What Is Chemistry - 701 Words

CHEMISTRY IN LIFE Charles Barker CHM/110 7/6/2015 Subhashis Nandy Introduction When living in a world such as ours, chemistry plays a large role in how society interacts. Chemistry can be viewed from many different angles because of its dynamics when dealing with the nouns of life (People, places, and things). With people, chemistry is how he or she connects to their social conformity. With places, chemistry is the structure and atmosphere that brings about the culture to the arena. With things, chemistry is the accuracy and measurement that brings the degree of closeness to the true value of its quality. In this paper, one will cover chemistry in terms of accuracy and precision, the relation to scientific methods, and how†¦show more content†¦What it comes down to is supply and demand and the chance to retain a profit from the precision of the weight and how much to distribute of an item in most situations. Another angle to which society depends of accuracy and precision of measurement are within the food market. It is important to understand how to order in quantity that will last from one month to the next. The scientific method A scientific method is a way to ask questions and answering them by making observations and doing experiments. The steps of the scientific method are: Ask a question, do background research, construct a hypothesis, test the hypothesis by doing an experiment, analyze your data and draw a conclusion, communicate your results. When looking at these steps the explanation of them are rather simple. To ask a question means to open the floor for discussion to gain an answer. Once he or she gains the Intel, he or she will perform a background research to be sure that the information is credible. From here, one will construct a hypothesis as to why things are the way they are. This will lead to predictions that can be tested in multiple ways. Then one will test the hypotheses by doing a experiment. The modern interpretation of this test often times will show that the hypotheses must be falsifiable which means that there are possible ways to identify the outcome of theShow MoreRelat edWhat Is Blood Chemistry?1122 Words   |  5 PagesWhat is blood chemistry? Blood chemistry or blood test is identifying the different levels of chemical ingredients found in the blood. The analysis of these substances provides clues to a patient’s condition and the functioning of the major body systems such as, blood sugar levels, liver functions, essential nutrients etc. This helps doctors in diagnosing the patient’s conditions much easier and quicker. What is the blood made of? The blood is categorised as a connective tissue which is one ofRead MoreWhat Chemistry Means to Me728 Words   |  3 PagesWhat chemistry means to me and how it impacts upon my life From the foods we eat and the medicines we take to the products we regularly use, our lives are inextricably linked to chemicals and their operating principles. Chemistry is everywhere. The air we breathe, the ground we stand on, the seas we sail, and the variety of living things including our own bodies; all these are made of substances that we call chemicals. These chemicals interact with one another, and, in many cases, these interactionsRead MoreHistory of Chemistry: What Brought About Modern Chemistry Essay1415 Words   |  6 PagesChemistry has been around since the earth was created, a time when computers, televisions, or simple beakers weren’t invented yet. Chemistry was always around, but it wasn’t considered a science until modern chemistry was discovered. Modern chemistry has only been around for centuries, where author Robert Boyle published The Skeptical Chemist in 1661. Soon after Robert’s publication, Antoine Lavoisier developed the law of conservation of mass, and that was the start of modern chemistry being consideredRead MoreChemistry: What is Ezogabine or Retigabine?1041 Words   |  4 PagesDefini tion Ezogabine (United States) or retigabine (Europe) has the chemical name N-[2-amino-4-(4-fluorobenzylamino) phenyl] carbamic acid ethyl ester. It was shown that the anticonvulsive action of ezogabine is a consequence of its ability to open the KCNQ (Kv7)-type potassium channels that are composed of four subunits and are found in the membranes of neurons [2]. The importance of this type of potassium channels in the development of epilepsy was understood only after its dysfunction wasRead MoreWhat ´s Supramolecular Chemistry Essay2001 Words   |  9 PagesSupramolecular chemistry actually represents a fairly simple concept.â€Å"In contrast to molecular chemistry, which is predominantly based on the covalent bonding of the atoms, supramolecular chemistry is based up on intermolecular interactions, i.e on the association of two or more building blocks, which are held together by intermolecular forces†. When molecules get larger, they have the ability to stick together and that allows the formation of larger assemblies of molecules that are not bonded toRead MoreThe History of Chemistry Essay798 Words   |  4 Pages Chemistry and technology are together and separate. Chemistry uses technology and technology uses chemistry. The history of chemistry and technology is long going back to the ancient times. Chemistry was used even by the oldest civilizations, like Egypt. It was really popular during the medieval times. Back then it was called Alchemy, which is turning metal into gold or even about the philosopher’s stone. As the years went by, Alchemy became a lost art and chemistry took it in place. Chemistry ledRead MoreChemistry in Everydaylife1042 Words   |  5 PagesChemistry is a big part of your everyday life. You find chemistry in daily life in the foods you eat, the air you breathe, your soap, your emotions and literally every object you can see or touch. Here s a look at some everyday chemistry. Elements in the Human Body Steve Allen, Getty Images Your body is made up of chemical compounds, which are combinations of elements. While you probably know your body is mostly water, which is hydrogen and oxygen, can you name the other elements that make Read MoreEssay on The History of Chemistry and Its Influence on Society732 Words   |  3 Pages The history of chemistry has a span of time reaching from ancient history to the present. By 1000 BC. Ancient civilizations used a lot of different technologies that helped eventually form the different branches of chemistry. In my discussion about the history of chemistry, I will answer four questions that are very questionable. Such as, What was society like before the discovery of chemistry? How did natural resources limit or advance chemistry? How is chemistry affecting society today? And finallyRead MoreEssay on The History of Chemistry: Chemistry is True Science619 Words   |  3 Pages Chemistry plays a key role in every branch of science. It has even been dated to times as early as the Prehistoric Era, and all the way up to now, the Present. We use Chemistry on a day to day basis. From Jewelry, to Fire-Works, Soap, and also, even the food we eat. Often people look at Chemistry and are bored because of the information they may not know. Science is everywhere, we just have to open our eyes and explore the world of Science. There is more to Chemistry than m eets the human eye, andRead MoreEssay on The History of Chemistry844 Words   |  4 PagesChemistry is defined as, â€Å"the study of the composition, structure, and properties of matter, the processes that matter undergoes, and the energy changes that accompany these processes† (Davis 3). Chemistry has been around since the dawn of time, way before humans realized what chemistry was or its importance. The building blocks of the earth, such as minerals of the soil and atmospheric gases, all arise from chemical elements. Natural resources are all chemicals or chemical compounds, and the study

Compare And Contrast The Matrix And Gorilla - 1360 Words

Introduction Visual texts and cinematic screen both skillfully utilize assortment of visual strategies and realistic elements to the audience into the particular stories they tell. Lana and Lily wachowski s 1999 film The Matrix and Anthony Browne s 1983 picture book Gorilla both investigate stories fixated on the preface of various forms of reality. While the Matrix looks at people s impression of truth and reality and confused decisions, they confront when gone up against by these truths, gorilla, investigates the other substances people build to pick up love when confronted with isolation, separation and neglect. Both content use a wide bunch of true to life highlights and visual methods to catch the audience the separate stories†¦show more content†¦In addition the effective use of dark colours such as green, black and brown plays a huge part in portraying the danger and confusion that takes part throughout the film representing death and the unknown. 2nd Paragraph The film Correspondingly investigates the choice,fate and free will through Neo s adventure and eagerness to discover answers One of the most critical parts in the film thatShow MoreRelatedMobile Technology Has Come A Very Long Way1452 Words   |  6 Pagesphones on the market today are the Samsung Galaxy and the Apple iPhone. This paper focuses on two of the newest models offered by Samsung and Apple, the Galaxy S6 and the iPhone 6. The goal is to break down some of the more popular features and compare the two side-by-side to aid the tech-savvy (and not so tech-savvy) individuals with making a choice that is the best for them. PRICE / STORAGE One of the biggest determinations in choosing a new phone is always the price. The table below has aRead MoreNestle vs Cadbury5506 Words   |  23 Pages27 CADBURY’S DISTRIBUTION 29 NESTLE’S BCG MATRIX 30 CADBURY’S BCG MATRIX 31 CONCLUSION 32 BIBLIOGRAPHY 33 OBJECTIVES OF THE STUDY 1. To get familiar with the marketing strategies of Nestle and Cadbury separately 2. To view the segments being targeted by these brands in the market 3. To study and compare the promotion and pricing strategies of these brands 4. To compare the product portfolios of both the companies using BCG Matrix THE INDUSTRY SCENARIO With the entry of multinationalsRead MoreStephen P. Robbins Timothy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 Pages480 Work Specialization 480 †¢ Departmentalization 482 †¢ Chain of Command 483 †¢ Span of Control 484 †¢ Centralization and Decentralization 485 †¢ Formalization 486 Common Organizational Designs 486 The Simple Structure 486 †¢ The Bureaucracy 487 †¢ The Matrix Structure 488 New Design Options 490 The Virtual Organization 490 †¢ The Boundaryless Organization 492 †¢ The Leaner Organization: Downsizing 494 Why Do Structures Differ? 496 Organizational Strategy 496 †¢ Organization Size 498 †¢ Technology 498 †¢ Environment

