Debate Essay Example | Topics and Well Written Essays - 500 words - 5

Discussion - Essay Example Probably the hardest part is to give the terrible news to a representative who isn't accepting an augmentation. So as to viably manage these administrators ought to be taken through train by embraced pretending activities to help their relational abilities. In any case, this can be managed by guaranteeing that the news doesn't astonish anybody in the organization. This must be accomplished by ensuring that that association constantly reminds the representatives the ascent might be given dependent on execution and that it isn't programmed to all workers. The administrators ought to likewise as often as possible convey the exhibition of the workers however out the year. Furthermore, workers need to comprehend the outcomes on the off chance that they don't proceed true to form. This can be remembered for the employees’ handbook that they are not qualified for a legitimacy increase on the off chance that they don't meet the desires. This communicates something specific that the association is paying attention to everyone’s execution. Chiefs ought to be furnished with sufficient aptitudes to impart to the workers the meaning of what great execution is and what inadmissible execution is. They ought to have the option to show the association that exist between pay addition, execution, and how to manage the extreme inquiries that may emerge from representatives who don't get pay increase. A chief can investigate different options in giving the augmentation. A few representatives are promising. Rather than absolutely denying them the legitimacy increase a chief may consider postponing it to allow them to pivot their presentation. Another choice is to offer single amount installments instead of a base pay increase. This causes it to seem like a reward rather than a compensation rise. it doesn't influence compensation increase or time-based compensations. It additionally stretch legitimacy spending plans while simultaneously easing back compensation development this ought to anyway not be abused. Regardless of whether benefits has lost its

Praying Mantis

Asking Mantis All that You at any point needed to know regarding the matter PRYAING MANTIS, including the Martial Art and Cultural Significance Excellent job!!praying mantis(Mantis Religiosa)ContentsIntroductionClassesFirst Things FirstKey FeaturesBasic FeaturesDiet Combat StyleReproductionGrowth DevelopmentSelf-DefenseCultural SignificancePraying Mantis Kung-FuINTRODUCTION'Praying Mantis' is the name regularly utilized in English talking nations to allude to an enormous, much prolonged, slow-moving bug with fore legs fitted for seizing and holding creepy crawly prey. The name, 'Supplicating Mantis' all the more appropriately alludes to the particular Mantid species Mantis Religiosa or the European Mantis, however regularly is utilized all the more for the most part to allude to any of the mantid family. The name is gotten from the supplication like situation in which the creepy crawly holds its since quite a while ago, jointed front legs while very still or hanging tight for prey. It is additiona lly called the 'preying' mantis in light of its ruthless nature.CLASSESMany questions have risen with respect to the asking mantis.English: Mantis religiosa. Lisboa, Portugal. Franï ¿ ½...Such questions incorporate what number of various species there are in the collective of animals. Evaluations run from 1500 to 2200 distinctive mantid species WORLDWIDE. The most widely recognized figure given, however, is about 1800.The ways the Mantid's are grouped in the Animal Kingdom. There is understanding that the assortment of mantid species make up the Mantidae group of creepy crawlies. The Mantidae family, thus, is a piece of the request/suborder Mantodea that incorporates an assortment of mantid-like species. In any case, the current writing doesn't mirror a reasonable accord about what bug request Mantodea have a place in. Some have put in Mantodea in the Dictyoptera Request with the roaches.Others put in Mantodea in the Orthoptera Request with crickets and grasshoppers. At last, some accept that Mantodea establish their own free request of bugs. There is by all accounts a developing agreement around this position.FIRST THINGS FIRSTThe Mantis Religiosa was first...

Werther As a Force of Nature - Literature Essay Samples

From the beginning of The Sorrows of Young Werther, Werther emphasizes his connection to Nature in order to embellish the tragically creative persona he presents to Wilhelm. As his infatuation with Charlotte grows and he laments the injustice and misfortune of his situation, his views distort; we see his self-perceived affinity with Nature becoming more twisted and less peaceful. A turning point in this tranformation can be seen in his entry of 18 August; Nature is no longer sublime and beautiful to him, but merely sublime and filled with the potential for destruction: Werther finds himself paralyzed by the thoughts of his own destructive powers.Werther is describing the anguish of his unrequited love for Charlotte, which has transformed his previous love for Nature into torment. The extent of his torment is described in the form of a vision: à ¢Ã‚€ÂÅ"It is as if a curtain had been drawn from before my eyes,à ¢Ã‚€? hinting at an epiphany-changed Werther, expecting to feel attachment and oneness with Nature, but à ¢Ã‚€ÂÅ"instead of prospects of eternal life, the abyss of an ever-open grave yawned before me.à ¢Ã‚€? The image of a curtain being drawn aside to reveal a Truth which concerns à ¢Ã‚€ÂÅ"the prospects of eternal lifeà ¢Ã‚€? has strongly religious connotations; despite its lack of precision, this phrase conveys a wealth of images associated with ineffable experiences as in Biblical stories of religious epiphanies; curtains are prominent in Old Testament descriptions of the ark and the Holy of Holies where a curtain encloses the heavenly presence. Such a religious tone indicates that Werther views this revelation with the fervency of a prophet, willing to allow it to determine his fate.Inflated imagery dominates the rest of the paragraph: Werther finds himself overshadowed by storms, torrents, the ocean, time, and Nature, the à ¢Ã‚€ÂÅ"all-comsuming monster.à ¢Ã‚€? These parallel his fear of his own destructive power: that at some scale he, too, is all-consuming, and could destroy a world in the same way an earthquake swallows a village.Werther finds himself before à ¢Ã‚€ÂÅ"the abyss of an ever-open grave,à ¢Ã‚€? which symbolises to Werther the tenuousness of his life: that he might plunge into the abyss as easily as falling into a hole in the ground. While a grave is a clear connection between this world and the next, an abyss is of a completely different category.\footnote{Abyss, in its original sense, means à ¢Ã‚€ÂÅ"an other-worldly pit,à ¢Ã‚€? in contrast to the weaker modern connotation.} That Werther can magnify one into the other gives this paragraph a fantastic flavour: in Werthers dreams and visions an earthly grave becomes otherworldly and grows in magnititude when he interprets it.Werther continues with this image of lifes tenuousness: à ¢Ã‚€ÂÅ"Can we say of anything that it is when all passes away?à ¢Ã‚€? Werthers question is more clearly emphatic in the Ge rman: à ¢Ã‚€ÂÅ"Kannst du sagen: Das ist! da alles vor ubergeht?à ¢Ã‚€? One can picture Werther standing at the edge of his abyss shouting these words at the turbulent grey sky, in the sort of stereotypical angst-ridden soliloquy he would, no doubt, enjoy giving.Imagery of blindly consuming forces bolsters this image, as Werther expounds upon existences ephemerality: à ¢Ã‚€ÂÅ"Can we say of anything than it is when all passses away when time, with the speed of a storm, carries all things onward and our transitory existence, hurried along by the torrent, is swallowed up by the waves or dashed against the rocks?à ¢Ã‚€? Although Werther changes metaphors for this fateful natural power three times in the course of the sentence, the image of coursing water, relentless in its flow, is explicit in each: time is compared with storms, torrents, and ocean waves a human may be carried away by time, like a sapling may be uprooted and carried away by coursing water. The image ry of rushing water parallels that of the sentence itself: although the sentence is long, its flowing nature especially its many dependent clauses and common imagery carry the reader to finish the sentence before realising that the metaphor for time changed several times midcourse. The image of being swallowed by such forces is also introduced in this sentence the waves are of such enormousness (and enormity!) that they could simply engulf ones existence and extinguish it. In some sense, one could see a beginning of the swallowing motif in the vision of the abyss, which is sometimes described as engulfing humans in older poetry and literature.In accord with this swallowing motif, Werther concludes, à ¢Ã‚€ÂÅ"There is not a moment that doesnt consume you and yours not a moment in which you dont yourself destroy something.à ¢Ã‚€? The first part of this sentence continues the theme of time as an active force; that time could consume a person inverts the usual image of human s as consumers of time; one is literally eaten by each moment which elapses. Thus, Werthers imagery evolves: instead of merely being caught in the flow of time, one is consumed by each sucessive moment in what might be seen as a perverse game of Pacman.The second half of the phrase reveals an interesting leap of logic; Werther concludes that because each person is consumed/destroyed, each must also consume and destroy. While its possible that Werther has simply jumped to conclusions, brooding about the destructive power of Nature, and concluding that he, as part of Nature, must also be inherently destructive, a more plausible conclusion is that Werther has imagined a world on a smaller scale, for which he is a large force. This alternate interpretation evokes the initial scene when he observes à ¢Ã‚€ÂÅ"the little world among the stalksà ¢Ã‚€? (6), and finds himself so entranced with the insects and plants on such a small scale.In fact, Werther shows his concern for such sma ll worlds: à ¢Ã‚€ÂÅ"The most innocent walk costs thousands of poor insects their lives; one step destroys the delicate structures of the ant and turns a little world into chaos.à ¢Ã‚€?

