Junot Diaz Biography

Junot Diaz was born in the Dominican Republic and raised New Jersey. He is a creative writing teacher at MIT and fiction editor at the Boston Review. He also serves on the board of advisers for the Freedom University, a Volunteer organization in Georgia that provides post-secondary instruction to undocumented immigrants. From what I have read I have gathered that he really had to rely on himself. Getting him through college working the jobs where you have to do the dirty work, dishes, and pumping-gas. Supposedly Drown reflects Diaz’s strained relationship with his own father, with whom he no longer keeps in contact with. Diaz was born in Villa Juana, a neighborhood in Santo Domingo, Dominican Republic. He was the third child in a family of five.Through most of his childhood he lived with his mother and grandparents while his father worked in the United States. Diaz emigrated to Parlin, New Jersey, in December of 1974, where he was able to reunite with his father. He lived clos e to what he considered one of the largest landfills in New Jersey. His short fiction has appeared in The New Yorker magazine, which listed him as one of the 20 top writers for the 21st century.He has also been published in Story, The Paris Review, and in the anthologies The Best American Short Stories four times (1996, 1997, 1999, 2000), The PEN/O. Henry Prize Stories (2009), and African Voices. He is best known for his two major works: the short story collection Drown (1996) and the novel The Brief Wondrous Life of Oscar Wao (2007). Both were published to critical acclaim and he won the 2008 Pulitzer Prize for Fiction for the latter. Diaz himself has described his writing style as â€Å"[†¦] a disobedient child of New Jersey and the Dominican Republic if that can be possibly imagined with way too much education.†Dà ­az has received a Eugene McDermott Award, a fellowship from the John Simon Guggenheim Memorial Foundation, a Lila Acheson Wallace Readers Digest Award, th e 2002 PEN/Malamud Award, the 2003 US-Japan Creative Artist Fellowship from the National Endowment for the Arts, a fellowship at the Radcliffe Institute for Advanced Study at Harvard University and the Rome Prize from the American Academy of Arts and Letters. He was selected as one of the 39 most important Latin American writers under the age of 39 by the Bogotà ¡ World Book Capital and the Hay Festival.[18] In September 2007, Miramax acquired the rights for a film adaptation of The Brief Wondrous Life of Oscar Wao.The stories  in Drown focus on the teenage narrator's impoverished, fatherless youth in the Dominican Republic and his struggle adapting to his new life in New Jersey. Reviews were generally strong but not without complaints. Dà ­az read twice for PRI's This American Life: â€Å"Edison, New Jersey† in 1997 and â€Å"How to Date a Browngirl, Blackgirl, Whitegirl, or Halfie† in 1998. Dà ­az also published a Spanish translation of' Drown, entitled Negocios . The arrival of his novel (The Brief Wondrous Life of Oscar Wao) in 2007 prompted a noticeable re-appraisal of Dà ­az's earlier work.Drown became widely recognized as an important landmark in contemporary literature—ten years after its initial publication—even by critics who had either entirely ignored the book or had given it poor reviews. The Brief Wondrous Life of Oscar Wao was published in September 2007. New York Times critic Michiko Kakutani characterized Dà ­az's writing in the novel as: a sort of streetwise brand of Spanglish that even the most monolingual reader can easily inhale: lots of flash words and razzle-dazzle talk, lots of body language on the sentences, lots of David Foster Wallace-esque footnotes and asides.And he conjures with seemingly effortless aplomb the two worlds his characters inhabit: the Dominican Republic, the ghost-haunted motherland that shapes their nightmares and their dreams; and America (a.k.a. New Jersey), the land of freedom an d hope and not-so-shiny possibilities that they’ve fled to as part of the great Dominican diaspora. Dà ­az said about the protagonist of the novel, â€Å"Oscar was a composite of all the nerds that I grew up with who didn’t have that special reservoir of masculine privilege. Oscar was who I would have been if it had not been for my father or my brother or my own willingness to fight or my own inability to fit into any category easily.† He also has said that he sees a meaningful and fitting connection between the science fiction and/or epic literary genres and the multi-faceted immigrant experience.

Hybrid Cars

Hybrid cars are the transportation of the future. Humans have been driving around since the 1880’s. They started off as simple, one-cylinder machines, to today, where they are twelve cylinder animals. From fuel-efficient coupes, to gas guzzling SUVs, or even the ultra expensive supercars, all use gasoline. The use of this gasoline makes or breaks the selling point of the car. We base the cars off of their utility; the gas-guzzlers may be the ones with the most torque and pulling power, but the gas savers protect the environment and maybe save a few pennies in the pocket.Overall, the controversy is whether hybrid cars are really that much better than their all gas counterparts. Hybrid cars may save the environment from fuel emissions, but they do not save the driver nay substantial amount of money overall. The basics of a hybrid car are pretty easy, but the complexity comes with comparing them to all gasoline cars. The main aspect of a hybrid car is the engine. In normal gasoli ne cars there is only one engine, but in hybrid cars there is one gasoline engine and one electric engine. The two engines work in harmony; if the electric engine runs out of power the gasoline engine charges it.This process saves money on gas. Typically, a hybrid car get around 48-60 miles per gallon. This is a lot of mileage compared to most gasoline cars, which average about 18-26 miles per gallon. In addition to getting more gas mileage, hybrid cars cut down on fuel emissions. This can be illustrated by this graph: Another important aspect of a hybrid car is actually when it is coming to a stop. In a plain old car all of the energy and momentum that had been gained through accelerating is lost when braking. This makes city travel rather inefficient. Hybrids fix this; they capture breaking energy and use it to charge the battery.This not only saves fuel but also has less wear and tear on the break pads. In the same ballpark as the breaking, the engine saves fuel by turning off an d on often. When a hybrid vehicle comes to a complete stop the engine turns off and saves energy. It then restarts and turns back on once the accelerator is pressed. By doing this, energy is not wasted through idling. Utilizing the electric engine, it creates a boost for the combustion engine paired with it. This allows a smaller, less clunky, and more efficient engine to be used. Overall, the differences of the hybrid car make for a new technological driving experience.The value of a hybrid car is based off of its practicality. Does it really do what it says it does? Does it save me any money on gas? Does it function to cut down on emissions? Is it worth the extra money? Well here’s some information: a Honda Civic gets around 36 miles per gallon, a typical hybrid costs around $19,000-$25,000, a typical gas vehicle costs around $14,000-$17,000. The price difference comes from the complexity in the process of building the car. Also, not only affecting the price, the production of the car creates plenty of emissions and a whole bunch of energy. This puts â€Å"zero emission vehicles† to sleep.Creating another question, â€Å"Are all of these statistics true? † The production of hybrid cars has almost solely come from foreign countries, such as japan and China. Only recently have American companies been trying to dip their hand into the hybrid pool. Overall, the American creation of hybrids has only been poor attempts just to put their name out there in the market. Doing this is focusing on adding to their all gas cars because they also promote fuel efficiency. The drawbacks are clear and make the pros not quite outweigh the cons in the end. The wheel-to-well aspect put the nail in the coffin for hybrid cars.Focusing on the entire production, the process cancels its strives for efficiency by its complexity. Also, the argument for â€Å"zero emissions† is also false due to the process to create the car itself. Finally, the fuel usage ma y be a bit better then typical gas vehicles; it does not cancel out the immense price jump to the hybrid. This makes the price of the car not worth it, and much more favorable to buy it gas counterpart. Overall, the verdict is that a hybrid car does not really do that much for the driver except for its major selling points, â€Å"It’s a green, new technology! †

