Significance of the Court Case of Gideon v. Wainwright

Gideon v. Wainwright was argued on January 15, 1963 and decided on March 18, 1963. Facts of Gideon v. Wainwright Clarence Earl Gideon was accused of stealing from the Bay Harbor Pool Room in Panama City, Florida on June 3, 1961. When he asked for a court appointed counsel, he was denied this because according to Florida law, court appointed counsel was only provided in the case of a capital offense. He represented himself, was found guilty, and was sent to prison for five years. Fast Facts: Gideon v. Wainwright Case Argued: Jan. 15, 1963Decision Issued: March 18, 1963Petitioner: Clarence Earl GideonRespondent: Louie L. Wainwright, Director, Division of CorrectionsKey Question: Does the Sixth Amendments right to counsel in criminal cases extend to felony defendants in state courts?Majority Decision: Justices Black, Warren, Brennan, Stewart, White, Goldberg, Clark, Harlan, DouglasDissenting: NoneRuling: The Supreme Court ruled that under the  Sixth Amendment, states must  provide an attorney to any defendants in criminal cases who are unable to afford their own attorneys. While in prison, Gideon studied in the library and prepared a handwritten Writ of Certiorari that he sent to the United States Supreme Court claiming that he had been denied his Sixth Amendment right to an attorney: In all criminal prosecutions, the accused shall enjoy the right to a speedy and public trial, by an impartial jury of the State and district wherein the crime shall have been committed, which district shall have been previously ascertained by law, and to be informed of the nature and cause of the accusation; to be confronted with the witnesses against him; to have compulsory process for obtaining witnesses in his favor, and to have the Assistance of Counsel for his defense. (Italics Added) The Supreme Court led by Chief Justice Earl Warren agreed to hear the case. They assigned Gideon a future Supreme Court justice, Abe Fortas, to be his attorney. Fortas was a prominent Washington DC attorney. He successfully argued Gideons case, and the Supreme Court unanimously ruled in Gideons favor. It sent his case back to Florida to be retried with benefit  of a public attorney. Five months after the Supreme Court ruling, Gideon was retried. During the retrial, his attorney, W. Fred Turner, was able to show that the chief witness against Gideon was possibly one of the lookouts for the burglary itself. After only one hours deliberation, the jury found Gideon not guilty. This historic ruling was immortalized in 1980 when Henry Fonda took on the role of Clarence Earl Gideon in the movie Gideons Trumpet. Abe Fortas was portrayed by Josà © Ferrer and Chief Justice Earl Warren was played by John Houseman. Significance of Gideon v. Wainwright Gideon v. Wainwright overruled the previous decision of Betts v. Brady (1942). In this case, Smith Betts, a farm worker in Maryland had asked for counsel to represent him for a robbery case. Just as with Gideon, this right was denied him because the state of Maryland would not provide attorneys except in capital case. The Supreme Court decided by a 6-3 decision that a right to an appointed counsel was not required in all cases in order for an individual to receive a fair trial and due process in state trials. It was basically left up to each state to decide when it would provide public counsel. Justice Hugo Black dissented and wrote the opinion that if you were indigent you had an increased chance of conviction. In Gideon, the court stated that the right to an attorney was a fundamental right ​for a fair trial. They stated that due to the Due Process Clause of the Fourteenth Amendment, all states would be required to provide counsel in criminal cases. This significant case created the need for additional public defenders. Programs were developed in states around the country to help recruit and train public defenders. Today, the number of cases defended by public defenders is huge. For example, in 2011 in Miami Dade County, the largest of the 20 Florida Circuit Courts, approximately 100,000 cases were assigned to Public Defenders.

The Fundamental Principles Of The Metaphysics Of Morals

Introduction: In the reading of â€Å"Fundamental Principles of the Metaphysics of Morals,† Kant mentions our actions being done out of duty or of desire. In which we have our maxims are a fraction of our actions and it turns into a universal law. In this essay, I shall explain what Kant means by â€Å"I can also will that my maxim should become a universal law†(Prompt). Also, how it corresponds to the first proposition, that Kant states, which is an action must be from moral duty. I will provide an example of this proposition taking place. Summary: Emmanuel Kant has three propositions of morality. One of the propositions is that in order to have moral worth, an action must be from a moral duty. The second proposition is that â€Å"action whether the action is in accord with duty has been done from duty or from some selfish purpose is easy†(Cahn 76). The third proposition is that â€Å"action accord with duty and the subject has in addition an immediate inclination to do the action†(Cahn 76). Each one of the propositions has a different distinct and they are connected to morality. There are several actions that can be done out of duty, while others can be done out of desire. Each one of these two are used to determine if it’s done in a moral way. Kant gives two examples, one example is about a self-interested shopkeeper and the other is a reluctant benefactor. In the self-interested shop keeper, the dealer is focused on having fixed prices for everyone. He needs the customers to keep comingShow MoreRelatedKa nts Fundamental Principles of the Metaphysics of Moral803 Words   |  4 PagesKant s Fundamental Principles of the Metaphysics of Moral The central concept of Kant s Fundamental Principles of the Metaphysics of Morals is the categorical imperative. 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InRead MoreKant s Groundwork Of The Metaphysic Of Morals860 Words   |  4 PagesKant’s Groundwork of the Metaphysic of Morals Immanuel Kant was one of the most important European philosophers and lived from 1724 to 1804. In his time he created Groundwork of the Metaphysic of Metaphysic of Morals. Kant starts by stating that â€Å"By identifying a good will as the only unconditional good, he denies that the principles of good willing can be fixed by reference to an objective good or telos at which they aim.† This ties into Kants next part of his work because it describes two shopkeepersRead MoreEssay on Personal Ethical System 1356 Words   |  6 Pagesother words, the individuals in a society do not live in an isolated self-centered world. The human interactive system presupposes ethical and moral standpoint from which we operate. My personal ethical system is based on â€Å"service before self† and â€Å"love your neighbors as yourself†. 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Computing Goes Green free essay sample

Gregorio, Marie Grace M. INFOMAN Midterm Exam KTD, Prof. Raymond L. Ganotice PART 1: CHAPTER 5- Computing Goes Green 1. What business and social problems does data center power consumption cause? Problems caused by Data Center Power Consumption: BUSINESS PROBLEMSSOCIAL PROBLEMS 1. Electricity consumption doubled1. More servers, more emission of carbon footprints 2. Very high cost for cooling data centers 2. Some materials used are environmentally 3. Heat generated from the servers causes hazardous when not properly disposed equipment failure . What solutions are available for these problems? Which are the most environment-friendly? Solutions that are available for data center problem are: a. Use of Hydroelectric power as a source of electricity b. Replacement of copper wiring to light pulses on microprocessors c. Use of thin computers which are very basic terminal machine that consumes significantly less power than normal computers d. Server Virtualization e. Muticore Processor The most environmental-friendly solutions stated above are virtualization and the use of thin computers because both reduce power consumption. We will write a custom essay sample on Computing Goes Green or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Virtualization which creates higher utilization of computer results to fewer data centers therefore electricity consumption is reduced. It is the most efficient means for a cost effective greener computing. On the other hand, the use of thin computers which are directly connected to servers consume significantly less power than normal computers. 3. What are the business benefits and cost of these solutions? Majority of these solutions reduces the consumption of electricity because data servers are utilized to its full capacity therefore operating cost on ata servers are reduced also. As stated in the book, cost reduction ranges from 10% to 25% with the use of new solutions. 4. Should all firms move toward green computing? Why or why not? Yes, all firms should embrace computing green because our mother earth is now very much destroyed with so many pollutants produced daily. Awareness on how we can lessen this is very important and one of this is computing green which in a way can min imize environmental impact and improve power efficiency.

