Politics of Travel Essay Example | Topics and Well Written Essays - 1000 words

Politics of Travel - Essay Example The purpose of the article is to spread awareness about the ways, tourism can harm the traditions and resources of a country. Every tourism agency focuses on attracting tourists to their country, while they should also be educating tourists on how they can be respectful towards the resources of the country they are visiting and not waste water or electricity, while they are on the tour. The audience for this article are tourists, who move from country to country in order to explore different places. However, if we go deeper into the article, the audience is also the tourism authorities of the country, who should make sure that whenever people come from other countries, they don’t waste country’s resources, tourism doesn’t become the reason for reservoirs being damaged or crops being destroyed. It is for the tourists to understand that they need to make better choices when they are traveling to someplace. The thesis statement of the article is in its introductory paragraph, which states that â€Å"Tourism has seriously damaged, fragile ecosystems like the Alps-the winter skiing playground of Europe-and the trekking areas of the Himalayas. The writer begins by directly stating the problem which would be discussed in the article, tourism. The writer then defines and generalizes the different areas of the world which are threatened by tourism like the areas of Himalayas, dunes, mangroves, and forests. The writer then changes his point from areas to how tourists are wasting water of the countries they visit and how this water is not available to the locals of the village. Moreover, the writer links water with electricity, as there are luxury hotels built for tourists, in which they stay; for hot water, electricity is consumed too.

Manipulative Media Essay Example for Free

Manipulative Media Essay Far beyond providing leisure and entertainment, mass media’s value and importance can be observed on its ability to deliver or disseminate highly relevant and socially-significant information. Other than books and scholarly works, mass media perform the role of an overtly accessible library that is carefully designed to meet the public’s information needs and demands. Various forms of mass media such as newspapers, magazines, radio and television enabled mankind to gain insights within the comfort of their homes. But with the emergence of the World Wide Web, accessing and spreading information have never been this easy. A simple click can generate tons and tons of data and statistics. Indeed, mass media have readily conquered the world. Nowadays, it seemed that media outfits and institutions have transformed into what Habermas referred to as the so-called â€Å"public sphere (qtd in Davies 3). † However, a closer examination of the matter clearly shows that mass media’s functions extend beyond providing information. It cannot be denied that media outfits are one of the most influential and powerful institutions in any given society. It is highly capable of shaping the public’s views and opinions. Likewise, media channels can instigate or prompt mass actions. For so many years, exposes and published investigative reports have been very instrumental in raising the public’s awareness which eventually lead to different types of social movements. Indeed, constant exposure to different media content can alter one’s behaviors and attitudes. But then again, the seemingly invincible influence of mass media has been overtly abused and exploited. To a certain extent, media has transformed into a manipulative machine that no less than promote the capitalistic aims of the ruling class. Media channels deliberately and systematically distort messages and news stories that leave the public as mere passive consumers. The fabrication of facts and exaggeration of events are intentionally performed to garner high ratings and the intention to inform is blatantly ignored and taken for granted. Manipulation and deceit: Mass media as Ideological State Apparatuses Mass media, together with the church, family and educational system are concretely identified by Althusser as forms of Ideological State Apparatuses (ISA) (Gabbard Ross 185). ISAs are readily employed to promote the interests of the state. Given the capitalistic nature of many societies, it can be argued that ISAs reflect the affairs and concerns of the ruling class. ISAs utilize a subtle attack wherein the individual’s ideological and political consciousness are molded and shaped. This is primarily performed to secure the ruling class’ positions in the economic, social and cultural hierarchy. The attack is described as subtle since the suppression and repression are not directly felt. The use of force and violence are hardly felt. Thus, whenever there is suppression, manipulation occurs regardless of whether it is directly or indirectly manifested. In as far as mass media is concerned, these institutions have been operating as lucrative business endeavors that places heavy emphasis on profit accumulation. This scenario readily displaces mass media’s role as â€Å"watchdogs† that secure the government’s accountability and responsibility to the public. Media, in recent years have long been obsessed in commoditizing media contents that range from news, music, film, variety shows and television programs. Profiteering dictates the name of the game and this can be only achieved if the public is lured into consuming different media products that are nonetheless insignificant. The public is made to believe that the things they see in television; the ones that they see in the television; the numerous advertisements that they encounter would satisfy their needs for knowledge and information. As a result, unethical practices in journalism, broadcasting and even advertising for that matter, became ordinary phenomena. A classic example of media manipulation can be observed in the overt sensationalism of crime and rape stories. These situations are highly experienced in print media and television. More often than not, many editors utilize catchy headlines to garner the public’s attention. Acts of murder and violence are blown out of proportion and are presented vividly in news stories. Featured articles turn red since much focus is given on the event’s gory and bloody details. Horrific photos of the crime scene are readily shown to catch the audience’s attention. Likewise, television news programs are bombarded with an avalanche of bloody video clips and footages. As Anderson and Although it is true that crime and violence are concrete social realities, the exaggeration of these events generally takes the public away from the real issue—that criminal acts are social ills that must be confronted and readily resolved. However, what happens in the newsroom is that crime stories are treated as a spectacle of the victim’s death or suffering. Anderson and Looney explained that many journalists and broadcasters have been operating under the principle that â€Å"when it bleeds, it leads (271). † This basically explains the high importance given to crime stories. Yet, this scenario leads to yet another problem. The (high demand) for crime stories due to sensationalism, tends to topple other important events that are worthy of media attention. The public is programmed to see crime stories as far more important compared to stories that tackle health or technologically-related subjects. Under this context, media is not necessarily performing its role as a reliable source of information. Rather, this institution is simply treating these stories as commodities that should be sold and consumed by the public. If sensationalism occurs, accuracy and integrity are highly compromised. Evidently, the above-mentioned scenario showcases mass media’s agenda-setting function. According to O’Hair et al agenda-setting is the process in which the public is made to believe that certain topics are highly important and thus requires utmost attention (68). Agenda-setting initially occurs in the selection of news stories that are delivered to the public (O’Hair et al 68). News desks and editors choose topics and articles that they perceive as something that would elicit a big impact to their target audience. Afterwards, these topics are constantly shown into the public. O’Hair et al mentioned that the priority given to these stories readily affect the viewer’s perception (68). As a result, stories that are often seen in the newspapers’ front pages of given long airtimes in television are immediately perceived by the audience as something relevant and significant. When certain issues are constantly placed in the limelight, they immediately become important even though in reality, there are other events that deserve the attention. Aside from crime stories, media’s agenda-setting role is also seen during the 9/11 attacks. Much of the television news programs and newspapers devoted much of their time in covering such incident. Even though the attacks are worthy of the attention, this does not discount the fact that there are other aspects of society that also needs to be tackled. There are also other situations that demand public attention. Unfortunately, the event’s massive appeal is something that media owners cannot possibly ignore for this would also mean an increase in their ratings, which in turn, would attract many advertisers. Speaking of advertisers, it can be observed that advertising, more than anything else has mastered the art of agenda-setting. Advertising agencies exploit various media channels in order to sell and market their respective products. As much as possible, advertisers would utilize each and every medium to catch the viewer’s attention and thus persuade them to patronize the goods that are marketed towards them. Take for example the case of the fast-food giant, McDonalds. By the time an individual opens his or her television, a McDonalds commercial is shown. The same thing happens when one reads a newspaper and turns on the radio. Similarly, McDonald billboards are scattered in the streets. Now, with the rise of emerging technologies, McDonalds has also made its presence felt in the World Wide Web. Advertising is mainly focused on product promotion and marketing. Therefore, aside from utilizing media channels, advertisements also rely on the use of flowery language and visually-appealing materials to convince their target audiences. Some would even utilize celebrities and high-profiled individuals to endorse their products. But then again, the problem with this kind of set-up is that commercials do not divulge the truth to their consumers. For example, fast food are being marketed as goods that can satisfy the gastronomical needs of consumers, without really rendering o devoting too much time for food preparation. However, fast-food in reality, are known for having high-calorie content and is considered as the primary cause of obesity that could also lead to other chronic diseases such as diabetes, for example. Theses hidden truths are kept from the public via the use of mouth-watering images of food. With celebrity endorsements, the product’s credibility and importance are further highlighted. Although media channels are fully aware of the flaws and negative effects of a particular product, these advertisements are continuously delivered to the public. This basically stems from the fact that media outfits rely on advertisements for financial support. A two-minute airtime and a small space in newspapers are pretty expensive. Thus, such situations are readily permitted and tolerated. In the meantime, mass media also employ stereotyping to manipulate the audience. Certain groups or individuals are presented negatively. This scenario can be seen in many films and television programs. For example, Asian actors and actresses are constantly stereotyped as villains in many Hollywood films (Larson 20). A critical observation shows that Asian artists often take the bad guy’s role in many featured films. In a recently released film, The Mummy, Jet Li performed the antagonist’s character. Although other Asian artist such as Maggie Cheung was presented as one of the protagonists, this did not erase the fact that in multicultural movies, Asians would always play the evil character. The Mummy is no different from other films such as Kill Bill. Indeed, it is true that Uma Thurman’s mentor, Pai-Mei possess great marshal arts skills. However, it cannot be denied that Pai Mei trains individuals that are involved in criminal acts. Apparently, the dual characterization of Asian actors and actresses is simply a futile attempt to abolish stereotyping and to a certain extent—discrimination. On the other hand, as for the case of television programs, it can be seen that many shows have influenced the body perception of many teenagers. More often than not, mass media constantly redefines the meaning of true beauty. In many television shows, a woman becomes beautiful if she has a slender figure. There are many instances in which television programs have blatantly shown how over-weight individuals are bullied and verbally-abused. Consequently, the effects of media manipulation are very alarming. This is most especially true as for the case of young audiences. Teenagers are easily persuaded by what the see in the television, newspapers and the internet. Compared to adults, these individuals are less critical when it comes to various media content that they encounter. For example, over exposure to violence have led many children and teenagers to mimic the behaviors and attitudes that they see (Kirsh 30). Oftentimes, children tend to identify with television personalities. Because of the degree of admiration that they give to these celebrities, some youngsters go to the extent of copying the actions and gestures that they see on screen without ever thinking the possible consequences that their actions might generate. s But then again, it is important that this situation is not experienced by children alone. The increasing rate of rape cases are directly linked to the rapists’ massive exposure to pornographic materials. Individuals that mimic or copy violent behaviors perceive criminal acts as no less than ordinary occurrences. Thus, the possible damages that it may inflict or produce are no longer taken into consideration. Deviant acts are reenacted primarily because desensitization (Allison Cross 125) has already occurred. Relatively, media manipulation has also created a highly consumerist culture. The massive influx of advertising and its use of compelling taglines and attractive images have resulted to the creation of false needs. The public are unconsciously forced to consume goods or commodities that they do not really need. Fast foods, for example are pretty low when it comes to its nutritional content. Yet, more and more consumers are patronizing such products. This readily prevents society from building healthy and productive communities. As more and more individuals suffer from obesity and other chronic diseases, the expenses rendered for health services tend to increase. The money that could have been use for other purposes are now utilized in treating obesity-related ailments. Likewise, media’s stereotypical nature is responsible for creating more societal divisions and fragmentations. It loosens the social fabric that binds each and every individual, regardless of their race and ethnic origins. Discrimination now becomes a difficult challenge to overcome and minority groups are constantly pushed into the periphery. In as far as media stereotyping is concerned, such is also instrumental in the proliferation of negative body perceptions. More often than not, media has been pointed out as one of the leading causes of eating disorders that are experienced by many teenagers Conclusion Stereotyping, agenda-setting and the creation of false needs are some of the tactics employed by media organizations to manipulate the viewers. These activities are performed primarily because media outfits are now more focused on its capitalistic agendas that readily neglect their purpose as information providers. The public are no less than treated and seen as mere customers and not a vital part of society that must be constantly informed and educated. Under these circumstances, critical thinking must be readily practiced and exercised. The public must fully examine the media contents that are presented unto them. Works Cited Allison, Annie and Gary Cross. Millennial Monsters. California: University of California Press, 2006 Anderson, C. Leigh and Janet Looney. Making Progress. Lexington Books: Maryland, 2002 Davies, Maire. ‘Dear BBC’ Cambridge: Cambridge University Press, 2001 Gabbard, David and Wayne Ross. Defending Public Schools: Education Under The Security State Westport, CT: Greenwood Publishing Inc. , 2004 Kirsh, Steven. Children, Adolescents and Media Violence. London: Sage Publications Inc. , 2006 Larson, Stephanie. Media and Minorities. Maryland: Rowman Littlefield Publishers Inc, 2006 O’Hair, H. Dan; Robert Heath, Gerald s Ledlow and Mark Cwiek . Community Preparedness and Response to Terrorism: Communication and the Media. Westport, CT: Greenwood Publishing Inc. , 2005

