Imperfect Subjunctive Verbs in Spanish

The imperfect subjunctive of Spanish is the simple past form of the subjunctive mood, the one used to refer to events or hypothesized events relating to the past (although it sometimes refers to the present). Although the equivalent verb form is rare in English, the imperfect subjunctive is an essential part of Spanish grammar. Key Takeaways: Imperfect Subjunctive in Spanish The imperfect subjunctive is the simple form of the past subjunctive.The imperfect subjunctive is used most often in a dependent clause that begins with  que.It can also follow  si  (the word for if) when referring to a condition that is unlikely. Spanish has two forms of the imperfect subjunctive, the -ra form and the -se form. The -ra form will be used for examples throughout this lesson because it is by far more common in speech. How To Use the Imperfect Subjunctive Like the present subjunctive, the imperfect subjunctive is used most often in sentences of the following form: Subject (may be implied) indicative verb que subject (may be implied) subjunctive verb The subject and indicative verb form what is known as an independent clause; que and what follows form a dependent clause. The imperfect subjunctive is most common when the independent clause is in the preterite, imperfect or conditional tense. The imperfect subjunctive also is used sometimes following si (the word for if). This lesson assumes that you know when to use the subjunctive and how it is conjugated. Here are the major uses of the imperfect subjunctive: Following a Past-Tense Independent Clause This use of the imperfect is the most straightforward, because all verbs clearly refer to the past. Note, however, that English may use a would in translation because of the sometimes hypothetical nature of the Spanish subjunctive: El gobierno ordenà ³ que se hablaran con los terroristas. (The government ordered them to speak to the terrorists.)Me asombrà ³ que nadie me diera apoyo. (It amazed me that nobody gave me support.)Todos esperà ¡bamos que dijera algo mà ¡s, pero eso fue todo. (We all hoped he would say something more, but that was all.)No querà ­a que mis hijos me vieran. (I didnt want my children to see me.) ¿Tenà ­as miedo que te matara? (Were you afraid he would kill you?) Following a Conditional Independent Clause The imperfect subjunctive can refer to a present possibility when it follows a main clause in a conditional tense. Such sentences cannot be translated word for word into English and may require the use of if or would: Nos gustarà ­a que hubiera mà ¡s participacià ³n. (We would like it if there were more participation. Note the use of the English subjunctive were in the translation.)Me temerà ­a que mi amigo tomara la misma actitud. (Id be afraid my friend would take on the same attitude.)Estarà ­a feliz que me dieras su opinion. (I would be happy if you gave me your opinion.) After Expressions of Possibility The main verb of a sentence following a word or phrase meaning maybe can be either in the indicative or the subjunctive. Use of the subjunctive may indicate considerable doubt on the speakers behalf that the statement is true. Quizà ¡ quisieran conocer los detalles. (Perhaps they wanted to know the details.)Tal vez pensaran que mis padres eran ricos. (Maybe they thought my parents were rich.)Posiblemente no tuvieran otras alternativas. (Possibly they didnt have other alternatives.) To Indicate an Unlikely Condition As with the English past subjunctive following if, the Spanish imperfect subjunctive can be used following si to indicate something that the speaker believes is false or highly unlikely. An example would be a sentence starting out si yo fuera rico (if I were rich). When used this way, the subjunctive verb is typically followed by verb in the conditional tense, such as si yo fuera rico, comprarà ­a un coche (if I were rich, I would buy a car). Note that the condition expressed by the subjunctive verb refers to the present. Si yo comprara la otra consola, podrà ­a ahorrar la diferencia para comprar juegos. (If I bought the other console, I could save the difference for buying games. See how comprara and bought refer to the present even though they take the form of past tenses.)Si estuvieras aquà ­, te estrecharà ­a entre mis brazos. (If you were here, Id hold you tightly in my arms.)Si viviera en Aragà ³n, me gustarà ­a esquiar. If I lived in Aragà ³n, Id like to ski. If you need to refer to a past condition, you can use the imperfect subjunctive of haber with a past participle to form the pluperfect subjunctive: Si yo hubiera comprado la otra consola, habrà ­a ahorrado la diferencia para comprar juegos. If I had bought the other console, I would have saved the difference to buy games.

Federalism Supreme Court of the United States and Power...

Federalism has played a large role in our government since the time that the Constitution was ratified. It originally gave the majority of the power to the states. As time went on, the national government gained more and more power. It used the necessary and proper clause of the Constitution to validate its acts, and the Supreme Court made decisions that strengthened the national government creating a more unified United States. Finally, the recent course of federalism has been to give powers back to the states. Federalism was needed in the Constitution to make sure that the national government did not gain too much power. After the revolution, many people feared a monarchy or any form of government in which the central ruling body had†¦show more content†¦In the decision regarding Gibbons v. Ogden, Marshall ruled that a state cant grant a monopoly when it is related to interstate commerce. This gave supremacy to the national government in issues regarding interstate commerce. Through his interpretation of Article I, Section 8 of the Constitution, John Marshall successfully increased the power of the national government. The 13th, 14th, and 15th Amendments to the Constitution were also sources of power for the national government when it came to its jurisdiction over the states. By passing laws against slavery and allowing equal protection under the law, the national government gave itself the power to enforce those laws and therefore enhanced authority over the states. The 13th Amendment abolished slavery and in section 2 stated that Congress shall have the power to enforce this article by appropriate legislation. By adding section 2 to the amendment, Congress was simply ensuring their supremacy over the state governments. Among other things, the 14th Amendment guarantees equal protection under the law to all citizens. Since all citizens are guaranteed protection, it is left up to the national government to make sure all citizens are receiving these rights. Even though many thought that the 14th Amendment meant that the Bill of Rights wasShow MoreRelatedFederalism Essay1668 Words   |  7 PagesFed eralism Federalism is a system of government that divides power between a national government and a regional government with the use of a constitution. Throughout the United States history, federalism has played a significant role in the constitution and the system of government adopted by the United States of America. Federalism has also changed throughout the course of Americas history to fit the constitution and the government. Montesquieu was a French philosopher who was very importantRead MoreFederalism Vs. Judicial Review899 Words   |  4 PagesWhen one thinks of individual rights, federalism is not one of the first thoughts that come to mind. In fact federalism played a huge role in the start of individual rights. Along with federalism, judicial review was one of the initial startups of individual rights with Supreme Court cases that will be later mentioned. Federalism and judicial review paved the way for the start up and stability of individual rights. Before the analysis of how federalism and judicial review plays a part in individualRead MoreThe Two Eras that Made the Supreme Court the most Influential1293 Words   |  6 Pages The Marshall Court and the Rehnquist Court are the two eras that made the Supreme Court the most influential. The Marshall Court in 1801 to 1835 helped create the foundation for the United States constitutional law, which contributing to making the Supreme Court of the United States a coequal branch of government. The Rehnquist Court in 1986 to 2005 favored a concept of federalism that played a vital role on the Tenth Amendment’s reservation of powers to the states. Under Rehnquist point of viewRead More Federalism Essay example1689 Words   |  7 Pages Federalism has played a large role in our government since the time that the Constitution was ratified. It originally gave the majority of the power to the states. As time went on, the national government gained more and more power. It used the quot;necessary and properquot; clause of the Constitution to validate its acts, and the Supreme Court made decisions that strengthened the national government creating a more unified U nited States. Finally, the recent course of federalism has been to giveRead MoreAmeric A Nation Under Federalism Essay1653 Words   |  7 PagesAmerica: A Nation Under Federalism Throughout the history of this nation, the Constitution, from the formation to the execution thereof, has set forth the precedent for the demonstration of excessive federal power that is clearly illustrated by history and modern America. Sufficient documentation to back up this premise includes primary documents such as James Madison’s Federalist No. 10, the Constitution of the United States, and other historical pieces. Ample consideration should be given to theRead MoreAnalysis Of The Article Keeping The Republic Essay1626 Words   |  7 PagesFederalism is a word that seems to be thrown around very often to describe our government, but does one know what federalism really mean? According to Christine Barbour, and Gerald C. Wright’s book, Keeping The Republic, federalism is defined as a â€Å"political system in which authority is divided between different levels of government† (Barbour and Wright 75). In America, this division would be between the national and state level. Now, how is federalism applied in the American law? It is not seenRead More Federalism From Its Beginning To The Present Essay643 Words   |  3 PagesConstitution to its state today. 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From 1789 to 1937, most fundamentalRead MorePolitics And Action : Aiding Disaster Victims1601 Words   |  7 Pagesand smaller state governments over forming a Louisiana National Guard. †¢ Overall, this caused a huge uproar since the people all over America were forced to watch the state of Louisiana while the federal government just sat and waited. †¢ This is important because it brings up the idea of what responsibilities should the federal government be obliged to versus the state government. o In order to delve into this topic, it is important to understand the American philosophy of federalism. o The relationshipRead MoreFederal Power Vs. Federal Government1206 Words   |  5 PagesIngersoll once said. The United States was born out of a fight for liberty, and Americans continue to fight for those very rights today. Part of this fight is the constant power struggle between the States and Federal Government. Federal power evolved throughout history and has acquired many different shapes. Ultimately, the goal is to properly distribute powers between the Government and the States (Dautrich Yalof, 2013). The Constitution elucidates who holds what powers to balance their distribution

Identifying a Deteriorating Patient

Question: What are some of the complexities in identifying a deteriorating patient? Answer: In the present case study, the lack of use of rapid response systems for the deteriorating health f Sofie, are a major drawback (Massey, D., Aitken, L. and Chaboyer, W. 2010). Due to this factor majority of the time is wasted in waiting for the results of the CT scans and other tests and scans ordered for the patient. Secondly, another problem is taking care after ceasing the sedation of the patient. Although sedation is a critical component for preventing sleep, anxiety, agitation, etc, daily interruption of sedation decreases the duration of the mechanical ventilation, shortens the stay at the hospital and when combined with simultaneous breathing trials, may improve the outcome of the patient (Helbok, R. Badjatia, N. 2009). However, the rationale for rapid awakening strategy by giving general anaesthesia is that it is essential to conduct and diagnose the postoperative neurological complications in order to restrict the potentially devastating consequences and thereby aiming to i mprove the patient outcomes. The problem here is the situation in which the patient does not come back to his/ her senses and there is failure of attempt to perform the neurological evaluation (Fabregas, N. Bruder, N. 2007). Another problem with the deteriorating patient is the informed consent. In this case, The doctors find it necessary to tie the arms and hands of Sophie as they are fidgeting with the medication procedure. But the problems posed by the family members not only interrupt the treatment course but also create a stressful environment for the patient and the doctors. Informed consent is a topic of discussion between the patient and the physician. There are cases when the decision of the patient is not agreeable to the doctors and vice versa, but as doctors/ nurse, it is our responsibility to inject our own sense of values in the process of decision making and therefore reach to a conclusion (Terry, P. 2007). Some of the other factors that introduce complexity in the treatment and identification of a deteriorating patient are the lack of experience and flexibility of the staff, availability of the nurse initiated monitoring, lack of access to the resources of knowledge, etc (Gazarian, P., He nneman, E. Chandler, G. 2010). The distinguishing proof and administration of patient crumbling needs to be taught in expert advancement projects joining high loyalty reenactment procedures (Cooper et al. 2012). References Cooper et al., 2012, Managing patient deterioration: assessing teamwork and individual performance, Emerg med J. Fabregas, N. Bruder, N., 2007, Recovery and neurological evaluation, Clinical Anaesthesiology, Vol. 21, no. 4, pp: 431-447. Gazarian, P., Henneman, E. Chandler, G., 2010, Nursing decision making in the prearrest period, Clinical nursing research. Helbok, R. Badjatia, N., 2009, Is daily awakening always safe in severely brain injured patients? Neurocritical care, Vol. 11, no. 2, pp: 133-134. Massey, D., Aitken, L. and Chaboyer, W., 2010, Literature review: do rapid response systems reduce the incidence of major adverse events in the deteriorating ward patient? Journal of Clinical Nursing, Vol. 19, no. 23-24, pp: 3260-3273. Terry, P., 2007, Informed consent in clinical medicine, Medical ethics, Vol. 131, no. 2, pp: 563-568.