The Adam Smith Problem is Not a Real Problem

Introduction In the Wealth of Nations (WN), Smith argues that the societys prosperity can only be achieved if the society guarantees individuals the freedom to pursue their goals within the confines of natural justice. In a book that he had written earlier, ‘The Theory of Moral Sentiments’, smith explains both the origin of rules of justice and the emergence of moral sentiments.Advertising We will write a custom critical writing sample on The Adam Smith Problem is Not a Real Problem specifically for you for only $16.05 $11/page Learn More The Adam Smith problem refers to the supposed contradiction between Smith’s argument in favour of self-interest in WN on one hand and his defence of sympathy in TMS on the other. On the face value, it may seem that the two works contradict each other (Adam Smith problem). However, a detailed analysis indicates that no contradiction exists but rather, the two works support each other. In TMS Smith arg ues that in the pursuit of individual self-interest, the individual satisfies the interest of society. For example, a baker bakes bread for him to earn some monetary profits (self interest), but in turn he meets the societys demand for bread (societys interest). Under the capitalist system (WN), individuals pursue their goals through trade and production. As they trade and produce, they must take into account the values of other society members (TMS). Smith argues that an individual or a company will make greater profits if the society (other individuals) place greater value on its activities. It is therefore evident that self-interest contained in the WN and moral sentiments in TMS work towards the same goal. The market forces of demand and supply cannot function if there is no society, for without society, it is impossible for division of labour and its resulting efficiency to occur. This points to the fact that the market forces of demand and supply to some extent rely on the ind ividuals ability to sympathize (role of justice in free trade). Smiths notion of self interest is therefore in line with his idea of sympathy. Discussion In 1776, Adam Smith published his popular book, ‘The Wealth of Nations’ (WN). This book marked the beginning of the concept of market and free trade. To date The Wealth of Nations, remains one of the largely significant books in political economy. However, even before the wealth of nations, smith had published another important work in 1759, titled the Theory of Moral Sentiments. This book is little known outside the philosophical spheres. TMS provides significant ideas into Smiths perception of human knowledge and nature. This work was the foundation of Smiths economic theory. A number of authors have argued that these two books contradict each other (they call them the two Smiths). They assert that in TMS, smith focuses on having a feeling for fellow humans (sympathy), while in WN; he argues that societies and indivi duals accumulate wealth by pursuing individual selfish interests.Advertising Looking for critical writing on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Connecting Sympathy in TMS to WN Smiths concept of sympathy is central to the Adam Smith Problem. According to Griswold (260), Smith asserts that one of humanitys original obsession is sympathy or having a feeling for fellow humans. Smith argued that no matter how selfish an individual may be, in his nature, there are certain inherent principles in a mans nature that will attract him to the welfare of his fellow humans and therefore their happiness. He gains nothing from this other than the satisfaction of seeing it (Smith 1751). The idea of sympathy has been widely misinterpreted to mean concern or pity. However, Smiths idea of ‘sympathy meant the tendency to identify with not only others miseries, but also their fortunes. So fellow feeling is any similar passi on or emotion that arises in the mind of an observer who observes another individuals outward expression of inner feelings. It is therefore clear that inner feeling is not only a function of pain and sorrow but also the joy and happiness of the others (Smith 3). Smith argues that is much easier to identify with your joy than with your sorrow. As a result, a person who has no envy can easily identify with the good luck of another. On the other side, it is usually hard to identify with grief and we enter into it while dragging our feet (Smith 1751, Book 1 Ch 9). Smith argues that this is the origin of ambition and class structure that serves to maintain order and stability in society. An individual who has the necessities of life is better placed to seek fame and fortune because he attracts positive sympathy from other individuals. As an inherent characteristic among individuals, they always want to better their lifestyles beyond what is considered a reasonably comfortable lifestyle. This is partly attributed to the fact that they value sympathy in the form of admiring others who have already achieved that status. This point connects TMS to WN in the sense that individuals are never satisfied with their possessions. In deed if we had such a society where individuals are satisfied with bare necessaries of life, it would have been a very stable society but with no economic growth making it unable to fit in the changing world. Nations create wealth because of the individuals never-ending pursuit to improve themselves materially. This happens under a conducive environment. According to Smith, countries that have allowed their citizens to pursue their self-interest have grown in wealth while those that failed in the same have fell into poverty.Advertising We will write a custom critical writing sample on The Adam Smith Problem is Not a Real Problem specifically for you for only $16.05 $11/page Learn More Even though, the liberty to pursu e self-interest cannot be without limit. This is because excess liberty by one individual is only achieved at the expense of others liberty. Therefore, there has to be a framework for regulating individual liberty. This is achieved by the rules of justice. Smith argues that justice is threatened from two sources; corruption in the society arising from the worship of riches and authority and the ambitions of rulers. Smiths Criticism on the Worship of Wealth and Power Smith was conscious that the worship of wealth and despise of poverty though important in maintaining social stability and driving industry, equally posed serious threats. He condemned the corruption of the princes and the political elite who ascend to power through intrigue, deception and crime but nowhere does he condemn the wealth creation. What Smith was against was the careless accumulation of wealth that could corrupt the society, through continuous worship of wealth in total disregard to how wealth is created. He asserts that greatness and wealth in the absence of virtue and merit deserve no respect. In Smiths theory, the attitudes of people shape moral sentiments and passions. Therefore, the tendency to worship and admire the rich and powerful, while looking down upon and neglecting the poor, though important in maintaining the class structure and order in society, corrupts the moral sentiments (Smith 3). When individuals continuously admire and adore the wealthy and the great, they tend to either ignore or excuse their faults. This goes against the rules of justice, which is the foundation of social order. Therefore, as much as social class is created and maintained through the creation of wealth, social order is more important and the wealthy should not look down upon the poor. Humanity in general longs for respect and admiration among his fellows. According to Smith, he can achieve this through two avenues; by studying wisdom and practicing virtue or by acquiring wealth and greatness. To Smith, the latter attract majority of humanity because they admire and worship material prosperity. This view is similar to the modern celebrity culture in our society that is characterized by the lives of rich and famous. A society that internally undermines justice through blind worship of wealth and greatness is likely to be externally destroyed by the rulers. Absolute power, allows the rulers to manipulate the law for their own economic gains (Smith 9).Advertising Looking for critical writing on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Justice as a Moral Basis of Trade in TMS The central theme WN is that trade is the avenue to national prosperity. Trade is the direct opposite of robbery either by state or by individuals. Trade can only thrive where the security of persons and property is guaranteed. Security as a whole can be secured only through rules of justice. TMS hypothesizes how these rules are possible and how they are formulated. Our major focus on this part will be on how sympathy transform into rules of justice. Smith puts forward two types of moral judgement; judgement of decency or indecency of an individuals passions in responding to events. For example, if B steals As wallet containing $ 10, A has a right to be upset and resentful. However, if A responds with excessive grief as if he has lost his entire fortune, those around him may judge his conduct as indecent. Equally, if B boasts of his achievement, his conduct will be judged by others to be improper. The second category of moral judgements invol ves the merits and demerits of actions. Judgement based on proper reward or punishment for an act. As noted earlier, sympathy is an instinct that all humans possess. Individual A can have sympathy for individual B only if A can imagine how B is feeling (Griswold 339). Individual A cannot get into individual Bs mind, the best he can do is to imagine Bs feelings by way he would feel if in his situation. Using the earlier example of a stolen wallet, assume that individual W sees B stealing As wallet. W can have fellow feeling for A, because if he were the victim he would feel the same way. Similarly, W can sympathise with As anger. Worth noting however, is that W can never fully associate with the feelings of A. His bitterness of BS act is likely to be weaker than As own bitterness of the act. This implies that if A over reacts, then W is not likely to approve it. According to Smith, the aggrieved party (A) should therefore match his passion (the extent of resentment) to that of the im partial spectator (W), if he is to capture his sympathy (Smith 22). Therefore, the moral judgement about the decency or indecency of an act is that of the neutral spectator who is neutral and has no positive or negative inclination to the parties directly involved. Similarly, the impartial spectator can only issue proper judgement about reward or punishment for the act of stealing. Individual A may feel that the thief (B) deserves a life imprisonment but he will not find much sympathy from (W) the impartial spectator. The Rules of Justice From smiths point of view, sympathy forms the basis of justice. The impartial spectator identifies with the grief of the victim of violence and recommends for punishment, though not to that which the victim desires. According to Smith, rules emerge when our sense of justice disappoints us at the time when we need it most. When this happens, then we have to judge our own actions. Smith argues that it is practically impossible for us to make reasoned judgements before we take every action as humans. This is because we often act so fast that there is no time to make judgements and that our judgements are usually full of our own passions. If we reflect upon our actions afterwards and discover that we made mistakes, we will forgive ourselves. This necessitates the need for an external instinct in our nature that allows us to identify the proper rule of conduct. By continuously observing the conduct of others, we formulate to ourselves certain general guidelines or rules regarding what are proper and therefore should be done and what are wrong that we should avoid. When these individual perceptions coincide or merge, then the rules of just conduct come into existence. Generally, were not originally designed with forethought, but rather developed through the accumulation of experience (Smith 23). That notwithstanding, the continuous existence of general rules, involves another element. The primary reason why rules of justice exist i s that majority of the people observe them of their free will most of the time. This element of observance originates from the virtue of self-command that Smith considers the source of all virtues. Understanding and knowing the rules by itself cannot guarantee their observance. This is because self-interest motivates individuals to violate the rules they know and approve of. Through self-command, our urgent temptations are suppressed and it directs us to observe the rules of justice (Smith 4). According to Smith, when individuals predict disapproval (retaliation strategy in game theory), they are forced to formulate the rules of proper conduct; the rules so formulated have no author (Ferguson 122). Worth noting is that not all the rules formulated turn out to be just. Customary practices and fashion may promote or negate justice (Smith 8). The Reduced Role of Government in Relation to Moral Sentiments According to Smith, between the two outward moralities of beneficence and justice, justice is of more importance to the society. He argues that the state has a specific role in the administration of justice. Moral rules of justice receive recognition as lawful obligations in the last resort and the state has the task to enforce. However, in the determination of rules of justice, Smith does not see any major role for the state because they are formed on impulse through the adaptation of humanity. Smith believed in limited role of government. He was against the idea that a ruler knows best what is good for his people and that a centralised government can better take care of all aspects of social life. He notes that harmony in society can only be successfully achieved when laws enacted by the peoples representatives are in line with the communitys expectation and that they do not lead to either despair or anarchy. To Smith, the society is so unstructured that is impossible for it to be micro-managed by a central system of government.he further notes that the society should not try to create the best system of laws but instead focus on the best that people can bear (Smith 14). In his writing, warns against state efforts in promoting beneficence (actions that promote the well-being of others). He notes that even though the lack of beneficence stimulates condemnation, any move to force it can be even more inappropriate (Smith 6). While the well-being of others is desirable, it cannot be achieved without endangering the more elementary morality that is justice. Both justice and beneficence are critical components of societys moral capital. However, the state is only effective in the enhancement of justice. Beneficence can only be enhanced through urging and recommendation (Smith 16). The secondary importance of beneficence relative to justice is important in understanding the synchrony of the TMS and the WN. Though Smith was aware and rightly worried about greed and lack of concern towards the poor in his time, he was convinced that the growth of nations is better served by stable adherence to the rules of justice that provide conducive environment for trade and industry, the way to the wealth of nations. Conclusion Smiths theory of moral sentiments argues that human beings by nature possess the instinct of fellow feeling. In the wealth of nations, he illustrates that self-interest is the engine of the wealth for countries and that through free trade; nations achieve the best path to prosperity. The Adam smith problem is not a real problem because of the following points; In TMS Smith stays clear about the importance of self-interest over sympathy, secondly, self-interest and sympathy augment each other. During war, what sets each individual against every other individual is the instinct of sympathy. An individual can relate to another individuals joy as well as misery. This capability actually enhances individual interests. In the absence of social harmony, the gains made will be short lived. As Paganelli points out, self-i nterest plays a positive role in the enhancement of virtues and the enforcement of moral rules (Paganelli 369). Third, it is impossible to carry out trade in the absence of steady rules that safeguard property, life and liberty. Without the rules of justice, trade cannot go on and the rules of justice cannot be achieved without sympathy (fellow feeling). Lastly, sympathy drives self-interest as individuals extend and long for sympathy. To Smith, why we aspire for riches and fame over and above what is necessary is because we long for praise from other people. In the course of doing everything in order to earn praise from others, people end up meeting the society’s needs. It is this broader view of Smiths sympathy that nations are driven to greater prosperity. Works Cited Griswold, Charles. Adam Smith and the Virtues of Enlightenment. Cambridge: Cambridge University Press, 1999. Print. Paganelli, Maria. The Adam Smith Problem in Reverse’ 40:2 history of political econom y. New York: Prentice Hall, 2008.Print. Smith, Adam. The Theory of moral sentiments. Oxford: Clarendon Press, 1976.Print. Smith, Adam. An Inquiry into the Nature and Causes of the Wealth of Nations. Indianapolis: Liberty Classics, 1981.Print. This critical writing on The Adam Smith Problem is Not a Real Problem was written and submitted by user Lauren D. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Jimmy Carter Essay Example

