Impact of Freezing on Food Essay Example | Topics and Well Written Essays - 750 words

Impact of Freezing on Food - Essay Example While food preserved in many home freezers are held at -10C, commercial freezers are under -18C (0 degrees Fahrenheit). Long-term freezing for commercial purpose requires a constant temperature of -18 C or less. At this low temperature, the growth of micro-organisms is more or less stopped. Deteriorative microbial reactions will still occur, but over a much longer time. In addition, deteriorative enzymatic reactions will still take place during frozen storage (Omafra Staff n. pag. 2005). Though freezing is an effective method of food preservation, freezing can adversely affects the texture of many foods. It should be noted that the texture of nearly all foods is damaged by thawing and re-freezing. It is also important to understand the technology behind freezing. Since water expands when it freezes, cell walls in food especially fruits and vegetables having high water content are often ruptured, resulting in food that is limp or pulpy when thawed. The high starch content in some of the vegetables reduces such damage. Besides less damage is also done if the food is frozen immediately. Hence unfrozen food should be placed in the coldest areas in the refrigrator (Wikipedia n.pag. 2007). Freezing has been a key technology in bringing convenience foods to homes and restaurants. It causes minimal changes in the quality of food in terms of size, shape, texture, color, flavor and microbial load. This is assuming that the freezing process is carried out properly. A key factor during food freezing is how fast we freeze. When food is frozen slowly, the ice crystals formed will be large these large ice crystals are undesirable as they will damage the cell structure especially the non-vegetarian foods like meat and fish. Hence ice formation will result in poor texture and excessive dripping upon thawing. Frozen food must be maintained at the proper temperature at all times. For instance if we take the case of ice creams, it is very sensitive to fluctuations in temperature. In cases of temperature fluctuation, it can cause a defect called sandy texture and the ice cream will in fact taste grainy, as if it contained come kind of granules. These granules are nothing but lactose crystals which naturally occur in milk that is generally dissolved. Temperature fluctuation, however, will cause lactose to crystallize out, imparting sandiness (Institute of Food Technologists n.pag 2005). There are also studies that have done comparative studies on muscle from fresh (unfrozen) and freshly frozen chickens. The results showed that freezing caused small, but detectable changes in eating quality and also that these changes in muscle proteins during freezing depended on freezing rate. Slow freezing resulted in a larger loss of drip on thawing, a larger loss of nitrogenous constituents and nucleic acid derivatives to the drip, and a larger loss of water-holding capacity of meat, than fast freezing. Besides, slow freezing, as compared to fast freezing, increased proteolysis and caused a greater decrease in the adenosine-triphosphatase (ATP) activity of myofibrillar proteins. In addition difference in taste was also noted. The results of this study suggest that rapid freezing preserves the integrity of muscle proteins to a greater extent than slow freezing and there by the quality of fo

Genetically Modified foods Persuasion Essay Essay Example for Free

Genetically Modified foods Persuasion Essay Essay Many are not aware of the ongoing debate of whether or not products in grocery stores across the country should label their products in a way to provide consumer awareness regarding foods containing genetically modified ingredients. One statistic states, â€Å"an estimated sixty to seventy percent of processed foods in grocery stores contain at least one genetically engineered ingredient† (Byrne). This statistic reveals the prevalence of these ingredients found in grocery stores, yet the effects they have on the products Americans consume can be proven very minor. Throughout various studies and research there are countless reasons why labelling these foods can be viewed as unnecessary. Genetically-modified foods should not have to be labeled because of the complex unresolved issues regarding which foods should be labelled, the expensive costs for the resources and technology required of labeling, and the fact that there are no significant differences between genetically modified food and non-genetically modified food. While labelling might seem like a simple process, it has many complex issues that need to be resolved in order to create the necessary standards required to create a beneficial labelling system. What many do not realize is that in order to label these products effectively, we must develop standards that allow the labels to be equally and accurately distributed amongst all genetically modified foods. Certain questions must be answered, such as determining what percentage of genetically modified ingredients there are in a certain product in order for it to be considered for a label. Debates over whether the percentage standards should be . 01% or 1% have been discussed, while other countries such as Japan have a minimum percentage rate of 5% (Byrne). In addition, the decision of labelling products produced from livestock that are fed genetically modified crops remains unanswered. This issue can be found irrelevant due to the fact that there is no difference found in meat, egg, or dairy products derived from GM fed livestock and non-GM fed livestock. Overall, one can see that the idea of labeling genetically modified products is not only difficult, but an extremely controversial and undefined process. Outside of the cost of paper and ink for labelling, the technology required for the labelling of every GM food on the market would result in a significant price increase imposed on both the producer and consumer. An increased cost on food is an unnecessary expenditure that can easily be avoided if there simply was not a labeling policy that required producers to label genetically modified foods. These high costs result from the extensive process of labelling that would begin with the farmer and end with the retailer. This process would need to include very detailed record-keeping and tests that would be required alongside producing the genetically modified foods. Other problems regarding the cost of these labels include the willingness of consumers to buy products containing these ingredients and the increase of costs on these products from the new labelling. Both of these dilemmas result in a negative effect on the manufacturer’s business and their respective products (Carter). All in all, the price increases and substantial costs of creating these special labels would create a negative economic impact on both the buyer and seller. In addition to the unreasonable costs and logistical difficulties posed, the differences between the nutritional content of genetically modified food and the nutritional content of conventionally derived foods are found to be minuscule. Conventional foods can be defined as the crops grown on farms such as corn or sugar using herbicides or pesticides. Throughout various tests on GM foods versus conventional foods, it has been proven that GM foods have no nutritional difference from conventional foods and do not place any greater effect on human health (Lawrence). Furthermore, the FDA already requires foods that do possess a significantly different nutritional value due to modifications must provide labelling that exposes the nutritional changes. Examples of circumstances where these labels would be mandatory are when they contain certain allergens that consumers would not expect or a toxin that could be harmful when excessively consumed is present (Byrne). Labels on foods are used to notify consumers of when they are purchasing foods that are harmful to their health and genetically modified foods do not fall into that category. In short, placing these labels on all genetically modified foods is excessive due to the small differences they carry regarding their nutritional value and content. In conclusion, genetically modified foods should not have to be labeled to a certain degree because of the complex unresolved issues, the expensive costs for the resources and technology required for labeling, and the fact that there are no significant differences between genetically modified foods and conventional foods. These three key points argue that labelling these modified foods would result in undesirable effects on our economy beginning with the producers and ending with the people consuming these foods. Allowing the public to be conscious of when they are consuming these particular products might seem like a reasonable proposition, but the negative outcomes tremendously outweigh the benefits. Works Cited Byrne, P. Labeling of Genetically Engineered Foods. Labeling of Genetically Engineered Foods. Colorado State University, Sept. 2010. Web. 16 Feb. 2014. Carter, C. A. , Gruere, G. P. Mandatory labeling of genetically modified foods: Does it really provide consumer choice?. AgBioForum, 68-70. Web. 16 Feb. 2014. Lawrence, Katherine. GM, Conventional Organic Foods. GM, Conventional Organic Foods. Plant Based Health, 30 Aug. 2010. Web. 16 Feb. 2014.

