Plato’s “Myth of the cave” Essay

Plato’s â€Å"Myth of the cave† is an argument that we can’t be sure we know reality. This story illustrates Plato’s idealism. The objects we see, hear, touch are shadows of the real things. The reason is human beings don’t have a full sense of a real and complete life because of the world. In this story, Plato use a dialog between a teacher and student, it describes a group of prisoners chained inside a cave, sit behind a fire, they can’t see each other or the nature of reality, or the heavens, only able to look forward. The fire casts shadows on the cave wall, which they see and it is the only reality they know. They can’t truly comprehend what they see, as they are prevented from its true source and nature. One day one of the prisoners having managed to free himself from his chains escape from the cave and see the truth. He will at first be blinded by the brightness of the world. But after some time and effort, he will be able to see anything that resembled what he knew as reality before. He will be able to see the entire world around him, and appreciate the beauty of the world. Through this knowledge he will become aware of his place in the world. Finally he goes back again into the darkened cave to tell the people still chained up in the cave about the real word outside. Accustomed to the outside world full of nature light, the rescuer in the darkness of the cave and looks foolish to those inside. The cave dwellers laughing at him for his crazy ideas and insist that they are perfectly happy where they are. They would not believe and would ridicule him, and if they could lay hands on him, they would kill him. However, the prisoner would know what is right, even if all those around him disbelieve it. In Plato’s â€Å"Myth of the cave† points a person who is set free, and goes out to see the real world, and what lies behind the shadows of light that we see. Having been enlightened to the nature of reality, it is not easy to explain this to others. Humans in their unenlightened beginnings are symbolized as imprisoned at the back of a dark cave. The shadowy environment of the cave symbolizes for Plato the physical world of appearances. Escape into the outside the cave symbolizes the transition to the real world, the world of full and perfect being, the world of forms, which is the proper object of knowledge.

Chemical Effects of Electric Current Essay

EXTRA QUESTIONS: Q. Why the bulb glows when the electric current passes through it? Ans. Due to the heating effect of current, the filament of the bulb gets heated to a high temperature and it starts glowing. Q. Write a short note on: (a) LED Ans. LED- Light Emitting Diodes are used for lighting. There are two wires(called leads) attached to a LED. One lead is longer than the other. Longer lead – connected to positive terminal of battery Shorter lead- connected to negative terminal of battery Advantages over CFL- LEDs consumes less electricity †¢LEDs glow even in weak current †¢CFL contain mercury which is toxic and hence CFLs require safe disposal Disadvantages over CFL- LEDs are expensive Q. Ionic compounds do not conduct electricity in solid form but their aqueous solution conduct electricity. Why? Or Common salt does not conduct electricity but its aqueous solution conduct electricity. Why? Ans. Ionic compounds (e.g.- Common salt) have strong electrostatic forces of attraction between their constituent ions. Thus ions are strongly held and cannot move. Therefore, cannot conduct electricity. Aqueous solution means solution prepared by dissolving in water. Water has a high dielectric constant(ability to screen charges or ability to separate opposite ions in ionic compounds) and thus diminish the attraction of the two opposite charges. Ions are now free to move and thus conduct electricity. NCERT QUESTIONS: Q. When the free ends of a tester are dipped into a solution, the magnetic needle shows deflection. Can you explain the reason? Ans. The magnetic or compass needle shows deflection due to magnetic effect of electric current. This proves that the given solution is a conducting solution as circuit is complete and current is flowing through the wire wrapped around magnetic compass resulting in deflection of magnetic needle. Q. Name three liquids, which when tested in the manner shown in Fig. 14.9, may cause the magnetic needle to deflect. Ans. Conducting liquids like lemon juice(acid), caustic soda solution(base) and brine(salt solution) allow current to pass through them. Thus, circuit gets complete and current flows through the wire wrapped around magnetic compass resulting in deflection of magnetic needle. Q. Does pure water conduct electricity? If not, what can we do to make it conducting? Ans. No, Pure or distilled water does not conduct electricity. Reason- As pure or distilled water does not contain dissolved impurities like salts. Addition of acid, base or salt make water conducting as these ionic compounds ionise or dissociate into ions due to high dielectric constant of water. Flow of ions conducts electricity. Q. In case of a fire, before the firemen use the water hoses, they shut off the main electrical supply for the area. Explain why they do this. Ans. Water used by fireman is not pure or distilled. Such water or tap water can conduct electricity as it contains dissolved impurities like salts. If the electrical supply for the area is not shut off and water by mistake falls over electrical appliances, then current will pass through water harming the firemen. That is why, in case of a fire, the firemen shut off the main electrical supply for the area before they use the water hoses. Q. A child staying in a coastal region tests the drinking water and also the seawater with his tester. He finds that the compass needle deflects more in the case of seawater. Can you explain the reason? Ans. Both drinking water and sea water contains dissolved salts or ionisable impurities. But the amount is more in the sea water which makes it more conducting than the drinking water. Therefore, the compass needle deflects more in the case of seawater. Q. Is it safe for the electrician to carry out electrical repairs outdoors during heavy downpour? Explain. Ans. No, it is not safe to repair electrical appliances outdoors during heavy downpour. As we know rain water is acidic. Hence, rain water can conduct electricity. The electrician may get electrical shocks while working outdoors during rain or heavy downpour. Q. Paheli had heard that rain water is as good as distilled water. So, she collected some rain water in a clean glass tumbler and tested it using a tester. To her surprise, she found that the compass needle showed deflection. What could be the reasons? Ans. Rain water when precipitate dissolves impurities from atmosphere. It contains dissolved impurities like acids which makes it a conducting solution. There are no dissolved acids or impurities present in the distilled water. Hence, rain water can allow electric current to pass through it while distilled water cannot. Passage of current completes circuit and hence compass needle showed deflection due to magnetic effect of electric current.

Perennial Insurance Case Study Example | Topics and Well Written Essays - 1500 words

Perennial Insurance - Case Study Example .. Start Living Now!" encapsulates our philosophy that the insurance that Perennial offers enables optimum life choices that allow you, our valued customer, to start living your life in the way that you choose. It is due to this commitment to your needs that Perennial Insurance has decided to introduce you to our top three summer insurance packages. Each package contains a wide variety of benefits, which can be tailored to suit your individual needs, and each is available at an extremely competitive price. In addition, with the summer holidays just around the corner, each has been designed to ensure you peace of mind, leaving you to just relax and have fun. However, best of all, Perennial Insurance is offering you a full 10% discount on all policies during the 14 days following the reception of this letter. So, what are you waiting for Take a look at these exceptional offers and then contact us for an interview. Overseas medical expenses, following either an illness or injury, you policy will cover any medical, hospital, and/or ambulance needs and treatment. Individuals are covers up to 5,000,000 and families up to 10,000,000. Emergency dental treatment up to $500 per person. In case of death, your policy covers your burial or cremation overseas, or for the transportation of your remains to your country of residence. Cancellation due to unforeseeable circumstances. Theft or damage to your personal belongings, including travel documents Should you have to interrupt your voyage due to either injury or illness, you are covered for additional accommodation, travel and evacuation expenses. Standard packages from just $18.99! Rest assured than Perennial Insurance will continue to strive to be the number one insurance provider within our town, through delivering a premier service that offers high quality products that are designed to meet your needs. As such, we look forward to a mutually

William Blake wrote of mind-forg'd manacles in his poem London Research Paper

William Blake wrote of mind-forg'd manacles in his poem London. Discuss at least two works' views on the responsibilities of individuals and the responsibilities of society - Research Paper Example In fear of the revolution spreading at home and overthrowing the government, the authorities were concerned about the radical sentiments that were harboring in England. The public response was much radicalized followed by the authoritarian response of putting restrictions in places. Blake’s reference to â€Å"mind-forg’d manacles† points towards the repression of free thinking which was put in place to restrict the freedom of radical thinking or speech. London subtly talks about freedom, uninhibited freedom, which assists the common man. The relationship between the society and the individual is of vital importance in the poem as Blake writes to describe the society-individual relationship in the social context, as though a social contract exists between the two. Two works that represent the responsibilities of the individual and the society are Boys and Girls by Alice Munro and The Ones Who Walk Away From Omelas by Ursula Le Guin. This paper will seek to explain the responsibilities of the entities, society and individual, in the light of works by Munro and Le Guin. The manacles which Blake talks about is meant to represent a sort of physical restriction preventing free movement, which is used to explain the repressive laws that were implemented to inhibit the freedom of printing presses and publications. Most importantly, these manacles are placed on the mind to restrict free thinking to prevent any radical uprising. Very covertly, Blake has spoken about the social contract that exists between a society and an individual which directs the responsibilities of both entities so that they fulfill their expected tasks in a way that is beneficial for both. However, once the freedom of the common man is restricted by any means, there is sure to be a response. The society as an independent entity exerts pressure on the individuals, dwelling in its context, to show compliance to the agreed set of terms. Much of these implicit

Topical References Assignment Example | Topics and Well Written Essays - 1250 words

Topical References - Assignment Example The purpose of this research is to understand the various types of disorders that are covered within the context of Child and Adolescents Psychiatry while the research is based to answer this question which type of interventions may be utilized to enhance productivity of children and adolescents suffering from mental health issues and also how these disorders impact the productivity. References Angold, A. and Costello, E. J. (2000). The Child and Adolescent Psychiatric Assessment (CAPA). Journal of the American Academy of Child & Adolescent Psychiatry 39 (1): 39–48. Abstract: To describe the Child and Adolescent Psychiatric Assessment (CAPA). The base interview covers the age range from 9 to 17 years. The interview glossary that provides detailed operational definitions of symptoms and severity ratings is described, and psychometric data and further developments of the interview are presented. Across 5,962 parent-child interviews, the core sections of the CAPA (psychiatric sym ptoms, functional impairment, demographics, family structure and functioning) took on average 59 minutes for children and 66 minutes for parents. Test-retest reliability for diagnoses ranged from ? = 0.55 for conduct disorder (CD) to ? = 1.0 for substance abuse/dependence. Validity as judged by 10 different criteria was good. Developments of the CAPA include a shorter â€Å"gateway† version using core symptoms as screen items, a Spanish version, and versions for twin studies, use with young adults (YAPA), and preschool-age children (PAPA). There is a place in both research and clinical settings for a rigorously operationalized interview (such as the CAPA) that focuses on ensuring that respondents understand what is being asked and on clearly defining levels of symptom severity and functional impairment. [Abstract from author] Classi, P. M., Le, T. K., Ward, S., and Johnston, J. (2011). Patient characteristics, comorbidities, and medication use