Plessy vs. Ferguson Essay -- Racism Racial Segregation Essays History

Plessy vs. Ferguson Plessy v. Ferguson , a very important case of 1896 in which the Supreme Court of the United States upheld the legality of racial segregation. At the time of the ruling, segregation between blacks and whites already existed in most schools, restaurants, and other public facilities in the American South. In the Plessy decision, the Supreme Court ruled that such segregation did not violate the 14th Amendment of the Constitution of the United States. This amendment provides equal protection of the law to all U.S. citizens, regardless of race. The court ruled in Plessy that racial segregation was legal as long as the separate facilities for blacks and whites were â€Å"equal.† This â€Å"separate but equal† doctrine, as it came to be known, was only partially implemented after the decision. Railroad cars, schools, and other public facilities in the South were made separate, but they were rarely made equal. Immediately after the American Civil War ended in April 1865 the Southern states began to segregate blacks from whites in schools and other public facilities. Reconstruction, a period of rebuilding in the American South that lasted from the end of 1865 to 1877, put a temporary stop to these policies in some places. Blacks had won enough political power in the South during Reconstruction to prevent the passage of legislation designed to deny them access to public facilities. Also, after the Civil War the national government remained committed to upholding at least some degree of racial fairness. However, even during Reconstruction, most Southern schools were segregated and blacks were often forced to use inadequate public facilities. After 1877 whites gained greater political control and eventually total po... ...olored People (NAACP), a civil rights organization dedicated to fighting racial segregation. Most whites in the North ignored the plight of Southern blacks in the wake of Plessy, while most Southern whites used the decision to justify racial discrimination. Nearly 60 years passed before the Supreme Court ruled, in Brown v. Board of Education of Topeka , that the â€Å"separate but equal† doctrine had no place in public education. Two years later, in Gayle v. Browder , the Supreme Court struck down segregation in public transportation—the same kind of segregation upheld in Plessy. By then the South had built a social and legal system deeply rooted in racial segregation. It took numerous lawsuits, much federal legislation, and a concerted effort of civil rights protesters in the 1950s and 1960s to finally dismantle the system of segregation upheld by the Plessy ruling.

Indian Financial Market Challenges Essay

The financial services sector is emerging from the worst financial crisis for 80 years. Tighter regulation, an overhang of debt in the west and the immense growth in the power of banks in emerging economies will transform the landscape of banking. The global financial system suffered a profound and traumatic shock in September 2008 when US investment bank Lehman Brothers collapsed. As market players withdrew from the financial system, credit dried up and world trade collapsed, there was a real and immediate fear that the world was heading for a repeat of the Great Depression of the 1930s. Two years on and there is growing optimism that both the world economy and the banking industry are recovering from the impact of the financial crisis. But it is equally clear that the financial world has changed permanently, both in terms of who holds the balance of power within global industry and how banks will be allowed to operate in future. Issues faced by Indian Financial / banking sector: Issue 1-Issue of consolidation – It is the current buzzword in the banking industry worldwide. The largest bank in China with an asset base of over US $400 billion. In contrast, the total asset of the largest two banks in India, one in public sector and another a private entity, are US $105 billion and US $38 billion. These figures are extremely illuminating and the onus is on Indian banks to take cognizance of this fact. The Government has raised the cap on FDI in private banks. The Reserve Bank has, on its part, suggested certain changes in the Banking Regulation (Amendment) Bill, 2003 that seek to address some of the legal impediments arising in the consolidation process. Issue 2-The second issue of import is that of management of costs. Cost containment is a key to sustainability of bank profits as well as their long-term viability. In 2003, operating costs of banks, expressed as per cent of total average asset, was lower than 2 per cent in major European economies like Sweden, Austria, Germany and France. In contrast, in 2004, operating costs of commercial banks in India were 2. 2 per cent of total assets. The downward stickiness continued in 2005 as operating costs have remained well above 2 per cent, as percentage of total assets. Issue 3- Issue is the management of sticky assets. This is a key to the stability and continued viability of the banking sector. Although the ratio of non performing loans to total assets are higher in comparison to international standards, the Indian banks have done a marvelous job in containment of non performing loans (NPL) in recent times. Non-performing loans to total loans of banks were 1. 2 per cent in the US, 1. 4 per cent in Canada and in the range of 2-5 per cent in major European economies. In contrast, the same for Indian banks was 7. 2 per cent in 2004-05. Gross NPL ratio for Indian scheduled commercial banks declined to 5. per cent in 2005 bearing testimony to the serious efforts by our banking system to converge towards global benchmarks. Global Issues and my recommendations: The core challenge for banks / financial sector, as for all organizations, is to create long-term sustainable success. Banks need to understand their business models and have the confidence that these will deliver sustainable value – with appropriate risk mitigations as necessary. They also need to understand the role of performance indicators and executive incentives in driving the right, or wrong, behaviors – as well as how good governance can make a difference. The financial crisis showed that some banks did not grasp these issues adequately. This is where the management person can play a key role. By providing high quality management information, the management person supports business success by enabling evidence based decision making as well as effective allocation of resources and robust risk management. For example, the tools and techniques used by management persons, such as activity based costing help banks to achieve cost leadership. They can also provide information to enhance understanding of customer, product and delivery channel profitability– key issues for retail banks

