The Brothers Karamazov by Fyodor Dostoevsky Essay

The parable of the Grand Inquisitor is told by Ivan to Alyosha found in the novel, The Brothers Karamazov by Fyodor Dostoevsky. Both Ivan and Alyosha are brothers. The difference is in their respective religions wherein Ivan is a dedicated atheist while Alyosha is a monk. The parable is an important component of the novel and also one of the most famous passages in modern literature because it contains ideas about human freedom and nature. The parable also consists of a fundamental ambiguity. The leadership of the Grand Inquisitor is based on his amazing and exceptional strength to have freedom that has endured that majority of the human beings found it so terrible. From his point of view, only people who have knowledge enough to lie and who have the strength to endure suffering by being forced to make lies can rule over those people who want to stay weak, disillusioned and obedient. The Grand Inquisitor made an accusation against Christ of only speaking to the strong in spirit and can endure freedom while he is enforcing dogmatic solutions and continues his ministry to the weak. This style of leadership by the Grand Inquisitor can be compared to the leadership of Socrates. The Socratic method is described as the series of questions that are prolonged and answers that will refute a moral principle by letting the opposing argument to come up with a conclusion that will contradict the person’s original point of view. Socrates developed this style as a way to examine, refute or shame the opponent into reversing his earlier opinion. The Grand Inquisitor challenges the very essence of human life, the concept of evil and the free will of man. The concept of freedom is being examined and is described using a perspective that is bleak and contemptuous. The ideologies of man is being depicted as being a destructive force that has brought down humanity into chaos and anguish. The parable can be perceived as an attack on religion and God but a closer look will reveal a conclusion that remains the opposite. It is concluded that the Grand Inquisitor becomes the explanation for the crucial need for a religious institution. The context of the parable may be a shock to religious advocates. God will visit the earth in the form of flesh and blood. He performs miracles and is imprisoned in a cell by a man who punishes him for giving free will to mankind. It is clear from the beginning of the story that Alyosha is religious while Ivan is being cynical in his position on the matter. After the Grand Inquisitor becomes aware of the presence of God here on earth, he orders his men to capture him. The depiction of the Inquisitor has contradicted the description of God’s human form. The Inquisitor is being presented as a formidable, cold and judgmental and sinister. Another contrast that can be found between God and the Inquisitor is the reaction of the crowd to both of them. The people displays a fearful obedience as their behavior towards the Inquisitor and not the same adoration and awe like before. It is noted here that the people is quick to abandon God who in such a short time before they were all so enamored with. The weakness of man as a theme and the need for a rigid government will begin will begin to come out. A lengthy monologue follows which is delivered by the Grand Inquisitor to God. The lecture talks about the Inquisitor’s reprimand for freedom. The Inquisitor is speaking against the internal freedoms that are borne out of man’s free will. He describes how freedom has enslaved humanity and placed the human race into a state of disorder and chaos. He confronts God on this error and boldly declares that the human race will reject Him ultimately. The argument of the Inquisitor is difficult to refute as the ability of man to differentiate the good from the evil is undoubtedly questionable. The freedom of the will permits every individual to have a different system of morals or in some instances having no morals at all. If one will put into consideration the violence and the deprivation that is happening in the world everyday, it seems that man cannot manage the freedom that he enjoys with his will. The many choices and responsibilities, the moral decisions that he has to make on a daily basis has already overwhelmed so many. The mind has the ability to create an environment of its own by making hell out of heaven. This ability of the mind is what the Inquisitor has spoken of and has claimed that it has led to the destruction of mankind. There are many people who make choices in their lives that paved the way for the creation of circumstances that are hellish in nature. It is not the responsibility of free will that comes with it that overwhelms mankind. The reference of evil and the existence of God can also be found in the Confessions of Augustine. A person only needs to look around the world and have the realization later on that something is not quite right. The existence of evil is one of the challenges that have puzzled many Christians and those that are not for that matter. For most of Ausgustine’s life, he tried to find a solution for it. The question of the existence of evil can be reworded in many ways. One approach could be to address the source and beginnings of evil that will prompt a series of statements that will eventually form an argument with reason. It is said that God is the creator of all things. Evil is also a thing so therefore God also created evil. If the first arguments were true, then there is no escape to the solution. This formula is frustrating for the whole of Christianity. God would not be known as good if he intentionally created evil. Augustine has approached the problem from a certain angle. He questions if there is any convincing proof that God exists. If there is any proof that would suggest and lead to the conclusion that he really does, then God could not possibly be capable of creating evil. Evil must have come from something else. He also had an observation that evil could not be selected because there really is no certain evil thing to choose. A person can only turn away from good preferring a lesser good over a greater good since everything is good. For when the will abandons what is above itself, and turns to what is lower, it becomes evil – not because that is evil to which it turns, but because the turning itself is wicked† (Augustine 2007). Evil is therefore an act of choosing the lesser good over th greater good. To him, evil comes from the free will of the people. Evil was a perversion of the free will in man who turned away from God in preference of lesser things. Back to the Grand Inq uisitor, Satan or evil has obviously grown impatient by the values of kindness, humility and love that he has found to have no defenses and forced to capitulate. He is powerless with the overwhelming humility that he is forced not to live up to his threat of burning Christ at the stake. The prisoner is released and is allowed to walk freely and safe. Before the release, the prisoner gave a valedictory kiss on the lips of the inquisitor. Satan was a rebel in heaven. Because he wanted to rule, he preferred hell. In the continuing political power struggle, he has claimed the world to be his own and has a message for Christ to keep out of his world. The ends justify the means. The previous statement aptly characterizes a consequentialist’s way of reasoning. The outcome or result of an action when beneficial is morally right regardless of the means to get the end result. Consequentialists for example think of what they want, how they are going to get it and what the good in it is if they take action towards their goal. Deolontologists would be thinking of the rationality of an action and base it on a moral rule to know if it is right or wong. Comparing the personal identity of both theories, consequentialists consider the will, reason and desires as important in determining morality. Meanwhile, deolontologists consider only will and reason because they believe that desires only distract the mind from thinking rationally. Desires reflect emotions and in deolontology, there is no room for that because the moral rule is to be followed. Regardless if they want to do something or not, they must perform their duty because the performance of it is morally right. The rationality of consequentialism is in getting what you want out of that action. You want to achieve something because it is beneficial for you. Therefore you think of actions to take that would lead to the things you want and bring you the greatest good. Reason dictates the actions of deontologists. It is in reasoning that deolontologists discover what is right or wrong based on moral principles. The primary source for evaluating morals in consequentialism is the consequence of an action while in deolontology, it is the actions themselves. The virtue of consequentialism may be the feeling of having maximized the utility available. For deolontologists who are performing their moral duties, it the feeling of having done the right thing. However, both of these theories have criticisms in their arguments. One of the criticisms by Anscombe state that in consequentialism, it is not clear what one ought to do because the validity of the action is based on the consequences. As compared to deolontology, the theory suggests what one should do because the validity of an action is based on moral principles. These moral principles have a definite description of what is right and wrong. In another criticism by Thomas Nagel, consequentialism should not encompass those actions that are morally wrong but produced positive results in the long run. An example of this would be an uprising by the people of a country. The action of the people may be considered treason and according to the moral rule, that action is wrong. Because of the uprising, the corrupt government was toppled and it was replaced by new government that is elected by the people. Consequentialism is an ethical theory that in which the consequences of a particular action becomes the basis for an acceptable judgment on that action. It finds the source of a moral value in a good situation and results into a consequence of that action. Many forms of consequentialism exist and the most common is utilitarianism. The theory puts emphasis on the â€Å"good† as the center of its concept. Utilitarianism holds that actions that result to the greatest good to a greater number of people are considered to be moral actions. The outcome of an action makes that action either moral or immoral. In consequentialism, emphasis is given to the results or consequences in analyzing what is right and wrong in our actions. If the result of an action has a positive outcome then it is considered as moral and therefore right. Likewise if the action produces negative outcomes, the action becomes wrong and immoral. Deontology is another ethical theory that is of Greek origin, deos which means duty and logos as science. Using its etymological meaning, deontology becomes the science of duty. The theory argues that understanding our moral duty and its regulations to help us decide on the right choice. If we do our duty, we are doing the right thing. Doing our duty is considered a moral behavior. The theory states that we are obeying God when we do our duty for it is He that determines it and its regulations. The moral actions of deontology are separate from the consequences brought about by those actions.

