The Belarusian Version of the War on Drugs - 1643 Words

Today Belarusian version of the War on Drugs is based on three pillars: expensive incarcerations, punitive drug laws, and an undying zeal of the Ministry of Internal Affairs (MIA) to create a utopian â€Å"Drug-Free Nation†. The results, scored by our methods of combating narcotization are nothing but disaster: appearance of dangerous synthetic drugs, inability to prevent the epidemic of HIV, accompanied by open denying of basic human rights to the drug-using minority. This policy brief will highlight the real costs of our â€Å"Zero Tolerance† approach to the issue of drug abuse and propose a number of policy recommendations, which will decrease the rates of drug addiction and drug-related pathologies. SYNTHETIC CANNABIS (â€Å"SPICE†) 1. The war on drugs has turned Belarus into a testing area for new formulas of synthetic cannabis, or more commonly, â€Å"spice†. The frequent changes in the formula of the drug and the presence of synthetic substitutes (e.g. JWH-18 or CP-47,497) for natural cannabinoids in it, make spice an unpredictable, highly dangerous and often lethal narcotic substance (Public Health Ministry, 2014). Today, according to the results, derived from the independent researches, conducted by the leading non-governmental organization â€Å"Antimak†, up to 90% of junior college students have experience in using spice (Pasiak Anisiak, 2013). 1.1 It is important to notice, that the changes in the formula of spice are caused by the effort of the Anti- trafficking unit under the

Impact Of The Barbarians On Ancient Civilizations

The barbarians, Vikings, and the Mongolians are portrayed throughout history as bloodthirsty savages that only care about killing people and pillaging villages and towns. The barbarians, Vikings, and the Mongols often don’t receive credit for the ways that they positively impacted ancient civilizations. Even though the barbarians, Vikings, and the Mongolians impacted ancient civilizations in positive ways they also did some things that impacted ancient civilizations in negative ways. When most people hear the word â€Å"Barbarian† they often think about the negative things that barbarians have done instead of the positive things that barbarians have done. It is stated in the section titled â€Å"Were the Barbarians a Negative or Positive Factor,†Ã¢â‚¬ ¦show more content†¦The barbarians created the barbarian steppe highway which was over five thousand miles long (Reilly 385). Since the barbarians created the barbarian steppe highway ideas and new innovations or inventions could be spread faster than they were in the past. The creation of the barbarian steppe highway would have also increased trade and commerce because the people and the merchants from the different civilizations could now travel in between civilizations easier than they could before the creation of the barbarian steppe highway. It is also mentioned in the same section that â€Å"The making of and use of bronze and chariots also spread from the Middle East to Europe, India, and China,† (Reilly 385-386). Since these innovations were spread throughout Europe, India, and China that the barbarians could now create better weapons than they currently had at the time. Also, the barbarians would be able to attach chariots to their horse which would allow the barbarians to focus more on firing arrows while another person guided the horses. As a result, the barbarians would have a high chance of winning a battle or war thanks to the chariot and the use of bronze. Overall b arbarians greatly impacted ancient civilizations in a positive way, but they will always be remembered for all the negative things that they did. Even though the barbarians impacted ancient civilizations in positive ways they also impacted ancient civilizations in negative ways too. In the section titled â€Å"Were theShow MoreRelatedImpact Of Migrations Of Pastoral Peoples On The Middle Ages1332 Words   |  6 PagesPaper 2: Migrations and Pasturalists Analyze the impact that migrations of pastoral peoples had on the development of civilization from the Second Wave civilizations to those of the Middle Ages. It is called migration all population displacements that occurs from a place of origin to another destination and brings a change of habitual residence in the case of people .The history refers to the great cultural movements, economic geographical and political that led to massive displacements of theRead MoreThe Fall of Great Societies745 Words   |  3 Pagessocieties have not even been close to being this perfect. Great societies fail due to weak security systems, poverty, and inequality. The failed societies of Ancient Rome, Africa, and the dystopian novel Divergent by Veronica Roth, are all examples of great societies failing because of these three reasons. Weak security systems can be a huge impact on why societies have failed. In the book Divergent, the security system is available to hack into. This is not good to hack into computer systems becauseRead MoreAncient Civilizations And The Egyptian Civilization1403 Words   |  6 PagesWilliam McNeill, author of A World History, is in accordance with the belief that ancient civilizations who were in constant contact with conflict and war could develop a more advanced system of law, bureaucracy, and market prices. By that logic, Mesopotamia would have been far more advanced than Egypt. For example, Mesopotamia frequented attacks from barbarians because of the lay of the land. They also had trouble controlling war between centers of industry due to the inevitable struggle with theRead MoreWhat Legacy Did Alexander the Great Leave Behind?933 Words   |  4 Pagesaffiliated with the westernization of the globe. He helped bring the western civilization, which included the scientific and lib eral thinking of the Greeks to much of the rest of the world. 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However, they both had a different style of leading and gave different effects on their citizens. Although they are both respected leaders, they affected different aspects of their civilizations. Pericles greatlyRead MoreChina And Japan During The Age Of Imperialism2077 Words   |  9 Pagesâ€Å"frame of reference† of the â€Å"context† within which you will compare and contrast two nations/periods. - The idea and/or practice of revolution - Colonization and its consequences - Economic development - Transformations in political structures - The Impact of a Technological Development - Popular Culture and Leisure Practices - Media (Print or Electronic) and Society - Gender roles - Class struggle 2. Select TWO nations (or cultural zones) during two specific time periods in the modern era (example:Read MoreThe Differences Between Greeks And Romans1225 Words   |  5 PagesGreeks and Romans civilization achievements were put into the categories of politics, religion, and intellectualism. 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Neuromarketing Debunking the Myths Free Essays

ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Graduate School of Business MARKETING MANAGEMENT 555 ASSIGNMENT 2 Neuromarketing: Debunking the Myths? Actual Count: 3624 (Excluding cover, contents and reference pages) Page 0 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? TABLE OF CONTENTS INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 Neural Correlates †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. We will write a custom essay sample on Neuromarketing: Debunking the Myths or any similar topic only for you Order Now Ethics of Neuromarketing †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 8 Free will Decision-making †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 CONCLUSION †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 REFERENCES:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2 Page 1 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? INTRODUCTION Neuromarketing, argues Lee, Broderick, Chamberlain (2007) is an emerging interdisciplinary field that combines economics, neuroscience and psychology, with Neuromarketing being term just six years ago says Smidts (2002). The goal of neuromarketing suggests Laybourne Lewis, (2005) and Smidts (2002) is to study how the brain is physiologically affected by marketing strategies and advertising. Brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI), as shown in Figure 1, and electroencephalography (EEG) is used in order to evaluate the Figure 1 fMRI Image effectiveness of these strategies (Laybourne Lewis 2005). McClure et al (2004) says neuromarketing studies usually measure preference between products in terms of brand familiarity or product preference. As a viewer may hold a cognitive bias in traditional marketing studies, measures such as the product preference for a particular advertisement is sometimes difficult to measure argues Schaefer, Berens, Heinze, Rotte (2006). Walter, Abler, Ciaramidaro, Erk, (2005) suggest in neuromarketing studies, brand familiarity and product preference have been correlated with neural activity. Further, consumer protection groups and academics view the field of neuromarketing with caution due to the possible ethical implications of designing advertisements to intentionally cause specific neurological effects (Commercial Alert, 2003). Laybourne Lewis (2005) and Smidts (2002) says functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) are intrinsic neuromarketing are neuroimaging techniques and comprise the neuroscience aspect of the field. fMRI requires a participant to lay on a bed, with their head located inside the ring of a scanner. Researchers can measure the neural activity throughout the brain in terms of blood flow via oxygen usage by monitoring the participant? s brain with fMRI. As a contrast for this technique researchers can also use EEG equipment as it is fairly portable and light. Using numerous electrodes that are placed on the articipant? s scalp in a Figure 2 Brain Cap Page 2 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? net-like fashion, as shown in Figure 2, EEGs can measure brain activity by assessing electrical activity at the scalp. Using both behavioural responses as well as neural activations Fugate (2007) says researchers are able to use neuroimaging to m onitor and conduct marketing studies of the participant? s response. Fugate (2007) explains neuromarketing as being the process that involves asking subjects to perform experimental tasks and control tasks whilst being wired to various electronic devices. Researchers are able to compare differences in the images produced during the respective tasks as the devices generate instant, colourful images of a working brain. Researchers are then able to see what parts of the brain have responded to the stimuli used (Fugate 2007). Fugate (2007) describes the mechanics behind neuromarketing, as a revolution in the marketing, however, Fugate (2007) has overlooked some critical scientific concepts, specifically the corollary nature to neuromarketing research. Nneuromarketing as a concept suggests Smidts (2002) emerged prior to the word actually being used in 2002, despite suggestions otherwise. Many studies lacked the spatial resolution to make any useful claims as to the mechanisms behind effective and ineffective advertising techniques due to limitations of neuroimaging techniques conducted in the past few decades (Smidts 2002). An example argues Reeves, Lang, Thorson, and Rothschild (1989), is their claim that in an EEG study television scenes with negative content causes activation of the frontal portion of the right hemisphere while positive messages cause greater left hemisphere activity in the frontal region. It is important to note that as only four electrodes were used (in addition to the two reference electrodes) cortical arousal was only monitored in terms of frontal versus occipital (Reeves, Lang, Thorson, and Rothschild 1989). Now days, EEG systems are much more precise and often have up to 256 electrodes to monitor brain activity. Many other studies from the same time period by Krugman, (1971); Rothschild, Hyun, Reeves, Thorson, Goldstein (1988); Rothschild Hyun (1990); Weinstein, Appel, Weinstein (1980) also employ „hemisphere? activations as key findings. Nonetheless, suggest Weinstein et al (1980) it is not the fact that earlier research in „neuromarketing? has been imprecise that is of greatest importance, but rather how quickly the field has evolved over the last few years. Page 3 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? Conditioning Marketing Two methods are typically employed in neuromarketing research as means of evaluating an individual? s preference between products: product preference and brand familiarity. Product Preference Product preference comparisons involve two known brands or products, which is unlike brand familiarity. Walter et al. (2005) uses an example of male participants being asked to rate a car? s looks regardless of cost and practical requirements, given the choice between a high performance sports vehicle, a midsized vehicle and a small car. Participants ranked the sports car first, followed by the med-sized car, with the small car ranked last. Walter et al (2005) suggested the sports cars as a primary reinforcer for social dominance, representing independence, power and speed. In this example, the sports car acted as a secondary reward. Money or cultural goods are secondary rewards that reinforce behaviour only after prior learning, through associations with primary rewards (innate reinforcers including food, water, and sexual stimuli). The three main functions of rewards as outlined by