Empowerment in the Workplace free essay sample

The ability to affirm one’s self is an act that involves many facets on how an individual can be perceived, and the manner in which others perceive the characterization of the individual. The main form of this elasticity to exercise this affirmation is by the action of empowerment. Empower in the form to equip or supply with an ability or enable, is the most fervent assertion of self independence one can bestow to themselves and to outside entities. It is a declaration that can be demonstrated with an affective realm mentally, emotionally, and communally. Empowerment is a word that many people know, but not a skill that very many people have been able to master. For me, empowerment is the process of enabling an individual to think, behave, take action, and control work and decision making in autonomous ways. It is the state of being able to take control of one’s own destiny. We will write a custom essay sample on Empowerment in the Workplace or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Empowerment comes from the individual. Stages of empowerment can be described in the following ways to ensure the expansion of the individual, and to gain prosperity in all aspects of human existence. Within the flat organization model, employee empowerment becomes a mainstay. Just because the traditional model is not in place, that doesnt mean that management does not exist. Employee empowerment is a critical tool that can be utilized to create a better environment while amplifying the support of employees. People are the most important asset. Technologies, products and structures can be copied by competitors. No one, however, can match a company full of highly charged, motivated people who care. Empowering the employees stresses a few major points: personal responsibility, injection of new ideas, and open lines of communication. Empowerment is the oil that lubricates the exercise of learning. Talented and empowered human capital is becoming the prime ingredient of organizational success. Placing personal responsibility on each employee also ensures employees take ownership of their actions. Personal accountability also breeds interpersonal discipline. While holding each and every employee accountable, employees will begin to police themselves and take into account any shortfalls of fellow employees. People want and need to feel that they are insiders, that they are aware of everything that is going on. There is nothing so demoralizing to a staff member than to be kept in the dark about their work and what is going on in the company. Not only this deal with personal responsibility, it supports the ideas of better communication not only from management but within the employees themselves. A critical feature of successful teams, especially in knowledge-based enterprises, is that they are invested with a significant degree of empowerment, or decision-making authority. Basically, with the introduction of empowerment and personal responsibility, successful teams and companies are created within the flat organization model. With the empowerment and personal responsibility in action, people within the workplace will feel more comfortable speaking up and having their voice heard. At this point, an injection of new and fresh ideas will begin pouring in, aiding in creating successful process improvements and new policies and procedures. As stated before, people want and need to feel like insiders. Giving the empowered employees the opportunity to have their thoughts and ideas taken into account can go a long way. New, innovative ideas can come about by just letting the voices be heard. Employees may have more descript ideas for projects or improvements made within their area of expertise. For an example, if an employee has an idea about increasing the productivity, others outside that area may see this task as non-value added and not feel comfortable with the prospective changes. If the same subject was to come up within the disagreeing employees area, it may be construed as a good idea but with the same outcome. Have a voice of all employees creates the idea that an input matters and so called resident experts can have their say. There should be a distinguishable line between an innovative idea and something that may be of preference. This is where the leadership and management should step in and create those boundaries. With set boundaries, the employees will realize that empowerment is a good thing, but all ideas need to be well thought out before they are proposed. Using the flat organizational model creates that level ground and enables all the employees to propose ideas that can better help the entire company, not just their specific area. Although this model gives the power to the people, none of it can be accomplished without the aspects of good communication. Effective communication is the basis of all things successful. All communications flow through one clear, precise, documented policy or procedure to make the task as streamlined as possible with no shortfalls. The flat organization model places everyone on a level playing field, transferring communications from one end to the other ensuring all parties involved have the same idea. Without effective and successful communication paths, resident expert may not be able to convey their message as thoroughly as needed to get the point across. This also pertains to keeping new ideas at a level that can be understood by the organization. For example, if an Engineer is speaking in technical jargon, other employees may get confused in what the Engineer is trying to accomplish. Communication should also be documented in clear, precise wording so that there is no loop holes to get through or derail a prospective idea. This will also help maintain the educational shortfalls of some employees if the information gets too technical or out of their scope of thought. All the communications that are used should ensure they can be clearly translated into manual processes in order to see the light at the end of the tunnel and see it through to completion with the least amount of snags in the process. While employee empowerment through the flat organization model can be successful, only when employees are issued personal responsibility, get an injection of new and innovative ideas, and communicate will the process work for a company. Keeping a watch over all the tools and employees that are put into place will help ensure a smooth transition to this type of model. Empowerment is the process of enabling, through the development of competence combined with the authorizing of an individual to think, behave, and take action, and control work and decision making in autonomous ways. The payoff for the organization, a more effective and presumably customer oriented operation and for the employee a feeling of being self-empowered and being able to influence the outcome of their own future. Empowerment is not something someone bestows on the people who report to him, it is a personal development process undertaken in an atmosphere of mutual trust, understanding, learning and shared responsibility. Management has the responsibility to create a work environment which helps foster the ability and desire of employees to act in empowered ways through the removal of barriers that limit that ability. The concept of empowerment is conceived as the idea of power, because empowerment is closely related to changing power: gaining, expending, diminishing, and losing. Traditionally, power was understood as an isolated entity and a zero sum, as it is usually possessed at the expense of others. Recently, power has been understood as shared because it can actually strengthen while being shared with others . Shared power is the definition, as a process that occurs in relationships, that gives us the possibility of empowerment. It is conceived as a multi-dimensional social process that helps people gain control over their lives. There exist three issues basic to the understanding of empowerment. First, empowerment is multidimensional in that it occurs within sociological, psychological, economic, political, and other dimensions. Empowerment also occurs at various levels, such as individual, group, and community. Empowerment is only as good as its mental state. The Mind is the foundation and the birthplace in which all empowerment can be extruded. The focal point of empowerment is determined by the level of confidence one has in order to make the exhibition of empowerment more authoritative. This can easily be identified with societys educational status levels in which we are engrained from childhood. In opinion, the stereotype is by far accepted that the higher the level of education an individual exhibits; a more increasingly amount of empowerment is produced and exercised due to the exposure of educational access and an influx of support by the individuals domestic structure and surrounding community as compared to those who lack similar traits and emotional infrastructure. Influenced by a continual drive of psychological acceleration; it is of the output empowerment gives that drives the individual to strive for greatness, the omnipresent benefactor of confidence and accomplishment that robustly rejuvenates the mind to continue striving for excellence. Society; within the past 50 years has over exalted status quos on characteristics that majorities believe make the characteristics of an individual. From the amount of material possessions, to status of occupational rank, empowerment plays a key role in determining where one will place their niche. Empowerment is essential in the fact that it produces a surplus of confidence, thus assertive ones self into raising the bar in todays modern socioeconomic hierarchy. The only constraint in the progression of empowerment is limitation of the psychological mindset. In other words, the surest way to combat the progression of empowerment is the individual himself. Prosperity, as believed in general society; is only granted to those who seek it. By inquisition, action must be taken and how that is done is through the act of empowerment. The socio-economic status of an individual can be clearly defined and dignified by the power he invests within himself. Without it, affluence within a lifespan is un-manifested. While it yet to remains unknown why empowerment is so effective to each individual, the position remains identical: Empowerment transmogrifies the fortitude and disposition of an individual as long as the individual wishes to transform. With emotional renovation comes a renewed attitude and aptitude of growth and acceptance. Empowerment breaks down the barriers of unconstructiveness, indecisiveness, and mental apathy that would otherwise hinder the development of becoming a new being; mentally, emotionally, and with personal and public sectors being finances. For me, feeling as though I have a choice and can make direct decisions gives a feeling of self-worth. By not feeling constantly scrutinized, the workplace becomes a positive environment rather than a negative one. It is a crucial part in satisfying and improving productivity rates. It motivates me to be more involved in my job and improve my knowledge and skills. I am more eager to share proficiencies with other employees resulting in the skill level of the company to improve and job being completed in a more capable way. This is a social aspect of organizing that is based on efficacy and initiative, not just roles and requirements. Motivation, commitment and creativity increases and the company reaps the benefits. I am allowed to own the problem at hand. In doing so, I am encouraged to not only identify the roblem, but to supply my own solution to the problem. This leads to a positive work environment and a reduction of stress factors. The outcome of empowerment benefits the company as I am more loyal as I see myself as part of the company instead of just a subordinate. This reduces the gap between myself and managers. The role of manager then shifts from control to coordination and facilitation of work processes. With less focus on decision making, the focal point becomes good communications, leadership, education and training. The manager’s role becomes assisting us in development of the skills and confidence to make good decisions and to maximize my full potential. I believe employees are the most important part of any business. Without employees, businesses can do nothing. Empowered employees need their organization as much as the organization needs them. This need is much more than a paycheck and a benefits package. The empowerment process is successful when there is feedback in the organizational culture. Employees should be treated the same way customers are treated. Teamwork is also an important factor in empowerment. Teamwork leads to an enhanced performance, as well as an increase in the quality of the work performed. These are aside from the commonly observed factors of enhanced cooperation, collaboration and cohesion amongst the employees within the workplace. Concluding, empowerment is more than just an action of physicality, it is an affirmation into the subconscious realm that rejuvenates that mind and soul from within, to bring about the actions that will then take forth. .

Existence Essay Example

Existence Essay In A.C Ewings, Proofs of Gods Existence Ewing breaks down his views with three different arguments.Thefirst is the ontological argument, the second is the cosmological argument, and the third is the teleological argument.Each one of these arguments proves Ewings point of view thoroughly, and sincerely. The ontological argument states that we prove the existence of God by reflections of what are ideas are about him. God is understood to be an individual or being who knows everything, which in other words is considered to be omniscient. If something is true, God (real or fictitious) would know it.Correspondingly, if something is false, God (real or fictitious) would know that as well. Along with this goes the fact that we conceive of God as encompassing all rationality. A being who created the universe but was irrational, for example, would not appropriately be called God. Another point that supports this argument is that all rational individuals believe in their own existen ce.Even if they dont exist, this is acknowledged to be the case.Existing individuals believe correctly in their own existence, while fictitious individuals are sadly mistaken on this point. If God did not exist, then by ourfirst point, above, God would know that he or she did not exist. But this contradicts our second point. So God must Reasoning known as the cosmological argument tries to justify belief in God by pointing to the existence of the cosmos, its causal orderliness, and suspected evidence of its being in some sense designed to include life and intelligence.Some cosmologists believe that the existence and order of the cosmos can be accounted for scientifically. Its life-permitting character might itself, be explained through its being divided into universes. These could vary randomly in their features, ours being one of the perhaps very rare ones in which