Assess The Usefulness Of Labelling Theory In Explaining Crime And Deviance

Focusing on interactionist approaches such as Becker (1963); labelling theory suggests that deviancy is a social process usually related to power differences but it doesn't explain the causes of crime. It does however explain why some people or actions are described as deviant, and can help in understanding crime and deviance. Becker argues deviance is a behaviour which has been labelled deviant by the reaction of others. This suggests that there is really no such thing as a deviant act. An act only becomes deviant when others perceive it as such.The application of a label to someone has significant consequences for how that person is treated by others and perceives him or herself. Studies such that by Jock and Young (1971); exemplify Becker’s claim that there is no such thing as deviant behaviour. Interpretivist sociologists (interactionist) argue that we form our self-identity by interpreting how others respond to us and internalising the reaction. A label can have positive and negative effects on an individual and it helps define them in the ‘eyes’ of others. Becker calls this the ‘self-concept’.Interactionist theory suggests that being labelled as deviant can actually increase deviant behaviour. For example if a person is in trouble with the police then they are more likely to resort to criminal activity or criminal behaviour. Jock Young (1971) used his study of drug users in Notting hill to demonstrate the process of becoming deviant. The studies showed 4 different stages. Firstly, the marijuana users developed a deviant self-concept because their drug of choice was illegal; then the deviant element became their main identity in society.They were considers ‘hippies’ first and foremost ; then the negative response of those around them and the police made the drug taking a significant part of their live and then their drug taking increased. Labelling theory is clearly validates behaviour. Additionally, Lemert (19 72) identifies primary and secondary deviance. Primary being when deviance is not publicly labelled as much; secondary is deviance that follows once a person has been publicly labelled as deviant.Lemert drew a distinction between primary and secondary deviance through a study ofstuttering amongst a Native American nation. He observed that public oratory was important among the nation yet displayed high levels of stuttering. When young boys showed any speech defect parents reacted with such concern that the child became worried about it and more nervous causing him to stutter. Therefore the primary deviance of the speech defect was not that important, it was the effect of the worried parents, labelling the child, causing the nervousness, leading to the secondary deviance of stuttering.Thus showing that societal reaction, promoted by a concern about particular forms of deviance can actually produce those forms of deviance. Contrastingly there are critiques of Lemert and Becker’ s studies. Akers (1967) criticises both Becker and Lemert for presenting individuals as powerless it make decisions or take control of their own identity. Deviance, according to Akers, is not something which happens to an individual, but a choice an individual makes.Goffman (1961) substantiates the idea of labelling theory via his study of a deviant career in mental illness. He stated that the negative label of being mad is imposed on the patient by society and psychiatry, and the patient must eventually conform to it. However, critics such as Taylor, Walton and Young (1973) argue many forms of behaviour are widely viewed as deviant- so deviants actually know that they are breaking the law or social rules before the societal reactions however they still continue to do it.Marxist sociologists accuse Interpretivist of ignoring the role of power in defining crime and deviance. Marxists state that certain groups have the power to influence what is classified as criminal or socially acce ptable. Furthermore, Gouldner (1973) accused interactions sociologists of being fascinated with deviance, and even suggests they enjoy observing ‘cool’ deviants, and hanging out with the ‘underworld’.In evaluation, it is evident that there are contrasting views on labelling and social influence on deviance. It is also evident that interactionist sociologists focus on ‘the little things’ and take the ‘micro’ approach to issues such as crime and deviance. They focus on interactions between individuals. One can criticise that by also focusing on the ‘bigger picture’ it may be evident how the small interactions affect the larger scale infrastructure of society.

Software Associates

Assignment 1: Variance Analysis Report In order to perform a variance analysis report Jenkins calculated the actual revenues and expenses and found the difference which was $296,610 in profits. Then Jenkins did the same with budgeted values and found the budgeted profits to be $606,350. The variance amount in turn is $309,960 under budget. Also, the variance amount for revenues is $32,100. This number is favorable due to the fact that they made more than what they had budgeted for. But on the contrary, the variance amount for expenses was $342,060, which was unfavorable because they spent far more than what they had budgeted for.This information would not be sufficient in order to explain to Norton why their profit percentage is nearly half of what they budgeted. This variance analysis report only shows the raw numbers and not any details to why they spent more on expenses than what they budgeted. Jenkins would have a difficult time explaining details to why they went over budget. Sh e would need to show him a detailed expense report of the budgeted items and the actual amount they spent on the items. Then she would have to clearly define which items went over budget and why.This variance analysis report would not help Jenkins in the 8 am meeting she has would need to provide more information. Assignment 2: Preparing the Budget: Variance Analysis Report In order to provide more information to Norton, Jenkins will need to perform a variance analysis report. Jenkins would be required to use the numbers provided in Exhibit 2. She will use the numbers on the budget and actual income statement to identify revenue quantity, which is provided in number of hours. She will then identify actual and expected quantity.The actual number of consultant hours exceeded the expected number of consultant hours. Then Jenkins subtracted the actual amount of hours from the expected amount of hours and then multiplied by the expected labor price of $90. Jenkins found that Software Ass ociates made a total of $278,100 when providing the extra amount of hours billed. This is favorable for Software Associates if the billing rate was $90 as expected; however the average rate per consultant amounted to $83. 69. Next, Jenkins determined the average billing rate variance by subtracting the actual price from the expected price.She then multiplied the difference in price and the quantity of work done. Jenkins found that they had a deficit of $246,090. This is unfavorable because Software Associates is losing money due to the actual rate drop from $90 to $83. 69. When Jenkins compared the variance of both quantity of hours and hourly rate, this gave her the total revenue variance of $32,100. The total revenue variance is also the difference between the actual revenue and expected revenue. Over all, it is favorable that Software Associates created more revenue.Jenkins then determined whether or not the additional revenue would cover the additional costs incurred for the exc ess consultants. Jenkins used the same method for consultant expenses. By subtracting the actual number of hours supplied (50,850) from the budgeted number of hours supplied (47,250) and multiplying the expected costs, $37, Jenkins found a cost of $133,200. $133,200 is the amount they paid over the expected cost due to the increase in actual labor. Next, Jenkins took the actual cost of $39. 90 and subtracted the expected cost of $37 then multiplied the actual amount of labor hours, 50,850.This amounted to $147,465. This is the extra amount Software Associates paid due to the labor cost change. The two numbers, $133,200 and $147,465, equal $280,800. The difference in consultant salaries cost from actual to expect cost is $280,800. Overall operating expense is broken down into two categories, actual and expected. Subtract the actual operating expense, $938,560, from the expected operating expense of $877,300 to get the variance of $61,260. This amount is unfavorable. Jenkins found the total expense variance by completing the same equation.She subtracted the expected total expense from the actual total expense. The total expense variance was found to be $342,060. The extra hours worked created more costs than the extra revenue acquired. This puts the company in an awful position. The budget was not planned out very well. The price of the billed labor decreased while more labor was done and less was billed for. This is an equation for disaster as you can see. More planning must be taken when figuring out a budget and Software Associates must stick strictly to the budget for reasons like this. Numbers can add up quickly.Assignment 3: Expense Analysis: Spending and Volume Variance Analysis of Operating Expenses Jenkins then needed to analyze the expense analysis. Many of the expenses for Software Associates were not entirely fixed costs or variable costs. Rather, many of the expenses were a combination of fixed and variable costs. Therefore, Jenkins evaluated the ov erhead of the company and prepared Exhibit 3, which shows her judgment about each expenses degree of variability. Due to the increased expenses per consultant, it is also important to study how costs change with the additional consultant.In order to examine the relationship of overhead costs and number of consultants, Jenkins found the amount of the budget, which was deemed variable, and which was deemed fixed. The budgeted variable amount was obtained by multiplying each expense’s budgeted amount by the percent in which was expected to be variable. Then, she subtracted the budgeted amount from the budgeted variable amount to find the budgeted fixed amount. These calculations are shown in Exhibit 3A. Next, Jenkins took numbers and calculated the spending variance and volume variance.In order to perform a spending variance, she subtracted the actual amount spent from the budgeted amount. In this case the actual amount spent was $938,560 and the forecasted expenses totaled $877 ,300. After subtracting those numbers she found that the spending variance was $61,260. This is an unfavorable outcome of the quarter and can be mostly attributable to the eight extra consultants that were hired. The volume variance is determined by subtracting the budgeted quantity from the actual quantity and then multiplying the cost per unit.In this case, the expected number of consultants was 105 but the actual number of consultants was 113. To determine the cost per consultant, she took the total variable cost [$525,000] and divided it by the actual number of consultants [113] and got $4,646. Therefore by multiplying $4,646 by 8 Jenkins found the volume variance of $37,168. This is unfavorable and when compared to the spending variance, she determined that one of the major faults in Software Associate’s expenditures for the quarter was hiring the extra eight consultants which were not budgeted for.Assignment 4: Billing Percentage: Analysis of Revenue Change After analyz ing the expense analysis, Jenkins wanted to understand why the actual number of consultants was nearly 8% higher than the budgeted amount when revenues only had increased by 1%. Jenkins knew if she viewed the budgeted amount of hours allocated for consultants versus the actual hours spent towards consultants she would be able to determine if the consultants were being less productive. First Jenkins viewed the billing percentage by analyzing how much the consultants were billed for versus how much they were expected to be billed for.The consultants were billed for 39,000 hours when they supplied 50,850 hours creating an actual billing percentage of 76. 7%. The budget, however, projected to bill for 35,910 hours when actually supplied 47,250 hours creating a 76% billing percentage. Jenkins noticed there was a difference of 3,600 hours that were billed and supplied for which was not allocated in the budget. Each of these numbers was found by Jenkins referring to Exhibit 4. Jenkins also noticed that the average billing rate per consultant decreased from $90 to $83. 69.Overall Jenkins saw that if she took the actual hours supplied [50,850 hours] and multiplied it by the actual billing percentage [76. 7%] and then multiplied that by the actual cost per consultant [$83. 69] that there was an actual cost of $3,264,073. 1955 spent towards her consultants. Jenkins also noticed that when she recreated this same equation but in retrospect of Software Associates budgeted amount she found that they were only budgeted to spend $3,231,900. 00 on consultants. This was found by taking the budgeted hours supplied [47,250 hours] and multiplying it by the actual billing percentage [76. %] and then multiplying that by the actual cost per consultant [$90. 0]. (Each of these numbers was found by Jenkins referring to Exhibit 4. ) After analyzing the actual amount versus the budgeted amount of money Software Associates allocated towards consultants, Jenkins noticed there was a $32,173. 1955 increase in spending this quarter. Jenkins noticed that the billing percentage increased and the rate per consultant decreased. Based on the increase of consultants allocated and the increase in salary and fringes per consultant, Jenkins realized she is paying more for consulting.Their work does not appear to be more productive in the grand scheme of things. Software Associates are paying a lot more money for more consultants and not receiving a high enough overall revenue increase. Jenkins further analyzed Software Associate’s spending towards their increase in consultants by directing her attention towards the increase in hours supplied by the consultants [3,600 hours= 50,850-47,250] and multiplied that by the expected billing percentage [76%] and multiplied that by the expected rate per consultant hour [$90] and there was a variance of $246,240. 0. $246,240. 00 defines the amount that would have been spent per consultant. This is an unfavorable outcome for Software A ssociates because they are spending a considerable amount of money and not receiving a high return on investment per consultant. The quantity of work is not benefiting the company enough to spend more money on maintaining that number of consultants.

