Lifeboy Handwash

Executive Summary for Case Study on Lifebuoy Hand Wash Customer Problem: To develop, grow and accelerate Lifebuoy Hw in Hand wash category within the constrain of limited support budget given the limited support budget relatively small size of current Hand wash business. Task Summary: We surveyed 56 families’ i. e nearly 180 people, retailers, Hw sellers over a period of 20 days and based on our survey we did a detailed analysis of the data and came out with several findings & marketing strategies to overcome the current hurdles. Challenges To Overcome: Consumer mindset, which believes soap is a more economical and viable option for hand wash. †¢ Economical & wide reaching marketing strategies. †¢ Competition: Soaps, Sanitizers, other Hand wash brands like Dettol HW. The Market: The market for this business is the universal population which believes in eating healthy and remaining clean. In order to tap this entire market an awareness needs to be generated amongst th e masses that hand is the part of the body that comes in direct contact with dirt, other bacteria from air, water, earth and touches our skin, ears, eyes, nose, tongue.By keeping our hands clean we can keep away most of the illnesses. Hence cleaning of hands requires extra care & protection and not any ordinary soap. Opportunity: By creating awareness about personal hygiene and extra care for hand wash, Lifebuoy can not only create a market but also penetrate this created market very aggressively. Solution to the challenges: Consumer Mindset can be tackled by generating awareness about the importance of hand wash via Lifebuoy and conveying, HW last long and is more effective whereas soaps in long run tend to decay, become pale and ineffective due to moist conditions under which it is kept.Hence Hw liquids are as economical as soaps and more effective for HW. Non-conventional & economical Marketing Strategies: †¢ Ads on the Lid of food containers served by pantry in public trans portation like trains, bus, airways, waterways generating awareness on importance of hand wash through the medium of Lifebuoy. †¢ Working Population consume Dabba Food. We must sent 1 re Lifebuoy sachets along with Dabbas promoting Lifebuoy and generating awareness about the importance of Hand wash. †¢ Men spent an average of 25mins a day and women spent an average an hour a day in wash rooms.Here we must have life boy paper adds pasted on the doors and walls of washrooms in public places. †¢ Lifebuoy HW machine in corporate washrooms. (M/c will consist of LB HW refill container, LB tissues and hand dryer). †¢ Local doctors/medical shops must give away free samples of LB 1 re sachets along with medicines. Support Marketing Strategies can include 1)Health Gift packs eg. pack of lifebuoy products for a pregnant woman. This will earn us goodwill of the entire family. 2) Lifebuoy sachets for travelling. 3) Use of stylish bottles to target young population. )LB commer cial adds can show that in comparison to other HW, the LID drops less liquid and is more effective. Product Variants: 1) Quick HW(99. 99% germs in 10 secs)- Targeting children age group 3 to 14 years. 2)Economic HW(1 drop, antiseptic & more effective)-Targeting Housewife’s who are the families budget planners. 3)Trendy Hand wash(Keeps hands soft, fresh and good aroma)- Promote as an item of style & Hygiene to tap youngsters. Recommended New Variant as 50% of Indian Population is in this age group. 4)Total Health Care(skin care, Slower hand wash but longer protection)-Targeting Pregnant woman, old people, clinical uses.

