Editing and Montage as a Design Tool in Architecture

In this universe we experience retrieve with that imagine the past nowadays and the hereafter. similarly topographic point and juncture, mind and infinite are non outside of each other they both fuse into each other to organize a remarkable experience, merely movie helps us see all of this more clearly than anything else, as it can in no clip takes us back in the yesteryear, likewise in to the hereafter and it besides portions the experiences of present twenty-four hours modern-day universe. movie besides allows a passageway into another universe every bit good transporting its audiences into infinites and environment that makes us experience more existent than anything we experience in our mundane life. the audiences allows themselves to be absorbed by the narrative it offers and they temporarily becomes the portion of that narrative. both architecture and film offer a delicate connexion of physiological and experiential factors. both art signifiers defines human interaction through different facets of life and gives different position for better apprehension of our universe. merely like the architecture is more than merely kick white walls and columns, likewise movie has a batch to offer than showing emended images on a clean white screen. â€Å" Architecture exists, like film, in the dimension of clip and motion. One conceives and reads a edifice in footings of sequences. To raise a edifice is to foretell and seek effects of contrast and linkage Through which one passes†¦ † Jhon novel Film and architecture are two distinguishable professions, but as we explore the both Fieldss both art signifiers have given a batch to each other and their cooperation day of the months back, of all time since the first moving image was introduced in the late eighteenth century, in which images of mundane metropolis life were shown to the audience. the cooperation of the two professions has growing together of all time since as both professions portions a immense common land the coaction has growing questionably until now non merely in the part of the advancement of different thoughts, ideas and visions belonging to different decennaries of this century likewise the usage representation techniques of film has helped to heighten the designers imaginativeness. all through their transcendency movie and architecture strengthen their connexion by larning different rational, nonliteral and practical devices from one and other in order to beef up their ain system of apprehension. â€Å"Although film and architecture are distant humanistic disciplines, dynamic and inactive severally ; their complex relationship gives life to each other. Sharing a common regard for the parallel procedures involved in bring forthing their plants, the Godheads behind these two looks have an apprehension that one will ever profit the other † ( 1 ) there are many parallel procedure in the devising and designing of the movie which is really much related with the designing and representation procedure of architecture, both professions requires the survey of both in order to take the benefit. â€Å" there are movies which can non be a success without an designer working at the background planing existent life sets. which are meant to look perfect in every facet ( doing everything about the movie world based ) † ( 2 ) peculiarly merely as the film depicts life over a large white level surface, likewise the presentation of architecture both in the design procedure and the certification uses the same procedure. each profession has looked into each other in order to derive advantage, both signifiers use similar techniques in their specific design procedure merely as architecture can non be done without paper, theoretical accounts, pulling likewise movie requires all these techniques for its devising in the design procedure. Prof.Francis Penz speaks of this confederation Architects can surely larn from the filmmaker’s ability to stand for and travel through infinites. They can besides larn from the trade and aesthetic of studio-made characteristics where film makers have brought a peculiar vision to bear upon the sets and the architecture in which the histrions move. Architects may profit to understand that their 3-dimensional representations are a ‘natural set’ for the geographic expedition of infinites in motion, which may assist to look at one’s work in a less inactive manner. Similarly, the manners of representation used by architecture pupils, as mentioned above, utilizing drawings, physical theoretical accounts and more peculiarly computing machine lifes, may represent an interesting starting point for the movie industry ( 3 ) hence many film makers take aid from designers for the flawlessness of their unrealistic edifice signifier to convey life and world in those constructions. Similarly the designers besides take benefit from the architecture of movie by acquiring inspired from the futuristic attack of movies, apart from this the techniques used in the film such as collage, redacting, semblance, illuming, motion in infinite have ever been demand of the architecture in assorted design procedure of about every edifice. likewise merely as the designers takes control of upon every facet of the edifice design a movie manager acts as important component is planing of a movie. With the release of city in the late 1920s wholly changed the position how people related movie and architecture and it made the connexion between the two Fieldss stronger than of all time before. the release of the movie brought about a new civilization in Germany of excessively big sized hoardings as it became a new manner in Germans movie industry, which was in the procedure of following American criterion in Berlin entirely adding about 20 film theatres each with a 1000 seats to its stock of 380 film theatres. Bringing images of screen into the street these tremendous advertizements narrowed the spread between movie and world and merged for an instant movie and architecture. The release of the movie besides gave rise to the argument about the hereafter of Berlin as the film reveals the modern-day captivation with a edifice type that stood at the centre of the widespread about the hereafter of German metropoliss. â€Å" Metropolis was rich in the subterraneous content that, like contraband cross the boundary lines of consciousness without being questioned † ( 4 ) The movie was a success as it addressed issues of urban hapless and societal agitation, pros and cons of the usage of technolog, generational struggles and delivering power of the faiths. cities shown and depicted overdone version of dark American streets with a construct of cardinal tower that had played such an of import portion in recent treatments and that represented the most conservative and modern-day attack to skyscraper design and town planning in Germany. it was this film which made a immense impact on urbanist motions in other movies as good where the function of monumentality and the function of skyscraper continued. Both movie and architecture have many similar elements in their devising, if we talk about architecture it is the infinites which are required to be organized in a coveted mode to accomplish a peculiar design where as in movie devising images are organized in a certain mode. in the instance of movie doing it undergo the process of three stages, the expressive portion of thenarrative, the spacial usage of mise en scene and the important portion of montage/editing. brian vocalist the manager of movie X-men, the usual suspects provinces â€Å" has stated about the formal procedure that â€Å"a movie is designed three times in production ; at first on paper, 2nd at the set and 3rd in the editing/montage room.† ( 5 ) likewise movie shaper micheal explains the 3 phase procedure of movie devising â€Å" 1. Always, under any fortunes, write and convey a book to your shoots. a book or screenplay is written program of the movie in your imaginativeness. it includes duologues as good the scenes, what the histrions do, the particular effects, the music and so on ( The narration ) 2.storyboards/ mise en scene are a great manner to visualise your shootings and set some construction in your a narrative board is series of illustration or images displayed in a sequence to give others an thought of how the scene will look 3. production and post-production ( collage ) which means you shoot movie along with the dramatis personae and crew. Post-production is the most fun portion its fundamentally consists of redacting of movie and adding effects † ( 6 ) Narrative in movie devising: – narration in the movie devising is the portion which describes the basic thought of the narrative, it describes assorted impressions that the movie brings with its ego it is one of the BASIC of the movie, narrative besides depicts the chief subject of a movie and around which the narrative of the movie is revolves. in the devising of the movie the narrative is merely an fanciful conceptual procedure and it aids to construct up the primary phases of movie design. mise en scene/story board: – It is the procedure in which the existent visual image of each scenes takes topographic point, it is the representation of the necessities of the movie such as puting up the narrative and presenting it to the audiences in this the objects with in the frame are operated through compositional criterions, the elments which can change or help the mise en scene can be the lighting, colour, back land scene, camera angles and the placement of the characters. Editing, Montage/ production: – this is the most indispensable portion in the devising of the movie as it is what completes the movie by the procedure of cutting and gluing and it forms a relationship between the shootings if we compare these techniques to architecture it can be deduced that to a certain grade all of these movie devising procedures are used in architecture every bit good, it is known that visual image or development of fanciful edifices, the work and patterns of designers can be influenced from these movie devising procedures. In add-on to illustration techniques of cinematic techniques such as narrative, semblance, motion, editing/montage, narrative board, cut, illuming have besides been used for the demands of architecture as the constituent of design. harmonizing to Gallic designer Jhon Novel says that his undertakings are really much influenced by the filmic techniques, harmonizing to him disclosures made by movie managers are as something that architects do themselves in planing their edifices. Apart from jhon novel if we by and large look at different plants of architecture it can be analyzed that both art forms uses similar techniques in their development procedure. these techni ques people use in architecture consciously but many people have been utilizing these techniques unconsciously somehow or the other.NARRATIVE AS DESIGN TOOL IN ARCHITECTUREJewsih museum by Denial LibiskindIn Jewish museum Berlin Deinal libiskind uses the art of storytelling through architectural linguistic communication and edifice signifier, the garden of expatriate, the three axes of the German-Jewish experience and the nothingnesss together these pieces form a ocular and spacial linguistic communication the Jewish museum depicts history of events to the visitant while every infinite unfolds itself and organize a narrative by picturing series of events which took topographic point in Berlin ‘s past history.EDITING/MONTAGE AS A DESIGN TOOL IN ARCHITECTURECollages of Ludwig Mies Van Der RoheMies is celebrated as a maestro builder, with his attending to detail and keep proportions taking to consummate and surprisingly poetic constructions. His axioms are quoted in schools: â₠¬Å"God is in the details† and, of class, â€Å"Less is more.† But he was every bit consummate in two dimensions, as the presently running MoMA exhibition â€Å" Cut ‘n’ Paste: From Architectural Assemblage to Collage City † brought to our attending. The exhibition showcases works from the well-known collagists Archigram, OMA, and Superstudio, but besides includes several montages by Mies—collages seldom seen in academic or retrospective treatments of the architect’s work. It is easy to state that the montages are Mies’s work at a glimpse ; their understatedness, their restrained yet powerful work of art, draws the oculus. Many of the montages are toneless, mostly made up of whitespace ; line-drawn position grids define the fields of floor and ceiling, while two, or possibly three, dividers block positions out of plate-glass Windowss. Many of these dividers are adorned with patterned marble or modernist pictures by Kandinsky or â€Å"Guernica† by Picasso. The culmination—Mies at his wildest—is a montage for a Chicago convention hall, in which the walls are a deep green marble decorated by province seals, the ceiling is a deep steel grid with an American flag draping down, and which features crowds of people cut from newspapers. Bibliography1.griger, Murray.Space in Time: Filming Architecture.199. 2.TIM BERGFELDER, SUE HARRIS, SARAH STREET.FILM ARCHITECTURE AND THE TRANSNATIONAL.s.l. : Amsterdam Uniiversiity Press. 3.penz, Frances.architecture and film.s.l. : Academy Editions, 1994. 4.kracauer, siegfried.from calgiri to hitler: a psychological history of German movie.s.l. : Princeton university imperativeness. 5.vocalist, brian. 6.micheal.eastern visible radiations productions’ short movie web log.The Three Stages of Filmmaking.[ Online ] eastern visible radiations production. [ Cited: November 29, 2013. ] http: //easternlights.wordpress.com/2008/08/11/the-three-stages-of-filmmaking/ .

