Advertising: Information or Manipulation Essay

advertizement, also known as a part of the marketing process, has a rich background. When we talk almost marketing the first things that come to our mind are high profit, goods and service and of course consumers. Advertisings role should only exist in order to help society by documentary data closely products and services. Moreover, it helps consumers decide what to purchase according their actual needs. Advertisements are located everywhere and no one can avoid seeing them. Thus, every psyche in exposed to seeing at least one advertisement.Advertising is a form of mass talk with the public. It is a form of communication that typically attempts to persuade the potential customers to purchase or consume much of a particular brand of product/services. We could separate publicizing in two categories. Giving information through publicise about a product is the first year that is innocent when facing the costumers. The second category has a manipulative effect on people. Thus , People exposed to particular advertisements are led to buy goods and services or do things that hold outt actually want to do.And in order to attract audiences, well-nigh advertisers use different extreme technique that does more damage on the consumers life then with helping him. Therefore, we can say that advertising is based on manipulation and thus should be limited because it harmful. To dispirit with, advertising reaches the mind of people and is dangerous when it is not real peculiarly on children and youth. By unreal advertising we mean a shoal advertising that focuses on the desire and wants of people so the firms producing this product achieves gross sales and high profits.Young children are unable to understand advertising messages and the information given by these advertisements, on that pointfore, children may consider these advertisements as the truth and the real world thus it will affect their behavior. According to the Washington stigmatise and their res earches, Federal regulators should restrict television advertising aimed at children 8 and young because research shows youngsters lack the skills to question a commercials claims as anything but fact, the American Psychological Association said yesterday. (Washington bet on article).Moreover, children will be affected by cartoons, kids shows Thus, manipulation is being compel on children by using the popular faces in cartoons like Hannah Montana, Dora For instance, during my childhood, there was a chocolate commercial for Disney (picture of the product) and the same chocolate ward off was bordering to it. The price range was very apart since the chocolate by Disney was a brand name. And as a Disney fan I cried and begged for the chocolate bar that was by Disney. Thus, we can see here that manipulation in advertising is being implemented through the mind of children and is affecting their behavior.

Digital Marketing in India

* merchandise ASSIGNMENT * DIGITAL MARKETING INDIAN SCENARIO SUBMITTED BY- MAHENDRA KUMAR SEC. - C inscribe- 12BSP0623 DIGITAL MARKETING Digital merchandising is an addressable selling manner where relevant marketing communications be delivered to individuals through the e-mail, Web, and erratic transmit using an e-mail address, a Web browser cookie, and a mobile phone come in. Live scenario of digital marketing in India Digital marketing is still at its initial phase in India. Most of the companies ar still thinking to adopt the medium period many go past rats energize already rolled their digital marketing campaign.Seeing the large number of youth population in India(More than 40% of total population of India, around 460 millions youth is there, in which 333 millions argon literate)and the rising technology savvy childly generation, corporate willing be more than than happy to engage the scrape audience and spread their products & services among them via digital m edia. Thus there will be a Big Change in coming future. Indian digital marketing scenario has changed tremendously after the it boom, India with 60,000,000 meshing users provides a genuinely good platform for online marketing.Also with a growth rate of over guanine% the potential have a bun in the ovens good too. The penetration is a mere 5. 2% scarce which is actually good. The cream of the society the people most likely to have pockets deep enough to trade or make purchases online are among the 5. 2% of the population. This makes targeting these high-end profiles easier & your leads are more likely to be converted. However, one area of precaution is the support operations that foster convert the leads into sales. These are mainly yell centres & back mangleices that are responsible for following up on the leads that are provided to them.But the staffs at these organizations in India is many a times not that comfortably trained for digital marketing & usually the high po tential leads are lost due to inability of the staff to convince the lead. The lead is by and large very expensive. They get one lead after incurring a huge cost through a lot of clicks. Hence, more than educating internet users it would be vital to train the support teams so as to unify the current amount of leads that you are getting. Otherwise, we many end up in a situation where we have high demand, high potential just inadequately trained staff to service the lead While in many countries Digital Media course has emerged as one of the mainstream degree moreover here in India it is still under the control of digital media agencies who took the go-ahead to teach people on Digital Marketing with live projects. umpteen of the premier business schools are in a positing (of course seeing the demand) to run the digital marketing program. But most of them are rails short of the quality faculties. Further insights have revealed that an average Indian slip aways 45 minutes on Fac ebook in a day.The huge number of quick phone users with apps adds up further to the consumer base for brands to interact and take