Emotion and Reason Essay Example | Topics and Well Written Essays - 1000 words

Emotion and Reason - Essay Example For instance, if a person is happy and he writes a poem about her state it will motivate the readers to respond to the same state though they were not before. Following this, emotions may only perpetuate if logic and reason do not exist. The emotions may build up too much and one may not understand the need of these emotions. With this in mind, Plato concludes that even destructive emotions can be positive if one employs reason and logic to enhance a deeper understanding along with truth. This is summed up by the three components of human mind, which are desire, emotive, and reasoning parts. In his model, Aristotle believed that emotions are in split module but centred by ethical standards that result to desirable emotions. In this context, the right emotions are established from the principle of living a moral life. While people with desirable morals have right emotions those with undesirable life are vice versa. Aristotle believes that morals must harmonise with emotions and when t hey are combined dictates the human functioning. In his view, when one has a pure reasoning, the more one has the right emotions briefed in three components spirit, appetite, and spirit. Lastly, Stoics' conceptions of the good life regard that for one to achieve a true well-being one may require virtues, which are not inborn but inherited. The stoic account constructs the concept that human beings are born with an awareness of themselves and environmental factors dictate the state of well-being. According to Stoic, virtues are the sole foundation of happiness and all beings are capable of achieving these virtue. Failure of comprehending what is good leads to desirable emotions such s grief and anger (Haidt & Baron, 1996). In my opinion, Plato concept makes the most sense in that he recognizes that emotions can be constructed. In great thoughts, he highlights how poets construct emotions to readers despite lacking the stated emotions. Indeed, destructive emotions can be positive if o ne employs reason and logic to create a deeper understanding. For instance, a murder may desire to undesirable act out of self-gain but through logic and reason on what he would benefit may be a token it would create desirable emotions to him. This is what Plato defines as constructing emotions. Basically, the problematic aspect of Aristotle and the Stoics argument can be outlined on their concept that the more one has a pure life the more one has right emotions and the fact that environmental factors determines the state of being. In reality, Pluto proves that even destructive emotions can be positive if one use reason and logic to augments truth. Question 2 Master-slave analogy has been one of the recurrent metaphors to describe the relationship between reason and emotion. For various eminent thinkers including Plato, Stoics and Kant, reason is ought to be the master of emotions or passions. Do you think that this analogy righty captures the relationship between reason and emotion ? Why, why not? Discuss by using the relevant readings In my opinion, Master-Slave fails to capture the relationship between emotion and reason as it highlights two propositions. First, it suggests that emotion and reason are separate entities and secondly, reason should rule emotions since it is the greater one. Before highlighting the approach of reason and emotion, we will briefly explore the concepts of different ancient

How are auctions important for the art market today Essay

How are auctions important for the art market today - Essay Example For example, in other industries like the real estate, once the construction of the house is complete, the builders and architects will mostly not have any meaningful relations with the particular building or house. However this is different in the art world since the artist will have a central correlation with the art they have created; in this context, the role the art market plays in the art world and the artist’s own career is somewhat intricate and can vary from one artist to another and from one region to another. It is with this in mind that I have split my essay into different categories. Firstly, I will discuss the art market as a whole before looking at the aspect of art valuation. The second area will be covering the determination of the price for a painting. Thereafter I will finish my essay with a conclusion on how all these aspects are important for the art market today as much as the contribution to how a painting or an art piece will be auctioned. Art Market Re cognition of art as a feasible and valuable alternative asset class has made a situation where the art market is increasingly being promoted purely as a means for monetary gains. New investments dealing in arts have been created in the last few years and this shows how the society has grown the confidence it has on the art market as a method of building wealth and as a way of diversifying the investment range. This art market is continuously growing even though it is a new and small market compared to other investment markets. According to Singer and Lynch (94), the art market is divided into four categories that are diverse. The fourth category is mostly for the illicit aspect of the art market. The first one is referred to as primary which deals with art that is in the open market for the first time; once the art has been sold it will be in the secondary possession thereafter if it is auctioned the tertiary stage will be under this category. This means that before an art is auctio ned it has to undergo probably the three faces (apart from the illicit market) and through the facets the value of the art piece might increase or decrease depending on the quality and the significance. Art valuation: Art valuation is the basis for dictating the significance of the art in question, whether the art is very good or very bad. This is an art-specific division of financial valuation. The process will involve giving an approximate value (valuation) or estimating the potential market value of works of art and thus this makes it more of a financial concern rather than an aesthetic concern (Fenner 28). The subjective views and opinions of the art also play a major role in the valuation process. The valuation itself will involve comparing the data and analyzing the trends of the art from various key players like collectors, auction houses, museums, curators and even art dealers among many other important art players. These key players will mostly arrive at a value that they w ill deem. The art market is dictated by the valuation which in turn determines whether an art is good or not. A good art will have a high market demand as many people will be after this piece of art and at the same time liquidity of the art means that the art is very easily sold without any impediments hence the art is deemed as a good art. Other factors that will make an art be good will include the valuation trend whereby if an art

Modern Design HistoryMiddle ages inspiration Term Paper

Modern Design HistoryMiddle ages inspiration - Term Paper Example His carriers advance before world war and after world war by the recommendation of his master he appointed as master in 1919. At this old age he become world famous by Bauhaus. From this time he designed famous door handles (become icon of twentieth century) and large scale housing projects. Augustus Welby Northmore Pugin was an English architect designer remembered by his works on Churches and as design theorist. On his school days he started his talents in design and 15th age went to work and also works as freelance designer. In 17th of his age started small business and after this many books were published. He became an advocate of Christian firm of architecture and on that time by the book Contracts, he group an ideal society by modern secular culture. He designed and refurnished Catholic churches and express his view by become the principal of Christian architecture. Within his limited age of 39 years he designed famous Parliament buildings, railway cottages and other famous works and become world famous. John Ruskin at his college time he reenrolled as gentlemen commoner and then awarded honorary fourth class degree without attending so many days in class.

Voc wk 4 Essay Example | Topics and Well Written Essays - 1000 words

Voc wk 4 - Essay Example 141). Students can go into virtual halls where they find a variety of information from assessments they can take to planning their education and work. DISCOVER can be used in conjunction with the SII to find more information on the careers from that assessment. One of the strengths of the SII is that it provides a lot of information that the student can take for further research. Also, it is completed easily, and it is based on the Holland codes which allows the individual to access other assessments that also use the codes. The strengths of the DISCOVER program are that it is computer based, interactive and engaging for the student. The reason it is important to be aware of the issues involved with assessments in special populations is because we cannot make generalizations that match everyone. This is why it is important to know how the tests were normed and the clients demographic profile. Starkey, D.S., and Rasmus, S.C. (2006). Individual and group assessment and appraisal in Capuzzi, D., and Stauffer, M.D. (2006) Career counseling: Foundations, perspectives and applications. Pp. 113-151. At 17 years old, John will have more time to choose a career, but it is a good time for him to explore careers. Although he worries about this now, I would also explain to him that he does not have to choose a solid career at this point because he has his whole life ahead of him. The two ethical considerations that Mrs. Catwick would have to take into consideration would first be to make sure that the test was appropriate for Johns age group. She is giving form R, which she hopefully reviewed or read the booklet to see whether this was appropriate for high school students. Another consideration, according to Engels and Harris (2006) is to make sure to inform John that the SDS is not a test in the way that he is used to taking. The reason for pointing this out is because there is "the high likelihood that clients

Financial planning cover letter Essay Example | Topics and Well Written Essays - 500 words

Financial planning cover letter - Essay Example Your current debts include your truck loan of $25,000, car loan of $18,000, credit card balances of $2,100 and student loan balances of $8,000. Considering your cash inflow and expenses it is possible to repay all the debts in a period of four years by paying $112.74 instead of the current $91.92 in Mike’s Student loan, $67.64 instead of the current $55.15 on Debbie’s student loan, paying 64.08 instead of the minimum $58.63 on the credit cards and maintaining the current payments on the truck and car monthly payments. To repay the debts in 4 years you will have to pay a total of $1243.50 per month. Considering the minimum debt payment rates, you are currently incurring a cost of $1243.50 per month given the high interest rates on your debts, that is, 4% on student loans, 19% on both credit cards, 6.5% on the truck loan and 9.5% on the car loan. A consolidated loan would have a lower interest rate and would cost you $1,245.53 per month and hence result in a $38.53 savings per month and hence it would be advisable to take the consolidated loan and pay for all your debts since this will enable you save more money. It will also cost you less in 4 years paying for the loan as compared to your current debts. Another strategy in meeting your goals will be to reduce your expenses on Internet, clothing, entertainment, restaurant, and miscellaneous expenses. From the revised cashflow you can easily see the new recommended rates on the above expenses where savings of; $250 are made on clothes, $425 on entertainment, $105 on restaurant and $175.42 on miscellaneous expenses resulting to $955.42 savings per month. The new debt payments system and the savings on expenses will enable you meet your goal of paying RESP for your son amounting to $210, save $400, Pay a life insurance policy of $250, and pay an emergency fund of $156.39 monthly. I therefore gladly inform you that it is possible to meet your financial goals, of paying your existing