Multiprocessor And Multi-Core System On Operating System

Question: 1. The four (4) main components of a computer system are: Processor: controls the operation of the computer and performs its data processing functions Main memory: stores both data and instructions; I/O modules: which move data between the computer and its external environmentSystem Bus: provides for communication among processors, main memory, and I/O modules Which of the above 4 components do you believe is most important? Why? 2. How would you distinguish between a multiprocessor system and a multicore system? Which system you believe is more efficient? Why? Answer: Task 1: Main Component of Computer system The processor is the main component of the computer system in comparison to main memory, I/O modules and system bus. The processor is useful in managing the operation of the computer system. The operation such as arithmetic and logical operations are performed under processor. The processor is also termed as central processing unit (CPU) (Hsiung Shen, 2010). In CPU, the data and instructions are taken from the storage unit and perform all calculations on the basis of instruction provided. On the other hand, the processor is useful in running the multiple programs at one time (Bolc, 2012). The processor allocates the certain percentage of space for every program and helps in pacing up the program. Moreover, the processor can instruct the computers to provide quick and accurate decisions to the users of computers. The capacity can be increased for analyzing the data and boosting up the computers. Therefore, many people consider the processor before buying personal computers (Hsiung S hen, 2010). For instance, todays computers are considered for gaming purpose. Therefore, customers look for processors that can provide different power level in computing. According to Hsu (2010), the processors is the brain of the computer system that transforms input instruction that is arithmetic, logical operations and control operations into output. Therefore, many processors making companies such as Intel regularly makes advancement in the processors. One or more printed circuit boards are needed for processors in case of large machine (Hwang, 2010). On small workstations and personal computers, CPU is built in single chip. Apart from that CPU is better than main memory because main memory requires continuous supply of power and it can be slower. Apart from that, the I/O modules is less important than processor as the speed of I/O device is slower than CPU and on the other side, the I/O module can slower down the speed of processor of CPU (Kumar et al. 2012). Moreover, processor is effective than system bus as system bus requires clock speed which I much slower as against CPU. Therefore, CPU can be regarded as the main component as it does all th e important work of the computer and all the input and output is based on the result of processor (Yeo et al. 2012). 2. Distinguish between multiprocessor system and multi-core system In multiprocessor system, the processors are located in different chips and processors are interconnected via a backplane bus. The multiprocessor can be helpful in enhancing the performance of the computer system with high speed and accuracy and it may require lower power consumption (Nicolescu Mosterman, 2010). On the other hand, the multi-core system has processor on the same chip. A multi-core system comprises I/O interface, interconnection network, shared memory modules, etc. Apart from that, multiprocessor has two or more than two physical CPUs and each CPU has one or more than one cores. In case of multi-core system, the only one physical CPU is linked with the CPU but can have more than one core in the central processing unit. On the other hand, in case of multi-core system does not require supply of power to every CPU in comparison to multiprocessor (S Suresh Kumar, 2013). Moreover, multiprocessor system allows CPU to perform work in parallel that is simultaneous multiprocessing whereas, multi-core system linked with multiple execution cores and CPU perform in parallel on different operations which is termed as chip-level multiprocessing. Multi-core system Multiprocessor system Processor power consumption Low High Processor Performance Low High Total Power Consumption Relatively low Relatively high Integration level All processors are on the same chip Each processor has different chip If selection is to be made between multiprocessor and multi-core system, then multi-core system can be much effective than former. The processing speed can be increased as total cores act as a processing unit. On the other hand, if the multi-core system is used, then CPU can deliver and process more data with the same rate of clock frequency. Therefore, it can be helpful for the users to take quick decisions. The employment of multithread with single core can be done with much ease with the multi-core processors (Uuz, 2012). On the other hand, the complex task can be easily performed by the CPU and also at low energy consumption. Therefore, the burden from power can be reduced and more number of tasks can be done in quick time. The CPU cache memory can be shared by multi-core system and separate use of cache can be reduced for each core. The computer can work faster in case certain programs such as web browser, office suite, video games, etc (Xu Ge, 2012). On the other hand, the com puter may not get high heated whenever the computer is turned on. References Bolc, L. (2012). Computer vision and graphics. Heidelberg: Springer. Hsiung, P., Shen, J. (2010). Dynamic reconfigurable network-on-chip design. Hershey, Pa.: IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA). Hsu, C. (2010). Algorithms and architectures for parallel processing. Berlin: Springer. Hwang, Y. (2010). Transaction level model based performance estimation and system generation. Irvine, Calif.: University of California, Irvine. Kumar, D., C. Jha, P., K. Kapur, P., Dinesh Kumar, U. (2012). Optimal Component Selection Problem for Cots Based Software System under Consensus Recovery Block Scheme: A Goal Programming Approach. International Journal Of Computer Applications, 47(4), 9-14. doi:10.5120/7174-9814 Nicolescu, G., Mosterman, P. (2010). Model-based design for embedded systems. Boca Raton, FL: CRC Press. S, M., Suresh Kumar, S. (2013). Proceedings of the fourth International Conference on Signal and Image Processing 2012 (ICSIP 2012). New Delhi: Springer. Uuz, H. (2012). A hybrid system based on information gain and principal component analysis for the classification of transcranial Doppler signals. Computer Methods And Programs In Biomedicine, 107(3), 598-609. doi:10.1016/j.cmpb.2011.03.013 Xu, C., Ge, H. (2012). An Application Research on Configuration Software System Platform Based on Component Technology. Computer And Information Science, 5(3). doi:10.5539/cis.v5n3p76 Yeo, S., Pan, Y., Lee, Y., Chang, H. (2012). Computer science and its applications. Dordrecht: Springer.

Pasteur Essays - Grand Croix Of The Lgion Dhonneur, Louis Pasteur

Pasteur PASTEUR, Louis (1822-95). The French chemist Louis Pasteur devoted his life to solving practical problems of industry, agriculture, and medicine. His discoveries have saved countless lives and created new wealth for the world. Among his discoveries are the pasteurization process and ways of preventing silkworm diseases, anthrax, chicken cholera, and rabies. *BR* Pasteur sought no profits from his discoveries, and he supported his family on his professor's salary or on a modest government allowance. In the laboratory he was a calm and exact worker; but once sure of his findings, he vigorously defended them. Pasteur was an ardent patriot, zealous in his ambition to make France great through science. *BR* *BR* *BR* Scholar and Scientist*BR* Louis Pasteur was born on Dec. 27, 1822, in D?le, France. His father was a tanner. In 1827 the family moved to nearby Arbois, where Louis went to school. He was a hard-working pupil but not an especially brilliant one. *BR* When he was 17 he received a degree of bachelor of letters at the Coll?ge Royal de Besan?on. For the next three years he tutored younger students and prepared for the ?cole Normale Sup?rieure, a noted teacher-training college in Paris. As part of his studies he investigated the crystallographic, chemical, and optical properties of various forms of tartaric acid. His work laid the foundations for later study of the geometry of chemical bonds. Pasteur's investigations soon brought him recognition and also an appointment as assistant to a professor of chemistry. *BR* *BR* Pasteur received a doctor of science degree in 1847 and was appointed professor of chemistry at the University of Strasbourg. Here he met Marie Laurent, daughter of the rector of the university. They were married in 1849. Pasteur's wife shared his love for science. They had five children; three died in childhood. *BR* *BR* *BR* *BR* Research in Fermentation and Souring*BR* In 1854 Pasteur became professor of chemistry and dean of the school of science (Facult? des Sciences) at the University of Lille. Hearing of Pasteur's ability, a local distiller came to him for help in controlling the process of making alcohol by fermenting beet sugar. Pasteur saw that fermentation was not a simple chemical reaction but took place only in the presence of living organisms. He learned that fermentation, putrefaction, infection, and souring are caused by germs, or microbes. *BR* Pasteur published his first paper on the formation of lactic acid and its function in souring milk in 1857. Further studies developed the valuable technique of pasteurization (see Dairy Industry). The same year he was appointed manager and director of scientific studies at his old school, the ?cole Normale Sup?rieure. During the next several years he extended his studies into the germ theory. He spent much time proving to doubting scientists that germs do not originate spontaneously in matter but enter from the outside. *BR* *BR* *BR* Developing Cures for Agricultural Diseases*BR* In 1865 Pasteur was asked to help the French silk industry, which was near ruin as a result of a mysterious disease that attacked the silkworms. After intensive research, he discovered that two diseases were involved, both caused by bacteria on the mulberry leaves that provided food for the worms. The diseases were transmitted through the eggs to the next generation of worms. Pasteur showed the silkworm breeders how to identify healthy eggs under the microscope, how to destroy diseased eggs and worms, and how to prevent formation of disease bacteria on the mulberry leaves. *BR* At 45 Pasteur was struck by paralysis. For a time recovery was uncertain, and he was confined to bed for months. The attack left its mark; for the rest of his life, one foot dragged a little as he walked. *BR* *BR* In 1877 Pasteur began to seek a cure for anthrax, a disease that killed cattle, sheep, and other farm animals. He drew on research he was conducting on another animal disease, chicken cholera. When he inoculated healthy chickens with weakened cultures of the cholera microbes, the chickens suffered only a mild sickness and were thereafter immune to the disease. Pasteur successfully applied this technique of immunization to the prevention of anthrax. *BR* *BR* Many scientists challenged Pasteur's anthrax prevention claims, and Pasteur agreed to a dramatic test. Forty-eight sheep and a few cows and goats were gathered in a pasture near the town of Melun.

