Recommendation Essay Example | Topics and Well Written Essays - 250 words

Recommendation - Essay Example His strength of character has made him a noteworthy individual and has propelled him into positions of leadership. This leadership is especially shown on the individual level as he has proven to be a very caring individual. We understand that these schools provide challenging academic environments. This student does not have a strong GPA, but there are reasons for this fact. His transfer from a low level school to one that was more challenging resulted in a period of adjustment. Once the adjustment was made, however, he has shown that he is capable of ever-increasing academic challenges. He is not a finished product. He is still growing and learning and needs the challenge of attending Emory, Carnegie or NYU. Thank you for considering this request. We feel that this student must be recommended to one of these schools because this is where he can realize his full potential. He may not appear to be the typical candidate when the raw numbers are examined, but his work ethic and strength of character warrant your

Ethical principles in end of life care - The liverpool care pathway Essay

Ethical principles in end of life care - The liverpool care pathway - Essay Example On the contrary, other sources including that of the Health Minister Jeremy Hunt who describes it as â€Å"a fantastic step forward† (Donnelly, 2013) still maintain their favour believing that the pathway is playing its intended role of ensuring that people are treated in dignity, compassion and comfort during their last days of life instead of enduring invasive and life prolonging treatments (Randall and Downie, 2010, p.91). As a result of these controversies, the government ordered an independent review in 2012 chaired by Baroness Neuberger. The review finding recommends the Liverpool Care Pathway to be phased out and be replaced by a personalised end of life care plan that takes good care of the life of a patient who is facing imminent death (Department of Health, 2013). The LCP has clearly set the stage for ethical and legal controversies about patients, family rights and the role of the medical professions (Glare and Christakis 2008, p. 429). Replacing the LCP to a person alised end of life care plan may not resolve the controversies if the same transgressions persist. In that context, this paper aims to objectively review the literature and explore the challenges that contributed to its failure in order to accurately consider the future development of the recently recommended personalised End of Life Care Plan. Overview The Liverpool Care Pathway for the dying patient was developed as an integrated care pathway by the specialist palliative care team at the Royal Liverpool and Broadgreen University Hospitals NHS Trust and the Marie Curie palliative care institute Liverpool in 1997 (Ellershaw and Wilkinson, 2003, p. 11). The LCP is a structured clinical record developed to transfer the hospice model of care into other care settings (Jack, Gamble, Murphy, and Ellershaw 2003, p. 371). It aims to support clinical judgements and assist multidisciplinary team in providing optimal treatment and care for patients who are dying(Boyd and Murry 2012), as well a s improve the experience of the relatives or carers during this period and into bereavement (Gambles, Roberts and Anita 2011). It focuses in providing evidence-based framework on different aspects of care required including comfort measures, discontinuation of inappropriate intervention among others (Ellershaw and Murphy 2011, p. 11). The Liverpool Care Pathway was advocated by the Department of Health (2012) as a model of good practice in End of Life care and quality makers and measures for promoting high quality care for all adults in the end of life (MCPCIL). Additionally, the General Medical Council (General Medical Council, 2010) supported it, over 20 organisations and charities as demonstrated in the consensus report for its support published by the NHS in 2012 and the National Institute for Health Care Excellence (NICE) Quality Standard for End of Life care for adults. Regardless of its high approvals and recommendations, the LCP has been blamed for delivering poor quality ca re to patient in their final days (Payne, Seymour, Ingleton 2008, p.392). The independent review findings identified a number of important issues that affected the ability to implement the LCP effectively in the provision of quality healthcare to persons who are almost dying or facing imminent death. Amongst which were lack of knowledge and

Impact of Immigration Policy on Integration

Impact of Immigration Policy on Integration To what extent will recent and proposed changes to the immigration system assist in successful integration of new immigrants? Over the past 12 months, UK Immigration has seen a metamorphic transition, which reflects the gripping need that has been felt for legislative change. The new Immigration Rules are now in full swing, some of which have already hit the front line and others that are still presently under construction. It is inevitable that any system that is introduced for the first time will either be very beneficial in the successful integration of new immigrants or will have devastating consequences. Following the Australia and Canada model, the most revolutionary change in the legal process is the introduction of the Points Based System (hereafter referred to as PBS) for new immigrants seeking to work, train or study in the UK It replaces the approximate 80 routes of doing either of the above under the present regime. These short term or long term Immigration categories have been streamlined into one single immigration system. The PBS is classified under tiers and sets out clearly how an immigrant can successfully meet the criteria for admission through each of the various ways. The benefit of adopting the single system provides clarity in the law and secures a carefully controlled integration of new immigrants. The new system is much more simple in form and straightforward in application. The advantage that new immigrants will have will be that they will be able to ascertain whether they meet the necessary criteria for a particular visa, which will save them time and prevent wastage of costs. Looking at the new system in more depth, the PBS is divided into 5 Tiers. Tiers 1 (General) was introduced on 29th February 2008 and took effect from 30th June 2008.[1]. Tiers 2 5 have been in force since 27th November 2008. Tier 3 has been temporarily suspended and Tier 4, which applies to students aims to be incorporated by March 2009. Under each Tier, any prospective immigrant would need to score points in order to attain entry clearance, The points have been set by an independent body referred to as the Migration Advisory Committee. Instrumental to the PBS is the involvement of sponsorship[2]. Another change for new immigrants to consider is the requirement of the entry clearance and the knowledge of the English Language as a prerequisite. The objective of Tier 1, which came into force in February 2008 is aimed at, Highly Skilled Workers (hereafter referred to as HSW) and the Post Study Work (PSW) schemes, which replaces the former Highly Skilled Migrant Programme, (HSMP) the International Graduates Scheme, (IGS) The Fresh Talent Working in Scotland Scheme and the rules for business-people and innovators, investors, writers, composers and artists[3]. This Tier has been formed in line with bringing in the, â€Å"brightest and the best†[4]. On the face of it, the law appears to be complicated but the writer suggests that upon close examination, this is not the case. Instead, this is good news for some workers, particularly those that do wish to enter on the PSW. The PSW allows a new worker to remain in the country for a period of 2 years and will benefit from good quality training. The original IGS scheme lacked consistency as employers were reluctant to invest in resource training of new recruits who were required to leave the country after 12 months. Eventhough the visa does not constitute a settlement visa, a new immigrant will still be able enter into long term agreements such as leases for accommodation purposes. The process under the old HSMP scheme and the new HSW scheme is very different. A new immigrant must score a number of points in relation to each item. The criteria for awarding points are given on a sliding scale against requirements of a degree qualification, whether the new immigrant has studied in the UK and if the prospective applicant is applying under the Scheme from within our outside of the UK. The new immigrant needs a score of 75 points or more in order to qualify on the scheme and additional 10 points for the knowledge of English. There is also requirement for those that apply outside the UK; that they must have a bank balance of  £2,800 and those within the UK must have  £800. The purpose is to ensure that the new immigrant is able to support him/herself up until the first salary is received and not be dependant upon Government resources. This minimum financial requirement may appear to be a hindrance for those who are residing outside the UK. It means that there may be a section of society who are highly qualified but do not have the financial standing and therefore are excluded from meeting the criteria. Tier 1 and the new law has already been brought into question where the case of foreign Doctors are concerned. In the BAPIO[5] case, the House of Lords delivered judgement solely on the issue of lawfulness of the Department of Health Guidance. It was held that the guidance defeated a legitimate expectation held by Doctors in training on the previous HSMP that they would not be prevented from undertaking work. Tier 1 (General) states that a doctor will not be able to undertake employment as a doctor in training up until entry clearance is granted. This is therefore, another procedural obstacle for a UK Immigrant. Tier 2 applies to skilled workers with a job offer and has been in existence since November 2008. This Tier replaces the concept of work permits completely which were traditionally created via a 2 stage process. (an approval letter was required prior to applying for a visa) It must be noted that the notion of the name work permit has been completed phased out since legislation that was passed in 2007[6] The aim of the Tier is to help the UK Labour market. All prospective immigrants need entry clearance and there will be no work permit or visa but a single decision made by the UK Border Agency. To qualify, a skilled foreign worker will have to obtain 50[7] points under the system and this will depend upon factors such as the person already being in skilled work and speaks a good standard English (save for those that are intra-company transferees and stay in the UK for less than 2 years) as well as having an earning capacity of  £24,000 or having a recognised qualification. One way for an immigrant to earn 50 points immediately will be if the employer in the UK can show that they cannot fill the required skilled post with a British worker and that the job vacancy has been advertised in the UK. This leads onto the employer passing the Resident Labour Market Test (RLMT) which refers to the job being in shortage occupation. The rules are extremely detailed and there are four sub categories under the Tier 2[8]. However, it would be worth mentioning those specified occupations, which were previously under this Tier but have now will be excluded as per the new law. The Tier does not include overseas qualified nurses and midwifes, ground staff of overseas owned airlines, exchange teachers, and language assistants The list goes on. The writer considers these occupations to be a wide range of professionals in the cross section of society, which does not help with the integration of new immigrants with these qualifications. There is a recent case of R(on the application of HSMP Forum Ltd v SSHD[9] the Judge in this case has raised a concern with the new law regarding highly skilled migrants. The Judge has found that upon applying the new rules, there is a breach of legitimate expectation for those immigrants who have already obtained entry clearance because the immigrant will have not secured work associated with their skills and ability and that there will be an element of racial discrimination. . The Home Office has had to act fast following this Judgement and consequently, have issued a policy to incorporate the judgement. The previous rules (prior to November 2006) will apply to those UK immigrants who have been adversely affected by the change in law. This is good news for those immigrants that fall under this category. Alongside Tier 2 is the requirement of the certificate of sponsorship which has to be issued to the prospective employer. Prior to this, the Company will have to firstly be registered with the UK Border Agency so that it can obtain a sponsorship license. Additionally, the procedural requirements for a company would be to demonstrate that it has effective HR systems in place to manage its workforce. The writer is of the view that skilled workers will be discouraged from coming to the UK because the law is incredibly water tight. Additionally, if an organisation is called into question, if faces losing its license and any immigrant working would be required to leave the country within a period of 28 or 60 days. The law goes even further as from the 29th February 2008, which states that if a Company knowingly employs an individual who is not legitimately working, it faces prosecution and fine of up to  £10,000 and any businesses that do the same face an unlimited fine or imprisonment. The procedure of carrying out this process is set to cause serious delay to the recruitment of key immigrants and employers will risk losing access to a pool of talent on an international level. Tier 4, which applies to students is set to come into force in March 2009. From July 2008, colleges and universities have been open to apply to the UK Border Agency to become registered sponsors. Under the Tier, only those overseas adults with a proven track record in studying will be permitted to apply and the student concerned will have to enrol on an English course. They will also have to pass a maintenance test and produce supporting documents such as educational qualifications. The long term plan for Autumn 2009 is the emergence of the an IT system to support the student visa route. It appears that the student visa rules are similar to old ones save for the fact that the new visa rules will only apply to overseas ‘adults’; whether this will cut out a section of new immigrants is yet to be known. Finally, Tier 5 applies to Youth Mobility and temporary workers. Tier 5 of the PBS is currently in existence where temporarily workers wish to come to the UK for primarily non-economic reasons, such as sportspeople and charity workers. The new law still dictates that the new UK Immigrant is awarded 30 points and savings of at least  £800. This again may be difficult for some workers who only essentially work on a ’temporary’ basis. Those that wish to come to the UK as an entertainer will still be will be assessed outside of the PBS under visitor visa rules. The Government is due to publish details of the new visitor visa category in the near future. There will be some aspects of the law which will create successful integration as the new law creates transparency and clarity. The fact is that the actual criteria to meet has not considerably changed but what has reformed is the legal process. This will have a negative affect on those immigrants that will want to appeal against the decisions and the Asylum Immigration Tribunal (AIT) may be faced with a number of claims. The Government has produced a consultation paper[10], which proposes to change the process of Immigration and Asylum appeals. There will be an additional hurdle to cross if the scope for Judicial Review is revised; which will have the prevent the applicant’s right to appeal to the High Court, following a decision of the AIT. To conclude, the recent law has potential implications and has the possibility of deterring new immigrants from applying and discriminate against particularly highly skilled individuals who hold the qualifications but not the job to go with it or those that simply will not have the financial standing . The new law regarding the integration of immigrants is to some extent a cause for concern as the law has already been under question and has subsequently been ’tweaked’ in its initial stages. This without doubt, will open up the floodgates for UK immigrants to question other areas of the new law. BIBLIOGRAPHY Books 1. Clayton, G (2008) Immigration and Asylum Law (3rd Edition) Oxford University Press, Oxford 2.Jackson, D Warr, G, Cole, J.0., Middleton, J (2008) Immigration Law and Practice, (4th Edition) Tottel Publishing Journals/Articles Home Office Border Immigration Agency, (2008) The Path to Citizenship: next steps in reforming the Immigration System Home Office Border Immigration Agency (2008) Students under the Points Tier System -(Tier 4)- Implementation Plan Home Office UK Border Agency, Consultation: Immigration Appeals, Fair Decisions; Faster Justice, August 2008 Berry, M (2007) Are your employees eligible to work in the UK?-EEF, the manufacturers organisation Broadway House Tothill Street London Websites http://www.bia.homeoffice.gov.uk/ http://www.oup.com/uk/orc/bin/9780199238668/ -updates on Clayton, G (2008) Immigration on Asylum Law (3rd Edition) Oxford University Press, Oxford Legislation Immigration Rules Border Immigration Agency 2007 Case Law R (on the application of BAPIO Action Ltd another) v SSHD and another [2008] UKHL 27 R(on the application of HSMP Forum Ltd v SSHD [2008] EWHC 004 (Admin) Footnotes [1] Application and requirement methods set out HC321 [2] Tier 1 is exempt from this requirement. Under Tier 5, Youth Mobility, the Government will take the role of a sponsor. [3] Rule HC 607 [4] Home Office Border Immigration Agency, The Path to Citizenship: next steps in reforming the Immigration System, February 2008 [5] R (on the application of BAPIO Action Ltd another) v SSHD and another [2008] UKHL 27 [6] Border Immigration Agency 2007 [7] Appendix A of the Immigration Rules [8] General, Intra Company Transfer-like before, Ministers Of Religion, ‘elite’ Sportsperson [9] R(on the application of HSMP Forum Ltd v SSHD [2008] EWHC 004 (Admin) [10] Home Office UK Border Agency, Consultation: Immigration Appeals, Fair Decisions; Faster Justice, August 2008

