The Cost-Benefit of Well Employees Essay Example | Topics and Well Written Essays - 1250 words

The Cost-Benefit of Well Employees - Essay Example Indeed, the recommendations are pertinent and plausible although some are quite difficult to get implemented. It is essential for strategic planners of a business enterprise to reduce its long run health care costs and per employee expenditures by ensuring hygienic, safe, nutritious and secure food stuff at canteens and organization’s cafeterias. Although, the short-run costs would be high since employers have to make huge investments and to subsidize these products to make them affordable for employees. Yet, it is worthwhile to mention that it would reduce total organizational health budgets and number of disease affected employees while simultaneously result in higher productivity and efficiency. However, workers suffering from inherited, sexually transmitted or other diseases (including Aids, Cancer, Tuberculosis, Hepatitis, Brain Tumor, Kidney problem, diabetes etc) are excluded from this list as they need cure / medical treatment on regular basis. Firms can take a mandatory comprehensive medical test to prevent their entrance. The second recommendation would be quite useful as i t would help creating a safe and healthy working environment that would be beneficial for all employees. Quite unequivocally, addiction to detrimental smoking habit is attributable to aggressive persuasive advertising by Tobacco companies, which are inclined to reap benefits at the expense of others. It is impossible for addicts or occasional smokers (who are also workers) to completely get rid of Smoking. Similarly, companies may also not influence their employees to give up smoking even after conducting inter-organizational campaigns, personality development, training and health hazards programs. Hence, at least they could force workers to kick the habit outside the workplaces, thereby also hampering non0smokers from getting interested in Smoking. Without any doubt, Health is Wealth. A healthy, physically

Chevy Silverado advertisement, Essay Example | Topics and Well Written Essays - 500 words

Chevy Silverado advertisement, - Essay Example Luther king Jnr in the commercial as the theme song progresses with the words â€Å"I believe there is a dream for everyone† is aimed at provoking the mind of the potential customer that the Silverado is their dream car. It is also a car for the entire American population; black or white. The use of the images of Armstrong on the moon shows it can be viewed as a truck of prestige. The landing of man on the moon was a prestigious occasion for America. The technology involved in doing it could also suggest that the Chevy is a technologically advanced truck. There are images of the hurricane’s devastating effects with an older make of the Chevy being used for the reconstruction. This portrays the Chevy brand as reliable trucks. The three historical events have all brought the American people together. It could be in different fronts but their happening has brought a sense of unity to the country. The Martin Luther King brought the fight for civil rights and won the fight against racial segregation. This united the American races. The landing on the moon for the first time also brought Americans together in pride. The hurricanes that have devastated the people of America have also seen the country unite in agony and gloom. The larger picture is that the car is a unifying factor. They show the Silverado as a car with rich history and indispensible value. Chevy has used these events in their commercial effectively but not accurately. If the events were to compel the buyers, they should have had more emphasis laid on them. The events should have been played slowly. The commercial is very fast paced and has a very busy theme with so many clips flashing by. However, the average American should understand the context. Apart from the used historical events, Chevy could have considered the use of the bombing of the W.T.O. It would have portrayed the vehicle as a strong truck against the background of the falling houses. This would not be any different from the Hurricane