Twilight 19. GOODBYES

19. GOODBYES Charlie was waiting up for me. All the house lights were on. My mind was blank as I tried to think of a way to make him let me go. This wasn't going to be pleasant. Edward pulled up slowly, staying well back from my truck. All three of them were acutely alert, ramrod straight in their seats, listening to every sound of the wood, looking through every shadow, catching every scent, searching for something out of place. The engine cut off, and I sat, motionless, as they continued to listen. â€Å"He's not here,† Edward said tensely. â€Å"Let's go.† Emmett reached over to help me get out of the harness. â€Å"Don't worry, Bella,† he said in a low but cheerful voice, â€Å"we'll take care of things here quickly.† I felt moisture filling up my eyes as I looked at Emmett. I barely knew him, and yet, somehow, not knowing when I would see him again after tonight was anguishing. I knew this was just a faint taste of the goodbyes I would have to survive in the next hour, and the thought made the tears begin to spill. â€Å"Alice, Emmett.† Edward's voice was a command. They slithered soundlessly into the darkness, instantly disappearing. Edward opened my door and took my hand, then drew me into the protecting enclosure of his arm. He walked me swiftly toward the house, eyes always roving through the night. â€Å"Fifteen minutes,† he warned under his breath. â€Å"I can do this.† I sniffled. My tears had given me an inspiration. I stopped on the porch and took hold of his face in my hands. I looked fiercely into his eyes. â€Å"I love you,† I said in a low, intense voice. â€Å"I will always love you, no matter what happens now.† â€Å"Nothing is going to happen to you, Bella,† he said just as fiercely. â€Å"Just follow the plan, okay? Keep Charlie safe for me. He's not going to like me very much after this, and I want to have the chance to apologize later.† â€Å"Get inside, Bella. We have to hurry.† His voice was urgent. â€Å"One more thing,† I whispered passionately. â€Å"Don't listen to another word I say tonight!† He was leaning in, and so all I had to do was stretch up on my toes to kiss his surprised, frozen lips with as much force as I was capable of. Then I turned and kicked the door open. â€Å"Go away, Edward!† I yelled at him, running inside and slamming the door shut in his still-shocked face. â€Å"Bella?† Charlie had been hovering in the living room, and he was already on his feet. â€Å"Leave me alone!† I screamed at him through my tears, which were flowing relentlessly now. I ran up the stairs to my room, throwing the door shut and locking it. I ran to my bed, flinging myself on the floor to retrieve my duffel bag. I reached swiftly between the mattress and box spring to grab the knotted old sock that contained my secret cash hoard. Charlie was pounding on my door. â€Å"Bella, are you okay? What's going on?† His voice was frightened. â€Å"I'm going borne,† I shouted, my voice breaking in the perfect spot. â€Å"Did he hurt you?† His tone edged toward anger. â€Å"No!† I shrieked a few octaves higher. I turned to my dresser, and Edward was already there, silently yanking out armfuls of random clothes, which he proceeded to throw to me. â€Å"Did he break up with you?† Charlie was perplexed. â€Å"No!† I yelled, slightly more breathless as I shoved everything into the bag. Edward threw another drawer's contents at me. The bag was pretty much full now. â€Å"What happened, Bella?† Charlie shouted through the door, pounding again. â€Å"I broke up with him!† I shouted back, jerking on the zipper of my bag. Edward's capable hands pushed mine away and zipped it smoothly. He put the strap carefully over my arm. â€Å"I'll be in the truck – go!† he whispered, and pushed me toward the door. He vanished out the window. I unlocked the door and pushed past Charlie roughly, struggling with my heavy bag as I ran down the stairs. â€Å"What happened?† he yelled. He was right behind me. â€Å"I thought you liked him.† He caught my elbow in the kitchen. Though he was still bewildered, his grip was firm. He spun me around to look at him, and I could see in his face that he had no intention of letting me leave. I could think of only one way to escape, and it involved hurting him so much that I hated myself for even considering it. But I had no time, and I had to keep him safe. I glared up at my father, fresh tears in my eyes for what I was about to do. â€Å"I do like him – that's the problem. I can't do this anymore! I can't put down any more roots here! I don't want to end up trapped in this stupid, boring town like Mom! I'm not going to make the same dumb mistake she did. I hate it – I can't stay here another minute!† His hand dropped from my arm like I'd electrocuted him. I turned away from his shocked, wounded face and headed for the door. â€Å"Bells, you can't leave now. It's nighttime,† he whispered behind me. I didn't turn around. â€Å"I'll sleep in the truck if I get tired.† â€Å"Just wait another week,† he pled, still shell-shocked. â€Å"Ren? ¦e will be back by then.† This completely derailed me. â€Å"What?† Charlie continued eagerly, almost babbling with relief as I hesitated. â€Å"She called while you were out. Things aren't going so well in Florida, and if Phil doesn't get signed by the end of the week, they're going back to Arizona. The assistant coach of the Sidewinders said they might have a spot for another shortstop.† I shook my head, trying to reassemble my now-confused thoughts. Every passing second put Charlie in more danger. â€Å"I have a key,† I muttered, turning the knob. He was too close, one hand extended toward me, his face dazed. I couldn't lose any more time arguing with him. I was going to have to hurt him further. â€Å"Just let me go, Charlie.† I repeated my mother's last words as she'd walked out this same door so many years ago. I said them as angrily as I could manage, and I threw the door open. â€Å"It didn't work out, okay? I really, really hate Forks!† My cruel words did their job – Charlie stayed frozen on the doorstep, stunned, while I ran into the night. I was hideously frightened of the empty yard. I ran wildly for the truck, visualizing a dark shadow behind me. I threw my bag in the bed and wrenched the door open. The key was waiting in the ignition. â€Å"I'll call you tomorrow!† I yelled, wishing more than anything that I could explain everything to him right then, knowing I would never be able to. I gunned the engine and peeled out. Edward reached for my hand. â€Å"Pull over,† he said as the house, and Charlie, disappeared behind us. â€Å"I can drive,† I said through the tears pouring down my cheeks. His long hands unexpectedly gripped my waist, and his foot pushed mine off the gas pedal. He pulled me across his lap, wrenching my hands free of the wheel, and suddenly he was in the driver's seat. The truck didn't swerve an inch. â€Å"You wouldn't be able to find the house,† he explained. Lights flared suddenly behind us. I stared out the back window, eyes wide with horror. â€Å"It's just Alice,† he reassured me. He took my hand again. My mind was filled with the image of Charlie in the doorway. â€Å"The tracker?† â€Å"He heard the end of your performance,† Edward said grimly. â€Å"Charlie?† I asked in dread. â€Å"The tracker followed us. He's running behind us now.† My body went cold. â€Å"Can we outrun him?† â€Å"No.† But he sped up as he spoke. The truck's engine whined in protest. My plan suddenly didn't feel so brilliant anymore. I was staring back at Alice's headlights when the truck shuddered and a dark shadow sprung up outside the window. My bloodcurdling scream lasted a fraction of a second before Edward's hand clamped down on my mouth. â€Å"It's Emmett!† He released my mouth, and wound his arm around my waist. â€Å"It's okay, Bella,† he promised. â€Å"You're going to be safe.† We raced through the quiet town toward the north highway. â€Å"I didn't realize you were still so bored with small-town life,† he said conversationally, and I knew he was trying to distract me. â€Å"It seemed like you were adjusting fairly well – especially recently. Maybe I was just flattering myself that I was making life more interesting for you.† â€Å"I wasn't being nice,† I confessed, ignoring his attempt at diversion, looking down at my knees. â€Å"That was the same thing my mom said when she left him. You could say I was hitting below the belt.† â€Å"Don't worry. He'll forgive you.† He smiled a little, though it didn't touch his eyes. I stared at him desperately, and he saw the naked panic in my eyes. â€Å"Bella, it's going to be all right.† â€Å"But it won't be all right when I'm not with you,† I whispered. â€Å"We'll be together again in a few days,† he said, tightening his arm around me. â€Å"Don't forget that this was your idea.† â€Å"It was the best idea – of course it was mine.† His answering smile was bleak and disappeared immediately. â€Å"Why did this happen?† I asked, my voice catching. â€Å"Why me?† He stared blackly at the road ahead. â€Å"It's my fault – I was a fool to expose you like that.† The rage in his voice was directed internally. â€Å"That's not what I meant,† I insisted. â€Å"I was there, big deal. It didn't bother the other two. Why did this James decide to kill met There're people all over the place, why me?† He hesitated, thinking before he answered. â€Å"I got a good look at his mind tonight,† he began in a low voice. â€Å"I'm not sure if there's anything I could have done to avoid this, once he saw you. It is partially your fault.† His voice was wry. â€Å"If you didn't smell so appallingly luscious, he might not have bothered. But when I defended you†¦ well, that made it a lot worse. He's not used to being thwarted, no matter how insignificant the object. He thinks of himself as a hunter and nothing else. His existence is consumed with tracking, and a challenge is all he asks of life. Suddenly we've presented him with a beautiful challenge – a large clan of strong fighters all bent on protecting the one vulnerable element. You wouldn't believe how euphoric he is now. It's his favorite game, and we've just made it his most exciting game ever.† His tone was full of disgust. He paused a moment. â€Å"But if I had stood by, he would have killed you right then,† he said with hopeless frustration. â€Å"I thought†¦ I didn't smell the same to the others†¦ as I do to you,† I said hesitantly. â€Å"You don't. But that doesn't mean that you aren't still a temptation to every one of them. If you had appealed to the tracker – or any of them – the same way you appeal to me, it would have meant a fight right there.† I shuddered. â€Å"I don't think I have any choice but to kill him now,† he muttered. â€Å"Carlisle won't like it.† I could hear the tires cross the bridge, though I couldn't see the river in the dark. I knew we were getting close. I had to ask him now. â€Å"How can you kill a vampire?† He glanced at me with unreadable eyes and his voice was suddenly harsh. â€Å"The only way to be sure is to tear him to shreds, and then burn the pieces.† â€Å"And the other two will fight with him?† â€Å"The woman will. I'm not sure about Laurent. They don't have a very strong bond – he's only with them for convenience. He was embarrassed by James in the meadow†¦Ã¢â‚¬  â€Å"But James and the woman – they'll try to kill you?† I asked, my voice raw. â€Å"Bella, don't you dare waste time worrying about me. Your only concern is keeping yourself safe and – please, please – trying not to be reckless.† â€Å"Is he still following?† â€Å"Yes. He won't attack the house, though. Not tonight.† He turned off onto the invisible drive, with Alice following behind. We drove right up to the house. The lights inside were bright, but they did little to alleviate the blackness of the encroaching forest. Emmett had my door open before the truck was stopped; he pulled me out of the seat, tucked me like a football into his vast chest, and ran me through the door. We burst into the large white room, Edward and Alice at our sides. All of them were there; they were already on their feet at the sound of our approach. Laurent stood in their midst. I could hear low growls rumble deep in Emmett's throat as he set me down next to Edward. â€Å"He's tracking us,† Edward announced, glaring balefully at Laurent. Laurent's face was unhappy. â€Å"I was afraid of that.† Alice danced to Jasper's side and whispered in his ear; her lips quivered with the speed of her silent speech. They flew up the stairs together. Rosalie watched them, and then moved quickly to Emmett's side. Her beautiful eyes were intense and – when they flickered unwillingly to my face – furious. â€Å"What will he do?† Carlisle asked Laurent in chilling tones. â€Å"I'm sorry,† he answered. â€Å"I was afraid, when your boy there defended her, that it would set him off.† â€Å"Can you stop him?† Laurent shook his head. â€Å"Nothing stops James when he gets started.† â€Å"We'll stop him,† Emmett promised. There was no doubt what he meant. â€Å"You can't bring him down. I've never seen anything like him in my three hundred years. He's absolutely lethal. That's why I joined his coven.† His coven, I thought, of course. The show of leadership in the clearing was merely that, a show. Laurent was shaking his head. He glanced at me, perplexed, and back to Carlisle. â€Å"Are you sure it's worth it?† Edward's enraged roar filled the room; Laurent cringed back. Carlisle looked gravely at Laurent. â€Å"I'm afraid you're going to have to make a choice.† Laurent understood. He deliberated for a moment. His eyes took in every face, and finally swept the bright room. â€Å"I'm intrigued by the life you've created here. But I won't get in the middle of this. I bear none of you any enmity, but I won't go up against James. I think I will head north – to that clan in Denali.† He hesitated. â€Å"Don't underestimate James. He's got a brilliant mind and unparalleled senses. He's every bit as comfortable in the human world as you seem to be, and he won't come at you head on†¦ I'm sorry for what's been unleashed here. Truly sorry.† He bowed his head, but I saw him flicker another puzzled look at me. â€Å"Go in peace,† was Carlisle's formal answer. Laurent took another long look around himself, and then he hurried out the door. The silence lasted less than a second. â€Å"How close?† Carlisle looked to Edward. Esme was already moving; her hand touched an inconspicuous keypad on the wall, and with a groan, huge metal shutters began sealing up the glass wall. I gaped. â€Å"About three miles out past the river; he's circling around to meet up with the female.† â€Å"What's the plan?† â€Å"We'll lead him off, and then Jasper and Alice will run her south.† â€Å"And then?† Edward's tone was deadly. â€Å"As soon as Bella is clear, we hunt him.† â€Å"I guess there's no other choice,† Carlisle agreed, his face grim. Edward turned to Rosalie. â€Å"Get her upstairs and trade clothes,† Edward commanded. She stared back at him with livid disbelief. â€Å"Why should I?† she hissed. â€Å"What is she to me? Except a menace – a danger you've chosen to inflict on all of us.† I flinched back from the venom in her voice. â€Å"Rose†¦Ã¢â‚¬  Emmett murmured, putting one hand on her shoulder. She shook it off. But I was watching Edward carefully, knowing his temper, worried about his reaction. He surprised me. He looked away from Rosalie as if she hadn't spoken, as if she didn't exist. â€Å"Esme?† he asked calmly. â€Å"Of course,† Esme murmured. Esme was at my side in half a heartbeat, swinging me up easily into her arms, and dashing up the stairs before I could gasp in shock. â€Å"What are we doing?† I asked breathlessly as she set me down in a dark room somewhere off the second-story hall. â€Å"Trying to confuse the smell. It won't work for long, but it might help get you out.† I could hear her clothes falling to the floor. â€Å"I don't think I'll fit†¦Ã¢â‚¬  I hesitated, but her hands were abruptly pulling my shirt over my head. I quickly stripped my jeans off myself. She handed me something, it felt like a shirt. I struggled to get my arms through the right holes. As soon as I was done she handed me her slacks. I yanked them on, but I couldn't get my feet out; they were too long. She deftly rolled the hems a few times so I could stand. Somehow she was already in my clothes. She pulled me back to the stairs, where Alice stood, a small leather bag in one hand. They each grabbed one of my elbows and half-carried me as they flew down the stairs. It appeared that everything had been settled downstairs in our absence. Edward and Emmett were ready to leave, Emmett carrying a heavy-looking backpack over his shoulder. Carlisle was handing something small to Esme. He turned and handed Alice the same thing – it was a tiny silver cell phone. â€Å"Esme and Rosalie will be taking your truck, Bella,† he told me as he passed. I nodded, glancing warily at Rosalie. She was glowering at Carlisle with a resentful expression. â€Å"Alice, Jasper – take the Mercedes. You'll need the dark tint in the south.† They nodded as well. â€Å"We're taking the Jeep.† I was surprised to see that Carlisle intended to go with Edward. I realized suddenly, with a stab of fear, that they made up the hunting party. â€Å"Alice,† Carlisle asked, â€Å"will they take the bait?† Everyone watched Alice as she closed her eyes and became incredibly still. Finally her eyes opened. â€Å"He'll track you. The woman will follow the truck. We should be able to leave after that.† Her voice was certain. â€Å"Let's go.† Carlisle began to walk toward the kitchen. But Edward was at my side at once. He caught me up in his iron grip, crushing me to him. He seemed unaware of his watching family as he pulled my face to his, lifting my feet off the floor. For the shortest second, his lips were icy and hard against mine. Then it was over. He set me down, still holding my face, his glorious eyes burning into mine. His eyes went blank, curiously dead, as he turned away. And they were gone. We stood there, the others looking away from me as the tears streaked noiselessly down my face. The silent moment dragged on, and then Esme's phone vibrated in her hand. It flashed to her ear. â€Å"Now,† she said. Rosalie stalked out the front door without another glance in my direction, but Esme touched my cheek as she passed. â€Å"Be safe.† Her whisper lingered behind them as they slipped out the door. I heard my truck start thunderously, and then fade away. Jasper and Alice waited. Alice's phone seemed to be at her ear before it buzzed. â€Å"Edward says the woman is on Esme's trail. I'll get the car.† She vanished into the shadows the way Edward had gone. Jasper and I looked at each other. He stood across the length of the entryway from me†¦ being careful. â€Å"You're wrong, you know,† he said quietly. â€Å"What?† I gasped. â€Å"I can feel what you're feeling now – and you are worth it.† â€Å"I'm not,† I mumbled. â€Å"If anything happens to them, it will be for nothing.† â€Å"You're wrong,† he repeated, smiling kindly at me. I heard nothing, but then Alice stepped through the front door and came toward me with her arms held out. â€Å"May I?† she asked. â€Å"You're the first one to ask permission.† I smiled wryly. She lifted me in her slender arms as easily as Emmett had, shielding me protectively, and then we flew out the door, leaving the lights bright behind us.

