Philosophy of science Essay Example | Topics and Well Written Essays - 750 words

Philosophy of science - Essay Example Kuhn considers paradigm as an important scientific tool that supports the continuation of a particular research. According to him, paradigm is a structure that contains the widely accepted views about phenomena. It has various roles in normal science. One of the roles of paradigm is the ability to determine what a researcher should study or research (Kuhn 43). This is role one of the guiding principles of paradigm as explained by the philosopher. This means that paradigm defines the existing problems while helping one find solutions to the problem. Knowing about the existing problems helps one to know what to study. The role is different from Popper’s falsification which holds that a research should dictate a paradigm because in normal science, the objective of the study is defined by paradigm. Kuhn claims that if one doubts the truth of the existing theories, it would be difficult for him to conduct any research. For instance, if a scientist is to research about a problem rel ated to atoms. She or she would be guided by the basic atomic paradigm such as the mass of the atom to solve the problem. If the researcher would doubt the existing theories about the mass of an atom, it would be difficult to provide the background of the problem. However, since a paradigm is already established, one does not have to focus on verifying the assumptions of the study as they are widely accepted. The other role of paradigm is that it guides a researcher on the types of research questions that should be used in a study.

The Art of the Memoir Essay Example | Topics and Well Written Essays - 2500 words

The Art of the Memoir - Essay Example As a result, it became evident that at each and every step of the way, Mary came from a dysfunctional family that contributed to the negative thoughts and experiences that she witnessed (Karr, p 5). This is because the family is a stepping stone to the individual and what they turn out to be like in future. The feelings and expectations of each and every family are radiated and shown in the people that are in the family. If the situation in which they grew up dictates that they are passionate and successful this is as a result of what they were indoctrinated to as they were growing up. The author states that it is prudent for each person in the family to contribute to the positive outcome of everyone. This is because at each point, the contributions will count for something once they have grown up. Mary’s father should have had the capacity to stop drinking and netting violence on his family (Karr, p 12). This would have created an avenue for them to raise their children in a peaceful environment. The basic component in each and every society is mirrored in the families that they come from. This would have the capacity to ensure that the family grew up as a unit that was a combination of each and every factor that made them unique. This will be radiated with love, care and concern for each other. The Color of Water One thing that is clear is that image and general self worth is everything that defines the way one grows and sees themselves in the society that they are socialized. Individual identity is a crucial factor in each and every society. The McBride family had to face societal segregations. James father was segregated because he was black. This was mostly by the whites in the society. He went ahead and married a white woman (McBride, p 21). This symbolic act did not obviously augur well with her family and the rest of the black folks where they resided. The journey that James father took was one of resilience and stamina at each and every step of the way. He encouraged his wife to be proud of where she came from. The foundation of their church was a genuine representation of what they felt and stood for. In the memoir, the strength and resilience that James had to put up was a result of his upbringing. This encouraged him to fight for what he believed in and what he did not. This is exactly what his mother did to ensure that she raised them all despite the demise of their father (McBride, p 27). Life has so many instances and experiences that have the sole duty of being eye openers. They offer guidance on what should be done at each and every step of the way. This is the only way that life and what it has to offer can be experienced and enjoyed. The memoir offers the consolation that each and every experience has the duty of ensuring that it is possible to deal with the issues. The tribute from the son to his resilient mother is one that has the sole aim of offering inspiration to all the involved parties. The sole encourage ment comes from the fact that the differences that are witnessed in families set them apart in terms of uniqueness and societal perfection. Colors of the Mountain by Da Chen In my opinion, ‘Colors of the mountain’ is a beautiful memoir of the author, Da Chen, as he was growing up. The book reveals the sad childhood of the author as a young boy from the Mao Zedong Cultural Revolution in China (Chen, p 5). Personally, the memoir is very touching and fascinating because through the author’s story, we get to know about the fascinating history of the

The Criminal Justice System Essay Example | Topics and Well Written Essays - 1000 words

The Criminal Justice System - Essay Example Two main models that are used to determine which acts are crimes by society are the consensus model and the conflict model (Farmer 2008). According to the former, criminal behaviour is any act that is in conflict with the beliefs and values of the whole society. This model holds the assumption that as diverse as people and communities are, they can have similar morals. On its part, the conflict model holds that criminal law is determined by those people who hold social, political, and economic power within a given community. One of the theories that apply to crime is the rational choice theory. Also called the decision theory, this theory suggests that humans commit crimes because they serve the interests of the actors or rather bring more benefit as opposed to harm to them. This theory is based on the assumption that the criminal commits crime because they experience a constraint in choice. In this respect, the theory argues that to deter crime effectively, the cost of crime should be set so high that every reasonable person will shun it. The Government Structure As It Applies To the Criminal Justice System The criminal justice system comprises a collection of local, state and federal (public) agencies that are dedicated to dealing with crime (Randolph, 2005). In many cases, the decision of one agency affects the decisions of other agencies in matters related to crime.

The sea of Galilee Essay Example for Free

The sea of Galilee Essay Louis Joseph Watteau’s â€Å"The Storm† is more of a romantic painting while Eugene Delacroix’s â€Å"The sea of Galilee† is more of a neo-classical painting. Let me begin with Watteau’s â€Å"The Storm. † This painting is a romantic work of art because of the general effect that its appearance brings to its onlookers. The storm is not yet present; it is only foreboding of its eventual coming. Half of the portions of the clouds are still filled with some sunny light but the other half was already covered with some dark clouds, signifying the threat of an upcoming storm. Below the clouds, we see some people working, doing some farm work while the weather is still quite good and the storm is not yet pouring. They are maximizing the time doing what needs to be done as perhaps they cannot afford to put off the peasant’s work. Looking more closely at the painting, we will see that what unassumingly takes the center of the canvas is a tree that is slightly tilted and is seemingly bald with the verdure of luscious leaves. The fading light of the sun reflects itself on the awkwardly standing tree, emphasizing its lanky stems and its listless stature. From what we can see on the surface, this painting by Watteau typifies the characteristics of a Romantic painting and the moods of the Romantic Movement in general. The Romantic Ideal frolics and jubilates on the meadows of individualism, emotions and nature. It also promotes the subjective moods of the individuals and the eschewal of reason in favor of intuition and imagination. The Romantic Movement, whether in literature or visual arts, is said to have three primary cults: the cult of the individual, the cult of emotion and the cult of nature. It is a reaction towards the rapid rise of Science which espoused rational and utilitarian thinking. Specifically, it stemmed from the abrupt social change which was trail blazed by the French Revolution and the Napoleonic Wars. The movement called for a retreat towards nature to regain the loss substance of humanity which was caused by the arrival of machines and other technologies. The Romantic also looks into the human nature – the human tendencies and behaviors and his reactions towards his surroundings. While science tried hard to explain the origins of things and the rationale of their existence, the Romantics focused on man’s experience and his engagement with the world where he resides. The Romantic also probes the folk culture, the national and ethnic origins, the exotic, the occult and the diseased – the areas which Science and rational thinking consciously chose to avoid. In â€Å"The storm,† we can notice that the focus is not on the people but on the images of nature – the awkwardly standing tree and the clouds. There is an element of being diseased in the people, as they were toiling hard for their livelihood. However, this element was put into the background as we were more primarily led to notice the bleak image of nature. Despite the threats of an upcoming storm, as visualized in the appearance of the clouds, the people keep on working. The striving of the people only depicts the endless struggle between the intention to achieve perfection and the limitations of man. Even though the people know that a storm is forthcoming, they do not stop from working until it arrives. The cult of nature is likewise evident. In this insular setting, we can see nature stripped off extravagant portrayals. This is nature at its barest form. There were not so many colors; in fact the hues of brown and orange were the dominant hues in this picture. The painting limns nature as it is, without exaggerations and attempts to be swanky. Meanwhile, â€Å"Sea of Galilee† is a Neoclassical painting as looking at it will likely bring into mind the paintings of the Classical times. It is reminiscent of the visual arts existent during the times of Ancient Greeks and Romans. What we can see in this work of Delacroix is a dark background and a seemingly fragmented landscape. The group of people riding the ship was marked by a sense of defeat as the ship was faltering against the ravaging weather. The sails are beginning to get shattered as it travels below the dark clouds and above the dark grey ocean. The people in the ship are trying their best to save themselves and the ship they are riding. Obviously, they were facing a tough situation and in order to triumph, an earnest, concerted effort must be put. The neoclassical painting goes back to the lost luminescence of the Classical paintings during the Ancient civilization. It incorporates every element that can be possibly used to recast the Classical. They reused the Classical styles, recalled the Classical themes and reinterpreted the Classical subjects. By doing that, they lead in pushing forth the resurgence of the loss tradition and rendering them in slightly new, and better forms. With the advances in techniques and artistic devices, the Neoclassical extends the Classical by attempting to render their arts and make their interpretations of their subjects in a more accurate manner. Majority of these subjects have references to history and mythology. As we can see in this dominantly dark painting, there is much emphasis on the quality of lines that the elements of color and atmosphere were quite downplayed. It also has a tendency to appear as simplistic as possible. We can see the elements of the people, the straggling ship with its breaking sails and the dark sea. With just three elements incorporated in the painting, it was able to convey a strong idea – man’s being caught in the thick of a wide adventure that is life and encountering tough challenges where a mettlesome character is needed to attain victory. References Antal, Frederick. (1966). Classicism and romanticism: with other studies in art history. London : Routledge Irwin, David G. (1966). English neoclassical art: studies in inspiration and taste. London: Faber. Sypher, Wylie, ed. (1963). Art history: an anthology of modern criticism. New York: Vintage Books.

