Analysis the China Eastern Airlines Corporation Limited Essay

Examination the China Eastern Airlines Corporation Limited - Essay Example The speculator will get fitting data on whether to contribute on the organization or not (Finance.yahoo.com). The Company has kept up a decent gross net revenue over the five-year time frame. It had 38.57% in 2010, 39.67% in 2011, 38.98% in 2012, 37.85% in 2013, and 40.35%. The consistent figure of gross net revenue, which the organization kept up on the prior periods, demonstrates that the costs were of their items and administrations, and buys coordinated in increment and decline (Barrow and Barrow, 2008). The fall in 2013 shows that there was a fall in costs however this was remunerated by the abrupt increment of the proportion in 2014 demonstrating that the organization is making benefits from its deals. The Company’s working overall revenue was 4.78% in 2010, 4.88% in 2011, 5% in 2012, 1.73% in 2013, and 6.45% in 2014. This edge expanded consistently over the five-year time frame except for the unexpected fall in 2013. The fall in tasks was a consequence of operational challenges, which the organization experienced. The organization needed to bring about additional expenses to take the circumstance back to typical (Berman, Knight and Case, 2006). The bigger increment in the edge in 2014 shows the administrations exertion in rectifying the issue experienced in 2013. The expansion of the proportion over the five years shows the management’s productivity in creating benefits from the activities of the organization. China Eastern Airlines Corporation Limited’s net revenue was 3.29% in 2010, 3.42% in 2011, 3.36% in 2012, 2.35% in 2013, and 0.38% in 2014. The organization kept up a reasonable edge the previous three years of the five-year time frame. The exhibition during those years was attractive as it demonstrated that the management’s proficiency in producing adequate net benefit from the deals of the organization (Berman, Knight and Case, 2013). The fall of the edge in 2013 and 2014 put the managements’ proficiency into

Free Essays on The Education Of Odysseus And Gilgamesh

The Education of Odysseus and Gilgamesh Odysseus and Gilgamesh are the two characters in legends who become saints through the difficulties they face on their particular excursions. During each character’s venture he learns the characteristics that a decent pioneer and saint must have. The two of them start off as imperfect men and pioneers and the tests they face on their excursions instruct them to beat their defects and become better pioneers just as saints. A genuine pioneer must be agreeable in his isolation and ready to act alone. In every epic the two characters are in circumstances where they are both confined and feel overwhelmingly forlorn. Gilgamesh experiences dejection more than once all through the epic. In the first place, he is desolate to such an extent that he goes about as a dictator, overlooks his obligations as a lord and seeks after little youngsters and ladies all through his realm in a journey for friendship. Later on Gilgamesh turns out to be desolate again after the passing of Enkidu which sets him off into profound despondency and he feels just as he has no reason for living any more. Odysseus, then again, is stuck on an island with Calypso for a long time with basically no expectation of getting back. He aches to get back to his better half and child, yet he has no boat and no group to assist him with arriving. Both Odysseus and Gilgamesh can conquer this excruciating dejection with assistance from their divine beings. To keep Gilgamesh in the clear and less forlorn, the divine beings Anu and Aruru make Enkidu as an opponent for Gilgamesh. Enkidu is Gilgamesh’s match and equivalent regarding brain and quality and after a concise beginning fight, the two become old buddies immediately. Be that as it may, Enkidu ends up being just an impermanent fix to Gilgamesh’s dejection and when he kicks the bucket Gilgamesh is hopeless by and by. However, Enkidu’s passing is the occasion that at last sends Gilgamesh on his journey for everlasting status. Also, toward the finish of the epic when Gilgamesh returns to his country, he understands that it isn’t the en... Free Essays on The Education Of Odysseus And Gilgamesh Free Essays on The Education Of Odysseus And Gilgamesh The Education of Odysseus and Gilgamesh Odysseus and Gilgamesh are the two characters in legends who become saints through the difficulties they face on their individual excursions. During each character’s venture he learns the characteristics that a decent pioneer and legend must have. The two of them start off as defective men and pioneers and the tests they face on their excursions instruct them to conquer their imperfections and become better pioneers just as saints. A genuine pioneer must be agreeable in his isolation and ready to act alone. In every epic the two characters are in circumstances where they are both separated and feel overwhelmingly forlorn. Gilgamesh experiences depression more than once all through the epic. To start with, he is forlorn to such an extent that he goes about as a despot, overlooks his obligations as a lord and seeks after little youngsters and ladies all through his realm in a journey for friendship. Later on Gilgamesh turns out to be desolate again after the passing of Enkidu which sets him off into profound melancholy and he feels just as he has no reason for living any more. Odysseus, then again, is stuck on an island with Calypso for a long time with practically no desire for getting back. He aches to get back to his better half and child, however he has no boat and no group to assist him with arriving. Both Odysseus and Gilgamesh can conquer this deplorable dejection with assistance from their divine beings. To keep Gilgamesh in the clear and less forlorn, the divine beings Anu and Aruru make Enkidu as an opponent for Gilgamesh. Enkidu is Gilgamesh’s match and equivalent regarding brain and quality and after a short introductory fight, the two become old buddies immediately. Be that as it may, Enkidu ends up being just a transitory fix to Gilgamesh’s dejection and when he bites the dust Gilgamesh is hopeless by and by. In any case, Enkidu’s demise is the occasion that at last sends Gilgamesh on his mission for everlasting status. What's more, toward the finish of the epic when Gilgamesh returns to his country, he understands that it isn’t the en...

How to Help an Addicted Friend or Relative

How to Help an Addicted Friend or Relative Addiction Coping and Recovery Methods and Support Print How to Help an Addicted Friend or Relative By Elizabeth Hartney, BSc., MSc., MA, PhD Elizabeth Hartney, BSc, MSc, MA, PhD is a psychologist, professor, and Director of the Centre for Health Leadership and Research at Royal Roads University, Canada. Learn about our editorial policy Elizabeth Hartney, BSc., MSc., MA, PhD Medically reviewed by Medically reviewed by Steven Gans, MD on July 16, 2016 Steven Gans, MD is board-certified in psychiatry and is an active supervisor, teacher, and mentor at Massachusetts General Hospital. Learn about our Medical Review Board Steven Gans, MD Updated on September 15, 2019 Juanmonino / Getty Images More in Addiction Coping and Recovery Methods and Support Overcoming Addiction Personal Stories Alcohol Use Addictive Behaviors Drug Use Nicotine Use People who know someone struggling with an addiction often wonder how to help an addicted friend or relative. The decision to try and get help for someone you care about who has an addiction is never easy. Fortunately, with your support, they have a greater chance of overcoming their addiction??. Each situation is unique, but there are some general guidelines that will help you approach this task. Do Focus on building trust Be honest Respect privacy Don't Threaten Criticize Expect immediate change Expect Difficulties There are many reasons that helping someone you care about with their addiction can be difficult: They may not agree that they have a problem.They may not want to change what they are doing.They may fear consequences e.g., losing their job, going to prison.They may feel embarrassed, and not want to discuss it with you.They may feel awkward about discussing personal issues with a professional.They may be engaging in the addiction as a way to avoid dealing with another problem that bothers them more. There is no fast and easy way to help someone with an addiction. Overcoming an addiction requires great willpower and determination, so if they do not want to change what they are doing, trying to persuade them to get help is unlikely to work.?? However, you can take steps that will help your loved one to make changes over the long term and will help you to cope with a loved one with an addiction. Step 1: Establish Trust This can be hard to do if the addicted person has already betrayed your trust. However, establishing trust both ways is an important first step in helping them to think about change.?? Trust is easily undermined, even when you are trying to help. Avoid These Trust-Destroyers: Nagging, criticizing, and lecturing the addicted person.Yelling, name-calling, and exaggerating (even when you are stressed yourself).Engaging in addictive behaviors yourself, even in moderation (they will think you are a hypocrite). Be aware that: Although you just want to help the addicted person, they may think you are trying to control them, which can lead to them engaging in the addictive behavior even more.They probably use addictive behavior at least partly as a way to control stress. If the atmosphere between you is stressful, they will want to do the addictive behavior more, not less.Building trust is a two-way process. Trust is not established by putting up with bad behavior. If you have no trust for your loved one and do not feel it can be established at the moment, you should read Step 2.People with addictions rarely change until there is some consequence to their behavior.?? Don’t try too hard to protect the addicted person from the consequences of their own actions (unless it is harmful to themselves or others, for example, drinking and driving). The Stages of Overcoming an Addiction Step 2: Get Help for Yourself First Being in a relationship with a person who has an addiction is often stressful. Accepting that you are going through stress and need help managing it is an important step in helping your loved one, as well as yourself. Step 3: Communicate Although you may feel tempted to let your loved one know that their addiction is a problem and that they need to change, the decision to change is theirs.?? They are much more likely to be open to thinking about change if you communicate honestly but in a way that does not threaten your loved one. Step 4: The Treatment Process The treatment process will vary according to the kind of treatment your friend or relative is getting. If you want them to change, you will probably have to change too, even if you don’t have an addiction. If you show you are willing to try, your loved one will be more likely to try as well. If you are involved in your loved ones treatment: Remember to keep working on establishing trust. Re-read Step 1 before going to counseling with your loved one.Be honest about your feelings, what you want to happen, and what the addiction has been like for you.Do not blame, criticize or humiliate your loved one in counseling.?? Simply say what it has been like for you.Do not be surprised if your loved one says that things you are doing are contributing to their addiction. Try to listen with an open mind. If your loved one has treatment alone: Respect their privacy in everyday life. Do not inform friends, family or others about your loved one’s treatment.??Respect their privacy in therapy. If they don’t want to talk about it, don’t push for them to tell you what happened.There are many different approaches to the challenge of how to help addicts, but remember, change does not happen overnight. Would an Intervention Help My Addicted Loved One?

