Colonial America to Modern America Essay

All the colonies that were founded in the seventeenth century contributed to the values of perennial America. The three colonies that made the most significant contributions were the colonies of Virginia, Pennsylvania, and Connecticut. These colonies displayed the democratic government that we are ruled under today, their educational opportunities were strong and sound, and the religious toleration of these colonies was strong and many religions shared the colonies in peace. Their social plurality kept them safe from the Indians and helped them build relationships that made their colony successful and thrive, while other colonies struggled to survive. These relationships that were formed helped their economic materialism, trade. The colonies of Virginia, Pennsylvania, and Connecticut contributed greatly to the type of government that we use today. Although Virginia was first ruled by crown, the people, under Nathaniel Bacon, created a document, Declaration in the Name of the People (primary source, document 9). This document convicted the governor of Pennsylvania of crimes against the people and they over threw him and took control for themselves. Pennsylvania, unlike Virginia, was governed right from the start by the people. The type of government in which they were ruled by was a proprietary government, ruled by the land-owning people. Although the proprietary government is not a true democratic government, matters that needed to be resolved were discussed by all (Richard Townsend). Connecticut was completely self-governing. All the control was under the power of the people locally, no outside force had control (pg 37). The educational value of these colonies was very important. Not only did they show that befriending the Indians would prove to be valuable but also very deadly. The social plurality also had a factor in how the Indians responded to the colonies, whether they were welcoming, or hostile. These colonies showed the good and the bad of treating people who were native to the lands. Pennsylvania for example the people were very friendly towards the Indians that were occupying the lands. This kindliness and love created a bond between the Penn’s and the Indians that was not found in many colonies (Richard Townsend). Virginia was different. Although the governor of Virginia was friendly to the Indians, the Indians still attacked the people of the colony. The colonists, lead by Nathaniel Bacon, wanted the governor to attack the Indians and take vengeance for what had happened to the slain colonists. Berkley, the governor, did not attack, so the colonists took matters into their own hands and chased the governor out of town and attacked the Indians brutally (pg 68). This event was important for the educational value because it showed that rulers needed to listen to the people and act for the people to keep them under control and in the rulers favor. The social plurality in Virginia was that the Indians did not want the colonists there, so they attacked the colonists trying to rid them of lands only to create an uprising that killed many people. This shows that not all the Indians had the same views on the colonists. Connecticut both befriended Indians and created war with the Indians at the same time. The Narragansett Indian tribe helped the people of Connecticut in the Pequot war (pg 52). The powerful Pequot Indians took up war with the people of the area. With the Indian allies, the colonists crushed the Pequot threat. The educational value of this war was that although some Indians are hostile, others are kind when there is a common enemy; this idea carries over to modern America. Virginia was the most economically sound colony, other than Massachusetts, because of the tobacco that the colonists grew and exported to England and other countries (pg 67). Ships exported about 1. million pounds of tobacco out of the Chesapeake Bay by the 1630’s. By the end of century, approximately 40 million pounds of tobacco was exported out of the Chesapeake Bay (pg 67). These Virginian farmers needed a major amount of indentured servants. These indentured servants, or slaves, were paid very low wages from their masters. Pennsylvania was not as economically sound as Virginia because they did not have the direct access to the sea, but they did flourish. The colonists of Pennsylvania befriended the Indians which created trade with them, this added culture to both the Indians and the people of Pennsylvania. They also built mills in which the people from all around brought their corn to be ground up and used in many of the foods that were cooked (Richard Townsend). The trade among the people inside Pennsylvania was sound and very vast. Religious toleration is a key part of modern America. Virginia had a vast population of Scots and of the Irish. These people who immigrated to Virginia where allowed to build churches in which they could go and pray and have masses (pg 88). This created diversity in Virginia and made them a prospering colony. Pennsylvania, who was accepting of anyone, allowed people to practice their religion in freedom (Richard Townsend). Connecticut had a harsh religious toleration. The Blue Laws of Connecticut, forbid people to have any other worship than Lord God, or they would be put to death (The Blue Laws of Connecticut, Deuteronomy 13. 6. Exodus 22. 20). There were many other laws that forbid people of other religion to do certain actions. These laws were not accepted vastly, only to the people who read the bible. The colonies of Virginia, Pennsylvania, and Connecticut are three colonies that contributed the most to modern America. Their economic materialism was sound which made them all successful colonies and allowed them to expand and thrive. The democratic values of these colonies helped shape the democracy that we use today. Their educational opportunities gave us the knowledge of knowing what no to do when events like theirs arise again, so history does not repeat itself. The religious toleration made America a country in which any religion is accepted.

Pangloss and Martin: Fate and Reality

As far as my simple self could deduce from Voltaire's Candide, Pangloss and Martin are as different as they are wise when it comes to the brightness or, in Martin's case, the darkness with which they view the world. Pangloss is evidently a man of knowing and has put much thought Into his philosophy that â€Å"everything Is for the best In the physical as well as the moral universe and nothing could be otherwise†¦ Quite the optimist, he went about life accepting things the way they were, putting up little fight nd attributing everything to the will of God or whatever higher power runs this universe (fate). I'd Ilke to think that Pangloss even looked forward to living life, gathering experiences even If they werent exactly Ideal. Martin on the other hand, finds life very depressing what with having no one to love and nothing to look forward to; he sees no goodness in his fellow man and no happiness in any situation and often expresses exasperation with life.The Interesting thing about him however Is that he carries still this energy, an angry passion if you will. o live as well as he can (i. e. Martin decides to hang around with Candide because he has nothing to his name while Candide is flowing with riches and people treat the rich much better than those who have none); he's actually a dark version of a realist, I think. Personally, find Martin to be a much better companion to be with for rather than Just placidly allow things to run way they do, he decides to take action and make things better in spite of his supposedly being fed up with the way the universe is.

British invasion to the UAE

The British invasion on the United Arab Emirates began consequently after the period of the intervention of Europe in the budding years of the 16th century with Portugal. A century and a half later, Dutch and British conquests began to outdo one another in terms of dominating the UAE. In the closing years of the 18th century, Britain eventually became the major dominating force in the Arab territory.Both the contemporary ruling clans of Ra’s al Khaymah as well as Ash Shariqah, known as the Qawasim back in the days, grew to a significant level of marine power in the lower gulf eventually raiding maritime vessels from the British colony of India. After routing the naval force of the Qawasim, the British forces mandated in 1820 a number of treaties that brought forth and maintained a maritime truce. This later paved the way for the creation of the United Arab of Emirates after being labeled with the name as Trucial States.Two years after, the external security issues as well as t he foreign relationship of the state with other countries became absorbed by British responsibility. The British continued its protective control over the area of the UAE until 1971. Over the course of these years, the inner affairs of the UAE were devoid of British intervention as the latter was more after the protection of the maritime commerce in the area of the Persian Gulf.Moreover, it has been observed that part of the British control of the UAE established overall peace as well as the Western notion of territorial states was also introduced. Far more importantly, the cooperative characteristic among the seven emirates was further amplified after the formulation of the Trucial States Council in 1952. The foundation of the UAE’s Supreme Federal Council is traceable in such council. Reference United Arab Emirates. (1997). Retrieved May 9, 2007, from http://encarta. msn. com/encyclopedia_761560366_7/United_Arab_Emirates. html

Women's Studies. Barbie Doll as the Model for Little Girls Essay

Women's Studies. Barbie Doll as the Model for Little Girls - Essay Example Though the patterns of dolls cannot be adopted completely by the girls, yet an overwhelming majority of them observes the same in one way or the other. Hence, the movements launched by the Barbie dolls designers and developers go a long way in respect of introducing and modifying the physique and appearance fashion trends within the social establishment, predominantly for the women folk, which maintain higher level of inclinations regarding adopting and following the fashion patterns in the light of the material objects being introduced by the fashion designers. Introduction: It has pertinently been viewed that Nature has created men and women in two entirely different patterns, where the difference between the members of both the genders is not confined to physical appearance only; rather, the people of the two genders also appear to be divergent ones in thoughts, views and exposure with regards to life and society (Crenshaw 54). It is due to these differences that their liking and disliking, as well as tastes and flavors also witness dissimilarities since the early childhood of the individuals belonging to the two opposite genders. It is therefore it is aptly argued that the girls are more idealistic and less practical in comparison to their male counterparts, and develop role models for them to imitate the same up to they seek the perfection point (Crenshaw 19). It is particularly the case while girls’ adopting the prevailing fashion-styles and manners in order to look attractive, fascinating and dandy eventually. The same can also be witnessed by witnessing the love and passion of the girls for their Barbie dolls. The researchers demonstrate the very fact that girls generally keep Barbie dolls of various kinds with them by taking them to be an ideal play-mate as well as a beautiful object to imitate their features and characteristics; it is therefore, they look for reducing their weight to such a great extent so that they could grow as thin as they o bserve their dolls having the smartness and slenderness with regards to their physiques at large (Dittmar et al. 283). It is perhaps in the nature of the girls that they care the dolls in such a manner as their mothers take care of the children (Schwarz 296); it not only reflects their innate motherly sentiments and desire to play the role attributed to mothers, but also demonstrates their hidden longings for mating and having a companion that exclusively belongs to themselves only. Hence, some invisible and unconscious sexual desires also urge the girls to keep a smart and captivating mate in the form of Barbie doll with them (Kuther & McDonald 42). In addition, sense of security and escape from loneliness and being unprotected also force the girls for keeping the dolls with them. The girls’ imitating the Barbie actually reflects their passion for espousing the cultural traits that have been in vogue in their social and physical environment (Kuther & McDonald 40). One of the most imperative reasons behind establishing the Barbie to be a model for smartness and beauty includes the (mis)conception by viewing it to be the symbol of perfect attractiveness the smart and good-looking girls must contain. Consequently, the girls attempt to keep the physique of the dolls in view in order to maintain their smartness and remain under-weight in order to capture the attention of the public in general, and their lovers in particular. Somehow, the medical specialists and healthcare

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

Product Assessment - Essay Example Considering the storage, it can offer a storage space of 5 times greater than the DVD’s. The disc was jointly developed by Blu Ray Disc Association (BDA) with companies that are the leading manufacturers in consumer products and computers. Blu ray uses a blue laser instead of red which is present in DVD’s and CD’s for much greater focus and precision. The concept had also been supported by Hollywood studios and planned to release their movies on blu ray discs instead of DVD’s (Taylor, Zink, Crawford, & Armbrust, 2009). The target market for Blu ray disc are the people who wants to store excessive amount of data or the market that has likes for watching movies in high definition with clear pixels. The corporate are also considered to be their target market considering different Hollywood studio who agreed to release their movies in blu ray discs. The U.S census data highlights that the total penetration of Blu ray devices in United States is 40.8 Billion. The total spending on the blu ray disc in 2012 has been $2.22 Billion (Prange, 2012). In today’s world, technology is changing at a rapid pace and so are the consumer preferences. The company develops a product on the basis of preference for consumers and their interest. However, if a consumer finds right and suitable in adopting a technology which is much cheaper than the current idea then the new technology has chances of failure. Similarly, in the same context consumers preferences are changing and cheaper versions technology is being adopted. The U.S census data reports that the market for blu ray has declined from $2.6 Billion to $2.4 Billion (Edwards, 2012). The main reason being for this change is known to be an economic downturn. The age of digital download has arrived and customers are diverted to these preferences instead of buying a blu ray disc and storing the data. Digital download is a cheaper option and does not require money

Trans Global Holidays Niche Product - Yoga and Facial Yoga Excursions Essay

Trans Global Holidays Niche Product - Yoga and Facial Yoga Excursions - Essay Example Yoga Excursions focuses on health and well-being of its diverse clientele. Green (2008) suggests that yoga exercises improve focus and mental attention, creating the catalyst for improved moods and concentration. In a world where consumer activities create stressful life situations, Trans Global believes that Yoga Excursions maintains the ability to capture the attention of the wealthier consumer demographic and the upscale business-oriented consumer audience. The tour begins with a full day at the Yoga Excursions spa for body waxing, massage or any other variety of personal grooming and care required by the tourist. This period of the company tour is designed to facilitate the initial sensations of freedom and personal indulgence, an emotional sensation triggered by the upscale salon and social environment provided by Trans Global. The yoga sessions are aggressive, led by a senior professional in the field of yoga and contortionist training, designed to act as a positive motivator and facilitate interpersonal relationships with the tour’s attendees. Facial yoga, according to Stinchfield (2007) involves the manipulation of facial muscles, utilizing various facial-toning techniques to develop perceptions of personal youth and beauty. According to Boone & Kurtz (2006), more and more middle-aged women are turning toward non-surgical beauty enhancements as a means to avoid long-term surgical complications, thus Trans Global believes th at facial yoga maintains a rather new-age alternative to recapturing youth and beauty. The entire tour ends with a final group dinner in which the clients are allowed to share their unique yoga experiences and receive their appropriate Trans Global awards for excellence in yoga and creative facial yoga exercises.