Airfix Footwear LTD v. Cope [1978] ICR 1210 Case Study

Airfix Footwear LTD v. Cope [1978] ICR 1210 - Case Study Example It is irrelevant in the case observed in the paper whether the individual daily contracts were separate employment or not. The IT concluded that no individual contracts existed between the worker and the company. The company only delivers work sporadically from time to time, and from time-to-time the worker chooses to do it, so that there is a pattern of an occasional week done a few times a year, then it might well be that there comes into existence on each of these occasions a separate contract of service or contract for services, but the overriding arrangement is not itself a contract of employment, either of services or for services. But these matters must depend upon the facts of each particular case. This case confirms the view that an "umbrella" contract can exist if a practice of dealing has been built up over the years with expectations and obligations on each side. It was only in respect of the overall contract that the question of mutuality of obligation came into effect, and in this particular case, it was considered that this obligation was so overpowering that it meant that no individual contracts had existed. However, it is often difficult to establish the necessary ongoing mutuality of obligation to change a series of short-term contracts into a single "umbrella" contract. In this case, the IT denied the worker's claim because the worker is not obligated to accept the work and the provider is not under any obligation to consistently provide the work to the worker. In order for the 'worker' to be classified as an 'employee', the case must be able to pass the test for employee status. In this case, the company does not have or is not in a position to exercise any control over the worker. "The more control the supervisor or employer can exercise, the more likely the worker will be deemed an employee. Temporary workers engaged through employment agencies have for a number of years been a popular choice for UK businesses. The benefits to businesses o f engaging a flexible labor resource have been tangible. The resource can, in theory, be turned on and off at will, without the problems associated with headcount, the need for redundancy procedures or risk of unfair dismissal. In short, temporary agency workers have proved a cost-efficient resource to end-user businesses. For an employment contract to exist, as a minimum the following ingredients must be met; first a contract between the parties, second, an element of control over the worker and third, a mutuality of obligation between the worker and the employer. Up until 2004, most cases considered by the courts found that whilst there may be sufficient control exercised by the hiring end user over the worker and mutuality of obligation, there was no actual contract between the worker and the end user. In contrast, the courts found that whilst there was a contract between the agency and the worker, there was insufficient mutuality of obligation or control by the agency over the w orker for it to be an employment contract. The consequence was the worker was not employed by either the agency or the hiring end user. It soon became obvious to the court that the base was not broad enough, using merely mutuality of obligation as the test. It broadened its scope of the test by including the concept of control of the worker.

Southwest trading company-finance case Study Example | Topics and Well Written Essays - 1000 words

Southwest trading company-finance - Case Study Example It is the work of financial experts to analyses this information and establishes the negative side of the information. It is important to understand this side of things because, from there is when financial institutions can decide whether their money is safe or not. On an outward view of proposals, it would be very difficult for financial experts to identify unscrupulous borrowers, which prompt for a deeper look into their financial history. A comprehensive credit analysis by a loan officer should begin with an analysis of prior bank relationships, customers, suppliers, and dealings (Koch and MacDonald 603). All this information can be analyzed using a basic four stages process that checks the overview of firm, size and financial ratios, its cash flow, and finally the borrowers projected financial position. The following analysis is carried out on Southwest trading company’s credit worthiness following the four-part process. Analysis Overview of management, operations, and the firm’s industry An overview of the Mahan’s Southwest trading company reveals three things. ... Furniture and jewelry are luxury goods, and most of them sell during high season. This comes around in summer when there is an influx of tourist and it is portrayed as a time people have more disposable money. Following Steven’s extensive contact base in Dallas and Houston, there is a high possibility of the business being a lucrative especially factoring in the fact that he has already received order prior to opening. Working as both a supplier and a retailer also shows an extended risk. However, it is worth indulging into following the high demand of Jewelry and furniture in Texas where the company will be supplying. The third issue is the quality of data presented by Steve. The data shows a positive trend and the business seem lucrative enough. Steve is a holder of an economics degree, an MBA and has had several years of work experience. His projections can appear substantial enough and following their lump sum investment in the business then the quality of data can be rega rd as significant and worth consideration. Common size and financial ratio analysis A review of Southwest Trading Company’s financial projection statements reveals a number of salient factors. Starting with the income statement it shows a very positive trend I the company’s financial performance for the following five years. Sales are increasing in the first three years after which they stabilize and become consistent. In terms of expenses, the projections are under estimated because considering the business will be involved with exportation to Houston, Texas and Dallas. Delays, transportation costs, warehousing and currency difference ought to be incorporated in costs section of the financial statement.

International trade Essay Example | Topics and Well Written Essays - 2500 words - 1

International trade - Essay Example China is fast approaching the value of the United States in terms of exports and is an important destination for imports. India and the Asean countries have also shown export growth in these years. India’s export growth is fast growing that is already similar to China. In the same way, Asean countries take action to China’s competition as its merchandise exports particularly in manufacturing grew by 18% in 2006. Likewise, European’s growth is inspired by the rising business and consumer confidence. European Union is the second world biggest exporter and importer of goods and services. Second, the strong economy is boosted by demand for commodities needed for industrial manufacturing and infrastructure development, such as metals and oils and is highest in 2007 that displayed the highest price movement (Chart 4) Chart 4: Export prices of selected primary products, 2005-2007 Annual % change a Comprising coffee, cocoa beans and tea. Source: IMF, International Financ ial Statistics. Source: World Trade Organization, 2008 Third, the strong regional developments have been accompanied by strong growths in merchandise trade as Table 1 would show. The strong economy of the emerging countries is accompanied by strong exports and imports. Fourth, export growth receives continued support from the world economy. As table 1 below shows, the combined merchandise exports of major economies integrate into the strong export growth of the world of 6.5% in 2005, 8.5% in 2006 followed by a decline of 5.5% in 2007. In 2007, effect of recession is starting to appear as trading slows down in most of the countries, with exception of the emerging economies that displayed its strength beyond crisis. We have seen China, Asia and India emerged as strong exporters. Table 1: GDP and merchandise trade by region, 2005-07 Annual % change at constant prices    GDP Exports Imports    2005 2006 2007 2005 2006 2007 2005 2006 2007 World 3.3 3.7 3.4 6.5 8.5 5.5 6.5 8.0 5.5 Nor th America 3.1 3.0 2.3 6.0 8.5 5.5 6.5 6.0 2.5 United States 3.1 2.9 2.2 7.0 10.5 7.0 5.5 5.5 1.0 South and Central America a 5.6 6.0 6.3 8.0 4.0 5.0 14.0 15.0 20.0 Europe 1.9 2.9 2.8 4.0 7.5 3.5 4.5 7.5 3.5 European Union (27) 1.8 3.0 2.7 4.5 7.5 3.0 4.0 7.0 3.0 Commonwealth of Independent States (CIS) 6.7 7.5 8.4 3.5 6.0 6.0 18.0 21.5 18.0 Africa and Middle East 5.6 5.5 5.5 4.5 1.5 0.5 14.5 6.5 12.5 Asia 4.2 4.7 4.7 11.0 13.0 11.5 8.0 8.5 8.5 China 10.4 11.1 11.4 25.0 22.0 19.5 11.5 16.5 13.5 Japan b 1.9 2.4 2.1 5.0 10.0 9.0 2.5 2.5 1.0 India 9.0 9.7 9.1 21.5 11.0 10.5 28.5 9.5 13.0 Newly industrialized economies (4) c 4.9 5.5 5.6 8.0 12.5 8.5 5.0 8.5 7.0 a Includes the Caribbean. b Trade volume data are derived from customs values deflated by standard unit values and an adjusted price index for electronic goods. c Hong Kong, China; Republic of Korea; Singapore and Chinese Taipei. Source: WTO Secretariat. 1.2 Distinction between tariff and quota and why tariffs are preferable to q uotas (i.e. quantitative restrictions) as a method of controlling imports Tariff and

Gender stereotypes are still pervasive in our culture Essay Example for Free

Gender stereotypes are still pervasive in our culture Essay TOPIC AND RATIONALE Gender stereotyping is a topic we find all around us and without exception in early years settings. There is a set of notions about how girls/women and boys/men are expected to behave in society, therefore is very difficult not to transmit those ideas in Early Education. Often we find children which already have implemented a gender role and behave based on our assigned sex. I have chosen this subject because I am aware, as I have to deal with that every single day, of how gender stereotype affects people. I believe the best way to fight this issue is through education and promoting gender equality in early childhood settings. At my placement I have already seen several situations where girls dress in pink as they consider is their favorite color, draw and wish to be princesses and would like to be ballerinas when they grow up. Boys spend all the playground time playing football or using their imaginary gangs, dressing in dark colors or not allowing girls playing in the building construction area claiming that is not a game for them. Being personally affected and observing this conduct in young children at the childhood practice setting and in the nursery where I work, was my motivation to write about this interesting topic, which in some situations touch children subtlety, and in others can trigger a negative impact affecting in many ways their being. AIM AND OBJECTIVES My target is to find out if gender equality is promoted in early years settings. RELEVANT THEORIES AND APPROACHES to children’s learning and development and links with knowledge acquired through the HNC HOW TOPIC LINKS TO CHILDREN’S INDIVIDUAL NEEDS, RIGHTS, AND INTERESTS Gender Equality is at the core of the United Nations Convention on the Rights of the Child (UNCRC) which outlines in a few articles the relevance of the equality rights for all children independently of their gender. The Article 2 is directly related to the topic chosen and promotes non-discrimination. The Article 12 and 13 determinates the respect for the views of the child and their freedom of expression. Both of them encourage children to express their thoughts and feelings freely. Those right are important in the subject because their voices can be taken seriously if they feel affected by gender discrimination. The Articles 28 and 29 talk about rights and goals of education. Those articles promote education with the respect of the human rights including themselves, addressing gender discrimination and supporting equality among girls and boys. Finally, we have to have into consideration Article 4 which states that governments have to create systems and laws to promote and protect children rights, enabling all the above rights possible. Here a summary of the articles mentioned are shown: †¢ Article 2 – â€Å"The Convention applies to every child without discrimination, whatever their ethnicity, gender, religion, language, abilities or any other status, whatever they think or say, whatever their family background.† †¢ Article 12 – â€Å"Every child has the right to express their views, feelings, and wishes in all matters affecting them, and to have their views considered and taken seriously. This right applies at all times, for example during immigration proceedings, housing decisions or the child’s day-to-day home life.† †¢ Article 13 – â€Å"Every child must be free to express their thoughts and opinions and to access all kinds of information, as long as it is within the law.† †¢ Article 28 –â€Å"Every child has the right to an education. Primary education must be free and different forms of secondary education must be available to every child. Discipline in schools must respect children’s dignity and their rights. Richer countries must help poorer countries achieve this.† †¢ Article 29 – â€Å"Education must develop every child’s personality, talents, and abilities to the full. It must encourage the child’s respect for human rights, as well as respect for their parents, their own and other cultures, and the environment.† †¢ Article 4 – â€Å"Governments must do all they can to make sure every child can enjoy their rights by creating systems and passing laws that promote and protect children’s rights.†