Wildlife of the Great Lakes

The Great Lakes are a chain of five large, freshwater lakes that are located in central North America, astride the border of Canada and the United States. The Great Lakes include Lake Erie, Lake Huron, Lake Michigan, Lake Ontario, and Lake Superior and together form  the largest group of freshwater lakes on Earth. They are contained within the Great Lakes watershed, a region whose waters discharge into the Saint Lawrence River and, ultimately, the Atlantic Ocean. The Great Lakes cover a total surface area of 95,000 square miles and hold about 5,500 cubic miles of water (approximately 20% of all the worlds fresh water and more than 80% of the fresh water of North America). There are more than 10,000 miles of shoreline that frame the Great Lakes and from west to east, the lakes span more than 750 miles. The Great Lakes formed during the Pleistocene Epoch as the result of the repeated glaciation of the region during the Ice Ages. Glaciers advanced and retreated time and again, gradually carving deep depressions in the Great Lakes River Basin. When the glaciers receded at the end of the last glacial period about 15,000 years ago, the Great Lakes filled with water left behind by the melting ice. The Great Lakes and their surrounding lands encompass  a wide variety of freshwater and terrestrial habitats including coniferous and hardwood forests, freshwater marshes, freshwater wetlands, dunes, grasslands, and prairies.  The Great Lakes region supports a diverse fauna  that includes numerous species of mammals, amphibians, birds, reptiles, and fishes. There are more than 250 species of fishes found in the Great Lakes including Atlantic salmon, bluegill, brook trout, Chinook salmon, Coho salmon, freshwater drum, lake sturgeon, lake trout, lake whitefish, northern pike, rock bass, walleye, white perch, yellow perch, and many others. Native mammals include the black bear, fox, elk, white-tailed deer, moose, beaver, river otter, coyote, gray wolf, Canada lynx, and many others. Bird species native to the Great Lakes include herring gulls, whooping cranes, snowy owls, wood ducks, great blue herons, bald eagles, piping plovers, and much more. The Great Lakes have suffered greatly the effects of introduced (non-native) species during the past two hundred years. Non-native animal species such as zebra mussels, quagga mussels, sea lampreys, alewives, Asian carps, and many others have greatly altered the Great Lakes ecosystem. The most recent non-native animal to have been recorded in the Great Lakes is the spiny water flea, a crustacean native to the seas of the Middle East that are now quickly populating Lake Ontario. Introduced species compete with native species for food and habitat and can also More than 180 non-native species have entered the Great Lakes since the latter part of the 19th century. Many of the introduced species have been transported into the Great Lakes in the ballast water of ships, but other species such as the Asian carp, have invaded the lakes by swimming through the man-made channels and locks that now connect the Lake Michigan to the Mississippi River. Key Characteristics The following are the key characteristics of the Great Lakes: the largest group of freshwater lakes on Earthaccount for 20% of all the worlds fresh wateraccount for more than 80% of the fresh water of North Americaintroduced species have greatly altered the Great Lakes ecosystemsupports more than 3,500 species of plants and animals Animals of the Great Lakes Some of the animals that inhabit the Great Lakes include: Lake whitefish (Coregonus clupeaformis) - The lake whitefish is a species of freshwater fish that belongs to the salmon family. Lake whitefish are found in all of the Great Lakes and are a valuable commercial species. Lake whitefish feed on bottom-dwelling invertebrates such as snails, clams, and the aquatic larvae of insects.Walleye (Sander vitreous) - The walleye is  a large freshwater fish native to the Great Lakes as well as most parts of Canada and the northern United States. Walleye are much recognized as icons of the places they inhabit—they are the state fish of Minnesota and South Dakota and they are the official fish of Saskatchewan.Yellow perch (Perca flavescens) - The yellow perch is a species of perch whose range includes the Great Lakes and the Saint Lawrence River. Adult yellow perch feed on aquatic insect larvae, crustaceans, mysid shrimp, fish eggs, and small fish.Great blue heron (Ardea Herodias) - The great blue heron is a large wading bird common to fresh water wetland habitats throughout North American, including the Great Lakes. Great blue herons have a long, sharp bill that they use to capture a variety of small prey animals such as fish, crustaceans, insects, rodents, amphibians, reptiles, and birds.Canada lynx (Lynx canadensis) - The Canada lynx is a medium-sized cat that inhabits the forests throughout Canada and Alaska. In the Great Lakes region, Canada lynx occurs around Lake Superior and on the northern shores of Lake Ontario and Georgian Bay, a large bay of Lake Huron that lies in Ontario, Canada. Canada lynxes are secretive, nocturnal mammals that feed on snowshoe hares, rodents, and birds.Moose (Alces alces) - The moose is the largest living member of the deer family. Moose inhabit the forests that border the northern shores of the Great Lakes. Moose are herbivores that feed on a variety of herbaceous plants and grasses.Common snapping turtle (Chelydra serpentina) - The common snapping turtle is a widespread turtle that i nhabits freshwater wetlands east of the Rocky Mountains, including the Great Lakes region. Snapping turtles have a reputation for being quite aggressive.American bullfrog (Lithobates catesbeiana) - The American bullfrog is a large frog that occurs in wetlands in the Great Lakes region. American bullfrogs are predators that feed on small mammals, reptiles, and invertebrates. Sources Great Lakes Environmental Research Laboratory. About Our Great Lakes. Published online at https://www.glerl.noaa.gov//pr/ourlakes/intro.htmlHarding JH. Amphibians and Reptiles of the Great Lakes Region. University of Michigan Press; 1997. 400 p.Kurta, A. Mammals of the Great Lakes Region. Revised Edition. University of Michigan Press; 1995. 392 p.US Environmental Protection Agency. The Great Lakes: An Environmental Atlas and Resource Book. 2012. Published online at https://www.epa.gov/greatlakesUS Environmental Protection Agency. Great Lakes Invasive Species. Accessed November 22, 2013. Published online at https://www.epa.gov/greatlakes