Business resources P1 Essays

Business resources P1 Essays Business resources P1 Essay Business resources P1 Essay Human Resource is a means of management that connects employees to the strategy of a business or organisation. There are several functions that apply to human resources such as recruitment and retention, training and promotion, finance and payroll, health and safety, contracts of employment, motivation and incentives, job description, person specification, disciplinary action and trade unions. Human resources has numerous goals to meet the needs of the business the goals are to link human resource strategies to the business goals and objectives, to find ways for human resources to add value and to gain the commitment of employees. The business which I have chosen to investigate will be Sainsbury and operates in is the retail sector. The industry it runs in is the food industry. The functions of human resources within Sainsbury are * recruitment and retention * training and promotion * finance and payroll * health and safety * contracts of employment * motivation and incentives * job description * person specification * disciplinary action * trade unions * Culture * Problem solving Sainsbury have recruitment and retention as part of the human resource functions this is because they will need to employ employees to be able to work within the supermarket in order to run the business smoothly. For example they will need to employ manager, supervisors and sales assistant. During the summer and Christmas times Sainsbury will need to employ more staff. Sainsbury have training and retention as part of the human resource functions because the employees need to have sufficient training in order to perform to the best of their ability and achieve the companys targets. Also make promotion available so that they can recruit the staff internally. For example the manager, supervisors and sales assistant will need training. Sainsbury have finance and payroll as part of the human resources functions because the employers will be required to pay the employees so that for that reason finance and payroll are in charge of paying wages and salaries to the employees. For example the manager, supervisors and sales assistant will need to be paid their wages and salaries. This is both legal and moral obligation for Sainsbury. Sainsbury have health and safety as part of the human resource functions because it is important for the employees to feel safe and secure in the workplace while working. This can lead to motivation and more productivity as well. For example the manager, supervisors and sales assistant will need to be safe in the working environment. This is both legal and moral obligation for Sainsbury. Sainsbury have contracts of employment as part of the human resource functions because it is important for the employees to know what their contracts states. The employee needs to know how long the contract runs for, how many hours there have to work every day, the total hours they have to work every week, salaries they are going to get paid, how many days there have holiday and how many days there have sick pay. The employee needs to know these so that they dont break their contract. Sainsbury have motivation and incentives as part of the human resource functions because it is important for the employees to feel that if they work hard and achieve they target they would be rewarded. This can lead to motivation for the employee and more productivity as well for the employer because if the employee knows that they will be rewarded if they achieve their targets then this will encourage them to achieve they targets. Sainsbury have job description as part of the human resource functions because it is important for the employees to know what the duties required for the job role is that they will be taking. The employee needs to know before their apply for the job that what the job role is, the location of the job, the duties and responsibilities of the job, hours of work and the rate of pay. Sainsbury have person specification as part of the human resource functions because it is important as it is the requirements the employee need to be able to perform at a satisfactory level. The employee needs to know before their apply for the job that what the qualification education level required is, the training and experience required is and the personal attributes and qualities required for the position. Sainsbury has a disciplinary action team which deals with staff who are late to work, cause disruption at work, behaviour and attendance. The disciplinary action team deal with the issues privately and confidentially with each staff and reach an agreement with the staff to improve. Sainsbury have trade unions as part of the human resource functions because it is important as it is organisations that represent the employees. The employee needs to know that the union will represent them against any unfair treatment in the work place such as working conditions, wages, hours, workplace safety and promotions and firing rules. Sainsbury have a uniform culture within their business. Sainsbury uniform is wearing a black or navy trousers and a t-shirt with Sainsbury name on the shirt. The Sainsbury staffs have to wear name badges also you call the staff by their first name. Sainsbury uniform is used so that everybody feels equal and is part of one team who are working together. Sainsbury staffs have to wear name badges so that the customers recognise them when they are being served by the customers. Sainsbury have a team who solve problems which staff encounter at work or problem which they may have outside work such as personal life. Sainsbury have staff helpline number for staff who would want to report any problems which they may have. The staff could also go to their managers or supervisors to report the problems. For example staff may want to report bullying or theft to their managers, supervisors or the staff helpline.

Understanding Dinosaur Combat

Understanding Dinosaur Combat In Hollywood movies, dinosaur fights have clear winners and losers, carefully demarcated arenas (say, an open patch of scrubland or the cafeteria in Jurassic Park), and usually a bunch of scared-out-of-their-wits human spectators. In real life, though, dinosaur fights were more like confused, chaotic bar brawls than Ultimate Fighting matches, and rather than persisting for multiple rounds, they were usually over in the blink of a Jurassic eye. (See a list of the Deadliest Dinosaurs, as well as Prehistoric Battles featuring your favorite dinosaurs, reptiles, and mammals.) Its important at the outset to distinguish between the two main types of dinosaur combat. Predator/prey encounters (for example, between a hungry Tyrannosaurus Rex and alone, juvenile Triceratops) were quick and brutal, with no rules except kill or be killed. But intra-species clashes (say, two male Pachycephalosaurus head-butting each other for the right to mate with available females) had a more ritualistic aspect, and rarely resulted in a combatants death (though one presumes serious injuries were common). Of course, in order to fight successfully, you need to be equipped with suitable weapons. Dinosaurs didnt have access to firearms (or even blunt instruments), but they were endowed with naturally evolved adaptations that helped them either to hunt down their lunch, avoid being lunch or propagate the species in order to restock the global lunch menu. Offensive weapons (like sharp teeth and long claws) were almost exclusively the province of meat-eating dinosaurs, which preyed on one another or on gentler herbivores, while defensive weapons (like armor plating and tail clubs) were evolved by plant-eaters in order to fend off attacks by predators. A third type of weapon consisted of sexually selected adaptations (such as sharp horns and thickened skulls), wielded by the males of some dinosaur species in order to dominate the herd or compete for the attention of females. Offensive Dinosaur Weapons Teeth. Meat-eating dinosaurs like T. Rex and Allosaurus didnt evolve big, sharp teeth merely to eat their prey; like modern cheetahs and great white sharks, they used these choppers to deliver quick, powerful, and (if they were delivered in the right place at the right time) fatal bites. Well never know for sure, but reasoning by analogy with modern carnivores, it seems likely that these theropods aimed for their victims necks and bellies, where a strong bite would cause the most damage. Claws. Some carnivorous dinosaurs (like Baryonyx) were equipped with large, powerful claws on their front hands, which they used to slash at prey, while others (like Deinonychus and its fellow raptors) had single, oversized, curved claws on their hind feet. Its unlikely that a dinosaur could have killed prey with its claws alone; these weapons were probably also used to grapple with opponents and keep them in a death grip. (Bear in mind, however, that huge claws dont necessarily connote a carnivorous diet; the big-clawed Deinocheirus, for example, was a confirmed vegetarian.) Eyesight and smell. The most advanced predators of the Mesozoic Era (like the human-sized Troodon) were equipped with large eyes and relatively advanced binocular vision, which made it easier for them to zero in on prey, especially when hunting by night. Some carnivores also possessed an advanced sense of smell, which enabled them to scent prey from far off (though its also possible that this adaptation was used to home in on already-dead, rotting carcasses). Momentum. Tyrannosaurs were built like battering rams, with enormous heads, thick bodies, and powerful hind legs. Short of delivering a fatal bite, an attacking Daspletosaurus could knock its victim silly, provided it had the element of surprise on its side and a sufficient head of steam. Once the unlucky Stegosaurus was lying on its side, stunned and confused, the hungry theropod could move in for the quick kill. Speed. Speed was an adaptation shared equally by predators and prey, a good example of an evolutionary arms race. Since they were smaller and more lightly built than tyrannosaurs, raptors and dino-birds were especially quick, which created an evolutionary incentive for the plant-eating ornithopods they hunted to run faster as well. As a rule, carnivorous dinosaurs were capable of short bursts of high speed, while herbivorous dinosaurs could sustain a slightly less brisk pace for a longer period of time. Bad breath. This may sound like a joke, but paleontologists believe that the teeth of some tyrannosaurs were shaped so as to purposely accumulate shreds of dead tissue. As these shreds rotted, they bred dangerous bacteria, meaning any non-fatal bites inflicted on other dinosaurs would result in infected, gangrenous wounds. The unlucky plant-eater would drop dead in a few days, at which point the responsible Carnotaurus (or any other predator in the immediate vicinity) chowed down on its carcass. Defensive Dinosaur Weapons Tails. The long, flexible tails of sauropods and titanosaurs had more than one function: they helped to counterbalance these dinosaurs equally long necks, and their ample surface area may have helped dissipate excess heat. However, its also believed that some of these behemoths could lash their tails like whips, delivering stunning blows to approaching predators. The use of tails for defensive purposes reached its apex with the ankylosaurs, or armored dinosaurs, which evolved heavy, macelike growths at the ends of their tails that could crush the skulls of unwary raptors. Armor. Until the knights of medieval Europe learned to forge metallic armor, no creatures on earth were more impervious to attack than Ankylosaurus and Euoplocephalus (the latter even had armored eyelids). When attacked, these ankylosaurs would plop down onto the ground, and the only way they could be killed was if a predator managed to flip them onto their backs and dig into their soft underbellies. By the time the dinosaurs went extinct, even titanosaurs had evolved a light armored coating, which may have helped fend off pack attacks by packs of smaller raptors. Sheer bulk. One of the reasons sauropods and hadrosaurs attained such enormous sizes is that full-grown adults would have been virtually immune to predation: not even a pack of adult Alioramus could hope to take down a 20-ton Shantungosaurus. The downside to this, of course, was that predators shifted their attention to easier-to-pick-off babies and juveniles, meaning that out of a clutch of 20 or 30 eggs laid by a female Diplodocus, only one or two might manage to reach adulthood. Camouflage. The one feature of dinosaurs that rarely (if ever) fossilizes is their skin colorso well never know if Protoceratops sported zebra-like stripes, or if Maiasauras mottled skin made it difficult to see in dense underbrush. However, reasoning by analogy with modern prey animals, it would be very surprising indeed if hadrosaurs and ceratopsians didnt sport some kind of camouflage to cloak them from the attention of predators Speed. As mentioned above, evolution is an equal-opportunity employer: as the predatory dinosaurs of the Mesozoic Era become faster, so do their prey, and vice-versa. While a 50-ton sauropod couldnt have run very fast, the average hadrosaur could rear up onto its hind legs and beat the bipedal retreat in response to danger, and some smaller plant-eating dinosaurs may have been capable of sprinting at 30 or 40 (or possibly 50) miles per hour while being chased. Hearing. As a general rule, predators are endowed with superior sight and smell, while prey animals possess acute hearing (so they can run away if they hear a threatening rustle in the distance). Based on an analysis of their crested skulls, it seems likely that some duck-billed dinosaurs (like Parasaurolophus and Charonosaurus) could bellow to each other over long distances, so an individual hearing the footsteps of an approaching tyrannosaur would be able to warn the herd. Intra-Species Dinosaur Weapons Horns. The fearsome-looking horns of Triceratops may only have been secondarily intended to warn away a hungry T. Rex. The position and orientation of ceratopsian horns lead paleontologists to conclude that their main purpose was in dueling with other males for dominance in the herd or breeding rights. Of course, unlucky males might be wounded, or even killed, in this processresearchers have unearthed numerous dinosaur bones bearing the marks of intra-species combat. Frills. The giant head ornaments of ceratopsian dinosaurs served two purposes. First, oversized frills made these plant-eaters look bigger in the eyes of hungry carnivores, which might opt to concentrate on smaller fare instead. And second, if these frills were brightly colored, they could have been used to signal the desire to fight during mating season. (Frills may also have had yet another purpose, as their large surface areas helped to dissipate and absorb heat.) Crests. Not quite a weapon in the classic sense, crests were protrusions of bone most often found on duck-billed dinosaurs. These backward-pointing growths would have been useless in a fight, but they may well have been employed to attract females (theres evidence that the crests of some Parasaurolophus males were larger than those of the females). As mentioned above, its also likely that some duck-billed dinosaurs funneled air through these crests as a way of signaling to others of their kind. Skulls. This peculiar weapon was unique to the family of dinosaurs known as pachycephalosaurs (thick-headed lizards). Pachycephalosaurs like Stegoceras and Sphaerotholus sported up to a foot of bone on the tops of their skulls, which they presumably used to head-butt one another for dominance in the herd and the right to mate. Theres some speculation that pachycephalosaurs may also have butted the flanks of approaching predators with their thickened domes.