What I Learned A Great About Poverty - 870 Words

These past few modules I have learned a great about poverty, how many people are living in poverty and what exactly this means to people around the world in terms of the Purchasing Power Parity. I have also learned so much about social mobility, the class systems, rankings and social stratification (who gets what and why). Going back to the beginning of this course I enjoyed learning about culture capital, in which a person’s status and culture can affect their life chances and success. Additionally, through my other reflection papers and midterm exam in this course, I was able to learn a great deal from the feedback I received and in this feedback I realized I needed to take another look at what exactly ascription meant, I was using the word in the wrong reference. This showed me the importance of feedback, and I am grateful to right my wrongs through constructive criticism from our Professor. Chapter 16 was eye opening in regards to the extent of poverty all over the world. The surprising fact I learned is that over 1.1 billion people in the world today are living on less than a dollar a day. The Purchasing Power Parity is a newer way to compare the varying currencies around the world based on what that currency can yield, instead of trying to figure out exchange rates, the PPP allows for a more accurate analysis of living standards. Trying to imagine myself living on a dollar a day is impossible, that cannot even buy a simple hamburger at McDonalds anymore. IncomeShow MoreRelatedReading The Article Leading Learning For Children From Poverty 973 Words   |  4 PagesChildren in Poverty Since the percent of children who live in poverty has increased, the misconception that they cannot be successful has grown. However, these children are also capable of doing great things. Nevertheless, it an effective teacher’s job to create a welcoming and motivating environment for these students. 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Personally Teaching with Poverty in Mind connects with my future as an educator since it focuses on how to handle children in high poverty. Jensen’s book has taught meRead MoreMy Mission Trip From The United States1192 Words   |  5 PagesI have never known a time in my life where I have not gone to church. With that being said, it’s not my largest priority. I tend to get distracted during the school year with deadlines and hanging out with friends. It’s when I’m able to go on a mission trip that I can truly show and see what I believe in. I have been on four mission trips altogether and this summer I took a leap of faith and left the country for the first time to serve. Nicaragua held the same focuses as trips in the United StatesRead MoreChapter 14 Taught Me A Great Deal About World Stratification939 Words   |  4 Pagesme a great deal about world stratification and how the world system perspective works on an economic level. In order to understand world strati fication we must understand how nationally the world is split up into classes. The three divisions of the stratification system are Core, Periphery and Semi-periphery. These were things I never heard of before, however I understand the divisions more fully now and realize how they tie into the poverty rates around the world. I also thought learning about Japan’sRead MoreThe United States And Western European Countries963 Words   |  4 Pagesa map, one will find a tiny country called Haiti. This country relit a desire of life in my heart when I was exposed to the third world reality. Haiti transformed my life. It is crucial for those who are not a part of the third world to experience the life of those who do live in the third world. By experiencing this unimaginable reality, where every day the norm is to wake up to extreme poverty, one will be forever changed by the exposure to the world outside of the dreamy first world. This dreamyRead MoreI Am On A Mission Trip From The Summer Between My Sophomore And Junior Years. High School1348 Words   |  6 Pagesyears in high school, I went on a mission trip to Haiti. It was a year after the earthquake, and everything was still completely destroyed. I couldn t have imagined what I saw; the extreme poverty and disparity was beyond words. And when I got back home, I couldn t imagine a life in which I forgot what I had just seen or lived no differently than before. That trip ignited a passion for fighting poverty, disparity, hunger and disease. It opened my eyes and refocused my worldview. I began to recognizeRead MorePoverty, Situational Poverty And Chronic Poverty1515 Words   |  7 PagesPoverty varies in different social contexts through different cultures, generations, and history. People are born and raised in different parts of the world and by different people, meaning we all come from various cultures and most likely we all have different perspectives and we define poverty differently. By talking to people from the local community we came across that there are two major types of poverty, situational poverty and chronic poverty. Situational poverty is when one becomes poor becauseRead MoreWhy Do English-Language Learners Struggle?987 Words   |  4 PagesThere can be several different reasons why an English Language Learner can have troubles comprehending the English language. Poverty can play a huge role when in explaining why many English language learners have the troubles in mastering the English language. The State testing has varied throughout the years, along with the degrees of assessments and progress. Teachers also need constructive feedback to properly assess their own progress. The increase prescription of ADHD medication can also be

The Sarbanes Oxley ( Sox ) Act Of 2002 - 1617 Words

The focus of this week’s assignment is the Sarbanes-Oxley (SOX) Act of 2002. A brief historical summary of SOX will be presented, including the events leading up to its passage. The key ethical components of SOX will be identified and explained. The social responsibility implications of the mandatory publication of corporate ethics will be assessed. One of the main criticisms of SOX has been its implementation costs, and this specific criticism will be addressed in regards to smaller organizations. Finally, potential improvements to the SOX legislation will be explored, based on existing research in this area. Brief History of SOX Enactment The Sarbanes-Oxley Act of 2002 was created by Congress in response to financial scandals. There were several incidents which contributed to the need for legislature such as SOX. For purposes of brevity, the focus here will be on two of the largest financial scandals leading up to the passage of SOX, which are of those of Enron and WorldCom. In October 2001, Enron announced it was reducing after-tax net income by approximately $500 million shareholders’ equity by $1.2 billion. It also announced that it was restating net income for the years’ 1997-2001. In November 2001, Enron recognized in a federal filing that it overstated earnings by nearly $600 million since 1997. Within a month, they declared bankruptcy. It was discovered that many financial reporting issues were poorly disclosed or not disclosed at all. There were majorShow MoreRelatedThe Sarbanes Oxley ( Sox ) Act Of 2002926 Words   |  4 PagesThe Sarbanes-Oxley (SOX) Act of 2002 was legislated by Congress to restore reliability of financial statements with the objectives to raise standards of corporate accountability, to not only improve detection, but to also prevent fraud and abuse (Terando Kurtenbach, 2009). Additionally, SOX was the response to general failure of business ethics such as the propagation of abusive tax shelters and great er aggressive tax avoidance strategies (Raabe, Whittenburg, Sanders, Sawyers, 2015). Tax AdvantagesRead MoreThe Ethics Of The Sarbanes Oxley Act Of 2002 ( Sox )858 Words   |  4 Pagesfamily business could have implemented to refrain the perpetrators from fraudulent incidents, protect organizational assets and the organization’s going concern. Corporate fraud was the cornerstone for the strict implementation of the Sarbanes-Oxley Act of 2002 (SOX). SOX implements many compliance regulations, but one of its regulations, specifically Section 404, relates to an organization’s internal control procedures with the purpose of protecting organizational assets and investors’ interest. ConsequentlyRead MoreSarbanes Oxley Act Paper934 Words   |  4 PagesRunning Head: SARBANES OXLEY ACT Sarbanes Oxley Act Introduction Sarbanes Oxley Act is focused towards identifying accounting frauds in different public companies. This paper discusses about various reasons for the introduction of Sarbanes Oxley Act and causes that has been overlooked. Causes for Sarbanes-Oxley Act Sarbanes Oxley Act is US federal law, which is established in order to set out the some standards for accounting firms, public company boards and managementRead MoreThe Sarbanes Oxley Act Of 2002 Essay1070 Words   |  5 Pagesof Sarbanes-Oxley Act of 2002. This Act was placed into law to protect the consumer against fraudulent activity by organizations. This paper will provide a brief history of the law and discuss some of the ethical components and social implications on corporations. This research will provide information on how the Sarbanes-Oxley Act affects smaller organizations and how it encourages employees to inform of wrong doings. Brief Synopsis of Sarbanes-Oxley The U.S. Congress passed the Sarbanes-OxleyRead MoreEssay on The Sarbanes-Oxley Act852 Words   |  4 Pagestoday that are using the Sarbanes-Oxley (SOX) legislation that helps to safeguard their company and their financial records. The Sarbanes-Oxley act began in 2002 and the purpose behind this act was to protect organizations, it had a major impact on accounting and record keeping. Because of Enron, they passed this act for publicly-traded corporations to better implement control to their enterprise data. â€Å"Named after Senator Paul Sarbanes and Representative Michael Oxley, who also set a number ofRead MoreThe Implications of the Sarbanes Oxley Act on the Accounting Profession755 Words   |  4 PagesThe Implications of the Sarbanes Oxley Act on the Accounting Profession Abstract On July 30, 2002, the Sarbanes Oxley Act (also known as SOX) was signed into law by President George W. Bush. The Sarbanes Oxley Act of 2002 is a federal law that set new or improved standards for all U.S. public company boards, management and public accounting firms. Covered in the eleven titles are additional corporate board responsibilities, auditing requirements and criminal penalties. ThisRead MoreThe Sarbanes-Oxley Act of 20021668 Words   |  7 PagesThe Sarbanes-Oxley Act of 2002 The Sarbanes-Oxley Act of 2002 The Act Impact ACC 410, Jackie Lewis, Ph.D. Abstract The Sarbanes-Oxley Act, officially named the â€Å"Public Company Accounting Reform and Investor Protection Act of 2002†, is recognized to be the most noteworthy U.S. federal disclosure and corporate governance legislation since the Securities Act of1933 (the Securities Act) and the Securities Exchange Act of 1934 (the Exchange Act). Furthermore, the provisions of the Act areRead MoreThe Sarbanes Oxley Act ( Sox ) For A Company1461 Words   |  6 Pagesto try to describe the cost and benefits of implementing the Sarbanes Oxley Act (SOX) for a company. I will then move on to describe what it is, how to go about it, and what a company may need to properly implement it. The Sarbanes Oxley Act was approved and activated in 2002 to protect investors and to renew confidence in American companies from what happened with the fall of companies like Enron, HealthSouth, and WorldCom. This act was trusted to fix or find corruption in the companies and makeRead MoreSarbanes-Oxley Act of 2002985 Words   |  4 Pages Sarbanes-Oxley Act of 2002 Week # 2 Individual Assignment â€Æ' Sox Key Main Aspects for a Regulatory Environment Sarbanes-Oxley Act was passed in 2002 by former president George Bush. Essentially to combat the Enron crisis. The Sox Act basically has regulatory control and creates an enviroment that is looking out for the public. Ideally this regulatory environment protects the public from fraud within corporations. Understanding, that while having this regulatoryRead MoreThe Disadvantages of the Sarbanes-Oxley Act of 2002712 Words   |  3 PagesSarbanes-Oxley Act of 2002 Introduction The many financial scandals of the late 1990s and the early 21rst century served as the catalyst for U.S. lawmakers writing and ratifying the Sarbanes-Oxley Act of 2002 (SOX). Originally written to avert financial scandals including Enron, Tyco and others, SOX quickly became an impediment to the growth of smaller firms especially, who did not have the staff available to meet complex, often ill-defined requirements (Griffin, 2007). The intent of this analysis