Voting Behaviour in Nigeria

Voting Behaviour in Nigeria ETHNICITY AND VOTING BEHAVIOUR IN NIGERIA ABSTRACT This paper tried to give a historical discourse about the relationship between ethnicity and voting behavior using Nigeria as its case study. Looking at the early evolution of Nigeria, after the amalgamation of both the northern and southern protectorates during the era of colonialism, one issue that has been mind boggling within the historic-socio-political discourse of Nigeria is the paradigm of ethnicity which many from the academia tend to see it as having a great impact in the way and manner elections are conducting which ultimately affects the voting pattern of the people as well. Using historic-descriptive method in which secondary data are mostly used in order to come up with this correlation between ethnicity and voting behaviour in Nigeria, the study noted that the former has significant impact in the way and manner political leaders are elected or recruited. Key Words: Ethnicity, Voting behaviour, Elections, Nigeria, Ethnic, Elites. INTRODUCTION: Ethnicity has been said to have had significant influence in the voting behaviour of individuals. This is mostly recorded in Africa and some part of Asia, where people tend to vote those who will govern them based on certain pseudo-socio and cultural make up. Hence this study will try to study the causal relationship between ethnicity which will be the independent variable and voting behaviour which is said to be the dependent variable and Nigeria will be the country used as the case for this study. According to scholars, ethnicity defines inequalities in our societies which is crucial to capture ethnic identities. Its attempts lead to influence the behaviors of others and the course of events in the organization in order to protect their self-interests, main priority is their own needs. For instance a voter would have to been of age, a citizen, had to be registered to vote and once their qualifications have been met. Then you have the honor to voting. Expanding on these ideas people assume that there candidate will just win even without leading their vote, which means if you do not vote don’t have the right to criticize your leaders. Political efficiency can be defined as one time influence and effectiveness on politics. So the lack of political efficiency is the thought that won’t make a difference. And to widen their own goals. Behaviour may be seen as political. Naming behavior as political, instead, usually implies a judgment that certain people are gaining so mething at the expense of others or the institution/organization as a whole. However a balance understanding of political behaviour and its consequence is needed. People seem to be self-centered and biased when crested actions as political behaviour. Employees may justify their own political behavior as defending legitimate rights or interests, yet call similar behavior by others ‘playing politics.’ RESEARCH QUESTIONS: The study seeks to ask the following research questions: How has ethnicity been able to influence voting behaviour? Are political parties ethnically aligned so as to influence voting behaviour? OBJECTIVES OF THE STUDY: It is the desire of this study to be able to achieve the following objectives: To explain the causal relationship between ethnicity and voting behaviour pattern. To also know whether ethnic factors tend to affect voting pattern of individuals in the study. As an academic exercise it is the desire of the study to contribute to existing literature about the subject matter which is the causal relationship between ethnicity and voting behaviour. RESEARCH METHODOLOGY: In other to come up with a causal relationship between these two variables, the study will rely on secondary data through which secondary sources such as books, articles, journals, reports from other think tank centers like freedom house, afro-barometer etc. in order to explain the correlation between these two variables. RESEARCH HYPOTHESIS: To examine the extent to which ethnicity can influence voting behavior in Nigerians the study has come up with the following hypothetical statements: H1- Whether Ethnicity influences voting behavior (Thesis Statement) H2- If it does not influence voting behavior (Anti-Thesis Statement) CONCEPTUALIZATION AND OPERATIONALIZATION OF TERMS: Ethnicity: Can be seen as synonyms of races because the usual idea is biological category inherited from generation to generation. Ethnicity is a basic form of identity, talking about were your ancestors came from and ethnicity can be seen as a cultural trade, believes and language, or a group of people who share a common history, language, culture, ethnicity is really culture component that people share and has been developed as identity over time. Also ethnicity refers to shared cultural practices that set apart one group of people from another. Voting Behavior According to ‘Juma’ (2011:22) explains voting behaviour as a set of attitudes and beliefs towards elections at the national as well as, at the local level. They are basically three source political scientist look at in order to analyse why people or voter behave the way they do, why they vote the way they do and why they chose the parties that they do; looking at the result of the election (seeing whose voting for what or women/men voting or generation voting for what) survey work ahead doing some studies of political socialization which is the process by which people gain their political attitudes, political opinions of growing up process and how you want to be the people you are LÄ °TERATURE REVÄ °EW: The study will try to examine what other scholars have written about the two variables, i.e. Ethnicity and Voting behaviour. Ethnicity: Borrowing from Balliber and Wallerstein, who tried to examine the concept of ethnicity in their work regarding the theory of state formation, Bonila Silva, looked at the term ethnicity as a process where by one assert certain distinct attribute aimed at creating and achieveing a sense of communal way of life in the society. While Barth F. sees ethnicity as a situation in which people that live in a distinct community tend to create a distinct identity that differentiates them from other categories of people in the society as well. Horowitz, (1985) note that ethnicity is the core principle of politics within a state which either challenge or serve as a medium of cohesion amongst states in order to reduce the inherent tension within the international system. According Horowitz, ethnicity exerts a strong direct impact on electoral behavior in ethnically-segmented societies, through generating a long-term psychological sense of party loyalty anchoring citizens to parties, where casting a vote becomes an expression of group identity. By implications, other social divisions become subsumed as secondary to ethnicity. VOTING BEHAVIOUR: According to â€Å"Juma â€Å"(2011:22), the term voting behaviour, connotes a collection of attitudes, values and beliefs in which individuals of a given society have towards elections both at the local, national and international level. While Harrop and Miller, using a constructivist paradigm, explained voting behaviour as a pattern of political participation mostly taking place in democratic societies where people react to certain laid down values, principles and beliefs how they choose their leaders. These set of beliefs could be based on age, sex, ethnicity, religion and education. THEORITICAL FRAMEWORK: In order for this study to be able to explain the causal relationship between ethnicity and voting behaviour, the study will adopt the theory of constructivism in order to be able to study this synergy between both the independent and dependent variables. This theory tries to analyse events, issues and phenomena via a sociological perspective and socio-cultural vantage point. Relating this theory to my study, since both variables tend to toe towards studying socio-cultural phenomena, the study would look at how this variants of ethnicity affects voting behaviour. DATA ANALYSIS AND INTERPRETATION: This is the aspect of the study where the researcher will try to test his hypothesis in order to determine the degree of causality between his variables using relevant secondary data as well as information from think-tanks that can be able to measure his variables. After the analysis the researcher will be able to either vilify or corroborate his hypothesis. SUMMARY/CONCLUSION: This is the last phase of the study, where the researcher will be able to come out with a testable statement and conclusion about the findings of his research, make recommendations where necessary and also make suggestions for further study. Drawing from the available data largely drawn from the reports of ‘Afro-barometer’ and ‘Freedom house’, there seem to be a causal relationship between ethnicity and voting behaviour in Nigeria. This is usually attributed to the diverse nature of the Nigerian society in which there are over 450 local languages, in which each ethnic group, wants a stake in the body polity. This ethnic divisions, played a latent role even in the composition of the various political parties in the country in which right from independence to date, none of the political parties actually, have a national outlook, but rather they are all structured and are operated towards ethnic and religious lines. Thus, with this type of party structures in the society, the ‘ethnic’ factor most often influenced, voter’s choice, because most Nigerians, tend to opt for candidates that represent their ethnic origin rather than vote based on merit, ability or to a candidate that w ould provide the needed dividends of good governance. REFERENCES: Allen, H. (2007), How do rules and institutions encourage vote buying, In Schaffer, (2007), The Causes and Consequences of Vote Buying, Lyinne Reiner Publishers, Colorado. Brusco, M. et al. (2004), Vote Buying in Argentina, Latin American Research Review, vol. 39, No. 2, pp. 65-88. Ibrahim, J. (2007), Nigeria’s 2007 Elections: The fitful Path to Democracy, Institute for Peace, Washington D.C. Ifidon, (2003), Transition from Democracy in Nigeria: Toward a Pre-emptive Analysis, African Journal of Political Science, vol. 7, no. 1, pp. 109-128. Jega, A. (2007), Elections and the future of Democracy in Nigeria, NPSA, Lagos. Michael, B. Lewis, P. (2007), The Durability of Political Goods: Evidence from Nigeria’s New Democracy, Cambridge University Press, New York. Michael B. (2007), Who Votes? Implications for new democracies, available at: http://www.globalbarometer.net/publication.htm accessed: 30th April, 2014.

Depiction of Africa in Heart of Darkness :: Heart Darkness essays

Depiction of Africa in Heart of Darkness Chinua Achebe believes that Joseph Conrad's Heart Of Darkness is racist based on Conrad's descriptions of Africa and it's people. Achebe, author of Things Fall Apart, stresses Conrad's depiction of Africa as the antithesis of Europe and civilization, and the animal imagery present throughout the novella. Heart of Darkness, written in 1899 during the period of British Imperialism, concerns a British trading company and their expedition into the Congo for ivory. The African natives are treated brutally by the Europeans, and despite Conrad's casual condescension towards the Africans, one cannot help feeling resentment at the unnecessary cruelty they must endure. The novella stands as a document against the imperialist practices -- Conrad was quite liberal for the time. The natives are referred to as "savages" several times throughout the story, but Conrad is not using any particularly strong words for the time. The European audiences who would be reading would not find anything racist about it. By today's more sensitive standards, such deference is more serious, but turn-of-the-century England was sure to expect far harsher. Educated people reading Conrad's novel should understand the differences between the past and the present, and be forgiving of his language. The deeper the expedition progressed into the center of the continent, the more isolation was felt by the crew. In a sense, Central Africa IS the antithesis of Western Europe -- it lacks not only the hectic urban structures but also the Social Darwinist attitudes of the time. It is in this remote environment that man must face his true self without any illusions, and the darkness of the human soul is apparent. The uncivilized environment may mock western civilization's refinement, but this is not derogatory towards the jungle, but rather an eye-opener to the European audience. By exhibiting the deeds of the Europeans, their portrayal becomes so negative that they become the savages. Conrad clearly is sympathetic to the plight of the Africans, and any racial epithets, if not accepted by progressives of the time, are not meant as attacks directed at the natives. It should be obvious that Conrad is on their side -- or is this "undermined by the mindlessness of its context and the pretty explicit