Effects of Osmosis on Living Tissue Essay

What is the effect of osmosis on a slice of potato in varying salt solutions? Six different concentrations of salt water (0%, 0,4%, 0,8%, 1,2%, 1,6% and 2,0%) will be used in order to observe how the inserted potato slice changes. The length of the potato slice will be measured before and after leaving it for 24 hours in the various solutions. Hypothesis: Salt solutions will be hypertonic to the potato cells thus decreasing it in size as placed in higher solutions. Materials: †¢ 6 petri dishes †¢ Fresh potato sticks †¢ Dissecting razor blade †¢ Ruler †¢ Distilled H2O, 0,4% NaCI solution, 0,8% NaCI solution, 1,2% NaCI solution, 1,6% NaCI solution, 2,0% NaCI solution Procedure: (Obtained from the worksheet) 1. Obtain 6 Petri dishes 0.4% NaCl; 0.8% NaCl; 1.2% NaCl; 1.6% NaCl; 2.0% NaCl. 2. Add enough of the appropriate liquids to nearly fill each of the Petri dishes. 3. Obtain six fresh potato strips. Using a razor blade, angle cut one end of each strip to a beveled point. 4. Measuring from the tapered end, carefully and precisely angle cut each strip to a length of 70 mm so that both â€Å"points† are on the same side of the strip. 5. Place one measured potato tissue strip into each of the prepared Petri dishes. Cover the dishes and leave undisturbed for 24 hours. 6. After 24 hours, remove the strips of potato, one at a time, immediately measuring the length (mm) of each. Data Collection: Group 1 Test Solutions (% salt) Initial Length li (mm) Final Length lf (mm) Change in Length ∆ l (lf – li) (mm) Rigidity of the Strip Distilled H2O 30 mm 33 mm +3 mm Solid, Hard 0,4 30 mm 32 mm +2 mm Solid, hard 0.8 30 mm 31 mm +1 mm Flexible 1.2 31 mm 31 mm 0 mm Flexible, soft 1.6 31 mm 30 mm -1 mm Very flexible, soft 2.0 31 mm 30 mm -1 mm Very flexible, soft Group 2 Test Solutions (% salt) Initial Length li (mm) Final Length lf (mm) Change in Length ∆ l (lf – li) (mm) Rigidity of the Strip Distilled H2O 42 mm 46 mm +4 mm Hard 0,4 42 mm 44 mm +2 mm Hard 0.8 42 mm 41 mm +1 mm Flexible 1.2 42 mm 40 mm -2 mm Flexible 1.6 42 mm 39 mm -3 mm Flexible 2.0 42 mm 39 mm -3 mm Very flexible Data Processing: Group ∆ l (mm) Distilled H20 ∆ l (mm) 0.4% NaCl ∆ l (mm) 0.8% NaCl ∆ l (mm) 1.2% NaCl ∆ l (mm) 1.6% NaCl ∆ l (mm) 2.0% NaCl 1 +3 mm +2 mm +1 mm 0 mm -1 mm -1 mm 2 +4 mm +2 mm +1 mm -2 mm -3 mm -3 mm Average ∆l (mm) +3.5 mm +2 mm +1 mm -1 mm -2 mm -2 mm Result: In both groups the size of the potato increased when put into distilled H2O, 0,4% solution and 0,8 solution. From 1,2% solution and upward, the size of the potato stayed the same or decreased in both groups. One last similarity is that from 0,8% solution onwards the rigidity of the potato strip changed from hard to flexible and soft. Conclusion: Different concentrations of solute do affect the length of the potato strips. Our data shows that water moved from lower solute concentration to higher solute or descriptions of trends shown concentration. Hypertonic solutions, which have higher solute concentration and therefore graphs. The explanation should contain lower water concentration, cause the cells to lose mass and shrivel because water moves out observations, trends or patterns of the cell through the plasma membrane. This was the case with the slice left in salty where revealed by the data.the sample lost 9.09% of its original mass. Hypotonic solutions, on the contrary, have lower solute concentration and higher water concentration and cause the potato cells to expand because the water moved into the cells. In this case, the distilled water and the tap water samples were hypotonic to the potatoes and hence the potato slices gained 54.4% and 17% mass respectively. These results also indicate that the distilled water was more hypotonic than the tap water compared to the potatoes as the water mass gained by the potato slice was considerably higher in distilled water.

Mass and Energy Balance Essay

Abstract The objective is to produce a proposal for a chemical process plant which will be able to produce 550,000 tonne/year ammonia using LPG as the raw material. Different processes where researched and then finally one was picked, steam reforming. This was decided to be the most viable and cost effective process using the raw materials we had available. The report explains in detail how the process works and all aspects of how the plant will work including the mass and energy balance across the plant. What is Ammonia Ammonia (NH3) is a stable compound and is used as a starting material for the manufacture of many important nitrogen compounds and can also be directly used as fertilisers. It is produced by reacting hydrogen and nitrogen. It is a colourless gas with a sharp odour. The boiling point is -33.35oC and its freezing point is -77.7oC.1 Care must be taken when handling ammonia as can cause deep burns in the skin; irritation in the eyes and nose and when inhaled can cause coughing, sore throat and headache.2 There are different methods for the manufacture of ammonia. The three main methods are steam reforming, partial oxidation and electrolysis. Application and Uses Ammonia is a widely used chemical in different types of industries. One of the main user of ammonia is the agricultural industries for fertilisers. Around 80% of ammonia produced is for fertilisers such as urea, ammonium sulphate and ammonium nitrate.3 It is also used as a building block for nitrogen containing compounds like nitric acid (HNO3). It is also used in the fibres and plastics industry for the production of acrylonitrile, melamine etc., and manufacture of explosives. Ammonia is also used in water treatment such as pH control and also in combination with chlorine to purify industrial and municipal water supplies. Less commonly uses include as a refrigerant in compression and absorption systems, manufacture of household ammonia, in the food and beverage industry 4. Figure 1: Pie chart showing the uses of Ammonia. Market Trends Globally ammonia prices have been headed up due the large demand of fertilisers that are needed in the crop production to obtain high yield6. The current selling price of ammonia in Europe goes up to $600 per tonne7. Figure 2: Shows the global demand for Ammonia (D.a.NH3- Direct application of Ammonia) As we can see from the chart the trend of ammonia demand globally is upward. It is said that the global ammonia market is to generate revenues of approx. US$102 billion in 2019. As there is continous growth in population in the developing countries the likely to cause demand for foodstuffs are to increase even further. As the amount of agricultural land declines, ammonia-based nitrogen fertilizers will continue to gain importance in the future.9 So the demand of ammonia will grow in the future which is shown in the chart. Processes There are many different processes involved in the ammonia production. The most common processes for ammonia are partial oxidation, steam reforming and electrolysis. From these 3 processes the best process route is then selected and that process would be most economical and that meetes the design brief. Partial Oxidation Partial oxidation involves the reaction of oxygen with fuel to produce hydrogen. The following equations represent the partial oxidation of ethane, propane, butane and pentane. 10 C2H6 + O2 2CO + 3H2, C3H8 + 1.5O2 3CO + 4H2, C4H10 + 2O2 4CO + 5H2, C5H12 + 2.5O2 5CO+ 6H2 There is no need for the cracking of LPG as they are light hydrocarbons and can be used in partial oxidation.11 See Partial Oxidation flow sheet (Reference 1: Partial Oxidation Flow Sheet) Hazards and Environmental Impact The main emission is carbon dioxide which is a greenhouse gas and Partial Oxidation process emits more carbon dioxide compared to Steam Methane Reforming. Carbon dioxide emissions can be reduced by recycling it and selling it to urea and nitro-phosphate plants.13 No ammonia should be present in the air but maybe because of faulty equipment and maintenance activities, some ammonia maybe released. Ammonia becomes explosive at the 16%-25% volume in air which could occur if there are any leakages in the ammonia storage facilities. It is also toxic by inhalation and pulmonary oedema can occur up to 48 hours after exposure and could be fatal.12 Nitrogen dioxide that is released is a toxic gas can be harmful when inhaled but can be avoided as can be detected because of the smell. The large amount of waste water from this process is another problem but there is a river near the Milford Haven site. Also water pollution is a concern which may occur because of the suspended and dissolved impurities. It could also affect the aquatic life. Therefore the water must be treated in a full three stage water treatment plant before disposing it. 13 The disadvantage of partial oxidation is that the capital costs are higher for partial oxidation compared to any other process. It is estimated to be  £100-120 million for an annual production of 7.7 million GJ while for SR it will only be  £70 million. 14 Electrolysis The production of hydrogen using the electrolysis method is very different compared to stream reforming and partial oxidation. Electrolysis produces hydrogen by splitting water into hydrogen and oxygen using volts of current to separate the hydrogen to one electrode and oxygen at the other in a cell. Oxygen is the by-product in the process of producing ammonia which is valuable because it can be used in other chemical processes or sold to other companies for profit. In electrolysis there is no CO2 produced therefore there is no pollution. Standard electrolytic ammonia production energy consumption historically has been about 12 megawatt-hour. The fuel cost alone of making ammonia is $600 metric ton, and including capital and operating expenses that metric ton of ammonia cost about $800 to make. Compare electrolytic and using uses of natural gas as raw material the economically, for the past 100 years the cost of natural gas has not been higher than $1 and the fuel cost for a metric ton of ammonia from natural gas has been $30-$40. Figure [ 3 ]: Ammonia Manufacturing Process Figure 3: Ammonia Manufacturing Process Steam Reforming Gas purification Syngas of a mixture of hydrogen, carbon monoxide, carbon dioxide and water can be broken down in to individual components and further cleansed through purification. The syngas will enter a shift reformer, which breaks down the carbon monoxide in to hydrogen and carbon dioxide using steam (H2O). Carbon dioxide is much more environmentally friendly than CO and can either be released in to the atmosphere or used in other steam reforming processes in the future. Desulphurisation Sulphur is a problem when carrying out steam reforming as it acts as a poison for the catalysts involved. It is important that this is removed prior to the syngas entering the system. The process is carried out in the presence of a catalyst, which is usually nickel. This nickel acts as an absorber for the sulphur, and so several catalyst-filled tubes within the system with a large internal surface area will allow the sulphur to collect to be disposed of suitably. The Process Hydrocarbons usually contain sulphur which needs to be removed. The purification section is the first bed of the whole steam reforming process. Feed is passed through tubes containing zinc oxide. The sulphur in the feed reacts with the zinc oxide to produce zinc sulphide. This is to ensure that the feed travelling to the steam reformer does not poison the catalysts in this section in any way. The catalysts used in the steam reforming process are nickel-based. These are easily poisoned by sulphur species. The purified feed is mixed with steam and then is passed to the primary reformer, which involves a nickel-based catalyst where the steam reforming process is carried out. Once the hydrocarbon is cleansed of sulphur, the reforming process can begin. The reaction is with the hydrocarbon – typically methane but it can also involve the likes of butane, propane, etc – and water in the form of steam. The reaction for methane (CH4) is shown below. CH4 + H2O 3H2 + COΔH = +251kJmol-1 C3H8 + 6H2O 3CO2 + 10H2 C2H6 + 4H2O 2CO2 + 7H2 C4H10 + 8H2O 4CO2 + 7H2 C5H12 + 10H2O 5CO2 + 16H2 Reactions for other hydrocarbons, such as ethane (C2H6), propane (C3H8), butane (C4H10) and pentane (C5H12) are also shown, with their respective steam amounts required and the products gained. Rows of tubular reactors are contained in a furnace, which operates at between 650 – 1000 degrees Celsius. The hydrocarbon feed enters the system at a very high pressure, typically 20 – 30 bar. The process is carried out in the presence of a nickel-based catalyst which is packed into cylindrical tubes through which the steam/hydrocarbon gas mixture is passed. The catalysts act as surface for which the hydrocarbon will absorb and the steam. (Reference 2: Steam Reforming Flow Sheet) Justification Steam reforming is the most viable proposition as we have all of the raw materials available within easy access, whereas if we were to use other processes, then we would have to source other materials e.g. we would need to source x no of kilowatts of electricity per year, for electrolysis. Mass Balance Cp Values Energy Balance Material Costs Simple Plant Cost Using a base of around  £410 per ton of ammonia, and output at 550,000 tonnes, it would be assumed that the plant would produce  £225,500,000 a year of ammonia. The Burrup plant in Australia was built at a cost of  £457 million and produces roughly 800,000 tonnes a year of ammonia. Using the 2/3 power rule, as follows, will allow the costs of the new 550k p/a plant to be shown. C = Cref(S/Sref)2/3 C = 457000000 * (550,000/800,000)2/3 C =  £355,984,702 The output of the new plant is  £225,500,000, but the plant costs  £355,984,702 to build, so it would take around a year and seven months for the plant to be profitable, based on an estimation without including the costs of the raw materials. Taylor Method Pay Back Time Sustainability The environment is constantly changing, whether by nature or by human led processes. Sustainability is about trying to manage this change through balancing social, economic and environmental needs, both locally and globally for present and future generations. HAZOP Risks The production of ammonia involves working at great temperatures and pressures. As such, it is vital that the equipment used in the plant is designed to withstand these conditions to function properly. The high temperatures and pressures involved in the production of ammonia can potentially put tremendous amounts of strain on the pipes and vessels used. The risks associated with this are: * Explosions from sudden release of pressurised gases from ruptured vessels * Fragmentation from rupture of the pipes * Fire * Poisoning from exposure to leaked materials * Chemical or thermal burns, again from exposure to leaked materials Not only are these hazards life-threatening, they would also be very expensive to put right for the production company. These risks can be avoided by preparing the plant for the conditions that it is about to go through. It is more economically viable to run the steam reformer at as high a temperature and pressure as possible. Magnesium oxide-lined furnaces, MgO, has a melting point of around 2800 degrees Fahrenheit, making it ideal for lining the furnaces used in the production of hydrogen. Hydrogen itself will cause some materials to become brittle and eventually break. Hydrogen features an active electron and thus will behave like a halogen, causing erosion in the metals that it comes into contact with. This can be avoided by using high-purity stainless steel in the sections of the plant which will come into contact with the hydrogen. This steel must have a maximum hardness of 80 HRB on the Rockwell Scale. Ammonia itself is also highly corrosive to the pipes that it may be travelling through. For this reason, it is recommended that stainless steel is also used here, at a similar hardness of that shown above. Most ammonia plants use centrifugally cast high-alloy tubing to hold the nickel-base catalyst in the primary reformer furnace. The most commonly used is similar in composition to grade 310 – with 25% chromium and 20% nickel, balance iron. This has a carbon content in the range of 0.35 – 0.45% for improved high-temperature creep and rupture stress. Thermal protection of piping involves fire brick owing to the high temperatures involved.