Advertising and Product

Expressed usually as a percentage of  target market, brand awareness is the primary goal of  advertising  in the early months or years of a  products introduction. [1] Brand awareness is the extent to which the consumer associates the brand with the product he desires to buy. It is the brand recall and the brand recognition of the company to the consumers. Brand recall is the ability of the consumer to recollect the brand with reference to the product where as brand recognition is the potential of the consumer to retrieve the past knowledge of the brand when enquired about the brand or shown an image of the brand  logo. Brand awareness is an essential part of  brand development  which helps the brand to stand out from the others in this monopolistically competitive market. A brand name that is well known to the great majority of households is also called a  household name. - Importance  [edit] Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the Hierarchy of Effects, an assumption that customers progress through sequential stages from lack of awareness, through initial purchase of a product, to brand loyalty. In total, these AAU metrics allow companies to track trends in customer knowledge and attitudes. [2] Brand awareness plays a major role in a consumer’s buying decision process. The knowledge of an acquaintance or friend having used the product in the past or a high recognition of the product through constant advertisements and associations coaxes the person to make his decision in the favour of the brand. The eventual goal of most businesses is to make profits and increase sales. Businesses intend to increase their consumer pool and encourage repeat purchases. Apple is a brilliant example of how there is a very high recognition of the brand logo and high anticipation of a new product being released by the company. An iPod is the first thing that pops into our minds when we think of purchasing an mp3 player. iPod is used as a replaceable noun to describe an mp3 player. Finally, high brand awareness about a product suggests that the brand is easily recognizable and accepted by the market in a way that the brand is differentiated from similar products and other competitors. Brand building also helps in improving brand loyalty. - Types of Brand Awareness  [edit] Aided Awareness- This type of awareness is generated in a consumer. When asked about a product category, if the consumer is aided with a list of company names and he recognizes the company from the given set it is categorized as aided awareness. Top of the mind Awareness- When the name of the company is automatically recollected because the consumer very promptly associates the brand with the product category, it is called a top of the mind awareness of the product. [3] - Methodologies  [edit] Mokhira discussion in industry and practice about the meaning and value of various brand awareness metrics. Recently, an  empirical  study appeared to put this debate to rest by suggesting that all awareness metrics were systematically related, simply reflecting their difficulty, in the same way that certain questions are more difficult in academic exams. [4] Channels of Brand Awareness  [edit] There are many ways to generate brand awareness in the consumers. Listed below are four such channels Advertising  is the activity or profession of producing information for promoting the sale of commercial products or services. 5]  Advertising is used through various media to generate brand awareness within consumers. They can be aired as radio ads, television commercials, internet etc. Guerrilla Marketing  tactics allow every small firm to compete with bigger firms by carving out narrow but profitable niches. These tactics include (1) extreme specialization, (2) aiming every effo rt at favourably impressing the customers, (3) providing service that goes beyond the customers expectations, (4) fast response time, (5) quick turnaround of jobs, and (6) working hours that match the customers requirements. The term Guerrilla Marketing is a registered trademark of author Jay Levinson who popularized it through his several Guerrilla books. [6] It is an out of the ordinary way of marketing a product. Low-cost channels can be utilised to generate a high level of interest in the product and create brand awareness. Utilisation of personal contacts is the most popular way of guerrilla marketing. Product Placement is an advertising technique used by companies to subtly promote their products through a non-traditional advertising technique, usually through appearances in film, television, or other media. 6] A formal agreement between the product manufacturer and a media company can be generated through which the media company also receives an economic benefit, usually in the form of a fee. The media company in return will showcase the product through any of the various means they have available to make the brand stand out. Some people, however, consider product placement to be deceptive and une thical. For example, Coca-Cola could pay a given fee to have the title character drinking a Coke, instead of a Pepsi beverage, or Toyota might pay to have one of the characters drive their newest automobile. Through product placement, companies hope that moviegoers will take note of the products used by the characters, and therefore think more strongly about using the products themselves. Social Media is the most contemporary and cost effective way of creating a brand awareness with an online audience. Many companies use social media like facebook, youtube, blogs What is Advertising : The word advertising is derived from the Latin word viz, advertero   ad meaning towards and verto meeting towards and verto meaning. I turn literally specific thing. Simply stated advertising is the art says green. Advertising is a general term for and all forms of publicity, from the cry of the street boy selling newspapers to the most celebrate attention attracts device. The object always is to bring to public notice some articles or service, to create a demand to stimulate buying and in general to bring logethel the man with something to sell and the man who has means or desires to buy. Advertising ha s been defined by different experts. Some of the quoted definition are :   Ã‚  Ã‚  Ã‚   American marketing association has defined advertising as any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The medium used are print broad cast and direct. Stanton deserves that Advertising consists of all the activities involved in presenting to a group a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea. This message called an advertisement is disseminated through one or more media and is paid for by the identified sponsor. Advertising is any paid form of non – personal paid of presentation of ideas goods or services by an identified sponsor. Advertising is a non- personal paid message of commercial significance about a product, service or company made to a market by an identified sponsor. In developing an advertising programme, one must always start by identifying the market needs and buyer motives and must make five major decisions commonly referred as 5M (mission, money message, media and measurement) of advertising. Basic Features of Advertising On the basis of various definitions it has certain basic features such as : 1. It is a mass non-personal communication. 2. It is a matter of record. 3. It persuades buyers to purchase the goods advertised. 4. It is a mass paid communication. 5. The communication media is diverse such as print (newspapers and magazines) 6. It is also called printed salesmanship because information is spread by means of the written and printed work and pictures so that people may be induced to act upon it. Functions of Advertising For many firms advertising is the dominant element of the promotional mix – particulars for those manufacturers who produce convenience goods such as detergent, non – prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used extensively by maters of automobiles, home appliances, etc, to introduce new product and new product features its uses its attributes, pt availability etc. Advertising can also help to convince potential buyers that a firms product or service is superior to competitors product in make in quality, in price etc. t can create brand image and reduce the likelihood of brand switching even when competitors lower their prices or offer some attractive incentives. Advertising is particularly effective in certain other spheres too such as : i)  Ã‚  Ã‚  When consumer awareness of products or service is at a minimum. ii)  Ã‚  When sales are increasing for all terms in an industry. iii)  When a product is new and incorporate s technological advance not strong and. iv)  When primary buying motive exists. It performance the following functions : i)  Ã‚  Ã‚  Promotion of sales ii)  Ã‚  Introduction of new product awareness. iii)  Mass production facilitation v)  Carry out research v)  Ã‚  Education of people. TYPES OF ADVERTISING Broadly speaking, advertising may be classified into two categories viz. , product and institutional advertising. a)Product Advertising The main purpose of such advertising is to inform and stimulate the market about the advertisers products of services and to sell these. Thus type of advertising usually promote specific, trended products in such a manner as to make the brands seam more desirable. It is used by business government organization and private non-business organizations to promote the uses features, images and benefits of their services and products. Product advertising is sub-divided into direct action and indirect action advertising, Direct action product advertising wages the buyer to take action at once, ice he seeks a quick response to the advertisement which may be to order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in response to prince reduction during clearance sale. Product advertising is sub-divided into direct amp; indirect action advertising amp; product advertising aims at informing persons about what a products is what it does, how it is used and where it can be purchased. On the other hand selective advertising is made to meet the selective demand for a particular brand or type is product. b)Institutional Advertising : It is designed to create a proper attitude towards the sellers to build company image or goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind and to implant feeling favourable to the advertisers company. Its assignment is to make friends for the institution or organization. It is sub-divided into three categories : patronage, public, relations and public service institutional advertising. )  Ã‚  In patronage institutional advertising the manufacturer tells his prospects and customer about himself his policies and lives personnel. The appeals to the patronage motivation of buyers. If successful, he convince buyers that his operation entitles him to the money spent by them. ii)  Public relations institutional advertising is used to create a favourable image of the firm among employees, sto ck-holders or the general public. iii)  Ã‚  Ã‚  Public service institutional advertising wages public support. c)Other Types : The other types are as follows : i)  Ã‚  Consumer advertising i)  Ã‚  Comparative advertising iii)  Reminder advertising iv)  Reinforcement advertising ADVERTISING OBJECTIVES The long term objectives of advertising are broad and general, and concern the contribution   advertising should make to the achievement of overall company objectives. Most companies regard advertisingly main objective as hat of proving support to personal selling and other forms of promotion. But advertising is a highly versatile communications tools and may therefore by used for achieving various short and long term objectives. Among these objectives are the following : 1. To do the entire selling job (as in mail order marketing). 2. To introduce a new product (by building brand awareness among potential buyers). 3. To force middlemen to handle the product (pull strategy). 4. To build brand preference 9by making it more difficult for middleman to sell substitutes). 5. To remind users to buy the product (retentive strategy). 6. To publicize some change in marketing strategy (e. g. , a price change, a new model or an improvement in the product). 7. To provide rationalization (i. e. Socially acceptable excuses). 8. To combat or neutralize competitors advertising. . To improve the moral of dealers and/or sales people (by showing that the company is doing its share of promotion). 10. To acquaint buyers and prospects with the new uses of the product (to extend the PLC). BENEFITS The functions of advertisement, and that purpose its ethics, may be discussion below : 1. It leads to cheaper prices. No advertiser could live in the highly competitive arena of mode rn business if his methods of selling were more costly than those of his rivals. 2. It acquaints the public with the features of the goods and advantages which buyers will enjoy. 3. It increases demand for commodities and this results in increased production. Advertising : a)  Creates and stimulates demand opens and expands the markets; b)  Creates goodwill which loads to an increase in sales volume; c)  Reduces marketing costs, particularly product selling costs. d)  Satisfied consumer demands by placing in the market what he needs. 4. It reduces distribution expenses in as much as it plays the part of thousands of salesman at a home. Information on a mass scale relieves the necessity of expenditure on sales promotion staff, and quicker and wider distribution leads to diminishing of the distribution costs. . It ensures the consumers better quality of goods. A good name is the breath of the life to an advertiser. 6. By paying the way for large scale production and increased industrialization, advertising   contributes its quota to the profit of the companies the prosperity of the shareholder the uplifts of the wage earners and the solution of he unempl oyment problem. 7. It raises the standard of living of the general public by impelling it to use to articles of modern types which may add to his material well being. Modern advertising has made the luxuries of yesterday the necessities of today It is a positive creative force in business. It makes two blades of grass grow in the business world where one grew before. 8. It establishes the goodwill of the concern for the test articles produced by it and in course of time they sell like not cakes consumer search for satisfaction of their needs when they purchase goods what they want from its beauty, superiority, economy, comfort, approval, popularity, power, safety, convenience, sexual gratification and so on. The manufactures therefore tries to improve this goodwill and reputation by knowing the buyer behaviour. To sum up it may be said that advertising aims at committing the producers, educating the consumer, supplementing the salesman converting the producer and the dealer to eliminate the competitor, but above all it is a link between the produce and the consumer. WHY amp; WHEN TO ADVERTISE Advertising as a tool to marketing not only reaches those who buy , but also those whose opinions or authority is counted for example a manufacturer of marble tiles and building boards advertises not only to people who intend to build houses but also to architect and engineers. While the manufacturers of pharmaceuticals products advertise to doctors as well as to the general public. At time it is necessary for a manufacturer or a concern to advertise things which it does not sell but which when sold stimulates the sales of its own product. There are concerns like electric heaters, iron etc. because the use of these increases the demand for their products. Advertising should be used only when it promises to bring good result more economically and efficiently as compared to other means of selling. There are goods for which much time and efforts are required in creating a demand by sending salesman to prospective buyers than by simply advertising them. In the early days of the cash register in America it was sold by specially trained salesman who called on the prospective users and had the difficult task of convincing them that they could no longer carry on with the old methods, and that they urgently needed a cash register. In our country certain publishers have found it less costly to sell their books by sending salesman from house to house among prospective buyers than to advertise them. In these two examples the cost of creating demand would be too high if attempted by advertising alone under such circumstances advertising is used to make the salesman acceptable to the people they call upon to increase the confidence of the public in the house. Naturals when there are good profits competitors will be attracted and they should be kicked out as and when sufficient capital is available by advertising on a large scale. Immediate result may not justify the increased expenditure but it will no doubt secure future sales. DESIGNING ADVERTISING CAMPAIGN : An advertising is an organized series of advertising messages. It has been defined as a planned, co-ordinate series of promotional efforts built around a central theme and designed to reach a specified goals. In other words, it is an orderly planned effort consisting of related but self – contained and independent advertisements. The campaign may appear in one more media . it has single theme or keynote idea and a single objective or goal. Thus, a unified theme of content provides psychological continuity throughout the campaign while visual and oral similarity provide physical continuity. In short run, all campaign want pre-determined psychological reaction in the long run, practically all campaigns have sales goal. The series of advertisements used in the campaign must be integrated with the sales promotional efforts and with the activities of the sales force. Campaign vary in length some may run only for a few days, other for weeks, yet other for a season or the entire year. Usually a range of 3 to 6 months includes many campaigns. Many factors influences campaign length such as competitors advertising media, policies, seasonal falls curves of the product involved, the size of the advertising funds, campaign objectives and the nature of the advertisers marketing programme. OBJECTIVES OF CAMPAIGN The advertising campaign, especially those connected with the consumers aims at achieving these objectives : i)  Ã‚  Ã‚  To announce a new product or improve product. ii)  Ã‚  To hold consumers patronage against intensified campaign use. iii)  To inform consumers about a new product use. iv)  To teach consumers how to use product. )  Ã‚  To promote a contest or a premium offer. vi)  To establish a new trade regional, and vii)  Ã‚  Ã‚  Ã‚  Ã‚  To help solve a coca regional problem. The institutional advertising campaign on the other hand, have these objectives. i)  Ã‚  Ã‚  To create a corporate personality or image. ii)  Ã‚  To build a company prestige. iii)  To keep the company name before the public . iv)  To emphasize company services and facilities. v)  Ã‚  To enable company salesman to see top executive consistently when making sales calls, and vi)  To increase friendliness and goodwill towards the company. Developing the campaign programmes. The advertising campaigns are prepared by the advertising agencies, which work an behalf of their clients who manufacture product or service enterprises, which have services to sell. The word campaign is used because advertising agencies approach their task with a sum Blanca of military fanfare in which one frequently hears words like target audience logistics, zero in and tactics and strategy etc. The account executive co-ordinates the work in a campaign. The creation of an advertising campaign starts with an exploration of consumers habits and psychology in relation to the product. This requires the services of statistical trained in survey techniques and of others trained in social psychology. Statisticians select samples for survey which are done by trained interviewers who visits individuals, included in the sample and ask question to find out about their taste and habits. This enquiry often leads to a change in a familiar product. For instance bathing soap may come in several new colours or cigarette in a new packet or talcum powder in another size. Such interviews are often quite essential to find out the appeal of advertising message for a product that would be most effective with consumers. David Ogilvy describes a consumers survey to find out the most meaningful benefit in which women are interested when they buy a face cream. The largest preference as given to Cleans deep into pores followed in order of importance by prevent dryness, is a complete beauty treatment, recommended by skin doctors makes skin look younger contains estrogenic hormones, pasteurized for purity, prevent skin form aging, smooth our wrinkles ogilvy concludes, form this voting come one of Helena Rubinsteins most successful face creams. We christened it deep cleanser, thus, building the winning form into name of the product. After getting the data the account executive puts together the essential elements of his clients brief, interprets the research findings and draws up what he calls the advertising strategy. STAGE IN ADVERTISING CAMPAIGN Several steps are required to developed an advertising campaign the number of stages and exact order in which they are carried out may vary according to an organisations resources, the nature of its product and the types of audiences to be reached. The major stages/step are : 1. Identifying and analyzing the advertising. 2. Defining advertising objects. 3. Creating the advertising platform. 4. Determining the advertising appropriation. 5. Selection media plan. 6. Creating the advertising message. 7. Evaluating the effectiveness of advertising. 8. Organizing of advertising campaign. 1. Identifying amp; Analyzing the Advertising target : Under this step it is to decided as to whom is the firm trying to reach with   the message. The advertising target is the group of people towards which advertisements are aimed at four this purpose complete information about the market target i. e. the location and geographical location of the people, the distribution of age, income, sex, educational level, and consumers attitudes regarding purchase and use both of the advertising product and competing products is needed with better knowledge of market target, effective advertising campaign can be developed on the other hand, if the advertising target is not properly identified and analyzed the campaign is does likely to be effective. . Determining the advertising objectives : The objectives of advertisement must be specifically and clearly defined in measurable terms such as to communicate specific qualities about a particulars product to gain a certain degree of penetration in a definite audience of a given size during a given period of time, increase sales by a certain percentage or increase the firms market shares.   Ã‚  Ã‚  Ã‚  The goals of advertising may be to : i)  Ã‚  Ã‚  Create a favourable company image by acquainting the public with the services offered available to the employees and its achievements. i)  Ã‚  Create consumers or distributor awareness by encouraging requests providing information about the types of products sold; providing information about the benefits to be gained from use of the companys products or services; and indicating how product (or services) can be used; iii)  Encourage immediate sales by encouraging potential purchasers through special sales contests, getting recommendation of professional people about companys products etc. iv)  Ã‚  It secures action by the reader through associating ideas, repetition of the same name in different contexts, immediate action appeal. . Creating the Advertising platform : An advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A single adve rtisement in an advertising campaign may contain one or more issues in the platform. A motorcycle producers advertising platform should contain issues which are of importance to consumers filling and such issues also be those which the competitive product do not posses. 4. Determining the Advertising Appropriation: The advertising appropriation is the total amount of money which   marketer allocates. For advertising for a specific time period. Determining the campaign budget involves estimating now much it will cost to achieve the campaigns objectives. If the campaign objectives are profit relating and stated quantitatively, then the amount of the campaign budget is determined by estimating the proposed campaigns effectiveness in attaining them. If campaigns object is to build a particular type of company image, then there is little basis for predicting either the campaigns effectiveness or determining the budget required. 5. Selecting the Media : Media selection is an important since it costs time space and money various factors influence this selection, the most fundamental being the nature of the target market segment, the type of the product and the cost involved. The distinctive characteristics of various media are also important. Therefore management should focus its attention on media compatibility with advertising objectives. | Media| Form| 1. | Press Advertising or Print|   | i)| Newspapers| City, Small town, Sundays, Daily, weekly, Fortnightly, quarterlies, financial and annuals, English, vernacular or regional languages. ii)| Magazines| General or special, illustrated or otherwise, English, Hindi, Regional language. | iii)| Trade amp; Technical Journals, Industrial year books, commercial, directories, telephone,   Directories, references books amp; annuals. | Circulated all over the country and among the industrialist and business magnates. | 2. | Direct Mail| Circulars, catalogues, leaflets, brochures, booklets , folders, colanders, blotters, diaries amp; other printed material. | 3. | Outdoor or Traffic| Poster and bills on walls, railways stations platforms outside public buildings trains, buses. 4. | Broadcast or radio and T. V. | Spot, Sectional or national trade cost| 5. | Publicity| Movie Slides and films non theatrical and documentary films metal plates and signs attaches to trees. | 6. | House to house| Sampling , couponing, free gifts, novelties, demonst-rations. | 7. | Dealer aids| Counter and widows display   demonstration given by retailer or the advertises goods. | 8. | Internet| Today, Internet is a big spot for advertising. | So these are the media of the advertising campaign of the selecting of the media. 6. Creating the Advertising Messages : This is an important stage of advertising campaign. The contents of the message has to be very carefully drafted in the advertisement. Characteristics of person in the advertising target influence the message content and form. An advertisers must use words, symbols and illustration that are meaningful, familiar and attractive to those persons. The type of media also influence the content and form of the message. 7. Evaluating the Effectiveness of Advertising : The effectiveness of advertising is measured for a variety of reasons : a)  Ã‚  To determine whether a campaign   accomplished its advertising objects. )  Ã‚  Ã‚  Ã‚  Ã‚  To evaluate the relative effectiveness of several advertisements to ascertain which copy, illustrations or layout is   best. c)  Ã‚  To determine the strengths and weaknesses of various media and media plans. In other words, measuring advertising effectiveness is needed to determine whether proposed advertisement should be used and if they will be no w they might be improved; and whether going campaign should be stopped, continued or changed. In accomplishing these purposes, pretests and post test are conducted. The former tests before exposing target consumers to advertisements and the letter after consumers have been exposed to advertisements and the letter after consumers have been exposed to advertisements. For an effective advertising programme, the advertising manager requires a basic understanding of the medium that is going to carry it. For effectively using advertising the management must test advertising to know which of the advertisement to know which of the advertisement have proved profitable and why as compared to others. - Customer satisfaction From Wikipedia, the free encyclopedia Customer satisfaction, a term frequently used in  marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. [1]  In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. 1] It is seen as a key performance indicator within business and is often part of a  Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. [2] Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective. [1] Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel—even though its facilities and service would be deemed superior in absolute terms. [1] The importance of customer satisfaction diminishes when a firm has increased  bargaining power. For example,  cell phone  plan providers, such as  ATamp;T  and  Verizon, participate in an industry that is an  oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of  fine print  with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. You can check out the retails shops using this link http://www. sony. co. in/section/retailshops Here is what I found RAJEEV ELETRONICS P. S. 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The Effects of Frederick Taylors Scientific Management Essay