Analyse and evaluate contemporary marketing practice Assignment

Analyse and evaluate contemporary marketing practice - Assignment Example As such, the study of the factors which has created the competitive advantages for the company over the years of its operations seems to be a relevant and challenging topic in the arena of contemporary marketing. This report aims at studying the contemporary marketing practices of Zara that has been used by the company for creating a strong position for the company in its industry of operation. For this purpose, the sources of competitive advantage for the company has been identified and studied in depth. The business model followed by Zara is considered to be highly innovative and unique in nature/ the business model of the high street fashion retailer is built up on the vertical; integrations between the different levels and departments of the business including manufacturing, procurement, delivery and sale of the products. The business model is characterized by a unique flexible structure which helps the business to modify it according to the suitability and needs of the external environment and the business requirements at a particular point of time. The business model of Zara is identified to be one of the key drivers of the competitive advantage of the company. The vertical integrations within the business and with the external partners of the business like the suppliers and distributors and the use of advanced information and communication technology are the two main strengths of the business model of Zara. Additionally, the time factor and the use of the stores of the company as important sources of information make the business and with the external partners of the business like the structure of the company much unique and advanced as compared to the other fashion retailers. The ability of the fashion retailing company to design the products and deliver new lines of products in frequent intervals also acts as a major strategy of the company which enhances the competiveness of the company

Elementary Classroom Special Needs Term Paper Example | Topics and Well Written Essays - 1750 words

Elementary Classroom Special Needs - Term Paper Example Body The classroom management plan outlines several physical arrangement plans for the classroom because of which students can learn in a different way. The desks are arranged in a manner that students can learn in a cooperative manner. The classroom environment through this type of arrangement is made collaborative which would help students to learn together by discussing things and clearing out things even more. During the course of different assignments the students would be asked to make groups and meet at specific points like the conference table and carpet area. It is in these areas that students would be able to interact and learn in an interactive manner. The desk of the teacher is arranged at the back of the classroom so that he can guide the students. Bookcases would be kept in an area which would have many books and would allow students to read and even borrow books. The centers would be composed of a cluster of desks on which the students would rotate so that the floor sp ace is not taken up. The arrangement of the room is done eloquently in such a manner that the students are able to access books and assignments altogether. The floor space is also conserved and the students are able to access different resources because of such a room arrangement. Handicapped Students should be provided with exceptional resources which would help them to learn in a comfortable manner. A specific space should be kept for them where they can sit in a comfortable manner. Students on wheel chairs should be allotted space in the classroom management plan where they can sit and study (Chopra 2009; Watts & McCord 2006). People use creative visualization in resolving most of their disputes and issues. However, the name given to this concept and the theory behind it is not known to them. Creative visualization lets the person visualize themselves or other objects in a way that facilitates their thoughts. The thoughts of children are vivid and creative visualization is quite natural for them. Their thoughts are more based on imaginations than on actuality of the issues. This pattern of visualization helps some children in developing rapidly while it disrupts the developing pace of the others. The reason is the use of visualization in an efficient or appropriate manner. Children who visualize their failure, fights, disorders in the society and negative elements are more likely to lose courage and self-esteem. This lowered self-esteem and confidence then blocks their ways to successes and achievements. Hence, creative visualization is used as a tool to improve the psychological disruptions of children. Moreover, this concept helps children in learning the positive use of their thoughts and visualization that helps them throughout their lives. Meditation and creative visualization helps children in getting rid of the stress and anxiousness with easy mind relaxing psychological exercises. Teel (2005) classified creative imagination in two boarder concepts. The first one explains the storytelling process or still scene imagination of children, whereas, the other one is related to children’s own thoughts and dream minds. In the first process the narrator or therapist tells children a story. He explains them the whole situation, structure and movements in the scene. The child acts as an artist who gives meaning to those scenes in his imagination. This way, the therapist moves the disrupting thoughts towards soothing and

Developing a Philosophy of Education Essay Example for Free

Developing a Philosophy of Education Essay I believe the purposes of education are to instill knowledge, instill forms of proper behavior, instill values and principles in the minds of children, and include the development of skills, physical, mental and social. Formal education begins with primary and then secondary education and higher education. It is when we grow up we begin to achieve the purpose of education and understanding of its application in daily life. It is believed that education is to be responsible for the cultivation of a civilized society. Providing education for citizens manages to develop a responsible and thoughtful community. Education helps in imbibing moral and ethical values in individuals and education, in turn, helps in creating a healthy society, which holds a deep understanding of the principles and philosophy of life. The purpose of getting an education is to achieve progress in the areas of operation to enable every member of the community of learners to earn a living. Also, one of the beliefs about the purpose of education is that education aims to create a good teacher. I believe that students learn best when they are taught under certain conditions and in certain ways. Some of these include the student’s support and encouragement, give them self-confidence, and give them the opportunity to participate and discuss in the classroom. Also, teachers encourage them to be themselves and use their creativity. Gentle treatment and respectful treatment of students gives students a sense of comfort and the ability to be tender. The curriculum of any classroom should include certain â€Å"basics† that contribute to students’ intellectual, emotional, social, and physical development. These basics are activities that help them to read and write. As well as activities that help to open mental thinking such as mathematics. By doing so you will teach the student the skills needed. Students learn best in an environment that promotes learning. Some of the characteristics of a good learning environment are to be a sponsor of the learner environment and be keen to learning and development. A learning environment is comfortable and equipped with the necessary settings that help the student focus and pay attention in the classroom. Lighting, air conditioning and classroom size appropriate for the number of students that help the students focus. Should all be taken into account. A teacher should have certain qualities and behave in certain ways. Qualities I think are important for teaching are respect between the student and the teacher, which helps in the creation of the student values. The teacher must be patient and bear the mistakes of their students and help them to live. Be friendly in dealing so that students feel comfortable toward the teacher. That makes flexibility in communication between student and teacher. Creative teachers are able to motivate students by using creative and inspirational methods of teaching.

The influence of Norman Conquest on Old English Essay Example for Free

The influence of Norman Conquest on Old English Essay The world of Old English Literature underwent a radical upheaval due to the invasion of the new French Language and culture which was an aftermath of the Norman conquest of 1066 which set into motion a very different trend of life and literature in the island of Brittany. The influence of the Norman culture, especially its literary aspect is immense. The debts of the vernacular literature of France penetrated very little into the English soil as the French were no apostles of culture. However, the Norman Conquest forced English into a subservient position from which it only gradually re-emerged as a language simplified in structure and its spelling, vocabulary and literary expression were strongly influenced by the arrival of the French language and culture. It has been very rightly put by Sampson that the asperities of the Northern Ocean and the Baltic were softened by the waters of the Mediterranean. The English had always been a poetic race and the Norman Conquest enhanced this trait by introducing the Romance Vocabulary which seeped into the English language and made it more beautiful and apt for poetry. An exclusive aristocratic taste for the forms, tropes, and subjects of contemporary French Literature shifted the subjects of writing in English away from its old Germanic insularity towards a broader, shared, Western European pattern. The warrior hero hung up his sword, took up a musical instrument and began to sing songs of love. The Trouveres of Northern France influenced War poetry, allegory became a popular sub generic form, and the lyric and the Romance which started being penned brought out the best of the French rhyme and assonance which became the new mode for expression of poetic ideas. In short, the Norman Conquest replaced the sinister and melancholic psycho sphere of English with the clear blue sky of the French counter-part, decked with glamour and vitality of youthful spring. The Norman Conquest opened England’s doors to Continental Literature and the Englishmen came in contact with the culture of Bagdad, Spain and they also became aware of the wisdom of the East which greatly strengthened the impetus of learning. Learning and Literature further gained by the coming of great scholars like Lanfranc who opened the famous monastic school at Bec and also by the interconnection between great centers of learning like Paris and Oxford. As a result of the Norman Conquest, Wessex lost its political and cultural importance because of which its dialect of West Saxon which had established its supremacy in the Anglo-Saxon Age lost its former stronghold which led to the flourishing of other Middle English dialects as the writers were now encouraged to write in the dia lects of their own region. The newfound political, economic and geographical importance of London and not Winchester as the administrative center of the kingdom also helped to determine the future written and spoken forms of the ‘standard English’ of today. However, with the growing prestige and popularity of French, the native culture and language had to suffer from aristocratic unconcern and neglect. This is noticeable in the fact that the alliterative verses of the Anglo-Saxon Age were replaced by the French rhymed verses, although they revived again later in the mid fourteenth century. The Norman Conquest stands for much more than a change of rulers. It altered the socio-cultural life of England and imparted a higher and more sophisticated and specialized order of civilization. The English language lost its rigid inflexions and was enhanced by ornamental vocabulary. The writers of English, at school under the new masters of the land were able to give fuller expression to their creative impulses. The stage was set for the full blossoming of the genius of Chaucer.