Prepare And Implement A Personal Development Plan Education Essay

Prepare And Implement A Personal Development Plan Education Essay Each of our work guided by the goal. we cannot live without doing any work. If we start our work by paining, that is definite to get success or reach the goal. Otherwise if we start to work without any plan there is certainly we get little achieve but we lost more time and resource. There should be need special skill to do any kinds of work. To get rational skill and knowledge we need rational learning style. Before the start new learning we need to do self-assignment about own skill and knowledge. Before the start of new thing to prepare the personal development plan (PDP) is so reasonable manner. How would we define a personal development plan? Well I would define it as a plan we make for our self to achieve something in our life. What do we wish to accomplish? Do you want to start a wholesale business? Do we want to get a new career? Whatever it is our wish to do we will need to define a personal development plan and put begin to put it into action. The PDP has given us the fully guide line of our learning. What is Personal Development Plan (PDP) In the general sense personal Development Plan is that kinds of plan which we prepared to before the start of our work to made the success of our goal. In the PDP we analysis of our exacting skill and ability, and what goal we need to achieve after the work this all thing include in the PDP. It is a kinds of working plan. Personal Development Planning can be defined as a process that helps you to think about your own learning, performance and/or achievements and to plan for your personal, educational and career development.  [1]   Therefore under the PDP include of this thing: Current proficiency. What is the skill which is going to learn How and with whom is going to learn new skill Learning or working time scale Criteria for judging success The evidence of learn or work. In this way, PDP is that thing it help to us to know what we going to do , what skill I have available and what result is came it all thing and as well as it help to systematic and achievable of our work. Significance of a PDP for University student PDP has played a most significance role for a university student like me. A student main goal and purpose is to learn new skill and knowledge. For example I came in UK to study of business management. After the study I want to learn newly management related skill and knowledge. To learn new skill and knowledge I spend my money and time in the UK. When I learn about the PDP then I also made my PDP and now I have implement it in my existing student life it help to me so much to effective learning. For example after the study of management research project and presentation I had learn the skill of how to prepare the project? How to present it with other? How to answer the question of participator? How to manage the feedback? How to solve the problem? In here, my PDP has support to me made a confidence of that work. PDP is the so important of a university student. PDP has encourage to student to learn a new skill and knowledge. It give a clear vision of the student learning. It give a clarity of what is learning and how it is going to learn. I give a method of learning for the student. PDP has identify the what skill already to learner and what skill need to learn. From the PDP what skill I am success to learn and what skill I did not learn it also identify. By the PDP we can know what should be need to do in the next stapes as well. In the conclusion, we can said PDP has help to us to manage our time, work, learn and as well as it give a vision of our future and help to made of our future planning therefore PDP has play must significance role in the university student. 4. Implement of my PDP, suggest and explain of my Action plan. When I understand the significant of PDP for a student then I also prepared and implementing of my PDP. My learning goal is to make a success manager so my purpose is to stay in UK and study of business management. I want to learn communication skill, team working skill, leadership skill, decision-making skill, problem-solving skill, organization operation skill, under one year time period. As well as I want to learn the theoretic knowledge of commerce, business, and management. For that purpose now I am studying in LSBM in postgraduate level of APDMS course. Action Planning helps me to identify and set targets, documenting a thought out strategy. A well written action plan will be clear in its intentions, unambiguous and focussed. I am going to saw the long-term action plan of my PDP simple and the table of personal development plan is in appendix -1: My long-term aspirations and goal: About me: my plan beyond post graduation I would like to get a job working in business organisationà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s manager for long company Opportunities: way forward for me I will find out what quality and experience is need for the job Action planning target Action points By when Find out what qualification I need to get By the end of 1st semester Investigate what experience is repaired for the job By the mead in 2nd semester Speak to my advisor of studies By the end of second semester Note on completion 5. Important of self-review Self-review is so important of a university student. Self à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬review had help to me to identify the success and unsuccessful part of my PDP implement. After the self-review I can learn how many skill and knowledge and how many I did not learn? To know our success and unsuccessful part we can made a further strategy. And we get the chance to improve ourself. . After the self-review mainly we can learn following thing: Is our work going to meet the personal goal. What I do well and where I can improve. My personality and personal quality. What if fiend motivating and what interests. How I learn best. Self review help to us to remove the coming learning obstacle and keep the alert position in all time as well as give the opportunity to improve of our PDP. 6. Self-review influence on the Effectiveness of my Individual Learning Self-review has important influence in my learning. I failed in some module in my first semester after that I doing my self-review and asked the question why I failed? When I did my self-review I find out, in the past time I studied in Nepal in theoretical base but in UK study method is practical base method so there is learning style is not matching and I did not learn properly and I failed in the exam. And the other reason is, in Nepal my study method is Nepali medium but in England I am studying in English medium first chance. The is reason of language weakness I did not learn so many thing as well as I could not expresses of my learn thing also so I failed in the exam. Main this two thing I find out after my self- review and now I am try to remove that my weakness and going to made more effective of my study. 7. Conclusion: There is so important of Personal Development of a university student. So there should be need to prepare and implement a PDP for a university student. PDP has encouraged studying a student. A studentà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s PDP has helped the student to identified, what I learn? What should be needed to learn? What is the action of learning? Which skill has I learn? and what is my progress etc. In this way PDP has help to got a student object and give the clear guideline. In my experience PDP has help me to learn many kinds of business management related skill which I want to learn. For that purpose I did self-review of my PDP in time to time. Self-review has identify to me my weakness of learning when I identify of my weakness I have improvement that and go ahead. In this way self-review has brought to effectiveness in my learning process. Especially after my self-review I get the chance to improvement my language and practical base study method. Reference: Gorman, Thm., (1998). The Complete Idiotà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s Guide to: MBA Basics. 1st Ed. New York: Alpha Books. Rebbins, Stephen P. and Hunsaker, Philip L. (2009) Training in interpersonal Skill.5th Ed. Pearson international Edition: London. http://www.imperial.ac.uk/ice/, 20th December 2010. http://ezinearticles.com/?Define-Personal-Development-Planid=790578, 20th December 2010. http://ivythesis.typepad.com/term_paper_topics/2008/09/personal-develo.html, 20th December 2010.

Ford Motor Company: The River Rouge Manufacturing Complex :: American America History

Ford Motor Company: The River Rouge Manufacturing Complex The first piece of material I gathered was a picture via the internet. This picture is of the River Rouge assembly plant in Dearborn, Michigan. This picture shows the manufacturing of the fender for a Ford Motor Company product. It also shows the facilities of the Rouge plant and how the plant itself was state of the art. This plant was the largest of its kind at the time of its construction. The Ford Motor Company at the time was one of the leaders in labor relations. This picture shows the size of the plant as well as the working conditions in the facility. When viewing the photograph you can see the array of pipes and collection devices to aid in the circulation of air and the collection of dust and other by products made in the plant. The next component I found is another picture of the interior of the Rouge plant. This picture is one of many conveyer belts in the plant. This belt is moving engine parts from the engine assembly to the final assembly. Henry Ford was a pioneer in the use of the assembly line in the automobile industry, and the Rouge plant was the ultimate in that use of the assembly line. This photo shows the depth of the plant, being able to manufacture all components of the cars without having to ship parts to or from other locations in the country. The next collection of photographs is of the exterior of the Rouge plant. These photos were obtained from the Henry Ford Museum in Dearborn, Michigan. These pictures are of the Rouge during the switch of all production, from the Highland Park plant, to the Rouge. It was also the time that the Model A was beginning production. This collection shows examples of four exterior views of the plant, allude to the many different factories within the Rouge plant. The Rouge was a steel mill, a foundry, a power producer and, an assembly line. This all encompassing idea helped ford relegate all aspects of the production of their product. Along with the exterior, the interior showed the extent of the all encompassing Rouge plant. The interior photographs, which were also care of the Henry Ford Museum, show more factories within the factory. For example, the four photos in this collection display metal forming, and metallurgical operations. These pictures included forging, the blast furnaces, removal of slag and, even salvaging scrap from metal ships. The interior had two collections to view and the second reaffirmed what the

Its because they are human beings Essay -- Racial Relations, African-

Sitting down at Barnes and Noble, or Starbucks, with a coffee and a tasty blueberry muffin, doesn’t seem so complicated. A problem that might arise, is there an electrical plug nearby to plug in the lab top just in case the battery gets low on power? Simple enough, the coffee is just right and the internet is up and running. What better morning could there be? Such simple freedoms everyone takes for granted, never a second thought to whether this is allowed? Who can purchase food and drink here? Is the color of my skin the right color? Stopping to consider what are my civil rights? How did we get here, a point in time where an individual has civil rights? Looking back do we realize the hard work of those who stood up to injustice was for a reason? So, the future generations could enjoy their lives, families and their right to be treated as human beings. Now try to fit into the mindset of the 50’s and 60’s. Up to this time the African-American’s personal rights were different that the white people around them. They were expected to do everything separately from white people, including dining out, going to the restroom and sitting at the back of the bus. Up until this time, the majority of the black Americans’ kept in their place, not liking it, and not knowing how to change the status quo. In the beginning it took personal courage for the individuals who started the movement to civil rights. This courage was shown on February 1, 1960 when four students from a local college in Greensboro, Alabama went into the Woolworth and sat at the lunch counter and waited to be served. They were refused service, which began the sit-ins, sparking the beginning movement to their human rights. Historically, the African-Americans ... ... helped King produce the â€Å"Letter from Birmingham Jail†, which was the African-American’s answer to the â€Å"Statement by Alabama Clergymen†. King spoke for all who sought equal rights, he spoke for the young, the elderly, the men and women of African blood who now were citizens of the United States, but were still considered non-human. King was the right man, at the right time, which made all the difference. In the present, where are we at now? Although civil rights exists, the United States still has issues of equal rights. We now have not only the black Americans, but the Asian Americans, the Mexican Americans, and of course the Native Americans. As the minority slow becomes the majority, the white contingency now expresses their issues of equal rights or the lack there of. Can there be a definitive answer that solves the equal rights issue? No, there is not.

