve reparation for what America did to them. First they deserve reparation because America was built by slavery. African Americans helped bulled this country in many ways. Secondly, they deserve reparation because of all the horrific experiences they had to endure. African American were enslaved and mistreated for hundreds of years in America. Lastly, they mistreated receive compensation.If one group receives reparation so should the other. The great late Martin Luther King stirred the hearts of Americans lack and white, with his hope for America. Like Martin Luther King have a dream. I have a dream that one day American will stand up and take responsibility for all the hundreds of years that millions of African Americans were slaughtered tortured and enslaved. I have a dream.

Four Forces of Evolution Essay Example | Topics and Well Written Essays - 500 words - 1

Four Forces of Evolution - Essay Example Another force that results in evolution is gene drift and it is a result of alterations in the frequency of genes in a particular population. It is even recognized as allelic drift, this is because it even includes alteration in frequency of allele in a certain population as result of sampling that is random in nature. The force of genetic drift may result in the disappearance of allele and this may take place due to reduction in genetic variations. Offspring Alleles and Parent’s alleles may be similar to each other. The third force of evolution is gene flow which refers to the movement of genes from one specific population to another population. The process of this transfer is even regarded as migration of genes. The existence and absence of gene flow can alter the course of entire evolution. Gene flow may result in the introduction of variants of genes and characteristics that may negatively impact a particular population. Due to this, a population’s organisms may develop devices in order to conduct prevention of mating with species that may be distant genetically. If this process takes place it may occur in the development of new species and gene flow can even effect variations in one particular population or variation between different populations. Natural selection refers to the concept that states that genetic mutations that result in enhancement of reproduction should remain familiar in different generations of a population. The concept of survival of the fittest states that indivi duals who have the ability to reproduce along with survival should remain and should be responsible for the determination of quantity of contribution that is genetic in nature in succeeding generations. Variation can take place if natural selection occurs in genes and individual species. The term isolation mechanism is used to refer to a particular trait including

Criminal Law Case Study Example | Topics and Well Written Essays - 1750 words - 1

Criminal Law - Case Study Example In order to be able to advise Peeta, it is necessary to discuss the possible charges that might be brought against him and then examine any possible defenses. The starting point is to consider the necessary men's rea and actus reus of the offense of murder to determine whether there is sufficient evidence to charge Peeta with murder. From this, it will be necessary to consider the available defenses such as provocation, diminished responsibility, and automatism. It should then be possible to advise Peeta on the likelihood of the murder charge being reduced to manslaughter. When establishing a charge for murder the prosecution has to show that the defendant intended to kill the victim or to cause them serious bodily harm. The courts have accepted that the defendant has the necessary intention Where a person of sound mind and discretion, unlawfully kills any reasonable creature in being under the Queens Peace with intent to kill or cause grievous bodily harm. (Archbold: 19-1, 2008). R v Moloney [1985] and R v Woollin [1998] have removed the need to prove the malice aforethought element of the offense. There is no longer a need to prove premeditation and charges for murder have been accepted where the prosecution can prove that the defendant intended to cause serious harm to the victim. In determining the guilt of the accused, juries are generally instructed to consider the foresight of the accused on the basis of what the accused ought to have foreseen not what they actual foresaw as a result of their actions.

Advanced Financial Modelling Essay Example | Topics and Well Written Essays - 1000 words

Advanced Financial Modelling - Essay Example For that reason, people, tend to base their decisions on certain perceived elements of gains rather than elements of perceived losses (Back, 2010, pg. 208). In essence, if a person is presented with two equal choices to make, he or she will express one choice in terms of the possible losses and the other choice in term of the possible gains. For that reason, the person will choose the choice with possible gains (Kaustia, 2010, pg. 25). An example can be used to demonstrate the prospect theory as it applies to financial decision making. Two different financial advisors present the same mutual fund to an investor. The first financial advisor tells the investor that the average return of the mutual fund is 7%. The second financial advisor mentions that the mutual fund has realized above average return for the past 15 years but the last 5 years have shown a decline. According to the prospect theory, the investor will choose a mutual fund from the first financial advisor. This is because it is not expressed in a combination of returns and losses as did the second financial advisor (Li and Yan, 2010, pg. 101). The prospect theory was proposed and developed in 1979 by two aristocrats, Amos Tversky and Daniel Kahneman. The theory emerged as a psychologically description of the financial decision making process (Ma, 2011, pg. 428). The theory also makes a comparison to the expected utility theory. According to prospect theory, editing and evaluation are the two central stages that every financial decision making process must pass through. The outcomes of a decision are made and ordered during the editing stage. During this stage, people consider lesser outcomes as losses and greater outcomes as gains. The aim of this stage is to alleviate any possible framing effects (Barberis and Xiong, 2012, pg. 99). In addition, it helps in resolving the isolation effects that stem out from the propensity to isolate concurrent