The Poem Alone By Edgar Allan Poe - 852 Words

The poem â€Å"Alone† by Edgar Allan Poe (1809-1849) is an autobiography that describe his life from a different perspective. Poe was orphan at the early age of three, his step parents send him overseas to study, and according to his own words he lived a very lonely life. The poem â€Å"Alone† summarizes, using figurative language, how Edgar A. Poe felt different than everybody else as a child, and how he was destined to be alone. He was condemned to be alone in life not just physically but also sentimentally. Since he was a child he knew that he was different than everybody else, and he could not experience true happiness. In order to express his feeling, he used symbolism and metaphor to give a deeper meaning to his words. The poem was wrote in couplets, and used alliteration to make it rhyme and to give the sad melody that accompanied the feelings behind the frustration expressed in the poem. The tone is very emotional, sad, sober, melancholically, and dark. It is evident when he used words like sorrow, stormy, ill, torrent, lighting, storm, and demon. E. A. Poe felt different than the other children because he was an orphan at the early age of 3. He was adopted by a wealthy family, but he never received the affection that a child needs. In the poem the symbolism displays his feelings in respect to this part of his life, he said in the first lines â€Å"From childhood’s hour I have not been/ As others were – I have not seen/ As others saw – Brea 2 I could not bring/ My passions fromShow MoreRelatedThe Life and Works of Edgar Allan Poe Essay1487 Words   |  6 Pages Throughout the life of Edgar Allan Poe, he suffered many unfortunate events and endured several difficult situations. Some speculate that it was these experiences that helped to formulate the famous writing style of Edgar Allan Poe. His dark tales such as The Masque of the Red Death and The Tell-Tale Heart are horrific, and his poems such as Alone and The Raven show evidence that his life experiences influenced their dreariness. Poes story plots and his own life are undeniably related andRead MoreWhy Should We Care?1748 Words   |  7 PagesWhy Should We Care?: Edgar Allan Poe â€Å"Few creatures of the night have captured [reader’s] imagination[s] like [Edgar Allan Poe]† (â€Å"Vampires†). Poe has fascinated the literary world since he first became known for writing in 1829, when he was just twenty years old (Chronology†). While he is widely known for exploring the macabre, his work is controversial because of its psychologically disturbing nature. Edgar Allan Poe is worth examining as an author because his many contributions to the literaryRead MoreEdgar Allan Poe; Fame Inspired by a Tragic Life865 Words   |  4 Pagespoet, Edgar Allan Poe, had been plagued by grief from an early age. He was an amazing poet and author who just happened to have a darker story. Many who have studied this prestigious man feel that his works, though magnificent, were extremely dark. Some believe it was nothing more then a fancy for him to spin such gruesome tales. Others feel his work was manipulated by the misfortune of his past. These people ha ve actually found evidence that agrees with this statement. The works of Edgar Allan PoeRead MorePersonal Life and Challenges of Edgar Allen Poe in the Poem Alone727 Words   |  3 Pages The poem â€Å"Alone† by Edgar Allan Poe depicts the personal life and challenges Poe faced as a child. For example, the poem begins with Poe explaining how he knew he was different from other children, this is apparent when Poe writes, â€Å"From childhoods hour I have not been/ As others were-- I have not seen† (Poe ll. 1-2). Poe further goes on to explain how he felt abandoned and apart from his peers, stating â€Å"And all I lovd-- I lovd alone† (Poe 8). I believe this explains how Poe felt alone afterRead MoreThe Childhood of Edgar Allan Poe Essay605 Words   |  3 PagesEdgar Allan Poe’s life was one of many sorrows and difficulties, filled with deaths of close family and many broken loves. Men disappointed him throughout the entirety of his life, and he saw wome n as angels that had come to redeem him from the depths of his depression and alcoholism. These occurrences, along with many others, especially those of his childhood, led Poe to become one of the greatest authors of his time. He is called â€Å"the father of horror and mystery†, as well as the father of scienceRead MoreThe Dark Romanticism Of Edgar Allan Poe1497 Words   |  6 PagesEdgar Allan Poe was a prominent writer during the era of Romanticism, but Poe’s poems focused primarily on the Dark Romanticism, developed under Romanticism. The era of Romanticism was commonly described as showing raw emotion, but there was still a conflict in the story. The purpose of Romanticism was for the writer to feel free; there were no rules when it came to this form of writing. Dark Romanticism was looking at the gothic side of stories rather than the heroism stories, which focused moreRead MoreThe Writings of Edgar Allan Poe803 Words   |  3 PagesEdgar Allan Poe The amazing, the people who inspire, who make people feel something with words on paper, authors. Authors have a special ability to create a separate world, but a great author lets us into their world and makes us feel something when we read their work. From all of the research Colton Coverston has done, he has come to the conclusion that Edgar Allan Poe should be in the top fifth American Authors on a top twenty greatest American author list. Edgar Allan Poe has written many piecesRead MoreSome Too Fagile For Winter Wind Analysis1679 Words   |  7 PagesDickinson the poem discusses nature that has alternative meanings. This is also shown throughout The Raven by Edgar Allan Poe. Both texts use nature to discuss how we face the harsh times in our life. Each of the texts shows a way that a person copes with the harsh times in their life while using nature. Throughout Some, too Fragile for Winter Winds by Emily Dickinson a mother is shown coping with the harsh times in her life after her children have died. While in The Raven by Edgar Allan Poe we see someoneRead MoreAnalysis Of Edgar Allan Poe s The Raven And The Fall Of The House Of Usher 896 Words   |  4 PagesEdgar Allan Poe is an extremely well known American writer and is famous for his horrific and mysterious works such as, â€Å"The Raven† and â€Å"The Fall of the House of Usher.† Poe was born in 1809 in Boston, Massachusetts in an era that seems to have many dark and ominous writers and pieces of literature originating from that time period. Poe is said to have launched the interest in many of the detective type stories that we read from modern day writers. â€Å"In the early 1800s, romanticism was the dominantRead MoreAnalysis Of Edgar Allan Poe s Poetry915 Words   |  4 Pages Edgar Allan Poe was one of the greatest writers of the 19th century. He is is well known for his gothic themes and disturbing characters. Unfortunately, Poe lived a life full of sorrow and pain, having n early everyone he loved die. His poem Alone is said to have been a confessional poem, recalling how Poe felt growing up. Poe’s use of repetition, metaphors, and imagery all aid in bringing the reader closer to understanding what was going on in Poe’s mind. The poem Alone was not published until