The Definition Of Risk Health And Social Care Essay

The Definition Of Risk Health And Social Care Essay Risk Analysis, what for? (RA) can be defined like a process or technique used to measure the effect of the unknown, identifying the possible threats, analyse them and find measures to apply to eliminate or reduced this possible threat. This technique is used by a broad diversity of organisations, private and governmental ones (NATO, FAO, WHO, EFSA, OIE, ECDC), in the food safety sector in Spain by AESA/AESAN. . There are four stages to define in the RA system: hazard identification, risk assessment, risk management and risk communication. For a Risk to exist there has to be a hazard, which needs to be identified in the first instance. A hazard can be defined as a situation, or a condition that can make damage or make some kind of losses, to humans being, animals or environment (ISDR) . Hazard identification is a process or steps to take to permit us identify the possible threat in a situation. It is possible to link a particular hazard to a potential risk, but its not possible to identify all the hazards Risk assessment can be defined as the estimation, qualitative or quantitative, of the risk resulting from the hazard. There is two main processes qualitative and quantitative that must be specific depending on the situation. Risk management is the application of the necessary measures to evaluated, monitoring and take effective control of the risks, to minimize the possible negative impact of the development of this risk.(5,6) Risk communication tries to give a clear picture about the risk. This process requires a clear and exposed communication between all the parties involved, (stakeholders). This only can be achieved if some requisite take place: exchange of information, recognition of the grade and appreciation of risk, understanding the effects of options and create support for decisions. This can be achieved through meetings, discussions, interviews, web-blogs, Radio, TV. The following diagram shows the relationship between the three components of RA. (7). In Spain RA has become strategically important in veterinary and animal health (9).It is now a common tool in veterinary public health and used by governmental bodies that play a role in imposing regulations designed to protect animals or human health (AESA, MARM, RASVE, SIR, etc.). In the veterinarian field the RA can be conducted by two main systems.They are based on two models, one adopted by the Office International des Epizooties (OIE) and the one used by the Codex Alimentarius. Under the umbrella of the FAO/WHO Food Standards Programme, in 1963 was elaborated the Codex Alimentarius Commission with the mission of created procedures and codes of practice to regulated the food standards. (8). The RA system of the Codex has these main points: Risk Assessment Risk Management Risk Communication These definitions can be found in the Procedural Manual (13th Edition) of the Codex (REF). The Procedural Manual (13th Edition) of the Codex provides these definitions: Risk Assessment: A scientifically based process consisting of the following steps: hazard identification, hazard characterization, exposure assessment, and risk characterization. Risk Management: The process of evaluate alternatives policy, in consultation with all interested parties, considering risk assessment and other factors relevant for the health protection, the promotion of fair trade practices, prevention and control options. Risk Communication: The interactive exchange of information throughout the RA process concerning risk, related factors and risk perceptions, among assessors, managers, consumers, industry, and other interested parties, including the risk assessment findings and risk management initials decisions. The system used by the OIE, the CM model, comprises of the following components: (Apx 1) Hazard Identification Risk Assessment Risk Management Risk Communication. These definitions can be found in the à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..of the OIE (REF). (10) The OIE defines Hazard identification as the process of identifying the pathogenic agents which could potentially be introduced to the commodity considered for importation. Hazard identification is an added component in this system. It is a process used to identify hazards in a given situation that may pose a change in risk to animal or human health. (10) Risk assessment is described as the evaluation of the likelihood and the biological and economic consequences of entry, establishment, or spread of a pathogenic agent within the territory of an importing country. Risk management is the process of identifying, selecting and implementing measures that can be applied to reduce the level of risk. Risk communication is the interactive exchange of information on risk among risk assessors, risk managers and other interested parties. The main difference between the two systems is that the OIE has the hazard identification as a stage of the RA. The Codex system has the hazard identification as a part of the risk assessment (Apx 2). The Codex risk assessment stages: The OIE risk assessment stages: Hazard identification Release assessment Hazard characterisation Exposure assessment Exposure assessment Consequence assessment Risk characterization Risk estimate The perception about hazard differs between the Codex and the OIE. The Codex is determined in the relation cause/effect and the severity of the possible consequences. The main pointing the codex is the identification of the hazard, which is measure by descriptive categories; high, medium, lowà ¢Ã¢â€š ¬Ã‚ ¦ The objective of the OIE is the possible pathogens which represent a possible hazard in animals and animals product, and the management of this risk. The main point for the OIE is the assessment of the Risk release. In the OIE the RA is definitive linked with the cost /benefit of the measure to control this risk. The Codex highlights the relationship dose/response with the exposure assessment and defined as hazard characterisation. The OIE take into account all harmful effect. The Codex considers the effect of the consequence of the modification in the dose of the risk, (pathogen, toxin, or antibiotics residues ). In Spain the OIE system is used by the authorities to develop qualitative RA of the risks at the introduction of infect contagious diseases into Spain and the rest of Europe from Morocco, Africa. In this kind of analysis different parameters are used: Prevalence of infection, volume of trade, capacity of the virus to survive, the seasons and climatic conditions and potential for infection. The magnitude of the consequences goes in hand with the probability of transmission and spread. This is normally linked with costs and benefits of the decisions taken and the possible economic lost consequences of no action. Usually RA take place during an Outbreak of animal disease in counties closed to the own borders. The quicker approach is a qualitative RA. The Codex is concerned about food safety. The Programme are designed for protecting the public health and ensuring reasonable manage process in the food trade, promoting harmonization in food standards in the work undertaken by international governmental and private organizations. This Analysis is normally quantitative. It uses different tools and methods, such as the Monte Carlo methodology. The data comes from different sources that usually are collated into a model to predict prevalence and quantity. This Analysis takes into account the predictable exposures and other factors such consumer types, genders, health status etc. They included the effect of the uncertainty and variability. For all this is necessary to use mathematical and probabilistic models developed by computers programmes. One example is the QRA of the impact on human health on resistance of Salmonella Enteriditis and S. Tiphimurium in poultry products and eggs. Here they investigate how the use of antibiotic favours the emerging resistance in pathogens that could be transmitted to humans and animals through the food supply .This quantitative study gives a numeric value to the risk, because sufficient data is available (11,12,13,15 ) There are different types of RA: From Qualitative (descriptive), semi- quantitative to quantitative RA (deterministic/ stochastic). Qualitative RA is used in areas of the food security, human and animal health services. For every hazard established, an estimated risk is made on the severity of the likelihood of the hazard occurring. However, the classifications used are often inadequate as the likelihood of a hazard to occur is never precise.. Also a probability database is not required, but there needs to be sufficient information that let us establish the likelihood and the effect of the risk problem. This method can be subjective, which reduces its significance. The envisaged goal is important to carry out the appropriate activities that will lead to the expected outcomes. The Quantitative RA system, used the Covello Merkhofe, works with simulation modelling. The Monte Carlo simulation is a reliable tool, flexible, is simple to test and to describe and less influence to human mistake in the progression of the model. it is desirable to check it to observe if the model do come with something totally unrealistic. This method is also subjective due to the chance to select the distribution during the description of the data. The semi QRA is a clear approach for the effective control of a range of risk issues. It is commonly used in commercial projects. The SQRA produces a arithmetical risk estimation establish on a combination of qualitative and quantitative data. The problem is that due to a lack of obtainable data, only excessive risk will be avoided with this method. It is therefore not fully acknowledged worldwide. All this models need to be reviewed after the first stage of the assessment has been carried out. In Spain, as in the rest of EU, RA is utilised in a variety of areas such as education, engineering, science, environment, private and public governmental agencies (health service, military, banking, trade, etc.). Spain has to follow a specific EU legislation in activities related to food production. The use of the ARICPC, Spanish version of the HACCP, became compulsory by the Real Decreto 2207 in 1995,on 28 December. The Regulation (EC) No 852/2004 of the European Parliament and Council of 29 April 2004 are now actually in force. Hazard Analysis Critical Control Point (HACCP) is globally recognised as the most excellent system of assuring product preserve by controlling food borne cover hazards. This legislation specifies the compulsory nature of the application of the risk analysis of these kinds of processes bearing in mind the protection of the population; The (EC) 178/2002, Article 6 (Risk Analysis), Paragraph 1 states: In order to achieve the general objective of a high level of protection of human health and life, food law shall be based on risk analysis except where it is not appropriate to the circumstances or the nature of the measure. In Spain the HACCP system is used by the regional governments to regulate the food industry in a broad spectrum of activities: Bakers, ice cream, fishery products, dairy products, meat and meat products, pre-cooked meals, water, preserved food, beer, sugar, wine, oil, juice, vegetables, eggs, catering, spirit, sweets and pastries, abattoirs, cutting plants, butcher shops, restaurants, coffee shops, barsà ¢Ã¢â€š ¬Ã‚ ¦etc. In all this activities there is a Risk to identify, the risk in food or agro food risks. There are nutritional risks, chemical risks (arsenic, nitrates, nitrites, cadmium) physical risks (temperatures, ionising radiations), biological risks (Salmonellas, Campylobacter, E. Coli, C. Burnetii, TSE) ,pesticides, veterinarian drugs residues. . The residues from pharmaceutical production, from hospitals, illegal drugs, Veterinary medicine use, like antibiotics and steroids, and farming activities.(pict1) Other areas, where RA is applied, are those derived from animal diseases outbreaks. In March 2009 there was a higher risk that the Serotype 4 or the Bluetongue (which had been eradicated from Spain) could come back from the North of Africa because of the wind carrying the infected vector over. This was outlined in the last RA by Sanidad Animal so they could take the necessary measures. By the Order ARM/575/2010, in all the south of Spain, all livestock had to be vaccinated against the serotype 4 of Bluetongue, to stop the spread of the disease. Possible animal health or animal related human health hazards, that require RA, may include new or unusual infections in animals such as Bluetongue in the north European cattle, West Nile virus infection in Europe, or increases in endemic zoonotic diseases like Leishmaniasis, an infection caused by a protozoan parasite of the genus Leishmania (14). The amount of hazards both related to animal diseases and food safety, represents really a long list .It is important for the body control, first to identify which of the hazards are most likely to represent and immediate threat. The following stage will be to formulate the right question, which could be very simple and straightforward. For instance: which risks are you or your organisation interested in? Is there a case to do a Risk Assessment? What outcome is expected? Zero risk or acceptable risk? The right questions will lead to relevant information already made available. However, if the questions lack in timing and dont deliver the correct definition of the hazard/s involved, and this is not sorted at an early stage, the following part of the assessment could be biased or completely compromised. The whole information and data accessible will define the pathway to taken. If the hazard is a disease, it is important to obtain a wide range of information from different sources, to gain an overall picture of the hazard presented and the possible risks estimated from the result of the evaluation of data collated. This process is time consuming, demands expertise, resources and financial backing. Financial and human resources are fundamental to avoid unreported health status. Developing countries dont necessarily have the support and resources available to apply the necessary systems effectively and rely strongly on outside support. Generally a lack of finances stops the development of specialist colleges and institutions. PREVENTION IS BETTER THAN CURE Adagiorum Collectanea 1536, Erasmo de Rotterdam (Rà ³terdam, 1466/69)