The Feeling of Excellence Essay Example | Topics and Well Written Essays - 750 words

The Feeling of Excellence - Essay Example If you want more, then go for more excellence.† And so Matilda looked for more. Matilda’s paternal grandfather, Leonardo, seemed to be the perfect source of knowledge when it came to excellence. At 90 years old, he must know what excellence means. Matilda decided to visit him. She took two sandwiches and a can of orange juice. She wanted to be prepared of their long conversation over the definition of excellence. She took her food and drinks and went to the next door, because that’s where her grandparents lived. Before even knocking, a large, looming figure with grey hair opened the door. Matilda shouted: â€Å"Grandpapa! You almost killed me!† Leonardo laughed and carried the child to the living room. He said: â€Å"Well, your mother called and told me you’d come.† Matilda shrugged: â€Å"You should have pretended you read my mind! That would have been more exciting and mysterious!† She opened her juice and drank some before she said: â€Å"Anyway, I have some business with you grandpapa. Do you know what excellence is? Your son does not give a clear meaning for it.† Then she smiled. Leonardo laughed cheerfully: â€Å"I must say so. My son must be quite over his head on this one. Well, excellence is about being the best of where you are. Like the best student. That’s excellence.† Matilda asked: â€Å"What about the effort? Does that not account for excellence too?† Grandfather answered: â€Å"Hmm†¦You have a point there. Excellence is more of an outcome or result though.† Matilda thanked him and left. She was slowly walking and chewing on her second sandwich. Thinking made her hungry. On her way back to her house, she chanced upon the philosopher who called himself Socrates. Socrates called Matilda: â€Å"Why hello there my pumpkin! What seems to be bothering you? You look so creased, you can roll away like crumpled paper!† Matilda laughed at the thought of her rolli ng along the street. Matilda told Socrates her dilemma. He said that the question was difficult to answer, because every answer yields additional questions. He said: â€Å"What is excellence? Who defines it? Who says who can define it? Who believes these definitions? Ah, excellence confounded Aristotle and Socrates too. I am not much of a help. You have to discover what it means in your own, my little Plato.† Matilda creased herself even further. She should be rolling like crumpled paper by now. Matilda decided to sit at the porch. She stared blankly into space. Mr. Smithson walked by. He was the mayor. He saw the bothered look on Matilda and decided to approach her. He said: â€Å"Can I sit with you Matilda? Anything I can do for you?† Matilda answered: â€Å"Well, you can if you know what excellence is.† The Mayor shared his ideas on excellence: â€Å"Excellence is public service. It is about going beyond yourself and helping others.† Matilda looked pen sive and replied: â€Å"But that does not make me an excellent one then. I can barely help myself in many things. Thanks anyway.† The Mayor smiled and said goodbye. Matilda went in her house and felt deflated. No one gave her a satisfying answer of what excellence is. She sat at the living room and looked at her mom. She just baked some banana cake and pressed fresh orange juice.

Interprofessional team working in healthcare delivery Essay

Interprofessional team working in healthcare delivery - Essay Example For this research, the case that will be analysed is the Case of Tom. This case has been chosen because of the following reasons. First, it puts into question the concept of patient–centeredness. In concrete experiences of patients, what does patient-centeredness means? Is it simply a mantra that we continuously repeat, but do not act upon or is it a reality for some patients and not for all? Second, because of the vagueness of the idea of patient-centeredness, the case highlights the wide divide between health policy and health care plan and that no matter hard policy makers think of coming up with ways that may theoretically realise patient centeredness of health care if it is not implemented in real cases, it is worth nothing. Third, it brings to the fore the issue of decision-making in cases of patients that are incapacitated in making the decisions for themselves. Fourth, it emphasises the unclear position of parents in decision-making when it comes to their child who is vulnerated by multiple learning disabilities. Fifth, it presents a stark contradiction to the ideal of interprofessional teamwork to achieve the best quality health care that can be provided to the patients. Finally, sixth, it brings us back to the basics of humanity – rights, dignity, respect, and human integrity. With these reasons, it will focus on the concept of interprofessional teamwork. The idea of patient-centred is the core of health care plan and interprofessional teamwork in health care services. ... These are 1. The issues pertinent to the autonomy, integrity, and dignity of Tom. 2. The ethical concern regarding decision-making in cases where in the patient is incapacitated to make an autonomous decision. 3. The issue of double standards in care vis-a-vis neglect in providing care. 4. The ethical issue of duty of people who are primarily responsible in providing the necessary care for Tom’s condition and 5. The ethical issue of malfeasance as a result of the negligence of the primary health care providers of Tom. All of these ethical issues are manifested by the failure of the health care team to assess, address and treat the expressions of pain by Tom, which is repeatedly re-affirmed by his parents. In this failure, the entire team failed to recognise and respect the dignity and integrity of Tom as a patient (Gaskell & Nightingale 2010). Tom is in a vulnerated condition of profound and multiple learning disabilities, which places him in a constant situation wherein his d ignity and integrity as a person is injured. In this context, treatment should be made available and accessible indiscriminately (Kottow 2010). In his condition, dignity in disease should not be equated with ‘dignity in uprightness’, but it is a differing dignity where â€Å"it is not so important whether we are sick or healthy; what matters is to be sick in a healthy way, and not healthy in a sick manner. In the question of autonomy, it is apparent that Tom is incapable of making an autonomous decision. As such, in his behalf, his parents have consistently shown that they are advocating for their child. Beauchamp and Childress (2009) have explained that the norm in disregarding parental decision in terms of treatment is when the decision is refusal of treatment that is

