Franklin D. Roosevelt And The Use Of Rhetoric . Franklin

Franklin D. Roosevelt and the Use of Rhetoric Franklin D. Roosevelt (FDR) is one of the most influential presidents in history of the United States. In FDR’s 1941 speech, â€Å"On the War with Japan,† he discusses the necessity of going to war in Europe and what it means for America’s future. His leadership skills in combination with his speech causes society to go from an isolationist policy to being motivated to enter and win the war. Through the use of rhetoric, FDR is able to captivate the listeners and encourage them to actively participate in the war. Not only does he play on the emotions of the audience, he also appeals to their sense of patriotism and logic in order to persuade them to get involved in World War II. Prior to FDR and†¦show more content†¦He is not only convincing, but also relatable to the audience. FDR states, â€Å"We are now fighting to maintain our right to live among our world neighbors in freedom, in common decency, without fear of assault† (Roosevelt par. 4). He is explaining the purpose of getting involved in the war. He appeals to the audience’s sense of logic in this statement by justifying the nation’s involvement in the war and making them understand that it is necessary. In this line, FDR it implying that if the Americans do not get involved in the war, their freedom will be stripped from them. He is showing them a possible consequence if they continue their isolationist policies which instills fear within them and makes them desire change. In this line, FDR makes the nation feel like a team. By using the word â€Å"our,† FDR shows that it is a team effort and that no one person is better than another. He is implying that they are all equals and it is their duty to fight to protect their right to freedom. In saying this, FDR is establishing the idea that the nation must fight as a team and win to keep the freedom that Americans currently have. FDR’s use of rheto ric continues to motivate his audience and makes them understand the significance of entering the war. Prior to the speech FDR presented, Japan attacked Pearl Harbor in Hawaii which killed over 2,300 Americans. The attack also sank twelve battleships, hurting the American navy.Show MoreRelatedPearl Harbor : A Gateway Of Strength For Our Nation1381 Words   |  6 Pagesgiven by an influential American figure to impact the course of history itself. Whether it is a tragedy or an event to celebrate, the speeches given are a passage to a change in history for better or worse. In the â€Å"Pearl Harbor Address,† Franklin D. Roosevelt used parallel structure, rhetorical appeals, and diction to portray his strong opposing sentiments toward the catastrophic acts that occurred in Pearl Harbor, and changed American history course by declaring war against the Japanese EmpireRead MoreAnalysis of Franklin D Roosevelts First Inaugural Address Essay771 Words   |  4 Pagesinaugural address of Franklin D. Roosevelt was one that strove to lift the American people off their feet as the country entered some of its worst years during the Great Depression. One of Roosevelts strong advantages during his address was his ability to relate to the very real concerns of the everyday American citizens. With pressures of the failing economy facing the President-elect, he delivered this speech, addressing the nation about his plans for a New Deal. Roosevelt made his first pointRead MoreThe Attack Of Pearl Harbor1351 Words   |  6 Pages On December 7th, 1941, Japanese forces attacked Pearl Harbor. They demolished the entire United States Pacific Fleet. At the time, Franklin Delano Roosevelt was the thirty-second president of the United States. He was in his third term when the devastating atta ck began. The attacked took place at the U.S. Naval Base in Oahu, Hawaii. The air attack started at 7:48 in the morning, Hawaiian time. There were about 3,500 casualties from the bombing, and more than 2,300 of them were deaths. The attackRead MoreNo Ordinary Time By Doris Kearns Goodwin1320 Words   |  6 Pages â€Å"The only thing we have to fear is fear itself.† Franklin Delano Roosevelt (FDR) said this famous quote at his first inaugural address, when he took one of the most important jobs in the world, becoming the president of the United States. He then went on to do what no other president had done before―be elected for more than two terms. The people elected Franklin for four consecutive terms during one of the nation’s hardest times, and he and his wife helped pull the nation to its feet. This periodRead MoreFDR’s Alphabet Soup1364 Words   |  6 PagesDepression. This was one of the more important objectives of Franklin Delano Roosevelt’s first term as president. Although Herbert Hoover made somewhat of an attempt trying to reconcile the country, but he was unable to live up to his rhetoric, â€Å"prosperity is right around the corner.† Hoover failed to comprehend the extent of the damage of the stock market crash from a global perspecti ve and simply did too much too fast. When Franklin Roosevelt came into presidency in 1933, he set out his first hundred-dayRead MoreThe War And The Spanish Civil War987 Words   |  4 PagesCommunism was regarded as such an existential threat that the possibility of the civilian population joining the communist side already was reason enough for their deaths. Another parallelism between the Spanish Civil War and the Cold War was the use of proxy wars to advance national objectives. Even though a settlement of the Spanish War would have relaxed the position of many countries towards Germany and guaranteed a fast victory of the anti-republican insurgents, Hitler was not eager to concludeRead MoreFdr : A Protagonist Or Antagonist? Essay2098 Words   |  9 PagesFDR: A Protagonist or Antagonist? On December 7th, 1941, Pearl Harbor was attacked by Japanese forces. The very next day, Franklin D. Roosevelt addressed the United States Congress with his memorable speech including â€Å"a date which will live in infamy.† Next, I would like to bring focus to the rhetorical aspect of the main purpose and the relevance of FDR’s captivating speech. The speech that was held on December 8th. 1941 had two purposes. One was to urge Congress to formally declare war on JapanRead MoreMinimum Wage And The National Industrial Recovery Act2758 Words   |  12 Pagesto know the history of minimum wage. Minimum wage began in the 1930’s as one of Franklin D. Roosevelt’s New Deal Policies. In the 80 plus years since the implementation of his New Deal Policies, historians have reviewed and reassessed the impacts of these programs. The National Industrial Recovery Act (NIRA) signed on 16 June, 1933 was a program of the New Deal that would cover multiple issues. Franklin D. Roosevelt said in his statement introducing the NIRA, History probably will record the NationalRead MorePresidential Success And Its Impact On The State Of Nation3662 Words   |  15 Pagesfurther their goals. Examining presidential power and success is to understand presidential leadership. These top-tier individuals elected to the presidency uses the resources and personal characteristics to lead them to success and greatness, in some cases, some more than others. I have provided a case study between Presidents Van Buren and Roosevelt to show how the internal and external factors lead one president to be one of the greatest and most successful presidents in U.S history, while the otherRead MoreEssay Adolf Hitler: The Power of Rhetoric1416 Words   |  6 Pages Adolf Hitler. When a person hears his name, not many good things will come to their head. However Hitler did possess one amazing quality that led to him be one of the most powerful men on earth: the ability to influence others through his rhetoric. Hitler used his speaking ability to take over a country in their time of need and lead them to infamy. The ways Hitler did this was by connecting with his audience, flamboyant motions, variation in pitch, using his charisma, and working his audience up

Monsignor Quixote Unleashed Free Essays

Graham Greene is known in recent years as the â€Å"old master† as a writer. He had already accumulated tremendous achievements which led him in having an expertise in writing. Because of the freedom that he exudes in writing, his subject matter, intensity and tone of writing style is quite extended significantly. We will write a custom essay sample on Monsignor Quixote: Unleashed or any similar topic only for you Order Now Greene’s works were usually focused in pity, doom and the impenetrability of God’s will. In his work entitled â€Å"The Human Factor† (1978), he talks about the protagonist victim trapped in a twist of betrayal and spying. In his another book entitled â€Å"Dr. Fisher of Geneva, or The Bomb party† (1980), tells about he chilling story of a wealthy man who plays God sadistically with his poor assistants who tried to entertain him and humiliate and hurt them in return. However, another masterpiece from the old master, the gentlest among Greene’s works, has introduced a worthwhile read entitled â€Å"Monsignor Quixote†. â€Å"Monsignor Quixote† is an offshoot of Cervantes’s work (Greene, 1990). In this version, the readers are opened to the idea of Catholic faith and Communist sympathy conflict. The setting is in Spain in the late 1960’s were the end of the Second Vatican Council and of the end of the Latin Mass happened. This novel tells the story of a humble and kind priest who believes that himself that he was a descendant of Don Quixote, the famous Knight of the Sorrowful Countenance. After such belligerent, he was promoted as Monsignor and later forces Father Quixote from his parish in El Toboso wherein such promotion had been made by a powerful Italian bishop whom Quixote helped in fixing his car and providing him with a sumptuous lunch. Outrage of a local bishop in El Toboso arises and requested him of leave of absence to go to Madrid and buy purple socks and bib as the new Monsignor. Father Quixote’s cavalry will soon emerge. This book teaches valuable reflections about authority, hope and despair, love and selfishness (Greene, 1990). However, the rejection of dogmatic authority in the church and state is the focused of the book. Greene emphasizes the value of the spirit and not in the letter (system). Greene was said to be intertwined between two systems which requires utmost obedience and submission to the adherents. He delves onto the human weaknesses rather than uprightness. Doubt is seen as a paradox, which it is in human nature to doubt for humans are intrinsic and can control their instincts. Decisions made from incomplete information arises the matter of doubt. Greene’s inclusion of the Catholic faith as a background is hope in the most extreme situations. Monsignor Quixote and Sancho Plaza had congruent hopes on such event, thus, Monsignor hopes for Sancho, being a Communist to convert into being a Catholic while Sancho hopes for Monsignor to be a Marxist. And these hopes did not end triumphantly which lead to despair. In the book, their hopes arise through the books they read: Sancho’s preference in Marx’s works and Monsignor’s in religious books. Sancho is a materialist while Monsignor is selfless and do care for the world’s salvation. Considerably, the greatest virtue amongst all is Love. Greene knew that there is hope because there is love in it. In this regard, Sancho was faced in a conflict if he will rescue his friend from El Toboso or seek refuge form his fellow Communists. But because of love and loyalty, Sancho did not cross the frontier and instead went to El Toboso to save his friend. His loyalty and love for his friend is more important than his safety. In Greene’s works, usually there are borders which are not meant to be crossed. Love is eternal. Sancho’s reflections on the nature of love, that hate is finished through revenge, still love persists after death. Monsignor realized that Sancho would not abandon him, because he saw in him love and unselfishness (Greene, 1990) . â€Å"Monsignor Quixote† is an inspirational read, a book which greatly exemplified the humble characteristics of its author, Graham Greene. References: Greene, G. (1990). Monsignor Quixote (Reissue ed.): Pocket. Towers, Robert.   (1982, September 19).   An Amiable Graham Greene.   The New York Times on the Web.   Retrieved July 13 2007, from http://www.nytimes.com/books/00/02/20/specials/greene-quixote.html       How to cite Monsignor Quixote: Unleashed, Essay examples