History of Marco Polo

History of Marco Polo The Travels of Marco Polo MarcoPolo was born in 1254 when Italy was split into fighting city states. Thirteenth century Europe saw a huge increase in geographical knowledge and anincrease in trade with the Far East and Western Europe. One country that had the Europeans fascinated was China and they all wanted to establish trade andtravel there. Contact with the Far East was established by such men as Giovanni da Pian del Carpini and William of Rubrouck who were sent by Louis IX of France, which happened before the Tartar conquest of Asia Minor and the beginning of Tartar embassies in the West by the late thirteenth century. Routes of trade and opportunities that existed during Roman rule were reopened. Niccolo Polo and Maffeo Polo, the father and uncle of young Marco Polo, left him behind and set off for an epic journey eastward towards the court of the khan of the Pipchak Tartars at Serai. The brothers Niccolo and Maffeo stayed there for over a year while collecting asignificant profit. The brothers decided to return to Venice, but they found that their path was cut off by local wars. So the brothers made the decision to go to the great khan of China. They arrived in Beijing and were received very graciously by the great khan. After doing business there, the khan wanted toknow about the Christian life and told them to go b ack to Venice to see the Pope and return with Christian missionaries for the education of the royal court. The great khan also wanted them to return through Jerusalem with Holy Oil from the lamp which was kept burning over the Sepulchre of our Lord Jesus Christ. To help their journey, the brothers were given the service of a Tartar guide and anything they needed in Tartar territory. Aftera long and treacherous journey on land to Venice, Niccolo and Maffeo made it in1268 and found that Pope Clement IV had recently died and no successor had been elected. Gregory X was elected the new Pope, and in 1271, Maffeo and Niccolo managed to secure the services of two inept Dominicans who would soon decide to desert the mission. The Polos went back to Beijing anyway, this time taking with them Marco, the teenage son of Niccolo Polo, who would become one of the most traveled people in the world. Marco, his father Niccolo, and his uncle Maffeo began their journey by sea to Acre in 1271. They arrived at the mouth of the Persian Gulf and decided to not travel by sea but to turn north and follow the ancient caravan routes through Iraq and Persia. The Polos went through Turkmenistan and Persia until they hit the Oxus River (now called the Amu Darya). They traveled across the plain of Pamir and crossed the desolate Gobi Desert where they then made it to the mercantile cities of Samarqand, Yarkant (Shache), and Kashgar (Kashi). Located in the northwest partof China, they reached Tangut. After a very long journey, the three Polos were made welcome at Shangdu the summer capital of the Mongol emperor Kublai Khan in 1275. Marco, the youngest Polo, soon became a favorite in the Chinese court ofthe Great Kublai Khan. After studying and becoming fluent in the native languages, Marco Polo became a commissioner in the Mongol government in 1277. Kublai Khan trusted the Venetian Marco Polo so much that he relied on his advice in many important affairs. The descriptions Marco Polo gave of the emperors palace fired the imaginations of generations of explorers andtravelers, all of whom wished to view for themselves the eight square miles of enclosed barracks, parade grounds, vast arsenals, storerooms, living quarters, library, and especially the treasury. As a trusted agent of Kublai Khan for seventeen years, Marco Polo had a very unique opportunity to see a developed and sophisticated way of life not seen by Western culture. Kublai Khan trusted Marco Polo so much that he made him governor of Yangzhou. Marco Polo visited nearly every part of both northern and southern China in his long and loyal service to the great khan, using the imperial horse andpacket-boat system that was kept in readiness for the comfort of governmentofficials. Marco Polo was kept in constant service of the khan by cataloging and describing in detail many huge cities, provinces, and major commercial towns. He was interested in everything, including the manufacturing arts, commerce, architecture, the residents in each area, and many other things. Marco Polo was very impressed and intrigued by the silk industry and the book contains an excellent early picture of silk culture, weaving, dying, and finishing. The treasures of the Chinese cities must have seemed unreal to thirteenth century Europe. Marco Polos description of Hangzhou included the fabled twelve thousand bridges of the city, its many huge markets and bazaars, its cavernous warehouses for its trade with India, and even its consumption of six tons of p epper a day. Marco Polo also visited India on business and in the same great detail recorded its commercial life. He also may have visited the steppes of Asia, or the original land of the Moguls, where Kublai Khans ancestors may have grazed their herds. Even though it is very doubtful that he traveled so far north, it may have been possible that the Venetian made it to Siberia. His accounts of his many journeys also indicate great interest towards the islands south of China, including the Philippines. Around 1292, the three Polos desired to return to their home, but they were so favored that Kublai Khan would not let them leave. It was very hard for him to let them leave, but in reluctance he permitted them to go withan official commission to take the Mogul princes daughter to her wedding in Persia. It took them three years to return home even though they primarily traveled by ship. On the way Marco Polo recorded his impressions of Java also know as the great island, and many other places like Madagascar, Zanzibar, Sri Lanka, Dragoian. They crossed the Red Sea and the adventurers finally reached Venice in 1295. Their extraordinary odyssey that lasted nearly twenty years finally came to an end.   Whent he Polos arrived to their old home their family that was staying there had presumed them dead and didnt believe it was they and would not let them in the house. After some arguing, the Polos convinced them that they really were who they said and their relatives allowed them in. Then Marco Polo was captured by the warring Genoese and imprisoned. While he was in prison, he dictated his experiences to prisoner and writer Rustichello of Pisa. The book was called Divisamentdou monde, later turned into The Travels of Marco Polo, 1579. Marco Polos uncle and father fell into the background and the young Marco Polo became the main figure. The great and in detail story was very readable and made a huge impression on Europe. The book was received in awe and it was not fully believed until other travelers to China verified parts of the tale. Christopher Columbus may have been stimulated to travel by this book and maybe many other famous explorers. Marco Polos account of his travels in Asia was one of the primary sources for the European image of Far East until the late nineteenth century.