The Effects of Frederick Taylors Scientific Management - Essay Example Taylor’s theories can be seen in many organizations that exist today, but perhaps most easily in the processes that characterize the popular fast food chain McDonalds, especially if one studies the means by which the company has redesigned their work areas to produce the greatest possible product in the least amount of time with the fewest manpower hours necessary to keep customers happy. Taylor’s theory centered around the concept that management and the workforce should work in tandem for a mutual benefit, but that it was essential for management to make benefits directly applicable to the employee who worked hard. He noted that â€Å"there is no question that, throughout the industrialized world, a large part of the organization of employers, as well as employees, is for war rather than peace† (Taylor, 1911: 67). In order for an organization to prosper, Taylor argued, it was necessary for the organization to enable and encourage the employee on an individual basis to reach their full efficiency. â€Å"In a word, that maximum prosperity can exist only as the result of maximum productivity† (Taylor, 1911: 68). The only way to encourage the individual to strive to their full efficiency, though, was to enable them to receive some kind of direct benefit, such as a higher wage for a higher productivity. This involved not only the establishment of a workplace that was conducive to the human body and its needs in performing the tasks at hand, but also to training and personal development among staff members. One of the ways of accomplishing this goal was by direct wage increases based on an individual’s increased productivity or expertise. Another was through the efficient organization of the production floor.