Analysis Of genres Essay

‘Genre’ is a French term meaning â€Å"type† or â€Å"kind†. Putting things into categories is useful in any form of study; it’s a way of establishing some kind of control over an amorphous mass of information. Each medium in the mass media has its own kinds of language, characteristic signs and sign systems. Genre is part of the Key Concept of Language, and can be applied to all kinds of media text. Putting media texts such as film, television programmes, print media, or music into categories is useful as a way of establishing some kind of control over an amorphous mass of information. Each genre follows its own kinds of conventions – language, characteristic signs and sign systems. However, genres are fluid and not fixed and under constant renegotiation between media industry and audience through the combination of the familiar and the unexpected. The standard approach to teaching genre in film and television is to focus on the common codes and conventions. Looking at film posters, trailers or short scene extracts will quickly enable students to identify similarities and differences in characters, location, stories and familiar objects (the iconography). Repeated narrative patterns can be observed and beyond this the recurring theme which leads to exploration of shared ideological messages. For the study of magazines the categorisation might be based on definitions of target audiences – age, gender, ethnicity, class etc. The History and Evolution of Genres Genre analysis also includes understanding the evolution of a genre over time. Genres change and develop because of changes in the culture or historical period in which the genre is being produced. The Western solo hero who was popular in the 1940s and 1950s evolved into the group of heroes in the 1960s and 1970s with Rawhide and Bonanza—shows that reflected a shift in the workplace to that of the group in the corporation or company during that time. And, with the increasing interest in urban crime and international espionage in the 1970s and 1980s, the Western was replaced by the police/detective and the spy/thriller genres. Genres also gain popularity with certain audiences who seek out these genres given the historical or cultural forces operating in a certain period. During the Great Depression, audiences flocked to movie houses to view Hollywood romantic comedies as a way of escaping the grim realities of everyday lives characterized by poverty and deprivation. The nature of the threat in science fiction movies also shifts to reflect changes in fears or threats facing societies. During the 1930s and 1940s, Americans expressed racial fears, as manifested in the rise of the Klu Klux Klan, and in the film, King Kong. During the 1990s, with the increased production of films and the control of media conglomerates over the types of films being made, an increasing number of formulaic genre films were produced. Film studios needed to attract large audiences in order to make a return profit on the millions they invested in high-production, special-effects films, so they turned to safe, familiar genres and sequels. As Wheeler Dixon (2000) argues: What audiences today desire more than ever before is â€Å"more of the same,† and studios, scared to death by rising production and distribution costs, are equally loathe to strike out in new generic directions. Keep audiences satisfied, strive to maintain narrative closure at all costs, and keep within the bounds of heterotopic romance, no matter what genre one is ostensibly working in. Yet, at the same time, the studios must present these old fables in seductive new clothing, with high budgets, major stars, lavish sets, and (if the genre demands it) unremitting action to disguise the second-hand nature of the contemporary genre film (p. 8). Film versus television genres. There are some important differences between film and television genres. Film genres (see list below) tend to be more general, for example, the western, action/adventure, comedy, horror, science fiction, etc., while television genres (see list below) are often specialized, for example, cooking shows, sports-talk shows, children’s animation, etc. A film that is representative of a certain film genre also tends to be selfenclosed—the conflicts are often resolved within the film, even with film sequels. In contrast, a television genre program tends to be part of a serial, in which a storyline may continue and develop or characters may evolve across different programs. There are a wide range of different types of film genres: detective, action/adventure, mystery,  science fiction, horror, gangster, romance, comedy, musical, comedy, animation, detective, spy thriller, as well as specific television genres: game show, prime-time drama, sports broadcast, soap opera, musical, medical drama, news, pro-wrestling, reality-television, talkshow. It is often difficult to identify a particular movie or television show as a primary example of a particular genre because a movie or show may contain elements reflecting different genres. 1. Soap operas: Soap-opera is the most popular form of television programming in the world. A large proportion of television viewers watch and enjoy soap-operas. Soap-operas dominate the national audience ratings over other programmes that are telecast. Soaps in general have a predominantly female audience, and in fact at least 30% of the audiences for this soap are male. The main interest for men was in business relations and problem and the power and wealth shown, whereas women were more often interested in the family issues and love affairs. Soaps appeal to those who value the personal and domestic world. There is no doubt that viewing and talking with family and friends about soap operas is experienced by many women as a pleasurable experience. Women are stereotyped in soap operas but the image of the modern women has changed. From being a submissive, quiet, obedient housewife, she has grown and evolved into a strong individual. She not excels in her profession but is also an able homemaker. Soaps create a world dominated by interpersonal relationship, where characters discuss marital, romantic and family problems. There is little physical violence or crime. The soap opera world seems emotionally hazardous-mainly because of the continual sorting and resorting of relationships. PORTRAYAL IN SOAP OPERAS Though not as strongly as in earlier years, the portrayal of both men and women on television is largely traditional and stereotypical. This serves to promote a polarization of gender roles. With femininity are associated traits such as emotionality, carefulness, cooperation, a shared sense, and obedience. Masculinity tends to be associated with such traits as wisdom,  efficiency, competition, individualism and ruthlessness. Most significantly though, soap opera’s concern with the everyday lives of everyday people and their problems, big and small, appears to be one of the main reasons why this genre is so popular. 2. The Talk Show: The television talk show consists of four different subgenres: 1) The morning talk shows 2) The day-time talk: some of which are characterized as â€Å"tabloid† or the â€Å"confessional† talk show, as well as â€Å"courtroom† shows. 3) prime-time/late-night talk show 4) Political talk shows 1. The morning and prime-time/late shows retain a consistent format established by early hosts in the 1950s through 1970s: for the morning shows identifies five characteristics of this subgenre: †¢ The centrality of the host. The program revolves around the host as the central figure of the program. The host often has control over the show’s content and guest selection. The host is often supported by others who laughed at his jokes and provided an immediate conversational audience. The hosts often serve as commodities for their networks—functioning to promote not only their shows, but also the network itself and other products. †¢ The present-tense flow. Even though the shows are pre-taped, they are highly structured in ways that create the illusion that they are occurring â€Å"live† in present time for the viewer audience. †¢ Varied modes of address. The host is simultaneously addressing a range of different audiences: the immediate audience on stage (guests, co-hosts), their studio audience, and the viewer audience, all in ways that serve to engage the viewer audience as the intimate â€Å"you. † †¢ The commodity function. The show serves not only as an advertising vehicle, but it also serves to promote the celebrities who appear on the show. Stars of television programs on the same network often appear as guests to promote those network programs. †¢ Structured impulsiveness. Despite the seemingly spontaneous nature of the program, a large cast of writers, producers, celebrating agents, and technical people construct a scripted, semi-rehearsed production that adheres to time constraints and certain publicity messages they wish to convey. Recently talk show hosts have functioned to provide their own versions of daily news events for their relatively younger audiences who may not be acquiring news from other sources. 2. The day-time â€Å"tabloid†/†confessional† shows are often organized around particularly themes or topics often related to interpersonal conflicts, health, beauty—and, on the tabloid shows. The increased popularity of â€Å"courtroom† shows dramatizes personal or family conflicts within a seemingly legal area. These shows attempt to actively promote conflicts between participants, often resulting in arguments, taunts, and physical fights. They also engage audience members as players in these conflicts, asking them to create alliances between the conflicting participants. These shows’ focus on dramatic conflict between participants serves to overlap with the conflicts portrayed in soap opera (see soap opera) and reality television. The â€Å"confessional† shows focus more on having participant’s articulate personal problems that are then addressed by an â€Å"expert† or by the host as a moral guide . The prevailing discourse of these shows is healing—the assumption that through â€Å"talking-out† issues and improving interpersonal relationships, problems can be solved, a discourse that masks the influence of institutional forces. 3. The political talk show often features competing political perspectives from what is described as the â€Å"liberal† and the â€Å"conservative† side, in which participants argue with each other in a highly dramatic, combative manner with little contextualization or development of ideas. Moreover, the â€Å"guests† who appear on Sunday morning talk shows generally represent status quo institutional perspectives and are largely white males. 3. Advertising: Media employ specific techniques to construct believable stories. They hook our attention through psychological devices and technical effects. The techniques are vast and many, but some common ones are easily recognizable and are identified here. Remember, advertisers will use many techniques not listed. Add to this list as needed. Technical effects: †¢ Camera angles enhance perspective, such as low angles that give the subject power. †¢ Close-ups provide emphasis. †¢ Sound effects animate products, giving them emotion. †¢ Mise-en-scene (set and setting inside camera frame) creates cultural and ideological context. Is the set a concert, a hall, a shopping mall? †¢ Accessories enhance the product. What’s being associated with the product, such as clothes, props, models? †¢ Lighting is used to draw your eye to certain details. †¢ Happy and attractive people are made-up and constructed to enhance the message. What kinds of people are in the ad? †¢ Music, popular songs and jingles create pneumonic devices to program or trigger your memory (some songs are used for nostalgic reasons, while others are used to cross promote products, i. e. cars and latest album). †¢ Products are sold using three main emotions: fear, sex and humour. Ads appeal to our emotions through emotional transfer and are rarely dependent on intellectual analysis. †¢ Special effects bring inanimate things to life and make them exciting. This is especially true with children-targeted ads. †¢ Editing is used to pace and generate excitement. Notice how military and video game ads have very fast cuts, usually a scene change every second. Common Attention-Getting Hooks: †¢ Emotional Transfer is the process of generating emotions in order to transfer them to a product. For example, a Coke ad shows happy, beautiful people but tells us nothing about the product. The point is to make you feel good and to transfer that feeling to the brand or product. This is the number one and most important process of media manipulation. †¢ Fear messages are directed at our insecurities, such as â€Å"no one will like you if you have dandruff,† or â€Å"bald people are losers. † This is a very common technique and extra attention is required to resist these messages. †¢ Symbols are easily recognized elements from our culture that generate powerful emotions, such as flags and crosses. †¢ Humour is often used because it makes us feel good and is more memorable. †¢ Hype, don’t believe it. Be skeptical of exaggerated claims. Statements like these are meaningless and vague, but sound good. †¢ Fitting In is a very common technique that tries to influence us by stating that if everyone else is buying the product, so should you. †¢ Cute. Children and animals always steal the show. †¢ Vague Promises like â€Å"might,† â€Å"maybe,† and â€Å"could† divert our attention. â€Å"Super Glue may heal cuts better than Band-Aids,† sounds absurd, but you will often hear claims as absurd as this and it would still be true (because it can’t be disproved). †¢ Testimonials are statements by people explaining why certain products are great. Famous or plain folk or actors can do them. This is more powerful when someone we really like or respect endorses a product. â€Å"Beautiful† people are usually used to glamorize merchandise, especially unhealthy products like alcohol, tobacco and junk food. Models and actors generally don’t represent average people, but idealized notions of beauty that are constantly changing. †¢ Famous People such as Michael Jordan make products appealing and attractive through association. †¢ Ordinary People are people that might be like you or me. This is common in ads that stress community or family. †¢ It’s Easy. Simple solutions are often used to convince us that a product will solve our problems. †¢ Macho is generally used to appeal to males, but not exclusively. It demonstrates masculinity and male stereotypes; these are common in military and tobacco ads. †¢ Femininity is another gender stereotype used in a variety of ads, from teen make-up commercials to alcohol ads. †¢ Repetition is done to reiterate a sales pitch over and over again, like the phone ads that repeatedly display and annunciate the phone number to access their service †¢ Big Lies are exaggerated promises that are impossible to deliver. †¢ Exotic. This is the appeal of the â€Å"other†; it could be a beach location, tribal person, something strange or unknown. This is often meant to hook you through presenting something that is out of the ordinary or beyond our everyday experience. †¢ Flattery is used to make you feel good about you as a consumer and that you are making the right choice when you chose a product. † †¢ Social Outcasts generally represents a put-down or demeaning comment about a competing product or cultural group. This is not limited to ads, but is common in propaganda as well (â€Å"they don’t believe in God,† etc. ). †¢ Free Lunch offers you something in addition to the product such as â€Å"buy one, get one free† or tax cuts. Freebies constantly hook us, but there are always hidden costs. Rarely is a thing truly free. †¢ Surrealism. Commercial media employ some of the brightest minds of the media world and often require cutting edge artists to keep their material fresh (e. g. MTV). Often, as a reflection of how unreal the fantasy world of media is, you will see juxtapositions and dreamlike imagery that make no sense because the advertiser is trying to get your attention by presenting something strange and different. †¢ The Good Old Days. Images, fashion, film effects and music depicting specific eras or subcultures are meant to appeal directly to the demographic represented in the ad. †¢ Culture. Niche marketing is more common as advertisers hone their messages for specific cultural groups. Latino-targeted ads, for instance, might have family scenes or specific uses of language. 4. Music: Form – most (not all) music involves some repetition, and we find some patterns recurring in many pieces. In other words, you will need to consider the elements below for EACH melody in your song (i.e. , the elements that characterize the A melody, again for the B melody, etc. ) Be aware that even if a melody (tune) is repeated, there may be changes – a chorus might sing what a soloist sang the first time, etc. , and a good analysis will account for those changes. †¢ Melody (Melodies) †¢ Tempo(s) – literally ‘speed. ‘ Using Italian terminology, how fast or slow is this tune? Are there changes in the tempo? Are they gradual or abrupt changes? Do you feel the tempo in this particular performance is appropriate for the lyrics or mood? If not, should it be faster or slower? Who seems responsible for establishing the tempo? †¢ Dynamic level(s) – literally ‘volume’—how loud (forte) or soft (piano) is this piece? Dynamics tend to fluctuate a lot in music, so how does this particularly piece progress? Are changes sudden or gradual? †¢ Mood – the â€Å"emotional† atmosphere of the song. This is a subjective assessment, but it should be supported by some of your other answers on this page. Sad songs, for example, usually aren’t very fast! †¢ Lyrics – how would you describe the poetry? Is it continually changing, or do you hear a lot of repetition of text? Do the words seem ‘important,’ or is the emphasis on the melody? How frequent are the rhymes? Is there patter singing? †¢ Medium – the performers needed for the piece (both vocal and instrumental! Don’t forget to notice any instruments or voices used in the accompaniment! ) †¢ †¢ †¢ †¢ †¢ †¢ †¢ †¢ Text Setting Text Expression – has the composer crafted the music (tempo, dynamics, etc. ) to be appropriate to the meaning of the poetry? Does s/he use any devices such as wordpainting? Rhythm – Is the rhythm prominent? (Are your toes tapping? ) Can you tell what the meter is? What is the subdivision? Why might the composer have chosen this meter or subdivision? Do you notice other rhythmic devices, such as dotted rhythms or syncopation? Texture(s) – Does the texture change at any point in the piece? What’s the most prominent texture in the song? Mode – is the mode major or minor at the beginning of this piece? Does it change at any point? Is the mode appropriate for the poetry? Style – does the music seem to fall under a particular style label (i. e. jazz, swing, rap, ballad, rock, operatic, blues, gospel, etc. )? What other elements create this style? (Text setting, instrumentation, etc. ) Type – some songs can be classified as functioning in a typical way—such as soliloquies, charm songs, comedy songs, vision songs, challenge songs, â€Å"I want† songs, love songs, patriotic songs, etc. Does this song belong to a recognizable category? (Not all songs fit into these sorts of classifications. ) Action/Dance – does this song structured so that it contains some sort of staged action or dance? Is the action in the background, or does the singer(s) participate? Describe the setting as best you can.