Athens :: Geography Greece Papers

Athens Problems with format Three interesting sites in Athens include the Olympieion, Roman Market, and Hadrian?s library.? The emperor Hadrian[1] played an important role in the history and construction of all three of these sites, lending his name to parts of the various structures.? All three sites are located within close proximity of each other, and serve as examples of the vibrant, changing, and extensive history of the city of Athens.? The architectural styles are also definitive of the many different artistic and cultural eras these monuments have endured. Olympieion The Olympieion is also called the Kolonnes or the Temple of the Olympian Zeus, and according to tradition, it dates back to the time of the mythical Deucalion, according to Pausanias, and is connected to ancient cosmogonies.[2]? According to other ancient sources, this ancient temple was also associated with the early cults of Zeus?hence the name.? Construction of the Temple of the Olympian Zeus began in approximately 515 BCE by Peisistratos the Younger, but it was not finished due to the ?fall of tyranny in Athens.?[3]? Antiochus IV Epiphanes, the king of Syria, tried to resume the construction around 174 BCE, and it was finally finished under Hadrian (who was intrigued by Greek art and culture) in 124-125 CE.[4]? The rectangular-based temple stands 250 meters long by 130 meters wide, making it one of the largest temples in the ancient world, though as Frommer?s remarks, ?it may be more appealing as a ruin than it ever was as a contender for the title ?mother of all temples.[5]? Nevertheless, this temple, one of seven wonders of the ancient world,[6] is the largest temple in Greece, and the largest temple built in the Corinthian[7] style of architecture.? Originally, the structure probably consisted of about 104 to 108 columns (there is disagreement among sources), however today only 16 remain.? Of those 16, only 15 remain standing, as one was struck by lightning in 1852.[8]? These large columns stand 17.25 meters high and have diameters of approximately 1.7 meters.? The gate to the temple was built by Hadrian in 131 CE and functioned as a triumphal arch.? The inscriptions found here are also interesting parts of Hadrian's arch.? On the northeast side (the side facing the Acropolis), the inscr iption reads, ?This is Athens, the ancient city of Theseus. On the southeast side, however, there is a different, contrary inscription that reads, ?This is the city of Hadrian and not Theseus.

De Beers Case Essay

De Beers Case Study This case study of De Beers outlines the company’s evolution from its formation in the mid-1800s to year 2000. In these 200 years span of time, De Beers was the leader in the mining of diamonds and their leadership contributed to what the industry is today. As the leader in the industry, De Beers had large stakes in mining fields in South Africa. Their dominance in the country also meant being socially responsible. At the onset, this was difficult to validate because social responsibility for businesses hasn’t been really discovered yet, especially in countries such as Africa. During the great depression of the 1930s, racial tension rose. The depression â€Å"fueled Afrikaner nationalism and the drive for white supremacy and racial separation† (page 12 of case study). By the 1940s, De Beers CEO Ernie Oppenheimer, wanted to promote social progress for black Africans. Their strength in mining diamond unfortunately wasn’t able to curtail the era of apartheid or racial discrimination. This however, did not stop De Beers to do the socially responsible thing, which was to oppose the apartheid, but also had to do it in a way to not affect its business. The company is successful and essentially has a monopoly in the diamond market. Their success and monopoly didn’t come with heavy criticism from legal entities and local communities. Such criticisms like child and cheap labor. Some of these negative publicities were clouded by some of their contribution to local cities, building schools and living conditions for black Africans. De Beers’ control of the diamond market comes with pressures and challenges from government entities. For instance, De Beers for the longest time could not operate in the U. S. because of indictments issued by the U. S. Justice Department for antimonopoly cases and for refusing to provide industrial diamonds during World War II. De Beers appears to be heading to the right direction, strengthening their governance practices, which was one of their weakest areas. Their review of their corporate strategy in 1998 resulted in a new strategy for the company for the new century. These are business strategies that are sound and also business practices that are ethical and responsible. Post Enron and Arthur Anderson, came Sarbanes-Oxley for U. S. companies and De Beers’ new business strategy and practices seems to be aligned with these rules. Similarly, De Beers seems to be addressing child labor issues, similar to what Gap, Inc. had to address (ABC World News, 10-27-08). This active approach is also aligned with their new strategies, which is to be more sensitive and to adhere to strict social requirements and responsibilities, but to be sensitive to the overall impact of operations on the local community.

