Database security and encryption Essay Example

Database security and encryption Essay Introduction Administrations are progressively trusting on the distributed information systems to derive productiveness and efficiency advantages, but at the same clip are going more vulnerable to security menaces. Database systems are an built-in constituent of this distributed information system and keep all the information which enables the whole system to work. A database can be defined as a shared aggregation of logically related informations and a description of this information, designed to run into the information demands of an organisation. A database system is considered as a aggregation of related informations, database direction system ( DBMS ) a package that manages ( define, create and maintain ) and controls the entree to the database, and a aggregation of database application ( s ) a plan that interacts with the database at some point in its executing ( typical illustration is a SQL statement ) along with the DBMS and the database itself [ 1 ] . Administrations have adopted database systems as the key informations direction engineering for decision-making and daily operations. Databases are designed to keep big sums of informations and direction of information involves both specifying constructions for storage of information and providing mechanisms for use of information. As the information is to be shared among several users the system must avoid anomalous consequences and guarantee the safety of the information stored despite system clangs and efforts at unauthorised entree. The informations involved here can be extremely sensitive or confidential, therefore doing the security of the informations managed by these systems even more important as any security breach does non impact merely a individual application or user but can hold black effects on the full administration. A figure of security techniques have been suggested over the period of clip to undertake the security issues. These can be classified as entree control, illation control, flux control, and encoding. 1.1 A Short History We will write a custom essay sample on Database security and encryption specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Database security and encryption specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Database security and encryption specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Get downing from the twenty-four hours one when database applications were build utilizing hierarchal and web systems to today s day of the month when we have so many different database systems like relational databases ( RDBMS ) , object-oriented databases ( OODBMS ) , object-relational databases ( ORDBMS ) , eXtended Query ( XQUERY ) ; one factor which was, is, and will be of the extreme importance is the security of the informations involved. Data ever has been a valuable plus for companies and must be protected. Organizations spend 1000000s these yearss in order to accomplish the best security criterions for the DBMS. Most of an organisations sensitive and proprietary informations resides in a DBMS, therefore the security of the DBMS is a primary concern. When we talk of procuring a DBMS, this is with regard to both the internal and the external users. The internal users are the organisation employees like database decision makers, application developers, and terminal users who m erely use the application interface, which fetch its informations from one of the databasesand the external users can be the employees who do non hold entree to the database or an foreigner who has nil to make with the organisation. The other factors which has made informations security more important is the recent rapid growing of the web based information systems and applications and the construct of nomadic databases. Any knowing or inadvertent event that can adversely impact a database system is considered as a menace to database and database security can be defined as a mechanism that protects the database against such knowing or inadvertent menaces. Security breaches can be classified as unauthorised informations observation, wrong information alteration, and informations inaccessibility, which can take to loss of confidentiality, handiness, unity, privateness, and larceny and fraud. Unauthorized informations observation consequences in revelation of information to users who might non be entitled to hold entree to such sort of information.A Incorrect data alteration intentional or unwilled leaves the database in an wrong province. Datas can halter the functionality of an full organisation in a proper manner if non available when needed. Thus the security in footings of databases can be loosely classified into entree security and internal security. Access security refers to the mechanisms implem ented to curtail any kind of unauthorised entree to the database ; illustrations can be authorization methods such as every user has a alone username and watchword to set up him as a legitimate user when seeking to link to the database. When the user tries to link to the database the login certificates will be checked against a set of usernames and watchword combinations setup under a security regulation by a security decision maker. Internal security can be referred to as an excess degree of security, which comes into image if person has already breached the entree security such as acquiring clasp of a valid username and watchword, which can assist acquiring entree to the database. So the security mechanism implemented within the database such as coding the informations inside the database can be classed as internal security, which prevents the information to be compromised even if person has got unauthorised entree to the database. Every organisation needs to place the menaces they might be subjected to and the later appropriate security programs and countermeasures should be taken, taking into consideration their execution costs and effects on public presentation. Addressing these menaces helps the endeavor to run into the conformity and hazard extenuation demands of the most regulated industries in the universe. 1.2 How Databases are Vulnerable Harmonizing to David Knox [ 2 ] , Procuring the Database may be the individual biggest action an organisation can take, to protect its assets . Most normally used database in an endeavor organisation is relational database. Data is a valuable resource in an endeavor organisation. Therefore they have a really strong demand of purely commanding and pull offing it. As discussed earlier it is the duty of the DBMS to do certain that the information is unbroken secure and confidential as it the component which controls the entree to the database. Enterprise database substructure is capable to an overpowering scope of menaces most of the times. The most common menaces which an Enterprise Database is exposed to are: Excessive Privilege Abuse when a user or an application has been granted database entree privileges which exceeds the demands of their occupation maps. For illustration an academic institute employee whose occupation merely requires merely the ability to alter the contact information for a pupil can besides alter the classs for the pupil. Legitimate Privilege Abuse legitimate database entree privileges can besides be abused for malicious intents. We have two hazards to see in this state of affairs. The first 1 is confidential/sensitive information can be copied utilizing the legitimate database entree privilege and so sold for money. The 2nd one and possibly the more common is recovering and hive awaying big sums of information on client machine for no malicious ground, but when the information is available on an end point machine instead than the database itself, it is more susceptible to Trojans, laptop larceny, etc. Privilege Elevation package exposures which can be found in stored processs, constitutional maps, protocol executions or even SQL statements. For illustration, a package developer can derive the database administrative privileges by working