Dr Jekyll and Mr Hyde Essay

The famous Dr. Jekyll and Mr Hyde was written by Robert Louis Stevenson and has remained popular ever since its publication in 1886. Robert was born in 1850 and was born in Edinburgh, Scotland. He was brought up a calvalist, however followed the bohemian life style. He married Mrs. Fanny Osbourne in 1880 and supported Priest Dameor who cared for the lepers. Dr Jekyll and Mr Hyde is a rich tale of the duality of mankind and how we are in ‘essence creatures created for good’, however in all of us there is the seed to do bad. The moral of the story is an old biblical one that many Christians recite daily in prayer†¦Ã¢â‚¬â„¢Lead us not into temptation, but deliver us from evil’. This might be one of the reasons Stevenson wrote this book; Jekyll lives a double life of propriety and shame, imprisoned by the moral demands of Victorian society, and so did Stevenson. He too was surrounded by upright, religious and rigid citizens. He was even pressured into studying law at Edinburgh University. This book was written as a horror story. We know this because of the settings and plot. Stevenson wrote the book at the time of many murders in the east of London and the complete ignoring of social values and heartless deeds committed by Mr Hyde are totally in synch with Jack the Ripper and Sherlock Holmes. Mr Hyde represents the exact opposite of what Victorian gentlemen should act and the savageness of his actions is what made the book so scary back then. The story takes place in London during the nineteenth century. The central mood of the novel is one of mystery and terror. Stevenson creates dark settings to create a mood of anticipation and mystery. E.g.’ He was aware of an odd, light’. Mr Hyde only comes out in the dark, foggy night, which subsequently makes the reader suspect mainly sinister intentions and automatically informs the reader that there is an expectation of trouble and something threatening, as the dark brings ominous feelings and terror to the reader. Stevenson changes the weather from regular night to more dark and foggy so that it is almost impossible to see clearly, therefore emphasising the fact through the fog, there is something concealed and surreptitious lurking about which makes the reader feel anxious. Also, he makes the character more evil looking in the dark e.g.’ In the darkness of the night he gave an impression deformity without any namable malformation’. This makes the reader picture a horrific creature that makes them feel defenceless and exposed. Stevenson describes the fog being broken up as a ‘haggard shaft’. This gives the sense of destructiveness and violence. Also the quote ‘swirling wreaths’ gives the sense of death as wreaths is what is placed on-top of a coffin. Finally Stevenson describes the gloomy avenues as ‘mournful re- invasion of darkness’ which gives the sense of decay and obscurity. All these quotes also make the reader feel uneasy and apprehensive. The quotes ‘It seems she was romantically given’ and ‘London from all around very silent’ gives an eerie effect and provides a somewhat peaceful response. These quotes are also examples of emotive language, because they give the reader an emotional response. ‘A certain sinister block’ and ‘tramps slouched’ are both examples of figurative language which gives the reader a precise picture of what is in the setting. The quote ‘tramps slouched’ gives us an unpleasant image of what reality was really like for the poor, making the reader feel uncomfortable as well as sympathetic. As addition to Stevenson using figurative and emotive language, he also uses a wide range of verbs like ‘ragged’ and ‘dingy’ which helps the reader to get a detailed picture of the insecurity and filthiness in which they lived through, and adjectives like ‘ragged children huddled’, which illustrates the fear and torment which even children went through. The quotes ‘low growl of London’ and ‘city in a nightmare’, all give off the impression that the streets of London at the time were grimy, dangerous, dingy and simply terrifying places to live. Also the word ‘growl’, an example of personification, gives a sense that there is a savage, ruthless and a ferocious monster prowling about London. Finally the metaphor, ‘light of some strange conflagration’, gives a reference hell which makes the reader feel uncomfortable. Even though there are many quotes referring to the struggles of Victorian society, there are on the other hand several quotes which describe the other side of Victorian society which was entirely different. For example, ‘bachelor house’, ‘close by the fire’ and ‘gratefully to bed’, all give off a cosy, warm, safe and welcoming impression. So yet again we have another contrast of the rich, warm, safe Victorian residence to the poor, insecure and generally tough Victorian slums. This shows that if you were rich you could use the power whatever way you like, however if you were poor, you were trapped in a world of poverty and in a sense of revulsion. There are three main characters in the novel, Dr Henry Jekyll, Edward Hyde and Mr Utterson. Dr. Henry Jekyll is a prominent middle- aged doctor and throughout the novel he is physically described as both ‘tall’ and ‘handsome’. He is also extremely wealthy and by all who him, he is described as well respected and proper. For example, Stevenson describes Jekyll as a ‘entertainer’ and a person known for ‘charities’ which gives the impression that Jekyll is a warm, pleasant, middle class gentleman. In the book, his voice is only heard in the concluding chapter (Henry Jekyll’s full statement of the case), only after being described through the lens of Utterson, Lanyon, Poole and Enfield. The doctor’s belief that within each Human- being exists two countering forces, good and evil, leads to his experiments to try to separate the two. This however, was not done merely for scientific reasons, but also because he enjoyed escaping the confines of the respectable guise of Dr. Jekyll. The quote which illustrates this is ‘The transformation was succeeded by a sense of joy’. This also suggests that people didn’t know what was right and what was wrong and would do and ask questions later. Also in the book he is described as ‘less distinguished for religion’, which suggests he too questioned Christianity like many other people of his time. For example, Darwin challenged religion as he came up with the theory that we evolved from monkeys which would mean the world wasn’t made is seven days. Edward Hyde is a ‘small’, ‘deformed’, ‘disgusting’ young man (much younger than Dr Jekyll) that is devoid of an apparent profession. Also the quote ‘deformed’ illustrates that some Victorians disliked and rejected disabled people. Stevenson describes Hyde as ‘callous’ and ‘violent’ and ‘a murderous mixture of timidly and boldness’, which gives the impression Hyde is a fierce, ruthless, brutal monster. Despite the many descriptions of the horror that Edward Hyde invokes (by Lanyon, Utterson and Enfield), we are never told in detail precisely why or what features are so disgusting to observers, which emphasises the fact the novel was made in the time where phrenology (judging someone by their appearance) was the key to knowing if someone was good or evil. Hyde is also often compared to animals e.g.’ snarled’, implying that he is not a fully evolved Human- Being. Another factor which suggests he is compared to animals is the fact he only menaces society at night e.g. trampling a girl in the street and murdering Sir Danvers Carew, which relates him to rodents and other nocturnal animals. Finally the quote ‘the man seems hardly human’, illustrates the fact Hyde is not a whole and has something missing†¦. Good. Mr Utterson is the narrator of the book and is described as ‘tall’ and ‘loveable’. He is a middle- aged lawyer plus someone that all the characters confide in throughout the novel. As an old friend of Jekyll, he recognises the changes and strange occurrences that centre around both Jekyll and Hyde. Stevenson describes Utterson as a ‘reliable’ and ‘Modest man’ which suggests he is perhaps the most circumspect and respected character in the book; therefore, it is significant that we view the crimes of Hyde through his observant frame. However, when Utterson discovers Hyde’s body in a red cabinet, instead of reporting it to the police he precedes in reading a letter addressed to him, which suggests he is more interested in his social status than solving the mystery. The quotes ‘his friendship seemed to be founded in a similar catholicity of a good nature’ and ‘his friends were those of his own blood or those who he had seen the longest’, illustrates the fact he is insular, biased and narrow-minded. Knowing this makes the reader question if the story is told accurately and truthfully. The thing I noticed about this novel is that all the women are either victims or maids. E.g. the girl who got trampled on, the maid who witnessed the murder of Sir Danvers Carew and the house maid. This suggests that the middle class Victorian society were very sexist. However, if a Victorian was to read a modern day horror story, they would probably come up with the same conclusion, as the majority of victims in today’s horror stories are women. The strange case of Dr Jekyll and Mr Hyde is typical of the horror genre as it has many factors in which we would expect to see in a horror story today. For example, the story is mainly set at night, there are victims and most importantly the evil character is punished at the end of the novel. Mr Utterson is the narrator of the book and we are told the story through his eyes and told as though it’s true. This contributes to the element of suspense as we only know what Utterson knows. Suspense is also built up as Stevenson writes as if there is a final explanation as to whom the mystery figure is but doesn’t let on and instead lets the suspense build. He occasionally allows a small amount of information out just to whet the appetites and keep up an atmosphere of mystery and confusion. For example, at the end of chapter five (Incident of the letter), Utterson says ‘Henry Jekyll forge for a murderer’. Not only does this make you wonder who the murderer is, but it also makes the reader want to read on. This atmosphere, one of controlled suspense, gradual building up of a sense of horror and destruction is achieved through a slow accumulation of unemotional detail, as this leaves the reader wondering what the characters are like and what they might do . I believe horror stories today do still follow a similar pattern, in the fact people who do bad deeds are usually punished, they are packed with suspense and often include someone trying to solve the mystery or catch the villain or monster, which in our case is Mr Utterson. However, the major difference in more recent examples of the genre is the tendency to locate the monstrous squarely within the normal, rather than presenting it as a threatening creature, such as Mr Hyde and Frankenstein, all made by individuals. Alfred Hitchcock had in fact changed this direction of the horror genre in 1960 with Psycho; the movie not only presented its most frightening moment, the shower murder, it also suggested that horror resides in everyday life rather than in alternative worlds of the supernatural or the gothic. Finally, the recent so called ‘slice and dice’ films, such as Halloween, and ‘living dead’ movies such as the ‘night of the living dead’ are demonstrations of how contemporary special effects technology can depict increasingly gruesome and imaginative dismemberment and mutilation usually at the expense of character, plot and theme. Even though these are all films, we can still see how there is a greater desire for horror stories which are related to everyday occurrences or objects. In Dr Jekyll and Mr Hyde, Robert Louis Stevenson illustrates the devastating effects of meddling with God’s creation and how our negative and evil desires and urges can overtake our original selves until we lose touch of who we once represented. Furthermore, Dr Jekyll’s desire and addiction to temporarily alter his existence results ultimately in his deadly demise. Jekyll and Hyde demonstrates how innocent curiosity about the darker sides of our nature can soon get out of hand and how evil is compulsive and how evil can so easily take control of the good. Stevenson has used Jekyll and Hyde to show that everyone has good and evil inside them. He portrays this very well by using the setting to portray good and evil e.g. dingy street and a grand residence. He also makes a very important point which is relevant today as it was in the nineteenth century. This is that bottled antisocialable behaviour can lead to sudden violent outpourings, such as seen in Hyde’s murder of Sir Danvers Carew. In Victorian society no one questioned God so the idea of something happening which isn’t controlled by God would be unusual. Also electricity had only just been invented so people were quite wary about the things science could do. I think the main theme in the book is duality and how London is split into good and evil, rich and poor, scientific fact and experimenting new ideas. The final point I wish to mention is how they kept secrets. On the outside people were warm and inviting, however inside, people kept intimate secrets, such as dealing with drugs, alcohol and prostitution. I believe this was probably due to the fact there wasn’t much pleasure in this type of life. There are many morals included in Dr Jekyll and Mr Hyde; however there are two main morals which stand out, one straight forward moral and a more complex moral. The straight forward moral is that if you do bad deeds you will be punished and also how addiction can lead to violence and how violence can lead to murder. The more complex moral, however is about the appeal of being Mr Hyde. Because Mr Hyde is described and talked about so much, he is probably the most interesting and exciting character in the book, which turns the straight forward moral on it’s head and makes Hyde the most appealing character in the novel. I believe the relevance of Dr Jekyll and Mr Hyde has changed considerably over the last hundred years. The main difference is that the Victorians saw this book religiously, however now when we read this book we think it’s about personal weakness and how addiction can lead to evil. A Victorian also wouldn’t see the relevance of drugs and alcohol in this book, nor would they understand the relevance of addiction and what effect it has. Some may say that as humans, we wear masks. Not real masks, but masks that cover up our true personality showing our good side around our friends and our bad side around our family. These are great examples of man’s fight in duality; our good side is always competing against our evil side, resulting in our duality, our fight over good verses evil. In this story, Doctor Jekyll is a regular scientist with the same feelings as every other human being; Mr. Hyde is a manifestation of Doctor Jekyll’s evil side and as a result, he is able to commit murder without any guilt. In the end, the evil manifestation won, taking completely over the Doctor’s body. The fight between good and evil is over! Finally, I believe the strange case of Dr Jekyll and Mr. Hyde is about how Dr Jekyll struggles to decide either to do the right thing and be a good citizen, or to do the thing Dr Jekyll desires the most and to be Mr. Hyde which he knows is wrong.

King Affonso I of Congo - His life, Accomplishments, and Importance of his Anti-slavery work

King Affonso I of Congo - His life, Accomplishments, and Importance of his Anti-slavery work King Affonso I, the venerated king of Congo, is one of the most influential and groundbreaking characters in the history of Africa. Once he converted to Christianity and became king, Affonso realized the abhorrence of slavery withing his state, for it was completely destroying his country through depopulation. Consequently, he sent a letter to King John of Portugal in 1526, outlining his hopes to eradicate Portugese influence upon his country. Ultimately, King Affonso I of Congo proves to be one of the most innovative modern-day thinkers of his time, for during his captivating life, he was the forerunner in the abolition of slavery, all of which was outlined in his letter to King John of Portugal.King Affonso I of Congo, known as the "people's king," was a man who saw his country not as a group of separate cultures, but rather, as a unified nation (Billings 22). When he was crowned king, he changed his name from Nzinga Mbemba to King Affonso I, hoping to indicate his newfound faith a nd power.Congo CockatooWhen the New World was discovered, a new labor force was needed to grow the cash crops, especially sugar cane in the Carribean. The Portuguese began to negotiate with King Affonso of Congo, convincing him that the slave trade would make him very profitable. King Affonso agreed and the slave trade began. The trade began as thousands of slaves were shipped to the Carribean in the first year, escalating to millions shortly thereafter. However, Affonso soon realized that the immense exportation of slaves had gotten out of hand, for the Portugese began trading with the chiefs instead of him directly, thus undermining his authority. Additionally, when he was converted to Christianity in 1525 A.D, he realized the violation of human rights which his people experienced. Furthermore, in 1526...