The Effects of Postural Changes, Exercise and Cognitive Stress on Essay

The Effects of Postural Changes, Exercise and Cognitive Stress on Human Arterial Pressure and Pulse Rate - Essay Example High blood pressure turns out to be silent killer which many people fail to detect, since it does not have any easily identifiable symptoms. The Circulatory System, which plays a major part in coronary health, functions mainly in the transportation of blood carrying nutrients and oxygen to all parts of the body. However, the Circulatory System is subjected to various pathological conditions. Pathological conditions may result from the abnormality of any component or processes in the Circulatory System. Heart disease results when coronary blood vessels are damaged and cannot provide adequate circulation of blood to the supporting cardiac muscles and tissues, thereby affecting the overall functionality of the systemic arterial blood pressure. According to the World Health Organization, 17 million people die of Cardiovascular Diseases (CVDs) including strokes and heart attacks annually (WHO, 2011). High blood pressure, specifically, has been identified as a major risk factor for most CV Ds and therefore, it should be monitored. The primary importance of studying the components and the processes of the circulatory system is to understand the relationship between the functions and the structures, and for proper diagnosis of the diseases affecting the Circulatory System. Normal blood pressure (BP) is generated when the blood flows through the arterial blood vessels. During systolic contraction, blood pressure peaks at 120 mmHg and drops to 70 or 80 mmHg during the diastolic phase. Essentially, blood pressure can be used as an indicator for abnormalities in processes or in structures within the Circulatory System. For example, changes in the elasticity of the arterial walls as in the case of arteriosclerosis can be identified by the increase in pulse pressure; however, it is the mean arterial pressure (MAP) that is important clinically. MAP is the main pressure that drives blood for systemic circulation. It is regulated to ensure that sufficient amount of blood is prop elled to the tissues, but the pressure would not be high enough to cause extra workload for the heart. As the blood passes through the arterial walls, the arteries expand to accommodate the amount of blood pumped by the heart.  

CRIMINAL AND CIVIL LAW IN HEALTH CARE Essay Example | Topics and Well Written Essays - 500 words - 8

CRIMINAL AND CIVIL LAW IN HEALTH CARE - Essay Example The stakeholders own the corporation. They do not participate in the daily company operations, although they influence corporate major decisions. They also vote for and remove the BOD members from office. Finally, the stakeholders also take part in constituting and amending company by laws, Articles of Incorporation. They also handle mergers and any sales and dissolutions. Corporate authority is categorized into express and implied. According to Pozgar, â€Å"Express corporate authority is the power specifically delegated by statute. A health care corporation derives authority to act with from the laws of the state in which it is incorporated. The articles of incorporation set forth the purpose(s) of the corporation’s existence and the powers the corporation is authorized to exercise in order to carry out its purposes. Implied corporate authority is the right to perform any and all acts necessary to exercise a corporation’s expressly conferred authority and to accomplish the purpose(s) for which it is created.† How do corporations come into play in the delivery of healthcare services? Health care organisations are incorporated as non profit corporations, thus they are exempted from the taxation bracket and are open to receive donor’s contributions. In the delivery of health care services, corporations ensure that they follow the stated mandate and incorporation by laws. Else, the governing body would be held accountable for not performing procedures in its written scope, which is an ultra vires act. An example of this would be employing someone who is not conversant with the health care practice. How do corporate ethics impact healthcare? They build and restore trust in the system. People are trusting health care facilities in how they operate, treat patients, how they inform their patients on their rights and responsibilities and the procedures to follow in the event of improper conduct. Corporate ethics has also

Research Paper on Stereotypes Example | Topics and Well Written Essays - 1000 words

On Stereotypes - Research Paper Example One understanding of stereotypes is that they emerge to exploit differences between competing groups. Stereotyping downplays similar characteristics and magnifies differences. One sees this occur among African-Americans, whose identity clearly goes more in-depth than racial background, as they are more American than African. However, American society consistently splits itself on lines of black vs. white. Another theory of stereotypes relies on psychological research and claims that for human beings it is too difficult to process all the nuances of individuality so stereotypes function to help cognitively organize groups of people. By assigning characteristics to large groups, it aids humans in simplifying, organizing, and predicting the society they function. As a result, there is decreased need to process new information that would distinguish people by individual traits. Sociologist Charles Hurst believes that, â€Å"†¦stereotypes (are) the lack of personal, concrete familia rity that individuals have with persons in other racial or ethnic groups. (Hurst 6).† In these regards, it’s clear that lack of familiarity encourages the lumping together of unknown individuals. Whatever the theory, it’s clear that stereotypes present a problem for society as they inhibit integration and function in large part to maintain a social caste system where upward mobility faces resistance. One can just view the cases of the maquilos workers on the Mexico – Florida border and the gender stereotypes they endured when attempting to receive fair and equitable wages and positions. Stereotypes are in direct opposition to our right as human beings to the pursuit of happiness and personal betterment. While stereotypes exist for a variety of reasons, it’s clear that there are a number of stereotypes that have emerged that are regularly believed by large groups of the general public. One of the major areas of stereotyping occurs in the area of gend er. In these regards, men are presented as needing to be concerned with sports and ‘manly pursuits. Oftentimes, there are stereotypes presented of woman, such as blondes as being outgoing and fun loving, while girls who read having a prudish edge. One comes to witness a great degree of gender stereotypes in phrases such as ‘you should never hit a girl’. As within such statements there is the belief that men should be weak and men physically strong. Another area of stereotyping occurs in terms of race. Race constitutes one of the major areas where stereotyping occurs. For instance, Mexicans are depicted as lazy, while Asians are depicted as being studious and career driven. Still more stereotyping occurs in regards to religion. If one speaks to individuals very familiar with sects of Christianity, for instance, they will oftentimes report that Baptists have different attitudes than Catholics or Lutherans. In addition, there are a wide variety of stereotypes regardi ng practitioners of Judaism, with these individuals being thought of as thrifty or intellectual. Finally, stereotyping also occurs in regards to people’s sexual preferences. In regards to sexual preference, gay individuals are oftentimes depicted as speaking with a lisp or doing fantastical or ‘fabulous’ things. They are also believed to wear specific types

Enterprise Resource Planning (SLP) Coursework Example | Topics and Well Written Essays - 500 words