Documents of American History

There have been a number of amendments within the United States Constitution that have distinguished themselves as having an important and lasting quality, more so than other amendments. The first amendment with its protection of religious freedom, freedom of the press, assembly, speech and petition is seen as the most important. The 2nd amendment which states that a well organized militia is allowed to carry arms and which the Supreme Court has interpreted it to mean all law abiding citizens have the right to carry arms has been a source of debate for many years.There are two amendments within the Constitution that are terribly important, yet have been forgotten in the years since its passage. The 14th Amendment, which established citizenship for all persons born within the United States had enormous historical and political implications as it overturns the Dred Scott Supreme Court Decision of 1857, strengthens the 13th Amendment and helps pave the way for the 15th Amendment as well as the Civil Rights Act of 1875. The second important yet forgotten amendment within the Constitution is the 19th Amendment which gives woman the right to vote.This amendment as well has large historical and political implications as well since the current frontrunner in the quest for the Democratic nomination for President is Hillary Clinton: a woman. This modern turn of events would not have been made possible if not only for the 19th amendment but also the decades of protests and all the work on behalf of women’s suffrage that took place. The 14th Amendment states that no state can infringe upon the rights of any person, regardless of their race: â€Å"Section 1.All persons born or naturalized in the United States, and subject to the jurisdiction thereof, are citizens of the United States and of the State wherein they reside. No State shall make or enforce any law which shall abridge the privileges or immunities of citizens of the United States; nor shall any State depri ve any person of life, liberty, or property, without due process of law; nor deny to any person within its jurisdiction the equal protection of the laws. † This is a key aspect of the text as it helps to strengthen the 13th amendment as well. With the passage of the 13th amendment on January 1, 1863, nothing really changed.The Southern States, who were in rebellion against the Union, felt that they were no longer bound to obey any laws that came out of Washington. The amendment would have to be recognized once the Union won the Civil War and brought the southern states back into the Union. To a lesser degree, the same could be said about the 14th amendment and its relation to its predecessor, the 13th amendment. After the war, there was no longer any slavery and four million African Americans were left at the doorstep of the Federal government while still residing in the Southern states.The great migration of African Americans to the Northern cities was still decades in the fu ture. So as a result, southern legislatures sought to put African Americans back in a type of quasi slavery though oppressive Jim Crow and black code laws. These laws were designed to return blacks to their pre war condition of submission to the white establishment. This was accomplished through restrictive measures that prevented African Americans from suing in court, testifying in court, being a member of a jury as well as being able to own a gun.African Americans were not allowed to gather on a street corner by themselves and racial discrimination regarding public places was understood to be included in these black codes as well. The 14th amendment was passed during Reconstruction. Abraham Lincoln had been assassinated and Vice President Johnson, a southerner from Tennessee had been made president. He was from the south but loathed the south’s actions of rebellion during the civil war. However, those feelings seem to pass as he vetoed nearly every civil rights bill that wa s passed by Congress during his years in office.It would be these actions by President Johnson that would give him the dubious honor of being the first President to be impeached. He avoided banishment by one vote in the senate but the success of his presidency was over. It is in this context that the 14th amendment was passed since in the end, the 14th amendment is a civil rights bill that would be challenged in the years after its passage. The 14th Amendment did not go as far as the Radical Republicans, as they were called, wanted it to go.The 15th amendment and the 1875 Civil Rights Act, built upon the power that the 13th and 14th amendments went in securing the rights of individuals under the Constitution, regardless of their race. The power of the 14th Amendment would be limited after the Supreme Court outlawed the 1875 Civil Rights Act which was built upon the power of the 14th amendment. The Supreme Court said that only the state was prohibited from infringing upon the Civil R ights of an individual and that private businesses could be allowed to implement such practices as segregation or refusal to rent or sell to an African American if they chose to do so.The power of the 14th Amendment would be further decreased with the 1890 Supreme Court Case Plessey vs. Ferguson. The Supreme Court held that the states could not impose segregation on public places as long as those facilities were â€Å"separate but equal. † There were many at the time of the passage of the 14th amendment and who felt that they were responsible for it passage, who regarded the 14th amendment as having broad powers concerning its ability to give African Americans equal protection and recognition under the law. In the immediate years after the passage of the amendment, this seemed to be more and more, less likely to occur.The original intent of the law and its power would not be seen until the 20th century with such decisions as Brown vs. Board or Education (1954) which stuck dow n forever, racial discrimination within public places. Another important aspect of the 14 amendment was the fact that since African Americans was now seen as citizens, their representation in Congress needed to be known. The section reads: Section 2. â€Å"Representatives shall be apportioned among the several States according to their respective numbers, counting the whole number of persons in each State, excluding Indians not taxed.But when the right to vote at any election for the choice of electors for President and Vice-President of the United States, Representatives in Congress, the Executive and Judicial officers of a State, or the members of the Legislature thereof, is denied to any of the male inhabitants of such State, being twenty-one years of age, and citizens of the United States, or in any way abridged, except for participation in rebellion, or other crime, the basis of representation therein shall be reduced in the proportion which the number of such male citizens sh all bear to the whole number of male citizens twenty-one years of age in such State.† Although not at the immediate time of its passage, this section allows for African Americans, now citizens, to be represented in Congress. This struck down the previous â€Å"three-fifths† clause which states that for political reasons, African Americans would be counted as only 3/5 of a vote and therefore, not seen by the government as a complete person. The 14th amendment, continuing on the theme of Civil Rights, struck down this offensive aspect of the Original Constitution in order to give African Americas, now citizens, the rights afforded to them as citizens of The United States of America.Full rights for African Americans would not be realized for many more decades but the 14th amendment did a great deal in increasing those rights that help each citizen to feel as though they are a part of the democratic process and are recognized in such a capacity. The struggle for womenâ€⠄¢s suffrage reached its peak during the late 1800s. But the famous 1848 meeting at Seneca Falls New York, directed by Elizabeth Caty Stanton and Lucretia Mott, two giants in the cause for women’s suffrage fought long and hard for the right to be able to vote.The first state to allow women to vote was Wyoming in 1870 and women were even allowed to sit as jurors but there was no federal amendment to protect a woman’s right to vote and the majority of the country did not recognize a woman’s right to vote. The cause for women’s suffrage would enjoy a resurgence during the abolitionist days and the move against slavery. The fight for equal rights for African Americans could not help but remind the female abolitionists that they did not even have some of the rights that the former slaves were bound to receive once their freedom would be won.This came to fruition with help from the 14th Amendment. This amendment not only gave citizenship to all individuals that were born in the United States, meaning four million former slaves would now be considered citizens but also gave voting rights to all males in the country. In May 1869, the National Woman Suffrage Association was founded by Elizabeth Caty Stanton and Susan B. Anthony. The organization set out to win a national amendment which would grant women the right to vote. In November 1869, the American Woman Suffrage Association was formed and fought for both state and federal woman suffrage amendments.This helped lay the groundwork for the national campaigns in Washington D. C. in 1912. In 1917, the Susan B. Anthony Federal Suffrage amendment was placed before the House. In 1919, both houses of Congress approved the amendment and it went to the state legislatures for ratification. The approval of thirty six states were needed before the suffrage amendment could become law and surprisingly, the states moved with surprising speed and in August 1920, the 19th Amendment became part of the Cons titution. The wording of the amendment reads as such:The right of citizens in the United States to vote shall not be denied or abridged by the United States or by any State on account of sex. Congress shall have power to enforce this article by appropriate legislation. Both the 14th and 19th Amendments expand the rights of an important segment of the population. Such amendments have been forgotten because the rights that they protect are seen as never having a starting point for a large segment of the population that seems oblivious to anything that has happened before they were born.Recently, a popular comedy television show, had as one of its comedy pieces, set up a table outside of a busy walkway and sought out women to sign a petition: â€Å"To end Women’s Suffrage. † An alarming number of women as well as men signed the petition, possibly confusing suffrage for suffering. It is due to this amazing level of ignorance that the history, wording and influence of these above mentioned amendments be reintroduced into the nation’s consciousness.The 19th amendment gave women the right to vote but it also told women what they already knew: that they were an important aspect of the American democratic system and that their involvement was required. Women then became governors, senators, representatives, Supreme Court judges and in 2008, possibly the next President of the United States. The 19th Amendment helped make all of this come to fruition, along with the dedication and perseverance of a lot of women and men as well.The 14th amendment is also one of those amendments whose forgotten memory serves as an impediment to every American who assumes that they ways that things are today, is how they have always been. In this manner, history’s importance is all too often underestimated as ignorance breeds apathy for the works and sacrifice of others who came before. When Americans think of civil rights, they think of Martin Luther King Jr. Ro sa Parks and perhaps even Jesse Jackson. But the study of civil rights must first start in the 18th and 19th century if at all.â€Å"The 13th, 14th and 15th amendments which greatly increased the rights for all peoples, regardless of their race as well as the 19th amendment, all had their origins in the 19th century. † And as it is with most amendments, its origins are seen years and decades before its actual passage and many times, opens the door for further legislation in the future. The 14th and 19th amendments are two examples of this. Sadly, America’s heroes are based more upon pop culture and the every day actions of Britney Spears and Paris Hilton. More is known about their unimportant lives than the sacrifices of Elizabeth Caty Stanton and Susan B.Anthony despite the fact that their actions have a more encompassing and important affect on their lives than pop culture ever will, or at least should. Every amendment within the Constitution should be studied and re cognized for what it is and does. This is especially true for the 14th and 19th amendments. WORKS CITED Commanger, Henry Steele. Documents of American History. New York: Century Publishers, 1947 Perry, Michael. We the People. The 14th Amendment and the Supreme Court. New York: Oxford University Press. 1999. The Supreme Court. PBS Video: Thirteen Production. February 24, 2007