the exposures in a constitutional map. Database Platform Vulnerabilities any extra services or the operating system installed on the database waiter can take to an authorised entree, informations corruptness, or denial of service. For illustration the Blaster Worm which took advantage of exposure in Windows 2000 to make denial of service. SQL Injection the most common onslaught technique. In a SQL injection onslaught, the aggressor typically inserts unauthorised questions into the database utilizing the vulnerable web application input signifiers and they get executed with the privileges of the application. This can be done in the internal applications or the stored processs by internal users. Access to full database can be gained utilizing SQL injectionA A Weak Audit a strong database audit is indispensable in an endeavor organisation as it helps them to carry through the authorities regulative demands, provides research workers with forensics link interlopers to a offense discouraging the aggressors. Database Audit is considered as the last line of database defence. Audit informations can place the being of a misdemeanor after the fact and can be used to associate it to a peculiar user and mend the system in instance corruptness or a denial of service onslaught has occurred. The chief grounds for a weak audit are: it degrades the public presentation by devouring the CPU and disk resources, decision makers can turn off audit to conceal an onslaught, organisations with assorted database environments can non hold a uniform, scalable audit procedure over the endeavor as the audit procedures are alone to database waiter platform Denial of Service entree to web applications or informations is denied to the intended users. A simple illustration can be crashing a database waiter by working exposure in the database platform. Other common denial of service techniques are data corruptness, web implosion therapy, server resource overload ( common in database environments ) . Database Protocol Vulnerabilities SQL Slammer worm took advantage of a defect in the Microsoft SQL Server protocol to coerce denial of service conditions. It affected 75,000 victims merely over 30 proceedingss dramatically decelerating down general cyberspace traffic. [ Analysis of BGP Update Surge during Slammer Worm Attack ] Weak Authentication obtaining legitimate login certificates by improper manner contributes to weak hallmark strategies. The aggressors can derive entree to a legitimate users login inside informations by assorted ways: by repeatedly come ining the username/password combination until he finds the one which works ( common or weak watchwords can be guessed easy ) , by converting person to portion their login certificates, by stealing the login certificates by copying the watchword files or notes. Backup Data Exposure there are several instances of security breaches affecting larceny of database backup tapes and difficult discs as this media is thought of as least prone to onslaught and is frequently wholly unprotected signifier onslaught [ 3 ] . All these security menaces can be accounted for unauthorised informations observation, wrong informations alteration and informations inaccessibility. A complete information security solution must take into consideration the secrecy/confidentiality, unity and handiness of informations. Secrecy or confidentiality refers to the protection of informations against unauthorised revelation, unity refers to bar of wrong informations alteration and handiness refers to bar of hardware/software mistakes and malicious informations entree denials doing the database unavailable. 1.3 Security Techniques As organisations increase their acceptance of database systems as the key informations direction engineering for daily operations and decision-making, the security of informations managed by these systems has become important. Damage and abuse of informations affect non merely a individual user or application, but may hold black effects on the full organisation. There are four chief control steps which can be used to supply security of informations in databases. These are: Access Control Inference Control Flow Control Data Encoding Chapter 2 Literature Review Secure and secret agencies of communicating has been ever desired for in the field of database systems. There is ever a possibility of interception by a party outside of the sender-receiver sphere when information is transmitted. Modern digital-based encoding methods form the footing of today s universe database security. Encoding in its earlier yearss was used by military and authorities organisations to ease secret information but in present times it is used for protecting information within many sorts of civilian systems. In 2007 the U.S. authorities reported that 71 % of companies surveyed utilised encoding or some of their informations in theodolite [ 4 ] . 2.1 Encoding Encoding is defined as the procedure of transforming information ( plaintext ) utilizing an encoding algorithm ( cypher ) into indecipherable signifier ( encrypted information called as ciphertext ) doing it unaccessible to anyone without possessing particular cognition to decode the information. The encryption of the informations by a particular algorithm that renders the informations indecipherable by any plan without the decoding key , is called encoding [ 1 ] . The codification and cypher are the two methods of coding informations. The encoding of informations or a message is accomplished by one, or both, of the methods of encoding or coding. Each involves distinguishable methodological analysiss and the two are differentiated by the degree at which they are carried out. Encoding is performed at the word or block degree and trades with the use of groups of characters. Coding plants at the character degree. This includes scrambling single characters in a message, referred to as heterotaxy, and permutation, or replacing characters with others. Codes by and large are designed to replace full words or blocks of informations in a message with other words or blocks of informations. Languages can be considered codifications, since words and phrases represent thoughts, objects, and actions. There are codifications that replacement full phrases or groups of Numberss or symbols with others. A individual system may use both degrees of encoding. For il lustration, see a codification encoding strategy as follows: the = jam, adult male = barn, is = fly, unsafe = remainder. Then the message, the adult male is unsafe, would read in encrypted signifier, jam barn fly remainder. Although overly-simplistic, this illustration illustrates the footing of codifications. With the coming of electrical-based communications, codifications became more sophisticated in reply to the demands of the systems. For illustration, the innovations of Morse codification and the telegraph dictated a demand for unafraid transmittal that was more sophisticated. Codes are really susceptible to interrupting and possess a big exposure surface with respect to interception and decoding via analysis. Besides, there are no easily-implemented agencies by which to observe breaches in the system. The other method of encoding is the cypher. Alternatively of replacing words or blocks of Numberss or symbols with others, as does the codification, the cypher replaces single o r smaller sets of letters, Numberss, or characters with others, based on a certain algorithm and key. Digital information and information, including picture, sound, and text, can be separated into groups, or blocks, of spots, and so manipulated for encoding by such methods as XOR ( sole OR ) , encoding-decoding, and rotary motion. As an illustration, allow us analyze the rudimentss of the XOR method. Here, a group of spots ( e.g. , a byte ) of the information is compared to a digital key, and the exclusive-or operation is performed on the two to bring forth an encrypted consequence. Figure 2 illustrates the procedure. Figure 2: The XOR procedure for Encoding When the exclusive-or operation is performed on the plaintext and key, the ciphertext emerges and is sent. The receiving system performs the exclusive-or operation on the ciphertext and the same key, and the original plaintext is reproduced [ 5 ] . Encoding can be reversible and irreversible. Irreversible techniques do non let the encrypted informations to be decrypted, but at the same clip the encrypted informations can be used to obtain valid statistical information. Irreversible techniques are seldom used as compared to the reversible 1s. The whole procedure of conveying informations firmly over an insecure web system is called as cryptosystem that includes u An encoding key to code the information ( plaintext ) u An encoding algorithm that transforms the plaintext into encrypted information ( ciphertext ) with the encoding key u A decoding key to decode the ciphertext u A decoding algorithm that transforms the ciphertext back into plaintext utilizing the decoding cardinal [ 1 ] . 