Walter et al (2005) can: (a) induce positive effect, (b) induce learning via positive reinforcement, and (c) induce consuming behaviour for acquiring the reward. Sports cars are preferred, as seen from the study conducted by Walter et al (2005), as they correlate with primary rewards that we innately seek. They also represents characteristics that we perceive our culture values. Morgan et al (2002), as cited by Walter et al, (2005) say this study was also adapted from a previous study of dominance and social hierarchy involving prime mates. In short, given two identifiable products, preference will be given towards one over the other, which is due primarily to the preferred product having more reinforcing qualities in terms of secondary reinforcers we identify as being relevant at a personally level, as well as to our cultural heritage. (Walter et al 2005) Brand Familiarity Comparisons between amiliar and unfamiliar products are defined as brand familiarity (Campbell and Keller 2003). When a consumer first sees an advertisement for an unfamiliar brand Campbell and Keller (2003) suggest they feel negative uncertainty towards it as it is unfamiliar. However, repetition of an advertising message, argues Campbell and Keller (2003), Page 4 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the M yths? at low levels, decreases this uncertainty and increases the effectiveness. One way that products can earn the trust of the consumer and become more familiar, suggest Fugate (2007), is through the use of celebrity endorsements. Repeated exposures can decrease the effectiveness of the advertisement by annoying the viewer, argues Campbell Keller (2003), so therefore advertisers must keep in mind not to advertise too much. Consumers can only store knowledge for the familiar, but not the unfamiliar, so repeated exposures for an already familiar product provides more time for the consumer to process the advertisement and their associated experiences from using the product (Fugate 2007). Consumer can become bored and even annoyed more easily for unfamiliar brands as there is less knowledge to process (Fugate 2007). Therefore, for consumers to recognise a new brand entering into the markets Campbell Keller (2003) suggest they need to be conservative in their marketing efforts by not overdo it. More identifiable brands, such as Pepsi, are able to advertise more often with less concern of annoying their audience argues Campbell Keller (2003). Neural Correlates A key principle of neuromarketing, suggest Damasio (1996), is that it is based on finding a neural correlates for buying consumers such as product preference and brand familiarity. As most studies are only able to monitor neural activity observationally it is important to acknowledge that researchers are only able to seek a correlate and do not induce product preference via neural stimulation (Damasio 1996). Interestingly, peer reviewed evidence has been found linking brand familiarity and product preference with the medial prefrontal cortex, says Damasio (1996). The medial prefrontal cortex (mPFC), suggest Damasio (1996), is a repository of linkages between bioregulatory states and factual knowledge. In the more specific instance of advertising , this translates into experiences and product information being linked to positive effect, via the mPFC (Damasio 1996). IMAGE 1. mPFC Studies by Kable and Glimcher (2007) point to the medial prefrontal cortex (mPFC) as the locus of interest for neuromarketing studies are quite notable. As outlined in the sports car study earlier Walter et al (2005) advise product preference has been correlated with the activation of Page 5 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? several brain regions in the reward circuitry of the brain, including the mPFC. Preference has also been correlated with mPFC activity independent of prices argues Knutson, Rick, Wimmer, Prelec, Loewenstein (2007) and was found to be predictive of subsequent purchasing. Studies by Paulus Frank (2003) observed when using a visual discrimination task as a control they found coinciding results when a simpler preference judgement study was conducted. McClure et al. (2004) conducted one of the most compelling neuromarketing studies. Researchers conducting a study monitored neural activity when drinking either Coca-Cola or Pepsi (see Figure 3). Using an fMRI for an experiment McClure et al (2004) had two conditions, (a) brand-cued delivery, and (b) blind taste test. When conducting a blind taste test, brain activity between the Coca-Cola and Pepsi was observed as being nearly identical. However, in the brand-cued condition, significant differences were observed in with neural activity, primarily in the ventromedial prefrontal cortex (McClure et al 2004). Figure 3 Coke Vs Pepsi The significant observation was no neural activation differences were identified when no brand nformation was provided, but when brands were identified, product preference and brand familiarity came into play with Coca-Cola being generally preferred by the participants, which caused significantly more activity in the ventromedial prefrontal cortex region of the brain says McClure et al (2004). An important aspect of the study is that no choices are made by the participant; the soft drink were given to the participants in the fMRI in small quantities; the manipulation was based when the brand was first announced; the finding was based on the activated regions on the brain as measured by the fMRI. Brand preference and previous conditioning is only demonstrated in brand-cued delivery, and only then is there significant ventromedial prefrontal cortex activation. Koenigs Tranel (2008) in a follow-up to the McClure et al (2004) study shed more light on the paradox of cola preference. Koenigs and Tranel (2008) explain that subjects tend to prefer Pepsi over Coca-Cola, or have no reliable preference, in a blind-taste test, yet Coca-Cola consistently Page 6 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? outsells Pepsi therefore creating a Pepsi paradox. When brand information is available, CocaCola is preferred, however, when brand information is not provided, no reliable preferences can be made, which is creating the paradox (Koenigs and Tranel 2008). Cola preference was counterbalanced in the McClure et al (2004) study. Koenigs and Tranel (2008) tested predictions from previous studies by using participants with damaged prefrontal cortex. Koenigs and Tranel (2008) discovered that when patients are presented with brand information, it makes no difference on their preferences. The conclusion was this finding mirrors effects found in normal