Screening And Bioassay Of Thyroid Hormones

Screening And Bioassay Of Thyroid Hormones The purpose this section is double: too described the methods for determination of the hormones, which became seperate by the thyroid gland and to descriptive investigation of the thyroid function in the experimental models. To information over hypothalamisch pituità ¤re thyroidsystem and, you see its investigation the sections on hormones of the preceding Pituitary (N.7) and hypothalamischen hormones (N.9). The thyroid gland separates two kinds of hormones: the thyroid hormones i.e. Lthyroxin (T) and Triiodothyronine (T34) the metabolic functions have and into neural development to be referred and calcitropic the hormone, Calcitonin. The system of functions for the metabolic regulation, which is helpful by the thyroid hormones, is to the complex system for regulation calcium and phosphate balance ful  ¬Ã‚  completely differently, lled is by (thyro) Calcitonin, ready hormones of the Parathyreoid glands and the Calciferolhormone (in former times the vitamin D) produced by the live r and the kidneys and activated in the skin. The biological main effects of T3and T4 are on growth and development (e.g., development of Tadpoles), it calorigenic effect (increase of the fundamental metabolic rate), the cardiovascular function (sensitivity of the heart increases to the Benzkatechinaminen) and metabolic functions (Lipid, coal hydrate and Kollagenmetabolismus). The primary back discussion effect is inhibition of the thyroid-suggesting isolation of the hormone (TSH). These effects can be used, in order thyroid hormone correspondences and stoffwechselprodukte to examine. The thyroid hormones adjust iodine lifting and application in the thyroid, and its activity can be restrained by Antithyroiddrogen. Historical biological drug tests are based on Morphogenese and neural development in the amphibians (Biedl 1916; Pit tri verse and Tata 1959; Copp et al. 1962; Turner and Premachandra 1962). Thyroid hormones cause premature metamorphosis into that amphibiously for Tadpole s. Since  ¬Ã‚  observation rst by Gudernatsch (1913a, 1913b) this phenomenon by the numerous workers with the purpose of the adjustment of this answer for the sample thyroidal of the substances (Bomskov 1937) was studied. Within a short period the treatment with thyroid hormones causes the transformation of the Tadpole into a small frog with growth of the members, the lungs and other terrestrial equipments, and suggests the synthesis of the enzymes Morphogenese and transformation mediating. The Axolotl (Ambystoma mexicanum or tigrinum) was used like a Testgegenstand, in order to study the metamorphosis, which is caused by thyroid hormones. This animal loses the Kiemen and forms the lungs and changes at the same time the form of its end piece (Huxley and Hogben 1922; Zavadovsky and Zavadovsky 1926; Haffner 1927). Another basic rule activity of T3and T4 is metabolic activation and increased energy expenditure. Kreitmair (1928) standardised thyroid preparations using the weight loss of the guinea pigs after 1 week of the festiveness ment as parameter. A guinea pig unit was at least reduced de  ¬Ã‚ , which is as the dose ned, those the body weight of the guinea pigs with an initial weight 250-300g within 7 days by 10%. Another function role by Calcitonin is helpful. Hypocalcemic the hormones Calcitonin by Copp one discovered (Copp et al. 1962; Copp 1964). Calcitonin develops from parafollicular the C-cells of the thyroid. Its function antagonist is Parathyreoid hormone. The biological drug testing of the Calcitoninvorbereitungen is accomplished, by determining its ability to lower the plasma calcium in the rat. Sample of serum (thyro) Calcitonin has one signi  ¬Ã‚  inclination diagnostic role for thyroid cancer ulcer. As with other hormones, research methods of the biological drug tests of the thyroid hormone activity up to direct measure of the thyroid hormones (Thyroxin and Triiodothyronine) and their Stoffwechselprodukte, up to investigations over enzy matic steps in the thyroid hormone synthesis and inactivating, up to identi  ¬Ã‚  the cation of the thyroid hormone receivers than members of the superfamily of the nuclear receivers and up to signaling are get ahead, that by operation difficulty of the thyroid hormones to their receivers are caused.. Thyroid Hormone Receptors Obligatory proteins of the Kerntriiodothyronine were puri  ¬Ã‚  OD and characterized by Torresanai and Anselmet (1978). Ichikawa and DeGroot (1987a, 1987b) described puri  ¬Ã‚  the cation and the marking Ratteleberder nuclear thyroid hormone receiver and thyroid hormone receivers in a human Hepatomazellform. Apriletti et al. (1988) reported spacious puri  ¬Ã‚  cation of the nuclear thyroid hormone receiver rat liver and sequence speci  ¬Ã‚  C of the operation difficulty of the receiver to DNA. Ichikawa et al. (1988) and Ichikawa and Hashizume (1991) published methods of aqueous two-phases (Dextran and PL glycol) study of the nuclear thyroid hormone receivers distributing. Glucocorticoids, other Steroidhormone, thyroid hormones and vitamin-derived hormones (inclusively retinoids) all have their effects by the regulation of the hormone-accomodating goal genes within the cell core. William and Franklyn (1994) repeated the physiology of the Steroidschilddrà ¼se hormone nucle ar receiver Superfamily. A receiver-connected protein of the nuclear hormone, which restrains transactivation by the thyroid hormone and retinoic the sour receivers, became of Burris et al. described (1995). Two different genes code two different thyroid hormone receivers, thyroid hormone receiver ÃŽ ± and thyroid hormone receiver ÃŽ ² and these two thyroid hormone receivers frequently on different levels in the different fabrics are CO-expressed. Chiellini et al. (1998)  ¬Ã‚  high af nity subtype selective Agonist sketched ligand for the thyroid hormone to one receiver ÃŽ ². The expression of thyroid hormone receiver ISO form in the rat growth disk cartilage in vivo became of Ballock et al. described (1999). Yuan et al. (1998) Coaktivator protein of the thyroid hormone (CASE) described a component of a receiver-connected complex, which affects direct the nuclear receivers on a ligand-dependent way. The sequence thyroid hormone answer of the element and the reinforcement retinoid of the x-receivers for thyroid hormone reactivity became of Wu et al. investigated. Thyroidectomy PURPOSE AND RATIONALE Experiments for pharmacological evaluation of thyroid hormones and analogs were performed in thyroidectomized rats. Bomskov (1937) described the method of thyroidectomy in various animal species, such as tadpoles, frogs, birds, goats, dogs, cats, rabbits, guinea pigs, rats and mice, based on the clinical experience with thyroid resection in humans. PROCEDURE The thyroid in rats consists of three lobes (left, median, and right). The rat is anesthetized, e. g., with pentobarbital, and placed on a surgical table. The fur of the neck is removed with electric clippers and the area disinfected. A median skin incision of 2.0 cm length is made. On both sides large salivary glands and maxillary lymph nodes are found. They are pushed aside, making visible the musculus hyoideus covering the trachea. This muscle is split in the midline. The isthmus of the thyroid connecting both lobes is located below the thyroid cartilage. The lobes and the isthmus are separated with blunt forceps from the trachea and the blood vessels ligated. Alternatively, the thyroid can be removed by electrocauterization. In most cases, the parathyroid glands are severed by the operation, and postoperative substitution with calcium lactate 1% in drinking water is advised. In Vivo Tests for Thyroid Hormones Oxygen Consumption PURPOSE AND RATIONALE Basal metabolic rate, oxygen consumption and CO2 production are increased by thyroid hormones. This has been used for diagnostic procedures in humans as well as for evaluation of thyroid hormones and their derivatives in animals (indirect calorimetry). The historical method based on survival time of mice placed individually into tightly closed glass jars (Smith et al. 1947; Basil et al. 1950; Gemmill 1953) was modi ¬Ã‚ ed, measuring time until occurrence of convulsions. The method was based on the increase in oxygen consumption associated with the markedly increased metabolic rate at high doses of thyroid hormones. PROCEDURE This is a description of the now obsolete assay: mice are placed individually into 200-ml wide-necked bottles. The bottom of the bottles is covered with  ¬Ã‚ lter paper to soak up the urine. The bottles are tilted to an angle of 60 ° and rotated  ¬Ã‚ ve times per minute in a special apparatus. The time until asphyctic seizures occur is noted. Immediately after observation of seizures, the mouse is released for recovery. Due to the de ¬Ã‚ ned muscle work, the time to seizures is shortened in controls to 20-30 min. EVALUATION Average time to seizures was calculated and dose- response curves were established. MODIFICATIONS OF THE METHOD Similar studies were reported by: Bomskov 1937; Lilienthal et al. 1949; MacLagan and Sheahan 1950; Reineke and Turner 1950; Anderson 1954; Heming 1964; Turner 1969 Several apparatuses have been designed to measure oxygen consumption in animals, e. g., by Holtkamp et al. (1955). Stock (1975) described an automatic, closed-circuit oxygen consumption apparatus for small animals. A Perspex animal chamber is surrounded by a water jacket except for one end, which has a removable cover plate. This cover, as well as allowing access to the chamber interior, also holds the connections for the oxygen delivery line and the pressure line. For experiments involving injections, infusions, and blood sampling, catheters are passed through, and sealed into rubber bungs which are then forced into holes in the cover plate. A rubber gasket forms an airtight seal between the cover and the chamber. Within the chamber, the animal is supported on a wire grid over a layer of self-indicating soda lime and silica gel. A major determinant of sensitivity in this system is the dead space of the chamber. Chambers with internal dimensions of 20 10 10 cm are suitable for animals such as mice and rats up to about 250 g body weight. Fixed volumes of oxygen are introduced into the chamber by an automatic syringe dispenser (Fisons Scienti ¬Ã‚ c) which draws pure oxygen from a spirometer through a drying tube  ¬Ã‚ lled with silica gel. When chamber pressure exceeds atmospheric by about 3 mmH2O, the microdifferential pressure switch (KDG Instruments) inactivates the dispenser. The dispenser is reactivated when the pressure differential drops below this threshold value. The volume of oxygen dispensed is adjusted to the smallest volume that, with a single action of the syringe, will return chamber pressure to above the threshold value. The particular dispenser used in this system has the advantages of being (1) gas tight and (2) when activated will complete its pump cycle even if the chamber pressure exceeds the threshold value in midcycle. A discrete  ¬Ã‚ xed volume of oxygen is delivered each time it is activated. To obtain the rate of oxygen consumption it is merely necessary to record the pump rate. Inhibition of Iodine Release PURPOSE AND RATIONALE The thyroid gland has a high avidity for iodine, uptake of which may be measured by isotope-labeled iodine ( 131I), in a dose-related and time-dependent manner. The release of131 I from the thyroid in rats is inhibited by treatment with thyroxine (Wolff 1951), and the degree of inhibition is related to the dose administered (Perry 1951). This phenomenon was used to compare activity of thyroid hormone derivatives with the standard thyroxine. For analytical and diagnostic purposes, direct quantitation of thyroid hormones is now achieved by methods such as radioimmunoassay and HPLC chromatography, and by measuring feedback inhibition of thyroid hormones directly via the decrease in serum TSH. PROCEDURE Male Sprague-Dawley rats weighing 180-240g are fed a commercial laboratory chow without or with addition of 0.03% propylthiouracil (reference compound for thyroid peroxidase inhibition). Food is withheld 8 h before the injection of 25  µC131I or 125 I intraperitoneally. Radioactivity over the thyroid region of the neck is determined 40 h later (if necessary under sedation). This reading is taken as time zero and all fur-ther counts made at 24-h intervals may be expressed as a percentage of time-zero counts after correction for physical decay of the 131I isotope. After the reading at time zero, the diet is changed to a feed containing 0.03% propylthiouracil, and several doses of the test preparation or the standard are injected subcutaneously at 24-h intervals up to a total of four doses. The daily loss of 131I is inversely proportional to the dose of thyroid hormone. EVALUATION Percentage of time-zero counts after 96 h of Iremaining in the thyroid after the last of four doses is plotted against logarithm of dose. From these dose-response curves, potency ratios are calculated. The method has been used by several authors: Reineke and Turner 1950; Anderson 1954; Turner and Premachandra 1962 CRITICAL ASSESSMENT OF THE METHOD The assay described here was used for quantitative estimates and has now been replaced by analytical determination of thyroid hormone contents. For human drug formulations, bioequivalence studies are required when generic formulations are assessed This approach of measuring the uptake and release of labeled iodine may be modi ¬Ã‚ ed for short-term uptake of 131I or 125 as a parameter of thyroid peroxidase inhibition by antithyroid drugs, and other drugs affecting thyroid function. Anti-Goitrogenic Activity PURPOSE AND RATIONALE Thyroid weight and size are controlled by the action of thyroid-stimulating hormone (TSH) on thyroid tissue. In rats, increased secretion of TSH induces thyroid enlargement and weight increase within a few days (addressed as goiter formation). In normal animals the secretion of TSH by the pituitary is regulated by feedback of thyroid hormones. The administration of goitrogenic compounds which block thyroid hormone synthesis and/or secretion reduces the concentrations of circulating thyroid hormones (T)and their pituitary effect (negative feedback inhibition of TSH secretion), releasing TSH from its feedback inhibition. The TSH rise induces hyperplasia of the thyroid follicles as indicated by the dose-related increase of thyroid weight. Hyperplasia is prevented by injection of thyroxine, triiodothyronine or thyroid hormone analogs. PROCEDURE Male Sprague-Dawley rats weighing 150-180 g are used in groups of eight to ten animals. During the treatment period, 0.1% propylthiouracil (PTU) is added to the food or to the drinking water, in order to achieve a stable baseline of thyroid weight. Over a period of 2 weeks, the rats are treated (preferably by gavage) with various doses of the test compound or the thyroxine standard (10-40  µg/kg). PTU controls are treated with the suspension medium or saline injections only. At autopsy on day 14, the thyroid glands are dissected out and weighed rapidly to avoid evaporation loss. Thyroids may also be lyophilized  ¬Ã‚ rst to weigh dry matter. The two- to three-fold increase of thyroid weight by PTU is reversed dose-dependently to normal values by thyroid active substances. EVALUATION Dose-response curves are plotted and potency ratios with con ¬Ã‚ dence limits may be calculated. MODIFICATIONS OF THE METHOD Similar studies were reported by: Reineke et al. 1945; Pitt-Rivers and Tata 1959; Turner and Premachandra 1962; Wiberg et al. 1964; Ortiz-Caro et al. 1983; Pisarev et al. 1994 The effect of PTU-induced baseline suppression is monitored and ascertained by measuring serum TSH, T4 and T.The dose-related inhibition of the TSH rise by thyroid substances is used as the parameter to assess goiter prevention. Tensile Strength of Connective Tissue in Rats, Modi ¬Ã‚ ed for Thyroid