SHAREHOLDER STRUCTURE AND RISK PROFILE OF BRITISH PETROLEUM PLC Essay

SHAREHOLDER STRUCTURE AND RISK PROFILE OF BRITISH PETROLEUM PLC - Essay Example One of the most important objectives of corporate finance function is to maximise the shareholders’ value. There are many avenues by which the shareholders’ value can be increased. A company can invest in those projects which would fetch them a return, greater than the minimum hurdle rate. In compliance with that the company is committed to maximise the value for their shareholders. Their strategy is to create value by investing in exploration and production business because they offer sustainable growth with high returns through out the operational activities. To sustain the momentum which increases the firm’s value, the company intends to reinvest in exploration and production while carrying out their target acquisition for expansion of their business activities. They are expected to make investments in their assets through out the business cycle to increase the operational productivity of the company. All these attempts have been put forward so that a sustaina ble growth can be attained in future. This would even help the shareholders to attain an enhanced continual growth in their earnings from this company. BP’s aim is to strike a balance for their shareholders between the earnings involving the dividend, persistent investment in long term growth opportunities and maintain a careful risk return level. The company has a proper dividend reinvestment for the shareholders who are willing to have their dividend in the form of stocks rather than in cash. The company also have dividend reinvestment plan for their US and Canadian shareholders. All these approaches have been taken in accordance with the shareholders’ interests. They have committed to a remuneration policy which is in accordance with the interests of the shareholders. In the current volatile scenario it is quite important to have talented as well as committed

Homework on essay Essay Example for Free

Homework on essay Essay 1. What is the new concept of education? For more than decades now, our constant contact with the Americans transformed us and led us to the evolution of our public schools and democratic institutions which then, in turn, developed in us our national consciousness in strength and in solidarity. It gave rise to a new concept of education which is deemed as the training of an individual for the duties and privileges of a citizen not only for his own happiness and efficiency, but also for his contribution to the national sphere at large. As the State’s primary responsibility is to provide for the education of every member of the society, it follows that an educated Filipino must possess three characteristics as enumerated by Francisco Benitez in his essay â€Å"What is an Educated Filipino? † 2. According to the author, what is the first quality should distinguish the educated Filipino? First is the power to do which embraces not only the ability of the Filipinos to produce material goods but also the valuable services rendered to society through institutions such as the home, the school, the church and the government. This is best exemplified by a mother who takes good care of her family. 3. What should be the second quality of an educated Filipino? Second, a Filipino is one who is distinguished not only by one’s knowledge of the world’s progress but also and more importantly by one’s understanding of one’s race, people and country – the ideals and morals that are cherished herein. How can a Filipino claim to call himself educated when he has conquered the world yet he is ignorant of his own culture and origin? 4. What should be the third quality of an educated Filipino? The third is that the educated Filipino is one who is deep-rooted in one’s speech and conduct. One must put into practice those elements recognized as concomitant to culture and morality. Hence, one makes use of such elements for one’s growth as an individual and for a nation’s development as a whole. 5. Which of the three qualities do you consider the most important? The third quality, because the Filipino must have ingrained in his speech and conduct those elements that are everywhere recognized as accompaniments of culture andmorality, so that, possessing the capacity for self-entertainment and study, he may not be at the mercy of the pleasure of the senses or a burden to himself when alone. 6. What are the other qualities would you like to add for the betterment of the Filipinos today?

RFID Tagging Essay -- essays research papers

Radio Frequency Identification Detection (RFID) is a technology that involves a silicon chip and an antenna, which together is called a TAG. The tags emit radio signal to devices that are called readers. One of the things that is important to know about the Electronic Product Code (EPC) is that some people use RFID and EPC interchangeably, but they are different. Would RFID work to track Products? Well, Bar Codes require a line of sight, so a person(s) with a bar code reader has to get right up on the bar code and scan it. When you are thinking about a supply chain, somebody in the warehouse would have to look at every single case. With RFID, all of the cases on the pallet would be picked up by a single swipe of a reader, even the ones stacked up in the middle that can’t be seen. So it’s much faster and more efficient and accurate. In the retail sales market you may wonder why that type or kind of speed is important. In a recent interview about RFID usage in commercial sales, it was summoned up as follows â€Å"†¦We want our product to be on the shelf for consumers when they want it. A recent study of retailers showed that the top 2,000 items in stores had a 12 percent out-of-stock rate on Saturday afternoons, the busiest shopping day. I think the industry average for inventory levels is 65 days, which means products sitting around, taking up space for that time, and that costs about $3 billion annually. Often a retail clerk can’t quickly find products in the crowded back room of a store to make sure that the shelves are filled for the consumer, or doesn’t know that a shelf is sitting empty because they haven’t walked by lately. With RFID, the shelf can signal to the back room that it is empty, and the clerk can quickly find the product†¦Ã¢â‚¬  (Sandra Hughes, Technology Review (Cambridge Mass), July-August 2004 v107 i6 p74 (2)) Now let us step to the other side of the Merchant counter as a consumer and realize how RFID can benefit the average person. Have you ever felt impatient when standing behind someone in line at the grocery store who insisted on paying by check? Well, get ready to get agitated at the slowpoke of the future—the techno challenged person using a credit card. Contactless cards, already used in Asia for several transit and payment systems, have been introduced to the United States via pilot programs sponsored by American Express and MasterCard. Thes... ...rence last week said DOD is preparing a deployment plan that would launch DOD’s version of the new network by fiscal 2008. The plan is augmented by a roughly $28 billion annual IT budget at the agency. But officials acknowledged that they still must convince commanders in the field that the cost of an Ipv6 upgrade-rather than merely expanding current networks would yield a sufficient return in terms of firepower. DOD officials said they are pushing for standard definitions and products that will allow them to build an Ipv6 architecture that pulls together existing networks while handling an expected flood of new data from satellites, Global Hawk unmanned spy planes and other sensors (Military—Guns, butter or digits? Electronic Engineering Times, Dec 13, 2004 P8) References Sandra Hughes (2004). Technology Review (Cambridge Mass), July-August 2004 v107, i6 p74 (2) Professor Warwick Chips In (1999, January). ComputerWorld Matthew French (2003). Federal computer Week: for DOD Logistics, tags are it! Radio frequency identification tags policy seeks to improve supplies, Nov 3, 2003 V17 i38 p54 (2)) Military—Guns, butter or digits? (2004, December), Electronic Engineering Times, P8

Letter to My Old School Friend Essay

It been has been a long time since we last saw each other, so I took this time to write to you. Remember the time in elementary school when we had the field trip before summer vacation. It was a time when we visited the shopping plaza for the very first time in Manhattan. This was one of the memorable days of my life. It all started in science class when we decide to plan a nice surprise for our teacher for her upcoming birthday, so our enthusiastic principle appeared and said† good morning class, I have a great treat for you† and nasha exclaimed with so much curiosity â€Å"were are o the we going† and he said â€Å"to the new shopping plaza† so he gave out letter with a consent form attached with it, so after I went home and get ready for the trip tomorrow , when getting ready my consent form disappeared so I search saying in my mind I am not missing that so, I was so worried and called my friend nasha and she said â€Å" don’t worry this matter is imperceptible† and replied to her in a melancholy voice† why you saying that? If I don’t have the form I cannot go on the trip, is there a next alternative† she said† yes† so I said to her what† she said â€Å"have your parents to write a letter for me† so I told her that is a good idea. So next day I pack my things kissed my mom and rushed on the school bus ,when I got to my the classmate were all lined up to enter the bus. When we got on the bus I sit near the window. When we got there I saw the most building beautiful and creative place.