How does diversity of employment affect the welfare(income per person) Dissertation - 1

How does diversity of employment affect the welfare(income per person) in cities of America - Dissertation Example It has also been stated that this diversification also tends to reduce unemployment in both times of economic difficulty and normally. Thus diversification may or may not be strongly associated with both economic growth and stability which is the goal of every nation in the world. Diversity of employment also depends upon the level of education and population levels of the area. Though it has often been proven that with diversification comes sustainability but the effects on per capita income are largely unknown which are investigated in this paper. It has also been stated that diversification does not get along well with specialization which is also often associated with high per capita income. Thus a trade off often exists at some points where economic diversity may hinder both stability and growth. (Tran, 2011) This study includes a literature review from various scholars and their studies to analyze whether diversification affects per capita income or not? This theoretical review is followed by an empirical study which uses data from the US government from 30 cities across the United States. Together both these studies try to reach a conclusion whether economic diversity and per capita income are related. References Malizia, E. a. (2003). The Influence of Economic Diversity on Unemployment and Stability.

Research in business critical analysis Essay Example | Topics and Well Written Essays - 1500 words

Research in business critical analysis - Essay Example Trend in the wave of globalization, with its effects of unifying behaviour and practices across the world however promises to bridge the diversity gap and it is important to understand the extent of existing gap in order to succeed in foreign operations. This review focuses on developed information on ethical and legal environments in the East Asia to inform a study that seeks to identify significant legal and ethical factors in the region. Review History of legal and ethical environments in East Asia International law establishes the basis for legal factors in a multinational corporation’s environment. An organization that operates in the international scope is subject to treaties between the host country and the countries in which the corporation operates. Secondary to the treaties may be laws in the host country and laws in the countries of operation and these requires knowledge of contemporary legal environment for a multinational corporation in order to integrate all appl icable laws in the organization’s scope of operations. Some of the bases of legal requirements for the multinational corporations, according to Mayer and O’Toole, have been â€Å"bribery, competition, cronyism, and public governance,† human rights and fair treatment of stakeholders (2013, p. 159). History of the East Asia region suggests existence of longitudinal and cross sectional differences in the region’s macro-environment to require a point analysis. Political environment in the region has changed with secondary effects on social, economic, and legal issues and this suggest legal and ethical environment in the region are dynamic. Differences in social perceptions across the region’s countries also mean that applicable ethical issues may vary and multinational corporations that operate of intend to operate in the region must be sensitive to such differences, however small they may seem. The legal environment that remains susceptible to politic al forces also remain dynamic within and across countries and multinational corporations must not only be informed of existing legislations, but must be mindful of the level of volatility of political environments in each member country of the East Asia region. Existence of many levels of legislative authority such as regional and bilateral and incorporation of the region’s developed legislation in international agreement with countries that wish to trade with members of the region explain diversity in the legal environments. This is because the regulations by the different levels remain binding on operations within their jurisdictions and the vast number of such levels in the region means that numerous regulations exist and the regulations may change with changes in leadership within each level of legislative authority (Ebrey, Waithall and Palais 2009, p. 20; Cheng and Cheng 2010, p. 12, 13). Dynamism in the values, which could be effective on ethical values among the region ’s natives and ethical obligations among foreign corporations, has also been reported in the area. Expansion of the region’s economic potentials in the 1990s let to infiltration from other cultures such as the West. Western values and formalities became benchmark and led to criticisms of the region’s values and practices. Even though the region managed to resist assimilation of the western culture in total, the two cultures have

Analysis of the UK Anti-Money Laundering legislation in the light of Coursework

Analysis of the UK Anti-Money Laundering legislation in the light of implementation of the EU Directives - Coursework Example The UK, being home to the global financial hub of London, has necessarily had to enact a number of measures traceable to the 1993 Money Laundering Regulations. The paper is an analysis of the UK Anti-Money Laundering legislation in the light of implementation of the EU Directives Money laundering is a criminal process of accruing supposedly legitimate assets or moneys, through diverse means and procedures, which are able to ‘clean’ illegal criminal proceeds. Fundamentally, due to its diverse impacts upon the economy, it has been vital for not only localized and regional attention but also global implementation of watchdog policy initiatives. The dynamic nature of criminal enterprise, has necessarily dictated the need for constant updating of prevailing legislation in line with the new methods, processes and avenues of laundering ‘dirty’ money. As a result, the term ‘Money laundering’, has come to be categorized and connected to other diverse forms of financial crime in relation to the general misuse of existing financial systems. Accordingly, under this categorization, diverse forms of financial system misuse i.e. of traditional and digital currencies, credit cards and securities amongst others, have been interlinked to the criminal act1. Furthermore, this has led to the association of terrorism funding, as well as diverse evasion measures of international sanctions with the criminal act of money laundering. Initially, pertinent legislation dealing with this form of criminal activity was mainly focused on local and regional settings, as various nations experienced the positive impacts of industrial growth. Accordingly, the diverse legislations enacted were principled along these contexts, mainly dealing on a local and national scale. However, due to the influence of gradual globalization process, there was need for a re-think of the prevailing preventative measures. Of fundamental importance, because of the link

Cognitive Therapy Case Conceptualization Essay Example for Free

Cognitive Therapy Case Conceptualization Essay Elena is an adolescent female, coming to the therapy process demonstrating through actions and words a great deal of anxiety and overall apathy for her situation. Elena is a smart, socially engaged Mexican American attending public high school. She opens the session with presenting problems regarding conflict over what she might do after high school. Preliminary conceptualization from a cognitive perspective Overall, there is an obvious feeling of disempowered regarding her right and or ability to make life decisions. She comes from a close-knit family, though some of her siblings have moved away to seek out goals beyond those that they may feel their parents are putting upon them. She has recently begun to disengage academically and socially as she feels the urgency of choosing to adhere to family tradition or to go out on her own, like her peers. Though she says she has not yet made a decision, know that cognition mediates affect and behavior (Friedburg 101). From this perspective a therapist might conclude that her recent apathy toward academics and isolating herself from her peers show that she indeed is letting the thoughts of â€Å"I must listen to my parents† drive her life perspective. It is promising from a cognitive standpoint, that she shows some jealousy toward her boyfriend and others: Perhaps the anger when discussing her family dynamics and recent history is most telling that Elena could benefit from Beck’s Socratic dialogue. The pluralistic views that come from her own identity within her biculturalism are strongly embedded, and the therapist demonstrated this by demonstrating lots of open questions. Letting Elena focus on herself as an individual rather than a Mexican-American could lead to meaningful exploration and collaborative cognitive change to help Elena feel more empowered. When counseling adolescents from a cognitive perspective the counselor must remember that under any circumstances this may be the first time that these clients might see their actions and behaviors, and question the beliefs that may have become embedded during childhood. Elena obviously needs a relatively short-term look into these feelings due to her grades slipping and applying for colleges, if she so chooses. Asking a client â€Å"what is going through your mind right now† (Murdock 337) is one of the base approaches to beginning to help the client recognize their individual thought patterns. This is a question that is difficult for many adults, and though adolescents in general can be more open to change, Elena’s worldview as a bicultural young woman is overpowering any other automatic thoughts that she might have; it is culturally appropriate for a young Mexican American to disregard her own thoughts and needs for the good of the family—which Elena does in fact voice (Rochlen 2009). As an observer to this case scenario, the challenge, due to age and culture, seems very difficult. The video demonstrates this strong schema Elena has developed that exudes this overwhelming disempowerment. I believe this schema of overall disempowerment is deeply embedded and will be difficult to challenge through cognitive therapy. Additionally, Mexican culture tends to see the counselor as â€Å"expert† and the collaborative aspect of cognitive therapy may prove to be at the least uncomfortable for Elena, if not ineffective. Elena may continue to rely on others’ to make decisions for her, to give her an unconditional guarantee (Corey 107), if this base belief cannot be penetrated due to adherence to cultural tradition, fear of change, or if Elena is unable to begin to identify these automatic thoughts. Possible cognitive strategies. In general, Latino Americans traditionally have strong family bonds and honor generational wisdom (Sue 377) Through the current political venue of the United States and popular culture, Mexican-Americans may fall prey to stereotypes and inherently feel a disconnect or poor self-image: American beliefs certainly account for this inner struggle Elena is feeling. Because this is pervasive and overarching in American culture where to begin with Elena in imperative. There is a lot behind these feelings, and as an adolescent who is struggling the counselor should take these omnipresent cultural truths into consideration. It is promising to me that Elena is already speaking about her siblings: I see this as an open door for initiating questions that challenge Elena’s view of herself as a young Mexican American. I would certainly recognize Elena’s frustration and give lots of positive regard as she speaks about her presenting problem. Cognitively, I would go back to Elena’s conversation regarding the varying paths her siblings have chosen. I would respectfully move through this aspect of cognitive therapy so as to not threaten Elena’s loyalty to her family. Since Beck’s model is based on a leading rather than a more confrontational approach, I would use this to my advantage to allow her to explore her emotions about her siblings and their life choices. I see this as an aspect of Elena’s life experience that may allow Elena to begin to explore self-identity outside of the effects of biculturalism. Keeping the central focus of thought exploration on how she might challenge her beliefs about her life choices through reflecting on her siblings’ life choices may be a safe way to allow Elena to begin connecting the deeper thoughts behind her ability to make life choices. From a cognitive perspective and the lens of cultural identity, my goal for Elena would be for her to begin understanding that many are facing overwhelming decisions within their own cultural context. At some point everyone must decide to respect family wishes or go out on her own. Elena would be challenged to explore the beliefs she holds regarding herself as a Mexican American; she could begin to see how the complex construct is not a means to an end. Helping Elena expose automatic thoughts and change subsequent behaviors could serve to identify the struggle she will face as a bicultural woman in America today. Obviously, this grander focus this approach toward the â€Å"big picture† provides empowerment, but is daunting. Collaboratively, it would be ideal to praise Elena for exploring her identity on a grander scale. At this point, I would encourage Elena to do some homework: Her recent social isolation undermines her support system and exploration of self-identity. Many of her friends to do not sound as if they are struggling as bicultural adolescents: Meeting with a Latino cultural group on her local college campus would be an ideal way to allow her to feel empowered as well as supported. I am sure that many others have faced this kind of multicultural dilemma in their formative years, and have come up with myriad life choices. Though I can help Elena begin to understand and possibly question her core beliefs that drive her behaviors, she will need safe and pertinent ways to explore them. Elena is a very intelligent young lady, and I do think from our observation that she inherently knows that as well. Finding places and people with whom she can identify will empower her—not pressuring her into making a decision about her next step in life; with a goal toward hearing other stories of biculturalism in America and give her a comfortable place to explore her wishes for her own future and how she might find congruency between her choices and her heritage. I am certain that once her belief of what it means to be Mexican-American is challenged in some authentic way, she will begin to explore her automatic thoughts about cultural identity. My hope in working with Elena from a cognitive perspective is that she will begin to see her own identity and realize how her own thoughts had created a situation that most certainly is not the only possible scenario for her path in life. Relevant multicultural considerations From the perspective of a bilingual educator and a culturally aware individual, I was ultimately unable to separate Elena’s biculturalism from the cognitive approaches and questioning that I would practice with Elena. Though this aspect of Elena’s life situation appears hopeless to her now, I believe through finding authentic ways to identify with successful, independent Mexican-Americans she might begin to expose the prevailing automatic thoughts leading her to these isolating, dichotomous conclusions. The last relevant multicultural aspect that I have not addressed is it would be imperative that I find an opportunity to speak with Elena’s family, and connect them with other families who are raising children in a bicultural environment. This is ideal because Latino families need opportunities to be involved in the community and support one another in myriad ways. non-productive cognitive approaches Note how at the beginning of this integrated discourse regarding Elena’s pull toward family tradition and sense of loss for her dreams of going to college I was careful to note which door felt safe and respectful to collaboratively open with Elena. Siblings, cousins, aunts and uncles may â€Å"stay out of family business† such as the pressure from her mother, but it would be culturally insensitive for me to have Elena challenge her thoughts and risking her attaching them to family ties. That is already were Elena is, and traditionally Mexican-Americans see the counselor as â€Å"expert,† which could disengage long-standing family traditions and dynamics. I am convinced that approaching Elena through questions about herself, her friends, her academic life, and family would have made her feel that cognition is knowable and accessible, which is an underlying foundation of Beck’s theory. If a counselor were to solely base their approach, without multicultural considerations, on cognitive therapy with Elena as an individual it could serve to not allow herself to fully feel her human emotions, nor to bring awareness that change is central to the human process. I do not think asking Elena to explain how her beliefs construct her reality without first finding meaningful ways for her to relate to others outside of herself could she effect any change at all. Cognitive therapy, through the lens of multiculturalism, must always consider the bigger picture of what their life perspective really is: If challenged directly about her mother Elena may have only further solidified her commitment to fail at school to have a concrete reason to obey her parents.