Enterprise Resource Planning (SLP) - Coursework Example mo shows the SAP Crystal Reports and Sap Crystal Reports Server, and the uses both are put to by an IT department to set up reports for personnel across the company. The reports can be set up in a way that suits various people and departments, so it can run as often as needed, and it can be changed to a format such as e-mail or Adobe PDF format. The demo was OK, but the wording at the bottom of the screen was not always visible. A business using this program can achieve savings as the reports give up-to-date data as and when required. There is not a chance of losing their way with tracking resources, whether personnel or materials. As the report can be set up to show precise data at a certain time the financial implications are able to be forecast with a lot of certainty. It could be used by a private person who has a lot of materials, such as a DIY builder or a even a person with a hobby who has collected a lot, but is not sure what they have or what else needs to be collected. After some careful thought the third demo is in fact the 30-day trial version of SAP Crystal Reports. The reason being this is a chance to use the system itself and find out more about how it feels in actual use. The screen shot below in Fig. 1. shows the data in a report built using a simple Access database. This tool is great for keeping up to date with changes in a companies resources, something that can be difficult to track across a complex company, where it has to deal with staff, customers, materials and the processes between all these. If it is all on one system a manager can quickly find data and produce a report showing its status instead of trying to search databases, spreadsheets and other

Self introductory Essay Example | Topics and Well Written Essays - 500 words

Self introductory - Essay Example The inclination towards radios roots from my passion for music. When I was younger, I took it upon myself to ensure family functions were kept lively through music. Over time, family gatherings held at our house became the most famous as everyone attended. I discovered that music helps me unwind and lighten up after a long day. Particularly, I have a taste for soft rock and neo-soul. Whenever I’m angry, I am certain that listening to some music will calm me down. In high school I formed a group with some of my friends where we would meet and practice dance moves whilst playing loud music. We found this relieved stress especially after exams; also it provided a form of exercise. I endeavor to remain healthy and fit therefore I go for swimming from time to time. During my high school holidays, I volunteered as a swimming instructor at the public pools. This gave me an opportunity to interact with new people and perfect my swimming. I am a reclusive person so this allowed me to work on social skills. I hope to further improve them through this course as I believe it will teach me to understand myself first and then others. Moreover, in terms of behaviorisms I hope to adopt proper habits that will make me an approachable person. As a future engineer, I hope that this course will inculcate a sense of ethical duty to the users of whichever products that I shall participate in manufacturing. This is because it is clear that laws do not encompass all ethical choices, one need to have a personal sense of ethical obligation. I believe that this course will provide the necessary framework to recognize situations of such kind and deal with them appropriately. I acknowledge that I will be faced with ‘gray’ areas that would require prudence. I anticipate to learn and apply such a virtue and that the course will involve application of real life situations. Furthermore, I look forward

Student affairs Essay Example for Free

Student affairs Essay For a student affairs event, I attended a Brilliant Bobcat Workshop. The event was called U-Turn and was very informative. U-Turn was about helping with turning your academic life around. It was a presentation to help show that if you are put on academic probation or going in the wrong direction, that there is still hope and a chance to turn your academic life around. The thing I found most helpful to me was the resources that are found on campus. We went over all the resources helpful to students. Two of these resources that appealed to me were the Writing Center and Career Services. I learned that the Writing Center is a place to go when you need help with a paper. I found it convenient that you can make appointments online. Students go in to either an hour or an hour and a half appointment and get a personal tutor to help with any writing piece. Career Services also seems very helpful. Students can go here if they need any help with figuring out their major, if they need help with improving their resume, and even to help with job interviews. I found it cool that they would even do a mock interview to help you get the feel of things for the real deal. Another thing we talked about was distractions. We went over the many ways you can be distracted from school. For each distraction, we went over a way to avoid these distraction and how to find help if these distractions are hurting your grades. I learned many tips on how to make a U-Turn. I learned that to make good grades I should always study and attend class, to be realistic, avoid procrastination, eliminate all distractions, and set goals. If this doesn’t help, it’s always a smart idea to meet with an academic advisor or professor. For this workshop I sat at a table with a Pace Advisor and three other girls and we collaborated on everything that was said. I really liked this idea because I got to hear different viewpoints. I heard what other people do when they get distracted and some of their study methods. I love working in groups and I think it was very helpful with this workshop. The actual presentation itself was good as well. There were three different speakers that presented. One talked about all the different resources on campus. The second speaker was a man who talked academic probation and the process on how to appeal it. The final speaker was from financial aid and spoke about how grades have to be kept up in order to keep receiving financial aid. Overall, I enjoyed the whole presentation. The hour in a half flew by because I was interested in what was said. I liked all the speakers as well as my small group. I found it really useful and learned a lot. I would definitely attend another Brilliant Bobcat workshop.

Analysis of Saddam Husseins Trial

Analysis of Saddam Husseins Trial Frank Kopeski On March 19 2003 The United States along with allied forces invaded Iraq and marked the start of the Iraq War. The Conflict later received the name Operation Iraqi Freedom by the United States. The invasion consisted of 21 days of major combat operations in which a joint force of troops from the United States, the United Kingdom, Australia and Poland invaded Iraq and overthrew the Baathist government of Saddam Hussein. The invasion phase consisted primarily of a conventionally fought war which concluded with the capture of the Iraqi capital of Baghdad by American forces. On December 13 2003 US troops Cptured Saddam Hussein. He was taken into custody for war crimes, crimes against humanity and genocide. With success of detaining the Iraqi President this raised a very important question. What do we do with him? Since his crimes were committed in Iraq it would only make sense that a trial be held there. The Iraqi Interim Government ended up conducting the trial. The United States Established the Iraqi Interim Government after the invasion. The Coalition Provisional Authority voted to create the Iraqi Special Tribunal (IST), consisting of five Iraqi judges. The United states Depart of justice aided in the investigation. The DOJ also aided in the setting up of the trial. The most challenging part for the US in Aiding the trial was to not get entirely involved. This became very difficult especially during the trial. The first trial began before the Iraqi Special Tribunal on October 19th 2005. At this trial Saddam and seven other defendants were tried for crimes against humanity with regard to events that took place after a failed assassination attempt in Dujail in 1982 by members of the IslÄ mic Dawa Party. A second and separate trial began on 21 August 2006, trying Saddam and six co-defendants for genocide during the Anfal military campaign against the Kurds of northern Iraq. Saddam may have also been tried in absentia for events dating to the Iran–Iraq War and invasion of Kuwait, including war crimes, crimes against humanity, and genocide. During the trial Saddam appeared confident. He denied all charges and stated he was just doing what any good president would do. On November 5 2006 Saddam Hussein was sentenced to death by hanging for the killing of 148 Shiites from Dujail, in retaliation for the assassination attempt. No further action was necessary and Saddam was ordered executed within 30 days of that date. When sentenced to death Saddam stated â€Å"Long live the people. Long live the Arab nation. Down with the spies. God is great. Saddam Hussein is executed on December 30 2006 at about 6:05am. He was hung at an Iraqi army base in Kazimain called Camp Justice. After his execution all other charges were dropped. On January 15 2007 Saddams co-defendants, Barzan Ibrahim al-Tikriti, his half-brother and Iraqs intelligence chief at the time of the Dujail killings, and Awad Hamed al-Bandar, who issued death sentences to Dujail residents as head of a Revolutionary Court, were also sentenced to death by hanging. The former Iraqi vice-president Taha Yassin Ramadan is originally sentenced to life in prison. However, his sentencing changed to death by hanging on 12 February 2007. Ramadans execution took place on March 20th 2007. Many Viewed the trial as a joke, Stating it as a â€Å"show trial or a Kangaroo Court Human Rights Watch stated that Saddams execution follows a flawed trial and marks a significant step away from the rule of law in Iraq. Amnesty International stated that the trial was unfair, Many believed that the US had heavy influence on the court; this includes Saddams legal counsel Khalil al-Dulaimi. Khalil stated, This court is a creature of the US military occupation, and the Iraqi court is just a tool and rubber stamp of the invaders. Although many felt that the US had too much influence in the trial others believed that they didn’t have enough. The trial seemed to have one goal in mind, and that was revenge. Because the US did not have final say in how the trial was conducted the trail was not entirely modeled after our system which has the one goal of justice. For example every time a judge would sway towards Saddams side or agree with him on a statement the judge would be replaced with a new judge. This happened many times. Another example was the way the execution was conducted. The date and place of the execution were secret until the sentence was carried out. The execution was completely absent of respect. Every aspect of the execution was fueled by revenge. He was ridiculed and humiliated which portraits a powerful message. Although his sentencing in many aspects is just, the conduction was not. This runs a huge risk of retaliation which can cause problems in the future. Currently we are finding out that ISIS is a major problem. ISIS (The Islamic State of Iraq and the Levant) is an extremist, jihadist group that aimed to set up an Islamic state in Sunni Arab-majority areas of Iraq. Many are former Baathists who seek retaliation. Raouf Abdul Rahman the Kurdish judge who sentenced Saddam Hussein to be executed has himself been captured and executed by ISIS. He was killed by the militants in retaliation for the killing of Saddam Hussein. Martha Minow discussed three issues that were present during the Nuremberg trials that are similar to those in Saddams trial. The three aspects Minow points out that deserve critiquing are retroactivity, politicization, and selectivity. Retroactivity is explained as defendants being charged with charges that were not announced before the start of the trial or didn’t exist before the trial. It violates the rule of law because of the laws commitment to apply clear, preexisting norms. The second aspect is politicization constructing a group of different institutions and political pressures that get rid of personal independence and norms, such as they did in Nuremberg with the format of the trial, being base on five different countries that all have different laws and political pressures. Lastly she points out selectivity, which is picking out targets that could be charged with violations. Prosecutorial discretion is reflected off of identification of offenders and who is held res ponsible. It also reflects the chance of finding and arresting offenders. It is based off of who is selected to be held responsible for the crime at hand. Retroactivity could have played a role in Saddams Trial. This is because the new Iraqi government was just formed. When Saddam was in power his actions would not be considered a crime under his government, but with the newly formed Iraq his actions were criminal. In a way this could be seen as retroactive. The next aspect is politicization; The US played a major role in constructing of the trial. Many aspects of it were not the norm of Iraqi culture. This put political pressure on the trial that many did not agree with. Lastly it was difficult to decide who exactly was responsible for what crime. Many crimes committed were done by Saddams or those working under him but some weren’t exactly clear who was responsible. , Barzan Ibrahim al-Tikriti and Awad Hamed al-Bandar were executed for crime committed during the Dujail kill ings. The argument can be made that they were acting under Saddams orders. This process of figuring out who is responsible can be seen as selectivity. The goal of these tribunals is to find justice. This tends to be very difficult do without being bias due to the nature of war. Justice is guided by truth, reason and fairness. This is all for the good of the people. Although some may disagree, revenge isn’t justice. . In times like this it is hard to determine what is right and what is wrong. There is a fine line between cruelty and justice. This is a perfect example of how justice can be a double edged sword. Its situations like this that we need to learn from the past in order to move forward for the future. Work Cited Minow, M. (1998). Between Vengence and Forgiveness. Boston: beacon press books. America at a Crossroads: The Trial of Saddam Hussein, PBS Jun 4, 2014 ANDRE WALKER, http://www.breitbart.com/Breitbart-London/2014/06/23/Saddam-Hussein-Judge-Executed-By-ISIS. 23 Jun 2014.