Professional Development Resource Assignment Essay

Professional Development Resource Assignment - Essay Example These skills and knowledge are aimed at achieving various goals set by different firms. Also, they help in meeting the company’s vision, missions, and obligations towards the community and customers. Most students study leadership development to acquire appropriate knowledge on leadership, learn various traits of good leaders, and prepare themselves for future leadership roles. According to the article Deep Mentoring: Guiding Others on Their Leadership Journey, leadership development is critical in cultivating management traits and practical skills in many aspiring leaders (Reed, 2012). Attributes such as rational decision-making skills, good leadership, and teamwork are essential for the success of businesses. As a result, any person aspiring to be an influential and successful leader must possess these skills. Leadership development training offers the perfect opportunity for individuals such as students to learn these skills. Equally, they learn these skills from successful and experienced leaders with vast knowledge on management practices. Thus, they are assured of gaining valuable knowledge of relevant leadership traits. From this article, it is clear that leadership development training is the source of appropriate leadership skills. Leadership development and training can benefit me in various ways. For instance, through leadership development trai ning, I will develop helpful leadership traits such as critical thinking skills and management skills hence, which will give me the ability to attain rational decision-making with respect to my career development. According to the article, leadership development helps aspiring leaders to become attentive and creative thinkers. Thus, the article has helped me realize the importance of studying leadership since traits such as creative thinking and attentiveness are indispensable for leaders. Additionally, I can nurture my leadership skills while in college, as leadership development

Assig 14 Essay Example | Topics and Well Written Essays - 250 words

Assig 14 - Essay Example It runs deep within the corporate culture. Worth remarked, â€Å"Culture comes from purpose. They changed their purpose from quality to growth and the behavior changed accordingly. In a sense, with that change in purpose, some trouble was inevitable.†(Worth,2010) At the same time, Toyota found itself struggling to inculcate newcomers in the companys unique culture -- The Toyota Way. Kazuo Akatsuka, 55, saw the generational change first-hand and worried at the signs of change..(Layne et.al, 2010) b.2) Family ownership of the Toyoda family of the company. Ownership and Leadership can be considered as a deterrent factor for innovations in the company. If the owner and at the same time head or CEO is weak, then failures of the company could be reflective of a bad leadership. For example, Reuter’s article described, â€Å" Toyota President Akio Toyoda was criticized for not acting quickly enough when the automakers safety issues first came to light earlier this year †¦Ã¢â‚¬ (Kim, C.R., 2010). Primarily, to address the quality sleepage in view of the total recall campaign, Toyota now commits to achieve â€Å"zero customer complaints† (Toyota, 2010) and its strategies are more inclined to be Incremental technological innovation characterized by technological change that represents a continual refinement of some base technology. Now that they have discovered the root of the problem, TMC vowed to stretch out their workforce to do the refinements. (Layne,et.al.,2010) After years of sterling reliability and the final setback with the Total Recall Campaign, President A. Toyoda remarked, "We need a renewed commitment to placing customers first and to reviewing all our work processes from the customers perspective," (Kim, 2010). The above question would be similar to Takeuchi’s question â€Å"how does the company (TMC) cope up with the hazards of constant change and growth?â€Å" The answer is they

Principles of Health and Social Care Practice Essay

Principles of Health and Social Care Practice - Essay Example This paper discusses that  there is also a need to respect the choice of clients. Sometimes making choices can be quite hard especially when the choices are limited. Healthcare workers should ensure that when clients need to make choices over matters that affect them, the choices available to them are enough not to cause agony on what course of action the clients will take.   For instance, healthcare settings should be structured in a manner that can allow clients with restricted mobility access to areas that they need to. Furthermore, respecting the confidentiality of clients is very significant as clients trust healthcare workers to do that. Breaching this trust will catastrophically affect the healthcare worker-patient relationship.This research declares that  giving a client all the relevant information concerning his/her treatment brings more satisfaction and happiness to the client because the client can make choices based on the information that he/she receives. Through the person-centred approach, the patient is able to easily approach the service provider.  This approach encourages the service provider and the client to work as team. In this manner, the provider is able to meet the client needs effectively while respecting their individuality. This approach makes it possible for a provider to be more specific in addressing the needs of a client.  The patient also feels more responsible and thus he/she is likely to take measures to â€Å"engage in treatment decisions, feel supported to make behavioural changes and empowered to self manage†.