Brick And Mortar Travel Agency Supply Chain Information Technology Essay

Brick And Mortar Travel Agency Supply Chain Information Technology Essay Introduction At the dawn of the internet evolution in the 1990s, myriads of businesses began realizing the huge opportunities that the internet presented to them. They knew the internet could help them re-engineer processes, lower costs, increase profits, up efficiency and effectiveness simultaneously, and raise the bar of customer service, all at the same time. One industry that was quick to ride on the internet bandwagon was travel and tourism, where airline companies had been relying heavily on a network of travel agents to act as a conduit between them and the travelers. With the internet, businesses engaged in travel and tourism began to directly touch base with their clients at real-time, low costs, and with much personal touch. Thus, it can be said that these businesses transitioned from a business-to-business (B2B) brick-and-mortar model to consumers-to-business (C2B) e-commerce model. Many travel agents had to level up their operations in order to survive the shift towards C2B and away f rom B2B. Years after these brick-and-mortar travel agencies caught on the e-commerce bandwagon, however, critical issues about their optimum performance remain. This paper will therefore discuss the strengths, weaknesses, opportunities, and threats that travel agents possess in a C2B environment. It will explore which strengths must be maintained in order to survive succeeding waves of changes and remain at the crest, which weaknesses must be dealt with to stem decline, which opportunities must be tapped to grow their businesses sustainably, and which threats must be confronted to avoid being sank by competition. This paper will conclude with a set of recommendations on what can be done to leverage the internet as a powerful medium for travel and tourism businesses. Brick and Mortar Travel Agency Supply Chain Online information site wisegeek.com defined brick-and-mortar companies as those that operate out of a physical building, where owners must invest to rent an office space, purchase supplies and fixtures, and pay for expenses needed to keep the business operational (What is Bricks and Mortar?, 2010). The site said that brick-and-mortar are traditional companies that have faced fierce competition since the 1990s, when the internet started to boom, from online companies that are based on the internet and which run businesses for a fraction of the traditional costs (What is Bricks and Mortar?, 2010). The site contrasted brick-and-mortar companies with those online to illustrate the pros and cons of the two business models. Below is a tabular summary of the comparison: Comparison of Brick-and-Mortar and Online Companies Brick-and-Mortar Companies Online Companies Customer Trust Has an advantage of visibility. Clients may think that a business with investments in buildings, employees, and goods are less likely to be fly-by-night. Can face questions about integrity. Clients may think that these companies are transitory and can simply turn their backs on them by refusing to answer phone calls, e-mails, and other media for channeling complaints. Owner Risk Poses significant risk for the owners as businesses require planning, tri-media marketing, and cash-flow to pay for everyday expenses as well as capital outlay. Poses minimal risk for the owners as much of the traditional costs of running a business are not accrued. Competition High start-up costs and high turnover rates as companies struggle to stay afloat amid the competition from online as well as other brick-and-mortar companies. Low start-up costs but high turnover rates if companies cannot find their niche. To describe the processes of a brick-and-mortar company, it is necessary to look at its supply chain. Mamaghani (2009) in Impact of E-commerce on Travel and Tourism: a Historical Analysis described the roles of travel agents, clients, and airlines before the move towards the new medium of the internet. The author said that during the pre-computerized period, travel agents advised clients on travel destinations, provided marketing materials, and acted as an intermediary in the complicated process of arranging travel bookings. Because they were the proverbial middlemen, travel agents were complacent and not keen on leveling up their services to cater to all clients (Mamaghani, 2009). According to Mamaghani (2009): The travel market became segmented as travel agents increasingly targeted corporate customers. Travel agents were able to provide value-added services like negotiation of bulk fares and arranging complex itinerariesà ¢Ã¢â€š ¬Ã‚ ¦ There were two waves of information technology that have had a major impact on the industry. The first of these is the development of the direct reservation systems, such as the American Airlines SABRE system. The second is the development of online sales channels via the Internet. Travelers Online Marketing In the article Will the Web Replace Your Travel Agent? published in the Medical Economics, author Murray (1996) said that the internet has increasingly become the better alternative to a travel agent for several reasons: web can alert people about travel and destinations that might have escaped agents radar either because they are obscure or do not offer commissions, many travel websites offer extras you wont discover elsewhere, and that the web is increasingly replacing trip marketing materials that can be updated real-time on the internet (Murray, 1996). Because of the many advantages that being online bring to a C2B company, Fred Mawer (2005) said that the people who rely on travel agents alone will soon be a minority. He said that there are specific advantages to booking travels online: financial the internet reduces overheads for companies and many charge less for online bookings, availability ability to find thousands of choices in a minute, and details good websites provide more detailed and clearer information than any other source (Mawer, 2005). Author Carl Gibeily (2002) wrote online traveling has been the only way to fly not just in the United States but also in the Middle East and other parts of the globe. Expensive Advertisement for Brick-and-Mortar Companies One of the traditional costs that brick-and-mortar companies incur is advertising. According to traveladvertising.com, an online community for travel agents, there are three categories of advertising that agents must use to reach out to their clients or potential clients. These forms of advertising include print advertising for magazines, newspapers, leaflets, poster campaigns advertising; media advertising for TV and radio; and new media advertising for the internet (traveladvertising.com, n.d.). Brick-and-mortar companies, because they do not have online presence, concentrate their resources on funding print and media advertising, thus, depriving them of the immense benefits of new media advertising. Descriptions of each category by traveladvertsiing.com are contained in a tabular summary below: Cost-Benefit Analysis of Advertising for Travel Agents Print Media New Media Targeted towards a specific readership Limited shelf life Limited exposure Costly especially when placed in premium publications that target a specific audience Targeted at a large population and wide geography Target population cannot be narrowed down as ad will be exposed to diverse people with varied income levels Costly and cannot be afforded by small-scale agents with no national or international presence Targeted at a very large population across countries Target population can be narrowed down by providing contents that are relevant to the audience Relatively inexpensive as costs include ad design, website development, and system maintenance Pros and Cons of C2B According to William Sieglein (2000), C2B businesses that allow people to shop online provides flexibility, better prices and more selections for consumers but presents a great concern for security. He said that the exchange of personal information such as credit card number, home address and phone numbers pose threats in purchasing products off the World Wide Web. As information travels through the internet, it may be intercepted, stolen and used for identity theft. To provide a secured business environment online, C2B companies must ensure that that sensitive information that consumers provide online will be powerfully protected from unauthorized parties. Companies selling products online must assure consumers that the information is stored on their secure, well-configured safe zone of their network. These zones, most often referred to as demilitarized zone, should have secured firewall configurations. Strong access controls should also be in place, and this includes user identification and authentication. Server hardening, data storage encryption, and intrusion detections must likewise be practiced persistently. What can be the repercussions of not protecting your C2B business environments? A handful of adverse effects that can impinge on the growth of a company both on the short and long term. First, reputation of the company would be dragged into the mud. Reputation is a valuable resource of online companies. If a company is deemed to be engaging in deceitful transactions or is unable to block possible deceitful transactions in its website, then consumers can easily and rather swiftly stay clear of the website. Consumers can rapidly spread news about their bad experiences with the company to thousands of other consumers and potential consumers online via social networking sites and consumer feedback mechanisms. These happenings will subsequently result in lessened patronage for the site. Second, the company can be embroiled in a lengthy dispute settlement or costly legal battle whenever complaints about the security features of its site pop up. Dispute settlement and court cases will of course drain the company of precious resources. It can also tarnish the companys name in case that the proceedings conclude that the companys systems were not fail-safe. Third, leaks in the security features of a C2B can channel confidential information to competitors, allowing them an inside look into the companys processes and giving them the chance to spoil operations to their advantage. As a consequence, companies will have to shed money to shed money to contain the damage, investigate the incident, fortify security measures, and pursue legal actions against parties found to have breached the companys protection measures. Because the internet is a public place that is easily accessible by many people, C2B companies must provide their consumers several options to protect their identity and other personal information while transacting in the companys website. According to Dholakia, Dholakia, and Mundorf (2002), consumers may control the amount of information they make public on the internet by using four strategies: identifiability, confidentiality, anonymity/pseudonimity, and secrecy. The strategies are described in detail below: 4 Consumer Strategies for Protecting Their Identities Online Accuracy of Personal Information Externalized Amount of Personal Information Externalized High Low High Identifiability Consumer is willing to disclose all personal information with accuracy. Businesses can acquire high degree identity knowledge on the consumer Anonymity/Pseudonimity Consumers disclose and fabricate all kinds of information that are supposedly about themselves on the internet Consumers are avoiding identifiability and