Jimmy Carter Essay Jimmy Carter became the thirty-ninth President of the United States of America on January 20, 1977. During his Presidency, he fulfilled campaign promises to develop a national energy program, protect the nations natural resources and aid education. The Egypt-Israeli Treaty of Peace and the Panama Canal Treaty gained the president worldwide recognition. Out of all the parts of Carters Foreign Policy, the two parts I found most interesting was human rights, and the strengthened ties with China. Out of the Carter administrations foreign policy, human rights were the foundation. In Carters Inaugural Address on January 20, 1977 he said, Our commitment to human rights must be absolutethe powerful must not persecute the weak, and human dignity must be enhancedThe world itself is now dominated by a new spirit. Peopleare craving, and now demanding their place in the sun- not just for the benefit of their own physical condition, but for basic human rightsBecause we are now free, we can never be indifferent to the fate of freedom elsewhere.No other issue was so close to Jimmy Carter than human rights. The President was committed at home and abroad to human rights and this gave the people trust and courage.He accomplished his goal by public verbal protest, private diplomatic persuasion, and military and economic consensus.One example of how the President was committed at home is when he addressed a congregation of civil rights leaders at Ebenezer Baptist Church here in Atlanta.Even the Presidents wife, Roselyn Carter, was involved in human rights. In November 1979, Roselyn Carter flew to Thailand to visit relief centers caring for refugees of the Vietnam-Cambodian War. Upon her return to the Untied States, thefirst lady spoke about her experiences on nation-wide television and her efforts brought aid to thousands. Even in Carters Farwell A

the platypus essays

the platypus essays The platypus, apparently, is a surprisingly deep sleeper. What's more, it spends more of its time in so-called 'REM' sleep than any other mammal. These are the conclusions of a study on sleep in the platypus by Jerry M. Siegel of the Sepulveda Veterans' Affairs Medical Center, North Hills, California and colleagues. Their report appears in a special number of Philosophical Transactions of the Royal Society devoted to the biology of the platypus (Ornithorhynchus anatinus), celebrating the bicentenary of the discovery, in Australia, of this remarkable animal. 'REM' stands for 'rapid eye-movement' and is the kind of sleep in which the brain can be more active than in it is while awake, the animal twitches, and the eyelids flicker hence the name. In humans, REM sleep is associated with But does the platypus have an extraordinarily rich dream life? Possibly not, say the researchers: "cats, opossums, armadillos and other mammals not known for their intellectual achievements have far more REM sleep, whether calculated in hours per day or as a percentage of total sleep time, than And why study sleep in the platypus anyway? After all, the platypus is an obscure and extremely primitive creature, distantly related to humans. The answer lies in that primitive state: studying the physiology of the platypus could yield clues about the life and behaviour of the very earliest mammals. The platypus belongs to a group of mammals with very ancient roots. Apart from the platypus itself, the group the mono...

Summary Essay Example | Topics and Well Written Essays - 1250 words - 3

Summary - Essay Example Hedge fund is often depend on the manager’s expertise, is largely offered as private investment, is structured as limited partnership and often presents a narrow range of investors. Compared to the traditional funds, Hedge funds; have an industry size of $2.6 trillion, it has an absolute return, it has short or long investment, has high strategic complexity, has lower correlation to the market, has leverage, higher turnover, high based on performance, has large minimum investment and a low transparency. Investors are high net worth people, institutional investors and funds of funds managers. For hedge funds, the minimum size of investment is often high and at least 1 million dollars. Investors often seek stable, attractive and non market correlated returns. Pension funds make up 15%, followed by individual funds 30%, endowment 12% percent and corporation 11% (Zimmermann, 2009). Hedge fund strategies cover aids in representing the hedge fund universe that includes event driven, long/short equity, global macro, multi-strategy, emerging markets, fixed income arbitrage, managed future. Event driven strategy helps to exploit pricing that results from corporate events that are often anticipated. Managed futures strategy is also known as commodity trading advisors and is an approach aimed at investing in futures contracts in equity, bond, current market and commodity (Zimmermann, 2009). It utilizes pattern and trend recognition models as well as means reversion. Fund of hedge funds entails investing in another hedge fund. The main aim is the fund, manager and strategy. Some of the key risks to the hedge fund strategy entail poor liquidity, high leverage, lack of regulation, operational risks and lack of transparency (Zimmermann, 2009). CPP is the proportion portfolio insurance which aids in ensuring a hundred percent of the capitals of the investors is protected. CPPI determines the composition of investment

Project Proposal Paper Coursework Example | Topics and Well Written Essays - 2250 words

Project Proposal Paper - Coursework Example Skyscrapers and major highways have been completed using the leading mechanism applied in the planning of the procedures from the draft structure to the completed piece that is erected on the ground. The procedures and processes applied within the steps leading to the final steps into the construction of the mechanism to present an image that creates a strong societal mechanism. The need to present a stable structure is necessary to accord a structure to be used in variable generations to reduce on the costs incurred in maintenance of the structural feature. The completed structure would be dependent on the features applied within the construction of the completed work. The other mandatory feature would be the provision included by the supervisor of the project and the contribution that they implement in the completion of the structure. Sustainability plays a chief role in selling the idea of preserving resources and presenting a lasting strategy that would present the motive to pres ent preservation of the available features. The input provided within the completion of a project to extend sustainability would be identified through predicting the mechanism applied within the strategy that present a completed piece. ... Homes, offices, roads and recreational structures are erected based on the output presented in the construction industry. The means also presents the platform to employment of highly qualified individuals in engineers and other workers that may be trained to handle the equipment. Sustainability presents the means that would ensure products are produced to last longer and preserve the environmental features to reduce the costs and human lifestyle that may be presented within the future living (Environment Agency 2012, p1). Sustainability is used to present the effects noticed to the environment and the materials applied within the construction process to deliver the strategy needed in completing a stable and unique structure. Sustainability would be presented as a positive feature to the users of the completed structure and an increased incentive to the owners of the property to be completed. With the right procedures applied to present the feature, relationships may be strengthened w ith the stakeholders and present the feature to be included to deliver economic profitability. Sustainable development introduces the measure used to deliver corporate responsibility towards the environment and the mechanism that would be applied to justify the mechanism applied in the project layout. Sustainable development is presented to deliver the satisfaction that would be projected to the future generations that are catered for in the current project. Sustainability in the construction is offered value in the technique and mechanism applied to deliver the means witnessed to present the stable structure to be utilized within the future society. The example is witnessed in known structures that have marked the pillars of towns and famous cities universally. From the

The Myths of Marijuana Essay Example | Topics and Well Written Essays - 1250 words

The Myths of Marijuana - Essay Example The purpose of the essay is to shed light on the mystified shell of Marijuana and reinvents its real essence which is absolutely harmful. Moreover, the essay would examine the conditions in which such mystification of Marijuana and its use takes place and reveal the channels and agencies through which the myths of Marijuana are propagated. It is an irony that both the proponents and opponents of marijuana are part of the great debate on the myths of marijuana. Curiously, each side accuses the other of creating myths about marijuana. However, the present essay does not attempt balance between the contesting perspectives on the myths of marijuana, rather, challenges the myths which are favoring marijuana and exposes not only the myths but also the way such myths came to existence. Office of National Drug Control Policy, in the document- 'Marijuana Myths and Facts: The Truth Behind 10 popular misconceptions', points out that 'Marijuana is the most widely used illicit drug in the United States' (2005, p.4). The crumbling fact is that Marijuana is the most popular narcotic drug among the majority of illicit drug users. There is a growing number of people in the United States who have at least once used Marijuana. ... Historically speaking, it is important to note that the youth started to become attracted into marijuana by the tumultuous 60s and 70s. The insecurities of modern life in general and the anti-establishment feelings in particular created a kind of social vacuum or a moral anomaly which tempted the people to cut their roots from traditional forms grievance addressable channels such as religious authorities, community organizations and family. On the other hand, the empty promises of a brave new world were thick in the air. The youth who were looking forward to get out of the rotten system found their easy solace in Marijuana along with Beatles and rock music. It all indicates that socio economic conditions play a vital role in the production, distributions and consumption of narcotic drugs in general and marijuana in particular as it has a carefully crafted cultural aura around it. However, the youth of 60s and 70s did not live much with their illusions. The reality was striking and naturally they came out of the grip of marijuana to perceive the reality as reality. In addition, the first time users were mostly above 19 and the potency of the available variety of marijuana was considerably less in 60s and 70s. And, the use of Marijuana was a time bound fashion than a concrete lifestyle. On the contrary, the globalized world in twenty first century is strikingly different in regards to marijuana and its marketing, propaganda, trade routes and use. The "weed" of the so called Woodstock era has paved way for new generation marijuana which is greatly stronger than the old ones. Most strikingly, the first use age is dramatically dropped into 17. In other