opportunities. The upstart hit of the Kolaveri Di song, reaching more than 50 million users globally is a measure of the impact and spread of internet. Conclusion The digital media playing subject field in quite huge providing accommodation to a list of brands, nevertheless yet to be utilized to its fullest potential. This year the marketers need to take the online footrace for their brands and get rewarded with the vast target market to be acquired.Digital marketing pragmatism Byte Obviously, hearty media is significant/highly efficient and holds the potential for piddleing infract relationships with communities of consumers/customers. Traditional marketing (i. e. advertising/promotion/PR) historically placed a premium on awareness edifice and transactions, but has declined in grandeur due to a combination of message clutter, time pressed c onsumers, atomisation of media and the growth of people using the internet to research what others are give tongue to about products/companies.Nevertheless, what really concerns me is how tactical complaisant media has become in new-fangled years and less strategic. It appears almost everyone on the social media supplier side keeps looking for the latest tool/technique * Most companies do recognize the need to adopt new ways to reach consumers and build better relationships (i. e. websites, Facebook, Twitter, YouTube, mobile marketing, etc. ). Very efficient, free/cheap, and can slowly measure traffic/activity Even the mighty Proctor & essay is redeploying marketing spend away from traditional media to digital since its more efficient and less costly. They announced recently they will lay off 1,600 people and are banking on digital ROI for long term savings. However, I bet P&G is withal developing the internal understructure to capture the data and share it with relevant in ternal business groups to help change their business models. *The companies like HUL, P&G, NOKIA etc are usually spend 20% of their budgets on social media and in digital marketing Example for digital marketing-PepsiCo adopts innovative ways for digital marketing in India GURGAON intellectual nourishment and beverage major PepsiCo is adopting innovative methods in India to tap the potential ofsocial mediafor buildingbrand equityand increase sales PepsiCo is not look at digital medium strictly from the lens of advertising spends, but approach it in an innovative manner. Citing the example of how the firm used Facebook during the play World Cup last year, Pepsis Facebook campaign was the most recognised brands during the event. they also got an award from FB on that.So we are using social media in a big way here for building brand equity. It is extremely important for brands to have a direct relationship with their consumers and not simply outsource it to an agency alone, PepsiCo Digital media should be used for real time marketing and we use this medium both for brand building and generating sales, PepsiCo uses multiple agencies to grapple digital media account for different brands and products in India. Conclusion - Finally, using social media/digital marketing tactics exclusively is probably not a good idea.A good business strategy will probably select a blend of BOTH traditional marketing and social media/digital marketing. We must remember digital marketing is a slow tailor approach and in some cases wont help building critical mass quickly. In some cases traditional advertising or promotions will help jump start a strategy while social/digital marketing will help build the brand in the long run. Using both to some degree is the surpass way to EFFECTIVELY grow your business, but again it needs to be driven by strategy and not the latest tool/technique.

Benefits of Program Evaluation to Decision

Program valuation refers to the systematic process of gathering entropy and putting them all in concert in order to generate an overall assessment of a political platform, policy or project needed in decision-making. It provides a list of the strengths and weaknesses utilize in assessing the efficiency of a weapons platform. Both profit and non-profit organizations depend on program valuation as a tool in gauging the deed of their projects. Often ignored in the process of program implementation, program evaluation is, in fact, necessary in providing constructive information for the improvement of an organization.In an evaluation, the data analyzed practice as guide for decision-makers on how well a program or project is operating. This answers questions regarding the effectiveness of the program to the implementer and beneficiaries, the attainment of the program goals and objectives, and the options for future improvement (McNamara, 2002). Evaluation of the internal and exte rnal factors affecting the operating theater of the program aims to provide credible, objective, and pertinent conclusions to decision-makers.Internal evaluation, covering all levels of an organization, requires the participation the program staff and stakeholders in the assessment of the program operation. External evaluation, on the early(a) hand, takes account of the changing conditions outside of the organization that may have an make up ones mind to the performance of a program (Freeman, 2006). Findings of a program evaluation would serve as ground for the betterment of a project and the organization, as well.This would overly serve as land for the maintenance of existing program policies and gimmick of more cost and time-efficient operations. Moreover, evaluation can serve as basis for other organizations in carrying out analogous plans. References Freeman, B. (2006). The Importance of Program Evaluation. from http//501cweb. wordpress. com/2006/12/30/the-importance-of-pr ogram-evaluation/ McNamara, C. (2002). A Basic Guide to Program Evaluation Electronic Version, from http//www. tgci. com/ powder magazine/A%20Basic%20Guide%20to%20Program%20Evaluation. pdf

Illustrate and Critically Discuss the Representation of Gay People in Television Sitcoms or Soap Opera.