2.2 Encoding Techniques The ends in digital encoding are no different than those of historical encoding strategies. The difference is found in the methods, non the aims. Secrecy of the message and keys are of paramount importance in any system, whether they are on parchment paper or in an electronic or optical format [ 5 ] . Assorted encoding techniques are available and loosely can be classified into two classs ; asymmetric and symmetric encoding. In symmetric encoding the transmitter and receiving system portion the same algorithm and key for encoding and decoding and depends on safe communicating web for encoding cardinal exchange whereas in asymmetric encoding uses different keys for encoding and decoding. Asymmetrical encoding gave birth to the construct of public and private keys and is preferred to symmetric encoding being more secure [ 1 ] , [ 5 ] . 2.2.1 Symmetrical Encoding Symmetrical encoding besides known as single-key encoding or conventional encoding was the lone encoding and by far the most widely used of the two types before the construct of public-key encoding came into image. The figure below illustrates the symmetric encoding procedure. The original message ( plaintext ) is converted into seemingly random information ( ciphertext ) utilizing an algorithm and a key. The key is a value independent of the plaintext. The algorithm produces different end products for specific keys used at the clip i.e. the end product of the algorithm alterations if the key is changed. The ciphertext produced is so transmitted and is transformed back to the original plaintext by utilizing a decoding algorithm and the same key that was used for encoding. Figure: Simplified Model of Conventional Encryption [ 7 page 22 ] The theoretical account can be better understood by the undermentioned illustration. A beginning produces a message X = [ X1, X2, X3 aˆÂ ¦XM ] in plaintext. The M elements of Ten are letters in some finite alphabet. The alphabet normally consisted of 26 capital letters traditionally but today ; binary alphabet { 0,1 } is used. An encoding key K = [ K1, K2, K3 aˆÂ ¦.KJ ] is generated and is shared between the transmitter and the receiving system utilizing a secure channel. Besides a 3rd party can bring forth the encoding key and firmly present it to both the transmitter and the receiving system. Using the plaintext Ten and the encoding cardinal K as input, the encoding algorithm produces the ciphertext Y = [ Y1, Y2, Y3 aˆÂ ¦.YN ] as Y = EK ( X ) where Tocopherol is the encoding algorithm and the ciphertext Y is produced as the map of the plaintext X utilizing E. At the receiving system s terminal the ciphertext is converted back to the plaintext as Ten = DK ( Y ) where D is the decoding algorithm. Figure: Model of Conventional Cryptosystem [ 7 page 23 ] The common symmetric block cyphers are Data Encryption Standard ( DES ) , Triple DES, and Advanced Encryption Standard ( AES ) 2.2.1.1 The Data Encryption Standard Data Encryption Standard has been used in the most widely used encoding strategies including Kerberos 4.0. The National Bureau of Standards adopted it as a criterion in 1977 [ 7 ] . DES operates on 64-bit blocks utilizing a 56-bit key. Like other encoding strategies, in DES there are two inputs to the encoding map, the plaintext to be encrypted and the key. The plaintext should be of 64 spots in length and the cardinal length is 56 spots obtained by depriving off the 8 para spots, disregarding every 8th spot from the given 64-bit key. The end product from the algorithm after 16 unit of ammunitions of indistinguishable operations is the 64-bit block of ciphertext. A suited combination of substitutions and combinations ( 16 times ) on the plaintext is the basic edifice block of the DES. Same algorithm is used for both encoding and decoding except for treating the cardinal agenda in the contrary order [ 6 ] , [ 7 ] . The 64-bit plaintext is passed through an initial substitution ( IP ) that produces a permuted input by rearranging the spots. This is followed by16 unit of ammunitions of the same map, which involves both substitution and permutation functions.A The last unit of ammunition consequences in the end product dwelling of 64-bits that are a map of the input plaintext and the key. The left and the right halves of the end product are swapped to bring forth the preoutput. The preoutput is passed through a concluding substitution ( IP-1 ) , an opposite of the initial substitution map to accomplish the 64-bit ciphertext. The overall procedure for DES is explained in the diagram below Figure: General Depiction of DES Encryption Algorithm [ 7 page 67 ] The right manus side of the diagram explains how the 56-bit key is used during the procedure. The key is passed through a substitution map ab initio and so for each of the 16 rounds a subkey ( Ki ) is generated, by uniting left round displacement and a substitution. For every unit of ammunition the substitution map is same, but the subkey is different because of the perennial loop of the cardinal spots. Since the acceptance of DES as a criterion, there have ever been concerns about the degree of security provided by it. The two countries of concern in DES are the cardinal length and that the design standard for the internal construction of the DES, the S-boxes, were classified. The issue with the cardinal length was, it was reduced to 56 spots from 128 spots as in the LUCIFER algorithm [ add a new mention ] , which was the base for DES and everyone suspected that this is an tremendous lessening doing it excessively short to defy brute-force onslaughts. Besides the user could non be made certain of any weak points in the internal construction of DES that would let NSA to decode the messages without the benefit of the key. The recent work on differential cryptanalytics and subsequent events indicated that the internal construction of DES is really strong. 2.2.1.2 Triple DES Triple DES was developed as an option to the possible exposure of the criterion DES to a brute-force onslaught. It became really popular in Internet-based applications. Triple DES uses multiple encodings with DES and multiple keys as shown in the figure [ below ] . Triple DES with two keys is comparatively preferable to DES but Triple DES with three keys is preferable overall. The plaintext P is encrypted with the first key K1, so decrypted with the 2nd cardinal K2 and so eventually encrypted once more with the 3rd cardinal K3.According to the figure the ciphertext C is produced as C = EK3 [ DK2 [ EK1 [ P ] ] ] These keys need to be applied in the contrary order while decoding. The ciphertext degree Celsius is decrypted with the 3rd key K3 foremost, so encrypted with the 2nd key K2, and so eventually decrypted once more with the first cardinal K1 ; besides called as Encrypt-Decrypt-Encrypt ( EDE ) manner, bring forthing the plaintext P as P = DK1 [ EK2 [ DK3 [ C ] ] ] Figure: Triple DES encryption/decryption [ 6 page 72 ] 2.2.1.3 Advanced Encryption Standard 2.3 Encoding in Database Security Organizations are progressively trusting on, perchance distributed, information systems for day-to-day concern ; hence