Biology Practical to Study the Osmosis Effects of Sucrose Essay Example

Biology Practical to Study the Osmosis Effects of Sucrose Essay Example Biology Practical to Study the Osmosis Effects of Sucrose Paper Biology Practical to Study the Osmosis Effects of Sucrose Paper The plant cells used in the experiment are potato and Chinese radish tissues that are used as chips because the results and changes are easy to note and record in this way. As plant cell membranes are differently ramble, different results are expected from the Chinese radish and potato chips in the same conditions; this is one reason for having two types of plant cell and not one. Another reason is that the two types of plant cells results can be compared and the similarities between certain results compared. The results taken during the experiment can be used to work out information that will help further our understanding of how osmosis takes place in different plant cells (potato and radish), what physical and biological change may take place, and link certain factors presented in our results to prove intimation useful to the investigation. Such a point would be to work out at what concentration equilibrium takes place in the chips and how length, mass and concentration affect the results of osmosis (e. G. Hack, Playmates etc. , and how to link physical results such as it a potato chip floats or sinks to the mass of a potato chip and the concentration of the solution it was in, using the results recorded during the experiment, the cell sap sucrose concentration of each chip can be worked out. Overall, the experiment must be planned and osmosis in plants researched so as to predict What should happen in each Of the situations presented in the teeth. The experiment taking place and recorded in the most accurate conditions possible, the most useful results recorded and presented in a helpful way. The results of the experiment should then be analyses and explained in terms of osmosis and why each result happened discussed and linked to other situations of osmosis. The final section fifths investigation should look back on the experiments, criticizing and improving sources of error and finally furthering research by going more into detail on the subject and expanding the research now that the basics of the subject have been covered. Background Scientific Information Equilibrium- There are two types of equilibrium. Dynamic equilibrium is when tuft opposing actions occur at the same rate, in the case of osmosis this is water moving in and out of a cell at the same rate. Static equilibrium is when there is no action taking place; this will not take place during this experiment. Osmosis- This is the movement of water molecules from an area of high water potential (a dilute solution) to an area of low water potential (a concentration). This occurs across a semi permeable membrane until equilibrium is achieved. Concentration- When a substance dissolves in water, its molecules attract some of the water molecules and stop them moving freely, This reduces the concentration of the water molecules as less water molecules are free. Water Potential- This is a measure feather a solution is likely to gain or lose water molecules from another solution A dilute solution is said to have a higher water potential than a concentrated solution as it has more free water molecules. Water will flow from the dilute to the concentrated across a semi permeable membrane. Distilled water has the highest avatar potential, if any aqueous elution was placed across a semi permeable membrane to the distilled water, the distilled water molecules would flow to it. Hypersonic Solution- This solution contains a higher concentration of solute compared to another solution (e. G. The cells cytoplasm). When a cell is placed in hypersonic solution water will diffuse out of the cell. Hypotonic Solutions- This solution contains a low concentration of solute hypotonic solution water will diffuse into the cell. * Voids. On. Ca/vesting/science/baobab/Cells/minimum. HTML Isotonic Solutions- This solution contains the same concentration of solute as another solution (e. G. The cells cytoplasm). When a cell is placed in an isotonic solution, the water diffuses into and out of the cell at the same rate. Osmosis in Plants Typical Plant cell (no chloroplasts): Unlike osmosis taking place in animal cells, the cell wall does not prevent the uptake or loss of soluble molecules; is the plasma/cell membrane which acts as a barrier or semi permeable membrane. The cytoplasm Of a plant cell and the cell sap in its vacuole contain sugars, salts and proteins that reduce the amount of free water cells. While the cell wall is fully permeable, the cell membrane is arterially permeable. This presents four cases of osmosis. After osmosis in a plant cell, four situations may result due to osmosis taking place in the cell. These depend on the concentration of the solution the plant cell has been placed in, and the water potential of the plant cell. Cell membranes are completely permeable to water therefore the water potential the cell is exposed to can have a dramatic effect on the cell. Reoccurred Apparatus: Below is a list of apparatus used to conduct the experiment and take down accurate results: xx Test Tubes 6 for Potato chips, 6 for Chinese radish. Each 2 test tubes ill have one of the prepared sugar/water solutions inside. 2 chips (CM and CM) from the same plant sample (potato or Chinese radish) will be placed in each test tube. xx Labels To label test tubes with different contents (solutions * chips). Test Tube Rack To safely hold the test tubes. Ruler To measure the length the chips are required to be cut to. Clean White Tile To ensure cutting of the chips is safe and that no moisture or dirt is accumulated from another cutting surface, Clean Scalpel To cut the chips to their required lengths accurately and easily in conjunction vivid the ruler _ Top pan balance To accurately state the mass of each chip. Watch To make sure each set of chips remain in their solutions for the same time. xx 10. Mi Syringe TO prepare the solutions needed for the experiment (I for H2O and I for 1. Molar sucrose solution), there are 2 to ensure the H2O and sucrose solution do not mix inside the syringe to affect the sucrose concentration of the solutions and hence give inaccurate results. 1. 0 molar Sucrose Solution Needed to prepare the solutions. H2O (distilled water) Needed to prepare the solutions. Potato Chips All cut from the same potato to give more accurate results the chips still need to be cut to accurate sizes) and wrapped in foil to preserve unchanged until experiment (moisture, dirt, etc ). Chinese Radish Chips All cut from the same Chinese radish to give more accurate results (the chips still need to be cut to accurate sizes). Forceps to handle chips without leaving dirt or moisture. Sieve to remove chips after osmosis from test tubes. Method: Below are the instructions used to conduct the experiment and collect results using the apparatus mentioned. 1. Label Test tubes by concentration (2 of each) and place in test tube rack. 2. The first step is to make the solutions in which the chips will be placed. Dodo this the correct ratios of distilled water and 1. Molar sucrose solution need to be worked out (in each test tube there is ml of solution): Conversationalists Waters . 0 Molar Sucrose Solicitousness Sirloins SMS 0. 2 molarities SMS 0. 4 molarities iron 0. 6 molarities iron 0. 8 molar3m112m11smI 1. 0 When the correct ratios have been worked out, the required amounts of sucrose solution and H2O must be taken from the H2O and Sucrose Solution (using different syringes) and placed in the test tubes labeled with the erect concentration (each concentration should be put in two of the test tubes as one is for the Chinese radish and one for the potato). 3. The Potato and Chinese radish chips are supplied cut roughly as rectangular prisms: cut each chip to CM (at right angles) vertically on tile measuring using ruler and cutting using scalpel. (When using scalpel always cut away from body and making sure no body parts are in the scalpels way). cut each Scm chip into CM and CM segments (at right angles) on tile measuring using ruler and cutting using scalpel. 4. Weigh each chip using top pan balance (making sure you know which chip has hat mass) and record its initial weight in a table against the concentration of the solution it is to be placed in (in grams). Place one CM and one CM chip of either the potato or the Chinese radish into the solution you said it would be in the table with tweezers noting down the time. This should be repeated for all the chips with intervals of I minute (as this gives you time to note the changes and observations). leave in for as long as possible (at least 40 minutes). 6. After 40 minutes check if the chips floated or sank tip test tube holding first set of chips into sieve over sink. Place chips on white tile, measure and record their final lengths and record other observations. Weigh each chip and record its final mass. Repeat for rest of chips at 1 minute intervals from time taken out (NOTE RESULTS). 7. CLEAR UP! Diagram of experimental set up: Collecting Results: In each case osmosis will occur. Some of the potato and radish tissue Will gain water by osmosis, While Others Will lose water, unless equilibrium has occurred, these will lead to changes in length and mass that can be recorded against the initial lengths and masses accurately. This Will allow further analysis f osmosis in plant cells and factors such as the cell sap sucrose concentration to be worked out. To make sure that the results recorded are accurate, several precautions must be taken: The chips must be cut from the same plant tissue (potato and Chinese radish) order to have the least variation in growing and handling conditions that could have affected the plant tissue such as a different concentration of salts in the ground during growth that could affect results and cause big differences between the results of one chip and another if they came from different samples of potato or Chinese radish. The chips must be cut as accurately as possible to the same size, although this measurement is still inaccurate as length is not as useful as the much more accurate measurement Of volume that could not be used in this experiment. The solutions must be prepared accurately, making sure there are no air bubbles in the syringes and that they are filled to exactly the mark required at eye level so the volume of solution inside each syringe is accurate. The syringes must also be kept in their correct beakers in order to ensure that the w. 0 solutions within the beakers are not mixed within the syringes causing inaccurate preparation of the solutions. The test tubes used must be clean and moisture free as well as all the other apparatus used in contact vivid the chips in order to ensure an accurate environment which will not affect the experiment. The apparatus not in contact with the chips must be clean, yet some of these instruments must have some moisture on them (e. G. Syringes). The experiment should also be conducted at room temperature and preferably not in humid conditions that could affect the chips. The measuring instruments must also be accurate and clean and moisture free o as to give accurate results. Safety precautions must also be taken so no damage will occur. Although this experiment is a sate one, several precautions must still be taken: The experiment must be set up away from any hazards that may knock it over and ruin it and be set up stable for the same reason and so none of the solution will spill, the test tube rack does this. The cutting must be done away from the body as the scalpels blade is very sharp and no Obstructions should be put in its path in case the user slips, this could be very hazardous. The scalpel should be put in a safe place. If a person goes cut themselves the blood should be hygienically removed and not be in contact with another person. The worktop and area should be kept clean and tidy with nothing on it except the apparatus used in the experiment in order to reduce the chance of an accident taking place or the apparatus getting knocked over (someone tripping over a bag). This also creates a better working environment. Recording the Results: If all the safety and accuracy precautions are taken, an accurate set of results should be given, yet the results still need to be recorded. The following results must be taken: Variables Independent Variables: This is the variable that is chosen by the researcher, the concentrations of the solutions were chosen by the person who did the experiment. The independent variable changes the result Of the dependent variable. In the case fifths experiment, the independent variable is the concentration of the solutions (measured in molarities). The Independent variable is the range of solutions. Dependent Variables: This is the variable that is affected by the independent variable and changes accordingly, In this experiment, the dependent variables changed according to the sucrose concentration in the solutions. These were: a. The final length b. The final mass c. The observations Non-Variables: These are the figures that if not kept the same would produce unfair results, These would be: a_The initial length b. The amount Of solution in each test tube Observations: Hopefully, the observations taken Will prove linked and dependent upon the independent variable. These will change with the mass and length results that are also dependent variables, yet change could be minimal and not be seen at every change in solution. The Observations are: a. Elf the chips would float or sink b. Ranking the chips from stiffs floppy Below is an example of how the results should be recorded from a previous osmosis experiment: Molarities foliation Lengthens aftercare analytical Massing Mischance in Float or Stiff or Glucose (CM)Osmosis (CM)Length (G) (G)mass Sink Happy 02 or skink 0. 2 Floats 0. 4Floats 0. 6Oath 0. Float; 1 Oath The change in mass must be recorded as a percentage as the initial mass for each chip is different, in order to make the results more comparable, the same rule should be applied to the change in length. To calculate the % change in mass/length we use this formula: Change in Length/Mass Original Length/ Mass Conclusion In both the case of 2 CM and CM chips, as the concentration of the solution went up, the growth in length became more negative. This does not mean that less change took place, but that the chip that the positive increase in the chips at O Mica gradually got lower, (with the exception of a few inaccurate readings), until it became a loss in length. For both the CM and CM chips the loss in length happened after 08 Mica, yet the concentrations used to conduct the experiment were not enough to give us a more accurate concentration at Which the concentrations became negative although the line Of best fit Of both he CM and CM chips would suggest it was a little after 0. Mecum. When the change in length is shown as a percentage, the CM chip had a bigger change between its 0. 0 molar and 1. 0 molar results than the CM chip. CM chip 10% 4 5% = 15% change in length CM chip = 3. 333%4 change Yet these results are not very helpful as the changes in length are not accurate and do not give us an accurate measurement such as volume, that would give us more than the length of one side. The change in length expressed as a percentage is also not helpful as it does not help show the difference between how much water the cell sap vacuole of a CM hip can hold compared to that of a CM chip. In the results, the change in length in centimeters of both the CM and CM chips between the 0. Mecum and 1. Mecum are close: CM chip = 2. CM 1. CM = 0. CM change CM chip = 3. LLC 2. CM = 0. CM change. If the results were more accurate, the CM chips change in centimeters would be larger than the CM chips because its cell sap vacuole should hold more water in the same concentration. Fifth volume of the chips was taken instead of the length and the experiment was conducted accurately, this would be the case. For the length results I am not going to link them to the mass results or observations as they are not accurate, yet a change is still obvious as shown by the graph. This is proof that osmosis did take place and that at a 0. Mecum the potato chips only take in water because they have lower water potentials than the H2O they have been placed in. As the concentration of the solutions rises, the results show that the chips gain less length until they lose water and become flaccid; this happens when the solution the chips are in are more concentrated than the solution of the cell sap vacuole of the potato tissue. The mass results will analyses the results more accurately.