Compare Contrast †a Daughter Leaving Home Free Essays

Compare Contrast Essay The poem, â€Å"To a Daughter Leaving Home†, by Linda Pastan, depicts the scene of a mother teaching her little girl to ride a bike at the age of eight and watching her master it. Yvor Winter’s â€Å"At the San Francisco Airport† is about a father reminiscing about the memory of his daughter growing up and leaving him at the airport. Both these poems speak of the much dreaded time in a parent’s life where their daughter’s grow up and leave their homes. We will write a custom essay sample on Compare Contrast – a Daughter Leaving Home or any similar topic only for you Order Now Although the poems appear to be similar because they address the same theme, they differ in form, tone, and imagery. The poems are different in form. In â€Å"To a Daughter Leaving Home†, Linda Pastan uses open form, with no identifiable rhyme pattern or meter. Maybe there’s no identifiable pattern because these are just the mother’s random thoughts. On the other hand â€Å"At the San Francisco Airport†, Yvor Winters uses a closed form that is very distinctive. There are five stanzas and each stanza has five lines. All the lines rhyme; three have one rhyming ending and the other two also have a rhyming ending. For example: â€Å"This is the terminal: the light/Gives perfect vision, false and hard;/The metal glitters, deep and bright. /Great planes are waiting in the yard-/They are already in the night†. Light, bright and night rhyme, as well as hard and yard. Maybe the author chose the closed form because of its structure, controlled and intact, just like he wanted to keep feelings. The tone of â€Å"To a Daughter Leaving Home† differs from the tone in â€Å"At the San Francisco Airport†. The tone of â€Å"To A Daughter Leaving Home† is one of sadness, anxiety and nostalgia. Pastan’s poem is of a mother fondly remembering an earlier time when her daughter took a briefer departure from her, when she was taught to ride her bike at eight years old. The mother wasn’t quite ready to let the daughter go, as was suggested when she said, â€Å"I kept waiting for the thud of your crash as I sprinted to catch up, while you grew smaller, more breakable in the distance†. This tells us she was anxious even then about her daughter growing up and being able to do things on her own. In contrast, the tone in â€Å"At the San Francisco Airport† is very gloomy, less emotional, but still nervous and scared. The father still looks at his daughter as his little girl even though he knows she isn’t and that this is the right time to let her go. He refers to her as â€Å"small, contained and fragile†. The lines: â€Å"But you and I in part are one: The frightened brain, the nervous will, the knowledge of what must be done,† demonstrates that they are both having similar thoughts and feelings but they are willing to accept this challenge. Though the father is trying to be strong, he confessed that he was momentarily devastated when he said â€Å"the rain of matter upon sense destroys me momentarily†. The imagery of â€Å"To A Daughter Leaving Home† also differs from the imagery of â€Å"At the San Francisco Airport†. All the images in â€Å"To a Daughter leaving Home† help us to see how the mother is feeling during this time, even though this poem is of an earlier time, foreshadowing what is to come in later years. As her daughter â€Å"wobbled away† on her bike, the mother ran right beside her, telling us the kind of mother she was, very supportive. She waited â€Å"for the thud† and â€Å"sprinted to catch up† to her daughter. She wanted to always be there to protect her daughter, even as she’s all grown up. Her daughter growing â€Å"smaller, more breakable† is her moving further and further away from her mother, getting older, more mature and able to take care of herself, eventually moving out and on with her life as an adult. On the other hand, the images in â€Å"At the San Francisco Airport† didn’t show the father as anxious, just reluctant and apprehensive. The father mentioning the â€Å"terminal† means he looks at the airport terminal as a turning point in their lives, a place where he breaks off from his daughter, staying behind as she moves on with her life. He references planes that â€Å"are already in the night†, telling the reader that they are either taking off or already in the air, further emphasizing her leaving him behind. These images reinforce his â€Å"frightened brain† and â€Å"nervous will† even though he knows this â€Å"must be done†. Though both poems speak about their daughters leaving home, the mother speaks in the past, as if her daughter is still a little girl, but the father acknowledges that though he still views her as a â€Å"small†¦fragile† girl and this â€Å"destroys† him, â€Å"there comes what will come†. On the surface, the works of Linda Pastan and Yvor Winters can be interpreted as similar poems about parents losing their daughters to adulthood. When contrasting the poems, the reader comes to a much different understanding. â€Å"To a Daughter Leaving Home† presents an open form and tone that uses specific images and tone to present this mother’s sadness and anxiety towards the situation. Winters’ â€Å"At the San Francisco Airport† is a closed form poem that uses images and tone to convey the attempt of this father to keep his composure as he sees his daughter off to live her life and become an adult. How to cite Compare Contrast – a Daughter Leaving Home, Essay examples

Marketing Communication Harvard Business School

Question: Discuss about the Marketing Communication for Harvard Business School. Answer: Introduction: People these days are paying more attention towards the appearance so cosmetics are the new trends that are becoming popular these days. This has attracted more customers while it were compared with last year, so cosmetics are now an increasing trend that needs to be considered as the market has an excellent opportunity to build globally. The Australian Cosmetics company is located in Australia with its wide range if products in cosmetic company that has natural materials which are located in Australia (Varadarajan, 2010). The ingredients are used for Australian product such as organic material or natural oils that reflects the Australian market. The company aims while helping people to look beautiful and extravagant. The company has a large list of products that even include the bath care and body wash with high level of quality. The company has mainly developed its market in the green cosmetic that helps to improve the blood vessels, blood circulation and helps to eliminate accumulation that causes pigment. The products are good as it regains the skin cell, affects the metabolism, which directly is observed in the beauty treatments. The products are conducive to water proof with the tranquilizer role and a beauty role. This is replenished with the most top grade company in Australia. The classic cosmetology is inherited with the special essence, that blends in the organic essence with the latest technology applied in the biotechnology. There are products that are applied to the theory that helps to equalize and have a concept of Chinese unique products medicines (Zott, 2003). The high tech process is being used with herbal essence where the product gives an inner peace, mental, body spirit, achieves harmony and natural glow. Target market Target market is the target customers that are the ultimate source with the power and the conceptual design that have a special design and a process which is consumer oriented. Target customers are mainly organic integrated and have an interest in herbal products, they have a structured and scientific conceptual design. The design of the products may be realized with the customer satisfaction, so these aims and objectives are quickly having a concept with the customer satisfaction. The developmental cycle is being thereby shortening, which may be a clear idea that improves the quality of the product. Customer needs are being clearly defined in the marketing and communication (Rego, Billett, and Morgan, 2009). The needs of customers have some characteristics with the level of customer and the variability with constant and improved economy in the development of the society. Cyclical needs of the customers may go through some cycle, which is not actually a simple return as the demand wi th quantitative and qualitative changes. There was original research with the Australian Cosmetics Company that was conducted and investigated where new customers were the respondents. Investment analysis has been followed with some aspects of consumer motivation as a target market. The customers think that the investment in the product should be actually valuable. The society and the economy have a great impact over the preferred customers and this is the analysis that has a dynamic impact over the motivation that has to be given to the customers. With the non monopolistic market, the competition is high and the customers have a selected scope that emphasizes the space that has been taken with the replacement of some products (Vorhies, et, at., 2009). When customers have alternatives, it is better to promote the products and target the market as per the demand and supply balance. There are efforts that are being made for the age group and the gender when it comes to cosmetic products. With this aim, the company advertises its products on a large scale by achieving product loyalty because of the herbal products and essence in the market. The age group of the customers is targeted to 18 to 60 years where all the beauty products are available with the cost effective when the price is concerned in the marketing mix of the company. The research states the customer preferences that have a consumption analysis with the buying of the products. There are numerous products that are complex and they are in several types with each group that consist of the relevant customer group (Reinartz, et, al., 2004). This analyses that the category of each consumption needs to be analyzed with the number of customers and the groups that are involved in the marketing phase. Positioning strategy The positioning strategy of the product must equally be set by the different group of customers that are varied. While considering the gender perspective, there are gender roles and the product differ from the gender point of view (Olson, et, at., 2005). Even in the cosmetics industry, men are interested and focus mainly with the personal care product in the growing market that has been analyzed equivalently. With the increase in the mens choice, the skin care products are sold at a pick in the market. Whereas, the situation for some years have proved to be the counter where men and women have been observed in shopping centers with a quick goal that occupies a certain open market. There are men who quietly occupy the market with some certain counter of cosmetics, therefore the sales are observed and picking up in the latest market of the Australian Cosmetic Company. The increase in the emphasize that is noticed while analyzing the gender based technology is stated that men do have a special market. The annual increase of the sales has increased by some 30 percent with the last year. So with the research, analysis and the positioning of the product strategy, it has been noticed that the treatment is quietly being focused on the skin care, whether it is men or women (Ramaswami, Srivastava and Bhargava, 2009). While considering the other market, women are still in the market with the market focus and in different age group. There are age group when it comes to the different ages and the targeted development of the cosmetics market. There are different patterns in the consumers were in the market is continuously being noticed with different patterns of age groups from 16 to 25, 25 to 45 and above 45. The products are positioned according to the needs of the customers and this brings a development process with each product description (Mizik and Jacobson, 2008). The production of the products is according to the focus of the need of the customers for a particular group of customers, this states that the products are being targeted and positioned as per the stage group and are necessary for the choice of the product. There is enough spending power to the consumers and the consumers buy at the right place and the right product when analyzed the market of cosmetics. The consumers buy a product that is making them look beautiful and healthy while purchasing those products with a pursue of looking fit. When considered in the age group of 45 and above, the customers look for the practical products which are somewhat reasonable in price and they have a longer duration while consisting development process (Morgan and Rego, 2006). With the research, it has been observed that with the older consumers the habits should be noticed and even the psychology has the main concern when it is about the choice of the highest priority of older consumers. The Australian Cosmetic Company targets the consumers and the positioning of the product is dependent as per the groups of the customers. The cosmetic have now been the very strong potential with the popular trends in the cosmetic industry (McAlister, Srinivasan and Kim, 2007). Consumption of the cosmetics has been the positioning strategy that has been in the focus with research and findings. The positioning of the cosmetic products has been in an attention to balance the demand and supply of the product. While, the age groups have been considered to position a particular product of the company and this enhances the highest priority. Communication goal The IMC program integrates the strategies and impacts the value of the product and the audience is aware of the products while it has addressed the comprehensibility. The marketing communication goal of the company is to reach an awareness of the products in the market and to the general public. The objective of the company is to market the product with its marketing mix strategy. The market segment and the essentials of the companys market strategy has been analyzed accordingly. This has a common goal of communicating the usefulness of products to its consumers in a more general manner where the demand of the product is met and the supply of the products is made by the company (Aaker, 2008). With this strategy the natural market has a different approach of market segmentation. The consumers, employees and other stakeholders are been communicated about the product of the company with its product description and the target market with some of the other advertisements. Message strategy and executional tactics The strategy and tactics that are used by the company are eventually being successful while there are marketing strategy where the given goals are achieved. IMC that is Integrated Marketing Communication help in the development and expansion with the traditional strategies and even the modern strategies with brand stakeholders in the company that convey the benefits of the company (Ethiraj, et, al., 2005). The goals are achieved by the planning process with the help of the IMC program while engaging in the promotion strategies. Promotional mix and media strategy The promotional strategy that the company uses is the advertising media that has on a large basis. The successful products are being marketed with the benefits of individual demands and the supply of the product. The market is targeted and the product is positioned accordingly. There is a positive relationship when the paid form of advertisement is considered by the Australian Cosmetic company. This is a personal paid approach that is mainly communicated to the large audience with a higher success rate in the mass media (Dutta, et, al., 2003). The public relations are convincingly a better way to engage themselves with the favorable attention towards the products and their value benefits. Another form of promotional mix is the direct mail that enhances the publicity of the product and is named within a firm. With the online marketing, the direct mail has given an important towards the database of the customers where the direct messages through mails have been sent to the potential customers and the new customers (Bingham, et, al., 2007). Both the promotional strategies work well when the response and the value of the product is higher to the price offered to the customers, because as such there are many customers who are readily available to spend lots of money on the cosmetics products with the herbal essence as they do not have a side effect in the near future. Conclusion With the conclusion of the report, the Australian Cosmetic Company has a wide market that is researched according to the habits and the preferences of the customers. At this end, it was noticed that the Japanese market even have a demand for the Australian Cosmetic company with the foriegn investment that can be done in Japan. The Company has also analyzed the target market, consumer motivation is created, product positioning strategies are adopted, promotional strategies have an impact over the choice of the customers. The products are mainly positioned with the gender and age group of the customers in this market, while the IMC program Integrated Marketing Communication program helps to achieve the goal of the company that adopts the modern and the traditional approach to marketing the products. References Aaker, D. A. (2008). Spanning Silos: The new CMO imperative. Cambridge: Harvard Business School. Bingham, C. B., Eisenhardt, K. M., and Furr, N. R. (2007). What makes a process a capability? Heuristics, strategy, and effective capture of opportunities. Strategic Entrepreneurship Journal, 1(1), 2747. Ethiraj, S. K., Kale, P., Krishnan, M. S., and Singh, J. V. (2005). Where do capabilities come from and how do they matter? A study in the software services industry. Strategic Management Journal, 26 (1), 2545. Dutta, S., Zbaracki, M. J., and Bergen, M. (2003). Pricing process as a capability: A resource-based perspective. Strategic Management Journal, 24(7), 615630 McAlister, L., Srinivasan, R., and Kim, M. (2007). Advertising, research and development, and systematic risk of the firm. Journal of Marketing, 71(1), 3548. Mizik, N., and Jacobson, R. (2008). The financial value impact of perceptual brand attributes. Journal of Marketing, 45(1), 1532. Morgan, N. A., and Rego, L. L. (2006). The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Science, 25(5), 426439. Morgan, N. A., and Slotegraaf, R. J. (2011). Marketing capabilities for B2B firms. In G. L. Lillien and R. Grewal (Eds.), The B2B marketing handbook. Northampton: Edward Elgar. Olson, E. M., Slater, S. F., and Hult, G. T. M. (2005). The performance implications of fit among business strategy, marketing organization structure. Ramaswami, S. N., Srivastava, R. K., and Bhargava, M. (2009). Market-based capabilities and financial performance of firms: Insights into marketings contribution to firm value. Journal of the Academy of Marketing Science, 37(2), 97116 Rego, L. L., Billett, M. T., and Morgan, N. A. (2009). Consumerbased brand equity and firm risk. Journal of Marketing, 73(6), 4760. Reinartz, W., Krafft, M., and Hoyer, W. D. (2004). The CRM process: Its measurement and impact on performance. Journal of Marketing Research, 41(3), 293305. Varadarajan, P. R. (2010). Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38(2), 119140. Vorhies, D. W., Morgan, R. E., and Autry, C. W. (2009). Product-market strategy and the marketing capabilities of the firm: Impact on market effectiveness and cash flow performance. Strategic Management Journal, 30(12), 13101334. Zott, C. (2003). Dynamic capabilities and the emergence of intraindustry differential performance: Insights from a simulation study. Strategic Management Journal, 24(2), 97126.