they become more vulnerable to security breaches even as they gain productiveness and efficiency advantages. Database security has gained a significant importance over the period of clip. Database security has ever been about protecting the information information in the signifier of client information, rational belongings, fiscal assets, commercial minutess, and any figure of other records that are retained, managed and used on the systems. The confidentiality and unity of this information needs to be protected as it is converted into information and cognition within the endeavor. Core endeavor informations is stored in relational databases and so offered up via applications to users. These databases typically store the most valuable information assets of an endeavor and are under changeless menace, non merely from the external users but besides from the legitimate users such as sure insiders, ace users, advisers and spouses or possibly their unprotected user histories that compromise the system and take or modify the information for some inappropriate intent. To get down with, sorting the types of information in the database and the security needs associated with them is the first and of import measure. As databases are used in a battalion of ways, it is utile to hold some of the primary maps characterized in order to understand the different security demands. A figure of security techniques have been developed and are being developed for database security, encoding being one of them. Encoding is defined as the procedure of transforming information ( plaintext ) utilizing an encoding algorithm ( cypher ) into indecipherable signifier ( encrypted information called as ciphertext ) doing it unaccessible to anyone without possessing particular cognition to decode the information. The encryption of the informations by a particular algorithm that renders the informations indecipherable by any plan without the decoding key , is called encoding [ 1 ] . 2.3.1 Access Encoding There are multiple grounds for entree control to confidential information in endeavor computer science environments being disputing. Few of them are: First, the figure of information services in an endeavor computer science environment is immense which makes the direction of entree rights indispensable. Second, a client might non cognize which entree rights are necessary in order to be granted entree to the requested information before bespeaking entree. Third, flexible entree rights including context-sensitive restraints must be supported by entree control Access control strategies can be loosely classified in two types: proof-based and encryption-based entree control schemes. In a proof-based strategy, a client needs to piece some entree rights in a cogent evidence of entree, which demonstrates to a service that the client is authorized to entree the requested information . Proof-based entree control is preferred to be used for scenarios where client specific entree rights required are flexible. It becomes easy to include support for restraints if the entree rights are flexible. However, it is non the same instance for covert entree demands. Harmonizing to the bing designs, it is assumed that a service can inform a client of the nature of the needed cogent evidence of entree. The service does non necessitate to turn up the needed entree rights, which can be an expensive undertaking, in proof-based entree control strategy. [ 9 ] In an encryption-based access-control strategy, confidential information is provided to any client in an encrypted signifier by the service. Clients who are authorized to entree the information have the corresponding decoding key. Encryption-based access-control strategy is attractive for scenarios where there are tonss of questions to a service screening the service from holding to run client-specific entree control. As compared to proof-based entree control it is straightforward to add support for covert entree demands to bing encryption-based architectures. In peculiar, all the information is encrypted by the service as usual, but the client is non told about the corresponding decoding key to utilize. The client has a set of decoding keys, the client now needs to seek this set for a duplicate key. On the other manus, sing that cardinal direction should stay simple, it is less straightforward to add support for restraints on entree rights to the proposed architectures. [ 10 ] 2.3.1.1 Encryption-Based Access Control Encryption-based entree control is attractive, in instance there are tonss of petitions for the same information, as it is independent of the single clients publishing these petitions. For illustration, an information point can be encrypted one time and the service can utilize the ciphertext for replying multiple petitions. However, covering with restraints on entree rights and with coarseness cognizant entree rights becomes hard with the unvarying intervention of petitions. Further challenges are presented in instances of covert entree demands and service-independent entree rights. The chief demands for encoding based entree control are: u Any cognition about the used encoding key or the needed decoding key must non be revealed by the encrypted information. u For decoding encrypted information, each value of a restraint must necessitate a separate key that should be accessible merely under the given constraint/value combination and we want a strategy that supports hierarchal restraints to do cardinal direction simple. u The decoding key for farinaceous information should be derivable from the key for powdered information to further simplify cardinal direction. u A individual decoding key will be used to decode the same information offered by multiple services as implied by the service-independent entree rights. Because of this, same information can be accessed by a service coding information offered by other services in a symmetric cryptosystem. This job can be avoided by utilizing asymmetric cryptosystem. [ 8 ] 2.3.1.2 Encryption-Based Access Control Techniques An access-control architecture will be an ideal one if the entree rights are simple to pull off ; the system is constrainable and is cognizant of coarseness. The architecture besides has to be asymmetric, provide identity, and be personalizable in the instance of proof-based entree control. Some common encryption-based entree control techniques are: Identity Based Encryption An identity-based encoding strategy is specified by four randomised algorithms: u Apparatus: takes a security parametric quantity K and returns system parametric quantities and master-key. The system parametric quantities include a description of a finite message infinite m and a description of a finite ciphertext infinite c. Intuitively, the system parametric quantities will be publically known, while the master-key will be known merely to the Private Key Generator ( PKG ) . u Infusion: takes as input system parametric quantities, master-key, and an arbitrary ID I µ { 0,1 } * , and returns a private key d. ID is an arbitrary twine which is so used as a public key, and vitamin D is the corresponding private decoding key. The Extract algorithm extracts a private key from the given public key. u Encrypt: takes as input system parametric quantities, ID, and M I µ m. It returns a ciphertext C I µ degree Celsius. u Decrypt: takes as input system parametric quantities, C I µ degree Celsius, and a private key d. It returns M I µ m. Standard consistence restraint must be satisfied by these algorithms, particularly when vitamin D is the private key generated by algorithm Extract when it is given ID as the public key, so a?ˆ M I µ m: Decrypt ( params, vitamin D ) = M where C = Encrypt ( params, ID, M ) A A [ 11 ] Hierarchical Identity-Based Encryption One of the first practical IBE strategy was presented by Boneh and Franklin. Gentry and Silverberg [ 7 ] introduced Hierarchical Identity-Based Encryption strategy based on Boneh and Franklin s work. In HIBE, private keys are given out by a root PKG to the bomber PKGs, which so in bend distribute p