District Court or Circuit Court Essay Example | Topics and Well Written Essays - 500 words

District Court or Circuit Court - Essay Example Falwell. However, it should be noted that Rev. Falwell had brought a complaint alleging that Mr. Lamparello was guilty of trademark infringement, which Rev. Falwell alleged was intellectual property that protected his website, as he had at least one registered trademark, even though it was not on the domain name www.falwell.com or www.fallwell.com (Atkinson, Sorkin, & Gold 2003). Rev. Falwell also stated that he had legal rights in the name â€Å"Falwell† which included â€Å"Listen America with Jerry Falwell†, a popular show, as well as a pending trademark on the name â€Å"Jerry Falwell†. He therefore requested relief in the form of www.fallwell.com being transferred from Mr. Lamparello to his ministries and control, on the grounds of trademark infringement, false designation of origin, unfair competition, and cybersquatting (Atkinson et. al. 2003). Mr. Lamparello filed suit in the Eastern District Court of Virginia, accusing Rev. Falwell and his ministry of Reverse Domain Name Hijacking in violation of the Anticybersquatting Protection Act (Lamparello v. Falwell, 2004). This suit was filed in accordance with the Uniform Domain Name Dispute-Resolution Policy, commonly known as UDRP, which states that â€Å"most types of trademark-based domain-name disputes must be resolved by agreement, court action, or arbitration† (Internet corporation for, 2011). The District Court ruled in favor of the defendant, finding that there was a likelihood of confusion based on the â€Å"distinctive and strong† presence of the Defendant’s trademark. The District Court also found trademark infringement was evident as the Defendant was able to prove that he did, indeed, have a registered trademark, and he had used that trademark. The appeals court, however, overturned the findings, stating that there was no trademark infringement or false designation of origin since Mr. Lamparello did not intend to make money from his website, and used it only for

I wanna you to ready that and answer those two question. I dont want Case Study

I wanna you to ready that and answer those two question. I dont want you to ready from anywhere else just ready the article that I am going to send to you - Case Study Example Such materials become considered inappropriate for use in joints. Mechanical characteristics – these materials must exhibit characteristics which enhance the functioning of the particular component which they are used to make. Tensile strength of materials, for example, remains an important characteristic for materials used in making the femoral stem of the artificial joint. The mechanical characteristics are the main causes of failures commonly observed in these joints. Material density and reproducibility – this are an essential element of concern because of the need to make repairs to artificial joints that might be damaged. The prosthetic quality of the material must remain consistent in order to make repairing easy, should damage to the joint occur. Magnetism – when seeking to establish an appropriate material for artificial hip replacement materials it is important to consider the magnetism of the materials. Material utilized for this function should not exhibit any ferromagnetic behaviors (Gibbons, 33). This is mainly because of the requirements to use MRI spectroscopy to study the joint in future. Magnetic materials make this spectroscopy method inapplicable. Toxicity – artificial materials sometimes produce toxic substances which could affect the body parts. The reaction of some materials with the body parts commonly results in the generation of toxic substances which harm the body parts next to the artificial implant. Femoral stem – the femoral stem fits into the femur bone. There is need to make considerations of the corrosion characteristics of the materials which are utilized in the manufacturing of the femoral stem. Cobalt chromium and titanium are the major alloy components for the material which is utilized for making this component. This alloy remains highly resistant to corrosion and fatigue which results from increased use of the