Project Execution Planning-Free-Samples for Students-Myassignment

Question: Discuss about the following: 1.Project Delivery Method 2.Financial Contract Type 3.Procurement Method Answer: 1.Project Delivery Method The method of project delivery is generally referred as a system that is mainly used either by an owner or by some agency that mainly assists in financing as well as organizing construction, operations as well as maintenance services for the facility or structure that is entered into some of the legal agreements. It is identified that each of the project mainly differs in characteristic with others in context to delivery method that is mainly utilized for competing the entire project (Wedin Johansson, 2017). It is found that there are generally three types of project delivery methods that include design bid build, design build and CM@ risk. Among the three-project delivery method, it is identified that most appropriate method is mainly applied in the public funded project. It is found that the application of method is generally dependent on the alignment of method characteristics with various project related needs. The different types of delivery method that are related with project are elaborated below: Design Build: In this particular method, it is identified that the design as well as construction related project module are generally procured. Design build type of project are mainly characterized with the help of the contract from one entity (Da et al., 2014). It is identified that usually request related with qualification and request for proposals are generally employed in the entire project. CM @ Risk: This type of method is generally have feature that are related with different categories of construction as well as design procurement for executing the entire project successfully (Jans, Alles Vasarhelyi, 2014). The contract that exist between the construction agency and the contract manager helps in determining the assumed time and cost that are needed for completing the entire project successfully. Design-Bid Build: This method is mainly considered as the traditional procedure that is utilized for both construction and design (Hayden, 2016). In this method, it is analyzed that the project design is mainly completed before the procedure of bidding. In this type of methods, it is identified that various types of errors related with the construction of the project is considered project owners responsibility. Depending on the characteristics of the delivery model, proper score has been provided within the evaluation matrix. In the evaluation matrix related with the project delivery method, it is analyzed that the most significant method is design build for widening the highway of the motorway which is mainly situated in Sydney. It is identified from the case study of widening the network of motorway that the complexity as well as capacity of working is quite significant and therefore they must be analyzed properly before the selection of proper delivery method (Wedin Hansson Johansson, 2017). It is predicted that M5 motorway will enhance the traffic by 24% in weekdays. Therefore, it is analyzed that development of motorway network must be carried out properly with proper care and safety so that it does not create any risk on the daily life of the individuals. Design complexity is provided with maximum weight within the evaluation matrix (Witjes Lozano, 2015). Additionally, the failure o r inability of managing the structure of the entire organization that is related with widening of the motorway helps in carrying proper potential for slipping different types of activities of the project. Risk assessment management related with the project also have maximum weight. Therefore, the entire project is scheduled to be completed within the year 2023. Goals/ Criteria Criteria Weight Project Delivery Method Design-Bid Build Design-Build CM @ Risk Score Weighted Score Score Weighted Score Score Weighted Score Schedule delivery 15 9 135 9 135 8 120 Construction related innovation 5 4 20 8 40 10 50 Complexity present in design 20 4 80 10 200 8 160 Risk Assessment 19 5 95 8 152 8 152 Experience of the owner 11 9 99 7 77 3 33 Experience of the staff 6 10 60 11 66 4 24 Experience of contractor 7 5 35 9 63 10 70 Cost 10 4 40 9 90 8 80 Control level 7 10 70 8 56 10 70 Total 100 634 879 759 On the basis of evaluation matrix, design build method is considered as the most appropriate procedure for project delivery that can utilized for motorway widening project. 2. Financial Contract Type In order to improve the transportation facilities, the project of widening motorway network helps in creating four lanes from the existing two lanes. It is identified that the financial contract of the construction project helps in providing proper legal agreement for bidding both the contractor and owner of the project (Hawkins et al., 2015). Additionally, the financial contract is also beneficial in giving proper information that is related with type as well as amount of compensation that is given to the contractors and designers for completing the entire project effectively. It is found that are three major categories of financial contract, which are as follows: Cost plus contract: In this type of contract, the entire budget that is provided by the owner is mainly dependent on the actual price that is mainly needed by the activities that are required to be followed during the construction of the project (Lippman McMahon, 2017). It is found that the cost plus contract mainly helps in providing ability of negotiating the entire financial amount that is needed for constructing the entire project successfully. It is identified that both direct as well as indirect cost are considered during price determination of the project. Lump sum contract: It is identified that this contract type is mainly characterized by fixed financial amount that is mainly provided for completing the entire project successfully. Completion of the project before schedule helps in enhancing the entire benefit from lump sum that is mainly given at the initial stage of the project (Lozano et al., 2016). The lump sum is mainly applicable when both the objective as well as scope of the entire project will be mentioned with the help of project owner. Lump sum contract application mainly assists in eliminating the various types of risk that are generally related with the contractor. Guaranteed Maximum Price Contract: This financial contract is mainly distributed among various contractors that are mainly dependent on the total price of construction as well as activities that are generally pre-defined (O'mahony, Noone Prihodova, 2015). In this type of contract, it is identified that the entire financial budget can be enhanced after proper formal approval of the owner. The project that is related with the widening of the motor way network, which is mainly carried out properly on the lump sum, that is around AUD 16.8billion. The amount is mainly provided to West LINK to complete the entire project successfully. Therefore, it is identified that the criteria of fixed cost are generally allocated with weight along with quality and risk factor in order to construct the entire project successfully (Mishra, Devaraj Vaidyanathan, 2013). Furthermore, the project must be successfully completed with the deadline that is around 2023. Therefore, proper schedule is mainly provided with appropriate weight so that the project can be constructed properly. Goals/ Criteria Criteria Weight Financial Contract Type Lump sum contract Guaranteed Maximum Price Contract Cost plus Fixed Fee Contract Score Weighted Score Score Weighted Score Score Weighted Score Fixed cost related with construction 11 9 99 8 88 8 88 Schedule of the project 15 9 135 9 135 12 180 Increased production 7 7 49 5 35 6 42 Bidding analysis 6 10 60 3 18 5 30 Risk 17 6 102 5 85 10 170 Design 20 5 100 2 40 9 180 Cost related with unforeseen risk 8 9 72 5 40 9 72 Quality 16 9 72 4 64 8 128 Total 100 689 505 890 Depending on the evaluation matrix, it is identified that lump sum financial contract must be utilized properly for constructing the widening of the entire motorway project successfully. 3.Procurement Method It is identified that proper selection of procurement method helps in providing client satisfaction as well as project success. It is identified that the application of effective procurement procedure assists in improving both the standard as well as quality of the project (Asher, Sharma Sheikh, 2015). Depending on the criterion of the construction project, there are number of procurement methods that include negotiated procurement, competitive procurement and value procurement. Negotiated procurement methods: In this method, the contractor can negotiate as well as discuss the budget of the project with the owner. The risk factor as well as profit margin, which are mainly associated with the project, is mainly considered earlier than the selection of the contractors. Best Value procurement methods: In this method, the contractors who have very much less bid is mainly selected for the construction of the project. This procedure is mainly associated with the risk as well as various types of future consequences of construction (Gruenen, Bode Hoehle, 2017). Furthermore, it is identified that best value procedure of procurement generally assists in eliminating the assessments related with the contractor in context to various types of technical as well as quality related procedure. Competitive procurement methods: The competitive procurement procedure mainly helps in allowing all the contractors to judge based on the ability o technical quality of the contractors. This procurement method mainly helps in evaluating experience, financial cost as well as capability of the contractor (Lawal, 2016). In addition to this, both the technical as well as experience capability of the contractor is mainly judged before the selection of proper contractor. In this project, it is identified that widening of the motorway network project is mainly given with the government so that the entire project can be executed successfully. Thus, the cost that is associated with procurement is mainly offerred with highest priority within the method that generally follows proper schedule for completing the project (Lima et al., 2015). The project construction would be quite helpful in improving both the safety as well as quality of the project. Goals/ Criteria Criteria Weight Procurement Method Competitive Negotiated Best Value Score Weighted Score Score Weighted Score Score Weighted Score Quality 10 10 100 6 60 3 30 Schedule 15 8 120 11 165 10 150 Cost 10 8 80 5 50 7 70 risk 11 9 99 8 88 4 44 Project size 8 5 40 2 16 6 48 Experience of the contractor 9 7 63 6 54 8 72 experience of the contractor 10 10 100 9 90 3 30 Public related accountability 7 5 35 4 28 4 28 Owner's decision 4 3 12 9 36 5 20 Contractor's expertise 16 10 160 8 64 6 96 total 100 809 651 58 On the basis of evaluation matrix, competitive procurement method is generally selected for constructing the project successfully. References Asher, M. G., Sharma, T., Sheikh, S. (2015). Public Procurement Legislation Essential for Improving Public Financial Management in India. da Silva Barboza, L., Gilberto Filho, A. D. A., de Souza, R. A. (2014, August). Towards a legal compliance verification approach on the procurement process of IT solutions for the Brazilian Federal Public Administration. InRequirements Engineering and Law (RELAW), 2014 IEEE 7th International Workshop on(pp. 39-40). IEEE. Gruenen, J., Bode, C., Hoehle, H. (2017, May). Predictive Procurement Insights: B2B Business Network Contribution to Predictive Insights in the Procurement Process Following a Design Science Research Approach. InInternational Conference on Design Science Research in Information Systems(pp. 267-281). Springer, Cham. Hawkins, T. G., Gravier, M. J., Berkowitz, D., Muir, W. A. (2015). Improving services supply management in the defense sector: How the procurement process affects B2B service quality.Journal of Purchasing and Supply Management,21(2), 81-94. Hayden, M. A. (2016).Engaging Users through the Application of Value Stream Mapping to Streamline the Procurement Process for Office Equipment(Doctoral dissertation, Ohio University). Jans, M., Alles, M. G., Vasarhelyi, M. A. (2014). A field study on the use of process mining of event logs as an analytical procedure in auditing.The Accounting Review,89(5), 1751-1773. Lawal, S. O. (2016). Procurement Process Design. Lima, F. S., Gonalves, M. B., Samed, M. M. A., Hellingrath, B. (2015, June). Integration of a Mathematical Model Within Reference Task Model at the Procurement Process Using BPMN for Disasters Events. InInternational Conference in Swarm Intelligence(pp. 440-452). Springer International Publishing. Lippman, E., McMahon, M. (2017). Professionalism and Politics in the Procurement Process: United States Civil War Early Years.Accounting Historians Journal,44(1), 63-76. Lozano, R., Witjes, I. S., van Geet, C., Willems, M. (2016). Collaboration for Circular Economy: Linking sustainable public procurement and business models. Mishra, A. N., Devaraj, S., Vaidyanathan, G. (2013). Capability hierarchy in electronic procurement and procurement process performance: An empirical analysis.Journal of Operations Management,31(6), 376-390. O'mahony, B., Noone, D., Prihodova, L. (2015). Survey of coagulation factor concentrates tender and procurement procedures in 38 European Countries.Haemophilia,21(4), 436-443. Wedin Hansson, L., Johansson, S. (2017). Institutional Incentives for Sustainable Public Procurement: a Case Study of Sustainability Considerations in the Swedish Construction Sector.The Public Procurement Law Review,26(5), 220-235. Witjes, S., Lozano, R. (2015, July). Developing a holistic framework to understand the contribution of sustainable public procurement to the development of more sustainable business models.