Study Of Symptom Management Strategies For Palliative Care Nursing Essay

Study Of Symptom Management Strategies For Palliative Care Nursing Essay This essay revolves around Claire, her symptoms, her ability to cope as well as her husband Andrew. More precisely, it will focus on strategies which can be employed for symptom management. Central to any form of management strategy for Claire is a holistic assessment of her circumstances followed by planning, implementation and evaluation. This can often be accomplished by with the assistance of an assessment model which are all, to a large extent, broadly based on this plan, but each can analyse the problem from a different perspective. (Fawcett J 2005) If one first considers the situation under the aegis of the Roper Logan Tierney model (Roper, Logan Tierney 2000), this model analyses the major issues of patient management in terms of solving the patients difficulties in adapting to and coping with daily living, particularly if such coping is affected by either a physical disability or a disease process. In terms of those with malignant disease, this is clearly one of their major issues. Even a brief overview of the literature demonstrates that this model is extensively utilised and is possibly one of the most widely accepted models of patient management (Holland, Jenkins, Solomon Whittam 2003). One of the major weakness of this model can be seen in the fact that it is not particularly effective in producing management strategies that can be effective in dealing with patients who are frankly manipulative or are presenting with symptoms that are overtly psychological in nature. Whilst there is no suggestion that Claire is overtly manipulative, Johnson points to the fact that the management of psychological issues in palliative care is every bit as central to a successful outcome, as dealing with ostensibly more obvious symptom features such as pain control (Johnson 1999.) Management of such patients can be better if the healthcare professional views such functional behaviour as a adaption process to the illness role as described by the Roy adaption model. (Roy 1991) which seeks to describe patient behaviour in terms of the ability of the patient to adapt to whatever stimulus is generating the behaviour. In the case of the patient with malignant disease, knowledge of a terminal diagnosis is a potent stimulus for behaviour change. Utilisation of this model allows for the nursing management decisions to respond to the evolving trajectory of the illness. This model can prove useful insofar as it determines why the patient tends to exhibit different behaviour patterns or coping strategies in response to their illness trajectory but it is of no real value in circumstances where a patient enters a period of overt denial of their terminal situation. To use Claire as a case in point, it would appear that she is presenting her symptoms individually rather than as part of a spectrum associated with the primary pathophysiological cause. It is not uncommon, in such circumstances, for a person to present with an illness that is obviously terminal, but who insists on trying to continue their daily life pattern as if there was no immediate problem. To a degree, her expression of surprise at the fact that people have come out of the woodwork to visit her is an demonstration of this fact. In contrast to the other two models discussed, the adaption model would describe this as a variety of cognitive distortion rather than overt denial. Clearly the patient cannot adapt to something that they are choosing not to overtly confront. (Steiger Lipson 2005) Claire appears to be somewhere between these two eventualities. Obviously she is aware of her diagnosis, but is expressing surprise that people would suddenly want to visit her. The Johnsons behavioural model would probably be the most appropriate for this scenario as Claires behaviour pattern will almost certainly change as her symptomatology progresses. It follows that one has to take a view on the specific causation of the symptoms before one can take a rational view of the evidence base supporting any management strategies. Prior to the active consideration of the management of the symptoms, in the context of the behavioural model of patient management, one must comment on the huge spectrum of skills and requirements that are currently expected of the modern professional nurse. Yura et al. state, in their authoritative overview paper, that to be functional and effective the nurse must understand the human condition from the viewpoint of the pathophysiology, the psychology, the human dynamic and socio-economic elements of the patients presentation and disease trajectory . (Yura Walsh 2008). In Claires case, this is particularly appropriate. In terms of exploring the evidence base for symptom control. If one uses a biomedical symptom model, then the only significant symptoms are increasing breathlessness, cough and fatigue. There is also an element of insomnia which leads to tiredness during the day. Other, harder to define symptoms, which nevertheless stem from the underlying pathophysiology, but are not generally described in biomedical terms, include her feeling of lack of control of her life, and, by inference there is the issue of her increasing dependence on her husband, Andrew. If one considers the evidence base for symptomatic treatment, one should ideally first consider the four primary dimensions of palliative care as outlined by Cicely Saunders as they are particularly relevant to Claire, namely the physical, social, spiritual and psychological dimensions. (Saunders Regnard 1989). It follows that, although this essay will primarily consider symptomatic treatment of breathlessness, it must be understood that this should be delivered within the context of the holistic assessment of the patient discussed in the early paragraphs of this essay. In the words of Valente et al., The patient, whole and entire, has relatives, friends, beliefs and previous experiences all of which must be integrated into management strategy. (Valente Saunders 2010 Pg 25) Breathlessness, as a specific symptom, is the result of a complex interaction between the physical body and the conscious mind. It is the most commonly reported symptom found in association with lung cancer and one of the most potentially distressing. (Knower, Dunagan, Adair Chin 2007). Breathlessness, unlike the pain commonly associated with malignancies, is difficult to treat with any degree of success. The huge evidence level IIb Higginson trial of lung cancer patients clearly demonstrated that the prevalence of breathlessness rose as death approached and that treatment became progressively more ineffective (Higginson McCarthy 2008). In another large prospective evidence level IIb study by Edmonds et al. it was found that although clinicians and patients both tend to associate lung cancer primarily with pain, breathlessness has a similar incidence to the extent that 85% patients with lung cancer experienced pain and 78% had significant breathlessness in the last year of their li fe. (Edmonds, Karlsen, Khan Addington-Hall 2007) Treatment of breathlessness is particularly problematic. According to Knower et al. this is because the symptomatology is both varied and multifactorial. It is not simply a matter of too little tidal volume in the lungs, it is a multisystem disorder with many possible subtle neurohormonal abnormalities and interactions in skeletal and respiratory muscle structure and function. In addition, the experience is extremely subjective with the feeling of breathlessness being modified by not only previous experience of the symptom but also by pathways from a number of different areas within the central nervous system. Dorman et al. classify malignancy-associated breathlessness into four groups by their different causative mechanisms. An increase in the sense of respiratory drive or effort to overcome an imposed load (e.g. chronic obstructive pulmonary disease, COPD) An increase in the proportion of available respiratory muscle force required for breathing, observed in neuromuscular weakness in which respiratory motor output and the sense of effort increase (e.g. paraneoplastic syndromes) An increase in the patients ventilatory requirements (e.g. anaemia, hypoxaemia) The contribution of higher cortical experience to the sensation. Memory and previous experience as well as fear and anxiety will all modify the sensation of breathlessness. (Dorman, Jolley, Abernethy, Currow et al. 2009) The evidence base for treatment shows that one effective mechanism is to treatment any underlying additive cause, such as anaemia, hypoxia or bronchospasm. (Hatley, Laurence, Scott Thomas 2008) If one considers the physical elements first, a common factor in the experience of breathlessness in all these circumstances is anxiety. One common effective strategy to reduce the subjective sensation is for the patient to learn relaxation and calm breathing techniques and then to consciously use them whenever they feel anxious and breathless. Oxygen therapy is frequently useful in relieving the symptoms of breathlessness and the presence of a nasal catheter or mask is often reassuring for the patient. The main evidence base for symptomatic control however, comes from the use of the opioid and benzodiazepine group of medications. Opiates have by far the strongest evidence base with the evidence level Ib paper by Pharo et al. clearly demonstrating the reduction of both subjective and objective measurements of breathlessness in patients with lung cancer. (Pharo Zhou 2005). The authors point out that the side effects of opiates, as a class, must be carefully weighed against their probable clinical benefits. Careful examination of the evidence base supporting benzodiazepine use shows that it is less secure. Some authors (viz. Wotton 2004) reporting that they have reduced the sensation of dyspnoea in patients, the majority of randomised controlled trials (viz. Maher, Selecky, Harrod Benditt 2010,) have not been able to demonstrate any convincing benefit whilst showing significant side effects. They are also known to decrease respiratory drive and compromise lung function, worsening exercise tolerance. ( Franco-Bronson 2006). On balance, the evidence base does not support the use of the benzodiazepine group for t he relief of breathlessness in malignant disease. Anxiety and depression, both common associations of malignant disease, are commonly associated with increased perceptions of breathlessness. There is a substantial evidence base to show that aggressive treatment of both can produce significant improvement in subjective assessments of the symptom. Treatment of these conditions are complex and specialised and therefore will not be considered in detail. Kunik et al. have demonstrated in an evidence level IIa study that both anxiolytics (buspirone ) and psychological relaxation techniques are capable of producing significant decreases in levels of both anxiety and dyspnoea, as well as improved exercise tolerance among breathless patients. (Kunik, Azzam, Souchek, Cully, Wray, Krishnan, et al. 2007) In the interests of providing a comprehensive and balanced argument, note should be taken of the recent evidence level IIa paper by Lewith et al. which noted the positive, but not statistically significant effect of acupuncture on patients suffering from breathlessness. It should also be noted that these were patients with breathlessness as an all-cause symptom rather than specifically from malignant disease. (Lewith, Prescott Davis 2006) The evidence base relating to treatment of cough, a common symptom in lung cancer. It is generally taken to indicate involvement of the airways rather than the lung parenchyma, primarily because of the location of cough receptors. Kvale published a particularly helpful Medline review in 2008 which explored the evidence base for treatment options. (Kvale 2008). The paper itself is both extensive and comprehensive. Confining the discussion to the relevant portions of the paper shows that both surgery and radiotherapy (where appropriate) are both effective in reducing troublesome cough symptoms. A patient undergoing chemotherapy is less likely to have their cough symptoms reduced. There is a substantial evidence base to support the view that the use of inhaled bronchodilators and corticosteroids can be useful, but not in all cases. Specific antitussive centrally acting drugs that have been subjected to randomised controlled trials include codeine, hydrocodone, and dextromethorphan. Each of these has a strong supporting evidence base and minimum side effects. Dihydrocodeine has been specifically noted as having the dual purpose of both pain relief and cough suppression. (Homsi, Walsh, Nelson 2001). The opiate group in general, in addition to relieving pain and breathlessness are also strongly active in cough suppression. The authors make the point that many trials have noted the cough suppression effect of placebos in randomised controlled trials. This has not only the effect of adding an element of bias into the results, but also offers a line in management of cough in resistant cases. Fatigue is a common symptom associated with malignancies and certainly with lung cancer. This latter association is postulated to be related to the levels of chronic hypoxia in the later stages of the disease. (Higginson, McCarthy 2008) The Dagnelie et al. study is particularly useful in this respect as it considered the effect of fatigue on the quality of life of patients with lung cancer and found that it has clear statistical associations with the stage of the disease process, the degree of support that the patient has and also the mental state of the patient. (Dagnelie, Pijls-Johannesn, Lambin Beijer 2007). They found that those patients who had good support networks, and who were not depressed and who were able to maintain a good level of physical activity were the ones who were least likely to report significant levels of fatigue. A substantive literature search has failed to reveal any good quality trials which support these findings from a therapeutic perspective but intuitively, one might suggest that including the maintenance of a support network and direct assessment for depressive symptoms into a holistic management plan is likely to reduce levels of fatigue experienced by the patient. In passing, one can consider the very recent Breitbart study which looked at the use of psycho stimulants in cases of malignancy-related fatigue and found promising results from Modafinil, which is a new category of psychostimulant commonly referred to as wakefulness-promoting agent in the literature. It appears to be well tolerated and with few side effects. The results are too new to have yet been replicated with a larger randomised controlled trial and the authors also point to a large possible placebo effect in their trial. In these circumstances, the evidence base should perhaps be considered unproven until further evidence emerges. (Breitbart Alici 2010) The case study makes reference to passing reference to Andrew, Claires spouse, who retired two years ago and is clearly the main carer in this scenario. He does the shopping, cooking and various other domestic duties for Clare. Although we are told that this makes him feel useful the experienced and empathetic healthcare professional should be aware that the levels of occult depression in cancer-afflicted patients spouses is extremely high. (Kim, Duberstein, Sorensen Larson 2005) It has commonly been found to be the case that as the focus of care and intervention is generally targeted towards the patient, the carers, and particularly the spouses, do not have their needs either explored, considered or addressed. (Braun, Mikulincer, Rydall, Walsh Rodin 2007) It is part of the holistic assessment of the patients situation that the carers should be actively considered and managed as actively as the patient. This has the direct effect not only of trying to optimise the overall levels of care for the patient, but also promoting the spoken exchange of information, thoughts and feelings which are very likely not to be addressed of recognised, if not explicitly facilitated. (Kim, Schulz Carver 2007) The evidence base for these interventions is not strong. There is a considerable evidence base, from a large number of qualitative studies, which underlines the fact that spouses and carers, if supported, can improve the quality of life for the patient. It also appears to be the case that spiritual well being of the patient is improved if spouses and carers are encouraged and facilitated to talk about the situation, especially impending death, which is often regarded as a taboo subject in a household with a patient with a malignancy. Qualitative studies certainly strengthen the evidence base, but, in terms of guidelines and management strategies, they are generally not seen as being as robust as quantitative studies. (Gomm Davies 2008) In conclusion, the evidence base to devise a management strategy for Claire is dependent primarily on the mechanisms used to define her symptom base as well as her circumstances. It appears likely that Claire is adapting to her illness trajectory with a minimum of cognitive distortion, and is taking a rather fatalistic view of her situation. Management should clearly be primarily supportive, both of her and her spouse. The evidence base for symptom control is fairly strong. Pain is not a feature at the moment. Breathlessness could be tackled, initially by the instigation of anxiety-relieving behaviours and possibly by small doses of opiods. Cough can be helped by the use of dihydrocodeine if it is troublesome and fatigue needs careful evaluation to determine whether there is any depressive or psychological factors which are either primary of additive to the symptomatology. Claire may also need to be given permission to rest during the day and be told to pace herself with physical activity so that her fatigue is not such a problem for her. Healthcare professionals need to consider their interventions with the family very carefully. Claire perceives that they come out of the woodwork, which suggests that they are an unwelcome reminder of the fact that they are only there because she has a serious and ultimately terminal illness. Claire may need to be encouraged to talk and expand on this issue as the family may find it difficult if they are not welcomed, and Claire may need to be helped to confront the reality of her situation more directly. Andrew must not be overlooked when constructing a management strategy for this situation. It is a common finding for healthcare professionals to perceive that the spouse is being strong, but this may be a faà §ade for their partner. It is a useful strategy for the healthcare professional to make time to talk to Andrew on his own so that he can have the opportunity to raise issues that he may be unclear about. It may be that he does not know what to expect and is uncertain of the best way of handling the situation. Although possibly premature at the moment, part of the management plan should be to discuss how Andrew is going to approach a worsening situation. An essay such as this can only realistically consider the situation from a general approach. It is clearly the case that every strategy and intervention should be considered on the basis of a holstic assessment of the individual and the management tailored directly to the specific circumstances of the individual. Appendix I Classification of evidence levels Ia Evidence obtained from meta-analysis of randomised controlled trials. Ib Evidence obtained from at least one randomised controlled trial. IIa Evidence obtained from at least one well-designed controlled study without randomisation. IIb Evidence obtained from at least one other type of well-designed quasi-experimental study. III Evidence obtained from well-designed non-experimental descriptive studies, such as comparative studies, correlation studies and case studies. IV Evidence obtained from expert committee reports or opinions and/or clinical experience of respected authorities. (SIGN 2001) Appendix II Case Details Clares general practitioner has just referred her to the community palliative care service. Clare is a 65 year old woman, with lung cancer, an eventually fatal condition. She lives with her husband Andrew in their family home. Her two grown children are married and live interstate. Clare suffers from breathlessness, cough and fatigue. She gets distressed by her inability to catch her breath. Sometimes she has trouble sleeping at night and is frequently sleepy during the day. Clare says she doesnt have many strategies to help her manage her symptoms. She views her illness as a challenge as it impacts on what she can do and she doesnt feel in control of her life. Clare tells you that personal relationships are more meaningful for her now and she misses seeing her children, even though she keeps in frequent phone contact. She is surprised by the number of people who have come out of the woodwork and have come to visit her at home. Andrew retired two years ago so is able to do the shopping, cooking and other domestic duties for him and Clare. He says this makes him feel useful and its easier for him to do things than to talk about things. Andrew asks you if there is anything more he can do to help Clare.