The European Economic Community Essay Example | Topics and Well Written Essays - 2250 words

The European Economic Community - Essay Example This resulted in the benefits of four freedoms namely, capital, labor, products and services to the European community. In subsequent years, the movement gathered momentum, and as the policies of liberalization and globalization started having bigger impacts on the world polity, the EEC saw more relevance for it. Stated objective of formation of EEC is of course protecting the economic interests, but the region has also learnt quite a few lessons from the history as well. Germany used to be a loose confederation of independent states till 1870. On January 18, 1871, these states united under a Prussian king who had the title â€Å"Kaiser, of the German Empire†. Bismarck was the first Chancellor or Prime Minister of the unified Germany. This resulted in gradual expansion of Germany and alternation of distribution of power within Europe and a new world order (Henig, 2002). This shift is balance of power made the group of nations like Britain, Russia and France together. Gradually the imperialistic urge started crossing the borders and entered into the African region. All such events led to the two world wars and massive devastation on all sides. Therefore, formation of a common platform is also the efforts towards averting the recurrence of such wars. The stated objectives for the EEC in clude2; The common commercial policies are an important step towards safeguarding the interests of the region particularly while dealing with the outside world. After the treaty of Rome, a need was being felt to serve the interests of the customs union with a Common Customs Tariff (CCT) to deal with the third parties. Established by Article 113 [133] of the Treaty of Rome, Common Commercial Policies therefore took shape in 1961 to safeguard the common interests of the EU nations3. This effectively meant that the EU region will act as one country while

Gender Segregation in Education Essay Example | Topics and Well Written Essays - 2000 words

Gender Segregation in Education - Essay Example Studies have shown teachers spend more time with the boys in the classroom than with the girls. (MacNaughton, 2004, 82)This may be due to disruptions by the boys, although the teacher is often unaware of the amount of time spent with boys over girls. In the personality domain, there are various notable traits with gender differences. These include aggression, conformity, emotional adjustment, values and life goals and achievement orientation. Numerous studies have shown that whilst adolescent boys are more aggressive than girls in terms of both physical and verbal aggression, during adolescence the differences between males and females are negligible at primary school level (Vialle et al, 2000, p.154). This is not saying that girls become physically aggressive but perhaps resort to verbal aggression or the use of covert forms of aggression such as social alienation (malicious gossip and rumors, exclusion) (Vialle et al, 2000, p.154). Statistically, girls are more conformant than boys and are more likely to seek help from adults than are boys. (Grieshaber, 2004, 22) This difference is attributed to the observation ...that girls tend to participate in adult-structured activities on the other side boys are more likely to participate in activities with little adult involvement in school. (Vialle et al, 2000, p.154). Emotional behavior by boys is expressed differently, depending on gender. While females are more likely to freely display their emotions, males are more likely to suppress their feelings, with the exception of anger. (Walkerdine, 1999, 172) Most researchers attribute these differences to societal expectations rather than biological differences. This can be supported by studies of boys under five years of age. (Vialle et al, 2000, p.154).

Any to pic Essay Example | Topics and Well Written Essays - 500 words

Any to pic - Essay Example The cases of failure among health care institutions that have been publicized, though a minority, their overwhelming blow cannot be condoned. These failures have been associated with inadequate compassion, inadequate respect, and lack of dignity. The media has gone further to highlight the consequences of such shortcomings. The most adverse effect is that such failure results to death of many individuals, who would, otherwise have been saved. The interest of some health care organizations has masked the avoidable harm that patients experience across various parts of the world (Reid, 2012). It is essential to note that for a positive movement to be made, the most essential task is shifting the mindset of all health care professionals at all levels. For instance, it is essential that normalizing the nonstandard should be stopped as well as acceptance of the unacceptable. Moreover, there should be a collective as well as individual practice and promotion of professional cores and values that increase the safety of patients and property ownership. Nevertheless, improvements should be made in surgeries, with increases in effectiveness and commitment among the professionals. Health care professionals touch people’s lives at times of primary human need, when compassion and care are what they need most. It is, therefore, significantly essential that individuals, boards, and teams explore what compassion, dignity, respect, and care signify and their manner of demonstration (Reid, 2012). Building united mental representations of care requires nurses to express professional values and describe their expectations. As much as there has been reported failures and poor performance in health care institutions, it is, however, essential that their efforts be recognized. It is arguable that with the absence of nurse leaders to engage others in work, a health environment is unachievable. Professionals have argued that it is only qualified nurses who can determine whether

MDCM (B) write up Case Study Example | Topics and Well Written Essays - 1500 words

MDCM (B) write up - Case Study Example & Norton, J. F., â€Å"MDCM, Inc. (B): Strategic IT Portfolio Management†). Along with defining, prioritizing and framing useful recommendations, the paper also constitutes a score card in order to evaluate each prioritized projects and also comparing the prescribed projects using the Portfolio Application Model Matrix (Jeffery, M. & Norton, J. F., â€Å"MDCM, Inc. (B): Strategic IT Portfolio Management†). The MDCM corporate board should keep prime focus upon defining, initiating and prioritizing top IT projects that should support or help MDCM’s strategic business goals in order to compensate huge losses that the organization faced during the last five successive years. In this connection, the MDCM board should assess their prioritized projects initiative that would ultimately provide high value and low risk towards the business organization. Moreover, the corporate board of MDCM should lay emphasis upon the long-term competitive advantage of the organization along with tackling the risk issues that are mainly associated or related with them (Jeffery, M. & Norton, J. F., â€Å"MDCM, Inc. (B): Strategic IT Portfolio Management†). The most appropriate IT project initiatives that MDCM analyses can become a part in order to improve its global IT. The organization took the initiative on unifying its methodology and technical values. The corporate team of MDCM wanted to eliminate the numerous different standards and IT methodologies that are prevailing across the company. This approach would help them to reduce the project sequence and encourage information distribution across IT development teams. This initiative was very much essential for MDCM in order to improve the future system development capability of the organization (Jeffery, M. & Norton, J. F., â€Å"MDCM, Inc. (B): Strategic IT Portfolio Management†). The other significant project initiative of

See instruction section. There are 5 topics to choose from Term Paper

See instruction section. There are 5 topics to choose from - Term Paper Example Obesity rates among adolescents in the United States have tripled since 1963. More than one-third (33.6%) of U.S. children and adolescents are either obese or at risk of becoming obese, with significant variations across ethnic and socioeconomic groups. Overweight children have a 70% chance of being overweight or obese as adults and an 80% chance if one or more parent is overweight or obese. Obesity increases various health related risks both in childhood and into adulthood (American Heart Association, 2005 cited in Goldberg and Gunasti, 2007).). It is estimated that at current rates, the lifetime risk of type 2 diabetes (and many related health problems) is 30% for boys and 40% for girls (McGinnis et al., 2006 cited in (Goldberg and Gunasti, 2007).). Other associated health problems for which obesity increases the risk include high cholesterol, high blood pressure, asthma, and general poor health† (Koplan et al., 2005). Needless to say, the social factors that affect the healt h of Americans breed diabetes and cardiovascular diseases. It has to be mentioned that the present economic environment of the US is far from ideal because it is still recovering from the financial crisis. Thus, both customers and organizations alike are in cost saving mode in order to cope with the current economic situation. This is however not peculiar in the health care industry because the current difficult economic situation is felt across America’s industries whether in healthcare, finance, auto etch. Policy wise, the most significant economic development in the health care industry is the implementation of the pay for performance because it can affect the bottom line and viability of a health care provider institution. â€Å"Pay-for-performance or P4P is a quality improvement strategy that employs financial incentives to improve compliance with evidence-based clinical practice guidelines, to improve patient experience, to

Does the Color of Paint Deter Insects Essay Example for Free

Does the Color of Paint Deter Insects Essay Is it possible that paint is capable of insect control? Determine if painting the ceiling of a porch sky blue will fool wasps into thinking it is the sky and keep them from building nests under the eaves or on the ceiling? Hypothesis: By painting the inside roof of the porch sky blue we can prevent wasp from making a nest in the eaves of the porch. Prediction: If painting the roof sky blue prevents wasps from making nest, and then the inside of the roofs of all porches should be painted sky blue. Controlled Experimental Method: The beginning of April when things usually start to bloom and make nest here in Colorado I painted half the ceiling of by back porch sky blue and the other half the original dark green. Checking to see rather or not there are new nests every day. Results: In week 2 there no signs of nest in the back corner of the dark green side, 3 days later I checked again not only are there no sign of nests. Conclusion: It has been 6 months and there is no sign of any nests, and the ceiling is actually cleaner. I have concluded that the paint has actually deterred the insects from creating nests. I think anybody that has a problem with insects on their porch should paint the ceiling blue.

Journal Entry for Stephen Crane’s, An Episode of War Essay Example for Free

Journal Entry for Stephen Crane’s, An Episode of War Essay This short piece of American literature is a descriptive prose depicting a scene in the American Civil War. An unnamed lieutenant is wounded at his right arm while resting with the rest of his troops during an active battle. The story enables the readers to take part on the lieutenant’s perceptions on what is happening and how the battle was shaped and he is a participant or a victim of a battle unknown to him. The battle is fierce and tumultuous; it was able to take the innocent lives and anything on its way. All of this thinking happened while the lieutenant passed the line of the battle, while he was in search of the field hospital.  At the hospital, the wounded officer had a brief and unpleasant encounter with a surgeon who is rude and lied to him, saying that his arm will not be amputated. The story was able to envelop the soft and meek side of an army officer in a few lines of dialogue of having his right arm amputated. In the end, the lieutenant went along with the surgeon for a medical procedure but end up losing his arm. The army officer felt ashamed when he got home to his family and showing an empty sleeve. He was a victim of a war that could have been avoided and he will not have to lose his arm.