Keine Lazarovitch Essay Example

Keine Lazarovitch Essay Irving Layton was written about his mother, Kline, most likely as a eulogy after she died In 1959. The unusual yet astonishing thing about this poem Is during the first four paragraphs the mood is dark, almost evil like, and fierce, as he speaks of growing old and death, For her mouth was not water but a curse, (paragraph 2). We can see that the speaker, her son, is an honest and expressive man. The emotional effects of these four paragraphs makes us question why Irving would bother to write a eulogy for his mother if he only states readers things about her, it also makes the reader believe perhaps his mother was an unhappy miserable woman who only cursed Gods creatures. The final paragraph of the poem leaves the reader with a satisfying sense of peace, where he basically says that although his mother spoke her mind and was firm on her beliefs, and though the things did may have sometimes been a nuisance, she was his mother. The things she did made her the person she was. Her characteristics were the things that made her real. Though eulogies are usually spoken with a soft tone, and speak of all the great things the person did, the reality Is o one is perfect, and the flaws that people have make them who they are. The authors purpose was to show his true love for his mother. He loved her because she was, in fact, so fierce and outspoken, which is why the thought of this poem is so important. We will write a custom essay sample on Keine Lazarovitch specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Keine Lazarovitch specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Keine Lazarovitch specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The imagery is very powerful as we can see the picture of his deceased mothers head on the cold pillow, her white watermarking hair in the cheeks hollows, (paragraph 1). This immediately illustrates his mother in the casket at her funeral. Also, we can see the obvious look of the mother when he talks of her amber dads that she wore upon her breast so radiantly. (paragraph 4). These clear visual characteristics also show Layton observance and attention towards his mother. Although this poem does not include a uniform rhyme scheme, we notice the last word of every line (except the last line of each paragraph) has the same ending. For example, in the first paragraph the first line ends with the word pillow, the second line ends with the word hollows and the third line, the word how. Though these words do not necessarily rhyme, they make connections to each other through sound. Also, there are many literary devices in the poem that help emphasize the imagery and sound. For example, in the first paragraph, the alliteration of white watermarking hair really catches the readers attention and creates a greater visual image. Another example would be In the third paragraph when he says Till popularizing Death leaned down and took them for his mould. This line represents growing old and death as a reason for the loss of her rich, black eyebrows. Yet, death cannot physically lean down and take eyebrows, for that is only a human trait, thus making tons Ellen a Tort AT personalization.

Grapes of Wrath - Analysis 11 essays

Grapes of Wrath - Analysis 11 essays In chapter 11 of the Grapes of Wrath, Steinbeck describes the scene after all the farmers have left. In this, he creates a sense of injustice, injustice to the farmers who have had to leave their land and to the land who is deprived of life and understanding. When the farmers leave their land, the land becomes vacant, but farm workers are soon upon it with tractors. This is injustice to the land. Steinbeck compares these tractors to horses. He states that tractors are alive but when the motor of the tractor stops, it is...dead. Tractors are easy and efficient but nonetheless when the job is done, they are dead. A horse, on the other hand, stops work and goes into the barn but unlike the tractor there is life and vitality left in a horse because it is very alive. Horses have the warmth of life...and the heat and smell of life that fills the barn, but in a tractor the heat goes out...like the living heat that leaves a corpse. The tractor is dead, but the earth is not. It is unfair that such dead things should have to work the land. The earth itself needs life to nourish it and work it, i.e. the horses. Steinbeck explains that even though men continue to work the land, these men have no real connection to their work. These corporate farm workers come to the farmland during the day, drive a tractor over it, and then leave to go home. Such a separation, Steinbeck explains, causes men to lose wonder for their work and for the land. For nitrates are not the land, nor phosphates; and the length of fiber in the cotton is not the land but this is the way the farm workers and corporate men see it. They do not understand what the land truly is. They know only chemistry and analysis. They know only the profit that these two can bring. But the farmer is different. He alone ...

Free sample - Edith stein. translation missing

Edith stein. Edith stein1. What type of experience does Stein argue for the temptations of Jesus of Nazareth? Stein argues that the temptations of Jesus were right from the beginning meant to open the doors of life without end for human being. She continues to argue that, following the temptations that Jesus underwent, Christians can only pay back by being strong not to be tempted just like Jesus. Prayers are the only surest way to resist temptations. Was the experience a historical event, vision, or subjective experience? Her experience on this was like a subjective experience because she even wrote a book on the same. Although she did not finish writing it she concluded it basing it on truth of temptations she had experienced so many times. She strongly believed that, as the disciple of Christ, temptations were a daily thing. What arguments does she use to support her answer? The fact that she had suffered so much in the hands of the then government due to her denomination made her to argue that, temptations usually come but they are not meant to last.   She also argues that, just like Jesus underwent temptations and did not give up, she is also not ready to give up. 2. What are the three temptations faced by Jesus? The first temptation is when Jesus was required to manufacture bread form stones. The second requires him to let himself fall from a cliff and let the angels rescue him. Finally the devil requests him to worship him and by so doing he will give him authority over the world. How do the temptations differ in Mark, Matthew and Luke? To begin with, Luke and Mathew differ on how the second and third temptations are arranged. In the gospel of Mark Jesus’ temptations are not even clear unless one clearly reads with a lot of keenness. The two books which one can easily read the temptations of Jesus and understand are Mathew and Luke. 3. According to Stein how are we to understand the term, â€Å"wilderness†? Wilderness according to Stein can be likened to the hardships that Christians are experiencing while serving Christ. Just like Jesus experienced hardships in the wilderness Christians are no exception as Jesus serves as role model. 4. What is the meaning of each temptation according to Stein? The first temptation serves as a wake up call on Christians to resist the worldly things just like Jesus because they will soon come to an end just like bread. The second temptation according to Stein is that Jesus set a classic example by not testing his father. She calls upon Christians not to do things deliberately looking forward to Christ to save them. That to her, is a sin. In the third temptation, although she is not specific, she says that many people have been driven by promises from friends and people close to them and have abandoned the word of god and have followed them. Just like Christ, she calls upon those people to remember eternal life cannot be compared to any worldly thing. 5. How does Stein understand Jesus’ concept of the â€Å"Kingdom of God†? She categorically said this about Jesus’ concept of the kingdom of God, that the kingdom is God in us and us in Him. The kingdom is God manifesting himself in Christians and Christians in return manifest themselves in Christ. 6. What is the significance of calling God, â€Å"Abba†? The significance of Abba in her life was that even when she is experiencing embarrassment, suffering and loneliness of the cross, she experiences Christ love and being there for her which gave her a back up when he really needed it. Abba is the one that protects her therefore having a sense of security. She continues to say that, in the arms of Abba, she feels like a child being protected by strong hands of the father. This sense of security has enabled her to commit herself fully to the work of Christ. Works cited: E. Stein: St. Teresa Benedicta of the Cross. Rome 1998

Can technology benefit education Essay Example | Topics and Well Written Essays - 1250 words

Can technology benefit education - Essay Example ng system in colleges and universities plays an important role in the availing information for coursework to students registered with the institutions. The tutors upload the necessary information on the developed program and the students access it with the help of an individual username and a password (Selwyn, 77). The use of technology in this manner is convenient to both the learner and the tutor because both parties are relieved from hard copies as sources of information. The use of hard copy is bulky in terms of carrying and expensive to purchase. Printing out of information on soft copy is cost effective compared to purchasing a published book. For these reasons, the availability of coursework in the form of soft copy through an E-learning system is beneficial in educating the students because it is conveniently accessible and inexpensive. Implementation of digitized library systems in secondary and tertiary levels of education simplifies book searching, borrowing and returning. Instances where additional research or extensive reading on a discipline is a recommendation, visiting the library is inevitable. The automated access to published books by the tutee aids in proper management of time. The utilization of technology in this way wards off wastage of time by availing books with ease putting the learner at an advantage. In this case, technological education in light of time is effective. The use of E-mails to communicate and face-face platforms such as Skype to name a few allow real-time interaction between the student and educator. For this reason, distance learning is popular. In both secondary and tertiary levels of education, individuals are able to learn with convenience by interacting with the tutor through a webcam or messenger irrespective of their location. Assignments and assessments are coordinated through e-mails and websites. Examinations and assessments are carried out on real-time basis where the learner submits and receives results when

Should Greece leave the European Union, or the Eurozone Essay

Should Greece leave the European Union, or the Eurozone - Essay Example In the 1930s, Adolf Hitler wanted to conquer the whole of Europe. In all these cases, the goal was to control and dominate Europe. For many centuries, wars were fought in Europe for religious and political reasons but with no positive results. After the World War II ended, it became clear that war and violence cannot create a unified Europe. By the end of the war in 1945, there was destruction depicted in all the European cities. Many people lost their homes and families. Production and trade were also crippled as factories were destroyed. Many bridges and railroads were also destroyed by bombings. Many Europeans who lost their homes and means of income were devastated as they became helpless and did not know how to rebuild their lives. It became apparent that the need was to adopt an entirely new kind of strategy and concept to recreate the nation, and guide the Europeans to bring their lives back on normal track. For this, it was required that the European people make a peaceful co mmunity by working together to rebuild their nation. The traditional concepts of capturing and controlling Europe because of rivalries had to be eliminated and had to be replaced by a â€Å"new spirit of cooperation.† This new philosophy of cooperation was remarkably followed in the post WWII era. The two instances were the Marshall Plan and the Berlin Airlift, and these were examples of how the allied nations helped the defeated nations of WWII. This was the beginning of a new phase in the history of Europe, and paved the way for a peaceful unification of Europe. During the WWII, smaller countries like Netherlands and Belgium entered into economical and trade agreements; the idea was that economical unification of smaller countries will make them competitive rivals of larger countries. This concept was already established in 1921 by the governments of Luxemburg and Belgium. In 1948, the Benelux Customs Union was formed which â€Å"enabled the free movement of goods, workers , services, and capital between the countries.† In 1952, six European countries began the phase of forming the European Union (EU). The Benelux treaty was signed in the year 1958 which formally provided free trade facilities to the Benelux countries (Introduction to the European Union, n.d., p.2). This paper focuses on Greece joining the EU in 1981, the economic crisis faced by the country and in the final part it has been discussed whether Greece should or should not continue to remain as an EU member country. Decision-making in the European Commission EU has a standard process of making decisions which is termed as joint decision. This means â€Å"the European Parliament has to approve EU legislation together with the Council based on a proposal from the Commission.† (Decision-making in the European Commission, n.d.) There are three major institutions which participate in decision making process of EU. The first one is the European Commission which looks after the int erests of EU and makes decisions that are in favour of the interests. It also has the responsibility to formulate proposals for any new laws to be established in Europe. It has the additional duty of ensuring that the EU policies are efficiently implemented and also manages the spending of EU funds. The second institution is the Council of the European Union where the ministers representing each EU country assemble to generate new laws and implement policies. It also approves the annual budget of EU and has signing authority on any agreements between and other countries. The third and final institution is the European Parliament which is a body of members elected by citizens of each EU country which it is a representative body of the countries’ common people. The European Parlia