Starbuck’s, Nordstrom, Boeing, Costco and Wal-Mart have all been Essay

Starbuck’s, Nordstrom, Boeing, Costco and Wal-Mart have all been chosenas Fortune Magazine â€Å"USA 100 Best Companies to Work For† Starbuck’s, Nordstrom, Boeing, Costco and Wal-Mart are leaders in their industry and have been doing business successfully. During the research on their Human Resource Management (HRM), I can see their successes are firmly related to their effective and efficient HRM strategies. There are many factors in common among these five companies’ HRM strategies: devotion to employees’ benefits, employee training, a diversified work environment, promotions and rewards system, friendly and healthy workplace and outsourcing opportunities, Starbuck’s business has been boosting year by year. For many people that have had Starbuck’s coffee, they may notice that Starbuck’s customer service is outstanding. Every customer is treated like a VIP and with high quality service. This has a lot to do with Starbuck’s HRM. Starbuck’s provides its management team and employees training to help them better understand its business process. Also, Starbuck’s offers a wide range of job opportunities for people to develop their potential. Nordstrom has reputation of quality products and customer service. From its website introduction, it is not hard to find that Nordstrom gives employees an excellent rewards system to encourage higher standard service, and it values employees at different levels. Every employee that works at Nordstrom will feel he or sh...

Your Dog is Your Father: The Deceptive Simplicity of Eristic in the Euthydemus :: Essays Papers

Your Dog is Your Father: The Deceptive Simplicity of Eristic in the Euthydemus What is particularly striking about the opening exchanges of the Euthydemus between Socrates and Crito is that they seem to establish the setting and characters of the dialogue concretely—Socrates and his attractive young friend Clinias meet the well-known brothers Euthydemus and Dionysodorus at the Lyceum and ask them to display what Crito calls their â€Å"particular wisdom,† and what they call simply â€Å"virtue.† However, within these first few pages of dialogue, we already begin to sense something about the brothers that makes them difficult to pin down. When Crito asks, â€Å"Where do they come from, and what is their particular wisdom?†, Socrates is vague on their origins—they are from both Greece and Italy, and at the time of the dialogue, they are exiles with no proper city (271c). Thus, they seem to be from everywhere at once. Their â€Å"particular wisdom† turns out to be quite unparticular as well—Socrates claims they can win any fight, making them, one would assume, wise at everything. Whereas both Socrates and Crito dwell on the physical and character descriptions of Clinias and even Ctesippus, the brothers, who are ostensibly the primary focus of the dialogue, are given no personal description at all (271b, 273a). Indeed, when Ctesippus takes up a tirade against them in the Lyceum, he is completely unable to identify them, addressing them as, â€Å"men of Thurii or Chios, or from wherever and however you like to be styled† (288b). In his frustration at their elusiveness, he articulates this very unnatural ability of the brothers to be from everywhere and argue any position, and quite accurately compares them to Proteus, the shape-shifter (288c). Moreover, the brothers are interested in hiding their past occupations in order to appear to be purely teachers of â€Å"virtue,† as Euthydemus insists (273d). Socrates makes a point of reminding both the audience in the Lyceum and Crito that the brothers achieved their reputation as teachers of military combat and rhetoric (271d-272b, 273c). Euthydemus is eager to belittle these skills, laughing when Socrates praises them and calling them â€Å"diversions† to his main interest (273c). However, Socrates does not discard them as easily, and in his later conversation with Crito, he praises the brothers as â€Å"all-round fighters† and considers their skill at eristic to be the â€Å"finishing touch to pancrastic art,† implying that we must view it in concert with their previous interests in order to understand what is so striking about it that it should motivate Socrates to want to seek out their tutelage (272a). Your Dog is Your Father: The Deceptive Simplicity of Eristic in the Euthydemus :: Essays Papers Your Dog is Your Father: The Deceptive Simplicity of Eristic in the Euthydemus What is particularly striking about the opening exchanges of the Euthydemus between Socrates and Crito is that they seem to establish the setting and characters of the dialogue concretely—Socrates and his attractive young friend Clinias meet the well-known brothers Euthydemus and Dionysodorus at the Lyceum and ask them to display what Crito calls their â€Å"particular wisdom,† and what they call simply â€Å"virtue.† However, within these first few pages of dialogue, we already begin to sense something about the brothers that makes them difficult to pin down. When Crito asks, â€Å"Where do they come from, and what is their particular wisdom?†, Socrates is vague on their origins—they are from both Greece and Italy, and at the time of the dialogue, they are exiles with no proper city (271c). Thus, they seem to be from everywhere at once. Their â€Å"particular wisdom† turns out to be quite unparticular as well—Socrates claims they can win any fight, making them, one would assume, wise at everything. Whereas both Socrates and Crito dwell on the physical and character descriptions of Clinias and even Ctesippus, the brothers, who are ostensibly the primary focus of the dialogue, are given no personal description at all (271b, 273a). Indeed, when Ctesippus takes up a tirade against them in the Lyceum, he is completely unable to identify them, addressing them as, â€Å"men of Thurii or Chios, or from wherever and however you like to be styled† (288b). In his frustration at their elusiveness, he articulates this very unnatural ability of the brothers to be from everywhere and argue any position, and quite accurately compares them to Proteus, the shape-shifter (288c). Moreover, the brothers are interested in hiding their past occupations in order to appear to be purely teachers of â€Å"virtue,† as Euthydemus insists (273d). Socrates makes a point of reminding both the audience in the Lyceum and Crito that the brothers achieved their reputation as teachers of military combat and rhetoric (271d-272b, 273c). Euthydemus is eager to belittle these skills, laughing when Socrates praises them and calling them â€Å"diversions† to his main interest (273c). However, Socrates does not discard them as easily, and in his later conversation with Crito, he praises the brothers as â€Å"all-round fighters† and considers their skill at eristic to be the â€Å"finishing touch to pancrastic art,† implying that we must view it in concert with their previous interests in order to understand what is so striking about it that it should motivate Socrates to want to seek out their tutelage (272a).