The Big Bang Essays - Physical Cosmology, Astronomy, Physics

The Big Bang Essays - Physical Cosmology, Astronomy, Physics The Big Bang It is always a mystery about how the universe began, whether if and when it will end. Astronomers construct hypotheses called cosmological models that try to find the answer. There are two types of models: Big Bang and Steady State. However, through many observational evidences, the Big Bang theory can best explain the creation of the universe. The Big Bang model postulates that about 15 to 20 billion years ago, the universe violently exploded into being, in an event called the Big Bang. Before the Big Bang, all of the matter and radiation of our present universe were packed together in the primeval fireballan extremely hot dense state from which the universe rapidly expanded.1 The Big Bang was the start of time and space. The matter and radiation of that early stage rapidly expanded and cooled. Several million years later, it condensed into galaxies. The universe has continued to expand, and the galaxies have continued moving away from each other ever since. Today the universe is st ill expanding, as astronomers have observed. The Steady State model says that the universe does not evolve or change in time. There was no beginning in the past, nor will there be change in the future. This model assumes the perfect cosmological principle. This principle says that the universe is the same everywhere on the large scale, at all times.2 It maintains the same average density of matter forever. There are observational evidences found that can prove the Big Bang model is more reasonable than the Steady State model. First, the redshifts of distant galaxies. Redshift is a Doppler effect which states that if a galaxy is moving away, the spectral line of that galaxy observed will have a shift to the red end. The faster the galaxy moves, the more shift it has. If the galaxy is moving closer, the spectral line will show a blue shift. If the galaxy is not moving, there is no shift at all. However, as astronomers observed, the more distance a galaxy is located from Earth, the mor e redshift it shows on the spectrum. This means the further a galaxy is, the faster it moves. Therefore, the universe is expanding, and the Big Bang model seems more reasonable than the Steady State model. The second observational evidence is the radiation produced by the Big Bang. The Big Bang model predicts that the universe should still be filled with a small remnant of radiation left over from the original violent explosion of the primeval fireball in the past. The primeval fireball would have sent strong shortwave radiation in all directions into space. In time, that radiation would spread out, cool, and fill the expanding universe uniformly. By now it would strike Earth as microwave radiation. In 1965 physicists Arno Penzias and Robert Wilson detected microwave radiation coming equally from all directions in the sky, day and night, all year.3 And so it appears that astronomers have detected the fireball radiation that was produced by the Big Bang. This casts serious doubt on t he Steady State model. The Steady State could not explain the existence of this radiation, so the model cannot best explain the beginning of the universe. Since the Big Bang model is the better model, the existence and the future of the universe can also be explained. Around 15 to 20 billion years ago, time began. The points that were to become the universe exploded in the primeval fireball called the Big Bang. The exact nature of this explosion may never be known. However, recent theoretical breakthroughs, based on the principles of quantum theory, have suggested that space, and the matter within it, masks an infinitesimal realm of utter chaos, where events happen randomly, in a state called quantum weirdness.4 Before the universe began, this chaos was all there was. At some time, a portion of this randomness happened to form a bubble, with a temperature in excess of 10 to the power of 34 degrees Kelvin. Being that hot, naturally it expanded. For an extremely brief and short period , billionths of billionths of a second, it inflated. At the end of the period of inflation, the universe may have a diameter of a few

The IVF technology Essay Example | Topics and Well Written Essays - 2000 words

The IVF technology - Essay Example The company’s objective is as transparent as possible to the public since they depend on the community an enormous extent. The unique product of the IVF industry is coupled, at least in Australia, with a unique sense of entitlement. Consequently, Australia is the only country in the world providing unrestricted public funding for IVF through its national health scheme. There is no limit to the number of cycles that women can have and no legal age limit. (Sweden and Britain provide three on the national health and they have to be before age 39. In New Zealand women get two free cycles in a lifetime and in Canada until recently you didn't get any on the national health)The Australian (2012). According to Human Embryo Research Panel, much of the IVF research has been directed by clinicians who lack experience in basic research and development biology. In addition, the commercialization of reproductive technologies has resulted in the establishment of profitable enterprises, including sperm banks, IVF centers, and fertility clinics. The issues pertaining to embryo manipulation involve social values and moral judgements, but as the business interests of IVF are to ensure that viable eggs can be effectively implanted into a woman’s uterus at acceptable cost, commercialization of embryos increases the prospect that there will be no uniformity in the way ethical values and judgements will be interpreted and implemented Krimsky and Hubbard (1995). Professor Paul Komesaroff, director of the Monash Centre for Ethics in Medicine and Society, says the issue of embryo donation is a vexed one. "There are different opinions about when the embryo acquires special religious, spiritual or ethical significance," he says. "Some people say its at the moment of fertilization, others say its at the moment of conception, others say at the 16-cell stage, some say its much later."(Labi, 2012). In the case of Sydney IVF â€Å"The membership of the ethics committee signiï ¬ cantly exceeds the constitutional requirements set by the Australian Government's National Health and Medical Research Council (NHMRC) in its National Statement on Ethical Conduct in Research Involving Humans† Sydney IVF Stem Cells (2011).

Leadership Assignment Example | Topics and Well Written Essays - 4000 words

Leadership - Assignment Example Toffler’s (1970) conception of â€Å"transcience† was way ahead of its time. Looking forward more than 3 decades ahead, he has painted a frightening picture of how weary the situation will be if one will not be able to adapt to the ongoing acceleration of change. Transcience is the feeling of temporariness and impermanence which is what Toffler predicted would be the adjustment mechanism of contemporary man. In terms of employment, transcience may be seen in how employees cannot stay put in one job as they grab as many opportunities as they could just to get ahead. They may jump from one job to another, eager to try out the latest job openings in the newest companies. Such restlessness evades the development of loyalty to the current employer and even hinders the formation of strong bonds with co-workers. Ideally, young workers seek jobs related to their interests. However, when the need for a job is at hand, they may forsake their interest and take whatever job is avai lable. They find out more about the job in the early days, and get to gauge if they have chosen well or not, a job that they can establish their career on. As employees vacillate from job to job, they try to find what is in it for them†¦ is it challenging enough? Does it tap into their skills? Does it pay better? Hence, managers should make job offers as attractive as possible to recruit the best candidate for the position. Transcience significantly impacts an organization’s performance, as the frequent loss of employees to other companies can paralyze operations. Recruiting and training new staff involves a great deal of time, effort and resources that may drain the organization and hamper its smooth flow. Managers would prefer to work with a steady group of workers that would grow with the company. Providing an orientation to the job at hand is crucial in an employees’ decision to stick with a company for a long time. As in most situations, the first impression usually sets the expectations of people. Managers must prepare well for such an orientation because it is one way to send a clear signal to the employee that the organization is committed to his success. Organizational-level orientation intends for employees to feel welcomed and that they are now part of the organization; learn more about the organizational mission and vision, culture, language, history and structure. Employees come to better understand the basic workplace principles and policies. It prevents unwanted employee turnover is the provision of an effective orientation program to guide new hires through their jobs and the company in general. Even an experienced professional can be vulnerable to feeling abandoned when he is left on his own to survive unaided in a new and strange work environment. Apart from a standard employment contract, employees may also wittingly or unwittingly expect a â€Å"psychological contract† with the employer that includes open and hones t communication, managerial support and challenging and interesting work. Employees are becoming increasingly aware of the non-monetary rewards that companies can provide them. It is generally important that the job not only fulfills their economical needs, but their socio-emotional needs as well. This means a discussion of compensation and benefits should go beyond the concrete rewards of the

Great Patriotic War Essay Example | Topics and Well Written Essays - 2500 words

Great Patriotic War - Essay Example The Soviet Union (Filtzer, 2002) soldiers in the front lines were caught by surprise. In fact, the German army's blitzkrieg (lightning) attack easily toppled the Soviet Union soldiers in the first few months of the attack because they were surrounded, cut off from supplies, backup troops, and war materials and thereby forced to surrender to the advancing mighty German Army. German forces reached the gates of Leningrad in the North in September 1941. Germany had already overrun Smolensk in the center of Leningrad and took control of Dnepropetrovsk in the South of Leningrad. German Soldiers have reached the vicinity of Moscow, which is the Seat of Government of the Soviet Union in December of 1941. However, after months of fighting inside the big expanse of the Soviet Union territory, the German army realized that they were just humans. They had reached their maximum stamina, finally grew tired, and out of breath because the cold winter months had finally arrived. The German soldiers were not supplied with much needed food and other war supplies to fight in a winter war arena. The German army had been cut off from their supply lines because they had gone too far and deep into Soviet Union territory because Moscow is almost a thousand miles away from Berlin.It was in the autumn of 1941 that the German invading army made attempts to capture Moscow. The battle occurred between October 30, 1941 to April 20, 1942 which is one of the greatest battle wins that the Soviet Union will forever be remembered.During the autumn of 1941, around twenty eight soldiers from the 316th rifle company led by General Panfilov built a foxhole on a hill between the village of Nelidovo and Dubosekovo t o hold the German Advance to Moscow. With the use only of sub machine guns, rifles, incendiary bottles and grenades, they fought an uphill battle against twenty German tanks and infantry. Fourteen German tanks were destroyed which made the Germans retreat. The Germans then made a second attack with thirty tanks but the Moscow defenders destroyed eighteen thanks and killed and maimed many Germans. The Germans retreated for good. The Soviet Union professor Vasily Klochkov-Diev tied a rope of grenades around his waist and jumped while shouting "Russia is large, but there is no place to retreat. Moscow is behind us." under the German tanks destroying them. Other soldiers followed his example and only five Soviet soldiers survived to tell the tale of their Great Patriotic War.From October to December of 1941, thousands of residents of Moscow constructed many leveled fortifications around Moscow and also mined the roads and bridges to