Medea’s murder of her children Essay

The image of Medea presented by Euripides in the exodos is undoubtedly largely horrifying and appalling to the audience. Medea manifestly presents her desire for revenge and it is difficult to sympathise with her character. However, in many respects her character fits the image of a tragic hero. Although, it is widely controversial to associate Medea with heroic aspects in modern days, from an ancient Greek’s perspective her actions and personality might well match aspects of the tragic hero such as consistency, appropriation, noble state, and tragic flaw. This essay will explore whether her presentation in the exodos as well as her actions in other circumstances justify her tragic hero status. First of all, Medea has always enjoyed a good reputation and high-rank in society. Her heroic identity symbolises the fact that she is a grand- daughter of the Sun. Moreover, Medea was a princess of Colchis and displayed a vast knowledge of enchantments and medicine. When Jason abandons her in a foreign land she becomes a ‘stateless refugee’ and her pride suffers. It has also been stated by the Chorus in the play: ‘Of all pains and hardships none is worse Than to be deprived of your native land’. [L. 651-652] It seems intolerable for her to be rejected & homeless in a foreign land. We can infer this by the use of words such as ‘pains and hardships’ which emphasises her dramatic position through an accumulation of two similar meanings. Also, the word ‘deprived’ implies that Jason has taken her land almost physically. Here, the role of chorus modifies the structure in the play as they appearance break up the acts in the play. Thus, Euripides attaches an important role of the chorus to construct the play. Her behaviour has been farther explored by E. R Dodds who states that members of an ancient Greek society acknowledged ‘anything which exposes a man to the contempt or ridicule of his fellows, which causes them to â€Å"lose face,† †¦ as unbearable’. According to Aristotle, a tragic hero must hold noble, respected social status. It can be argued therefore that Medea’s murder of her children in exodos was a desperate and impulsive response to ‘the pressure of social conformity’ (Dodds) and a diseased attempt to gain back her reputation. Such actions are common in Greek tragedies such as The Oresteia where Atreus admitted an even larger horrific act of revenge against his brother who had affair with Atreus’s wife. Similarly, while Medea loses face when Jason abandons her, Atreus’s reputation suffers when his wife commits adultery. Nevertheless, later Atreus’s takes care of his brother’s son. This, as opposed to Medea, can be considered as tragic hero’s sense of guilt or, perhaps, the way to dispense justice. On the other hand, Medea doesn’t regret her actions. Her sense of guilt does not exist. Contrarily, she seems to be proud of her murder as she uses cynical and sarcastic techniques while she responds to Jason’s accusations in stichomythia: ‘Go home; your wife waits to be buried. ‘ The mention of Jason’s would-be wife is extremely cruel and tactless as previously, Medea mercilessly murdered her. In the exodos, Medea and Jason have a short and sharp exchange after Jason sees the dead bodies of his children. Questionably, Medea appears here to be extremely exultant, victoriously using cynical techniques untypical for the tragic hero such as ‘You grieve too soon. Old age is coming’. It is clear that Medea identifies her murder with a triumph over Jason. This opposes the fact that Medea can be regarded as a tragic hero because members of an ancient Greek society, despite their desire for high reputation, had a sense of guilt and justice which is described by E. R Dodds as a ‘gradually growing sense of guilt†¦ which transformed into a punishment’ and ’embodiment of cosmic justice’. This implies that Medea as a tragic hero should regret her actions however, this never occurs. Instead, at the ending of the play, Medea and the bodies of her children are taken away by the gods in the shape of Deus ex Machina. Up until the exodos, Medea has had some features of a tragic hero. However in the exodos, the absence of any kind of regrets opens up a debate over whether Medea’s presentation can be truly regarded as a tragic hero. Here, the gods seem to appear strangely sympathetic in her murderous sufferings and surprisingly shocking in supporting Medea’s actions and punishing Jason. It can be argued that the gods support Medea and Deus ex Machina occurs in order to dispense justice by not allowing Jason to bury his children and leaving him unsatisfied. Although, the gods not always seem to make ‘right’ decision and sometimes their will performs as cruel and unmoral. It isn’t just the fact that Medea kills her children that seem to be questioning Medea’s heroic aspects. It is also true that Medea does not die. The play is in fact the only surviving Greek tragedy where the tragic hero doesn’t die. Furthermore, Medea is a woman driven by ‘male desire’. Her desire for revenge leads to her overcoming the sense of maternal instinct. Therefore, the Greek audience couldn’t completely regard Medea as a tragic hero and ‘yet the audience (†¦ ) shudder at the ruthless of her anger and passion for vengeance’ (Easterling). It is unclear whether Medea aims to portray herself as a woman or to employ the â€Å"heroic ‘male’ weapon†. She often sympathise with females as a group ‘We were born women – useless for honest purposes. But in all kinds of evil skilled practitioners’ [l. 406-407] Here, Medea uses first person plural verb in order to become a representative of females. However, the fact that she lacks her maternal instinct and kills her children in ‘reaction to her dishonour’ and ‘her violence, which she herself abhors’ follow the idea of a male desire. At this point, it is difficult to define Medea as a tragic hero because she evidently contradicts the idea of consistency in that she portrays herself sometimes as a representative of oppressed women and sometimes as a ‘male hero’. It is largely controversial to argue that Medea’s presentation in the play (particularly in the exodos) is ‘good and appropriate’ (Aristotle). The tragic hero’s character should be ‘good if the purpose is good’ (Aristotle). Euripides’s presentation of Medea at the beginning of the play is to make the audience pity her dramatic position however, if we consider the fact that previously Medea has committed two acts of murder in order to marry Jason it is difficult to sympathise her. The murder of her children is a highly horrifying act of the play as the children plead for help (‘Help, help, for the gods’ sake! She’s killing us! ). The repetitiveness of a word ‘help’ and their imprecations gives us a sense of their desperation. In this way, Medea fits her image of a tragic hero because according to Aristotle, ‘fear and pity must be aroused’ in circumstances in which a ‘tragic incident between those who are near or dear to one another’. Indeed, we pity characters in the exodos as the act of murder has been done at the expense of innocent children pleading for help. On the other hand, it has been investigated by P.E Easterling that â€Å"Euripides’ many imitators have tended to present Medea’s behaviour as that of madwomen†. This is because the way in which Medea murders her children is largely brutal as she uses a sword and seem to be murdering them in a mercilessly pattern. Therefore, even the Ancient Greek audience seems to reject the idea of Medea being ‘good and appropriate’. In addition, for Medea to fully fit the image of a Greek tragic hero it is essential that she has her tragic flaw which contributes to the downfall. It is necessary for the tragic heroes to be â€Å"wrapped in the mystery (†¦) with that ‘something beyond’ which we can only see through them, and which is the source of their strength and their fate alike†¦ † (Anderson) Without this, tragedy cannot be regarded as a tragedy itself. Therefore, in context of Medea, the equivalent of ‘something beyond’ can be considered her excessive pride and obsession with the ‘laughter of my enemies’. Even if the audience does not point out any indication of the ‘laughter’ of Medea’s enemies, she still insists their presence. She does not perceive the support of the women of Corinth (meaning the Chorus) or -perhaps, she does not want to perceive it. Therefore, Medea’s obsession with the ‘laughter’ of her enemies can be considered as the catalyst of her tragic downfall. However, it might be believed that this obsession cannot be regarded as the catalyst of her tragic downfall because it is clear that Medea fully acknowledges her flaws and in her horrific act in the exodos she recognises that what’s she’s doing is wrong. In the line 1077 she says: ‘I understand The horror of what I am going to do’ Evidently, Medea appears to be aware of her tragic flaw and to accept the consequences. In this case, Medea cannot be regarded as a tragic hero because she acknowledges her flaws. Therefore, the Greek audience could not be entertained or surprised by Medea’s actions. We do not pity her because she accepts her tragic flaws throughout the play. Medea’s self-awareness of her immorality contradicts Anderson’s belief that ‘the message of tragedy is that men are better than they think they are. The message needs to be said over and over lest the race lose faith in itself entirely’. There is a large distinction between the recognition of a tragic hero in Ancient Greece and the modern world. We associate heroic aspects with goodness, appropriation and a well-developed sense of forgiveness. The presentation of Medea in the exodos as well as her actions throughout the play, strongly contradict with the principles of Christianity and her character appears as irrelevant to modern ideas. Unfortunately, Medea from the Ancient Greek’s point of view can be regarded as a tragic hero to a significant extent. The horrific act of murdering her children is insane and sickening; however, it is without doubt that it fits with the image of a tragic hero in a several respects. Bibliography Aristotle, Poetics. Trans. S.H. Butcher. www.classics.mit.edu/Aristotle/poetics/html Accessed 5th January 2012 P.E Easterling – ‘The Infanticide in Euripides’ Medea’, Yale Classical Studies, 25(1997) 193-225 Dodds, E.R. The Greeks and the Irrational. University of California Press, (2000). Allan, William. Euripides: Medea Duckworth Companions for Greek and Roman tragedy. Cambridge, Cambridge University Press, (2002) Anderson, The Essence of Tragedy Northrop Frye,† The Mythos of Autumn†

The Major Hickory Species in North America

The Major Hickory Species in North America Trees in the genus Carya (from Ancient Greek for nut) are commonly known as hickory. The worldwide hickory genus includes 17–19 species of deciduous trees with pinnately compound leaves and large nuts. North America has the overwhelming edge on the  number of native hickory species, with a dozen or so (11–12 in the United States, one in Mexico), while there are five or six species from China and Indochina. The hickory tree, along with the oaks, dominates the hardwood forests of eastern North America. Identifying the Common Hickories There are six species of Carya that make up the most common hickories found in North America. They come from three major groups called shagbark (which has shaggy bark), pignut (which rarely has shaggy bark), and the pecan group. The shaggy bark is a clear identifier to separate the shagbark group from the pignut group, though some older hickories have slightly scaly bark. Hickories have a nutritious nut meat that is covered by a very hard shell, which is in turn covered by a splitting husk shell (as opposed to a larger walnut that drops with a complete husk cover). This fruit is located at the twig tips in clusters of three to five. Search for them for under a tree to help in identification. They have branching flowering catkins  just below the emerging new leaf umbrella-like dome in spring. Not all are eaten by humans. The leaves of hickory are mostly alternately placed along the twig, in contrast to a similar-looking ash tree leaf that is in an opposite arrangement. The hickory leaf is always  pinnately  compound,  and the individual leaflets can be  finely serrated or toothed. Identification While Dormant Hickory twigs have tan,  five-sided or angled soft centers called piths,  which are a major identifier. The trees bark is variable along species lines and not helpful except for loose, flaky bark on the shagbark hickory group. The trees fruit is a nut, and splitting husks are often visible under a dormant tree. Most hickory species have stout twigs with large terminal buds. Growing North American Hickory Species These large, long-lived, slow-growing deciduous trees are known for being good shade trees and feature golden color in the fall. They are difficult to transplant because of their long taproot and might be hard to find in nurseries. Their bark is a range of gray colors, whether they have shaggy bark or not, and youll find them in USDA Zones 4–9, though the pecan is found in Zones 5–9. Fruit drops from late summer into autumn. Shagbark hickory tree. Roger Smith/Getty Images Shagbark hickory, Carya ovata, is as you would imagine, a tree with shaggy bark that peels away in big pieces. Their mature height is 60–80 feet tall, with a 30–50-foot width. Leaves are  8 to 14 inches long, with five to seven leaflets  These trees are tolerant of a wide range of conditions, such as drought, acidic or alkaline soil, but do need a well-drained, large location free from salty soil. The round nut has a four-sectioned husk. Shellbark Hickory bark: Carya laciniosa. DEA/C.SAPPA/Getty Images The shellbark hickory, Carya laciniosa, is a shaggy gray-bark species. This hickory grows up to 75–100 feet tall with a 50–75-foot width. Its not tolerant of alkaline soils or drought conditions, salt spray or salty soils and needs a big area of well-draining soil. Its best grown in moist soils. Leaves are in clusters of seven to nine leaflets. Oval nuts have a five- to six-sectioned husk and are the largest of the hickory species. Carya tomentosa, Mockernut hickory. Gary Ombler/Getty Images The mockernut hickory, Carya tomentosa, reaches 50–60 feet tall and 20–30 feet wide. Its tolerant of drought but not poor drainage and is best in slightly acidic soil, as its intolerant of alkaline soils and salt in the soil. Its leaves are alternate, compound leaves with seven to nine leaflets that are hairy on the underside and the stalk; the largest will be the terminal leaf.  Its nuts ripen in fall and have four sections. Pignut hickory tree. Stan Osolinski/Getty Images The pignut hickory, Carya glabra, is a dark-gray tree that extends to 50–60 feet in height with a spread of 25–35 feet. It does well in a variety of soils. It moderately tolerates salty soil and hangs in there through drought, but it doesnt do well in areas of poor drainage. As the tree ages, the bark may appear slightly shaggy. Its alternate, compound leaves are 8 to 12 inches long with five to seven leaflets, with the one on the end being the largest. The bitter nuts are pear-shaped and have four ridges on the husks, which do not easily come off of the nut. Carya Illinoensis (Pecan tree), tree with yellow leaves in park. Dorling Kindersley/Getty Images The pecan tree, Carya illinoinensis, contains the sweetest nuts of all the hickory trees and is one of the most important native North American nut trees, though it can be a messy tree to grow due to leaf and fruit drop. It grows 70–100 feet tall with a spread of 40–75 feet. Its tolerant of acidic soils and only moderately tolerant of alkaline soils. Itll handle some poor drainage all right but not drought, salt spray, or salty soil. The bark is brownish black, and leaves are 18–24 inches long, containing nine to 17 narrow, long leaflets with a hook shape near each tip. Nuts are cylindrical. Carya cordiformis (Butternut hickory), green-leaved tree.   James Young/Getty Images The bitternut hickory, Carya cordiformis, also commonly called the swamp hickory, loves moist conditions and hates drought and poor drainage, though it can be found in some drier landscapes in addition to its typical low, wet conditions. It needs a large area to grow and can reach 50–70 feet high and 40–50 feet wide when mature. It prefers acidic soil but can tolerate alkaline. It can handle some salt spray but not salty soil. Leaves contain seven to 11 long, narrow leaflets. It grows bitter nuts that, although not poisonous, to humans are more of the inedible variety due to their taste. The nuts are about an inch long and have four-sectioned, thin husks. To identify the tree in winter, look for its bright yellow buds.