Paavo Nurmi :: essays research papers

Paavo Nurmi is considered by some to be the greatest runner of all time. He was known as "The King of Runners" or the "Flying Finn". Famous all over the world, Nurmi became an unending source of national pride for the newly independent Finland. Paavo Nurmi was driven by love of running. He had a burning will to succeed in life, and racing was his way to gain recognition from his fellow men and to fulfil the high standards he had set for himself. Martti Jukola, a famous Finnish sports journalist, wrote in 1935: "There was something inhumanly stern and cruel about him, but he conquered the world by pure means: with a will that had supernatural power." At three Olympic Games from 1920 to 1928 Nurmi won a total of nine gold and three silver medals. Paavo Nurmi was born on the 13th of July, 1897, at Turku, a port town on the southwestern coast of Finland. In 1912, at the Olympic Games at Stockholm, Hannes Kolehmainen "ran Finland onto the map of the world", winning three gold medals in long-distance events. His races made an indelible impression on the 15-year-old Paavo Nurmi, who decided to do the same. Soon enough, Paavo got his first pair of running shoes and began serious training. 174 centimeters tall and weighing 65 kilograms at his prime, Paavo Nurmi was ideally built for a long-distance runner. In terms of basic training knowledge, Nurmi was self-educated. He was one of the first top athletes who had a systematic approach in training. Walking, running and calisthenics were the main elements of his harsh training regimen. He learned to measure his pace and its effects with a stop watch, and never raced without one in his hand. In 1914 Paavo Nurmi joined Turun Urheiluliitto, a local sports club that he was to represent all through his career. On May 29th, 1920, at Turku, he set his first Finnish national record. The distance was 3000 meters and the time 8.36,2. The Olympic Games at Antwerp in 1920 made Paavo Nurmi a star in Finland, a worthy successor of Hannes Kolehmainen. His first Olympic race, the 5000 meters, ended in bitter defeat to Joseph Guillemot of France. This was to be the only time that Nurmi lost in an Olympic final to a foreign runner, however. In the following days he won gold medals in 10 000 meters and the cross-country race, adding a third one in the team event of the latter.

A Comparison of Andrew Marvells To His Coy Mistress and John Donnes T

A Comparison of Andrew Marvell's To His Coy Mistress and John Donne's The Sunne Rising Both poems "To His Coy Mistress" and "The Sunne Rising" were written by metaphysical poets, this is one of many similarities in the poems. However, there are also a number of differences between them. In both poems, there is an obvious link to the theme of "Carpe Diem" which simply means "seize the day". The poems relate to time and that of how it's running out. They seem to be in a rush. The content of the poem is Marvell writing a poem to his love partner. They are truly in love with each other and their love is very passionate for one another. However, there is something missing in their relationship and that is the sexual side. They haven't had sexual intercourse and the poem is about Marvell trying to persuade his partner into making love to him. He feels that time is running out and that they should "seize the moment". The life expectancy was at a lower rate in the times of the poem, and he doesn't want to leave things too late. There were many types of diseases in those days, with health services very limited. Today, our life expectancy is on average 77, however, in those days anyone who reached the age of 40 was considered as an older-aged person. He obviously feels that his partner needs a slight push into making love; he shows this by calling her his "Coy Mistress", which means his shy or reluctant woman. The poem is split into three paragraphs, which is unusual for poems. These three paragraphs state the three stages of argument. The first part is trying o say that if they had all the time in the world, then he wouldn't need to wr... ... can make you feel happy, but love is more important in life. Money can be liked but never loved like true beauty. I believe it's imperative that we look at the poems from a different perspective. Both compliment the women mentioned but both have different messages. "To His Coy Mistress" is a persuasive poem which contains flattery to try and convince the woman to take their relationship to the next level. In "The Sunne Rising", the message is that love is more important than wealth. The main themes are time and love and both are conveyed very cleverly with both wit and deception. I enjoyed both poems as they both showed sound comparisons and true feelings. I preferred the poem by Andrew Marvell as it had a sense of urgency and it was rhythmic to which I found exciting as I never knew what to expect next in the poem.

Summary of The Film Big Fish by Tim Burton :: essays research papers

â€Å"So this is a tall tale?† â€Å"Well, it’s not a short one†¦Ã¢â‚¬  Stories are our essence of life. They grow and change with us. They allow us to reconstruct the pas, and put our slant on things. They don’t’ have make sense, and they don’t all have to be fact. That’s what kind of story this is. Big Fish, directed by Tim Burton, is a heart warming, comedic film, with many twists and turns. It explores the world of an eccentric father, while telling his life story. And so, our story begins. â€Å"There are some fish that cannot be caught. It's not that they're faster or stronger then the other fish. They're just touched by something extra.† That fish is Edward Bloom. A compulsive storyteller, who enjoyed living life to it’s fullest. This extraordinary film is based on a collection of cleverly crafted stories from the novel, by Daniel Wallace. William Bloom (Billy Crudup) is a journalist who wants to find the truth behind his fathers’ mythical stories, to find out the truth about Edward, who is dying of cancer. For too long has Will heard the unending series of tales his father claims is his life. It is Edward’s myths, of course, that really reveal the man he is. Tim Burton has cleverly constructed his movie around Ewan McGregor, the young handsome Edward Bloom, and so the tall begin. The screenplay, by John August, mixes tender heartfelt drama with zany, outrageous scenes, skipping from past to present, while keeping the tension alive. Finding the town of Ashton and small pond for the big fish he is, Edward sets out for the wilder world. This is how it all began. Through witches, werewolves, and giants you can see Edward change and grow with each new experience. As Edward’s retells his story, Will begins to realise that his father has always been true. The casting of Big Fish is incredible. Burton chose wisely. With the uncanny likeness between Ewan McGregor and Albert Finney playing the young and old Edward, and Alison Lohman and Jessica Lange playing the wonderful Sandra Templeton/Bloom, you would swear that they were the same person.

Racial Diversity In Society Worksheet Essay

Select 1 racial group from the list below: African American Write a 150- to 300-word summary of the economic, social, and political standings of that group. Use additional resources if necessary, from the University Library or your textbooks. Provide citations for all the sources you use. There are gaps between incomes when comparing all racial groups. The group that I chose to study is African Americans. According to our text book, there is a significant gap between the incomes of the Black and White households (Schaefer). In 2009, the median income of Black households was $32,584. This is much lower than that of the White households holding at $54,461. Household incomes for African Americans have been gradually rising and can be seen in the median household income for the year 2013, $41,142, according to the tables provided in MySocLab Social Explorer Map: Income Inequality by Race (). There is also a low possibility of African Americans owning a home because of the lower income, but also due to discriminatory lending practices (Schaefer). Employment is another area that is held lower for African Americans. The unemployment rates have been high since the 1940s. The unemployment rate for Black males aged 16-24was 35 % during the height of the recession; this is very high because the national unemployment rate was this high during the Great depression. The social standings for this group, African American, is also much lower than Whites. There is a 39.2% rate for Black families with two parents and a 49.7% rate for those  families that are only maintained by the mother (Schaefer, Figure 8.4). From a political standing, even though Barak Obama has entered and been in the White House, African Americans still have not received an equal share of the political percentages. Schaefer, Richard T. Racial and Ethnic Groups. 13th ed. N.p.: Merril Prentice Hall, n.d. Print. Copyright 2012 by Pearson Education, Inc. Part II Answer the following in 50 to 150 words each. Provide citations for all the sources you use. What is racism? In what ways does racism affect diversity? Racism is the belief and opinion that people form based on the characteristics, stereotypes, and attributes that people have or belong to based on the racial group that the person is categorized in. Racism is also the belief that one race is superior to others. Racism can affect diversity in specific ways. If racism is present, it can prevent diversity in an area because of the way that other races are treated. There could be laws made, such as segregation, that keep diversity from occurring. How do racial groups interact in contemporary America? Are interactions positive, negative, or neutral? Support your response using proper citations. Racial groups are much more interactive than before. In contemporary America, schools are diverse. The period of segregation of Blacks and Whites is not present. The case of Brown V. Board of Education in 1954 was a milestone for diversity and racism. This helped by ending segregation in schools and exposing students to other cultures and races. Although there is still racism in the United States, the level of racism is not as high and diversity is much higher. I would say that the interactions are more neutral because of the fact that there is still racism in America. Another way that racial groups interact is within the workplace. There are also  interracial relationships between different races that had before been never thought of as happening. Are there existing social inequities based on race? Why or why not? There are still existing social inequalities based on race today. There may not be as many as in history, but they still exist. These social inequalities based on race are seen in the workplace, admissions in schools (whether the minority or majority), and in politics. There are some racial groups that may be passed up for on a job opportunities because they may not be â€Å"viewed† as what fits for that position. There is also a discussion that minorities are given more of an opportunity when being admitted into colleges, while passing up on those that may be more qualified; this is the same for the workplace. In politics, we do see that we have our first African American President, but there is still a ways to go before all racial groups are completely equal. What do you believe to be the causes of racial prejudice and discrimination in today’s society? I believe that the causes of racial prejudice and discrimination in today’s society has to do with the way children are being raised and the opinions that people form based on stereotypes that have been passed down for generations. There are people that still have racist views of other racial groups, and they may or may not teach their children or grandchildren to have the same views. There are many people that are much more open minded and accepting of other views and racial groups; but there are still those that are closed minded and view their group as the superior one.