Customer Attitudes Toward Bmw Motorcycles Essay Example for Free

Customer Attitudes Toward Bmw Motorcycles Essay This final report is the finish summary version of overall information, knowledge, and data of the marketing research under the area of BMW R1200 GS/GSA motorcycles in UK. The BMW Motorrad under the BMW group has been producing motorcycles since 1923 and has providing a variety range of motorcycle styles (bmwgroup, 2012). In addition, the model of BMW R1200 GS/GSA motorcycles is a major consideration motorcycle in adventure sport style for all bikers in UK as it was named in the top ten model of new motorcycles registration (MCIA, 2011). However, The Motorcycle Industry Association defines Adventure motorcycle as â€Å"These bikes encompass trials which similar in style to Enduro motorcycles but are predominantly designed and capable for on-road use (MCIA, 2012)†. The objective of this research paper is to discover attitudes of UK customers towards the model. To be more specific, the research paper will look into the association between brand images, quality and price perception of the current riders towards this BMW motorcycle model. Moreover, the research paper will explore customer satisfaction and the loyalty of the brand. Additionally, this research paper will determine the outstanding in product value of BMW R1200 GS/GSA that it has over its rivals in the adventure motorcycle segmentation. The paper will first provide background information of conceptual model in brand equity which would provide a basic understanding of how to measure and manage brand equity. Furthermore, the explanation in the model of satisfaction towards loyalty will be discussed. Besides, the hypothesis of the study model will be illustrated. In the next section, the method of conducting online surveys and the utilization of this technique will be discussed. Thirdly, the interpretation from the obtained data will be shown in the finding and analysis section. Finally, the conclusion of the paper will be discussed to sum up the entire research paper including limitations and ethics issues. Literature review In the book, Managing Brand Value (Aaker, 1991) has defined the term of brand equity as the connection of the name and emblems to a set of assets that would increase the value of the company’s products or services. In addition, during the customers buying decision process (McKinsey 1996) has found in his research that brands affect 18 percent of total purchase decisions. Therefore, these can be indicated that branding act as one of the significant factors towards customers purchasing. However, the suggestion from (Keller, 2003) stated that the power of a brand would remain in customers ‘mind together with their perceived experiences and they will learn about the brand over time. Hence, there is the development process of strengthen the brand of a company. The figure (2) illustrates the framework of brand equity from (Keller, 2003). Figure 2 Brand Equity Framework Source: Keller, K (2003). Building, Measuring and Managing Brand Equity. Upper Saddle River, New Jersey: Prentice Hall The framework provides 4 steps that involved in building a strong brand however, the hierarchy of brand equity determine that in order to move up in each level, there is a requirement from the successful of the previous one. The first level, companies have to set up a brand identity which will imply brand silence and would lead customers to aware the brand (Keller, 2003). The next step is to create an appropriated brand meaning involve either performance or imagery that related to the brand (Keller, 2003). Thirdly, it is a significant to response the judgments and feelings (opinion, evaluation and emotional) from the customers to gain brand attitudes in customers point of view (Keller, 2003). Lastly, the companies need to create a brand resonance by trying to minimize the gap between what companies think and what customers think via communication tools that would permeate put the brand into consumers’ mind, resulting in a good relationship with them (Keller, 2003). However, after building the strong brand equity, (Keller, 2003) has claimed that brand loyalty would appear to be one of the benefits to the brand. On the other hand, most companies consider the customers to be one of the significant keys to make the company successful. Therefore, (Erdem Swait, 2004) propose that the determination of successful business in long-term is to deliver the value to customers which related to (Marconi, 2000) suggestion that one of the factors which would make customers to remain loyal over brand is customer satisfaction. However, the American Customer Satisfaction Index (figure 3) will be used to explain the model of customer satisfaction. Figure 3 the American Customer Satisfaction Index (ACSI) Source: (Johnson, Gustafsson, Andreassen, Cha, 2001): The evolution and future of national customer satisfaction index models. (theacsi.org, 2001) explained that customer satisfaction occurs from two driven factors which can affect the satisfaction either directly or going through the perceived value factor (quality relative to the expense). From those two driven factors, the first factor is customer expectation, which is the customer’s anticipation of the quality of the products in both prior consumption experience from consumer and the expectation from company’s product quality deliver. In addition, the second factor is perceived quality which determine by the evaluation of the product’s quality from customer toward the organization. However, the figure shows that there is a negative relationship between customer complaint once they disconfirm with the expectation and customer loyalty. This can be explained as the more satisfied from the customers, there is less chance in the resulted of getting complain from the customers. However, (theacsi.org, 2001) suggests that there is a chance of turning unsatisfied customers to loyalty customers after the compensations have been introduced to them. To conclude, in order to gain customer loyalty, the companies have to deliver the value of the products to meet or exceed customers ‘expectation as loyalty customers are more likely to create repurchase activity. The another related support to the important in loyalty of customers provided by (Reichheld.F.F, 1996) in his book, The Loyalty Effect, in which he stated that in order to bring in a new customer to the company is five times more costly than it is to retain an existing customer. Research Design The early discussion was about satisfying the customers who act as a main player of building the successful businesses as they are involve in many organization’s process. Hence, it is clear that the framework of this research paper is to focus on the importance of satisfying customers as it will create the benefit toward the company in term of brand loyalty. (Gobe, 2001) states that, there is several area of supporting customers into customers’ satisfaction such as price-quality-relation. Furthermore, (Keller, 2003) consider brand attitude in brand equity process to be a drive towards loyalty as well. This research design will be classified as causal research to obtain evidence of cause-and-effect relationships (Malhotra, Birks, Wills, 2012). These ideas made the hypothesis of the study as: H1a: There is a relationship between brand image perception and the level of customer satisfaction for BMW R1200 GS/GSA H1a: There is a relationship between quality perception and the level of customer satisfaction for BMW R1200 GS/GSA H1a: There is a relationship between price perception and the level of customer satisfaction for BMW R1200 GS/GSA H2: There is a relationship of BMW R1200 GS/GSA customers toward purchase loyalty The Figure 4 illustrates the study model involving the relationship between brand attitudes towards customer satisfaction in BMW R1200 GS/GSA and customer satisfaction in BMW R1200 GS/GSA towards brand loyalty. Methodology This research has been utilized quantitative in order to gather data under one particular model of BMW motorcycles, which is R1200GS/GSA. The objective of quantitative is to collect customer’s attitude influence factors relate to each participant perceptions. However, this survey method has introduced a set of questionnaire with 25 closed questions. The period of survey collection was between 10th November and 10th December 2012 through online survey technique under the survey site named Wufoo. The format of online survey included structure scales in a range from 1 to 5 and yes or no questions. The questionnaires have been distributed and upload onto BMW Motorrad Parklane Facebook and UKGSer page. The total respondent is 11 people which specific that have to be BMW R1200 GS/GSA riders. The questionnaires have been mainly divided into 6 sections. The first 3 questions were designed to seek for the top three requirements of participants that they consider before purchasing any adventure motorcycles. In the next section, 3 questions were designed to find the competitive advantage factors and the relative of price-to-quality in perspectives’ view. In the third section, 5 questions were used to determine the customers’ judgment toward the product quality. Moreover, there are a set of 5 questions used in search for customer feeling toward BMW R1200 GS/GSA. In addition, the others 5 questions were used to indicate customer resonance and their potential of creating benefit toward the brand. Finally, 5 questions were used to gain demographic information of respondents. Limitations The limitation of time was the major restrictive as the data collection periods is within 1 week. Furthermore, the difficultly of realizing the actual target population as some of respondents may not own the actual motorcycle in BMW R1200GS/GSA. Additionally, there are no female respondents in all of the returned forms. The scope down of the research topic into a specific model of motorcycle created an obstacle to find the right target of respondents. The post on facebook page has bias of gained non-geographic target group information as there are respondents which are not in UK. Moreover, some of the forums and websites are not currently frequently activated making the posts being used ineffectively. Finally, with the limited number of 10 respondents, resulted in low resources are being used in the evaluation. Ethical considerations The purpose of doing this research paper has been announced and posted on every websites and forums before the actual online-survey. There is a statement state clearly in term of confidentiality that respondents’ information is treated with highly confidentiality. In addition, the questions in the questionnaire under the demographic section have provided an alternative of ‘prefer not to answer’ option to allow the refusing of answering for respondents as they may have an uncomfortable condition. The collected data and information will be used in an education area only; there is no hidden purpose in either businesses or individual organization. Findings The process of gathering data took 4 weeks and there are 72 perspectives viewed of the survey in total. However, there are only 11 entries out of 72 viewed which can be transfer into 15.3% as the conversion rate. The average time per respondent to finish the survey is 3.16 minutes each. However, there is 1 out of 11 responded that is a fault data due to the location of the respondent is outside UK. In the first section, 50% of total responded consider exterior design to be considered the most when they buy an adventure motorcycle, while seat comfort is their second consideration with 40% of total. In addition, they consider bag and storage to be the third choice with 40% of the total. In the next section, 60% of total respondents have agreed that BMW R1200 GS/GSA is worth its price. In addition, 90% of them perceived that this model is more superior to other brands within the same price category. Moreover, the data explained that 70% of respondents perceived the superior fact as this model is the best in handling, while another 30% expressed the fact as the endure motorcycle. The third section is finding of the customers’ judgment toward the product quality with the full score of 5 marks. The best perceived value in quality of the model is safe follow by status symbol, quality product, trustworthy, and lowest is high performance product with the scores of 4.5, 4.2, 4.1, 3.9, and 3.6 points respectively. The data shows the customers’ feeling toward BMW R1200 GS/GSA in the fourth section. It is freedom that customer feel the most with 4.2 while fun is their second perceived with the score of 4 out of 5. The respondents share the third feeling that come in to their mind of excitement and self-respect with 3.9 point, while social approval is the last place in their feeling of 3.8 point. In the Fourth section, the data is used to analyze the customers’ resonance toward the model. However, out of 5, respondents show 4.1 point as they are happy with the model the most, while the fact that they satisfied and willing to refer the model to others share the same scores of 4 point each. Lastly, perspective expressed their love to BMW R1200 GS/GSA only 3.7 point. Finally, the data from the survey shows that all of 10 entries were male which translated into 100%. The average group is between 46-55 years old with the percentage of 80 out of total. Moreover, 50% of the total earns their income more than  £50,001 yearly while 40% of them earn the average between  £25,001-  £50,000 yearly. Moreover, 70% of respondents married and which left remaining 30% of them as single. Finally, the education fact shows that 50% of the total respondents graduated their highest education in high school while other 40% and 10% are undergraduates and master level respectively. Conclusion According to the study, exterior design consider to be the most important to customers when they buy as it’s related to social approval most customers agree that BMW R1200 GS/GSA give them that feeling. However, BMW is considering this factor as one of the main development processes make the company continuously improve a better look in designing along with new technologies attached to their bikes. Moreover, the seat comfort and storage is considered to be significant to all adventure riders. Due to a long distance in riding their motorbikes, they require a suitable seat to support their physical body and space to storage their goods. Results also show that BMW R1200 GS/GSA has the competitive advantage over the rival in the same category as customers perceived that the model has the best balance in control. On the other hand, only 60% of customers perceived this model is worth a premium price due to the less agreement that this model is a high performance product. However, customers still satisfied with the product even though, the customers have standard perceived that this motorcycle model is worth to spend money on. Therefore, it can be analyzed that there is less relationship between price and satisfaction. The relationship between product quality and satisfaction can be interpreted as there is a positive relationship between these two factors. The research shows that customers are highly consider BMW R1200 GS/GSA as a safe motorcycle and high quality product. The company has captured the most important need in every rider which is safety, and delivers the value to them clearly which resulted in gaining the satisfactions from value deliver. However, by looking at specifically to individuals that has less satisfaction, it is only the fact that BMW R1200 GS/GSA is not high performance enough for them. In term of brand image, the customers is highly involved with status symbol as the high score of 4.2 point can determine that the company has created brand association and meaning towards customers. Moreover, the company has well delivered the feeling of freedom in this product make a fulfillment in the want of adventure travelers. Therefore, brand image has positive relationship toward satisfaction. Finally, with the high number in people who are happy and satisfied with BMW R1200 GS/GSA related to their willingness to refer this motorcycle model to others. This is can be explained that there is a positive relationship between satisfaction and customers loyalty as loyalty customers would most likely to be influencers in bringing new customers to purchase the product. References Aaker, D (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York, NY Aggarwal, P. (2004). The Effects of Brand Relationship Norms on Comsumer Attitudes and Behaviour. Journal of consumer research, June Court, D., Freeling, A., Leiter, M., Parsons, J. A. (1996). Mckinsey Quarterly: Uncovering the value of brands. Retrieved from http://www.mckinseyquarterly.com/Uncovering_the_value_of_brands_201 Erdem, Tulin, and Swait, Joffre. (2004). Brand Credibility, Brand Consideration and Choices. Journal of consumer research,June Gobe, M. (2001). Emotional Branding. New York, NY: Allworth Press. Keller, K. (2003). Buliding, Measuring, and Managing Brand Equity. Upper Saddle River, New Jersey: Prentice Hall. Kiley, D. (2004). Driven: Inside BMW, the most admired car company in the world. Malhotra, K. N., Birks, F. D., Wills, P. (2012). Marketing Research (4th ed.): An Applied Approach. The Motor Cycle Industry Association (2011). Motorcycle Registration Statistics. Press statistic. Retrieved from http://www.mcia.co.uk/Press-and-Statistics/NewReg_Statistics.aspx We iler, M. (2004). BMW : Exploring Customer Attitudes.