Education Dialog Essay

What does it mean to be an educated person? There is no simple, out-right, correct answer to this question. Everyone will have a slightly, if not very, different answer. â€Å"†¦ ‘What does it mean to be a liberally educated person?’—is misleading, deeply so, because it suggests that one can somehow take a group of courses, or accumulate a certain number of credits, or undergo an obligatory set of learning experiences, and emerge liberally educated at the end of the process. Nothing could be further from the truth†¦Ã¢â‚¬  (William Cronon 5) To me an education is about grasping not specific facts, but concepts as a whole, to gain knowledge of things that can be applied to not just the status quo but things in the future as well. To be properly educated one must keep an open mind, be able to take all the sides of an argument into account and be able to see where they are coming from. To be educated,, is to be free of ignorance, to not let our own emotions and experiences corrupt our view, to be able to think for yourself and think critically at that, but also to comprehend what is being said to you, or what you are reading and understand that your learning will never end. No matter the amount of knowledge you have on a certain topic there will always be more to learn, either on that topic or other topics and an educated person knows that, so they are always striving to learn more. Critical thinking is a huge part of being considered educated. You don’t just listen to hear someone talk, and you don’t read to just see letters form words on a page, you do these things so you can derive meaning from the words written in a book and the words coming from a person’s mouth. How does one measure intelligence? How would you know where you stand compared to others? This is where things get a little tricky. From my own experience in the public education system we were given facts, dates, places and names to be memorized for tests. How much you could memorize directly translated to what grade you would get on a test. Students would cram right before an exam, and their minds would only retain that knowledge for a couple days at most. In my English class my teacher spent the whole year preparing us for one test at the end of the year, one test. We were actually given the test three times before the â€Å"final exam†. You were given the correct answers and all you had to do was memorize it, if you could memorize the answers you would get an A grade. I don’t get how standardized tests are used to measure intelligence since there isn’t a standardized person. I believe standardized tests should be made with essay topics to give students a chan ce to explain their thinking, their â€Å"why’s† I can understand why certain subjects become important when trying to shape a well rounded educated person, such as: math, history, writing and composition. History would be about the only subject in which there could be too much focus on dates and facts, to where they begin to dismiss the â€Å"Why did they do that?† because they’re focusing on the fact that they did do it. We are taught history so we can do our best to prevent repeating it, the facts won’t really help all too much in that, but the critical thinking will. We need to be aware of what’s going on around us, notice when things are beginning to stir. We all must be educated to advance in our world, to learn from our mistakes, to make new mistakes and set forth a course to the ideal of a perfect world or to achieve a perfect education.

How Accurate Is It to Say That Lenin’s Leadership?

How accurate is it to say that Lenin’s leadership was the most important reason for the Bolshevik’s success in the revolution of November 1917? Lenin’s leadership was to a large extent an important cause of the Bolshevik’s success in the November 1917 revolution. This is because of Lenin’s great leadership skills, including his personality and timing, and his use of propaganda.Other factors to why the Bolsheviks succeeded included Trotsky’s role, which was debatably more important, and the problems with the Provisional Government, which made it unpopular, increasing support to the Bolsheviks and meant that any future revolution was inevitable. Lenin’s leadership was crucial in a number of respects. He was a brilliant orator so the Bolsheviks were well led. At the Central Committee meeting on the 23rd October 1917, Lenin forced through an agenda item, when the leading Bolsheviks, Zinoviev and Kamenev, disagreed on it.This was crucial be cause Lenin was in exile in Switzerland and had fled to Finland more recently because of disasters resulting from the July Days. This shows how Lenin was obviously still the determined leader of the Bolsheviks, and in the face of a united opposition, he was still capable to force his views upon the party. Furthermore, Zinoviev and Kamenev’s correct interpretation of Marx was not enough to stall Lenin’s wish for an armed uprising. Lenin slightly changed Marxist theory by stating that the bourgeois revolution had enough time to complete industrialization.This further established how influential Lenin within the Bolsheviks and no one could compete with him even if it was obvious that his Marxist theory was wrong. The Bolshevik’s success would not have occurred in the armed uprising of the November 1917 revolution without Lenin’s leadership skills. Lenin’s leadership skills is linked to his popular slogans which gained support to the Bolsheviks whilst making the Provisional Government unpopular. Furthermore, Lenin was determined to transform the political state in Russia by overthrowing the Provisional Government.Before Lenin’s return in April 1917, the leading Bolsheviks, such as Kamenev and Stalin, actually supported the Government. There were major problems for the government, counting the central issues. People were suffering from the hardships of World War I including: a huge number of deaths at the front, hyperinflation, transportation breakdowns, empty shelves in stores and lack of fuel to heat people’s homes. These issues were linked in a cruel circle; the only way to end the economic and social crisis was to get out off war but by doing so, that would mean the withdrawal of foreign aid, which would create an economic crisis of its own.The central issues dissatisfied the proletariat, soldiers and peasants. When Lenin returned, he promised his most popular slogans, which were ‘Peace, Land and Bread†™ and ‘All Power to the Soviets’ which were designed to gain support for the Bolsheviks and undermine the Provisional Government. ‘Peace, Land and Bread’ was a popular message because ‘peace’ meant an instant end to conflicts and referred to Bolshevik opposition to war; ‘bread’ meant a promise of food in the towns and cities, and ‘land’ meant all of it to be nationalised for the peasantry.This was a popular message in a country tired of war and faced food shortages. This emphasised the Provisional Government’s support for the unpopular war and proved their failure to help the land and food shortages. Lenin’s solution ‘All Power to the Soviets’ made the workers and peasants believe that the Provisional Government was made up entirely of landowners and middle classes who would not look out for them. The slogans, therefore, allowed Lenin to give support to the Bolsheviks that they will have po wer whilst making the Provisional Government look weak and dependant on the ‘strong’ Bolsheviks.This is linked to how the weakness of the Provisional Government helped the Bolshevik’s support rise. It was the Provisional Government, which lead to direct attempts to defeat it; the Bolsheviks were lucky that the Provisional Government was weak. General Kornilov, dissatisfied with the Provisional Government and the muddled state of the army, called for its overthrow. He wanted a return of the death penalty for abandonment, the elimination of the Soviets and the appointment of himself as new leader.Kerensky firstly made proposals to Kornilov by asking him to join a coalition. When rejected, he had to ask the Petrograd Soviet to help him defend the capital. They agreed, but only once he had released the Bolshevik prisoners. He was therefore put into an unpleasant position of having to give weapons to a group of people who were wanted to defeat his government. In the e nd, Kornilov surrendered. The results were disastrous for the government. Politically, it lost support on both Left and Right.The Right-Wing were shocked that Kerensky had armed the communists. The Left were shocked that Kerensky had tried to compromise with Kornilov and turned instead to the organisation of the Bolsheviks. Militarily, the army lost all trust in the government and started to collapse. The Provisional Government was now extremely unpopular and helped make revolution inevitable with more Bolshevik support. Furthermore, The Kornilov Affair had followed the arming of the Military Revolutionary Committee (MRC).The MRC did not give its guns back to the Provisional Government once the crisis was over, which meant that there was an armed radical group at the core of the Petrograd who were progressively undertaking the orders of the Bolsheviks. In addition, the failure of Kornilov to get to Petrograd highlighted the power the MRC had over soldiers Clearly, after the Kornilov Affair, the Provisional Government could no longer trust the troops to protect them if their opponent were in the MRC. The Kornilov Affair therefore made the revolution inevitable.This is linked to Trotsky, who led the MRC, and how his role was crucial to the success of the Bolsheviks in the revolution. It was Trotsky who was the mastermind behind the actual planning and accomplishment of the uprising ever since he joined the Bolsheviks in May. Trotsky started the Pravda, a new workers-oriented newspaper, which got the Bolsheviks ideas across and helped the party run its own propaganda machine. Furthermore, on the evening of 24th October 1917, orders were given for the Bolsheviks began to occupy the railway stations, the telephone exchange and the State Bank.The next day the Red Guards, a private Bolshevik army established by Trotsky, surrounded the Winter Palace. The Military Revolutionary Committee (MRC) of the Petrograd Soviet was set up to defend Soviets from Germans after the June offensive collapses. It was under the control of Trotsky and the Red Guards occupied crucial areas of Petrograd and arrested most of the Provisional Government, who were in the Winter Palace. Many of the members of the Provisional Government were arrested, but did not offer any confrontation. The MRC, however, did win over the support f the Peter/Paul fortress, with its 100,000 rifles. This shows how Trotsky had also organised and executed the Bolsheviks’ takeover with great competence. Trotsky was an important contribution as he was the organiser and gave the Bolsheviks the military power to win against the Provisional Government, which ended up numbering over 10,000. To conclude, Lenin’s leadership was crucial to a number of respects. However, other factors such as Trotsky’s role, including his great organisational skills, and the weakness of the Provisional Government, which helped increase Bolshevik support, are arguably more crucial.Lenin was a brillia nt speaker and powerful within the party. In the face of a united opposition between Zinoviev and Kamenev, Lenin was still able to force his views upon the party, which shows how no one could compete with him. His two famous slogans ‘All Power to the Soviets’ and ‘Peace, Land and Bread’ allowed Lenin to give support to the Bolsheviks that they will have power. However, Lenin was lucky that the Bolsheviks’ opponent, the Provisional Government, was weak.There was little support for the Provisional Government within the Petrograd. The Provisional Government failed to tackle the worst issues like the food shortages for example. The Kornilov Affair also created political and military problems for the government, which made revolution inevitable. Furthermore, Trotsky played a much important role as he gave the Bolsheviks the military power due to his organisational and timing skills. Lenin did help the Bolsheviks succeed in the November 1917, but only to a certain extent.