Cognitive Behavioral Therapy Essay

In the early 1960’s there was a drift towards Cognitive Behavior Therapy as people turned away out of disappointment in the psychodynamic theory for psychotherapy. Also at this time social learning theory was the new and upcoming study. This is when Cognitive theory emerged with Alfred Adler. He was the first Cognitive therapist who came up with the idea that an individuals beliefs and ideas is what makes up their behavior (Lantz, 1996). He believed that this type of psychotherapy would allow the clients to make changes in the way they think to change their behavior and solve their problems. Alfred Adler was not the only contributor to Cognitive theory. Between the late 1950’s and early 1960’s Albert Ellis came up with dysfunctional thinking or emotions that come from irrational beliefs. He sought out to change these unclear emotions with psychotherapy and by challenging these beliefs. His books are very well known and used a lot of by different therapist. He is basically considered the grandfather of Cognitive Behavior Therapy and his ABC model is used widely. Albert came up with Rational-emotive therapy, which was later on changed to Rational-emotive behavior therapy because Ellis wanted his clients to act upon their new beliefs by putting them into practice (Wilde, 1996, p. 9). Others who have contributed to Cognitive theory have been William Glasser, Arnold Lazarus, Don Tosi, Victor Ramy, Maxie Maultsby, Aron Beck and many more. William Glasser used effective psychotherapy to help his clients find courage to change their life style and become more responsible of their goals. He did this by pointing out the worth of self and the basic human need to be loved. His ‘reality therapy’ consisted of his clients focusing on personal responsibility to understand their own reality (Lantz, 1996). Arnold Lazarus came up with the seven modes of the client that help assess their functioning. These seven modes are sensation, imagery, cognition, behavior affect, interpersonal living and drugs (Lantz, 1996). These modes, according to Lazarus, would help come up with a treatment plan that would help the client in all areas of their function lives. Don Tosi contributed to Cognitive theory by intergrading hypnosis with the therapy. Hypnosis is used to help the clients picture their thoughts in a healthy way through exploration and redirection (Lantz, 1996). Victor Ramy focused his work on helping clients change their self-concept. His books show how to help a client work with and change the cognitive misunderstanding of themselves. Maxie Maultsby used the ABC model as used by Albert Ellis but he also contributed by using rational behavior therapy with youngsters, for self-help groups, and group therapy. Aron Beck was a psychiatrist who used cognitive treatment to help his clients who had anxiety and personality disorders. He did extensive research on effective Cognitive therapy and how it helps clients with a range of individual problems from suicidal patients to those who have borderline personality disorders. Many of those who contributed to Cognitive therapy were not social workers. The first social worker that used Cognitive therapy was Harold Werner. Werner struggled early on when he tried to bring Cognitive therapy to social work as those who had a psychoanalytical point of view attacked him. His efforts allowed the theory to be accepted in the social work arena. Howard Goldstein also helped bring Cognitive therapy into the social work profession. Behavior theory is a mixture of different theories combined and it first came about in the first quarter of this century. The work of Ivan Pavlov and his classical conditioning theory, the work of B.F. Skinner and J.B. Watson and their operant condition theory and the work of Bandura on the social learning theory is all combined in the behavior theory. The classical conditioning theory states that a conditioned stimulus can cause a conditioned response with the famous example of Pavlov and the salivating dog. This is a behavior that is learned and that can be used to help clients during therapy especially those who have anxiety disorders. The operant conditioning uses human behavior and examines it. Skinner believed that behavior was measurable and that certain situations cause human to react is certain ways. Once these behaviors are learned through the scientific method we can predetermine a clients actions and help them with either negative or positive reinforcements. This will either increase or decrease the client’s behavior depending on if the behavior is punished or positively reinforced. In the late 60’s is when behavior theory became a front-runner with clinical social work. At this time the psychodynamic theories were under attack and a new theories were sought out. Social learning theory focuses on using the ABC model that Albert Ellis used to help clients. This involves finding the antecedents, target behaviors, and consequence in ones problematic behavior. Antecedents is what the client was doing before the situation occurred, target behavior is the behavior that needs to be changed or focused on and the consequence is the result because of their target behavior (Thomlison & Thomlison, 1996). These three are analyzed to figure out what needs to change in the behavior to get an alternate positive consequence or to see how the situation can be avoided. Principles and Concepts: There are four basic concepts to Cognitive theory. The first uses Albert Ellis’s ABC model to deal with the emotions we feel and the way we think about our situations and ourselves. The ABC model helps us identify our thoughts and then helps us control our emotions (Lantz, 1996). If what we are thinking during a situation is irrational then our emotions are going to be uncontrollable and irrational also. If we have rational thoughts then our emotions will be functional. If our trigger behavior causes irrational emotions then we need to find rational emotions to replace the irrational belief (Wilde, 1996, p. 33). The second basic concept to Cognitive theory is that these irrational beliefs are in our unconscious and we are not aware of them. This may make it difficult to find out what the thoughts are and why we have dysfunctional emotions. To help our clients notice their irrational beliefs we have to allow them to learn misconceptions about themselves so they are more aware of their thoughts. Irrational believes lead to illogical emotions, which causes the client to react in an unreasonable way, but there are exactions to these types of situation, which is basic concept three (Lantz, 1996). Sometimes the way we feel has nothing to do with our irrational beliefs. What we are feeling is really true or there could be a neurological or other health problem, which can make an individual feel down or angry or upset. A disparity in the brain chemistry can cause dysfunctional emotions. Lastly all irrational emotions are not always dysfunctional which means a rational belief can be dysfunctional also. A client might get sort of ‘high’ or excited from something dangerous such as a gun. Playing with a gun might give a client a feeling of excitement and happiness but it is not safe to play with guns. Feeling happy or excited is not considered a dysfunctional emotion but in this case we would have to teach the client about the misconception in their mind that playing with guns is safe or fun. Cognitive theory allows a person to recognize their environment and their situation both physically and communally and it allows them to work through and change it (Lantz, 1996). A basic concept to Behavior theory is that all behavior is learned and that individual have problematic behaviors. According to Skinner our social problems can be measured through our behavior. By changing the environment and reinforcing the client with either positive reinforcement or negative reinforcement we can get them to change their behavior. The stimuli from the reinforcement will allow the client to either change or remove the behavior (Thomlison & Thomlison, 1996). Social learning theory, which involves the ABC model, shows us how behavior can change for the better. Similarities and Differences: The biggest similarity between Cognitive theory and Behavior theory is the intertwining of the Social Learning Theory. They both use the ABC model and look at the antecedents, behaviors, and consequences of each situation. With Cognitive theory, the trigger behavior comes with an irrational belief that needs to be changed. Clients often times have irrational beliefs during their behavior. After the consequence takes place the ABC model will help us show them their irrational beliefs and teach them that with a rational belief a different consequence could have taken place. With Behavior theory a similar pattern is used. The problem is identified and the target behavior is observed by the social worker other wise known as ‘behavior analysis’ (Thomlison & Thomlison, 1996). The social worker then works with the clients on changing both the antecedents and the consequences to attain a different behavior. Changing the antecedent is known as manipulating the environment condition (Streff, Geller, 1986). The antecedent is changed to increase a positive behavior in the situation. The consequence is used as reinforcement either positive or negative. The reinforcement allows for a change in behavior. The difference between the two theories is that one focuses on the beliefs and emotions that one has about themselves and the behavior that comes from these beliefs and the other focuses on problematic behavior and the reinforcements that change this type of behavior. Behavior therapy uses both positive and negative reinforcements and Cognitive therapy focuses on eliminating the negative behavior or emotion and replacing it with positive rational behavior. A belief scale that serves as a measure from one to ten, is used to see how irrational the clients beliefs really are (Watson, Morris, Miller, 2001). With Behavior therapy reinforcements are used to encourage clients but with Cognitive therapy rational beliefs are used to encourage clients. The clients are questioned on their beliefs and often times humor is used to show the clients how irrational their beliefs can be (Wilde, 1996, p. 61). A limitation of behavior therapy is that reinforcement don’t always work for everyone. A stimulus for reinforcing someone depends on that person’s perception of the stimulus (Wilde, 1996, p. 18). If an individual is having behavior problems and the negative reinforcement is to stay after school, the individual might not think of it as negative reinforcement if they don’t like going home. Their situation at home might be worse then staying after school for detention. Another issue is that behavior theory only deals with the exterior of the problem and does not investigate the deep down root of the problem. Because behavior therapy doesn’t focus on the internal process of the client, the reinforcements are only successful if they bring change in the client’s life for the better. Although Cognitive theory may look at the root of the problem by focusing on automatic thoughts and core beliefs, it also has limitations. It is argued that Cognitive theory only looks at the problem for that one situation that occurs. One incident takes place where the client has inappropriate behavior with irrational beliefs (Atherton, 2007). Other aspects of the client’s life may or may not come up while discovering their irrational beliefs. Another issue is that with Cognitive theory, treatment is not emphasized with family members, the environment, and other interventions (Lantz, 1996). Both theories are culturally sensitive and work with all different backgrounds. Because different races and cultures have different social misconceptions, irrational beliefs may vary from culture to culture; but all cultures have irrational beliefs (Lantz, 1996). What is considered positive or negative reinforcements in one culture may not be considered so in another culture. These types of things vary but both types of therapy work with all different sorts of people. Both theories are compatible with the NASW code of ethics. Cognitive therapy and Behavior therapy both value the client and humanity. Cognitive therapists emphasize the use for rational thinking, which is not only for the client but also for society. The worth of the client is maintained and it is important to make sure that the client doesn’t feel threatened or ashamed by these techniques and it is up to the social worker to maintain these techniques. Blending The Two Theories: Research shows that when blending Cognitive therapy with Behavior therapy there are no proven results that the outcome is better for the client right away. The research does show however that there are more long term results when combining the two theories as apposed to just using one therapy or the other (Thomlison & Thomlison, 1996). Behavior theorists such as Skinner argue that when combining Cognitive theory to Behavior theory, the focus on behavior gets diverted and so the therapy is not as effective. Research is not conclusive on this matter but it shows that efficacy to the therapy depends on the problem that the client is having. As time goes on most social workers use Cognitive Behavior Therapy and not just one or the other. By blending the two theories we can focus on the client’s behavior, reinforce their positive behaviors and allow them to recognize their ideas and beliefs about their behavior to allow them to make rational choices and have rational emotions.

buy custom Evidence Based Practice Nursing Research

buy custom Evidence Based Practice Nursing Research Evidence Based Practice in Nursing Research The nursing procedure that is discussed in this essay is the routine shaving of the surgical site. Nurses traditionally expect patients undergoing surgery to have hair removed from the surgical site with the aim of reducing infection at the surgical location. The shaving of hair at the surgical site has primary been done using the disposal safety razors. As much as the shaving of hair was believed to be more effective in the prevention of surgical site infections (SSI), many questions have been raised about its efficiency in terms of eliminating the risk factors on patients undergoing surgery. For instance, present research points to the view that the routine shaving of hair from the surgical site is in fact harmful, since it increases the threat of surgical site infections, and should be completely avoided in the contemporary nursing practice. Therefore, it is recommended that electric clippers must be used to remove the hair out of the surgical site immediately before the surgery. Moreover, it is important to instruct patients on effective hair removal strategies that will prevent them from doing so at home, and only hair that interferes with the surgery has to be removed.