Advertisements, Codes and Fairy Tales :: essays research papers

Advertisements, Codes and Fairy Tales   Ã‚  Ã‚  Ã‚  Ã‚  Many advertisements use codes to convey a fairy tale to consumers, usually resulting in a happy ending. This occurs at the expense of the price and means being set aside. Most advertisements rely heavily on visual props and sometimes on text to convey their meaning. These codes are open to many interpretations. This ad is no exception. It uses the visual code on many different levels, and the text is there mainly for explanatory purposes. These codes all have references to the story-line of Magic: two sorcerers using spells to fight each other over imaginary regions of land. The advertisement tries unsuccessfully to convey a happy ending, like in a fairy tale, to the consumer, while sacrificing price and means.   Ã‚  Ã‚  Ã‚  Ã‚  The code of spatial order is used to show the reader advancements in periods of time. These advancements can be seen as one looks at the ad from the lower-left corner in a clockwise circle. The first object one would see is a skull from a Woolly Mammoth, which is symbolic of prehistoric times. The next object, a computer, stands out because it does not fit the pattern of chronological order. Wizards of the Coast and Microprose, the advertisers, use this purposely by drawing attention to the computer and consequently the computer game. The computer falls into another pattern. This pattern goes in the same order, clock-wise, but alternates between Magic (the game) and something pertaining to the background of the game. The next objects are tarot cards and a spell book, both of which follow the patterns. These objects, along with the mood of the entire ad being dark, may be interpreted by the consumer to mean death or the devil. This is based on cultural beliefs and rituals. Most people believe angels and good guys wear white, and therefore devils and bad guys dress in black. Also, people usually wear black clothing to funerals, which is essentially a ritual for death. The next item in the pattern is actual cards from the game of Magic. These cards follow chronological order because they are the result of the movable-type printing press being invented in the 18th or 19th century. The final components are a CD-ROM disk and a mouse. These show how science and technology have advance in the 20th century, and it also reminds the consumer of the computer, and consequently the computer game.   Ã‚  Ã‚  Ã‚  Ã‚  This printed sales pitch also uses dark and bright colors that contrast each other to give the consumer more information about the game. The ad itself is dark and mystic, somewhat evil; it also has blue, mystical back-lighting.

Geat Vs. Greek :: essays research papers

Geat vs. Greek: Paternal Injunction in Beowulf and The Iliad Picture this. Inside the hall, mighty shields and glistening swords await the visitors’ arrival. Skillfully crafted armor decorations proclaim great battles and fierce hunts. The prevailing warrior ethos and his manly power are evident throughout. It is these strong patriarchal images which gave birth to two epics from two totally different cultures: The tale of Beowulf from Scandinavia and The Iliad from Greece. To better understand the works themselves and their parallels, it is best to first define an epic. In order to be considered an epic, there are certain qualifications and standards that a piece of literature must meet. These epics are long poems that were originally expressed orally and later were put into writing.   Ã‚  Ã‚  Ã‚  Ã‚  Both stories tell the tale of brave young heroes, always believing that their fight, their cause, is the true cause. In both stories, the heroes understand the role of fate. In Beowulf, the hero of that name understands that the monster Grendel may end his life, but is not deterred. He is not aware of his destiny, but realizes without qualms that if Grendel does kill him, then that was his time to die. In Iliad, both Hector and Achilles are keenly aware that their lives will end in battle. Although there is an emotional struggle in these characters not seen in Beowulf, their knowledge of their own fates does not stop them from fighting. This is what we might call bravery today, but in the past it was better thought of as a â€Å"warrior code†. And in both stories, it is not fate that matters in the end, but glory. The attitude is that if death shall come, so be it. But better to die fighting, immortalized in glory.   Ã‚  Ã‚  Ã‚  Ã‚  The hero code itself is based on patriarchal injunction. In Beowulf, the first character introduced in the prologue is the king Shield Sheafson, who bears the name of the founder of the Danish nation, making him a sort of father to his kingdom. The prologue of Beowulf takes on an Old-Testament form of sorts, introducing the characters by their lineage. Shield is father to Halfdane, who is father to Hrothgar, one of the main characters in Beowulf. The hero himself makes his introduction on the Danish shore by saying, â€Å"We belong by birth to the Geat people and owe allegiance to Lord Hygelac. In his day, my father was a famous man, a noble warrior-lord named Ecgtheow† (260-263).

The Influence of the Supernatural in William Shakespeares Macbeth Essa

The Influence of the Supernatural in William Shakespeare's Macbeth Dramatic impact is the effect on the audience. 'Macbeth' is a play designed to be performed for and to involve the audience. Dramatic influence is the way supernatural has effect upon the characters in the play. In Shakespeare's time, most people believed in witches and witchcraft and they were the objects of morbid and fevered fascination. Persecution reached terrifying proportions. Between 1560 and 1602, hundreds of people, mostly women, were convicted as witches and were executed. Although some voices were raised against this superstitious and barbarous persecution, most people had believed in witched. There were hundreds of pamphlets describing the lurid details of witchcraft trials printed. They enjoyed large and popular sales, which were the equivalent to our popular newspapers today. Witches were credited with diabolical powers. They could do things like predicting the future, fly, bring on night in daytime, cause fogs and kill animals. They cursed enemies with fatal wasting diseases and induced nightmares and sterility, and could take demonic possession of any individual they chose. Witches could raise evil spirits by concocting a horrible brew with nauseating ingredients. Macbeth may have been performed before King James in 1606. King James was very keen on the topic of witches. He did many investigations of witchcraft. A group of witched attempted to kill him once, but their plot was discovered and was taken to trial. There are many events in the play of Macbeth, showing much of dramatic impact on the audience and dramatic influence acted upon the... ... revenge for his family. Shakespeare tries to create a supernatural atmosphere by the language he uses. Certain words recur throughout Macbeth, creating meaning, atmosphere and significance. For example the words, 'blood', 'fear', and 'sleep'. The use of words like this repetitively, creates tension, and a dark, spooky and dramatic atmosphere. Characters like Macbeth and Lady Macbeth had spoken soliloquies, which reveals to the audience their inner thoughts and motives. Macbeth often thinks aloud, about half his lines seem to be spoken to himself. This use of him thinking aloud is very essential to the audience, as the audience needs the knowledge of how he feels after acting upon something. For example, he had felt bad after killing Duncan, and he had kept killing because he did not want to lose what he had gained.

A Review of An Occurrence at Owl Creek Bridge Essay

In all honesty, An Occurrence at Owl Creek Bridge was a bit confusing to read. It was not only confusing, but the ending was a surprise to the reader. In the story, we got to see many different aspects of the life of Peyton Farquhar. This story shows the difference that times were back then compared to now. In today’s would, a man would not be hung, let alone executed for tampering with a bridge. I also liked the part in the story of the betrayal of the soldier that appeared to be in the confederate army. This showed that Farquhar was gullible and would do anything to get involved in the army, since he was not able to fight in it. At the end of the story, I was very surprised in finding out that Farquhar was really dead and his escape was just a figment of his imagination. The escape that he had watched in his mind showed how eager Farquhar was to get back to his home and his family. I enjoyed the narrative style the story was written/told in. I thought that since the story was split into three different sections, it was easier to read, and all around understand. The narrator made the beginning of the story suspenseful because the reader wants to know why Farquhar was going to be executed. This technique wants us to keep reading on to find out the terrible thing that Farquhar did. In the middle of the story, we learn the reason he was to be executed was because he tampered with the confederate bridge, thinking it was going to help them. The narrator did a good job of explaining what Farquhar was like and gave the readers a good mental picture of the situation he was in on the bridge. There are several possible themes that could go along with this story. The specific theme that I would choose for this story would be the difference between reality and fantasy. The difference between reality and fantasy go hand-in-hand throughout this story. It is not until the end of the story that we see the difference of them in Farquhar’s life. When Farquhar describes his escape, we believe that this is really happening. Farquhar describes his escape in a lot of detail and talks about his desire to be back with his family and back at home. The difference between reality and fantasy also is seen with the soldier that pretends to be a Confederate. Farquhar believes that the soldier is a Confederate, therefore plans the hurting of the bridge. This ends up being the illusion that leads him to his execution. This illusion of the soldier caused Farquhar to damage the bridge was the reason of his demise. This story did a great job of making you ask yourself, â€Å"what just happened† after reading the last few sentences. The narrators’ creation of Farquhar’s escape confused the reader, yet made it more interesting in the greater scheme of the story.