Hormones These studies are an example of evaluating the biological effect of high doses of thyroid hormones on tissues other than those involved in the increase of metabolic rate. Thyroid hormone secretion affects almost all tissues in the body, and high doses may exert unwanted effects on connective tissue. Antithyroid drugs general views Antithyroiddrogen obstruct synthesis, release and/or the auxiliary activity of the thyroid hormone and lower the basic conversion. They are used in the treatment of the thyroid disturbances (Hyperthyreose). The reconciliation of the isolation T4/T3 reduces thyroidal inhibition of the pituità ¤ren gland, zunehmenTSH isolation and causes then the goitrogene answer. This answer was used to determine over Antithyroiddrogen and for Siebungverfahren at most was used. It is however nonspeci  ¬Ã‚  C and can by some different mechanisms, including enzyme induction of glucuronyltransferases be caused. The goitrogene answer is from the considerable interest in the toxicology, because it can be produced by some means during the early drug evaluation, which the bio-synthesis and/or inactivating of the thyroid hormones change in an unexpected way. Inhibition of the iodine elevation in the rats PURPOSE AND BASIC PRINCIPLE Propylthiouracil (PTU) and a broad spectrum of the drugs can restrain thyroid hormone synthesis. Some these drugs are used, in order to treat thyrotoxicosis. As consequence of the Schilddrà ¼seperoxydasehemmung the iodine lifting is reduced through and contents in the thyroid. This phenomenon is mix dependent and can appear to increase thyroid weight in the rats (McGinty and Bywater 1945) at the untereren doses as those. The historical parameter of iodine contents was replaced, by measuring a lifting and the release of 131I. PROCEDURE 131I. Groups of the male Wistar rats age 26-28 days and weigh 40-45 g, set within metabolism frameworks. They are drawn in normal diet, and potassium iodide is added the drinking water. In modes  ¬Ã‚  a cation of the method (for toxicology studies), can be added the test means or the reference standard (some concentrations) of the diet over a length of time by 10 days, and the quantity of the means taken by each rat then computed expressed by the total food consumption in 10 days and in the milligram daily paper per kilogram body weight. After 10 days of the treatment, the rats are sacri  ¬Ã‚  ced and the thyroids dismembered freely from the adjacent fabric and from the cap. The thyroid is weighed and determined iodine contents. In the daily doses of between 0.1 and 10.0 mg/kg, Thiouracil reduces iodine contents of the thyroid in a mix-dependent way. Higher doses De  ¬Ã‚  nitely are necessary, in order to increase thyroid weight. EVALUATION responding to the dose curves of the test means and reference standard are plotted, and force conditions with fraud  ¬Ã‚  dence delimitations can be computed. CHANGES of the METHOD Walker and Levy (1989) used transplantable tablets of Propylthiouracil, in order to cause thyroid malfunction in the rats. Lift marked iodine in place of of iodine contents one measures. Release of marked iodine knows through protirelin (TRH) injection to determine over thyroid function or become lively as quantitative biological drug testing for the effect of the hypothalamischen hormone TRH. Antithyroidal of effects in the animal samples the Sauerstoffverbrauch in iodine-treated mice was used as biological drug testing, modes  ¬Ã‚  OD for Antithyroidtà ¤tigkeit. PURPOSE AND BASIC PRINCIPLE historical biological drug testing are based on Sauerstoffverbrauch, which is increased acutely potassium iodidetreated the mice, with the result of a decrease of the asphyxiation time (thyroid activation). This effect is the dose-dependent, which are fought through antithyroidal means, and which is to time to the cramps because of the reduced metabolic rate extended. The methods is based on increased Sauerstoffverbrauch after thyroid hormones (section. N.5.1.1) are applied. CHANGES of the METHOD thyroid weight was an early parameter for querying the Antithyroidtà ¤tigkeit. Rabbit treated with goitrogenen means or with Kohl (Chesney et al. 1928 exclusively drawn in; Navy et al. 1929) a tenfold increase of the thyroid weight to shown, histological announce as hyperplasia without kollodiale arrangement. These phenomena were waived by iodine treatment (Bomskov 1937). Kropfanordnung as side effect of non steroidal anti-  ¬Ã¢â‚¬Å¡ in ammatory the drugs became of Mueller et al. studied (1985). Calcitonin general views calcitropic the hormones (thyro) Calcitonin was discovered in the C-cells of the thyroid gland of Copp (Copp et al. 1962; Copp 1964, 1994). This hypocalcemic hypophosphatemic ba sic rule of the thyroid gland (Austin and heath 1981) became thyrocalcitonin of deer et al. (1964), Munson and deer (1966), Raisz et al. (1967) and MacIntyre (1992) characterized. Its calcitropic effects on bone and kidney function are opposite those of the Parathyreoid of hormone. Calcitonin develops from parafollicular the C-cells of the thyroid. Calcitoninabsonderung can be evaluated using the located gedurchstrà ¶mten pig thyroid (Pento 1985) in vitro. Radioimmunoproben for Calcitonin are present (Tashjian and Voelkel 1979), and sort speci  ¬Ã‚  C methods for Calcitoninermittlung must be regarded. Samples for Calcitoninempfà ¤nger were described (Nissenson et al. 1985). Overviews on effects of the exogenous Calcitonin were given by Deftos (1989); Braga (1994); Embankment oh et al. (1999). The biology and the clinical meaning of the Calcitoningenpeptide were repeated (Reginster 1993; Silverman 2003; Zaidi et al. 1990). Decrease of the serum calcium at the rats PURPOSE AND BA SIC PRINCIPLE the biological drug testing of the Calcitoninvorbereitungen using their ability to lower the plasma calcium accomplished in the rat. Also with the pharmacopeias, existing using the international reference preparation for the Calcitonin (pigs) of gefriertrocknetem puri  ¬Ã‚  OD pork Calcitonin was accepted, and during the international reference preparation consisting this procedure for the Calcitonin (salmon) of gefriertrocknetem puri  ¬Ã‚  OD synthetic Lachscalcitonin. These samples for Calcitoninquantitative regulation however were replaced now by a physicochemical method for pharmaceutical quality control. Either intravenous or subkutane administration can be selected. International standards for Lachscalcitonin, Aal Calcitonin and the Asu 1-7 correspondence of Aal Calcitonin are expenditure work CCIT (Zanelli et al. 1990). A second international standard for pig and human Calcitonins was manufactured by an international cooperative working group, those on dru g testing biological in vivo rat hypocalcemia (Zanelli et al. 1993) are based. If the groups of at least female Wistar rats  ¬Ã‚  of the VE, weighing 100-120g, PROCEED are used. Three doses standard preparation (1, 3 and 9 MU per rat) and three doses test preparation are intravenously injected. Then 1 h is taken back after injection, blood under bright anaesthesia. Plasma calcium is determined through  ¬Ã¢â‚¬Å¡ ame Photometrie or by Atomabsorptionsphotometrie. EVALUATION responding to the dose curves of decreases at the plasma calcium manufactured and force conditions with fraud will become  ¬Ã‚  dence delimitations computed. CHANGES of the METHOD similar studies were reported past: Kumar et al. 1965; Munson et al. 1968; Rittel et al. 1976; Schwartz et al. 1981; Michelangeli et al. 1983; Findlay et al. 1985; Dollar and Maxl 1990; Deming et al. 1994 Yates et al. (1990) determined the acute hypocalcemic answers to individual subkutanen injections of the Calcitoninvorbereitungen into intact young Swiss mice man of the ICR, which weighed 12-20 G. Calcitonin of the Stingray and the SH gold  ¬Ã‚  became of Sasayama et al. marked (1992, 1993). Kapurniotu and Taylor (1995) led hypocalcemic in-vitroproben in the mice by analysis of the serum calcium 1 h after subkutaner injection of lactambridged correspondences of the human Calcitonin through. Effect of Calcitonin on Osteoclasts in vitro PURPOSE AND BASIC PRINCIPLE Calcitonin proceeds mainly in accordance with inhibition osteoclastic of the bone admission (Friedman and Raisz 1965; Aliapoulios et al. 1966). Zaidi et al. (1990, 1994) the development reported and on the validation of three microbioassays for the Calcitonin, which was based on calcitonin caused inhibition of the activity of the located osteoclasts. PROCEDURES of thigh legs and Schienbeine are removed from the newborn Wistar rats. The bones are released to fà ¶talem calf rum, benzyle penicillin (100  µU/ml) and Streptomycin by the adhering soft fabrics and means 199 HEPES moderate by the cut over their Epiphyses in supplemental with heat-inactivated (100  µg/ml). Osteoclasts are mechanically divided, by exciting the bones of each rat with a Skalpellblatt into a 1 ml-means curetting and the abolition with a pipette. Larger fragments will let agree for 10 s, before the Supernatant on suitable substrate fall one leaves (bone disks, PlastikPETRISCHALEN or glass cover glasses). Motilità ¤t created system the morphologic appearance of the stained osteoclasts is used like an index, in order to determine the condition cell plasma tables of the activity. Osteoclasts are agreed upon on coverglass in t he micro titer wells and become for minute of 20 at 37 °C. expenditure-bred. The cover glasses are removed into different wells, each contained 100  µl means, put washed with means 199 and. After a further Ausbrà ¼tung for minute of 30 (37 °C), those series dilutions (tenfold) salmon or human Calcitonin or test preparations or suitable dilutions of the plasma samples are added. The cells are  ¬Ã‚ , nally for 2 h, which are expenditure-bred  ¬Ã‚ , which are stained in the 10% Glutaraldehyd xed and with Toluidinblau. The condition of the Motilità ¤t of everyone, which is osteoclast on each cover glass, is counted, by observing the characteristic deformation, which these cells go through, when Motilità ¤t is restrained; a freely mobile cell marked by a smooth outline by increased staining intensity over everything or partially its periphery, while a immotile cell usually an irregular slat-outline without call  ¬Ã¢â‚¬Å¡ Edrà ¤nder shows. The number immotile cells is co unted and expressed on each cover glass, how a percentage of the total number cells counted. Cytoplasmatic spread system Osteoclasts are agreed upon in the fabric cultural plates (35 millimeters) and expenditure-bred at 37 °C, so that minute permits 20 sediment formation and accessories. The cells are washed with means 199 and to 2 ml the same means into everyone well are then put. The plates are put converted into the Ausbrà ¼tungraum of phase contrasting microscope. Pictures osteoclasts are noted on a time mistake video equipment. A pursuit of their will outline by a digitization system brought into a computer, programmed, in order to measure the range within each pursuit. Those outline of osteoclast everyone before or after the additive of Calcitonin or from carrier to the cultures are noted. For each variable outline by six osteoclasts after a 60-Minute-Ausbrà ¼tung in the area and again in the 40 pursued, which is following minimal the additive of the hormone. The central s urface taken off by six osteoclasts, after Ausbrà ¼tung is expressed as percentage of the central surface osteoclasts before the additive of the hormone or the carrier. Bone photograph system of copies of the human kortikalen thigh bone are received from the donors (patients, who died without proof of the bone illness). The adhering soft fabric is removed and the bone crust cut longitudinal in disks (0,1 millimeters strongly). The disks are then cut into pieces (approximately 3 millimeter of 2). It through ultrasonication (minute of 15, in the sterile distilled water), drained cleaned stored by immersion 80% in aqueous ethanol for 2 h, and, in order to dry at room temperature. Osteoclasts located 199 in means will fallen on 12-16 bone disks, which were put well in 18 Millimetermultiweltellers. After Ausbrà ¼tung (37 °C, minute of 15), the disks are removed, and washed easily supplemented in the minimum substantial means with 10% FCS and antibiotics, as described above. They are put to well-being contained  ¬Ã‚  VE into different wells, each to six disks in 900  µl means. After further Ausbrà ¼tung (37 °C, the 10% humidi  ¬Ã‚  OD CO, minute of 10), is contained added  µl 100 of the means the test concentration of the hormone or the Testlà ¶sung. Human PTH (1-34) (0,1 U/ml) one uses, in order to determine function effects of the contamination of osteoblasts. The Calcitoninentsprechungen is examined with different concentrations (tenfold dilutions). Finally bone disks are expenditure-bred over night (37 °C, the 10% humidi  ¬Ã‚  OD CO2 18 h). The cells are  ¬Ã‚ , which is examined by transferred light microscopy in the Glutaraldehyd xed, with Toluidin blue stained and. Osteoclasts and in-full of seeds cells are counted. The disks are bleached then by immersion in the sodium hypochlorite solution for 30 minimum and drain 80% in aqueous ethanol. Finally are they squirt covered with the gold, randomized and in an electronic microscope of sca nning examined. The numbers osteoclastic weakening, each de  ¬Ã‚ , which is by a continuous edge ned, are counted. The range of the bone surface resorbed is computed, by one outline the concavity into a digitization tablet pursued, connected with a microcomputer. Surfaces of the admission can be expressed as per cent age of the means of the tax answer. EVALUATION data of each sample using the classical methods for analysis of the parallel line samples are analyzed. Estimations of the relative forces are computed of the parallel machine log book addressing on the dose lines of the test preparations and the reference preparation. Osteoclasts are divided and absent-minded mechanically by the long bones of the newborn rat at the low densities on disks devitalized of the cattle cartilage bone. The result areas of the bone weakening are quanti  ¬Ã‚  OD with mikrometric precision, by them electron microscopy as well as computer-assisted image analysis scanning. These  ¬Ã‚  ndings are used, in order to develop a formal biological drug testing for Calcitonin. Reacts to receiver operation difficulty and camp accumulation in located cells PURPOSE AND BASIC PRINCIPLE the human cancer of the breast cell form T47D to Calcitonin and his correspondences by receiver operation difficulty and accumulation of the camp. This can as biological sample (Findlay et al. 1980, 1983, 1985 to be used; Grey et al. 1992; Kà ¼ster and Hilton 1992; Curtains et al. 1993). PROCEED the human cancer of the breast cell form T47D originally by polarizing Urals Erguss of in  ¬Ã‚  one manufactured, ductal cancer of the breast (Horwitz et al. 1978) ltrating are. Washed for obligatory experiments cell-monomolecular films with 0.02% EDTA before treatment with 0.125% Trypsin in 0.02% EDTA for minute of 2 at 37 °C, introduction of the complete means before centrifugation with 200 g and Resuspension in the complete means. Iodination of Calcitonin is accomplished with 125 Iusinge the Chlorami n t method. For obligatory experiments T47D, which cells in the isotonischen buffer shifted, the Lachscalcitonin 125I-labeled are added, which is mixed with the different concentrations of the unlabelled Calcitonin, or correspondences and at 20 °C for 1 H. Nonspeci expenditure-bred  ¬Ã‚  C operation difficulty as the operation difficulty of the 125I marked Lachscalcitonin is determined in presence of the surplus (2  µg/ml) unlabelled Lachscalcitonin. Suggestion of Adenylate Cyclase into the intact T47D cells by Calcitoninentsprechungen is determined, by measuring production of the camp [3H] in the cells, prelabeled is also, adenine [3H]. Zellulare Atp laughter become by Ausbrà ¼tung with [3 H] adenine 2,8 (0,5-2  µCi/ml) for 2 h at 37 °C in 12 wohlen cultural plates in RPMI mark 16