Overview of Bristol, Rhode Island

Overview of Bristol, Rhode Island Silva 1 Thousands upon thousands of cities and towns blanket this beautiful planet. Many different cities and towns are indeed interesting subjects for study and analysis. One particular town in general possesses many characteristics that help to build what this planet is. Bristol, Rhode Island definitely is a magnificent town to visit, live, or study. Why Bristol? Bristol, Rhode Island and its unique history, culture and other geographic characteristics make it a wonderful place to live. To understand the Bristol of today, one must critically analyze the history of the area. Bristol has a long, rich history—a history that dates back over 1000 years. Around the year 1000, Vikings from Iceland are believed to have landed on the shores of what is today Mount Hope Bay (Almy 8). This is the first recorded contact from the outside perimeter of the world to Bristol. Many believe that the name â€Å"Mount Hope† has been passed down from these Vikings to the indigenous Amerindians of the region. The Amerindians ultimately passed the name onto the first English settlers (Almy 8). The first European settler to make his home in the Mount Hope Lands was John Gorham. Gorham was granted 100 acres of land by the Plymouth colony, and has been given credit to be the official founder of Bristol. Much of the surrounding time saw little English settlement. However, much of the time was devoted to a series of conflicts between Amerindians and English settlers. The most notab le conflict was the King Phillips War (1675-1676). The Amerindians were subsequently crushed by the English settlers and Amerindian control over the lands was lost forever. The Mount Hope Lands were now under full control of the Plymouth Colony and not the Amerindians (Funk Wagnall’s 358). The colonial administrators took little time in making attempts to develop the area, and in 1680 the process of settlement took a momentous step. Four proprietors bought a tract of land (what is now Bristol). At this time the relative location of Bristol was as follows: The Mount Hope Lands lied between present day Taunton and the Mount Hope Bay on the East and the Narragansett Bay on the west; the land also extended from Bristol Ferry some 6 miles from the north (Almy 8). The Proprietors took their land and broke it up, selling portions to other English settlers. The following year, 1681, the first town meeting was held and a decision was reached about the future name of the Mount Hope La nds. The settlers saw the opportunities that were before them and they chose to name the Mount Hope Lands after the seaport city of Bristol, England in the hopes that one day, Bristol of the New World would emulate the success of Bristol, England (Funk Wagnall’s 358). Bristol finally had a name and a mass a settlers that would plant the seed and develop the area to what it is today. It is important to understand at this particular point in history the town of Bristol was under the auspice of the Plymouth Colony, which today is present day Massachusetts. The surrounding areas, most notably Taunton, made attempts to diminish the role of Bristol within the colony; therefore, Bristol attempted to remove itself from the Plymouth Colony and chose to be annexed by the colony of Rhode Island. At a town meeting in 1747, Bristol decided to officially break away from Plymouth Colony, and Rhode Island was there to take the potential seaport. Bristol was now part of Rhode Island (Almy 9). Bristol, as it is known today, came into existence. To better understand the Bristol of today, two important aspects of Bristol’s history must be understood. The history of industry and the history of immigration helped to shape Bristol immensely. From 1680 until about 1830 the town of Bristol was engaged in commerce and agriculture. Everything from onions to slaves was exported from this busy seaport all around the world (Almy 9). A new industry sprang up in 1832 as ships were sent out in search of whales on the Pacific Coast—whaling was successfully profitable for nearly 10 years. At about the same time the Industrial Revolution took hold in Bristol. Distilleries, gristmills, tanneries, and shipbuilding sprung up all over Bristol to support the commerce she engaged in (DiGati 15). The industrial age dominated Bristol for the remainder of the 19th century and most of the 20th century, but today Bristol is not engaged as heavily in manufacturing as it once was. A general shift, nationwide, has been to service industries. Another important historical aspect that has shaped Bristol is immigration. Several ethnic groups have come to Bristol throughout the years. The history of immigration in Bristol is necessary to understand the demographic composition of present day Bristol. In 1846 a massive potato famine struck Ireland, which led many Irish to flee their homeland and immigrate to the United States. Some of these immigrants ended up in Bristol, and by 1852 there were hundreds of Irish residing in Bristol. The Irish brought with them many new cultural traits; among those was their religion—Roman Catholicism. In response to the Irish presence in Bristol, the first Roman Catholic Church was built in Bristol in 1855. However, industry in Bristol was growing faster than the workforce, and a massive campaign was launched to recruit cheap foreign labor, or more specifically the Italians. The Italians were the second major wave of immigrants to reach Bristol; a high concentration immigrated around the 1880s (DiGati 16). The third major migration to reach Bristol is the most important, and the reason why today half the total population is from Portuguese ancestry and 20% of the homes still speak the Portuguese language (Census 1990). The Portuguese influx into Bristol has been steady and constant throughout most of the 20th century, and exploded immensely during the late 1970s as volcanic eruptions created havoc among the Azorean Islands (DiGati 16). The Portuguese, like other ethnic groups, brought a culture that is clearly evident today in Bristol. Unfortunately, there is a dark side to Bristol’s history that must be mentioned. Bristol actively, and openly engaged in the trading of slaves. Between the years of 1804 and 1807, 8,238 slaves were delivered to be sold by Rhode Island ships (DiGati 15). How could Bristol engage in this enterprise? The answer is money. Today Bristol is a prominent town in the State of Rhode Island and Providence Plantations, and serves as the seat of Bristol County in Rhode Island. Located on a peninsula between Narragansett and Mount Hope Bays, Bristol is about 12 miles southeast of Providence and 12 miles north of Newport. With a population of 22, 000, Bristol is easily accessible from Route 114 or Route 136 via Route 195, and from the Mount Hope Bridge via Route 24 (http://www.town.bristol.ri.us/about1.htm). To the west of Bristol’s border is the Narragansett Bay, which gives Bristol excellent access to the Atlantic Ocean. The demographics of Bristol help to create a diverse town. Census data reveals many changes and patterns of certain demographics within Bristol. Population demographics revealed by the 1960 census give keen insight into the town of Bristol during the 1960s. The total population of Bristol in 1960 was 14,570; of this total a mere 26 were nonwhite who inhabited Bristol (1960 Census). The African American population in Bristol at that time was virtually nonexistent. In terms of the minority presence in Bristol, nothing has changed over the years. From 1960 to 1990 the population of Bristol has grown to 21,624 persons; of this number a mere 60 are from African decent (1990 Census). A great disparity exists between the population of whites and blacks in Bristol. Statements made by minorities in Bristol gives insight into the reasons why this disparity exists. There is a feeling that opportunities are available, but, perhaps, the property is too expensive for minorities to afford to buy. D onald Isom, a concerned resident of Bristol, stated, â€Å"Property is expensive in Bristol, and minorities just can’t afford it.† Hopefully as wages for minorities increase, property will become more affordable for minorities in Bristol. Another interesting demographic characteristic that has remained intact over the years is the relative stability of the ethnic composition in the town of Bristol. In 1960 the total number of foreign born residing in Bristol was 2,367; of this total 1,476 were Portuguese; a distant second were the Italians, which had 474 foreign born residents in Bristol (1960 Census). At the present time, little has changed in the ethnic composition of Bristol. According to the 1960 Census, 9,146 declared Portuguese ancestry—nearly half of the total population of Bristol; again the Italians were a distant second with 4,768 declaring Italian ancestry. These statistics leave little doubt that the Portuguese are a dominant factor in the population of Bristol. The impact of the Portuguese on Bristol can also be seen by the language grouping in the area. A whopping 4,554 persons speak Portuguese at home, which constitutes 20% of the total population. The Portuguese have been able to preserve their culture in Bristol; the language data clearly explains this. Bristol is getting old these days. The population of Bristol has been growing gradually older throughout the years. In 1960, 10% of the total population was ages 65 or older. As of 1990 the proportion has doubled to nearly 20% (1960 1990 Census). The aging of Bristol can be attributed to improved medical treatments since 1960. The proportion of men to women in Bristol has remained the same since 1960, equally divided between men and women (1960 1990 Census). Income statistics in Bristol raise questions about equality in the town. A great disparity exists between men and women and their average yearly income. However, the gap in income has closed somewhat since 1960. In 1960, the average male, working full time, earned approximately $3,846 per year, while the average woman earned less than half that total—a mere $1,828 dollars (1960 Census). By 1990 the gap had closed significantly, but not enough to merit full equality. The median income of a female working full time was $18,402, while the median income of a male working full time was $27,422 (1990 Census). Although the situation has improved, there is a long way to go, not only for Bristol but also for the rest of the country. The disparity between wages is not a problem just for Bristol, but it’s a problem that faces the nation as a whole. Sandra Pereira, an employee of Coastal Medical in Bristol, stated her concerns on this matter, â€Å"Men are the ones who own most of the businesses [in Bristol] and they hire other males and pay them the big money. More women have to get better educated and take an active role in business, and hopefully [women] will make more money than men.† Housing statistics reveal interesting traits in Bristol. In 1960 there were 4,284 homes in Bristol, and 3832 of them were occupied. The owner occupied 3,326 homes or 86.8%, while the remaining 506 homes were rented (Census 1960). Obviously, as of 1960, a great number of Bristolians owned a home, compared to those who rented. Things have changed in the modern Bristol. By 1990 the homes in Bristol grew from 4,284 in 1960 to a staggering 7,959. The owner occupied 4,863 housing units, while 2,592 units were rented (1990 Census). Although the proportion of renters has changed since 1960, there is still a greater majority of those who own homes compared to those who rent. What is life like today in Bristol? The answer to the question depends upon the person who is answering the question. The question: â€Å"What do you like/dislike about Bristol and Why?† met different answers from different people. A young teen living in Bristol, answered the question with a resounding â€Å"No!† â€Å"There isn’t anything exciting to do in this town.† His answer is perhaps a little harsh, but it does have some validity. There is Colt State Park, but the beach there is not a major tourist attraction. It is a park where families can have cookouts, but nothing overly exciting. There are museums and historical houses that can be visited, but again nothing compares to an amusement park or a mall, which Bristol has neither. Most of the younger people yearned for something of that magnitude in Bristol. When the question was posed to older people different answers were acquired. Sandra Pereira a town resident in her mid forties proclaimed,  "I really love Bristol because it is a quiet, close community.† An African American in his early 20s answered, â€Å"Bristol would be a better place if more opportunities are made available to all races.† One major complaint that seemed to plague most residents was the horrible traffic that engulfs Bristol. Congestion is most common among routes 114 and 136. These are the two main roads that go through Bristol, and these are the two roads that are most congested with traffic. One possible solution to this problem would be converting route 136 into a four-lane road to ease traffic congestion. However, local government cannot solve this particular issue. Route 136 is a state road; therefore it must be augmented by the state. As of today the traffic problem is in a state of gridlock between Bristolians and the State of Rhode Island. Another issue that faces Bristol is the after effects of Bristol/Warren regionalization. For the past 6 years the Bristol and Warren school departments have been merged in the hopes of saving money. Students from Bristol are bussed to certain schools in Warren, while students from Warren are bussed to certain schools in Bristol. This new system has been in effect for over 6 years, and complaints are rising from Bristol. The Bristol/Warren School Committee was promised funds from the state, but the new governor reneged on that proposal. Now Bristol has swallowed much of the debt inherited from the Warren School Department. Property taxes have also increased when they were supposed to decrease. Anger and frustration are themes of school committee meetings. â€Å"Residents of Bristol and Warren must work together to do what is best for the education of our young people. We must cooperate or we will suffer,† stated Thomas Scuba, member of the Bristol/Warren School Committee. The i ssue is a hot one and definitely needs cooperation for it to succeed. Regionalization is too far along to reverse, so it must be dealt with. Bristol, indeed, is a great place to live, work, and recreate. Violent crime is virtually nonexistent in Bristol, and the community seems more like a family than anything else. This is best seen by the massive 4th of July Parade that engulfs Bristol each year. The oldest continuous independence parade in the country attracted 250,000 people to Bristol last year (http://www.town.bristol.ri.us/hmepge.htm). Colt State Park and many museums make Bristol a fun and cultural place to live in and visit. Jobs are widely available in Bristol. Manufacturing of machines, the fishing industry, and the service industry make Bristol an easy place to find a job. There is, undoubtedly, room for improvement in the town of Bristol. Opportunities must be available for minorities and women must earn a wage equal to that of men. In an interview with a longtime resident of Bristol, many emotions were uncovered. Maria Menezes, an immigrant into Bristol in 1944, has seen Bristol go through many changes. She has first hand knowledge of Bristol’s changing from a manufacturing powerhouse—dominated by mills, and factories—to the service economy of today. â€Å"It’s bad that plants closed, but I still love my home—Bristol.† Throughout her life she has loved Bristol, and it is understandable why. I have great faith in the future of Bristol. Bristol has a rich history, and dynamic ambiance. Certain problems within Bristol need to be addressed. More funds should be made available to decrease traffic and make roads more efficient. The state of animosity between Warren and Bristol over regionalization must also be dealt with. The two sides ought to come together, put aside their differences and do what is best for the both of them. If that means separation—so be it. There is no doubt that Bristol will work through these problems and continue to progress. All in all, I look forward to the future and success of the town of Bristol.