University Of Washington Admissions Essay Essays -

University of Washington Admissions Essay The challenging family situation I would like to share with you is our move from Korea to the United States. In 1989, my life was changed when my family immigrated to a new country, hoping for a better future. My life in Korea was hopeless, because I was a failing student with not much interest in school. I spent the majority of my time in Arcades, wasting my coins on video games. Rather than studying with my friends, as I had told my parents I would, I obsessed over the games. The only positive aspect to my life was my private computer programming lessons. Programming in Apple BASIC presented me with an opportunity to create my own world. One day, my parents told me that we were going to move to the United States of America, and I developed a strong feeling that my life soon would change forever. After spending eleven years in Korea, our family moved a totally different environment. This I knew would be my toughest challenge to date. As a fifth grader attending a new elementary school in a new country, I felt left out because of my inability to communicate. Some kids assumed that I did not understand them at all, so they made rude remarks about me. I understood them, maybe not completely, but I knew the intent of their messages. All that I had was my Apple II computer at which I just sat and programmed when I came home from school. At home, my parents pressured me to study all of the time, but I was frustrated and wanted to return to Korea. I wanted to go back and talk freely with my friends and play games with them. My parents often told me that they decided to move here because of the educational opportunities, yet I continued to rebel and refused to listen to what they said. Over time, my English improved. I moved on to regular sixth grade classes; some of which were challenging, but tolerable because of my teachers whom were willing to help. I always enjoyed class trips to the computer lab, where I would start programming on the computer. Other kids would start to gather around and treat me like a genius. Before long, I made more friends and found that I was enjoying school. Thoughts of going back to Korea faded, and my grades rose to a satisfactory level. This pleased my parents who now encouraged me to invite friends to dinner. When my friends came over, I became the translator between my parents and my friends. Since then, I often translate for my parents in any occasion where translation is needed. Talking to some adults was intimidating and sometimes embarrassing, but I felt mature and responsible. The rest of my school year went by very smoothly, and my self-confidence grew. Now I help other Korean people with language difficulties, helping them to understand English and American customs. Prior to my arrival to the United States, I thought everything would be nice and easy, but it did not turn out that way. Life was difficult, since I had to learn a new language, culture, and customs. One of the best things I learned was that my parents were right. This experience helped change me from a hopeless kid to a confident and responsible young adult. From this experience, I have learned that if one sets goals, works hard towards those goals, dedicates oneself to those goals, and takes advantage of opportunities presented, they can achieve anything.

The Mount Pinatubo Eruption

The Mount Pinatubo Eruption In June 1991, the second-largest volcanic eruption of the twentieth century* took place on the island of Luzon in the Philippines, a mere 90 kilometers (55 miles) northwest of the capital city Manila. Up to 800 people were killed and 100,000 became homeless following the Mount Pinatubo eruption, which climaxed with nine hours of the  eruption on June 15, 1991. On June 15, millions of tons of sulfur dioxide were discharged into the atmosphere, resulting in a decrease in the temperature worldwide over the next few years. The Luzon Arc Mount Pinatubo is part of a chain of composite volcanoes along the Luzon arc on the west coast of the island (area map). The arc of volcanoes is due to the subduction of the Manila trench to the west. The volcano experienced major eruptions approximately 500, 3000, and 5500 years ago. The events of the 1991 Mount Pinatubo eruption began in July 1990, when a magnitude 7.8 earthquake occurred 100 kilometers (62 miles) northeast of the Pinatubo region, determined to be a result of the reawakening of Mount Pinatubo. Before the Eruption In mid-March 1991, villagers around Mount Pinatubo began feeling earthquakes and vulcanologists began to study the mountain. (Approximately 30,000 people lived on the flanks of the volcano prior to the disaster.) On April 2, small explosions from vents dusted local villages with ash. The first evacuations of 5,000 people were ordered later that month. Earthquakes and explosions continued. On June 5, a Level 3 alert was issued for two weeks due to the possibility of a major eruption. The extrusion of a lava dome on June 7 led to the issuance of a Level 5 alert on June 9, indicating an eruption in progress. An evacuation area 20 kilometers (12.4 miles) away from the volcano was established and 25,000 people were evacuated. The following day (June 10), Clark Air Base, a U.S. military installation near the volcano, was evacuated. The 18,000 personnel and their families were transported to Subic Bay Naval Station and most were returned to the United States. On June 12, the danger radius was extended to 30 kilometers (18.6 miles) from the volcano resulting in the total evacuation of 58,000 people. The Eruption On June 15, the eruption of Mount Pinatubo began at 1:42 p.m. local time. The eruption lasted for nine hours and caused numerous large earthquakes due to the collapse of the summit of Mount Pinatubo and the creation of a caldera. The caldera reduced the peak from 1745 meters (5725 feet) to 1485 meters (4872 feet) high is 2.5 kilometers (1.5 miles) in diameter. Unfortunately, at the time of the eruption Tropical Storm Yunya was passing 75 km (47 miles) to the northeast of Mount Pinatubo, causing a large amount of rainfall in the region. The ash that was ejected from the volcano mixed with the water vapor in the air to cause a rainfall of tephra that fell across almost the entire island of Luzon. The greatest thickness of ash deposited 33 centimeters (13 inches) approximately 10.5 km (6.5 mi) southwest of the volcano. There was 10 cm of ash covering an area of 2000 square kilometers (772 square miles). Most of the 200 to 800 people (accounts vary) who died during the eruption died due to the weight of the ash collapsing roofs and killing two occupants. Had Tropical Storm Yunya not been nearby, the death toll from the volcano would have been much lower. In addition to the ash, Mount Pinatubo ejected between 15 and 30 million tons of sulfur dioxide gas. Sulfur dioxide in the atmosphere mixes with water and oxygen in the atmosphere to become sulfuric acid, which in turn triggers ozone depletion. Over 90% of the material released from the volcano was ejected during the nine-hour eruption of June 15. The eruption plume of Mount Pinatubos various gasses and ash reached high into the atmosphere within two hours of the eruption, attaining an altitude of 34 km (21 miles) high and over 400 km (250 miles) wide. This eruption was the largest disturbance of the stratosphere since the eruption of Krakatau in 1883 (but ten times larger than Mount St. Helens in 1980). The aerosol cloud spread around the earth in two weeks and covered the planet within a year. During 1992 and 1993, the Ozone hole over Antarctica reached an unprecedented size. The cloud over the earth reduced global temperatures. In 1992 and 1993, the average temperature in the Northern Hemisphere was reduced 0.5 to 0.6 °C and the entire planet was cooled 0.4 to 0.5 °C. The maximum reduction in global temperature occurred in August 1992 with a reduction of 0.73 °C. The eruption is believed to have influenced such events as 1993 floods along the Mississippi River and the drought in the Sahel region of Africa. The United States experienced its third coldest and third wettest summer in 77 years during 1992. The Aftermath Overall, the cooling effects of the Mount Pinatubo eruption were greater than those of the El Nià ±o that was taking place at the time or of the greenhouse gas warming of the planet. Remarkable sunrises and sunsets were visible around the globe in the years following the Mount Pinatubo eruption. The human impacts of the disaster are staggering. In addition to the up to 800 people who lost their lives, there was almost one-half of a billion dollars in property and economic damage. The economy of central Luzon was horribly disrupted. In 1991, the volcano destroyed 4,979 homes and damaged another 70,257. The following year 3,281 homes were destroyed and 3,137 were damaged. Damage following the Mount Pinatubo eruption was usually caused by lahars - rain-induced torrents of volcanic debris that killed people and animals and buried homes in the months after the eruption. Additionally, another Mount Pinatubo eruption in August 1992 killed 72 people. The United States military never returned to Clark Air Base, turning over the damaged base to the Philippine government on November 26, 1991. Today, the region continues to rebuild and recover from the disaster.