Immune System and New York Essay Example for Free

Immune System and New York Essay HIV And Its Effects Elizabeth Grundy Psychology 102 Dr Peggy Peach October 10, 2001 HIV And Its Effects 2 HIV AND Its Effects The effects HIV has on a person, symptoms, risks, history and prevention will be explained. HIV is on a rise among sexually active people. According to Packer (1998), HIV, the virus that causes acquired immune deficiency syndrome (AIDS), is a member of a family of viruses. The first member HTLV-I and related to STLV-I researchers believe they both have a common ancestor in Africa. (P.13). This will be explained in the following questions: 1. What are the symptoms of HIV? 2. What are the risks to getting HIV? 3. What is the history of HIV? 4. What is the treatment for HIV? This research paper on HIV will be focused on these four questions. 1. What are the symptoms of HIV? According to Nash (1997), when a person infected with HIV has symptoms such as fever, night sweats, weight loss, fatigue, and lymphadenopathy (persistent, unexplained swelling of the lymph nodes), but no opportunistic infections (illnesses that healthy immune systems fight off) or Kaposis sarcoma, he is said to have AIDS-related complex (ARC). The acronym ARC is not used as frequently as it was in the early years of the epidemic. AIDS is now thought of in term of a HIV continuum. It begins with HIV-positive diagnosis in a person who is not experiencing any symptoms. It continues to a symptomatic stage in which the person has opportunistic infections, HIV and Its Effects 3 andKaposis sarcoma, or any of the conditions previously used to define Arc, and the HIV-positive continuum ends with full-blown AIDS diagnosis (p.22). 2. What are the risks to getting HIV? According to Nash (1997) No one is safe if his or her behavior is not safe. You do not get HIV because of a group you belong to; you get HIV from exposure to the virus. HIV can be contracted through unprotected sex with an infected person, by sharing needles when using drugs, or by tattooing or piercing body parts with a needle that has been used on an infected person. (P 24). According to Draimin (1995) the four common most ways HIV can get into the  body, Dirty needles used to inject drugs, unprotected sexual intercourse, mother to fetus or new-born baby, and blood transfusion. (P.11) HIV is transferable through any kind of sexual contact: heterosexual, homosexual, or bisexual. The means of transferring the virus is unprotected sex. The safe guards against contracting HIV are to have sex only when you are ready, to know your partner, and to protect yourself from possible infection every time you have sex by using a condom. The HIV virus, like some other viruses cannot live outside the body. It is killed by air. HIV requires a warm, wet place to live and be carried only in blood, sexual fluids, and possibly saliva. Sexual transmission of HIV means that the virus goes from fluid to fluid (semen, vaginal, and blood). The virus has to pass from fluid to fluids to stay alive. (Pp25-26) 3. What is the History of HIV? HIV and Its Effects 4 Hyde and Forsyth (1 996) In 1981, when the first mysterious cases of an unusual type of pneumonia began to appear, scientists have accumulated a large body of knowledge about HIV. The first alarm sounded before aids even had a name, when doctors realized that some formerly rare diseases were becoming common among homosexual men in the United States. The first well-documented cases of what was later called AIDS were found in San Francisco and New York in 1981. A young gay man in San Francisco was found to be suffering from severe fungal infection to which he had little immune reaction. In fact, his immune system did not respond to any disease. Then he developed Pneumocystis carinii pneumonia (PCP), a type of pneumonia that is caused by a parasite. This disease is usually found only in severely malnourished individuals or people whos immune have been impaired by drugs such as those used in treatment of cancer. (p.56) According to Nash (1997) In 1982, three non-drug -injecting heterosexual men with hemophilia A developed AIDS and were reported to CDC. Hemophilia A, a blood -clotting defect, requires transfusions of blood-clotting factors derived from whole blood. (p.29) In June 1981 the first report of what AIDS, published by CDC described the new disease as a collection of characteristics symptoms among various population groups. It was a narrow definition, involving the presence of one or more opportunistic infections or cancers, and signs that general failure of immune system had occurred. (Nash, 1997) 4 What is the treatment for HIV HIV and Its Effects 5 According to Nash (1997) AIDS symptoms typically takes years to develop after the initial infection.  Scientists are researching what they call immunotherapy. Vaccines to prevent or stop a disease from taking hold; immunotherapy intervenes before symptoms arise and rids the body of infection. Management drugs have come out such as; Azidothymidine (AZT), this is the first of its kind. It interferes with HIV reproduction inside the cell; it slows the process of AIDS down. An HIV- positive person who takes AZT before AIDS symptoms appear lives longer than those who did not. Dideoxycytidine (ddC) and dideoxyinosine (ddI) offer another approach to combine therapy. Death rates are lowered when ddC and ddI were taken in combination of ddC and AZT or ddI and AZT then those patients who took AZT alone. Ampligen-, which did not help the patients when administered, alone-used in combination with AZT increase the effectiveness of both drugs. Epivir (3TC) became the first new initial therapy since AZT. The combination therapy of 3TC and AZT lowered the amount of HIV in patients and boosted their immune system. Invirase (protease inhibitor) is designed to cripple an enzyme vital in late stages of HIV reproduction, which is used in combination of other anti-HIV drugs. They reduce the levels of the virus in some people and increase the number of immune cells in some patients previously depleted by the virus. In 1996 Ritonavir, another protease inhibitor was also approved. HIV and its effects on those we know and love are about learning to manage the illness. People need to practice safe sex and to and to pay attention to safe behavior. HIV and treatment have come along way. Medical science has along time to go before a cure. HIV and Its Effects 6 References Packer, K. (1998). HIV Infection The Facts You Need To Know. New York: Venture. Draimin, B. (1ed)(1995). Working Together Against AIDS. New York: The Rosen Publishing group. Nash, C. (1997). AIDSs Choice for life. Springfield, NJ: Enslow. : Hyde, M., Forsyth, E. (1996). AIDS What Does It Mean To You? New York: Walker.

Doctors? Listening Skills Essay -- essays research papers fc

Doctors’ Listening Skills   Ã‚  Ã‚  Ã‚  Ã‚  When people go to the doctor’s office they want the doctor to listen. Competency and a correct diagnosis are appreciated too, but more than anything, patients value doctors’ silence (Richards, 1407). In addition, patients want â€Å"more and better information about their problem and the outcome, more openness about the side effects of treatment, relief of pain and emotional distress, and advice on what they can do for themselves† (Meryn, 1922). Doctors’ technical role is in excellent health; it is their interpersonal role that is in intensive care. If doctors are to meet the needs of their patients they must first listen with an empathic ear and practice responsive communication. Sadly, most doctors have better handwriting than communication skills. â€Å"Effective listening – empathic listening – promotes growth in the listener, the one listened to, and the relationship between them† (Nichols, 1995).   Ã‚  Ã‚  Ã‚  Ã‚  Being listened to makes you feel good. The father of listening, Ralph G. Nichols said, â€Å"The most basic of all human needs is to understand and to be understood†¦. The best way to understand people is to listen to them.† Doctors’ can only treat physical ailments when they chose not to listen to patients’ needs. Listening is the doctors’ window to what is on the inside (Bently, 56).   Ã‚  Ã‚  Ã‚  Ã‚  Susan Urba used to take a pro-active approach with her cancer patients, doing all the talking, informing them about the disease. She learned her care was better received when she focused in on her patients’ needs and fears first. â€Å"Giving patients the chance to tell us what’s right for them can be hard,† said Urba, â€Å"but how else can we know what they truly need to feel better† (Urba, 167)?   Ã‚  Ã‚  Ã‚  Ã‚  Patients’ come to the doctor because they are suffering. So, to be treated effectively, the doctor must recognize and treat the suffering not with quick advice or a bottle of pills, but by taking the time to listen to what the patient is saying. Even though doctors can never truly experience another’s distress, they can do a better job at attending to their patients’ needs by simply listening. Because medicine has often replaced an ear to the suffering, â€Å"physicians may inadvertently cause suffering or fail to relieve it when relief is possible† (Cassell, 24). Empat... ...7. Cassell, Eric J. â€Å"Recognizing Suffering.† Hastings Center Report, p24 (8), May/June 1991. Girzaitis, L. â€Å"We Listen with our Hearts.† Listening, A Response Activity, MN: St Mary's Press. Gordon, Suzanne â€Å"What Nurses Know.† Mother Jones, 40 (7), Sept/Oct-1992. Kaukas, Dick â€Å"A Woman's Touch.† Courier-Journal, H1+, 1 May 1994. Krupet, E. â€Å"A Delicate Imbalance.† Psychology Today, p22 (5), November 1986. Meryn, Siegfried â€Å"Improving Doctor-Patient Communication: Not an Option, but a Necessity.† British Medical Journal, v316 n7149 p1922 (1), 27 June 1998. Nichols, R. â€Å"Listening: Questions and Problems.† Quarterly Journal of Speech, p3383 (4). Richards, T. â€Å"Chasms in Communication.† British Medical Journal, p301 1407 (2), 1990. Urba, Susan â€Å"Sometimes the Best Thing I do is Listening.† Medical Economics, v75 n9 p167 (4), 11 May 1998. Walker, Kandi L. â€Å"Do You Ever Listen?: Discovering the Theoretical Underpinnings of Empathic Listening.† Journal of the International Listening Association. Zimmerman, R. â€Å"Physicians' and Patients' Perceptions of Actual Versus Ideal Physicians' Communications and Listening Behaviors.† Journal of the International Listening Association, vol 4 p143 (22), 1990.