Canadian Involvement in the Suez Crisis :: Canadian Canada History

Canadian Involvement in the Suez Crisis Eleven years after the second world war, a crisis occurred which had the potential to escalate into a third world war. Hostilities ran high and the background causes that prompted this crisis contained the same fundamentals as were seen in the first and second world wars. Those being militarism, alliances, imperialism and nationalism; wrought by those countries that had an interest in the Suez Canal and the Arab states. In the world of superpowers in conflict, Canada made a name for itself through an innovative peacekeeping scheme, instead of aggression (Encyclopedia Britannica Online, 1999-2000). If Canada had not become involved in the Suez Crisis, as a neutral party, it could have escalated into a world war. The three components which add up to the conclusion of the Suez Crisis and a bench mark for Canada and world peacekeeping are: Canada's choice for those countries directly involved in the crisis, Canada's choice for involvement, and Canada's resolution of the United Nations Em ergency Force, which would put a stop to a possible world war. In the Middle East, by July 1956, tensions were rising. The Egyptians were denied funds from the Us, Britain and the World Bank for the creation of their Aswan dam to affiliation with the Soviet Union. In desperate need of funds for the dam project, the Egyptian government had nationalize the Suez Canal Company, froze its assets in Egypt, and proposed to use canal tolls to pay for the dam (Hillmer, 1999, p. 226). In fear of the Egyptians cutting off the transportation of Arabian oil and Asian goods, the British, French, and Israel secretly planned an attack on Egypt. Meanwhile, the Israelis and the Arab states, including Egypt, were having an arms race. Israel was concerned with self-preservation while the Arabs, who had opposed Israel's creation, wanted to destroy it. The Americans opposed the British, French, and Israeli invasion of Egypt because it didn't want to offend the Arab states where US oil companies were drilling. On the other hand, the US was wiling to supply Israel with weapons if the Soviet Union sent arms to the Egyptians. Such military support could inevitably have lead to a nuclear war. Through ties with Britain, Canada was expected to aid in the invasion pf Egypt but Canada was reluctant and saw how much actions might put their relationship with the Americans in danger.

Cognitive Appraisal and/or Personality Traits

Suggested APA style reference: Li, M. (2009, March). Cognitive appraisal and/or personality traits: Enhancing active coping in two types of stressful situations. Paper based on a program presented at the American Counseling Association Annual Conference and Exposition, Charlotte, NC. Cognitive Appraisal and/or Personality Traits: Enhancing Active Coping in Two Types of Stressful Situations Paper based on a program presented at the 2009 American Counseling Association Annual Conference and Exposition, March 22, Charlotte, North Carolina Ming-hui Li Ming-hui Li, EdD, LPC, LMHC, is an assistant professor in the Department of Human Services and Counseling at St. John’s University, Queens, NY. His areas of specialty include stress-coping and resilience development. College students frequently experience stressful situations (Dungan, 2002; Li, 2006). Some college students actively cope with stressful situations while others become victims of the situations. The researcher has been interested in exploring factors that lead college students to actively cope with stressful situations. Enhancing these factors may facilitate college students to employ active coping. The term active coping in the study refers to people’s coping responses that are characterized by solving problems, seeking social support, and non-avoidance. The purpose of this study was to explore effective predictors of active coping in two major types of stressful situations among college students: relation and work. Results of this study may provide information for counselors to help students adapt better to college life by enhancing specific factors in different stressful situations. Theoretical Framework Researchers have not reached an agreement on the nature of coping. For example, process-oriented researchers (e. g. , Albinson & Petrie, 2003; Lazarus & Folkman, 1984; Olff, Langeland & Gersons, 2005) proposed that cognitive appraisal determines the responses individuals adopt to cope with stressful situations. In contrast, diathesis-oriented researchers (e. g. , Abela & Skitch, 2007; Li & Yuan, 2003; Wagner, Chaney, Hommel, Andrews, & Jarvis, 2007) suggested that a match between personality traits and stress types decides coping responses. The present study explored the extent to which a combination of these two theoretical approaches can determine college students’ employment of active coping. Process-oriented researchers (e. g. , Albinson & Petrie, 2003; Lazarus & Folkman, 1984; Olff, Langeland & Gersons, 2005) proposed that coping is a process (instead of a mere trait) in which personal factors, such as beliefs, and environmental factors, such as novelty, work together to affect coping responses through cognitive appraisal. These researchers argued that personality traits and environment are insufficient to determine coping responses. Cognitive appraisal, they believe, is what determines individuals’ coping responses. From their perspective, coping responses can be decided only after individuals have cognitively considered (a) how their lives are influenced by the situation and (a) what they can do to deal with the situation. In contrast, diathesis-oriented researchers (e. g. , Abela & Skitch, 2007; Li & Yuan, 2003; Wagner, Chaney, Hommel, Andrews, & Jarvis, 2007) advocate that individuals’ personality traits influence coping responses in specific contexts. They argued that personality traits influence coping responses most in stressful situations that are closely related to those traits. For example, individuals’ self-efficacy (a task-related trait) has great influence on their coping responses to task-related stressful situations, such as looking for a part-time job. In contrast, individuals’ secure attachment (a relation-related trait) is powerful in influencing coping responses to relation-related stressful situations, such as getting along with new roommates. Both approaches have been supported by previous studies. However, little attention has been drawn to the possibility of combining the two approaches. The present study addressed this possibility. The study was aimed to explore the extent to which a combination of these two theoretical approaches influences people to actively cope with stressful situations. Cognitive appraisal and three traits (self-efficacy, secure attachment, and resilience) were included in the combined model. According to the process-oriented approach, cognitive appraisal was expected to predict active coping across the two stressful situations. Based on the diathesis-oriented approach, self-efficacy was expected to predict active coping in work-related stressful situations such as looking for a part-time job; and secure attachment was expected to predict active coping in relation-related situations such as getting along with new roommates. In addition, the researcher hypothesized that resilience can predict active coping in both relation-related and work-related stressful situations because this trait reflects individuals’ general ability to moderate the negative effects of stress (Benetti & Kambouropoulos, 2006). Cognitive appraisal, self-efficacy, secure attachment, and resilience were applied to predict active coping in two types of stressful situations (relation, work), in order to detect the effectiveness of the combined model. The two hypotheses tested in the study were: Hypothesis 1: In relation-related situations, secure attachment, cognitive appraisal, and resilience can effectively predict active coping. Hypothesis 2: In work-related situations, self-efficacy, cognitive appraisal, and resilience can effectively predict active coping. Methods Participants were 126 students recruited from a college in Taiwan. Their age ranged from 18 to 23 years old. The mean age of this sample was 19. 6. Participants were categorized into two groups—a relation group and a work group, based on their self-reported stressful situations. The numbers of participants in groups of relation and work were 76 and 50, respectively. The researcher administered a questionnaire to participants when they were waiting for a class. Participants signed informed consent forms before they responded to the questionnaire. Data was collected using a questionnaire containing the Resilience Scale (Wagnild & Young, 1993), the Revised Adult Attachment Scale (Collins, 1996), the Coping Strategy Indicator (Amirkhan, 1990), the Chinese Adaptation of General Self-Efficacy Scale (Zhang & Schwarzer, 1995), and category I (cognitive appraisal) of the Student-Life Stress Inventory (Gadzella, 1991). All of the instruments have been used to study college students and have demonstrated adequate validity (construct or concurrent validity) and reliability (Cronbach’s coefficient alpha range from . 6 to . 