Impact Assessment of Advertisements Upon Society

Impact Assessment of Advertisements Upon Society The growth in media has lead to expansion in advertisement services over the years to much of the nation. Concern regarding impact of advertisements has grown in Pakistan and this study aims to gather data that analyzes its impact on the society. We will learn that emotions evoked amongst the viewers by advertisements that feature female and male models in diverse sex roles is a primary concern as it has affected the social values present within our society. To be precise, immorality publicized through these advertisements has more or less deteriorated whatever was left of our religious values. Constant advertisements containing indecent substance has lead to people being prone to it which was bound to happen had no corrective measure been taken timely. We investigate that how do children and teens perceive advertisements which change their psyche at a tender age. Lastly, the rulings of advertisements under the laws of Islam that is Shariah, are covered in this study which will highlight the ethical aspects which should have been an integral part of our society. CHAPTER 1: INTRODUCTION An Overview of the Topic Research is conducted to assess the impact of advertising on our society. Since the dawn of advertising, complaints and criticism have run raging. Does it have a strong impact on society? Does it really influence and affect millions of people watching television, reading magazines and listening to the radio every day? The invention of the media has given us more power and knowledge, but its growth prompted us to think about its positive and negative impacts on our society. We experience its ramifications in our personal lives and in society as a whole. Advertising function is not of current origin, even the Romans practiced advertising. The sellers in early times used their loud voices to catch the attention of consumers and inform them of the availability of their services. After the development of retail stores, traders became more concerned about attracting sales and customers. Informing customers about their products and services was vital to increase sales. Hence use of signs on stores and other major places became a way to reach its customers. With the swift growth in markets and increase in customers, the significance of advertising also grew. Different advertising techniques and methods were then developed in order to survive with the rising trend. Advertising plays an important role in our society. It equally goes hand in hand with special responsibilities but the social actors do not fully understand the impact that it has on them. Advertisers are well aware of its society and hence use suitable techniques to reach its market. Few examples are banner ads, TV commercial ads, text messaging advertisements, online video ads and print ads. Each of these methods let advertisers offer a different way for a consumer to become more involved in the marketing process. Every time a person opens a newspaper or turns on the TV, he or she views advertisements in huge quantities which results in more and more chances of being carried away without even consciously knowing it. The worst part is that most of the viewers are negatively affected by it at a subconscious level. It is an important topic to discuss as to whether advertisements affect our society or not. There has been no research conducted in this field previously though this social issue needs attention in our society. The main purpose of this study is to know the relationship between how the society reacts to different types of advertisements and how it affects their psychology. Advertising has changed in its function, mainly because of the switch from informational to a more expressive conceptual way to communicate with consumers. Previously consumers were exposed to informative ads which made easier for them to make a decision by exploring the positives of products and the negatives of competitors. The ads and their types have changed over time, now they come with more emotions and sentiments. This style of marketing and advertising carried throughout the twentieth century, with the introduction of the Internet and other technological mediums it became easier to cooperate and communicate with the consumers directly. The internet plays an vital role in changing the strict lines between informational and emotional advertising as it allows its users to practice traditional informative advertising in many different forms, while encouraging interaction with consumers by click-through sites and links. The foremost aim of this research is to build a framework for an analysis of new media advertising that affects the society in numerous ways. The assessment will perform analyses of advertising and how it has changed the way consumers make decisions about products and services. Societal actors such as parents and other individuals have a general viewpoint that advertisement, specifically TV advertisements have a negative influence on society irrespective of it being intended or unintended. These advertisements hold an immense impact and affect the viewers especially the young generation. Usually the advertisements convey their message successfully. The audience captures the idea and internalizes it; the next thing they know, they are in the malls, buying the newest product or service advertised. The effects of advertising may not look severe, but because of the subtlety of these effects, consumer minds are already absorbing it without realizing. Most TV commercials make use of well-known celebrities or beautiful models that consumers are tempted to patronize it because they want to be like them. Advertising has positive as well as negative social, economical and religious impacts on our society. Viewing advertisements as a public welfare is a positive social impact whereas exposing women as a sex tool comes in the negative religious aspect. As far as economic factors are concerned, financing the media and motivating an vigorous and competitive economy are few major examples. Advertisements promote prosperity but are considered propaganda simultaneously. For example Advertising can affect people by making them smoke cigarettes, and support racial, cultural, and sexual stereotypes. Advertisements try to persuade the consumers to buy a product through the use of subliminal messages, celebrity endorsements or evident signs. The effects of television advertising are remarkable, affecting children, teens, and adults. These ads point out a persons lack of something, instead of the products features. As a result consumers now are likely to purchase products to make them feel good and beautiful instead of buying it because of the products particular feature or value. We all know that Pakistan has been created under the name of Islam therefore all social activities should be governed by Shariah. In accordance with The Holy Quran, fraud may occur if the seller fails to deliver anything promised in a transaction. Moreover according to Hadith [Sahih Muslim: The Book of Transactions], we can conclude that a true Islamic society is based upon honesty, justice and fraternity, and is absolutely intolerant of dishonesty in all its various forms. That is the reason why perfect honesty in business and truthfulness in trade are much emphasized by the Holy Prophet (may peace be upon him). It will not be an exaggeration to say that absolute honesty in business and commerce is really an Islamic concept. Moreover The Holy Quran explicitly addresses the dress code for men and women. For instance in a verse of Surat Al-Noor in the Holy Quran states And say to the believing women, that they should lower their gaze and guard their modesty; that they Should not display their Beauty and ornaments except What (ordinarily) appear Thereof; that they should draw their veils over Their bosoms and not display their beauty except to their husbands, their fathers. The above mentioned facts prove that Islam strictly prohibits us to provide any false, unauthentic and deceptive information in any form what so ever. It also forbids involvement of men or women in any form as it is against our religious beliefs. People in society are influenced by most advertisements, and resultantly either they buy what they see or converse about what they saw. One of the major unfavorable judgments for advertising is that it persuades the public to buy things which are not their actual want. Advertising plays with emotions and encourages people to think that buying and consuming are the activities of life. It is important to understand what the impact of advertisement can be on society. The impact on individuals depend on how much they watch, their age and personality, whether they watch alone or with others, and whether others talk with them about what they see and understand. Questionnaires were distributed amongst the students, teachers, parents as well as the professionals working in corporate world which made certain that people belonging to all sections of the society were reached. Age was not a barrier in order to ensure that the feedback obtained represents the judgments of the society as a whole. From the 50 respondents in totality, the results show that almost half of the population admitted that the advertisements are a means of giving rise to materialistic values. Many respondents were of the view that they crave to have access to only those selected channels which do not promote immorality and indecency. Ethical and social aspect sections of the questionnaire mainly had an adverse response. A detailed analysis of advertisements and its impact on society will help draw a conclusion that how social inequality is mounting amongst the people of our society and how it molds the psychic of individuals. This research will provide a better understanding of how the society perceives and comprehends the selling objective of commercials. The main objective is to find the relationship between effects of advertisements upon society and their susceptibility of using advertised product or service. Related Definitions Advertisements: Any public notice, as a printed display in a newspaper, short film on television, announcement on radio, etc., designed to sell goods, publicize an event, etc. Advertising: Philip Kotler [Professor of International Marketing at the Kellogg School of Management at Northwestern University] has defined advertising as Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.(Bovee, 1992, p. 7) Society: 1. an organized group of persons associated together for religious, benevolent, cultural, scientific, political, patriotic, or other purposes. 2. a body of individuals living as members of a community; community. Psychology: The science of the human soul; specifically, the systematic or scientific knowledge of the powers and functions of the human soul, so far as they are known by consciousness; a treatise on the human soul. The science which studies the functions of the mind, such as sensation, perception, memory, through, and, more broadly, the behavior of an organism in relation to its environment Imitation of stunts: Copying (or trying to copy) the actions of someone else such as an acrobatic or dangerous piece of action in a film, television ad, etc. Eating disorder: Eating disorder is when a person eats, or refuses to eat, in order to satisfy a psychic need and not a physical need. The person doesnt listen to bodily signals or perhaps is not even aware of them. A normal person eats when hungry and stops eating when the body doesnt need more, when he feels the signal of satisfaction. Temper Tantrums: Temper tantrums are disruptive or undesirable behaviors or emotional outbursts displayed in response to unmet needs or desires. They may also refer to an inability to control emotions due to frustration or difficulty expressing a particular need or desire. Awareness: knowledge or understanding of a subject, issue, or situation Impulse shopping/buying: Involves no conscious planning but a powerful, persistent urge to buy something immediately Materialism: The theory that physical matter is the only reality and that everything, including thought, feeling, mind, and will, can be explained in terms of matter and physical phenomena. The theory or attitude that physical well-being and worldly possessions constitute the greatest good and highest value in life. A great or excessive regard for worldly concerns. Fraud: Deception deliberately practiced with a view to gaining an unlawful or unfair advantage; artifice by which the right or interest of another is injured; injurious stratagem; deceit; trick. [Not able to deliver everything promised in the ads is also fraud] Haram: Prohibited, illegal. Mostly used in reference to actions as well as foods. Haraam is that for which the one who does it will be punished and the one who abstains from it will be rewarded, if the reason for his abstinence is following the prohibition of Allah CHAPTER 2: LITERATURE REVIEW Sandage (1972) worked as a leader in advertising education. He conducted a research on some institutional aspects of advertising. Advertising has two types of criticisms: 1) that which is directed against the methods of individual practitioners, and 2) that which holds that the whole advertising process is neither socially or economically defensible. Basically the society holds advertising accountable to inform and convince members of society in respect to products, services and ideas. It is believed that advertising manipulates consumers to follow the will of the advertiser. The positive side of advertising is the learning of consumerism which means it develops judgment on the part of consumers in their buying practices. Advertising holds a philosophy that consumers are not really competent of making wise decisions and that they would be better off if some supposedly more intellectual person or group made all consumption decisions. Bijmolt, Claassen and Brus worked together to carry a study on childrens understanding to T.V advertising. They examine childrens understanding of TV advertising that is their aptitude to understand commercials. Children are watching more television today than years ago, and therefore viewing more commercials. Parents and other societal actors have a universal concern that advertisement, specifically TV advertisements have a harmful influence on early stages of life irrespective of it being intended or unintended. It is investigated whether their age, gender, parental pressure or any other aspect has an effect on the understanding of advertisements. Brucks, Armstrong and Goldberg (1988) concluded that understanding TV advertisements allows children to use cognitive defences, such as producing counter arguments. While looking at the children responses to TV advertisement a research testing revealed that childrens food choices especially in snacks are based on their exposure to TV commercials. Persuasive strategies are considered techniques used by advertisers to get consumers to purchase. Teenagers have become top consumers in todays society, so advertisers have focused on getting their business. Teens are able to spend their money more freely because they do not have the responsibilities of adults. They even have a greater influence on household spending, as their role in the spending of their parents money continues to rise. For instance, it is not unusual for a parent to send their young kid to the grocery store for them, giving them total