Profile Toxicology Term Paper Example | Topics and Well Written Essays - 3250 words

Profile Toxicology - Term Paper Example Pb (23.5-27%), 207 Pb (20.5-23%) and 204 Pb (1.35-1.5 %).These isotopes are the stable decay product of three naturally radioactive elements : 206 Pb from Uranium, 207 Pb from actinium and 208Pb from thorium(Agency for Toxic Substances and Disease Registry (ATSDR), 2005) . Lead rarely exists as a metal, but rather, in combination with two or more elements to form Pd compounds. The element has three oxidation states (0 or the metal state, +2 and +4), the most common oxidative state being +2. Lead generally exhibits has amphoteric properties; +2 (basic) and +4 (acidic) (APHA, 1999). Lead is an element that naturally occurs in the earth’s crust. Ore deposits of Pb include galena (PBS), anglesite (PbSO4) and cerussite (PbCO3). Anthropogenic sources of Pb in the environment , include : homes (household dust, peeling of lead-based paints, toys, furniture, table ware etc.), contaminated food (food grown in Pb-contaminated soil or sprayed with Pb insecticides), soils and dust (flaking or weathering paint, improper renovation and disposal of building materials, roadside - contamination from leaded gasoline, settled dust from industrial sources), water (leaded pipes or connectors and lead- lined tanks), and air (industrial emissions from smelters, incinerators, manufacturing operations, recycling efforts, and leaded gasoline) (Davies, 1995). Historically, Pb was widely used in plumbing, as anti-knock agent in petrol, and as an addictive in paints. However, these uses have recently reduced due to environmental concerns about cumulative lead poisoning. Presently, Pb is used in storage batteries , paints, pigments and colored inks as shielding from radiation, e.g., in x-ray rooms and nuclear reactors. Lead is also used as cable covering, as ammunition, as electrodes, in solder and roofing material.(Martiez , Nagae , Zaia , & Zaia 2004). The fate and behavior of Pb in the environment is quite complex because of the many compounds of Pb and that can be found and the

Development of a Computer system application using 3GL tools Research Paper

Development of a Computer system application using 3GL tools & Design Phase - Research Paper Example The mobile division of the company is meant to create mobile software products, whose main use are on mobile phones, and laptop computers. The division runs a series of two programs, each with a program manager, and a handful of highly qualified staff. The program manager has the responsibility of developing an innovative idea concerning particular software, and he works together with his team. The Hakimo business department produces software’s for office applications. This software’s are to enhance effective communication within a company. This division combines the services of employees at the business solution department and the mobile division of the company. This is because of the experience, and skills in their possession. The information department handles the public relations of the company, and the company’s main business strategy is to enter into a strategic alliance with large software companies. 3GLS stands for Third Generation Languages. It is a collection of programming languages that enhance the development of second generational languages. Examples of 3GLS tools are Pascal, the C family of languages and BASIC. A program developed by 3GL tools is referred to as a source code, which is converted by a specific program, known as the complier, to the object code. This code is recognized by a specific computer. In developing this program, programmers use aggregate data types, and variable names, and they combine this with skills in defining parts of the code, into subroutines. 3GLS tools such as Fortran, Pascal and the C family enable a programmer to develop programs that are independent of a specific computer (Shooman, 2002). These languages are referred to as high level languages, because they are close to the language spoken by humans. These languages can run at any computer, and are not limited to specifics. Programmers who use Pascal to develop computer

Current event summary Assignment Example | Topics and Well Written Essays - 500 words - 1

Current event summary - Assignment Example The first step is to identify the key players and target the one who are most important and the one who are at the risk of leaving. They can be offered both financial as well as non financial incentives modified according to their requirements. According to the article, it is important to find out the hidden gems where the HR and the line managers would work together when the changes takes place. These will certainly help the companies to identify the talents that are hidden within the company. It can be fundamentally disagreed with the article as when the changes takes place, retaining of not only the key performers is essential but also the normal performers or the average performers is very important as they may also play a crucial role in the long run of the organization’s fortune. Moreover throwing of financial incentives does seem to be the best way of retaining the employees. Though, utilization of this method can in turn de-motivate the other performers. It may at times turn out to be an improper utilization of financial resources of an organization. There are other ways through which the employees can be retained during such difficult times and it would also maintain aid in maintaining a balance between the key performers and the others. The main reason behind choosing this article was that employee’s retention is a major problem that is faced by almost all the companies during the times of restructuring. The article helps to provide proper understanding of what can be done in order to maintain the talents in the organization. It also highlights the importance of the normal performers in supporting the changes. Such change often makes the employees nervous and frightened. Therefore it is utmost important to win the hearts and minds of the participants and also those who are associated with the change process. Although an employee’s

How, and in how far does the current United Kingdom constitutional Essay

How, and in how far does the current United Kingdom constitutional system demonstrate the operation of the doctrine of the Separation of Powers - Essay Example With regard to the UK position, the doctrine of the separation of powers has traditionally been limited and criticised for being somewhat unclear in comparison to other democracies3. Nevertheless, it has been commented that the doctrine does in fact influence everyday operations of the executive, legislature and judiciary4 and Barnett argues that â€Å"Separation of powers†¦Ã¢â‚¬ ¦ runs like a thread throughout the constitution of the United Kingdom5.† Nevertheless, in the UK there has not been a clear separation of the branches of the state6, but rather a fusion. For example, the executive clearly carries out legislative functions and a prime example is the Law Commission. Although the Law Commission Act 1965 clearly requires the Commission to be â€Å"independent7† in reviewing law reform, its committee members are appointed by the Lord Chancellor who also grants prior approval to projects that the Law Commission will review. Additionally, the judiciary obtain their power from the Crown and there is a distinct overlap of functions between the powers, which should be separated for the effective application of the separation of powers8. This obfuscation of the theoretical separation of powers has ramifications for the procedure of passing Acts of Parliament. Parliament is essentially the legislative section of the British political system. As such, through the executive Prime Minister and the Cabinet, Parliament sanctions executive sovereignty in a party governmental system. Theoretically Parliament is a policy influencing body, relying on the executive to formulate policy and reacts to it and therefore the party machine reinforces power of the executive to initiate policy. Parliament is not therefore involved in the policy making process and has minor powers of initiation. Whilst government controls Parliament the passing of an Act of Parliament ultimately depends on control, possession of

International business short essay Example | Topics and Well Written Essays - 750 words

International business short - Essay Example Regional integration further helps countries to benefit from absolute advantage on goods that they are able to produce at lower costs as compared to their neighboring countries. There are different theories that characterize regional integration which include removal of tariff barriers on trade. Through the removal of tariff barriers, companies are able to reduce the costs connected to marketing (Drexl, 2012, p.17). Another approach is adoption of external export policy that is common and this ensures that the integration does not discriminate on third parties conducting business with the member countries. Mobility is also enhanced through regional integration where movement of goods across borders is easy and fast (Drexl, 2012, p.21). Harmonization of policies related to economy further ensures that member countries have a common currency of conducting trade. Examples of regional integration include COMESA, ASEAN, Free Trade Area of Americans and African Economic Community (Sergi & Adekola, 2007, p.45). The different regional blocs prospective are to create a common market and boost their bargaining power in the international market. In summary, regional i ntegration enables member countries to expand their market and reduce costs related to exports due to reduced trade barriers. Culture is defined as the set of norms, beliefs, attitudes and values within a specific group of people (Deari, et al., 2008, p.18). Culture could be based on different aspects which include language, religion, race, ethnicity, income level and age. Culture is important in international business in that it influences how easy international businesses penetrate new market in foreign country. Culture is varying and changes from one region to the other and thus understanding these changes is important for international business managers (Ferraro, 2002,

Jesse Owens †A Legend Essay Example for Free

Jesse Owens – A Legend Essay The legendary Track and Field athlete, known to the world as Jesse Owens, was born James Cleveland Owens on September 12, 1913. It’s claimed that the nine-year-old’s accent made it difficult for his schoolteacher in Ohio to understand Owens when he gave his name as â€Å"JC. † Instead the teacher wrote his name down as â€Å"Jesse† (Gentry, 1990, p. 34). Jesse’s first brush with running was to be in the hills of Alabama, his home state. At the time though, Jesse was a sickly child given to frequent attacks of Pneumonia and other medical issues including the appearance of boils. His training for the track and field events only began when he entered Fairmont Junior High School where he was noticed by Charles Riley, an Irishman who was quick to take into account Jesse’s â€Å"potential† despite his lack of a strong physique. Riley, took the time to coach Jesse before school began each day so that Jesse would be free after school to do the part time jobs he’d taken up to contribute towards his family’s financial betterment. There’s nothing to show that Jesse’s typical workouts weren’t anything but pretty basic in terms of the equipment available and the routines followed in those early years. Practicing the various techniques of starting and running as well as long jump is what Jesse engaged in. Making the most of this humble start, Jesse soon began to draw attention to his abilities, having by this time, enrolled in East Technical High School. Owens then went on to join the Ohio State University where he continued to break records and draw attention though still failing to get a scholarship on account of his race. Owens greatest contribution to American history came in Berlin where the 1936 Summer Olympics were held. Jesse Owens went on to win four gold medals for his country – 100m sprint, 200m sprint, 4 x100m relay and long jump in the face of strong prejudices exhibited by Adolf Hitler who was intent on showing off the superiority of the Aryan race to the world. Americans greeted him with great enthusiasm on his return, and cheered his accomplishments heartily (Corrigan, 1990, p. 18). Track and Field events gained popularity in the United States. However, Jesse himself was not to benefit from all these events.