How has the New Public Management transformed the organisation and Essay

How has the New Public Management transformed the organisation and governance of public services, and to what extend do contemporary reforms illustrate a post-New Public Management era - Essay Example Companies in the private sector also deemed to perform in the most efficient manner because of the presence of high level of competition and pressure of attaining long-term sustainability (Laegreid & Christensen, 2013). It will not be ambiguous to state that companies in the contemporary context largely intend to assure customer satisfaction through their respective operations so that their business can be able to assure sustainable operations (Gonzalez-Perez & Liam Leonard, 2013; Fox, 2006; EU, 2009). However, these aspects or approaches of companies are not quite visible in the operations of the public sector companies. Notably, it is often believe that public sector is less effective in operations in comparison with the private sector. This is largely because of the aspect that companies in the public sector are less effective in designing their respective management policies along with proper adoption of advanced business practices (Flynn, 2012; EU, n.d.). This aspect further effects the efficacy of the public companies in an unfavourable manner altogether. In order to deal with this particular scenario, concerned authorities have developed the concept of New Public Management (NPM), which is expected to revive the public sector altogether towards a favourable direction (Lane, 2000). Contextually, this particular essay will analyse the concept of NPM in a comprehensive manner. The essay will also assess the impact of the NPM concept on the organisations and the governance of p ublic sector companies. The essay will be further concluded with the evaluation of the contemporary reform after the emergence of the NPM era. With the changing course of the modern day business, the approach of conducting business by companies also seems to be transforming in a rapid manner. In this similar context, the changes or the reforms in the public management practices

Explain the structure of enzymes and discuss their role in metabolic Assignment

Explain the structure of enzymes and discuss their role in metabolic reactions - Assignment Example Hence enzymes play a significant role in catalysis of these reactions without which the human bodies would work. The enzymes work by speeding up these vital reactions in the body (Starr & McMillan, 2008, p.59). Enzymes include three different categories – metabolic, digestive, and plant enzymes. The metabolic enzymes run the processes of the body, with damages and decays being repaired as well as diseases being healed. The digestive enzymes incorporate carbohydrates, proteins and fats that are required by the body. The enzymes from fresh plants enable digestion of food in the body, helping the digestive enzymes as well. Without enzymes, human beings would not be able to breathe, digest food or even move their muscles. The role of the enzymes cannot be performed by any other element present in the body, hence its importance in the body (Page, 1997, p.30). Enzyme and Its Role: Amylase: For this particular study, amylase has been selected, which is an enzyme available in the huma n body. The amylase enables the digestion of carbohydrates in the body. The pancreas and the glands that are generally responsible for the creation of saliva are also responsible for the production of amylases. With the inflammation of the pancreas, the amylases get released in the blood within the body (Amylase – blood, 2012). The amylases produced in the pancreas enable conversion of polysaccharides into disaccharide maltose. It is found in its active form. This is primarily because the secretory cells are not endangered when the amylases are in their active forms. Polysaccharides are not contained in these cells (Sherwood, 2008, p.614). The amylases may be of the salivary, the gastric, and the pancreatic. Salivary amylase is produced by salivary glands. Starch are the main targets of these enzymes that are broken down into maltose, that represent two glucose or sugar molecules that are in a bonded form. Gastric amylase targets those particles of starch that are remaining a nd enter the stomach. The pancreatic amylase proves to be essential allowing the digestion in the body (Wargolet, 2011). The figure beside represents the structure of salivary amylase as obtained in human bodies. There are 496 residues of amino acids present in amylase along with one calcium ion, one chloride ion and 170 molecules of water. The structure reflects a multidomain form that consists of three domains represented as A, B, and C. The A domain consists of a structure that is in a barrel shape. There is no specific topology for domain B, while domain C consists of a structure that is shaped as a Greek-key barrel. The pancreatic amylase is represented in the figure below that consists of different cleavage patterns. If their primary sequences are considered, they are highly homologous in form. Tests have revealed that there are 15 amino acid differences between the sequences available in the structure (My Favorite Protein: ?-amylase, n.d.). The structure of the amylases are q uite different from the structure of hemoglobin that is a protein consisting of polypeptide subunits, four in number, that are held by ionic bonds, hydrogen bonds, hydrophobic interactions, and van der Waals forces. Also, there are heme pigments present in these subunits. The four subunits are two ?-globin chains and two ?-globin chains (Hemoglobin, n.d.). As far as the secondary structure of