Free Essays on Population Control Is Needed

Population Control is Needed Brenda Platt paper lobal Warming and Population explores ways in which population growth could cause global warming, and if population control should be a central strategy in stabilizing global environmental change. Platt illustrates how population growth is a factor through the increase in resources, which creates an increase in greenhouse gas emissions. She also uses arguments from other authors (Ehrlich vs. Simon debate) to give an insight into others opinions. I believe the information given is not enough to make a decision on population control, which is needed. Platt essay gives more than enough evidence on how we are creating global warming through overpopulation, but the essay needed to include more on what will happen if our global population isn taken into consideration. This information was important to include: here are good physical reasons to suggest that more intense storms (hurricanes) could result from global warming some researchers believe that global warming is foreshadowing a coming ice-age. and the ultimate end of existence of Earth and man (geocities.com/TimesSquare/1848/global.html). In conclusion, Platt believes that population control should not be considered the central strategy in protecting the global environment. She believes that we should be creating family planning programs to empower women to make rational choices for themselves and their families. All countries are of different religions and beliefs and there will always be an individual or group who does not accept certain controls. I believe that every country should enforce a plan of action to change population control and with an outcome of changing the direction to which our planet is heading.... Free Essays on Population Control Is Needed Free Essays on Population Control Is Needed Population Control is Needed Brenda Platt paper lobal Warming and Population explores ways in which population growth could cause global warming, and if population control should be a central strategy in stabilizing global environmental change. Platt illustrates how population growth is a factor through the increase in resources, which creates an increase in greenhouse gas emissions. She also uses arguments from other authors (Ehrlich vs. Simon debate) to give an insight into others opinions. I believe the information given is not enough to make a decision on population control, which is needed. Platt essay gives more than enough evidence on how we are creating global warming through overpopulation, but the essay needed to include more on what will happen if our global population isn taken into consideration. This information was important to include: here are good physical reasons to suggest that more intense storms (hurricanes) could result from global warming some researchers believe that global warming is foreshadowing a coming ice-age. and the ultimate end of existence of Earth and man (geocities.com/TimesSquare/1848/global.html). In conclusion, Platt believes that population control should not be considered the central strategy in protecting the global environment. She believes that we should be creating family planning programs to empower women to make rational choices for themselves and their families. All countries are of different religions and beliefs and there will always be an individual or group who does not accept certain controls. I believe that every country should enforce a plan of action to change population control and with an outcome of changing the direction to which our planet is heading....

Classroom Assessment Paper Research Example | Topics and Well Written Essays - 1000 words

Classroom Assessment - Research Paper Example There are five types of teacher made tests available, the first is the Multiple Choice Type. The test consists of items, which posses three or more plausible answer options available. This test is one of the best forms of testing. The test is objective and flexible a, therefore, preferred for that. â€Å"Multiple-choice items are the most popular, most flexible, and most widely used of the traditional items† (Catherine, 2005, p. 192). This test is applicable in the test of vocabulary, interpretation of graphs, relationship, formulas, and tables, reading comprehension and drawing inferences from a set of data. The second type is an analogy. It consists of items of a pair of terms, which relates to one another. The designation is to evaluate the ability of the children to match the pair in the relationship between the first groups to the second one. The relationship between the two groups may be according to cause and effect or purpose (John, 2005). The third type is the rearran gement type, which consists of multiple options and requires logical or chronological rank. The fifth type is the matching type, which has two columns in which correct observation of two related things. The task here is matching the first column with column two. It has two types that include the balanced and the unbalanced. The balanced type has an equal number on both sides while the latter consist of a large number of items on one side. â€Å"If students can figure out the answer to an item or question because of clues in the item or the test or because of problematic item formats, then you will not know what students truly understand† (Catherine, 2005, p. 191). Objectives and goals At the completion of the class, the child among other things should be able to describe the life cycle of animals, which is from birth all the way to death including reproduction. The child should also be in a position to compare life cycles of different animals. The child will also learn about the weather its changes and the effects on the environment and the tools used in the measurement of the weather. The next objective of the subject will be to enable the child to develop an understanding of the three states of matter and the changes in the states because of heating and cooling. The other goal of the lesson includes the concept of sound, its production transmission, and a change in frequency. In essence, the children should have acquired knowledge on the life cycles of animals, the animals’ habitats, and what they eat. The children should also be conversant with the basic elements of the environment, which include matter. Lesson plan Topic one: physical science Solid classification on terms of the materials used to make them, classification of liquids using their physical appearance and describing the observable properties of liquids. This also includes the identification of substances in solid mixtures, and ways of separating them. Show how moving objects exhi bit different types of motion. Predict effects of a magnet on other objects. Differentiate the various pitches of sound. Topic two: life science The children should learn the classification of plants according to their differences and similarities, to classify human beings and animals according to their differences and similarities. Description of the plant life cycles especially flowering plants. The children sho

Food crisis Essay Example | Topics and Well Written Essays - 1250 words

Food crisis - Essay Example Adverse weather condition is associated with the increasing cost of goods due to prevailing lack of supplies or production. Krugman tries to emphasize that the origin and implication of food crisis is traced back to changing climate which resulted further to droughts and floods. The intense heat is said to be the reason why there is an ample amount of water vapor in the atmosphere. This is said to result to heavy raining which causes flood in certain parts of the world especially in the tropics. Krugman believes that this slows down food production that eventually becomes the greatest contributing factor of the recent food crisis. The issue of changing climate may not be far as reason to contribute to food crisis. In fact, the very thought about changing weather condition to affect food production and supply is very relevant enough as a reason. Heavy rain, typhoon and other environmental impacts brought by changing climate all over the world may not be far enough to affect production and supply of food. However, it seems that the issue of changing weather condition is just only in addition to the problem of food crisis. It cannot be entirely considered as the root cause of the problem on the lack of food production or supply in the world. There are prior issues to this that need to be considered that eventually have contributed to global food crisis. Population increase Food crisis is caused by rapidly increasing population in the world (Grigg, 1980). This is the reason why there is a need to come up with biotechnology and other related technological innovation in order to increase production and supply of foo d. Food production is necessary in order to meet the spiraling forward demand of the people. Increasing food production is eventually the answer to the number of world’s population and the corresponding demand for food. With biotechnology for instance, it has become a good idea to promote genetic modification of some plants and domestic animals in order to enhance their characteristics to eventually ensure more production. For instance, with BT corn technology, the plant’s characteristics are enhanced and improved to fight harmful pests and diseases. The result would be to enhance growth and production. There are certainly diseases of the corn that can be prevented when some genetic modification has to be implemented. This is just one of the good promises of advancing food production through innovation with science and technology. In short, the need to come up with this or undergo this level of process is highly associated with the rising demand for food because of the increase and demand of the world as its population continues to grow in number year after year. The world’s population in 2008 is different from 2010’s or 25 years from the past. There is certainly corresponding increase in number of the world’s population and this is a great contributing factor why shortage of food has become eminent. There are more people to be fed. This contributes to social, political and economic concerns of a nation. In general, this specific event calls for social, economic and political concerns as well. The issue of distribution Some says that food crisis is caused by significantly simple political and economical issue more than anything else. There are some countries that are said to be not so willing to distribute to the world what they essentially have with them. This primarily involves the issue of food distribution. There is reputed issue about food distribution today and from the past. This makes food crisis not just a matter of availability of food but of distribution. Some countries eventually are not that willing to share what they have especially the raw materials in food production. China for instance is