enlarge and diminutively discuss the means of intrepid large number in boob tube sitcoms or soap opera. As the issue of government agency is central to this essay, it is grievous to line of credit that in that location energise been problems with commiting a definitive meaning of representation. Several theorists live with commented on the concept of representation. Stuart Hall (1997 61)) defines representation as the process by which members of a culture use talking toto offer meaning.From this meaning, he says, we freighter already see that representation cannot perhaps be a fixed, unchangeable notion. While culture and language rise and grow with human indian lodge, the same essential hence be give tongue to of the perceptions of representation. Gillian Swanson (1991 123) backs up Halls theory, observing that there can be no absolute version of how things argon but solo many competing versions. She continues Ideas close to what people argon like and how the y be meant to be understood already prevail in our culture.They give meaning to our aesthesis of self and allow us to position ourselves in relation to others. such meanings and attitudes are reproduced in representation but the appearance representations are constructed is as important as the ideas and meanings they project, since they offer positions for us, through with(predicate) which we recognise images as similar, or different from, ourselves and those around us. We continually define ourselves in changing traffic to those meanings images change over time and the meanings which are allowd by the social or cultural con text edition change as well.The general idea of representation then, not only changes over time, but whitethorn likewise bemuse several different interpretations at any given point. Alexander Doty and Ben Gove (1997 84) reason that when discussing homo internal representation in the mass media and popular culture we must calculate beyond understandin g the mass or popular as necessarily meaning a mainstream media or culture that only addresses millions of heterosexuals. They have sex another(prenominal), alternating(a) mass media that runs parallel to the mainstream mass media but has been pushed to the sidelines in the past.A traditionalist viewpoint would state that this is because the mass media should convey the will and desires of the majority and indeed should not be made to positively represent anything that contradicts the societys possessive ideology. However, Doty and Gove note that in recent years the lines between these mainstream and alternating(a) mass media have turn blurred with, for example, the screening of create by mental acts written, starring and watched by sapphics, unfearings and queers on boob tube.Having said that, this by no means implies that there is little of an issue to be raised by the representation of homosexuality on tv. The virtually obvious issue surrounding this is, of course , the stereotyping of brave graphic symbols on television and, in particular, television sitcoms. While sprightly, lesbian, bisexual and transgender characters did not appear in television sitcoms until the 1970s, modern television sees an entire genre of situation comedies featuring comicals.These types of programmes are no longer written by the homosexual for the homosexual, but have become integrated within Doty and Goves mainstream mass media. They discuss the splendor of be witting of who finances, creates, publicises and exhibits a certain programme, and how these parts might affect the way that programme represents queerness. For example, the two creators of the jocund- emergego-friend sitcom entrust & Grace are Max Mutchnick, who is gay, and David Kohan, who is straight.Arguably, the way in which queerness is represented here may have benefited from having a homosexual and a heterosexual in install. This way, the show has much chance of appealing to a wider mass hearing. Consequently, it is possible that the gay, lesbian or queer characters featured in television sitcoms may have been tailored, in a sense, for a heterosexual audience. This could go whatsoever way to elucidate why depart & Grace, unlike many other similar sitcoms of its kind, has become so popular. Stephen Tropiano holds a simpler view, claiming that the success of Will & Grace reallyly comes ingest to one thing its funny.What separates Will &Grace from the gaycoms that only expire a few months has little to do with its politics and more to do with the talent of the performers and the quality of the writing and direction (mainly, James Burrows, one of the best in the business). Swanson notes the extreme and caricatured way in which stereotyping draws on commonly-held impressions and assumptions. It may be assumed that the views Swanson talks most are commonly-held by the dominant, heterosexual audience that the mass media is seen to address.If this is the case, t hen this may account, in part, for some of the stereotyping of gays in television sitcoms. A more positive (and therefore acceptable) representation would make the programme much more accessible to a much wider audience. But what could be regarded as a positive image of gays and lesbians in television? Doty and Gove note that many of the images regarded as positive by, and that received praise from critics and watchdogs were ones that played shine homosexuality or ignored the issue altogether, depicting gays as cosmos just like everyone else in their attempts not to make it a central point.On the other hand, those images where gays were more explicitly depicted fared no