Scientific Discovery Essay Example | Topics and Well Written Essays - 500 words

Scientific Discovery - Essay Example trick B Sharp discusses how Wells had established the connection of atomic bomb in his book Savage Perils where Wells extrapolated the work of British chemist named Frederick Soddy, who worked on radioactivity. It was remarkable that Wells has mentioned that term on the pages of his book ‘The World Set Free’ in 1914, which made it obvious that the forecast of the writers may prove to be very accurate. Dr. Patrick B. Sharp quoted that the term â€Å"atomic bomb† was coined by H. G. Wells and he was the one who popularized the same. The fiction of Wells led to a scientific breakthrough. The application of principles in atomic energy and radioactivity combined to create the â€Å"Atomic Bomb† that was used during World War II. The moral question was whether or not this astounding discovery is used for the betterment of the society or for destruction. It was analyzed by many groups that the contributions of the atomic bomb in military technology and misuse for war purposes, was real and could lead to death of millions of people. Despite the fact that it can be used as nuclear power to harness enormous energy, the moral responsibility of individual scientists in wartime was the bigger issue. The whole world is aware of what had happened when President Truman ordered to drop the atomic bomb in Hiroshima and Nagasaki in World War II. Japan feels the radioactive effect of destruction even today after more than 60 years. Today there are many nations in the world who has nuclear power and there is no guarantee that they would not use this technology to over-power their enemy, which will surely jeopardize the pursuit of life, liberty, or happiness of the common people. The atomic bomb dropping of America on Japan after World War II is the best instance that can be cited to prove the evil of this astounding scientific discovery. During that time, only few nations had nuclear power but today most of the nations have nuclear power, which they can use for acts of terrorism.

Explain the structure of enzymes and discuss their role in metabolic Assignment

Explain the structure of enzymes and discuss their role in metabolic reactions - Assignment Example Hence enzymes play a significant role in catalysis of these reactions without which the human bodies would work. The enzymes work by speeding up these vital reactions in the body (Starr & McMillan, 2008, p.59). Enzymes include three different categories – metabolic, digestive, and plant enzymes. The metabolic enzymes run the processes of the body, with damages and decays being repaired as well as diseases being healed. The digestive enzymes incorporate carbohydrates, proteins and fats that are required by the body. The enzymes from fresh plants enable digestion of food in the body, helping the digestive enzymes as well. Without enzymes, human beings would not be able to breathe, digest food or even move their muscles. The role of the enzymes cannot be performed by any other element present in the body, hence its importance in the body (Page, 1997, p.30). Enzyme and Its Role: Amylase: For this particular study, amylase has been selected, which is an enzyme available in the huma n body. The amylase enables the digestion of carbohydrates in the body. The pancreas and the glands that are generally responsible for the creation of saliva are also responsible for the production of amylases. With the inflammation of the pancreas, the amylases get released in the blood within the body (Amylase – blood, 2012). The amylases produced in the pancreas enable conversion of polysaccharides into disaccharide maltose. It is found in its active form. This is primarily because the secretory cells are not endangered when the amylases are in their active forms. Polysaccharides are not contained in these cells (Sherwood, 2008, p.614). The amylases may be of the salivary, the gastric, and the pancreatic. Salivary amylase is produced by salivary glands. Starch are the main targets of these enzymes that are broken down into maltose, that represent two glucose or sugar molecules that are in a bonded form. Gastric amylase targets those particles of starch that are remaining a nd enter the stomach. The pancreatic amylase proves to be essential allowing the digestion in the body (Wargolet, 2011). The figure beside represents the structure of salivary amylase as obtained in human bodies. There are 496 residues of amino acids present in amylase along with one calcium ion, one chloride ion and 170 molecules of water. The structure reflects a multidomain form that consists of three domains represented as A, B, and C. The A domain consists of a structure that is in a barrel shape. There is no specific topology for domain B, while domain C consists of a structure that is shaped as a Greek-key barrel. The pancreatic amylase is represented in the figure below that consists of different cleavage patterns. If their primary sequences are considered, they are highly homologous in form. Tests have revealed that there are 15 amino acid differences between the sequences available in the structure (My Favorite Protein: ?-amylase, n.d.). The structure of the amylases are q uite different from the structure of hemoglobin that is a protein consisting of polypeptide subunits, four in number, that are held by ionic bonds, hydrogen bonds, hydrophobic interactions, and van der Waals forces. Also, there are heme pigments present in these subunits. The four subunits are two ?-globin chains and two ?-globin chains (Hemoglobin, n.d.). As far as the secondary structure of