93). All of the instruments except the Chinese adaptation of General Self-Efficacy Scale were translated by the researcher from English into Chinese. Two bilingual Psychology professors and four bilingual doctoral students examined the translated instruments. A bilingual undergraduate student, who was blind to the original English instruments, back-translated the Chinese versions into English. The original instr uments and the back-translated instruments were very close in meaning, indicating correct language transference. Internal consistency estimates of reliability (Cronbach’s coefficient alpha) were computed for each of the instruments used in this study. The values for coefficient alpha were . 89, . 90, . 75, . 87, and . 81 for the Student-Life Stress Inventory (SSI), the Resilience Scale (RS), the Revised Adult Attachment Scale (AAS-Revised), the General Self-Efficacy Scale (GSS), and the Coping Strategy Indicator (CSI), respectively. The alpha values for the three sub-scales of the Coping Strategy Indicator (CSI) were . 86 (problem-solving), . 88 (seeking social-support), and . 68 (avoidance). In addition, the alpha value for the category I (cognitive appraisal) of the Student-Life Stress Inventory (Gadzella, 1991) was . 84. The research design of this study was a correlational design with four independent (predictor) variables and one dependent variable. The four independent variables were cognitive appraisal, resilience, secure attachment, and self-efficacy. The dependent variable was active coping. This research design consisted of two separate multiple regression procedures that were used to test the proposed model in two types of stressful situations. Data Analysis and Results The data were analyzed by using SPSS 14. 0. Two procedures of multiple regression were applied to test the two hypotheses. The step-wise method was used because the available literature does not provide direction as to how the variables in this study should be entered into a multiple regression equation. By using the step-wise method, the researcher allowed the computer to select the model with the best statistical â€Å"fit. † Correlations among predictor variables and between predictor variables and the dependent variable were examined in order to meet the requirements of multiple regression. The outlier was removed so it did not impact the accuracy of data analysis. The criterion used to screen outliers were (a) a Cook’s distance greater than 1, and (b) a standardized residual greater than 3. Hypothesis 1 was supported while Hypothesis 2 was not supported. Results showed that (a) cognitive appraisal and resilience can predict active coping in stressful situations associated with relation, and (b) secure attachment can predict active coping in work-related stressful situations. Tables I and II showed the results. Table I. Summary of Regression Analyses of Resilience, Secure Attachment, and Self-Efficacy Predicting Active Coping in Relation-Related Stressful Situations ____________________________________________________________ _____ Variable B ? R[pic]Change p ____________________________________________________________ ______ Resilience . 13 . 29 . 09 . 00 Cognition – 2. 56 – 4. . 18 . 001 ____________________________________________________________ ______ Table II. Summary of Regression Analyses of Resilience, Secure Attachment, and Self-Efficacy Predicting Active Coping in Work-Related Stressful Situations ____________________________________________________________ _____ Variable B ? R[pic]Change p ____________________________________________________________ ______ Secure Attachment . 50 . 1 . 17 . 003 ____________________________________________________________ ______ Discussion The study was aimed to test the effectiveness of the model combining two approaches to coping. Results i ndicated that this model is effective in stressful situations associated with relation. In stressful situations associated with relation, individuals who less engage in cognitive appraisal (i. e. , lower levels of cognitive appraisal) and are able to moderate the negative effects of stress (i. . , higher levels of trait resilience) tend to actively cope with the situations. This finding is consistent with Kulenovic and Busko’s (2006) finding that cognitive appraisal and personality trait simultaneously influence individuals’ coping responses to stressful situations. It seems that when people are in the initial stage of coping with a relation-related stressful situation, the less they evaluate the situation and the stronger their trait resilience becomes, the more likely they can cope with the situation actively. A possible explanation of the finding that cognitive appraisal and trait resilience simultaneously influence individual’s coping response to relational stressful situations is that cognitive appraisal leads people to respond to situational factors such as how the romantic relationship ended and who wanted to end the relationship (Bouchard, Guillemette, & Landry-Leger, 2004) while trait resilience directs people to respond to any situation that causes stress such as breaking-up with a boy/girl friend and losing a job (Li, 2008). In work-related situations, those who hold positive attitude toward social interactions (i. e. , high levels of secure attachment) tend to actively cope with work-related situations. It seems that when individuals are in the initial stage of coping with a work-related stressful situation, the more they believe they can get along well with people in the workplace, the more they become willing to take action to deal with the situation. Conclusion While re searchers have proposed different theoretical approaches to explain coping, no adequate efforts have been made to test the possibility of combining different approaches. This study addresses this issue by combining two existing approaches into one model and tests the effectiveness of the model. Results of the study not only expand our knowledge about coping but also provide useful information for counselors to help clients deal with stressful situations. When clients are in the initial stages of coping with relation-related stressful situations, counselors can help the clients by engaging them in reflection of their previous positive coping experiences rather than urging them to cognitively appraise the situations. When clients are in the initial stage of coping with work-related stressful situations, counselors can help the clients by enhancing their person skills. References Abela, J. R. Z. ; Skitch, S. A. (2007). Dysfunctional attitudes, self-esteem, and hassles: Cognitive vulnerability to depression in children of affectively ill parents. Behaviour Research and Therapy, 45, 1127-1140. Albinson, C. B. , & Petrie, T. A. (2003). Cognitive appraisals, stress, and coping: preinjury and postinjury factors influencing psychological adjustment to sport injury. Journal of Sport Rehabilitation, 12, 306-322. Amirkhan, J. H. (1990). A factor analytically derived measure of coping: The coping Strategy indicator. Journal of Personality and Social Psychology, 59, 1066-1074. Benetti, C. , &; Kambouropoulos, N. (2006). Affect-regulated indirect effects of trait anxiety and trait resilience on self-esteem. Personality and Individual Differences, 41, 341-352. Bouchard, G. , Guillemette, A. , & Landry-Leger, N. (2004). Situational and dispositional coping: An examination of theire relation to personality, cognitive appraisals, and psychological distress. European Journal of Personality, 18, 221-238. Collins, N. L. (1996). Working models of attachment: Implications for explanation, emotion, and behavior. Journal of Personality and Social Psychology, 71, 810-832. Dungan, D. E. (2002). Five days of stress and coping in the lives of college students. (Doctoral dissertation, Texas Tech University, 2002). Dissertation Abstract International, 62 (10-B), 4827. Gadzella, B. M. (1991). Student-life Stress Inventory. Library of Congress, Copyright. Kulenovic, A. & Busko, V. (2006); Structural equation analyses of personality, appraisals, and coping relationships. Review of Psychology, 13, 103-112. Lazarus, R. S. , & Folkman, S. (1984). Stress, appraisal, and coping. New York: Springer. Li, M. H. (2006). Stress, traits of resilience, secure attachment, and self-efficacy as predictors of active coping among Taiwanese students (China). (Doctoral dissertation, Texas Tech University, 2006). Dissertation Abstracts International, 67(4-A),1233. Li, M. H. (2008). Relationships among stress coping, secure attachment, and the trait of resilience among Taiwanese college students. College Student Journal, 42, 312- 325. Li, X. , & Yuan (2003). The relationship between junior middle school students’ diathesis, and life stress with mental health. Chinese Journal of Clinical Psychology, 11, 287-288. Olff, M. , Langeland, W. , & Gersons, B. P. R. (2005). Effects of appraisal and coping on the neuroendocrine response to extreme stress. Neuroscience & Biobehavioral Reviews, 29, 457-467. Wagner, J. Chaney, J. , Hommel, K. , Andrews, N. , & Jarvis, J. (2007). A cognitive diathesis-stress model of depressive symptoms in children and adolescents with juvenile rheumatic disease. Children's Health Care, 36, 45-62. Wagnild, G. M. , & Young, H. M. (1993). Development and psychometric evaluation of The resilience scale. Journal of Nursing Measurement, 1, 165-178. Zhang, J. X. , & Schwarzer, R. (1995). Measuring optimistic self-beliefs: A Chinese adaptatio n of the General Self-Efficacy Scale. Psychologia, 38 (3), 174-181.