individuals participating in blind-taste tests. Gladwell (2005) suggest the strong brand image of Coca-Cola, not taste, is the reason Coca-Cola is preferred over Pepsi. Several studies have connected brand familiarity with mPFC. Schaefer et al (2006) and Schaefer Rotte (2007) report that when comparing familiar and unfamiliar products with mPFC activity differences in neural activity are detected, which can also be connected to neurolearning literature of novelty detection in rat lesion studies suggest Dias Honey (2002). Campbell and Keller (2003) suggest relative to behavioural principles, brand familiarity is of extreme importance to advertisers. Fear the unknown pushed consumers away, and in advertising, this fear creates uncertainty for product that results in consumers selecting a known product. For culturally familiar brands relative to unfamiliar brands Schaefer and Rotte (2007) demonstrate this as superior fron tal activity and increased mPFC. In short, studies conducted McClure et al (2004), Paulus Frank (2003), Walter et al (2005) have linked medial prefrontal cortex (mPFC) activation to preference judgements. Further, Schaefer et al (2006) and Schaefer Rotte (2007) suggest mPFC can be attributed to the preference for the familiar over the unfamiliar, assuming that the consumer is going to buy a product either way (i. e. a vehicle). Preferences between the available choices in terms of their relative value, suggests Montague (2008), is the next step in the consumer decision making. Consumers can evaluate their choices by weighing the pros and cons of all the available choices (Montague 2008). Research by Sutherland (2004) shows that this process is primarily undertaken by the medial prefrontal cortex, which some have dubbed the „liking centre? f the brain. Several other areas have been implicated as key brain regions relevant to neuromarketing research, suggest Walter et al (2005), other than the medial prefrontal cortex. Some of these Page 7 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? regions include the ventral striatum, amygdala and orbitofrontal cortex, (Walter et a l 2005). The ventral striatum says Knutson et al (2007), Walter et al (2005), is the reward center of the brain and has been correlated with self-reported self arousal but only as an indicator of the predicted value of the reward. This is used as a mechanism for learning as it is thought of as prediction error. The amygdale says Walter et al (2005) has also been correlated with reward intensity in neuromarketing studies, however, is commonly known for its role in processing emotional information. The orbitofrontal cortex (OFC), says Walter et al (2005), consists of mainly two regions: the lateral and medial (and is mainly thought of as a measure of preference. The medial OFC is activated by rewarding stimuli, which includes the medial prefrontal cortex. Lateral OFC activity is correlated with punishing stimuli. The use of neuroimaging is not limited to neural activation measures says Fugate (2007). For example, in terms of hormonal secretions such as dopamine neuroimaging quantitatively measure this affect (Fugate, 2007). Though the field is expanding rapidly there is much to discover in terms of neural correlates and interest to neuromarketing, suggests Fugate (2007). Ethics of Neuromarketing In order to enhance a commercial gain a major issue for research in neuromarketing is the ethical concerns of neuroimaging. Neuromarketing is nowhere near ready to allow researchers to design a marketing campaign, so addictive that overrides an individual? free will. Founded or unfounded concerns are being allayed regarding this. A consumer protection group in America, known as Consumer Alert, has filed complaints to the US federal government, as well as a US senate committee, and universities, protesting the ethics of neuromarketing. Consumer Alert believe neuromarketing as â€Å"find[ing] a buy but ton inside the skull† (Commercial Alert 2003, 1). Commercial Alert (2003, 3) claims: â€Å"Our children are suffering from extraordinary levels of obesity, type 2 diabetes, anorexia, bulimia, and pathological gambling, while millions will eventually die from the marketing of tobacco. According to Consumer Alert (2003), the rise of neuromarketing will bring an end to free will. Lee et al (2007, 202) suggest â€Å"Unfortunately, the barely concealed disdain for the idea of „neuromarketing? in the neuroscience literature is clearly based on the opinion that marketing research is a commercial activity purely designed to sell products to the public†¦ † which many Page 8 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? academics are also hesitant to embrace (Thompson, 2003). Neuroscience academics tend to focus on more medically relevant questions, though there are many journals dedicated to economics and marketing (Thompson, 2003). As such, some believe that â€Å"brain imaging will be used in ways that infringe personal privacy to a totally unacceptable degree† (Editorial, 2004b, 71). An anonymous author in Nature Neuroscience, took a similar stance, saying â€Å"Neuromarketing is little more than a new fad exploited by scientists and marketing consultants to blind corporate clients with science. † (Laybourne Lewis 2005, 29). Neuromarketing research may help reduce the problems raised by Commercial Alert (2003). For example, Montague, Hyman, Cohen (2004) say, by examining the differences between the brain activity of compulsive overpurchasers may help to understand why these compulsive individuals tend to spend outside of their means. In addition, it can provide useful information for how clinicians treat these disorders by looking at the correlations between buying behaviour and clinical disorders. For example, the reward circuitry of the brain and in value-based decisionmaking and the medial prefrontal cortex are quite important says Montague, Hyman, Cohen (2004). Two significant ethical issues are present in neuromarketing research argues Murphy, Illes, and Reiner (2008), being: (a) protection of consumer autonomy if neuromarketing reaches critical effectiveness, and (b) protecting vulnerable parties from harm. To mitigate, recommendations for a „code of ethics? to be adopted by the neuromarketing industry are proposed by Murphy et al (2008). Some of the recommendations include (1) accurate representation of scientific methods to businesses and the media, (2) full disclosure of ethical principles used in the study, and (3) protecting research subjects from any coercion. Free will Decision-making Murphy et al (2008) suggests that if neuromarketing ever does reach critical effectiveness then the concerns