Un Action Against Terrorism Essay Example for Free

Un Action Against Terrorism Essay The issue of coming up with ways to combat terrorism has been prioritized by the entire community internationally and it is also a major task in the United Nations. Various UN bodies have come up with different initiatives to try and combat terrorism and bring to justice those involved with the act. The most controversial issue within the UN in its battle against terrorism is the counter terrorism measures that are stipulated in the resolutions of the UN Security Council. One of the most serious threats towards human rights in the world is terrorism as it takes lives of thousands of innocent people every year and also breaks democratic orders. It is quite important for Countries to react to any threat of terrorism but at the same time there have been concerns that some forceful measures against terrorism may also greatly violate the human rights. The UN requires balancing the two competing interests in the fight against terrorism which are individual rights on one hand and protection of civilian and national security on the other hand. In some exceptional circumstances to curb threats and activities of terrorism there may be some justification to the abuse of human rights but only when it is an emergency case. It is very important for any country to ensure that any decisions that are made in order to preserve national security are according to the law, compensation is done to individuals whose rights were violated and those decisions should be subjected to review in the near future to avoid violation of human rights. The UN did not make any attempt to resume or revive the efforts that the League of Nations had made to control international terrorism after these rules were greatly interrupted by the Second World War. These efforts had finished the integration of the 1973 complementary conventions to deal with the punishment and prevention of terrorism and also the establishment of an International Criminal Court. This has resulted in a problem of international terrorism as it has been observed in a number of actions that have been carried out by the UN involving progressive development and codification of the international law since the early 1950s. Before the year 1972 the issue of terrorism was not a major topic of discussion in the general assembly of the UN. In 1972 there was a kidnapping of Israeli athletes at Munich during the Olympic Games, as this was seen as an act of terrorism, the then Secretary-General of the UN introduced an item on measures to curb terrorism and any kind of violence that would take innocent lives or endanger any human fundamental freedom to be discussed in the twenty-seventh session of the United Nations National Assembly. In 1985 the General Assembly of the UN pointed out that there may be some cases in which the perpetrators may be pushed to terrorist acts by violation of the human rights; it also urged Nations and the UN organs to make contributions to the progressive elimination of any causes underlying international terrorism. Sri Lanka is one of the examples where the UN failed to fight terrorism; this is clear in that the Sri Lanka government was able to reduce the LTTE power from being a formidable organization to a mediocre organization. The LTTE is one of the most cruel and ruthless terrorist groups that can use any weapon to cause mass destruction of property and loss of life. The UN took no action to try and bring to an end the LTTE group of terrorists but fortunately the Rajapaksa government succeeded in defeating the LTTE. The main objective of the UN is to settle disputes between countries by use of diplomatic approaches before the countries decide to use military force or before the conflict becomes uncontrollable. Unfortunately the UN has not attained this goal. The UN is a forum where member states send representatives to argue for or against their countries. These representatives have been seen to be just spokesmen for their country but back in their country they do not have any power or influence. Another issue is that those countries that are ruled by dictators or those that are not at peace use the UN debates to delay and complicate issues in their favour. Over the last fifty years during the existence of the UN the debates have not resolved any issues but threats, direct military action and hidden negotiations that were not sponsored by the UN have had positive changes in solving most of the conflicts. An example of this is the case of Iraq which was under the UN forces for over 100 years during which the Iraqi people were subjected to sufferings while on the other hand Saddam Hussein continued with his dirty games with the UN of only allowing inspection of weapons of mass destruction at certain periods and also coming up with solutions to the oil for food agreement imposed by the UN. This stalemate was broken by the United States of America by invading and overthrowing the Saddam regime. Had this stalemate not been broken the people of Iraq would still be under the oppressive rule of Saddam. The UN has also been unable to take actions that are direct and independent without seeking the support of its members. In the current world which is full of oppressive regimes and war mongering dictators who understand that the UN lacks any real power therefore making them free to do anything they want. For example the North Korea has been testing nuclear weapons and it has currently threatened to do it again while the UN is just considering an act of