control of product choice. Thus, teenagers are becoming big targets for advertisers due to their growing consumerism. Why are teenagers such big targets in the advertising business? The answer is straightforward: They are different. Advertisers view them as a constant changing generation with optimistic outlooks. They want to show individuality by their clothes and possessions, however fit in with their peers. Hyman, Tansey and Clark (1994) conducted a research on advertising ethics as it has been, and continues to be, an important topic in advertising research. Advertising ethics affects the practice of our lives, and also the practice of business, in subtle and important ways. It concerns everyone including the academicians, ad agency personnel, advertisers, consumers, media personnel, and regulators, in one way or the other. Dennison (2008) conducted a study to see the role of television in childhood obesity. The research in the study exhibited that child obesity has more than tripled in the last past 30 years. Although there are many other multi-factorial reasons for it to rise, television viewing is one the major factors. Increased calorie ingestion, poorer dietary quality and reduced physical activity are all results of extreme television viewing. Advertisements, such as sophisticated marketing of high fat, high sugar, high calorie foods and beverages are increasingly being targeted to kids and adolescents. These advertisements have been shown to have an effect on childrens preferences, requests, and short-term consumption of food and beverages. Foods such as fruits, vegetables or dairy products are least likely to be advertised. Gay (1992) analyzed the effects of 2 People see advertisements all around the globe that try to entice consumers to buy products. Advertisements are placed in newspapers, magazines, schools, and on billboards everywhere. According to marketing consultants Stan Rapp and Tom Collins, on a typical day, a person on average sees over 5,000 advertisements a day. Advertising is simply intended to reveal the benefits of products that consumers wish for. It is fundamental to many businesses, as some would be unable to survive without a way of making their products recognized. Although advertising is accused of influencing consumers to buy things they do not need, they have the choice to purchase. It is up to the consumer to make sensible choices and develop shopping skills. Alexander Hanson (1993) came up with many questions which arise about these advertisements, such as Is advertising deceptive? Does it create or perpetuate stereotypes? Does it create conformity? Does it create insecurity in order to sell goods? Does it cause people to buy things that they really dont need? Advertisers use specific methods to aim teen consumers, but these methods are not always doing well or ethical. Advertising is giving the general community information about new goods and trying to enhance overall sales, which increases the competence of the nations economy. It is supposed to be a significant way of getting the point across about a product and create incentive for individuals to buy. Advertising alone, however, does not get customers. It simply catches consumers interest, gets them to walk up to a shelf, and make an impulsive buy. There are several ways to research consumers behaviours, likes, and dislikes. Advertising reveals the latest fashions and the new popul ar novelties on the market. It exhibits perfect individuals wearing the new styles and looking superior. Consumers observe this perfection and envy it. Therefore, they go out and buy in hopes of reaching perfection. Furthermore, being an accepted member of society has become very essential to most individuals. For instance, the presence of body odour on individuals makes them an outcast in society. Advertisers use this knowledge to their advantage by developing ads that show a person using deodorant and being recognized as admired. Fear also works into the whole advertising process. Due to the fear by consumers that they will not fit in, they pay close attention to the new ads for the new looks, which gives advertisers more drive to make their ads represent the ideal person. Advertisers also insure that ads are simply informational, but many disagree and believe that they are definitely influential. Anderson, Crespo, Bartlett, Cheskin and Pratt (1998) worked on a research and concluded one of the most highly advertised products are fast food and other food products. These advertisements have an effect on childrens eating behaviour and healthiness. Many co-relational studies have demonstrated an association between the length of TV viewing and levels of overweight and obesity in both children and teenagers. In order to control Childhood obesity, efforts to separate snacking or eating while watching television must be made. Public awareness efforts such as TV (screen) turn-off week are gaining momentum, as are local school, childcare and after school policies to limit childrens television viewing and use of other screen media. Specialists can play a critical role by reinforcing messages, supporting parents and families in developing and implementing time limits for television viewing and restricting the marketing and advertising of high-fat, high sugar, high calorie foods to child ren and adolescents. Freeman, brucks, Wallendorf and Boland studied that use of harmful products among young people is on the climb. E.g. promoting specific brands of cigarettes is positively related to susceptibility to smoking. Another controversial topic with advertising is the fact that teenage smoking is on the rise. According to TIPS (Tobacco Information and Prevention Source), at least 6,000 people try a cigarette for the first time each day, all of which are under eighteen years old. Tobacco advertisements are being blamed for the increase use of tobacco by teenagers. Many advertising critics argue that tobacco ads do indeed influence and contribute to the number of teenage smokers. Most teens, however, disagree and believe that their peers are the number one factor in their decision to smoke. Since image is very important to teens, they assess what image their smoking friends portray. If they want that image too, they may also take up the practice of smoking. A teens attitude towards cigarettes is a considering factor, ranking over advertising that leads to teen smoking. Ringel, Collins, Phyillis and Ellickson (2006) conducted a research on time trends and demographic differences in youth exposure to alcohol advertising on television. The key objective of conducting the research was to examine trends in youth exposure to alcohol advertising on television across different demographic groups. Firstly, the negative effects of usage include reduced educational attainment, increase in risky sexual behaviour and also increased likelihood of aggression. Aggressive alcohol marketing and advertising is one factor that is often cited as causing drinking. Among researchers, there is a general consensus that alcohol advertising is positively associated with alcohol consumption. Recent evidence suggests that alcohol advertising on television is increasing both in terms of the number of advertisements and the amount spent, with 90% of youth between the ages of 12 and 20years seeing on average more than 280 alcohol ads in 2002. Jam, Akhtar, Hijazi and Khan (2010) worked together to carry a research on the impact of advertisement on children actions. The major findings were that it enhances the awareness of children and the ads targeted to children are not effective, for effective positioning of children related products marketers should target the parents and include ethical orientation along with environmental knowledge to influence the buying patterns of parents. They hypothesized relationships among media (Advertisements) and their impact on children memory as well as their behaviour of purchasing. They additionally hypothesized the relationship between children focused advertisements and their impact on product sales. Materialism, parent child conflict and unhappiness are most important impacts of advertising on children. There are two types of paradigms; the paradigm of empowered child and the paradigm of vulnerable child. Buizen concluded that in the empowered child paradigm, children are viewed as expert consumers, proficient of critically processing commercial messages. In the vulnerable child paradigm, children lack the cognitive skills to guard themselves against advertising messages. In this research Co-relational studies have been used to do the investigation. A sad or happy commercial can affect the mood, and cognition of the viewer. He proposed a cause and effect relationship and found strong correlations between TV advertisement exposure of children and their purchase preferences as well as amount of purchase while shopping with their parents. The Islamic law, Sharia, prescribes all that one should do (Coulson 1964). There are four major sources or roots of jurisprudence-the word of God himself in the Quran, the divinely inspired conduct of the Prophet (sunnah), reasoning by analogy (qiyas), and consensus of opinion (ijma) (Coulson 1964, p. 55-59). According to the Quran, fraud may occur if the seller fails to deliver everything promised in a transaction. Advertisers are likely to show women in advertising if their presence relates directly to the product even if they are not appropriately dressed. The Quran explicitly addresses the dress code for women. The Surat Al-Noor-Aih-31 in the Holy Quran addresses this issue and states that And say to the believing women that they should lower their gaze and guard their modesty; that they Should not display their Beauty and ornaments except What (ordinarily) appear Thereof; That they should draw their veils over Their bosoms and not display their beauty except to their husbands, their fathers. Kaiser (2001) came to the conclusion that society today is bombarded with sexual messages and images in all media which includes television, magazines, advertisements, music, movies and the Internet. Parents are often concerned about whether these messages are productive and healthy. While television can be a powerful tool for educating young people about the responsibilities and risks of sexual behaviour, such issues are seldom mentioned or dealt with in a meaningful way in programs containing sexual content. Three out of four prime time shows include sexual references. Situation comedies top the list: 84 per cent contain sexual content. Of the shows with sexual content, only one in ten included references to safe sex, or the possible risks or responsibilities of sex. In shows that portrayed teens in sexual situations, only 17 per cent contained messages about safe and responsible sex. CHAPTER 3: METHODOLOGY AND ANALYTICAL CHOICE 3.1: Research type: The research type of my thesis will be qualitative. Qualitative research is more appropriate in order to have comprehensive understanding of human behaviour and the reasons that govern such behaviour. The qualitative method investigates not only what, where and when of decision making but the why and how as well. Qualitative research is used to gain insight into peoples attitudes, behaviours, value systems, concerns, motivations, aspirations, culture or lifestyles. 3.2: Data type and research period: The data used in my research thesis is primary. Primary research involves the collection of data that does not already exist, which is research to collect original data. In order to collect the data questionnaires will be floated to appropriate participants and interviews will be carried out of professionals. 3.3: Sources of data: The unit of analysis are individuals such as parents, teachers, youth themselves since they would be the ones made to fill out the questionnaires from which the data would be collected and analyzed. Parents, teachers and professional psychologists are interviewed as well. Customs Ethical conscience Personal Interests 3.4: Theoretical framework: Effects of Advertisements Economical Effects Social and Cultural Effects Religious and Ethical Effects Persuasion power, use of cognitive defenses, producing counter arguments Eating disorder; Craving for fatty, sugary, and fast foods Promotion of harmful and haram products services Awareness Up-to-date info Increase in knowledge for better decision making Fraud, not able to deliver everything promised Consumerism, Parent-child conflict, Unhappiness Sexual info; use of women and female figures Altered Preference Consumption Pattern Temper tantrums, when deprived of latest products Increase in western TV channels other ad mediums Generate impulse Shopping resulting in materialism Materialistic values in youth Help improve diet, if healthy food product ads are convincing Indulge in risky Behaviors; smoking drinking SOCIETY 3.5: Population, Working population and planned sample: The Population sample of 50 people from all three social classes (lower, middle and elite) and age classes (children, youth and adults) would be selected. Both genders would be questioned and interviewed; Questionnaires would be floated to the Children (5years 10years of age), youth (10years 18years) and adults (above 18 years) would be selected. Biases existed since people will not be willing to share their personal experiences and also because of lack of knowledge of the topic under consideration. 3.7: Research hypothesis: H0: advertising has a significant impact on the society and is giving rise to social inequality ÃŽÂ ² = 0 H1: advertising has an insignificant impact on the society and is not giving rise to social inequality ÃŽÂ ² à ¢Ã¢â‚¬ °Ã‚   0 H0: do advertisements create or perpetuate stereotypes? ÃŽÂ ² = 0 H1: advertising does not create or perpetuate stereotypes? ÃŽÂ ² à ¢Ã¢â‚¬ °Ã‚   0 H0: deceptive advertising and materialistic values has increased over the years ÃŽÂ ² = 0 H1: deceptive advertising and materialistic values has not increased over the years ÃŽÂ ² à ¢Ã¢â‚¬ °Ã‚   0 H0: advertising has brought more good than bad to the society as a whole ÃŽÂ ² = 0 H1: advertising has not brought more good than bad to the society as a whole ÃŽÂ ² à ¢Ã¢â‚¬ °Ã‚   0 H0: advertising with the help of hard sell and soft sell approach leads to compulsive buying ÃŽÂ ² = 0 H1: advertising with the help of hard sell and soft sell approach does not leads to compulsive buying. ÃŽÂ ² à ¢Ã¢â‚¬ °Ã‚   0 H0: advertising, with the expansion in media limits and expenditures in advertising has created a line between those who have and those who have not, giving rise to the sociological patterns of individuals (psychological) and society. ÃŽÂ ² = 0 H1: advertising, with the expansion in media limits and expenditures in advertising has not created a line between those who have and those who have not, giving rise to the sociological patterns of individuals (psychological) and society. ÃŽÂ ² à ¢Ã¢â‚¬ °Ã‚   0 3.8: Techniques Cross tabulation are similar to pivot tables. For primary data cross tabulations were used and were particularly useful for the interpretation of questionnaires especially when the significance of relationship between two variables was to be analyzed. 3.9: Data analysis and interpretation The cross tabulations were run in SPSS software which helped to study differences across sampling frame as it was intuitive and easy to use. All the hypotheses were successfully tested through the cross tabs for the purpose of deriving conclusions and making recommendat