E-Business Research Paper Example | Topics and Well Written Essays - 4750 words

E-Business - Research Paper Example In the competitive world of business, the existing business organisations are trying to achieve a sustainable competitive advantage that strives to ensure a sustainable growth for the organisation. The prevailing scenario of the business world is the outcome of multiple factors where globalisation plays a very crucial role. Globalisation has itself offered better opportunities for trade and commerce as it has helped to enhance international trade. Moreover, the technological advancement is another key factor that has contributed significantly towards the growth prospect. The world economies have experienced a massive development in the fields of information & communication technology, transportation, infrastructure, research & development etc. All these improvements have changed the entire social and economic arena and now the entire business world is successfully incorporating and utilising these technical improvements to gain a better and sustainable competitive advantage over the prevailing highly competitive business world. In this regard, e-business and e-commerce are two most crucial technological developments that have revolutionised the entire business world. The present day businesses have recognised the potential for e-business and e-commerce and most of them have already identified and incorporated e-business and e-commerce as an integral part of their strategic management.

Growing Up As A Catholic

Growing Up As A Catholic Growing up, my family practiced the catholic faith. My parents educated me as Catholic and I attended a Catholic School for women. I never really experienced another kind of faith but Catholic; all my friends and people around me were from the same church. Im from Panama a Latin country, where 80% of the population is Catholic, the rest is divided between: Evangelist, Mormons, Baptist, etc., just to name a few. When I became an adult, have had Jewish, Muslim and without affiliations, and also I have been in Indian and Jewish religious weddings. Im currently enrolled in Campbell University, and one of my curses is REL-125. I was assigned to attend a religious service different than mine. I had a few options, but I decided to go First Baptist Church Stedman on Sunday morning. First Baptist Church Stedman, is located at 6921 Clinton Rd. The whole church itself was ok. The Usher, the first person I see when I entered the church greet me and welcomed me and also handle me, the bulletin an d an envelope attached. It was a well organized congregation of around 50 people, not too many to look around like you usually see in a Catholic church. I saw a cross but the cross did not have Jesus on it. Everyone who was there was very well dresses; ladies wearing hats and nice dresses and man wearing formal suit. Even the preacher was dressed in formal attire. The choir was spectacular, is the best word to describe it, very organized and the congregation seems to know the songs and enjoyed. It was very entertaining the form of worship they used through the singing. They sang a lot of songs, after every interval described in the program. When the service started, one of the church attendees read the Opening Selection followed by Pastors Invocation and welcome everybody. One thing that called my attention was, every time they sing it was a five minutes song. They worshiped God on each one. I dont notice that until later, and I was wondered how long is the service. As they end the singing another church attendant read the Responsive Reading, they gave all the attendant an additional page attached to the bulletin, entitled: The Resurrection of Jesus in Matthew 28:1-8. The Priest instructed everybody to stand up and the Choir sang another song, followed by the reading of the scripture: For in hope we were saved. Now hope that is seen is not hoping For who hope for what is seen? However, if we hope for what we do not see, we wait for it with patience. When he finished reading it, they prayed followed by the Church Vision Statement that says: First Baptist Church Stedman will be a church in the community that transforms the community, and will make it our aim to reconcile as many individuals as we can to God through the gospel of our Lord and Savior Jesus. Â  At that moment, Im still wondering whats the envelope for. Differently, as we do in Catholic church, I was waiting for the pastor speech. They read the announcements for the community. It was like a fifteen-minute announcement, after that they called the visitors to stand up. At this time, I have been at that church around an hour and fifteen minutes. I stand and introduced myself as a visitor. The entire congregation came over to greet every single visitor, as to welcome them personally. Pastors Brief, I was wondering what is that? It was the replay of the announcements but now by the pastor. And then, the Tithes Offering start, thats when I realized, whats the envelope for? I have to put money on it with my name and address, of course I dont have the interest to be part of that church, so I just walk to the front and put the envelope on a basket. Suddenly, the priest everybody to stand up and read the scripture again followed by the Sermon. It was lengthy and noisy, but presen ted and explained very well. It was good it was about faith. It made me realize that no matter how things may look wo keep believing and expecting good things from God; dont give up. Hope is expectancy; there is no hope if we always know what God has for us. Real hope says: God will touch me. We got to be patient, and when we are patient God will come to our rescue. He may not be there when you want it, but it will be there on time when you need it. I enjoyed. More singing, and then, the priest called those one seeking salvation to come forward. There a few people who went forward, and he starts praying with his hand over their head; after praying with a lady, she is faint, I dont know what happened, I thought to that only happen on TV shows. It was a very long and unexpected religious service. As we were blessed, the pastor walk outside first and stood in the front of the church to greet and say goodbye to the congregation. As I walk outside he approached me and start asking me que stions like: Where I live, Where I come from? And then say We are very grateful you attend our service today, we hope to see you next Sunday. I know there are a lot of different kinds of Baptist church, I dont just generalize all of them with one experience, but I dont think I will return any time soon.