European Exploration of Africa

European Exploration of Africa Europeans have been interested in African geography since the time of the Greek and Roman Empires.   Around 150 C.E., Ptolemy created a map of the world that included the Nile and the great lakes of East Africa.   In the Middle Ages, the large Ottoman Empire blocked European access to Africa and its trade goods, but Europeans still learned about Africa from Islamic maps and travelers, like Ibn Battuta. The Catalan Atlas created in 1375, which includes many African coastal cities, the Nile River, and other political and geographical features, shows how much Europe knew about North and West Africa. Portuguese Exploration By the 1400s, Portuguese sailors, backed by Prince Henry the Navigator, began exploring the West coast of Africa looking for a mythical Christian king named Prester John and a way to the wealth of Asia that avoided the Ottomans and the powerful empires of South West Asia.   By 1488, the Portuguese had charted a way around the South African Cape and in 1498, Vasco da Gama reached Mombasa, in what is today Kenya, where he encountered Chinese and Indian merchants. Europeans made few inroads into Africa, though, until the 1800s, due to the strong African states they encountered, tropical diseases, and a relative lack of interest. Europeans instead grew rich trading gold, gum, ivory, and slaves with coastal merchants.   Science, Imperialism, and the Quest for the Nile In the late 1700s, a group of British men, inspired by the Enlightenment ideal of learning, decided that Europe should know much more about Africa. They formed the African Association in 1788 to sponsor expeditions to the continent.   With the abolition of the trans-Atlantic slave trade in 1808, European interest in the interior of Africa grew quickly.   Geographical Societies were formed and sponsored expeditions. The Parisian Geographical Society offered a 10,000 franc prize to the first explorer who could reach the town of Timbuktu (in present-day Mali) and return alive. The new scientific interest in Africa was never wholly philanthropic, however. Financial and political support for exploration grew out of the desire for wealth and national power. Timbuktu, for instance, was believed to be rich in gold.   By the 1850s, interest in African exploration had become an international race, much like the Space Race between the U.S. and U.S.S.R in the 20th century.   Explorers like David Livingstone, Henry M. Stanley, and Heinrich Barth became national heroes, and the stakes were high. A public debate between Richard Burton and John H. Speke over the source of the Nile led to the suspected suicide of Speke, who was later proven correct.   Explorers’ travels also helped pave the way for European conquest, but the explorers themselves had little to no power in Africa for much of the century. They were deeply dependent on the African men they hired and the assistance of African kings and rulers, who were often interested in acquiring new allies and new markets.   European Madness and African Knowledge Explorers accounts of their travels downplayed the assistance they received from African guides, leaders, and even slave traders. They also presented themselves as calm, cool, and collected leaders masterfully directing their porters across unknown lands.   The reality was that they were often following existing routes and, as Johann Fabian showed, were disoriented by fevers, drugs, and cultural encounters that went against everything they expected to find in so-called savage Africa.   Readers and historians believed explorers accounts, though, and it was not until recent years that people began to recognize the critical role that Africans and African knowledge played in the exploration of Africa. Sources Fabian, Johannes, Out of Our Minds: Reason and Madness in the Exploration of Central Africa. (2000). Kennedy, Dane. The Last Blank Spaces: Exploring Africa and Australia. (2013).

Fake Blood With Knife Chemistry Trick

Fake Blood With Knife Chemistry Trick Heres a cool chemistry trick, perfect for Halloween! Trace a knife over your skin and leave a message that appears to be written in blood. The project works equally well with a spoon  but somehow loses impact. Try it... Bleeding Knife Materials You only need a few materials for this project, however, youll either need access to a lab for the chemicals or else you can order them online. Dull knife (we dont need real blood here)5 grams ferric chloride5 grams potassium thiocyanateWater Prepare the Magic Solutions Prepare saturated solutions. Youll know the solutions are saturated if no additional solid will dissolve in the liquid. Mix a few milliliters of water with the ferric chloride to dissolve it.Separately, mix a few milliliters of water with the potassium thiocyanate to dissolve it. Perform the Trick Coat the area of skin to be bloodied or written on with the potassium thiocyanate solution. Youll get the best effect (dripping blood) if the skin remains damp, but the color appears just fine even if you let the area dry.Dip the knife blade in the ferric chloride solution.Draw on your skin with the dampened knife blade. A deep red liquid resembling blood will appear where the two solutions mix. How It Works This chemistry trick is one form of a sensitive test for the ferric ion. A red color is produced by the reaction between the ferric ion and the thiocyanate ion. Bleeding Knife Clean-Up and Safety When youre done, rinse the blade and your skin under running water to remove the chemicals. The demonstration is safe to perform, but restrict the project to your arm or hand and avoid eyes, nose or mouth to avoid ingestion of the chemicals or irritation of mucous membranes. More Halloween Chemistry Apply chemistry for more Halloween fun. You can make a glow-in-the-dark jack-o-lantern, slime that looks like ghostly ectoplasm, or a mad scientist Halloween costume.

Radiation Absorbed Dose From 201 TI Thallous chloride Essay

Radiation Absorbed Dose From 201 TI Thallous chloride - Essay Example Thomas SR, Stabin MG Castronovo FP, Radiation-Absorbed Dose from 201Tl-Thallous Chloride. Journal of Nuclear Medicine Vol. 46 No. 3 502-508. 2005 by Society of Nuclear Medicine. 02-03-06. Radiation dosimetry for 201Tl-thallous chloride has been developed by several authors1. The International Commission on Radiation Protection (ICRP) dose estimates for 201Tl chloride have incorporated values of testicular uptake published by Gupta et al2 and Hosain and Hosain. 1. There is a problem when dosimetry is calculated in this way: the values for testicular uptake at 24h reported by these authors for adults are significantly higher than those reported by other authors e.g., Atkins et al, Krahwinkel et al., Rao et al. 4. Further, the authors estimated the possible contribution to radiation dose from several radioactive contaminants that are often present in 201 Tl preparations, and have evaluated the consequence of administration time relative to preparation. 1. The uptake of 201Tl in the testes after intravenous administration of an isotonic solution is not as high as estimated in some studies, which have formed the basis for recommendation of radiation dosimetry by the ICRP. 2. Since these data have been used to estimate testes radiation dose in children, the corresponding values are also higher; the authors hypothesized that even these values need to be revised downwards. 3. When Thallous chloride is provided as an isotonic solution, the possible contaminants are 200Tl, 202Tl, and 203Pb. With longer shelf life, the contribution of 200Tl decreases whereas that of 202Tl increases. The equipment necessary to perform this research are: (1)Diagnostic exercise myocardial scintigraphy (2)Quantitative testicular scintigraphy (3)Lead vinyl shield (4)201Tl standard vial with saline (5)MIRDOSE

Issues-based feature story Essay Example | Topics and Well Written Essays - 2000 words

Issues-based feature story - Essay Example It has been reported that the number of abortions in the United States of America is decreasing but in other countries illegal abortions stay steady. A latest report by the Guttmacher Institute, a pro-choice institute, states that the number of abortions fell from over 45 million in 1995 to fewer than 42 million in 2003. That drop is all the bigger given the 10 per cent growth in the worlds population over that period. Most of the decline is in countries where abortions are legal. Prohibitions on abortion are slowly coming towards moderation, though deprived countries stay much inflexible than prosperous ones. Previously, during the period from 1967 till 1973, one-third of the states in the US eased up on their criminal abortion laws. Nevertheless, the right to have an abortion in all the fifty states became accessible to the American women in 1973 when the Supreme Court overruled the remaining warning state laws with its decision in Roe v. Wade. As a result, the number of trained doctors in the procedure increased and a countrywide system of outpatient abortion treatment centers established that allowed women who would, until that time, have had an illegal abortion or would not have been able to get one by any means, to do so lawfully in a medical service. The 1973 decision disqualified any legislative intervention in the first trimester of pregnancy and put restrictions on what limitations could be approved on abortions in later stages of pregnancy. Opposition to abortions increased turning physical and even violent. Moreover, Roe vs. Wade states that women can abort the baby as long as it hasn’t become viable. Viability is defined by the Court as the potential to live outside the mothers womb, though with artificial aid, adding that viability is normally placed at about seven months or 28 weeks but can happen earlier i.e. even at 24 weeks. Dr. Neville Sender

Gastrointestinal Diseases Research Paper Example | Topics and Well Written Essays - 1250 words

Gastrointestinal Diseases - Research Paper Example Further, the paper will explain the different ways of treating the gastrointestinal diseases, and end with a summative conclusion. The gastrointestinal diseases to be discussed include Constipation, Inflammatory Bowel disease, and Colon Cancer. Constipation. Contraction Constipation is an ailment of the digestive tract where the patient excretes hard feces. Constipation is a common disease that affects almost everyone in at least one time of their life. Several factors contribute to the problem including lack of fibers in an individual diet. The other factors are severe dehydration, excessive stress and sickness (www.wisegeek.com). It is imperative to note that other grave gastrointestinal diseases can cause constipation; thus, constipation can be a symptom to a wide range of gastrointestinal diseases. Effects to the body Constipation causes the movement of large intestines to stop or slow down. The movement of the large intestines is beneficial because it pushes food down the digest ive tract into the rectum. This results to retention of feces in the body because the hardened fecal matter becomes extremely painful to remove from the digestive tract (www.prokerala.com). This condition makes an individual spend long minutes in the rest room trying to get rid of fecal matter. Constipation can cause bruises to the colon and damage to the anal sphincter because the indigested matter comes out as hard as a stone. A painful aftermath may follow defecation because of bruising in the colon lining (Johnston 121). Treatment Treatment of constipation is less involving and less expensive. A patient should take some measures that reduce susceptibility to constipation (McMillan 12). Individuals can relieve constipation by taking plenty of water and other helpful fluids like soup. Secondly, the individual should consume food with plenty of fibers to ease the problem. Patients should exercise regularly to strengthen the stomach muscles and the general welfare of the body (McMil lan 13). If the condition does not ease within a few days, a patient can visit a doctor who will prescribe the most appropriate treatment. A doctor can recommend a laxative to a patient who is suffering from constipation for more than four days. However, laxatives have negative effects to the patient, and they may end up doing more harm than good. Inflammatory Bowel Disease Contraction There are various, dissimilar inflammatory bowel diseases that cause considerable inflammation of the digestive truck, tummy lining and colon (Johnston 123). However, the most widespread kinds of inflammatory bowel disease are Crohn’s disease and ulcerative Colitis. Patients contract these diseases after experiencing a considerable corrosion of the stomach lining and the lining of the digestive tract (Johnston 123). These corrosions result from excessive excretion of gastric juice that cleans up the protective mucus, and thus, exposing the delicate tissue of the stomach to the digestive juices. Research shows that, the problem can also result from bacterial infection of the digestive tract lining. Effects to the body Ulcerative Colitis patients develop inflammations and ulcers in their stomach, which leads to rectal bleeding, sore bowel movements, fatigue, dehydration and diarrhea (Podollsky 7). Severe pain may result after eating acidic foods or food items that are difficult to digest like kales.