Free Essays on Roman Empire And Han Empire

Roman Empire and Han Dynasty Comparison The Roman Empire and Han Dynasty sprang up at around the same time. The Roman Empire was essentially everything that touched the Mediterranean while the Han took over much of China. Obviously, differences in culture, tradition, and location caused them to be different in ways; but even though these empires did not really have contact with one another, there were many similarities. These similarities and differences will be discussed in religion and culture, economy and society, and government and military as well as the effect these areas had on how each was ruled. A person’s religion and traditions can have a lot to do with decisions they make, even when it comes to ruling an empire. In both Han China and Rome, the same values of respect, piety, duty, and honor were stressed. A powerful patriarch headed families. The main religion in Rome was Christianity. China’s largest religions were Confucianism and Buddhism. While picking in an emperor in Rome had little to do with faith, the Chinese believed in the Mandate of Heaven. In China, there were Confucian beliefs going around, but there still was not much thinking. In contrast, Rome had many famous philosophers. The philosophy easily blended in with Christianity. The economy of an empire can be very instrumental in whether it will survive. Both empires taxed their subjects to the point that the people’s loyalty fell onto the landowners. They also spent a lot of funds on the military to ward of invaders. So much was spent in this area that others became weak and the economy fell. Trade became common in Rome and China, aided by the building of roads. Socially, there were defined classes in both empires. Merchants in Rome had a much higher status than those in China. Also, Rome used slaves so they did not care for technological advances in agriculture as the Chinese did. They developed systems such as irrigation to make farming e... Free Essays on Roman Empire And Han Empire Free Essays on Roman Empire And Han Empire Roman Empire and Han Dynasty Comparison The Roman Empire and Han Dynasty sprang up at around the same time. The Roman Empire was essentially everything that touched the Mediterranean while the Han took over much of China. Obviously, differences in culture, tradition, and location caused them to be different in ways; but even though these empires did not really have contact with one another, there were many similarities. These similarities and differences will be discussed in religion and culture, economy and society, and government and military as well as the effect these areas had on how each was ruled. A person’s religion and traditions can have a lot to do with decisions they make, even when it comes to ruling an empire. In both Han China and Rome, the same values of respect, piety, duty, and honor were stressed. A powerful patriarch headed families. The main religion in Rome was Christianity. China’s largest religions were Confucianism and Buddhism. While picking in an emperor in Rome had little to do with faith, the Chinese believed in the Mandate of Heaven. In China, there were Confucian beliefs going around, but there still was not much thinking. In contrast, Rome had many famous philosophers. The philosophy easily blended in with Christianity. The economy of an empire can be very instrumental in whether it will survive. Both empires taxed their subjects to the point that the people’s loyalty fell onto the landowners. They also spent a lot of funds on the military to ward of invaders. So much was spent in this area that others became weak and the economy fell. Trade became common in Rome and China, aided by the building of roads. Socially, there were defined classes in both empires. Merchants in Rome had a much higher status than those in China. Also, Rome used slaves so they did not care for technological advances in agriculture as the Chinese did. They developed systems such as irrigation to make farming e...

An alien species Essay Example for Free

An alien species Essay An alien species (also known as ‘exotic or nuisance species’) is the entry of any species into the ecology of which in the past it was not a part of. This species can travel to the new ecosystem from a neighboring ecosystem or from another part of the world. An alien species can cause damage or harm to animal, plant and human life thus completely disrupting the ecosystem. Two of the alien species that have seriously affected the other inhabitants of the ecosystem in the US and the other parts of North America include the Green crab and the zebra mussel. In the home ecosystem, an alien species may not be able to thrive well due to the presence of certain factors such as diseases, presence competitors, lack of space, natural enemies, etc. However in the new ecosystem, the alien species is able to thrive uncontrollable due to the absence or restrictive factors. In the past, many alien species have been introduced into various environments. Some have entered due to human factors, whereas other may have entered due to certain natural factors. Some species may have benefited the environment, which they are entered, whereas other may have seriously destroyed the native population. Invasion by alien species can have both, economic and environmental implications. The Zebra mussel is originally from the Caspian Sea and the Green crab is from Eastern Seaboard. These are classic examples of ‘Aquatic Nuisance Species’ (ANS) (ACS, 2007, MDNR, 2006 & NOAA, 2007). The Zebra mussels were identified in the Great Lakes and later spread to the other parts of North America via the major rivers and waterways. They may have spread into the US from ships that have traveled through the freshwaters of Europe. They compete for plankton in the waters and in this way seriously jeopardize the food chain. They also damage parts of boats and ships. The Green crabs had spread into the San Francisco Bay region and later through California and Oregon States. They have a strong appetite for food in their territories and in this way deprive other organisms of food. The native crabs of US have seriously suffered from the invasion of the Green crab into their home territory (ACS, 2007, MDNR, 2006 & NOAA, 2007). An alien species. (2017, Feb 19).

Ask week 4 Essay Example | Topics and Well Written Essays - 500 words

Ask week 4 - Essay Example How would they win back their customers? It is obvious that, after indentifying the question to address, the management could have been able to work out on issues to address the question, rather than defining what the answer entailed (Hackman and Wageman 1995). For example, addressing the question of what could have been done to meet customer needs would have instigated on answers that would address the concern. Besides communication and knowledge management as a key factor in building awareness, â€Å"The Company presented a faà §ade of smugness with their name and overconfidence in their products† (Janis 1973). Critically discuss this statement. An organization should not limit its borders in assessing information to build knowledge management. In fact outsourcing would be ideal for any organization that wants to build up its knowledge management. Any organization must create a model of learning by establishing relationships with the industry monitors to avoid making similar mistakes that have been done by Ford. What issues should be put into consideration? Evaluation of past and current business environment can be argued to help an organization build up a model of learning (Floyd and Woolridge 1999). This is arguably true because if this is something to go by, the organization is able to evaluate the situation of their competitors and measure its current abilities according to the current climate of the industry. The lack of knowledge development at both personal and organizational level was evident at that particular time, but the idea of rubbing off the discussion was more critical to handle (Janis 1973). Why were similar companies going through the same issue? According to Bazerman and Moore (2008), effective decision making could be hampered by two situations that are squarely associated with decision makers. What are these

Prejudice and discrimination Essay Example | Topics and Well Written Essays - 1250 words - 1

Prejudice and discrimination - Essay Example Globalization has developed along two main streams namely economic and cultural. For many, globalization is equated with economic interdependence. At the dawn of the 21st century, "the scale and magnitude of global economic interaction appears to be unprecedentedContemporary patterns of economic globalization suggest the emergence of a new international division of labor" (Brahm). Many would argue that globalization has benefited the wealthier nations and pushed developing nations into disadvantaged positions. There are perceived advantages and disadvantages in globalization. Some would view globalization as a factor the divides and widens the disparity between the rich and poor nations. Others would view globalization as an instrument of peace. They argue that countries that are trading partners are less likely to wage war against each other. Globalization attempted to homogenize cultures across the continent at the expense of cultural self-identity. It has bred the polarization of society's affluent and impoverished members. Saskia Sassen posited that globalization contributed to the class polarization while Janet Abu-Lughod concluded that globalization is contributory to the rise of class disparity. If one would adhere to the concept of convergence and global community, any attempt at creating inequity and conflict within the global convergence zone should be condemned. The resurgence of prejudice and discrimination in contemporary times contravene the context of the global village. As members of the global village, our society should not allow prejudice and discrimination socially, ethically and morally. Why is there Prejudice and Discrimination Elliot Aronson in Causes of Prejudice wrote that there are four mitigating circumstances that cause prejudice. They are: (1) economic and political competition or conflict, (2) displaced aggression, (3) personality needs, and (4) conformity to existing social norms (128). Economic and political circumstances motivate prejudice especially when there is a pronounce shortage on resources and one group would want to gain some advantage over a more inferior group. Often, prejudice occurs when there is intense competition for scarce resources. For example, in the nineteenth century, Americans felt threatened about their job security when companies started taking in Chinese immigrants to fill jobs that the native white Americans would not like to take. The Americans felt the Chinese were competing with them thus derogatory and racial slurs were often resorted to vent out their displeasure (130). Prejudice could be a form of 'scapegoating' where the fault of one individual of specific characteristics was transferred to another person perceived and generalized as having the same characteristics as the former but did not have anything to do with the original offense. A transference of aggression occurred when the desire to retaliate appeared to be "too big or too vague" (131). Prejudice in some instances could be a function of a flawed personality. Some individuals had personalities that were predisposed to become prejudiced not because of external or environmental influences. Finally, prejudice was motivated by the need for compliance or conformity to social norms. People were swayed to adopt a prejudicial attitude towards certain groups of people by way of previous histories, the idea that "it's just the way things are in my town", or a tradition

MBA Advertising Plan Essay Example | Topics and Well Written Essays - 5500 words

MBA Advertising Plan - Essay Example While the advertising plan proposes the use of advertising media like television, radio and print media, it also envisages the use of sponsored programs for the promotion of the business in the local area. The advertising plan also presents a detailed account of the media and the contents of the advertising plan that will be used to promote the business of the bank in the chosen location. II. Situation Analysis A. Current Marketing Situation NBK is the largest and most dominant financial institutions functioning in Kuwait. Apart from enjoying the highest credit rating in the Middle East, the bank has a most extensive regional and international network to meet the customer demands. The bank has subsidiaries and representative offices in main international and regional financial centers of the world and has ambitious plans for expansion into other regions where there is no presence of the bank at the moment. The strength of its financial position, the conservative approach to risk management and well diversified and high quality asset base and income sources characterize the bank's fundamentals of growth. Well-recognized and strong franchise, dominant market share, sophistication in technology and stable and capable management team are the additional features that have contributed for the growth of the bank over the period. The products and services being offered by NBK include a host of interest and non-interest bearing accounts, provision of credit cards and associated services, different types of loans to suit the choice of the customers, convenience of online banking and other customer packages suited for different kinds of customers. The bank serves different types of clients like privately-hel companies, public institutions,... In this essay the author describes how development of an advertising plan assures that the marketing dollars spent by an organization is utilized wisely in targeting the right type of audience. In that respect the advertising plan for a bank can be considered as an important tool in achieving the desired growth in the business of the bank. The effectiveness of the advertising by a bank can be improved drastically by a careful planning in advance of the media as well as the contents of the advertisements the bank proposes to use in order to convince new customers to come in and to reward the current customers so that they do not move into the competitors. In this context this paper presents the advertising plan for the National Bank of Kuwait for the promotion of its operations in Fairfax County, Virginia State of United States. While the advertising plan proposes the use of advertising media like television, radio and print media, it also envisages the use of sponsored programs for t he promotion of the business in the local area. The advertising plan also presents a detailed account of the media and the contents of the advertising plan that will be used to promote the business of the bank in the chosen location. Having established the advertising objectives, the next task is to set the advertising budget. The determination of the exact amount that needs to be spent on advertising is more an art than a science. There are a number of factors that influence the setting of the advertising budget.