trust is not given to the C2B website Website should not trust the information provided for by the consumer Low Confidentiality Consumer gives little personal information with high accuracy The sites brand equity, reputations of the marketer, favorable endorsements and other elements may lead the consumer to trust the website Secrecy Consumers may share very little and potentially inaccurate personal information The level of accuracy and willingness to share information online clearly pose some serious problems for C2B companies. For instance, consumers may use information of another person in entering into transactions. In this case, it is very important that C2B travel companies state in its sales terms of conditions what types of responsibilities, if any, it will own up to. C2B Case Analysis: Priceline.com Priceline.com Incorporated is a multinational company listed in NASDAQ that provides online travel services across Europe, North America, the Middle East, and Africa (priceline.com, n.d.). Its main purpose is to allow clients to save on airline tickets, hotel rooms, rental cars, vacation packages and cruises than any other Internet travel service (priceline.com, n.d.). According to Chan, Lee, Dillon Chang (2001, p.10), Priceline.com introduced to the world a novel online application called the demand collection system, which allows consumers to bid for the prices of unsold airline tickets by naming the price for which they want to buy the tickets. By pioneering this consumer-oriented, dynamic, and customized pricing system, Priceline.com reinvented traditional commerce that often imposed fixed prices on consumers. The authors categorized the company as C2B in which consumer specifies the requirements to a business, which provides a product that meets these requirements. These requirements could be as simple as an acceptable price, or could involve considerable customization of an existing standard product, or creation of a new product (p. 8). The business model of Priceline.com is different from others that are into consumer-to-consumer, business-to-business, and business-to-consumer. The following is a tabular summary of various online business models (Chan, Lee, Dillon Chang, 2001, pp. 6-8). Online Business Model Matrix Business Consumer Business B2B: TPN Buyer and seller are business organizations. Can be buyer-oriented, seller-oriented or a virtual marketplace. B2C: Amazon Seller is a business organization while the buyer is a consumer. Emulates physical retailing and is often called electronic retailing. Consumer C2B: Priceline Consumer is a seller while buyer is a business organization. Consumers set out requirements to businesses, which then attempt to satisfy the requirements. C2C: eBay Seller and buyer are consumers. Virtual communities are formed where members host auctions or bid for products. Many things can be inferred from the business model of Priceline.com. First, the online travel service company performs the traditional roles of a travel agent. The huge difference between traditional travel agents and Priceline.com however is that the latter harnesses the huge potentials of the internet. Priceline.com uses the new media to deliver services in a much more efficient manner than a traditional travel agent and on a wider scale. Note that traditional agents are mere intermediaries who act as go-between, taking orders from consumers, presenting the orders to businesses, helping consumers decide on what to buy according to their budget and tastes by presenting varied options. Priceline.com does just that, yet in a much quicker manner. Second, Priceline.com empowers the consumers and allows businesses to stay in touch with consumers desires. Traditional travel agents may opt to cater to only a few groups like corporate clients that are sure to give them a steady flow of huge income. They may choose to disregard small-time infrequent travelers. With Priceline.com, however, all kinds of consumers are entertained. By specifying travel requirements and details, consumers will get a response from various travel companies that can meet the requirements and details they specified. Consumers are also empowered because they can sway businesses to provide products and services according to specifications and demands. Businesses also become in tuned with consumers demands in this type of business model. Because they learn of consumers demand real-time, they can rapidly customize products and services to respond to their markets. Third, Priceline.com presents enormous challenges in terms of technology. The company relies heavily on the internet in terms of providing services. Thus, it is imperative that it protects its systems against attacks, frauds, and phishing activities to safeguard the integrity of its operations as well as gain and keep the trust of its partners. Disruptions and downtimes caused by any technological problems will also cost Priceline.com. It should therefore continuously perform and maintain risk management programs. Review of Literature Internet The advent of online business was made possible by one medium, the internet. The development of the internet started in the 1950s when the Defense Advanced Research Projects Agency, DARPA, was asked by the Department of Defense to develop a system to allow the United States to mount a counter attack in the event of a Soviet Union nuclear first strike (Boudreaux Sloboda, 1999). By 1965, DARPA sponsored A Cooperative Net-work of Time Sharing Computers that became the predecessor of the internet. Over the years, scientists, researchers and hobbyists contributed their talents to the development of the internet to become the vast network that we have today (Boudreaux Sloboda, 1999). E-Commerce The internet has created for businesses a level-playing field where the midgets can compete with the titans, where the start-ups can flourish for a fraction of a cost to challenge the old-timers. Indeed, the internet is a grand stage for entrepreneurs to showcase their bright ideas to the business world. Joshi and Yermish (2000) mentioned five occurrences that have been shaping the Internet as a business world. These occurrences are facilitating the transition towards the new media in terms of offering and availing of products and services. The authors identified these occurrences as (1) the separation of the information about products and services from the physical products and services themselves, (2) products and services are becoming information-based, (3) internet bridges distance between consumers and business organizations, (4) internet is a medium for rapidly responding to consumers and markets, and (5) internet allows consumers to become agents of marketing (Joshi Yermish, 2000). The following is a tabular summary of descriptions for each occurrence: Occurrences that Have Made the Internet a Business World Increased Separation of the Flow of Information Information about products and services is distinct from actual products and services. Moreover, information travels to consumers and buyers faster than the provision of the physical orders themselves. Increased Focus on Information Flows Products and services are technologically intensive and may not be necessarily material objects. They may be delivered solely on the internet, from the internet or to the internet. Reduced Distance The third aspect to the new economy is the shrinking physical distances. In the new economy, proximity requirements have been almost totally removed as (in theory at least) everyone is connected with everyone else. Rapid Response Businesses are provided with real-time feedback from consumers while consumers get swift response from businesses. Rapid response allows businesses to be consumer-focused, service-oriented, and flexible as they are fed information about their performance and the competitions operations in a fast manner. Using the Customer as a Marketing Agent Because internet is a medium where consumers can provide feedback and get response real-time, consumers may act as a marketing agent for a company. They can easily talk about favorable services and positive experiences they have had with a company and then go on sharing these experiences or talking about these services online, where thousands of people may be able to chance upon their insights. Matthewson (2002, pp.45-46) sets out the steps in achieving best practices in online buying process where consumers go to the companies to buy goods and services: customer acquisition, segmentation and targeting, promotions, online ordering, order fulfillment and after-sales support, and up-sell and cross-sell. Although the internet is a powerful medium, harnessing it does not guarantee success. Brynjolfsson Urban (2001, pp. 121-122) outlined practices that can make companies lead or lag in the industry. Some of the leading practices include focusing on matching appropriate technology to business strategy and customer requirements; ensuring that appropriate technology capability and capacity were internally in place or available through partnering; building technology platforms to support Internet, intranet, and extranet applications, with a view to reinforcing, improving, or changing the value propositions of their core business; early adoption of Web technologies to achieve a comp etitive advantage; and learning the technology in the context of developing an information or marketing strategy (Brynjolfsson Urban, 2001, pp.121-122). Lagging IT practices include having the IT department responsible for e-business developments; having underfunded and undervalued IT and e-business developments; treating IT and Web-based technologies as a cost center rather than a profit center; and positioning the CIO as a specialist functional manager (pp. 121-122). Travel Agent SWOT Analysis in C2B Model In a C2B business environment, travel agents with online presence clearly possess a great deal of strengths. However, with competition from small-time and big-ticket players ever-present, travel agents must constantly be on the lookout. This is because on the online environment, other travel agents can easily duplicate their strengths, bank on their weaknesses, seize opportunities faster, and thwart threats more formidably, all in swift turn-around time. Below is a tabular analysis of the SWOT of travel agents operating in an online business environment. SWOT Analysis Internal External Maximize Strengths The strengths of a travel agent in an online C2B model include abilities to rapidly communicate with consumers, get their travel requirements, deliver these requirements to businesses, receive feedback from consumers for services and products delivered, and create possibilities for future collaborations. Opportunities The opportunities would include the chance to cater to untapped segments of both the local and global marketplace. Minimize Weaknesses The weaknesses would include the need to respond to consumers and businesses 24 hours a day and seven days a week at quick turn-around time. Threats The threats would of course include security concerns and competition from other C2B that continuously enter the industry. Conclusion Internet is a potent tool for surviving and competing in the travel industry. However, companies and agents must know how to use this medium to their advantage as the internet has its kinks that can spell big troubles. To stay afloat in the travel industry, agents and companies must bank on the strengths of the internet and develop strategic plans that would help them sustain operations both in the short and long term (Chopra. Van Mieghem, 2000).