Ethics in Healthcare Essay Essays

Ethics in Healthcare Essay Essays Ethics in Healthcare Essay Essay Ethics in Healthcare Essay Essay Healthcare is a diverse field with many fortes. but a commonalty in all facets is provider’s moralss. Ethical motives means following the criterions and guidelines set by establishments as it relates to occupation responsibilities. professional behaviour. and patients. The determinations made by healthcare professionals. be it physicians. nurses or medical staff. affect existent people and may intend the difference between life and decease. The wellness and public assistance of patients. along with the really serious facet of intervention facilitation. requires that ethical criterions be followed every measure of the manner for the wellness attention professional. Following ethic issues will give us a comprehensive position of what it means and how it applies to the health care industry. Healthcare professionals follow moralss from how medical guidelines are set. how moralss can go legal issues. and ethical effects on forbearance. Puting of Guidelines The scenes of guidelines differ from installation to installation. but the nucleus values are the same. â€Å"Guidelines are normally produced at national or international degrees by medical associations or governmental organic structures. such as the US Agency for Healthcare Research and Quality. Local health care suppliers may bring forth their ain set of guidelines or accommodate them from bing top-level guidelines. † ( Guidelines A ; recommendations. n. d. ) â€Å"Clinical pattern guidelines are consistently developed statements to help practician and patient determinations about appropriate wellness attention for specific clinical fortunes. † ( Institute of Medicine. 1990 ) . Such paperss have been in usage for 1000s of old ages during the full history of medical specialty. ( Wikipedia ) Clinical protocol is a predefined written procedural method in the design and execution of experiments. † Protocols are written whenever it is desirable to standardise a research lab method to guarantee successful reproduction of consequences by others in the same research lab or by other research labs. Detailed protocols besides facilitate the appraisal of consequences through equal reappraisal. In add-on to detailed processs and lists of needed equipment and instruments. protocols frequently include information on safety safeguards. the computation of consequences and coverage criterions. including statistical analysis and regulations for predefining and documenting excluded informations to avoid prejudice. † ( Wikipedia ) All facets of guidelines all have a signifier of moralss that follow. Ethical motives Groups There are many different moralss groups in health care. Ethical motives groups improve patient attention and the wellness of the populace by analyzing and advancing physician professionalism. The Ethics groups are organized into three parts: as stated by ( AMA ) Council on Ethical and Judicial Affairs ( CEJA ) . which promotes attachment to the professional ethical criterions set out in the Code through its judicial map. Ethical motives Resource Center. which provides pupils and doctors with the indispensable tools and accomplishments to turn to ethical challenges in a altering wellness attention environment. and the Institute for Ethics which is an academic research centre unambiguously situated in the nation’s largest professional association of doctors. All these different groups listed supra. advance moralss in health care. Another ethic that consequence patients is the Health Insurance Portability and Accountability Act ( HIPPA ) . As stated by ( AMA ) â€Å"Created in 1 996 ( HIPPA ) provides the ability to reassign and go on wellness insurance coverage for 1000000s of American workers and their households when they change or lose their occupations ; Reduces wellness attention fraud and maltreatment ; mandates industry-wide criterions for wellness attention information on electronic charge and other procedures ; and requires the protection and confidential handling of protected wellness information. † So many different parts of moralss that consequence patients seem ceaseless but all these things are set in topographic point to assist patients. but when do these moralss go excessively far? When do they go legal issues? Ethical motives codifications and policies of installations can turn incorrect fast and one person’s position alteration others as things go amiss and it becomes a legal issue. An illustration of moralss going a legal issue is a Texas jurisprudence that says vital intervention can non be withdrawn from a pregnant patient. regardless of her end-of-life wants. Recently there was a Texas adult female who was encephalon dead and pregnant. She and her hubby both paramedics. between each other. did non desire to be kept alive by machines in this type of state of affairs. The infirmary applied the jurisprudence cited above. but is this the right type of moralss regulating infirmaries? Larry Thompson. a state’s lawyer reasoning on behalf of the infirmary stated the infirmary was seeking to protect the rights of the foetus as it believed Texas jurisprudence instructed it to make. ( Urbanski. D. 2014 ) Keeping a dead organic structure alive with a foetus that had slim to no opportunity at life. where do moralss come in? Are moralss more of a personal belief or sentiment of some? Ethical Codes Ethical motives codifications help standardise the quality of moralss in healthcare field. The Code of Medical Ethical motives made by the American Medical Association ( AMA ) which was founded in 1847 nem con adopted the world’s first national codification of professional moralss in medical specialty. Since that clip it has been the important moralss usher for practising doctors. â€Å"The Code articulates the digesting values of medical specialty as a profession. As a statement of the values to which doctors commit themselves separately and jointly. the Code is a standard for medical specialty as a professional community. It defines medicine’s unity and the beginning of the profession’s authorization to self-regulate. † ( AMA ) This codification has set the guidelines for the medical industry. The Hippocratic Oath besides shows how guidelines are set in medical specialty. Hippocratic Oath is an curse historically taken by physicians and other health care professionals cursing to pattern medical specialty candidly. There have been ethical guidelines in medical specialty a long clip. the â€Å"Hippocratic curse was written in fifth century BC. † ( Tyson. 2001 ) Such paperss have been in usage for 1000s of old ages during the full history of medical specialty. Each medical installation has their ain ethical guidelines to follow and it plays an of import function in health care and plays a function on patients. The last codification is the National Association for Healthcare Quality ( NAHQ ) . NAHQ’s ( 2011 ) Maintains active personal and professional development plans in the field of healthcare quality and exhibits a wide scope of cognition creates and supports an environment that Fosters teamwork. emphasizes quality. recognizes the client. and promotes larning maintains a committedness to the betterment of the professional through engagement in. and active support of. the local. province. and national professional organisations references concerns and takes formal actions to decide or describe the unethical or questionable patterns to the appropriate channels. ( Code of Ethics for Healthcare Quality Professionals. n. d. ) Decision In drumhead. moralss have effects on how medical guidelines are set. how moralss can go legal issues. and ethical effects on patients. Every portion of health care moralss plays an of import function in the procedure. Decisions of installations. suppliers. and patients are all impacted by moralss. Medical professionals must follow ethical guidelines and be cognizant of legal issues. and ethical effects on forbearance. The determinations made by healthcare professionals. be it physicians. nurses or medical staff. affect existent people and may intend the difference between life and decease. The wellness and public assistance of patients. along with the really serious facet of intervention facilitation. requires that ethical criterions be followed every measure of the manner for the healthcare professional. Mentions ( AMA ) Code of medical moralss. ( n. d. ) . Retrieved fromhypertext transfer protocol: //www. ama-assn. org/ama/pub/physician-resources/medical-ethics/code-medical-ethics. page American medical association ( AMA ) -Council on ethical and judicial personal businesss. ( n. d. ) . Retrieved from hypertext transfer protocol: //www. ama-assn. org/ama/pub/about-ama/our-people/ama-councils/council-ethical-judicial-affairs. page ( AMA ) Ethics resource centre. ( n. d. ) . Retrieved from hypertext transfer protocol: //www. ama-assn. org/ama/pub/physician-resources/medical-ethics/about-ethics-group/ethics-resource-center. page ( AMA ) Health insurance portability and answerability act. ( n. d. ) . Retrieved from hypertext transfer protocol: //www. ama-assn. org/ama/pub/physician-resources/solutions-managing-your-practice/coding-billing-insurance/hipaahealth-insurance-portability-accountability-act. page Guidelines A ; recommendations. ( n. d. ) . Retrieved from hypertext transfer protocol: //www. ahrq. gov/professionals/clinicians-providers/guidelines-recommendations/index. hypertext markup language ( NAHQ ) Code of moralss and criterions of pattern for healthcare quality professionals. ( p. 3 n. d. ) . Retrieved from hypertext transfer protocol: //www. nahq. org/uploads/files/about/codestandards. pdf National institute of wellness -Clinical pattern guidelines. ( n. d. ) as cited by ( Institute for medical specialty. 1990 ) Retrieved from hypertext transfer protocol: //nccam. National Institutes of Health. gov/health/providers/clinicalpractice. hypertext markup language Protocol ( natural scientific disciplines ) . ( n. d. ) . Retrieved from hypertext transfer protocol: //en. wikipedia. org/wiki/Clinical_trial_protocol Tyson. P. ( n. d. ) . The Hippocratic Oath today. Retrieved from hypertext transfer protocol: //www. phosphate buffer solution. org/wgbh/nova/body/hippocratic-oath-today. hypertext markup language Urbanski. D. ( 2014. 01 26 ) . Family: Pregnant and brain-dead Texas adult female removed from life support. . Retrieved from hypertext transfer protocol: //www. theblaze. com/stories/2014/01/26/family-pregnant-and-brain-dead-texas-woman-removed-from-life-support/