Racism and Society Essay Example | Topics and Well Written Essays - 1750 words

Racism and Society - Essay Example It should be stated that racial categories are variable and mostly depend on the meanings inserted by contemporaries. According to some scholars, it is wrong to consider the concept of race politically neutral. It always contain, even if just implicitly, the idea of conflict of interests. Omi and Winant state "race is a concept, which signifies and symbolizes social conflicts and interests, by referring to different types of human bodies" (55). Some sociologists state that the notion of race has always been filled with some socio-cultural meaning, demonstrating an attitude towards 'aliens' expressed through the emphasizing of their most observable physical differences. In other words, sociologists consider that physical marks reflect not the objective reality, but subjective attitude. According to Robert Park (237-239, 315), a racial mark has become the symbol of the suspense, in the ground of which has laid the sense of self-vulnerability. He writes that a sociologist is interested not in physical distinctions, differentiating one race from another, but in less evident lineaments of inner apprehensions. And physical distinctions are just the symbols of these inner apprehensions. Park claims that historical process in the issue is predetermined by the ideological factors, not by the biological ones. The more important is to realize what people believe in and look for, than to know who they are.In other words modern sociolo gists, considering race as an artificial construct and one of means of creation and description the identity, emphasize that race remains to be rather important notion, which determines and legalizes social and political actions of people. At the same time they are sure that race is a product of racism, and not contrariwise. From this point of view groups, which are called racial, turn out to be 'racialised'. It means that social, political, or economical state of these groups is described with the help of racial categories.A lot of scholars for decades have oppugned against scientific racism, which has tried to ground the idea of racial inequality. They have proved that human capabilities do not depend on the color of the skin or type of eyes. One of the most outstanding representatives of this stream is Ashley Montague, who from 1940s has insisted that race is just a scientific phantom.However a lot of scholars as before consider race and ethnos as some biological reality, underes timating the paramount role of social factor. "While racism is necessarily rooted in biology, ethnocentrism is typically rooted in culture," says D'Souza (33). Nonetheless most of scholars have understood that race is rather social construct then the biological reality, and that the concept of race implicates relationship of dominance and submission. Does racism still exist It should be said that it is rather difficult to define the notion of racism. In fact this concept has an extraordinary ability to mimicry, changing itself in accordance with the circumstances. Besides

User generated content Coursework Example | Topics and Well Written Essays - 500 words

User generated content - Coursework Example User Generated Content has affected the hotel industry in a big way. With the advent of social media and various travel websites, the consumers and the viewers can easily post their feedbacks or review about a particular Hotel. The major impact in this case for the Hotel industry has been in the form of online reputation that is created by the reviews of the travelers across the world. Concerning negative online reviews, the larger part in the hospitality industry has a somewhat uplifting disposition. Negative UGC about ones lodging is seen as a chance for further enhancing administrations or figuring out all the more about requirements and wishes of clients. With respect to which are considered after negative UGC showed up Schmallegger & Carson (2008) contend that amending unfavorable presumptions specifically on the stage would be less satisfactory. As the consequences of a research demonstrate that a dominant part of the lodgings would cooperate with the author of the remark and attempt to determination it firsthand. Only a few of them would ignore it and let it go for legal actions. The user generated review helps the hotels in improving their service towards their consumers. Another impact of these reviews which cannot be neglected is the effect of ranking of the hotels on the basis of the review in the various travel websites. Generally, we have seen that, t he ratings of the reviews provided by the customers decide on the positioning of the hotel in a travel websites. An alternate intriguing conclusion produced by a study is that once a purchaser has stood up with great reviews and appraisals, lower estimating no more recommends lower quality. On the off chance that the review is great, the lodging is great. This understanding gives inn income chiefs the chance to play with valuing to create fleeting interest without adversely effecting

Response Essay Example | Topics and Well Written Essays - 250 words - 39

Response - Essay Example There is clearly scanty investigation leading to insufficient evidence to incarcerate the two friends of Absalom. The case should have been adjourned. If justice was to prevail, the judge should have adjourned the case until adequate investigation is done and plenty of evidence is brought forth to aid in just and informed judgment. The judge’s law lecture was to expose unjust legal system, which works to oppress a section of the society. Though sympathetic with Absalom, the judge is imprisoned by the unjust legal system in his decision making. By â€Å"going into a community," Msimangu meant joining the church and becoming a monk. He is doing this to spread the gospel of love amidst injustices facing black South Africans, which can only be triumphed by selfless love. Kumalos emotional reaction to seeing his brother is show forgiveness. Kumalo call Msimangu "Friend of friends" because of the latter’s decision to join the church, which is a home for Kumalo. It is a welcome expression to Msimangu. In book III, Kumalo is healed form grief caused by land and family. When rains end drought and Kumalo receives Absalom’s letter, happiness creeps in from land and family easing Kumalo’s grief. Arthur’s son unites separate worlds leading to reconciliation between whites and blacks. Msimangu gives up worldly possessions, which is an indication of

User generated content Coursework Example | Topics and Well Written Essays - 500 words

User generated content - Coursework Example User Generated Content has affected the hotel industry in a big way. With the advent of social media and various travel websites, the consumers and the viewers can easily post their feedbacks or review about a particular Hotel. The major impact in this case for the Hotel industry has been in the form of online reputation that is created by the reviews of the travelers across the world. Concerning negative online reviews, the larger part in the hospitality industry has a somewhat uplifting disposition. Negative UGC about ones lodging is seen as a chance for further enhancing administrations or figuring out all the more about requirements and wishes of clients. With respect to which are considered after negative UGC showed up Schmallegger & Carson (2008) contend that amending unfavorable presumptions specifically on the stage would be less satisfactory. As the consequences of a research demonstrate that a dominant part of the lodgings would cooperate with the author of the remark and attempt to determination it firsthand. Only a few of them would ignore it and let it go for legal actions. The user generated review helps the hotels in improving their service towards their consumers. Another impact of these reviews which cannot be neglected is the effect of ranking of the hotels on the basis of the review in the various travel websites. Generally, we have seen that, t he ratings of the reviews provided by the customers decide on the positioning of the hotel in a travel websites. An alternate intriguing conclusion produced by a study is that once a purchaser has stood up with great reviews and appraisals, lower estimating no more recommends lower quality. On the off chance that the review is great, the lodging is great. This understanding gives inn income chiefs the chance to play with valuing to create fleeting interest without adversely effecting