Don Quixote :: essays research papers

In medieval times, knight-errants roamed the countryside of Europe, rescuing damsels and vanquishing evil lords and enchanters. This may sound absurd to many people in this time, but what if a person read so many books about these so-called knight-errants that he could not determine the real from that which was read? Such is the case in The Adventures of Don Quixote by Miguel Cervantes which takes place probably some time in the fifteenth or early sixteenth centuries. Don Quixote, formerly Quixana, was not really a don at all. He was a wealthy, intelligent farmer who read too many books about knight-errantry and went crazy. He convinced a simple-minded peasant named Sancho to become his squire, promising him wealth and a high spot in society. This book consists of many adventures these two had, both were convinced that they were doing brave and honorable acts of chivalry, when they were only two fools running around the countryside. Cervantes tries to make his book more interesting with the use of point of view. Don Quixote sees what his mind and imagination create, not that which is transferred through the optic nerves in a very clean-cut scientific manner. He retreats to a world that holds meaning for him. When he first departs, he stops at an inn and his eyes make it a beautiful castle with blushing maids and noble sirs. The wench Aldonza is turned into Dulcinea, his one true love, who he swears by in his battles and contemplates when he is idle. Another example of his point-of-view is the famous windmill incident. Quixote sees â€Å"’thirty monstrous giants... with... long arms... the length of two leagues.’† such is the demented mind of Don Quixote. He went down into a legendary pit to behold its wonders. Once inside, he convinced himself he saw a transparent castle and that the people there were kept alive hundreds of years by Merlin’s magic when he seemed to only dream it. Another way Cervantes uses point-of-view to let the reader know that Quixote has little grasp of reality. I will refer back to the windmills because that is the clearest example: Sancho tried to tell Quixote that the giants were only windmills, but he didn’t listen and Sancho couldn’t fathom that his master was mad, so he shuts the incident out of his mind, displaying some of the madness of Don Quixote in our supposedly sane squire.

Math Lesson Plan :: essays research papers

Lesson Plan Guide Topic: Math (To investigate and explore multiplication facts) Objectives In this activity, students will investigate and explore multiplication facts. The students will: †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Work in groups to device a plan for making a multiplication matrix †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Construct a multiplication matrix †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Reflect on the patterns they observe in the matrix Material For each group †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  1 cm grid paper †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  full sheets of paper †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  glue †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  scissors For the class †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  36† X 48† butcher paper Preparation †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Make approximately 10 copies of 1 cm grid paper on colored paper for each group of students. †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Cut one piece of 36† X 48† butcher paper. †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Start the multiplication matrix by placing four or five rectangles on the matrix. Procedure a.  Ã‚  Ã‚  Ã‚  Ã‚  Mini-lesson: †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  I will begin the lesson by showing the class the multiplication chart I prepared. I will ask pivotal questions to start a discussion, â€Å"What do you think this chart shows†?, â€Å"What do the side numbers mean†? †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  I will point to a rectangle and ask, â€Å"What can you tell me about this rectangle†? †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  I will hold up a grid paper rectangle with 4 rows of 6 and ask, â€Å"How many rows are in this rectangle?, How many squares in each row?, How many in all†? †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  I will then ask the students â€Å"Where do you think this rectangle belongs on the chart†? (I will encourage students to use the â€Å"rows of† language to help in determining the placement of rectangles on the chart). †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Next, I will say â€Å"Today you will be working in groups to create a multiplication matrix†. †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  I will tell students that they need to devise a plan to make sure that all of the rectangles they need to show will fit on the butcher paper. †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  I will point to an empty space on the matrix and ask, â€Å"What will the rectangle for this space look like?, What equation will you write on it†? †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  We will discuss how although 2 X 4 and 4 X 2 have the same product, the two problems mean different things. b.  Ã‚  Ã‚  Ã‚  Ã‚  Group Work: †¢Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  As students work together to construct the multiplication matrix I will visit with groups and ask some of the following questions: 1.  Ã‚  Ã‚  Ã‚  Ã‚  What part of the matrix are you working on now? 2.  Ã‚  Ã‚  Ã‚  Ã‚  How did you organize the cutting? 3.  Ã‚  Ã‚  Ã‚  Ã‚  Were there any problems? Tell me about them. 4.  Ã‚  Ã‚  Ã‚  Ã‚  Did you change your strategy? 5.  Ã‚  Ã‚  Ã‚  Ã‚  Did you find tricks to make the cutting faster? Show me what you did.

Culture Essay -- Anthropology, Durkheim, Functionalism

Throughout the complex yet recognised studies upon sociological phenomena, the term ‘culture’ continues to astound anthropological revisions. Whether or not a definition of ‘culture’ can be determined, or merely the exact forces which bring about such an abstract entity, the concept that culture exists can be acknowledged with focus to structural functionalism. The precise justification for culture itself began to enlighten anthropologists such as Durkheim, who in turn has encouraged studies from Malinowski and Parsons for instance. Still, existing theories suggest intensely dynamic and multifaceted definitions of ‘culture’, those of which ‘explain’ culture with various stances. Within contemporary studies, culture itself is often implied using the notion of functionalism. Durkheim outlines a society as a functional culture; both culture and society encompass systems and institutions which determine their own intentions (Durkheim, 1982). Each institution in a culture or society is a portrayal of the exact functions they have in that specific culture or society. Structural functionalism represents a paradigm of reality which interconnects the facets of civilisation and social order (Parsons, 1973). What’s more, it is these interrelations which may define culture as a system of collective purposes. Those specific purposes are determined by the civilisation of which they are present, thus often localised. Malinowski developed interpretations of functionalism in order to avoid ethnocentric ethnographies, and his work emphasises the impression that biological needs of a community are the forces which generate culture (Malinowski, 1944). The needs of a society encourage the development of institutions which function to fulf... ...xtent to which culture can be explained is very limited. A cultural system entitles the recognition of moral codes, survival mechanisms, cognition and an interaction with the environment. Durkheim revolutionised anthropological thoughts amongst sociological theory but the phenomena of ‘culture’ can scarcely be defined. An explanation of culture may encompass the notion that a specific set of views and behaviours will be adopted by a people and they will respond in certain ways, which is their culture. It is a form of society and believing which deviates towards a state of equilibrium; a state which will incorporate shared ideals and morality. The mere complexity and dynamic structure of culture ensures difficulty when explaining the concept; without properly being able to distinguish what culture is, one is also unable to determine its meaning and purpose.