Hermes, God of the Word

Hermes, God of the Word Hermes, God of the Word Hermes, God of the Word By Maeve Maddox In Greek myth Hermes [hà »rmÄ“z], son of Zeus [zÃ… «s] and Maia [mÄ Ã‰â„¢, mÄ «Ã‰â„¢], was not just the patron god of thieves, merchants, and boundaries. He was also a god of science, art, speech, eloquence, and writing. Hermesson of Zeus and Maia, which is, of mind and sense. For the word is engendered from mind and sense. On account of this they also make him winged, as if to be swift. For nothing is swifter than a word. And [that is why] Homer [says] winged words. Suidas [syÃ… «Ã„ ­dÉ™s], Greek lexicographer. Hermes and the goddess Aphrodite [ÄÆ'frÉ™dÄ «tÄ“] had a son whose name is a combination of theirs: Hermaphroditos [hÉ™r-mÄÆ'frÉ™-dÄ «tÉ™s]. According to Ovid in his Metamorphoses, this son of Hermes was attacked and raped by an unconventional naiad (female nature spirit) named Salmacis. The attackers prayer that they not be parted resulted in the permanent fusion of their two bodies. Most of the stories in Metamorphoses[mÄ•tÉ™-mà ´rfÃ… -sÄ“z] are retellings of traditional tales, but Ovid probably made up the story about Salmacis [sÄÆ'l-mÄ sÄ ­s]. Another name for Hermes, or a perhaps a god derived from him, is Hermes Trismegistus[trÄ ­smÉ™-jÄ ­stÉ™s, trÄ ­z-] Hermes Thrice-blessed. This concept of Hermes was a combination of the Greek god and Thoth [thÃ… th, tÃ… t], the Egyptian god of wisdom. Various magical and alchemical writings came to be associated with Hermes Trismegistus who, it was believed, invented a magic seal to keep air out of vessels containing magical compounds. We owe several English words to Hermes: herm [hà »rm] a four-sided pillar used to mark boundaries. Sometimes it was surmounted by the head of the god. hermetic [hÉ™r-mÄ•tÄ ­k] an adjective meaning airtight or impervious to outside influences. The adverb is hermetically. The word is used both literally and figuratively: The scientist closed the flask with a hermetic seal. The survivalist compound was a a hermetic community, insulated from the world at large. hermeneutic [hà »rmÉ™-nÃ… «tÄ ­k] from Greek words meaning interpreter and to interpret. A hermeneutic approach to literature would seek meaning according to methodological principles of interpretation and explanation. hermeneutics [hà »rmÉ™-nÃ… «tÄ ­ks] from the same source as hermeneutic, deriving ultimately from Hermes in his capacity of patron of speech, writing, and eloquence. Hermeneutics is the methodological study of the Bible according to certain established principles of interpretation. Hermione [hÉ™rmÄ «Ã‰â„¢nÄ“] the feminine form of the name Hermes. hermaphrodite [hÉ™r-mÄÆ'frÉ™-dÄ «t] one sense of the word is an abnormal human being who combines male and female reproductive organs in the same body. In science, hermaphrodites are plants or animals for which it is normal for both male and female reproductive parts to exist on the same individual. By extension, hermaphrodite may be applied to inanimate objects that combines disparate parts, for example, a hermaphrodite brig. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:Direct and Indirect Objects50 Idioms About Arms, Hands, and FingersBail Out vs. Bale Out

My Communication Style Essay Example | Topics and Well Written Essays - 500 words

My Communication Style - Essay Example Many of the customers possess the communication style of being a questioner and an asserter. As they are on the receiving part, they tend to ask in-depth questions and try to clear out all possible level of queries with the customer service representative. Some customers are harsh and some are cool and patient. Different types of customers need to be dealt according to their nature of questions. At the end of the day, there are certain goals and objective that I have to accomplish and be accountable to my management. Hence to achieve these goals I need to constantly improvise my communication skills. At certain times, some difficulties may lead to undesirable conversations which may lead to conflicts with the customers. The Perfectionist : While dealing with a perfectionist I would ensure that I give in all the details and also accomplish all my goals while dealing with customers. Since the perfectionist wants detail oriented conversation, all details would be provided The Achiever: When an achiever style of communication comes forward, as I too am an achiever, the conversation would be enjoyable as well as logical. As both the customer and I would be clear and logical on whatever is being communicated. The Romantic: While dealing with a Romantic style communication of the customer, I would make the customer talk more about their feelings and perceptions about the product or service so that they feel motivated and feel important during conversation. The Observer: I would ask the Observer style of customer to clear their queries as such customers do not share their feelings. Being an achiever, I would ask them to share their though process and convey my opinions accordingly. The Questioner: I would communicate with a style that is not confusing and in which the customer does not have any doubts because such customers are very particular about

The Olympus corporate scandal of 2011 Research Paper

The Olympus corporate scandal of 2011 - Research Paper Example From the research it can be comprehended that a corporate body has a distinct legal status and has characteristics and liabilities that are separate from those of its members. It has the right to exist for indefinite period of time. New corporations are created after having them registered and their main purpose is to conduct business and commerce. A corporate body can be owned by two or more individuals who form a partnership with an agreement among themselves to share profits and losses in a pre-determined ratio. A partner can have limited or unlimited liability. A limited liability partner is one whose responsibility for company’s debts is limited only to the amount of his capital contribution. Unlimited liability means when a company is declared bankrupt, then the partner’s personal assets can be seized to clear the debts. All corporate bodies have some common purposes. A corporation garners the interests and funds of its owners to serve the interests of the public. It shall ensure fair profits for its partners but not by endangering the stake of other shareholders. Every corporate body needs to satisfy the needs of the current generation and at the same time must have an insight into the needs of future generations. A corporate body must perform its activities in a legal and ethical manner. The success of a corporate body depends mostly upon the performance of its management personnel. The management should apply proper strategy and innovations in their performance to bring in more profits on a sustained basis for the organisation by improving the performance of the employees and also by encouraging efficient contribution by those who contribute. Performance management works in combination with corporate management in service

STRATEGIC MANAGEMENT Essay Example | Topics and Well Written Essays - 500 words - 1

STRATEGIC MANAGEMENT - Essay Example This usually happens when the organization is not in a position to manage the human resources or due to the worse business condition or depression in the economy. The termination of the employees from the organization is an emotional event for all the employees who are thrown out of the organization and who are still working in the organization. This is a major problem faced by the people in the economy as due to the worse economic recession. Many reputed firms were forced to put their talent employees due to this reason. This made the employees to lose their trust on the organization and this lead to low productivity in the organization. This also led to the decrease in employee morale. The important measure that has to be taken for this is to make employees aware about the reason for what they are being moved out from the organization. The â€Å"guidelines will help companies handle layoffs in a way that affords dignity to those let go and reassures survivors that the downsizing decision wasnt made arbitrarily† (Robbins, 2009, para.2). This will help in creating a positive attitude among the employees towards the organization. This will create an optimistic approach among the employees and will increase the overall productivity if the employees. Special care has to be given on those employees who still have a fear in their mind that they might lose their job. This fear will decrease the productivity of the employees. It is the responsibility of the organization to remove the fear and make the employees to be productive at his best. Manager should often communicate with the employees regarding the work performance and necessary instructions have to be given for increasing their productivity. â€Å"Discussing and acknowledging the companys position is the first step to keeping people involved — and co mmitted to solving problems they understand† (Robbins, 2009, para.3). When the company realizes that the layoff is important then prior

Who is above the law Essay Example | Topics and Well Written Essays - 500 words

Who is above the law - Essay Example The Rule of Law is unarguably the cornerstone of a democratic society and its’ basic tenet is the acknowledgement that the law is supreme. The law itself reflects the will of the citizens, and the judiciary is authorized to hold all government officials accountable for their actions. It is encapsulated in the conviction that â€Å"no man is above the law† (Dicey, qtd. in Li). Its’ major principles are (a) The law is the regulator of government power. (b) All men are equal before the law. (c) The law is based on a judicial system which uses fair, transparent, consistent and documented procedures and decisions. In certain circumstances, individuals are held to be free from liability to answer to the law. This legal status is referred to as ‘immunity from the law,’ and includes: diplomatic immunity, conferred on government representatives on foreign soil; sovereign immunity, which originated with kings and now includes the federal government and its’ officials; judicial immunity, which protects a judge from liability for his decisions. Immunity is also extended to witnesses in exchange for their assistance during a trial (Criminal Law Web site). As a rule, officials are granted ‘qualified immunity,’ which shields them from prosecution when they act in good faith. The advocates of immunity allege that it is essential to shield government officials from the law, so that they can execute their duties and make decisions based on the evaluation of the common good, without being influenced by the need to protect themselves from prosecution. Other arguments are the heavy costs of litigation against officials, the distraction of officials from their duties, their hesitancy to exercise independent judgment and the discouragement of capable people from joining government service (everything2 Web site). Contrary to the above arguments, it is only when every government

Environmental science Movie Review Example | Topics and Well Written Essays - 500 words

Environmental science - Movie Review Example d solutions for environmental issues are depicted through aerial shots of natural and urban landscapes across several countries.  The documentary argues  that the more the earth develops the more natural resources it consumes. Building and population boom in urban China, industrial production in the U.S., the lack of potable water in India, and deforestation in Borneo are some of the issues covered. In South Korea, New York, and Costa Rica, forest management programs are being implemented. In addition, Mumbai, New Zealand, and Austria among other countries have agreed to develop renewable energy sources like windmill and solar panels. This documentary makes us aware of  the environments problems and the different solutions offered by environment science.  We are shown that water, soil, wind, and sun work together to create life. Environmental scientists are encouraged to  improve existing technologies  in renewable energy sources and develop new ways of harnessing energy from the  earth. As whats stated in the documentary - "Whats important is what remains [on earth]."  Ã‚  Ã‚  Ã‚  Ã‚   This documentary depicts different scenarios that could result from increases in world temperature. The documentary was filled with weather footages and special effects that illustrate the harmful effects of global warming. Alec Baldwin guides the audience through his narration of the changes in temperature and the accompanying effect in oceans, disasters, and everyday climate. Environmental events believed to have resulted from global warming are also presented.    The documentary used real-world examples of environmental changes to portray how changes in earth’s temperature affect the environment. A place in England now grows wine-quality grapes which were not possible a few years back. The metal-protected houses in Paris led to several thousands dead when a heat wave occurred. All these real-world examples show the harmful effects of increasing earth temperature. The documentary

Why did the Soviet Union collapse Essay Example | Topics and Well Written Essays - 1250 words