better. Joshua Gamson (1998 21) found that studies of the portrayals of gay men and lesbians in film and television have soundly exhibit how homosexual lives have been subject to systematic exclusion and stereotyping as victims and villains. For example, Gamson cites Vito Russos The Celluloid Closet, in which Rus so argues that television has produced sterile conceptualisations of AIDS that vilify gays and legitimate homophobia. Doty and Gove take this a step further, observing thatBy the late mid-eighties and 1990s, the recurring televisual image of gay men with AIDS sparked heated critical debates over precisely what kind of image it was negative, because it depicted homosexuality as a victimhood that, yet again, ended in death or positive, as it encouraged sympathy and even admiration for gay men through images of their courage in the face of death. They identify a bit of a grey area concerning the labelling of the representation of homosexual images as positive and negative in that different people will look at these images from a variety of perspectives there can be no universal interpretation of any given image.The same can be said of trying to define possible images of gays, lesbians and queers on television. Doty and Gove observe that there are two ways in which people recognise these real images some note that text expressively find outs the imagery through dialogue or by showing physical or sexual activity. Recent examples of this are Matt Fielding (Melrose Place), Simon and Tony (Eastenders) and Beth Jordache (Brookside). Other people flavour that realistic images do not need to use explicit text to gauge a characters sexuality on the footing of other signs.Many viewers see characters like Mr Humphries (Are You Being Served? ) and Xena (Xena Warrior Princess) as existence gay, lesbian or bisexual. These two binary explanations of what constitutes as a realistic image of queerness shows the difficulty in even defining what humans is for gays, lesbians and queers. It is difficult to define a typical reality or, to put it another way, to recognise a general gay identity in which to reason them. Essentialist theorists state that they are bound together by the fact that their identities are determined by their sexuality.Donald Hall (2003 42) suggests th at such theorists would argue that same-sex desiring individuals have ever so existed and that however much their context may have changed, they were, without a doubt, aware of their sexual desires and they must have thought of themselves as belonging to a distinct group of similar individuals. While it makes sense that the individual would have been aware of their sexual desires, constructionist theory would perhaps note that historically they may not have been aware of any sense of belonging, rather one of detachment due to the cultural influences in society at the time.Constructionist theory, says Hall, emphasises language and belief systems in order to determine identity. Richard Dyer (2002 19) observes, rather importantly, that a major fact about being gay is that it doesnt showthe somebodys person alone does not showthat he or she is gay. He argues that there are signs of queerness such as expressions, stances and clothing that make transparent the invisible. Typification i s a dependable necessity, says Dyer, for the representation of gayness, which he argues is the product of social, political, practical and textual determinations.He deduces that the social factor is an integral one from which gay people can be recognize The prevalent fact of gay typification is determined by the immenseness of a social category whose members would be invisible did they and the culture not extend life demeanor signs with which to make recognition possibleIt is probable that some gay people are for most of their lives in fact invisible. playing and dressing gay may only be an evening or weekend activity in particular, it may not be skilled at the workplace, or for married gays at home either.Equally, many people who are homosexual may never identify with the various gay lifestyles, never, in this sense, define and produce themselves as gay. What Dyer conveys here is that to be classed as gay, a person must be able to identify with not only the inner, biological aspects of gayness (as put forward by essentialism) but also with the cultural aspects around them (as suggested by constructionism). This in itself is kind of stereotyped because of the presumption about what is gay. Those who do not aline to this ideal are classed as invisible.Accordingly, the images we have been seeing of gay characters in television sitcoms may only be representations of certain types of gay people, and it is difficult to know whether or not these people are a majority or a minority. Will & Grace attempts to deviate from the stereotypic notions of gayness through its two gay main characters, Will and horseshit, and provide an insight into invisible gayness. James Keller (2002 124) describes the two main male characters as foils representing diversity within gay masculinity, a diversity which argues for and against gender stereotypes about gay men.The summons Will, Keller says, signifies resolution and courage enchantment the surname Truman suggests that W ill is a real man. This is also put across in the way he dresses. As an attorney, his conservative style and uptight personality mean that Will shows little of the usual stereotypical traits that signal to an audience that he is gay. Keller compares him to the modern sensitive male (such as Ross Geller in Friends), and his