sanctions. If North Korea today decides to use the nuclear weapons in an act of terrorism many people would end up losing their lives just because the UN failed to take action in time. The member States of the UN should then be urged to contribute equal military force or money that is equivalent. The UN should then have these resources at its disposal and it should be free to use it without any approval from any of its member states. There are 5 selected member countries of the UN that can disagree on any decision that the majority of the States had agreed upon. These countries are China, USA, Russia, United Kingdom and France because they founded the UN that came up with the rules of UN after the Second World War. This has resulted in a lot of problems in the UN because these countries with the veto power were not elected democratically and therefore there is reason to believe that the decisions that the countries take are truly biased. This is a problem that has greatly caused people in this world to lose lives and it is not aimed to come to an end any time soon because the countries with the veto power are not willing to give up this power and allow for fair selection. The other failure of the UN is that most of its members are not countries geared towards peace and have questionable voting practices. The only solution to solve this problem would be to deny such nations the power to voting during any meetings of the UN. This is not easy to implement because countries debate in the UN forum only if they have the right to vote in the UN Security Council. UN considers itself a humanitarian body while on the other hand it continues allowing non-humanitarian countries like China to vote on humanitarian issues. The other area where the UN has failed to take action on terrorism is by the fact that UN does not formally recognize any State as a terrorist. Terrorists on the other hand would not debate in a public forum like the UN or seek help from the UN to sort out their issues and this clearly shows that the UN does not get involved in any way with the terrorists. Due to this the UN has been seen to be completely blind to terrorists and it has no intentions of addressing the terrorists and this is not likely to change soon. UN being the largest organization in the world that promotes peace should not be completely unable to address terrorism and therefore this has been seen as a complete failure to the UN in fighting terrorism. The United Nations has also been seen to fail in the action against terrorism because it has for a long time been unable to clearly define terrorism without putting policies that would annoy some of its strongest member states. UN has found itself in a state of confusion as Islamic states argue that the fight against occupation should be exempted from the definition of terrorism as this is well stipulated by the UN in the Organization of Islamic Conference (OIC) of 1998 which clearly states that the struggle of the people either peaceful or armed struggle against any foreign occupation shall not be termed as an act of violence. The issue of terrorism as been complicated more by the fact that the struggle of the people to free themselves from any foreign occupation and/or colonialism does not in any way constitute an act of terrorism. Some of the Islam clerics have also considered the presence of the US and other foreign forces in Afghanistan and Iraq as occupation and therefore they do not term any act of the citizens of this country to free themselves from foreign occupation as an act of terrorism. Due to lack of a definition of terrorism there has been failure of the UN to come up with a complete detailed convention on international terrorism but instead it has adopted a document it calls Global Counter Terrorism Strategy which is based on an unknown definition of terrorism. In conclusion the UN has failed in many areas in the fight against terrorism. For the UN to fight terrorism globally it should be in a position to address terrorists and come up with ways of preventing anymore loss of lives. The UN should also understand that the terrorists are people who can be negotiated with and therefore coming with a democratic solution for both sides. UN should also stop involving member states that are not humanitarian in any humanitarian issues. In general the World requires a stronger peace international police who will be free to act without getting orders from any of the UN state members. REFERENCES LIST Giuseppe Nesi, Contributor Giuseppe Nesi (2006) International cooperation in counter terrorism: the United Nations and regional organizations in the fight against terrorism (Published by Ashgate Publishing, Ltd. ,), 2006 P. 47-48 Leel Pathirana, Failure to understand the conflict by UN and the West has created a humanitarian Crisis, Asian Tribune, pp. 1-3, 18-4-2009, Available at Asiantribune. com M. Sassoli (2004), use and abuse of laws of war in the war on terrorism law and equality, A journal of theory and practice, vol. 22,2004, pp. 195-213 Maogoto, Jackson Nyamuya, Walking an International Tightrope: Use of Military Force to Counter Terrorism Willing the End. Brooklyn Journal of International Law, Vol. 31, No. 2, 2006. Patrick Goodenough, International Editor, UN Anti-Terror Effort Bogged Down Over Terrorism Definition, Tuesday, September 02, 2008, (CNSNews. com) Phil for humanity, A guide for the survival of humankind, and improving the world, society and yourself, why the United Nations is a useless failure, available online athttp://www. philforhumanity. com