Analysis of 2010 Old Spice Campaign

Analysis of 2010 Old Spice Campaign Introduction This essay aims to analyse the 2010 Old Spice Campaign which began with the release of the â€Å"Man Your Man Could Smell Like† commercial and finishing with the interactive â€Å"Response† campaign. The first part of the essay will explain about the brand Old Spice and the stiff competition it faced which resulted in Old Spice having to change their brand image. The second part of the essay will explain the 2010 Old Spice campaign in detail by explaining the rationale behind its conception, its launching and its audience reception, which was further bolstered by the launching of the â€Å"Response† campaign. The third part of the essay aims to analyse the campaign’s overall effectiveness in terms of a rhetorical context and an audience, market and social cultural context. Finally, the essay concludes by explaining the impact and overall significance of the campaign. Old Spice Old Spice is a well-known brand of male grooming products that has been around since 1938 and was acquired by Proctor and Gamble (PG) from the Shulton Company in 1990, who soon shifted its target audience from the older generation of 40 to 60 year olds, to focus on the younger generation of 13 to 34 year old men. Old Spice soon grew in prominence after PG released several new products under its brand that grew to become leaders in the market, like its men’s deodorant line (Belch and Belch, 2012). Problem However, by 2003 competition arises from the Unilever Axe brand, who are market leaders in Latin America and Europe. Axe’s advertising campaigns relied on suggestive images of provocative woman and evocative taglines (Belch and Belch, 2012). By 2009, stiff competition have resulted in Old Spice falling behind and big losses in market share. By the time of the 2010 Super Bowl, Unilever would begin a campaign for Dove Men’s body wash during the event, which therefore endeavoured Old Spice to shift focus back to them in order to boost sales and inhibit further losses in market share (Gold Effie Winner, 2011). Market Research Severe competition from Axe prompted Old Spice to revitalize their brand image in order to keep up, and thus approached advertising company, Wieden + Kennedy (W+K) in order to achieve it. Research done by W+K found that Old Spice’s target audience of the 13-to 34-year-old males were perplexed from the many types of body grooming products. The target audience was quite withdrawn to spend time and explore the options thoroughly, deeming them too confusing, too lady-like, or frankly â€Å"unsuitable for them†. Most men also perceive body wash as being a female product which is unnecessary for them to use. Old Spice also lacked a manly image and has the fixed perception of being used by old people, which did not appeal much to their target audience of younger generation males. The results prompted W+K to relocate Old Spice as the easy, masculine choice for serious men amidst the complicated, crowded and confusing, body product category (Belch and Belch, 2012). Campaign In February 2010, Old Spice released the â€Å"Man Your Man Could Smell Like† campaign. Objectives: The main objective for this advertising campaign was to change the perception of Old Spice being the product of the baby boomer generation in order to fit and appeal with Old Spice’s new target audience of younger men, which resulted in the creation of the â€Å"Old Spice Guy† (former NFL sportsman, Isaiah Mustafa). Target Audience: Despite the targeted market of the Old Spice product being men aged 13 to 34 years, the campaign targeted women instead as research revealed that most purchases regarding body cleansing made by men were decided by their female counterparts. Old Spice decided to directly reach out to women by telling them that â€Å"I am the man your man could smell like†, which would prompt them to purchase Old Spice in order for their male counterparts to smell like the Old Spice Guy. The aim was to spark a discussion between women and men about the benefits of having masculine-smelling body wash (Old Spice) for men over â€Å"female-scented† brands (Gold Effie Winner, 2011). Commercial: A 33 second video was filmed featuring Isaiah Mustafa as the â€Å"Old Spice Guy† explaining the benefits of using Old Spice over â€Å"lady-scented† body wash brands. Description of commercial as follows: The Old Spice Guy faces the camera and greets the women, wearing nothing but a bath towel, prompting the viewer (in this case, ladies) to look at their male counterparts and back to him a few times in order to compare their attractiveness. He concludes that unfortunately, their male counterparts do not look like him but an alternative is, that they are able to smell like him when they stop using lady-scented body wash and switch to Old Spice. The set then transitions smoothly to a boat out at sea, in which he holds up an oyster that contains, â€Å"two tickets to that thing you love†, before turning into many diamonds flowing down from his hand, and then exclaiming again that, â€Å"anything is possible when your man smells like Old Spice and not a lady†, while the Old Spice product materializes from the diamonds, before the camera pulling back and revealing that he’s on a horse (Old Spice, 2010). Launch: It was decided that the video would be released on social media platforms, rather than the Super Bowl. W+K thus secured search engine keywords that would direct users to the commercial when searching for Super Bowl commercials in order to generate buzz. The video was soon released on YouTube on February 4th, 2010, before going on television soon after. Old Spice’s website and social media pages was altered in order to adapt to the commercial. The website displayed visuals of youthful males participating in various â€Å"masculine† activities. Their Facebook and Twitter pages also featured images of the â€Å"Old Spice Guy†. Print ads also accompanied the release. Post-launch, the advertisements aimed to fulfil another criteria which is: getting males and females to start conversations about the campaign. The media buy was thus aimed at environments where men and women would be viewing it together. Examples like American Idol, the Winter Olympics, the TV show Lost and most importantly, in cinemas during the weekend of Valentine’s Day. Soon, the campaign became increasingly widespread and popular, achieving millions of views and multiple parodies. The â€Å"Old Spice Guy† also made appearances on talk shows like Oprah and Ellen DeGeneres. The campaigns popularity, resulted in the â€Å"Response† campaign, an event which went on for two days, in which the â€Å"Old Spice Guy† recorded over 186 personal video messages to internet users who posted comments about the commercial on social media platforms, which was then uploaded online (Wieden Kennedy New York, 2010). Reception: *Both Sources from Golden Effie Award, (2011) As shown in the pie chart above, Old Spice managed to achieve its primary objective of the campaign by dominating online conversations about body wash with 76% of the majority share throughout the period of January and March, 2010. By April, â€Å"The Man Your Man Could Smell Like† video garnered more than 10 million views on YouTube, which was more than 10 times the amount of views accumulated for Dove’s Super Bowl commercial (Wieden Kennedy New York, 2010). The â€Å"Response† campaign reached 20 million views on YouTube in just three days, and Old Spice’s social media following increased substantially. After the â€Å"Response† campaign, followers increased about 2700% and 60% for Twitter and Facebook respectively. YouTube subscribers increased from 65,000 to 150, 000, as well as traffic to the Old Spice website increasing up to 300%. As shown in the graph above, sales of Red Zone Body Wash also increased up to 125% from the time of the campaign’s launch to July 2010. Old Spice soon became the number one All-Time Most Viewed branded channel on YouTube. (Wieden Kennedy New York, 2010). Own View Old Spice succeeded in reinvigorating its image by adding a youthful, masculine and alluring appeal to its personality and image. It also established a positive reputation for itself through the commercial’s use of humour by becoming, â€Å"the brand with hilarious commercials†. Audiences will now immediately assume that future Old Spice commercials will be entertaining and thus will pay attention to them. This has allowed Old Spice to break free of the crowd of other commercials and prompts audience to focus on the messages. Although subsequent commercials may not be as interesting or persuasive, audiences are still likely to be watchful for any Old Spice advertisements expecting entertainment. The commercial’s humour was sufficiently good and enough as well. Old Spice Guy’s exaggerated masculinity was the right amount of funny to stimulate the viewer’s sense of humour. The Response campaign was also brilliant in every way as it allowed for higher interactivity and a real intimate engagement and relationship with the target audience as well as providing quality entertainment value. Rhetorical Analysis This section aims to provide a rhetorical analysis of the first â€Å"Man Your Man Could Smell Like† commercial video (Old Spice, 2010). The campaign targets women, hence, Old Spice Guy initially addresses women in order to appeal to their desire of making their male counterparts more attractive, however, he indirectly targets insecure males who themselves want to BE more attractive to women, which is the product’s main target audience. The ethos (narrators’ character and credibility in gaining approval) of the Old Spice Guy is by exhibiting the good traits he possesses; muscular, good-looking and tall which reinforces the credibility of the product and suggests that anyone who uses it would be as desirable as he is. The commercial also displays diamonds materializing out of the Old Spice Guy’s hand in which suggests that the character is wealthy and the sequence with the â€Å"two tickets to that thing you love† coming out of the oyster suggest that he can get anything a women desires. This reinforces the perception that he is the exemplary man. Next, the character uses pathos (seeking to arouse emotion in order to obtain approval) to appeal to the viewer’s insecurity and their perceptions of the perfect man. Old Spice Guy stimulates the viewer’s sense of humour and his dramatic delivered dialogue allows him to seem charming and charismatic. Also the use of imagery, like the Old Spice product materializing from a handful of diamonds, uses pathos to influence the audience into associating Old Spice with opulence. The commercial’s lacks logos (logical reasons to support argument) as the commercial is immensely absurd and improbable. Its main logical argument is that using Old Spice would make you smell better and thus become more attractive and exciting. This can be associated with a logical fallacy called, â€Å"The Slippery Slope† in which is the belief that taking a certain action (in this case, using Old Spice), would result in a chain of events with no logical explanation (attractiveness, luxury, etc.). While it is reasonable to suggest that the product WILL make you smell better, it cannot be proven logically that it would lead to you becoming more interesting or becoming rich and obtaining lavish possessions like diamonds or a boat. This can be related to the Elaboration Likelihood Model (ELM) under the peripheral route to persuasion in which the audience is deemed lacking the ability or motivation to compute information and would not probably undertake any thorough cognitive processing. This is when the viewer depends on the peripheral cues in the message and makes a decision, rather than evaluating the information and making sense of the argument. Positive peripheral cues like the attractiveness of the â€Å"Old Spice Guy† and luxurious materials being associated with the Old Spice product can overshadow the overall logic of the message to the viewer (Belch and Belch, 2012). The commercials overall effectiveness was in being able to relay positive peripheral cues to the viewers as quickly and directly as possible before the viewer could comprehend the overall sense behind it. The exigency (urgent demand or need) of the commercial is created by people’s desire to be attractive (e.g. men would like to be attractive to women) thus, the commercial portrays the perception that Old Spice users automatically becomes so thanks to the positive visuals being portrayed in the commercial. The tone and speed in which the way the Old Spice Guy speaks (which is direct and rather in a hurry) out his argument further reinforces the sense of urgency. The argument’s effectiveness ultimately depends on the viewer’s subconscious overlooking the fallacies of the argument presented within the commercial as well as being stimulated to action by the commercial arousing emotions over confidence and attraction. Audience, Market, Socio-Cultural Context Old Spice’s target audience (13 to 34 year old males) are able to be influenced by the commercial as they are inclined to feel insecure about themselves when it comes to attracting the opposite sex, in which purchasing Old Spice would give them a confidence boost, even though it is clear that the connection between the product and its benefits are non-existent. This would still influence an individual’s decision-making without being cognitively aware. Old Spice’s target market put greater emphasis on the need for fragrances. Their psychographic of the target audience believes that good deodorant and smelling good is essential as it eliminates the need for a cologne, and good and proper grooming is an important aspect to overall attractiveness to the opposite sex. Maslow’s Hierarchy of Needs explains that the primary motivation for consumers to buy grooming products is a result of their need for â€Å"esteem†, in which the target audience is driven by concerns regarding developing masculine identities and to be perceived as attractive to the opposite sex, all in which would encourage the consumer to seek products that would allow them to achieve their desired image (Belch and Belch, 2012). Old Spice also managed to establish a strong sense of brand loyalty among its consumers through the â€Å"Response† campaign, by allowing them to get personally invested in the brand through social media interaction. A personal connection with Old Spice allowed its consumers to fulfill Maslow’s Hierarchy of Needs of Self-Actualization which is the need for self-fulfilment (Belch and Belch, 2012). Conclusion Old Spice’s managed to achieve its goal of re-branding itself from being considered a â€Å"grandfather† product to appealing to both men and women of the younger generation through the 2010 Old Spice Campaign. The overall significance of the â€Å"Response† campaign innovated advertising by introducing real-time brand building through establishing an interactive an intimate relationship with the target audience that modernized and humanized Old Spice as a brand, an endeavour that would certainly be considered as the most popular and rapid growing interactive campaigns of all time.

Truth and Hypocrisy in Animal Farm and The Scarlet Letter :: essays research papers fc

Truth and Hypocrisy In Animal Farm and The Scarlet Letter   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Lies are often distorted into truth by those in power, who eventually become hypocrites as they continue to delude for selfish gain. In the process of this distortion, they will do everything possible to conceal and maintain their hunger for dominance and deference. This theme of truth ( or lack thereof ) and ultimate hypocrisy is skillfully shown through Napoleon in George Orwell’s Animal Farm, and Reverend Dimmesdale in Nathaniel Hawthorne’s The Scarlet Letter.   Ã‚  Ã‚  Ã‚  Ã‚  One of the most notable characteristics shared by Napoleon and Reverend Dimmesdale is their ability to skillfully twist lies into the truth. In Animal Farm, Napoleon is relentless in his deception of the other animals. According to Graham Greene ( Bloom, 1996, 21), he is a â€Å"consummate powermonger† who can skillfully undermine any idea that isn’t his own. The first signs of his dishonesty are shown when he hoards the milk and apples, with a message to the others that â€Å" It is for your sake that we drink that milk and eat those apples.† ( Orwell, 52 ) From there, the lies only increase in frequency and size. It’s easy to compare this to the deceptive nature of Reverend Arthur Dimmesdale of The Scarlet Letter. The young minister veils his sin from his Puritanical community by â€Å"cultivating an image that is far from the real truth.† ( Johnson, 14) From the revelation of Hester’s scarlet letter to that of his own, Dimmesdale conceals his shame by portraying himself as a â€Å"miracle of holiness†. ( Hawthorne, 139) Thus, both Napoleon and the minister share the negative attribute of fraudulence throughout their respective novels.   Ã‚  Ã‚  Ã‚  Ã‚  Another notable comparison between the two novels is that both Napoleon and Dimmesdale lie for ambition. This is distinctly observable in Animal Farm, where the pigs take the immediate initiative to establish themselves as the leaders. Napoleon is instantly placed as a head, being the only Berkshire boar on the farm that has â€Å" a reputation for getting his own way.† ( Orwell, 35 ) From the moment the animals beat Jones out of the farm, it’s obvious that Napoleon is shrewdly planning to fill the farmer’s position. He envisions plans that will benefit only himself, yet â€Å"make him appear to be working for everyone’s advantage.† ( Allen, 37 ) Thus, he will rise in the animals’ eyes as a caring and considerate leader. This is exemplified by his

Personal Narrative - Slumber Party :: Personal Narrative Essays

Personal Narrative -Slumber Party Thump-thump, breathe thump-thump, breath. My heart beat as if it was pounding out through my brain; I tried to catch my breath. I heard footsteps coming up behind me like an elephant chasing at my heels. A scream pierced my ears and echoed many times in my mind. My thoughts raced from one thing to another. After locking the door, the four of us clinched in a corner for nearly an hour. My day had begun normal. I remember I woke up, went to school and found myself with my friends that afternoon. My company was five of my closest pals; Becky, Alex, Meredith, Lee, and my boyfriend Cody. We all had hung out many times before and knew each other well. For most of the evening, we sat around telling horror stories and gossiping about classmates. Time passed quickly and soon, it was time to head home. The girls were all planning a slumber party at Becky's. Her parents had gone out of town for the weekend, and she was not willing to stay alone. We began our evening of leisure by getting into our P.J s, and returning to our scary stories. Before realizing it, another hour had passed. All the stories must have gotten to us because before we went upstairs we made sure every light was on in the house. The hair on the back of my neck began to rise as we listened to the cold aching silence. In the distance we listened to three loud car horns and a door slam. We, then, jumped away from the window and started down the stairs. Half way down the stairs, we stopped dead in our tracks. The roof began to rattle as if someone was climbing across it. Our pulses raced as we flew down the remainder of the stairs. Thump-thump, breath. We huddled together in the kitchen. For our safety, we gathered a sharp knife and a phone. We came up with explanations to relieve our minds deciding that the horn was a neighbor and the thump on the roof was the cat. Calming our thoughts down, we relaxed into a group, sitting on the counter. We laughed at the fools we had been, and grew quiet as we heard several car doors slamming, again. Silently staring at one another our eyes grew wide as we hesitated to jump. Alex tried to explain "It's just the neighbors.