Public relations Essay Example | Topics and Well Written Essays - 1500 words

Public relations - Essay Example â€Å"Corporate reputation, a key (albeit implicit) responsibility of business continuity managers for years, has become a topical and vital asset and risk for companies to manage.† (Binneman, 2006). Earning good reputation as a successful company in construction industry requires a lot of input from the owners. In the dynamic environment of the modern world, a company needs to be good at things more than just the end products, in order to satisfy the critiques and gain room and value in the business world. Modern age is an age of technology. Everybody is interconnected. Communication is frequent, meaningful and effective. In such an environment, it has become very essential for the companies in the market to earn a good reputation to progress in the market. Companies need to take care of professional ethics in their style of dealing and relationships with other companies, people and the society. â€Å"The adoption of a code of conduct is a fundamental step in the attempt to improve the ethical culture in todays business world†. (Rotta, 2007). They need to work in a way that would conform to the standards and requirements of the corporate social responsibility. The need of reputation management is increasing. To explain these concepts, it would be very appropriate to achieve this with the help of a practical situation. Therefore, a construction company named Bridgestone Construction Company is referred to in this case study. This construction firm is serving as a contractor on one of the mega projects in Pakistan. Name of the project is Canyon Views. It is a house-development project. The client of the project is EMAAR, and Kasif Aslam Associates (KAA) is serving as the consultant on the project. Project manager firm selected by EMAAR for the project is Turner Inc. all of the information has been collected from my friend who has served in the Bridgestone Construction Company as a Site Engineer for three months as a part of his internship. The project is

HR Essay Example | Topics and Well Written Essays - 2500 words

HR - Essay Example Ensuring proper performance management and ensuring that performance of the employees is rewarded are essential factors for the success of the organizations. COLLECTING HR OR L&D DATA The organizations need to collect appropriate data of the staff to assess their performance. This data must be linked to the appraisals offered to the employees, sick absences which the employees take etc. This is done because human capital is the biggest asset for the company. By assessing the performance of the employees incentives can be planned to amplify the performance of the staff members. Constantly monitoring the workforce helps in assessing the strengths of the organization. Therefore the performance of the individuals will be monitored on every project that they work. This would allow collecting information regarding every good and bad performance they have throughout the year. In addition to this, collecting information from peers, colleagues and managers can also be helpful. The managers and the staff need tobe motivated to learn and implement strategies which in the long run prove to be beneficial for the organization. DATA COLLECTION TO SUPPORT HR OR L&D PRACTICES The organization frequently collectsdata of individual performances which is maintained by the line manager. This helps them in assessing the individual performance and the effectiveness of the incentive which have been offered to improve the employee performance (PCS). Appropriate performance management is essential to accomplish the organizational goals and objectives. Generally, in the organization the performance is evaluated on the basis of different factors or criteria that have been formulated by the human resource department. These evaluation or performance evaluation forms are filled by the HR department as well as the direct manager or supervisor. Organizations conduct training of staff and coach them to deal with various situations. This helps in finding the outcome and effectiveness of the training that are conducted. All big organizations which have developed HR departments continuously engage in training and development activities. One of the most used techniques of training is on-job training in which the direct supervisor or mentor is guiding the employees in how to accomplish the task in the best possible manner. STORING RECORDS There are two methods of storing records. These methods are described below, Manual storage is the method of storing data in physical form. This requires a lot of paperwork and utilizes physical space in the cupboards and shelves as files. The data which is required in a later stage is stored in the form of hard copy. The benefit of such data is that it is easily accessible and notes can be made easily and it would not cost too much to the organization. Moreover, data can be stored and it can be used in future to know the achievements of the employees. Electronic storageis convenient and it stores more data and utilizes resources in t he most efficient manner. The electronic data requires less physical space and stores a large amount of data at the same time. Such data is useful for running reports and analyzing the data for HR activities and take important strategic decisions. ESSENTIALS MENTIONED IN UK LEGISLATION The UK legislation emphasizes that the data that is obtained from the