Dyson Marketing Analysis

Dyson Marketing Analysis Dyson are currently the market follower in air treatment product, Dimplex Australia and DeLonghi Australia Pty Ltd are by far the dominant players cooling fans (Euromonitor, 2010) Dyson Ltd reported operating profits of $190 million Pounds in 2009, which gross from 90 million Pounds in 2008 and turnover shot up by 23 per cent to  £770m. An amount of $42 million Pounds were spent on research and development cost in 2009 after the soaring financial results as well as international expansion. (Russell, 2010) The company increased its market share by 60% in late 2009 when the new Air Multiplier fan was introduced in Australia. (Arnott, 2010) In Australia it won 64% of market, by value. (Finch, 2010) Also, sales were increased further in the early months of 2010 as the result of new handheld vacuums launched. Since the company is an appliances manufacturer, it uses technological and functional aspect of the product to position them as a premium appliances manufacturing product to compete with competitors.(Euromonitor, 2010) Hence, Dyson are competing on a technological product based industry with its primary rival, Hoovers where they tried to imitate a Dysons product and was filed a patent infringement. In addition, the company emphasize on design to differentiate their product with competitors by its aesthetic design. (Dyson, 2010) 2.0 Dyson Air Multiplier (Functions, attributes and benefits) According to Dyson, as a general core functions of the Air Multiplier it generate air and produce an air flow just like a normal fan. However, what differentiates the Dysons Air Multiplier fan and the conventional fan is that it has no blades. Instead the Air Multiplier draws air in at the base through a mixed flow impellor as below. Dysons Air Multiplier Functions and Attributes A combination of the technologies used in jet engines where it accelerates air over a 16 ° airfoil-shaped ramp. While exiting the loop amplifier, the jet pulls air from behind the fan into the airflow. (Dyson, 2010) At the same time, the surrounding air from the front and sides of the machine is forced into the air stream and exaggerates air 15 times, expelling 405 litres of cool, smooth and uninterrupted air every second. (Dyson, 2010) The Dyson Air Multiplier is energy-efficient product that uses 98% less power than air conditioning using brushless motor. (Hickman, 2009) Compared to normal fans, the blades are only wired to run at just two or three settings where it is not efficient to produce powerful airflow and its not convenient to clean. Hence, without the blades means its safe and simple to clean. A picture below shows how Dyson Air Multiplier works compare to a conventional fan. Picture show a conventional fan spinning blades chops the air causing annoying buffeting Picture showing Air Multiplier using airfoil technology without blades hence producing steady stream of smooth air Dyson Air Multiplier fan is probably the biggest innovations in household fans since fan was created in 1882. This is because it eliminates the fan blades as well as the buffering and turbulence which built on a normal electric fan. It also very hygienic where it is easily clean with just a cloth since it has no blades. (Dyson, 2010) 3.0 Target Market Segmentation 3.1 Illustration of brand position of Dyson. High perceived quality and status Limited Service Extensive Less Personal personalised service Low perceived Quality and status Segment 1 Segment 2 Name of segment Business Household use Geographic Status Nationwide Nationwide Density Urban, Suburban Demographic Male and Female Aged 25-45 Middle-high income, Designers Male and Female, Private use, Family use, New parents, Middle-high Income, High socioeconomic status, traditional and conventional family lifestyles Behaviour attitude towards brand consciousness Comfortable environment Convenience Customer Service Convenience Interest Safety Usage and Benefits of Air Multiplier Fan Businesses acquire Air multiplier fan to improve the environment in their workplaces (e.g office, hospitals, laboratories, etc). Private users utilise Dyson to improve their lifestyle comfortability, safety, high quality lifestyles. Psychographic To achieve comfort in the workplace and improvements in customer service and relations Trying to use modern technological equipment Help Satisfy people who are fashionable Sensitive to technology Keeping up with the new-to-the-world products. Basic needs(convenience) Esteem needs Safety needs 3.2 Summary Of Target Market Chosen 4.0 Dysons Air Multiplier Fan Development Process New product development is the creation of products with new or different characteristics that offer new or additional benefits to the customer. (Crawford, 2008) It may be include modification of an existing product or development of new product. 4.1 Idea Generation and Opportunity Identification In an Interview, James Dyson mentioned that he hated the current fan model due to its unimproved attributes and features and theyre hard to clean. (Messina, 2009)Hence, the inspiration for the Air Multiplier came from the Dyson Airblade hand dryer launched in March 2008.(VedrisAvenell,2009) This product works by generating a thin sheet of air moving at 400mph that scrapes water off the users hand. As mentioned by Dyson SEA managing director, Ross Cameron Traditional fans only chop at the air and it can get irritating and this is something people didnt realize until we brought it to their attention. (Dyson, 2010) 4.2 Concept Generation and Evaluations The idea behind Dyson Airblade was to produce a thin, high-speed sheet of air that drags surrounding air through the Dyson Air Multiplier fan, a process known as inducement.(Dyson,2010) Hence, the airflow leaves the product and then drags along more flow, a process known as entrainment. The process eliminates the need for the blades of a common fan. Dyson started with the thought of pressurized air engineering, forcing it through narrow aperture to create jets. However, it doesnt produce a powerful air to work in a fan. Hence, Dyson comes out with the concept of using Coanda effect (Dyson, 2009) Henri Coanda, defined Coanda Effect, as a stream of air at high velocity will attach to a curved surface rather than follow a straight line in its original direction. (Day, 2008) This stream will also entrain air from around it to increase the overall mass flow rate of the stream of air. 4.3 Concept Testing Dyson conduct their research by using Concept Screening Tests to the interviewees. (Dyson, 2009) The purpose they use this method is to plumb the depths and range of user attitudes and beliefs. A series of question like functional attributes and benefits of a fan provided to consumer were asked. Also, the purchase intent and likelihood of trial is measure as well. (Dyson, 2009) This is to generate ideas for the product and screen new product concepts so that unnecessary features can be avoid. Concept testing lays the foundation upon which benchmarking can be carried out in the future. 4.4 Sales Forecasting One method of forecasting sales is using test market. Dyson introduced the Air Multiplier in Australia as the test market. They forecasted that it will be a great success due to the coming summer in Australia and the tendency of trying new product. (Vedris, 2009) By using ATAR model we are able to calculate the forecasted sale. By using ATAR model, forecasted sales can be predicted Awareness Dyson launch a viral marketing in Youtube before the launch of Air Multiplier. Instead of focusing its high technology features, they show a balloon pass through the annular ring of Air Multiplier to show how cool will a bladeless fan can be. Results show high awareness as there were more than 1 million views in their video (Refer Appendix 8) 380k viewers / 1.2 million viewer = 32% Trial Market Value of Air Treatment Product (fan) will be used as a benchmark to calculate trial of the product (Refer Appendix 2 ) $A1259mil + $A1327.2mil = $A2586.2mil / $A1327.2 mil =1.95% Availability Air Multiplier is available in most electrical retail store throughout the world and Dysons online store. (Dyson, 2010 ) Repeat Purchase Since Dyson Air Multiplier only launched for a year, and with its durability claim by Dyson for its lifespan of 10 years, it is not likely a consumer will purchase until a long-term product line has made. Market Share = Aw x T x Av x T x 32% Percent awareness after one year x 1.95% Percent of aware owners who will try product x 70% Percent availability at retailers (Myers, David Jones, The Good Guys and Harvey Norman are will be available in every of these outlets in Australia) x 0% Percent of triers who will buy a second unit Forecasted sales = 4.37% The results were later show a 64% market value solely in Australia. (Finch, 2010) 4.5 Dyson Air Multiplier Product Protocol By carefully understand and researching the voice of customer (VOC) needs and want, Dyson has produced a list of functions and features before production to effectively cater for the market. (Dyson, 2010) Features and functions Benefit Bladeless Safer to operate especially to children Reduces parts hence more energy efficient No Buffeting Uninterrupted stream of air that doesnt distract Touch tilt technology ( Easy to Operate) Adjust easily with a touch of the hand Hygienic Simple loop making it easy to clean Oscillation control A simple press of button, the Dyson Air Multiplier can oscillate through 90 degree. Variable airflow Air Speed can be precisely adjusted up or down Powerful Produce 15 more efficient than a common fan. Hence, fan does not need to be near to user After carefully analyze the customers attributes, it is then converted into engineering characteristic. 4.6 Protoype Concept Design Dyson engineers used ANSYS FLUENT computational fluid dynamics (CFD) from ANSYS, Inc. to use as prototype testing instead of using physical prototype which saves costs. The team uses CFD simulations to perfect the ramp angle. (ANSYS, 2010)Also, Dyson Engineers focused on other 3 major platforms which have the most impact on the fan performance: the size of the gap in the annular ring internal profile of the ring, which affects the flow of the air the profile of the external ramp Overall, Air Multiplier performance has improved and physical testing was used to validate the final design and results interrelated well with CFD analysis. Also, laser Doppler anemometry (LDA) also used to plot the airspeed and direction of the final design. Prototype testing will be conduct to ensure a quality control. 4.7 Product Prototype Design There are a team of 350 Dysons engineers developed the Air Multiplier. In addition, there have been hundreds of prototypes tested to determine the ideal dimensions of the ramp angle, the width and the amplifier loop. (Vedris, 2009) The team start as models made from card and foam. Later they use SLS (Selected Laser Sintering) a rapid prototyping technique that molds plastic or ceramic particles together to form a fully-working model. (Dyson, 2010) A front view of the fan assembly comprises an annular nozzle and a device creating an air flow through the nozzle, the nozzle comprising an interior passage which includes a Coanda surface to provide an amplifying region utilizing the Coanda effect. (Refer Picture1 and 2) Hence, with the simple loop design an air current is generated and a cooling effect is created without requiring a blade. (Refer picture 3) Picture1 Picture 2 The air current produced by the Air Multiplier is more linear with low turbulence and hence a user can feel the cooling effect even at a distance and the efficiency of the fan also increases. (Refer Picture 3) So, the user can place the Air Multiplier distance away from them and still be able to enjoy the cooling effect from Air Multiplier. Also, it results an entrainment of air surrounding the annular loop to maintain a smooth overall air. Picture 3 The interior passage of the Air Multiplier is continuous. So it allows smooth air flow within the annular loop and this reduces the complexity of the fan assembly and manufacturing cost. (Refer picture 3) 4.8 Test Marketing A prototype was used to test on how the users react towards the product. Dyson provide the prototype for a group of people to engage with the product without telling them what the product is. (Dyson, 2009) Dyson discovered that the focus group responds in a positive feedback saying they can feel the difference compare to conventional fan. (Refer Appendix 1) Dyson launch Air Multiplier in Sydney, Australia as the first market to test the product. The reason they chose Australia because of the timing and the consumer willingness to try new technology. (Vedris, 2009) Hence, Choosing Australia as the test market location will enable Dyson to understand the market. The results were doubled as the demand for Air Multiplier from the retailers was increased. (Vedris, 2009) 4.9 Product Launch James Dyson, the owner of Dyson also flew to Sydney for the launch of the new Air Multiplier. (Vedris, 2009) The launch of Dyson Air Multiplier in Australia sets in most Eastern Australia retail store. (Avenell, 2009) In addition, with the hottest weather in November 2009 where consumers start to consider and purchase Dyson Air Multiplier. Air Multiplier is set to be launch in Japan and Germany after the successful growth in Australia. (Vedris, 2009) One of the keys to the success of an innovative product has been shown to be in securing the attention of a socio-economic group who could be called opinion leaders. These people are shown to have a more elevated social standing than those around them and keen to explore new things. (Refer Appendix 6)These people are talkers and others will follow their advice and example. Dysons ability to communicate their product to these opinion leaders played an essential role in product launch. They have the influence to persuade and educate the other users and eventually consider Air Multiplier. 