Why did the Soviet Union collapse - Essay Example The Union of Soviet Socialist Republics was founded in the year of 1922 after the Bolshevik Revolution. The USSR had a great impact on the political affairs of the world ever since but could not maintain this impact after its downfall. The Soviet Union underwent a rapid collapse in the late twentieth century which was inevitable due to the policies and conditions that Russia was undergoing in these times. After the World War II the Soviet Union turned out to be a super power which was becoming a threat for the United States and for this reason many blame the United States to be the main cause of Russian collapse. The Soviet power was never able to expand much under the influence of the U.S agenda. It was under the leadership of Mikhail Gorbachev that Russia began to undergo a political change which could not be handled and thus led to a political turmoil. The United States itself did not play a direct role in the collapse of Soviet Union but it did play an indirect role in the collap se. This essay would further revolve around the factors which led to the collapse of the Soviet Union (Watson 1998; Weiss 2009). To understand the massive collapse of the Soviet Union one has to understand the basic principles on which the country was made. From a historical point of view it can be seen that the Soviet Union consisted of people belonging to different ethnicities and races. The political ideology of the country was based on the principles of communism in accordance to the theories laid down by Karl Marx. The Communist party was leading the government offices in Soviet Union and the leaders in the party were following a level known as ‘nomenklatura’ which helped them to access the resources of the state as they wished to (McCauley 2001 p. 86). A variety of factors led to the fall of the Communist State which have formed a debate amongst the historians. Many believe the sole factor of Afghanistan was enough to collapse the Soviet Union whereas opponents ar gue that a lot of other factors came into play along with the Afghanistan war which led to the collapse of the state. The major reasons for the collapse of the Soviet Union are cited as the Afghan intervention, the role of Poland, the varying prices of oil in the world and the reaction of the minorities to the government (Usitalo & Whisenhunt 2008). It has been found that the Soviet Union always had a conflict of interest with the West and this is the reason because of which the leaders had always aimed to excel from the west. The domestic problems along with the structural problems were the internal problems that the Union was facing because of which it underwent a political unrest. Tilly defines the collapse of the Soviet Union in the following words [O]ne of Europe’s more peculiar revolutions: the shattering of an empire and the dismantling of its central structure without the direct impact of a war . . . the costly stalemate in Afghanistan, itself a product of a hugely ex pensive Cold War with the United States, provided the closest equivalent to those earlier empire-ending wars† (Tilly 1993 p 231). In December 1991 the Soviet Union collapsed into fifteen independent countries. The West was victorious in disintegrating the nation and considered the collapse as a victory of capitalism over socialism. After the creation of Soviet Union it was seen that the leaders were implementing a plan through which they could unite all the nations of the Soviet Republic. To carry out such a plan the assimilation process began and Russian was taught to everyone. However more than fifty percent of the population living in the Soviet Union belonged to non Russian back grounds and it became difficult for them to assimilate with the newly laid principles. The economic policies of the state also failed which can be witnessed in the arms race that they had with the United States. The arms race with United States led to an economic turmoil for the country itself beca use of which they finally collapsed. The last leader of the country

Who is above the law Essay Example | Topics and Well Written Essays - 500 words

Who is above the law - Essay Example The Rule of Law is unarguably the cornerstone of a democratic society and its’ basic tenet is the acknowledgement that the law is supreme. The law itself reflects the will of the citizens, and the judiciary is authorized to hold all government officials accountable for their actions. It is encapsulated in the conviction that â€Å"no man is above the law† (Dicey, qtd. in Li). Its’ major principles are (a) The law is the regulator of government power. (b) All men are equal before the law. (c) The law is based on a judicial system which uses fair, transparent, consistent and documented procedures and decisions. In certain circumstances, individuals are held to be free from liability to answer to the law. This legal status is referred to as ‘immunity from the law,’ and includes: diplomatic immunity, conferred on government representatives on foreign soil; sovereign immunity, which originated with kings and now includes the federal government and its’ officials; judicial immunity, which protects a judge from liability for his decisions. Immunity is also extended to witnesses in exchange for their assistance during a trial (Criminal Law Web site). As a rule, officials are granted ‘qualified immunity,’ which shields them from prosecution when they act in good faith. The advocates of immunity allege that it is essential to shield government officials from the law, so that they can execute their duties and make decisions based on the evaluation of the common good, without being influenced by the need to protect themselves from prosecution. Other arguments are the heavy costs of litigation against officials, the distraction of officials from their duties, their hesitancy to exercise independent judgment and the discouragement of capable people from joining government service (everything2 Web site). Contrary to the above arguments, it is only when every government

Why did the Soviet Union collapse Essay Example | Topics and Well Written Essays - 1250 words

Why did the Soviet Union collapse - Essay Example The Union of Soviet Socialist Republics was founded in the year of 1922 after the Bolshevik Revolution. The USSR had a great impact on the political affairs of the world ever since but could not maintain this impact after its downfall. The Soviet Union underwent a rapid collapse in the late twentieth century which was inevitable due to the policies and conditions that Russia was undergoing in these times. After the World War II the Soviet Union turned out to be a super power which was becoming a threat for the United States and for this reason many blame the United States to be the main cause of Russian collapse. The Soviet power was never able to expand much under the influence of the U.S agenda. It was under the leadership of Mikhail Gorbachev that Russia began to undergo a political change which could not be handled and thus led to a political turmoil. The United States itself did not play a direct role in the collapse of Soviet Union but it did play an indirect role in the collap se. This essay would further revolve around the factors which led to the collapse of the Soviet Union (Watson 1998; Weiss 2009). To understand the massive collapse of the Soviet Union one has to understand the basic principles on which the country was made. From a historical point of view it can be seen that the Soviet Union consisted of people belonging to different ethnicities and races. The political ideology of the country was based on the principles of communism in accordance to the theories laid down by Karl Marx. The Communist party was leading the government offices in Soviet Union and the leaders in the party were following a level known as ‘nomenklatura’ which helped them to access the resources of the state as they wished to (McCauley 2001 p. 86). A variety of factors led to the fall of the Communist State which have formed a debate amongst the historians. Many believe the sole factor of Afghanistan was enough to collapse the Soviet Union whereas opponents ar gue that a lot of other factors came into play along with the Afghanistan war which led to the collapse of the state. The major reasons for the collapse of the Soviet Union are cited as the Afghan intervention, the role of Poland, the varying prices of oil in the world and the reaction of the minorities to the government (Usitalo & Whisenhunt 2008). It has been found that the Soviet Union always had a conflict of interest with the West and this is the reason because of which the leaders had always aimed to excel from the west. The domestic problems along with the structural problems were the internal problems that the Union was facing because of which it underwent a political unrest. Tilly defines the collapse of the Soviet Union in the following words [O]ne of Europe’s more peculiar revolutions: the shattering of an empire and the dismantling of its central structure without the direct impact of a war . . . the costly stalemate in Afghanistan, itself a product of a hugely ex pensive Cold War with the United States, provided the closest equivalent to those earlier empire-ending wars† (Tilly 1993 p 231). In December 1991 the Soviet Union collapsed into fifteen independent countries. The West was victorious in disintegrating the nation and considered the collapse as a victory of capitalism over socialism. After the creation of Soviet Union it was seen that the leaders were implementing a plan through which they could unite all the nations of the Soviet Republic. To carry out such a plan the assimilation process began and Russian was taught to everyone. However more than fifty percent of the population living in the Soviet Union belonged to non Russian back grounds and it became difficult for them to assimilate with the newly laid principles. The economic policies of the state also failed which can be witnessed in the arms race that they had with the United States. The arms race with United States led to an economic turmoil for the country itself beca use of which they finally collapsed. The last leader of the country

The First and Second Amendment Essay Example for Free

The First and Second Amendment Essay When the Constitution was written, it was not the intent of the authors to assure human rights to its citizenry, it was written in order to set up a federal government that would allow the United States to be a self-governing entity, and to put in place a system of government that would serve the citizens of the country in the way that they saw fit. After the ratification of the Constitution in 1787, â€Å"people soon began to notice that it did not list many of the personal liberties (individual rights) that they had come to believe were theirs. (Cullop, 1999) At the behest of some states the first ten amendments were added to the Constitution that protected the personal rights of the citizens called the Bill of Rights. The First Amendment prevents Congress from implementing an official religion, offers the free exercise of religion, and allows freedom of speech in the public and the press without fear of legal retribution for what is said. It also allows citizens to assemble peaceably to protest government or its decisions and to petition the government to change things that the people do not agree with. On the surface this amendment appears to settle some problems, but as time has gone by there have been many interpretations of the words and many arguments as to the intentions of the authors when the amendment was written. Most people agree that freedom of the press is necessary for the dissemination of accurate and reliable information whether it is good, bad or otherwise. People just basically want all of the facts. One conflict that has come from the general wording of the First Amendment is how the press will handle the confidentiality of their sources when reporting. The authenticity of what the press presents depends on the guarantee that sources can be protected. Many people would not otherwise give information for fear of implications that would arise from giving that information. The amendment protects a citizen from punishment for what they have said, but it offers no protection for the privacy of providing information without revealing the source. Recently there have been many bills introduced at both the House and Senate level asking for this protection to be guaranteed by law. In 2005 a bill was introduced into both the House and the Senate that would establish a Federal shield law that would in essence protect the source of information used by the media to report a story. The argument is whether or not the first amendment should preclude the security of the nation. The legislators think that this would prevent the government from protecting America from terror by allowing potential terrorist or informants to escape questioning or observation. So far the issue has not passed through the legal avenues due to the potential for compromising national security. Another controversial issue that has risen from the First Amendment is the freedom of religion and the right to exercise religion. Again this comes from years of twisting and turning of words and arguments as to the intent of the framers. The issue stems from the interpretation of the wording â€Å"Congress shall make no law respecting the establishment of religion†. Some people say that this means that no laws will be made that respects any religion over another, while others argue that the intent of the framers was to prohibit the government from establishing laws that set up one religious point of view as the official religion such as they experienced in England. Regardless of what position people take, the Supreme Court has ruled that there shall be no law that respects one religion over another. This decision affirmed the idea of separation of church and state. In response to this ruling, it has become illegal to display the Ten Commandments in public buildings because this is considered the foundation on which Christianity and Judaism was founded. According to the Supreme Court this display violates the First Amendment rights of those citizens who are not Christians or Jews to have no official religion. Christians argue that while they believe that the Ten Commandments were given to the people by God as a way to self govern themselves according to His will, they also believe that these are good rules for anyone to follow regardless of their religious position and that by removing these laws of God from publicly owned property, it violates the Christians right to freedom of worship. The second amendment to the Constitution is commonly known as the right for citizens to keep and bear arms. Again the argument becomes what is written versus what was intended. The wording says that â€Å"the right of the people to keep and bear arms shall not be infringed†. Taken literally this means that all American’s have the right to own and use firearms for whatever purpose they choose. When viewed from the intent of the authors, and inference from the context, it seems that this amendment was intended for the security of the land. This view aised many questions even among its supporters. It has been debated if this means that as long as you own a firearm for protection it is within the law, or does this mean that the government can not specify what kind of weapon and/or the uses of that weapon. This issue is at the forefront of the Assault Weapons Ban. Laws were passed to ban certain types of weapons that the government deemed as unnecessary or impractical for self defense. The opponents of this law argued that it was a violation of the literal interpretation of the amendment. The law passed into its â€Å"sunset† phase without being renewed making it legal to own weapons that were previously considered to be assault suited weapons. People who favor gun control believe that this has caused a serious risk to the security of the citizens, while people who are gun owners believe that it is their right by law to own these guns and that the ban was unconstitutional.