Development of Peer-to-Peer Network System

Development of Peer-to-Peer Network System Procedures which we are followed to success this project. Task 01 Familiarizing with the equipments preparing an action plan. Task 02 Prepare the work area. Task 03 Fixed the hardware equipments and assemble three PCs. Task 04 Install NICs for each and every PC. Task 05 Cabling three computers and configure the peer to peer network with using hub or switch. Task 06 Install Windows operating system to each and every PC. Task 07 Install and configure the printer on one of the PCs. Task 08 Share printer with other PCs in the LAN. Task 09 Establish one shared folder Task 10 Create a test document on one of the PCs and copy the files to each of the other PCs in network. Task 11 Test the printer by getting the test document from each of the networked PCs. Time allocation for the tasks. Task No. Time allocation Task 01 1 hour Task 02 30 minutes Task 03 1  ½ hour Task 04 1  ½ hour Task 05 1  ½ hour Task 06 3 hour Task 07 15 minutes Task 08 15 minutes Task 09 15 minutes Task 10 10 minutes Task 11 05 minutes Total time allocation 10 hours Physical structure of proposed Peer to Peer network system. In peer to peer network there are no dedicated servers or hierarchy among the computers. The user must take the decisions about who access this network. Processors In 1945, the idea of the first computer with a processing unit capable of performing different tasks was published by John von Neumann. The computer was called the EDVAC and was finished in 1949. These first primitive computer processors, such as the EDVAC and the Harvard Mark I, were incredibly bulky and large. Hundreds of CPUs were built into the machine to perform the computers tasks. Starting in the 1950s, the transistor was introduced for the CPU. This was a vital improvement because they helped remove much of the bulky material and wiring and allowed for more intricate and reliable CPUs. The 1960s and 1970s brought about the advent of microprocessors. These were very small, as the length would usually be recorded in nanometers, and were much more powerful. Microprocessors helped this technology become much more available to the public due to their size and affordability. Eventually, companies like Intel and IBM helped alter microprocessor technology into what we see today. The computer processor has evolved from a big bulky contraption to a minuscule chip. Computer processors are responsible for four basic operations. Their first job is to fetch the information from a memory source. Subsequently, the CPU is to decode the information to make it usable for the device in question. The third step is the execution of the information, which is when the CPU acts upon the information it has received. The fourth and final step is the write back. In this step, the CPU makes a report of the activity and stores it in a log. Two companies are responsible for a vast majority of CPUs sold all around the world. Intel Corporation is the largest CPU manufacturer in the world and is the maker of a majority of the CPUs found in personal computers. Advanced Micro Devices, Inc., known as AMD, has in recent years been the main competitor for Intel in the CPU industry. The CPU has greatly helped the world progress into the digital age. It has allowed a number of computers and other machines to be produced that are very important and essential to our global society. For example, many of the medical advances made today are a direct result of the ability of computer processors. As CPUs improve, the devices they are used in will also improve and their significance will become even greater. VGA The term Video Graphics Array (VGA) refers specifically to the display hardware first introduced with the IBM PS/2 line of computers in 1987,[1] but through its widespread adoption has also come to mean either an analogue computer display standard, the 15-pin D-sub miniature VGA connector or the 640Ãâ€"480 resolution itself. While this resolution has been superseded in the personal computer market, it is becoming a popular resolution on mobile devices. Video Graphics Array (VGA) was the last graphical standard introduced by IBM that the majority of PC clone manufacturers conformed to, making it today (as of 2009) the lowest common denominator that all PC graphics hardware supports, before a device-specific driver is loaded into the computer. For example, the MS-Windows splash screen appears while the machine is still operating in VGA mode, which is the reason that this screen always appears in reduced resolution and colour depth. VGA was officially superseded by IBMs XGA standard, but in reality it was superseded by numerous slightly different extensions to VGA made by clone manufacturers that came to be known collectively as Super VGA. VGA is referred to as an array instead of an adapter because it was implemented from the start as a single chip (an ASIC), replacing the Motorola 6845 and dozens of discrete logic chips that covered the full-length ISA boards of the MDA, CGA, and EGA. Its single-chip implementation also allowed the VGA to be placed directly on a PCs motherboard with a minimum of difficulty (it only required video memory, timing crystals and an external RAMDAC), and the first IBM PS/2 models were equipped with VGA on the motherboard. RAM Random-access memory (usually known by its acronym, RAM) is a form of computer data storage. Today, it takes the form of integrated circuits that allow stored data to be accessed in any order (i.e., at random). The word random thus refers to the fact that any piece of data can be returned in a constant time, regardless of its physical location and whether or not it is related to the previous piece of data. By contrast, storage devices such as tapes, magnetic discs and optical discs rely on the physical movement of the recording medium or a reading head. In these devices, the movement takes longer than data transfer, and the retrieval time varies based on the physical location of the next item. The word RAM is often associated with volatile types of memory (such as DRAM memory modules), where the information is lost after the power is switched off. Many other types of memory are RAM, too, including most types of ROM and flash memory called NOR-Flash. An early type of widespread writable random-access memory was the magnetic core memory, developed from 1949 to 1952, and subsequently used in most computers up until the development of the static and dynamic integrated RAM circuits in the late 1960s and early 1970s. Before this, computers used relays, delay line memory, or various kinds of vacuum tube arrangements to implement main memory functions (i.e., hundreds or thousands of bits); some of which were random access, some not. Latches built out of vacuum tube triodes, and later, out of discrete transistors, were used for smaller and faster memories such as registers and random-access register banks. Modern types of writable RAM generally store a bit of data in either the state of a flip-flop, as in SRAM (static RAM), or as a charge in a capacitor (or transistor gate), as in DRAM (dynamic RAM), EPROM, EEPROM and Flash. Some types have circuitry to detect and/or correct random faults called memory errors in the stored data, using pa rity bits or error correction codes. RAM of the read-only type, ROM, instead uses a metal mask to permanently enable/disable selected transistors, instead of storing a charge in them. As both SRAM and DRAM are volatile, other forms of computer storage, such as disks and magnetic tapes, have been used as persistent storage in traditional computers. Many newer products instead rely on flash memory to maintain data when not in use, such as PDAs or small music players. Certain personal computers, such as many rugged computers and net books, have also replaced magnetic disks with flash drives. With flash memory, only the NOR type is capable of true random access, allowing direct code execution, and is therefore often used instead of ROM; the lower cost NAND type is commonly used for bulk storage in memory cards and solid-state drives. Similar to a microprocessor, a memory chip is an integrated circuit (IC) made of millions of transistors and capacitors. In the most common form of computer memory, dynamic random access memory (DRAM), a transistor and a capacitor are paired to create a memory cell, which represents a single bit of data. The transistor acts as a switch that lets the control circuitry on the memory chip read the capacitor or change its state. Types of RAM Top L-R, DDR2 with heat-spreader, DDR2 without heat-spreader, Laptop DDR2, DDR, Laptop DDR 1 Megabit chip one of the last models developed by VEB Carl Zeiss Jena in 1989 Many computer systems have a memory hierarchy consisting of CPU registers, on-die SRAM caches, external caches, DRAM, paging systems, and virtual memory or swap space on a hard drive. This entire pool of memory may be referred to as RAM by many developers, even though the various subsystems can have very different access times, violating the original concept behind the random access term in RAM. Even within a hierarchy level such as DRAM, the specific row, column, bank, rank, channel, or interleave organization of the components make the access time variable, although not to the extent that rotating storage media or a tape is variable. The overall goal of using a memory hierarchy is to obtain the higher possible average access performance while minimizing the total cost of entire memory system. (Generally, the memory hierarchy follows the access time with the fast CPU registers at the top and the slow hard drive at the bottom.) In many modern personal computers, the RAM comes in an easily upgraded form of modules called memory modules or DRAM modules about the size of a few sticks of chewing gum. These can quickly be replaced should they become damaged or too small for current purposes. As suggested above, smaller amounts of RAM (mostly SRAM) are also integrated in the CPU and other ICs on the motherboard, as well as in hard-drives, CD-ROMs, and several other parts of the computer system. Hard Disk A hard disk drive (often shortened as hard disk, hard drive, or HDD) is a non-volatile storage device that stores digitally encoded data on rapidly rotating platters with magnetic surfaces. Strictly speaking, drive refers to the motorized mechanical aspect that is distinct from its medium, such as a tape drive and its tape, or a floppy disk drive and its floppy disk. Early HDDs had removable media; however, an HDD today is typically a sealed unit (except for a filtered vent hole to equalize air pressure) with fixed media. HDDs (introduced in 1956 as data storage for an IBM accounting computer) were originally developed for use with general purpose computers. During the 1990s, the need for large-scale, reliable storage, independent of a particular device, led to the introduction of embedded systems such as RAIDs, network attached storage (NAS) systems, and storage area network (SAN) systems that provide efficient and reliable access to large volumes of data. In the 21st century, HDD usage expanded into consumer applications such as camcorders, cell phones (e.g. the Nokia N91), digital audio players, digital video players, digital video recorders, personal digital assistants and video game consoles. HDDs record data by magnetizing ferromagnetic material directionally, to represent either a 0 or a 1 binary digit. They read the data back by detecting the magnetization of the material. A typical HDD design consists of a spindle that holds one or more flat circular disks called platters, onto which the data are recorded. The platters are made from a non-magnetic material, usually aluminium alloy or glass, and are coated with a thin layer of magnetic material, typically 10-20 nm in thickness with an outer layer of carbon for protection. Older disks used iron (III) oxide as the magnetic material, but current disks use a cobalt-based alloy. The platters are spun at very high speeds. Information is written to a platter as it rotates past devices called read-and-write heads that operate very close (tens of nanometres in new drives) over the magnetic surface. The read-and-write head is used to detect and modify the magnetization of the material immediately under it. There is one head for each magnetic platter surface on the spindle, mounted on a common arm. An actuator arm (or access arm) moves the heads on an arc (roughly radially) across the platters as they spin, allowing each head to access almost the entire surface of the platter as it spins. The arm is moved using a voice coil actuator or in some older designs a stepper motor. The magnetic surface of each platter is conceptually divided into many small sub-micrometre-sized magnetic regions, each of which is used to encode a single binary unit of information. Initially the regions were oriented horizontally, but beginning about 2005, the orientation was changed to perpendicular. Due to the polycrystalline nature of the magnetic material each of these magnetic regions is composed of a few hundred magnetic grains. Magnetic grains are typically 10 nm in size and each form a single magnetic domain. Each magnetic region in total forms a magnetic dipole which generates a highly localized magnetic field nearby. A write head magnetizes a region by generating a strong local magnetic field. Early HDDs used an electromagnet both to magnetize the region and to then read its magnetic field by using electromagnetic induction. Later versions of inductive heads included metal in Gap (MIG) heads and thin film heads. As data density increased, read heads using magnetoresista nce (MR) came into use; the electrical resistance of the head changed according to the strength of the magnetism from the platter. Later development made use of spintronics; in these heads, the magnetoresistive effect was much greater than in earlier types, and was dubbed giant magnetoresistance (GMR). In todays heads, the read and write elements are separate, but in close proximity, on the head portion of an actuator arm. The read element is typically magneto-resistive while the write element is typically thin-film inductive.[8] HD heads are kept from contacting the platter surface by the air that is extremely close to the platter; that air moves at, or close to, the platter speed. The record and playback head are mounted on a block called a slider, and the surface next to the platter is shaped to keep it just barely out of contact. Its a type of air bearing. In modern drives, the small size of the magnetic regions creates the danger that their magnetic state might be lost because of thermal effects. To counter this, the platters are coated with two parallel magnetic layers, separated by a 3-atom-thick layer of the non-magnetic element ruthenium, and the two layers are magnetized in opposite orientation, thus reinforcing each other.