of Commercial Alert (2003) may not be unfounded after all as neuromarketing may infringe on an individual? s free will. The importance of neuromarketing is not restricted to neuroimaging, but also includes computational neuroscience, which is the study of quantifying the component steps that underlie a given behavioural process. Value-based decision-making, for example, can be broken down into five steps suggest Rangel, Camerer, Montague, (2008), Page 9 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? which are: (1) identifying the decision problem; (2) weighing the possible choices; (3) making a decision based upon the evaluation of the choices available; (4) after carrying out the decision, consider the resulting consequences; and (5) learn from the decision-making process in order to make better decisions in the future. Montague (2008, 584) says, â€Å"Viewed this way, it? s easy to see why „free? choice is an unconstructive way to conceptualize the way humans choose†¦ †. Vohs Schooler (2008) suggests that free will and the ability to manipulate perception of it have also recently become apparent. However, it has been many years, suggests Libet, Gleason, Wright, Pearl (1983) since neuroimaging studies have suggested that neural activity does precede conscious intention, especially if it can be monitored. The decision of whether or not to buy a product is a result of from balancing the gain of obtaining the product, says Knutson et al (2007), offset by the act of actually having to purchase for the product, which is an interplay of corresponding valuations and choices. Using computational neuroscience, rather than neuroimaging, Walvis (2008), is able to connect neuroscience with common marketing principles. Walvis (2008) suggests three propositions of how the brain organises information and states, â€Å"These three propositions function similarly to the basis of an artificial neural network model, implicating the importance of what other „elements? the brand is associated with, the strength of these associations, and the sheer number of associations that are present between the brand and other „elements? in the network† (Walvis, 2008, 182). These form the basis, say (Walvis, 2008, 186) for the â€Å"Three Branding Laws†, based upon how engaging the branding environment is to the consumer, how repetitive and targeted the branding efforts are, and how personally relevant the brand? s marketing strategy is to the consumer. The stronger these pathways and connections are, the more likely a given product will be selected by a consumer. We can again quantify factors involved in choice behaviour, through the use of an artificial neural network, by using these laws says Walvis (2008). Neuromarketing can greatly improve marketing techniques when using a strong neuroscientific basis for branding, as suggested by Walvis (2008), even without the use of neuroimaging, but rather employing other aspects of neuroscience. Page 10 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? CONCLUSION Fugate (2007) suggests a revolution will soon overcome current market research as a consequence of several key implications of neuromarketing. Researchers are better able to evaluate an advertisement? s effectiveness much more scientifically, when applying neuromarketing techniques, in terms of how the ad affects the viewer? emotional state (i. e. , excitement or humour) as well as the viewer? s attention to the ad. Product appeal, suggested by Walter et al (2005) and the „sports car? study are also identified with respect to the findings with the reward circuitry of the brain. Neuromarketing was shown to be able to connect and quantify the effects of celebrity endorsements, suggested by Fugate (2007) that links the auditory and visual stimuli of the celebrity as they cause hormonal secretions in consumers that identify with the product endorsement, which can lead to a positive emotional response and feelings of trust. As researched by McClure et al (2004), logo/brand selection and emotional attachment was shown to be significant with consumers, which explained the result that Coca-Cola outperforms Pepsi. Only time will tell how much of an effect these new techniques will have on marketing success as the future implications of neuromarketing show great potential. Neuromarketing, in its current stage, is by no means adequate in determining if an advertisement is effective. Stimulating the medial prefrontal cortex does not mean that an advertisement will be effective as it is only a corollary response. The medial prefrontal cortex region of the brain is also the subject of other research studies, which include those in fear conditioning as suggested by Baratta, Lucero, Amat, Watkins, Maier (2008), provocation resulting in eating disorders (Uher et al. , 2004), and startle responses (Day-Wilson, Jones, Southam, Cilia, Totterdell, 2006). The field shows great promise as being the next step in market research despite the current flaws in neuromarketing research. Advertisers are likely to be more successful in making a longer lasting impression on the consumer if they took advantage to the many psychology studies that have been previously conducted as they would be better able to direct their efforts towards a target demographic. It is debatable if improved marketing capabilities are good or bad for the consumer; however, with ethics being enforced through legislation I feel we are seeing the myths of neuromarketing being debunked. 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Neural correlates of culturally familiar brands of car manufacturers. Neuroimage, 31, 861–865. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Sutherland, M. 004. Synopsis of reported neuromarketing studies. Neuroreport, 28, 15–18. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Thompson, C. 2003. There? s a sucker born in every medial prefrontal cortex. Nature Reviews Neuroscience, 6(3), 11-12. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Uher, R. , Murphy, T. , Brammer, M. , Dalgleish, T. , Phillips, M. , Ng, V. 2004. Medial Prefrontal Cortex Activity Associate d With Symptom Provocation in Eating Disorders. American Journal of Psychiatry, 161(7), 1238–1246. http://proquest. mi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Vohs, K. , Schooler, J. 2008. The value of believing in free will: Encouraging a belief in determinism increases cheating. 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Nature Reviews Neuroscience, 8(2), 84-85. http://proquest. umi. com. dbgw. lis. curtin. edu. au (accessed 26 February, 2011). Page 16 of 18 How to cite Neuromarketing: Debunking the Myths, Papers