Change Model Essay

The aim of this essay is to critically analyse the background of the Qantas and its decision to launch Jetstar on May 2004 that operated around 800 flights a week across network of 14 destinations within Melbourne, Sydney and Brisbane. Secondly, this essay will evaluate how Data Collection Feedback Cycle change model is used to gather major information and to critically analyse it. Thirdly, this essay will critically evaluate the background of Qantas and Virgin Blue and will also highlight various reasons that eventually led the Qantas group for the launch of the Jetstar. Fourthly, this essay will also critically analyse the revenue and profit performance of Qantas prior the introduction of Jetstar i.e. 2002. Fifthly, it will continue to critically evaluate the trend in Qantas and Virgin Blue in 2003. Then the sixth paragraph will also critically evaluate the trend in Qantas after the launch of Jetstar. Lastly, the essay will also look into the annual reports of the year 2005-2009 and critically analyse the significant value added by the Jetstar to the Qantas group; and will critically analyse whether the executive decision of Qantas to launch Jetstar in order to retain the 60% domestic aviation market from its competitors has been a strategic success or not. This paragraph will critically analyse the change management information gathered to launch Jetstar low cost airline in May 2004 by using the Data Collection Feedback Cycle change model. Nadler (1977) as cited in Cumming and Worley (2009:122) highlights that the Data Collection Feedback model consists of five phases that are (1) planning to collect data, (2) collecting data, (3) analysing data, (4) feeding back data and (5) following up on the data collected. In planning to Gather information to justify change Nadler (1977) argues that primary methods such as, direct interviews with CEO and key change agents, observing and identifying the need for change and the use of un obstructive measure as sampling technique, force field analysis and scatter diagrams, could be used to gather major information. In contrast Danaher have used various published data to trace the evolution of the Jetstar strategy of its initial position, to its efforts to attain price competitiveness and service parity, followed by its highly focused, cost-effective service delivery strategy. Based on it they have developed a hierarchical model with parameters estimated at the  individual level. This allows us to study not only how service design and pricing initiatives shift the perceived performance of Jetstar relative to its competitors but also how the airline can move market preferences toward areas in which it has competitive advantage. After done with the planning of the collection of data from competitors performance on its revenue, sales profits, passenger numbers and market share in 2002, 2003 and 2004 against Qantas key performance indicators for the same period between 2002, 2003 and 2004 from the Annual Reports of both Virgin Blue and Qantas domestic operations. Nadler (1977), after the data has been collected data they are analysed using the qualitative change data such as directors report, World Business Briefing /Australia: Airline Profit(2004).The reminder of this essay will critically analyse the data collected from secondary sources such as Annual Reports, newspaper articles and journal articles to analysis the data sourced to evaluate what would be the most effective change to be implemented by Qantas in responding to Virgin Blue competition the Australian aviation domestic sectors. This paragraph will evaluate the basic background of Qantas and Virgin Blue and will also highlight various reasons that eventually led the Qantas group for the launch of the Jetstar. After the deregulation of Australian aviation market there were several airline companies entering the market however the most significant entrance was of low fare airlines Impulse in June and Virgin Blue in August 2000. The arrival of Impulse Airlines and Virgin Blue doubled the number of players and dramatically challenged the stable duopoly of Qantas (after its merger with Australian Airlines) and Ansett, setting off a vicious price war (Traca, D., 2004). However, Impulse facing a major trouble in the cash flow agreed on May 1, 2001 to hand over its operations to its biggest rival, Qantas Airways. As per the deal Impulse stopped its passenger service under its own name on May 14 and leased 21 aircraft as well as cabin crews and pilots to Qantas. The deal led the stock of Qantas heaved by 26% closing at $3.40 per share giving Qantas a significantly stronger position in the Australian market (Gaylord, 2001). Qantas, Australia’s leading domestic and international carries launched a budget airline called Jetstar in May 2004 (Qantas annual report, 2004). With Jetstar Qantas’s aim was to cover the low fare segment of the aviation  industry, which came into existence in the year 2000 with its competitor, Virgin Blue. Virgin had been successfully eating up QANTAS market share by attacking it from below as a no frills provider. In 2001 the collapse of Ansett in domestic market, led Qantas to lease extra flights, add hundreds of special flights in order to help stranded travellers due to Ansett crisis. At the time Qantas flew more than 50,000 former Ansett passengers for free and other 65,000 on heavily discounted fares. Due to this Qantas was able to deliver a profit before tax of $631m and net profit after tax of $428 million at the end of 2002, 30 June, despite of the fact that the world’s aviation market was suffering from â€Å"constant shock syndrome†, due to the September 11 attack followed by bombings in Bali, the war in Iraq and of course the devastating outbreak of Severe Acute Respiratory Syndrome (Qantas annual report, 2003). The shutdown of Ansett also highly benefitted Virgin Blue, since the event provided a wide opportunity for Virgin Blue to grow rapidly and become Australia’s second leading domestic carrier. In 2000 it started with only one route (Brisbane to Sydney) with two aircrafts and a team of just 200 people. In 2001, with the opportunity to widen its market segment, 14 new routes were launched (virginaustralia – history). The aim of this paragraph is to highlight how Qantas and Virgin Blue became the only two players in the Australian domestic aviation market in 2002. It will also look in to the key financial indicators of both the companies so that a comparison could be drawn out. In 2002 there were only two companies that survived the fare war of 2000-2001. One of them was Qantas that gained 80% of the domestic market share following Ansetts cessation. Whereas, the number of international passenger declined by 11% which makes an average decline of about 25% in global aviation market (Traca, D., 2004). In the same year Qantas domestic carried 1485 million passengers making a RPK of $2034 million and the ASK of $2503 million (Traffic and capacity statistics, 2002). Qantas announced its financial results for the year ended 30th June 2002. As per the financial result the company had $631 million of profit before tax, a net profit after tax of $million, revenue of $ 10,968.8 million and earnings per share of 29.1 cents (Qantas annual report, 2002). The other survivor of the fare war, Virgin Blue managed to emerge as second Australian Domestic carrier, covering of about 20% of the domestic market  (Traca, D., 2004). Due to its strategic low operating cost and soaring market share, it was able to achieve net profit before tax of $34.8 million and revenue of $388.3 million. In this year the airline carried 3.2 million passengers, its traffic as measured by RPK’S was 3169 million, capacity measured by ASK’S was 3898 million (Virgin Blue annual report, 2004). In March 2002 Patrick Corporation, the premier port cargo handler, bought 50% of the airline. This change made Godfrey, chief executive of Virgin Blue confident about the enlargeme nt of the domestic operation and also expansion into the international market with service to South Pacific (Traca, D., 2004). This paragraph critically analyses the key financial indicators of the Qantas and the Virgin Blue of the year 2003. It will also highlight how Virgin Blue concentrating only of the leisure domestic market was slowly overcoming the market share of Qantas. In 2003 Qantas domestic carried 1768 million passengers making a RPK of $2262 million and the ASK of $2683 million (Traffic and capacity statistics, 2003). Qantas announced its financial results for the year ended 30th June 2003. As per the financial result the company had $502.3 million of profit before tax, a net profit after tax of $343.5 million, revenue of $11,374.9 million and earnings per share of 20 cents (Qantas annual report 2003). Speaking of announcements, in the Annual General Meeting held on 16th October 2003 it was announced that â€Å"the airline is investigating the establishment of separate domestic low cost airline to service the leisure market in Australia† (Preliminary monthly traffic and capacity statistics, July 2003).In this same year Virgin Blue carried 6.8 million passengers, its traffic as measured by RPK’S was 7194 million, capacity measured by ASK’S was 9078 million. Taking advantage of the fact that Virgin Blue had no other competitor serving the price sensitive market of Australia, it earned revenue of $914.6 million, compared to previous year the revenue earned up roared by 135.5% and the number of passengers carried also increased by 107% (Virgin Blue annual report, 2003). This paragraph will critically analyse the launch of Jetstar in May 2004 and the changes that it brought in the key financial indicators of Qantas and as well as of Virgin Blue. Following the announcement made in 2003 Annual  General Meeting Qantas Introduced Jetstar in May 2004. In the first year Jetstar alone carried 273,000 passengers. Prior Jetstar Qantas already had Qantas Domestic and Qantas Link serving domestic passengers. With these three Qantas in total carried 1973 million passengers. Compared to 2003/04 the number increased by 9.4% (Traffic and capacity statistics, 2004). In the same year Total Domestic (Qantas, Qantas Link and Jetstar) traffic was measured in Revenue Passenger Kilometres (RPKs) of $2451 million while capacity, measured in Available Seat Kilometres (ASKs) increased to $3021 million (Traffic and capacity statistics, 2004). On 19 August 2004, Qantas announced its financial results for the year ended 30 June 2004. In the announcement it was stated that the company had achieved a profit before tax of $964.6 million and a net profit after tax of $648.4 million. Similarly, $11.4 billion of revenue, earning per share of 35.7 cents (Qantas annual report, 2004/05). Despite increasing domestic competition during the year Virgin Blue continued to show strong growth and profitability. During the year Virgin Blue carried over 10million (m) passengers, an increase of 53% compared to previous year. Doubling its passenger number the third time in a row in this same year it welcomed its 20 millionth passenger. Its revenue for the 2004 financial year was $1362.3million which is 49% more than the previous year. In the same year profit before tax was up by 45% to 226.2million and a Net Profit After Tax of 158.5million (Virgin blue annual report, 2004). Till March 31, 2004 Virgin Blue had 44 Boeing Net Generation 737 – 700 & 737 -800 aircraft out of which 36 were leased and 8 were owned. However, during the year the fleet was increased by 15 aircrafts. Since the day of establishment Virgin Blue was committed to keep its cost base low and they are continuously working through it so that they could consistently provide their customers with low fares travel. Their cost per ASK for the financial year 2004 was 8.16 cents whereas a year before it was 8.48 cents. A decrease of 3.5% put the company on a good front in terms of scale and productivity (Virgin blue annual report 2004). The Australian discount airline Virgin Blue, has won 30% of the market from Qantas, the national carrier, which will introduce a low-fare airline, Jetstar. Fare surcharges are being imposed by both groups as fuel pr ices rise (Shaw, 2004). Jetstar’s initially offered $48 for Melbourne to Hobart route and from $54 for Sydney to the resorts south of Brisbane. The price was similar  to what the price Virgin Blue was offering at the same period. All Jetstar flights offered one class of travel, with unreserved seating. In contrast Virgin Blue offered assigned seating and baggage connections to final destinations (Henly, 2004). This paragraph critically analyse the key indicators for Qantas and Virgin Blue for launching Jetstar in May 2004. It is very clear with the annual report that Jetstar has been profitable ever since it was launched in the year 2004 (Jetstar Media centre). However, the road wasn’t quiet smooth in the initial years. From its launch Jetstar was exclusively using a â€Å"low price† message in its communication, but it was lagging way behind Virgin Blue in terms of quality. The Jetstar overall quality disadvantage was greater at 22.3% (6.02 versus 7.75) (Danaher et.al, 2011. pp. 586 -594, Fig 3). Jetstar was already appealing on the price front, and then it addressed its deficit in quality and tackled that by focusing on some specific sub attributes (not disclosed by the company) that provided Jetstar a good opportunity to overcome the point of difference with Virgin Blue. Then the price perception of Jetstar relative to Virgin Blue dramatically improved from 6.9% deficit in March 2008 to 2.5% deficit in only 3months i.e. 7.42 versus 7.62 (Danaher et.al, 2011. pp. 586 -594, Fig 3). Since the establishment the main concern as a parent company for Qantas Group was that whether Jetstar would financially be profitable in its own right. Hence, it did by earning revenue of $1.020 billion, $1.414 billion, and $1.605 billion in the year 2007, 2008, and 2009 respectively. It was 7%, 10%, 12% of Qantas group revenue respectively (Qantas annual report, 2009). Similarly, in the same order the profit earned was $79 million, $104 million and $118 million (Danaher et.al, 2011. pp. 586 -594, Table 2). Similarly, speaking of market share of Jetstar, it has increased by 29% from the year 2008-2009. Earlier with the perceived mediocre price competitiveness and low quality it was in a poor position as compared to Virgin Blue, whereas, with the necessary remedies taken within the 1st quarter of 2008 it was in position almost equal to Virgin Blue in terms of covering the large proportion of the target market. Jetstar Market Share of Domestic Australian Leisure Air Travel was 14% in the first quarter of 2008, with the changes made the market share increased to 14.6% and it gradually kept on increasing and it had 18.1% of market share in March 2009. Further, with the increase in profit it improved its perceptual position, whereas,  Virgin Blue has remained relativ ely stationary. In conclusion if we are to pay close attention to the domestic growth strategies of the country’s largest airline company; Qantas, its decision of launching Jetstar seems be a successful strategic decision. It was matter of concern that the Virgin Blue an airline company focusing on the price sensitive market would whether survive the competition with 82 year old veteran airline company. However, with its striking approach of low fare Virgin Blue today covers 35% market share of the domestic aviation sector. By critically evaluating the financial indicators of both companies for the year 2002-2004 and also following the series of events, it becomes quiet clear that though Virgin Blue had started small it managed to cover 20% of the target market in 2002. In further years concentrating only in the no frill travel it was able to hold the 30% of the market share, which became a matter of concern for Qantas because though it was making more profits then Virgin Blue it was losing it domestic market grip, therefore, led to the launch of Jetstar. However, even after the Launch of Jetstar Qantas performance was not like it was expected because in the year 2004 Qantas domestically carried only 2061 million passengers which were only 88 million more than the last year. However, with the necessary major changes (not disclosed by the company) Jetstar alone was able to regain the market share of 18.1% by March 2009. REFERENCE LIST Gaylord, B. (2001). Qantas to Absorb Competitor As Fare War Takes a Victim. The New York Times; Business Day. 11Shaw, J. (2004). World Business Briefing /Australia: Airline Profit. The New York Times; Business Day. Henly, G, S. (2004). Travel Advisory; New Offshot of Qantas Offers Lower Fares. The New York Times; Travel Danaher. J. P., Roberts. H. J., Roberts. K., Simpson. A. (2011). Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways. Marketing Science, 30(4), 586 – 594. Doi: 10.1287/mksc.1100.0619 Traca. D., (2004). Virgin Blue Fighting With National Champion. INSEAD, 5179. Traffic and Capacity Statistics. Retrieved from: http://www.qantas.com.au/travel/airlines/investors-traffic-statistics/global/en Jetstar Media Centre. Retrieved from: http://www.jetstar.com/mediacentre/facts-and-stats/jetstar-group Nadler, D. (1977). cited in Cumming and Worley (2009). Organization development & change, 9th edition, South- Western Cengage Learning. Qantas annual report (2002). Retrieved from http://www.qantas.com.au/infodetail/about/investors/2002AnnualReport.pdf Qantas annual report (2003). Retrieved from http://www.qantas.com.au/infodetail/about/investors/2003AnnualReport.pdf Qantas annual report (2004). Retrieved from http://www.qantas.com.au/infodetail/about/investors/2004AnnualReport.pdf Virgin Blue annual report (2004). Retrieved from http://www.virginaustralia.com/cs/groups/internetcontent/@wc/documents/webcontent/~edisp/annual-rpt-2004-a3.pdf