Philip Seymour Hoffman and Dr. Seuss Essay

The more that you read, the more things you will know. The more that you learn, the more places you’ll go. Dr. Seuss We shouldn’t teach great books; we should teach a love of reading. B. F. Skinner  Today a reader, tomorrow a leader. Margaret Fuller  Reading takes us away from home, but more important, it finds homes for us everywhere. Hazel Rochman â€Å"Success is not final, failure is not fatal: it is the courage to continue that counts.† ― Winston Churchill tags: bravery, courage, failure, inspirational, success 13499 likes like W.C. Fields â€Å"If at first you don’t succeed, try, try again. Then quit. No use being a damn fool about it.† ― W.C. Fields tags: humor, success 5582 likes like Albert Einstein â€Å"Try not to become a man of success. Rather become a man of value.† ― Albert Einstein tags: adulthood, success, value 4221 likes like Herman Melville â€Å"It is better to fail in originality than to succeed in imitation.† ― Herman Melville tags: success 3730 likes like Dr. Seuss â€Å"So be sure when you step, Step with care and great tact. And remember that life’s A Great Balancing Act. And will you succeed? Yes! You will, indeed! (98 and  ¾ percent guaranteed) Kid, you’ll move mountains.† ― Dr. Seuss, Oh, The Places You’ll Go! tags: humor, inspirational, success 2945 likes like W.P. Kinsella â€Å"Success is getting what you want, happiness is wanting what you get† ― W.P. Kinsella tags: happiness, success 2784 likes like Truman Capote â€Å"Failure is the condiment that gives success its flavor.† ― Truman Capote