Postmodernism Essay -- Art History

Postmodernism Postmodernism blends old themes with new contemporary issues to create beautiful artwork that commands, questions, and captivates all viewers to participate in discovering its inner meaning. Along with an inner meaning and beauty, it was used as a form of communication that was directed towards social, political, and cultural problems within the world. An architect Robert Stern states, â€Å" The fundamental shift to post-modernism has to do with the reawakening of artists in every field to public responsibilities of art. Once again art is being regarded as an act of communication.† (Wilkin, Schultz, Linduff, â€Å"Art Past Art Present, p.579) The postmodern era emancipated its artists from old traditional barriers that bounded them. The belief that everything could be used to produce art was used to the fullest. For instance, mediums like photography, computer animations, and movies. Even non-precise metals like steel, aluminum, and iron were used along side w ith gold and silver. Technology was a great medium that was also utilized, as newer and improved technology was developed some one would utilize it to immortalize his/her artwork. One of the well-known artists of the postmodern era was Jean-Pierre Yvaral. Jean utilized technology called digital imaging to manipulate pictures and transform them into his own creative art pieces. A well-known publicized piece Jean created was called â€Å"Mona Lisa Synthetisee.† (Fiero 4th Edition â€Å"The Humanistic Tradition† p.159) Blending the old with a twist of the new, Jean took the Mona Lisa, which was created by Leonardo da Vinci and cropped out only her head and digitized it to produce a perspective like image. This image had four sides, right and left, top and bo... ...sm era produced many more than two fine artists that have been depicted here in this essay. There is one thing that all of them have in common though, each and every piece of work they produce has similar qualities. They all communicate a message that handles social, political, and cultural problems. How they communicate their message is solely up to the artist, because they are not bound by limitations, but there own creativity. As for the next movement it too will be filled with influences of the postmodern era as the influences of previous movements have influence postmodernism. Bibliography 1. Fiero, Gloria K. â€Å"The Humanistic Tradition,† 4th Edition, published by McGraw-Hill  © 2002 2. Wilkins, David G., Schultz Bernard, Linduff, Katheryn M. â€Å"Art Past Art Present,† 3rd Edition, published by Prentice Hall, Inc and Harry N. Abrams, Inc.  © 1997

Reproductive Health Bill Philippines Essay

When I hear the RH Bill, What comes to my mind? I must say that I am in favor to this law in the Philippines . This law means having control of the growing population in the Philipines and this will lessen poverty due to the lesser family members. The law states that the people has choices to pick in starting a family like contraceptives, condoms, pills, IUD. This Bill will help people much especially the uneducated ones to know more information about family planning, prevention of abortion, sex education, prevention of HIV/AIDS and others. The poorest family may have the biggest family, now is the time for them to give education about controlling by approving this bill. I think this bill was aimed to the poor ones because they are the ones who cannot support their family and most of them has no education, this means more problem. This helps us to make the lives of the filipino future to be more productive. We are already in a modern world, many of the people know about sex. Even out of wed lock have sex, even friends have sex but the bill helps to control having birth and being safe. Most especially teens, they are the one mostly who are engaging in sex. By giving them proper explanation by their parents to be responsible and do what is right, do you think that their children will listen? Well, it’s up to them but parents should always be reminding their children to do what is wrong from right. Why do others are against it? Maybe because it’s also against the Roman Catholic Church and the beliefs of other groups. But people has their own right what they will do and what they want to believe and use.

Environmental Analysis of Dell Organization Essay

Dell’s external environment identifies all the current conditions and forces that affect its strategic options and define its competitive situation. It consists of three main sectors: the Remote Environment, the Industry Environment, and the Operating Environment. All of these environmental sectors affect the firm’s operations both on an international and domestic level. Remote Environment In recent years the computer hardware industry has experienced a slight decrease in profits. Most of this is due to the recent downturn in the economy and a decrease in consumer confidence and spending because of inflation. Many consumers hesitate to upgrade their computers. As a result, Dell must explore new markets and introduce attractive products at a lower-cost to attract its customers. The use of personal computers in international markets is growing rapidly. Dell Computer can take this opportunity as an advantage to provide lower cost computer for consumers. Since Dell has the equipment and capital they can produce higher quantities of workstations or servers at a low operating cost and then sell it a little above cost of goods to China, India, Vietnam and third world countries to increase their global market share. The internet market has been expanding and exploding across the globe. It has varied by market segment and already has been a big hit in the U.S. Dell knows that the way to globalize the company successfully is through e-business. Dell is gearing up in China. The key to its strategy is a locally designed PC called Su Ma (Speedy Horse) which it hopes will draw sales away from the homegrown powerhouse, Legend. Dell has already built a factory in Xiamen, which is on the southeastern coast of China in order to promote its next day delivery to 400 cities which is one of the company trade marks. As a result, Dells China market share has grown from near zero in 1998, to 4.4%. This runs counter to the general wisdom that Chinese consumers must feel and  touch a product before they buy. More business and more production facilities will be opened world wide to adopt the globalization system and the global demand in the next decade. Industry Environment Rivalry is high in the computer industry because there is a lot of competition among a number of market leaders, while there is lack of differentiation and low switching costs for customers. Barriers to entry are also high due to a large part of the market is controlled by the market leaders of the industry, in addition to high start up costs. The bargaining power of suppliers is also high because suppliers are few and there is a heavy reliance on them. The bargaining power of customers is also high because of the availability of many high quality computer companies, all products are perceived as similar and well as the ease of switching. The threat of substitutes is low because they are virtually non-existent. Furthermore, there is a high availability of supplementary products available. Dell Computer Corporation is more successful than its competitors because they have been able to cut out the middleman with its â€Å"Direct Marketing† strategy. Dell entered the computer industry at an opportune time with competitive prices and a production strategy which does not build units until units are ordered, which minimizes inventory and allows customers to customize their units. The direct sales model has helped in cutting down inventory costs and also reduces the lead time in serving customer order. The biggest entry barrier that Dell has to face when expanding into other areas of the technology industry is having customers gain the trust of company over the more popular veteran computer companies. Operating Environment Consumers view Dell as a quality brand at a good price. Some consumers find that Dell’s competitors may be a little more expensive but still offer a quality brand. Dell’s main competitors are IBM, Compaq, Hewlett-Packard and  Gateway. Dell’s competitors have all tried to replicate Dell’s direct marketing strategy. However Dell’s competitors were and still are unable to replicate Dell’s direct marketing success. Historically Compaq and IBM sold through resellers and distributors. When IBM and Compaq announced their new initiative to sell directly to their customers, they angered the resellers, who in turn promoted HP products. HP is able to fulfill the needs of customers who want to see and touch the computer before purchasing it, which is not possible in the direct marketing strategy. But HP’s growth is declining with this strategy and they have been unable to lure major accounts. Gateway has been somewhat successful in implementing the direct marketing strategy, but Gateway does not have a strong hold in the lucrative large customer accounts. Dell ranks high with customers because the company offers free technical support if needed. The purchasing process has changed for the consumers with Dell because all the ordering is done online which offers convenience to its customers and minimize inventory. The flow of materials from suppliers into Dell starts by the company putting in orders to factories that are based on two categories; product type and geography. When putting in orders for product type Dell wants to select the right factory that specializes or deals with a certain product. Geographic orders mainly focus on the where the order is coming from to minimize the transportation expense. Dell has superb relationships with their suppliers; they maintain those superb relationships, by ensuring that the suppliers win every time Dell wins. Dell will need to implement several changes in the next couple years to develop its system, improve customer service, reduce cost, and improve supplier control. Dell will lead the technology industry and be a good example to the competitors. More technology of software and hardware will be available in the futurw with less cost. Long Term Objectives Dell’s objective should be continue providing customers the most recent technologies at competitively lower prices, at lower costs and faster than  their competitors. This could be established in the long run as they: 1. Increase global market share by focusing on Asian markets. 2. Increased revenues by penetrating the Chinese market benefiting from low costs. 3. Continue expansion of server and storage products. 4. Continue to maintain the lowest costs in the industry 5. Establish global brand recognition. 6. Increase diversity in portfolio by expanding product offering and investing in a new industry within the technological sector. 7. Manufacture some of its supplies, decreasing reliance on suppliers. 8. Use the Internet to improve the efficiency of Dell’s procurement, manufacturing and distribution process and further expanding an already broad range of value-added services. References: Abraham, H. Getting in touch with Dells culture: You’ve got the soul! in EnterpriseInnovator.com. Retrieved February 17th, 2006, from http://enterpriseinnovator.com/index.php?articleID=3844&ionID=4 Dell. Dell’s Mission Statement. Retrieved on February 17th, 2006, from http://www2.xmrc.com.cn/jobads/dell2/mission.asp Dell, Inc. SWOT Analysis. Dell, Inc. SWOT Analysis, April 2005, p1-10, 10p. Retrieved February 18th,2006 from Ebscohost Database Business Source Premier http://search.epnet.com/login.aspx?direct=true&AuthType=url&db=buh&an=16895029 Lee, L., Burrows, P., and Einhorn, B. (2005) Dell May Have To Reboot In China. Business Week, 00077135, Issue 3958. Database: Academic Search Premier. Tough, M. ( 2006). Creating a Mission and Vision Statement. In the Sideroad. Retrieved February 17th, 2006, from Http://www.sideroad.com/business_communications/mission-and-vision-statement.html