Taylor Swift, free essay sample

Taylor Swift â€Å"Fearless† album review â€Å"You take my hand and drag me head first, fearless.† That is only one of the lines on this album that will get stuck in your head for days. All in all, Taylor Swift’s sophomore album is anything but disappointing! It seems Swift is reading any teenage girl’s mind as each song unfolds. Every song is open and honest to the core. It’s almost like every song is a young girl’s diary shining through in a heartfelt song. There are songs with everything from breakups, (You’re Not Sorry, White Horse, and many more) to your first day of High School (Fifteen), to a good relationship with your mother, (The Best Day). Although her vocals can be a tad weak, she has her own unique sound, and it seems unimaginable to picture anyone else singing or recording her songs! It is most likely that is because every song on the album is either written or co-written by Taylor herself! The only downside I would say to the album is the fact that almost every song is the same slow tempo. We will write a custom essay sample on Taylor Swift, or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page There is the occasional two, (Forever and Always and Tell Me Why). Also, this album is far more pop than her debut album, which included more country twang than this. Having said that, it is still a phenomenal album. CAUTION! This album is addicting!

The Lord Of The Flies - Character Analysis Essays -

The Lord of the Flies - Character Analysis Ralph: main character- Ralph is the narrator of the story. Jack: Jack is Ralph main enemy in the story. He leads the hunters. Piggy: Piggy is the smart one of the group. Simon: He is my favorite character in the story. He is viewed as the Christ-figure and interprets the mysteries of the island. Roger: Roger is Jacks sidekick and is a vicious murderer at heart. Sam and Eric: The twins stick close to Ralph until they are forced to join the hunters. Their main job is to watch the signal fire. The littluns: The littluns are basically the younger boys and ride the bandwagon. The two boys Ralph and Piggy meet each other in a thick jungle and discover that they crashed in an airplane and are stranded. They also learn that there are no adults present on the island and that none of the adults survived the crash. As they approach a beach, they find an enormous conch shell. Piggy gives the conch a little toot and summons the rest of the boys on the island to the beach. The boys assemble and el ect Ralph as the leader. Ralph then assigns the Choir, led by Jack, to be the hunters. Then Jack, Ralph, and Simon set out to explore the island. Near the end of their journey, they encounter a wild pig. Jack tries to kill it, but is unsuccessful. When the explorers get back, a meeting is held. The explorers explain that the island is deserted but there is enough food to keep them alive. Jack and the hunters promise to supply meat. Ralph makes a rule that whoever is in possession of the conch shell is allowed to speak. Ralph proposes the idea of a signal fire to alert passing ships of their presence. All the boys agree and everybody rushes to the hilltop to start a fire. The fire sparks the gathered wood into a blaze. One of the boys is reported missing but none of the boys will admit to the likelihood of an accident. Everyone is hard at work the next day, either building huts or hunting. Soon the younger boys loose interest and go off to play. A meeting is called and the boys come up with some new ideas and talk about problems. Meanwhile jack wanders off and enjoys the peace and quiet. Soon the boys get into a rhythm of everyday life. In the morning is the best time for activity because it is cool and quiet. Afternoons are associated with napping. Some of the littluns are suffering from diarrhea from eating too much fruit. While Ralph and Piggy sit on the beach they notice a ship on the horizon, and are horrified to see that the signal fire has gone out. The boys rush to the hilltop to try to get it going again but it is too late. Jack and the hunters who were in charge of the fire were nowhere to be found. Ralph scolds Jack about the fire and he apologizes though he does not really care. Another meeting is called at the familiar place and Ralph reprimands them about their irresponsibility. Then the subject of the so called beast comes up. Ralph and Piggy try to give an explanation but it has no effect. Eventually chaos spreads though the crowd and the run off led by Jack, and Ralph is thoroughly agitated. That night, an air battle is going on and a dead pilot, with a parachute, lands next to the signal fire where Sam and Eric have fallen asleep. They are awakened and are terrified by the shadows and the body. The twins scramble down to the beach where a group has assembled, and they tell the story with farfetched details. A team of explorers is sent to investigate. They discover new land and plan what they will do with it, but Ralph reminds them of their mission and they continue. As they approach the hilltop, Jack accuses Ralph of being chicken and starts up by himself. They are frightened by what they see and spread even more panic with their report. Jack decides t o hold a meeting and

Free Essays on Behanzin

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Providing an overview of an organizational position of human resources Essay

Providing an overview of an organizational position of human resources as a staff or support function - Essay Example Hernandez and OConnor (2010) argue that in many health care organizations, persons heading the HR normally report to the top executives. In small healthcare organizations there will be no second level of executive management and therefore the HR will report directly to the CEO. As a staff or support function, the HR facilitates the work, striving to obtain the overall effectiveness and efficiency. Staff operations supports and enhance the work of an organizations through making it possible to continue producing products or provision of services. Staff areas in a health care organization are HR, housekeeping, finance, and maintenance. None of these areas provide direct services to the patients, but if they are not performed, the patient will experience both losses in quality and inefficiencies. The primarily role of the staff or support is to maintain the organization’s service environment and capability, making the line operations to continue operating in an optimal manner. Human resource services of any healthcare entity are provided through acquisition of staffs by HR planning, effective recruitment and selection, development of the employees through training, organizational change and developments, and carrier developments. Additionally, HR motivates the employees through performance appraisals, job satisfaction, provision of good working environments, and reward systems. According to Shi (2007) HR services are provided through maintenance such as provision of benefits, working conditions and services that may commit employees to the organizations. HR may be an organization’s expert and official voice regarding personnel policies, compensation, and benefits, and many of the legalities concerning employments. Human resource managers working in a health care organizations therefore provide service, assistance, guidance, and whatever other services that may be deemed appropriate according to the needs of the