Celebrities: Perfection and Individuals

ENC 1101 March 24, 2013 Celebrities’ dysfunctions and transgressions In this age of the scandalisation of public life the media suffers from an overload of films stars, sport personalities, that is, celebrities, caught in socially unacceptable situations. Celebrity and scandal are closely linked, where scandal often enhances the celebrity quotient of the star (Nayard 2009: 112).In other words, even negatives disclosure and representation of their marriages (practically most film stars), their pedophilia (Roman Polanski), breaking the law (Lindsey Lohan, Paris Hilton, Charlie Sheen), are all important part of the celebrity culture that fans and spectator so love to hear about. The privilege of fame may act as a license to transgress meaning the can get away with a lot, resulting in greater tolerance for celebrity wrongdoing.However, paradoxically, it is also clear that, as an in? uential elite, celebrities are expected to conduct themselves with propriety, meaning that their be havior is closely scrutinized (Gieles). Most individuals love a scandal, barring the people caught in one, of course. The rest of society most often absolutely cannot get enough. Fans are mostly interested in the good and the bad actions of a celebrity. In the others, there are spectators that are only interested in the scandals about the celebrities.Whether one admit it or not, few things make a person feel better about them quite as intensely as seeing the people that society places on the highest of pedestals get knocked off of them in spectacular fashion. Celebrities’ dysfunctions and transgressions attract high audience interest not only from the celebrity fans , but other spectators. Celebrities scandals appeals to individuals. As a result, they show that celebrities’ larger-then-life figures are idolized by fans and envied by others, enhances that celebrities are ordinary individuals, and sparks curiosity and interest.First, audiences are highly interested in sc andal. The fans are very interested in the stars career and personal life either good or bad. Individuals, whom are not fans of a specific celebrity, are more likely to pay attention to this celebrity when they are spotted on the headline of the tabloids for doing something wrong. Both fans and other individuals pay close attention to those scandals which give these scandals a larger audience. Individuals obtain a certain amount of pleasure from hearing scandals about celebrities.Elizabeth Bird suggests that a scandal story evokes a pleasure derived from both fascination and revulsion for the social mess that scandals symptomatize (Bird 2003:45). Sensational headline build on ones fears, anxieties and desires. Indeed scandals appeal because they deal with the moral values, fears of the people as a whole (Bird 2003:32). Social values and norms are violated by scandals, and thus is what interests fans, that individuals are able to break social norms. Fans anxieties about broken marria ges or families of being failures’, even their own desire for wealth or fame, fuel their reading of scandals.In the case of scandals, it’s not simply media production. It is the sustained interest of the fans that generates. To continue, while some fans idealized a celebrity there are others who envy them. Joseph Burgo, a psychologist and author of â€Å"Why I Do That† argues that idealization and envy; are two powerful psychological forces that always go together. Fans often want to believe that some privileged people have perfect lives, full of satisfactions, without the everyday pain and frustration that they face in their own lives. In a way, fans take displaced pleasure in a celebrity glamorous existence.On the other hand, there are individuals that secretly hope that if those people manage to have a perfect life; it is always possible that they could eventually have one, too. However, fans and other spectators often grow increasingly envious of that perfec t life they do not have. Envy is a very negative force and one feel envious at one point or another. Because certain fans often envy celebrities with perfect lives, they take pleasure in reading and gossiping about their downfall. Individuals who are not fans of the celebrity often take the most pleasure on watching their downfall.When an individual want something that they cannot have, they often times tend to devalue it, make it undesirable so it is no longer envy. In addition, although mass media often represents a celebrity as perfect individuals, their transgression and dysfunction shows fans that they are ordinary individuals (Lieves). They are fantasy objects, perfection that ordinary individual can not hope to attained, and ‘hold out the lure of fully –achieved selfhood to those who yearn for such an impossible fullness and perfection (Gilbert 2004:91).This argument helps one better understanding the interest in celebrity dysfunctions or transgressions. Celebrit ies’ scandals, misbehaviors or faults show that they are not all perfect individuals. Messy marriages, financial bungling, substance abuse and mistakes humanize celebrities, bring them down to earth. Those transgressions help one identify with the celebrity. Individuals often identified with imperfect individuals. Their misbehaviors helps fans sees that they are ordinary individuals with everyday life problems just like them.Although, it is easy to see a celebrity culture as actively encouraging, constructing the cult of perfection and success by producing beautiful models, successful film stars, singers and sportsmen. Scandals about celebrities are highlighted, reported as a means of debunking the myth of human perfection. Furthermore, audiences always look for stories that spark their curiosity and interest. According to Tyler Cowen, all forms of sorts of behaviors both good and bad are used to attract fans.Right or wrong are blurred and subsumed into the general category o f a publicity folder (Cowen 2000: 17). Society often tends to want to hear about someone getting a divorce, getting arrested instead of stories about someone donating money to a charity or saving someone life; stories like that do not make the front page of the tabloids at the grocery stores. Fans might pay attention to the stories about a celebrity donating or saving someone life, but might not spark the interest of individuals whom are not fans of the particular celebrity.Seeing a tabloids headlining â€Å"Chris Brown abusing Rihanna and Rihanna getting back together with Chris brown† can definitely spark curiosity and interest. Hence, this headline can attract attention from a variety of different audiences whom shares different views and belief on the subject. These headlines fans of Chris Brown, fans of Rihanna and also the interest of those who are not fans of neither celebrities. Of course, these headlines will have hundred bloggers writing tortured messages about how concerned they are for Rihanna and the message she is sending to her leagues of fans.Stories about celebrities’ life and mistakes are all very entertaining. For example Lindsay Lohan’s drug addictions, Kim Kardashian’s reason for being famous, and Charlie Sheen crazy personality. Stories about these celebrities’ scandalous lives are engaging, stimulating and attract countless numbers of audiences. In conclusion, scandals about celebrities attract high audience interest because fans of the celebrity are not the only paying close attention to these scandals. People pay more attention to celebrities when they do something bad without even ealizing that they are doing so. While people are trying to raise a major point about how a celebrity action is immoral, incorrect, offensive, or corrupting, the rest of society are just giving it attention, increasing how well-known it is, and arousing people's natural curiosity as to why it is so offensive. Certain fans i dealize a celebrity, but there are those individuals whom take pleasure in judging them by especially harsh and oversimplified standard (Cowen 2000, 70).Citation Page Pramod, Nayard. Seeing Stars: Spectacle, Society and celebrity culture: SAGE, 2009. Print Bird, Elizabeth. The audience in Everyday Life: Living in a media World. Routledge, 2003. Print Cowen, Tyler. What Price Fame? Harvard 1999. Print Gilbert J. Small Faces: The Tyranny of Celebrity in Post-Oedipal Culture. Mediactive 2004. Print Gies, Lieve. â€Å"Stars Behaving Badly. † Feminist Media Studies 11. 3 (2011): 347-361. Communication ; Mass Media Complete. Web. 24 Mar. 2013.

Leather Made of Janitor Fish Skin