Effect of Milk Advertising Essay

The milk of the cow is most widely used by humans, but the milk of the mare, goat, ewe, buffalo, camel, ass, zebra, reindeer, llama, and yak is also used. The composition of milk varies with the species, breed, feed, and condition of the animal. Jersey and Guernsey cows produce milk of high butterfat content; Holsteins produce larger quantities of milk but with a lower butterfat content. Milk prepared for sale is often homogenized; in this process it is pumped under pressure through small openings to break up the milk-fat globules, thus ensuring an equal distribution of fat throughout the milk rather than permitting it to rise to the top as cream. In most countries where milk is a commercial product, it is subject to regulations concerning its composition (i. e. , the proportion of butterfat and other solids) and its purity, with sanitary measures in force that cover milk handlers, herds, plants, and equipment. Pasteurization (partial sterilization by heating) checks bacterial growth, thereby making milk safer to drink and increasing its keeping qualities and range of transport. Milk, an almost complete food, consists of proteins (mainly casein ), fat, salts, and milk sugar, or lactose , as well as vitamins A, C, D, certain B vitamins, and lesser amounts of others. (Many people are unable to digest milk after childhood because they stop producing an enzyme needed to break down lactose, but usually they still can digest yogurt, hard cheeses, and lactose-reduced milk products.) Commercial dairies often supplement natural vitamin D with a concentrate. Milk is a major source of calcium and a good source of phosphorus. Low-fat and skim milk fortified with vitamins A and D have the same nutritional value as whole milk, but with fewer calories and less cholesterol . Whole milk has 3. 5% milkfat, low-fat milk 1% to 2%, and skim, 0. 5%. Heavy cream has a minimum of 36% milkfat, half-and-half not less than 10. 5% nor more than 18%. A patent was issued for the production of dried milk in Great Britain in 1855, and for concentrated milk in the United States to Gail Borden in 1856. The two types of concentrated milk are condensed and evaporated; condensed milk is a sweetened product (over 40% sugar), and evaporated is unsweetened. Dried, or powdered, milk is made by passing a film of partially evaporated milk over a heated drum or by spraying it into a heated chamber in which the particles dry. Malted milk is a dried mixture made of milk and the liquid from a mash of barley malt and wheat flour. Bibliography See S. K. Kon, Milk and Milk Products in Human Nutrition (1972); T. Quinn, Dairy Farm Management (1980); D. Carrick, Milk (1985). The Columbia Electronic Encyclopedia ® Copyright  © 2007, Columbia University Press. Licensed from Columbia University Press. All rights reserved. www. cc. columbia. edu/cu/cup/ milk Liquid secreted by the mammary glands of female mammals to nourish their young. The milk of domesticated animals is also an important food source for humans. Most milk consumed in Western countries is from cows; other important sources include sheep, goats, water buffalo, and camels. Milk is essentially an emulsion of fat and protein in water, along with dissolved sugar, minerals (including calcium and phosphorus), and vitamins, particularly vitamin B complex. Commercially processed cow’s milk is commonly enriched with vitamins A and D. Many countries require pasteurization to protect against naturally occurring and artificially introduced microorganisms. Cooling further prevents spoilage (souring and curdling). Fat from whole milk (about 3. 5% fat content) can be removed in a separator to produce cream and leave low-fat milk (1–2% fat) or skim milk (0. 5% fat). Milk is usually homogenized, forced under high pressure through small openings to distribute the fat evenly. It may also be condensed, evaporated, or dehydrated for preservation and ease of transport. Other dairy products include butter, cheese, and yogurt. INTRODUCTION This study will evaluate the influence of culture and cultural values on style of appeals used in advertising Peak Milk â€Å"its in you† to Nigerians. Also, it uses the eclectic method to decipher advertising strategies that appeal to Nigerians. The advertisement [see appendix A] is perceived as an epitome of what appeals to Nigerians because it cuts across age, gender, and lifestyle in the Nigerian society. To further understand this, a semiotic analysis is used to â€Å"decode elements of visual images† (Seale, 2004 p.274), as well as encoded message using the signified and signifier. 2 BACKGROUND Royal Friesland Campina, a Netherlands based company, established West African Milk Company (WAMCO) in Nigeria in 1974 (Friesland campina). They are the producers of Peak milk, a diary product which is the market leader in diary based nutrition in Nigeria (Nigerian bulletin). Therefore, one would ask should companies that are market leaders spend heavily to promote their brand given that â€Å"there is no direct link between a commercials and product usage in the mind of consumers† (Mooij, 2005 p. 275). bBut, she also affirmed that advertising works in diverse ways. Thus, the aims of this study, to find out how advertisers effectively appeal to the Nigerian market? According to World Bank report, â€Å"Nigeria is the largest country in Africa with a growing population of 148 million people, about 200 ethnic groups and 500 indigenous languages†. It is also perceived to be the second largest economy in Sub Sahara Africa. One can deduce from this that it is a multi ethnic nation enriched with diverse norms and values. In this case, how can advertisements reach out to this populace knowing the diversity that is inherent in the nation? In order words, what appeals to Nigerians? 3 SEMIOTIC ANALYSIS To understand the appeals and cultural dimensions employed in this advert, the entrenched message has to be worked out using semiotics analysis especially because â€Å"symbolism is highly used in high context culture† (Mooij, 2004 p. 33). As indicated by Baldwin, 2004 p. 51 â€Å"semiotic is the systematic study of sign† used to decipher the denoted and connoted meanings embedded in advertisements. But, it is less objectiveity and generalizable because of its reliance on personal interpretation of the researcher (Seale, 2004 p. 272). Embedded in this adverts are signs which can be understood by the â€Å"relationship between signifier and signified† (Seale, 2004 p. 273). This illustrates how â€Å"the signifier of the overt meaning in an advertisement has a function of its own† (Williamson, 1978 p. 19). In this scene, the product (the only time it appears in the advertisement) is placed by the endorser while preparing for training. The sign could be interpreted in different ways with one being that the product helps Nwankwo Kanu to become even better. Here, the significance of milk is transferred to Nwankwo’s performance. From the advertisement one can see that â€Å"this correlation is non-sequential [because] the two things are not linked by †¦ a narrative but by their place in a picture† (Williamson, 1978 p. 19). â€Å"The transference of significance [also] does not exist in the advertisement, but requires us to make the connection† (Williamson, 1978 p. 18). It was not stated in the advertisement that Nwankwo Kanu is succeeding because of his consumption of Peak milk or milk makes oneyou achieve one’s your ambitions, therefore, this meaning does not come into place until the transference is completed by the audiencewe complete the transference ourselves. Transference cannot occur if the object (peak milk) does not have any significance to be transferred. That is to say that a system of meaning must already exist in which milk is seen as a nutritious fluid that â€Å"contains some health promoting component† (Barlic, 2001 p. 3). Also, there is no direct correlation between Kanu and Peak milk in the advertisement but, the milk is strategically positioned [see appendix B] in other to create assumption in the mind of the viewers. The link relates to what Nwankwo Kanu means to Nigerians. This advertisement â€Å"presents this transference of meaning to viewers as fait accompli† (Williamson, 1978 p. 25) because it is only in the advertisement that this transference takes place. 4 CULTURAL VALUES OF NIGERIANS Goodenough 1971, cited in Usunier et al 2005 p. 5 defined culture as â€Å"a set of beliefs or standards shared by a group of people which helps the individual decide what is, what can be, how to feel, what to do and how to go about doing it† (Usunier et al, 2005 p. 5). It is seemingly the attitude and behavior that characterizes the functioning of a group (answers. com) and could also be said to be the attributes and values of a set of people. Cultural values is alleged to be the â€Å"root of consumer behaviour which is a process where people use ideas and experience to satisfy needs and desires† (who said this) therefore, advertisements of products should be adapted to a nation’s dimension of culture (Mooij 2004 p. 2). Relating this to Nigeria, Hofstedes’ dimension of culture propagates that Nigeria is a high power distance nation which is also very collectivist and has a low uncertainty avoidance nature. It is also seen as a short term oriented populace and is midway in the masculinity index [see appendix C]. From the Hofstedes’ classification of Nigeria, it could be said that there is a visible sign of status and ambition mentality with results being attributed to one’s own ability (Hofstede 2005), though identity most often is based on social network whereas, a very result oriented driven (mooij 2004) attitude is maintained. 4. 1 RELATING THE ADVERTISEMENT TO HOFSTEDES MODEL Advertising is believed to be the most culture-bound element in the marketing mix since it is highly influenced by culture which happens to be the most important factor in explaining information found in advertising (Usunier, 2005 p. 413). This is vital because response towards product based one’s interpretation of advertisement is often biased by cultural influence [see appendix D]. (this sentence is not clear) * The son’s respect for his dad and achievements depicts High power distance of Nigerians. * The likelihood of the son to follow his father’s foot step (hair style, football skills displayed) [see appendix E] shows the collectivist side of Nigerians. * Nwankwo Kanu being very ambitious despite shortcoming and high level of responsibility displayed illustrates the masculine character of Nigerians. * The ability to remain calm in adversity, less anxiety and relaxed atmosphere proves the low uncertainty avoidance nature. * Ability to focus on goal portrays short time orientation. (is it short time or short term? cos u earlier said short term) 5 ADVERTISING PEAK MILK TO NIGERIANS: USE OF APPEALS. Known to be among the happiest people on earth, Nigerians are fighters whom despite all odds try to actualize their dreams hence the slang â€Å"suffering and smiling† (mypenandpaper). As a result of this, success and achievements are celebrated. The core values that characterize Nigerian culture are achievements, materialism and sense of pride. Advertisers try to target these core values in orderother to target Nigerian attitude towards advertising messages which focuses on self improvement and achievement of personal goals as well as collective goals but overall, the feeling of harmony with others. In other to sell products, it has been discovered that â€Å"advertisers rely overwhelmingly on persuasive messages to sell product and services(where is the closing quotation sign? ) also minding the fact that â€Å"consumers have favourable attitudes towards messages that reflect their own socio-cultural values† (Alozie, 2009 p. 1) [see appendix F]. The main plot of this advertisement is brand retention. It appeals to Nigerians by using a positive figure in Nigeria and his son telling his success story thereby, associating the brand to his success. Agrawal 1995, cited in Usunier 2005 is of the belief that â€Å"‘cultural sensitivity†(be consistent with quote sign)’ is generally portrayed in advertisement via the use of appeals (p. 413). Tellis 2004 noted three major forms of appeals in advertising which are arguments, emotions and endorsement (p. 23) but two are mostly inherent is this advertisement. 