primary relationships focus mainly on women, namely Grace.The name bozo is reminiscent of a joker or jester, a zany basically. While Truman represents composure and respectability, McFarland implies waywardness and outlandish behaviour. Tropiano asserts that, similarly to Will, Jack isnt exactly gay either hes hyper-gay. Keller describes Jack as silly, irresponsible, immature, narcissistic, effeminate, disdainful and promiscuous, the epitome of the negative stereotypical gay male, made agreeable by humour and childlike unselfconsciousness.Their apparent contradictory personalities are, says Keller, the respective embodiments of the long-familiar and the unfam iliar, although, paradoxically, what is coded as familiar here is actually unfamiliar in the biography of gay representation. He notes that Will is presented as the norm whilst Jack is portrayed as unusual among gay men in a respectable, middle class situation. While Will is offered as the favorite(a) alternative to the stereotype of the gay man, because Jack is much funnier and more stylish than Will he could, points out Keller, easily also be a preferent alternative.This presentation of two very different types of gay men, both preferable to the stereotype, serves to not only expand the culturally authorized notion of gayness (as part of its political agenda) but also works as a hook to keep its audience interested (the main function of the programme). In addition to this, Will and Jack have enough depth, enough layers in their personalities, to represent arguably a certain sense of realism. Tropiano explains Sean hay and the writers have created a three-dimensional characte r who, beneath his somewhat shoal exterior, is a strong, confident person.As a gay man, hes also completely comfortable with his sexuality. Will, on the other hand, though smart and successful, is the character that most needs personal guidance, about love and relationships in particular, and Jack is often on hand to give this advice. Between these two characters, then, are a fair number of characteristics that gay, lesbian, bisexual, transgender and straight people alike would be able to relate to in some way.Furthermore, Will & Grace compromises with the dominant ideologies by making the most important relationships in the lives of the two gay characters heterosocial and quasi-heterosexual. By doing this, the problems identified in earlier gaycoms such as Ellen (which was axed for being too gay and overly political) are overcome and, as a result, more meaningful, contemporary representations of gay people seen in the show are able to ease naturally into cultural ideology as conf licting to being forced through. Vito Russo (1987325) argues against Richard Dyers (and others) theory of invisibility.He says that gays have always been visibleits how theyve been visible that has remained offensive for almost a century. Joshua Gamson supports Russo, pointing out that, until recently, gays and lesbians had very little input into their own representations. Dominant ideologies have therefore held virtually all control over how gays have been represented in the past, leading to negative stereotypes of gays. To remedy this, Gamson argues that more exposure is the answer. However, this in itself poses problems, such as when considering the positive/negative images approach.Doty and Gove note that its critics have suggested that most definitions of what constitutes a positive image would restrict the range of gay and lesbian representation as much as so-called negative, stereotypical images do, by encouraging only bland, saintly, desexualised mainstream figures who might as well be heterosexual. But herein lies the problem dominant cultural ideology has, throughout history, commanded how gay people are represented in society and on television, and only recently have they been able to acquire some control themselves.After a period of trial and error, the television sitcom Will & Grace, with its innovative balance of hetero and homosexual political comedy, could be making its mark on society. During this time, gays, lesbians, bisexuals and transgenders have been continually trying to become fully accepted as part of mainstream culture. However, the images approach has been criticised for attempting to do just that. In an changing culture, is the gay community in a state of confusion about which direction it wants to go, and how it wants to be represented when it gets there?References Craig, Steve (1992). Men, Masculinity and the Media. London perspicacious Publications Ltd. Dyer, Richard (2002). The Matter of Images Essays on Representation. Lond on Routledge Gamson, Joshua (1998). Freaks Talk Back. Chicago University of Chicago crush out Hall, Donald E. (2003). Queer Theories. Hampshire Palgrave Macmillan Hall, Stuart (1997). Representation Cultural Representations and Signifying Practices. London Sage Publications Ltd. Keller, James R. (2002).Queer (Un)Friendly remove and Television. North Carolina McFarland & Company Inc. Lusted, David (edited by) (1991). The Media Studies Book A Guide For Teachers. London Routledge Medhurst, Andy and wisecrack R. Munt (1997). Lesbian and Gay Studies A Critical Introduction. London Cassell Tropiano, Stephen (2002). The Prime duration Closet A History of Gays and Lesbians on TV. Kent Combined Book work Ltd. Russo, Vito (1987). The Celluloid Closet Homosexuality in the Movies. 2nd Ed. New York harper & Row

Case Study Homework: Pepsi-Lipton Brisk Essay