Feminism and Equal Rights Essay -- Opportunities, Organized Activity, W

Feminism is the belief in equal rights and opportunities, in organized activity, in support of women’s rights and interests, and also in the theory of political, economic, and social equality of the sexes (Merriam-Webster). Typically, the word â€Å"feminism† has a negative connotation associated with it and feminists are stereotyped as closed minded, man hating, ugly, and whiny, among many other things. However, these stereotypes are much exaggerated and while they may be true of some feminists, most are normal women who could not be picked out from a crowd. Modern day feminists are following in the footsteps of their ancestors who starting in the late 1800’s have participated in three major feminist movements (Stockton). The first of these movements occurred in the late 19th and early 20th centuries. The goal of the first wave was to open more opportunity doors for women with a main focus on suffrage. The wave officially began at the Seneca Falls Convention in 1848 (Stockton). Here, over 300 men and women rallied for the equality of women (Ruether). In its early stages, feminism was often related to temperance and abolitionist movements. This first wave of feminism movements if often referred to as the â€Å"Suffrage Movement† (Gender Press). This movement helped give voice to many early stage feminist advocates who are famous today, some of which include Sojourner Truth, Elizabeth Cady Stanton, and Susan B. Anthony. These women fought for the right to vote, a privilege that was reserved for men (Stockton). This movement transformed into something much larger when the National Women’s Rights Convention was formed a few years later. This movement led to the 19th Amendment being passed in 1920. The 19th Amendment outlawed gender- biased vot... ...//genderpressing.wordpress.com/2013/08/26/feminism-the-first-wave-2/>. 9. "." Encyclopedia Britannica Online. Encyclopedia Britannica, n.d. Web. 14 May 2014. . 10. "The History of Second Wave Feminism." Suite. N.p., n.d. Web. 14 May 2014. . 11. "Third Wave Foundation." Third Wave Foundation History Comments. N.p., n.d. Web. 15 May 2014. . 12. "A Manifesto for Third Wave Feminism." Alternet. N.p., n.d. Web. 15 May 2014. . 13. Duca, Lauren. "A Definitive Guide To Celebrity Feminism In 2013." The Huffington Post. TheHuffingtonPost.com, 22 Dec. 2013. Web. 15 May 2014. http://www.huffingtonpost.com/2013/12/22/celebrity-feminisn_n_4476120.html.

History of Football Essay

The history of football is interesting as well as exciting, from the first forms of the game ever played, to the multi million dollar organizations of today. The game continues to evolve and change with the times. Football is a sport that evolved from many different games. Football is mainly known as a different form of rugby or soccer, but there is more to the origin of the game than just those two sports. Football games were played around the world before the game was actually called football. † Football is believed to have descended from a Greek game called Harpaston † (Source C). The rules in Harpaston were not very strict. Running, kicking, or passing the ball across the goal line could earn points. † It is believed that the Chinese played some form of soccer around 500 A. D† (Source M). The earliest soccer games in England consisted of people running around on a field kicking a skull. This skull kicking game continued until someone had the idea to use an inflated cow bladder, which allowed for the ball to be kicked greater distances and was much easier on the foot of the participants. In the twelfth century, the king of England outlawed the game of â€Å"futeball† because it took away from the English tradition of archery. The game was considered illegal for four hundred years. Once it was allowed to resume, it was called soccer. Another ancestor of football is the Irish game of Gaelic rugby. This game basically consisted of teams trying to advance the ball across the goal line, much like Greek Harpaston. Once the game made it across the Atlantic to America it started to take on characteristics of the game we now call football today. When football crossed the Atlantic Ocean and came to America it would undergo a major change. There were many different forms of the game in America, Princeton University students played a game called ? Ballown’ in the 1920s, which was the earliest attempt at modern football. Harvard University students would always play a football-like game on the first Monday of the new school year, it became known as ? Bloody Monday’. â€Å"But, the first official game took place on November 9th 1869 between Princeton University and Rutgers University. Both teams had twenty-five players, which led to mass confusion and chaos, also the goal posts were only twenty-five yards  apart, causing a very small field† (Source J). It was obvious that the sport needed some new rules and Mr. Walter Camp was the man to develop them. Walter Camp was a star player and later a coach at his alma mater, Yale University. Walter Camp contributed to the definition of modern-day football more than anyone; he helped change the game from its form of rugby style to the modern game it is today. † Walter Camp is known as the father of American football† (Source J). As the game grew in popularity more people began playing it, but the game was considered too brutal. † Before 1905 many injuries and eighteen deaths had been reported from the brutal mass plays, President Roosevelt asked the schools to set rules to save the game from extinction† (Source C). In response to the Presidents plea, representatives from several different schools got together to set some rules, which would forever change the game. â€Å"The schools decided that a touchdown should be worth more, so in 1898 it was changed from four to five points, and eventually changed from five to six. While on the other hand the field goal was dropped from five points to four, and then down to three† (Source I). Another problem with the game is that it was very boring. To help end this boredom Walter Camp came up with the idea of first downs. With this rule, teams must gain ten yards in four attempts or the ball is turned over. To help protect players’ safety, formations like the flying V and wedge were made illegal. Probably the most important rule change was the legalization of the forward pass. To accommodate for this new rule, colleges also created an end zone ten yards deep to allow the ball to be caught in safely. The first professional games took place between athletic clubs. The first player to play for money was William W. â€Å"Pudge† Heffelinger. â€Å"Heffelinger played at Yale University where he made the Walter Camp All American team for three straight years. Heffelinger was paid five hundred dollars to play a game for the Allegheny Athletic Association of Pittsburgh. Heffelinger is known as the first professional football player† (Source H). The first professional to sign a contract was Grant Dilbert who signed with the Pittsburgh Athletic Club. Soon after this, many teams started paying money for the best players. â€Å"On September 17 1920 representatives met to form the American Professional Football Association (APFA)† (Source H). In 1922 the APFA was renamed the National Football League (NFL). During this time, any town that could fund the money was forming a football team, even two Philadelphia baseball teams established professional football teams. During this time, professional football was not as popular as college football. Due to betting and recruiting scandals, Americans were not as interested in the NFL as they were in the collegiate games. The league reached an all time low in 1932 when it had a membership of eight teams. However, over time the formation of legendary teams like the Decatur Staleys, later renamed the Chicago Bears, and the small town Green Bay Packers, and also due to the emergence of heroic players, this new league would win over the hearts of American football fans. One of the first famous football players was Jim Thorpe. Thorpe, an Indian born in Oklahoma, would become a great college player, as well as a great professional player. â€Å"Jim Thorpe signed his first professional contract with the Canton Bulldogs at a price of two hundred fifty a game† (Source H). Although he is considered one of the great players it is believed that Jim did not play his hardest all the time, he played hard only when he wanted to. He also used shoulder pads with a layer of sheet metal under them, so he could hit opposing players even harder. Jim was not just a great football player he was an Olympian as well, winning several medals in the Olympics. Harold â€Å"Red† Grange was a legendary college player nicknamed, ? The Galloping Ghost’. Red helped college fans appreciate the professional game, he signed his first professional contract ten days after his college career had ended. â€Å"Red Grange made his professional debut on Thanksgiving day before a crowd of over 10,000 fans, before his arrival in professional football the crowds were usually measured in the hundreds†(Source H). Sammy Baugh and Otto Graham reinvented the passing game of football. They were considered the first gunslingers of football. All of these players helped revolutionize the game. Growing in popularity, the game of football was about to take some huge  steps. â€Å"In 1932 the first indoor game was played due to weather, the game was played on an eighty yard field† (Source J). During the Great Depression the NFL thrived, giving Americans something to take their minds off of the hard times. During World War II younger players enlisted so older players were drafted into the league. After the war, the popularity of the NFL grew. â€Å"In 1939 the National Broadcasting Corporation was the first station to televise an NFL game between the Brooklyn Dodgers, and the Philadelphia Eagles† (Source F). In 1951 a game between the St. Louis Rams and the Cleveland Browns was the first to be broadcast from coast to coast. As the professional game grew in popularity it expanded as well. More teams were added while others were dropped. In 1946 when football was very popular in the United States, the American Football League (AFL) was formed. The AFL and NFL would later combine to form what is now known as today’s National Football League. Many people argued about which league was stronger, the American League or the National Football League. Many people believed the NFL was stronger, and others thought the AFL was more powerful. To find out which conference was stronger the first Super Bowl was staged. â€Å"In 1967 the first Super Bowl featured the NFL’s Green Bay Packers playing against the AFL’s Kansas City Chiefs† (Source F). The game was dominated by the Green Bay Packers, making them the first Super Bowl champions. The start of the Super Bowls would later lead to the merger of the NFL and the AFL to form the current consolidated National Football League. Since the first collegiate game between Princeton and Rutgers, football has changed in very many different ways. â€Å"Of the thirteen teams in the league in 1920 only the Chicago Bears and St. Louis Cardinals, now the Arizona Cardinals, remain. There have been many classic and memorable moments in professional football history, like Chuck Bednarik’s ferocious hit on Frank Gifford, as seen on the cover of this report, John Elway’s leadership of the Denver Broncos on â€Å"The Drive†, the 1972 Miami Dolphins undefeated season, and Joe Montana’s victory-clinching pass to Dwight Clark, which is simply known as â€Å"The Catch†. The game of football has a rich history. It has evolved in many different ways but continues to hold onto the tradition and basic format it was built upon. The game will continue to grow and change with the times but will always be known as America’s greatest game. Source A: â€Å"A Brief History of The Game† www. hornetfootball. org/documents/football-history. htm Source B: â€Å"American Football History† wiwi. essortment. com/americanfootball_rwff. htm 2002 Pagewire Source C: Buckley James. America’s Greatest Game. New York. Hyperian Books For Children. 1998. Source D: â€Å"Football History-Just What Sport are We Talking About Anyway? † www. sportsknowhow. com/football/history/football-history. shtml. 2004 A Website of Internet Marketing Unlimited Source E: â€Å"History of Football† http://inventors/about/com/ad/fstartinventions/a/historyfootball/htm. 2007 New York Times Company Source F: â€Å"History of The Sport† www. usafootball. com/about-us/history-of-the-sport/. 2006 USA Football Source G: â€Å"History† www. profootballhoffestival. com/festival/history/asp 2005 Pro Football Hall of Fame Festival Source H: LaBlanc, L. Michael. Professional Sports Teams Histories. Detroit, MI: Gale Research Inc. 1994 Source I: â€Å"NFL History† www. NFL. com/history. 2007 NFL Enterprises LLC Source J: Riffenburgh, Beau. The Official History of Pro Football. New York: Crescent Books, 1990 Source K: â€Å"Rules And Information†. www. football. com/rulesabc/origins. shtml#begin. 2003 Football. com Source L: The First Fifty Years: New York: Simon & Schuster Inc. 1969. Source M: Tuttle, Dennis. The Composite Guide to Football. Philadelphia. Chelsea House Publishers Source N: Wallace, Bill. Nelson’s Encyclopedia of Pro Football. New York: William N. Wallace 1969.