Passion without Barriers Essays

Passion without Barriers Essays Passion without Barriers Essay Passion without Barriers Essay Passion without Barriers BY tbb95 29-oct-13 Mrs. Haddad Tina L. Brictson Nuit Blanche Nuit Blanche describes a fleeting moment between two strangers as they experience love at first sight. They overcome obstacles to reach one another. For instance, the woman breaking through glass, and the man damaging a car and meeting her in one piece. This visually appealing short film is old-fashioned based on the lack of color, and the dress of the two main characters. The setting itself, ransforms right into a hyper-real moment of emotional intensity. There was a tunneled vision because both individuals excluded their surroundings to get to their destination. Once they get past staring at each other, the man and woman seem to have a promising future, due to the events that occurred; they overcame obstacles of the same material. Time slows when the man steps into a puddle. Similarly, when the woman views the mans actions, she stands and drops her glass of wine, where it slowly shatters on the white table cloth. They were both exposed to the same elements liquid and the second element was glass. The second similar material is glass. The man experiences the shattering of glass when the car explodes around his form, and the woman walks through glass to meet him. These two elements might imply that the man and woman have a chance; they can overcome the same obstacles and come out unharmed. Id relate this scene to the word passion. Passion drives us towards something we desire. It pulls you to something you cannot resist. This involves overcoming obstacles, taking risks, and choosing different paths. Unfortunately, passion can be blind because we lose control of our sense of reason. In conclusion, the man and woman do not actually push cars or break glass, but they transcend barriers to become one soul. We do not find the meaning of life by ourselves; we find it with another. Love is indestructible and passion is unlimited. The only way to find true happiness is to risk being completely cut open. -Chuck Palahniuk.

Composite Volcano (Stratovolcano) Facts

Composite Volcano (Stratovolcano) Facts There are several different types of volcanoes, including shield volcanoes, composite volcanoes, dome volcanoes, and cinder cones. However, if you ask a child to draw a volcano, youll almost always get a picture of a composite volcano. The reason? Composite volcanoes form the steep-sided cones most often seen in photographs. They are also associated with the most violent, historically-important eruptions. Key Takeaways: Composite Volcano Composite volcanoes, also called stratovolcanoes, are cone-shaped volcanoes built from many layers of lava, pumice, ash, and tephra.Because they are built of layers of viscous material, rather than fluid lava, composite volcanoes tend to form tall peaks rather than rounded cones. Sometimes the summit crater collapses to form a caldera.Composite volcanoes are responsible for the most catastrophic eruptions in history.So far, Mars is the only place in the solar system besides Earth known to have stratovolcanoes. Composition Composite volcanoes – also called stratovolcanoes – are named for their composition. These volcanoes are built from layers, or strata, of pyroclastic material, including lava, pumice, volcanic ash, and tephra. The layers stack on each other with each eruption. The volcanoes form steep cones, rather than rounded shapes, because the magma is viscous. Composite volcano magma is felsic, which means it contains silicate-rich minerals rhyolite, andesite, and dacite. Low viscosity lava from a shield volcano, such as might be found in Hawaii, flows from fissures and spreads. Lava, rocks, and ash from a stratovolcano either flow a short distance from the cone or else explosively eject into the air before falling back down toward the source. Formation Stratovolcanoes form at subduction zones, where one plate at a tectonic boundary is pushed below another. This may be where the oceanic crust slips below an oceanic plate (e.g., Japan, Aleutian Islands) or where the oceanic crust is drawn below the continental crust (e.g., the Andes mountains, the Cascades). Subduction occurs when two convergent tectonic plates collide with each other. jack0m / Getty Images Water is trapped in porous basalt and minerals. As the plate sinks to greater depths, temperature and pressure rise until a process called dewatering occurs. Release of water from hydrates lowers the melting point of rock in the mantle. Melted rock rises because it is less dense than solid rock, becoming magma. As magma ascends, lessening pressure allows volatile compounds to escape from solution. Water, carbon dioxide, sulfur dioxide, and chlorine gas exert pressure. Finally, the rocky plug over a vent pops open, producing an explosive eruption. Location Composite volcanoes tend to occur in chains, with each volcano several kilometers from the next. The Ring of Fire in the Pacific consists of stratovolcanoes. Famous examples of composite volcanoes include Mount Fuji in Japan, Mount Rainier and Mount St. Helens in Washington State, and Mayon Volcano in the Philippines. Notable eruptions include that of Mount Vesuvius in 79 AD (which destroyed Pompeii and Herculaneum) and that of Pintaubo in 1991, which ranks as one of the biggest eruptions of the 20th century. Most composite volcanoes occur in a region called the Ring of Fire. Gringer To date, composite volcanoes have only been found on one other body in the solar system: the planet Mars. Zephyria Tholus on Mars is believed to be an extinct stratovolcano. Eruptions and Their Consequences Composite volcano magma isnt fluid enough to flow around obstacles and exit as a river of lava. Instead, a stratovolcanic eruption is sudden and destructive. Superheated toxic gases, ash, and hot debris are forcefully ejected, often with little warning. Lava bombs present another hazard. These molten chunks of rock may be the size of small stones up to the size of a bus. Most of these bombs dont explode, but their mass and velocity cause destruction comparable to that from an explosion. Composite volcanoes also produce lahars. A lahar is a mix of water with volcanic debris. Lahars are basically volcanic landslides down the steep slope, traveling so quickly that they are difficult to escape. Nearly a third of a million people have been killed by volcanoes since 1600. Most of these deaths are attributed to stratovolcanic eruptions. Semeru Volcano in Indonesia is an active stratovolcano. Photography by Mangiwau / Getty Images Death and property damage arent the only consequences of composite volcanoes. Because they eject matter and gases into the stratosphere, they affect weather and climate. Particulates released by composite volcanoes yield colorful sunrises and sunsets. Although no crashes have been attributed to volcanic eruptions, the explosive debris from composite volcanoes poses a risk to air traffic. Sulfur dioxide released into the atmosphere can form sulfuric acid. Sulfuric acid clouds can produce acid rain, plus they block sunlight and cool temperatures. The eruption of Mount Tambora in 1815 produced a cloud that lowered global temperatures 3.5  °C (6.3  °F), leading to the 1816 year without a summer in North America and Europe. The worlds biggest extinction event may have been due, at least in part, to stratovolcanic eruptions. A group of volcanoes named the Siberian Traps released massive amounts of greenhouse gases and ash, starting 300,000 years before the end-Permian mass extinction and concluding half a million years after the event. Researchers now hold the eruptions as the principal cause for the collapse of 70 percent of terrestrial species and 96 percent of marine life. Sources BroÃ… ¾, P.; Hauber, E. (2012). A unique volcanic field in Tharsis, Mars: Pyroclastic cones as evidence for explosive eruptions. Icarus. 218: 88. doi:10.1016/j.icarus.2011.11.030Decker, Robert Wayne; Decker, Barbara (1991). Mountains of Fire: The Nature of Volcanoes. Cambridge University Press. p. 7. ISBN 0-521-31290-6.Miles, M. G.; Grainger, R. G.; Highwood, E. J. (2004). The significance of volcanic eruption strength and frequency for climate (PDF). Quarterly Journal of the Royal Meteorological Society. 130: 2361–2376. doi:10.1256/qj.03.60Sigurà °sson, Haraldur, ed. (1999). Encyclopedia of Volcanoes. Academic Press. ISBN 0-12-643140-X.Stephen E. Grasby, Hamed Sanei, Benoit Beauchamp.  Catastrophic dispersion of coal fly ash into oceans during the latest Permian extinction.  Nature Geoscience, 2011; doi:10.1038/ngeo1069