Leather Made of Janitor Fish Skin In ancient times, animal skin has been used by our ancestors as their reliable clothing for cold climates. The time is evolving; many ideas came out for where to get other sources of leather since the usage of animal fur and skins is against the animal welfare law for some countries, especially if the animal is an endangered species. Many manufacturers are seeking for other alternatives that can be used as Leather. On the other hand, Janitor fish is considered a pest because it brings imbalance to the ecosystem in some parts of the world, especially in the Philippines. Considering Janitor fish as pest, we can benefit from a pest by making its skin into leather. Janitor fish or the scientifically known as Hypostomus plecostomus is also commonly called Suckerfish, Sucker mouth Catfish or Pleco. Janitor fishes feed on algae, aquatic weeds, small crustaceans and other aquatic creatures. Moreover, janitor fishes would easily adapt in an environment where there is food. These fishes are peaceful in nature, thus, in an aquarium set-up; they can live with other fishes but are aggressive with fishes of the same kind. It was called such because of its sucking-like mouth. This specie originated from the Tropical Central America and South America. It usually dwells in fresh running waters and salty waters of river mouths. This specie is of no value as food, yet it is in demand in the aquarium industry in United States, Singapore, Hong Kong and even in the Philippines. . Here in the Philippines it is widely known as the Janitor Fish. It earned its name when it was first introduced here as an aquarium pet. It is usually seen in the sides of fish tanks sucking the growing algae. In the late 90’s, Marikina River was teeming with several freshwater species, some of which are the tilapia, carp, catfish, mudfish, and golden apple snail. Fishermen survived with just fishing in this river because of its abundance of fishes. . But for quite a time now, this river is encountering a huge depletion because of the rapid growth of Janitor Fish. This causes much problem amongst the City Officials and the fisher folks. The janitor fish invasion was believed to have started with the sudden outbreak of this specie from their breeding pens in Laguna de Bay and have traveled from there to the river. Another root of this was those aquarists, aquarium enthusiasts, who are already tired of taking care of their janitor fish just releases them in the open waters, in this case, in Marikina River. Ever since, fishermen had problems with their catch since janitor fishes had outnumbered the species native to the river. It was unlike before where the river was rich with fishes like tilapia, martiniko gurame, ayungin and biya. One reason for this is that the janitor fish doesn’t only compete with the food these other species eat but also suck the eggs of these fishes. Another reason is that the spiny and tough body of the janitor fishes bruise other fish species when the two get contact. This kills the fish. These fishes also contribute to the murky river in Marikina because these species are mud dwellers, thus causes commotion in the mud under water. Janitor fishes create holes in the banks as their hatching area for their eggs. Eventually, after these eggs hatch, the seedlings leave the hole. Once a certain area in the bank has lots of holes then there is a higher tendency for this area to collapse. This is called an outfall. If outfalls would continue, the width of the river might increase and the lanes built near the banks would eventually fall down. Janitor Fish is a fast multiplying specie that can last 10-15yrs. currently, it is infesting the water systems in the Philippines. The most famous of which is the Marikina River. The presence of this specie has greatly bothered the community. How are we going to lessen the growing number of janitor fish by making it more useful, environment friendly, and prevent to destroy the uniqueness and beauty of some river here in Philippines, especially Marikina River? There’s no scientific evidence that the meat of janitor fish is safe for human consumption. And since there’s a big threat of losing the Marikina River, we have to lessen them and make their skin more usable by making some leather goods. The population of the said fish grows faster than the ordinary fish. And having that basic information at hand, we can reduce their population by using them as an alternative source of leather. Janitor Fish are also making holes at the river side as their home. So, imagine having thousands of holes at the river side. Surely it can cause landslides, right? So my idea would be, since we Filipinos are so creative, let’s make the janitor fish skin more useful by using it as a source of leather. We have to be practical especially during these times, so I came up with the idea of putting janitor fishes’ skin into exotically good use. Here, leather will be produced from their very skin. Don’t you find that amusing? But the 65-billion dollar question is: how on earth will janitor fishes’ skin be made into leather? Can it compete with the quality of genuine leather? Can it really help in decreasing their rapidly growing number? Your questions will be answered as you read and indulge in the next texts. I will prove that the janitor fishes’ skin could be used quite impressively. Flip on the next pages and see! JANITOR FISHES’ SKIN PUT INTO GOOD USE—LEATHER. As I have observed, the janitor fishes’ skin is quite hard and shiny; most probably caused by its sliminess. Its skin is rubber-like and could be a very good material in making leather. The texture and composition of its skin is rough, yet slimy like leather. What products could usually be made of leather? Shoes, bags, belts, clothing, and wallets are just some of the possible products we can produce through its skin. Resourceful and useful indeed! The very texture and composition of the skin makes it an excellent alternative for leather. Also, this would a very good help in budget cutting, since the janitor fishes’ skin will definitely be less expensive than that of the genuine leather. Plus, the quality’s almost the same. Most importantly, our focus to reduce the growing number of janitor fishes that destructs most of our water resources where we get majority of sea foods. Since the janitor fish is considered as pest here in the Philippines and no one could think of a possible action to get rid of them, we’re going to get rid of them through making extra good use of their skin! In that way, aside from decreasing their number and putting them to use, we could also save a lot of money instead of purchasing expensive snake and alligator skins. As I have said earlier, it’s skin is rubber like yet slimy; just like the genuine leather made of snake and alligator skin. MARIKINA, the country's shoe capital, may soon be using Janitor fish skin as accent for footwear and other products as an alternative to alligator and snake skin.. But why are we going to get rid of Janitor fish, why not stick on the alligator or snake skin when making leather goods? Janitor fish doesn’t harm people unlike alligator or snake right? Well†¦ the answer to that question is that†¦ The fish digs holes in pond dikes and river embankments for its nest, eroding soil in the riverbanks. Although edible and harmless to humans, Marikina residents do not want to have it because of its seemingly dirty habitat. Janitor fish is a threat to freshwater biodiversity, Janitor fishes â€Å"compete for food with the native catfish, carp, mudfish, tarpons, mullets, tilapia and other fish species. Since they (janitor fishes) are opportunistic and voracious feeders, they may cause their numbers to increase enough to disrupt the marsh ecosystem by displacing the native fish species, and causing the reduction of native fish catch, that’s terrible right? Imagine having no native fish, just a janitor fish. What is worrisome is that the janitor fish has no natural enemies, and this means it can rapidly multiply,So, Janitor fish in the Marikina River, the city government has launched a campaign to get rid of the â€Å"pest† which multiplies very quickly. We can actually make wallets, purses, watch straps, billfold and key chains using skin from the belly of the fish. The janitor fish's skin has spots and patterns like those of alligators and snakes which are prized for their unique patterns and texture. Also, some study show that the oil from janitor fish could also be used as bio-fuel for motor vehicles. Imagine how greatly we could be of great help, not only to the country’s economy but to nature as well. Definitely, the circle of life is a mystery and the authority in decreasing the earth’s species numbers aren’t supposed to be in our hands, but let’s be practical. It is not money and time alone that we can save, but lives and people as well. For when this product would be endorsed and put to work, livelihood would boom. A lot of unemployed people could have jobs and spend their time wisely than staying outdoors or at home, doing nothing—being unproductive. Think wise, for the Lord made a lot of things with a lot of great purposes yet to be revealed and discovered. And when these things would finally be revealed, we will all be amazed in its beauty and greatness, its richness and uniqueness. This project of making fine leather from a pest’s skin (janitor fish) would be of magnanimous help to us all. Let’s be wise, conserve, be practical and support nature. I really hope this project would pursue, that in my own little knowledge, I imbibed and partake in bringing about change. To end this argument therefore, I must say that LEATHER MADE OF JANITOR FISHES’ SKIN is good and competent, and is a very product for the public. Having said over and over that we have to reduce their rapidly growing population as pests and also cope with our economic crisis, this product will definitely be great! Can you imagine leather at a cheaper cost? Leather made from a fishes’ skin? Leather than can compete with the quality of original and genuine leather? What more could you ask for? Aside from helping fishermen, you, above everything else, helps in saving the environment. See how a simple product could help a lot in conserving the richness and beauty of the environment? Indeed, great things could come from small things. We should eradicate the janitor fish as fast as we can. Like what I’ve said on the first part, â€Å"Imagine having no native fish, just a janitor fish†. We should fully support those people who are continually discovering and experimenting goods from janitor fish, not only from their skin but for whatever we can use from them. SOURCES: * (March 10, 2008) Janitor Fish Invasion in Marikina River: Plotting Potential Invasion on nearby water. http://epmgis. wikispaces. com/Janitor+Fish+Invasion+in+Marikina+River+Plotting+Potential+Invasion+on+nearby+Water *