Law Enforcement and Policing- (Deputy Sheriff) Essay

Law Enforcement and Policing- (Deputy Sheriff) - Essay Example The sheriff is the head of the department-wide authority. Different ranks have the scope of authority in a given county for analysis purpose we shall take an example of Montgomery county in Tennessee. Here we find that the sheriff is the department-wide authority with an insignia having five gold stars arranged in a pentagon, second in command is the chief deputy sheriff with a badge having four gold stars arranged in a line the chief deputy sheriff is responsible with department-wide jurisdiction with the authority to act in the stead of the sheriff. The captain is third in command where he acts as a division commander his badge is a double gold bars. The lieutenant is forth in command whom is the section commander and carries a insignia with a single gold bar (Inwald, 1988). The sergeant is the fifth in command who his responsibility is the unit or the shift commander for identification he has 3 chevrons. Next to him the investigator is basically called school resource officer, their responsibilities are to provide direction for deputies at crime scenes there is no way of identifying them since they do not wear any insignia. The corporal is responsible for field training officer for patrol shift supervisor or detection division, the corporal wears 2 chevrons with FTO notation for patrol. lastly in the basic organizational structure is the deputy sheriff who is the only one whose badge is silver as opposed to others who have a gold badge in color, he has no insignia (Inwald, 1991). The sheriff has is important in every county due to the functions that he is responsible for within the county, the sheriff is the chief law enforcement officer who is charged with the responsibility of policing the county and keeping the peace, he has the power to make arrests and administration of jail and custody of the inmates. The sheriff also serves as the treasurer of the county and is responsible for collecting all taxes which are levied by the

International aid is always welcome. Discuss Essay

International aid is always welcome. Discuss - Essay Example Foreign or international aids play a very imperative role in the overall development of a country unless it gets utilized properly. International aid is mainly required in case of scarcity of economic resources or for any other natural restraint, when a country needs sufficient amount of foreign funds in the style of foreign aids to regain its position. Generally foreign or international aid is presented to reduce the deficit budgets, trade promotions along with strategic considerations. Other than this, Foreign or international aids are also offered in the form of economic, technical or military relief by one nation to another for the purpose of rehabilitation and support to make a real life difference. Not only this, foreign aids are also offered so as to present the opportunity to attain basic educational facilities to the poor children as well (Little & Clifford, 2005). Due to such reasons, it is highly admired by the individual all round the world. There are mainly two types of aids like emergency and developmental aids. Emergency aids are those presented by varied nations to offer relief to the individual ruined due to natural calamity such as fire, drought, flood, sudden break out of epidemic and breaking of large boulders and many others. Apart from this, aids are also offered in case of developmental purposes as well. When a developmental country is trying to become developed, then varied types of aids are also offered to help the suffering individual of those countries (Little & Clifford, 2005). These aids help in improving the condition and status of the individual in the developing countries and it is highly preferred by all of them. Discussion The United Nations Children's Fund (UNICEF) is one of the well-known international reliefs providing organization positioned in New York of USA. It was established in the year 1946 in the month of December. It is established in order to offer emergency relief and developmental support to the suffered families . It also works for the betterment of the poor and deprived families and mothers so as to improve their living conditions and economic standards. Therefore, these organizations are developed in order to improve and protect the families below poverty line and also to protect the rights of the small children as well. Almost 16 million individual became victimised due to the devastating drought that broke in Africa (UNICEF UK, n.d.). In 18th April, in the year 2000, a massive drought broke out in the eastern and southern parts of Africa in which numerous families and children became homeless and almost ruined (UNICEF UK, n.d.). At that time, in order to help those ruined families, UNICEF came forward. It offered varied types of reliefs such as money, clothes, food, medicines and safe drinking water facilities to those families and individual. Other than this, it also appealed for proper medicinal treatment for the children suffering varied types of trouble-some diseases (UNICEF UK, n.d .). Therefore, in order to treat these suffered individuals, UNICEF appealed for $1.7 million from both government and private donors. But they received only $ 500,000 to fulfil the basic needs like water, medicines, food, clothes and others. This helped in saving the lives of numerous suffered and diseased individual and children to

Law Enforcement and Policing- (Deputy Sheriff) Essay

Law Enforcement and Policing- (Deputy Sheriff) - Essay Example The sheriff is the head of the department-wide authority. Different ranks have the scope of authority in a given county for analysis purpose we shall take an example of Montgomery county in Tennessee. Here we find that the sheriff is the department-wide authority with an insignia having five gold stars arranged in a pentagon, second in command is the chief deputy sheriff with a badge having four gold stars arranged in a line the chief deputy sheriff is responsible with department-wide jurisdiction with the authority to act in the stead of the sheriff. The captain is third in command where he acts as a division commander his badge is a double gold bars. The lieutenant is forth in command whom is the section commander and carries a insignia with a single gold bar (Inwald, 1988). The sergeant is the fifth in command who his responsibility is the unit or the shift commander for identification he has 3 chevrons. Next to him the investigator is basically called school resource officer, their responsibilities are to provide direction for deputies at crime scenes there is no way of identifying them since they do not wear any insignia. The corporal is responsible for field training officer for patrol shift supervisor or detection division, the corporal wears 2 chevrons with FTO notation for patrol. lastly in the basic organizational structure is the deputy sheriff who is the only one whose badge is silver as opposed to others who have a gold badge in color, he has no insignia (Inwald, 1991). The sheriff has is important in every county due to the functions that he is responsible for within the county, the sheriff is the chief law enforcement officer who is charged with the responsibility of policing the county and keeping the peace, he has the power to make arrests and administration of jail and custody of the inmates. The sheriff also serves as the treasurer of the county and is responsible for collecting all taxes which are levied by the

Employment and Discrimination Law Essay Example | Topics and Well Written Essays - 2500 words

Employment and Discrimination Law - Essay Example These laws are called the employment laws and they have proved effective in enhancing proper business conduct within the business world. Some of these laws which have been in place include those that govern employee dismissal, child labour, employee benefits and labour contracts among other contracts and their applications in various business enterprises have worked well in ensuring the well being of both the employers and their employees. In the course of business conduct, employee - employer relationship is crucial in determining the success of each of the two parties in the business world. However, sometimes achieving a cordial relationship becomes impossible with the eruption of personal issues that come in a day to day basis. This has sometimes led to discrimination and in this case it is the employee who suffers the brunt sometimes leaving the employer to go scot-free after committing some unfavourable and inhumane acts against his/her employee. The case of Anne is a similar one where she is forced to unfairly suffer the consequences of being in bad terms with her boss. Employer retaliation, like in Anne's case is an aspect of employment law in which a lot of emphasis has been put and attorneys have had to defend their clients in regular basis under such circumstances. As an attorney, I would consider Anne's case as a solid one and which she is capable of winning should she press legal charges against her employer. (Robert Hill, Nick Dent and Adam Lambert: Labour and Employment: United Kingdom: Associative Discrimination). Also According to The ACAS statutory Code of Practice on discipline and grievance, the proper procedure for disciplining Anne would not put her career at risk but to hold a meeting with her and discuss the issues. Her boss would be recommended to express his grievances directly to Anne after which he would make clear his decision to give poor reference to Anne which according to the law is not encouraged. In dealing with such a case, it is important to consider whether Anne's employer informed her of her employment rights as postulated in the labour law. This law which is concerned with the rights of employers demands that all employers should take charge and sensitize their employees considering the rights which they hold as workers in their workplace. Freedom from retaliation is one of the major subjects which are dealt with in this law. In a case whereby the employer had not informed Anne and maybe other employers of their rights as his employers, Anne should be able to sue him of that as the first offence committed against her by her employer. Anne would then go ahead and sue Jim, her boss for the offence of hindering her from exploring and obtaining other employment opportunities on grounds of unfounded accusations (Office of Public Sector Information (united kingdom) Employment Rights Act 1996, chapter 18). Jim has definitely committed an offence against Anne. With regard to the employment and labour law, Anne should seek legal redress since as an employees and a human being for that matter, she has her rights regarding the choice of how she relates with other individuals either within or without her office environment. In order to establish a concrete case against the crime of employer retaliation which Jim committed against

Promoting Health Internationally Essay Example for Free

Promoting Health Internationally Essay Developing countries are beset with health crises to a greater extent than their more developed counterparts. The lack of resources and the presence of numerous demanding needs causes the insufficient allocation of such resources for the addressing of health issues. In other countries, there is simply no technology to produce the necessary cures for the bigger diseases besetting their populations. Whereas in more developed countries with greater storehouse of resources there is a greater capacity to address health problems, particularly with a more developed technological platform to work from. Not only this, but developing countries have a marked decline in addressing sanitation concerns thus making for environments more prone to diseases caused by bacteria, worms, and viruses.1 With more hygienic living conditions, this is not the observed case in developing countries. Thus, a combination of non-hygienic conditions and low access to healthcare creates atmospheres for developing nations making them more prone to experiencing severe health problems. The first concern regarding health problems in developing countries is the possibility of a disease to develop which is easily transmittable from person to person. The fear of infectious diseases, particularly the fear of such diseases causing a pandemic, has had significant impact on the manner in which the global community addresses global health problems. International agencies have come up with surveillance systems to enable member countries to report incidents of infectious diseases and to better equip non-affected nations against contamination.2 The mechanism of report requires member nations to define the nature and extent of infection of the disease. This is not particularly attractive to infected nations as the reporting of diseases would adversely affect the economy of the said country. With a fear of infection, foreign investors would lower their rates of importation. This would serve to lower the economic growth of the said country. Not only this, but tourists would be fearful of visiting said foreign country and income from such investments would also decline. The stigma against the affected country would translate to a decline in the status of their economy.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It is in this regard that health issues of individual nations affect the global view on health. The slightest change in the ability of individual countries to provide basic resources or to contribute to the global economy would affect all other countries as a result of global interconnectedness. 3 The dependence of nations, one to the other, cannot sustain the devolution of production of goods in any one nation. Apart from moral responsibilities, this is the weightiest argument to a global perspective on health promotion. The global market favors the ensuring of wealthier nations that less affluent nations will be able to participate fully in the global trade of goods.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What is not considered in this model are non-infectious diseases plaguing the developing countries around the globe. There is little incentive for global agencies to address such problems since there is no showing that the same would affect citizens of foreign nations. Although the argument for providing aid for the same due to global trade considerations still stands, there is little to no initiative from private drug companies. The primary aim of such companies being profit, they are not drawn by the clamor for lower prices required in developing countries. Thus, the trend remains for drug companies to produce drugs and cures that will answer the needs of developed countries whom they can charge higher prices for the products and services they offer. Diseases plaguing impoverished nations such as malaria, AIDS, tuberculosis and the like are given little attention although they may present greater threats than hypertension and cardiovascular diseases. This is an unfortunate as developed nations should take it upon themselves to promote health in developing nations as well. The international community would benefit to a greater extent with the improvement of all component nations. The nations in the international community should not only consider giving aid to developing nations when the diseases may spread into their own localities but even so when the diseases may be contained domestically. The interest then should not be for global regulation of domestic plagues but it should be for international interest in holistic global health.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Although drug companies refuse to focus on answering the needs of the major diseases in impoverished nations this is not to say that no organized action is being undertaken for the same. Certainly there are individuals and groups who recognize the importance of promoting health on a global scale. The World Health Organization, for example has collaborated with large pharmaceutical companies in order to bring drugs for the cure of prevalent diseases into levels of access for developing nations.4 The proposed plan is to decrease drug prices for developing nations, if the free delivery of the same is not probable, by increasing prices in affluent countries. Such a scheme would permit the subsidization of drugs by developed countries. There would thus be an equitable division of required resources in order to gain access of available cures in the market. There has also been an observed trend in scientific laboratories. Scientists capable of performing research investigating cures for diseases of poverty have shown greater inclination for the same. Funding may be an issue in the matter however, more and more charities are focusing on the aim of global health and even domestic governments are supporting the bid for finding cures for large health issues. Not only this, but movements have been made to have pharmaceutical companies share the process of production if the matter of marketing drugs at a no-profit price is not possible. Local governments or corporations could then work on producing their own drugs using the process and information shared by foreign corporations. These matters are currently being pushed by advocates worldwide. However, the international community still has much ground to cover. The problem of international health is still a major issue receiving small priority in the global scale. The problem of politicking and bureaucracy hinders advances that could be made in this field. Thus, in order to more aptly answer the problem, local policies should first be reshaped and made to realize the importance of health in the governmental platform. Furthermore, local governments should not limit themselves to addressing only their own separate needs. Garrett aptly captures the issue: Tactically, all aspects of prevention and treatment should be part of an integrated effort, drawing from countries’ finite pools of health talent to tackle all monsters at once, rather than dueling separately with individual dragons. 5 Given limited resources, in the international sense as well as in the domestic, the pooling of these same resources is the best solution to the problem of both global and local health. The vision of individual nations should be enhanced to not only address their own problems but they should start to realize the relevance in investing in a global perspective in answering health issues. Certainly, with a view of the same, advances will be made not only for short term goals of fending off singular diseases in certain nations but more so the long term goal of eradicating debilitating diseases that could potentially reappear in similar conditions or in evolved forms. The answer then is to prepare internationally for the problem of global health as the strengthening of individual platforms in individual nations will address the root issue of recurring conditions. This will serve not only to strengthen the global health system but even other sectors of concern such as trade and global relations as more and more countries invest in programs reflecting amity and gratuity. BIBILIOGRAPHY Check, Erika,â€Å"Quest for the Cure,† Foreign Policy, (2006): 28-36. Garrett, Laurie, â€Å"The Challenge of Global Health,† Foreign Affairs 86(1), (2007): 14-38. Naim, Moises and Brundtland, Gro Harlem, â€Å"The FP Interview: The Global War for Public Health,† Foreign Policy 128, (2002): 24-36. Osterholm, Michael T., â€Å"Unprepared for a Pandemic,† Foreign Affairs 86(2), (2007): 47-57. Zacher, Mark W., â€Å"Global Epidemiological Surveillance,† in Inge Kaw, Isabelle Grunberg, and Marc A. Stern, â€Å"Global Public Goods: International Cooperation in the 21st Century (eds.),† (1999), NY: UNAP.