Relationship between BOH tea and consumer behavior

Relationship between BOH tea and consumer behavior BOH Plantation Sdn Bhd was found by John Archibald Russell in the year 1929, together with A.B. Milne, a veteran in tea planting from Ceylon they succeeded in obtaining a concession of land in Cameron Highland in order to start the tea plantation business. Together the duo transforms steep jungles slopes into a tea garden known as BOH Plantations, which is the 1st highland tea garden in the country. BOH Plantations business begins to bloom and currently is the leading tea grower in the country. The plantation expanded and owns four tea gardens, of which three is located 5000 ft above sea level and is situated in Cameron Highlands, and the fourth is centralizing in Bukit Cheeding, Selangor. Collectively, the gardens size in total is 1200ha. BOH Plantation has been firmly entrenched that most Malaysia drinks BOH tea than any other brand. BOH teas are available in 3 different forms (tea packets, tea bags, tea dust). The company currently produces 4 million kg of tea in a year. Malaysian consumes 10million kg of tea which makes BOH tea largest producer locally of black tea, in terms of cuppage, BOH tea produces about 5.5 million per day which almost meets 50% of tea consumption requirement in the country. The success story of BOH Plantation continues to be Malaysias leading brand in tea and is also exporting to Brunei, Japan, Singapore, United Arab Emirates and also the US. Consumer Decision Process BOH tea Consumer Decision Process is basically known as a cognitive process. Consumer is aware of a need or wants and search for possible ways to satisfy it. Awareness of consumer is not an automatic process; it is actually selective external procedure. Example, consumers are expose to thousands of messages that persuades them from advertising, political organization, religious groups , food products and many more other resources. This mass information that seeks out consumer attention then filtered out by individual in order to make the decision in buying a product. In order for a consumer to purchase a product, he or she has to go through the 5 stages of consumer decision process. These 5 stages of consumer decision making process are very important for consumer to make an accurate decision in satisfying their needs and wants. The stages flow in sequence beginning with problem recognition and ending with post-purchase evaluation. The 5 stages are as graph above: Problem Recognition Information Search Evaluation and Selection of Alternatives Decision Implementation Post-purchase Evaluation Problem Recognition The consumer decision process begins when a consumer is aware of satisfying their needs or wants. For the past decade, health benefits have caught the attention of the wide coverage of media. Numerous studies have shown that the antioxidant polyphenols of tea has the anti-cancer properties and also able to reduce the risk of gastric, and also skin cancer. Prevention is better than cure; this statement has drive consumers to seek for healthy product to maintain a healthy lifestyle, likewise tea is a healthy drink. This is where BOH tea as Malaysian leading brand provides high quality tea that contains rich aroma of tea flavors that fills the nose and relishing the taste in the mouth while giving a soothing effect. Below are 2 examples of BOH teas top products. Product 1 (BOH string and tag) Source: https://www.boh.com.my/shop/product_info.php?products_id=71 Most consume product that satisfies the need of consumers that wants to prepare instant pre-pack tea. Product 2 BOH tea leaves Source: https://www.boh.com.my/shop/product_info.php?products_id=29 This product satisfies the needs of consumer that prefers the old fashion tea leave method, as the aroma and taste of tea is stronger. Information Research When consumers identify a problem, they will find ways to solve the problems. Consumer will need to do internal and external research in obtaining the knowledge of products that will satisfy their needs. In the case of BOH tea, since it is the leading tea brand in Malaysia it is important to strengthen the brands leadership by creating awareness for their product through sales promotion and advertising. As internal research, in order for BOH tea to capture the attention of consumer they have come up with a catchy phrase ada Ummph which literally means more than words can describe kind of feeling to show the great quality of tea that is produce by BOH tea. This phrase will strongly register the brands name in the mind of consumer, so that the next time they want to purchase tea, BOH tea will be their 1st choice as the ada Ummph phrase shows that consumer will never regret in consuming their tea. Above is the example of the catchy phrase that is place on the product of BOH tea that always remind people to enjoy the goodness of tea at the same time enjoying a relaxing time, it has specialized BOH tea from different brand of tea such as Twinnings, Chamomile and Lipton. External research allow consumer to access for secondary information from online resources, advertisement, brochures and many more in order to provide them with the excess knowledge to purchase the computer of their choice. Tea drinker in Malaysia will not escape the attention of BOH tea, as their product can be obtained from most retail outlets. BOH tea has also promoted their tea in printed media such as newspaper advertisement, television commercial, and also campaigns. BOH tea promotes their tea with bonding with love ones by creating moments of togetherness with loved ones. This is to show that a cup of tea can unite everyone together without any restriction. One way for BOH tea to educate consumers is by giving away free samplings and by holding contests for consumers. Source:http://old.brudirect.com/public_html/DailyInfo/News/Archive/June05/100605/bb08.htm Above is a picture of a winner who participated in a lucky draw pick that was organized by BOH tea in a shopping mall. This shows that promotion is a very important strategy in order to build consumer knowledge on BOH tea. Evaluation and Selection of Alternatives The following step allows the consumer to evaluate the brands from the information that is obtained. Consumers sees product as a bundle of attributes such as the need, benefits, and attributes in order to make the right decision that satisfy their needs and wants. This bundle of attributes is actually a products objective and subjective factors. Objective factor Strong aroma of tea and relishing taste Subjective factors Comparison of BOH Tea and Lipton tea, BOH tea being the outstanding as product is cheaper then Lipton and has strong aroma that suits consumers taste Purchase Decision Purchasing the brand BOH tea satisfies the entire spectrum of the non-alcoholic beverage in Malaysia and encourages tea to be consumed including, cold, instant, traditional or in any other form that is preferred by consumer. This satisfies the consumer by providing choice of tea consumption according to their taste This is the stage where consumer has decided which brand of product that he or she wants after a making comparison with all the availability of product brands. Consumer will then have to select 2 specific elements which is purchasing the brand choice and purchasing time. Purchasing Time Product can be purchase in most retail outlet in the form of packages. Consumer can also buy it in bundle during promotion period too. Post purchase evaluation In this stage the level of purchase involvement of consumer is very important, it is often known as the level of concern for or interest in the purchase and heavily depends on the extensive information that is seek by the consumer in making a purchase decision. Low purchase involvement process Example, suppose if a buyer buys a certain brand of product (e.g., BOH tea) as a matter of habit, this means the drink is a low purchase involvement situation and consumers do not have to evaluate and seek information extensively. This case consumer will simply buy and consume the product and generates a high level of repeating the same purchase of product. Graph above shows low involvement purchase process that takes place. The benefit of low purchase involvement process is BOH tea has become consumers loyal brand for tea consumption products as repeat purchase has been taking place from time to time. However, if the level of purchase is high and the consumer is involved in extensive decision making, consumer will be more likely to face a more elaborated post-purchase evaluation. High Purchase Involvement process This graph shows that there is a post-purchase dissonance where consumer are unable to commit to the decision of choosing the brand that they want and it will create anxiety among consumers as it is difficult to make alternatives choices. In order for consumer to reduce this dissonance, consumer has to make approaches such as to increase the desirability of the brand that they want to purchase and reject the desirability of rejected alternatives and also reject the negative data on brand purchased. If dissonance is not reduce, the anxiety experience may turn into a dissatisfaction and leads to a new problem. That is why high purchase involvement needs extensive research of information to reduce anxiety and increase the confidence level in purchasing the product they want. Consumer will stay loyal to BOH tea because the company is constantly doing research in order to satisfy the future consumer needs. Psychological Core BOH tea Attention Attention is a concept of cognitive psychology that helps us to actively process information present in our environment. Attention is an unconscious process where consumer can automatically scan the features of the environment surrounding them. Attention can be classified into 2 which are voluntary and involuntary. Selective Attention Selective attention is the study of why people pay attention towards things, and how deep is their attention towards things that they focus. BOH tea pays attention towards animal and environmental conservation and have won numerous awards. Example, the companys packing facility in Bukit Cheeding has receive the ISO 9002 certification, this can further assured of quality tea every time consumer open up a packet of BOH tea. BOH also won the Super brand Excellence Trophy Award in Food Beverage category in 2004. Tea Brands such as Rooibos tea from South Africa although provides lots of benefits but unfortunately they are a bit slow in venturing into environmental conservation. Orientation reflex Orientation reflex is very important in capturing the attention of consumer. The aim of this involuntary action is to create stimuli that surprise the expectation of consumers. Example, BOH Tea is able to capture the attention of their consumer with their advertisement in television which focuses on family bonding where family members can socialize through a cup of tea. Perception Perception is a process that begins with consumer being exposed to information, attended to the information and ending with comprehending the information that is focus on. Perception consists of 5 major elements which is exposure stage, attention stage and comprehension stage. Exposure stage is the beginning process of perception process where consumer is exposing to information in the environment that is observed by the human senses. However, exposure towards surrounding is not enough to give a major impact towards consumers. BOH tea attracts consumer by promoting their products in television commercial, newspaper advertisement, BOH tea website, and also campaign. Example, BOH tea has done numerous televisions commercial by targeting the culture of tea regardless of religious or political options and also not to forget the moment of togetherness by the bonding of family member. The attention stage, is how consumer pays attention towards something, this stage consumer will allocate processing capacity to a stimulus. In order to capture the attention of consumer, BOH tea has involve in animal and environmental conservation. One of their successful stories is when BOH Plantation was the first tea company to be awarded ISO22000 certification, an international standard designed to ensure safe food supply chains worldwide. BOH has also strengthened the leadership of their brand by embarking on numerous marketing campaigns. Consumer will then interpret the information obtain from environment and store it in the memory so that consumer can make the decision at the purchase stage. Different choices of tea X Lipton Tea X Alce Dero X BOH tea X Chayo X Twining X St Dalfour Organic tea Taste/Smell Taste/ Smell X Clear Spring X Alvita Tea X Austral Herbs X Dalhousie X Eden Organic X Nature Cuppa Organics X Sonnetor X Borneo Rainforest Less choices of tea Above is an example of perceptual mapping that helps BOH tea to develop a market positing strategy for their products. This has help us to see how consumer perceive the brands of tea that is available, and also how BOH tea can develop in technology and agriculture in improvising the taste and aroma of tea suits to the mood of consumers. Motivation Motivation refers to an inner drive that reflects the goal of a person, which consist of the urge, wishes, or desire that allow them to strive to achieve the goals and aims that is set. The two motivational theories that is famously know to express the motivation of people are the : Maslows Hierachy of Needs W.J. McGuire psychological motives Abraham Maslows Hierarchy of Needs Maslows hierarchy of need is actually a theory to satisfy the human needs . In order to be at the peak of the hierarchy, a person has to satisfy the lower needs in order to achieve higher needs in the hierarchy. ( Further explanation of this theory will be explain in the appendix) The next theory is McGuires physiological motives , a very detailed set of motives to understand the specific aspects of consumer behavior. This theory consists of 4 major categories with 16 sub-categories which explain the behavior of consumer.