5.0 Marketing Mix Strategy 5.1 Product As a customer based product, Dyson aims to focus on customer needs by creating innovative products that meet these different needs. After successfully launching the vacuum cleaners, Dyson can see opportunities for the bladeless fan since customers are constantly looking for new and improved products and companies are always needed to fill this void (Prabhu 2008). So far, the bladeless revolution is new to the market and the concept is unique, which is why the company has so much marketing potential due to the fact it is the market leader in the market (Datamonitor Dyson Ltd company profile, 2009). Dyson showcased its Air Multiplier bladeless fan at the IFA trade show in Berlin to match their expected and intended positioning strategy (refer to Appendix 5). The benefit and unique selling point of this tech is the lack of buffeting (caused by a regular fans blades) is noticeable when its pointed out (Dennis 2009). The fan is safe to use and it has an international accreditation from UL, the trusted resource across the globe for product safety certification (Mason 2010). As a result of growth in the technology innovative industry (Jimenez 2010), Dysons product mix has been placed within the growth stage of the Product Life Cycle. As Dyson continues to expand globally, it continues to build upon its mass market through its unique features along with the support of its strong brand image. Furthermore, Dyson has successfully protected its core product from potential substitutes; Dyson augmented product includes additional services that support the customers needs such as 247 support around the world to differentiate its superior technology and a 2 year warranty (Dyson 2010).This strengthens the overall product model and firms Dysons competitive position .The product is still pending for its patent but it is expected Dyson to be granted a patent for its Air Multiplier. 5.2 Price This radical and innovative bladeless fan has been shown to be in securing the attention of the technology savvy people the early adopter (Bulik 2010). They are keen to explore new things so are willing to pay a higher price for innovative products. Dysons ability to communicate their product to these early adopters played an essential role in sensational sales (refer to Appendix 6). Dysons decision to price the products in a higher price bracket is based on the perceived value consumers associate with Dyson product mix. Setting the products at a high price reflects the high quality image Dyson wishes to portray through the product provided and the strategies implemented throughout the marketing mix. This justifies Dysons decision to aim for a premium overall pricing strategy; using prestige pricing will enable Dyson to become more of an indulgent perspective to correlate with customer perceptions. The company is now charging $300 USD per fan and Dyson believes that the value obtained through the products and services provided will be of value to or above the prices charged (Kotler et al.2006). According to the Homeworld Business annual census, the portable fan industry had $527 million in annual sales in 2009. Dysons pricing strategy utilised the best interest of the companys projected sales targets and marketing objectives. However, Price does seem to be the main deterrent for buyers. Consumer Reports wrote simply in its review: the device is cool, but too pricey. (Smith 2010). Dyson has already differentiated them in the present market, and information technology can help them enhance on this. Surveys could be conducted by interviewing people how much they are willing to pay. Once this was established, the price could be set based on the consumers perceived value of both products. Focusing on creating value for the consumer through the products and service is vital for justifying selling the products at a premium price and achieving a higher profit margin in the long term. 5.3 Marketing communication Dyson has communicated benefits of the Air Multiplier bladeless fan to consumers through tailored ad campaigns, internet marketing, viral marketing, personal selling and social media channels. However, the company mainly used the role of the press to promote the fan (Beth 2010). This is because Journalists seemed to be the first to see the potential of a new invention and press coverage was therefore the best way of convincing the public. People are far more likely to believe someone who has tested something for themselves and it is assumed that a journalist has done that. Moreover, one of the notable features of Dysons bladeless fans success with press coverage was his personal involvement in giving interviews and to demonstrate how the fan actually works (refer to Appendix 7). The company also make use of showcases to reach the niche market such as their engineers showing how inducement and entrainment works on the Air Multiplier fan. The video has reached more than 130,000 people around the world to watch it (refer to Appendix 8). Also, Dysons design has won numerous scientific awards such as GOOD DESIGN and The World Architecture News Awards etc (Kendall 2010). All these awards enhance their products credibility. In order to reach customers globally and to show that they are a global based firm, Dyson made use of the internet to reach customers. They have an individual online websites in more than 60 countries, plus an international version. For instance, Dysons website invites consumers to sign up so that they could receive regular updates of the products and the company which makes it more personal. Campaign such as The James Dyson Award is being used. It is an international design award that celebrates, encourages and inspires the next generation of design engineers. (JamesDysonAward, 2010). All these campaigns have kept the brands core equity intact and create positive publicity to the company and therefore can bring sales to the company and increase brand loyalty ( Miao 2004). 5.4 Distribution Dyson Air Multiplier has limited distribution, available only through the company website and in selected outlets so as to maintain the premium positioning of the product. The shipping fee is free when customers order online. Dyson has a reliable supplier, Perrite has supplied product to Dyson since 1995. It is a very strong company with colour and development work carried out in Malaysia and at the UK laboratory, and local supply and support from Perrite Malaysia (Cork 2010). Therefore Dyson can readily meet the needs and reduce the chances of delays for consumer deliveries. Their distribution company is also dependable which specializes in moving fragile and sensitive technological goods. It also provides fast and direct link to distributors all over the world. Dyson have placed primary importance on developing a strong and consistent brand image, whereby portraying they are able to satisfy the customers needs for their targeted market. This is accomplished via displaying prototype s of the fan in retailers. An exclusive/ selective distribution approach will be adopted for the private purchases of the unit, for commercial use. The advantage of this approach is in keeping with the pricing strategy which aims to skim the private purchase market, sales reps will be able to lend advice and guide in training of product use as well as promoting the product while reserving the high esteem and prestigious, innovative brand image (Perreault, W.D, Jr. et al, 2008). 6.0 Conclusion As a conclusion, Dyson Air Multiplier made success to the market throughout the world. The company shows a rise in their market share of 23% and a steady growth on revenue. Air Multiplier also shows marvellous results in Australia by having a market share of 64%. Consumer reacts positively on Air Multiplier on its radical innovation bringing convenience and safety to the people. Furthermore, choosing Australia as a test market proves its success as the launch time is approaching to summer season where consumer needs fans. In order to further its competitive advantage, the idea would be to enhance the product by reducing the noise level and to provide a silent air flow. By enhancing the fan features and ultimately redesigning it, the product will attract consumers and dominate market share. Being in an innovative industry, they impact directly on market price. It is expected that price elasticity will be relatively low up to a certain threshold until buyers then opt for old-style bladed fans. Therefore, Dyson should reduce their selling price. Dyson can cut down the cost dramatically by the effective management of information system. Information technology is a powerful and efficient tool to reduce the documenting cost and can help in easy accessibility of information in various sections of the organization (Hansen et al., 1999). In addition, it is recommended Dyson revised their distribution channel to create market opportunities and expand their market widely. From these studies, it is apparent that the Air Multiplier fan has had tremendous success per volume of sales and sales will continue to grow in the future 7.0 Appendix Appendix 1 Appendix 2 Appendix 3 Advantage of Using computational fluid dynamics (CFD) The advantage of using CFD is the CFD model can be created in one day and performance can be evaluated overnight. Also, it provides fluid flow velocity and the ability to visualize fluid flow throughout the solution domain which helps engineers to gain an understanding of the design. Appendix 4 Background of the Invention (Under Product Design) Conventional fan was made as benchmark to the Air Multiplier. Firstly, conventional desk fans are often 30 cm in diameter and are usually free standing. (Refer Picture 1 ) The movement and circulation of the air creates a breeze, result a cooling effect as heat is dissipated through convection. (http://www.patentstorm.us/patents/6183204/description.html)The conventional fans have safety features such as the cage around the blades to protect user from injuring themselves. One disadvantage of the conventional fan is that the air flow produced is not felt uniformly due to variations across the blade surface. Another disadvantage is that user needs to place the fan close to them in order to have a cooling effect. Also, the shape and structure of a desk fan reduces the working area available and blockage of natural light from reaching the desk area. Appendix 5 -Dysons tradeshow. Source: viewed 20th October, 2010. Appendix 6-Dysons Air Multiplier bladeless fan mainly aim at technology savvy people i.e. early adopters. Source: viewed 17th October, 2010. Appendix 7-James Dyson giving interviews and to demonstrate how the fan actually works. Souce: http://www.youtube.com/watch?v=0DFShQA50j8 viewed 20th October, 2010. Appendix 8- Showcase to show how inducement and entrainment works on the Air Multiplier fan. Adapted from http://www.youtube.com/watch?v=4WNcjkZ6d0wfeature=player_embedded