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,

Irish Immigrants and Their Struggles

Irish Immigrants and Their Struggles Shelby Stauble ETH/125 3/21/10 Twyler Earl The Irish people left Ireland and immigrated to America to enjoy a better life, get away from the poverty and starvation that they were faced with in Ireland due to the potato famine. They face all kinds of discrimination and were forced to take the worst types of jobs, but they never gave up and kept fighting for their freedom. The Irish were brave, courageous, and hardworking and made it possible for all Irish to live happy and free lives in America. The Irish immigrated to the United States starting in 1820, more came after 1820 due to the potato famine which started in 1845, rotting of the potato crops caused thousands of deaths due to starvation. The Irish were forced to leave their country because they had no money nor did they have any way to eat. Between 1820 and 1880 3. 5 million Irish immigrated to the United States to ease their suffering and in hope of a brighter future. (Immigration,  n. d. ). A lot of the Irish who set out for America in hopes of a better life knew that immigrating to America would not be a completely joyous occasion. The Irish left Ireland to get away from the poverty, disease, and oppression and knew they would never set eyes on Ireland again. The ships the Irish were placed on to come to America were known as coffin ships because of their terrible conditions due to the overcrowding of the ships. Once the Irish arrived to America they were greeted with large men who took the Irish’s bags and forced them to live in tenement houses where they were charged outrageous fees to stay. The Irish were noted as the lowest group of people in America during the 1950’s. (Kinsellas,  1996). The Irish were treated poorly because Americans viewed them as bad influences for neighborhoods; they were forced to live in shacks and could not find jobs because most work places did not want the Irish working at their establishments. According to  Kinsellas  (1996),  the Chicago post wrote â€Å"The Irish fill our prisons, our poor houses†¦ Scratch a convict or a pauper, and the chances are that you tickle the skin of an Irish Catholic. Putting them on a boat and sending them home would end crime in this country. †(para. 4). Although the Irish were put down by Americans they never gave up and continued to press on. They were discriminated against but stuck together which helped them survive in America. The Irish face all types of discrimination; for example, environmental justice issues, meaning they were placed in terrible environments, such as the shacks they lived in and the boats they were brought to America on. They faced redlining, meaning they were denied certain job position and were forced to pay a large amount of money for housing. They double jeopardy because they were Irish and catholic, the Americans saw this as two good reasons to treat the Irish poorly. The Irish faced institutional discrimination they were not given the same jobs and or opportunities that the average American was given because the American people felt as though the Irish were a terrible group of people. The Irish were given the worst jobs America had to offer and only because those jobs were the only ones offered to them. They faced class ceiling discrimination because the Irish were unable to move on to better positions at their place of work. The Irish were given the most terrible jobs and even though the American people thought the Irish were good workers they were still unable to move up in their jobs. I chose the Irish people for both assignments but I feel that I do identify with the Irish culture in many ways. I never have had to deal with the major discrimination they faced and I must thank my ancestors for that because if it were not for all of their courage and strength I would not be able to enjoy the life I have today. I am a very hard worker just like my ancestors were and I am proud to be able to say my ancestors worked hard for me to be able to continue living in America. The Irish were hated by many but eventually gained the respect of the Americans by proving they were hard workers and would never give up on being accepted. The Irish never let the discrimination they face get them down; they stuck together and did what they had to do to survive. It may have been a long road but the Irish were eventually accepted because of their hard work ethics and good attitudes. References Kinsellas. (1996). Irish Immigrants in America during the 19th century. Retrieved from http://www. kinsella. org/history/histira. htm Immigration. (n. d. ). Immigration The Journey To America. Retrieved from http://library. thinkquest. org/20619/Irish. html

Raja Ram Mohan Roy Essay Example

Raja Ram Mohan Roy Essay Example Raja Ram Mohan Roy Essay Raja Ram Mohan Roy Essay Raja Ram Mohan Roy, one . JTof the great reformers of renaissance India has commanded respect to the point of veneration and has been acclaimed as a Versatile presence on the Indian Historical firmament. All his life, he fought to reform the society because he believed that social and religious reform was the very foundation of political advancement. A harbinger of the idea of universal humanism, an apostle of monotheism, the founder of the Brahmo Samaj, an advocate of the freedom of the press and a champion of womens cause, Ram Mohan Roy was indeed, what Gopal Krishna Gokhale called him, the maker of modem India. Ram Mohan Roy was born on May 22, 1772 in Radhanagar, a village in Hoogly district of West Bengal. That was a time when the Muslim rule was on the decline, law and order was at the lowest ebb, social values and religious institutions were shaken sand economy was in chaos. It was a time when an all-round reconstruction and renovation was necessary for the continued existence of social life and order. Ram Mohan received his elementary education in the village school as was the practice in those days. He acquired knowledge of his mother tongue, Bengali which he perfected through self-study. His father sent him to Patna to learn Persian and Arabic. This proved a boon, as Ram Mohan could study the Sufi writers and glean gems from them to be tallied with the Vedantic philosophy. Thus, his mental field was broadened. It brought him out of the narrow confines of religious views. Three maxims that Roy loved to repeat were from the Sufi thoughts. These were Man is the slave of benefits, The enjoyment of the worlds rests on these two points-kindness to friends and civility to enemies and the third one, The way of serving God is to do good to man. One of the most endearing traits of Ram Mohan Roys personality was his tolerant attitude to all religions. He had studied Hinduism, Islam, Christianity and Judaism. During his pilgrimage to Tibet, he got acquainted with Buddhism and from the Marwaris at Rangpur, he learnt the precepts of Jainism. The year 1815 turned to be a decisive year in the life of Ram Mohan Roy. He formed the Atmiya Sabha, the inner circle, to discuss theological subjects and also to translate the Upanishads. The Atmiya Sabha met once a week. The discussions soon led to the establishment of the Brahmo Samaj to secure freedom from the bondage of ignorance and superstitions. Roy started his crusade against Sati after a heart-rending experience that shook him to the roots. In 1811, on the death of his brother, Jag Mohan, his wife was forced to commit Sati. Ram Mohan was filled with unbearable pity, rage and remorse. He determined to end the abominable practice. Roy raised his voice against Sati and after several attempts succeeded in drawing the governments attention. The orthodox society turned anti-Roy but with dogged determination he persisted. In December 1828, the famous regulation was passed which declared the practice illegal and punishable as a criminal offence. Once Sati was abolished, womens lot drew Ram Mohans attention. It was a time when women had no voice. They were considered inferior, unworthy of trust and devoid of knowledge. He wrote extensively on womens rights and once again incurred the wrath of the orthodox society. His plea for the rights of females shows that he was a strong supporter of womens uplift. He fought for their legal rights to property; he took up the cause of the destitute women; he raised his voice against the sale of daughters to prospective husbands due to pecuniary interests and he condemned the system of polygamy. In 1830, he sailed for England along with his adopted son. Raja Ram, then a boy of 12, and two servants. He visited Manchester, Bentham and Liverpool besides London. The main objective of his visit to England was to press for certain important reforms for India. After his stay in London, he went to Bristol where he died on September 27, 1833, after a brief illness. His passing away was deeply mourned by his admirers. He believed in the divine unity of mankind because he was deeply religious and had faith in the divinity of man, irrespective of caste or creed.