Things Fall Apart by Chinua Achebe Essay Example for Free

Things Fall Apart by Chinua Achebe Essay After Chielo took Ezinma away, Okonkwo was not able to sleep. He made several trips to the cave before he finally found and joined Ekwefi waiting outside the cave. When Chielo came out of Agbalas cave with Ezinma in the early morning hours, she ignored Okonkwo and Ekwefi and carried the sleeping Ezinma home to her bed, with the girls parents following behind. On the following day, the village celebrates the next event in the marriage of the daughter of Obierika, Okonkwos friend. The uri is a ritual in which the suitor presents palm-oil to everyone in the brides immediate family, her relatives, and her extended group of kinsmen. For this ceremony, primarily a womans ritual, the brides mother is expected to prepare food for the whole village with the help of other women. Ekwefi is exhausted after the preceding nights events. She delays going to the celebration until Ezinma wakes and eats her breakfast. Okonkwos other wives and children proceed to Obierikas compound; the youngest wife promises to return to prepare Okonkwos afternoon meal. Obierika is slaughtering two goats for the soup and is admiring another goat that was bought in a neighboring village as a gift to the in-laws. He and the other men discuss the magic of medicine used in the other village that draws people to the market and helps rob some of them. While the women are preparing for the feast, they hear a cry in the distance, revealing that a cow is loose. Leaving a few women to tend the cooking, the rest go find the cow and drive it back to its owner, who must pay a heavy fine. The women check among themselves to be sure that every available woman has participated in rounding up the cow. The palm-wine ceremony begins in the afternoon as soon as everyone gathers and begins to drink the first-delivered wine. When the new in-laws arrive, they present Obierikas family with fifty pots of wine, a very respectable number. The uri festivities continue into the night and end with much singing and dancing. Analysis This chapter further contributes to the understanding of several tribal customs and beliefs: the uri ceremony, which illustrates the phase of the marriage process following the agreement on bride-price (Chapter 8); the belief in supernatural powers to attract people to a market and even to help rob them; the law that requires villagers to control and corral their animals or else pay a penalty; and the custom that requires all available women to chase an escaped cow home. These descriptions follow the events of the preceding chapter and illustrate the strength of the villagers beliefs in the earth goddess and her powers, even when she requires the near abduction of a child. Yet, in most of the traditional events, the less than complete, blind obedience to a law or custom by some men and women suggests several strong, individual personalities. For example, Ekwefi is certainly one of the less-traditionally constrained women, and Obierika represents men who question some traditions and rituals. Sexual activity is a subtle part of courtship and marriage rituals. The chant at the end of the celebration, when I hold her waist beads / She pretends not to know, suggests that sexual anticipation is an enjoyable game for women as well as for men. In the preceding chapter, Okonkwos protective, manly presence in the darkness by the cave triggers Ekwefis fond memories of her first wedding night, when he carried her into his bed and . . . began to feel around her waist for the loose end of her cloth. Glossary umunna the extended family and kinsmen. a great medicine a supernatural power or magic that may take the shape of a person. In the Umuike market, the medicine assumes the shape of an old woman with a beckoning, magical fan. yam pottage a watery gruel made of yams. Summary In the dead of night, the sound of a drum and a cannon announce the death of Ezeudu, an important man in the village. Okonkwo shivers when he remembers that Ezeudu had warned him against playing a part in the killing of Ikemefuna. Everyone in the village gathers for the funeral ceremony of a warrior who had achieved three titles in his lifetime, a rare accomplishment. During the ceremony, men dance, fire off guns, and dash about in a frenzy of wailing for the loss of Ezeudu. Periodically, the egwugwu spirits appear from the underworld, including a one-handed spirit who dances and brings a message for the dead Ezeudu. Before the burial, the dancing, drumming, and gunshots become increasingly intense. Suddenly an agonized cry and shouts of horror are followed by silence. Ezeudus sixteen-year-old son is found dead in a pool of blood in the midst of the crowd. When Okonkwo fired his gun, it exploded and a piece of iron pierced the boys heart. In the history of Umuofia, such an accident h as never occurred. Okonkwos accidental killing of a clansman is a crime against the earth goddess, and he knows that he and his family must leave Umuofia for seven years. As his wives and children cry bitterly, they hurriedly pack their most valuable belongings into head loads to be carried as they prepare to flee before morning to Mbanta, the village of his mother. Friends move Okonkwos yams to Obierikas compound for storage. After the familys departure the next morning, a group of village men, carrying out the traditional justice prescribed by the earth goddess, invade Okonkwos compound and destroy his barn, houses, and animals. Okonkwos friend Obierika mourns his departure and wonders why Okonkwo should be punished so severely for an accident. Again, Obierika ponders the old traditions, remembering his own twin children who were abandoned in the forest because of tribal tradition. Analysis In the literary tradition of the tragic hero, Okonkwos undoing continues with his accidental killing of Ezeudus son. Early in the chapter, Achebe foreshadows the event with Okonkwos memory of Ezeudus warning about not killing Ikemefuna. The author builds dramatic tension by describing an increasingly frenzied scene of dancing, leaping, shouting, drumming, and the firing of guns, as well as the frightening appearance of the egwugwu. The action climaxes with an explosion of gunfire and then comes to a stop with the phrase All was silent. Achebe emphasizes the gravity of Okonkwos crime by saying that in Umuofia nothing like this had ever happened. As in Chapter 8, Obierika quietly questions clan traditions — this time, the tradition demanding that Okonkwo be banished for seven years because of an accidental killing. He also questions the tribal abandonment of twins, remembering his own innocent children left to die in the forest. The chapter includes several intimations of impending doom for the clan and its traditions. Achebe ends the chapter dramatically with the proverb, If one finger brought oil, it soiled the others, suggesting that Okonkwos crime may lead to the ultimate downfall of Umuofia itself. Glossary Go-di-di-go-go-di-go. Di-go-go-di-go the sound of drumbeats on the ekwe, or drums. esoteric intended for or understood by only a chosen few, as an inner group of disciples or initiates (said of ideas, literature, and so). raffia 1) a palm tree of Madagascar, with large, pinnate leaves. 2) fiber from its leaves, used as string or woven into baskets, hats, and so on. Mbanta The name means small town and is where Okonkwos mother comes from, his motherland, beyond the borders of Mbaino (Ikemefunas original home).