[9] Another technology used to overcome thermal effects to allow greater recording densities is perpendicular recording, first shipped in 2005,[10] as of 2007 the technology was used in many HDDs. The grain boundaries turn out to be very important in HDD design. The reason is that, the grains are very small and close to each other, so the coupling between adjacent grains is very strong. When one grain is magnetized, the adjacent grains tend to be aligned parallel to it or demagnetized. Then both the stability of the data and signal-to-noise ratio will be sabotaged. A clear grain perpendicular boundary can weaken the coupling of the grains and subsequently increase the signal-to-noise ratio. In longitudinal recording, the single-domain grains have uniaxial anisotropy with easy axes lying in the film plane. The consequence of this arrangement is that adjacent magnets repel each other. Therefore the magnetostatic energy is so large that it is difficult to increase areal density. Perpendicular recording media, on the other hand, has the easy axis of the grains oriented to the disk plane. Adjacent magnets attract to each other and magnetostatic energy are much lower. So, much highe r areal density can be achieved in perpendicular recording. Another unique feature in perpendicular recording is that a soft magnetic underlayer are incorporated into the recording disk.This underlayer is used to conduct writing magnetic flux so that the writing is more efficient. This will be discussed in writing process. Therefore, a higher anisotropy medium film, such as L10-FePt and rare-earth magnets, can be used. Opened hard drive with top magnet removed, showing copper head actuator coil (top right). A hard disk drive with the platters and motor hub removed showing the copper colored stator coils surrounding a bearing at the center of the spindle motor. The orange stripe along the side of the arm is a thin printed-circuit cable. The spindle bearing is in the center. A typical hard drive has two electric motors, one to spin the disks and one to position the read/write head assembly. The disk motor has an external rotor attached to the platters; the stator windings are fixed in place. The actuator has a read-write head under the tip of its very end (near center); a thin printed-circuit cable connects the read-write head to the hub of the actuator. A flexible, somewhat U-shaped, ribbon cable, seen edge-on below and to the left of the actuator arm in the first image and more clearly in the second, continues the connection from the head to the controller board on the opposite side. The head support arm is very light, but also rigid; in modern drives, acceleration at the head reaches 250 Gs. The silver-colored structure at the upper left of the first image is the top plate of the permanent-magnet and moving coil motor that swings the heads to the desired position (it is shown removed in the second image). The plate supports a thin neodymium-iron-boron (NIB) high-flux magnet. Beneath this plate is the moving coil, often referred to as the voice coil by analogy to the coil in loudspeakers, which is attached to the actuator hub, and beneath that is a second NIB magnet, mounted on the bottom plate of the motor (some drives only have one magnet). The voice coil, itself, is shaped rather like an arrowhead, and made of doubly-coated copper magnet wire. The inner layer is insulation, and the outer is thermoplastic, which bonds the coil together after its wound on a form, making it self-supporting. The portions of the coil along the two sides of the arrowhead (which point to the actuator bearing center) interact with the magnetic field, developing a tangential force that rotates the actuator. Current flowing racially outward along one side of the arrowhead and racially inward on the other produces the tangential force. (See magnetic field Force on a charged particle.) If the magnetic field were uniform, each side would generate opposing forces that would cancel each other out. Therefore the surface of the magnet is half N pole, half S pole, with the radial dividing line in the middle, causing the two sides of the coil to see opposite magnetic fields and produce forces that add instead of canceling. Currents along the top and bott om of the coil produce radial forces that do not rotate the head. Floppy disk A floppy disk is a data storage medium that is composed of a disk of thin, flexible (floppy) magnetic storage medium encased in a square or rectangular plastic shell. Floppy disks are read and written by a floppy disk drive or FDD, the initials of which should not be confused with fixed disk drive, which is another term for a (non removable) type of hard disk drive. Invented by IBM, floppy disks in 8-inch (200mm), 5 ¼-inch (133.35mm), and 3 ½-inch (90mm) formats enjoyed many years as a popular and ubiquitous form of data storage and exchange, from the mid-1970s to the late 1990s. While floppy disk drives still have some limited uses, especially with legacy industrial computer equipment,[2] they have now been largely superseded by USB flash drives, external hard drives, CDs, DVDs, and memory cards (such as Secure Digital). 5 ¼-inch disk had a large circular hole in the center for the spindle of the drive and a small oval aperture in both sides of the plastic to allow the heads of the drive to read and write the data. The magnetic medium could be spun by rotating it from the middle hole. A small notch on the right hand side of the disk would identify whether the disk was read-only or writable, detected by a mechanical switch or photo transistor above it. Another LED/phototransistor pair located near the center of the disk could detect a small hole once per rotation, called the index hole, in the magnetic disk. It was used to detect the start of each track, and whether or not the disk rotated at the correct speed; some operating systems, such as Apple DOS, did not use index sync, and often the drives designed for such systems lacked the index hole sensor. Disks of this type were said to be soft sector disks. Very early 8-inch and 5 ¼-inch disks also had physical holes for each sector, and were termed hard sector disks. Inside the disk were two layers of fabric designed to reduce friction between the medium and the outer casing, with the medium sandwiched in the middle. The outer casing was usually a one-part sheet, folded double with flaps glued or spot-welded together. A catch was lowered into position in front of the drive to prevent the disk from emerging, as well as to raise or lower the spindle (and, in two-sided drives, the upper read/write head). The 8-inch disk was very similar in structure to the 5 ¼-inch disk, with the exception that the read-only logic was in reverse: the slot on the side had to be taped over to allow writing. The 3 ½-inch disk is made of two pieces of rigid plastic, with the fabric-medium-fabric sandwich in the middle to remove dust and dirt. The front has only a label and a small aperture for reading and writing data, protected by a spring-loaded metal or plastic cover, which is pushed back on entry into the drive. Newer 5 ¼-inch drives and all 3 ½-inch drives automatically engages when the user inserts a disk, and disengages and ejects with the press of the eject button. On Apple Macintosh computers with built-in floppy drives, the disk is ejected by a motor (similar to a VCR) instead of manually; there is no eject button. The disks desktop icon is dragged onto the Trash icon to eject a disk. The reverse has a similar covered aperture, as well as a hole to allow the spindle to connect into a metal plate glued to the medium. Two holes bottom left and right, indicate the write-protect status and high-density disk correspondingly, a hole meaning protected or high density, and a covered gap meaning write-enabled or low density. A notch top right ensures that the disk is inserted correctly, and an arrow top left indicates the direction of insertion. The drive usually has a button that, when pressed, will spring the disk out at varying degrees of force. Some would barely make it out of the disk drive; others would shoot out at a fairly high speed. In a majority of drives, the ejection force is provided by the spring that holds the cover shut, and therefore the ejection speed is dependent on this spring. In PC-type machines, a floppy disk can be inserted or ejected manually at any time (evoking an error message or even lost data in some cases), as the drive is not continuously m onitored for status and so programs can make assumptions that do not match actual status. With Apple Macintosh computers, disk drives are continuously monitored by the OS; a disk inserted is automatically searched for content, and one is ejected only when the software agrees the disk should be ejected. This kind of disk drive (starting with the slim Twiggy drives of the late Apple Lisa) does not have an eject button, but uses a motorized mechanism to eject disks; this action is triggered by the OS software (e.g., the user dragged the drive icon to the trash can icon). Should this not work (as in the case of a power failure or drive malfunction), one can insert a straightened paper clip into a small hole at the drives front, there by forcing the disk to eject (similar to that found on CD/DVD drives). Some other computer designs (such as the Commodore Amiga) monitor for a new disk continuously but still have push-button eject mechanisms. The 3-inch disk, widely used on Amstrad CPC machines, bears much similarity to the 3 ½-inch type, with some unique and somewhat curious features. One example is the rectangular-shaped plastic casing, almost taller than a 3 ½-inch disk, but narrower, and more than twice as thick, almost the size of a standard compact audio cassette. This made the disk look more like a greatly oversized present day memory card or a standard PC card notebook expansion card rather than a floppy disk. Despite the size, the actual 3-inch magnetic-coated disk occupied less than 50% of the space inside the casing, the rest being used by the complex protection and sealing mechanisms implemented on the disks. Such mechanisms were largely responsible for the thickness, length and high costs of the 3-inch disks. On the Amstrad machines the disks were typically flipped over to use both sides, as opposed to being truly double-sided. Double-sided mechanisms were available but rare. USB Ports Universal Serial Bus connectors on the back. These USB connectors let you attach everything from mice to printers to your computer quickly and easily. The operating system supports USB as well, so the installation of the device drivers is quick and easy, too. Compared to other ways of connecting devices to your computer, USB devices are incredibly simple we will look at USB ports from both a user and a technical standpoint. You will learn why the USB system is so flexible and how it is able to support so many devices so easily Anyone who has been around computers for more than two or three years know the problem that the Universal Serial Bus is trying to solve in the past, connecting devices to computers has been a real headache! Printers connected to parallel printer ports, and most computers only came with one. Things like Zip drives, which need a high-speed connection into the computer, would use the parallel port as well, often with limited success and not much speed. Modems used the serial port, but so did some printers and a variety of odd things like Palm Pilots and digital cameras. Most computers have at most two serial ports, and they are very slow in most cases. Devices that needed faster connections came with their own cards, which had to fit in a card slot inside the computers case. Unfortunately, the number of card slots is limited and you needed a Ph.D. to install the software for some of the cards. The goal of USB is to end all of these headaches. The Universal Serial Bus gives you a single, standardized, easy-to-use way to connect up to 127 devices to a computer. Just about every peripheral made now comes in a USB version. A sample list of USB devices that you can buy today includes: Printers Scanners Mice Joysticks Flight yokes Digital cameras Webcams Scientific data acquisition devices Modems Speakers Telephones Video phones Storage devices such as Zip drives Network connections In the next section, well look at the USB cables and connectors that allow your computer to communicate with these devices. Parallel port A parallel port is a type of interface found on computers (personal and otherwise) for connecting various peripherals. It is also known as a printer port or Centronics port. The IEEE 1284 standard defines the bi-directional version of the port. Before the advent of USB, the parallel interface was adapted to access a number of peripheral devices other than printers. Probably one of the earliest devices to use parallel were dongles used as a hardware key form of software copy protection. Zip drives and scanners were early implementations followed by external modems, sound cards, webcams, gamepads, joysticks and external hard disk drives and CD-ROM drives. Adapters were available to run SCSI devices via parallel. Other devices such as EPROM programmers and hardware controllers could be connected parallel. At the consumer level, the USB interface—and in some cases Ethernet—has effectively replaced the parallel printer port. Many manufacturers of personal computers and laptops consider parallel to be a legacy port and no longer include the parallel interface. USB to parallel adapters are available to use parallel-only printers with USB-only systems. However, due to the simplicity of its implementation, it is often used for interfacing with custom-made peripherals. In versions of Windows that did not use the Windows NT kernel (as well as DOS and some other operating systems) Keyboard Keyboard, in computer science, a keypad device with buttons or keys that a user presses to enter data characters and commands into a computer. They are one of the fundamental pieces of personal computer (PC) hardware, along with the central processing unit (CPU), the monitor or screen, and the mouse or other cursor device. The most common English-language key pattern for typewriters and keyboards is called QWERTY, after the layout of the first six letters in the top row of its keys (from left to right). In the late 1860s, American inventor and printer Christopher Shoals invented the modern form of the typewriter. Shoals created the QWERTY keyboard layout by separating commonly used letters so that typists would type slower and not jam their mechanical typewriters. Subsequent generations of typists have learned to type using QWERTY keyboards, prompting manufacturers to maintain this key orientation on typewriters. Computer keyboards copied the QWERTY key layout and have followed the precedent set by typewriter manufacturers of keeping this convention. Modern keyboards connect with the computer CPU by cable or by infrared transmitter. When a key on the keyboard is pressed, a numeric code is sent to the keyboards driver software and to the computers operating system software. The driver translates this data into a specialized command that the computers CPU and application programs understand. In this way, users may enter text, commands, numbers, or other data. The term character is generally reserved for letters, numbers, and punctuation, but may also include control codes, graphical symbols, mathematical symbols, and graphic images. Almost all standard English-language keyboards have keys for each character of the American Standard Code for Information Interchange (ASCII) character set, as well as various function keys. Most computers and applications today use seven or eight data bits for each character. For example, ASCII code 65 is equal to the letter A. The function keys generate short, fixed sequences of character codes that instruct application programs running on the computer to perform certain actions. Often, keyboards also have directional buttons for moving the screen cursor, separate numeric pads for entering numeric and arithmetic data, and a switch for turning the computer on and off. Some keyboards, including most for laptop computers, also incorporate a trackball, mouse pad, or other cursor-directing device. No standard exists for positioning the function, numeric, and other buttons on a keyboard relative to the QWERTY and other typewriting keys. Thus layouts vary on keyboards. In the 1930s, American educators August Dvorak and William Dearly designed this key set so that the letters th