Structure and Function of Biomolecules

Structure and Function of Biomolecules All Biomolecules have certain functions and these molecules all have a unique structure which is why they function in these ways. These molecules are known collectively as macromolecules, these molecules are grouped into four main categories which each have their  own structure. These structures are the key to the macromolecules functions as each of them do a specific task in the body. Macromolecules are grouped into carbohydrates, nucleic acids, proteins, and lipids. In most cases macromolecules are polymers, which is a long molecule which are made by linking together a large number of small, similar compounds called monomers. Polymers are formed by a dehydration reaction, this happens by the -OH group being removed from one monomer, and a hydrogen atom (H) is removed from the other monomer, then the polymer is formed (as shown in Figure 1). This reaction is also used in the linking of fatty acids to glycerol in lipids. This reaction is referred to as a condensation or dehydration reaction, because the reaction produces a water molecule from the -OH and -H groups removed, and for each monomer that is added a water molecule is given off. The opposite reaction is the hydrolysis reaction which breaks down polymer to there respective monomers. Water is added to the macromolecule splitting the bonds between the monomers and the -OH and -H are attached to form the monomers (as in Figure 2). Carbohydrates Carbohydrates are a group of molecules made of carbon, hydrogen, and oxygen in a molar ratio 1:2:1. Carbohydrates have a general formula of (CH2O)n, where n is the number of carbon atoms. These carbohydrates contain a lot of carbon-hydrogen bonds, which releases energy when oxidation occurs, as carbohydrates are well suited for energy storage. Sugars are some of the most important energy sources and they exist in several different forms, such as monosaccharides, disaccharides and polysaccharides. Monosaccharides are the simplest of carbohydrates, they may contain as few as three carbons but the ones that have a key role in energy storage have six carbons. Disaccharides serve as transport molecules in plants and provide nutrition in animals; they are used by plants for transporting glucose around the plant as disaccharides are not easily metabolised, but disaccharides are usually consumed by humans and animals. Polysaccharides provide energy storage, such as starch consists entirely o f ÃŽÂ ±-glucose molecules linked in a long chain. Cellulose is a structural polysaccharide which also consists of glucose linked in long chains, but these molecules are ÃŽÂ ²-glucose. Carbohydrates are used as a source of energy for processes in the body such as muscle movement (Raven et al 2008). Proteins Proteins are linear polymers made up of a combination of 20 different amino acids, which contain amino group (-NH2) as well as an acidic carboxyl group (-COOH). The specific order of amino acids determines the proteins structure and function. The amino and acid carboxyl group go through a dehydration reaction to form a peptide bond which joins the amino acids together to form proteins. Proteins have many different functions which are placed into seven categories; Enzyme catalysis, Support, Defence, Motion, Transport, Regulation and Storage. Enzyme catalysis is when enzymes which are globular proteins with a three-dimensional shape that fit around some molecules to facilitate chemical reactions (Raven et al 2008). Support proteins fibres play a structural role, these fibres include keratin in hair fibrin in blood clots and collagen which forms the matrix of skin, ligaments, tendons, and bones, and is the most abundant protein in a vertebrate body (Raven et al 2008). Defence proteins a