Blog 7 Essay Example | Topics and Well Written Essays - 500 words

Blog 7 - Essay Example It gives a clear direction on what is to be addressed in the study. The essence of a thesis in an argumentative essay is to declare a particular stand on what one believes is the correct line of thought. It is to bring about a distinction between the popular thought within the text and the other side of the story that is contrary to a particular line of argument (Bieze, 3). Consequently, it is critical to note that a thesis statement can either endorse or go against the contrary point of view. Ordinarily, a thesis statement should bring about a different line of argument that paints a different picture of what is thought to be the generally accepted knowledge (Yirinec and Vinson, 1). To develop a thesis, the research details have to be noted down based on the thought and what is to be researched on. This is a very critical step as it defines the development of the thesis. After coming up with the description, the ultimate agenda is to narrow down on the specifics of the research. It is then imperative that the sources of information gathered are listed as appropriate with respect to the study. Anything that suggests ideas contrary to a person’s line of argument should be listed. With all these steps, a thesis statement is the drafted based on the information that is necessary for the study (Yirinec, 2). The researcher has to avoid the temptation of not making a claim. This rather makes the thesis, none issue. Giving statements of facts do not make the research anything new. The thesis has the express need to come up with new ideas and arguments. Conventional thoughts and quotes should be avoided as they do not make the thesis or a line of thought anything different (Carabelli, 1). Quoting directly from an essay is only viable when the paper has been published and recommended as an important source. The paper must have passed the test of an essay that is to say that the essay must have the evidence and all that entails a good paper. The main

Gender and sex Essay Example | Topics and Well Written Essays - 1750 words

Gender and sex - Essay Example A term associated with describing gender roles is androgyny- denoting the display of both male and female behaviour. A number of terms have emerged portraying behaviors arising in this context. For instance, the "sensitive new age guy" is described as a traditional male gender role with a more typically "female" empathy and correlated emotional qualities. The "metrosexual male" adopts or claims to be born with similarly "female" grooming habits. This have given rise to arguments in various quarters that such new roles are mere rebellion against tradition and hence do not form a distinct role. Sociological research points out that the conventional feminine gender roles have become less relevant in Western societies. This trend is attributed to the starting of industrialization. Indeed, the notion that women do not follow a career no more valid in a majority of Western and many of the Oriental societies.For a long time now, gender roles have occupied a central place in the nature-nurture debate. Traditional theories argue that a person's gender identity, and thus gender role, is a product of nature. For instance, in patriarchal societies it is often claimed that women are naturally better placed to nurture children. Various circles in the scientific community have come to support the concept that differences in gender roles originate in differences in biology. Many nineteenth century anthropologists refer to the life of primitive hunter- gatherer societies for evolutionary explanations for gender differences. For instance, they assert that the need to take care of offspring may have limited the females' freedom to hunt and hence assume the role of the gatherer. Current trends in...Crises demand the kinds of strength and intelligence associated with hunting. Fleeing a natural disaster or fighting a band of attackers requires strength, speed, and strategic thinking. In wake of such situations, people naturally follow and rely on those who are physically strong and strategically intelligent. These leaders are usually males. Repeated and frequent crises have a severe impact on the social organization of communities. There are anthropological and archaeological evidence, which indicate that in times of prosperity hunting-gathering communities tended to organize around groups of related females. Egalitarian collaboration was the norm in such communities. Frequent crises resulted in organization around strong and strategically intelligent males not only during the crises, but also at other times. This hierarchical organization tended to exist side by side with, be overlaid on, and to intertwine wi th the egalitarian one. Thus, for instance, in villages, most casual everyday encounters were egalitarian, but people made formal decisions affecting the whole tribe only in meetings ruled over by a male leader and in which elite males exercised more power than do females. It may be inferred that gender roles are mainly conditioned by social value systems. Men and women are made to behave the way they are. Right from childhood, men are expected to grow up to be powerful, encouraged better for careers. They are expected to be tough, independent, demanding, aggressive, good problem-solvers, and so on.

Explain How Web Design Guidelines are used for developing systems for Essay

Explain How Web Design Guidelines are used for developing systems for the Older Users - Essay Example Second is the use of computers especially internet is growing at an increasing speed. Percentage of posted websites increased in a time period of 3 years, between 93-96 by 6500 fold while US population using internet increased 6 fold in 5 years time (1995-1999) A study by Nielson, J showed Seniors (65+) used internet for e-mail use, for research, news, tracking investments, research medicine and medical conditions, to shop and bank online, and read about hobbies. They can also benefit from online study courses. But the problem here is, this generation of elderly people spent most of their time when computers did not exist. So they face accessibility problems either due to lack of education or poor income. Another factor is aging factor which brings physical, mental and cognitive impairment. Study in 1999, by US department of Commerce showed the digital divide between information rich group (Whites, Asians/Pacific Islanders, those with higher incomes, more educated and dual parental h ouse holds) and information poor group (younger, those with lower income and education levels, certain minorities, those in rural areas and central cities) is also increasing.2AARP study income and education are more important in determining universal accessibility than age. Any step taken to tackle this will help elderly people also.Shneiderman advocates three steps for attaining universal usability-'providing for technology variety, user diversity, and gaps in knowledge' which also accommodates the elderly problems. Elderly are fixed income groups requiring support for older hardware and software. Their predisposition to physical and cognitive impairment bringsforth another innovative issue in interface designs to meet their diverse needs. Finally having not been exposed to computers in schools or on the job, the elderly are likely to be novice users who need more guidance and training. So the computer designers should be sensitive to the need for backward compatibility with older versions. Online services should design for lower bandwidth connections. Software designers should use adaptive interface with training wheels and extensive online help for novice users. 'Thus user interface designers face one of the challenging tasks because of the need to support a broad range of user diversity'. Browne,H 2000.As a result a number of guidelines are sprouting and often same guideline apply to many different demographics .For elderly, guidelines relating to visually impaired , motor skills and working memory should be taken care of. WWW Consortium's web access initiative provides a set of guidelines for web pages designers to accommodate the elderly. Provide equivalent alternatives to auditory and visual content Don't rely on colour alone [give redundant cues] Provide context and orientation information Provide clear navigation mechanisms Ensure the documents are clear and simple. Microsoft addresses in the' Seniors and Technology" web page issues related to adults with visual and motor impairment, and low bandwidth connect

Pullotion Essay Example | Topics and Well Written Essays - 750 words

Pullotion - Essay Example Here comes the main problem of this millennium: the insane destruction of the environment, as we think that we are in secure, which is far from the truth. A warm evening in a fun and friendly company once has completely changed my inner world. One day my friends and I after dinner in the restaurant decided to walk along the coast. We were laughing and having fun, and nothing seemed to be able to change that. But this time the coast wasnt pleasant. Everywhere were dead swollen fish, black sand and the stench in the air. The childhood memory has arisen, though it was more than 15 years ago. It was a bright sunny day. I was looking forward to go with my parents to our favorite place on the Persian Gulf. Finally, it was the long-awaited meeting with the sea. I run to the shore, but everything was not as usual. Ugly oil stains fettered once azure water. On the white sand blackened terrible spots, and around were lying suffocated fish and black bodies of birds. Seagulls with feathers stuck together could not take off. The place which once was beautiful now has resembled an apocalyptic picture. I picked up a dying bird, trying in any way to help her and could not hold back my tears. Mom said it was all because of war, but then I could not even understand the full horror of the word. War destroys our lives, suddenly breaking into a cozy and familiar world. Even if the military battles are not taking place around of you, the horrors of war will catch you up in a place which seems to be rather peaceful. Thus, the large oil reserves are not only the Gods blessing. It is these deposits of oil which became a stumbling block between Iraq and Kuwait. On August 2, 1990 the territory of Kuwait was invaded by numerous Iraqi soldiers and Iraq announced the annexation of Kuwait. Hundreds of thousands of people fled the country; thousands of the remaining were arrested or killed. Iraqis looted or burned almost all civilian objects and set fire to 700 oil wells. Almost a year after

Customer Service-Customer for Life-discussion Personal Statement

Customer Service-Customer for Life-discussion - Personal Statement Example Companies should aim at optimizing the entire customer experience while again focusing on traditional CRM functions like customer loyalty program, call center automation and outbound marketing. Companies need customer experience management in order to develop lifelong customers. In North Dakota, a company that fits this description is Gate City Bank. The corporation ensures that the processes of its employees are completely attuned to making and keeping the customers satisfied at each and every step along the way, which it does with the help of a thorough and detailed feedback program. The Bank also ensures that their customers feel special and appreciated to make them lifelong customers. A condition it achieves by sending them gifts or cards on special occasions and holidays, remembering their anniversaries and birthdays, sending them a regular newsletter and special reports explaining top them how to benefit more from the products offered and also to improve their various life aspects. The company summarizes this in their mission

Personnel management Essay Example | Topics and Well Written Essays - 2000 words

Personnel management - Essay Example The main significance of diversity in any organization is that the employees can face many adversities and contingencies on a continuous basis. In a workplace where there is diversity, one can see that the employees have more empowerment and official rights. The main objective of an organization in attracting different employees is to enhance the team workability and talent pool. Moreover, the human resource department of an organization has more selection in recruiting employees if the workforce of the organization is supposed to be diverse and versatile. The workforce of an organization can be diverse in relation to many factors: gender, race, nationality, disability and education. Moreover, the organizations can reap more advantages and disadvantages from the employees if work diversity exists in a workplace. Practically, if we consider defining the concept of workplace diversity, it can be referred to as the inclusion of variety of people in an organization to receive full potentiality out of them. According to Edwards (2012), â€Å"When the workplace is diverse, it shows that your establishment is a true equal opportunity business that hires people with different backgrounds and races, instead of segregating, or discriminating against a certain individual†. The diversity in a workforce has a highlight of extracting potentiality from various human resources available throughout the world. This includes various types of people with different instincts who can contribute to the success and profitability of an organization. In America, the workforce diversity can be reflected in the employer’s option of hiring people aged from 25 to 64 in an attempt to get maximum potentiality and experience from the country’s manpower. In the same manner, it has been recently noticed that the recruitment of Hispanic/Latino employees has