Leveraging Consumer Behaviour †Coca Cola Case Study Essay

The project aims to decipher how effectively Coca Cola Company has leveraged consumer behaviour in India. We have considered the challenges that India poses for the marketing of globally produced FMCGs (fast moving consumer goods) followed by observation of how the marketing of Coca Cola has been tailored for the Indian context and on its relative successes. Cultural Factors: Culture is the fundamental determinant of a person’s wants and behaviour (Philip Kotler). India has always been known for its cultural diversity. With a variety of cultures in India, Coca Cola faced a challenge in how to target across the cultural lines. Initially, they made the mistake of focusing on the American way of life but they realized their mistake quickly and started researching the Indian market in detail. They found that the 3A’s of availability, affordability and acceptability needed to be employed. Also, affordability was the biggest driver for desirability. Culture: Coca Cola discovered that the values of kinship and togetherness were universal across all cultures in India. So they decided to market coke as a drink for family get-togethers and parties. To achieve this, Coca Cola came up with a marketing campaign that showed Aishwarya Rai solving a feud between her parents with a Coke singing â€Å"Pyar me kabhi kabhi aisa ho jata hai, saath me thanda ho settle ho jata hai†¦Ã¢â‚¬ . Recently, Coca Cola launched â€Å"Saath Khao Khushiyan Badhao† campaign which encouraged the younger teenage group to eat with the family. These advertisements showed Coca Cola as a symbol of bringing families together. Subcultures: Coca Cola leveraged the classic North Indian custom of asking guests â€Å"Thanda Ya Garam† by equating thanda as Coca Cola – â€Å"Thanda matlab Coca Cola†. Gradually, Coca Cola marketed itself across all the states and subcultures in India through a marketing campaign involving Aamir Khan. These ads showed Aamir Khan enjoying Coke in a series of regionally inspired characters ranging from a Mumbai bhai to a Punjabi farmer, a Hyderabadi shopkeeper, a Nepali Sherpa and a UP bhaiya. All these ads used the local dialect but such  that everyone could recognise it. The ads showed both a common man and a person from higher social class enjoying coke together. Thus Coke targeted all socio-economic classes. Coke targeted the rural market by introducing Rs5 bottle. They also introduced small lahris which gave a small glass of Coca Cola company beverages for just Rs 2. Coca Cola has extensively used cultural symbols such as festivals; for instance, their campaigns for Navratri in Gujarat and the campaigns on Independence Day. It has also tied up with restaurants serving regional cuisine with taglines such as ‘Masala Dosa tastes better with a Coke’(on a menu card of Sankalp Restaurant in Ahmedabad ). Coca Cola aimed its newspaper advertising campaign at rural India (which it called India B) through some very creative ads featuring the Desi Jugaad Concept. These ads created an additional appeal to the urban youth (India A) by the way of undermining the actual conventional advertising plan. Hence we see that Coca Cola has established itself as a brand in sync with the Indian cultural values and marketed it across all cadres of the Indian society. Social Factors: Social factors play an essential role in influencing the buying decisions of consumers. Some common influences are: Reference Groups Family Roles and Status Reference Groups Every individual has some people around him who directly or indirectly influence their attitudes and behaviour. Coca Cola has used this factor extensively to leverage its products, particularly with brands like ThumsUp and Sprite. Sprite was marketed as a soft drink for the modern urban youth who was quick-witted and street-smart. It focused on creating an aspirational group which young people would want to be associated with. Various campaigns were launched to achieve this: ‘Chalo Apni Chaal’: These advertisements mainly focused on the influence of aspirational groups on the self-concept, where in it was shown how someone aspires to be talented like others around him, but isn’t. However, after sipping coke, he decides to play by his own rules instead of competing with others, and thereby emerges as the real winner. University of Freshology: This campaign focused on applying fresh techniques to get out of everyday tricky situations that one  may find himself in. It used the image of a serious, bespectacled man – the Freshology Professor – giving lessons to people who find themselves in tricky situations. These advertisements used the concept of aspirational groups, as each person aims to slip out of such situations with ease, just as the ‘Freshology Professor’ preaches. ThumsUp used its ‘Aaj Kuch Toofani Karte Hai’ campaign, to portray a brand image of being different. With its advertisements and tagline, it aimed to urge people to think differently and do things differently – for e.g., in 1 TVC, Salman Khan hires a helicopter in order to pick up the Thums Up truck out of traffic, so that the stock at a shop can be replenished. This focused on attempting to alter the attitudes of consumers and bring about changed, fresh thinking, thereby positioni ng itself as a brand that is vastly different from others. Thums Up is geared towards a particular group of people who seek adventure and want to try something thrilling and exhilarating. This is also reflected in its strong taste. By using conventionally ‘macho’ celebrities like Salman Khan and Akshay Kumar, it means to portray an image of self-confidence and achievement-orientation, which consumers can aspire to become. Coca-Cola TVCs focus more on membership groups, particularly primary groups. For example, the idea of friendship is used in the Hrithik Roshan and Aiswarya Rai ‘Best Friends’ advertisement, professing how best friends are always together despite personal differences as they ‘always share a coke’. Another example is a TVC of school-going kids enjoying Coke together after an intense competition of eating spicy food. It portrays Coke as the medium which brings friends together and creates an atmosphere of camaraderie and friendship. Family Family plays an important role in influencing the buying decisions of individuals. Coca- came up with various strategies to leverage this aspect in influencing consumer behaviour The ‘Share-a-Coke’ campaign used the concept of gifting on special occasions, wherein it gives people the chance to order personalized Coke bottles through a Facebook app. It was tremendously successful and brought about a 7% increase in sales due to this campaign alone. ‘Recipe for great meals’: Under this campaign, Coca-Cola published various recipes and how-to videos for various occasions, be it a picnic, a family feast or a pizza night with friends. It positioned itself  as being an integral part of a great meal, along with family and good food. Along the lines of ‘Recipe for great meals’ is the ‘Saath Khao Khushiyan Badhao’ campaign, which aims to demonstrate family bonding over meals, and positions a Coke bottle as one of the many elements that show and enhance this bonding. The MinuteMaid TVC, which focuses on a mother and child, attempts to influence the woman in the family, understanding that in such a situation, it is the woman who makes the buying decision. Roles and Status Each individual plays a dual role in the society depending on the group he belongs to and each rule in turn connotes to a status, which differentiates the buying needs and tendency of individuals. The products under the Coca-Cola umbrella cater to different segments based on their role in society. For example, Maaza was mainly targeted towards kids, Sprite towards the college-going youth, Thums Up towards the young-adult adventure-seeking male, Minute Maid towards the mother, etc. However, it is also true that apart from the primary demographic, there is a large tertiary demographic for each of these products. For example, consumption of Sprite is not restricted to just the youth. The product of coke comes in different packages and sizes – for example, higher social classes demand for canned coke while the lower classes demand for bottled coca cola. Personal Factors: Age and Stage in the life cycle: Coco Cola has always tried to cater and portray itself to all the age groups. There have been campaigns like ‘Saath Khao Khushiyaan Badhao’ which showed families having dinner together. But there have been certain campaigns targeted towards youth in particular. For example Coco Cola released an ad called ‘Spicy Happiness’ which featured school and college students, thereby targeting the age segment of 15-25 years. In another example, Coco Cola also came up with an ad in which they used the backdrop of a library and showed two students. Coco Cola has used the Indian family concept in a lot of its campaigns. To counter the negative complaints post 2009, Coca Cola adopted the â€Å"Global happiness† campaign. It experimented with different kinds of images for the year. It was projected as a beverage enjoyed by the entire family together through ad campaigns like â€Å"Saath Khao Khushiyaan Badao†. Also after the pesticide incident Coco Cola used Aamir Khan to re-image the brand and in one of the commercials, his character was a Bengali man who comes with his family to a restaurant. Occupation and economic circumstances: ‘Bewajah khushiyaan lutao’ campaign in which the actors from the movie ‘Student of the year’ were shown sharing a coke with people from different economic backgrounds like a waiter, lady on rickshaw and a shoe store helper. This was to create an image that coke is for everyone. Also the campaign ‘Thanda matlab Coco Cola’ showed Aamir Khan play variety of roles ranging from Mumbai Bhai to a Nepali Sherpa. This was also targeted to reinforce coke for everyone image. Personality and Self Concept: Coco Cola has tried to create a happy and fun image. All its marketing campaigns have been directed towards it. ‘Open happiness’ campaign is one of the major ad campaigns by Coke. It is complemented by the jingle ‘Haan haan main crazy hoon’ which features people enjoying, helping and going out of their way to bring smile to strangers. Coca Cola India campaign â€Å"Umeedon Wali Dhoop, Sachchai Wali Asha† TVC launched in the year 2012, sells hope for a better tomorrow. This clearly gives a message of optimism and growth and shows that any and every dream is achievable. Similarly the brand also roped in Sachin Tendulkar, as a â€Å"happiness brand ambassador† to support various CSR initiatives the brand is undertaking. Coca Cola India projects itself as a brand which wants to grow along with the society. In its endeavour, the company has undertaken a variety of community development projects in rural as well as urban areas. Coca Cola India’s Parvartan Program trains local Kirana store owners in good business practices. Similarly in another initiative, Coca cola has distributed Solar water cooler â€Å"ekocool† to female retailers in Interior regions of Uttar Pradesh. Psychological Factors: Perception: All the product ranges available in the Coca-Cola umbrella have a different brand image which is actively developed to cater to a wider demographic. Some products like Coke and Thums Up, for example are very similar but have a widely different perception in the consumers’ minds due to different  marketing strategies. While Coke is associated with happiness and togetherness, Thumbs Up is perceived to be more edgy and gritty and meant for adventurous people. In regards to a specific product, Coke has tried to ingratiate itself with the Indian consumer in order to increase its brand equity. For example, it has launched marketing campaigns for Indian festivals like Diwali so as to encompass the feeling of that festival, which resonate with Indian culture. By associating itself with the Indian culture, it creates a positive impression on the consumers and they remember the core ideas of the campaign, if not the entirety of it. So, selective retention works in this case to carry forward the message of the company. Emotions: The open happiness campaign has strong ties with emotions as people tend to connect more to a brand when they have a reason to feel a sense of elation and joy. HAPPINESS TRUCK: This campaign shows a truck which goes from one part of the country to another and distributes free coke and other gifts like teddy bears, sunglasses, etc. to the general public. This creates a sense of contentment and happiness in the minds of the viewer and creates an emotional tie with them. It also shows a sense of inclusivity as the entire community is seen to enjoy the experience. SMALL WORLD MACHINES: This campaign is a brilliant cross-cultural marketing strategy which surpasses national borders. It has identifies an emotion which can connect both regions and capitalized on that to promote the brand. The advertisement involves people from both nations communication through a ‘happiness machine’ which then distributes bottles of coke as rewards. By associating itself with a joyful experience, it not only promotes its brand, but also created a favourable perception of itself in the minds of the consumer. CRAZY CAMPAIGN: This campaign ties both with memory as well as emotions as it illustrates people connecting with other people through the product. It celebrates impulsiveness and happiness and also has a catchy jingle which would be remembered by viewers long after watching the TVC. Thus it plays on both emotions as well as the memory of the viewers. Learning: Classical Learning Theory: This concept is clearly seen in the ‘Thanda Matlab Coca Cola’ TVC where initially, an unconditioned stimulus (thirst) produces an unconditioned response (need for a cold drink). The TVC links the thirst to the specific thirst for Coca-Cola (which is a conditioned response) by linking the word ‘Thanda’ to Coca-Cola (Conditioned Stimulus). Operant Learning: The idea of positive reinforcement is used in the concept of the Happiness Machines, Happiness Trucks and several variations of the same. The device rewards the customer with additional gifts like toys, flowers, cupcakes, etc when they get a bottle of Coke from the device. This works as an incentive to buy the product again in the future. Memory: All the above mentioned factors like attitudes, perceptions, motivations, etc. play a role in creating top-of-the-mind recall for the company. Minimalistic Advertising: Coke has published several ads which are minimalistic in nature and are thus easily imprinted in the consumers’ minds. An example is the coke hands advertisement which is simple and elegant and stays with the viewer a long time afterwards. Apart from this, in order to translate interest into revenue, the method of spreading activation is used, where one event is used to trigger a favourable action. In this regard, products in stores are tied up with festivals and occasions and tied up in a way so as to immediately capture the attention of the potential buyer. Also, catchy tunes and jingles are associated with the TVCs to ensure top-of –the-mind-recall. Another important factor which ties in with memory correlation is subliminal messaging. An important example is product placement in movies like Dhoom 2, Rang De Basanti, etc. In these movies, the brand is displayed usually as a background event which is not really pertinent to the plot of the movie, but leaves a lasting impression on the minds of the viewers. There are two ways to measure the impact of such a campaign: through explicit and implicit memory retention and how it ties up with economic benefit of the product. Although retention is an important part of brand promotion, memory retrieval is the most important concept, as the consumer has to actually buy the product in retail outlets and other stores in order to translate all the marketing strategies into concrete gains. In this regard, products in stores are tied up with festivals and occasions and tied up in a way so as to immediately capture the attention of the potential buyer. Conclusion: We see that Coca Cola Company has leveraged consumer behaviour in all ways possible and has established itself as synonymous with happiness and fun.