Our man lemuel Essay Example For Students

Our man lemuel Essay Our Man LemuelBy the end of Book II in Gullivers Travels, it is very clear that the character of Gulliver is not the same man who wrote the letter in the beginning of the story. In fact, he is not the same man he was in Book I. From the onset of Gullivers Travels, Swift creates for us a seemingly competent character and narrator in Gulliver. In his account we learn how his adventures have changed him and his perception of people, for the central theme of this story is how human nature and reason reflect society. On the whole, Gulliver is a very frustrating character to deal with for a number of reasons. For example, hes not steady; this unsteadiness as a narrator leads us to question the validity of what Gulliver tells us. This means that we have to be on our guard against what he says, and even though hes our guide, we cant follow him everywhere, which is just what Swift wanted. Gulliver makes many apologies for himself and his actions and puts us the reader emotionally involved in the story. Gulliver seems to direct a good deal of hostility toward us, creating a tinge of hostility back at him. Ultimately, Gulliver works as a narrator because we can relate to him and as a result find him engaging. We too can jump from emotion to emotion, but in the long run, Swift is not attempting to create an Everyman. This Gulliver is not, by any means a wholly allegorical character, but as much an individual as the next person. In certain ways, Gulliver proves to be more resilient than the average man b y managing to survive the disaster shipwrecks and people so foreign they might as well be aliens. Still in other ways Gulliver is a nave person, bereft of decency and consideration. Gulliver is an entirely credible and probable person at the same time that he is precisely the person to be the instrument for Swifts satire. In his incredible circumstances, Gulliver shows himself to be very resourceful and observant of his surroundings. With that he changes in relation to the places he visits and the events that befall him as he voyages. As a traveler in Lilliput, hes careful in his observations and complete in his descriptions. Occupied as he is with the surface of things, we see Gullivers problem of not seeing with eyes wide open. Gulliver wanes in his judgment of character as he becomes more and more narrow-minded as the story progresses. So do we still see him as a good, all-around type of guy?Lest we forget that he does get knocked around while hes traveling, a primary reason for his shift in attitude. In Lilliput he seems to be eminently fair-minded compared to the cunning, vindictive, petty Lilliputians. Literally a giant in their land, Gulliver never takes unfair advantage of his size in his dealing with them. Though theyre violent with him, he never retaliates. However in Brobdingnag, Gulliver appears Lilliputian in more ways than one. Still, his size is a dire problem. He is frequently injured, as the kings dwarf takes out his frustrations on Gulliver, but the latter is an improvement from his job as a freak at village fairs. Ultimately, Gulliver has a hard time keeping it together under the strain of repeated attacks on his ego, and in his dealings with the Brobdingnagian king, Gulliver appears as nasty and cruel as the Lilliputians themselves. This is his tone when he returns to England, an angry man who thinks himself more a Brobdingnagian than anything else.