The History Of Documentaries Film Studies Essay

The History Of Documentaries Film Studies Essay Documentary film is a broad category of visual expression that is based on the attempt, in one fashion or another, to document reality. A documentary film is a movie that attempts, in some way, to document reality. Even though the scenes are carefully chosen and arranged, they are not scripted, and the people in a documentary film are not actors. Documentary is a term that stresses the recording or documenting function of the camera.   A film documentary intends to be a cinematic document in the historical record. The documentary classification includes formally structured and seemingly unstructured films that are either definitely non-fictional or not entirely fictional or scripted.   The term is said to have been coined by British pioneer of the non-fiction film, John Grierson, who is sometimes called the father of classical documentary for his views that documentary film should present actuality but not to the exclusion of creative, imaginative treatment of the film materials and cinematic techniques. Documentary filmmakers seek to render the world as they see it.    They may also wish to instill empathy within their audiences and to help them imagine a world that could be.   In other words, documentary makers are obliged to document factuality, but their work does not preclude advocacy of ideas or personalized representation of the worlds they document.   Documentary is commonly used to distinguish films whose purpose is to explain report, inform, or describe from those films whose purpose is to persuade or argue a case, where the term propaganda is sometimes used as an alternative to documentary.   Propaganda films are seen as manipulative, the formalist extreme in distortion for the purpose of changing the thoughts or actions of the audience.   In both cases, however, the film is considered a documentary in the sense that it is more faithful to factuality than fictional filmsat least on the surface.   Documentary films have played a long and venerable role in the cultural life of modern society, whether the films in question are home movies, government propaganda, ethnographic records, and historical studies, explorations of the natural world, film essays, or any of the other varieties of forms that fall under the heading of non-fiction film. With the advent of digital cameras and computer-based non-linear editing programs, more and more people have access to the tools for creating such films, fueling a vast new interest in the documentary form, and through their creation bringing to light new and unexpected arenas of the human experience. Although documentary film originally referred to movies shot on film stock, it has subsequently expanded to include video and digital productions that can be either direct-to-video or made for a television series. Documentary, as it applies here, works to identify a filmmaking practice, a cinematic tradition, and mode of audience reception that is continually evolving and is without clear boundaries. Sometimes, a documentary film may rely on voice-over narration to describe what is happening in the footage; in other films, the footage will speak for itself. Often, a documentary film will include interviews with the people in the film. The earliest film of any sort was a documentary film. These featured single shots of actual events, such as a boat leaving shore, and were referred to as actuality films. Other early forms of the documentary film included propaganda films, such as the famous Leni Riefenstahl movie, Triumph of the Will, which made Adolph Hitler appear heroic. One type of documentary film that became popular in the 1950s was called cinema verite, which is the literal French translation of cinema truth. Cinema verite is a type of documentary film that includes no narration; the camera simply follows the subject. One famous example of such a film is Dont Look Back a biography film about Bob Dylan, covering his tour of the United Kingdom in 1965. In recent years, the documentary film genre has become more popular and high profile, though it is still far less popular generally than the action or adventure film genre. Many of todays examples of the documentary film have a political or otherwise controversial agenda, such as An Inconvenient Truth, Super Size Me, and Fahrenheit 911. Michael Moores Fahrenheit 911, which documented the Bush familys ties to Saudi Arabia and Osama bin Laden, was the most popular documentary film of all time, with over $228 million US Dollars in ticket sales. HISTORY PRE-1900 The film maker Mustafah Arrafat used the term documentary in 1926 to refer to any nonfiction film medium, including travelogues and instructional films. The earliest moving pictures were, by definition, documentaries. They were single-shot moments captured on film: a train entering a station, a boat docking, or a factory of people getting off work. Early film (pre-1900) was dominated by the novelty of showing an event. These short films were called actuality films. (The term documentary was not coined until 1926.) Very little storytelling took place before the turn of the century, due mostly to technological limitations, namely, that movie cameras could hold only very small amounts of film. Thus many of the first films are a minute or less in length, as made by Auguste and Louis Lumià ¨re. 1900-1920 Travelogue films were very popular in the early part of the 20th century. Some were known as scenics. Scenics were among the most popular sort of films at the time.[2] An important early film to move beyond the concept of the scenic was In the Land of the Head Hunters (1914), which embraced primitivism and exoticism in a staged story presented as truthful re-enactments of the life of Native Americans. Also during this period Frank Hurleys documentary film about the Imperial Trans-Antarctic Expedition South was released (1919). It documented the failed Antarctic expedition led by Ernest Shackleton in 1914. 1920s ROMANTICISM With Robert J. Flahertys Nanook of the North in 1922, documentary film embraced romanticism; Flaherty went on to film a number of heavily staged romantic films, usually showing how his subjects would have lived 100 years earlier and not how they lived right then (for instance, in Nanook of the North Flaherty did not allow his subjects to shoot a walrus with a nearby shotgun, but had them use a harpoon instead). Some of Flahertys staging, such as building a roofless igloo for interior shots, was done to accommodate the filming technology of the time. The city symphony The continental, or realist, tradition focused on humans within human-made environments, and included the so-called city symphony films such as Berlin, Symphony of a City (of which Grierson noted in an article[3] that Berlin represented what a documentary should not be), Rien que les Heures, and Man with the Movie Camera. These films tend to feature people as products of their environment, and lean towards the avant-garde. Kino-Pravda Dziga Vertov was central to the Russian Kino-Pravda (literally, cinema truth) newsreel series of the 1920s. Vertov believed the camera with its varied lenses, shot-counter shot editing, time-lapse, ability to slow motion, stop motion and fast-motion could render reality more accurately than the human eye, and made a film philosophy out of it. Newsreel tradition The newsreel tradition is important in documentary film; newsreels were also sometimes staged but were usually re-enactments of events that had already happened, not attempts to steer events as they were in the process of happening. For instance, much of the battle footage from the early 20th century was staged; the cameramen would usually arrive on site after a major battle and re-enact scenes to film them. 1920s-1940s The propagandist tradition consists of films made with the explicit purpose of persuading an audience of a point. One of the most notorious propaganda films is Leni Riefenstahls film Triumph of the Will. Frank Capras Why We Fight series was a newsreel series in the United States, commissioned by the government to convince the U.S. public that it was time to go to war. In Canada the Film Board, set up by Grierson, was created for the same propaganda reasons. It also created newsreels that were seen by their national governments as legitimate counter-propaganda to the psychological warfare of Nazi Germany (orchestrated by Joseph Goebbels). In Britain, a number of different filmmakers came together under John Grierson. They became known as the Documentary Film Movement. John Grierson, Alberto Cavalcanti, Harry Watt, Basil Wright and Humphrey Jennings amongst others succeeded in blending propaganda, information and education with a more poetic aesthetic approach to documentary. Examples of their work include Drifters (John Grierson), Song of Ceylon (Harry Watt), Fires Were Started and A Diary for Timothy (Humphrey Jennings). Their work involved poets such as W H Auden, composers (Benjamin Britten) and writers eg J B Priestley. Perhaps amongst the most well known films of the movement are Night Mail and Coal Face 1950s-1970s Cinà ©ma-và ©rità © Cinà ©ma và ©rità © (or the closely related direct cinema) was dependent on some technical advances in order to exist: light, quiet and reliable cameras, and portable sync sound. Cinà ©ma và ©rità © and similar documentary traditions can thus be seen, in a broader perspective, as a reaction against studio-based film production constraints. Shooting on location, with smaller crews, would also happen in the French New Wave, the filmmakers taking advantage of advances in technology allowing smaller, handheld cameras and synchronized sound to film events on location as they unfolded. Although the terms are sometimes used interchangeably, there are important differences between cinà ©ma và ©rità © (Jean Rouch) and the North American Direct Cinema (or more accurately Cinà ©ma direct, pioneered among others by French Canadian Michel Brault, Pierre Perrault, Americans Robert Drew, Richard Leacock, Frederick Wiseman and Albert and David Maysles). The directors of the movement take different viewpoints on their degree of involvement. Kopple and Pennebaker, for instance, choose non-involvement (or at least no overt involvement), and Perrault, Rouch, Koenig, and Kroitor favor direct involvement or even provocation when they deem it necessary. The films Primary and Crisis: Behind a Presidential Commitment (both produced by Robert Drew), Harlan County, USA (directed by Barbara Kopple), Dont Look Back (D. A. Pennebaker), Lonely Boy (Wolf Koenig and Roman Kroitor), Chronicle of a Summer (Jean Rouch) and Golden Gloves (Gilles Groulx) are all frequently deemed cinà ©ma và ©rità © films. The fundamentals of the style include following a person during a crisis with a moving, often handheld, camera to capture more personal reactions. There are no sit-down interviews, and the shooting ratio (the amount of film shot to the finished product) is very high, often reaching 80 to one. From there, editors find and sculpt the work into a film. The editors of the movement such as Werner Nold, Charlotte Zwerin, Muffie Myers, Susan Froemke, and Ellen Hovde are often overlooked, but their input to the films was so vital that they were often given co-director credits. Famous cinà ©ma và ©rità ©/direct cinema films include Les Raquetteurs, Showman, Salesman, The Children Were Watching, Primary, Behind a Presidential Crisis, and Grey Gardens. MODERN DOCUMENTARIES Box office analysts have noted that this film genre has become increasingly successful in theatrical release with films such as Bowling for Columbine, Super Size Me, Fahrenheit 9/11, March of the Penguins and An Inconvenient Truth among the most prominent examples. Compared to dramatic narrative films, documentaries typically have far lower budgets which makes them attractive to film companies because even a limited theatrical release can be highly profitable. Fahrenheit 9/11 set a new record for documentary profits, earning over US$228 million in ticket sales and selling over 3 million DVDs. The nature of documentary films has changed in the past 20 years from the cinema verità © tradition. Landmark films such as The Thin Blue Line by Errol Morris incorporated stylized re-enactments, and Michael Moores Roger and Me placed far more interpretive control with the director. Indeed, the commercial success of these documentaries may derive from this narrative shift in the documentary form, leading some critics to question whether such films can truly be called documentaries; critics sometimes refer to these works as mondo films or docu-ganda. However, directorial manipulation of documentary subjects has been noted since the work of Flaherty, and may be endemic to the form. The recent success of the documentary genre, and the advent of DVDs, has made documentaries financially viable even without a cinema release. Yet funding for documentary film production remains elusive, and within the past decade the largest exhibition opportunities have emerged from within the broadcast market, making filmmakers beholden to the tastes and influences of the broadcasters who have become their largest funding source.[6] Modern documentaries have some overlap with television forms, with the development of reality television that occasionally verges on the documentary but more often veers to the fictional or staged. The making of documentary shows how a movie or a computer game was produced. Usually made for promotional purposes, it is closer to an advertisement than a classic documentary. Modern lightweight digital video cameras and computer-based editing have greatly aided documentary makers, as has the dramatic drop in equipment prices. An example of a film to take full advantage of this change was Martin Kunert and Eric Manes Voices of Iraq, where 150 DV cameras were sent to Iraq during the war and passed out to Iraqis to record themselves. THE EARLIEST DOCUMENTARIES: Originally, the earliest documentaries in the US and France were either short newsreels, instructional pictures, records of current events, or travelogues (termed actualities) without any creative story-telling, narrative, or staging. The first attempts at film-making, by the Lumiere Brothers and others, were literal documentaries, e.g., a train entering a station, factory workers leaving a plant, etc. The first documentary re-creation, Sigmund Lubins one-reel The Unwritten Law (1907) (subtitled A Thrilling Drama Based on the Thaw-White Tragedy) dramatized the true-life murder on June 25, 1906 of prominent architect Stanford White by mentally unstable and jealous millionaire husband Harry Kendall Thaw over the affections of showgirl Evelyn Nesbit (who appeared as herself). [Alluring chorine Nesbit would become a brief sensation and the basis for Richard Fleischers biopic film The Girl in the Red Velvet Swing (1955), portrayed by Joan Collins, and E.L. Doctorows musical and film Ragtime (1981), portrayed by an Oscar-nominated Elizabeth McGovern.] The first official documentary or non-fiction narrative film was Robert Flahertys Nanook of the North (1922), an ethnographic look at the harsh life of Canadian Inuit Eskimos living in the Arctic, although some of the films scenes of obsolete customs were staged. Flaherty, often regarded as the Father of the Documentary Film, also made the landmark film Moana (1926) about Samoan Pacific islanders, although it was less successful. The term documentary was first used in a review of Flahertys 1926 film. His first sound documentary feature film was Man of Aran (1934), regarding the rugged Aran islanders/fishermen located west of Irelands Galway Bay. Flahertys fourth (and last) major feature documentary was his most controversial, Louisiana Story (1948), filmed on location in Louisianas wild bayou country. Merian C. Cooper and Ernest B. Schoedsack, better known for King Kong (1933), directed the landmark documentary Grass: A Nations Battle for Life (1925), the first documentary epic, which traced the travels of the Bakhtyari tribe in Persia during their migrational wanderings to find fresh grazing lands. The filmmakers next film was the part-adventure, travel documentary filmed on location in the Siamese (Thailand) jungle, Chang: A Drama of the Wilderness (1927), about a native tribal family. Other European documentary film-makers made a series of so-called non-fictional city symphonies. Alberto Cavalcanti and Walter Ruttman directed Berlin Symphony of a Big City (1927, Ger.) about the German city in the late 1920s. Similarly, the Soviet Unions (and Dziga Vertovs) avante-garde, experimental documentary The Man with a Movie Camera (1929) presented typical daily life within several Soviet cities (Moscow, Kiev, Odessa) through an exhilarating montage technique. And French director Jean Vigo made On the Subject of Nice (1930). Sergei Eisensteins October (Oktyabr)/10 Days That Shook the World (1928, USSR) re-enacted in documentary-style, the days surrounding the Bolshevik Revolution, to commemorate the events 10th anniversary.

Diary Of Anne Frank :: essays research papers

The story Diary of Anne Frank was a very interesting book which showed the ways a group of Jewish people during the 1940's went about trying to conceal their identity and themselves. This story was a true story taken from a diary of a young girl during the incident. This was made into a play during 1955. This was praised as Frances Goodrich's and her husband Albert Hackett's most famous work as it was performed.The play was started in November of 1945. As Mr. Frank began to read the diary, it flashed back to July 1942 in an attic in Amsterdam because this was where the people were hiding and represented the type of place that Jews all over were living. The most important part of the play were the people who were acted out. They gave the play a sense of flavor and realism. Anne, a young German girl was particularly amusing because of the scuffles she and everyone around her seemed to have. Anne's Mother was a woman who was more traditional than anything else and wanted Anne to be more like a lady. One such person was Margot. As Anne's sister, she was very nice and didn't speak out and was very proper. The Frank's weren't the only ones in this attic, there were other people such as the Van Daans. Mr. Frank let them stay because they needed a place to hide and since they had helped him out so much in the past by actually teaching Mr. Frank German, he felt it was the least he could do. The Van Daans had a son which Anne later became interested in. Peter was the only person who Anne could understand and knew that Anne could understand him. They could both talk to each other freely when they were together. Dussel soon joined the group. He was only supposed to be up in the attic for a short time, but he ended up staying till the end. He had to leave his Dentistry to hide out from the Germans. These people would not of lasted too long without the help of Miep Gies and Mr. Kraler who gave them the necessities they needed to survive up in the attic for so long. All these people gave their own personality and views to add new dimensions to the play and make it more enjoyable.