Alcoholism: a Menace to the Society Essay

Filipinos love to drink alcoholic beverages, that is. Drinking sessions are seen almost everywhere everyday along the streets and sidewalks, inside homes, in carinderia and corner sari-sari store, and even the upmarket bars and bistros. So phenomenal has been the â€Å"tumahan† tradition that it became the undisputed national pastime and social culture of Filipinos. While local folks’ love for drinking session might have built many a friendship and warm the cockles of good ole acquaintances, it is, at the same, taking toll on the drinkers’ health. Alcoholism, also called alcohol dependence or alcohol addiction, is a destructive pattern of alcohol use that includes tolerance to or withdrawal from the substance, using more alcohol or using it for longer than planned, and trouble reducing its use. Other potential symptoms include spending an inordinate amount of time getting, using, or recovering from the use of alcohol, compromised functioning, and/or continuing to use alcohol despite an awareness of the detrimental effects it is having on one’s life. Alcoholism is appropriately considered a disease rather than a weakness of character or chosen pattern of bad behavior. Many persons have become addicted to alcohol. It undoubtedly has something to do with the euphoric quality of alcohol and the resultant high. According to Vern Mason, â€Å"it is amazing how many kinds of alcohol can come out of the same bottle. It all depends who’s drinking it†. There are basically two types of drinkers who may become alcoholic. Some become chronic alcoholics from the outset almost, steadily drinking larger amounts everyday. Others may drink socially or the binge drinkers on weekends. They sort of steadily increase their drinking. The end result is the same, alcoholism. The damaging effect of alcohol stands among the leading public health problems in the world. It deserves personal concern and national action if we are to remain sober and responsible people. Alcohol abuse is a disease that is characterized by the sufferer having a pattern of drinking excessively despite the negative effects of alcohol on the individual’s work, medical, legal, educational, and/or social life. Alcohol abuse affects about 10% of women and 20% of men in the United States, most beginning by their mid teens. Signs of alcohol intoxication include the smell of alcohol on the breath or skin, glazed or bloodshot eyes, the person being unusually passive or argumentative, and/or a deterioration in the person’s appearance or hygiene. Almost 2,000 people under 21 years of age die each year in car crashes in which underage drinking is involved. Alcohol is involved in nearly half of all violent deaths involving teens. Alcoholism is a destructive pattern of alcohol use that includes a number of symptoms, including tolerance to or withdrawal from the substance, using more alcohol and/or for a longer time than planned, and trouble reducing its use. Alcohol, especially when consumed in excess, can affect teens, women, men, and the elderly quite differently. Risk factors for developing a drinking problem include low self-esteem, depression, anxiety or another mood problem, as well as having parents with alcoholism. Alcohol dependence has no one single cause and is not directly passed from one generation to another genetically. Rather, it is the result of a complex group of genetic, psychological, and environmental factors. There is no one test that definitively indicates that someone has an alcohol-use disorder. Therefore, health-care practitioners diagnose these disorders by gathering comprehensive medical, family, and mental-health information. Alcohol use increases medical risks. Alcohol seriously interacts with a number of drugs as well as several other medications by either increasing their potency or decreasing their effectiveness. Alcohol also prolongs the length of recovery after anesthesia. (Modern Medicine, pp. 160-165) Some signs of a drinking problem include drinking alone, to escape problems, or for the sole purpose of getting drunk; hiding alcohol in odd places; getting irritated when you are unable to obtain alcohol to drink; and having problems because of your drinking. According to the research of Aileen Ludington and Hans Diehl, alcohol greatly affects the human body: Your brain. Alcohol, even in small amounts, causes irreparable damage to brain cells; some die and others are altered. Your heart. Alcohol increases the risk of hypertension, stroke, and damage to the heart muscle. Your lungs. Alcohol depresses respiratory functions. Your reproductive system. In men, alcohol can damage cells in the testes, causing impotence, sterility, and possibly enlarged breasts. In women, alcohol can cause irregular menstrual cycles and malfunctioning of the ovaries. Alcohol has also been linked to birth defects in infants and to fetal alcohol syndrome. Your liver. Because your liver must filter alcohol from the blood, alcohol affects it more than any other organ of your body. Excess calories in alcohol are stored as fat in the liver. Functioning liver cells die from alcoholic poisoning. Scar tissue replaces dead cells, causing cirrhosis. Your immune system. Alcohol weakens the body’s defense against infection and breast cancer. Therefore, I conclude that alcoholism is a disease found in every social and economic class, in every country in the world. The problem is stinging: an alcoholic cannot control the amount he or she drinks; occasional drinkers may dive into the alcohol problem with little control on those little drinking bout. In learning that alcoholism is an illness, a child is provided with a cognitive means by which to understand a confusing, often traumatizing, emotional experience. This could range from a simple conceptualization to a more empathetic understanding of his or her parent. Relabeling the parent’s behavior helps the child feel less out of control. Learning that it is an illness not caused by the child also to helps to improve the child’s reality-testing and reduces anxiety, anger, and guilt. (National Institute of Alcohol Abuse and Alcoholism. â€Å"Underage Drinking. † Alcohol Alert 67 Jan. 2006. ) Trusted adults, clergymen or guidance counselors are worthy ones to be sought for advice. The important thing is to reach out. And if you’re ashamed of your family, try not to be. Many people understand that alcoholism is a disease, you needn’t let shame burden you. Diverting your attention, being preoccupied with worthwhile activities can do a lot to your nerves.

Promote equality and inclusion in health, social care Essay

1.Explain what is meant by- Diversity Diversity can be defined as differences in mental capabilities, personal appearance, race, heritage, beliefs etc. Understanding that everyone is an individual and everyone has different needs.In the care setting i work in, clients have their own personal experiences and preferences, e.g food and activities, different attitudes, behaviour patterns. for e.g to staff: beliefs, race and intellectual ability. These differences make up diversity. see more:inclusion definition in health and social care Equality Equality is ensuring that everybody is treated fairly, equally and as an individual specific to their own needs. Inclusion Inclusion is to make an individual feel included, to feel valued and respected irrespective of their race, gender, personal appearance, sexual orientation etc. In my job role this is about making staff, clients and relatives/visitors feel welcome, valued and respected regardless of their differences. Helping them to feel part of the home and be given the opportunity to be included in all services, facilities, care and support available. 2.Describe the potential effects of discrimination- The potential effects of discrimination can be different for different people. The effects can be physical, emotional or a combination of both. Some potential effects are- Having a loss of trust in services Inflict- taking legal action, seeking advice, prosecution Wider Society- to be discriminated against at work or finding work Feeling ‘Let down’ Weight loss/gain Low self esteem Depression Self harm Humiliation Anger Fear Loss of motivation Increased behaviour problems Difficulty communicating Feeling isolated 3.Explain how inclusive practice promotes equality and supports diversity Inclusive practice promotes a person’s right to access to equal opportunities. By ensuring that this happens promotes diversity. Inclusion refers to providing the opportunity to be included the use of all services and facilities available. Care workers who understand the needs of a  4222-303  patient regardless of their diverse nature and background, valuing the beliefs of others and keeping an accepting perception will aid in the promotion of equality. Be able to work in an inclusive way 1. Explain how legislation and codes of practice relating to equality, diversity and discrimination apply to own work role In my work place we have policies and procedures on equality, diversity, inclusion and discrimination. These are rights that do not have the force of law, but which are enforceable within social care and designed to improve the quality of services that people receive. Each country of the UK has a  body that is responsible for inspecting all social care facilities to make sure that they are complying with national minimum standards. The Care Quality Commision (CQC) essential standards of quality and safety The Human Rights Act 1998 The Equality Act 2010 The Care Standards Act 2008 Health and Safety at work Act Health and Care Professions Council (HCPC) for Social care workers Be able to promote diversity, equality and inclusion 3. Describe how to challenge discrimination in a way that promotes change The way that you would challenge discrimination in general is to discuss the reasons why certain practises are in place with your supervisor or with other staff who are working under you. Provide evidence e.g daily evaluation care plans to demonstrate how changes can be made which help prevent discriminatory practise. If you observe discrimination then you might organise a team meeting or training session where you demonstrate examples of discrimination and show staff ways that they can change their work to prevent this.