Edna and Conformity in Chopin’s The Awakening Essay -- Chopin Awakenin

Edna and Conformity in Chopin’s The Awakening The passage of The Awakening which truly marks Edna Pontellier’s new manner of thought regarding her life revolves around her remembrance of a day of her childhood in Kentucky. She describes the scene to Madame Ratigonelle as the two women sit on the beach one summer day. The passage opens with a description of the sea and the sky on that particular day. This day and its components are expressed in lethargic terms such as â€Å"idly† and â€Å"motionless† and suggested a scene of calm sleep. Such a depiction establishes an image of serenity and tranquility, in other words the calm before the storm which derives from Edna’s â€Å"awakening.† As the passage continues Madame Ratigonelle asks Edna â€Å"of whom- of what are you thinking?† It is of interest to point out that she initially inquires â€Å"of whom† as if to impose her knowledge on Edna that she believes Edna may be thinking of a particular person such as Robert. Edna answers â€Å"Nothing,† but then catches herself in an answer that comes from simple habit and decides to retrace her thoughts. She rememb...

Judaism: Its identity and position to society

Judaism is more than a religion. It is the way of life of the Jewish people. Culture, customs, ethics, and sense of self – these are a part of Judaism as much as the faith and the rituals of the Jewish religion. A Jew can be defined in more than one way. Within Jewish law, being Jewish is a kind of citizenship. One is a Jew if one is born of a Jewish mother or has undergone a conversion. Conversion to Judaism is like a bestowal of citizenship – it makes one a member of the people. A person who fits the legal definition of a Jew is recognized as a fellow Jew by the Jewish community. Even if a Jew does not share the religious beliefs of Jews and does not participate in the customs and practices of Judaism, one is still considered a Jew if he or she fits the legal definition. One could define a Jew religiously to the religious beliefs and practices of Judaism. A Jew is one believes in the One God, Creator and master of the Universe, the God with whom the people Israel have a special relationship. Many Jews believe God chose them to be his people. They follow the laws that God revealed to Moses. The Ten Commandments are the most important of these laws. In ancient times the Jews were the only people who worship a single, exclusive God, and the only people who worshiped without physical images of God. The Jews were resented by other people for not participating in the worship of all gods. This led to the accusation that Jews were antihumanitarian, since sharing gods was considered to be an act of friendship and universalistic concern for other people. When Christianity replaced the pagan religions of antiquity, the old misunderstanding of Jews did not die out. Added to it was the resentment that the Jews, Jesus’ own people, has not become Christians. Jews were protected under Christian law but were restricted in many ways. The laws in Christian lands called for Jews to be humiliated and despised in order to encourage Jewish conversions to Christianity. When Jews did not convert they were accused of stubbornness or spiritual blindness (Wylen). Judaism teaches that God is the God of all humankind and that He wants all people to serve Him by living their lives the way He wants. The guidelines for this lifestyle are set down in the Noachide Laws, the basic framework for a moral and spiritual life. They believe that every person is completely free to choose whether to do good or evil for God is completely free to do as He wishes, so are humans. Jews regard any religion which upholds the Noachide Laws as an acceptable way for non-Jews to serve God. This does not mean that they agree with everything that other religions teach, but that they can recognize some religions as pointing out a path to God. For this reason, Jews do not see the need to convert other people to their religion. In particular, Jews recognize that Islam teaches pure monotheism and that Muslims have a strict morality that upholds the principles of the Noachide Laws. The same may be said of the Sikh religion. Jews have always been less certain about Christianity. Although they acknowledge Christianity’s high moral principles, they feel uneasy about the Christian belief that Jesus is God. They are also unhappy about the use of images and icons in Catholic and Orthodox worship. They feel that this comes rather close to idolatry. Nonetheless, Jews have always recognized a special relationship with Christianity and Islam. Rabbi Judah Halevi, a twelfth-century scholar, described Judaism as the seed of the tree and Christianity and Islam as the branches, since through these religions, millions of people have come to worship the one God (Forta). At the turn of the twentieth century, a movement of interfaith dialogue between Jews and non-Jews served as a medium that facilitated the changes upon conflicts in religion. Although there had been some obstacle along the process, the interfaith dialogue helped to develop a better relationship between Jews and non-Jews in America. As a result it came into advancement of the well-being of the Jewish community in America. This interfaith dialogue took place in America in 1893 when the World Parliament of Religions (WPR) convened in Chicago bringing together Protestants, Catholics, Greek Orthodox Christians, Jews, Buddhists, Hindus, Bahai, Muslims, Native Americans and representatives of other faiths as well. It offered Jewish religious leaders such as Alexander Kohut, Isaac M. Wise, Kaufmann Kohler, Emil G. Hirsch, and Marcus Jastrow, an opportunity to present their views to a non-Jewish audience and make a case for Judaism (Kaplan). The majority of Jews, especially in North America, resided in religiously pluralistic communities where people of diverse backgrounds and faiths, including many who had themselves experienced religious persecution, live side by side. Perhaps for this reason, they felt more comfortable interacting with Christians than Jews did in most parts of the world – so much so that we know of Jews and Christians who joined forces in business, witnessed each other’s documents, and socialized in each other’s homes (Bernardini and Fiering). Over the century new discoveries, new methods of manufacture, new social conditions have changed people’s way of living and thinking about the world. For Jews, this has always created the need to reapply the halakhah (Jewish religious law) to ever-changing conditions for living by halakhah is essential for Jews to fulfill their part of their covenant relationship with God. During this century advances in technology have led Jews to raise questions which could not have been thought of in earlier times – questions about the use of automated electrical machinery on Sabbaths, whether computer hacking is theft, whether surrogate mother is permissible, whether a person on a life-support machine is alive or dead. To enable rabbis to answer this questions, up-to-date commentaries have been added to the Shulchan Aruch (written catalogue of halakhah), and whole books concerned with specific topics of halakhah are now being published. The continued reapplication of halakhah is an ongoing process (Forta). Works Cited Bernardini, Paolo, and Norman Fiering. The Jews and the Expansion of Europe to the West, 1450 to 1800. Berghahn Books, 2001. Forta, Arye. Judaism. Heinemann, 1995. Kaplan, Dana Evan. The Cambridge Companion to American Judaism. Cambridge University Press, 2005. Wylen, Stephen M. Settings of Silver: An Introduction to Judaism. Paulist Press, 2000. 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Informative Essay Sample on Lady Gaga What Is Known About This Singer

Informative Essay Sample on Lady Gaga What Is Known About This Singer Free example essay on Lady Gaga: Lady Gaga, stage name for Stefani Joanne Angelina, is a recording artist in America. She was born on 28th March 1986 to her parents, Joseph Germanotta and Cynthia, who are of Italian American origin. She developed interest in the music industry at an early age as demonstrated by her interests and ability to play the piano while she was four years of age. At the age of thirteen, she wrote her first piano ballad and at the age of fourteen started performing at open Mike nights. She was sent to a private Roman Catholic school, convent of the sacred heart, at the age of eleven. In high school, she loved maintaining a core group of friends who were mostly boys. Later she joined New York University where she studied music which opened up her song writing skills. She composed analytical papers and essays that focused mainly on social issues, politics, religion and art. Later she withdrew from school to concentrate more on her career. Her career formally began in July 2005 when she signed a contract with Def Jam Recordings which lasted for less than three months. She produced the first song by the name ‘boys, boys, boys’ and later collaborated with Grandmaster Melle Mel to produce more songs. She went through difficulties at the initial stages of her career in trying to establish herself and search for a stage name. She even indulged in drugs to boost her morale when on stage. She has received several honors among them being Best electronic-dance album in the 52nd Grammy awards. She has being influenced by glam rock artists like Queen and Bowie, and pop music artists like Britney spears and Madonna.