Customer Service-Customer for Life-discussion Personal Statement

Customer Service-Customer for Life-discussion - Personal Statement Example Companies should aim at optimizing the entire customer experience while again focusing on traditional CRM functions like customer loyalty program, call center automation and outbound marketing. Companies need customer experience management in order to develop lifelong customers. In North Dakota, a company that fits this description is Gate City Bank. The corporation ensures that the processes of its employees are completely attuned to making and keeping the customers satisfied at each and every step along the way, which it does with the help of a thorough and detailed feedback program. The Bank also ensures that their customers feel special and appreciated to make them lifelong customers. A condition it achieves by sending them gifts or cards on special occasions and holidays, remembering their anniversaries and birthdays, sending them a regular newsletter and special reports explaining top them how to benefit more from the products offered and also to improve their various life aspects. The company summarizes this in their mission

Music -Blues Assignment Example | Topics and Well Written Essays - 250 words

Music -Blues - Assignment Example The new living conditions experienced by the Negros made them to start blues music as a form of appropriating and deconstructing white musical elements. These musical conducts created the images of solitary and a need for modifying the Negro’s way of life and new structure. Most blues-singers were considered as outcasts even among their own race because many of the laws that had been made at the time, which divided the Africans amongst themselves. The AAB format uses the 12 bar structure and is a common structure in blues music. AAB denotes the structure of every individual verse in a song and is often used as a compound form in both melody and lyrics. An example of a song, which uses the format, is Pride and Joy 1983 uploaded on February 8, 2010 and was produced on December 6 1983 at the CHCH Studios in Canada-Hamilton. The recording artists for the song are Stevie Ray Vaughan and Albert King. The song is about love and does not comprise one of the topics that reflected the hostility and desire for success among the