Latin America Overview

This geographical term refers to the American areas where romantic languages including French, Spanish, and Portuguese are spoken. This section of America took a relatively long time to develop. The people of this region maintain their cultural roots such that they value their cultures a lot, and they always have some ties to their cultural roots.Advertising We will write a custom essay sample on Latin America Overview specifically for you for only $16.05 $11/page Learn More As of now, some of the areas of Latin America are largely underdeveloped, and the people of these places have to face this challenge (Rothchild 2004). However, this region has been going through a lot of development. This development has been spearheaded by many economic projects that have been started in the area. The area has been on a steady economic rise despite the fact that many challenges are still prevalent. Colonization of Latin America Before the European invasion, the indi genous elites, Incas and Aztecs, ruled this region. These were respected groups of people who were powerful, and they controlled the social, economic and political lives of the region. Some groups of people in this region did not favor the rule of the Incas and Aztecs, and they were ready to do anything to ensure that this rule was toppled (Charles 2006). The chance to do this presented itself with the invasion of the region by the Europeans. They helped the Europeans take power, and Christopher Columbus imposed European rule in this region. The Europeans divided the regions of Latin America in to colonies (Cristina 2005). Spain and Portugal were the main forces behind this, and they divided the region through a line of demarcation. By the 16th century, these two forces were the greatest influences in this region. However, the start of the 16th century saw other powers coming to claim the region. France was one of these powers, and it started controlling a large portion of Latin Ame rica. Introduction of New Culture The colonial powers had so much influence that they started introducing their culture to their subjects. The colonized people were expected to declare allegiance to their colonial masters. In doing this, these people accepted to do everything that their masters demanded. They were expected to learn the languages of their masters and take the culture of their colonizers fully. The introduction of this culture had a toll on the Latin Americans, and they started rejecting this move. This is because some people felt that their culture was being killed, and they wanted to save the situation (Charles 2006). Therefore, people started forming groups that were against the colonizers. However, the colonial powers had ways of discouraging such groups, and people affiliated with these groups were either punished or killed in public. As a result, people feared to criticize the colonial powers, and slowly, the culture of the colonizers started to take root.Advert ising Looking for essay on geography? Let's see if we can help you! Get your first paper with 15% OFF Learn More The cultural clash brought about by the colonizers acted to divide the people. This is because people were no longer united by their cultural values, and so the ties of the whole society were weakened. In fact, the family became the only unit where people trusted each other. Different religions were introduced, and people of different races took different religions (Parry 1999). This furthered the differences between the people of Latin America, and they started to become strangers in their own land. However, people who embraced the same cultures became very close, and they maintain this culture even up to now. Therefore, Latin America, to some extent, is considered to be one of the regions that have maintained their culture. The differences that started forming as a result of colonization are still evident today. This is because the people of Latin America were divided such that the hatred, distrust and suspicion are still evident. Underdevelopment Theory (Latin America’s Case) Latin America is a region that is largely underdeveloped. Most of the nations in this region are still considered third world countries. Critiques of this scenario claim that this region should be much developed since it is a culturally rich area. Conservative thinkers try to explain this state of the region’s underdevelopment through arguments based on the culture of the place. The most notable mentality driving the culture of this place is the maà ±ana mentality. The other reason is that people follow their religion in strict terms, and this could also lead to this underdevelopment. For instance, the Spanish Catholicism acts against the Protestant work ethic, and this affects the development of this region. This region also lacks professional institutions. The lack of these institutions could also have led to underdevelopment since this region failed to catch up with other regions such as America as far as development is concerned (Fukuyama 2008). The fight for independence was tasking for all regions of America. These regions include the United States and other nations of Latin America. However, Latin America took a long time to gain independence and make new nations in the whole territory of Latin America. This affected the development of this region in that time that this region took to make new nations dragged development. The draw back of the Spanish also made important things like markets and technology to reduce (Fukuyama 2008). Therefore, this move affected the inexperienced people of Latin America, and it took a while to develop a firm footing upon which these people could use to foster their development. Progressive and Marxist intellectuals claim that this region is underdeveloped as a result of many factors; factors that can be traced back to the colonial powers that controlled the region. They claim that the European powers that controlled this region used a lot of violence in their control, and this affected the development of this region.Advertising We will write a custom essay sample on Latin America Overview specifically for you for only $16.05 $11/page Learn More This violence made the countries of Latin America have mono economies. These economies were tied to the imperial centres, and these countries still relied on these centres for technological advancement. Stereotypes The region of Latin America is faced with a lot of stereotypes. The American society does not recognize this region a lot, and this region has been side lined in many areas. For instance, a lot of printed or recognized American Literature does not cover a lot of literature from Latin America. In fact, it was found that Latino stories cover just 1% of all the stories found in American Media. This is a great throwback to this group of people. A lot of prejudices are held in relation t o the people of Latin America, and these people are considered the most violent in America. For instance, the American media showed that 66% of the major crimes committed happened in Latin America. However, this is not the case since America is a very big region, and the media just concentrates on every small crime in Latin America. In a nutshell, the American media seems to focus on the bad elements of Latin Americans, and this has made the Americans develop a negative attitude towards people who hail from this region of America (Grace 2009). Identity Building (Literary, Film and Musical representations of the Region) The region of Latin America has been faced by a lot of prejudices, and the people of this region have sought to address this. Therefore, they have been trying to correct the world’s perception of this region through film, literature and music. The Latin Americans construct their cultural identity through these mediums, and objectives have been achieved since so me of the songs, literature and music have received a global audience. These literary genres have helped this region grow in that many people have continued to appreciate the region. In fact, the region has continued to grow since it receives a lot of tourists who go on escapades in the region. The music of Latin America contains a lot of cultural messages in that it contains all aspects of the whole of Latin America. The culture of all regions of Latin America is imbedded in this music, and this gives this region a lot of musical appeal. The genres of the music of Latin America vary with the audience intended to receive this music. Every audience varies in its expectation of music, and this is taken care in different genres and styles of music.Advertising Looking for essay on geography? Let's see if we can help you! Get your first paper with 15% OFF Learn More However, most of this music advances the cultural message advancing the development of this region. In fact, all forms of contemporary music genres are found in Latin America. These forms include salsa, rock, reggae and other related forms of music. Western classical music is also prevalent in forms of Jazz and other classical compositions and scripted music. Just like its music, the Latin America film advances the good of the region. The film industry has also helped advance the image of this region. The film produced by the foreigners portrayed this region as a wasteland that had no much value. People who watched such films developed a bad attitude towards the region, and they felt that this region had nothing good. However, the people of this region wanted to correct this view, and they came up with films that rectified the stereotypes held against this region. They succeeded in doing this through incorporating humour in their film. This attracted a lot of audiences, and the good image of the region was sold to the world. Previously, the image was seen through the mirror of bad issues such as violence, drug abuse, sexual abuse and other related issues. However, the Latin American film portrayed these issues as a global menace that should be driven off the face of the earth. This is true in that these issues are distributed across the whole world, and they are not restricted to some areas alone. The written literature of this region has also advanced the image of the region. The region has produced writers who are famous in the whole world, and the writings of these people advance the importance of the culture of the people. This is a marketing strategy of the region since all people seek to be associated with some culture (Swanson 2002). Gabriel Garcà ­a is one of the most celebrated writers of this region, and his writings reflect the culture and aspirations of the region. The works of these people have been translated in different languages, and this has greatly influenced the perception of this region to the populace of various regions of the world (Hart 1999). Politics of South America The countries of South America have taken a socialistic drift. Socialist leaders have been elected in many countries of South America. This is because the people of South America are divided in to various social groups that ensure cohesion within the groups. The socialistic stand has made this region alienated to the other areas of the world that have taken capitalistic stands (Brian 2001). Most of the countries of the world have taken a capitalistic stand so as to be in line with the major powers of the world. However, the Latin American countries base their politics on socialism, and this has continued to disadvantage the region (Petras Morley 2005). Conclusion The region of Latin America has continued to face lots of challenges. The rich people in this region control as much as over 40% of the nation’s wealth, and this has a great disadv antage to the people. This wide gap is evident in large South American urban centers where some people live in slums and makeshift shacks with skyscrapers towering above them. Most of these people live on less that $2 per day while millions of dollars change hands in the same cities. This is a great undoing of the region, and this should be rooted out to make sure that the region catches up in development. Reference List Brian, L 2001, Chile: The Legacy of Hispanic Capitalism, 3rd ed., Oxford University Press, Oxford. Charles, M 2006, 1491: New Revelations of the America’s Before Columbus, Vintage Books, New York. Cristina, J 2005, The Origins of Violence in Mexican Society, Praeger, London. Fukuyama, F 2008, Falling Behind: Explaining the Development Gap Between Latin America and the United States, Oxford University Press, Oxford. Grace, L 2009, America’s Backyard: The United States Latin America from the Monroe Doctrine to the War on Terror, Zed Books, London. Hart, S 1999, A Companion to Spanish-American Literature, Tamesis, London. Parry, H 1999, The Spanish Seaborne Empire, University of California Press, Los Angeles. Petras, J Morley, M 2005, The United States and Chile: Imperialism and the Overthrow of the Allende Government, Monthly Review Press, New York. Rothchild, J 2004, Latin America Yesterday and Today, Praeger Publishers, New York. Swanson, P 2002, The New Novel in Latin America, Manchester University Press, Manchester. This essay on Latin America Overview was written and submitted by user Axel C. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