Causes of WWI Essay

Wars are large and complicated affairs. The first word war was the product of many, many things. Although the war officially began on July 28th, 1914, it had been building up for a while. The beginning of the war was much like a domino affect. It started when Austria-Hungary declared war on Serbia. On July 29, Russia ordered a mobilization only against Austria-Hungary in support of Serbia. The Germans threatened war on July 31 if the Russians did not demobilize. France then mobilized. On August 1, Germany declared war on Russia, and two days later, on France. The German invasion of Belgium to attack France, which violated Belgium’s official neutrality, prompted Britain to declare war on Germany. World War I had begun. Nationalism, militarism, and imperialism all prompted the rivalry between nations which led to WWI. Nationalism, the love and support of one’s country, has always existed. At this time, however, it was so prominent, it helped cause the first world war. Since so much pride was devoted to countries, it made the possibilities of peace between past rivals less probable. People felt great loyalty and were willing to do anything for their country. In history, many wars have been over territorial disputes. A country feels nationalistic, and people’s pride leads to people wanting to expand with more land. A country can feel so strongly about this, that they will fight for it. The spark of the world was the assassination of the Archduke Francis Ferdinand and his wife. They were shot by a Serbian nationalist because of the crisis in the Balkans. The Balkan Peninsula was a mountainous area below Austira-Hungary and consisted of many different ethnic groups. Each group was very nationalistic and wanted to extend its borders, especially Serbia. Austria-Hungary took over two Balkan Slavic areas. Document 6 describes the tension in this region at the time. Serbia did not want Austria-Hungary to have Bosnia and Herzegovina. The archduke was shot because the Serbians feared that when he became in power he would continue to persecute the Serbs who lived in the Austro-Hungarian borders. The assassination, however, only created more problems. A harsh ultimatum was given to Serbia and when Serbia tried to negotiate that harsh terms, war was declared upon them. Serbia’s ally, Russia joined right in the war, and soon after many other European countries. Nationalism was also a contributing factor to the alliance  system. A country having more people on its side meant they felt more powerful, and more nationalistic. During World War I there were two alliance systems; the Triple Alliance and the Triple Entente. The Triple Alliance included Germany, Austria-Hungary, and Italy. The Triple Entente included Great, Britain, France, and Russia. Later on in the war, the United States entered the war on the Triple Entente side, and Russia left. Members of the Triple Alliance were also known as the Central Powers. This is because the three countries were grouped together in the center of Europe. On each side of them, they has enemies, which is why this was a two-front war. This is shown on document 2’s map. Germany’s Schlieffen Plan was a plan to have a large part of the German army go west to fight France, and then go east to fight Russia. Nationalism is what made Great Britain join the war. Under the Schliefeen Plan, German troops invaded Belgium (a neutral country) because they refused to let the Germans pass through on their way to France. Great Britain was closely tied with Belgium so after the Germans attacked Belgium, Great Britain declared war on Germany. Although not the only cause of the large, complex war, Nationalism was the cause of many of the other causes. In many ways Nationalism can be a positive thing. It can improve economy by increasing competition and devotion and make a country more prosperous. Theses feelings created by nationalism can go to far. Nationalis m can also cause rivalry, feelings of superiority, and competition can lead to aggressiveness which leads to wars. Around 9 million people died in World War One. Tension between countries led to a arms race in Europe. Countries were over nationalistic and felt that having a large army made them more powerful. Glorifying military power and having an strong army is known as militarism. When a country has a strong army who is ready to fight, they are more likely to use war as a way of getting what they want. The main countries who participated in WWI all had significant increases in the amount of money they spent on weapons. Germany increased its per capitata expenditures on armaments from $1.28 in 1870, to $8.19 in 1914 (document 1). Propaganda, a way of persuading people to think one way, was used to keep up morale and support for the war. Posters like the one shown in document 5 was used to recruit soldiers for battle. People felt patriotic when they went to fight in the war. Countries competed to  have the largest militaries, and the best weapons. Militarism at this time led to the creation of many new weapons. Fritz Harber invented a method of using nitrogen from the air. It was used to create one of the worst weapons of the time, poison gas. The machine gun was also a new weapon of the time. It fired ammunition automatically and was extremely deadly because it was quick and easy. Other weapons of war included the tank, the airplane and the submarine. Submarines were used in unrestricted warfare and fired torpedoes. Militarism is why the war was so deadly. It caused rivalry between nations. Kaiser Wilhelm II of Germany envied Britain for having such a strong navy so he increased the German navy and built many warships. Britain responded by increasing its navy and building more warships too. Things like this started the arms race and created even more competition between countries and alliances. Leaders looked at militarism and saw war as the only way to solve problems, which is not true at all. Another factor which contributed to the increase in rivalry in Europe was imperialism. Great Britain, Germany and France needed foreign markets after the increase in manufacturing caused by the Industrial Revolution. These countries competed for economic expansion in Africa. Africa between 1880 and 1914 was split up between Britain, France, Germany, Italy and several other nations (document 4). Long before the war there was competition between these countries for resources, land, and markets. Each country wanted to be the most powerful and felt that they could do this by obtaining as much land and wealth as possible. Many forms of imperialism were used to do this with. Germany and France disputed over who would control Morocco a couple times, so the mistrust between these countries was already at a high level. Before the war, grudges had already been formed. Document 8 describes the tension and the trouble spots prior the WWI. The reason why the became and world war so quickly was because of all the factors that were already in place. Mainly rivalry, which imperialism contributed to greatly. World War One was ended with the Treaty of Versailles. The treaty was intended to make peace between the countries. The treaty was unfair and created with revenge in mind. It made Germany pay $33 billion in reparations and forced them to accept war guilt. Adolph Hitler himself was a product of  the First World War. In many ways, the end of World War I was the cause of World War II.

Greatest Chinese Inventions

The Greatest Chinese Inventions Gene R. Kelsey Strayer University The ancient Chinese culture produced major inventions that some of which still are relevant and useful to our modern culture all over world even today. When an Italian merchant named Marco Polo traveled to China in during the Song Dynasty in 1271 he discovered a place so technologically advanced far greater than any Western European nation of its time. The following is a listing of 9 important inventions instrumental to our growth as modern Human Beings.It would be a technical pilgrimage for me to win this contest. I would love to visit China. (1) The Process of Paper making. Although first used as wrapping and padding for over 100 years before it became a medium for writing upon around AD 105. Paper along with printing changed the way the world documented everything from history to science and many years later paper currency. Even though our modern culture is moving away from paper it will always be used in one form o r another. There is no such thing as electronic toilet paper. 2) The invention of the printing press with moveable text symbols by Bi Sheng. It was this invention that was eventually taken over to the West and used by Gutenberg for the printing of the Bible. Needless to say, this had a profound effect on the nature of knowledge and the development of literature, (The Franklin Institute). (3) Gun Powder and Fireworks. The use of gunpowder in weapons gave those with access to the technology a greater ability to protect themselves from enemies or to conquer and control others. It greatly affected the balance of power in many parts of the world.Whether we agree or not the invention of Gun Powder and the weapons that followed were huge game changers for Humanity. (4) The Compass which was really pre-dated by the discovery of magnetism by the Chinese which was first noted in a book from the Song Dynasty. However, the first suspended magnetic needle compass was written of by Shen Kuo in hi s book of AD 1088. The wet Compass was the most used. Eventually the Dry Compass took shape but was not as well accepted by the Chinese. (The Science Forum 2007) (5) The Great Wall of China. One of the wonders of the world its construction began in 221 BC in an effort to keep Mongol invaders out. The Sui Emperor Yang Di began the reconstruction and repairs of the wall around the 600’s AD. Hundreds of thousands of laborers were used to do the work. As some perished they were buried where they fell and remain in the wall. It is the biggest man made structure on earth and is said to be the only one visible from space. However, upon going to the NASA web site (www. nasa. gov/vision/space/workinginspace/great_wall. html) you will find some contradiction to that story.Only from low level orbit can it be made out to the unaided eye. (6) Cast Iron. In the 4th century BCE due to the prior discovery of refractory clays to allow for construction of a blast furnace that could handle the heat required to melt down iron the Chinese were able to pour and mold cast iron. That along with the use of phosphorus to reduce the heat required using coal as the fuel. With the development of annealing ploughshares, longer swords, and buildings were also using iron in their construction. (Asiasociety. Org). (7) Row Crop Planting 6th Century BC. 200 years before the western world adapted this practice the Chinese were growing stronger crops much faster than previously done by planting in rows. This process allows for greater access to the plant for watering, weeding, and harvesting along with greater protection for the plant from the elements. This practice is still used today as it still remains the perfect way to grow and harvest. (8) Deep Drilling. Around the 1st Century BC the technology to drill deep bore holes using equipment that would be recognizable today.They used Derricks that towered has high as 180 feet and could reach depths of 4800 feet. They captured natural gas i n bamboo tubes to use as fuel for evaporating water by boiling brine to produce salt. There is also evidence that they may have burned it in lanterns for light. It wasn’t until the 1800’s before western nations adapted the use of deep drilling. (9) Porcelain. To this day Chinese porcelain is prized by all cultures. The process of using materials such as glass and mineral compounds in a kiln at high heat. Invented during the Sui Dynasty and perfected in the Tang Dynasty most notably by Tao-yue (c. 08 – c. 678). By the time the Sung Dynasty it reached its peak around the 10th century. It wasn’t until over 500 years later the monopoly was broken by a German Physicist Tschirnhausen who invented European porcelain. Generally speaking most scholars believe the 1st four I have in order are the most important contributions to humanity. Although the greatest written works of man may have eventually reached the pages of a book using other materials other than paper . And printing hadn’t been created when it was following paper by the Chinese.Take the time to consider the Chinese were hundreds of years or more ahead of the west so think how many works would have been lost if man continued to carve in wood and write on cloth. And of course Gun Powder which led to fireworks and firearms. And lastly the compass so one can find their way home at the end of the fireworks show. I think the greatest invention from the Chinese is their diverse culture. China is one of the four ancient civilizations (alongside Babylon, India, and Egypt) with 3600 years of written history. Out of the nine I have chosen Cast Iron which eventually became steel as something I couldn’t live without as I do.The Chinese invented the process but it wasn’t perfected until a British inventor names Henry Bessemer mass produced it in his facility in Sheffield, England in 1856. Steel is still produced using the process of blowing air through molten pig iron to o xidize the material to separate the impurities. Why would I choose cast iron and steel? All my life I have worked with iron and steel. I build cars and restore them by welding in new metal where old has rusted away. I build iron gates and art work with iron and steel. I have my work adorning many friends and family’s homes.The art of blacksmithing holds great interest for me. What other material on earth is so strong yet can be heated and molded into any shape. While doing research for this paper I ran into some of the writings of Shen Kuo. We have been studying the Renaissance of Italy. Shen Kuo was the Leonardo da Vinci of China. He was a mathematician, astronomer, meteorologist, geologist, zoologist, botanist, pharmacologist, agronomist, archeologist, ethnographer, cartographer, encyclopedias, general, diplomat, hydraulic engineer, inventor, academy chancellor, finance minister and it goes on.In the Song Dynasty he was the head of the bureau of astronomy in the Song court. One of the greatest Western sinologists of this century, Joseph Needham wrote â€Å"The Science and Civilization in China†. This Book is now one of the main references about Shen Kuo’s work in a western language. What this tells me is that genius is not limited to the west or east. The Renaissance was not limited to the west. Great minds are of the nature of the human race. They don’t come around that often. But every century has had a few of them since the eginning of man. And China has had their fair share dating back to the origin of what is China! References Secrets of Lost Empires (The Science Forum 2007) Bodde, Derk (1991). Chinese Thought, Society, and Science. On Shen Kuo. The Needham Research Institute (NRI), home of the Science and Civilization in China project. (www. nasa. gov/vision/space/workinginspace/great_wall. html) (The Franklin Institute, 2012). The Humanities: Culture, Continuity, & Change: Volume 1 Second edition.