Chinampa - Raised Field Agriculture in the Americas

Chinampa - Raised Field Agriculture in the Americas Chinampa system farming (sometimes called floating gardens) is a form of ancient raised field agriculture, used by American communities at least as early as 1250 CE, and successfully used by small farmers today as well. Chinampas are long narrow garden beds separated by canals. The garden land is built up from the wetland by stacking alternating layers of lake mud and thick mats of decaying vegetation. The process is typically characterized by exceptionally high yields per unit of land.  The word chinampa is a Nahuatl (native Aztec) word, chinamitl, meaning an area enclosed by hedges or canes. Key Takeaways: Chinampas Chinampas are a type of raised field agriculture used in wetlands, constructed of stacked alternating layers of mud and decaying vegetation.  The fields are built with a series of long alternating strips of canals and raised fields.  If properly maintained, by dredging organic-rich canal muck and placing it onto of the raised fields, chinampas are quite productive.  They were seen by the by Spanish conquistador Hernan Cortes when he reached the Aztec capital of Tenochtitlan (Mexico City) in 1519.  The oldest chinampas in the Basin of Mexico date to ca. 1250 CE, well before the formation of the Aztec empire in 1431.   Cortes and the Aztec Floating Gardens The first historical record of chinampas was by the Spanish conquistador Hernan Cortes, who arrived in the Aztec capital of Tenochtitlan (now Mexico City) in 1519. At the time, the basin of Mexico where the city is located was characterized by an interconnected system of lakes and lagoons of varying size, elevation, and salinity. Cortes saw agricultural plots on rafts on the surface of some of the lagoons and lakes, connected to the shore by causeways, and to the lakebeds by willow trees. The Aztecs did not invent chinampa technology. The earliest chinampas in the Basin of Mexico date to the Middle Postclassic periods, about 1250 CE, more than 150 years before the formation of the Aztec empire in 1431.  Some archaeological evidence exists showing that the Aztecs damaged some of the existing chinampas when they took over the basin of Mexico. Ancient Chinampa Aerial view over Xochimilco traditional agricultural fields Mexico City, March 16, 2015. Getty Images / Ulrike Stein / Stock Editorial Ancient chinampa systems have been identified throughout the highland and lowland regions of both continents of the Americas, and are also currently in use in highland and lowland Mexico on both coasts; in Belize and Guatemala; in the Andean highlands and Amazonian lowlands. Chinampa fields are generally about 13 feet (4 meters) wide but can be up to 1,300–3,000 ft (400–900 m) in length. Ancient chinampa fields are difficult to identify archaeologically  if theyve been abandoned and allowed to silt over: However, a wide variety of remote sensing techniques such as aerial photography have been used to find them with considerable success. Other information about chinampas is found in archival colonial records and historic texts, ethnographic descriptions of historic period chinampa farming schemes, and ecological studies on modern ones. Historical mentions of chinampa gardening date to the early Spanish colonial period. Farming on a Chinampa Chinampa Field Scene, Xochimilco. Hernn Garcà ­a Crespo The benefits of a chinampa system are that the water in the canals provides a consistent passive source of irrigation. Chinampa systems, as mapped by environmental anthropologist Christopher T. Morehart, include a complex of major and minor canals, which act both as freshwater arteries and provide canoe access to and from the fields. To maintain the fields, the farmer must continually dredge soil from the canals, and redeposit the soil atop the garden beds. The canal muck is organically rich from rotting vegetation and household wastes. Estimates of the productivity based on modern communities suggest that 2.5 acres (1 hectare) of chinampa gardening in the basin of Mexico could provide an annual subsistence for 15–20 people. Some scholars argue that one reason chinampa systems are so successful has to do with the diversity of species used within the plant beds. A chinampa system in San Andrà ©s Mixquic, a small community located about 25 miles (40 kilometers) from Mexico City, was found to include an astonishing 146 different plant species, including 51 separate domesticated plants. Other benefits include a damping down of plant diseases, compared to ground-based agriculture. Ecological Studies Instensive studies in Mexico City have been focused on chinampas in Xaltocan and Xochimilco. Xochimilco chinampas include not just crops such as maize, squash, vegetables, and flowers but small-scale animal and meat production, hens, turkeys, fighting cocks, pigs, rabbits and sheep. In sub-urban spaces, there are also draft animals (mules and horses) used to draw carts for maintenance purposes and take visiting local tourists. Beginning in 1990, heavy metal pesticides such as methyl parathion were applied to some chinampas in Xochimilco. Methyl parathion is an organophosphate which is extremely toxic to mammals and birds, which negatively impacted the kinds of levels of nitrogen available in the chinampa soils, decreasing beneficial types and increasing those not-so-beneficial. A study by Mexican ecologist Claudia Chvez-Là ³pez and colleagues reports successful laboratory tests removing the pesticide, lending hope that damaged fields may yet be restored. Archaeology Chinampa or floating gardens, Mexico, journey of Leon De Pontelli to Central America, from LIllustration, Journal Universel 886(35), February 18, 1860. De Agostini / Biblioteca Ambrosiana Getty Images The first archaeological investigations into chinampa farming were in the 1940s, when Spanish archaeologist Pedro Armillas identified relict Aztec chinampa fields in the Basin of Mexico, by examining aerial photographs. Additional surveys of central Mexico were conducted by US archaeologist William Sanders and colleagues in the 1970s, who identified additional fields associated with the various barrios of Tenochtitlan. Chronological data suggests chinampas were built at the Aztec community of Xaltocan during the Middle Postclassic period  after significant  amounts of political organization was in place. Morehart (2012) reported a 3,700–5,000 ac (~1,500–2,000 ha) chinampa system at the postclassic kingdom, based on aerial photographs, Landsat 7 data, and Quickbird VHR multispectral imagery, integrated into a GIS system. Chinampas and Politics Although Morehart and colleagues once argued that chinampas required a  top-down organization to be implemented, most scholars today (including Morehart) agree that building and maintaining of chinampa farms do  not require organizational and administrative responsibilities at the state level. Indeed, archaeological studies at Xaltocan and ethnographic studies at  Tiwanaku  have provided evidence that the meddling of the state in chinampa farming is detrimental to a successful enterprise. As a result, chinampa farming may be well-suited to locally-driven agricultural efforts today. Sources Chvez-Là ³pez, C., et al. Removal of Methyl Parathion from a Chinampa Agricultural Soil of Xochimilco Mexico: A Laboratory Study. European Journal of Soil Biology 47.4 (2011): 264–69. Print.Losada Custardoy, Hermenegildo Romn, et al. The Use of Organic Waste from Animals and Plants as Important Input to Urban Agriculture in Mà ©xico City. International Journal of Applied Science and Technology 5.1 (2015). Print.Morehart, Christopher T. Chinampa Agriculture, Surplus Production, and Political Change at Xaltocan, Mexico. Ancient Mesoamerica 27.1 (2016): 183–96. Print.-. Mapping Ancient Chinampa Landscapes in the Basin of Mexico: A Remote Sensing and GIS Approach. Journal of Archaeological Science 39.7 (2012): 2541–51. Print.-. The Political Ecology of Chinampa Landscapes in the Basin of Mexico. Water and Power in Past Societies. Ed. Holt, Emily. Albany: State University of New York Press, 2018. 19–40. Print.Morehart, Christopher T., and Charles D. Frederick . The Chronology and Collapse of Pre-Aztec Raised Field (Chinampa) Agriculture in the Northern Basin of Mexico. Antiquity 88.340 (2014): 531–48. Print.

Pricing Strategies and their impact on Revenue Research Paper

Pricing Strategies and their impact on Revenue - Research Paper Example Revenue management has been a practice in the hotel industry for approximately 20 years (Anderson et al., 1994). Good revenue management results from a correlation of pricing and hotel occupancy. The study came to the conclusion that the hotels which maximized their revenue tended to have relatively higher prices and did not engage in price undercutting (Enz & Canina, 2008). Another study found that Asian market consumers did not seem to be influenced by discounts (Lomano, 2008). It may be argued that since these studies were conducted in varying Geographical regions and in different economic circumstances, they may offer practical insights that may be used to determine pricing in the hotel and hospitality industry (Varki & Colgate, 2001). There is however a shortage of research as regards the impact of pricing on individual hotel revenues. Markets have had relatively stable occupancy and a steady growth in revenue since the beginning of the century (O’Neil et al., 2006). The changing dynamics of the market through the provision of advertising through the internet and an increase in supply is certain to lead to increased competition. It is thus important that the hotel industry reevaluate their pricing models to reflect their changing dynamics if they are to maximize their revenue (O’Neil et al, 2006). This paper will study the impact of these changing dynamics on the hotel industry with specific focus on individual hotel case studies and other strategies and economic models. Purpose The defining purpose of this literature review is an analysis of available literature concerning pricing in a market context and how it affects hotel revenue and its management. The review studied the correlation between hotels charging relatively lower prices and client demand for rooms. The review further goes on to analyze literature with regard to the behavior of demand when a particular hotel decides to set higher prices than the competition. The review evaluates the influence of contextual pricing approaches on financial performance of the hotel; whether it is advantageous to charge higher or lower prices than rivals. The review additionally analyzed the response of clients concerning price strategies through the study of relative ADR. The literature review recommendations are made basing on the views of data studied from various journals and from the opinions of experts in the hospitality industry. The significance of customer satisfaction, loyalty, resulting from quality provision of service is linked to pricing and subsequently revenue management. Discussion The concept of revenue management has its roots in the mid 1980s airline industry (Belobaba, 2002). Due to its success in the airline industry it was subsequently adopted by the hospitality industry. Pricing remains an elemental part of revenue management as can be shown by a variety of literature on the subject. Since the concept was adopted from other service industries, its defin ition may tend to be different in each of the perspectives used (Stanford, 2003). Price Elasticity of Demand The price elasticity of demand is defined as the quantity of a good or service demanded relative to its price. When Price Elasticity of demand is greater than 1 it means that demand is influenced by prices and vice versa. Strobl et al. (2012) found that the hotel industry’s prices are influenced by demand. During periods of low demand, rooms are discounted and available to all. During periods of high demand, administration would apply revenue management and avail rooms only to customers who would maximize revenue. Revenue

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

Freedom - Essay Example Broaching such a topic is almost impossible because personal freedom is relatively young concept when compared against the backdrop of time. The concept is a modern day complexity because over the course of human existence personal freedom was not a reality. The evolution of human society prior to the last 200 years had a societal hierarchy in which those in power, with status, gold and silver exercised personal freedom; those members of society without were obligated to those with wherewithal and the illusion of freedom was not a consideration. According to the United States Declaration of Independence personal freedom by definition is â€Å"The right to life, liberty, and the pursuit of happiness† (Declaration of Independence). Implied is the ability to pursue happiness by living life in a manner that does not impose or infringe on the well-being and rights of others while living within the confines of the governing laws. The ideals of pursuing happiness and liberty from an individual perspective have the potential to create havoc because happiness to one person may not be happiness to another. In contrast, the opposite of personal freedom is slavery or â€Å"human trafficking† another modern day term, or the oppression of â€Å"Jim Crow† laws, and the current politically motivated attempts to exclude and prevent certain groups from voting in the upcoming elections. Each of these examples depicts the removal or hindrance of personal freedom and the right to live freely. To some degree politics, economics, culture, leisure indulgences, educational opportunities, or the varying religious beliefs are each attributes of personal freedom. However, in theory personal freedom is an illusion because individuals living and doing as he or she pleases has restraints. Society’s laws and regulations dictate to what extent personal freedom can be expressed; going outside of the allowable boundaries results in punishment for infractions with seve re consequences in certain circumstances. Similarly, aside from governmental laws and rules that govern the influence of culture on the expression of personal freedom presents additional constraints as well. Take for instance in America families have the personal freedom to decide how many children to have, but as a stark cultural contrast in the People’s Republic of China families are restricted by government regulations to only one child (Rosenberg). Whereas the motivation for the policy has intrinsic value clearly personal freedom to choose is restricted because of the imposing regulations for the benefit of the community at large. Theorists such as Karl Marx (1818-1883) and Henry James (1843-1916) debated the veracity of personal freedom because of the hierarchical design of the economic structure within society. James believed that true personal freedom was an impossibility citing the controls of government resembling that of a â€Å"Puppeteer manipulating the populaceà ¢â‚¬  (qtd. in Koopman 177). Moltmann presented the argument that personal freedom cannot exist because individuals are members of a larger network or group and inexplicably members of the community of human beings. His philosophy was valid in that individuals cannot experience a true state of individuality or personal freedom due to the invisible connections that binds

Sunshine State Share Dealing Limited (SSSDL) Support System Essay

Sunshine State Share Dealing Limited (SSSDL) Support System Development - Essay Example This research will offer a deep insight into the system’s business and IT-based aspects. This paper will also outline some opportunities and challenges that Sunshine State has faced in the development of the system. During the system development for the Sunshine State Share Dealing Limited (SSSDL) business, the management has faced a lot of problems and challenges. The new project at the Sunshine State is about handling and managing its large business departments. In this scenario, the business has faced a lot of challenges regarding this system implementation. In this scenario, the main challenge is about the software development that was essential to support all the business processes. Additionally, in this large size project the basic challenge was to meet the needs and requirements of all the type of system users, for instance, management, customers, and working staff. In addition, the new system was indented to fulfill all the working aspects of users, since this system was a multi-site, multi-supplier, multi-system project. Moreover, another main challenge was to meet the project deadline that simply could not be missed. Thus, all these challenges and issues made this project more sensitiv e to manage and develop. This section outlines some of the key factors in the successful development of the Share Dealing system. Sunshine State Share Dealing Limited deals with more than 5 million customers and covers around 20% of the Australian mortgage market. Thus, to manage such a large size business the manual and paper-based techniques were not helpful. In this scenario, Sunshine State Share Dealing Limited was also competing on an equal footing with the existing 4 major banks and to raise the capital they decided to abandon their traditional mutual status. In this working environment, the business was not able to gain a better competitive edge and effective market through the traditional ways of working and business management technology.