Tobacco Advertising Is Illegal but Alcohol Is Not

COMM 3P14 – Media Industries Tobacco Advertising is Illegal, but Advertising for Alcohol is not, Is This Hypocritical? Rebecca Stewart 4574927 Russell Johnston Seminar 3 November 11, 2012 Advertisements are a vital part of any company’s marketing strategy, and are used to inform or persuade an audience about a certain product or service. In fact, North American companies are among the world’s highest advertisers (Boone et al. , 2010, 502). Today, an average consumer is exposed to hundreds of advertisements every day.It is when these companies attempt to promote a dangerous product that restrictions must be, and have been put in place. For several years, Canada’s regulations on tobacco advertisements have become stricter, while alcohol advertisements are still permitted across multiple mediums. This leads one to question the difference between the two substances, and if this notion is in fact hypocritical. The stakeholders identified in this paper are the v iewers and listeners of the advertisements, specifically the youth audience.The principles involved with alcohol promotion are examined with a lens that incorporates the views of Horkheimer and Adorno’s perspective on advertising. Along with a brief history of tobacco advertising regulations, this paper will discuss the ethical issues involved in alcohol advertising, and evidence to support that alcoholic products are no less of a danger than tobacco, and should have the same advertising restrictions. There is also evidence to suggest that the majority of Canadians are in favour of tighter restrictions on alcohol advertising.The current hypocritical state of allowing alcohol to be advertised, but removing all tobacco related marketing is further discussed in detail. Literature Review Not only is advertising illegal for tobacco companies, retailers are now obligated to remove these products from sight. Cigarette companies are also no longer permitted to label their product as light or mild on the package (Pollay, 2004, 80). The first Canadian legislation successfully passed in favour of advertising regulations was the Tobacco Act of 1997 (Pollay, 2004, 80).Health Canada created provisions in this act such as, tobacco products must not be promoted, and all manufacturers must share information about the product’s emissions and health hazards arising from use of the product on the packaging (Health Canada, 2011). The intent of this act was to protect young people and others from being encouraged to try tobacco related products without being informed of the dangers to their health (Polley, 2004, 81). The belief was that tobacco ads were aimed at new smokers, and that companies were trying to attract young people towards their brand.This idea is plausible because in order to maintain a strong business over a long period of time, new users must be targeted. Further, there is evidence supporting the fact that current smokers are not likely to be converte d to another brand, making youth targeted advertisements more likely (Polley, 2004, 83). There was pressure to strengthen the advertising restrictions after countless health risks and deaths were attributed to smoking. â€Å"Smoking has been estimated to result in roughly 45,000 deaths annually and is a major cause of respiratory disease, cancer and circulatory disease† (Sen, 2009, 189).A study conducted by the American Journal of Public Health looked at 481 randomly selected tobacco retailers after the product display ban to understand the changes that resulted in tobacco promotion (Cohen et al. , 2011, 1879). Their study revealed that this ban successfully limited the exposure of tobacco products, and demonstrated the importance of a complete ban on retail tobacco displays (Cohen et al. , 2011, 1880). Clearly, limiting advertising exposure to hazardous products such as cigarettes truly limits consumer exposure, and thus promotes the idea of a healthy public.Since these ad r egulations have proved to be a success, it would likely have a very similar effect when applied to alcohol. Ethics is an essential consideration in the world of advertising. Marketers should make responsible decisions, and not just focus on generating profits, because it is legal. â€Å"Ads should address audiences not just as consumers who care about material interests but as citizens who care about social virtues and the public good† (Hove, 2009, 35). The idea of advertising alcoholic beverages is unethical.While there are mild restrictions in Canada regarding alcohol promotions, there is a demand for more. Some provinces run ads that promote responsible drinking, or the dangers of drinking and driving in an attempt to shed light on alcohol abuse (Boone, 2010, 525). However, these attempts do not cancel out the multitude of beer and liquor advertisements in today’s media. Some alcohol advertisements include the ideology that drinking a certain brand of beer will infl uence their social class, or improve their quality of life in some way. This is extremely controversial.An article from the South African Journal of Psychology notes, â€Å"there are no laws against [alcohol] advertisements; however, responsible corporate and professional action, would prevent the use of these advertisements from a social and moral standpoint† (Dubihela & Dubihela, 2011, 209). Clearly, an ethical dilemma is present. The Canadian Radio-television and Telecommunications Commission is one organization that has viewed alcohol advertisements critically. Since 1968 they have required broadcasters to report the number of alcohol related messages broadcasted annually (CRTC, 2011).The messages also must adhere to their Code for Broadcast of Alcoholic Beverages (CRTC, 2011). This code includes provisions to ensure promotions for alcoholic beverages do not encourage non-drinkers or young people to drink or purchase alcohol, imply a certain brand is superior because of a higher alcohol percentage, and that consumption of alcohol enhances enjoyment of an activity (CRTC 2011). These regulations are far more lenient compared to the restrictions on tobacco advertising.Advertising Standards Canada has now gained responsibility to review advertisements concerning alcohol to ensure they are in accordance with the CRTC’s code (Darling, 1996). Moreover, alcohol is just as dangerous to society as tobacco. Statistics Canada shows that alcohol use by drivers was a factor in nearly 30% of motor vehicle related deaths from 2003-2005 (Statistics Canada, 2011). Also, deaths from other alcohol related disorders such as cirrhosis of the liver accounted for over 1400 deaths in 2003 (Statistics Canada, 2009).The most relevant stakeholders in this issue, young people, are severely affected by alcohol use in Canada. In 2011, 13. 2% of Canadian youth ages 12 to 19 fell under the heavy drinker category, that is, consuming 5 or more drinks on one occasion at least o nce a month (Statistics Canada, 2011). Similarly, â€Å"the rate of persons accused of impaired driving offences was highest among young adults between the ages of 19 and 24† (Statistics Canada, 2011). Additionally, 28. 8% of Canadian students admitted to being driven by someone who was legally impaired (Statistics Canada, 2011).Many Canadians support the public opinion that seeks to enforce stricter regulations when it comes to alcohol products. A study from the Drug and Alcohol Review Journal reports that 50. 1% of Canadians agree with prohibiting alcohol advertising (Macdonald et al. , 2011, 653). Similarly, 47. 4% thought the current legal drinking age of nineteen should be increased, and 40. 1% believed taxes on alcoholic beverages should be raised (Macdonald et al. , 2011, 653). These kinds of changes would make alcohol less available or attractive to young adults.The CRTC’s report that outlines the framework for their advertising regulations states, â€Å"parti es argued that excessive alcohol consumption is as dangerous as smoking and, therefore, should be treated in the same way: the consumer should be warned of the dangers associated with abusive consumption† (Darling, 1996). Clearly, encouraging the sale of any product that can cause this kind of harm is morally irresponsible. Evidently, many Canadians believe alcohol is a dangerous substance that should not be easily accessible to young people. Establish an Interpretive ContextThis research is used to establish whether or not a bias exists. The death and disease rate caused by both alcohol and tobacco is examined to prove that hypocrisy is present. Harmful effects caused by the use of alcohol and tobacco is compared to uncover why this imbalance of advertising restriction is unjust. This is not to say that tobacco products should be reintroduced, but that both substances should be eliminated from media advertising altogether. Furthermore, the views of actual Canadians are consid ered because this fosters a public sphere and forms a widespread opinion on the issue.Also taken into account is the amount of time spent with media by Canadians and specifically young people. Statistics that outline hours spent watching television and surfing the web will be considered. The best outcome for this situation is to restrict alcohol advertisements based on the same grounds outlined in the Tobacco Act. Discussion After reviewing the available data, it is clear an unjust bias exists. The position of this discussion remains that alcohol should be eliminated from advertising for the same reasons tobacco is.Tobacco has been restricted from advertising based on major health concerns, and in an attempt to deter youth from smoking. These same properties are present, and even heightened, with alcohol. â€Å"Some parties, including government representatives, stated that anyone involved with the sale of alcoholic beverages should have the opportunity to advertise their productsà ¢â‚¬  (Darling, 1996). Since evidence categorizes both alcohol and tobacco as dangerous substances, both should be treated the same way with regards to advertising.Alcohol has proven to be even more dangerous than tobacco in some cases. The immediate effects are particularly alarming. Consumption of alcohol can alter one’s state of mind, causing negative health effects, accidents and addiction in some cases. The Canadian Public Health Association reports, â€Å"drinking too much alcohol in a short period of time can lead to poor judgment, impulsive behaviour and alcohol poisoning† (CPHA, 2008). Alcohol poisoning can contribute to long-term health problems and even death. Also of concern are the permanent consequences of long term drinking.Serious conditions such as, brain damage, certain cancers, cirrhosis of the liver, and sexual problems are attributed to alcohol abuse (CPHA, 2008). In addition to life threatening illnesses, withdrawal symptoms can also occur when h eavy drinkers suddenly stop consuming alcohol. These symptoms include but are not limited to insomnia, sweating, tremors, and convulsions (CPHA, 2008). Clearly the additive properties of alcohol are similar to tobacco, and should therefore be handled the same way in advertisement laws. Problems with mental health can also be found with alcohol abuse.According to the Canadian Community Health Survey, â€Å"fifteen percent of people who were alcohol-dependent have experienced major depressive episodes† (Tjekpema, 2004). Also, women who consume alcohol while pregnant are of grave concern. Regular alcohol intake during pregnancy can lead to miscarriages, low birth weight, and genital malformations in boys (Damgaard et al. , 2007, 272). â€Å"Children born to women who consume alcohol during pregnancy may exhibit a range of abnormalities and developmental deficits that together are termed fetal alcohol spectrum disorders† (Kobor & Weinberg, 2011, 29).These preventable defec ts are another reason why alcohol should be considered as dangerous as tobacco. Overall, the negative statistics for alcohol are no less alarming than they are for tobacco. In 2011, 10. 1% of 15 to 17 year olds considered themselves smokers (Statistics Canada 2011). This is substantially lower than the 13. 2% of Canadian youth who fall under the category of heavy drinkers, not to mention the 30% of motor vehicle accidents that are alcohol related. These contrasting statistics speak for themselves, and prove the hypocritical nature of only banning tobacco advertising.Alcohol brands use effective marketing strategies that specifically reach a youth audience, the main stakeholder in this issue. Since the ‘young market’ is attractive to advertisers, their ads frequently catch the eye of people aged 15 to 34 (Novak, 2004). Celebrity endorsements are one way marketers attempt to sell their product to young people. Dan Aykroyd, Zak Galifianakis, and Will Ferrell are just a few celebrities who have endorsed popular alcohol brands (Novak, 2004).These people are relevant to Canadian youth, and they may be inclined to purchase the same brand of alcohol as one of their favourite celebrities. Moreover, 20. 1% of males and females ages 18 to 22 claimed to watch 15 or more hours of television per week (Statistics Canada, 2007). This is a large portion of young people who are subject to the dozens of alcohol advertisements broadcast each day. Alcohol advertisements are not limited to radio and television broadcasting. Many brands are turning to the Internet and social media to promote their products. This is problematic.According to a 2009 survey by Statistics Canada, 82. 9% of Canadians ages 34 and younger claimed to use the Internet at lease once a day, and 86% of these users went online for social media purposes (Statistics Canada, 2009). The government should implement restrictions on encouraging the sale of alcohol to a youth audience. They act as a legitima te spokesperson because they look out for citizen’s best interests. The reasoning behind banning tobacco advertising stemmed from the health hazards and dangers associated with smoking, and the same should be true for alcohol.Some parties argue that there is no scientific evidence linking advertising to overconsumption or underage drinking. If this is true, then the same can be said for tobacco products. However, polls taken in 2011 show that tobacco use fell rapidly amongst teenagers 15 to 19 years of age, shortly after the ban was placed (Goldfarb, 2011, 209). If these restrictions were applied to alcohol products, similar results could be expected. This issue fits into the realm of communication theory. As Horkheimer and Adorno proclaim, the direction of society, â€Å"is incarnate in the subjective purposes of company directors.Production is geared primarily towards profit, not towards the satisfaction of human need or use value† (Johnston, lecture, 2012). Advertis ing executives constantly make decisions based purely on profit instead of taking culture into consideration. Their ads are intended to increase sales and attract new customers of any age. This is problematic on a youth audience. These theorists proclaim that the audience has no choice in the matter (Johnston, lecture, 2012). â€Å"If all culture is enmeshed in the capitalist marketplace then all cultural products espouse the ruling ideology† (Johnston, lecture, 2012).This ideology is business. The government needs to intervene in this cycle so that ethics and moral responsibility are taken into consideration, just as they were with the tobacco advertisement ban. Conclusion If tobacco advertising was banned because it was considered wrong to encourage a habit that causes such detrimental effects, should not the same be true for alcohol? This bias is hypocritical because the government deemed it necessary to intervene when it came to tobacco advertising, and alcohol should not be overlooked.Smoking and alcohol consumption take away people’s lives at the height of their productivity (Jiloha, 2012, 65). By keeping these activities out of the media, youth can be deterred from engaging in them. In fact, advertising has profound consequences. Its persuasiveness and lack of information give audiences a false sense of what the product at hand really is (Hove, 2009, 36). Advertising experts should focus their attention on directing youth audiences against dangerous habits such as smoking and drinking, instead of encouraging them through advertising.While there is no scientific link connecting advertising to over consumption of alcohol, the decrease in young smokers as previously mentioned after the tobacco retail display ban gives reason to assume the same could be true for alcohol. If tighter restrictions are put in place to limit promotion of these products, it could help discourage Canadians from underage drinking, or over consumption. The current stat e of applying restrictions only to the tobacco industry is hypocritical when compared to the equally dangerous properties of alcohol. Works Cited Boone, Kurtz, Mackenzie & Snow (2010).Advertising and Public Relations. Contemporary Marketing, Second Canadian Edition. Toronto: Nelson Education. 500-532. Canada’s Public Health Association. How does alcohol affect health? Canada’s Public Health Leader. November 1, 2012 URL: http://www. cpha. ca/en/portals/substance/health/faq01. aspx Canadian Radio-Television and Telecommunication Commission. (August 1, 1996). Code for Broadcast Advertising of Alcoholic Beverages. November 2, 2012, URL: http://www. crtc. gc. ca/eng/general/codes/alcohol. htm Damgaard, I. N. , Jensen, T. K. , Petersen, J. H. , Skakkeb? k, N. E. , Toppari, J. Main, K. 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