A Useful Reminder About An

A Useful Reminder About An A Useful Reminder About An A Useful Reminder About An By Maeve Maddox English has two forms of the indefinite article: a and an. In modern usage, the form a is used in front of words that begin with a consonant sound; an is used in front of words that begin with a vowel sound. The following uses of an are nonstandard in modern English: OK, I admit it, I dont see why the iPad would be an useful device. Plot is an unique feature that indicates the address of the place. Found an useful paper on grid generation Fastest way to find an unique element out of given numbers We are an uniform based school and the design of our uniforms has been a careful and consultative process with executive, staff, student and community. It may be that writers who put an in front of unique or useful have misunderstood the rule; perhaps they think that an goes in front of any word that begins with u, regardless of how the u is pronounced. Although the letter u usually represents a vowel sound, it does not always do so. Such words as umbrella, undertaker, and ugly do begin with a vowel sound, [uh]. These words should be preceded by an: an umbrella an undertaker an ugly dog Sometimes, u represents a consonant sound that incorporates the y sound heard at the beginning of yellow: unique [yoo-neek] useful [yoos-ful] usual [yoo-zyoo-l] I’ve never heard anyone pronounce the word an in front of one of these words, although I suppose that somewhere in the world someone may talk that way. For a speaker who pronounces the word unique as [uh-neek] or [oo-neek], there would be some justification for writing â€Å"an unique feature.† What I think is that some speakers say â€Å"a useful paper† but go to write it and think it â€Å"looks funny† with a instead of an. In the case of an before a word that begins with u, let your ear guide you: a useful device, but an unusual device a unique feature, but an ultra-interesting feature a useful paper, but an undervalued paper a unique element, but an unknown element a uniform-based school, but an unconventional school Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Spelling category, check our popular posts, or choose a related post below:5 Uses of InfinitivesWhen to Form a Plural with an Apostrophe12 Misunderstood and Misquoted Shakespearean Expressions

The Development of Banking in the Industrial Revolution

The Development of Banking in the Industrial Revolution As well as industry, banking also developed during the Industrial Revolution as the demands of entrepreneurs in industries like steam  led to a vast expansion of the financial system. Banking Before 1750 Before 1750, the traditional ‘start date’ for the Industrial revolution, paper money and commercial bills were used in England, but gold and silver were preferred for major transactions and copper for daily trading. There were three tiers of banks already in existence, but only in limited numbers. The first was the central Bank of England. This has been created in 1694 by William of Orange to fund wars and had become a foreign exchange storing foreign country’s gold. In 1708 it was given the monopoly on Joint Stock Banking (where there’s more than 1 shareholder) to try and make it more powerful, and other banks were limited in size and resources. Joint stock was declared illegal by the Bubble Act of 1720, a reaction to the great losses of the collapse of the South Sea Bubble. A second tier was provided by less than thirty Private Banks, which were few in number but growing, and their main customer was merchants and industrialists. Finally, you had the county banks which operated in a local area, e.g., just Bedford, but there were only twelve in 1760. By 1750 private banks were increasing in status and business, and some specialization was occurring geographically in London. The Role of Entrepreneurs in the Industrial Revolution Malthus called entrepreneurs the ‘shock troops’ of the industrial revolution. This group of individuals whose investment helped spread the revolution were based mainly in the Midlands, a center  for industrial growth. Most were middle class and well educated, and there were a substantial number of entrepreneurs from non-conformist religions like the Quakers. They have been characterized as feeling they had to be challenged, had to organize and succeed, although they ranged in size from major captains of industry to small-scale players. Many were after money, self-improvement, and success, and many were able to buy into the landowning elite with their profits. The entrepreneurs were capitalists, financiers, works managers, merchants, and salesmen, although their role changed as the business developed and the nature of enterprise evolved. The first half of the industrial revolution saw just one individual running the companies, but as time went on shareholders and joint stock companies emerged, and management had to change to cope with specialized positions. Sources of Finance As the revolution grew and more opportunities presented themselves, there was a demand for more capital. While technology costs were coming down, the infrastructure demands of large factories or canals and railways were high, and most industrial businesses needed funds to start up and get started. Entrepreneurs had several sources of finance. The domestic system, when it was still in operation, allowed for capital to be raised as it had no infrastructure costs and you could reduce or expand your workforce rapidly. Merchants provided some circulated capital, as did aristocrats, who had money from land and estates and were keen to make more money by assisting others. They could provide land, capital, and infrastructure. Banks could provide short-term loans, but have been accused of holding the industry back by the legislation on liability and joint-stock. Families could provide money, and were always a trusted source, as here the Quakers, who funded key entrepreneurs like the Darbys (who pushed forward Iron production.) The Development of the Banking System By 1800 private banks had increased in number to seventy, while county banks increased rapidly, doubling from 1775 to 1800. These were set up mainly by businessmen who wanted to add banking to their portfolios and satisfied a demand. During the Napoleonic Wars, the banks came under pressure from panicking customers making cash withdrawals, and the government stepped in to restrict withdrawals to just paper notes, no gold. By 1825 the depression which followed the wars had caused many banks to fail, leading to a financial panic. The government now repealed the Bubble Act and allowed joint-stock, but with unlimited liability. The Banking Act of 1826 restricted the issuing of notes- many banks had issued their own- and encouraged the formation of joint stock companies. In 1837 new laws gave joint-stock companies the ability to acquire limited liability, and in 1855 and 58 these laws were expanded, with banks and insurance now given limited liability which was a financial incentive for investment. By the end of the nineteenth century, many local banks had amalgamated to try and take advantage of the new legal situation. Why the Banking System Developed Long before 1750 Britain had a well-developed money economy with gold, copper, and notes. But several factors changed. The growth in wealth and business opportunities increased the need for both somewhere for money to be deposited, and a source of loans for buildings, equipment and- most crucially- circulating capital for everyday running. Specialist banks with knowledge of certain industries and areas thus grew up to take full advantage of this situation. Banks could also make a profit by keeping a cash reserve and lending out sums to gain interest, and there were many people interested in profits. Did Banks Fail Industry? In the US and Germany, industry used their banks heavily for long-term loans. Britons didn’t do this, and the system has been accused of failing industry as a result. However, America and Germany started at a higher level, and needed much more money than Britain where banks weren’t required for long-term loans, but instead for short-term ones to cover small shortfalls. British entrepreneurs were skeptical of banks and often preferred older methods of finance for start-up costs. Banks evolved along with British industry and were only a part of the funding, whereas America and Germany were diving into industrialization at a much more evolved level.

Application Nursing Care and Practice for patients with Irritable Essay

Application Nursing Care and Practice for patients with Irritable Bowel Syndrome (IBS) - Essay Example The scope of nursing further identifies functions such as provision of care, educative roles, counseling, administration, and clinical specialist services. Proper background of health issues is fundamental to a practicing nurse and such knowledge bases as causes of a health problem, its symptoms, and preventive and control measures are therefore necessary for a practicing nurse. This paper demonstrate this competence through exploration of irritable bowel syndrome, its signs, symptoms, and causes, medical and alternative interventions, nursing care assessment and considerations in acute care settings, and plans for community follow up and support systems for management of irritable bowel syndrome. Signs, symptoms, and causes of IBS Irritable bowel syndrome is symptomatic, offering a basis for prediction among the public and diagnosis by care personnel. The primary symptom of the syndrome is pain in the victim’s abdomen. ... A slight variation in either direction may initiate discomfort wile extremely lower or higher changes in movements may lead to extreme levels of pain. Observable changes are also made on stool that may be adverse and change with variations in bowel motions. Some cases of irritable bowel syndrome report loose stools that worsen to be more watery while others report harder stools that normally experienced by patients. A number of secondary symptoms also exist to suggest existence of the syndrome. The loose or watery stool may be experienced frequently to define diarrhea, more tat three watery stools per day, and may be associated with sudden need for bowel movement. Frequent hard stools in a week are another secondary indicator of the syndrome and victims may have trouble with bowel movement. Another symptom is the â€Å"feeling that a bowel movement is not complete† and this may lead to longer periods of trying to pass out stool (Digestive, 2012, p. 1). Other symptoms are †Å"passing mucus† and â€Å"abdominal bloating† (Digestive, 2012, p. 1). The symptoms must however have been reported for a minimum of three days in a month in order to suggest existence of irritable bowel syndrome in a patient. The exact cause of irritable bowel syndrome is not yet ascertained but many health complications are believed to initiate the syndrome, either individually or collectively. â€Å"Brain-gut signal problem,† impaired coordination between the brain and nerves in the small intestines is one of the factors. Coordination between the brain and the nerves regulate the intestines’ functionality and poor coordination initiates variation in movements towards changed bowel behavior and associated pain (1). Complications with gastrointestinal

Creating Tastier and Healthier Fruits and Veggies with a Modern Article

Creating Tastier and Healthier Fruits and Veggies with a Modern Alternative to GMOs - Article Example Furthermore, he highlights on the effects of repeated use of these chemicals, as weeds would have become resistant to this chemicals and thus hard to get rid of and as a result, this has served to decrease the yields and at times no yields at all. What is sowing change? It can be described as the process of improving vegetables and fruits for instance tomatoes through artificially breeding different plants to create a new species with new traits How has the use of technology fostered the improvement in quality of yields in fruits? Through the employment of modern techniques of agriculture for instance artificial breeding, there has been a development of new species of fruits for instance many chilly flavours which have improved quality of yields. How are the traditional modes of farming relevant to this day and age? They serve as a basis through which research can be carried out. For instance, in a bid to improve on seeds, one must first study the one in use before developing new one. In conclusion, genetically engineered organisms are harmful to the health of individuals and thus there is the need to incorporate and employ alternative ways of improving fruit and vegetables and consequently,

My inspiration in professional path of modern art Essay

My inspiration in professional path of modern art - Essay Example Losing the competition one time to a colleague who managed to come up with an exquisite work despite my father’s huge investment on his must have caused him a great deal of disillusionment toward his potentials. So whenever I would stop to wonder how my father was able to get it over with, I am all the more encouraged to appreciate the idea that imperfections in creativity are a means to muster the strength for accepting weak attributes and being flexible to entertain new alternatives. It is not merely his love and fondness for craftsmanship that creates the significant impact, judging from the measure of refinement in his work. I could sense so much freedom and humility in the manner he moves his strokes as if every fine detail of construction speaks of a lyrical struggle with hardship involving tons and tons of Masonic patience. In addition to his technical and mathematical aptitude, I suppose that the way by which my father exhibits his structural endeavor depicts his humbl e acknowledgment of the truth with respect to the interest of time and critical reality. Being motivated by my father has taught me to challenge my approach to forms and styles as I gradually learn the essence of crossing borders to strategize outside of the typical. With dad’s guidance and further training in the academe, I look forward to establishing my identity with art as well as mastery of learning tools which I know are essential for the heart of artistry aimed at constructing marvelous pieces.