The 4 cornerstones of great customer service - The JobNetwork

The 4 cornerstones of great customer service - The JobNetwork Chances are, if you’re interviewing for a position in customer service- whether as a customer service rep or another service role- you’ll be asked to define good customer service or to describe what good customer service means to you. This is one of the most typical questions (right up there with â€Å"tell us about your strengths and weaknesses†) for this type of position, so you should definitely be prepared to answer it- and answer it well. Don’t panic. Here’s a primer for how to tackle your answer prep for this golden question. Make sure your answer contains elements from each of these major sections.Awareness/ExpertiseWhatever the product or company you’re representing, it’s best to have knowledge of it inside and out. Thorough intelligence about what it is you’re selling or supporting is an absolute must to deliver quality service to customers, whether you’re dealing with books, food, drinks, technology, ads, widget s, websites, or designer shoes. Mention the pride you take in knowing your product and inventory inside and out–that’s how you help consumers make the satisfying choices that will keep them coming back.DemeanorFirst and foremost, good customer service involves  a good attitude. Greeting and farewell-ing customers with a warm smile or a genuinely friendly gesture are crucial for first and final impressions. Be sure to mention friendliness, helpfulness, and willingness to go the extra mile. Highlight how you’re not the type to just go through the motions, and how you’re willing to accept responsibility and blame and fix things whenever you can.EfficiencyIt’s not enough to just be friendly and pleasant; you also have to get things done. Mention how much you value your customers’ and your company’s time. Your promptness, reliability, and efficiency- particularly under fire- are all good to describe. Talk about how you have a deal with s pecific situations from your past in a timely and graceful way.Problem-solvingCustomer service almost always involves a bit of conflict now and again. Sometimes you have to deal with problematic customers, and sometimes you need to solve particularly tricky problems for customers as they come up. Paint yourself as someone who will think outside of the box for a solution, and be prepared to describe how you have done this in the past.Your ideal answer to this common question will cover all these bases. To sound well-prepared and interesting, make sure to throw in a real-life anecdote or two with good examples of just how you were able to practice these four virtues in the past. Then, tie it all together by speaking about how and why they contribute to your overall impression of what makes good customer service (and what makes you so good at providing it). You’ll impress with how well you prepared, and be one step closer to nabbing the job.

How does cognitive theory explain the aetiology of depression Essay Example

How does cognitive theory explain the aetiology of depression Essay Example How does cognitive theory explain the aetiology of depression Essay How does cognitive theory explain the aetiology of depression Essay In this essay, the symptoms of depression will be described and aetiology discussed from a cognitive viewpoint. In particular, Seligmans learned helplessness (1975); Abramsons (1978) revision of learned helplessness; Becks cognitive distortion model (1976), and Teasdales differential activation hypothesis (1988) shall be evaluated. Cognitive theorists generally regard thought processes as causative factors in depression. The treatment of depression proposed by cognitive theorists will also be assessed in detail, and empirical evidence shall be considered. Finally, a conclusion of the efficacy of cognitive theory regarding depression shall be presented and suggestions offered regarding the direction in which research should go in the future. Many psychologists and psychiatrists alike have described the symptoms of depression; however, one description is particularly apt. Mood is sometimes dominated by a profound inward dejection and gloomy hopelessness, sometimes more by indefinite anxiety and restlessness. The patients heart is heavy, nothing can permanently rouse his interest, nothing gives him pleasure . . . Kraeplin (1921, p. 6). Depression is termed an affective mood disorder due to the foremost feature of abnormally low mood. Depression occurs when feelings of sadness or grief are prolonged and exaggerated beyond what seems reasonable. Depression therefore ceases to be a symptom and becomes an illness, involving widespread depression of mental and physical functions. The patient appears slow and indecisive, increasingly unable to cope with everyday problems. Physical symptoms are often prominent because bodily functions are upset and because depression lowers the tolerance for discomfort and pain. Seligman (1975) describes depression as the common cold of psychiatry because it is also so widespread. Following the cognitive revolution in the 1960s, theorists began to use cognitive theories to explain affective disorders. Cognitive theories are mainly based on unipolar rather than bipolar depression, which is believed to have an entirely different aetiology. Therefore unipolar depression shall be only investigated in this paper. Stated simply, cognitive therapy is based on the assumption that negative cognition distortion of experience underlies depression. This approach shall be analysed in consideration of Aaron Beck (1974) and additions by others, including Teasdale (1988) and Seligman (1975). Seligmans original learned helplessness theory (1975) was based on the experimental examination of two groups of dogs. The experimental group were given unavoidable electric shocks repeatedly, while the control group were given the same shocks but with the option of escaping them. The experimental group demonstrated what Seligman described as learned helplessness. This was characterised by lethargy, sluggishness, and loss of appetite. Seligman theorised that this phenomenon was a result of a perceived lack of control, and he generalised it into a theory of human clinical depression. He proposed that if you expose a person to a stressor and they perceive no control over it, they will respond with learned helplessness. Criticisms of Seligmans theory include: is it really possible to generalise from a sample of one species of animal to humans? And why do some people deal with stressors well and others poorly? Clearly Seligmans theory is inadequate because it fails to explain individual differences. Abramson (1978) revised the learned helplessness theory in an attempt to deal with the individual differences criticism. In order to do this, he introduced attributional styles into the theory. The four basic premises are displayed in Table 1. Expected aversiveness (Expecting that highly aversive outcomes are probable) Expected uncontrollability (Expecting that you will be unable to control situations) Attributional style Internal bad events caused by self rather than external sources Stable the source of a bad event is stable and will therefore happen again Global the repercussions of a bad event are far reaching (Maladaptive, so negative events are attributed to having internal, stable or global characteristics) Severity of symptoms (The more certain an aversive state of affairs is, the greater the resultant cognitive and motivational deficits) Table 1 basic premises of Abramsons (1978) revision of learned helplessness Criticisms of Seligman (1975) and Abramson (1978) tend to centre on the idea that the theory is simply too basic. It needs a richer framework and it needs to explain how structures and processes are organised. Seligman fails to even attempt this, however sis repertoire was within the animal field and not human beings, and the latter are more complex in certain faculties. The previous theories also ignore the consequences of peoples actions and the moral aspects of their thoughts. Seligman sees attributional style as a stable trait. Whilst, clinical observation of depressives shows that attributional style fluctuates with mood state. Studies of non-depressives and recovered depressives show no differences in their attributional style. Additionally, learned helplessness has been shown to be non-predictive. In a longitudinal study, Lewinsohn (1981/1988) found that dysfunctional attitudes/belief sets do not predict depressive symptoms in a 4 month follow up of college students. Therefore stable, maladaptive cognitions were not found to be vulnerability factors, thus contradicting the theory. In other words, learned helplessness is a descriptive account of depression as opposed to an aetiological explanation (Lewinsohn, 1981). Clearly, the aforementioned theories have been insufficient as causal theories of depression. Research has focused uttermost on Becks (1976) cognitive theory of depression. He devised a schema-based model of depression, aiming to provide a coherent account of the beliefs a depressed person expresses about themselves, the future and the world. To outline his model: Previous negative events are encoded in the form of schemas. Beck defined schemas as relatively stable cognitive patterns which form the basis for the regularity of interpretations of a particular set of situations. Becks schemas are latent, i. e. nly activated or influenced by similar events to the ones that defined them. These schemas contain prepositional information (e. g. I am worthless). When focused on three interlocking beliefs in a negative way (the cognitive triad), this causes and maintains depression. The cognitive triad causes negative, automatic thoughts (i. e. depressive thoughts occurring beyond the conscious control of the sufferer) and to systematic or logical errors. Systematic errors are a variet y of errors of reasoning a depressive shows, which serve to perpetuate their depression. Examples include: over-generalisation, which is arbitrarily drawing a conclusion about a wide variety of things on the basis of single events (e. g. I failed my exam so I will fail in everything I do). Arbitrary inference is the drawing of a negative conclusion in the absence of supporting information (e. g. my friend did not want to meet me therefore she hates me). Dichotomous thinking describes thinking in polar opposites. So something is either all good or a total disaster, (e. g. if I fail this year at university I might as well be dead). Effectively, Beck defines the maintenance of depression as an interaction between all these factors causing a vicious cycle. See Figure 1. However, Becks theory has many criticisms. Beck argues that the cognitive triad is a stable trait that depressives develop; yet research shows that attributions fluctuate with mood. Beck sidesteps this problem by saying that the schemas are latent, but this is not an adequate solution. Additionally, Becks schemas are vaguely defined and therefore inadequate and he doesnt state how they are activated. Beck states that Depressogenic schemas are caused by a critical incident, so how do you account for depression that isnt caused by a critical incident? Most importantly, the evidence supporting Becks theory is correlational. So we know there is a strong association between negative thoughts and depression, but there is no evidence that it is causal. Therefore Becks theory is a good description of the cognitive symptoms of depression, but there is no evidence that it is anything more. This leads us to wonder how do cognitive theorists actually explain the aetiology of depression? Teasdales differential activation hypothesis (1988) was an extension of Becks work. He revised Bowers 1981 network theory for prepositional memory and made it into a cognitive theory of depression. The network is made up of links and nodes, each node either being a prepositional item or a depression emotion node termed DEMON. The more related two nodes are, the stronger the link. Past experience is the basis of these links and activation spreads passively through the network according to the strength of each link. A depressive tends to focus on the Demons, strengthening the links to them; thereby creating a viscous cycle that keeps on strengthening the links to the DEMONs. The Teasdale model is certainly a major theory that has stimulated a lot of research. A major strength of Teasdales theory is that it doesnt rely on identifying a critical incident whilst Becks does. This is due to the nature of the nodes and links in the network; therefore less related incidents can still trigger the demon. However, this theory again doesnt attempt to explain the aetiology by definition. Teasdale saw the maintenance of depression as cognitive, but not the cause. On a personal note, this theory seems rather abstract and scientific as a theory of an only too human mood disorder. It makes you wonder exactly how is depression caused according to cognitive theorists? However, cognitive therapy of depression is a rather different story from cognitive aetiology of the mood disorder. It has been widely accepted by the clinical community since it was introduced and cognitive therapy has generally being supported in controlled trials (Dobson, 1989). Cognitive therapy is based on the assertion that individuals can learn to recognise and modify their negative beliefs and maladaptive information processing capabilities, resulting in preventing or alleviating depression. Cognitive therapy has typically proven superior to no treatment or wait-list controls in college students (Shaw, 1977). Cognitive behaviour therapy is an active, directive, time-limited, structured approach . . . based on an underlying theoretical rationale that an individuals affect and behaviour are largely determined by the way in which he structures the world (Beck et al, 1979, p. ) Becks theory is described in a manual (Beck et al. , 1979). It is an individual approach with many individual decisions and therapist choices of techniques. The manual suggests a typical structure for the sequence of sessions. Specific cognitive techniques are used to provide entry points into the patients cognitive organization. The techniques of questioning, of identifying illogica l thinking are employed to help the patient and therapist to understand and modify the patients construction of reality. Findings do appear to provide impressive support for the efficacy of cognitive therapy in the treatment of depression. In 1977 Rush et al found cognitive therapy superior to imipramine pharmacotherapy in an outpatient sample. However, levels of depression actually increased for the pharmacologically treated patients during the 2 weeks before the end of treatment, when the medication was withdrawn. This increase could account for the pharmacotherapys poorer performance at post treatment. Moreover, Hollon et al (1991) suggests that cognitive therapy may prevent symptom return following successful treatment. Patients previously treated with cognitive therapy, either alone or in combination with medication, evidenced a lower rate of symptom return than patients treated with pharmacotherapy only. Rush, Khatami, and Beck (1975) reported the treatment of three patients with chronic depression using a combination of cognitive and behavioural techniques. The cognitive approach was directed at exposing and correcting the patients negative distortions of the activities undertaken. These patients showed rapid and persistent improvement with therapy as reflected by their scores on clinical and self-report measures. The three major cognitive theories in depression have been considered: Seligmans ( Abramsons revised) Learned Helplessness; Becks Cognitive distortion model and Teasdales Differential activation hypothesis. However, there are certain criticisms that apply to these models in general: the experimental samples used were mainly college students; the models are so general that they can apply equally well to anorexics, alcoholics etc and are therefore not very specific to depression. Most of the terms used are vaguely defined, leaving many processes and organisations unexplained. However, cognitive theories of depression generally suggest that mistaken beliefs and maladaptive information processing play a role in the onset and maintenance of depression (Beck, 1976). On the other hand, cognitive therapies based on Becks (1976) model are usually the therapy of choice by practitioners, especially in cases of mild to moderate depression. Therefore although cognitive theory may not be adequate to explain the aetiology of depression it is sufficient as a treatment for depression. Looking to the future, new theories need to take a broader view and begin to model the interaction between biological, environmental, and physiological factors. Although the cognitive idea of aetiology of depression is hazy, the treatment they suggest for the disorder clearly works yet more work needs to be done before cognitive therapy can be regarded as a preventative of depression and supported empirically.