Textiles Del Hogar

DEFINICION DEL PROBLEMA: Resolver si es mas conveniente continuar con el negocio o liquidar. Si mi decision es liquidar la empresa debo definir cuando y como hacerlo. CARACTERISTICAS PRINCIPALES DE TEXTILES DEL HOGAR S. L. : Antecedentes A mediados del 2002 tras el gerente Oriol Ventura presentar los demas accionistas llamaron a RamonQuesada para que les asesorara. La entrada de los Quesada en Textiles del Hogar se dio el 6 de Febrero del 2003 tras 24 horas de reuniones con los accionistas por un contrato de gestion, una opcion de compra por parte o el total a ejecutar en 6 meses segun resultado de una due diligences y refinanciacion de la empresa. La sociedad Altafix. SL (creada por los Quesada) adquirio en acciones y refinancio el prestamo o aval lo preciso para que textiles del Hogar mantuviera en operaciones. _Objetivos _Estrategicos Los objetivos de los Quesada en Textiles del Hogar era aumentar la facturacion, generar fondos para poner la empresa al dia y generar dividendos para los accionistas. Producto Buena imagen en las tiendas de barrio y un producto con buena calidad/precio en comparacion con la competencia nacional y extranjera. Ventas Estacionales y con tendencia a la baja. El mercado acusa las importaciones asiaticas y se reduce el mercado para los fabricantes nacionales. Proceso de fabricacion e instalaciones Muy poca productividad debido a maquinaria muy obsoleta. La produccion se fabricaba en forma continua. Se fabricaba para stock en tejidos crudos para cumplir plazo de entrega mas cortos. Los pedidos de clientes de pocas unidades se producian sobre pedido Personal Ambiente laboral inicial muy deteriorado con 24 perronas (11 h + 13 m) con una edad media de 48 anos y una antiguedad de 20. 6 Cosedoras que no constaban en nomina y no habian sido dado de alta en la Seguridad Social. Entre el 2003 y 2005 la situacion se habia mejorado notablemente con el ingreso de los Quesada. Canales: Cartera de pedidos: Los pedidos oscilaban entre 1 y 4 semanas. Con mucha Incertidumbre. A pesar de apretados plazos, solo entre 5 y 10% se retrasaban en la entrega y casi unca mas alla de 5 a 10 dias. Proveedores: Principalmente fabricantes de hilo o de tejidos no fabricados por Textiles del Hogar. Subcontratistas solian ser acabadores. CRITERIOS PARA LA TOMA DE DECISION _Matriz de _decision _ _ Dividendos a Accionista Los socios llevan mucho tiempo sin cobrar ni un solo Euro y con las ventas cayendo a un 4 % constante en los siguientes anos siendo optimista el resultado del ejercicio es pos itivo sin embargo se va disminuyendo con el paso del tiempo lo que refleja poca viabilidad a largo plazo bajo las condiciones actuales. El ingreso para los accionistas en caso de liquidar seria solo por la venta de las existencias, las cuales son no perecibles y se pueden vender rapidamente aplicando un descuento, y las cuentas por cobrar (cartera 100% recuperable) ya que por las maquinas no obtuvieran ningun valor representativo. *Caida de facturacion del 4 % constante Gastos fijos aumentan a 180 para cubrir los 9 mil de los Quesada *(GESL tiene pendiente de recibir 5. 000â‚ ¬ durante 30 meses (150. 000â‚ ¬). Inversion en Tecnologia. Debido a que en Textiles la maquinaria era de cuarenta anos de antiguedad y los rendimientos muy bajos invertir en maquinaria permitiria mejorar los costos de fabricacion que permitan seguir los niveles de ventas. A esto lo debemos agregar la compra de un ERP (para mejor control administrativo) mas una normativa municipal esta inversion no seria menos 200. 000 euros. Entorno Economico* (Mercado y Ventas)*. Los mercados emergentes (especialmente China) son una amenaza constante para la sostenibilidad. Las ventas se vienen reduciendo en promedio 4 % anual peros esto puede aumentar por el factor mencionado haciendose mas dificil cada ano cumplir el presupuesto. Otro factor del mercado es que se compite via precio y no por disenos u otro factor diferenciador. La salida del mercado textil puede representar el ingreso al sector inmobiliario que segun uno de los accionistas , Adria Guasch, quien es propietario de las naves tiene un gran potencial. Indemnizaciones a Empleados Los costes de jubilacion se ven reducidos por la nueva legislacion en el sector textil lo ue facilita la liquidacion de esta. Este factor debe ser tomado en cuenta en para el â€Å"cuando† cerrar ya que el importe de 300000 euros es bastante significativo para la compania Responsabilidad social De acuerdo con el analisis de los criterios realizado en el punto anterior y ya que los dividendos y responsabilidad social son los criterios con mas peso se llega a la conclusion que los Hermanos Quesada deberian de c ontinuar con el negocio de Textiles del Hogar pero definiendo un plazo de espera para que repunte el negocio segun el plan de accion. Segun proyecciones de ventas y estado de resultado este punto debe ser el ano 2007 ya que la utilidad del negocio disminuye despues de este ano. PLAN DE ACCION Al tomar la decision de continuar con el negocio se debe de hacer cambios en los criterios expuestos para tener estabilidad y sostenibilidad a corto y largo plazo. Se debe empezar por potenciar el mercado que permita disminuir las comisiones de 5 al 8 % y asi aumentar el margen. Una alternativa puede ser consolidar una fuerza de venta propia. De manera paralela debemos buscar la manera de salir del mercado de commodity (via precio) a un mercado donde la calidad sea el diferenciador. Tambien se debe buscar capital para inversion en maquina ya que estas estan muy obsoletas y asi ser mas competitivos en tiempos y reducir costos de produccion. La otra inversion que se necesita es la de la normativa municipal y el ERP que conjuntamente ascienden a 200000 Euros. Reducir la estacionalidad en ventas es un punto igualmente importante. Una solucion seria buscar productos alternativos para los periodos en que las ventas caen. Si bien es cierto que la jubilacion sin costo por la nueva ley jubilacion del personal puedes ayudar ya que se puede contratar mano de obra mas joven y barata, considero que debe ser una ultima medida ya que la responsabilidad social para los Quesada es un criterio muy importante como se habia mencionado anteriormente.

Example Persuasive Speech Essays - Unidentified Flying Objects

Example Persuasive Speech Essays - Unidentified Flying Objects Example Persuasive Speech Example Persuasive Speech UFOs are real!! Attention Grabber: Regardless of your personal beliefs on the likelihood of extraterrestrial life, UFOs, Unidentified Flying Objects, are just that: unidentified and flying, not necessarily extraterrestrial. In life, the better informed we are about our surroundings, the better our overall decision making process is. Credibility Statement: I have read a number of books on UFOs and have even seen one myself. General Purpose: I am here to help you understand that UFOs are realthere are flying objects that cannot be identified. Preview Statement: First I will give you the ancient accounts of UFOs; secondly, I will explain the most documented UFO sightings, and lastly, I will tell you about the more recent government reports about UFOs. I. Ancient accounts of UFOs A. Christian Bible B. Accounts considered as signs (source: Jacques Vallees Passport to Mangonia) C. Aerial Ships 1. Ezekiels Wheel 2. Unearthly glowing objects in the night sky 1. Almost beheaded priest 1. Naval accountsship Sibernian and ship Vultur Transition: This completes our information on ancient accounts of UFOs; now we can move on to the most documented UFO sightings in the past century. II. Most Documented UFO Sightings in the Past Century A. Military UFO Sightings (source: Robert E. Bartholomew and George S. Howard, UFOs and Alien Contact) 1. World War Iphantom air raids and mysterious aero-planes 2. World War IIFoo fighters B. Citizen UFO Sightings (source: David Michael Jacobs, The UFO Controversy in America) C. Personal UFO Sightings (source: Frank B. Salisbury, The UFO Display) 1. Crop Circles 2. Snow Circles 3. Land Circles 1. Betty and Barney Hill 2. French Doctor Transition: This concludes the information of UFO sightings in the past century; lets move on to the most recent government reports about UFOs III. Resent Government Reports A. UFO Report Similarities (source: Frank Edwards, Flying Saucers, Serious Business) 1. Shapesaucer 2. Behaviorhovering 3. Colorreduce in brightness as reduce in speed B. Governments position on explaining UFOs (source: Frank B. Salisbury, The UFO Display) 1. Only by the Air Force 2. Always as conventional objects and conditions C. Government Releases about UFOs (source: David Michael Jacobs, The UFO Controversy in America) 1. UFOs are a threat to national security 2. What Air Force Academy Cadets are taught Statement of three main points: Now you know about the ancient accounts of UFOs, the most documented UFO sightings in the past century, and the most recent Government reports about UFOs. Conclusion: The next time you are driving along and see something thats not quite a plane, and not quite a star, take a second look; it might be a weather balloon.

Assignment Coursera Essay Example for Free

Assignment Coursera Essay Score Explanation 6. 34 Correct 5. 00 Correct. This is where a spreadsheet comes in handy. Total 5. 00 / 5. 00 Question Explanation This is a simple IRR calculation. Drawing a time line helps. Question 3 (5 points) Austin needs to purchase a new heating/cooling system for his home. He is thinking about having a geothermal system installed, but he wants to know how long it will take to recoup the additional cost of the system. The geothermal system will cost $20,000. A conventional system will cost $7,000. Austin is eligible for a 30% tax credit to be applied immediately to the purchase. He estimates that he will save 1 ,500 per year in utility bills with the geothermal system. These cash outflows can be assumed to occur at the end of the year. The cost of capital (or interest rate) for Austin is 7%. How long will Austin have to use the system to Justify the additional expense over the conventional model? ( i. e, What is the DISCOUNTED payback period in years? Discount future cash flows before calculating payback and round to a whole year. ) Answer for Question 3 Your Answer Score 6 Correct. You discounted before calculating payback, but it still is a very myopic measure. Total Simple payback calculation, but with discounting. Question 4 (10 points) In high school Jeff often made money in the summer by mowing lawns in the neighborhood. He Just finished his freshman year of college and, after taking a Business 101 class, he has some ideas about how to scale up his lawn mowing operation. Previously, he had used his father’s push mower, but he is thinking about getting a r101ng mower tnat wlll save tlme ana allow nvm to 00 more lawns. He Touna a used, zero turn, riding mower on Craigslist for $1,200. He will also need a trailer to pull the mower behind his pickup; that will cost him an additional $600. With the new ower he can take on an additional 20 lawns per week at an average cash inflow of $20 per lawn he will receive at the end of each week. He has 14 weeks of summer in which to mow lawns. (For convenience, assume that the mower and trailer will have no value after Jeff is done with his work this summer. ) The discount rate for Jeff is 10% (Keep in mind this is an annual rate). What is the Net Present Value of the mower/trailer project? Your Answer -1147 3117 4320 3720 10. 00 Correct. You know how to set up and calculate wv’, at a weekly interval. Total 10. 00 / 10. 00 A fairly common NPV problem, with weekly compounding. Question 5 (10 points) Yassein is looking to refinance his home because rates have gone down from when he bought his house 10 years ago. He started with a 30-year fixed-rate mortgage of $288,000 at an annual rate of 6. 5%. He can now get a 20-year fixed-rate mortgage at an annual rate of 5. 5% on the remaining balance of his initial mortgage. (All loans require monthly payments. ) In order to re-flnance, Yassein will need to pay closing costs of $3,500. These costs are out of pocket and cannot be rolled into the new mortgage. How much will refinancing save Yassein? (i. e. What is the NPV of the refinancing decision? Your Answer 16467 17517 16975 Correct. This is a very common situation we all face all the time. 15463 A problem we saw last week, but I expect you to do this routinely now. It is a value generating opportunity through financing only because interest rates changed. Question 6 (10 points) Chandra has the opportunity to buy a vacant lot next to several commercial properties for $50,000. She plans to buy the property and spend another $60,000 immediately to put in a parking lot. She has talked to the local businesses and has some contracts lined up to fill the parking spaces. The profits from the ontracts will provide $25,000 per year and the contracts will last 10 years. What is the NPV of Chandra’s plan if the appropriate discount/interest rate is 10%? (Enter Just the number without the $ sign or a comma; round off decimals. ) Answer for Question 43614 Correct. You know how to calculate NPV. Questlon Explanatlon A standard NPV problem. Question 7 (10 points) This question introduces you to the concept of an annuity with growth. The formula is given on p. 3, equation (7), of the Note on Formulae, but I would encourage you to try doing it in Excel as well. (If the first cash flow is C, the next one ill be C(l+g), and so on, where g is the growth rate in cash flow). As an example, the present value of an annuity that starts one year from now at $100, and grows at 5%, with the last cash flow in year 10, when the discount rate is 7%, is $860. Confirm this before attempting the problem using both the formula and excel. What is the NPV of of a new manufacturing project that costs $100,000 today, but has a cash flow of $15,000 in year 1 that grows at 4% per year till year 12? Similar investments earn 7. 5% per year. (Enter Just the number without the $ sign or a comma; round off decimals. ) Answer for Question 7 0486 Correct. Hope you used both methods. This is a set up and calculation problem, nothing new conceptually. Question 8 (1 5 points) Diane has Just 18 and also completed high school and is wondering about the value of a college education. She is pretty good with numbers, and driven by financial considerations only, so she sits down to calculate whether it is worth the large sum of money. She knows that her first year tuition will be $12,000, due at the beginning of the year (that is, right away). Based on historical trends she estimates that tuition will rise at 6% per year for the 4 years she is in school. She also estimates that her living expense above and beyond tuition will be $8,000 per year (assume this occurs at the end of the year) for the first year and will increase $500 each year thereafter to keep up with inflation. Assignment Coursera. (2018, Oct 29).