Strengths And Weaknesses Found In Victoria Bc Tourism Essay

Strengths And Weaknesses Found In Victoria Bc Tourism Essay Australia is the 12th strongest economy in the world1 by GDP; it is also the 5th country with highest percentage of older population in the world and despite the worlds recession, Australia continues being a stable economy. The stability in this country makes it a good target for outbound tourism towards foreign destinations like Victoria, BC in Canada. By using a SWOT analysis, we will first evaluate the internal factors of our destination by outlining the strengths and weaknesses found in Victoria BC as a tourist site. In this investigation, we will identify the characteristics that will position Victoria in competitive advantages over other cities in Canada or other destinations overseas. Furthermore, in the same analysis, we will scan the external factors in Australia that will present opportunities or threats favouring or hindering the source of tourist outflow towards Victoria BC. In addition, through a segmentation analysis we will identify targets that will represent the primary and secondary segments that will become the focus for a tourism marketing strategy. Moreover, after performing a segment attractiveness examination, we will formulate a recommendation on the preferred segment to market and position Victoria BC as a tourist destination for senior Australian visitors. Strengths: As a tourist destination for Australians, Victoria has strong assets. First, it offers a variety of attractions that caters to everyone from local heritage and aboriginal attractions to outdoor and nature exploring opportunities. Second, Victoria climate is an advantage over other closer competitors. Being on opposite ends of the globe, seasons between Victoria and Australia are opposite in time. During winter period in Australia, Victoria will be enjoying the sunshine of June or July. In addition, Victoria is known for the best climate in Canada which makes it an ideal place for outdoor activities all year long. Third, the geographic location offers many opportunities for outdoor activities, exposure to wildlife, nature, trail and ocean site walks. Consists mainly of rolling lowlands interspersed with granite rocks of up to 300m/985ft in height. The city is bounded by ocean on three sides. In the north and west, cliffs, spits and lagoons formed by glacial action make up portions of the shoreline. Elsewhere, the shoreline consists of  beaches  of pebble and sand punctuated with coves. Several elevated viewpoints in and around the city provide a birds eye view of all this and more2. Fourth, it gives easy access to cosmopolitan and metropolitan cities like Vancouver and other tourist destinations like USA by ferry and airplanes in both English speaking locations. Furthermore, Victoria hosts authentic restaurants that represent the multicultural population of the island as well as central lodgings which are at walking distance from the heart of the city. SWOT ANALYSIS (SEE APENDIX I) Weakness Victorias main weaknesses come from the lack of awareness of the city as a tourist destination. Additionally, the high competition makes travel expenses higher and fewer direct international flights coming to and from victorias international Airport. Moreover, Canada as a whole does not support health services for temporary visitors. Lastly, shopping is made more difficult for tourist due to high taxes in Canada. Opportunity There are some opportunities that Victoria should consider in order to boost their number of visitors: Increase awareness through tour operators, Develop agreements with neighbour cities to promote affordable trip packages, Develop sustainable and cultural tourism. Victoria should also take advantage of the cities common characters with Australia and their resembling motivations for tourism3 (sceneries, access to nature and outdoor activities, wildlife and proximity to cosmopolitan cities) Threat Victorias tourism industry can be threatened by other competitive markets like the USA, which due to currency depreciation present themselves as more attractive and affordable destinations. Other closer competitors within Australia, in Asia or Europe may as well present a threat to the long and expensive trip to Victoria. Lastly, the unclear definition between Vancouver and Victoria may take away from the international outlook to Victoria as a preferred tourist destination. Segmentation Analysis The Target segments are 17% of the Australian population who are 60 years or older and are living in metropolitan areas which according to the department of community, Senior well living in Australia reported %73 on seniors live in metropolitan areas. In addition, the segment will be focused on couples with no children with account to %50 of the senior population in the country3. In addition, according to The Conference board of Canada %40 of seniors in Australia live in poverty4. This would leave a margin of %60 seniors that could potentially become the primary target for this tourism marketing proposal services4 Assumptions: There are different types of seniors that I am trying to target: the primary segments are those seniors, who have retired and feel they want to relax, take a trip with no rush and exposure to a healthy environment with ample access to Nature and Culture. The second segment are seniors who have either retired or are about to retire and feel life is starting and need to adventure now that they dont have the responsibility of work or family. -Metropolitan areas are more expensive to live in; therefore the target segment will have better financial stability and potentially be receiving retirement from service. The income source may indicate that a portion of this group have retirement plans savings and or investments. SEGMENTATION ANALYSIS Broad Market Segmentation Golden Age Traveler Cultural Heritage Interest Travelers Geographic Segmentation Australian senior citizens, baby boomers who have strongest interest in ecotourism and cultural heritage attractions such as historic sites, museums, nature, parks and wildlife exposure Australian senior citizens, who have the Interest in short trips with outdoor activities like sightseeing, golfing, shopping, gambling and easy access to cosmopolitan and other tourist destination Demographic Segmentation Retired married couples with graduate studies and no children living at home age 65 and over living in metropolitan areas High Income Married Couples with no children living at home age 60 and over living in metropolitan areas Psychographic Segmentation Self-sufficient individuals, family oriented, community values who enjoy peaceful traveling, exposure to nature and environmentally conscious with are interest in exploring other cultures High disposable income with active lifestyle, enjoy socializing with other people of same interest and look for outdoor activities, casinos, high-end restaurants, resorts and sports Behavioural Segmentation5 Occasion: Benefit Sought: User Status: Loyalty Status Buyer Readiness stage: Winter Vacations -Authentic experience that explores a destinations Natural and cultural heritage. First time visitors -Switchers Investigate options, costs and take time to decide Winter Vacations -Getaway with easy access to cosmopolitan cities and metropolises -Frequent visitors Soft Loyal Look for a short getaway no much investigation, they look, like and buy Segment Attractiveness Primary Secondary Segment Attractiveness Analysis The Segments are measureable because we have quantitative data of the subject in terms of demographics, age groups and financial conditions that could become our primarily target. %73 segments living in metropolitan areas give them easier access to mass media, technology and better income. However, there is no specific data describing the literacy rate of this specific group and it is for this reason that the assessment for this criterion is a 6. If specifically identified, the segments chosen are indeed substantial and profitable enough to serve. Graduates, affluent and high income seniors are highly inclined to use their savings, disposable income or retirement funds to enjoy their lives after retiring from the workforce. The segments are also highly distinguishable from other segments because they have specific geographic, demographic, psychographic and behavioural characteristics. Additionally, this group is accessible. Eeffective marketing, sales and service programs can be formulated for attracting and serving the segments because they are located in central areas exposed to technology and other marketing venues. Finally, this segment is ethically approachable because they are not presented as a vulnerable group that can potentially attract negative opinions. SEGMENT ATTRACTIVENESS CRITERIA ASSESSMENT (0-10) 1 Measurable 6 2 Substantial 8 3 Differentiable 9 4 Actionable 8 5 Accessible 8 6 Ethical 10 Total Assessment for Segment 49 Recommendations The primary target segment: Retired married Self-sufficient couples, 65 years or older (golden- age), no children living at home, located in metropolitan areas with strong sense of community values who enjoy peaceful traveling, exposure to nature and environment, interested in outdoor activities and exploring other cultures. Brand Positioning Statement: Australian Golden age couples, rest at ease in the colourful city of Victoria, Explore the aboriginal history and heritage of the city while walking through the most exuberant sceneries in all Canada Conclusion Having identified the economic and demographic assets of Australia as a powerful potential market for senior outbound tourism, the swot analysis, segmentation analysis and segment attractiveness analysis have narrowed down our target sector in order to exploit Victoria in competitive advantages over other cities in Canada or other destinations overseas and position it as a tourist destination of golden age travelers age 65 and older. If Opportunities are explored, we can promote victoria as an authentic experience that will allow natural, cultural and seasonal traveling for first time or frequent visitors. APENDIX 1 STRENGHTS WEAKNESSES Perceived as desirable destination (Ocean, Rocky mountains, gardens, beaches, lagoons) Museums Historic Sites Attractions and Entertainment Parks, wildlife, natural areas Outdoor activities Local Heritage Aboriginal Attractions Location and Safety (near cosmopolitan cities, bordered with USA) Same Language Seasons are opposite from Australia Brand is no very Recognized Not many international Flight go Directly out or into Victoria High Taxes for shopping Health Services are not available to temporary visitors Lack of high end shopping High prices for airfare, accommodation and tourist attractions OPPORTUNITIES THREATS Canada meets Australians market on motivations for visiting a country(sceneries, access to nature and outdoor activities, wildlife and proximity to cosmopolitan cities) Increase awareness through tour operators Develop sustainable and cultural tourism Develop agreements with neighbour cities to promote affordable trip packages Depreciation of USA dollar makes it a more attractive and affordable tourist destination. Closer are more affordable destinations in Europe and Asia could shift Australian visitors flow from Victoria Australia offers similar products in terms of tourist attractions, events and activities Not clear differentiation between Victoria and Vancouver. Notes 1. Wikipedia, List of countries by GDP (nominal). Last modified 2013. Accessed February 13, 2013. http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal). 2. Super Natural British Columbia , Victoria Geography. Last modified 2012. Accessed February 13, 2013. http://www.hellobc.com/victoria/geography.aspx. 3. Global Summary Report 2011.  Canadian Tourism Commission. : 27. http://en-corporate.canada.travel/sites/default/files/pdf/Research/Market-knowledge/Global-tourism-watch/global_summary_gtw_yr5_2011_en.pdf (accessed February 13, 2013). 4. Department for Communities. Western Australian, seniors Wellbeing Indicators 2012, Demographic Profile.Perth, Western Australia 2012. http://www.communities.wa.gov.au/serviceareas/seniors/research/Documents/SO46 SWI Demographic Profile.pdf (accessed February 13, 2013) 5. Exams Tutor, Behavioural Segmentation. Last modified 2012. Accessed February 13, 2013. http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/9_behavioural_segmentation.php.