The Great Gatsby Essay Example for Free

The Great Gatsby Essay In the novel, The Great Gatsby, Jay Gatsby represents the American Dream of the 1920’s comprised of social values, wealth and excess in hope to make his own dream a reality. Social Values: 1. â€Å"I hope shell be a fool—thats the best thing a girl can be in this world, a beautiful little fool† (17) Explanation: The social environment in existence within the novel does not value the intelligence of women. By wishing her daughter to be unintelligent Daisy is asserting that the social constructs in evidence at the time entail that her daughter would be happier if she was simple; she will not be bored and frustrated in her existence in the same way Daisy herself is. 2. â€Å"in a moment she looked at me with an absolute smirk on her lovely face as if she had asserted her membership in a rather distinguished secret society to which she and Tom belonged† (18) Explanation: Although Tom and Daisy are considered wealthy members of the aristocracy their actions reveal an underlying egotism that reveals the shallow nature of society. Tom and daisy have a disregard for people who are from a lower class and they believe that money makes them superior. 3. â€Å"Mrs. Wilson changed her costume sometime before and was now attired in an elaborate afternoon dress of cream colored chiffon which gave out a continual rustle as she swept about the room† (35) Explanation: By referring to Myrtle as Mrs Wilson, Fitzgerald is emphasizing the fact that she is married and is therefore acting in a manner that is inappropriate. The fact that her dress is cream further reinforces her lack of purity. Her willingness to engage in an affair that is morally wrong is representative of the values of the society of the twenties. 4. â€Å"Everyone suspects himself of at least one of the Cardinal virtues, and this is mine: I am one of the few honest people that I have ever known (64) Explanation: Here Nick is revealing a great deal about the society of the twenties. During this period a great deal of money was being circulated and, alongside it, dishonesty and corruption. His comment reveals the degree of dishonesty in evidence within society at this time. Wealth: 1. â€Å"a fantastic farm where ashes grow like wheat into ridges and hills and grotesque gardens; where ashes take the forms of houses and chimneys and ash-gray men swarm up with leaden spades and stir up an impenetrable cloud. (23) Explanation: This quote describes the life of people who have failed to acquire wealth. Their existence and surroundings are represented by the color grey. They live in poverty and serve as an image of failure. 2. â€Å"A pair of stage ‘twins’- who turned out to be the girls in yellow- did a baby act in costume and champagne was served in bigger than finger bowls† (36) Explanation: The color yellow is of significance here and is a color that is used to emphasize the moral corruption the twins represent. The use of costume within the act is illustrative of the facade people use. As with the costume, the material items they possess entail that the characters in the novel are false and define themselves by material wealth as opposed to being true to their characters. 3. â€Å"They were careless people, tom and daisy they smashed up things and creatures and then retreated back into their money or their vast carelessness, or whatever it was that kept them together and let other people clean up the mess they had made† (170) Explanation: This quote portrays the impact that wealth has had on Daisy and Tom. They have no regard for anything or anyone else. When they encounter problems they simply throw money at them, they believe that their material possessions make them immune to difficulties, which are something that people who are not as significant as them can deal with. They are consumed by their superficial possessions. 4. It was a photo of the house, cracked in the corners and dirty with many hands He had shown it so often that I think it was more real to him now than the house itself (180). Explanation: This quote represents the relationship Gatsby has with his father. Even his own family value him for his wealth and not for who he truly is. His father takes a picture of a house to the grave with him. This shows what he values; material possessions. Excess: 1. â€Å"the one on my right was a colossal affair by any standard—it was a factual imitation of some Hotel de Ville in Normandy, with a tower on one side, under a thin beard of raw ivy, and a marble swimming pool, and more than forty acres of lawn and garden. it was Gatsbys mansion (9) Explanation: This description of Gatsby’s mansion reveals further conspicuous consumption. He has spent copious amounts of money on acquiring a status symbol that he hopes can attract the attention of Daisy. Whilst he has enough money to be able to spend excessively he do so in a futile manner; such material things can never make him truly happy. This can be perceived to be a criticism of the falseness of the American Dream. 2. â€Å"His family were enormously wealthy – even in college his freedom with money was a matter of reproach – but now he’d left Chicago and come east in a fashion that rather took your breath away: for instance he’d brought down a string of polo ponies from Lake Forest. It was hard to realize that a man in my own generation was wealthy enough to do that. † (10) Explanation: Nick was explaining the wealth of Tom Buchanan’s family stemming back from his college days. At that young age he had the unusual luxury of money and then showcased his wealth by bringing a fleet of polo ponies along with him when he relocated. The quote shows how people would spend all their money just for amusement, because they could not because they needed anything. 3. â€Å"The living room was crowded to the doors with a set of tapestried furniture entirely too large for it, so that to move about was to stumble continually over scenes of ladies swinging in the garden of Versailles. † (35) Explanation: Mrytle is obsessed with projecting an image of that of a wealthy individual. Her apartment shows that whilst she has money and possessions, she is lacking in class and is unable to grasp what is appropriate for her apartment. 4. â€Å"composed of oddly familiar pieces of ivory. Finest specimens of human molars, he informed me (77) Explanation: Here Wolfsheim is describing his cufflinks. This again shows how someone has made a purchase simply to make a point. In this case his elaborate cufflinks represent the combination of gentry with barbarinism. His conspicuous consumption is aimed at proving his status to those around him.

Fetal Alcohol Syndrome Essay -- Pregnancy Health Essays

Fetal Alcohol Syndrome Many studies have established that a developing organism is susceptible to exogenous and endogenous factors during certain stage of the organism’s development. The effects of ethyl alcohol or ethanol on the developing fetus, which manifest a variety of characteristic abnormalities, are collectively called Fetal alcohol Syndrome. Ethanol exposure to the fetus causes various malformation ranging from the cellular to the organismic levels with the eventual results frequently being different levels of mental retardation (3). Chick embryo studies provide a relatively good model for defining the effects of ethanol at many organizational levels of neurogenesis, cell death, neuronal migration and differentiation, cell to cell connectivity, and synaptic function When ethanol is administered to embryos on days one to three of development, the cholinergic neuronal phenotypes were markedly decreased possibly in the sparing of catecholaminergic phenotypes which were increased. This differential sensitivity of these two early neuroblast populations to ethanol may also reflect the difference in their ontogenesis: cholinergic elements are reported to be expressed as early as the primitive streak, whereas catecholaminergic elements appear later (3). Embryos on embryonic day one are most susceptible to the effects of ethanol. Embryonic day one in the chick is marked by an active process of neurogenesis and neuro-organization. The neural tube elements are made during this early embryonic period. Brodie and Vernadakis inspected the effect of ethanol on cholinergic spinal cord neurons during this embryonic period. The neuroblast during this period shows plasticity with respect to neurotransmitter phenotypes, when ex... ...s in these target organs at critical developmental periods would result in defects of these organs (5). BIBLIOGRAPHY: Abel, E. and Sokol, R. A Revised Conservative Estimate of the Incidence of FAS and Its Economic Impact. Alcoholism, 0145-6008:514-524 (1991). Bonthius, D. and West, J. Permanent Neuronal Deficits in Rats Exposed to Alcohol During the Brain Growth Spurt. Teratology, 44:147-163 (1991). Brodie, C. and Vernadakis, R. Critical Periods to Ethanol Exposure During Early Neuroembryogenesis in the Chick Embryo: Cholinergic Neurons. Developmental Brain Research, 56:223-228 (1990). Burd, L. and Martsolf, J. Fetal Alcohol Syndrome: Diagnosis and Syndromal Variability. Physiology and Behavior, 46:39-43 (1989). Keir, W. Inhibition of Retinoic Acid Synthesis and its Implications in Fetal Alcohol Syndrome. Alcoholism. 15/3:560-564 (1991).

Which Factors Make Advertising Effective?

EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 Which factors make advertising effective? A marketing literary review based on the Hierarchy of Effects, with a focus on the role of Music in Advertising Report by Onofri S. S00603638 Word Count: 2364 Supervisor Prof. Gordon Bowen Advertising and Media in the Marketing Environment (MKT5A5) 1 Summary Abstract †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 2 A Basic Condition †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 The HoE model: t hree responses to be aroused †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. ) Cognitive Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2) Affective Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3) Conative Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. The role of Music in Advertising 1) Cognitive Purpose 2) Affective Purpose 3) Conative Purpose RECOMMENDATIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 5 6 7 9 9 9 9 10 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. CONCLUSIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 Appendices †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 13 List of References 2 ABSTRACT â€Å"What makes advertising effective? : this Report aims to answer this essential issue beca use it is the key for achieving –or not- the goals pursued by every company that invests in advertising. The general question has been divided in three areas, depending on the type of consumer’s response that advertising aims to arouse: cognitive, affective or conative, according to the famous Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use can help to achieve efficacy in advertising.Five recommendations are identified through the report. Advertisers should first choose the media mix able to reach as many consumers as possible from the target audience (Ogilvy, 1985). Using appealing creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick, 2005) is required to pass successfully through all the selective phases of consumers’ influence process, in order to make them memorize the contents of adv ertising. Music can be very helpful both for gaining consumers’ attention and giving a mnemonic quality to the message (Sutherland, 2008).An effective way to build an emotional link with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the point that they can become part of consumers’ cultural background of people (Sutherland, 2008). It is necessary to understand how the purchasing decision is taken by consumers in order to affect their behaviour; the FCB matrix by Vaughn (1986) identifies four types of purchasing process and suggests the quantity and quality of information to provide for each of them in order to have an impact on the decision making process.Since music sets up an entertaining mood, its use appears to be appropriate for the feel products and not for the think products (Arens et Al, 2011). As most of these factors refers to the ability of understanding consumers’ minds, the report has confirmed tha t psychology represents a basic support for marketing functions as the making of effective advertising (Foxall et Al, 1998). 3 INTRODUCTION This paper aims to identify the factors which make advertising effective.The research starts stating a basic condition then, since â€Å"efficacy is the ability to bring about the intended result† (Oxford dictionary, 2007), the report analyses which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered pivotal in the communication process. Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumers is cognitive, affective or conative.The report then operates a specific analysis on the role of Music in advertising, showing how music can be a very useful tool to reach efficacy (Sutherland, 2008) for all the three pursued responses shown previ ously. Recommendations and Conclusions about the topic complete the analysis. Practical examples chosen among the most famous companies provide evidence to the theoretical analysis; further examples can be found in the appendices. This research has been performed through the method of the literary review: books, papers and articles of famous Marketers and Psychologists are used as sources.A Basic Condition Advertising is undoubtedly a central part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep know-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market research, in order to know as much as possible about consumers and competitors.As Cowles and Kiecker stated (1998), â€Å"market rese arch is important not only to identify the most profitable target segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media†. Companies have to focus all their functions to the market: only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model: three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing can be supported by the studies on the communication process.Among them, the hierarchy of effects model proposed by Lavidge and Steiner (1961) states sthat when the ad message reaches the consumer, following the steps of the SMRC communication model (Berlo, 1960), the receiver responds by progressively undertaking three phases: the cognitive phase as first, then the affective and finally the conative. 4 Specifically, consumers will pass through these sequential stages: Awareness, Knowledge, Liking, Preference, Conviction, Purchase. [Figure A] Figure A : Sequential stages of Lavidge and Steiner model (1961) Source: http://www. earnmarketing. net/Hierarchy%20Of%20Effects. jpg Using this tripartite approach, the marketing objectives become more definite and therefore it is possible to identify more precisely the key factors for achieving efficacy. Firms should then set up a specific advertising campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). As a confirmation, even the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) proposed by R. H.Colley in 1961 suggests that any stage should provide the objective for Marketing Communication independent of the rest (Pickton and Broderick, 2005). The following three Mc Donald’s adverts clearly show this differentiated approach. In the first one [Figure B], nothing but the apposition of the two logos (t he wi-fi one made by chips) is used: since this ad wants to make the audience learn the service provided, it refers to the cognitive phase. ) Figure B. Source: http://4. bp. blogspot. com/_I9lJuLPsXSs/S0phHAFT6fI/AAAAAAAAJ9s/TR7j4eEnYWQ/s400/Cool+and+ Beautiful+McDonald%E2%80%99s+Advertising+10. jpg 5In the second one [Figure C], the baby approaching the hamburger evokes feelings of affection for the food offered by the company; an home atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. Figure C. Source: http://www. breastfeedingsymbol. org/wordpress/wpcontent/uploads/2007/08/mcdonalds. jpg In the third one [Figure D], the invitation to take an action is extremely clear: consumers should have breakfast at Mc Donald’s on Mondays, convinced by the free coffee. This ad aims to induce a change in the consumers’ behaviour: it refers to the conative phase. Figure D. Source: http://www. cdonaldsstl. com/images/FreeCoffeeMondays-graphic. jpg The main limit of HoE is its rigidity: consumers do not always undertake these steps sequentially, because of their irrationality; however, the existence of these three kinds of responses is widely accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to reformulate the central question in a more detailed way: which elements are necessary in advertising, in order to improve the company’s performance in brand awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 6 1 – Cognitive responseThe goal of these campaigns is to ensure that customers are properly aware of the brand; making clear the brand positioning is the main aim (Egan, 2007). Reach is the first key factor. Pelsmacker (2007) defines it as â€Å"the number or percentage of people who are expected to be exposed to the advertiser’s message during a specified period† . Reach plays the either/or role in the SMRC process: if the compa ny does not reach the consumers, no response can be aroused. Therefore, the choice of the most appropriate media mix to reach the target segments becomes crucial for the success of the advertising campaign (Ogilvy, 1985).According to the selective influence process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social intervening variables which affect the final internalization of the message. Since only the memorized information is able to affect the consumers’ behaviours the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receiver’s attention, it is required to overtake what Wundt (1896) alls the absolute threshold, that is the minimum psychic intensity an individual needs for reacting to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains gr eat importance (Dahlen et Al, 2010); moreover, since the traditional media are today overcrowded (Levinson, 2007), creativity can make adverts emerge to the consumers’ eyes. A clear example can be represented by the winner of the â€Å"Best Use of Blu Tac in a Shop Window Postcard Space† category in the Chip Shop Awards 2012. Clearasil posted a completely and intensely white postcard: impossible not to see.Figure E. Source: http://www. chipshopawards. com/ Clearasil is a brand of beauty products against skin imperfections (www. clearasil. co. uk) Use of creativity can also have negative impacts: it is difficult to define the line between great effect and great scandal (Godin, 1999). [see Appendix I] 7 In choosing how often to transmit the advertising message, psychology supports marketing once again (Foxall et Al, 1998). I. V. Pavlov developed the notion of â€Å"conditioned reflex† (1927): opposed to the innate reflex it is a learned reaction to a positive or n egative stimulus.In marketing, this means that the repetition of a message will increase its understanding; that’s why frequency plays a key role. Frequency â€Å"measures the number of times, on average, that a member of the target audience is exposed to a message or, more accurately, to the media† (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the Curve of Wundt (1896), if the intensity of the stimulus exceeds a certain limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. – Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a preference for it (Fill, 2009). The more the content of a message is associated to paradigmatic knowledge, the more immediate and simple is its decoding by the receiver (Grandori, 1999): that’s why advertising should carry associations rec alling to the common culture to be effective in building an emotional link with the audience (Godin, 1999).Among all the cultural aspects, political studies have shown that the more compelling ones are common roots ; common habits ; famous figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chrysler’s spot for the launch of the new 200 model, shown during the 2011 edition of Super Bowl. The core of the message highlights the origin of the machine, manufactured in Detroit: â€Å" That’s who we are. That’s our story. (†¦) Because when it comes to luxury, it’s as much about where it’s from, as who it’s for. Now we’re from America, but this isn’t New York City, or the Windy city. †¦) This is the Motor city. And this is what we do. The new Chrysler 200 has arrived. Imported from Detroit. † [see Appendix II] Casting famous figures (VIP) as testimonial and being present at the big even ts widely enjoyed and cherished by people (as the recent Olympics in London 2012) are other effective ways to involve the audience (Arens et Al, 2011) [see Appendix III and IV] Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999). see Appendix V] This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their core quality can’t take the best benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the name of the brand also when something negative is referred to them (Arens et Al, 2011). [see Appendix VI] 8 3 – Conative response In order to affect consumers’ behaviours with advertising, it is necessary to understand how their decision making process works.The model developed by Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables: the level of involvement (high-low) and the type of approach to the purchase (rational-emotional). (McWilliam, 1997; Vaughn, 1980 and 1986). The result is the identification of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected: differences are both in quantity – high and detailed or low and summarized– and quality –emotional or rational – of information. Vaughn, 1986). In Figure F, some exemplar products are placed in the 4 quadrants of the FCB matrix. Figure F. Source: Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (198 6): 1. High involvement / rational.People look for the real facts, they need to gain the confidence they are doing the right choice (e. g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . [Figure G] Figure G. Source: http://www. okeefeestateagents. com/_microsites/paul_okeefe/ docs/images/homepage/rightColAdvert/need-a-mortgage. jpg 9 2. High involvement / emotional. Consumers want to learn about and feel the experience (e. g. Holidays).Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. [Figure H] Figure H. Source: www. adcracker. com 3. Low involvement / rational. People usually buy by habit (e. g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. [Figure I] Figure I. www. cuckooforcoupondeals. com Source: 4. Low i nvolvement / emotional. People often looks for sensory or psychological gratification (e. g. Movies).Showing sensory rich imagery can be successful. [Figure J] Figure J. Source: http://www. filmjabber. com/movie-blog/wpcontent/uploads/2007/11/the-eye-poster. jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies between consumers’ and companies’ perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast move from one coordinate to another in the brand image of consumers (Fill, 2009). 0 The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. 1. COGNITIVE PURPOSE Music can help to win consumers’ attention: reproducing a song well-known among the target audience or a catchy rhythm greatly helps to get its attentions (Sutherland, 2008).The use of creativity in music can be found in the production of jingles, where companies set their own words to Music. â€Å"Jingles are among the best –and worst– ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief† (Arens et Al, 2011). [see Appendix VII] Moreover, what Sutherland (2008) calls the three Rs – rhyme, rhythm and repetition – give words a mnemonic quality, making the message more catchy and enduring in memory. 2. AFFECTIVE PURPOSEResearch has shown that the positive mood created by music makes consumers more receptive to an ad message (Belch and Belch, 2009). When words are set to the music, a desire for repetition can be cre ated: that’s why jingles are able to involve consumers, at the point that they can become themselves part of the cultural background of people (Sutherland, 2008). A chart of the â€Å"top 10 jingles of the century† has been made, according to people’s preferences: a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source: Belch and Belch, 2009The case of Oscar Mayer’s spots clearly shows the emotional power of jingles in advertising. [see Appendix VIII] Jingles are used less frequently today, replaced by an increasing use of current or classic pop songs: in the age of the technologic way to live music companies must be careful not to appear oldfashionable while using jingles (Belch and Belch, 2009). 3. CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the â€Å"feel products† (Sutherland, 2008). A great example of how music can be focused on action is the jingle created by the pizza chain â€Å"Pizza, Pizza† in Toronto: the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. [see Appendix IX] On the other hand, music causes what Sutherland (2008) calls the â€Å"wash-over effect†: when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than 11 judging the reliability of its meaning. The entertaining mood set up by music is inappropriate when consumers want to focus on the rational information, as for â€Å"think products† (Arens et Al, 2011).As the analysis of consumers’ responses to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and tempo contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and purchase intention. Since the negotiatio n of the license rights often needs large sums, marketers should carefully decide if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009).RECOMMENDATIONS As shown through the report, advertisers should first ascertain to find the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers’ influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005).The use of Music can be very effective both for winning consumers’ attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008).To effectively affect consumers’ behaviours, advertisers must understand how the purchasing decision for their products is taken by consumers; the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotional or rational). Music can be effective for feel products, but not for think products, since it sets up an entertaining mood inappropriate for rational decisions (Arens et Al, 2011).The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship: when an advert is not effective, it can be the symptom tha t there’s something wrong in the marketing decision making process, or it can be the cause leading to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown that a tripartite approach to the central question â€Å"which factors can make advertising effective? is able to deeply analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of reading consumers’ minds, the report has confirmed how psychology can greatly support marketing functions and, specifically, making advertising effective (Foxall et Al, 1998). That’s why Market-driven companies, which have developed a deep knowledge of their consumers as a result of large investments in market research, have the concrete possibility to apply these factors in the most effective way possible (Llambin, 2008). 2 APPENDICES I. As an example, the historical testimonial used by Danish Frisbee Sports Union f or the 2012 campaign will be definitely able to catch consumers’ attention, but it can reasonably arouse perplexity and disgust in a high number of people. Source: http://www. chipshopawards. com/ II. Full text of the spot: Narrator : I got a question for you. What does this city know about luxury, hm? What does a town that’s been to hell and back know about the finer things in life? Well I’ll tell you. More than most.You see, it’s the hottest fires that make the hardest steel. Add hard work and conviction. And a know how that runs generations deep in every last one of us. That’s who we are. That’s our story. Now it’s probably not the one you’ve been reading in the papers. The one being written by folks who have never even been here. Don’t know what we’re capable of. Because when it comes to luxury, it’s as much about where it’s from as who it’s for. Now we’re from America – but this isn’t New York City, or the Windy City, or Sin City, and we’re certainly no one’s Emerald City.Eminem: This is the motor city – and this is what we do. Written text: The new Chrysler 300 has arrived. Imported from Detroit Source: http://www. youtube. com/watch? feature=player_embedded&v=V0HLIvtJRAI III. VIP testimonials can provide good advantages: a VIP well known among the target audience can better win consumers’ attention; it allows to make the advertising message more personal, exploiting the VIP’s familiarity with the consumers ; people will associate the appreciated qualities of the VIP to the product (Arens et Al, 2011). 13Nestle chose to set a totally VIP-focused campaign to promote Nespresso brand: George Clooney has being appeared in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image: http://www. generation-flux. com/images/Nespresso-site. jp g IV. A great example of how an emotional link can be built by focusing advertising on current events widely enjoyed and cherished by people is represented by the marketing campaigns of P&G, created to promote their laundry products Ariel in UK and Tide in USA during the Olympics of London 2012.The compelling references on the athletic competition were present in both the spots: â€Å" Before the Gold, Silver, and Bronze, it's the red, white and blue. At the Olympic Games, it's not the color you go home with that matters, it's the colors you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). † The meaning of the final sentence â€Å"Proud keeper of Our Country's Colours† was certainly influenced by the images of the athletes shown in the video: for Ariel, a high number of British participants ; for Tide, almost only American players.Sources: http://www. youtube. com/watch? v=DoF9DROHYnU Tide for USA; http://www. youtube. com/watch? v=Jipn-MGg0DA Ariel for UK. V. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest innovator in the Italian political marketing – in a negative or positive way depending on the political conviction – (Palmieri, 2012), named his first party â€Å"Forza Italia† (1994), that is the same slogan used by Italian people as an incitement for the national football team.The result was a â€Å"widespread embarrassment† (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party: they could not manage not to think about this political association. VI. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www. cirio. co. uk) Cirio managers weren’t happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks la ter the advertising campaign was launched.The spot is accessible here: http://www. youtube. com/watch? v=ReGPNs-HfH0 The episode reported: http://www. telegraph. co. uk/news/celebritynews/8706992/GerardDepardieu-accused-of-urinating-on-floor-of-plane. html VII. As an example, in the 1970s Coca-Cola was so successful with its jingle â€Å"I’d like to buy the world a Coke† that it was then extended and released to become an international chart hit called â€Å"I’d like to Teach the World to Sing† (Sutherland, 2008). VIII. Oscar Mayer is a brand owned by Kraft Foods.At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy â€Å"bologna† and â€Å"wiener† jingles: they were such known that Oscar Mayer decided to be selfreferential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. â€Å"Promotions: Nostalgia Bolognese† , Brandweek, April 14, 1997 Original videos are available here: http://www. youtube. com/watch? v=rmPRHJd3uHI (Bologna); http://www. youtube. com/watch? v=aNddW2xmZp8&feature=related (Wieners) IX.The example and the text of the jingle are reported in Sutherland (2008, p 122): â€Å"nine-sixseven, eleven eleven / phone Pizza Pizza, hey hey hey! † 14 List of References BOOKS Llambin, J. J. , 2008. Market-driven management, Marketing strategico e operativo 5th ed. Milano: Mc Graw Hill. Oxford, 2007. Shorter Oxford English Dictionary on historical principles. Oxford: Oxford University Press Berlo, D. K. , 1960. The process of communication : an introduction to theory and practice. New York : Holt, Rinehart and Winston. Egan, J. , 2007. Marketing Communications. South Western Cengage Learning.De Pelsmacker, P. , Geuens, M. and Van den Bergh, J. , 2007. Marketing Communications: a European Perspective, 3rd edition. Harlow: Financial Time Prentice Hall. Wundt, W. , 1896. Compendium of Psychology. Consulted in the 3rd Italian translation by Agliardi L. , 2004. Compendio di psicologia. E-book accessible at: http://www. liberliber. it/mediateca/libri/w/wundt/compendio_di_psicologia/pdf/compendi_p. pdf Katz, E. and Lazarsfeld, P. F, 1955. Personal influence : the part played by people in the flow of mass communications. London : Transaction (ed. 2006). Levinson, Jay Conrad; Levinson, Jeannie; Levinson,