Information Needs by Position, Function and Role Essay

Information Needs by Position, Function and Role - Essay Example Certainly, having an appropriate organizational model in place is a precondition for long stint success (Pugh, 1990). This is because of its ability to identify and address the innumerable business and human realities of the corporation in question. An organization is a three layer system where at the bottom the organization’s material flows (activities of the first kind). Decision makers, managers of the organization are at the top. The middle layer receives information from the bottom, processes it and presents it to the decision makers. Decisions made in the top layer influence the bottom layer activities. For organization mangers to make qualitative decisions, they need to receive qualitative information on time (Pugh, 1990). This will result in the delivery of decisions to the bottom layer on time. Qualitative realization is attained if these information flow procedures are ensured by the middle layer. The two fundamental requirements of an organizational structure includ e division of labor into distinct tasks and coordination of that labor. This is such that the workers are able to accomplish the company’s goals. ... It may choose to cluster these utilities together under the department of marketing. Bigger establishments may organize so much of these undertakings that they isolate sales into a department different than the other functions (Pugh, 1990). Hence, qualitative information is required on the customer’s needs as well as the company’s performance in the market. The company should have information on how to establish market niche. The other information needed is the need for competitor intelligence. The company should be equipped with strategies to beat the competitor. Roles Once a corporation has proven how functions are convened, then functions must be allocated to the people who have the capability to perform them. Many establishments make roles to execute these functions. Companies should have information on ranks with job explanations that will assist employees to know the range, function and parameters of their roles. This will create a system of accountability and rel iability between all the people working in an organization (Pugh, 1990). In corporations big enough to have several people in a branch, roles aid in making sure that each person is taking care of central functions without replication or desertion of tasks. For instance, in a finance division, they might have a controller, accounts payroll person and an accounts collections person. All these people form part of a crew with an inclusive job to manage the firm's cash flows. However, every one of them has a set of duties that boost efficiency and ensure the assiduousness of the team. Information needs associated with organizational roles include information on training programs and motivation strategies for the employees. There is a need for

The Banking Crisis in the UK and the US Essay Example | Topics and Well Written Essays - 2750 words

The Banking Crisis in the UK and the US - Essay Example ISA (UK & Ireland) 300 gives the right of independence to public auditors with respect to compliance with ethical requirements. ISA 300 also allows auditors to consider acceptance of the audit engagement before starting the audit. ISA 315 (UK & Ireland) gives the auditors to understand the internal governance system pertaining to risks of material misstatements and ISA 330 (UK & Ireland) even gives the auditors the right to extend the audit scope to carry out sufficient tests of controls. Given the level of empowerment to Public Auditors by the ISA, they would definitely be expected to stand and answer the reasons of this sudden turmoil in banking & financial services industry as if a time bomb was planted to be exploded and they couldn't detect the same. The financial crisis in the UK and the United States has occurred due to the same primary factor - uncontrolled Sub-Prime lending and sale of packaged "Collateralized Debt Obligations (CDOs)". Sub-Prime lending initially started with loan products for customers that do not possess a clean credit history or regular source of income. The risks against such lending were managed by acquiring collaterals of better valuation. This is the reason that the home mortgage market in both UK and the US was selected as the most suitable area for productizing sub-prime lending packages given that the property markets in both countries were booming. Banks perceived clear advantages in acquiring the homes as collaterals under mortgage deals. But the rising prices of homes were of no benefit to banks. Hence, they found a method of gaining out of the increasing valuations of the home prices - the "Collateralized Debt Obligations (CDOs)". The banks in UK & US modified their loan management life cycle w hereby the loans backed by collaterals (home mortgages) that were originally withheld by the banks internally were pooled into what is known as "Special Purpose Vehicles" or "Special Investment Vehicles" To determine the valuation of the CDOs, a new role called "Pooling Underwriter" was created in every bank in these two countries. The CDOs were sold to external investors thus developing the notion of money flowing through "conduits" from investors to borrowers that de-risked the banks. As a result, these loans went out of the balance sheet of the banks and a new asset called "derivatives" was added in the

Marketing case analysis Essay Example | Topics and Well Written Essays - 500 words - 6

Marketing case analysis - Essay Example Accepting Sears’ proposal means that Goodyear would have to change its distribution policy. There can be certain changes such as including their own Goodyear seller that would carry this brand exclusively. The reason for doing this is that Goodyear would have their own channel through which it can sell more and more to its customers. The customers would not have to go anywhere else for buying Goodyear’s tires because Goodyear would have its stores made available everywhere within the customers’ reach. Also, it is said that channel of distribution must be selected carefully so that it is within access of most possible customers and provides a number of prospects (Linton, n.d.) . But there are some limitations as well. Firstly, the dealers might influence the customers to buy other brands because there are very few dealers who have the full knowledge of tires. Secondly, brand loyalty and tires have high tendency of being elastic in demand. One day, customer might w ant Goodyear but the other day the customer could decide to go for Sears or any other brand. Thirdly, product cannibalization might appear between Sears and the franchised dealers. Moreover, continuing sales to Sears would also trigger another concern that whether to sell the Eagle brand only or sell some other specific products as well. The other solution is to reject the proposal and maintain the status quo. This can cause a lot of problems. Already, Goodyear is facing decline in the current market position and loss of market share by 3.2%. There is high competition and Goodyear has no strong market share outside the American continent. The cut throat competition in both price and quality might cause greater problems for Goodyear. The conclusion lies with the decision of accepting the Sears proposal. By employing this action, there would be an increase in the distribution channel leading to an increment in the revenues for Goodyear. This would prove