Description of the Minnesota Multiphasic Personality Inventory

Description of the Minnesota Multiphasic Personality Inventory The Minnesota Multiphasic Personality Inventory (MMPI) is a standardized questionnaire designed to bring forth a wide variety of self-descriptions scored to give a quantitative dimension of an individuals level of emotional adjustment and approach toward test taking. The MMPI has been known as the leading personality inventory, most psychologists who conduct assessments as part of their clinical and consulting practice utilize this test. The widespread use of this test is accredited to several features ranging from its straightforwardness in scoring and administration, a straightforward response format that is essential for research design, a large item pool, many useful purposes and functions, and many practically established correlates. Psychologists make diagnostic and treatment decisions, through MMPI, it has been employed in inpatient and outpatient mental health facilities. It has been used by psychologists in clinical setting to evaluate the existence of psychological components in physical issues and to aid in predicting responses to a variety of therapy and treatment. Starke R. Hathaway and J. Charnley McKinley developed the MMPI in 1939 at the university of Minnesota. It was developed initially because of their vision of an instrument that could assist in evaluating patients during routine psychiatric case workups and could precisely determine the severity of their disorders. Hathaway believed the MMPI might aid researchers in assessing the usefulness of new treatment interventions by allowing methodical matching and evaluation of the participants. The MMPI was constructed using the criterion keying method also known as the empirical method of inventory construction. (Archer, 1997) The criterion keying method is utilized by testing with two or more groups of participants. One group serves as the criterion group, this group has evidence of the defining trait, diagnosis or characteristic that test is intended to evaluate, and the other group/groups serve as a comparison group, where there is no evidence of the characteristics or diagnosis under evaluation. Responses of the criterion and comparison group are compared, and items are then selected for inventory membership that empirically demonstrate significant differences in response frequency. (Archer, 1997) Hathaway and McKinley began their construction of the MMPI by creating an extensive item pool from which various scales could be constructed, the item pool consisted of a variety of statements from different sources, ranging from previously established scales of personal and social attitudes, clinical reports, case histories, psychiatric interviewing manuals and personal clinical experience. (Groth-Marnat, 1997) the result of extensive exclusion and amendment were 504 statements, these statements were balanced between positive and negative wording, and were developed to tap into a broad area of an individuals life. The 504 items were divided into twenty-five content areas. These included items related to general medical and neurological symptoms, the clinical scales ranged from hypochondriasis, depression, hysteria psychopathic deviate, paranoia, schizophrenia, etc to scales to social introversion etc. An additional 55 items thought to be related to masculinity-femininity were later added, and 9 items were subsequently deleted to achieve the final pool of 550 items. (Nichols, 2001) The format of the inventory was first person declarative statements, composed of basic phrasing based on contemporary word-frequency tables. The responses were limited to true, false or cannot say. (Nichols, 2001) The population consisted of normals(Nichols) who were selected to contrast with the pathological criterion groups (N=724) ranging from the age of 16 to 65 referred also as the Minnesota normals(Groth-Marnat, 1997), the sample was closely representative of a typical group of individuals from the Minnesota population, as indicated through the 1930 census. The scales were cross-validated by selecting a different group of normals and contrasting their responses with a new group of clinical patients; so that the items and scales would be valid for differential analysis in clinical setting. Hathaway and McKinley were interested in the fact that participants amend the impression they made on the test due to different test taking positions and opinions; hence the created several scales that could identify the different types and magnitudes of various test-taking attitudes which could invalidate the clinical scales. They developed four scales: the cannot say scale (?) was simply the total number of unanswered statements; If amount of questions was high it would reduce the overall validity of the MMPI profile. The lie scale (L) was developed to indicates the examinees efforts to place himself/herself morally and culturally under an favorable light a create an favorable impression. The infrequency scale (F) is used to assess the inclination of individuals to claim highly unusual attitudes, opinions, and behaviors that are classified as an component of psychopathology. The correction scale (k) assesses the examinees degree of psychological defensiveness (Groth-Marnat, 1997) t his is considered the most important validity scale. Practical evaluation of the MMPI The MMPI can be administered to an individual who is above the age of 16, with an average sixth-grade reading level. As mentioned above an individual above the age of 16 is permitted to take the test, but adolescent norms needs to be addresses. Standard instruction are given prior to the test, test instruction are given regarding the nature and purpose of the test, and what it is designed to evaluate, and how the results will be used. Administering of the MMPI can be viewed as a relatively easy undertaking, and hence many practitioners tend to overlook vital elements that influence the participants test-taking attitude and would eventually lead to invalid results. Prior to the administration, scoring, and interpretation of results, the administrator should highlight the importance and consequences of the test in a serious manner to the test-taker, often the administrators do not high light the importance of the test to decrease performance anxiety. A clear elucidation oh how the resu lts are significant and how it is going to be used will increase cooperation. Interpretation of data is an important and vital part of the MMPI; the collected is useful in supplying information about attitudes toward assessment, cooperation, cognitive/ideation, mood and affect, conflict areas, coping styles, diagnostic consideration and treatment recommendation The interpretation of the scores was based on the principle that a participant attains a raw score on each scale based on the number of items that they identified in the scored direction. The raw scores are then later converted to T scores, with a mean of 50 and a standard deviation of 10. The interpretation of the test can be done in three ways, first using the validity indicators, this is the first step in interpreting any personality profile; which is establishing the validity to assure the subjects cooperativeness in taking the test. MMPI has been established as having the most comprehensive validity indicators (Goldstein, 2000) among all established personality inventories and assessments. Secondly interpreting results involve Configural Interpretation (code type), this is due to the intercorrelations amongst scales and also the overlap amongst the similarities of clinical syndromes, evidence has been attained indicating several MMPI scales tend to increase together, therefore, interpretations of scales should depend on the elevations of other scales in the personality profile. Third and final approach to interpreting the results is content bases interpretation. The principal followed in the content interpretation relies on the assumption that the participant when answering test items is reacting and responding with honesty and sincerity to the MMPI. Accordingly the content of the MMPI may represent a vital source of information that cannot be accessible through empirical test-interpretation. Technical evaluation The reliability analysis of the MMPI indicate that its has moderate levels of temporal stability and internal consistencyà ¢Ã¢â€š ¬Ã‚ ¦ all MMPI scales are quite reliable, with values that range from a low of .71 to a high of .84. (Groth-Marnat, 1997) many studies have reported inconsistency in some of the scales; many argue that the scales of the MMPI show instability in the test scores that are to be anticipated. This is mainly due to the psychiatric population since the effects of treatment or stabilization in a temporary crisis situation is likely to be reflected in a patients test performance. (Groth-Marnat, 1997) To cross-validate the scales, participants of the criterion and the control groups were administered the items. To qualify as cross-validated, a scale had to distinguish the criterion group from the control group at a 0.5 alpha level significance. Another issue that has surface about the MMPI is about the construction of the scales. The intercorrelations between most of the scales are relatively high, which is primarily due to the extensive amount of item overlap. Occasionally, the same item will be concurrently used for the scoring of a few other scales, and hence most of the scales have a relatively high percentage of items similar to other scales The problems associated with the reliability and scale construction have led to hurdles and speculation on the validity of the MMPI. MMPI has been commended about its strict psychometric properties that present complications, but it has been adequately compensated by its intensive validity studies Development of the MMPI-2 and MMPI-A Problems concerning the MMPI were mainly about the growing issues related to scale construction, insufficiency of a standardized sample and problems with the item pool. The original norm had inadequate representation of the minorities and hence was redundant in making conclusions about and with current test-takers. In 1982, the university of Minnesota instigated a major research in effort to revise, update, improve, and restandardize the MMPI. Its main goals were to delete the redundant, questionable, and problematic items. Maintain the efficacy of existing validity; clinical and different widely utilized scales of the test. Develop a representative sample, Develop new, revised norms for the MMPI and the development of new scales. The MMPI was updated and restandardized and the new version was released in 1989; 46 years after the original MMPI was published. The revised MMPI-2 differs from the older MMPI in various ways; the T scores that the subject obtains are usually not as deviant as those from the previous version. In addition, the T scores designed to produce the same range and distribution right through the established clinical scales. The practical result is that T scores of 65 or greater are considered to be in clinical scale range; also the percentile distributions are consistent throughout the different type of scales. The test booklet itself contains 567 items, but the pattern has been changed so that the previously established scales (the 10 clinical and 3 validity scales) can be derived from the first 370 items. The proceeding 197 items provide different content, supplementary scales. A number of new and revised scales have been included along with new, revised, adjunctive procedures of test vali dity, separate measure of masculinity and femininity and 15 other additional content scales measuring unambiguous and specific personality traits and factors. (Groth-Marnat, 1997) The MMPI-2 shares a lot of psychometric property with the original MMPI. The median split-half reliability coefficients for the MMPI and the MMPI-2 are in the .70s with some coefficients as high as .96 but others much lower. Median of the test-retest coefficients range from a low .50 to .90; when one observes the basic higher-order factor structure; the MMPI and the MMPI-2 are extremely reliable, with coefficients running as high as .90. The MMPI and the MMPI have been criticized due to the item overlap and this issue was not confronted in the revision of the original MMPI, as the goal was to retain all the original scales. Another criticism associated with the MMPI and MMPI-2 is the imbalance in the way the items are keyed(Kaplan Saccuzzo, 2009). the MMPI and the MMPI-2 strongly emphasize the importance of taking the participants demographics into account when interpreting profiles. The MMPI-A was published for the sole interest of creating an instrument for adolescents, with a normative sample depicting the broad teenage population. This occurred because MMPI produced different scale elevations for adolescence than for adults. This resulted in the construction of different sets of recommended norms for use with adolescent populations. To counter argue that the MMPI is too long, especially for adolescent, the MMPI-A contains 478 items, there by shortening the administration. (Groth-Marnat, 1997) Significant features of the MMPI include descriptive and diagnostic information about the personality profiles, flexible administration and scoring. The most important feature of the MMPI is its validity scales; and it has been translated and published into over 20 languages The most needed amendment of the MMPI apparently has been a major accomplishment; the majority of psychologist, researchers, and clinicians have supported its utility and practical value resulting in its rising popularity among them. The MMPI serves to assist in distinguishing the normal from abnormal groups; specifically the test was designed to help aid in diagnosis and evaluation of major psychiatric or psychological disorders.