An examination of the presentation of two magazine advertisements Essay

There are two magazine advertisements advertising two separate products both jewellery in nature. A stainless steel Rolex watch named the ‘Rolex – Oyster – GMT Mater II’. An expensive sophisticatedly designed watch for people of the wealthy businesspersons category. The other a ‘Jewels of Aphrodite’ silver ‘exclusive Triple ring’; suitable for a gift to a lover or a self-indulged treat, this is aimed at the average workingpersons category as it says ‘Need send no money now’, and ‘For only i 75. 00’, both money saving phrases. Both have a key selling point. The advertisement for the ‘Rolex – Oyster – GMT Mater II’ key selling point is the fact that the Rolex is boldly shown in a large picture at the bottom of the page. This catches the attention of the reader and quickly conveys the subject and nature of the advertisement. This also intrigues readers to read the article, which means that they will find out more about the product and get a better understanding of the piece, therefore increasing the chance of a sale. The advertisement for the ‘Jewels of Aphrodite’ silver ‘Triple ring’ has a similar key selling point. The ring is boldly situated at the top centre of the entire page. This is the first image that the reader will acknowledge and will catch the attention of the reader and quickly convey the subject and nature of the advertisement to them. Also the title of the advertisement – ‘Jewels of Aphrodite’, gives an instant sense of wealth and adventure to the advertisement enticing the reader to read the rest of the article therefore increasing the chance of a sale. Examples of imaginative and factual language are apparent in the presentation of both advertisements. One advertisement advertises a ‘sliver triple ring’, which has been entitled the ‘Jewels of Aphrodite’ silver triple ring in gold font. Aphrodite was a ‘heavenly Greek goddess of beauty and love’ from Roman Greek times. The ring does not contain or consist of Aphrodite’s jewels. But if it did, however, the ring would be of astonishing value. This portrays the ring to be of an extremely higher value than the asking price. This draws attention to the advertisement as people are drawn to the sheer wealth portrayed by the advertisement, this is also emphasised by the gold font. This then seems to be an astonishing bargain when the ring is priced at seventy-five pounds. This will create a boost in sales as it forges the bargain to be of greater saving than what actually exists. The order form is entitled ‘Post now to secure your order! ‘ This makes the reader think that the product is in demand and that the order form must be sent with haste in order to obtain one. The ‘Rolex – Oyster – GMT Mater II’ advertisement uses factual language in its presentation. Quotes are used in this presentation: ‘For Sir Norman Forster, good design is generated by people’s needs. He has answered these needs with outstanding architectural solutions in his native England, throughout Europe – and most notably – in Hong Kong. It was Foster’s design for the head quarters of the Hongkong and Shanghai Bank that confirmed his position at the forefront of international architecture. ‘ This quote emphasises the importance of ‘Sir Norman Foster’, and how much he is revered internationally. It emphasises the fact that massive international corporations turn to ‘Sir Norman Foster’ when in need, and he answers them; perhaps portraying him to be more important, bigger, and more powerful than these corporations who come to him. ‘Sir Norman Foster’ is thus seen to be a very big, important man to the reader. He is wearing the ‘Rolex – Oyster – GMT Mater II’ showing that the ‘Rolex – Oyster – GMT Mater II’ is â€Å"The Watch† for people of his class. To the reader this may give the impression that if the watch is good enough for someone as revered as ‘Sir Norman Foster’, then it is more than good enough for him or her. An example of imaginary language in the ‘Rolex – Oyster – GMT Mater II’ advertisement includes the entire text. It uses ambiguous language to represent a link between Sir Norman Foster’s work, and the ‘Rolex – Oyster – GMT Mater II’. For example when it says: ‘Good design is generated by people’s needs. He has answered these needs with outstanding architectural solutions’ This could be talking about the watch answering people’s needs all over the world, or Sir Norman Foster’s architecture designs answering people’s needs. Also: ‘This supremely elegant building epitomises many of Foster’s beliefs as an architect. ‘ This can be seen as a metaphor with the ‘building’ representing the watch epitomising ‘many of Foster’s beliefs as an architect. ‘ ‘The interior is extraordinarily light and airy. This is achieved by a complex of steel supports which leave vast uncluttered spaces’ This is another good example of the ambiguous language used. Showing the unique architectural structure of the building that also relates to the watch. This language is used for the same purpose in both adverts. It is used to give a positive view on the product and making the product an object of desire. Persuading the reader that the product is something that would be ultimately worth possessing. Having this language presented in the title is a better way of presenting it, as this is the initial information that the reader digests, therefore leaving a positive impression. Presenting it in a block of writing means that the reader will not be as enticed to read a block of writing as to a more visual or digestible document. There are typical phrases presented in both advertisements. The ‘Jewels of Aphrodite’ silver ‘Triple ring’ advertisement has many examples of ‘typical’ phrases. ‘For only i 75. 00’ is very typical, trying to emphasise and give the impression that the asking price is ‘only’ a fraction of the true value. ‘You need send no money now’ is another example of a ‘typical’ phrase. The aim of this is to convince the reader that they are getting a good deal and that they are in control. The reader will be more willing to purchase the product of the finance is not immediate. The general intended impact on the audience from both advertisements is that the product that they are selling is an object of desire. They would be revered to if in possession of the product as it is ultimately worth possessing. There are typical phrases presented in the ‘Rolex – Oyster – GMT Mater II’ advertisement: ‘Is it any surprise he should wear a Rolex? ‘ This is giving emphasis to the point that he is a man who is revered internationally so consequently there is only â€Å"one watch† for him – the ‘Rolex – Oyster – GMT Mater II’. This has the effect on the reader that makes the watch appear at a higher level of desirability as it is underlining that the ‘Rolex – Oyster – GMT Mater II’ is the watch for people of his class. One immediate difference that is clearly visible is the background colour. The advertisement for the ‘Rolex – Oyster – GMT Mater II’ has a simple plain white colour background contrasting with the black font. This gives the advertisement a contemporary, sophisticated feel to it. Although it posses this quality, the colour does not have an enticing effect to the reader to draw them in to view the advertisement. This strongly affects the effectiveness of the advertisement to the reader. The ‘Jewels of Aphrodite’ silver ‘Triple ring’ however, has very enticing qualities. The background colour is a deep, rich alluring purple with complementing white, symmetrical, silhouettes of religious statues. To contrast, this already has a visual advantage over the ‘Rolex – Oyster – GMT Mater II’ advertisement, as it will lure more readers to it as the colours are more eye catching and attractive. It gives the advertisement a sense of mysticality, exploration, and wealth. This will make more of an impression on the readers mind and will make then remember the product, or desire the product to a higher degree. The text colour of the ‘Rolex – Oyster – GMT Mater II’ advertisement contrasts with the background colour making the text stand out to the reader giving it a contemporary sense. The text font is not very bold making it unpalatable to read. The colour scheme in the picture of ‘Sir Norman Foster’, top central to the page, is related to the advertisement. In the picture, ‘Sir Norman Foster’ is surrounded by completely white background and surroundings. This is linked to the background of the advertisement. Completely white. ‘Sir Norman Foster’ is wearing black in the picture. This represents the link between him and the text in the advertisement, showing that the text is related to him. In the background right of ‘Sir Norman Foster’ is one of his famous metallic masterpieces of architectural art. This represents the watch in the foreground of the advertisement. Both are of a stainless steel colour and are represented as â€Å"masterpieces†. This colour co-ordination is very effective in showing the link between ‘Sir Norman Foster’ and his internationally recognised designs, and the ‘Rolex – Oyster – GMT Mater II’. The colour of the watch is diverse from the general colour scheme of the advertisement. This makes the watch appear to be superior and different from the rest. The entity of this colour scheme creates a contemporary feel. It gives the watch images of sophistication and wealth. The ‘Jewels of Aphrodite’ silver ‘Triple ring’ advertisement colour scheme compliments the ring. The background consists of a deep dark rich purple colour, the same as the ‘Jewels’ on the ring. ‘Aphrodite was the ‘heavenly Greek goddess of beauty and love’ and this is a colour associated with love. Therefore both colours convey love and romance. Also in the background are faint silhouettes of two white statues standing as pillars, as if to be the entrance to a temple or similar. Surrounding the ring is a subtle, restrained white glow. Signifying purity and perfection. This white glow compliments the silhouettes beneath the purple, conveying the image that the ring is linked to the statues making the ring appear to be holy, and sacred. â€Å"Sparkles† have been added to the corners of the ring making it appear to be glistening relating the ring to wealth and luxury. The background purple is increasingly dark all the way down the centre of the page. Around the ring the background is brighter as if the ring has lit it up. It appears as if the ring has come from the darkness and lit up the surroundings similar to the discovery of hidden treasures. This conveys that the ring is full of adventure. It is a sacred treasure to be discovered and the reader can discover it. The gold colour of the title ‘Jewels of Aphrodite’ creates an image of wealth and prosperity, assuring the reader of the wealth of the product and the value of owning the product. Subtitles are in a light blue, turquoise colour. This contrasts with the purple and makes the subtitles appear bold and stand out. The text of the subtitles is black opposing the light blue, turquoise colour making the text apparent to the reader. This makes the information in the advertisement more digestible as it is broke down into sections. The Order Form consists of a faint yellow colour and has a red title, ‘Post now to secure your order’. The red signifies danger and importance to the reader making the s evident immediately. Urging the reader to hasten and buy the product. The entity of this colour scheme gives the ring a sense of wealth and class. It creates images of wealth, prosperity and affluence. The layout of the ‘Rolex – Oyster – GMT Mater II’ advertisement oozes sophistication. The layout of the almost symmetrical block text mounted on a plain white background gives the whole advert a sense of sophistication and contemporary design. The title is spread across the top of the page in the same format as the text. This is a better way of presenting the title as apposed to having a diversified, more decorative font. The picture of ‘Sir Norman Foster’ is central to the top of the page. The text is presented round the picture. This signifies his importance and significance, as the advert appears to revolve around Sir Norman Foster’s picture, as if he is the core of the ‘Rolex’ advertisement, as if he is the front of the advertisement. The large colour image of the ‘Rolex’ communicates the nature of the advert quickly and effectively. This draws the attention of the reader and will entice them to read the text. This layout reflects the target audience to be sophisticated successful businesspeople who very contemporary and have wealth. The layout of the ‘Jewels of Aphrodite’ silver ‘Triple ring’ advertisement is very original. The first piece of information is the price at the top of the page: ‘An Exclusive Silver Triple Ring For Only i 75. 00*! ‘ This will be the first piece of information that the reader will take in. This will make them curious to find out what is marked at this price. The main focus is on the ring at the top centre of the page following on from the title. This grasps the attention of the reader and will entice them to read the text and find out more about the product. Subsequently the subtitles follow. They are positioned further down the page, as it is only relevant information to the reader if they are interested in purchasing the product. At the very bottom of the page is an exploded diagram of the ring split into three layers. This gives the reader the impression that they are getting more value for their money, i. e. three rings for the price of one. In the bottom right corner of the page is the order form. This is presented at the bottom, as it is only relevant to the reader if they have read all of the text above and wish to make a purchase. This layout reflects that target audience to be average workingpersons. All that phrases presented boldly in the advertisement are all to do with low finance and superficial wealth. After a careful examination of the presentation of these two magazine advertisements I have come to the conclusion that the ‘Rolex – Oyster – GMT Mater II’ advertisement is the more successful advertisement. My reason for this is that the aim of this advertisement is to give the ‘Rolex – Oyster – GMT Mater II’ an image of sophistication, and contemporary design. It does not try to persuade the reader that they are getting a good â€Å"bargain† for their money but to make the object more desirable. The ‘Rolex – Oyster – GMT Mater II’ advertisement is simple and easy to digest, whereas the ‘Jewels of Aphrodite’ silver ‘Triple ring’ advertisement has a lot of information and does not convey it well. The ‘Rolex – Oyster – GMT Mater II’ advertisement uses almost all factual language and does not need to use imagery to sell the product. This has a greater positive effect on the reader as they feel that they are being sold genuine quality, as apposed to inferior, superficial products. The ‘Rolex – Oyster – GMT Mater II’ advertisement is plain and spacious, making an easy view. But the ‘Jewels of Aphrodite’ silver ‘Triple ring’ advertisement is cluttered uninviting to view. Also the ‘Rolex – Oyster – GMT Mater II’ advertisement uses a practical example of a consumer of the product who is approving the watch showing the reader that it is the genuine article and that they can see for themselves how superior the product really is.