Co-branding Curtin University Miri

Co-branding Curtin University Miri Executive Summary The followings aim to allow the reader to have an understanding of co-branding. Certain real life business example is used to illustrate of the relevant theories that has been extract from research journal. Many other relevant articles are also being used for discussion to make the subject matters as current as possible with the objective to stay valid as in point of reading. Inside this paper, co-branding was explained as to why it has been applied as a strategy to explore new market and growth by businesses. Types of example in co-branding that exist and practise in the market. In addition, all the marketing-mix tools are discussed as to how it can impacts the co-branding process. The benefits and disadvantages are also being put forward for discussion with a recommendation to use co-branding as a business strategy. Introduction In today complex business world, whereby competitions are fierce especially for the fast moving consumer goods industry (Helmig, Huber and Leeflang 2008, 359), marketers tried to use any tools they has in order to open a path for additional opportunities for new customers and trade channel to generate greater sales from their existing target market. Co-branding is one of the marketing strategies that used by marketers to create opportunities in achieving business growth in the market. Some may have wonder, what is co-branding? Co-branding is either two or more renowned brands that combined to form an alliance to work together and creating marketing synergy (Kotler, Keller and Burton 2009, 361). In simple term, it means that two brands comes together to create a single, unique product. This pairing can be in a marketing context such as in advertisements, products, product placements and distribution outlets (Grossman 1997, 191). Such marketing synergy can potentially expands the customer base, to increases profitability, responds to the expressed and latent needs of customers through production lines, strengthens competitive position through a bigger market share, enhances product introductions through enhancing the brand image, creates new customer-perceived value and yields operational benefits through reduced cost as stated by Chang (2009, 77) of a notes identified by Gaurav Doshi 2007 article. Co-branding An example of successful co-branding is the McDonald ice cream with MMs candies and also Kraft Oreo cookies which resulted to the creation of MMs Mcflurry and Oreo Mcflurry ice cream products. The success of both MMs and Oreo Mcflurry ice cream is an example of utilizing two or more brand names to introduce a new product with competitive advantages. Chang (2008, 220) state that the purpose is to capitalize on the reputation of the partner brands in an attempt to achieve immediate recognition by the consumers. Airasia, the low budget airline of Malaysia has done very well in the online booking for air travelling, had form an alliance with Citibank to introduce their unique Airasia Citibank credit card (Citibank and Airasia tie the knot! 2007). In this example of joint-venture of co-branding, both Airasia and Citibank have their own separate brand equity, and both also earned brand awareness and positive brand image. Their alliance for success comes from a logical fit between two brands, thus their marketing activity maximises the advantages of each other while minimising their disadvantages as mentioned by Kotler, Keller and Burton (2009, 361). The research done by Park, Jun and Shocker (1996, 464) shows that consumers are more likely to accept the co-branding product when two brands are complementary rather than similar. Their alliance is a perfect match as both Airasia and Citibank which can tap on each other customer base to increase their business activity and on top with increase in p rofits. Further to another type of co-branding is known as same company co-branding. This is an example of Nestle Company in Malaysia when they develop Nestle ice cream using their well known chocolate brand like Kit Kat and Smarties to penetrate into the ice cream market (Nestle in your life: ice cream n.d.). Thus, with immediate brand awareness among their loyalty customers, Nestle are optimising their chances of success of a new launch product. The list does not stop here as there are other types of co-branding, which is multiple-sponsor co-branding, such as Taligent, a one-time technological alliance of Apple, IBM and Motorola (Kotler, Keller and Burton 2009, 361). There is also retail co-branding, example like Pizza Hut and KFC in Malaysia, where two retail businesses use the same location as a method to maximise both space and profits. Moreover, ingredient co-branding is another type of co-branding; a successful example of this is Intel whereby the ingredient branding was so strong that the consumers insist of buying Personal Computer with Intel Inside. Thus, it gives great impacts towards major manufacturer such as Dell and Compaq to adopt Intel chips for their finishing products (Kotler, Keller and Burton 2009, 362). The benefits of Co-branding It is common for all businesses face towards the challenges of financial risks when introducing new brand to consumer market (Aaker and Keller 1990, 27). In addition, a product or services life cycle is getting shorter each day as the advancement in technology has makes it easier to copy among brand in the same industry. It is because of these, the risks inherent in establishing new brands are high, with a failure rate ranging from 80 to 90 percent as mentioned by Leuthesser, Kohli and Suri (2002, 35). So, in this instant co-branding make sense as it can increase brand distinctiveness by capitalizing on the values embedded in cooperating brands. Through the arrangement of co-branding, businesses are able to do brand-leveraging which capitalize on existing brand equity rather than building new brand equity as noted by Dickinson and Heath (2008, 22).Take Airasia Citibank credits card for example, the benefits of being the card owner automatically becomes an elite traveller to enjoy spe cial fares and holiday packages not available elsewhere. By merging values and identities of brands originally engaged in different industries, now both are able to gain consumer choices, loyalty and consequently lead the brand to uniqueness and distinctive as compare to their competitors. From this example it has deliver the aim to increase the distinctiveness of the co-branding product and also gain customer loyalty by providing them with the alliance benefits. Thus, it also achieves its set objective of co-branding that is to expanding customer base, creating a new customer perceived value and most importantly to strengthen its competitive position in the market. As market condition change rapidly, it is not easy for a product to have a safe sailing to success as there is full of choices and is keep on increasing for the consumers to choose. Brands research also found that a single brand may not be able to meet the demands of variable individual needs such as custom design with added value (Djurovic 2009). By using extension co-branding to enhance the products will able to meet those individual needs. For example Bacardi and Coca Cola or Bacardi and Sprite, to have co-branded Bacardi Mixers range to show and suggest alternative ways to consume the two brands. By this arrangement, both brands will gain financial benefits, to have introduced a new product range with a strong image and also respond to the expressed and latent needs of the customers. The other benefits of co-branding is that the product has it uniqueness and distinctive characteristic, thereby induce more sales and also reducing cost of product introduction as noted by Desai and Keller (2002). Interestingly, co-branding is able to work more efficient and effectively communicating through to the consumers as the two brands awareness is high (Aaker 2003, 84). Marketing tools for Co-branding Indeed co-branding activity has increase over the past decade as Spethmann and Benezra (1994) noted that the number of corporate alliances worldwide, including co-branding ventures is continuing to grow at 40% rate each year, involving billions of dollars in assets. Such an increase in co-branding activity may project itself to be a popular strategy as mentioned by Hilton (2007). In addition he asked is it also a smart one? and he answered it with a qualified yes if it is executed well. In order to execute well, we need to discuss any of the relevant seven Ps in marketing mix tools. The seven Ps mentioned which is Product, Price, Promotion, Placement, Physical evidence, Process and People. Marketers use these tools to make marketing-mix decisions for influencing their trade channels right to their end users. In practise, companies seek growth through innovation of new products by their research and development team and co-branding strategy can develop this new product to success by provide perception of quality and image as it capitalizes on the unique strengths of each contributing brand (Chang 2008, 498). For easy focusing onto one industry, we use the fast moving consumer goods as our point of discussions Generally for a co-branding to success, the potential partner has to be large and have strong distribution channel or customer base with positive market image. As mentioned, the market environment change rapidly and the speed to market is one of the key success factor to a co-brand product or services. The aim is to establish a strong foothold before the onslaught by competitors. With wide distribution coverage or customer base will enable this task to be accomplish on the set target. In order for the execution of the co-branding to have a speedy reach out to the market, marketer must look into trade promotion and advertising campaign to assist in numerous ways. The joint sales promotion and advertising campaign is to stimulate interest and inquiries in the market among their loyalty customer and the trade promotion activity should focus on communicating the benefits and value-added the co-branding can provide to the consumer. When these two brands form an alliance for joint promotion on their co-branding product or services, the objectives is for those two brands to provides greater assurance about the quality standard than those of a single branded product from the perspective point of view as noted by Rao, Lu and Ruekert (1999, 259). Thus, from this positive point of view by the consumers it lead to higher product evaluations and this will allow the co-branding product or services to command a premium prices (Helmig, Huber and Leeflang 2008, 360). To illustrate our point we take the Nestle and LOreal as example. Nestle and LOreal recently announced their pairing. One may have asked what common value does these two have. Nestle is the world leading nutrition food producer and the company mission is to produce healthy food to feed the world but not restricted to inside but also our outer body, which is our skin. Indeed, LOreal comes in as a perfect match as the brand is the global leader in skin care. Their pairing is seen to be an unorthodox brand alliance as noted by Lindstorm (2003) but it has those values that the customers can relied and be convincing of their brand alliance commitment. In this instance, the uniqueness and distinctive of the co-branding product has a high evaluation by the customer as indicating of higher chance of success sales and also better command of price point. Although physical evidence is most commonly being used to evaluate for the service industry such as restaurant and hotel (Physical Evidence the lifeline for service companies 2006), we can also make it to be a relevant point to discuss for fast moving consumer goods as in its packaging as physical evidence. The packaging has to be attractive and user friendly. An example of user friendly packing is the pull up cap for canned foods as it allows the buyer to easily open and consume it. As nowadays consumer are also concern of environmental issues, they are also choosing for product packaging that can be recycle after consuming their contents. This physical evidence can also take form as in a warranty or guarantee. Take Duracell for example that has guarantee against defects