boer war essays

boer war essays Comment on the "Imperial ideal" in the context of Britain at the end of the nineteenth century. 1.Britain was by the end of the nineteenth century a major power, which also included countries such as France, Russia etc. Britain had the largest empire in the world and her economy had the biggest output. Her navy was exceptionally large and advanced compared with other states. She was dominant in wars such as the Crimean War and was seen as a role model that other countries looked up to. The attitude of the British public was that of superiority and believed their culture should be spread across the world. They believed that they were the first race in the world, and that the more of the world they inhabited the better it was for the human race. They felt they had the right to intervene ie Britain tried to take control of south Africa from the Boers as they not only wanted to spread their empire through Africa but it was a stopping point for ships travelling to India for trade. 2)Explain why Britain's experience of the Boer War led to her coming out of splendid isolation between 1899 and 1904 Splendid isolation is closely associated with Lord Salisbury who felt that Britain should keep out of foreign policies and keep to themselves. He felt that Britain should make no alliances or close relationships with any particular country. This created a reputation held by other states as Britain being very arrogant. This period of isolation was between 1895 and 1902. It can be argued that the Boer War was a cause of splendid isolation ending. The reason Britain went to war with the Boers was not only to do with control over the natives but the discovery of gold. Britains declaration of war was seen by the British public as a means of protecting their vital economic interests and stamping british authority in the region. ...

Analysis Study Of Colonial Discourse In Literature

Analysis Study Of Colonial Discourse In Literature Colonial discourse has been defined by many writers such as Diniz (1996:126) who points out hat â€Å"Colonial discourse usually refers to the writing which runs from five hundred years, through the days of European mercantile expansion, to our own time (1996:126). This definition suggests that the era of Colonialism in literature began in the 17th C. with the publication of Shakespeare’s The Tempest (1611-12). In this paper, however, the term is used to refer to the literature written in English, but confined to the century of British Colonialism and the decades of anti- or post colonial activity which followed. Said’s Orientalism (1978) uses the concept of colonial discourse to re-order the study of colonialism. So it can be said to inaugurate a new kind of study of colonialism. Said’s Orientalism examines how the East, including the Middle East, is represented in the history and the literature written by the West. The West always looks at the East as inferio r people without religion or morals. Said’s projecttries to show how knowledge about the non-Europeans was part of the process of maintaining power over them. In short, Orientalism is primarily concerned with how the Orient was constructed by Western Literature and not with how such construction was received by colonial subjects. It examines the Western attitudes toward the East. Said concludes that the Western writers depict the Orient as â€Å"irrational,† â€Å"week† and â€Å"feminised other†. This depiction can be contrasted with the depiction of the West as â€Å"rational†, â€Å"strong† and â€Å"masculine†. Said’s Culture and Imperialism (1994) Colonial discourse is a concept popularized by Edward Said. In this paper, it refers also to the knowledge of Africa constructed by the West (colonial writers: as Defoe and Conrad) to bolster its colonizing interests, and the reaction of the East (colonized writers as: Achebe). C olonial discourse has not been the product of a certain age and it has attracted the attention of several writers and critics. Those celebrated authors as Conrad and Defoe created remarkable works out of the subject of Colonialism. Nowadays, Colonial discourse is one of the most current issues in literary criticism. 1.2. Life and Works of Defoe, Conrad and Achebe 1.2.1. Life and Works of Defoe: Danial Defoe was born about 1660 in London. His father, James Foe, was poor but hard working butcher. Defoe was not able to attend traditional institutions like Oxford and Cambridge because of his father’s opposition. Defoe is often considered the father of English novel. He is a master of simple prose and powerful narrative with a love of realistic detail. He is a great imaginative writer who creates one of the most familiar resonant myths of modern literature. He is influenced by the writings of Addison, Steel and Swift. Defoe’s important works are: Robinson Crusoe (1719), Mol l Flanders (1722), Capitan Singleton (1720) and The History of Peter the Great and Colonel Jack (1722). Defoe died in London on April 24, 1731. 1.2.2. Life and Works of Conrad Joseph Conrad was born in December 3, 1857. His childhood was affected by his homeland’s struggle for independence. He is a Polish novelist and short story writer. Conrad is one of the English language’s greatest stylists. He becomes one of the greatest writers in the world. His major works include Heart of Darkness (1902), Lord Jim (1900), The Secret Agent (1907), Under the Western Eyes (1911) and Nostrome (1904). He died of heart failure on August 3, 1924.