Analyze the case and answer the questions Study Example | Topics and Well Written Essays - 250 words

Analyze the and answer the questions - Case Study Example The level of hemoglobin of a patient who is suffering from lymphocytosis is likely to drop to about 7.4g/dL. This means that the red blood cell count may be reduced if anemia is present secondary to bone marrow infiltration with cancer cells. The level of platelets of a patient that has ALL will be low. The symptoms include pitting edema, petechia, bone pain, generalized weakness and anemia. There are numerous pains that are associated Acute lymphoblastic leukemia which include excessive brusing, joint pain, bome pain, enlarged lymp nodes and swelling of stoamch. (Johannes, 2010). The treatment of lymphocytosis depended on the type of illness. The various causes of lymphocytosis may be used to determine the treat the type of lymphocytosis. The basic medication is chemotherapy and radiation therapy. The aim of this is to kill all the tumor cells. For pediatric Acute Lymphoblastic Leukemia, this patient was given antibiotic incase he is

Knowledge is generated through the interaction of critical and Essay - 1

Knowledge is generated through the interaction of critical and creative thinking. Evaluate this statement in two areas of knowledge - Essay Example Knowledge management is an important part of life, and without knowledge it is difficult for an individual to survive in this world of such cut throat competition. Individuals constantly need to strive for knowledge and also need to understand the different ways of attaining knowledge and also the different areas of knowledge. In my opinion, the statement â€Å"Knowledge is generated through the interaction of critical and creative thinking† is a true statement. Critical thinking can be defined as giving a reflective statement by assessing the thoughts and efforts of other individuals or processes. Critical thinking allows one to think from many perspectives and then arrive at a conclusion. When one is in the phase of thinking critically, many new types of knowledge may be experienced by the individual in justifying their critical thoughts and opinions. Critical thinking can be applied to all disciplines of knowledge areas. The disciplines can be science, math and even history. All areas need critical reviews and evaluations to be conducted for justifications. Critical thinking can be a challenging task and it can prove to be a strong learning experience for the individuals. Science has many new inventions and innovations that have been invented for the use of mankind. With each new invention, there is a history as to how the product or service came into being (Preece, 310). If we take the example of Newton, he invented the science of physics. He invented the law of motion and other such laws in the field of physics. Such knowledge was invented through observation, critical thinking and investigation of events that were unfolding in front of him. This is the way how individuals learn new knowledge and come upon new inventions. The process of critical thinking consists of understanding the assumptions that are associated with any situation or statement, then the arguments present need to be reviewed and