Questions1. Should Brisk be advertised on prime age TV or with viral ads in the months following the Super Bowl ad? What be the benefits of each media What ar the costs? In this case, since the budget is limited, the viral ads are more doable for Brisk. The benefits of TV ads* Broader audienceTV has wear mass appeal than other forms of advertising for a number of reasons. al virtually watch the TV to stay abreast with the latest financial information, piece of music others simply enjoy viewing comedy shows, dramas, sport shows and virgins. This is a spectacular way to advertise your goods and products as it rages a wider audience from different backgrounds.* It is intrusiveWhile some consider intrusiveness as harmful, but for those convoluted in advertising its a great opportunity to reach the stain audience. Although some viewers may be offended by many commercials, many impart never miss their show aft(prenominal) the commercial. Therefore, this allows you to reach a wider audience.* A signifier of communication techniquesRadio advertisers are only able to appeal to those who have their senses of hearing. On the other hand, video recording uses both senses of vision and hearing. Appealing to the audience of both senses can champion to reinforce your campaign. For instance, a price is spoken on radio and thence made better on television. * Better viewing timeAccording to recent statistics, the average person watches TV for almost an mo every day, which is far more than one spends reading the magazine orlistening to radio. Unlike radio, TV viewers enjoy a variety of commercials without interruption whatsoever, thus it is a great way to reach the stern audience. Even though advertising is a flexible form of advertisement, it is around expensive than other advertising methods such as the radio. The benefits of Viral ads* lenient to execute. There are several methods of sending viral contents or passs and all of them are easy to do. Among tho se methods are sending email, instant messaging, and victimization web sites. Sending viral messages through these media volition not sop up much effort and time. * Low-cost. As compared to sending direct mails, viral merchandising proves to be cheaper and a more cost-effective method. With just a teeny investment on viral advertising, its power can reach purge hundreds of thousands of people as compared to spending the same amount of money to conventional advertising methods. That is because the only money to spend is for sending the initial manage of viral contents, then forwarding or replicating the message will not require additional costs anymore.* Good targeting. With viral marketing, in that location is a huge probability that the message will reach people that are interested in it. Since the concept of viral marketing is essentially dismissal on a message from a user to another person, most likely, the user will pass it to a person whom he knows will be interested in it. Thus, the percentage of wasted advertising, which is sending the message to the wrong market, will be reduced. * High and rapid response rate. Since viral marketing reaches a good number of the business target market, there is also a big possibility to have a high school turnover ratio. Even if the responses will not immediately convert into profits, there will still be huge traffic that the business will receive which is what most web owners want.2. How are ways in which target consumers view ads in each media different? Which differences discipline most to the protagonists? provide these consumer behaviors be factored into a single measure that helps the protagonists compare the benefits of each media? TV consumers view ads increasingly savvy at turning out TV ads, 50% of them skipped through most of the ads. Online consumers are interested in this new way of ad and only 29% of them skipped the online video ads. This figure just cannot become the single measure that help s the protagonists compare the benefits of each media because many other factorsinfluence the outcome of these media.3. Which of the four ad concepts should Mary Barnard and Marisol Tamaro choose? What elements matter? The by concept should be taken.The celebrity endorsement is the key out to success. The forth concept star black and white Claymation versions of popular celebrities or characters. The storytelling is the key in the online ads. The forth tell a well-known story and thats guarantee for expending and sharing.4. What does Mekanism mean by engagement? How do they fire to adjoin engagement with the brand using viral ads?The engagement refers to the viewers and the ones who share the online ad video. They have two main ways to increase engagement Storytelling and syndicating video online.Optional Readings* BMW vs. Audi The Best Media Plan on foursome Wheels? http//adage.com/ name/mediaworks/advertising-bmw-audi-media-plan/145990/ * How Little Brands Land Big Bang for t heir Buck http//adage.com/article/news/brands-land-big-bang-buck/230850/?utm_source=daily_email&utm_medium= newssheet&utm_campaign=adage * The Rush to Digital http//adage.com/article/small-agency-diary/digital-ad-strategy-lead-lower-brand-awareness/231800/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage * Nielsen Offers Cross-Platform Ratings http//mediadecoder.blogs.nytimes.com/2012/03/18/new-nielsen-ratings-to-measure-tv-and-online-ads-together/?scp=1&sq=Nielsen%20Cross%20platform&st=Search

Healthcare Policy Analysis Essay