Assimilation(white policy) Essay Example | Topics and Well Written Essays - 1000 words

Assimilation(white policy) - Essay Example This way, assimilation allows ways of life to be kept alive through choice by not enforcing laws and policies that ensure people follow only the given and prescribed Australian culture. Migrants get an opportunity to retain their sense of belonging to their native society despite being in a completely new environment with disparities in ways of life (Henry and Kurzak, 2012). In addition, assimilation is the best way to go in regard to inculcating and coming up with a unified society. This is because a society using assimilation gets an opportunity to evaluate itself and adapt appropriately in order to meet the needs of the new population, as well as its own needs. This is because different cultures have different characteristics, and each may have its own strengths and weaknesses and, as a result, assimilation allows different populations to borrow values that are positive or appealing to them from the immigrants and include them in their own. This is for the creation of a wholesome society that does not fight within itself under the guise of cultural values, followings and predispositions. In addition, the issue of disunity does not arise in assimilation since all population follows a given and harmonized culture that is widely accepted by all. As such, migrants and natives are able live harmoniously and with acceptance of each other as all attempts to get along due to the common culture that they are expected to follow. In relation to rights and freedoms, assimilation allows the entire Australian population to enjoy similar rights and freedoms (Guess, 2010). This is in spite of the presence of foreign migrants, aboriginals and native Australians. Because of assimilation, all populations are bound to live under the same umbrella of living conditions, where no single population group experiences disparity concerning privileges and responsibilities (Murphy,

Project Managment - MUST HAVE PROJECT EXPERIENCE - NOT INFO. TECH Research Paper

Project Managment - MUST HAVE PROJECT EXPERIENCE - NOT INFO. TECH - Research Paper Example This is because to achieve profitability, the financial record of a business organization has to depict a high value of sales. On this note therefore, a project management team ensures that the objectives and aims of a company are met. It is important to develop structures of managing a sales team because of the following roles that they play in an organization, (Jobber and Geoffrey, 2006). 1. Members of a sales team directly engage with customers, and are responsible for selling the products of the company, and maintaining the existing customers of the organization. It is their duty to conduct market research, collect feedback on the performance of their products from the customers, and develop a strategy that will make the organization achieve its sales targets. 2. The sales team determines the profitability of an organization, therefore understanding their role in a business organization helps the management in developing a marketing strategy that will efficiently serve the intere st of the organization. 3. The purpose of a sales team is to generate revenue for the organization, and therefore the department must align itself to the needs of customers. To effectively align the sales team to the needs of the department, it is important to create a sales management plan. The key to building and initiating a successful sales project is to develop a document that outlines the specific goals of the organization, tasks, deadlines and costs. The scope provides information on the roles and duties of team members and methodologies of verifying and approving completed works. For instance, the major aim of our sales team was to develop and execute a plan of establishing new markets for the products of Sumo hardware’s. In building an effective project scope, it is important to use facilitative meeting procedures, and collaborative decision making methodology. Facilitative meetings involve the use of tools such as Joint Application Design (JAD). These meetings are m oderated by a neutral facilitator, for purposes of engaging all the stakeholders of the business organization in developing decisions that will guide the operations of the project (Gonc?alves and Brian, 2008) . In collecting information from participants, the facilitator will use collaborative techniques such as taking a keen interest on the ideas, and interests of participants. This information will help in coming up with a relevant scope of the project. The scope will provide guidance for purposes of developing the plan and strategies of the marketing campaign. The scope of the project that I undertook with Sumo Hardware’s was to develop a sales plan, and execute it, for purposes of increasing the revenue of the organization. The sales process satisfies the four stages of project management; which are initiation, planning, execution and control, and the last stage is closure. At the initiation stage, the manager defines the scope of a project, and the methods he or she will use to achieve the objectives of the project. It is at this stage that members of a team are selected, and the manager outlines their roles (Heagney, 2012). For instance, as members of the sales management team at Sumo hardware’s, it was our duty to set realistic target for the sales revenue of the organization. For instance, basing on the size and target market, we did set a target of 200,000 dollars a month. In meeting this target, it was essential to

Color processing in the primates Essay -- Biology, Visual System, Colo

Color is a feature that is possessed by very few mammals. K .Tansely in one of his books on visual system the vision in vertebrates commented that â€Å"On the whole mammals appear not to have color vision, except for the primates where it is well developed and almost certainly trichomatic†. The word trichomatic was derived from a theory given by French physiologist Palmer in 1777 which stated the presence three different types of infinite number of molecules present in the human retina. These types are for detection of colors like red, blue and yellow. Few years later Thomas Young postulated the presence of three types of cones which are responsible for the detection of these primary colors or metamers and their concept of empirically proven by Maxwell in 1860. This trichomatic nature of perception of human retina seemed a limitation as human eye can perceive millions of colors. These millions of colors are limited to a Grassman’s laws explained additive, scalar and associative properties of metamers to prove the different combinations of colors perceived by visual system. The human range of perception of light is from 380nm to 760nm. The perception of color depends upon photo-receptors ability to segregate different wavelength. The Bowmaker et al in 1979 was able to identify the cone using micro-spectrometry by seeing cone absorption spectrum.The cones were in blue, green and red spectrum with wavelength of 420nm, 534 nm and 564 nm. The rod that was identified absorbed the spectrum at 498 nm. The results on the absorption spectrum were quite similar to the results found on Rhesus monkey by the same author. *Bowmaker et al. The name given to cones on the absorption spectrum are S(Short), L(Long) and (M) moderate . T... ...gnocellular pathway cells is shown by grey cells.(Martin 2004) The third and the smallest layer is Koniocellular that is present between the Parvocellular and magnocellular consist mainly of inter-neurons. The blue-ON cells form a connection with small bistratified ganglion cells and it ends in Koniocellular cells. These small size neurons project into supragranular layer 2, 3 and upper part 4 including the cytochrome oxidase rich ‘blob’ region of visual cortex. *Sampling density of blue-ON cells relative to the S-cone array is shown by white circles.(*Martin 2004) There is unknown pathway that begins from wide receptive field yellow-ON ganglion cells and ends at unknown destination in Lateral Geniculate Nucleus. *The small white circle at position of S-cone represents the postulated midget blue-OFF cells ganglion cells. (Martin 2004) Color processing in the primates Essay -- Biology, Visual System, Colo Color is a feature that is possessed by very few mammals. K .Tansely in one of his books on visual system the vision in vertebrates commented that â€Å"On the whole mammals appear not to have color vision, except for the primates where it is well developed and almost certainly trichomatic†. The word trichomatic was derived from a theory given by French physiologist Palmer in 1777 which stated the presence three different types of infinite number of molecules present in the human retina. These types are for detection of colors like red, blue and yellow. Few years later Thomas Young postulated the presence of three types of cones which are responsible for the detection of these primary colors or metamers and their concept of empirically proven by Maxwell in 1860. This trichomatic nature of perception of human retina seemed a limitation as human eye can perceive millions of colors. These millions of colors are limited to a Grassman’s laws explained additive, scalar and associative properties of metamers to prove the different combinations of colors perceived by visual system. The human range of perception of light is from 380nm to 760nm. The perception of color depends upon photo-receptors ability to segregate different wavelength. The Bowmaker et al in 1979 was able to identify the cone using micro-spectrometry by seeing cone absorption spectrum.The cones were in blue, green and red spectrum with wavelength of 420nm, 534 nm and 564 nm. The rod that was identified absorbed the spectrum at 498 nm. The results on the absorption spectrum were quite similar to the results found on Rhesus monkey by the same author. *Bowmaker et al. The name given to cones on the absorption spectrum are S(Short), L(Long) and (M) moderate . T... ...gnocellular pathway cells is shown by grey cells.(Martin 2004) The third and the smallest layer is Koniocellular that is present between the Parvocellular and magnocellular consist mainly of inter-neurons. The blue-ON cells form a connection with small bistratified ganglion cells and it ends in Koniocellular cells. These small size neurons project into supragranular layer 2, 3 and upper part 4 including the cytochrome oxidase rich ‘blob’ region of visual cortex. *Sampling density of blue-ON cells relative to the S-cone array is shown by white circles.(*Martin 2004) There is unknown pathway that begins from wide receptive field yellow-ON ganglion cells and ends at unknown destination in Lateral Geniculate Nucleus. *The small white circle at position of S-cone represents the postulated midget blue-OFF cells ganglion cells. (Martin 2004)