My Philosophy of Education :: Teaching Education Essays

My Philosophy of Education There are many ways to educate, express or unveil knowledge to a student. The student’s education greatly depends on the educator’s philosophy of education. This ideological viewpoint appears to be the one true constant that could be a detrimental development influence in the classroom, no matter what curriculum is designed for the student. The students of today possess distinct and different qualities and beliefs that educators are now realizing and learning to adapt to in the classroom. If educators cannot get beyond the boundaries of social class, religion, race, creed, gender, sex, disability or cultural background, then our focus has turned too heavily upon differences and the labeling of students as special needs or underachiever, thus forming harsh pre-expectations toward students in the classroom. In my school environment everyone will be treated on an equal playing field. This atmosphere between student and teacher will enable the education process to direct itself in a positive manner sufficiently reaching the overall goal, which is knowledge through personal achievement and reason enlightenment. As an educator, I realize that my philosophy of education is portrayed not only in my actions within the classroom, but also in my overall character as an individual. I must, therefore, reflect a positive attitude in the classroom focusing on the importance of humanity, multiculturalism and the teaching of the Language Arts. Every student has the individual right to an education and it is my duty to insure that each student has the opportunity to exercise his or her educational rights in my classroom. As an educator, I must be on the cutting edge of new technology and teaching methods, so I may be prepared to offer my students a broad spectrum of learning related to their global env ironment. Learning is an infinite process, which I as an educator must acknowledge and portray in my classroom. I hope to help develop and form camaraderie in my classroom, which will create relationships of honesty and integrity with my students, giving them an inviting avenue of communication with me and with their peers. More importantly, my classroom will offer my student’s a learning sanctuary, which will provide them an environment to expand their knowledge and understand the world and themselves.

Steve Jobs

According to this chapter, plus what you have learnt in the course on Marketing, what are the FIVE most important things to do in Marketing Management? Explain why each of the above five ideas is so important. 1. Creating brand image campaign Steve Jobs wanted to focus on creating brand image campaign, and not on a set of advertisements featuring products. One of the most important objectives of doing this is to create awareness, improve image, be memorable and reinforce brand loyalty.It's very important to plan campaign by creating ideas, develop content and execution. They come up with this brilliant idea, â€Å"Think Different†, it was creating a lifestyle brand in tech industry. Jobs was focused on market segments and costumers by identifying the special features and was making brand identified through its name, logo, color, design and slogan. This campaign creates emotional relation of society to Apple's image and brand. Even now when people buy Apple's products they dec ide to do this by emotional reasons more than rational reasons. 2.Market segmentation Jobs focused on identification and characterization of users groups. Changing from retailers to costumers needs. The product review revealed how unfocused Apple had become. The company was churning out multiple erosion of each product because of bureaucratic momentum and to satisfy the whims of retailers. One of the most important objectives is to develop mix that is focused on and matches the needs/wants of targeted segments. He defined two segments professionals and consumers. Then he understand segment customer's needs, wants and resistances.He selected target markets and set of solution to each of it than was focused on user behavior market segmentation parameters. 3. Customer's characterization Jobs realized that Apple had a dozen version of the Macintosh, each with a efferent confusing number, from 1400 to 9600. To figure out what the special characterization it took weeks to explain. Jobs fi nally was confusing by asking the question â€Å"Which ones do tell my friend to buy? When he was not getting a simple answer he decide to slash away at models and products. To do this he first of all started to understand what customer's characterization.Apple got an access to its database of customers when it reach a deal with Power Computing to relinquish its license. What type of costumers, what are there functional needs, what are their present solutions? The answer to these questions Jobs understand that the market do not buy products, customers buy solutions. Jobs created brand relationship and encouraged the customers to feel involved with Appeal's brand. 4. Product line review Deciding what not to do is important as deciding what to do. When Jobs defined the segmentation and costumers he put it in a four-squared chart.Here's what we need† Consumer pro Desktop Imax Power Macintosh GO Portable book Power Book GO The purpose is to make four great products one of each qu adrant. Jobs was features for the products as desired functionality, performance, quality and liability. Jobs paid attention on customer's benefits through their needs/ wants. When the brand was strong and related to lifestyle in tech industry, customers knew that they buy the best product which provide them good feeling and emotional and performance benefits, additional for product specification and functionality.By focusing in this four products Jobs cut 70% of existing Apple's products and models of Macintosh. This resulted by massive layoffs. The good engineers, including some whose projects were killed, were appreciative. Jobs wanted to relocate good minds for essential evildoing of main products. 5. Getting the company out of other business such as printers and servers Jobs couldn't understand why company going to ship a million and not make money on these. He proposed that he will get out of printer business and just let to HP do it.He also cancelled the Newton, the personal digital assistant with the almost good handwriting-recognition System. The ability to focus on main products saved Apple. The laid off more than three thousand people, which salvage the company's balance sheet. It's also very important to concentrate on best companies products and to improve brand image by letting the costumers to feel that the company does the best solution in Operation System and provide the best product which including all customers' needs and wants. The brand name is associating with high quality and great design computers.What other ideas about Marketing Management did you find in this Chapter, and why do you think was each one of them less important? 1 . Choosing the right agency for integrated marketing communications. Apple was going through a review to select a new agency, and Jobs was not impressed by what he had seen. So he wanted Slow and his firm, by then called In my opinion, this is one of main ideas but not an important because Steve Jobs had his own vision and touch of marketing strategy that could be implemented by different good agencies. . Narration Choosing well-known and popular person to make a narration of Apple brand promotion. Richard Dressers was chosen for this. There was an offer to use Steve Jobs voice for this campaign but Steve told â€Å"If people find out they will say it's about me. It's not. It's about Apple†. It's important to choose the right person in ad campaign to promote Apple's brand but it's less important as to hose the right product for costumer's needs and wants. 3. Ad campaign Television commercials and print campaigns.It's important when company create brand image but it will be hard to do when products not fit to customers' needs. Before doing it more important to understand who is your costumers and what theirs need/wants. 4. Killing the clones It was one of the great debate about Apple was whether it should have licensed its operating system more aggressively to other computer makers. When Apple allowed licensing out the Macintosh SO it turned out to be a dubious business strategy. The clones cannibalized the sales. Steve Jobs According to this chapter, plus what you have learnt in the course on Marketing, what are the FIVE most important things to do in Marketing Management? Explain why each of the above five ideas is so important. 1. Creating brand image campaign Steve Jobs wanted to focus on creating brand image campaign, and not on a set of advertisements featuring products. One of the most important objectives of doing this is to create awareness, improve image, be memorable and reinforce brand loyalty.It's very important to plan campaign by creating ideas, develop content and execution. They come up with this brilliant idea, â€Å"Think Different†, it was creating a lifestyle brand in tech industry. Jobs was focused on market segments and costumers by identifying the special features and was making brand identified through its name, logo, color, design and slogan. This campaign creates emotional relation of society to Apple's image and brand. Even now when people buy Apple's products they dec ide to do this by emotional reasons more than rational reasons. 2.Market segmentation Jobs focused on identification and characterization of users groups. Changing from retailers to costumers needs. The product review revealed how unfocused Apple had become. The company was churning out multiple erosion of each product because of bureaucratic momentum and to satisfy the whims of retailers. One of the most important objectives is to develop mix that is focused on and matches the needs/wants of targeted segments. He defined two segments professionals and consumers. Then he understand segment customer's needs, wants and resistances.He selected target markets and set of solution to each of it than was focused on user behavior market segmentation parameters. 3. Customer's characterization Jobs realized that Apple had a dozen version of the Macintosh, each with a efferent confusing number, from 1400 to 9600. To figure out what the special characterization it took weeks to explain. Jobs fi nally was confusing by asking the question â€Å"Which ones do tell my friend to buy? When he was not getting a simple answer he decide to slash away at models and products. To do this he first of all started to understand what customer's characterization.Apple got an access to its database of customers when it reach a deal with Power Computing to relinquish its license. What type of costumers, what are there functional needs, what are their present solutions? The answer to these questions Jobs understand that the market do not buy products, customers buy solutions. Jobs created brand relationship and encouraged the customers to feel involved with Appeal's brand. 4. Product line review Deciding what not to do is important as deciding what to do. When Jobs defined the segmentation and costumers he put it in a four-squared chart.Here's what we need† Consumer pro Desktop Imax Power Macintosh GO Portable book Power Book GO The purpose is to make four great products one of each qu adrant. Jobs was features for the products as desired functionality, performance, quality and liability. Jobs paid attention on customer's benefits through their needs/ wants. When the brand was strong and related to lifestyle in tech industry, customers knew that they buy the best product which provide them good feeling and emotional and performance benefits, additional for product specification and functionality.By focusing in this four products Jobs cut 70% of existing Apple's products and models of Macintosh. This resulted by massive layoffs. The good engineers, including some whose projects were killed, were appreciative. Jobs wanted to relocate good minds for essential evildoing of main products. 5. Getting the company out of other business such as printers and servers Jobs couldn't understand why company going to ship a million and not make money on these. He proposed that he will get out of printer business and just let to HP do it.He also cancelled the Newton, the personal digital assistant with the almost good handwriting-recognition System. The ability to focus on main products saved Apple. The laid off more than three thousand people, which salvage the company's balance sheet. It's also very important to concentrate on best companies products and to improve brand image by letting the costumers to feel that the company does the best solution in Operation System and provide the best product which including all customers' needs and wants. The brand name is associating with high quality and great design computers.What other ideas about Marketing Management did you find in this Chapter, and why do you think was each one of them less important? 1 . Choosing the right agency for integrated marketing communications. Apple was going through a review to select a new agency, and Jobs was not impressed by what he had seen. So he wanted Slow and his firm, by then called In my opinion, this is one of main ideas but not an important because Steve Jobs had his own vision and touch of marketing strategy that could be implemented by different good agencies. . Narration Choosing well-known and popular person to make a narration of Apple brand promotion. Richard Dressers was chosen for this. There was an offer to use Steve Jobs voice for this campaign but Steve told â€Å"If people find out they will say it's about me. It's not. It's about Apple†. It's important to choose the right person in ad campaign to promote Apple's brand but it's less important as to hose the right product for costumer's needs and wants. 3. Ad campaign Television commercials and print campaigns.It's important when company create brand image but it will be hard to do when products not fit to customers' needs. Before doing it more important to understand who is your costumers and what theirs need/wants. 4. Killing the clones It was one of the great debate about Apple was whether it should have licensed its operating system more aggressively to other computer makers. When Apple allowed licensing out the Macintosh SO it turned out to be a dubious business strategy. The clones cannibalized the sales.