5. 1 CELEBRITY ENDORSEMENT Oguntimehi believesbeliefs that it is â€Å"a battle for advertises to entice television target audience into viewing a commercial†. For this reason, they use celebrities to endorse brands and create a general conditioning procedure (Till, 2008 p.180) which makes the advertisement very successful in terms of keeping public’s attention throughout the duration of the advert, and also heightening retention which would ultimately lead to purchase intention of the product [see appendix G]. This can only be achieved if the audience is familiar with the endorser and identify with the source (Oguntimehi, 2009). Prior to this advertisement by peak milk majority of Nigerians do not know or have not seen Kanu’s son therefore this grabs their attention. (Tellis, (2004 p.179) pointed out that â€Å"celebrities tend to be unpredictable and can hurt brand by their behavior and statements†. However, Till noted that â€Å"the use of celebrity endorsers is profitable despite the risk involved† (Till, 2008 p. 182). Two very important models based on the work of social psychologists should be taken into account while shopping for endorsers. These are, the Credibility model and the Attractiveness model which depicts the trustworthiness of the endorser and the likeability as well as the familiarity of endorser respectively (Till, 2008 p. 183; Tellis, 2004 p.182). This advertisement features Kanu simply known as ‘Kanu’ and nicknamed ‘papilo’: Nigerians’ most decorated soccer player, striker for the National team of Nigeria and for the English Club, Portsmouth (Okon, 2009). His enthralling performance and being one of Africans most highly recognized footballer in the history of football (Okon, 2009), has endeared him to the hearts of millions of Nigerians. According to (Okon, 2009), even though celebrities have an aura of greatness in the eyes of the public, it is germane that they ideally fit the brand being projected. Since milk is seen as very nutritious and has high content of vitamins and minerals, it strategically aligns with the endorser used because of his health history and continuous success. It is believed that their popularity posses the power to influence consumers to swap loyalty to the endorsed brand as well as make such adverts linger continually in the public’s memory (Okon, 2009). This is coherent with the elaboration likelihood model where â€Å"affect transfer is considered to be stronger in low-involvement situations† like buying milk (Till, 2008 p. 182). 5. 2 EMOTIONAL APPEAL. Advertising has the power to attach emotional values to the brand which in turn builds positive reputation (Thomas 2008). According to (Fill, (2009 p. 520), advertisers often use â€Å"emotion-based messages† to make distinctions in products placement especially when there is little or no differentiation between its products and that of competitors. Therefore, this appeal uses characters within a plot to pass across emotional messages in drama like scenes (Tellis, 2004 p. 23) so as to grab consumers’ attention. Due to consumersthem preferring characters that can be identifiedthey can identify with (Usunier, 2005 p.419), in advertising the Peak brand the advertisers made use of a personality that every Nigerian across all gender, tribe, religion and ages can relate with. Also used is the subliminal effect which further entrenches the product value in the mind of the populace consequently anytime you think of Kanu’s trail, success or even his son, you think of Peak milk (prior to the advertisements majority of Nigerians did not know Kanu’s son). This also appeals to the collectivist nature of Nigerians in order to build brand loyalty which is a â€Å"key concept in collectivist cultures and spreads from people to product† (Usunier, 2005 p.93). Hofstede notes that cultures with lower uncertainty avoidance like the West African Region have tendency to ask for less information since information reduces uncertainty which they are not prone to (Hofstede 2005). One could see that the advert does not supply any information about the product. This could be as a result of Nigerians being low uncertainty avoidance in addition to the advertisers trying to create an impression in the mind of the populace in other to establish the product in their minds by associating its product to the emotional past of Kanu in that way giving the product added value. Time is not viewed as a linear fashion rather as a composition of events that have occurred. Generally, Nigerians are known to operate a two-dimensional time phenomenon- a long past and present (Alozie, 2003). This advert makes reference to past victory as a nation in the 1996 Olympics and Kanu’s victory over his health. According to (Wilson, (2005 p158), the trend of using nostalgia as a way to sell various products is not new. It is a â€Å"bittersweet emotion† (Wilson, 2005) so its application has to be well thought of. The advert â€Å"clearly attempts to trigger†(who said this? ) nostalgia in consumers as well as potential ones. The advertiser used images from the past to attract the publics’ attention (Nigeria’s victory in 1996 Olympics a feat that everyone desires to see again). The advert does not provide facts about the product, identification with the brand comes only at the end of the commercial (Mooij 2004 p. 135) it drives at associating certain traits with the product so when you think of those traits, automatically you think of the product. It focuses more on emotional appeal thus associating the product with achievements despite all odds which could be said to be the core value of Nigerians. According to Decision Analyst, the extent to which an advertisement succeeds is dependent on the strength of the creative concept. 6 SLICE OF LIFE Slice of life appeals to self esteem (Taflinger 1996). According to answers. com â€Å"it is the actual experience represented realistically and with little alteration. † Shilbury, et al (2003: 176) stated that, â€Å"‘Slice of life advertising uses some aspect of daily life as a part of the advertising. The intent behind this approach is to communicate messages and images to consumers that they can relate to†Ã¢â‚¬â„¢. Despite this, (Fill, C. (2009 p. 518) is of the view that the message should be presented in such a way that the receiver can identify immediately with the scenario being presented. Fill’s view relates with this advertisement in the sense that the storyline used can be related to by every Nigerian (the story of the Olympics game, the health challenge the endorser faced and how he came through to mesmerize Nigerians in the world of football). (Applegate (2005:139), is of the view that slice-of-life television commercial does not work, primarily because the intended consumer’s attention is pulled away from the product and of the character or some other element in the story. He feels a slice-of-life design will only work if the customer’s attention is on the sales message. To achieve this, it aims at self-persuasion using self-imagining technique thereby allowing audience visualize themselves as the character trying to solve a particular problem and being helped by the brand (O’Shaughnessy, 1995 p483). 7 LIMITATIONS. It is important to note that in every country, there are immense inconsistencies within cultures (kitayama & markus, 1994 p. 289) therefore there would be individuals who appear to have different attributes as stated in this study. The study is partly empirical that is, it not fully based on proven theories so, partly observational. Also, due to time constraint and the word count limit, the research was restricted to cover the few areas represented in the report. To give more credence, a focus group interview would have been conducted of Nigerians to actually see how they respond to this advertisement and how it appeals to them. 8 CONCLUSION Culture is more than merely one’s lifestyle. It delves deeper to categorise ones experience (Kitayama & markus, 1994 p285). Evidently, the advertisement uses the referent system where it brings into play Kanu a notable soccer player in Nigeria. â€Å"It is a connotation that is made to denote the product† (Williamson, 1978 p. 100). Hence, the product is given value by Kanu who already has a value to Nigerians. But, if someone from another culture knows Kanu as a footballer, they will not have access to the referent system because, the meaning of the message will be difficult to interpret (Mooij, 2004 p.211). This is why this advertisement specifically appeals to Nigerians. In advertising to Nigerians, marketers have to put into consideration the cultural background, literacy level as well as income of the masses in order to permeate the market (Baker, 1965 p. 47). Also, the right type of appeal has to be employed. The most consistent used in Nigerian advertising is family value (collectivism, love, care, endurance, protection, investment) and a bit of western values (individualism, personal development, ambition, youthfulness). This advertisement promotes family value (using Kanu’s family especially his son) [see appendix H] as well as personal development (â€Å"I worked hard to be even better†). It also promotes values such as hard work, success and good health which it inferred the product could help achieve. Important also is the use of colour (green: the national colour of Nigeria) which played a major role in this advertisement. According to (Gorn, et al (1997 p. 1387), â€Å"advertisements containing color with higher level of value lead to greater liking for the advertisement†. One’s attitude towards an advertisement could be as a result of the effect of colours on feelings. The analysis of this effect on advert retention is beyond the scope of this work. 9 REFERENCES BOOKS FILL, C. 2009. Marketing Communications: Interactivity, communities and content. Harlow: Pearson Education Limited SHILBURY, D. , S. QUICK and H. WESTERBEEK. EFFECT OF ADVERTISINFG ON COSUMER BUYING BEHAVIOUR Every organization, or rather, Brand, invests a lot of capital on marketing, a major chunk of which is spent on making ads. Getting an iconic celeb like Amitabh Bachchan to speak about a product like Navratna Hair Oil, it seems like a piece of cake nowadays. But, to how much extent does these ads actually affect the consumers? Do they actually buy a product just because their favourite film-star is endorsing it? Is it possible that a product can change its image on the consumers overnight, just because of the flashy ad they just released? If we go by theories, there are lot many factors that influence a customer to make a purchase, and advertising is just one small part of a parameter called Psychology. Some of the more influential factors are like: 1. 1. Need of the Product – Considering the market scenario of today (I am talking about inflation), we consumers hardly buy anything when we don’t need it. 2. 2. Affordability – It is not an uncommon sight when a man sighs looking at an expensive brand of shaving cream and goes for the cheaper brand. 3. 3. Brand Image and Loyalty – Very few Surf Excel users would like to opt for a brand like Tide or Nirma just because it is cheaper. 4. 4. Peer group – now this is one factor that does not affect buying as much as it affects buying behavior. Confused? Well, what I meant to say is, we buy a product when we need it, but sometimes, especially when we are buying that particular product for the first time, we need some help with what brand shall we choose. And this is where our peer group comes into picture. It helps us choose a brand when we need a product, but does not tell us when we need that product. Advertising, it can be said, has a similar effect on our purchasing habits as our peer group does. Nobody jumps in to say â€Å"I need that thing† just because the ad that had just been aired on TV is extremely attractive, but yes, sometimes, we may say â€Å"let’s try this brand, the ad on TV looks good. † [The article has been contributed by Jayita Das. A NIFT Mumbai alumnus, she is also a very creative person in her own way. Following her graduation, she worked as merchandiser in the niche segment of Industrial wears. In her spare time she loves reading on topics related to art and motivation which are always close to her heart. She also writes her own blog at Fashion Concepts and you & Love,life,and something else. ]