Custom Coffee & Chocolate

Mgmt 5000 Custom Coffee & Chocolate The mission of Custom Coffee & Chocolate is to provide lovers of fine chocolate and coffee a place to indulge themselves. From the cafe’s current offerings and proposed expansion, I do not think that the indulgence aspect of the mission statement is limited to the chocolate and coffee itself. I think that the menu variety, entertainment events and amenities that they will offer lend themselves to the mission of indulgence. The menu variety, for example allows one to indulge the pallet and explore the world through taste.Entertainment events allow one to immerse themselves in the sounds and words of other cultures while relaxing and surfing the net all at once. The cafe’s strengths include knowledge of customer base, specialized products, repeat business and a high traffic location. Weaknesses are lack of financial capital, limited staff, and majority of business is takeout. They are also weak in their lack of marketing and short-term lease on property. The cafe does have some opportunities though.The opportunities present are expanding the menu and services, marketing cafe as an entertainment or meeting venue, or include the always-popular wireless connection. Threats present for the cafe are other restaurants and businesses in the area. They are likely to see their success and create a similar offering of their own that features lower prices, better product or services. I believe that one of the first goals that Custom Coffee & Chocolate should achieve is extending their hours and staff. By achieving this goal first, it will make moving toward all their other goals flow smoothly.Their next steps should be to secure a wireless connection and begin to have small entertainment events. Brewer should begin to ramp up the cafe’s marketing plan by advertising the events and wireless access. The marketing campaign should be targeted in the local lounges, campus commons, and dorms. After the entertainment has bee n established as a success, it would provide a good test market to begin expanding the cafe’s menu into new areas. Then finally, they should launch a website for the cafe that features all their best assets.

Antiperspirants and Breast Cancer Old Myth Sees New Life...

Once again, the story is floating around Facebook that the using antiperspirants cause breast cancer. The claim states that cancer causing chemicals in the products enter the body through tiny nicks in the skin, thereby infecting the lymph nodes surrounding the breast tissue. The latest says to wash the underarm with soap and water before going to bed. According to the Facebook post, deodorants are fine; however, using antiperspirants is what increases the potential for breast cancer. It claims that most breast cancers start in the upper quadrants of the breast in the lymph nodes nearest to the armpit, because thats where toxins from the antiperspirants congregate. The Facebook floater also suggests that the reason women are more†¦show more content†¦Most shampoos, body lotions, and cosmetics contain some form of paraben. Not all studies agree about the effect parabens have on the human body, but the Food and Drug Administration (FDA) and Health Canada have ruled them safe at current exposure levels. Since not everyone finds a ruling by a government agency comforting, many paraben-free products are now available, including deodorants. They may just have to be kept in the refrigerator. Aluminum Aluminum is the active antiperspirant is antiperspirants, which, combined with deodorant, keeps one smelling fresh and clean. The question stems from whether aluminum is absorbed into the body, and does this absorption lead to cancer. Again, nothing definitive from the scientific front, but the concerns have largely been dismissed based on the reasoning that a persons body cannot absorb enough aluminum from antiperspirants to constitute a health risk. However, aluminum build up on clothing has been shown to create those lovely yellow pit stains, especially when it reacts to some laundry detergents. Using aluminum free deodorants and antiperspirants can alleviate this problem, but their actual effectiveness combating a persons perspirant becomes debatable. How well an aluminum-free product works depends on an individuals body chemistry. Does shaving put women at risk? Another point of contention says that mens underarm hair limits the exposure, since most of

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. 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Religion has performed a major role in developments of societies. The main points that will be discussed in this paper are the overall benefits and consequences of religion, and the changes that were made. The beginnings of Christianity are very blurry, as far as historical fact is concerned. The tragedy of the Roman invasion resulted in the Greeks having to change there out lookRead MoreEvents that Took Place in The Fall of the Roman Empire Essay examples3292 Words   |  14 Pages-----The fall of the Roman Empire marked the end of one of the greatest and longest-lived empires in the ancient world. The official date of the fall of the Roman Empire is often considered to be the date of when the barbarian general Odoacer overthrew the last emperor of the Western Roman Empire, Romulus Augustulus, in 476 CE (Nardo-2004 97). The demise of this Empire was a result of multiple internal and external causes. The first plague that contributed to this decline and fall was the Antonine

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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