re globular and use there shape to recognise foreign microbes and cancer cells, these cell-surface receptors are from the core of the bodys endocrine and immune system (Raven et al 2008). Muscles contract through the sliding motion of two kinds of protein filaments: actin and myosin (Raven et al 2008). A variety of globular proteins transport small molecules and ions. The transport protein Haemoglobin, for example, transports oxygen in the blood stream (Raven et al 2008). Small proteins called hormones serve as intercellular messengers in animals. Proteins also play many regulatory roles within the cell-turning on and shutting off genes during development (Raven et al 2008). Calcium and iron are stored by binding as ions to storage proteins (Raven et al 2008). Lipids Lipids are varied in structure and function, most of them are non soluble in water. Lipids have a very high proportion of nonpolar carbon-hydrogen bonds; so long chain lipids cannot fold up like a protein to sequester their nonpolar portions away from the surrounding aqueous environment. Lipids are hydrophobic so when they are exposed to water there hydrophilic (polar) sections of the lipids cluster together while the hydrophobic (nonpolar) sections gather together with the inside the polar sections to stay away from the water. Fats and oils are a type of lipid which are formed from glycerol and three fatty acids. Fatty acids are long chain hydrocarbons with a carboxylic acid (COOH) at one end. Fats and oils, also known as triglycerides, can be saturated where the fatty acids contain at least one carbon to carbon double bond or they can be unsaturated which means there are no double bonds. Phospholipids are also lipids and they are composed of a polar head, a phosphate group, glycero l, and two fatty acids. Phospholipids form the cell membranes and they use the previously mentioned method for holding together cells. The hydrophobic heads gather towards the water inside and outside the cell forming the membrane, which certain molecules can go through to get inside or outside the cell. Nucleic Acids Nucleic acids are polymers of nucleotides and each nucleotide is made up of a sugar, a base and a phosphate group. Nucleic acids are the information carrying devices of each cell containing the code for all proteins. There are two main forms of nucleic acid which are deoxyribonucleic acid (DNA) and ribonucleic acid (RNA). Unique among macromolecules, nucleic acids are able to serve as a template to produce a perfect replicate of it. DNA is usually found in the nucleus of cells, which contains the genetic information necessary to build specific organisms (Raven et al 2008). Cells use RNA to read the DNAs encoded information and to direct the creation of the proteins. RNA and DNA are similar in structure and consist of duplicate copies of parts of DNA. The duplicates serve as a blueprint specifying the amino acid sequences of the proteins. In addition to serving as subunits of DNA and RNA, nucleotide bases play other critical roles in the life of a cell. For example adenine is a key co mponent of the molecule adenosine triphosphate (ATP), the energy currency of a cell (Raven et al 2008). Two other important nucleotide-containing molecules are nicotinamide adenine dinucleotide (NAD+) and flavin adenine dinucleotide (FAD). These molecules function as electron carriers in a variety of cellular processes (Raven et al 2008). So Biomolecules have certain functions which they carry out in the body because of there unique structures. These structures are unique as they contain certain bonds between molecules which are all formed in similar reactions. But the four groups of macromolecules are formed in similar reactions, dehydration and hydrolysis reactions, but they all act in different ways.