Jeffery Dahmer: Case Study and Biography

Jeffery Dahmer: Case Study and Biography The expression Serial Killer makes most people scared, but its far often idea that fear is what drives some curiosities, consequently finding it suitable to recognize why serial killers commit terrible acts of violence repetitively. Finkelhor (1984) four-aspect model, social learning concept, psychodynamic idea, Nature V Nurture and treatment programs for offending behavior all play a part in understanding psychotic behavior. Finkelhor (1984) proposed a 4-element version of the preconditions to child sexual abuse, which combine the numerous theories about why individuals begin to take part in sexually deviant behavior. Finkelhor built an organizational framework which include four separate underlying elements that designate not only why offenders abuse, however also why the abuse keeps occurring. The factors recognized to make a contribution to child sexual abuse are grouped into four pre-conditions; which includes, motivation, inner inhibitions, outside inhibitions, and blockage. To determine what makes a serial killer like Jeffery Dahmer operate, it is essential to look at their history specifically their early life and puberty (Holmes Holmes, 1998). As discovered through his biography, Dahmer was a regular child who enjoyed normal adolescence activities. The social control concept and the psychological concept will hence be used to provide an explanation for the metamorphosis in his personality.( Davis 1998). The shift in his character began about the time he was 4 years old and needed to go through a hernia operation. At some point of this tough duration of the surgical procedure his mother became preoccupied with her personal issues and his father was busy constructing his profession in chemistry. Dahmers mental fantasies blanketed a chain of crimes towards his casualties corpses. For most of his sufferers the scene turned into the constant unchanged scene and it further frequently than not started out with consensual intercourse. He most regularly would meet his victims in homosexual bars and go together with them to his rental. Regularly after engaging them with alcohol or cash. As soon as the consensual intercourse finished, he drugged them, occasionally killing them. He usually killed them by way of strangulation or by means of stabbing. He could then masturbate over the cadaver or have intercourse with the lifeless carcass. His subsequent step changed into typically dismembering the corpse, where he would break up the corpse into components with his power saw. With the usage of acid he removed the meat from the skulls and saved them as fulfillment trophies of his series. In addition to the skulls, he normally saved different body components including the heart in his refr igerator or in vaults and he ate those components occasionally. Their genitalia had been additionally saved as memoirs even as the muscular tissues were stored for another time use. Jeffrey also carried out lobotomies on some of his victims. (Davis, 1998). To a few he went on as far as to drill a perforation in to their skulls and pour acid down it. This made the sufferer prorogue death in a zombie like shape for days. From the possessions discovered in his residence upon his arrest, it became determined that Jeffrey used chloroform to drug his sufferers. The male genitalia had been preserved in formaldehyde. Clearly positioned, Jeffrey Dahmer turned into a serial killer who killed his sufferers brutally, had intercourse with their corpses, dismembered them and later ate a number of the components. Jeffrey Dahmers tale is one of the tales command to be be remembered fie a great amount of years for sparking debates on evaluations todays guidelines. The basis of implications are on  social and mental concepts. The social control theory and the psychological theory with regard to Dahmers life gives protocol effects that consist of education that enables children in advancement of socialization abilities via involvement, parenting programs geared toward appropriate introduction of social bonds and diversion programs for delinquents to modify their psychosocial states. The importance of Jeffreys case stirred the controversy on social implications because of the elimination of the death penalty. The reality that Jeffrey was killed at the same time as serving his sentence raised concerns of the potential of our society to control crime without the help of capital punishment (Youngstrom1991) The concept behind social control theory and psychological theory is that everyone has the functionality to carry out a criminal offense and this may be thoroughly prompted via their mental state of thoughts. Jeffrey Dahmer changed into an intensely kid who grew up in a surroundings rejecting him fueling his loneliness. As a grownup his instability intensified escalated. This has exposed that parental upbringing is of up most significance in a childrens development of social abilities. (Nichols 2006). As witnessed with Jeffrey Dahmer he did no longer obtain that socialization bond be it along with his parent or different human beings in his existence. Throughout his youth, Jeffrey Dahmer was left out and evolved a manner of perceiving himself as an interloper, rejected by society. This loneliness and feel of rejection grew till it irritated his compulsion to commit the barbaric crimes of homicide, necrophilia, and cannibalism. As seen from his biography he did not have intimate relat ionships that might have deterred him from committing the crime because the social control theory indicates. In his loneliness Jeffrey stuffed that void with dismembering animals, a conduct later seen in his crimes. It is able to thus be  concluded that introduction and nurturing of social bonds are very critical in formative years socialization and within the improvement of solid psychological state of thoughts. I feel that the courts decision that Jeffery Dahmer was competent to stand trial is authentic and precise. The definition of insane is in a criminal case, arguing that the defendant isnt responsible for their forms of crimes due to an episodic or continual psychiatric disorder at the time of the criminal act. I feel by reading the case records that he absolutely knew what he was into doing, as he would trap his sufferers and drug them. He was a sick man but I do sense that he knew exactly what he was doing, he planned how he was going to lure his victims. He lured some of his victims with the ploy of receiving money for posing naked. He used an orchestration to get his victim to his apartment and give them a sense at ease around him. Then he drugged their beverages with the intent of raping them and killing them. He made several of them zombies, I feel that you have to have some sort of wits about you to preform something so heinous. The court in my opinion made the correct and true decision. Jeffery Dahmer was not the first serial killer, or will be the last. His crimes were so horrific that he will be known as one of the worst serial killers in the world. That is why people are so fascinated with his tale. References Finkelhor, D. (1984). Child Sexual Abuse: New Theory and Research (Hardcover). New York: Free Press. Davis, J. A. (1998). Profile of a sexual predator: A psychological autopsy of an American serial killer. The Forensic Examiner, 7(1-2), 28-33 Youngstrom, N. (1991). Spotting serial killer difficult, experts note: Aberrant thoughts and behaviors often unrecognized by therapists. APA Monitor, 22(10), 32. doi: 10.1037/e300082005-039 Nichols, D. S. (2006). Tell me a story: MMPI responses and personal biography in the case of a serial killer. Journal of Personality Assessment, 86(3), 242-262. Doi: 10.1207/s15327752jpa8603_02

Deformed Digital Evolution Essay -- Technology Technological Papers

Deformed Digital Evolution Modernist visual form has substantially influenced the digital world; however, the digital world of today has been more prominently influenced by the sequential technological growth and the ever-changing aesthetic tastes of our diverse society. These conditions can further be described as mankind’s drive for efficiency and the contrasting effects of people desiring to be different or to stand out. In this essay, an attempt is made to show how the accomplishments of the late Victorian era, regardless of how closely their lineages seem to be linked, are themselves simply steps in the timeline of progress and are really invalid to use as the true â€Å"producer† of the modern digital world. The time period in and around the beginning of the twentieth century, according to Manovich, was the greatest time of pioneering and cultivating new techniques. Looking retroactively on the 1920’s from the viewpoint of today we realize that the key artistic innovations of the 1920s were all done in relation to what was then the â€Å"new media†: photography, film, new architectural and new printing technologies At the time, these were truly new media and groundbreaking techniques; additional terminology had to be developed in order to efficiently use and refer to them. The â€Å"new media† and its divisions were all obviously visually oriented. Manovich continues his discussion with referrals to the techniques and artful achievement that followed in the wake of the â€Å"new media† mentioned above. These â€Å"key modern visual communication techniques†1 included â€Å"photo and film montage, collage, classical film language, surrealism, the use of sex appeal in advertisements, modern graphic design, and modern typography.†1 ... ...ld that be reasonable? Continuing on with the evolutional tracking of the computer, we can restate the fact that the keyboard was bred from the invention of the typewriter. The typewriter itself can even be traced back to its origin, the printing press. In the end, almost every link in the evolutionary ladder of today’s digital world can be expressed as an adaptation or modification of the forerunning products. Though it is with reasonably considerable measures that Manovich makes all of his connections of the digital world as it applied to constructivist times, it is truly beyond anyone’s ability to figure out what the construction of the modern digital world is the product of. Far too many people have had their say in its creation. How many of those involved felt as though they were copying the Soviet Constructivist techniques and applying them to today?