A Look into Beauty and Femininity

Watching men in films and television advertisements shaving their hairs in their head, armpits and other parts of the body appears to be quite a familiar scene. It does not, in any literal or figurative sense, compel the viewer such as the common individual to rise up in arms and protest against it as it may produce a reason for the person to condemn whatever it is that disgraces the society. It all seems normal to think that these manly instances aired in the mass media brings no air of gloom or any hint of an untoward attitude against them.Quite on the contrary, it seems appalling to view women indecently exposing their hairs and shaving them off like men usually do especially in the broadcast media. Emotions tend to flare up and curse these instances as if it was something new. Indeed, the society's perception of these cases is something relatively new. Much of these have something to do with the way the society is setup throughout the ages—the patriarchal society has dicta ted the very definitions of what is acceptable from what is not in terms of gender preferences.To a certain extent, it does surprise me to be able to watch women parading their hairs right in front of the camera and shaving, pulling their excess hair—whichever way that suits them—as if it was a mandatory ritual needed to proclaim before the society how womanly they are with the way they trim their excess hairs. It is funny to think women behaving that way. But what is even more hilarious is the fact that all these times I thought women were feminine and are expected to keep themselves clean and hairless, so to speak, then here comes a bunch of men doing what women are expected to do.What do these tell us? These tell us that there is more than meets the eye. The feeling of being surprised indicates that someone experienced something quite bizarre, unusual, or even life-changing. At some point, much of these indicators will tell us that women have become the ‘laugh ing stock' or, at least, the basin of the lowliest sensibilities of mankind. This is not to say that women are indeed expected to be that way.Quite on the contrary, there is no reason to believe that women ought to be that way for the reason that gender should not exclude nor prevent one from freely exercising one's right to live one's life. Apart from the patriarchal setup the society has been placed into like a trap, the fainting presence of women in the past days have alluded to a grander and more indicting scenario—we have women cleaning themselves live in television advertisements and programs and we laugh at them, as if purifying one's self is a laughable mortal sin.This should not be the case. To my surprise, however, a certain level of intolerance permeates what has become the melting pot of gender roles—mass media. While mass media have broken ancient boundaries which isolate one man or woman from another, it has also widened the breach between what is reasona bly acceptable from what is not. There can be no fitting word other than confusion, I think, which best befits the attitude of one towards women merely sanitizing and maintaining their feminine image. What could be so wrong with that?Aren't we surprised to see men doing the same thing women are more expected to do? For social intolerance and patriarchy's sake, some reasons do come cheap. I wouldn't be surprised anymore to see women doing the same thing these days. I'd be surprised to see men cajoling themselves with scissors and wax in front of national television. It will be surprising, hilarious, and profane nonetheless. I have a feeling somewhere across the globe people are being surprised with what they see in the broadcast media.Laughing, perhaps, upon seeing a woman cleaning herself, these people shallowly half-realize an empty joke that is never to be found in a world of pure and sheer equality. But women will be women, and so will men be of their kind. Inequality looms in a world surprised to see human nature become as it is. Reference Saltzberg, Elayne A. , and Joan C. Chrisler. â€Å"Beauty Is the Beast: Psychological Effects of the Pursuit of the Perfect Female Body. † Women: A Feminist Perspective. Ed. Jo Freeman. Mountain View, CA: Mayfield Publishing Company, 1995. 167-74.