A Runners Guide to Writing

A Runners Guide to Writing Writers, Even though it may cut into your writing time, picking up a running habit can help you become a more motivated, disciplined, and well-paid writer. Heres my advice for running and writing: 1. Just thinking about it doesnt get you anywhere. With both running and writing, you have to actually do the work, and not just think Boy, I should really do some work today. In both running and writing, its easier to keep up your pace and good habits when youve got plenty of momentum. If you need a little help getting started, Fitness Magazines Running 101  guide is a great place for beginning runners to get their bearings. 2. Consistent work is required to make progress. You are never going to beat any personal bests when it comes to running speed unless you run on a regular basis. Likewise, you arent going to finish that novel without putting in regular effort. If you go too long between sessions, itll almost feel like you have to start from scratch. 3. It doesnt have to be a solo pursuit. Some athletes prefer to run alone, but others prefer to run with a group. Likewise, while writing does require some degree of isolation, you can find the support you need to keep you motivated through social connections. Try doing a work-in-progress readings at your local bookstore, or workshopping your piece with a local writers group. 4. Youll hurt yourself if you go at it too hard. Run too long or too hard, and youll risk an injury. Carpal tunnel jokes aside, this applies to writers as well, who can burn themselves out when working under a tight deadline. Even marathon runners take a break the day after a race: If you can bang out 40 pages in one day, thats awesome, but give your brain (and your fingers) some time to recuperate afterwards. 5. Do it, rain or shine. Once you have a streak going, you wont want to break it. A little rain shouldnt stop you from running, and it will even make you feel happy on a dreary day. Likewise, forcing yourself to write a page or two on a day when you mental weather is a bit gloomy is a great way to feel like youre in control of your future as a writer. Once youve developed discipline, its almost like the work does itself. Ill always remember the day I went out on a casual jog, looked down at my phone, and saw Id run a 10k without even trying to. Likewise, with disciplined writing habits inspired Picked up a running habit? Write about your experiences for one of these fitness magazines: Runners World Submission Guidelines TrailRunner Magazine Submission Guidelines Canadian Running Submission Guidelines Womens Running Submission Guidelines Womens Adventure Submission Guidelines

LM4 Assignment Example | Topics and Well Written Essays - 2000 words

LM4 - Assignment Example Therefore, for communication to be effective all parts must be involves. Among the parts include; the sender, message, channel, receiver and feed back (Denhardt, Denhardt & Aristigueta, p-272). This process may be presented diagrammatically as shown Below; Message sent via various communication channels Feed back Source: (Denhardt, Denhardt & Aristigueta, p-272) Communication is a complex process that not only involves the sender and the receiver but also involves how the recipients interpret the message (Denhardt, Denhardt & Aristigueta, p-272). This means that communication is not a straight forward process as it seems to be but rather it is a complex and a technical process (Denhardt, Denhardt & Aristigueta, p-272). Therefore, it is vital to keep in mind the following considerations when communicating: some â€Å"information tends to be unintentionally complex† because the sender may intend to mean a different thing than what the receivers have understood (Denhardt, Denhard t & Aristigueta, p-273). According to Denhardt, Denhardt & Aristigueta, p-273, other messages tend to be â€Å"deliberately complex† the situation may occur in an organization setting where people tend to have conflicting goals. Connectively, one should consider that communication tends to be an emotional matter rather than a rational matter as people tend to interpret information differently (Denhardt, Denhardt & Aristigueta, p-273). ... Strategic ambiguity involves application of language or terms that tend to be unspecific. The terms may be applied to prevent some people to grasping the meaning of the message (Denhardt, Denhardt & Aristigueta, p-274). Strategic ambiguity may occur when â€Å"conditions are risky and dynamic†, It may occur when â€Å"relationships are not working well especially when the positions for the elites have been intimidated† (Denhardt, Denhardt & Aristigueta, p-274). 2. Why is there generational conflict at work? How do the conflicts tend to manifest themselves in actions/attitudes of mature, mid-career, and younger workers? In traditionalists, baby boomers, GenX, and millenials? What specific motivational and communication practices would be most appropriate for each of these four cohorts in the previous sentence? (1?pgs) A generation conflict refers to differences in interest that occurs in an organization among employees at different age groups whereby, employees tend to p ursue different and diverse values from those of the organization (Denhardt, Denhardt & Aristigueta, p-307). For instance, old generation approaching retirement may dismiss young generation because they believe that young generation lack knowledge and experience (Denhardt, Denhardt & Aristigueta, p-307). On the other hand, young generation believes that they are conversant with new technology and therefore they tend to dismiss the views of older generation. According to Denhardt, Denhardt & Aristigueta, p-307 â€Å"seventy percent of older generations dismisses the potential of young employees while on the other hand, fifty percent of young generations tend to dismiss the ability of older generation†. In above connection, young generation

What does Emptiness Mean in Mahayana Buddhism Essay

What does Emptiness Mean in Mahayana Buddhism - Essay Example Mahayana Buddhists could be given the credit of giving birth to Mahayana scriptures. In the centuries after the death of Buddha, there arose a number of doctrinal of school and monastic sects. Mahayana Buddhism also teaches that the death of Buddha is a mere illusion and his spirit is still alive for human consultation. The early Mahayana sutra was taught by oral transmission and the Buddhist sect during those times were much committed to its preservance.The origin of Mahayana could be traced to the activities of the laity, a lay revolt against the arrogance and pretensions of the monks. As per (Keenan,1993,pg.48-63) â€Å"Mahayana teachings subsequently were shaped into a philosophy in the writings of Nagarjuna, a monk-scholar who lived at the beginning of the second century†Mahayana is simply, honest, true, Buddhism which has a doctrine of â€Å"emptiness† in it. Mahayana proposed the concept of â€Å"emptiness†, known as Sunyata. Sunyata means â€Å"emptiness † and it was the logical development of the earlier Buddhist concept that the human being posses an enduring soul and all the things were conditioned by pre – existing conditions. The concept of Mahayana Buddhism Mahayana Buddhism emphasis on how, through the follow of Mahayana, one follows the Buddha’s path and his quality of compassion. ... (Chodron,2001,pg 36-43) â€Å"Taking the Bodhisattva vow is important because it's not only the personal vow of compassion but also it lets me keep the compassion in my mind. I will be more "good" in this way and more positive†. As per ( Sach,pg 121)â€Å" As we can see the Boddhisatva in Mahayana is different from that of arhat of Theravada Buddhism†. Mahayana Buddhism was not a single school of thought, but a religious discipline which prominently created its identity by differentiating itself from other movements within Buddhism. The Mahayana in their early stage was a monastic group who strictly followed their Buddhist principles.. A person thinking outside of Mahayana perspective may find the Mahayana as illogical. In Mahayana Buddhism emptiness is the most fundamental principle which refers to â€Å"non existence†. According to ( Soeng,2001,pg.3-12) â€Å"The interdependence of field and being is understood by the Madhayamaka tradition in a phenomenologica l way† The Emptiness as in Mahayana Buddhism Mahayana Buddhism states that â€Å"emptiness† is non – being on one hand but that there is, on the other, something remaining there in which, being reality cannot be negated. Emptiness include both being and non – being both negation and affirmation.As per ( Kiyota,1991.pg.67) â€Å"Emptiness was not the monopoly of Mahayana, for it appears in earlier Buddhism, too†. First the Mahayana Vibaga expounds the relationship between the â€Å"unreal notion† and â€Å"emptiness†. Mahayana proclaims that the true core nature of being is â€Å"emptiness†. According to Mahayana’s the ultimate truth is â€Å"emptiness†. It also explains

A Country with High Fertility Rate Assignment Example | Topics and Well Written Essays - 1250 words

A Country with High Fertility Rate - Assignment Example In some nations such as Russia, Taiwan, and Germany, fertility rates have declined, while in other nations such as Bangladesh, fertility rates have declined and majority families have between about two and four children. Despite this, fertility rates remain high in some countries, for instance, in Niger, approximately seven children per family/woman remains a norm. The paper will identify some of the countries (with special attention to China, Niger, and India) with high fertility rates and explain the reasons for high fertility rates in those countries. The fertility rate of any population is the total number of children a woman would give birth to in her lifetime. There is an enormous disparity between developing and developed nations in terms of fertility rates, with high rates in developing countries, particularly within the sub-Saharan Africa. Developing nations experience high rates of a natural increase due to their high birth rates. Although they have high mortality rates, there is always a wide gap between the two figures. Developed countries, on the other hand, experience both low birth rate and low death rate, with just a narrow gap between the two. Studies indicate that Niger, China, and India are the leading countries in the world with the highest fertility rates. People in such countries face economic hardship and recurrent disease. Consequently, these increase fertility and mortality rates, hence low life expectancy. In addition, studies across the world have indicated that the desire for large families is still powerful. In Niger, the latest survey suggested that only 5% of women with at least two children indicated their desire for fewer children. Some of the reasons are cultural, with large families perceived as a symbol of security. Also, fear of high infant mortality reigns in their minds. Associated birth control stigmas are another issue.