Ozone :: essays papers

Ozone Ozone is an important molecule in maintaining the homeostasis in the environment. Ozone, the molecule O3, makes a layer in the stratosphere, situated 10 to 15 kilometers from the earth's surface. The dioxide molecule, O2 and Oxygen atom O, collide with each other result in the formation of Ozone, O3. In this reaction, the molecule O3 contains an excess of energy. Once the molecule is formed, it is not stable enough to last long. The energy-rich O3 molecules discards the excess energy by colliding with another atom or molecule and transferring the energy in the form of heat. In the results of the decomposition of ozone into O2 and O in the ozone layer, solar radiation is absorbed. This process of the chemical bond breaking causing the absorption of a photon by a molecule is called photodissociation. Radiation with sufficient intensity, is capable of separating the O3 molecule, resulting in photodissociation. The cyclic process formation and decomposition of ozone provides a shield against ultraviolet radiation that enter the earth's atmosphere. If it were not for the chemical reaction of radiation and ozone in the stratosphere, these high-energy photons would penetrate the earth's surface. The ozone layer absorbers about 99% of the harmful radiation which makes it possible for animals and plants to live on the planet. In 1974, F. Sherwood Rowland and Mario Molina of the University of California proposed that chlorine from chlorofluorocarbons (CFCs) could deplete the ozone layer. Beginning in 1957 to 1985, the British Antarctic Survey had measured the average ozone concentration over Halley Bay in Antarctica. Up until 1974, the ozone concentration remained stable. Yet after 1974, the team observed a decline of the ozone layer to levels less than 10%. From this study the awareness over the danger of the "hole" and ultraviolet radiation and the destruction being done to the earth. Scientists believe the expanding ozone hole, which is centered over Antarctica was caused by Chloroflurocarbons. CFCs are released into the environment through such sources as spray cans , air conditioners, factories, refrigerants and cleaning products. CFCs are dangerous to the atmosphere because after they are released into the environment, the sunlight breaks down the compound. The chlorine molecules react with the ozone molecules by permanently breaking down the molecule, thus diminishing the ozone layer. This rise poses a major threat environment. In 1985, in Vienna and in 1987 in Montreal, a Protocol was signed proposing the gradual termination of use of CFCs over the decades. A dramatic reduction in the use of CFCs was agreed on. Regulations to limit the production of

The Impact of the Fast Food Industry on America Essay -- health, diet,

â€Å"In twentieth-century Old Earth, a fast food chain took dead cow meat, fried it in grease, added carcinogens, wrapped it in petroleum-based foam, and sold nine hundred billion units. Human beings. Go figure.† ― Dan Simmons, Hyperion Fast food is the source of obesity in America and causes health and environmental problems throughout the world. Global influences of the fast food industry are shown in the health problems in society today. The cheap production of meat and grains for the fast food industry cause harm to the environment, humans, and animals. The fast food that is consumed is not only bad for the health of people but also for the environment. The fast food industry’s extensive advertising through television, radio, newspapers, billboards, and sponsoring reach all people in a strategy to convince consumers that their food is healthy and available to everyone. Fast food menu’s are based on meat which comes from slaughtered animals that are bred solely for the fast food industry. These animals provide unhealthy, calorie filled, and chemically conditioned contents. Meat is the majority of all food poisoning incidents due to the cheap production methods to get the food to the food to the pub lic at low prices and large portions. The fast food industry causes people to consume large portions of unhealthy food that effects all aspects of life including health and environmental issues that arise from the availability of fast food. Eating unhealthy is something that is known to contribute to weight gain. Knowing what to eat and what not to eat is something most people do not take into consideration when stopping by a fast food restaurant for a convenient meal packed full of calories. Children, teens, and adults are all p... ...ollution from animal breeding and feces. The fast food industry advertises in hope to reach all people and gaining their loyalty. People use food as means to stay full, spend little money, and make themselves happy. Children and adults are all targeted with low prices, catchy songs, and kids meals. Fast food menu’s are based on meat from animals that are bred solely for fast food industries. Fast food is unhealthy, overly portioned, and not worth a life of health problems. Most consumers purchase meat that is the majority of all food poisoning incidents. Eating fast food is cheap methods to get at low prices and large portions. The fast food industry causes people to over eat unhealthy food that effects life of each other as well as animals and the environment. Health and environmental issues arise from the availability, advertisement, and production of fast food.

How the Sun Affects the Weather

ASTR 1020 August 31, 2011 â€Å"How the Sun Affects the Weather† Our sun is a massive nuclear fusion reactor that generates astonishing amounts of energy. The sun is the largest body in our solar system. It has a gravitational pull causing all other objects in the solar system to orbit it. Since the sun is in the neighborhood of the earth this gives the results of a greater gravitational effect on earth. â€Å"Warmth for the planet is provided primarily by the sun’s energy. The rate of energy coming from the sun changes from day to day.At an average distance from the sun 93 million miles† (Ahrens 4). The energy from the sun affects many things here on earth. One of the main things the sun does is warm our planet, including the atmosphere. This energy drives our weather we see daily. Temperature fluctuation the sun generates can be associated to every weather phenomenon on earth and can be traced back to the sun. All planets have an atmosphere, a layer of gases th at surrounds them. The Sun's atmosphere is made up of hydrogen, while Earth's is made up primarily of nitrogen and oxygen.Carbon dioxide, ozone, and other gases are also present. These gases keep our planet warm and protect us from the direct effects of the Sun's radiation. Without this regulation, Earth could not sustain life. To understand the weather you need to understand the layers of the atmosphere. The layers of the atmosphere from the surface rising upward are troposphere, stratosphere, mesosphere, thermosphere, and exosphere. We live in the troposphere layer, this is where the air temperature normally decreases with height, and contains all of the weather we are familiar with.Most of the clouds you see in the sky are found in the troposphere, and this is the layer of the atmosphere we associate with weather. Extending up to 10 miles above Earth's surface, the troposphere contains a variety of gases: water vapor, carbon dioxide, methane, nitrous oxide, and others. These gase s help retain heat, a portion of which is then radiated back to warm the surface of Earth. In the stratosphere is where most of the gas ozone is found. The coldest layer in the atmosphere is the mesosphere and the warmest atmospheric layer is the thermosphere.Then we get to the region where atoms and molecules shoot off into space in the exosphere, which signify the upper limits of our atmosphere. A greenhouse gas in an atmosphere that absorbs and emits radiation withing the thermal infrared range. The primary greenhouse gases in the Earth's atmosphere are water vapor, carbon dioxide, methane, nitrous oxide, and ozone. Greenhouse gases greatly affect the temperature of the Earth; within them, Earth's surface would be on average of about 33 degrees Celsius or 59 degrees Fahrenheit colder than present temperature.The earth being tilted at 23. 5 degrees on its axis and revolving around the sun makes the earth’s heat unevenly giving us different climate and weather. â€Å"The ti lt causes annual variation in the amount of sunlight that strikes the surface as well as variations in the length of time the sun shines at each latitude† (Ahrens 73). The sun heats up the equatorial regions more than the poles, so the earth has to develop circulations to distribute the heat. This keeps the equator from getting hotter and the poles from getting colder.This is the way the earth balances out its unequal distribution of heat. With the earth’s rotation this causes the wind pattern to form east -to-west. Weather as a whole comes down to the universal circulation of cold and hot air. The sun has the greatest impact on the lower stratosphere with the impact of ultraviolet light from the sun assist in changing temperature. â€Å"Lower to mid stratosphere is heated greatly due to the ozone layer†¦ ozone absorbing large quantities of dangerous solar energy†¦ he absorption causes the warmup from 20km to 50k. The middle and upper troposphere is indeed ve ry important for stability processes. The hotter the surface temps and the colder the mid and upper tropospheric temps†¦ the more instability†¦ and the stronger updrafts and stronger storms† (Haywood). Here are several examples: The sun warms up air, the area encompassing this warm air creating a warm front. Many weather developments will occur when a warm front meets up with a cold front.Ocean’s, lakes, and soil surfaces are warmed by the sun causing warm air to rise in the atmosphere. The warm air meets up with colder air causing it to condense and produce clouds that could create hail, snow, or rain. Sun warm up air over the sea near the equator and this warm air will rise creating a cloud. Cold air will then replace the warm air that has lifted and collides creating spiraling turbulence known as a hurricanes. Sun produces warm air then it abruptly turns cold; this creates pressure and uproar which whips up a tornado.Sun warms up the earth’s surface and this warm air will expand and rise, as it rises the air will then cool and descend. This up and down cycle of rising warm air and descending cool air will generate wind. There are many factors when it comes to weather but the main key to the weather equation is the heating from the sun for weather to occur. The sun plays a vital role in our daily lives and weather. Works Cited Ahrens, C. Donald. Meterology Today. Belmont: Brooks/Cole, 2009. 9th ed. Haywood, Lee. Meterologist with WSAV/Instructor ASSU.