Self-Editing How to Self-Edit a Book With Specific Strategies for Success

Self-Editing How to Self-Edit a Book With Specific Strategies for Success Self-Editing: How to Self-Edit a Book With Specific Strategies for Success So you’ve finished your book†¦ now what? Self-editing is what. Now its time to learn how to self-edit it- and properly.Finishing the first draft of a book is a tremendous accomplishment that’s certainly worth celebrating. But it doesn’t get any easier from here.The next step is one of the most tedious and important aspects of publishing a book- self-editing.Sure, almost all self-published authors will hire an editor in some capacity. Before that step, you do have to edit the book yourself and only yourself (unless you use Scrivener footnotes editor or other editing tools, that is).Heres our guide to self-editing your novel: Understand the need for self-editingDifference between revising and editingHow to develop a self-editing planStart the self-edit processDifferent types of verbal read-throughsDiscover your self-editing styleEdit one chapter at a timeStart self-editing TODAYAt the very least, every author will receive feedback from multiple readers before the launch date, but self-editing is key because eliminating obvious errors and minimizing mistakes in the manuscript will give hired editors and beta readers a greater opportunity to provide corrections on the things you missed.NOTE: We cover everything in this blog post and much more about the writing, marketing, and publishing process in our VIP Self-Publishing Program. Learn more about it hereWhy do we need to self-edit our books?After completing a rough draft, it’s very tempting to immediately hire an editor and hand over your manuscript. But no writer can state their rough draft is the very best of their work.And after all, the better the draft you submit to an editor, the better final product.An editor will surely help improve a manuscript, but before placing that rough draft in an editor’s hands, each writer should be able to answer yes to the question:â€Å"Did I make this manuscript as strong and as good as I could have?†There’s no way the answe r to that question is yes after only writing the rough draft. Take pride in your work and make sure it’s your best before someone else reads it.Before beginning the self-editing phase, there are three important things to keep in mind:The Difference between editing and revisingSelf-editing requires patience because it takes timeDevise an editor plan for after the self-editing phase prior to startingThe Difference Between Editing and RevisingEditing and Revising sound very similar, but knowing the subtle differences can make self-editing a lot easier.Throughout my career, I’ve engaged in a lot of different writing styles. Depending on the outlet and audience, writing style may differ, but one constant is all writing needs edited and revised in some capacity.Of course, one of the most essential parts of the self-editing phase is knowing the difference between editing and revising. I’ll lay out the subtle difference and explain how to achieve both in order to turn y our rough draft into a sparkling text for your editor.Editing and Revising definitions according to the Merriam-Webster DictionaryEditing to prepare for publication or public presentation; to alter, adapt, or refine especially to bring about conformity to a standard or to suit a particular purpose.Revising to look over again in order to correct or improve; to make a new, amended, improved, or up-to-date version of On the surface, they sound exactly the same. To be fair, editing and revising are similar, but not exactly the same thing.In a basic nutshell, editing is fixing basic errors like capitalization, punctuation and spelling. Revising is the act of improving specific writing such as sentence structure, chapter structure and word choice.A good self-edit will include both edits and revisions to a manuscript.Develop Your Self-Edit PlanBefore getting started with self-editing, though, keep in mind that Self-Publishing School advises not to wait, but to reach out and/or hire an ed itor after you finish your manuscript. Performing that task upon completing the rough draft will allow the author to hand over their manuscript right after finishing the self-editing phase. Editors are often booked two weeks in advance. Waiting to reach out to editors until after the self-edit could mean there’s no movement on your book for at least a couple weeks.Now you’re ready to begin.How to Start Self-EditingThe self-editing phase will include re-reading your book at least three times. Self-Publishing School calls them verbal read-throughs. With each one, you will be looking to address different aspects of your writing.In the self-edit of my own first book, I devised three different types of read-throughs.The three different types of verbal read-throughs in self-editing:Reading for structureReading for readabilityReading for grammar and word choiceEach read-through during self-editing should be done out loud.Verbal Read-Throughs for Self-EditingSelf-Publishing Sc hool teaches to read your manuscript out loud to yourself. I couldn’t agree more. It may seem a little silly, but it’s much easier to find errors while reading the entire book out loud than silently.Find a quiet spot alone so you can read out loud.Following my three different types of read-throughs and reading them out loud will enable you to make your book as good as you can.#1 Read for StructureRemember that great mind map and book outline you constructed before even beginning to write the rough draft? It’s time to break those back out.As you begin to re-read your manuscript chapter-by-chapter, follow along with your outline as well. This will allow you to make sure every detail is in the right place and nothing is missing.This is how you can structure your self-edits for chapters:Those chapters on your outline and in your book should all have a clear and concise topic. In some ways, one could think of the individual chapters as their own little books. Each o ne connects to the others, but they can also stand alone.Double checking chapter structure is the first real key to self-editing. One personal example of how revising chapter structure helped my book:In my own rough draft, the first chapter of my book, His World Never Dies: The Evolution of James Bond, explored the popularity of the Bond film series and how the series’ portrayal of masculinity has changed over the years.When I devised my outline, it seemed natural that these two topics were tied together since Bond’s masculinity is why so many men and women have enjoyed the series over the last six decades.But I had two problems: the chapter was more than 4,500 words while the other nine chapters in my book were all around 3,000. Even worse, the first chapter bounced between these two ideas that I thought were connected- Bond’s popularity and masculinity.Upon my read-through, the chapter felt clunky and long. If readers shared the same sentiment, they might not continue to read the rest of the book.In self-editing, make sure each chapter has one clear and concise topic.Revisions were needed. It took a lot of work, but I divided the first chapter into two one that focused on the series’ popularity and the other on Bond’s masculinity. After I made this decision, I read through the entire chapter again, picking out which paragraphs applied to which specific topic.Following that step, the two new chapters were too short, which meant both needed more words. I had more writing to do.But by dividing the chapter, rearranging the paragraphs and adding more details, I had made some very strong revisions.I now possessed two chapters that started my book on the right track with each chapter standing alone and focused on one topic.This is how to go through self-editing for sentence structure transitions:Double checking sentence structure is the second important part of step one in self-editing.How each book idea flows to the next is th e second aspect to consider during the â€Å"structure† read-through. The use of transition words and phrases- next, then, furthermore, on the other hand, etc.- can be very helpful to achieve this.But the same concepts to ensuring chapter structure should be applied to sentence structure. Make sure to complete your entire thought on one subject before jumping to the next whether from chapter to chapter or inside a chapter.Proper transitions and book flow will allow readers to keep going naturally. It could prevent them from ever putting it down!#2 Read for ReadabilityIt’s very likely that you know your book topic better than anyone who reads your book. That’s especially true if you are writing a memoir, but that will likely also be the case with a self-help book or non-fiction commentary on something such as the James Bond film series.After double checking the structure of your book, the second read-through should ensure every chapter, every paragraph, every se ntence and even every word makes sense.Ask yourself these questions when editing for vague details or over-explained thoughts:Did I gloss over any details that a beginner to my topic might not know?Did I forget a vital detail to a personal story in my memoir?Does it feel like I’m bogging down my reader with unnecessary details not important to my overall point?Keep these questions in mind during the second read-through of the self-editing stage.In the second read-through, place yourself in the mind of your reader.For my book, I needed to ensure every scene of a Bond film I explain was properly detailed to my audience. I have seen the Bond movies dozens of times, but not every reader will have, so it was important to make sure even readers who haven’t seen the films can understand what’s going on in a particular scene.Heres how to self-edit awkward phrasing:In this step, authors should also be able to find awkward phrasing. This is the biggest reason why we advis e reading your manuscript out loud. Sentences that don’t make sense or that need to be reworded will stick out when spoken in voice rather than read silently.#3 Read for Grammar and Word ChoiceAs you may have guessed, the first two read-through steps are making revisions to your manuscript. In this last step, authors will be performing both edits and revisions.Once you’ve nailed down your book’s structure and readability, you’re now ready to double check grammar, spelling, capitalization and punctuation.It’s important to leave grammar until the last step of the self-editing phase. Otherwise, you will need to repeat this step after revisions are complete.Double checking word choice was vitally important in my own self-editing. I tend to repeat the same words without even realizing. In my first rough draft, I had the same transition word used multiple times on the same page or the same verb or adjective deployed on numerous occasions in the same cha pter. Get out a thesaurus and utilize different words where applicable- just be sure these words actually make sense (as we all know thesauruses cant always be trusted). This doesn’t mean change every noun to a fancier word in attempt to sound smart. Nobody likes a smart ass. But avoiding repeated words while expanding your vocabulary in a colloquial way is the last step in self-editing.Other tips for self-edit read-throughs:Find a style that worksTry re-reading only a chapter at a time the whole book togetherAgain, read the manuscript out loudThat’s the end of the actually steps needed to complete the self-editing phase, but there’s more to it than just simply reading through the manuscript and making alterations.Find a Self-Edit Style That Works for YOUAre you more of a paper and pen person or do you love using track changes on writing software like Microsoft Word or Google Docs? There is no right or wrong, but finding your best preference and consistently re peating it through each read-through is essentially. Personally, I loved the good, old-fashioned pen and paper for my self-editing. I find it easier to read out loud from a paper than a screen. It also allowed me to easily keep track of all my edits and revisions with a pen.You can do the same, though, with track changes like in the example below.Printing out your manuscript and/or working with track changes is essential to the self-editing phase.After each read-through, make the changes in your official manuscript, so they are present for the next read-through. Then repeat the process.For all the read-throughs, I would print out a new copy of my book.NOTE: To save paper, reprint on the back of the previous manuscript.Self-Edit One Chapter at a TimeMost self-published authors have other jobs. If not, they still likely have very busy lives because everyone does. That probably makes performing an entire read-through for the whole book in one sitting very unlikely.However, there are ad vantages to self-editing the whole book in one read-through during a single day.Pros to read-throughs in one sitting:Easier to receive entire pictureRepeated phrases and words can be more apparentReading it as the fans wouldReading the entire manuscript together for chapter and sentence structure is a good idea because it’s easier to get the entire picture of how the book fits together.It’s also easier to pick out repeated phrases and words. If you wait several days between reading the first and final chapter for structure, you may not realize you repeat yourself too much or that you have the exact same sentence in two places.The readers that never put your book down may experience it in an entirely different way than you did if you never performed an entire book read-through in one sitting.Cons to read-throughs in one sitting:General tirednessGrammar and spelling edits may sufferThreat of rushing through itThere are plenty of advantages to only re-reading a chapter at a time as well. For one, going through an entire read-through in one sitting can take hours and is very tiring. In the last few chapters, you might not be as sharp at catching errors as you were at the beginning of the process because of fatigue.All self-editing can be tedious, but checking for grammar, spelling and punctuation is particularly banal. It’s even harder when tired.Furthermore, if the goal is to get through the entire book with one read-through in one sitting, but you only have a set amount of time to do it, there’s a distinct possibility that you will rush. That’s not a good thing either.TIP: Try both techniques to see which self-editing works for you.The one-sitting read-through is better suited for when checking for structure. It’s better to read one chapter at a time while editing for grammar and spelling.If your book is truly too long for a read-through in one sitting, then don’t worry about it. More than likely, that means reade rs won’t be reading it all the way through at a time either.Are you ready to start your self-editing TODAY?Again, the self-editing stage is one of the most mundane aspects of publishing a book. At times, it can be flat-out exhausting with no end in sight. It’s very tempting to just give up and hand the manuscript to an editor.But before editor begins their work on your manuscript, self-editing can take your book to the next level. A full commitment in this stage can make all the difference in the quality of your manuscript.If youre ready to start (finish) and publish your book, check out this free training by Chandler Bolt!

5 Interesting Facts About the Medici Coat of Arms

5 Interesting Facts About the Medici Coat of Arms The Medici have long been associated with balls. Their family emblem - five red balls and one blue on a gold shield - is prominently displayed on buildings all over Florence and Tuscany which have Medicean connections or which were financed with Medici money. Some examples of where you can see them outside of Florence are Piazza Grande in Montepulciano and Piazza del Campo in Siena. In fact, the coat of arms was so widespread that one outraged contemporary of Cosimo il Vecchio declared, He has emblazoned even the monks privies with his balls. To prepare you for your trip to Tuscany (or just to add some historical fodder to your next conversation in Italian), here are five cocktail party facts about the Medici coat of arms. Five Facts About the Medici Coat of Arms 1.) One origin story for the coat of arms comes from a giant named Mugello. The Medici family crest has long been the object of much historical speculation. The most romantic (and far-fetched) explanation of the origin of the palle is that the balls are actually dents in a shield, inflicted by the fearsome giant Mugello on one of Charlemagnes knights, Averardo (from whom, legend claims, the family were descended). The knight eventually vanquished the giant and, to mark his victory, Charlemagne permitted Averardo to use the image of the battered shield as his coat of arms. 2.) Other origin stories for the coat of arms represent pills  and money. Others say the balls had less exalted origins: that they were pawnbrokers coins or medicinal pills (or cupping glasses) that recalled the familys origins as doctors (medici) or apothecaries. Others say they are bezants, Byzantine coins, inspired by the arms of the Arte del Cambio (or the Guild of Moneychangers, the bankers organization to which the Medici belonged). I’ve also read that the balls are meant to represent gold bars, again  representing their profession as bankers,  as many frescoes and works of art in Florence depict gold bars as originally being formed as balls. 3.) If you were a supporter of the Medici family, you might be seen enthusiastically yelling â€Å"Palle! Palle! Palle!† In times of danger, Medicean supporters were rallied with cries of Palle! Palle! Palle!, a reference to the balls (palle) on their armorial bearings. 4.) The number of balls on the shield changed over the years. Originally there were 12 balls. In Cosimo dà © Medicis time, it was seven, the ceiling of San Lorenzos Sagrestia Vecchi has eight, Cosimo Is tomb in the Cappelle Medicee has five, and Ferdinando Is coat of arms in the Forte di Belvedere has six. The number six remained stable after 1465. 5.) The blue ball has the symbol of the kings of France on it - three golden lilies. It’s said that Louis XI had a debt with the Medici family and in order to reduce his debts, he allowed the bank to use his symbol, giving the Medici bank more clout among the people.