The Medieval Era Essay Example | Topics and Well Written Essays - 1000 words

The Medieval Era - Essay Example The Medieval Era or the Middle Ages was characterized feudal system that mostly exalted Knights, Nobles, and Kings. The era mostly lasted between the 5th and the 15th century and was eventually replaced by the Renaissance or the Age of Discovery. During this period, there existed a division amongst Knights including a code of chivalry as noted in Charny’s book A Knight’s Own Book of Chivalry. It means chivalry was a moral, religious, and social code in the Middle Ages in defining a knightly conduct. Additionally, knights of that time had sore lives that depended on charity, justice and faith. Therefore, maintenance of high level of morality was a defining point of morals. However, from 1437 to 1449, Early Modern Period of the Medieval Era experienced certain fundamental changes that later shaped Europe extensively. For instance, the invention of the printing press by Johannes Gutenberg heralds a new era of publishing both news and literature in societal domain. The development equally expanded accessibility throughout Europe hence widening readership amongst the citizens. In 1442, the eruption of the Battle of Szeben results to the third victory orchestrated by Hungarian forces under the leadership of Janos Hunyadi. The war is against the Ottoman forces. Also known as the Battle of Sibiu or the Battle of Hermannstadt, the war claimed about 15-20, 000 Ottoman soldiers whiles the Hungarian side lost approximately 3-4,000 men. Unfortunately, the victory could not be translated in the Battle of the Iron that was fought close to the Danube (Newman 145). Another interesting development entails the Battle of Varna that resulted to victory for the Ottomans. Notably, it was a determining battle to reclaim the Crusade of Varna that resulted to the massive defeat of Hungarian-Polish forces and the ultimate death of their leader, Wladyslaw III. On that note, the timeline between 1300 and 1600

Civil War in Lebanon PowerPoint Presentation Example | Topics and Well Written Essays - 500 words

Civil War in Lebanon - PowerPoint Presentation Example The aggravation of Arab-Israeli conflict after Six-day war (1967) and the proscription of PLO (Palestine Liberation Organization) from Jordan in 1970, the weakness of the Lebanese government in the conditions of the sharp intercommoned conflict, which periodically resulted in civil war, let the UNO turn Southern Lebanon into the base for its actions against Israel (Bregman, 2002: 40). Active assistance of the number of Arabian countries, first of all of Syria, let turn Southern Lebanon in operational and training base for separate fighters and the organizations from other countries, which were recognized by some states as terrorist. The territory, bordering to Northern border of Israel, was fully controlled by PLO and even get the name â€Å"Farahland†. PLO was accused by the government of Lebanon in destruction of the country. Palestinian fighters penetrated the territory of Israel through the territory of Lebanon. Israel recognized the actions of PLO as terrorist acts and attacked the territory of Lebanon in response. Thus, the government of Lebanon appeared in a very difficult situation (Bregman, A and El-Tahri, 1998: 38). Palestinian fighters organized â€Å"a state in a state† where Lebanon’s laws were not in force. Palestinian camps and settlements turned into the site of criminality and terrorism. The population of the South of Lebanon suffered from the crimes of Palestinians, primarily Christians –Maronites and Muslims- Shiites. Muslims decided to use a great number of armed Palestinians to change the governmental system of the country for the benefit of Muslims. Such plans would inevitably limit the rights of the Christians on the territory. The army of Lebanon was traditionally weak, thus the Christians of Lebanon started organizing their own self-defense groups, which often had fights with Palestinian forces. Other religious communities and parties also created their own groups, some of which

Term Paper Example | Topics and Well Written Essays - 3750 words

Term Paper Example Corporate social responsibility on the other hand can be defined as the responsibility that a Corporation has, beyond economic and legal obligations, to act ethically and to contribute in a positive way to the good of the society (Trevino &Nelson). Corporate social responsibility requires that every business organisation contribute to the good of the society in which it operates. This paper looks at whether or not the common practice of corporations making campaign contributions in hope of political and legislative favours is in line with these three values of business organisations. In America, Politicians, especially presidential candidates are sponsored by big corporations in exchange for favourable legislations if the sponsored candidates win in the elections. The funding of the political campaigns by corporations is a controversial issue; some people are of the idea that the funding of the political campaigns by politicians is in line with the law, the ethics, and the social responsibility of business organisations, while other people are of the idea that the funding of the political campaigns by corporations is against the law, the ethics, and the social responsibility guiding business organisations. This topic is quite significant because the sponsoring of political campaigns has big influence in the American politics, i.e. without the corporations sp onsoring politicians in America, many politicians in America, especially the presidential candidates would not be able to fund their campaigns. Before we explore the controversy of the funding of political campaigns by politicians, it is important to have background information regarding this topic. On the law and the funding of the political campaigns by the corporations, it is argued that since the law recognizes business corporations as persons, the business corporations have rights to influence the political process by

Civil War in Lebanon PowerPoint Presentation Example | Topics and Well Written Essays - 500 words

Civil War in Lebanon - PowerPoint Presentation Example The aggravation of Arab-Israeli conflict after Six-day war (1967) and the proscription of PLO (Palestine Liberation Organization) from Jordan in 1970, the weakness of the Lebanese government in the conditions of the sharp intercommoned conflict, which periodically resulted in civil war, let the UNO turn Southern Lebanon into the base for its actions against Israel (Bregman, 2002: 40). Active assistance of the number of Arabian countries, first of all of Syria, let turn Southern Lebanon in operational and training base for separate fighters and the organizations from other countries, which were recognized by some states as terrorist. The territory, bordering to Northern border of Israel, was fully controlled by PLO and even get the name â€Å"Farahland†. PLO was accused by the government of Lebanon in destruction of the country. Palestinian fighters penetrated the territory of Israel through the territory of Lebanon. Israel recognized the actions of PLO as terrorist acts and attacked the territory of Lebanon in response. Thus, the government of Lebanon appeared in a very difficult situation (Bregman, A and El-Tahri, 1998: 38). Palestinian fighters organized â€Å"a state in a state† where Lebanon’s laws were not in force. Palestinian camps and settlements turned into the site of criminality and terrorism. The population of the South of Lebanon suffered from the crimes of Palestinians, primarily Christians –Maronites and Muslims- Shiites. Muslims decided to use a great number of armed Palestinians to change the governmental system of the country for the benefit of Muslims. Such plans would inevitably limit the rights of the Christians on the territory. The army of Lebanon was traditionally weak, thus the Christians of Lebanon started organizing their own self-defense groups, which often had fights with Palestinian forces. Other religious communities and parties also created their own groups, some of which

The Adventure of the Speckled Band Essay Example for Free

The Adventure of the Speckled Band Essay It is fear; it is terror that sent me to London today. I was so agitated my face is surely drawn and grey with restless, frightened eyes because I have been unable to sleep for many a week now. I explained my sickening worries to Mr Holmes. He seemed very kind, knowledgeable and understanding which comforted me immensely. As before I felt like a hunted animal without knowing my stalker.  I good few years ago a good a friend of mine Mrs Farintosh had Mr Holmes remedy a problem of hers. This is where I got the idea to go and find him in London. My stepfather, always a difficult man, has become increasingly erratic, making me nervous and on edge anyway. My concerns started two days ago when I had to sleep in my sisters room as repairs had started in mine. My darling sister died in this bed. How I could I be expected to feel. Shudders of racking fear coursed through my veins. Indeed I would rather sleep anywhere but here .Sleep was far away last night but my sluggish senses could not fail to hear a low whistle. I can be certain it must have been the same sound my bewildered sister heard the night she died. Instinctively I reached for my lamp but I swear to God there was nothing there. Sleep eluded me from then on but at first light I made my way to London, praying that Mr Holmes could help me. He made me tell my story as best I could. At first I found the telling easy as we talked of times long ago when Dr Roylett was married to my dear mother.  Discussing how he seemed to lose his mind after my mothers passing was not so easy, but the worst was putting in to words the last few hours of my sisters life. That night we girls sat talking in my room, mainly of her approaching wedding. As she turned to enter her room she asked me the strangest question Tell me Helen, have you ever heard someone whistling in the dead of night? We discussed this and I suggested that it must have been the gypsies in the plantation. As usual we locked ourselves into our bedrooms because of the nature of the Drs Pets. I will never, ever forget that night. I had a feeling of premonition; a vague feeling of impending misfortune which I can only presume was because my sister and I are twins, with such links that are well known. The wind was howling and splashing against the windows. Amid all the hubbub of the gale, there burst forth the wild scream of a terrified woman. I knew that it was my sisters voice. I ran to her room and caught her before she fell to the floor. She writhed as one in who is in terrible pain and her limbs were dreadfully convulsed. I shall forget her final words, It was the band! The speckled band! We tried to revive her with brandy, for my stepfather had now arrived but she slowly sank and died. There was nothing more to do.  I feel some relief from pressure now that I have shared this story with Mr Holmes. I pray that he will be able to solve the mystery of my darling sister death.