Alternative Method for Onsite Sewage Disposal

WASTEWATER TREATMENT PLANT DESIGN Term Paper 1 ALTERNATIVE METHOD FOR ONSITE SEWAGE DISPOSAL (29 Pages) March 2nd, 2012 TABLE OF CONTENTS 1. INTRODUCTION3 2. INFORMATION4 3. 1 Soil Absorption System in a septic tank4 3. 2 Soil Failures6 3. 3 Soils7 3. ALTERNATIVE METHODS FOR ONSITE TREATMENTS 8 AND SYSTEMS OF DISPOSALS 4. 4 Alternative method for soil treatment and disposal systems8 4. 5 Alternative treatment devices13 4. 6 In-house alteration of wastewater16 4. REGULATION OF ALTERNATIVE ONSITE SYSTEMS21 5. CONCLUSION22 6. 7 Funding of existing state onsite programs22 6. Operation and maintenance22 6. 9 Failing systems23 6. 10 Water Conservation24 References25 List of Figures26 1. 0 INTRODCUTION Nearly 30% of the homes in the United States of America depend on onsite wastewater treatment and disposal. This percentage remained constant for the last two decades and is also estimated to be constant in the coming future. It is estimated that up to one half of the septic tanks do not perf orm perfectly or may even fail even before their expected life. The risk of contamination of ground water and surface water quality increases with the failing of an onsite system.These result in degradation of water quality, health hazards, outbreak of diseases and lowered property values. Nationally septic tank leachate is the most frequently reported cause for the contamination of the ground water and consumption of contaminated ground water is responsible for over 50% of all reported outbreaks of waterborne diseases. Lack of affordable and effective onsite sewage disposal is a national issue. Less than 35% of the land in the United States of America is suitable for conventional septic tank soil absorption systems.These limitations and requirements have resulted in developing many alternatives for onsite technologies. This study discusses recent research on alternative onsite technologies. 2. INFORMATION 2. 1 Soil Absorption System in a Septic Tank The soil absorption system in a septic tank is one of the most common treatment systems onsite. This soil absorption system consists of a septic tank, a water tight container which is usually large, and a field of soil absorption. It also contains a series of perforated pipes that are buried in the soil. This system performs two functions, the treatment of wastewater and the disposal.The septic tank provides biological treatment by removing large solids and greases. Further treatment followed by the final disposal is provided by the soil absorption field. A septic tank is made up of a large container which is water tight (usually 1000gal). This container is generally buried slightly below the ground and also adjacent to the building to which it is serving. The greases and fats are collected in a layer on the upper liquid surface whereas the solids settle to the bottom of the tank. For the liquid to be discharged from the layers between the solids and the scum, an outlet is constructed in the septic tank.For approx imately every three years, the solids and scum are pumped from the tank. The treatment or stabilization of contaminants in the wastewater are treated by anaerobic microorganisms. This process occurs in the absence of O2. The soil absorption field consists of a series of pipes. These pipes are placed in trenches which are usually 2 to 3 feet wide and 2 to 4 feet deep. These pipes are perforated. The pipes are placed in Gravel and it is covered with top soil. The effluent from the septic tank first flows down to the pipes, then out of the perforations and finally is absorbed by the adjacent soil.The microorganisms in the soil below the trenches absorb and treat the organic material in the effluent. This treated water percolates into ground water or may also evaporate. 2. 2 FAILURES The main causes for the failure of the system are * The water table being very high. * The surrounding soil being impermeable. * Improper Construction * Lacking in maintenance of the tank. The failed system can usually be defined as * When sewage effluent is collected on the surface of the ground. * When the wastewater is no longer being evacuated by the toilets or drainage systems.Main Causes for these types of Failures * Clogging of the Soil under the system * The rising of the water table to very close of the distribution trenches. * The soil being impermeable. The Clogging of the soil is being considered as the unavoidable occurrence for a soil absorption system over a period. The design of the system, the maintenance of the tank, and the characteristics and amount of wastewater being treated greatly influence the rate of clogging. The immediate clogging of the soil is also occurred when proper pumping of the septic tank is neglected.If the soil under the field of soil absorption is too permeable, even then the system failures occur. If this happens then the effluent directly enters the ground water without proper treatment in the soil. In this case it becomes more difficult to id entify, as there are no problems that can be found out or noticed in the disposal system. A sample of ground water may be taken to detect such failures. 2. 3 SOILS The ultimate disposal of the liquid part of the wastes treatment process depends mainly on soil for all onsite systems. The soil also provides the ultimate treatment in most of the onsite systems.The wastewater is made free of contaminant particles when the contaminants pass through soil by contact with the aerobic microorganisms and also absorption to soil particles. The pathogens and contaminants are completely removed from the wastewater if it travels slowly through 2 to 4 feet of unsaturated soil. If at all the wastewater is travelled quickly the treatment is not done completely and resulting in the contamination of the underground water. Even if the wastewater travels too slowly the saturation of the soil takes place aerobic treatment will also not take place.The time at which the wastewater is to be passed should be determined by the soil permeability. It is mainly affected by texture and structure of the soil. The texture of the soil means the physical nature of the soil with respect to portions of sand, silt and clay. The travelling of the water depends on the particle size of the soil. It travels quickly through the coarse soil and slowly in clayey soils. Soils whose structure is stable will allow more water to pass through than that of those soils whose structure is unstable.The kind of soil absorption system that has to be determined is mainly based on the characteristics of the soil. 3. 0 ALTERNATIVE METHODS FOR ONSITE TREATMENTS AND SYSTEMS OF DISPOSALS The conventional septic tank absorption system is used in less than 35% of the land in the United States of America. There are some areas that are not suitable for the conventional absorption system because of the soil. For the past several years alternative methods to the conventional method of absorption system have been provided to de velop effective sewage treatment to those soils which were formerly not suitable.Most of the alternative methods are still in the experimental stage. This chapter describes the ongoing status of the research being carried out on a number of alternative methods to the conventional septic tank-soil absorption system. The alternative systems for the soil absorption system are divided into three groups * Alternative method for soil treatment and disposal systems * Alternative treatment devices * Alteration of wastewater in-house 3. 1 ALTERNATIVE METHOD FOR SOIL TREATMENT AND DISPOSAL SYSTEMS The main factor in identifying the onsite sewage treatment and disposal systems is the soil.For this reason, the research has been primarily focused mainly on developing alternative soil absorption methods. Five alternatives to the standard soil absorption field are described here. Of which three of them are the alternative methods of distributing effluent to standard soil absorption field, a mound or fill system, and an evapotranspiration system. Soil Clogging over time is an unavoidable occurrence for soil absorption systems. This problem is caused by the manner in which effluent Is delivered to the system.The flows occur to a soil absorption field when the effluent is displaced from a septic tank by a water use event in the household. Such low volumes and irregular waste utilize only a small portion of the disposal trench area on all times. These cause clogging, progressive creeping failure and localized overloading. The following figure illustrates how the progressive failure reaches a state of equilibrium along the entire absorption field with respect to the time. To provide more uniform application of effluent over the complete trench area two systems have been developed. The two systems are Dosing system and Pressure Distribution systems.DOSING SYSTEMS The dosing systems are present in the dosing tank. These dosing systems store the pretreated effluent and apply large d oses to the soil absorption field by gravity, siphon or pump at regular intervals of time. The surface of the soil is returned to an unsaturated condition by allowing the system to drain. The soil type determines the frequency of dosing. It usually ranges from one to four doses per day. EALUATION: The specific cause for soil clogging is not well understood, and some question still exists whether dosing is effective or not. Clogging still occurs in dosing systems as well as standard systems.More research and careful tracking of installed systems is necessary. An additional dosing chamber and pump adds up to approximately $880 to $1000 to the price of the standard system. REGULATORY STATUS: Washington State Guidelines for dosing systems have been issued. There are 57 systems on the state inventory. PRESSURE DISTRIBUTION SYSTEMS Pressure distribution systems like the dosing system store pretreated effluent for periodic distribution to the soil absorption field. Diameters of small radiu s are used to pump the effluent over the entire absorption field. The pressure distribution system provides the most uniform distribution.Such accurate distribution avoids the localized overloading problems. The additional benefit of dosing are also achieved with the Pressure Distribution system. EVALUATION: The Pressure distribution systems are mostly suitable for permeable and coarse textured soils. This is because they improve the potential for treatment by the distribution of the effluent evenly over the entire absorption field and reduce the potential for direct bypass of effluent to the ground water. The installation cost, operational cost and the maintenance cost are much more in a pressure distribution system when compared with the gravity system.This is because of the additional cost of the dosing chamber and pumps which approximately adds to $800 to $1000 to the price of a standard system. The cost of installation of the absorption field is similar to that of the standard field. It is obvious that these systems result in the most effective treatment in coarse textured soils, but it is not clear whether or not the life of the absorption field is long lasted in fine grained soils. REGULATORY STATUS: Washington State Guidelines for pressure distribution Systems have been issued (revised SEPT 1984).There are a total of 52 systems on the state inventory. ALTERNATING DISTRIBUTION SYSTEMS The effluent is not stored by the alternating distribution systems. Instead the disposing of the pretreated effluent is carried out between two separate absorption fields. These absorption fields are constructed in close proximity and the fields are usually alternated annually. This allows the unused field to drain and aerobic decomposition of clogging mat to take place. The residential systems are generally constructed with two equal fields each containing 75% to 100% of the required surface area.EVALUATION: Washington alternative system guidelines require each component field to contain 100% of the area required for a single field. In a conventional system it is also required that the soil meet its standards. Hence the installation cost is more and the benefit received is the increased life time of the absorption field. REGULATORY STATUS: Washington state guidelines have been issued. There are two systems on the state inventory. MOUND OR FILL SYSTEMS This is a pressure distribution system installed in a mound constructed on top of the natural soil.Such systems are used when the GWL is too close to the surface or when the soil is not permeable enough or is too permeable. This mound is constructed of a coarse grained material usually sand through which the pretreated effluent travels before it reaches the original surface of the soil. Vegetable cover and top soil are used to cover the mound. Usually the soil absorption field is constructed below the top soil. The mound system is placed on the top of the top soil layer and thus gains the additional be nefit of this soil layer for the treatment.The treated effluent is dispersed over laterally through the top soil until it is absorbed into the sub soil. EVALUATION: These mound systems have emerged as an effective alternative for sites whose soils are unsuitable. Anyhow construction of a mound requires the transportation of large amounts of new soil to the site and the mound must be carefully designed and constructed properly in order to see that no problem occurs in the future. The design and installation cost of the mound system can cost between $4000to$8000. Therefore this the last option for installation.REGULATORY STATUS: Final state guidelines have been issued for the mound systems and there are 257 systems on the state inventory. EVAPOTRANSPIRATION BEDS The evapotranspiration beds discharge the wastes into the air instead of the soil. The use of such beds is not allowed in those areas where the annual evaporation is more than the annual precipitation. These beds are lined wit h water tight materials such as plastic, filled with crushed rock and sand, and again covered with top soil. Perforated pipe lines are used distribute pretreated effluents to the bed as in the conventional absorption system.EVALUATION: Testing of 17systems took place in Easter Oregon and that revealed out poor performance. All but one of the systems developed holes in the linear. They allowed the untreated effluent to enter the ground water. REGULATORY STATUS: An experimental system permit would be required for installation of the evapotranspiration beds. 3. 