Effects of Music on Counsumer Behavior

The idea of using music as a way of advertising goes all the way back to colonial times when street vendors hawked their good to the tune of a melodic chant. Of course we also know that music has been used often as a way of fixing a product in our mind. A memorable tune that â€Å"sticks in your mind† is the marketer's dream. Music that is written for a company or industry often benefits the entire industry. One of the first industry wide musical plugs (no pun intended) was for the tobacco industry through songs such as the 1836 song Think ; Smoke Tobacco, by John Ashton and Pipe de Tabac by John Hewitt.Lyrics also play an important part in the use of music as advertising. Just as a catchy tune could attack your senses, a good â€Å"jingle† or cute lyrics could become a part of society for quite some time. The power of this form of advertising is just formidable. Consumer researchers have found emotional response to advertisement, by consumers. Background music is one o f the major component influencing audience responses to certain products that they buy. Popular music in television commercials is nothing new.In fact, television advertising right from its very beginning in the early 1950s has relied heavily on music to get people’s attention, set a mood, creates the right brand image and sells the advertiser's product. The reason why is simple it works. Music plays an important role on individuals belonging to various cultural backgrounds. Music can relax us, excite us, make us want to get up and dance or simply involve ourselves by listening. That's what makes it such a powerful tool in advertising. Very often, more recognizable songs are used as background usic to set a mood or to help establish an image for the product. Early television commercials in the 1950s featured well known classical masterpieces as background music, to attract consumers towards their product. Advertisers later on expanded themselves into jazz and rhythm and blues . Soon TV commercials were featuring songs like Duke Ellington's â€Å"Satin Doll† and Gershwin's â€Å"Rhapsody in Blue† as background music to help sell a variety of different products. Music plays the following role Entertainment:Music contributes to the effectiveness of an advertisement by making it more attractive. A good ad always tries to engage the attention of an audience, and makes it entertaining for them. To an extent all music broadcasted on commercial ads as well as radio serves as a loss leader. Any music can potentially act in this role of entertainment. Moreover, the music need not necessarily be evident of any special attraction with a particular product or service in order to play an effective and useful function. Structure/Continuity: Music can be used in various structural roles.As a structural role, music helps in tying jointly a sequence of visual images and series of dramatic episodes, narrative voice-overs, and a list of product appeals. This i s the function of continuity. Memory ability: Music should be such in advertisements that it increases the Memorability of the product's name. Consumers are known to favor products which give some degree of recognition or familiarity, even if it is merely the product's name. Thus, the association of music with the identity of a certain product may greatly aid in product recall. Lyrical Language:A fourth technique of musical enhancement is the use of lyrical language. Vocal music permits the conveyance of a verbal message in a non spoken way. Language utterances can sound much less naive or self-indulgent when couched within a musical phrase rather than simply spoken. An individual can respectably sing things which would sound utterly trite if said. Targeting: Once an appropriate medium is chosen, second considerations are targeting the consumer, thereby engaging or charm those viewers who constitute the target demographic group. Music has long been identified with various social and demographic groups.Musical style therefore assists in targeting a specific market. The style may function as a socioeconomic identifier or may act as a device for addressing a specific group of audience. Authority Establishment: Music enhances to the credibility of the product in this way that establishes its authority. A simple way of establishing authority is through expert testimony. Authority may also be fostered through testimonials of non-technical authorities . Thus to an extent to succeed in advertising an audience, should also be kept in mind , advertising done must also have genuity in it.Music affects shopper time perception: Several studies indicate that music can effectively reduce anxiety, increase positive mood ratings, alleviate depression, and decrease frustration. Music has also been seen to influence consumer’s time perception. Standing in queues listening to the right kind of music makes the waiting experience more pleasant and entertaining hence reducing the perception of time in store. Music helps in making impulsive purchases: Music helps consumers associate some feelings or emotions such as joy, love, fear, hope, sexuality, fantasy and helps in developing a mood for shopping.Music also helps in creating an impulsive environment that can be extremely beneficial to the consumers in selecting a particular product. Increase brand loyalty: Music helps in enhancing brand loyalty in a way that it integrates the meaning of a message of the particular brand thus creating brand loyalty amongst the customers. Music is a positive addition to the consumer environment: Music plays an important role by creating a positive environment, under which all consumers are influenced by music.Example: When an individual enter the shop of K;N’s the jingle of the brand keeps on playing thus creating a positive effect on the consumer . Music has also been used to induce either a pleasant or unpleasant affective state and examine its Interaction wit h the affective tone of an advertisement (Gorn, Pham, ; Sin 2001). Both arousal, pleasure can be manipulated with music. Music and Congruence: Park and Young (1986) examined the effect of music (present, absent) and three types of involvement (low involvement, cognitive involvement, affective involvement) on the formation of attitudes towards a brand in the context of TV commercials.Music increased the brand attitude for subjects In the low involvement condition but had a distracting effect for those in the cognitive involvement condition. Its effect for those in the affective involvement condition was not clear. They argue that music acted as a peripheral persuasion cue. When the music was attention grabbing it pulled listener’s attention away from the message and negatively influenced recall. The no music ads performed as well or better than the musical ads in terms of recall and recognition.Thus the relationship between the fit of the mood, induced music (happy/sad) develo ped the purchase decision for the customer. USES OF DIFFERENT KINDS OF MUSIC Fast or slow music in a retail environment Research found out that people move steadily when slow rhythm music is played. Study was conducted in two supermarkets found a huge increase in sales when slow rhythm music was played: â€Å"In that study the gross sales increased from $12,112 for the fast rhythm music to $16,740 for the slow rhythm music. This is an increase of 38%. In addition to it â€Å"Customers moved slowly when soft music was played, taking 128 seconds, and faster when fast music was played, taking 109 seconds. † Same results have been observed in restaurants: customers tend to persist when the music is slow and soft. Where you don't want people to linger, you could be better off playing loud, fast tempo music especially if you run a fast-moving restaurant. But, retail environments often want their clients to stay for longer time in their stores, so softer music is more appropriate. A study discovered that customer spent almost 23% more money in a restaurant when softer music was being played.Interestingly, increase in spending came on the drinks bill (which grew by almost 51% on avg), which are the most profitable items in most restaurants. ? Loud or soft Usually, people spend much less time in the environment where louder music is played One article wrote: â€Å"A person is likely to stay in a restaurant playing soft music 20% longer than if the music is loud, with a slight increase in the amount of money spent on food and drinks. For grocery stores, it was found that the volume made no difference on how much money was spent.Another study by Caldwell and Hibbert (2002) found that when slow music was played, patrons stayed for 20% longer but also spent more on food and drink – in fact, up to 50% more. In other words, to keep your customers, keep it soft and slow. And likewise, if you want quick turnover, speed things up and keep it loud. † In bar s, where music is very loud and fast that it hinders conversation, people drink more and drink faster. An academic study found: â€Å"Environmental music was associated with an increase in alcohol consumption. †¦ Forty male beer drinkers were observed in a bar. †¦The results show that high level volume led to increased alcohol consumption and reduced the average amount of time spent by the patrons to drink their glass. † Use of hit songs and unknown songs In business and retail environments, popular music tends to be too distracting, taking people away from the task at hand, and makes them focus on the music. You want the music to â€Å"MELT† in the environment, giving a feeling of calm or energy, but not grabbing the attention of the people. â€Å"Popular or hit† music is too catchy, and causes lower purchasing in retail environments and decreased productivity in offices. The usic that should be played has to be good and very close enough to hit music that people enjoy it, but it must not be too catchy. Classical or chill outs In a study it has been found out that â€Å"Classical music† increases the amount of money people are willing to spend. Normally, people will buy more expensive goods when classical music is being played. MUSIC AND MARKETERS Marketers uses music to reach at own goal in making advertising. Marketers doing in following way: Music Exists In A Context Music does not work alone. It exists within an advertisement with complex visual, verbal, and other nonverbal stimuli.How all of these are perceived depends on the complex interaction of internal (biological) and external (social, cultural influences) factors which also affect when and how musical taste is developed. Music is primarily a cultural and social phenomenon and reflects the values and attitudes of a subculture. Sociological forces affect images and preferences about products that are desirable, and music, if it fits with those images, may enhanc e the following variables: 1) persuasion through prior learning and verbal association, 2) recall, 3) overall ad effectiveness, Preference for the product and 5) facilitation of mental images.The following-discussion will elaborate further on the topic of music as a facilitator of mental images, and its role in advertising, education, communication, psychology, and marketing. The Importance of The Role Assigned To Music In An Ad It seems that the salience of music in an ad will depend on whether the ad is primarily affective or cognitive based (Park and Young, 1986; and Holbrook and Hirschman, 1982), who the target market is, and how well the message communication goal (meaning) of the ad will fit with the music.Consequently, we suggest a tentative hierarchy of musical presence model, to define the role assigned to music in communicating the advertising message. Basically, the degree to which music is assigned a dominant role is revealed by the degree to which it will be in the fore ground, be distinctive, will be noticed, and will be more likely to be part of an affect-based ad. The degree to which music is assigned a less dominant role is the degree to which it will recede into the background, be less distinctive, be less attention-getting, and the ad will be less likely to be affect-based.This model is based on observation of about 60 advertisements on day-time T. V. , and is presented here as way of summarizing the role music plays going from a most dominant and distinctive to a barely noticeable presence, to no presence. Since many ads have a combination of cognitive and affective components, with degrees of emphasis on one or the other, the role of music will tend to follow this degree of emphasis in the advertisement. That is, all things being equal, the more salient the role music has in the ad, the more affect-based the ad is likely to be, and We less salient role music has, the more cognitive-based the ad will be.The hierarchy of musical presence mode l is suggested as follows, going from most to least salient: A. in ads where music primarily carries the entire message and meaning, music will be used in the following ways: 1. When music with lyrics carries the ad's verbal message and meaning, it has been assigned a dominant role in also providing an atmosphere, creating an image, setting a mood, and influencing affect throughout the ad. The ad will be primarily affective-based, appealing to feelings. In this case, music will always be in the foreground, with very little voice-over, if any.Sometimes music composed especially for the purpose of the ad, or a fairly well-known song for example, such as â€Å"April in Paris† (for rich French roast coffee by Maxwell House), can be used primarily to carry the message of the ad. The use of â€Å"April in Paris† reflects the age of the target market, desire for foreign travel, and its taste in style of music; 2. When the lyrics of the song do not carry the ad's message direc tly (the words are about things other than the product and do not contribute to the atmosphere or mood), but the music is in the foreground throughout the ad, and is the primary form of communication; 3. hen instrumental or electronic music (without lyrics) is in the foreground, there is almost no voice-over, and the verbal message is brief and in written form, music has also been assigned a dominant role and will provide the above-mentioned attributes; B. in ads where the message is carried primarily by a voice-over, music is used in the following ways: 1. Music is in the background, very quiet, generally not distinctive, resembles â€Å"elevator music,† and the voice-over continues throughout the ad; 2. The music background lasts for the duration of one or two short verbal phrases, usually at the end of the ad.It is used to emphasize a phrase as in a key brand attribute, or logo; 3. No music. Although most commercials use music, some research has indicated that music may di stract from message processing, and other research supports the facilitating effect of music. While musical characteristics or elements do shape overall musical meaning, a musical selection can distract or enhance message processing, if placed in an inappropriate advertising context, where the ad's intended meaning and the music are not a good.While music may enhance processing in one setting, it may distract in another. Its impact largely depends on how well it fits with the advertisement's meaning, and the audience's level and type of ad involvement. In trying to determine what musical selection fits with what advertisement, a clear communication goal of the ad is required (cognitive, affective), along with knowledge of the intended target market's musical taste, preferences, and if possible, the meanings and feelings associated with particular musical selections.Finally, it is useful to possess an understanding of the musical characteristics or elements of the designated musical selection, as these often affect the above variables. From the musical presence hierarchy model, we note through preliminary observation that the more salient music is in an ad, the more affect-based the ad is. In general, advertising practitioners have used music which was familiar with their target market, and which fit with the ad's meaning. Note that under conditions of high cognitive involvement, music is seldom used, and when used, seldom effective.How, When, Why Music Works In Imagery Production A number of studies find that music is considered as a valid facilitator of mental images. Music also has been used as a stimulus to evoke images in educational and therapeutic settings. Music used simultaneously with words and sounds was found to increase image production. Farnsworth (1976) reports that music evokes very little universally similar mental imagery beyond what appears in all cultures, such as the use of soft melodies for mothers' lullabies.He also states that in western culture most people of the same subculture have similar imagery stimulated when presented with a descriptive narrative with specific imagery using concrete words. These words used to accompany music make for powerful, learned associations, so that when we hear the â€Å"Star Spangled Banner,† we hear the words that go with it and we all tend to have similar visual imagery. Since the same music may not evoke uniform imagery among listeners, there is uncertainty regarding whether or not high and low imagery music can be 1) agreed upon, and 2) distinguished by the type of music represented.Although the designative meaning of music is made up of individual images, thoughts, and memories associated with a particular musical piece (Meyer, 1956), and is therefore frequently individualistic, musicians have often written programmatic music with titles which encourage similar imagery. For example, Mussorgsky used pizzicato strings to represent what he labeled â€Å"chicken cluckingâ €  in his â€Å"Pictures at an Exhibition. † Advertisers of course supply â€Å"labels† with verbal statements about the product (emphasized by music) and/or lyrics of jingles.It appears that prior learning and verbal associations, when paired repeatedly with certain pieces of music, are likely to evoke more nearly uniform mental imagery among listeners. In a marketing and advertising context, imagery impacts consumers' knowledge in many important ways. Imagery systems contribute to a definition of product imagery and affect how a brand â€Å"communicates† with the consumer. Imagery is a process through which sensory information is stored in working memory.Since memory imagery involves sensory and concrete representations of ideas, feelings, and memories, it can allow a visual reconstruction of an event in one's mind which has been experienced before and stored in memory. Among the variables that can produce imagery-in an advertisement are words, imagery inst ructions, and music. Stewart, Farmer, and Stannard (forthcoming) note that in those situations where image advertising uses music, the use of a musical cue provides the opportunity to elicit images, beliefs, and associations.Their forthcoming study's results indicate that music with lyrics is statistically significant in eliciting more image types of responses referring to people, actions, or setting than verbal cues. Findings in this study suggest that the musical cue is a more sensitive measure of memory than verbal product and brand cues. Another example where imagery plays a part in the degree of fit between the music and the meaning of the advertisement is in the romantic, nostalgic song â€Å"I'll Be Seeing You. Used as background for a FTD florist ad, this song may prove effective. However, if paired with the packing up of a seasonal, everyday item like a portable fan, the effect will be somewhat comical. The organization of musical elements remain the same in the song, but the context surrounding the music has changed from a romantic, nostalgic setting (a good fit in terms of imagery) to a more mundane one. Therefore imagery of the product and the ad can be affected by the f t between musical meaning and the meaning of the ad. Music Also Affects Important Mood States.When a person enters in a restaurant, supermarket, or malls for shopping, Customers when enter in shopping malls, restaurant, or supermarkets their walking pace is fast and no product catch their eye they follow their mind set. They usually do not have in good mood due to huge traffic and unpleasant noise. Music not only slow down their pace but make their mood positive which ultimately increase the sales. Music not only enhances recall for a product or an ad through an evoked image, but it may evoke a mood, feelings, emotions, and behaviors.Consumer behavior theorists have conceptualized how consumers' attitudes, affective states, and behaviors have been impacted by moods under central a nd peripheral processing, as well as affect -and behavior conditioning. Variables Affecting Mood Moods can be affected by many different variables. Gardner (1985) discusses studies of independent variables found to induce mood states, such as weather and temperature variation, positive test feedback, finding a dime in a phone booth, winning a computer game, receiving a free gift, getting cookies, and receiving good news and bad news.Participation in activities such as smiling or frowning, reading stories, and recalling or imagining emotional experiences may also induce mood changes. In view of the fact that music is a common element in commercials, and one which has a long history of mood inducement in a variety of contexts, the next section will focus on how music has been used as an independent variable to affect moods, as well as other dependent variables of interest to marketers. For brevity, this section will highlight key studies.Details on these and other studies are in Alper t and Alpert (1990) and Bruner (forthcoming). Gorn (1982) suggests that peripheral influences such as background music used in commercials may become associated with the advertised product (in memory, even if not consciously), and influence product choice through classical conditioning. Mere exposure did not lead to liking, which apparently depended on whether the target product, a pen, was presented with liked vs. disliked music.The second experiment by Gorn (1982) provided support for his hypothesis that when subjects were not in a decision-making mode; the commercial's impact appeared to be more influential in its appeal when presented with musical background as opposed to product information. He concluded that through classical conditioning, the product becomes associated with the positive feelings of liked music. ? Commercial Business Uses of Music in Advertising Business uses of music in advertising date back to the earliest days of broadcast media.In the 1920s and 1930s, mark eters like Procter and Gamble pioneered the concept of linking brand names to distinctive musical and dramatic themes. The approach was used not only in radio ads, but also in programming that the companies developed and controlled. It was later adapted to television commercials and to the enormously popular soap operas of the 1950s. Now music is used in advertising in key formats as a useful tool to sell products. Radio Two characteristics of radio give music a particularly important role.First, the medium is entirely dependent on engaging, creative audio. Second, because most listeners tune into the radio while driving or performing other activities, music helps to focus the consumer's attention on the product. Jingles, which are original tunes composed specifically to support a certain brand, are widespread in radio advertising. They are effective in enhancing recall of the brand name and key selling points. Television and Multimedia Producers of television commercials and other forms of multimedia advertising frequently purchase licensing rights to popular music.They also hire composers and lyricists to create original music. In these media, it is important for music to complement, not compete with, the visual elements of an ad. However, songs and background tunes can be more memorable than pictures and words in establishing a mood or bringing a brand image to life. Branded Entertainment or Product Placement: Rapidly growing in popularity, this is the newest way of integrating music with a business strategy. An original entertainment product, like a music video, is created by marketers to showcase their brand.The idea is to build consumers' sense of connection to a brand by engaging them with music. Coke Studio a big Success for Coke: Music is helping Coke against its competitor Pepsi in the cola war in Pakistan. By sponsoring â€Å"Coke Studio, Coke has gained major market share at Pepsi's expense, according to a report in the Wall Street Journal. Coke n ow claims 35% of market share in Pakistan; Pepsi's market share is now down to 65% from a high of 80% in 1990s which was achieved mainly through sponsorship of cricket in Pakistan.Coke Studio, sponsored by Coca Cola Pakistan, is a one-hour show that features musicians playing a distinct blend of fusion music that mixes traditional and modern styles. Helped by the media boom in Pakistan, the show has had dramatic success since it was launched three years ago. Effects of Music on Shoppers and Restaurant Patrons: According to a research people who heard music while shopping or eating at a restaurant or mall is influenced by the music and it affects what they buy and what they spend.Loudness, pace, rhythm of music effects on how long consumer spends their time in malls and restaurants, how much they purchase and how they view brands or products positively or negatively. Another research shows that departmental stores which play, top 20 music on the music chart, shoppers over 25 of those departmental stores believe that they have spent more time there and purchased more. On the other hand, departmental stores which play soft instrumental music, shoppers under 25 believe that they have spent more time shopping than they have.Therefore, these findings indicate that less preferred or unfamiliar music slows down the perceived time of the shoppers. (Yalch & Spangenberg, 1990). REFERENCES http://www. queenslandnewsagents. com. au/assets/images/MusicConsumerBehaviour. pdf www. musiccog. ohio-state. edu http://en. wikipedia. org/wiki/Songs_in_advertising http://www. acrwebsite. org/search/view-conference-proceedings. aspx? Id=7166 suit101. com southasiainvestor. com riazhaq. com pakistanlink. org