Best Practices In Food And Beverage Marketing Essay

Best Practices In Food And Beverage Marketing Essay The Food Beverage department at hotels has evolved significantly over the past decades. Various studies and marketing techniques were employed to the department in order to improve the operations such as developing menu items or creating unique offers (Miller). A PKF consulting analysis of 214 hotels during the time-frame of 1994 to 2004, displayed an percentage growth in FB profit which increased almost twice as fast as the total net operating income growth (Miller). It has been proven that while hotels had improved their FB outlets and increased their emphasis to the quality of dining, they quickly became unprofitable considering the time and expertise needed for their management (Shoemaker, Lewis and Yesawich). In order to cut-down costs and gain significant revenue, companies in the hospitality industry prioritized research-based branding strategies, to their specific target group in order to acquire corporate identity and quality service (Morgan, Pritchard and Pride). Distinguishing their brand image and differentiation of their product became of primary importance for all hospitality firms (hotels, restaurants etc). In the recent years, many international hotel firms have turned to a major branding strategy called co-branding. In this concept an existing restaurant is incorporated within a hotel, a practice considered to have been started by Victor Bergen during the 1930s, establishing fast food outlets in hotels on the highway which had a customer base of American families travelling away from home. The incorporation of this model to the modern hotel industry has been observed to change dramatically both consumer attitude and hotel management (Rutherford). This review plans to analyze the current position of strategic co-branding in the hospitality sector and how the tourism industry could be benefited. Furthermore, possible problems are discussed and recommendations to potential managers wanting to employ strategic co-branding techniques are given. 2. Co-branding definition While co-branding doesnt have a single definition, it generally involves the strategic alliance of at least two firms (Knowles, Diamantis and El-Mourhabi). It has also been described as a form of cooperation between two or more brands with significant customer recognition, in which all the participants brand names are retained (Blackett, Boad and Interbrand). Furthermore, Hilyer (Hillyer and Tikoo) explains the definition of co-brading when a product features more than one brand name. Among all these definitions, some common characteristics can be identified. The fundamental part in co-branding is the requirement of two or more brands that are widely recognised while the brand name is kept intact and the duration of the whole project varies between medium to long (Kippenberger). Therefore, co-branding can be interpreted into reality in two manners: either joining two brand names together in forming a new or unique product or having two recognised brands under the same space, such as T.G.I Fridays within Holiday Inn hotel (Hahm and Khan). 3. Notable examples of Co-branding Based on the model used in the early 1930s, with Bergens restaurants and hotels, the hotel industry began to employ co-branding strategies when it was faced with unprofitable sales. Today a large variety of hotels and restaurants use co-branding as a means of enhancing distribution of products or services together with increasing the range of their customer base, helping them to reach maximum profitability (Boone). Marriot Hotels is considered on of the pioneers of the chain hotels to be the first to implement an internationally recognised brand such as Pizza Hut in 1989 (Boone; Kippenberger). Following their example, the co-branding of TGI Fridays within Holiday Inn hotels turned out to be a financial success. After the conversion of the Pennsylvania Holiday Inn restaurant to TGI Fridays, the increase from $450,000 to $4 million within the first year only marked a rapid improvement in revenue which persisted for consecutive years (Hahm and Khan). After reviewing the benefits, the co mpany expanded its co operations with other franchise such as Red Lobster, Pizzeria Uno, Good Eats Grill and many more (Boone). Other examples include the co-branding of Sheraton hotels with Starbucks coffee and Vie de France baked goods, Hilton with Benihana, Calrson Country Inn with Pizza Hut, The Garden Place and Nestle Toll House Cafà © among others. 4. The Co-branding mechanism The concepts of branding and co-branding involve basic principles associated with stimuli and responses, called classical conditioning. Combining the signal from a stimulus with a neutral effect (such as the word lemon) with a stimulus that elicits a natural response from a person (such as the image and taste of the lemon), the person gives a similar response when the neutral stimulus is presented without the need of the natural one. The same principle applies to branding and co-branding: the product is associated with a brand name and after successive associations either from personal experience or advertising, a favourable reaction towards the brand name or image is created. Specifically in co-branding, the combination of a neutral stimulus (like a brand image of one company) is coupled to another brand image which people have developed a liking towards it, the new product or service created by the combination of the previous ones is made equally amiable to the consumer. This manages to enhance the psychological impact of a newly formed product without the need of further branding. 5. Impact of Co-branding The implementation of co-branding techniques has been acknowledged to have positive and negative impacts on the companys process. Studies have shown that several advantages that can be categorized in financial, managerial, marketing and customer royalty. Creating a powerful head image for customers is critical in enhancing the competitive advantage of a firm and distinguishes its quality from others in the marketplace, making it easier to recognise through co-branding strategies (Panda and Kumar). Also, the costs of operations, production and investment can be shared and the risk of competition in the market can be diminished, creating an short term financial advantage to other firms (Boone). Also, when two well-established brands co-brand, a sense of security and loyalty is created to the customer, such as in the example of a hotel co-branded with Pizza Hut will expect that loyal customers will stay in hotels with known brands when travelling. Lastly, the co-branding of restaurants to hotels provides a constant flow of loyal customers from the hotel setting, which can also work vice-versa (Boone). Despite the advantages, co-branding strategies are not the solution to all problems and cannot guarantee market success (Panda and Kumar; Joseph Arthur; Hillyer and Tikoo). Incorrect use and lack of conductive research is able to affect business negatively. For example, if a clear image is not created by the alliance of brands, it can create confusion to the consumers (Joseph Arthur) while a loss of control of a brands identity can reduce their affinity to the original brand (Keller). Possible problems for restaurant managers can be either limited investment by their hotels or lack of expertise and experience on the hotel restaurant concept. 6. Strategic Applications of Co-branding in International hotels and restaurants The main four applications of co-branding are called reaching in, reaching out, reaching up and reaching beyond. The selection of the strategy is based on the nature of the target market (if its newly formed or existing) and if both brands are absolutely necessary for product functioning. Reaching out is more commonly used if the co-brand has benefits for the product itself by entering a new market while if the co-brand can also contribute to the companys brand image then reaching beyond is implemented. Lastly, reaching in is implemented if the company wants to enhance the products core benefits. However, the brand image of a product in the long term can become very similar to others (panda) therefore maintenance of the brand is necessary. Strategic brand management is able to aim long term value and brand image maintenance in three different ways: Differentiating the brands nature from others in the marketplace Evaluating continuously the brands strategic position in the marketplace Branding based on the emphasis in the distinct qualities of the product/service Implementing information technology as well as internet marketing can also be helpful in managing co-branding. Via searching in internet databases, the target groups of each product or service can be directly targeted and informed about novel opportunities or offers, without the need of time-consuming and expensive research. Additionally, targeted promotions can monitor the needs of customers and adjust the products promoted accordingly (Oliva). 7. Suggestions In order to efficiently use co-branding, the respected hotels and restaurants must employ several different strategies to handle the emerging challenges. Hotel managers should firstly invest on the brand image and identity, while joining restaurant co-branding partners in strategic decision making processes about important issues and training programs. On the other hand, restaurant managers (Boone) must synchronize their operations and branding with the hotels standards, carefully choose a hotel that could potentially match the brand concept of the restaurant and offer various benefits and discounts to hotel residents in order to support customer loyalty to the brand (Lee and Decker). 8. Conclusion In retrospect, co-branding is a practise that can be successfully implemented for effective marketing in FB establishments of the hotel and result in elevated profit and diminished costs. However, due to the competitiveness in the current market and the continuous emergence of new strategies, the effectiveness of co-branding has greatly been challenged. Implementing novel technologies and adjusting the products or services on offers based on consumer needs, may be deemed sufficient to bypass any emerging challenges. Additionally, more empirical research in the hotel restaurant management is required. Future studies could analyse the attitude of international customers to co-branding as well as measuring brand equity between hotels and restaurants in need of co-branding.

Christopher Columbus: The Villain Essay -- Christopher Columbus Essays

The letter Christopher Columbus wrote back to Spain to report his findings in the New World sparked intrigued me and sparked my imagination. Why I have been so absorbed in this letter I can not explain. This letter is supposed to be about describing an unknown land, a land that has not been seen by anyone besides the natives, but it seems that there is more to it than that. Columbus is known in elementary schools as the man who found the New World, and is regarded as a hero. To the contrary, historians who have done more research on Columbus say that he was driven by fame and fortune and that he was tyrannical in his ways with the indigenous peoples of the places that he came to find. I feel that the contradictory tones Columbus uses gives this letter an eerie feel, and Columbus’s eventual desire to take over the indigenous peoples brings doubt on his reliability as an accurate and fair eyewitness. Columbus begins this letter to Luis De Sant Angel by saying how fortunate he was to find these great islands. Right away, before even describing his findings, he thanks the king and queen and begins to explain how he named the islands he discovered. Everyone knows that the king and queen gave Columbus those ships, yet he wanted to recognize them for some reason. I think that he wanted the king and queen to feel as if they themselves discovered the islands, not him. Whether it was out of fear, or out of respect, Columbus really gave them credit. So much tribute was given that the first island they discovered, Columbus named San Salvador, commemorating the king. He seemed like he really wanted to give credit to everyone that may have had a hand in this voyage, especially the king and queen, who financially supported this expedition. Contrary to what historians believe about Columbus, he was very humble and giving in the naming of these islands. Keeping with the standard tone of the Spa nish monarchial society, he named these islands for the wisdom and greatness of the monarchs. Columbus then went on to describe the natives, whom he called â€Å"Indians†. He made it clear that there were many people, and even used the word, â€Å"innumerable† on several occasions. One of the more disturbing lines to me was in the beginning of the letter, â€Å"I have heard from other Indians I have already taken that this land was and island†¦Ã¢â‚¬  Columbus goes on to explain how he explored the islan... ... this man, and call him your brother? I am pretty sure that the leader of this town is not going to embrace the man who has tyrannically taken over your people. I believe that the king calling Columbus his brother is a fictional embellishment to the story, or that the king of this town was so afraid for his people’s lives that he did not put up a fight. During the whole course of the letter, Columbus beat around the bush and was not upfront with their true intentions of the voyage. He speaks of gold, he speaks of quarreling, but whenever these subjects came up, Columbus quickly changes the subject to a lighter matter. Based on much of the fine print, much of the things that he did not realize what he was writing, and by reading in between the lines of this letter, I saw much more than what was just written. The strayed away from the fact that he was tyrannically taking over the indigenous peoples of this land, even though it was so apparent that he in fact was. Because of this information that we now know about Columbus’s tyrannical ways, was hard for me to read this letter and still believe in Columbus’s integrity as an eyewitness for describing the events on at this New World.