Anxiety and the effect on a golfers performance

Anxiety and the effect on a golfers performance Anxiety can be defined as a negative unpleasant emotional state in which feelings of apprehension, nervousness, worry, distress and uneasiness are felt (Weinberg Gould, 2007 and Reber Reber, 2001). This statement states that anxiety would seem to be a hindrance and generate negative feeling for a person. Woods also states that is a negative emotional state, caused because a situation can or may be perceived as being threatening to them. In relation to sport anxiety may be thought to be through out a competition however Hassmen (p.278) states sports psychology researchers have assumed that an individuals anxiety level experienced immediately before a competition (i.e. state anxiety) has a moderating effect on subsequent athletic performance Hassem raises the argument that the feelings before a sporting event for the athlete can have an impact on an athletes perfomance, (Martens, 1971) and relating this to Weinbergs definition it would seem to be a negative effect. This is however co ntradicted by Hanin(2000) who looked at this in more depth and who suggests that there is mounting evidence that indicates athletes vary significantly in the level of anxiety that benefits the athletes performance. This therefore suggests that anxiety is a individually measurable state and not toally a hinderance, as supported by Hassmen (2000 p.278) who proposed that the optimal level of anxiety for performance can vary considerably across athletes. This statement gives light to the fact of an optimal level of arousal that shall be addressed later on. However According to Maynard (1995) the general consensus of practitioners and researchers has been of the idea that anxiety impairs performance in sport. Therefore we have the identification of anxiety and what it is supposed to be, also the different factors that it can entail, it is stated as a negative (Weinberg Gould, 2007 and Reber Reber, 2001 Maynard 1995) and also as a positive with Hassmen (2000) suggesting that there is an optimal arousal level that will help the athlete. This is however contradicted by Jones (1991) that the precise identification of the relationship between anxiety and performance has proved elusive. This is therefore suggesting that more research needs to be conducted in to the area of anxiety and to try and determine the effects if any and the relationship between them, before conclusions can be drawn. Different types of anxiety Spielberger (1971) proposed that anxiety was influenced by peoples traits and states in response to certain situations. Trait anxiety is a predisposition to perceive certain environmental situations as threatening (Cox, 2007). Woods(1998) relates this to sport and claims that a person who is trait anxious and suffers form trait anxiety would worry about the condition of the ground for the next football match a month in advance. Relating this to golf , a trait anxious person would worry about the weather the people there well in advance of situation arising. State anxiety differs from trait anxiety in that it can be seen as a temporary emotional state characterised by feelings of apprehension and tension (Cox, 2007 and Weinberg Gould, 2007). In relation to golf this may the the reaction to standing on the first tee of a compettion it is environment injusied and a repsonse to a situation. It may also changew under circumstances for example when the round is under way, anxiety levels may drop. (Woods 1998) Martens et al (1990) proposed that anxiety not only included state and trait but was also multidimensional in its nature in that it also includes cognitive and somatic factors. Polman(2007 p.39) also agrees and states anxiety consists of three independent but also interacting components, somatic(emotionally), cognitive(worry), and behavioural. These are mainly associated with state anxiety, and the two different types of anxiety somatic and cognitive are not always oth present in a athlete. For example Woods (1998) suggests that some individuals may show signs of having high somatic state anxiety before an event, but however at the same time they may come across very calm and mentally strong, showing ow signs of cognitive state anxiety. Cognitive anxiety is the mental aspect of anxiety caused by fear of negative social evaluation, fear of failure and loss of self esteem (Cox, 2007). There are also cognitive trait and cognitive state types of anxiety which again are mental responses to anxiety which are either predisposed or in response to certain environments (Cox, 2007). Maynards (1995 p.52) Definition Cognitive anxiety is the mental component of anxiety caused by the negative expectations about successor negative self-evaluation, (Burton,1988.p.46) Somatic anxiety is the awareness of arousal in the body, for example when standing on the first tee of a large golf event some people may respond to the situation with an increase in heart rate and muscular tension (Cox, 2007 and Woods, 2004). This is supported by Maynards (1995) view somatic anxiety is the physiological or affective component of anxiety that is directly related to autonomic arousal (Burton,1988.p.46) this gives two different factors of anxiety that also can be broken in to there own sub categories which as stated earlier gives reasoning for the multi dimensional theory of anxiety. Maynard states with this intervention of multidimensional that there seems to be enough research to show that anxiety is a complex multidimensional construct that differentiates anxiety in to somatic and cognitive and the sub groups. This is based on the research of Borokvec (1976) and Davidson (1976) in to the development of the understanding of anxiety. Therefore Jones (1991) may be seen as irrelevant. Measurements of anxiety To test somatic anxiety measures such as monitoring breathing rate, monitoring heart rate using an electrocardiogram and muscle response using an electromyogram can be used (Woods, 2004), it is important to acknowledge however that although performers may exhibit physiological evidence of stress, they may not report feeling stressed, it is therefore advised that numerous physiological and psychological tests are carried out to measure anxiety (Woods, 2004). Somatic anxiety is also made up of somatic trait and somatic state which again are physical predisposed or responses to situations The multidimensional theory of anxiety proposed that cognitive anxiety has a negative linear relationship with performance, whereas somatic anxiety has an inverted U shaped relationship with performance (Hardy et al, 1996). There are two main sources of anxiety that affect performance (Woods, 2004 and Murphy, 2005), pre-competitive anxiety occurs in anticipation of competition (Martens et al, 1990) and competitive anxiety that occurs during competition. Weinberg and Genuchi (1980) found that precompetitive anxiety was higher in players during the competitive rounds of golf than during the practice rounds, Cook et al (1983) however concluded that players performance affected anxiety, not anxiety having an affecting performance. Endler (1978) determined that there are five specific factors that increase anxiety in anticipation of a competitive situation; fear of performance failure, fear of negative social evaluation, fear of physical harm, situation ambiguity and disruption of a well learned routine. Sub Categories to come? One of the test for anxiety that is the most renowned is the Sport Competitive Anxiety Test abbreviated to SCAT test, this is a derived to show the anxiety in a performer through a questionnaire, the SCAT test has been developed to asses competitive A-trait in performers (Martens) The competitive A-trait is defined in three ways the first being the individual differences that a person may have when perceiving a threat either physically or mentally to the state response to the threat. The last is the combination of the two. (Martens) This is different from A-State which focuses on a persons dealing with the situation as the event is occuring The SCAT test is a combination of questions that are given in such a manner to try and lead the participant away from guessing that, it is about anxiety. This is done by the introduction of questions that can be totally random, to make the participant think of an aspect of the game and hopefully add to the validity of the results. If not and the p articipant can guess that it is a study in relation to anxiety then they may feel the need not to be laboratory bias and put answers that are not true to them selves. Csai-2 stands for Competitive State Anxiety Inventory Anxiety optimal arousal The relationship between arousal and anxiety is thought to need one there so that the other can exist. Both Cognitive and Somatic Anxiety are closely Associated with the concept of arousal, which refers to the intensity and dimension of behaviour, the state of the organism varying on a continuum from deep sleep to intense excitement (Martens ) and arousal are very closely linked anxiety is seen to be one of the negative forces that can effect arousal.(Oxedine 1970) however according to woods(p.91) arousal is neither a positive nor a negative, it is the perception of arousal that may lead to stress and anxiety. Therefore this is the link between anxiety and arousal. According to wood it is the perception of arousal that people perceive differently and may lead them to feel uneasy, anxious or stressed. For example if two golfers are standing on the first tee and the are perfectly matched ability wise, but have pycholoigical differences when dealing with anxiety, and therefore effecting the arousal level of the player and visa versa, with the player dealing with arousal by being anxious, if the player does not deal with this as well as the other then this may have a detrimental effect on there performance . Anshel(1997) states that anxiety has a psychological basis and arousal is the physiological side therefore both are interlinked. When researching however it seems that stress anxiety pressure are all used interchangeable in this relationship, and needs to be taken in to consideration. For Example Kremer and Scully (1994) argue that separating arousal, anxiety and stress is too tidy and because there is considerable overlap and interaction between them. When relating this to sport then, they may be seen as being used overlapping, for example a golfer suffering form anxiety stress or pressure, may be seen as negative. However as we will see the right amount of any of these symptoms, can help an athlete in the right situations; there fore there may need to be some more clarification on these subtle difference between them and what they actually entail. Arousal is a blend of physiological and psychological activity in a person, and it refers to the intensity dimensions of motiviation at a particular moment. (Weinberg p.78) this contradicts Anshel statement of them being two parts to one symptom. Woods(p.90) finds that arousal refers to the state of alertness and anticipation that prepares the body for action: it involves physiological activity (such as increased heart rate and cognitive activity (such as increase in attention) This supports Weinberg theory and leaves the thought that arousal is taken in to consideration just before competing and, there does seem to be a direct link between anxiety and arousal, and this impact on the performance. Arousal is neither a positive nor a negative; it is the perception of arousal that may lead to stress and anxiety. Arousal is seen through many different measuring tools firstly is the drive theory this is the theory which was developed by Hull (1951) and Spence (1956) woods P.94. The drive theorys more focused at athletes that are highly skilled for example relating this to golf any one who is a single figure golfer. This entailing that have a grasp of technique and there skill is well learned and autonomous and can be repeated easily. The drive theory then goes on to state that with this ability level that the higher the pressure or arousal the better the performance, and will allow the athlete top perform the skill very successfully. (Woods) This theory is adapted in to a formula and highlighted by Anshel() who looks The Drive Theory has been criticised for the fact that it is not clear what a well learned skill is and can be defined as (woods), also research has shown that after a certain point arousal becomes a hindrance and detrimental( Weinberg Golud) this there fore leads to a system that would have an optimal arousal level. Which is incorporated in the in Inverted U theory. The inverted U theory is a theory that is developed a shows a curvilinear relationship between arousal and relationship. (Anshel) Starting off with low levels of arousal in relation to lower standard then normal, as arousal increases so does the performance, (Weinberg Gould) this is the same principle as the drive theory however it is curved at the optimal level of arousal and then begins to dip afterwards as seen below (Weinberg Gould) FIGXXX Therefore the more arousal and anxiety after this the performance will decrease. Thus the effect of arousal on performance is based on the optimal level given the particular skill.(Anshel p. 73) This theory was bought up to account for some of the criticism of the drive theory(Woods) In relation to the optimal level of arousal Hanin looked at the alternative view of individualized zones of optimal functioning. (Haninà ¢Ã¢â€š ¬Ã‚ ¦w and g p.87) This view on arousal levels is different for two main reasons one of these being that the optimal level of arousal does not always occur in the middle of the continuum it can vary between different athletes (Weinberg Gould) some performances may peak at a very lowlevel of arousal and anxiety and others at a very high level of arousal. This is all to do with the type of person that they are. As stated before anxiety is the reaction to arousal levels and perceiving a situation as threatening therefore if an individual does not see a situation as a threat then there arousal and anxiety may be lower and it may take a certain situation to induce this peak performance and optimal arousal level. The other difference between the inverted U and the IZOF is that the, IZOF has not one singular point that is the optimal level of arous al however a bandwidth and continuum (Weinberg Gould) this therefore gives an easier range for an athlete or performer to aim at and to try and achieve rather than a specific point, which may seem very difficult. Catastrophe Model Supporting evidence for these and against these Methodology Pilot study The pilot study that was carried out involved the two questionnaires that were previously revised in the literature review the SCAT test to find trait anxiety and the CSAI-2 questionnaire to determine the amount of state anxiety. The test were administers and different stages one two days before and renamed and adapted and the other ten minutes before the game began. The first one administered was the CSAI-2 questionnaire on the recommendations of Martens (p.52) as he states that when the CSAI-2 test is delivered together with the SCAT test it recommended that the CSAI-2 test is delivered first as not to impact the results of the SCAT test. The tests were no longer then five minutes each and the questions in the SCAT tests that were not important, were adapted to be golf specific and related to other parts of the round and game, for example how often do you use a routine in your set up, and how often do you play to your handicap these are spurious items on the questionnaire. I used t o players one of a low handicap and one of a higher handicap; these two roughly encompass the range of my final sample group for testing. The two participants played 6 holes of golf with me the researcher watching and I informed them that I would be taking pictures and detailed notes of the round, for them and also to take there scores. This would be to see later on if there scores in the test would have any correlation between the state and trait anxiety, so if they are a generally anxious person or if they only getting anxious at threatening situations and how they deal with this. If they play the holes in a worse score then they would normally do relating to there handicap, and stroke index is going to have to be taken in to consideration, and if they scored highly on the CSAI-2 test or the SCAT test then there could be some correlation between the two scores, and this what we are going to be looking for. Copies of the questionnaires and the score cards for the rounds can be foun d in the appendices. Subjects The Subjects that were chosen are all from Bourn Golf club located in Cambridgeshire and are all members and have been for at least three years. They all play on average twice a week, therefore they no the course well and feel comfortable playing there. This should take away form any anxiety about the unknown and focus on the competitive anxiety and arousal. The players range from a Touring PGA professional to a 22 handicapper golfer with the average in the UK being 20 so the range is from elite player to beginner, there will be 8 participants ranging between the ages of 21 and 60. Therefore the adult version of the CSAI-2 shall be used rather than the child version. The participants that were found for the study were all volunteers and happy to undertake the study all consent and ethics forms are attached in the appendices. Materials The materials used in the study were largely questionnaire based. The first questionnaire used was the CSAI-2 test it is a test that is formed up of 27 questions and a scale of 1-4 is used with 1 being the response not at all and 4 is the response very much so. The CSAI-2 is used to measure anxiety scores and in particular state anxiety scores. This is the measuring tool that was redeveloped from the CSAI questionnaire it was redeveloped by Martens, Burton and Vealy 1990, there are different forms of the CSAI-2 one for children and one for adults, the questionnaire not only measures anxiety it has been adapted to look at the two different types of anxiety as stated before the cognitive side of anxiety the psychological side and the somatic side the physiological symptoms related to anxiety, these can be seen as sweaty palms, being uneasy and not relaxed. The second questionnaire that is going to be given is the SCAT test this will be given after the participants have had a practise and just before they go out to play there holes. The Scat test is used to measure trait anxiety, this is looking at the persons genetic make up if they are generally a anxious person regard less the situation they are in. The SCAT test consists of 15 questions with 5 spurious items with in it to prevent the participant from gathering that the questionnaire is looking at anxiety, also the questionnaires are going to renamed, the instructions shall be kept the same however the titles shall be Competing in sport 1 which will be the CSI-2 questionnaire and Competing in sport 2 which shall be the SCAT test. Procedure The procedure was started with the participant filling out the consent forms and reading the ethics forms. The next step was for the participants to go through the proceedings with the researcher and to make sure they fully understand and are content with what is going to be asked of them, the researcher then went on to inform the participant that they are going to be filmed, as this is an out side stressor that would normally be present on the golf course. However Ii is only the illusion they are going to be filmed there will be no tape in the came as it is data that is not useful or needed. With this it will add another component to the environment and the player may see it as an item to raise arousal and then consequently anxiety is an effect from this, this will give the basis for the results, will this rise in arousal and anxiety improve the players performance or be detrimental, for the participants. The next step is to go through a score card and in relation to there handicap put the scores down on the holes that they would normally have. This will be the basis of the results this is in comparison to a control group that the players normally perform to. This also is adding a target for the players, that may have the same effect as the camera After this they will be assigned the CSAI-2 questionnaire and asked to complete this, to break up the questionnaires as stated by Martens (1990), the participants shall be asked to take part in a warm up and hit a few balls to have a practise. This also reduces the risk of injury and gives the players time to get used to the researcher being there and the surroundings. The net step that was undertaken was to take players to first tee, and to mark the score card on each hole for the player. The study should last approximately