Act Utilitarianism Essay Example for Free

Act Utilitarianism Essay Utilitarianism is a theory in normative ethics holding that the proper course of action is the one that maximizes overall happiness. It is now generally taken to be a form of consequentialism, although when Anscombe first introduced that term it was to distinguish between old-fashioned Utilitarianism and consequentialism. [1] According to utilitarianism the moral worth of an action is determined only by its resulting outcome although there is debate over how much consideration should be given to actual consequences, foreseen consequences and intended consequences. Two influential contributors to this theory are Jeremy Bentham and John Stuart Mill. In A Fragment on Government Bentham says ‘it is the greatest happiness of the greatest number that is the measure of right and wrong’ and describes this as a fundamental axiom. In An Introduction to the Principles of Morals and Legislation he talks of ‘the principle of utility’ but later prefers â€Å"the greatest happiness principle. [2][3] Utilitarianism can be characterized as a quantitative and reductionist approach to ethics. It is a type of naturalism. [4] It can be contrasted with deontological ethics,[5] which does not regard the consequences of an act as a determinant of its moral worth; virtue ethics,[6] which primarily focuses on acts and habits leading to happiness; pragmatic ethics; as well as with ethical egoism and other varieties of consequentialism. [7] Utilitarianism has often been considered the natural ethic of a democracy operating by simple majority without protection of individual rights. [8] Early utilitarianism The importance of happiness as an end for humans has long been recognized. Forms of hedonism were put forward by Aristippus and Epicurus; Aristotle argued that eudaimonia is the highest human good and Augustine wrote that all men agree in desiring the last end, which is happiness. Happiness was also explored in depth by Aquinas[9][10][11][12][13] However, utilitarianism as a distinct ethical position only emerged in the eighteenth century. Although utilitarianism is usually thought to start with Jeremy Bentham there were earlier writers who presented theories that were strikingly similar. In An Enquiry Concerning the Principles of Morals David Hume writes: In all determinations of morality, this circumstance of public utility is ever principally in view; and wherever disputes arise, either in philosophy or common life, concerning the bounds of duty, the question cannot, by any means, be decided with greater certainty, than by ascertaining, on any side, the true interests of mankind. [14] Hume had studied under Francis Hutcheson and it was he who first introduced a key utilitarian phrase. In An Inquiry into the Original of Our Ideas of Beauty and Virtue (1725) Hutcheson writes, In comparing the moral qualitys of actions, in order to regulate our election among various actions proposed, or to find which of them has the greatest moral excellency, we are led by our moral sense of virtue to judge thus; that in equal degrees of happiness, expected to proceed from the action, the virtue is in proportion to the number of persons to whom the happiness shall extend (and here the dignity, or moral importance of persons, may compensate numbers); And in equal numbers, the virtue is as the quantity of the happiness, or natural good; or that the virtue is in a compound ratio of the quantity of good, and number of enjoyers. In the same manner, the moral evil, or vice, is as the degree of misery, and number of sufferers; so that, that action is best, which procures the greatest happiness for the greatest numbers; and that, worst, which, in like manner, occasions misery. [15]. In the first three editions of the book Hutcheson followed this passage with various mathematical algorithms â€Å"to compute the Morality of any Actions†. In this he pre-figured the hedonic calculus of Bentham. It is claimed[16] that the first systematic theory of utilitarian ethics was developed by John Gay. In Concerning the Fundamental Principle of Virtue or Morality (1731) Gay argues that. Utilitarianism â€Å"happiness, private happiness, is the proper or ultimate end of all our actions†¦ each particular action may be said to have its proper and peculiar end†¦(but)†¦. they still tend or ought to tend to something farther; as is evident from hence, viz. that a man may ask and expect a reason why either of them are pursued: now to ask the reason of any action or pursuit, is only to enquire into the end of it: but to expect a reason, i. e. an end, to be assigned for an ultimate end, is absurd. To ask why I pursue happiness, will admit of no other answer than an explanation of the terms. †[17] This pursuit of happiness is given a theological basis: â€Å"Now it is evident from the nature of God, viz.his being infinitely happy in himself from all eternity, and from his goodness manifested in his works, that he could have no other design in creating mankind than their happiness; and therefore he wills their happiness; therefore the means of their happiness: therefore that my behaviour, as far as it may be a means of the happiness of mankind, should be such†¦thus the will of God is the immediate criterion of Virtue, and the happiness of mankind the criterion of the wilt of God; and therefore the happiness of mankind may be said to be the criterion of virtue, but once removed†¦(and)†¦ I am to do whatever lies in my power towards promoting the happiness of mankind. [18] Gay’s theological utilitarianism was developed and popularized by William Paley. It has been claimed that Paley was not a very original thinker and that the philosophical part of his treatise on ethics is â€Å"an assemblage of ideas developed by others and is presented to be learned by students rather than debated by colleagues. †[19] Nevertheless, his book The Principles of Moral and Political Philosophy (1785) was a required text at Cambridge[19] and Smith says that Paley’s writings were â€Å"once as well known in American colleges as were the readers and spellers of William McGuffey and Noah Webster in the elementary schools. †[20] Although now largely missing from the philosophical canon, Schneewind writes that utilitarianism first became widely known in England through the work of William Paley. [21] The now forgotten significance of Paley can be judged from the title of Birks 1874 work Modern Utilitarianism or the Systems of Paley, Bentham and Mill Examined and Compared. Apart from restating that happiness as an end is grounded in the nature of God, Paley also discusses the place of rules. He writes, â€Å"†¦actions are to be estimated by their tendency. Whatever is expedient, is right. It is the utility of any moral rule alone, which constitutes the obligation of it. Modern Utilitarianism by T. R. Birks 1874 2 But to all this there seems a plain objection, viz. that many actions are useful, which no man in his senses will allow to be right. There are occasions, in which the hand of the assassin would be very useful†¦ The true answer is this; that these actions, after all, are not useful, and for that reason, and that alone, are not right. To see this point perfectly, it must be observed that the bad consequences of actions are twofold, particular and general. The particular bad consequence of an action, is the mischief which that single action directly and immediately occasions. The general bad consequence is, the violation of some necessary or useful general rule†¦ You cannot permit one action and forbid another, without showing a difference between them. Consequently, the same sort of actions must be generally permitted or generally forbidden. Where, Utilitarianism therefore, the general permission of them would be pernicious, it becomes necessary to lay down and support the rule which generally forbids them. †[22] 3 Classical utilitarianism Jeremy Bentham Benthams book An Introduction to the Principles of Morals and Legislation was printed in 1780 but not published until 1789. It is possible that Bentham was spurred on to publish after he saw the success of Paley’s The Principles of Moral and Political Philosophy. [23] Benthams book was not an immediate success[24] but his ideas were spread further when Pierre Etienne Louis Dumont translated edited selections from a variety of Benthams manuscripts into French. Traite de legislation civile et penale was published in 1802 and then later retranslated back into English by Hildreth as The Theory of Legislation, although by this time significant portions of Dumont’s work had already been retranslated and incorporated into Sir John Bowrings edition of Benthams works, which was issued in parts between 1838 and 1843. Benthams work opens with a statement of the principle of utility, â€Å"Nature has placed mankind under the governance of two sovereign masters, pain and pleasure. It is for them alone to point out what we ought to do†¦ By the principle of utility is meant that principle which approves or disapproves of every action whatsoever according to the tendency it appears to have to augment or diminish the happiness of the party whose interest is in question: or, what is the same thing in other words to promote or to oppose that happiness. I say of every action whatsoever, and therefore not only of every action of a private individual, but of every measure of government. †[25] In Chapter IV Bentham introduces a method of calculating the value of pleasures and pains, which has come to be known as the hedonic calculus. Bentham says that the value of a pleasure or pain, considered by itself, can be measured according to its intensity, duration, certainty/uncertainty and propinquity/remoteness. In addition, it is necessary to consider â€Å"the tendency of any act by which it is produced† and, therefore, to take account of the act’s fecundity, or the chance it has of being followed by sensations of the same kind and its purity, or the chance it has of not being followed by sensations of the opposite kind. Finally, it is necessary to consider the extent, or the number of people affected by the action. Perhaps aware that Hutcheson eventually removed his algorithms for calculating the greatest happiness because they â€Å"appear’d useless, and were disagreeable to some readers†[26] Bentham contends that there is nothing novel or unwarranted about his method for â€Å"in all this there is nothing but what the practice of mankind, wheresoever they have a clear view of their own interest, is perfectly conformable to. † Rosen warns that descriptions of utilitarianism can bear â€Å"little resemblance historically to utilitarians like Bentham and J. S. Mill† and can be more â€Å"a crude version of act utilitarianism conceived in the twentieth century as a straw man to be attacked and rejected. †[27] It is a mistake to think that Bentham is not concerned with rules. His seminal work is concerned with the principles of legislation and the hedonic calculus is introduced with the words â€Å"Pleasures then, and the avoidance of pains, are the ends that the legislator has in view. † In Chapter VII Bentham says, â€Å"The business of government is to promote the happiness of the society, by punishing and rewarding†¦ In proportion as an act tends to disturb that happiness, in proportion as the tendency of it is pernicious, will be the demand it creates for punishment. † The question then arises as to when, if at all, it might legitimate to break the law. This is considered in The Theory of Legislation where Bentham distinguishes between evils of the first and second orders. Those of the first order are the more immediate consequences; those of the second are when the consequences spread through the community causing ‘alarm’ and ‘danger’. Utilitarianism â€Å"It is true there are cases in which, if we confine ourselves to the effects of the first order, the good will have an incontestable preponderance over the evil. Were the offence considered only under this point of view, it would not be easy to assign any good reasons to justify the rigour of the laws. Every thing depends upon the evil of the second order; it is this which gives to such actions the character of crime, and which makes punishment necessary. Let us take, for example, the physical desire of satisfying hunger. Let a beggar, pressed by hunger, steal from a rich mans house a loaf, which perhaps saves him from starving, can it be possible to compare the good which the thief acquires for himself, with the evil which the rich man suffers? †¦ It is not on account of the evil of the first order that it is necessary to erect these actions into offences, but on account of the evil of the second order. †[28] 4 John Stuart Mill Mill was brought up as a Benthamite with the explicit intention that would carry on the cause of utilitarianism. [29] Mills book Utilitarianism first appeared as a series of three articles published in Frasers Magazine in 1861 and was reprinted as a single book in 1863. Higher and lower pleasures Mill rejects a purely quantitative measurement of utility and says, â€Å"It is quite compatible with the principle of utility to recognise the fact, that some kinds of pleasure are more desirable and more valuable than others. It would be absurd that while, in estimating all other things, quality is considered as well as quantity, the estimation of pleasures should be supposed to depend on quantity alone. †[30] Mill notes that, contrary to what its critics might say, there is â€Å"no known Epicurean theory of life which does not assign to the pleasures of the intellect†¦ a much higher value as pleasures than to those of mere sensation. † However, he accepts that this is usually because the intellectual pleasures are thought to have circumstantial advantages, i. e. â€Å"greater permanency, safety, uncostliness, c. † Instead, Mill will argue that some pleasures are intrinsically better than others. The accusation that hedonism is â€Å"doctrine worthy only of swine† has a long history. In Nicomachean Ethics (Book 1 Chapter 5) Aristotle says that identifying the good with pleasure is to prefer a life suitable for beasts. The theological utilitarians had the option of grounding their pursuit of happiness in the will of God; the hedonistic utilitarians needed a different defense. Mill’s approach is to argue that the pleasures of the intellect are intrinsically superior to physical pleasures. Few human creatures would consent to be changed into any of the lower animals, for a promise of the fullest allowance of a beasts pleasures; no intelligent human being would consent to be a fool, no instructed person would be an ignoramus, no person of feeling and conscience would be selfish and base, even though they should be persuaded that the fool, the dunce, or the rascal is better satisfied with his lot than they are with theirs†¦ A being of higher faculties requires more to make him happy, is capable probably of more acute suffering, and is certainly accessible to it at more points, than one of an inferior type; but in spite of these liabilities, he can never really wish to sink into what he feels to be a lower grade of existence†¦ It is better to be a human being dissatisfied than a pig satisfied; better to be Socrates dissatisfied than a fool satisfied. And if the fool, or the pig, are of a different opinion, it is because they only know their own side of the question†¦ [31] Mill argues that if people who are â€Å"competently acquainted† with two pleasures show a decided preference for one even if it be accompanied by more discontent and â€Å"would not resign it for any quantity of the other† then it is legitimate to regard that pleasure as being superior in quality. Mill recognises that these ‘competent judges’ will not always agree, in which case the judgment of the majority is to be accepted as final. Mill also acknowledges that â€Å"many who are capable of the higher pleasures, occasionally, under the influence of temptation, postpone them to the Utilitarianism lower. But this is quite compatible with a full appreciation of the intrinsic superiority of the higher. † Mill says that this appeal to those who have experienced the relevant pleasures is no different to what must happen when assessing the quantity of pleasure for there is no other way of measuring â€Å"the acutest of two pains, or the intensest of two pleasurable sensations. † Mills proof