Nike Marketing Research Paper Example

Nike Marketing Research Paper Example Nike Marketing Paper Nike Marketing Paper For years, we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. Weve come around to saying that Nike is a marketing oriented company, and the product if our most important marketing tool. -Phil Knight1[i] Marketing is a group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas. [ii]Marketing is an extremely important aspect of every single company because it is what introduces the company and the companys products to the public. Through marketing businesses try to respond to what the consumer wants and needs and to foresee changes in the environment. Marketing is what sells the product. Marketing is more than just advertising; it is about pleasing the customer. The main focus of marketing is to generate utility, which by definiti on, is a products ability to satisfy human needs and wants. 1[iii]A product should make a customer happy, and make them want to buy again in the future. It is quite common that companies have to change their marketing campaigns in order to satisfy the public opinion. Although marketing is enormously important, it wouldnt be very effective without creating a quality product. In order for a customer to want to buy from that company again they have to be satisfied with their first purchase, and this satisfaction cannot be attained without creating a product of the highest quality. A company must have an expansive research and development team to improve the product and to offer the highest quality product to its consumers. This team has to undergo a process that includes brainstorming, screening, developing, and testing new products. This process allows for the development of a high quality product, and a product that consumers are going to want to purchase. Nike has been able to develop successful advertising campaigns and effectively market their products through the hard work of the Wieden and Kennedy Advertising agency, which understands the needs and desires of consumers and has successfully throughout the years marketed the products of Nike. Throughout the years Nike has had many different advertising campaigns, some more successful than others, but always created to reflect public opinion. What is most important though, is that Nike has changed their campaigns, in order to satisfy public preference. In the 1980s Phil Knights company, Nike, exceeded a billion dollars and the company never again looked back. It was than that Phil Knight realized that he needed to not only improve but also expand upon his marketing tactics. Nike continued to grow and to establish itself as the number one in its industry. Nike has effectively marketed their products and in addition understands the importance of a quality product. They are continually improving their shoes through new technologies that are developed by their research teams. An example of this is their Shox sneakers, which are designed to add a little spring to your step. This is a new technology that Nike has developed. Other new concepts or technologies that Nike has marketed and developed throughout the years has been their Alpha Line, the Nike ID line; which allows customers to customize the shoes that they purchase, the AirMax line, the Hyper Flight; Nikes lightest weight basketball shoe ever, Air Presto Faze; a lace less, slip-on running shoe. In addition to understand the importance of a quality product Nike also understands the necessity of effective marketing and this requires an understanding of public opinion. In the last few years Nike has seen a change in the focus of their advertising because a change in society and how society views professional athletes. During most of the 1980s and 1990s professional athletes were looked up to as heroes and kids and adults wanted to be like them and aspired to attain this greatness that these athletes carried with them. But this new group of professional athletes that society is currently seeing can no longer be considered heroes. Many of them have had problems with the law; they have had drug and alcohol problems or have even been arrested. Children no longer aspire to be these athletes. Children no longer strive to be like someone else as much, they have this desire to be the best person that they can be and society stresses the importance of the individual. In 1984 Michael Jordan joined the Nike team. Michael Jordan became an official spokesman for Nike. He appeared in many of their advertisements. Nike used Michael Jordan and other great athletes to capitalize on the youths desire to be like them. This is where the slogan Be Like Mike came from. People wanted to be like Michael Jordan, Nike understood this and used it to sell their products. If people wanted to be athletically as talented as Jordan, they would also want to look like him, and wear the shoes that he played in. If he was able to play so great in these shoes maybe I can to, is the idea, which Nike was working off of. Using professional athletes in their advertising campaigns was both efficient and effective for Nike. Phil Knight in an interview in the Harvard Business Review quoted It saves us a lot of time. Sports are at the heart of American culture, so a lot of emotion already exists around it. Emotions are always hard to explain, but theres something inspirational about watching athletes push the limits of performance. You cant explain much in 60 seconds, but when you show Michael Jordan, you dont have to. 1[iv] Sports marketing was a major part of Nikes advertising campaign up until recently. Although Michael Jordan was the major spokesperson for Nike, he was not the only athlete that Nike used to sell their products. Nike has included women athletes such as Monica Seles and Mia Hamm. Both us these women represented strength and were positive role models for young girls. Nike used this to market their products to girls and to inspire woman through successful women athletes. Nike has also used other men in their campaigns; a few are Michael Johnson, Pete Sampras, John McEnroe, and Andre Agassi. These male athletes were positive role models and athletes in which people aspired to be. When Michael Jordan retired in January of 1999 Nike needed to find a new hero, a new athlete as great as Michael Jordan and as widely accepted for children to aspire to be. Unfortunately the professional sports market no longer boasted any Michael Jordans. Nike started promoting Tiger Woods and a golf line, but Tiger Woods is just not an athlete that all children look up to and want to be. Black respondents said hes corny and acts like hes white, while white respondents said his clothes look funny. 1[v]Nike could not find an athlete that replaced Michael Jordan. Many of the professional basketball stars are not the kind of people that children look up to. Athletes like Litrell Sprewell and Allen Iverson who are excellent athletes and talented basketball players have had problems with the law, and are not people that adults want children to look up to. Not only have young people lost some of the respect that they hold for professional athletes because of their behavior, some young people are turned off by the contract wars that goes on between athletes and team managers. And also the competition that occurs over having the highest salary; for example many people were turned off by Alex Rodriguezs 250 million dollar contract, because they felt that professional sports were no longer about sports, but about money. In addition to the changing caliber of professional athletes there is a greater emphasis placed on the individual. And being your own person. People are proud of their uniqueness and individuality and they want to express this. With this new school of thinking Nike has created new advertising campaigns to satisfy public opinion. Dave Larson, Nikes brand initiatives director stated, The idea for the marketing campaign came from some of Nikes own research. We went out and asked kids whom they aspired to be. We figured that we would hear, I want to be like Mike, but what we heard was I want to be my own me. 1[vi]Nikes new campaigns no longer revolve around professional athletes, but rather individual athleticism and individual success. Nike has departed from using athletes as their main form of advertisement and has moved to advertising the everyday man and woman and expressing the importance of individuality. Recently Nike has launched many new advertising commercials. The first is a commercial that shows a city and is based on the premise that adults never stopped playing tag. A man is tagged from behind and then the bustling city becomes deserted as everyone runs to hide. This man is now IT, and he cant continue on with his day until he tags someone else IT. The second commercial is called Shade Running, and it follows a woman running through a city, but she can only run where she finds shade. The third commercial is called tailgating. This commercial follows two people, one man following close behind the other, tailgating him and invading his personal space; by bouncing a basketball as close to this individual without actually touching him. These three commercials are supposed to send out the message that there is joy and simplicity to expressing ones individualism through sport. Have a little fun dont limit yourself to narrow rules or succumb to the thats how its always been done trap. ( nikebiz. com/)1[vii] These three campaigns are supported and aided by what is known as Nike Play. This campaign runs both commercials and events, and is the epitome of the shift that Nike has undergone to reflect the changing public opinion. Nike has created a website ( nike. com/play)1[viii] that tells the story of this campaign and allows viewers to view short videos of kids putting their own take on sports. It shows people showing off their moves in events such as basketball moves, soccer dribbling, BMX biking, double-Dutch break-dancing and other extreme and individual events. Nikes Play campaign stresses individual achievement and encourages everyone to participate. Another new campaign that Nike is currently running is its Boing advertisements. These are for Nikes Shox sneakers and Wieden and Kennedy have coined a term to describe the experience that these sneakers offer for you. Displays for Shox at sneaker stores, allow customers to hear the Boing sound. The public has responded positively to Nikes new advertising campaigns and the difference in their focus. Many people have attended the Nike Play festivals in support of the new Nike campaign, which is based around individualism and individual sports. Many citizens have recently questioned some of what professional sports have come to stand for. Some people feel that these teams are no longer about promoting athleticism, but rather about making the most money. In addition people feel that these professional athletes are no longer role models for the countries youth and are not people to aspire to be. With this switch in public opinion more emphasis has been placed on the individual and on the simplicity of athleticism. In the near future, Nike will more than likely continue on with its trend of supporting the individual and athleticism as opposed to revolving its entire campaign around professional athletes. This is because of a changing view in society and because more emphasis has been placed on the individual. Successful marketing advertises public opinion, and that is what Nike is doing through their new marketing strategies. Nikes marketing campaign reflects the popular preferences in society and the stress that society is putting on individual uniqueness.