The Life of Aeschylus essays

The Life of Aeschylus essays Aeschylus was born in 525 B.C. in the city of Eleusis. He has been referred to as the Father of Tragedy. Early on in his life he was immersed in the rites of the city and in the worship of the mother and earth goddess Demeter. He was once sent to watch grapes ripen in the countryside. It was here that Aeschylus says Dionysus appeared to him in a dream and ordered him to write tragedies. He fought on behalf of Athens in the Persian wars, including the battle of Marathon and Salamis. His parents belonged to the old Attic nobility so that he was brought up as a broadminded conservative. He spent a large part of his mature life at the court of Hieron, tyrant of Syracuse, returning to Athens to supervise the production of his plays. He began to present plays in 490 B.C. in Sicily. When he started to write Greek plays were nothing more than a single actor portraying many characters usually with masks. It was a huge step for drama when Aeschylus introduced the second actor. This diminished the role of chorus and put more of an emphasis on dialogue. Aeschylus was an innovator in other ways as well. He made good use of stage settings and stage machinery, and some of his works were known for their spectacular scenic effects. He also designed costumes, trained his choruses in their songs and dances, and probably acted in most of his own plays, this being the usual practice of most Greek dramatists. Aeschylus wrote approximately 90 plays, only about 80 of these titles are known. Only seven tragedies have survived in their entirety. It is said that thirteen of his plays achieved first prize at the Greater Dionysia, which was the annual dramatic festival held in Athens. His first success was in 484 B.C. and he almost continuously won until his death. Aeschylus died in 456 B.C. at the age of seventy. Legend says that an while he was sitting outside one day an eagle flying overhead mistook his bald ...

Automotive Industry Analysis Research Paper Example | Topics and Well Written Essays - 2250 words

Automotive Industry Analysis - Research Paper Example Tichy (20-23) describes that the major evolution in the automotive industry is the introduction of the engine. The development was after the discovery of energy carrying means that include new fuels, and steam used in the 1700s. The new fuels in the 1800s included gas and gasoline. Later in 1876, there was the introduction of 4-stroke engine that involves the internal burning of gasoline fuels. In the same year, in Europe and America, there was an establishment of the first motor vehicle. In early 1900, the automobile industry introduced new technologies such as steering wheel and an accelerator. These two facilitated the growth of the industry, as vehicles became easier to operate. In the same years, societal developments occurred in America where they would provide a foundation for the production of automobiles. The government also introduced driver’s licenses and issued them to citizens. They opened many service stations and car sales improved with planned time payments. Ma ny models were introduced in the same year, such as Ford and other designs, where cars assumed another appearance. In the 1910s, societal development, as well as technologies, improved significantly. This facilitated the introduction of new methods of manufacturing and improved business strategies. Choudhury (1) shows that in the US, the roads were safe for users after the introduction of traffic rights and road signs. In 1913, Henry Ford launched his assembly line that facilitated mass production of vehicles, therefore, gaining the economies of scale. The renowned assembly line of Ford had the mass production idea process where they operated through compatible and ordinary parts. The workers making these vehicles started moving to other companies and merged with, for instance, GM that bought Chevrolet. According to Darlington (1), during the 1920s, there were more improvements of social infrastructure, development of various practices, designs and more companies merged with other a utomobile companies, for example, Ford merged with Lincoln and Chrysler later merging with Dodge. The US government and Bureau of Public Roads also introduced a Bill that facilitated completion of various road projects and formulating of national road system policies. There was also development in manufacturing where there were improved practices leading to the accessing of and assembling satisfactory cars according to customers’ needs. The companies that manufacture automobiles, such as Ford, focused upon the production of one type of model while others, such as GM, took on product variety as a new production strategy providing various models. This strategy helped in increasing the market share of the company by about 20 percent reducing the competitors’ market share. In 1930s, the industry saw the development of several brands of vehicles from different companies. The new trend was also felt in consumer preferences where most of them distinguished the European and Am erican markets. Consumers in the US market liked comfortable and large cars while those in Europe preferred smaller and economical cars. In the same years, companies such as GM continued to use their competitive strategy of producing a variety of models and it increased its market share against Ford that was losing customers. During the World War of 1940s,

Trade Union Revitalization in Europe and North America Essay

Trade Union Revitalization in Europe and North America - Essay Example This study looks into a trade union as a labor union. It is formed by workers of a given organization who come up together to set common goals and objectives which are mostly concerned with how to improve their welfare in their respective organizations. Trade unions have their own leadership structures that govern their day to day operations in ensuring that they do achieve their set goals and objectives. One of the key roles of the leadership of these trade unions is to negotiate with the respective employers to favor the interests of the members of that particular trade union. Mostly they bargain about how the employer is expected to improve the working conditions of its employees and also labor contracts. These labor contracts may include the procedures to be followed in recruitment of new staff members and dismissal of any existing employee, terms of wages and so on. Trade unions originated from Europe before spreading to other countries all over the world. In the past, they were not in existence but due to the fact that employers were taking advantage of their unskilled employees by underpaying them and misusing them in their work places trade unions were formed. They became very popular with the employees of various organizations worldwide due to the various benefits derived from them. Trade unions have the power to take any relevant industrial action such as strike if their negotiated demands are not adhered to by the respective authorities. Even though trade unions originated from Europe, the effects of neo-liberal turn has greatly affected the functioning and power of trade unions in the developed countries and especially in Europe and north America in the yester years. High labor mobility is another core factor that has affected the functioning of trade unions in Europe and North America. There has been a variety of strategies developed by the trade unions in these respective countries to try and address the major factors affecting the functioning and powers. These strategies are aimed at ensuring that these trade unions remain for the interest of its workers. Most discussions have been held by various trade unions in Europe and North America to discuss the most viable strategies to solve the problem of increasing labor mobility that has become a threat to the trade unions. One of these strategies that is mostly applicable in North America and Europe is trade union organizing. This strategy was developed in the United States of America before it spread to other countries in America. This strategy mostly stressed the true, fair and known strategies to be applied in the respective organizations when conducting the recruitment and selection of new staff members and also the strategies to be followed when empowering the existing employees in that organization (Milkma & Kim 2004) Despite the benefits associated with the trade union organizing, there has been serious debate in the North America and Europe as to whether this strategy i s the best to bring about revitalization in the trade unions found in organizations located in Europe and North America. In our essay we shall bring out the argument and conclude whether there is trade union revitalization in Europe and North America by assessing the major discussion in progress which aims to compare the organizing strategy with neo liberal regime. Unlike other earlier studies that discussed revitalization of trade unions, this essay focuses on the inter relationship that exists between the strategies chosen by the leaders of these trade unions in their given organizations and the opportunities that may