of the principle of utility In Chapter Four of Utilitarianism Mill considers what proof can be given for the Principle of Utility. He says’ â€Å" The only proof capable of being given that an object is visible, is that people actually see it. The only proof that a sound is audible, is that people hear it In like manner, I apprehend, the sole evidence it is possible to produce that anything is desirable, is that people do actually desire it†¦ No reason can be given why the general happiness is desirable, except that each person, so far as he believes it to be attainable, desires his own happiness†¦ we have not only all the proof which the case admits of, but all which it is possible to require, that happiness is a good: that each persons happiness is a good to that person, and the general happiness, therefore, a good to the aggregate of all persons. †[32] It is usual[33] to say that Mill is committing a number of fallacies. He is accused of committing the naturalistic fallacy, because he is trying to deduce what people ought to do from what they do in fact do; the fallacy of equivocation, because he moves from the fact that something is desirable(1), i. e. is capable of being desired, to the claim that it is desirable(2), i. e.that it ought to be desired; and the fallacy of composition, because the fact that people desire their own happiness does not imply that the aggregate of all persons will desire the general happiness. Hall[34] and Popkin[35] defend Mill against this accusation pointing out that he begins Chapter Four by asserting that â€Å"that questions of ultimate ends do not admit of proof, in the ordinary acceptation of the term† and that this is â€Å"common to all first principles. † According to Hall and Popkin, therefore, Mill does not attempt to â€Å"establish that what people do desire is desirable but merely attempts to make the principles acceptable. †[33] The type of â€Å"proof† Mill is offering consists only of some considerations which, Mill thought, might induce an honest and reasonable man to accept utilitarianism. [33] Having claimed that people do, in fact, desire happiness Mill now has to show that it is the only thing they desire. Mill anticipates the objection that people desire other things such as virtue. He argues that whilst people might start desiring virtue as a means to happiness, eventually, it becomes part of someone’s happiness and is then desired as an end in itself. The principle of utility does not mean that any given pleasure, as music, for instance, or any given exemption from pain, as for example health, are to be looked upon as means to a collective something termed happiness, and to be desired on that account. They are desired and desirable in and for themselves; besides being means, they are a part of the end. Virtue, according to the utilitarian doctrine, is not naturally and originally part of the end, but it is capable of becoming so; and in those who love it disinterestedly it has become so, and is desired and cherished, not as a means to happiness, but as a part of their happiness. [36] 5 Utilitarianism 6 Twentieth century developments Ideal Utilitarianism The description Ideal Utilitarianism was first used by Hastings Rashdall in The Theory of Good and Evil (1907) but is more often associated with G. E. Moore. In Ethics (1912) Moore rejected a purely hedonistic utilitarianism and argued that there is a range of values that might be maximized. Moore’s strategy was to show that it is intuitively implausible that pleasure is the sole measure of what is good. He says that such an assumption, â€Å" involves our saying, for instance, that a world in which absolutely nothing except pleasure existed—no knowledge, no love, no enjoyment of beauty, no moral qualities—must yet be intrinsically better—better worth creating—provided only the total quantity of pleasure in it were the least bit greater, than one in which all these things existed as well as pleasure. † â€Å"It involves our saying that, even if the total quantity of pleasure in each was exactly equal, yet the fact that all the beings in the one possessed in addition knowledge of many different kinds and a full appreciation of all that was beautiful or worthy of love in their world, whereas none of the beings in the other possessed any of these things, would give us no reason whatever for preferring the former to the latter. †[37] Moore admits that it is impossible to prove the case either way but believed that it was intuitively obvious that even if the amount of pleasure stayed the same a world that contained such things as beauty and love would be a better world. He adds that if anybody took the contrary view then â€Å"I think it is self-evident that he would be wrong. †[37] Act and rule utilitarianism In the mid-twentieth century a number of philosophers focused on the place of rules in utilitarian thinking. [38] It was already accepted that it is necessary to use rules to help you choose the right action because the problems of calculating the consequences on each and every occasion would almost certainly result in you frequently choosing something less than the best course of action. Paley had justified the use of rules and Mill says, â€Å"It is truly a whimsical supposition that, if mankind were agreed in considering utility to be the test of morality, they would remain without any agreement as to what is useful, and would take no measures for having their notions on the subject taught to the young, and enforced by law and opinion†¦ to consider the rules of morality as improvable, is one thing; to pass over the intermediate generalisations entirely, and endeavour to test each individual action directly by the first principle, is another†¦ The proposition that happiness is the end and aim of morality, does not mean that no road ought to be laid down to that goal†¦ Nobody argues that the art of navigation is not founded on astronomy, because sailors cannot wait to calculate the Nautical Almanack. Being rational creatures, they go to sea with it ready calculated; and all rational creatures go out upon the sea of life with their minds made up on the common questions of right and wrong. †[39] However, rule utilitarianism proposes a more central role for rules that was thought to rescue the theory from some of its more devastating criticisms, particularly problems to do with justice and promise keeping. Throughout the 1950s and 1960s articles were published both for and against the new form of utilitarianism and through this debate the theory we now call rule utilitarianism was created. In an introduction to an anthology of these articles the editor was able to say, â€Å"The development of this theory was a dialectical process of formulation, criticism, reply and reformulation; the record of this process well illustrates the co-operative development of a philosophical theory. †[40] Smart[41] and McCloskey[42] initially used the terms extreme and restricted utilitarianism but eventually everyone settled on the terms act and rule utilitarianism. The essential difference is in what determines whether or not an action is the right action. Act utilitarianism maintains that an action is right if it maximises utility; rule utilitarianism maintains that an action is right if it Utilitarianism conforms to a rule that maximises utility. In 1953 Urmson published an influential article[43] arguing that Mill justified rules on utilitarian principles. From then on articles have debated this interpretation of Mill. In all probability it was not a distinction that Mill was particularly trying to make and so the evidence in his writing is inevitably mixed. In 1977 a collection of Mill’s writing was published which included a letter in which he said: â€Å"I agree with you that the right way of testing actions by their consequences, is to test them by the natural consequences of the particular action, and not by those which would follow if everyone did the same. But, for the most part, the consideration of what would happen if everyone did the same, is the only means we have of discovering the tendency of the act in the particular case. †[44] This seems to tip the balance in favour of saying that Mill is best classified as an act utilitarian. Some school level textbooks and at least one UK examination board[45] make a further distinction between strong and weak rule utilitarianism. However, it is not clear that this distinction is made in the academic literature. It has been argued that rule utilitarianism collapses into act utilitarianism, because for any given rule, in the case where breaking the rule produces more utility, the rule can be refined by the addition of a sub-rule that handles cases like the exception. [46] This process holds for all cases of exceptions, and so the ‘rules’ have as many ‘sub-rules’ as there are exceptional cases, which, in the end, makes an agent seek out whatever outcome produces the maximum utility. [47] 7 Two-level Utilitarianism In Principles (1973)[48] R. M. Hare accepts that rule utilitarianism collapses into act utilitarianism but claims that this is a result of allowing the rules to be as specific and un-general as we please. He argues that one of the main reasons for introducing rule utilitarianism was to do justice to the general rules that people need for moral education and character development and he proposes that â€Å"a difference between act-utilitarianism and rule-utilitarianism can be introduced by limiting the specificity of the rules, i. e. , by increasing their generality. †[49] This distinction between a ‘specific rule utilitarianism’ (which collapses into act utilitarianism) and ‘general rule utilitarianism’ forms the basis of Hare’s two-level utilitarianism. When we are ‘playing God or the ideal observer’ we use the specific form and we will need to do this when we are deciding what general principles to teach and follow. When we are ‘inculcating’ or in situations where the biases of our human nature are likely to prevent us doing the calculations properly, then we should use the more general rule utilitarianism. Hare argues that in practice, most of the time, we should be following the general principles: â€Å"One ought to abide by the general principles whose general inculcation is for the best; harm is more likely to come, in actual moral situations, from questioning these rules than from sticking to them, unless the situations are very extra-ordinary; the results of sophisticated felicific calculations are not likely, human nature and human ignorance being what they are, to lead to the greatest utility. †[50] In Moral Thinking (1981) Hare illustrated the two extremes. The archangel is the hypothetical person who has perfect knowledge of the situation and no personal biases or weaknesses and always uses critical moral thinking to decide the right thing to do; the ‘prole’ is the hypothetical person who is completely incapable of critical thinking and uses nothing but intuitive moral thinking and, of necessity, has to follow the general moral rules they have been taught or learned through imitation. [51] It is not that some people are archangels and others proles but rather â€Å"we all share the characteristics of both to limited and varying degrees and at different times. †[51] Hare does not specify when we should think more like an archangel and more like a prole as this will, in any case, vary from person to person. However, the critical moral thinking underpins and informs the more intuitive moral thinking. It is responsible for formulating and, if necessary, reformulating the general moral rules. We also switch to critical thinking when trying to deal with unusual situations or in cases where the intuitive moral rules give Utilitarianism conflicting advice. 8 Preference utilitarianism Preference utilitarianism was first put forward in 1977 by John Harsanyi in Morality and the theory of rational behaviour[52] but it is more commonly associated with R. M. Hare,[51] Peter Singer[53] and Richard Brandt. [54] Harsanyi claimed that his theory is indebted to Adam Smith, who equated the moral point of view with that of an impartial but sympathetic observer; to Kant who insisted on the criterion of universality and which may also be described as a criterion of reciprocity; to the classical utilitarians who made maximising social utility the basic criterion of morality; and to ‘the modern theory of rational behaviour under risk and uncertainty, usually described as Bayesian decision theory’. [55] Harsanyi rejects hedonistic utilitarianism as being dependent on an outdated psychology saying that it is far from obvious that everything we do is motivated by a desire to maximise pleasure and minimise pain. He also rejects ideal utilitarianism because â€Å"it is certainly not true as an empirical observation that people’s only purpose in life is to have ‘mental states of intrinsic worth’. †[56] According to Harsanyi, â€Å"preference utilitarianism is the only form of utilitarianism consistent with the important philosophical principle of preference autonomy. By this I mean the principle that, in deciding what is good and what is bad for a given individual, the ultimate criterion can only be his own wants and his own preferences. †[57] Harsanyi adds two caveats. People sometimes have irrational preferences. To deal with this Harsanyi distinguishes between ‘manifest’ preferences and ‘true’ preferences. The former are those â€Å"manifested by his observed behaviour, including preferences possibly based on erroneous factual beliefs, or on careless logical analysis, or on strong emotions that at the moment greatly hinder rational choice† whereas the latter are â€Å"the preferences he would have if he had all the relevant factual information, always reasoned with the greatest possible care, and were in a state of mind most conducive to rational choice. †[57] It is the latter that preference utilitarianism tries to satisfy. The second caveat is that antisocial preferences such as sadism, envy and resentment have to be excluded. Harsanyi achieves this by claiming that such preferences partially exclude those people from the moral community. â€Å"Utilitarian ethics makes all of us members of the same moral community. A person displaying ill will toward others does remain a member of this community, but not with his whole personality. That part of his personality that harbours these hostile antisocial feelings must be excluded from membership, and has no claim for a hearing when it comes to defining our concept of social utility. †[58] More varieties of utilitarianism Negative utilitarianism In The Open Society and its Enemies (1945), Karl Popper argued that the principle maximize pleasure should be replaced by minimize pain. He thought â€Å"it is not only impossible but very dangerous to attempt to maximize the pleasure or the happiness of the people, since such an attempt must lead to totalitarianism. †[59] He claimed that, â€Å"there is, from the ethical point of view, no symmetry between suffering and happiness, or between pain and pleasure†¦ In my opinion human suffering makes a direct moral appeal, namely, the appeal for help, while there is no similar call to increase the happiness of a man who is doing well anyway. A further criticism of the Utilitarian formula ‘Maximize pleasure’ is that it assumes a continuous pleasure-pain scale which allows us to treat degrees of pain as negative degrees of pleasure. But, from the moral point of view, pain cannot be outweighed by pleasure, and especially not one man’s pain by another man’s pleasure. Instead of the greatest happiness for the greatest number, one should demand, more modestly, the least amount of avoidable suffering for all †[60] Utilitarianism The actual term Negative Utilitarianism was introduced by R. N. Smart as the title to his 1958 reply to Popper[61] in which he argued that the principle would entail seeking the quickest and least painful method of killing the entirety of humanity. â€Å"Suppose that a ruler controls a weapon capable of instantly and painlessly destroying the human race. Now it is empirically certain that there would be some suffering before all those alive on any proposed destruction day were to die in the natural course of events. Consequently the use of the weapon is bound to diminish suffering, and would be the rulers duty on NU grounds. †[62] Negative utilitarianism would seem to call.