Translation in Advertising Essay Example for Free

Translation in Advertising Essay Modern mass media have triggered the distribution of the international advertizing activity. Nowadays, the translation of advertising has become not only necessary but also the daily phenomenon of life of the world community. Thus, the knowledge of theoretical bases of the process is not only an indispensable condition, but also the quality assurance of the translation. Like other production of the mass media – newspapers, magazines, TV programs, broadcasts, advertising is materialized in the form of the ready media text. And the concept â€Å"text† with the reference to the sphere of the mass information is used not only for a designation of an actual text verbal number, but also gets lines of dimensions and multidimensionality including such important for media production components as a visual number in its graphic or television embodiment, and also an audio number in the form of a product. Therefore, the concept â€Å"the advertising text† concerns not only a verbal number, but also includes a set of all linguistic significant components, somehow: schedules, images, sound, etc.  where the concrete set depends on a mass-media-carrier. Such interpretation of a concept ‘the advertising text’ finds the reflection in works of many English-speaking researchers, in particular, in Angela Goddars The Language Book of Advertising which writes: â€Å"The word ‘text’ here (as applied to advertising) is used in its widest sense, including visual artifacts as well as verbal language†. While translating advertising texts it is necessary to consider the purpose of the advertising message, the character of the consumer, the language qualities of the text of the original, the cultural and individual possibilities of the language in the cultural aspect of the consumer and many other things. Translation of texts in advertising can be defined as close to â€Å"adequate†. Such type of translation is caused by its practical necessity. The given approach demands good knowledge of the translator of the subject discussed in the original, the translator should understand what the author of the advertising text, i.e. communicative intention of the advertising text, wanted to say. Translation of the advertising text at change of the verbal form should be, at the same time, precisely transferred in meaning. While translating English-speaking advertising texts, in some cases Russian translators dont translate the text and give its â€Å"semantic equivalent†. For example: â€Å"What legs! Much more than legs! OMSA knows how to be admired! † (From Paris to the Find Omsa the best stockings! ); â€Å"Betcha can’t eat just one† (Zahrustish – you will not resist! ). The choice of this or that way or translating depends on a lot factors. It can be both the character of the text being translated, and the audience of the consumer of advertising production, psychological features of the translator, and his /her adherence of a certain literary tradition. For many experts in advertising activity the foreign language text serves only as a means for understanding the idea of an advertised product, the text is often written from scratch in the language of the country of the consumer, taking into account its national specificity. When the exact translation of the text represented is for any reasons undesirable, the translator uses the phrases that are approximate in meaning; the phrases should necessarily consider traditional ethnic, national and social features, stereotypes of behavior of a concrete audience at whom the product in the advertising text is directed. If the audience on whom the text of an advertised product is focused is various, translators use exclusively common lexicon that is clear to each native speaker and has wide application in a daily dialogue. If the target audience is homogeneous, translators dont use in the advertizing text the words that have certain restrictions in the use. They carefully select the words included in the advertising text with the reference to their stylistic conformity, to the chosen theme, the product and the audience. In the case when the advertising campaign is focused on the narrow homogeneous audience having its own social or professional metalanguage, the use of slangy words and words of professionalism is not forbidden to the translator, but, moreover, it is welcomed. The reference to literary, cultural and historical traditions is â€Å"the powerful weapon† for the founders of advertising. At the same time similar phenomena represent certain difficulties at interpretation and perception of the text. The use of citations, hints, deformed idioms, and also the words of another language assumes the presence of the general background knowledge of the founder of the text and its addressee. A similar phenomena gets special importance in advertising of the goods displayed in  the international market as in this case there is required some adaptation of advertising messages to the audience they are addressed; with the reference to peculiarities of the language picture of the world. Advertising texts should be characterized by clarity, brightness, laconicism, extravagance, highly professional execution, as its main objective – to draw attention, to raise interest and to stimulate sale. To achieve this purpose the composers of the advertizing text appeal to the use of various linguistic and psychological devices. Therefore, in advertising messages on the â€Å"the limited space† it is possible to observe the highest concentration of various stylistic devices. â€Å"Having the purpose of intensive concentrated influence, advertising uses a rich spectrum of expressive means at all language levels†. [1] Allegory, a metaphor, comparison, parallelism, various kinds of repetitions, alliteration, an onomatopoeia, concentration of imperative forms of a verb and connotive adjectives – all these are widely represented in advertising texts. So, for example, D. Dajer characterizes features of language of advertizing as follows: â€Å"Advertising language is of course loaded language. Its primary aim is to attract our attention and dispose us favorably towards the product or service on offer. Advertisers use language quite distinctively: there are certainly advantages in making bizarre and controversial statements in unusual ways as well as communicating with people using simple, straightforward language †¦ Catching our attention and imagination and aiding memory are perhaps the primary functions of advertising languages: usual or stylish words and short, crisp sentences are easy to repeat and remember. And our memories are also served by brand names, slogans and catch-phrases, rhythm and rhyme, alliteration, snatches of song and verse and of course endless repetition†. [3, p. 140] As one of the major components of the advertising text is the description of advertised goods or services, attributive combinations that include adverbs and adjectives bear the big functional loading. Some researchers even name the adverbs and adjectives the keywords of the advertising text and pay to them special attention. â€Å"If you listen to any commercial or glance at advertisements in magazines, you will be subjected to a liberal sprinkling of adverbs and adjectives. There are key parts of speech for advertisers. They are the trigger words because they can stimulate envy, dreams and desires by evoking looks, touch, taste, smell without actually misrepresenting a product†. Adjectives and adverbs help to create that unique tonality of an advertising appeal which allows to transfer qualities and advantages of an advertised subject. While translating into other language this circumstance should be necessarily considered: â€Å"Radiant, sensual, sophisticated, Jadore is a fragrance that celebrates the renaissance of extreme femininity and the power of spontaneous emotion with a brilliant bouquet of orchids, the velvet touch of Damascus plum and the mellowness of Amarante wood† (Shining, sensual, difficult, Jadore – aroma which celebrates the Renaissance of extreme feminity and the power of direct emotion with a brilliant bouquet of orchids, velvet contact of Damask plum, and ripeness of wood of an amaranth). [3, p. 149] In translation process of advertising texts adjectives and adverbs are used for the description of the most various properties of an advertised product – forms, the size, the quality, the cost, sensations which the given product causes. The adjectives that are most used in English-speaking advertising concern: natural, sensual, innocent, passionate, romantic, mysterious, good, better, best, free, fresh, delicious, full sure, clean, wonderful, special, fine, big, great, real, easy, bright, extra, rich, gold. Often there are the adjectives specifying the authenticity of a trade mark genuine, authentic and original. But, perhaps, the champion of frequency in English-speaking advertising there is an adjective ‘new’ he can be met practically in every second advertising text. On syntactical level it is possible to name such most significant signs of the advertising text as the frequent use of imperative forms of a verb that considerably strengthens dynamism of an advertising appeal (see, buy, fly). â€Å"They fell in love with her when she started wearing that Sexplosion perfume. That perfume really attracts boys! Buy some! † Very often in advertising texts there is a metaphor, while translating it the translator needs to show a great creative potential: â€Å"Plop plop, fizz fizz, oh what a relief it is! † (Advertizing Alka-Seltzer: â€Å"Fun without a hang-over! †); â€Å"The quicker picker-upper† (advertizing of chocolate Bounty: â€Å"Bounty. Paradise pleasure†). Or on the contrary, while translating a usual advertising slogan into Russian the translator uses a metaphor: â€Å"Mr.Clean will clean your whole house and everything thats in it† (â€Å"Mr. Proper all has washed also apartment has freshened†; â€Å"With Mr. Proper is more cheerful, houses purely twice faster! †); â€Å"If it’s gotta be clean, it’s gotta be Tide† (â€Å"Cleanliness – Tajd is pure! †). References: 1. ДÐ ¾Ã ±Ã'€Ð ¾Ã' Ã ºÃ »Ã ¾Ã ½Ã' Ã ºÃ °Ã' , Ð ¢. Г. Ð’Ð ¾Ã ¿Ã'€Ð ¾Ã' Ã'‹ Ð ¸Ã ·Ã'Æ'Ã'‡Ð µÃ ½Ã ¸Ã'  Ð ¼Ã µÃ ´Ã ¸Ã ° Ã'‚Ð µÃ ºÃ' Ã'‚Ð ¾Ã ². – ÐÅ". : ÐÅ"Ð ÃÅ¡Ã ¡ ПÃ'€Ð µÃ' Ã' . 2000. 2. Ð §Ã °Ã ³Ã °Ã ½, Ð . Г. Ð  Ã µÃ ºÃ »Ã °Ã ¼Ã ° Ð ² Ã' Ã ¾Ã'†Ð ¸Ã ¾Ã ºÃ'Æ'Ð »Ã'Å'Ã'‚Ã'Æ'Ã'€Ð ½Ã ¾Ã ¼ Ð ¿Ã'€Ð ¾Ã' Ã'‚Ã'€Ð °Ã ½Ã' Ã'‚Ð ²Ã µ: Ã'‚Ã'€Ð °Ã ´Ã ¸Ã'†Ð ¸Ã'  Ð ¸ Ã' Ã ¾Ã ²Ã'€Ð µÃ ¼Ã µÃ ½Ã ½Ã ¾Ã' Ã'‚Ã'Å' // ÐÅ"Ð °Ã'€Ð ºÃ µÃ'‚Ð ¸Ã ½Ã ³ Ð ² Ð  Ã ¾Ã' Ã' Ã ¸Ã ¸ Ð ¸ Ð ·Ã ° Ã'â‚ ¬Ã'Æ'Ð ±Ã µÃ ¶Ã ¾Ã ¼. 2000. â„â€" 2. 3. Dyer, G. Advertising as Communication. – London. 1995.