The Handmaid’s Tale – Margaret Atwood – Consider the way Atwood presents Professor Pieixoto’s conference speech in the’Historical Notes’

The anti-utopian novel, ‘The Handmaid's Tale', tells the futuristic story of Offred, a Handmaid of the oppressive Gileadean regime, a society immune to any form of external influence and governed by an elite. It is the ‘Historical Notes' at the end of the novel that help the reader to put one woman's autobiographical record into historical perspective by acting as an epilogue to the tale of Offred. Although not part of Offred's narrative, the notes are part of the novel, working as an essential supplement to the story in a hope to answer some of the many unanswered questions evoked throughout the novel. The notes stand as a framework with which one can use to reflect on Offred's narrative from a point in the distant future, where Gilead is long gone, along with all of the main characters of story. The ‘Historical Notes' are a transcript of a convention held in 2195, two-hundred years after Offred's existence, taking place at the University of Denay, Nunavit in Arctic Canada. The symposium is lead by a male archivist from the University of Cambridge named Professor Pieixoto, proving the notes to be of a view from outside of America. The introduction to the main text of the notes is light, whilst prefacing the main speaker, along with the works for which he is recognised. The main work for which he is recognised is that entitled â€Å"Iran and Gilead: Two Late-Twentieth-Century Monotheocracies, as Seen Through Diaries†, Iran being a country that imposed severe restrictions on the freedom of women and so has a direct link to Gilead. It is ironic that Iran and the United States are famous enemies yet impose similar restrictions upon their people. The name of the university has great significance for the reader as although it's set in one of the first aboriginal self-governing territory in Canada, ‘Denay Nunavit' is also a pun of ‘Deny none of it', in reference to the story as told by Offred. It is through this play on words by Atwood, that the reader is advised to believe Offred's story, whatever explanations or misinterpretations may be offered by the professors, in the ‘Historical Notes'. The Chair of the conference is a woman professor called Maryann Cresent Moon, her name indicating that she is a member of the Native people, along with her associate Professor Johnny Running Dog, suggesting that both women and Native people have substantial status at this point in the future. She begins the conference by addressing the students with notices about several other talks and expeditions taking place, and the reader can grasp that the fact the students go on nature walks and can eat fish, â€Å"Arctic Char†, from the sea, suggests an unpolluted environment contrasting that of Gilead. Professor Cresent Moon goes on to introduce the succeeding speaker, prefacing him along with his work, allowing Professor Pieixoto to then take the stand. Although this epilogue is set two hundred years in the future, it is through her speech that the Professor Cresent Moon reveals that the society of 2195 is more familiar to the society of today than the times of Gilead. However, there are also subtle differences to our society, as primarily, the culture that is presented in the future is characterised by non-Caucasian cultures seemingly studying Caucasian culture, the evidence provided through the names of the professors giving talks, such as Professor Gopal Chatterjee and Professor Johnny Running Dog. Traditionally, Western academia has been characterised by Caucasians studying anthropology, eastern philosophy and eastern religions and so much of the beginning section of the notes, spoken by Professor Cresent Moon, hints a mild ridicule of current academic practice by Atwood. Despite the advances in non-Caucasian academia, the male perspective of the Professor Pieixoto is typical of the historical male dominance and perspective in academic research and seemingly, it's through his seminar that Atwood satirises the methodology and manners of a male academic historian. Professor Pieixoto's jokes about ‘tail' and ‘Frailroads', instead of Femaleroads, have a sexist tone, indicating that sexist attitudes have not changed in the two hundred years that have passed since Offred's time. It is in this context that the nature of the professor's name has meaning as Atwood got the name ‘Pieixoto' from a Brazilian novel where it is the name of a character who continually is reincarnated in the same form. It is here that Professor Pieixoto demonstrates the same masculinist characteristics as those who created the Gilead regime, who had modelled themselves on the Old Testament patriarchs. Pieixoto starts by locating a historical context for Offred's story and goes on to tell his audience that the tale, later titled ‘The Handmaid's Tale' in tribute to Geoffrey Chaucer's ‘Canterbury Tales', came in the form of thirty cassette tapes that were discovered in Maine, in a sealed army footlocker near what used to be the Underground Femaleroad. We are told that each of the tapes began with several songs, â€Å"as camouflage, no doubt†, in order to disguise the nature of the recordings and that the same voice speaks on all of the recordings. Pieixoto also discusses the difficulties in reconstructing the narrative as the tapes were not numbered nor arranged in any particular order, along with the problems associated with the speaker's old-fashioned accent. Therefore, the professors transcribing the story had to guess the intended chronology of the tapes and this provides an explanation for the interrupted structure of the narrative. For all of Pieixoto's detailed account of how he came about Offred's story, he seems to lack concern for Offred as an individual and is more concerned in implementing the authenticity of her tale and its worth as impartial historical evidence. He seemingly avoids the moral issues raised by Offred, claiming â€Å"our job is not to censure but to understand† and most obviously, he is more interested in establishing the identity of her Commander than Offred herself. Surprisingly, Pieixoto cautions his patrons against judging the Gileadean regime too severely, as judgements on events in history are â€Å"culture-specific†. Furthermore, he seems to attempt to justify the establishment of Gilead by claiming that it was under a large amount of pressure due to the rapidly declining birth rate and environmental depravity. Pieixoto goes on to talk about the falling birth rate, elaborating on the reasons that caused it such as abortion, birth control, sexually transmitted diseases and also miscarriages that resulted from exposure to nuclear waste. Using the Bible as a justification, he explains how Gilead rounded up a collection of fertile women by pronouncing all second marriages and non-marital relationships illegal, confiscating the children of these relationships and allowing the women to take on the role of â€Å"walking wombs†. Similarly, Pieixoto clarifies of how Gilead adopted the regime of what he calls â€Å"simultaneous polygamy† rather than â€Å"serial polygamy†, taking inspiration from the Biblical story of Rachel and Leah. Pieixoto explains that similarly to all new systems, Gilead drew on the past for inspiration in creating its ideology. Specifically, he mentions the racial strains that troubled pre-Gileadean America, which Gilead embodied in its main principles, and later talks of how the idea of dumping â€Å"more than one boatload of Jews† into the Atlantic Ocean was one of the ideas dreamt up by one of the two possible Commanders of Offred. It is here that Pieixoto talks of his and his fellow Professor Wade's interest in identifying the author of the tape, but due to her name being concealed by the Gileadean patronym, he's unable to tell the reader anything new about Offred, her life before, within or after the Gileadean regime. However, it is noticeable to the reader than Pieixoto is more interested in identifying the Commander of Offred, as perhaps by discovering his identity and more about him, he can so do the same for Offred. After attempting to research the names used by Offred in her story, after having no leads, Pieixoto comes to the conclusion that the names such as ‘Moira', ‘Luke' and ‘Janine' must have been pseudonyms, in order to protect those that she loved. The two possibilities that Pieixoto offers as the Commander's real identities are Frederick Waterford and B. Frederick Judd, both men leaders of the early Gileadean regime and instrumental figures in the structuring and establishment of Gilead. He runs through what both men contributed to Gilead, starting with Frederick Waterford, revealing that he was â€Å"responsible for the design of the female costumes† and came up with the idea that the Handmaids should be branded by the colour red. He was also responsible for some of the names of the events practiced in Gilead, such as ‘Particution' and ‘Salvaging', taking his inspiration from events in the past, along with the design for the Handmaids costume, which resembled the uniforms of German prisoners of war during WW2. Judd on the other hand is credited with devising the form of the Particution ceremony, rather than the name, and proposed the idea that the Handmaids should be governed by women as he believed that â€Å"the best and most cost-effective way to control women for reproductive and other purposes was through women themselves†. He was also responsible for the dumping of the Jews into the ocean. Although both were childless, there is more evidence to support Frederick Waterford in being Offred's Commander as although his wife wasn't called ‘Serena Joy' or ‘Pam', but instead ‘Thelma', he was into market research and was involved in one of the earliest purges of Gilead after being accused of â€Å"being in possession of†¦ heretical pictorial and literary materials†, as well as â€Å"harbouring a subversive†. However, although all of this evidence points towards him, Pieixoto explains that because historical details of Gilead are few due to the fact that the destruction of records was a regular practice during the purge, it's unlikely that they can be certain of her identity of her Commander as Frederick Waterford. Pieixoto concludes on the note that the final fate of Offred is unknown, and that she may have been recaptured, reached Canada or could have even made her way to England. What he notes as surprising is that if she did escape to Canada or England, why she didn't make her story public, although he recognises that Offred may have wanted to protect what family and friends she had left. However, the aforementioned ‘subversive' is thought to be Nick, a member of both the Eyes and the Mayday movement, and that the men he called in at the end of the novel were sent in order to rescue Offred. The final sentence of the speech, â€Å"Are there any questions? thereby invites the reader to question the issues raised, having heard the two opposite perspectives, by Offred's narrative and the addition of the ‘Historical Notes'. It is at this point that the novel undertakes a moral tone, typical of dystopian literature. The ‘Historical Notes' alter the readers perspective of Offred and her tale, as it can be recognised that she is no longer a living human but an anonymous voice. It appears to the reader that Professor Pieixoto seems to doubt the tes timony of Offred and he attempts to discredit her by claiming her not to have paid attention to the more important issues going on at the time. For the reader, it seems as though Pieixoto has not taken notice of what Offred chose to tell, a tale of suffering and persecution within the regime, and this results in the reader feeling as though the professor is not only paying attention to the wrong things but is also belittling her story. Pieixoto's version of Offred seems surprisingly inept in warmth, humour and the genuine human emotion expressed that the reader will have felt from reading Offred's testament and so ironically, as Offred had predicted, â€Å"from the point of view of history, we'll be invisible†, Pieixoto has partly erased her from history. The narrative technique of the ‘Historical Notes' is entirely different to that of Offred's story, in terms of both its form and language, and so the change in voice from the personal account by Offred to the rather generalised and removed version by Professor Pieixoto forces the reader to take a more moralistic view of what he or she has just read. The historical glance back at Gilead, what preceded it and what was happening in other parts of the world at the same time, has the effect of drawing the experience of Offred much closer to home for the reader. It is unsettling to learn that the Gileadean practices were based on real practices formerly or currently in existence and this serves as a warning by Atwood that the reality of Gilead is not as far away as it seemed when reading Offred's account. After the abrupt ending of the main text of the novel with its leap into the unknown, the epilogue follows and the ‘Historical Notes' are simultaneously a welcome objective explanation of the Gileadean society, a parody of academic conferences and offensive to the reader. The notes are a shock to the readers, as they have just gone through the emotional ups and downs of Offred's account, suffering her torments with her, and is therefore shocking, as intended by Atwood, to hear Offred's life discussed in front of an amused audience, joked about and treated as a quaint relic. The significance of the ‘Historical Notes' to the novel as a whole is that they provide an open ending for the journey which Atwood takes the reader on, allowing each reader to have a different interpretation on the fate of Offred and the other main characters of the novel. It is the last line of the novel, â€Å"Are there any questions? † that signals to the reader that the fate of Offred is debatable, and an ending like this causes the story to stay with the reader some time after finishing reading it, as the ending is left up to the reader to decide upon.