Concept of liberalization:

Concept of liberalization: Introduction: The early 1990s was an era of intense changes in the Indian economic system. The torrent of international companies that we see today in India was born as a result of the economic transitions the country went through in 1991. It was the age of relaxation of a number of rules popularly known as â€Å"Liberalization†. With liberalization, there was an increase in competition and certain categories were facing competition for the first time. There could be no lackadaisical attitude on the part of the companies existing pre-liberalization as the whole economic system was overthrown to willingly accommodate more players. Liberalization had far reaching impacts. One are which it impacted significantly was the arena of advertising. Organizations couldnt take their customers for granted as there were other organizations waiting to eat into their market share. Advertisements hence became a more incisive tool for organizations to make their presence felt and appeal to their target audie nce. It is this change in the pattern of advertising that this thesis wishes to track. Literature Review Exploring the Concept of Liberalization: â€Å"in July 1991 with the announcement of sweeping liberalization by the minority government of P.V. Narasimha Rao opened the economy dismantled import controls, lowered customs duties, and devalued the currency virtually abolished licensing controls on private investment, dropped tax rates, and broke public sector monopolies. We felt as though our second independence had arrived: we were going to be free from a rapacious and domineering state† Das (2000), on the reforms that originated with the July 1991 package announced by Manmohan Singh (Panagariya, 2004). To ‘Liberalize means remove or loosen restrictions on (something typically an economic or political system).   Generally, Liberalization (Liberalisation) refers to removal or relaxation of restrictions imposed by the previous government usually in areas of economic or social policy.   In the area of social policy, liberalization refers to the relaxation of laws for example, laws on homosexuality, drugs, abortion, divorce etc.   In the area of economic policy, liberalization can either be privatized or be liberalized.   Like, India has liberalized various markets, instituting a system of competition, but still some of the departments like Gas and Energy remain partially or completely in government ownership. The economic liberalization in India refers to the current reforms in India.   The Indian economy was liberalized in 1991.   That marked the end of â€Å"License Raj†.   License Raj, also known as Permit Raj, was the brainchild of Jawaharlal Nehru, Indias first Prime Minister.   It was the result of Nehrus decision to have a planned economy in India where all the aspects of economy are controlled by the government (state).   License Raj refers to the elaborate licenses and regulations and the accompanying ‘red tape, which was required to set up and run businesses in India between 1947 and 1990.     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In the late 80s, the government led by Rajiv Gandhi eased restrictions; removed price controls and reduced corporate taxes. This did increase the rate of growth, but it in turn led to high fiscal deficits and a worsening current account. Soviet Union, Indias major trading partner collapsed at the same time and the first Gulf War, which caused a spike in oil prices, caused a major balance-of-payments crisis for India. The Gulf war also led to a reduction in repatriation from expatriate workers (an important source of foreign exchange at that time).   India asked for a $1.8 billion bailout loan from IMF, which in return demanded reforms.   In response to this, Prime Minister Narasimha Rao and the finance minister Manmohan Singh initiated the economic liberalization of 1991. The reforms did away with the License Raj and ended many public monopolies, allowing automatic approval of foreign direct investment in many sectors. On licensing, the new policy explicitly stated, â€Å"industrial licensing will henceforth be abolished for all industries, except those specified, irrespective of levels of investment.† (Sivadasan, 2007) Liberalization is about Encouraging growth of private sector Simplification of policy, regulation, tax structure Facilitating Foreign Direct Investment Restructuring public sector for efficiencies Providing incentives for exports and allowing more imports Put emphasis on modernization of plants and equipment through liberalized imports of capital goods and technology (Sivadasan, 2007) Expose the Indian industry to competition by gradually reducing the import restrictions and tariffs Moving away from protection of small scale industries Realization that economies of scale is necessary for economic growth (Singh Shankar, 2008) Life before 1991 Various rules were imposed on foreign companies operating in India, under the Foreign Exchange Regulation Act (1973).   Foreign ownership rates were restricted to below 40% in most industries. In addition, restrictions were placed on the use of foreign brand names, on remittances of dividends abroad and on the proportion of local content in output (under the Phased Manufacturing Program).  Ã‚   (Sivadasan, 2007) Very limited brands available on the supermarket shelves Upto 97% taxes on private players High-level corruption.   Frustrated Entrepreneurs State monopoly in many key sectors including TV broadcast.   Hence, the monopoly of Doordarshan. [Television and public policy: change and continuity in an era of global liberalization, David Ward, 2009] Legendary battle between the two textile magnates Dhirubhai Ambani and Nusli Wadia in the latter part of 1986.   The battle between these 2 corporate rivals Dhirubhai Ambani, Chairman Reliance Industries Ltd., is not the first in the history but the weapons such as the Press employed by them on the large scale is certainly without a parallel. This shattered the concept of objective journalism in a business controlled press (Aggarwal, 1989) Movies of that era young man rebelling against the ‘system a reflection of common mans angst against a state-run, corrupt, bureaucratic machinery which slowed down the progress of India rather than facilitating it. Life after 1991 Foreign direct investors were now allowed up to 51% equity stakes in certain industries, under the â€Å"automatic approval route. Further, restrictions relating to use of foreign brands, remittances of dividend and local content were relaxed. Following these reforms, there was a significant increase in amount of foreign direct investment into India(Sivadasan, 2007) Media Explosion Introduction of Cable TVs.   Since most of the Doordarshans programming was seen to be unimaginative and dull, large audiences switched to satellite television channels made available through cable. Influx of western ideas and lifestyle Conspicuous consumption Entry of foreign players and hence multiple players in each category.   Great increase in competition and hence, customer at the advantage Increase in challenges of Media Planning and Brand Building due to the widespread channels Emergence of TVR, GRPs, TAM ratings etc  · Much more buoyant and optimistic state of mind was reflected in Bollywood.   Hence, all soft, mushy, romantic blockbusters like ‘Hum Aapke Hai Kaun,Dilwale Dulhaniya Le Jaayenge,Kuch Kuch Hota Hai (Joshi, 2001) Defining Advertising: Advertising is so familiar to modern readers that it may seem odd to ask what an advertisement is.   Although advertising is all around us perhaps because it is all around us we dont often pause to think about its nature as a form of discourse, as a system of language use. There are multiple definitions of advertising like ‘Advertising is simply one of many available channels of communication and ‘Advertisements are the messages that advertising carries, in an attempt to achieve those ends. Advertising is a form of communication used to influence individuals to purchase products or services or ideas Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement Any paid-for communication, intended to inform and/or influence one or more people is Advertising Of few of the above mentioned definitions, I could best relate advertising being ‘any paid-for communication, intended to inform and/or influence one or more people Paid-for Any advertisement that is not paid for is not an advertisement Communication Every advertisement is attempting to bridge a gap between a sender and one or more potential receivers.   That bridge is a form of communication. Intended Not all advertisements ‘work, in the sense of achieving their desired objectives, but they are nonetheless part of advertising. Inform and/or influence The purely informative advertisement may be rare and the distinction between information and persuasion may be difficult to draw, but an advertisement does not have to set out to influence either attitude or behavior in order to qualify (Bullmore, 2003) History of Advertising Worlds first ever advertisements appeared some 3000 years B.C. as ‘stencilled inscriptions on bricks made by the Babylonians. History tells us that out-of-home advertising and Billboards are the oldest form of advertising.   Printed advertising began to make itsappearance for ‘Royal announcements in early Europe: China, Turkey, England (1100 -1711). Moving on to American advertising in 1729 1850; several changes occurred interms of medium, message, manner of presentation. These changes are nothing but areflection of the social, economical and technological changes over time. Changing times and society called up for changes in the way advertising was planned. There has been one or the other peculiar aspect of advertising strategy, which kept it growing in volumes of success and importance. In 1870 the first ‘Brand advertisement for St. Jacobs Oil appeared and this phenomenon continued till early 80s. Further ‘slogans and trade characters took over the job. Then there came a time to appeal; variety of creative appeals (humor, sex, fear, love, affection etc.) made the further way up for advertising (Pincas Loiseau, 2008) Medium of Advertising Medium is nothing but a channel that carries the Advertisers message.   There are six major categories of advertising media 1. Print Media refers to any published, printed medium such as Newspapers and magazines. a. Newspapers are one of the traditional mediums used by all types of businesses to promote their product or service or idea. Advantages Huge reach in a given geographic area Flexibility in deciding the size and the placement of the ad Exposure to the ad is not limited.   People can go back to see the ad Quick turn around.   The ad if decided to run today can be in the hands of the customers in a day or two Disadvantages: Expensive ad space Lot of competition Poor photo production Highly visible medium, and hence the competitors can quickly react to your prices Newspapers facing stiff competitions from internet b. Magazines more focused, expensive compared to newspapers Advantages: Better targeting of audience Higher reader involvement and hence more attention paid to the advertisement Better color reproduction Disadvantages: Long lead time Limited flexibility in terms of ad placement and format Higher costs compared to newspapers 2. Electronic Media consists of radio and television a. Radio is a universal medium enjoyed at one time or another during the day. Advantages: Negotiable rates Less inflation in radio media compared to other media Disadvantages: Listener cannot go back to the ads for the important points Ads, an interruption in the entertainment Radio is a background medium.   Most listeners are doing something else while listening b. Television permits you to reach large number of people Advantages: Television permits you to reach large numbers of people on a national or regional level in a short period of time New opportunities to pinpoint local audiences Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion Disadvantages: Lot of competition.   Requires multiple exposure for the ad to get noticed Preferred ad times are often sold out far in advance Relatively expensive in terms of creative, production and airtime costs Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate 3. Out-of-home media is focused on marketing to consumers when they are on the go in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations. a. Out door advertising: is essentially used for any type of advertising that reaches the consumer while he or she is outside the home. Advantages: Specific Target Audience Good for branding and positioning Creates greater consumer awareness Disadvantages: Less effective in tactical and short term campaigns b. Transit Advertising: Transit advertising is typically advertising placed on anything, which moves, such as buses, subway advertising, truckside, and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms. Airport advertising, which helps businesses address an audience while traveling, is also included in this category. Advantages: Good for all ranges of a businesses advertising budget You get what you pay for A target audience is exposed to a single advertisement for a long period of time It picks up the speed due to frequency Timeliness Geographical selectivity Disadvantages: People on transit may not even notice such advertisements, simply because they became used to transit advertising Many of those people may not be interested in you and your product at all; hence, transit ads are not easy to target despite the high level of reach * Design limitations 4. Internet Advertising is a form of promotion that uses Internet and World Wide Web for communicating with the customers. Advantages: Rapidly growing industry Affluent market Selective Targeting Interactive medium Immediate Response In-depth information Disadvantages: Security and Privacy Slow downloads Global marketing limits Untested medium 5. Direct Mailers is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail include catalogs or other product literature with ordering opportunities; sales letters; and sales letters with brochures Advantages: Personalized marketing message Effectiveness of the response can be easily measured Control Ad campaign is hidden from the competitors Active involvement- the act of opening the mail and reading it Disadvantages: Selectivity problem Long lead times are required for creative printing and mailing Can be expensive, depending on the target market and size of the campaign Monitoring Advertising Dealing with advertising is still one of the hardest tasks facing marketing people.   It remains notoriously difficult to demonstrate this return, to show clearly that advertising is paying its way.   It is also difficult to understand how advertising works, how consumers respond to it.   How do we choose the best way of developing our advertising, testing it, checking it out, ensuring that it meets the objectives we have set for it let alone evaluating how far it has done so, and how we should improve it? (McDonald, 1998) Research Problem To analyze the change in content and pattern with regard to the nature of print advertisements in the pre-liberalization and post-liberalization era Research Objectives To understand liberalization and the changes resulting as a result of this measure To understand the implications of liberalization on advertising from a regulations perspective To trace the change in the nature of advertisements before and after liberalization Research Methodology The research will be qualitative in nature.   And the method which will be used will be content analysis. An analysis of the advertisements of top five brands in the soaps and chocolates category will be carried out, bathing Soaps, coming in daily usage category and chocolates in occasional usage category. Here print advertisements of the top five brands pre and post liberalization will be taken and a content analysis will be done on them. This will be used to track changes in pattern and using these two categories the results will be extrapolated for the FMCG category as such.