2 ALTERNATIVE TREATMENT DEVICES The focus has mainly been on the disposal systems in an onsite research in the USA. However there has been some interest in reducing the clogging of soil absorption fields. This has led to in improving the quality or purity of the effluent from treatment devices.If the purity of the effluent is improved then the clogging in coarse unstructured soils is reduced. There are 2 devices in the pretreatm ent of wastewater, the septic tank and the aerobic tank. To provide an extra treatment to the effluents from septic tank and aerobic tank several technologies have been developed. Some of the devices are capable enough to produce the effluent suitable for surface discharge. However the surface discharge is not allowed in all states and so these types of systems can be utilized to improve the performance of the soil absorption field. AEROBIC TANKSAn aerobic tank is a watertight container which runs on the mechanism where the wastewater comes in contact with air. The decomposition of waste products takes place when they are in contact with the air. The separation of the solids and greases take place and the liquid waste is discharged into a disposal system. The solids must be pumped from the final chamber regularly. Aerobic tanks can reduce the BOD by 85% to 98% under ideal conditions and also reduce the Suspended Solids by 40% to 80%. A septic tank reduces BOD by 25% to 65% and suspe nded solids by 40% to 80%.EVALUATION: Aerobic treatment devices are sensitive to any changes in the quantity of wastewater or the characteristics of the wastewater they are treating. In normal conditions, the effluent has not been shown to be of a higher purity than the septic tank effluent and the purity of the septic tank changes vastly with time. These are mechanical devices which require skilled men to operate it and also to maintain it. Since the aerobic tanks need regular inspections and frequent maintenances, they are best suited for conditions where the management is done by Wastewater Management District or utility.REGULATORY STATUS: Final state guidelines were issued in 1975 for the aerobic devices. No systems are illustrated on the state inventory. ANAEROBIC FILTERS These filters are mainly designed to provide secondary treatment to septic tank effluent before they discharge to a soil absorption system. The filter is a water tight container which is filled with crushed ro ck or other soil type which will support microbial growth. Effluent is treated when it comes in contact with anaerobic organisms on the surfaces of the anaerobic filters. EVALUATION: Development is still in the experimental stage for small residential systems.It is reported that anaerobic filters can reduce the BOD of septic tank effluent by 30% to 80% and can further reduce fecal coliform by 43% to 95%. No additional source of energy is required and the maintenance cost is almost similar to that for a septic tank. Cost Estimations are not available. More research and field tests are needed. REFULATORY STATUS: No state guidelines are there for anaerobic filters and an experimental system permit would be required. SAND FILTERS Many sand filter designs have been installed on an experimental basis for residential onsite use.Sand filters operate by directing pretreated effluent into or onto a layer of sand allowing it to drain through the sand where aerobic decomposition of the wastewat er takes place and collecting the filtrate in a perforated pipe at the bottom of the filter. Filters may be constructed either above or below the ground. The systems that are constructed below the ground can be contained in a water tight vault or can also be uncontained in direct contact with the surrounding soil. Some filters send back part of the filtrate through the filter for further treatment. The liquid filtrate is ultimately disposed of in a soil absorption field.Sand filters are capable of producing very high quality of effluent with reported BOD and SS reductions of 99% and 97%, respectively. EVALUATION: The Oregon Department of Environmental quality has conducted extensive research into the use of sand filters for residential use. Their research has shown good success at improving the ability of soils to accept and treat effluent on sites with soils that are not acceptable for the conventional systems. In cases where the soil conditions are very poor, an installation of sa nd filter is made to treat the effluent coming out of the septic tank before the disposal in the mound system.However this system might cost up to $1000. REGULATORY STATUS: Washington State interim guidelines for sand filters have been issued and are currently being revised. 3. 3 IN-HOUSE ALTERATION OF WASTEWATER The main factors that are taken into consideration when designing onsite treatment and disposal systems are the quantity and quality of the wastewater being treated. These factors also have an important effect on the long term performance of those systems. Wastewater is created and its characteristics are determined by the water use habits of the residents belonging to the household.The quality of the wastewater is also influenced by the water use habits of the residents. One technique of altering the waste stream is one technique considered to permit onsite treatment and disposal on sites with less suitable soils. HOUSEHOLD WASTEWATER CHARACTERISTICS Household wastewater c haracteristics vary widely with the time of day and the season. Wastewater from residential houses is affected by high utilization of water like the day of wash, holidays and guests and periods of no flow in times of vacations. Below are given the values of average residential wastewater.Typical household wastewater is 99. 9% water by weight, and 0. 02% to 0. 03% suspended solids, plus minor amounts of other soluble and insoluble organic and inorganic substances. Wastewater also contains bacteria, viruses and other microorganisms from the digestive tract, respiratory tract and skin. Some of the physical and chemical characteristics of wastewater produced by various activities are listed below. TABLE 3. 1 HOUSEHOLD WASTEWATER – PHYSICAL AND CHEMICAL COMPOSITION ACTIVITY| BIOLOGICAL OXYGEN DEMAND| SUSPENDED SOILS| Kitchen activities| 42%| 27%| Bathing and showering| 6. %| 6. 8%| Clothes washing| 29. 9%| 31. 3%| Toilet Flushing| 21. 8%| 35. 8%| TOTAL| 100%| 100%| WASTE SEGREGATI ON Toilet flushes or black wastes contribute approximately 35% of the water, 36% of the suspended solids, and 68% of the total nitrogen to the household waste stream. The volume and pollutant load of remaining water which is called grey water is reduced if the toilet wastes are treated separately without using water. VAULT PRIVIES Vault privies and holding tank systems store the waste products from toilet in a storage vessel which is water tight and is pumped out periodically?EVALUATION: The storage systems are generally used to correct a temporarily correct a failing system but not always applicable to residential uses. REGULATORY STATUS: Washington state guidelines have been issued and the use is restricted to non-residential applications. INCINERATING TOILETS The use of natural gas and electricity is made to incinerate toilet wastes in the incinerating toilets. In these toilets the solids are reduced to ash and the liquids are evaporated and vented to the outside. Later the ash i s disposed of at regular intervals of time.EVALUATION: Incinerating systems consume energy either from electricity or from natural gas and should go through a fifteen minutes treatment cycle after every use. Five to Six units installed in Kentucky in the early 1970s had been abandoned by 1978 because of high operation costs, associated doors and frequent problems of repairs. REGULATORY STATUS: Washington state interim guidelines for incinerating toilets were issued. BIOLOGICAL TOILETS Biological toilets treat human wastes by composting. Composting takes place under specific conditions of temperature, moisture, exposure to Oxygen and the availability of carbon and nitrogen.This process of composting usually results in a relatively dry end product which is free from harmful components. This end product is intended for disposal as a soil additive. To assure successful treatment of wastes, proper maintenance of design and operation of composting toilets within the composting chamber. Th ere are two common designs used, (1) small units where the entire unit is on the floor in the toilet room and (2) large toilets where the composting unit is below the floor. EVALUATION: Even though they have been in use for many years, the design of composting or biological toilets is still evolving.Field testing in the United States of America has resulted in some problems. Two studies sponsored by U. S. EPA (Environmental Protection Agency) and conducted in California and Oregon report generally poor performance including certain problems like excess buildup of liquid, problems caused by insects and rodents, structural failures and incomplete treatment of wastes. For certain units to operate efficiently an added heat and forced ventilation are required. REGULATORY STATUS: No existing regulations in the state of Ohio. GREYWATER TREATMENT AND DISPOSALGrey water contains concentrations of organic materials, solids, nutrients and fecal bacteria which require treatment to that of the t otal household wastewater. A significant amount of wastewater created can be reduced by segregating the waste. EVALUATION: Even though the conventional treatment and disposal methods are required, the segregation of black wastes allows the size of the system to be reduced significantly. Septic tank size can be reduced by 50% and the capacity of the soil absorption field can be reduced by 40%. REGULATORY STATUS: Guidelines for grey water treatment are included in the state regulations. . REGULATION OF ALTERNATIVE ONSITE SYSTEMS To prevent the spread of diseases, the need for regulation of onsite sewage disposal became necessary. However specific construction requirements are many times difficult to justify in terms of preventing the spread of diseases. This difficulty led to vast differences in policy and allowed regulations to be influenced by political purposes as well as public health purposes. A national survey of existing state codes in 1947 found considerable variation in requi rements for onsite sewage disposal systems (Weibel, 1947, in Kreissl, 1982a).These findings prompted the U. S. Public Health Service to become involved, and in 1957 they published the Manual of Septic-Tank Practice. A survey of all the states was conducted in 1971 and showed that most state codes had incorporated the recommendations of the manual (Patterson, 1971, in Kreissl, 1984). Since that time, states have been revising their codes in response to local experience and new research. In 1980 the U. S. Environmental Protection Agency published a Design Manual for Onsite Wastewater Treatment and Disposal.Newer or â€Å"alternative† onsite treatment technologies are more complex than that of the conventional systems and incorporate pumps, recirculation piping, aeration, and other features (e. g. , greater generation of residuals) that require ongoing or periodic monitoring and maintenance. However, the current management programs of most of the jurisdictions do not typically o versee routine operation and maintenance activities or detect and respond to changes in wastewater loads that can overwhelm a system. In addition, in many cases onsite system planning and siting functions are not linked to larger ground water and watershed protection programs.The challenge for onsite treatment regulators in the new millennium will be to improve traditional health based programs for ground water and surface water protection while embracing a vigorous role in protecting and restoring the nation's watersheds. 5. CONCLUSION There are important problems not addressed by existing regulations 5. 1 Funding of Existing State Onsite Programs The Department of Social and Health Services currently has 1. 8 staff statewide for the entire onsite program. Department officials estimate that 4 to 5 full time staff would be required to adequately perform the state’s duties (Lenning, 1987). . 2 Operation and Maintenance The U. S. EPA (Environmental Protection Agency) Design Man ual for Onsite Wastewater Treatment and Disposal Systems (1980) suggests that there are three distinct phases in the life of onsite systems that required to be controlled. * Installation * Operation * Maintenance The above phases of installation, operational cost and maintenance cost cause problems that may result in system failures that threaten public health or damage the environment. Guidelines for alternative and experimental systems require some monitoring of operation as mentioned in Section 4. 2.The difference between using an onsite system and being connected to a municipal sewer is usually not known to the home owners. Careful operation and careful maintenance is required for an onsite system to function properly. For example, there might be a serious effect on the operation of an onsite system with the use of garbage grinders or excessive water volumes (Refer Chapter 3. 3). An important maintenance function for most of the systems is pumping of septic tank. If this is not done properly it may result in the rapid failure of the soil treatment and disposal system (Refer Chapter 2. 2).Special operation and maintenance requirements are present in most alternative systems so that they can function properly. As of now there are no statewide requirements for operation and maintenance of conventional or alternative onsite systems. There are two possibilities to control the onsite system operation and maintenance. * Regular Inspection and documentation of maintenance * Community or regional wastewater management districts REGULAR INSPECTION AND DOCUMENTATION OF MAINTENANCE To adequately protect public health and the environment regular maintenance of the onsite wastewater systems is required.In some areas, the local governments require the property owners to provide local health authorities with evidence that their wastewater system is being operated and maintained properly. Inspections are conducted by health officials or licensed individuals, such as plumbe rs who are well trained and also are certified to carry out inspections. COMMUNITY OR REGIONAL WASTEWATER MANAGEMENT DISTRICTS In the previous days onsite wastewater systems were considered temporary solutions until one of the areas were sewered. From then they have become an important wastewater treatment practice for many areas.The induced and often dramatic growth can be reduced with onsite system in low density areas. With the help of an onsite system the high costs for the construction of the traditional centralized sewer and treatment systems can also be reduced. The degradation of the ground water and the environment can be avoided if the management district sees that the maintenance of the onsite systems within the district is functioning properly or not. In some states wastewater management districts have been formed using a combination of alternative including individual and communal systems. . 3 FAILING SYSTEMS The repairs are usually difficult when a system fails because of its high repairing cost. The health officials find it difficult in the issues of failing systems. They are difficult to detect the cause of the failure and are even more difficult rectify the defect or to repair it. There are two regulatory problems, related to alternate systems that arise when a system fails. * If there is not enough land to construct an approved replacement system then a failing system may be located on this lot.If there is flexibility in the guidelines for the application of an alternative system or replacement systems, then this could allow people to improve their wastewater treatment system even if they are not able to meet all applications. * The Property owner not being able to afford the cost of an approved replacement system Some funding assistance is required to help low income householders to rectify the onsite system deficiencies. For example if the failing system is located on soil that is not suitable for a conventional system, an alternative syste m may be required.The installation cost and operational cost are very high for alternative systems. 5. 4 WATER CONSERVATION The advantages of water conservation on the treatment of soil and disposal systems are described in section 3. 3. Some of the advantages of water conservation are. * The performance of soil absorption system is increased. * Savings in energy costs * Potential for correcting a system which is failing Several applications for water conservation to regulate to onsite regulations are: * Regulations allow for soil-absorption field sizes to be decreased when it can be shown that low water use fixtures require a decrease.However some officials might be hesitant to permit the decreases in soil absorption field size fearing that the occupants in future might install non efficient fixtures and cause the system to fail. * Water conservation can be a cost effective method for correcting the failures of the system (Refer section 3. 3). There are currently no state guideline s for the application of this method. * Some states like Oregon and California have enacted a legislation which requires the installation of some water efficient fixtures in new construction (Puget Sound Water Quality, 1986). REFERENCES 1.Metcalf and Eddy (2002) Wastewater Engineering: Treatment, Disposal and Reuse, 4th Edition. McGraw-Hill, New York, New York 2. Syed R Qasim, Wastewater Treatment Plants- Planning, Design and Operation, Second Edition. 3. Wikipedia www. wikipedia. org 4. Environmental Protection Agency(EPA) FIGURES 1. Typical Septic Tank – Soil Absorption System 2. Septic Tank (Adapted from Environmental Protection Agency, 1980) 3. Soil Absorption Field Cross Section 4. Typical Dosing Chamber with Pump 5. Mound System 6. Aerobic Treatment Unit (Aerobic Tank) 7. Sand Filter 8. Biological Toilets