Chlamydia Essay -- essays research papers

Chlamydia trachomatis is the most widespread and infamous bacterial infection affecting the genital tract. Not only is it quite common in developed countries but an increase in cases has sprung up in developing countries as well. In the United States, there is a 4 million per year case rate of chlamydia which costs the US approximately $2 billion dollars in consequences and treatments. Persons who suffer from chlamydia in underdeveloped countries and have no means of seeking treatment may become blind because chlamydia has the potential of causing trachoma. It is becoming a global interest to control and restrain this budding disease. In order to do so it is essential to recognize the symptoms of chlamydia, diagnose the victim, and provide treatment immediately.   Ã‚  Ã‚  Ã‚  Ã‚  Observing symptoms of chlamydia is often a difficult process considering that 75% of females and 50% of males are asymptomatic; for those who are infected and do show symptoms, there are obvious signs directly connected to the chlamydia bacterium. In infected females, purulent discharge and a burning sensation while urinating are common indicators. The irregular discharge can be mistaken for normal vaginal discharge making this indicator slightly less conspicuous. These signs are caused by the bacterium’s concentration on the cervix and urethra and is classified as an acute endocervical infection. Other signs in the female are spotting between menstrual periods, fever, and severe back and abdominal pain. In males, burning sensation and discharge from the penis also occur. In addition, pain around the opening of the penis as well as soreness of the testicles can be observed. These symptoms occur from epididymitis. The contraction of chlamydia through anal pe netration can lead to rectal discharge, bleeding, and pain. If symptoms appear the next stage is to verify that the symptoms are directly related to the chlamydia bacterium. There are a number of methods in the process of diagnosing a potential case of the chlamydia trachomatis bacteria. Classic methods of diagnosis have been centered on cell culture; the â€Å"culture era† began in the 1970s and proceeded into the late 1980s. Cell culture â€Å"was the inoculation of clinical material into animals, embryonated hens eggs or tissue culture cells and the demonstration of characteristic chlamydial inclusions.† Minor complication... ...s were tested for chlamydia through IgG antibodies and the PCR process. The study concluded that IgG antibodies in males were associated with lower pregnancy rates and a higher IgG antibodies count in the woman. There is a higher occurrence of IgG antibodies in the infertile couples than in fertile couples. After some treatment, the odds ratio of not successfully completing pregnancy with the male being chlamydia trachomatis positive is 2.6. In those couples that were not treated, the odds ratio is much higher at about 3.9. The study deems it â€Å"cost-beneficial† to screen infertile couples by means of the PCR tests because it is been deemed â€Å"cost-effective† in places where the chlamydia bacteria was very common. The chlamydia trachomatis disease is on the rise so further studies and research is quite necessary to maintain a tight grip on this epidemic. Innovative diagnosis will assist persons infected with chlamydia to identify the disease in early stages to help reduce further complications and cost concerns. Advancement in treatments will evidently be beneficial for those with acute and chronic stages of chlamydia which will also reduce costs as well as grief to those infected.

Newspaper and Online Media -- Communication, News, Technology

Newspaper and online media have both done a good job to spread news story to readers. Newspaper as a traditional media is accept by most people for a long time. But as the technology is growing up, online media become a competitor of newspaper. Hall (2001, p.2) state that there are 200 million people using the web regularly and the web page is around 800 million. Nowadays, the web users are still growing up very fast. But the newspaper still playing a important role in news area. These two major news media become a part of people's life. Both of them have advantage and disadvantage. Newspaper had developed for a long time, and web technology is new. But they are all produce information to audiences as soon as possible. For many years, newspaper is the most easy media for audience to get news. Cole and Harcup (2010, p.4) believe that newspaper is easy to take and read it in anyplace your want. It is fast and cheap for audience. That is why many people like newspaper in the past. But a s the online media grow up these year. People can get free news on the website and the web news is much fast than newspaper. It offer people another convenience way to get news. In a multi-media world, the rates of those people reading newspaper is going down. Cole and Harcup (2010, p.7) state that newspaper is not going to died but the adult population of reading newspaper is going down from 77% to 50% from 1983 to 2006. And just 30% people think newspaper is popular in 2006. It is a huge challenge to newspaper after online news appeared. The newspaper and online media both use picture and language to tell reader story. But newspaper have a limited of picture and words. They could not use too many pages to show details. Website can add more pictures t... ...ine media both taking an important role in spread news nowadays. The advantage of newspaper is get readers attentions and make them have a great impression. The language and representation of newspaper will be much more profession and particularity. The limitation of newspaper is the space and time is not wide. They have to finish work on time and could not add information after finished it. And the disadvantage of newspaper is the advantage of online media. Website can edit anytime and provided as mush information as they wanted. Unfortunately, people have more choices on Internet means online media lost them quickly. Both newspaper and online media have their own characteristic. They need to learn from each other and think about how to catch audience and keep them. Change the disadvantage and get benefit from advantage will help each other develop in the future.