Health Campaign Paper Essay

The concept of the Philadelphia Department of Public Health was developed in 1732 when the Philadelphia Almshouse began to provide free hospital care to the poor. According to the City of Philadelphia (2010), the Department of Public Health protects health and promotes healthy lifestyles for all Philadelphians. The Department of Public Health â€Å"provides services, set policies, and enforce laws that support the dignity of every man, woman, and child in Philadelphia† (City of Philadelphia, 2010). There are thirteen divisions of the department that are responsible for providing patient services related to those divisions. Each of the division has a primary focus to use to remain on task to achieve the goals of the division. Core Functions According to the Centers for Disease Control and Prevention (CDC) (2011), there are three core functions relating to public health. The three core functions are assessment, policy development, and assurance. Each core function has related essential services that are necessary for each function to be completed. One of the divisions of the Philadelphia Department of Public Health is Disease Control. There are seven services of Disease Control which include acute communicable disease control, bioterrorism and public health preparedness, epidemiology, immunization, sexually transmitted disease control, tuberculosis control, and data and reports. Each of these services work together to assess the spread of disease (including the amount and types of diseases spread), researches ways to control disease processes, develops and implements public health plans to control the spread of disease, and provides information based on the recorded observations to both the health care and public populat ions. Reassurance is provided to the population by relaying information via media, health bulletin, and public service announcements regarding disease processes, control, and prevention. There are eight health centers operated by the Philadelphia Department of Public Health that provide care to neighborhood patient populations. These centers accept insurance, Medicare, Medicaid, and uninsured patient population. Basic outpatient and acute care services, medical management, checkups, women’s health, counseling, lab work, and social work support are all provided by the centers. This additional care allows the burden of care to be shared in the community and not just at the local hospital. When patients register for appointments they have the option to see the same physicians to provide continuity of care for each visit. There are also many federally funded clinics in operation according to the City of Philadelphia (2010). The clinics also work with the local health centers and hospital to provide care to the area residents. Influencing Hospital Setting Public health has directly affected the many things in the hospital setting since its development. The control of infectious diseases is a direct response to the development of public health initiatives. According to the Association of Schools of Public Health (2012), education for both health care workers and general population to increase sanitation has significantly increased reduction of the spread of infectious diseases. Today assessing and monitoring hand washing technique is frequently done hospital wide to prevent spread of infection. Education is provided continually for patients and health care providers as well as reporting of hand washing monitoring statistics related to facility hand washing reports. Continual reassurances of the benefits of hand washing are shared in staff meetings, facility conferences, and performance reviews by administration and management. Risk factor modification for blood pressure control has proven beneficial in decreasing coronary artery disease and stroke mortality rates reports the Association of Schools of Public Health (2012). Public awareness of genetic factors has been promoted via public service announcements, blood pressure/diabetes screenings, and hospital awareness newsletters. Hospitals have incorporated coronary artery disease and stroke awareness into programs to reduce stroke and myocardial infarction mortality rates. Many facilities have added to the awareness by adding public health fairs to promote risk factor awareness, disease prevention, and health promotion. Role of Public Health Workers â€Å"Public health professionals try to prevent problems from happening or re-occurring through implementing educational programs, developing policies, administering services, regulating health systems and some health professions, and conducting research, in contrast to clinical professionals, such as doctors and nurses, who focus primarily on treating individuals after they become sick or injured† (Association of Schools of Public Health ,2012). Public health workers can be anyone from a physician to the sanitation worker. Public health workers are responsible for the duties they were trained for professionally as well as collecting data, discovering resources, provides, emotional support, plans for preparedness for disasters, provides education, and provides organization to work toward positive outcomes using the information gathered and plans developed. Researchers, for example, gather the information and collect surveys to assess the public’s health care needs. The information is used to determine the changes that need to be made as well as the public education that has to be provided. Social needs are also addressed by social workers and counselors to provide support and reassurance. Providig reassurance allows many to feel that their questions and concerns will be addressed. Follow up surveys may also be used to assess the education process and obtain long term feedback from the population addressed. Conclusion Public health is a demanding but fulfilling job for many individuals who work together for the good of society. Continually assessing the needs of the communities allows disease processes to be defined and investigated appropriately to gauge its danger to the surrounding population. Researching and developing plans for controlling the disease process allows educational pieces to be developed to relay to the population to provide reassurance of a possible solution or changes that must be made to avoid the disease process all together. The Philadelphia Department of Public Health has a large population to provide services to. The Divisions assist by breaking down services into manageable parts to be assessed and developed individually. Working together with local hospitals and clinics provides continuity of care between services while receiving education to better the city for future residents. References Association of Schools of Public Health. (2012). The 20th century’s ten great public health achievements in the United States. Retrieved from http://www.whatispublichealth.org/impact/achievements.html Centers for Disease control and Prevention. (2011, May 25). Core functions of public health and how they relate to the ten essential services. Retrieved from http://www.cdc.gov/nceh/ehs/ephli/core_ess.htm City of Philadelphia. (2010). Public health city of Philadelphia life liberty and you. Retrieved from http://www.phila.gov/health/AboutDPH.html

Wolf v. Colorado & Terry v. Ohio Case Study Example | Topics and Well Written Essays - 500 words

Wolf v. Colorado & Terry v. Ohio - Case Study Example tate policing policies,sometimes declaring them unconstitutional while other times oddly using them as a definitive source in the scope of Federal protection (Schulhofer,2012). Fact.Thus the doctrine of incorporation is when a court selectively and extensively incorporates the Bill of Rights by its construction of the Due process Clause of the Fourteenth Amendment,by so declaring that federal procedural safeguards applies to state’s criminal proceedings. Issue.In wolf,the Court applied the Fourth Amendment to the states,as opposed to the federal exclusionary rule in which case barring the government from using illegally seized evidence in its case in chief to prove guilt. The issues in this case involved incorporation of the Fourth Amendment and the lack of the need for a rule of exclusion. Reasoning.The decision of the Court in Wolf and Colorado in 1949 held that the Fourth Amendment applied to the states, and the exclusionary rule did not. By declaring that the Fourth Amendment applied to the states,relied on the incorporation standard articulated in Palko V. Connecticut,a standard likewise cited in the modern Court to decide whether the Due Process Clause of the Fourteenth Amendment protects a newly asserted liberty (Schulhofer,2012). Case significance.The Wolf’s Court strongly defined the Fourth Amendment’s fundamentals as protecting a person’s â€Å"privacy against intrusion by police,† a basic right of free society.Unanimously it held that the Due Process Clause of the Fourteenth Amendment incorporated the Fourth Amendment. Brief Case Summary.The Petitioner,John W. Terry was stopped by a police officer after the officer observed that the petitioner was ‘ causing’ a store for potential robbery. The petitioner was approached by the officer for questioning and the officer decided to search him first.Acceptably according to the rule of law; a police officer may perform a search for weapons without a warrant,without a probable cause when the

Monetary policy Assignment Example | Topics and Well Written Essays - 2500 words

Monetary policy - Assignment Example The implications of bank lending involve a situation whereby many bank borrowers do not have close substitutes for bank funding. This force the banks undergo challenges especially when they are monitoring their borrowers. Individuals also rely on the banks for credit and many small firms do not access to the capital. Another implication is that contractionary monetary policy reduces the quantity of reserves and deposits in the banking systems (Hammonds, 2006). In addition, banks mend their balance statement by reducing loans and securities holdings therefore, changes in bank lending has got resultant effects on investment spending small firms and debt financed spending. Consequently, the bank lending channel of monetary policy operates in a manner that if the monetary policy contracts, banks cost of refinancing increases hence lending rates also rises. High rates of interest aggravate problems of moral hazard and adverse selection. This is shown below by the following graph: In addit ion, banks cannot tell honest and dishonest borrowers apart since the mix of honest and dishonest borrowers rely on the interest rate. Therefore, at high interest rates majorly high risk borrowers come forward. In this case, increasing the loan rate may reduce bank expected profit (Haan & Eijffinger, 2005). ... What are the lessons for monetary policy from the experience of the international financial crisis? Taylor’s rules are those instrumental principles that are used to determine and formulate the right model for monetary policy that measures the output gap and measures the rate of inflation in the economy (Keel, 2012). These rules are used to determine whether the monetary policies used by various countries are tight or loose. If the monetary policies are tight then it means that financial institutions such as banks will not under go a financial crisis while when the policies are loose then they are like to cause a financial crisis. Taylor’s rule of inflation Taylor rule concerning federal funds rate since 1980 to 1992 is precisely matched by this rule: it = r* + ?T + ? (yt-y*) + ?(?t- ? T) Where by r* =equilibrium real interest rate of 2% ?T =target inflation rate of 2% (Yt-Y*)=output gap (?t -?T)=inflation gap The power of the two gaps (? and ?) is about 0.5. This model suggests that the central bank can care about output and inflation or it can use the output gap to forecast the future inflation (Jadhav, 2006). It is therefore, noted that Taylor’s rule can be used to make decisions on various economic conditions such as inflation. This model also determines whether a policy has transformed after targeting inflation or not. Open economy Taylor rules are to respond on the role of international spill over while non-linear rules are used to respond to aspects of inflation or deflation. Empirical evidence of Taylor’s rule Taylor’s principles in United States practice, have been used to inform policy decisions and therefore, not a mechanistic rule.