( Further explanation refer to appendix) The 2 criteria that satisfy the 4 main categories are as follow: Is the mode of motivation cognitive or affective? Is the motive focus on preservation of status or on growth? This advertisement has shown us that BOH is targeting bonding between people and at the same time satisfying the need for affiliation (active, external). The pictures shows that two hands of different skin complexion holding the cup of tea basically means, no matter who we might be we can bring people together over an occasion of tea and igniting joy. The tag line Brings people together in the advertisement tells consumers that life are always more meaningful when shared with people who matters the most. Here we can see BOH tea market and targets the satisfaction of building relationship of family members and friends. This advertisement target consume by showing the types of product available for consumers. This has satisfy the needs for stimulation, consumer often seek variety and different out of stimulation, so this advertisement has shown the range of preparation of tea they have such as BOH tea leaves packaging and BOH tea in strings and bags. This way consumer can be satisfied depending on how they want to prepare their cup of tea. The next will be the need of expression; the sentence BOH mother brand range has express others about the distinctive and unique character of BOH tea bursts with freshness and aroma in each cupful. They also want to express that BOH tea satisfy much more than just the aroma and taste by preparing a small plate of cookies to show that their tea can go best with evening tea time meal as to relax our mind and soul. Learning Behaviors that results from repetition experience and thinking have allow consumer to develop automatic response to a situation.( Further explanation of learning process can be found in the appendix ). When consumer has chosen a specific product that satisfies their needs, they rely on what they have learned through previous experience about the products characteristic such as the brand name, ingredients or features. In order for BOH tea to provide knowledge on their tea production, they have come up with different kind of tea thats suits different consumer taste. In order to satisfy different taste of consumer, BOH has produced the instant tea mix with no sugar added as seen in the above image. This product does not contain sugar but with added creamer for a smoothing taste. This product not only allow consumer to experience the robust full flavor of BOH tea, but also easily prepared by adding hot water for a quick and refreshing cup of tea . The learning process has registered consumer that does not take sugar can always buy this product. Green tea product of BOH as seen above soothes refreshes and revitalizes the mind and soul of consumer who needs a boost in energy after a hard day at work. This has allow learning process to take place within consumer who will purchase green tea product of BOH tea, that promises 100% tea that is steamed then rolled and dried in traditional process over the century. The delicate aroma, light and refreshing taste with its natural antioxidant properties gives consumer an opportunity to learn that this green tea does not fail to refresh and revitalize our body and mind. Memory Memory is the ability of the human mind to store, recall information or experience, or retain vital information. (types and further explanation of memory can be found in appendix) In order for BOH tea to strengthen their leadership brand in tea has to target consumer in many ways that possible and advertisement in an interesting way that can transform nature of consumer by setting expectation that influence the way consumer interpret that information In order to target loyal consumer, BOH tea has come up with advertisement and promotions to establish their brand. The image above is an example of promotion strategy use to attract consumers. The promotion is about sharing with love ones where consumer takes pictures with family and friends and post them to BOH tea, and BOH tea will then take all the pictures and form a huge collage that says 1 Ummph, 1 smile which literally means BOH tea puts a smiles on every Malaysian no matter who they are. This promotion strategy not only builds the spirit of patriotic Malaysian and builds the relationship with everyone, but also giving them a chance to win RM5, 000 for grand prize and RM1,000 for conservation prize . In addition, a chance for all Malaysian to make history in making their way in Malaysia books of record for forming the largest collages regarding the value of togetherness. This kind of promotion can allow consumer to always remember BOH tea reaching out to people even though th ey are just a tea brand. It shows how BOH tea cares for the people. Attitude Attitude is feeling or affection against a stimulus; it is stored in the long-term memory. The 4 function of attitude consist of Utilitarian function, which is use to obtain reward and avoid punishment, Ego-Defensive function is self-protection, knowledge function is simplifies decision such as brand, and value expression which is express identify towards others. Beliefs is an important aspect in attitude, in order for consumer to have positive beliefs on BOH tea which is strong aroma and soothing taste they have to differentiate their product to the liking of consumers. Other tea brands such as Twinings and Rooibos tea are very difficult to attract consumer in Malaysia because they do not promote and advertise their product much. They do not approach consumers, and that case has given opportunity to BOH tea to target consumer attitude in the sense of drinking tea with love ones, the bonding and relationship that is created with the people around us Culture The direct definition from textbook about culture is That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society. (Further explanation of culture can be obtain in the appendix) Tea has been diversified over the years such as lifestyle, customs of tea and not to forget combined social process such as learning, planting, and using tea. Tea culture has struck people of all ages. In the young generation, entertainment on weekend draws young group of enthusiastic customers. Example, young people are more interested on meeting people in coffeehouse while having a cup of tea. The interest in tea drinking among people assures diverse and sophisticated customer base on now and future. As for the older generation, the fact that the price of a cup of tea and snack is relatively modest, they can also meet up with friends and relax and work at the same time. This is benefiting them rather than spendi ng money on alcoholic drink in a bar. Thus, the young generation will be an important target market. Subculture Identification with core culture Identification with a subculture Mass market behaviors Unique market behavior Core culture values and norms Subculture values and norms Individuals A subculture is a section of a larger culture whose members shares distinguish values and pattern behavior. Social history and current situation of the groups generates the unique values and pattern of behavior which they practices in their subculture. One good example of tea subculture in Malaysia is the element of showmanship in preparing teh tarik .A hot beverage prepared and commonly found restaurants and outdoor stalls. Teh tarik literally means tea pouring in a sense. Above is a picture on how Teh tarik is prepared. It is the ability to drag a long stream of tea above the head of the brewer in an amusing way that it draws the attention for locals and tourists alike as an entertainment that we do not usually see elsewhere. The sub culture of this has drive teh tarik brewers to gather for competitions and performance to show their skills. This preparation of tea has recognized as beverage heritage in Malaysia. Group Group can be said that two or more individual who shares the same set of norm, values and beliefs. Reference group A group whose values, norms, attitudes, or beliefs that are use as a guide for behavior. A group whose presumed perspective or values are being used by individual as basis for her or his current behavior in situation. Example, colleagues at work, friends at school, members of clubs and so on Aspiration group is a group where an individual would belong, dissociative group which a person does not want to associated with them. Society Society is made up of individuals who have agreed to work together for mutual benefit. It can be a very broad term, as we can make generalizations about what the whole of Western society believes, or it can be a very narrow definition, describing only a small group of people within a given community. But no matter the size, and no matter the link that binds a society together, be it religious, geographic, professional or economic, society is shaped by the relationships between individuals. Life style influence Lifestyle is a common word to explain complicated consumer behaviors. Lifestyle is a way to segment people into groups based on three things: opinions, attitudes and activities. Lifestyle means the ways groups of consumers spend time and money. Lifestyle can include things like bowling, cooking, car racing, kayaking, attending charity events, having pets, interest in politics, watching sporting events and so on Everyone has two lifestyles-the one they are currently in and the one they want to be in, which is always better than the current one. Marketers exploit this desire to move into a better lifestyle by showcasing people who are better off than the intended target market in their ads. For example most ads targeting children show children that are almost too old for the product, this appeals to younger children who desire to be like them. Marketing strategy ( the 4 Ps ) The goal is to make decisions that center the four Ps on the customers in the target market in order to create perceived value and generate a positive response. Product Decisions Tangible physical products that can be sold to consumer .The decision making of BOH tea are such as brands name, safety, packaging, and also quality. Above the BOH tea brands that comes with the trademark of puts the Ummph in life that literally means enjoy life to the max with just a cup of tea. Below are a few products of BOH tea in their preferred packaging. BOH ice tea with blackcurrent flavor Gold BOH Cameroon blend BOH instant tea mix BOH green tea Pricing decision Below is the pricing decision of BOH tea products which is literally cheaper then their competitor such as Twinings and Roobois tea. Name of Products description Size Price ($) BOH Cameronian-Gold Blend Cameronian-Gold Blend is distinguished for its exceptionally smooth flavor and rich golden color. 50 individual foil sealed teabags x 2g (100g) 6.35 BOH Green Tea Natural green tea that refreshes and soothes the mind 50 individual teabags x 1.5g (75g) 6.35 BOH tea instant mix Pre-blended with tasty creamer with sweetened sugar 30 sachets X 20g ( 600)g 7.35 BOH tea instant mix no sugar Pre-blended with tasty creamer with no sugar. 20 sachets X 11.5g (230g) 5.35 Place distribution BOH tea can easily obtain at any retail outlet in Malaysia, consumer can easily purchase it anywhere without having to trouble themselves to travel far and wide. Promotion BOH has done many advertisement and promotion in order to strengthen their brand in the market of tea in Malaysia. BOH yea has created friendly image that was abkle to strike deep in the consumers heart ensuring popularity and liking among the people BOH embraced the new technology, television by combining it with animation, creating one of the most recognizable advertising icons of the period: Mr. BOH The 1Ummph 1Smile 1Malaysia campaign that was organize by BOH tea was a success as Malaysians step up to the challenge of spreading love to the underprivileged merely through a smile. The campaign was promoted through website, radio, tv stations where photograph of consumers can upload onto the 1Ummph 1Smile Malaysia photo gallery website page. This collage took the creative team over 100 hours to put it up together , it measured up to 33 feet by 75 feet tall. There are also different kinds of variables that can be use for segmentation: Demographic Demographic variables such as income, gender, education, location, ethnicity, and family size are basically tied to subculture and segmentation. The graph above shows the Malaysian population by age group from year 2005 to 2009. From this graph, BOH tea can focus on which group of generation that they want to target, but BOH tea has decided to target people from all ages groups except children because there is no harm drinking tea but provides health benefits so it is highly recommended by every age group.