in materials and workmanship due to a battery defect (Duracell Guarantee n.d). Here the physical evidence is clear and has communicate to the user that Duracell will repair or replace it. These are deems to be an im portant physical evidence a co-branding product can emulate to makes it unique and distinctive. The other Ps of the marketing mix is the process. In marketing mix, the process is an element of service that sees the customer experiencing an organizations offering as mostly in the service industry. As for fast moving consumer goods, the process that the co-brand product wishes the customer to experience is hassle free to access to the product. In short, the availability of the product is sufficient in every retails store and in arm reach location. One such example is the Wrigley Company in which their sales strategy is to focus on the process of the potential consumers reach for their chewing gums product. The result, Wrigley chewing gums was distributed to any corner of the world and to display it at arm reach location in order for the customer to have pleasant experience when reaching for their products. Wrigley understand it well that it continue to focus on recognizes the uniqueness of each one of their consumers and efforts are made to reaching them and in return of hopes th eir potential customer will get to know more of their products and purchase them. The last Ps is the people. Peoples are very important in co-branding. What makes co-branding products a success besides its uniqueness, distinctive and value added to attract the consumers is its people that work behind and in front. A consumer who comes into contact with the co-brand product will make an impression, and they can have a profound effect, either positive or negative and that is on customer satisfaction. The reputation of co-brand product rests in the peoples hands so they must be therefore trained, well motivated and have the right attitude. They must have high level of commitment, competence and complete understanding of their products. The attitude to believe that their co-brand product is unique and will bring them more sales and profits thus, it cans moves them to self motivate to service their customer to satisfaction. The disadvantages for Co-branding By now, the above presented, should be able to give the philosophy behind co-branding and that is to increase both market share and revenue as well as gaining competitive advantages through customer awareness by providing them with a co-branding product that is distinctive and unique. Although co-branding looks rewarding and it does sounds like a perfect strategy to seek growth and by understanding the benefits of co-branding and reviewing the marketing tools to assist it to success alone is not enough. Co-branding does not come without risks, as one have to aware that only one in five attempts of a brand mergers succeed as mentioned by an article by Knudsen et al. (1997, 189). In many ways, brands can be explained like people, they their own values and direction. In real world is difficult for married couples to reconcile their differences and commit to stay to each other forever as noted by Lindstorm (2002) and that half of the worlds marriages ending with a divorce so as co-brandi ng partnership. The risk of co-branding is pairing with a partner that can tarnish the existing products strong brand equity, as the two alliance brands has become connected together in the consumers mind as mentioned by Ueltschy and Laroche (2004, 93). The pitfall here is that when consumers attribute any negative experience due to the fault or negligence of any one party of the alliance, the overall brand equity could be damage and poses threat to co-branding and resulting the other brand being perceive as weak (Kocherp 2009). Thus, when it lead to a negative evaluation by the consumers and is likely also to cause damaging to the co-branding privilege of price command in the market as it used to enjoy over their competitors. The other scenario that a co-branding may fail is when the two products have different market and are entirely different such as no complimentary effects. If there is difference in visions and missions of the two alliance companies, then the co-branding may also fail costly. To take an example of a failure co-branding is the case of American Airlines and America Online. They ambitiously launched a joint consumer-loyalty program in 1999 in search of brand synergy. As the program never met any of the co-branding expectations, they separate their alliance and some analysts say that their failure was due to the co-brand product and never really did anything interesting with it and didnt seem to commit to it as noted by Buss (Brandchannel n.d.). Perhaps their co-branding failure is due to the absence of a clearly defined strategy. When this physical evidence happens, the people as mentioned in the marketing-mix, also has an impact onto them. Failure of alliance means the loss of their cre dibility and capabilities to be able to create a market synergy branding product. The process the customer experience is unpleasant as we used American Airlines as example, to illustrate our point. Imagine all the loyalty program as promise to their loyal customers has either end up empty handed or being compensated by other means in which may not be up to the expectation of their customers. This will surely cost the image of the parent company. Co-branding may result into creation of new ideas for products or services, which leads to the entrance of new competitors who combine the features of both brands into one (Kocherp 2009). Such case was the example of IBM and Microsoft partnership to develop DOS operating system for its personal computers in which it lead to a series of sequence events that eventually creates Microsoft as dominance as we know it today (Leuthesser, Kohli and Suri 2002, 42). So, the potential partner for co-branding arrangement should be place under screening and be analyse to what extent it can be spawn to be the next competitor. As always we have to bear in mind that, every coins has two side and after being able to present the above disadvantages, we also must not forget the benefits of a co-branding has to offer as mentioned earlier for marketers to adopt as a strategy to seek growth for businesses. It is always practical to apply a S.W.O.T analysis as in Strengths, Weakness, Opportunity and Threat to review the co-branding proposal. The S.W.O.T analysis is a useful tool to provide an insight to the potential co-branding proposal of their strength versus their weaknesses within the brand and company of alliance. It also provides to review of what was the opportunities can be created through the partnership versus the threat and challenges facing towards. Co-branding as marketing strategy Before drawing any decision to adopt co-branding strategy to gain market advancement, lets review some important co-branding points that have been mentioned earlier. The alliances can provide an equal benefit for both entities, the values of both brands can complement each other and the brand relationship can creates value added to the customers. According to Leuthesser, Kohli and Suri (2002, 41), which defines four co-branding strategies which is, reaching in, reaching out, reaching up and reaching beyond. By reaching in, the strategy is to achieve greater market penetration by alliance itself to other brands that can complement what the existing brand shortfall when introducing over line extension. Such arrangement was the example of McDonald MMs Mcflurry ice-cream in which McDonald capitalize on MMs strong brand awareness to reach in for greater market penetration. Mcdonald by focus on products has actually utilised one of the marketing-mix tools to reach in for greater market penetration. In reaching out, the strategy is to tap onto new market horizon and to achieve this objective is to co-branding with an alliance that give complementary effects and such example was shown in the arrangement of Airasia and Citibank credit card. Their alliance has enabled each of the partner company to reach out to tap into different industries. Thus, it increases the distribution channel of its business as what marketing-mix tools call it placement, which is product or services reach out to customer through difference networks. Reaching up is a strategy to achieve market advancement by alliances with partners that can elevates positive brand image. The Oral-B brand is such a good example to illustrate this strategy. In the Malaysian consumers market before Oral-B, whereby Colgate is the eminent household name among the majority of Malaysian consumers and of cause needless to say, Colgate was dominating in the retail outlets as well and where Oral-B brand was unknown to the local Malaysian. Then Oral-B start to strategy for the past decade by getting the endorsement from the dentist association of Malaysia to raise its brand image among Malaysian dental care user and as a result of the prominent co-branding and today the Oral-B branding has been strong in the mind of the consumer. In order to achieve total cavities free, Oral-B dental care product range is now the Malsysian first choice upon purchasing. As highlighted by Ueltschy and Laroche (2004, 93), when the two alliance has become connected together in the consumers mind, the result is a strong brand equity been build. The successful of reaching up, to elevates the brand image has enable Oral-B to have better command onto their product pricing thus it makes more profitable business than the rest of its competitors. This is a case of using the marketing-mix tools of price. When a brand has a better command of price it generates not only handsome profit while also generating a substantial amount of advertising and promotional activity fund to create sales opportunity whenever there is a necessary. It is shown that Oral-B has demonstrate how to utilise the price tool very well in order to be price competitive and with profit where many others has failed upon utilising it. In reaching beyond, the strategy involves alliance with a co-branding partner that can elevate strong image and gaining access to new customer. The objective of this strategy is to reach up and reach out. The Airasia and Citibank credit card is also showing an example of this strategy. Airasia by co-branding with Citibank is said to be reaching beyond as it can tap onto the huge customer base of the bank while Citibank is also said to have reaching beyond when co-branding with Airasia by tapping onto the growing customer base as the airline is expanding rapidly to more than 18 countries mainly in Asia. As Airasia continue to grow, so will Citibank as they both are complementary each other in every sense of their business. Conclusion All the above materials is to gives an overall understanding of a co-branding whereby it is one of the marketing strategy often time utilise by marketers to seek growth in a saturated market environment. By accessing to the marketing-mix tools and its function, marketers who intelligently applying it can accelerates their co-branding business to new heights while others that has already in the forefront can also creates new heights as the benefits of co-branding as presented is encouraging for one to consider to venture into it. However, when applying co-branding as the strategy, it is advice to use a S.W.O.T. analyse to screen for the weakness and threat it possess and whether the overall alliances is worthwhile the risk that is at stake that can influence the parent brand. In general through research as discussed above, co-branding will success when there is a logical fit with the alliances. It is thereby the possibility for a co-brand to build into a successful trademark is high as long as it executed well as noted by Hilton (2007). References Aaker, D. The Power of the branded differenciator. MIT Sloan Management Review 45 (1): 84. http://proquest.umi.com (accessed February 19, 2010). Aaker, D. A., and K. L. Keller. 1990. Consumer Evaluations of Brand Extensions. Journal of Marketing 54 (1): 27. http://proquest.umi.com (accessed February 18, 2010). Chang, W. L. 2008. A Typology of Co-branding Strategy: Position and Classification. 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