Its finally happeningWe get to manage our own wellness anxiety .Our issues with Healthcargon and insurance policy is finally looking up in a positive way .Finding a doctor wont be such a hassle nor allow for it be someone else utter you who you have to pick . amends wont be so high and even has made it possible to carry insurance without it breakout our pockets each month .This new way of insurance merchandiseing is a great idea . I feel this lead save our pockets and appeal of wellness business organisation can finally go down .The facts are exceptional and putting a great attitude in a lot of people to feel legal about going to a physician again .For the first time in most put ups, half-size businesses and consumers who do not have affordable wellness insurance finished an employer will be able to select reporting with the confidence that they will be offered a plan, and that their premiums will predominantly reflect its value, rather than their health, gender, o r occupation. Also for the first time, individuals with incomes under $92,000 for a family of four will be eligible for subsidies to help pay their premiums for plans sold finished the exchanges. It is essential that national and state political sympat festinatess continue to work hard to ensure that all Americans who call foriness health insurance can begin shopping and signing up for coverage nine months from now.What a marketplace indeed .A health insurance marketplace otherwise known as health insurance exchange .This is a government regulated and standardized health bursting charge plans in the United States. Individuals may purchase health insurance eligible for a tax reduction . All exchanges must be to the full certified and operational by January 1, 2014, under national law. The federal government has spent $2.2 billion to help states establish their health insurance exchanges, which solicit creating websites to let millions of small-scale businesses and individual s in every state buy health insurance from qualified health plans.Seventeen states and the District of Columbia have standard conditional approval from HHS to operate a state-run marketplace in 2014. These states are California, Colorado, Connecticut, Hawaii, Idaho,Kentucky, Maryland, Massachusetts, Minnesota, Nevada, New Mexico, New York, Oregon, Rhode Island, Utah, Vermont, and Washington. HHS approval of these marketplaces is conditioned on the states addressing a poor list of issues highlighted in the review process.This Issue Brief examines issues related to managed tilt and the use of a health insurance exchange for the purpose of addressing bell, quality, and entre to health care services. It discusses issue that must be addressed when invention an exchange in order to reform the health insurance market and also examines state efforts at health reform that use an exchange. The underlying component of managed competition is the creation an organized marketplace that bri ngs together health insurers and consumers (either as individuals or through their employers).The sponsor of the exchange would set rules of espousal for participating insurers and offer consumers a menu of choices among different plans. Ultimately, the goal of a health insurance exchange is to shift the market from competition establish on encounter to competition based on price and quality.Among the issues that need to be addressed if an exchange that uses managed competition has a realistic break of reducing be, improving quality, and expanding coverage Everyone needs to be in the risk pool, with individuals required to purchase insurance or face world-shattering fiscal consequences effective risk adjustment is essential to eliminate risk selection as an insurance business model forcing competition on constitutes and quality the insurance benefit must be specific and exceed without standards governing cost sharing, covered services, and network coverage there is no way to assess whether a requirement to purchase or issue.has been met and subsidies would be incumbent for low income individuals to purchase insurance. The public plan option is determine up to be one of the most contentious issues in the health reform debate. Proponents also believe a public plan is necessary to drive private insurers toward true competition. Opponents view it as a measurement toward government run health care and are wary of cost shifting from the public plan to private insurers. There were three anchor events significantly impacted the legislative session. Obamacare Became the Law of the Land,With the Supreme Courts decision to uphold the individual mandate and President Obamas reelection, supporters and opponents of the health reform law nowaccept that like it or shun it the Affordable allot Act is here to stay.This reality shifted the political footmark at the Capitol, resulting in less of the fierce rhetoric from courses past. closely of Colorados Republica n lawmakers remain opposed to federal health reform, but several bipartisan bills were passed to help facilitate a flat implementation of the law. Colorado democrats took control of both chambers and the balance of force out remained the same in the colorado Senate, with Democrats holding a 20-15 john majority. get over of the Colorado House of Representatives, however, shifted from Republicans to Democrats, who picked up five seats for a 37-28 seat majority.With control of both chambers and a Democratic governor the Democrats wielded significant power in getting their agenda passed. The economy saw mute But steady progress and difficult budget discussions and painful cost cutting dominated previous legislative sessions, but this years Joint Budget Committee had an easier task. Colorados economic convalescence outpaced the nation, and General Fund dollars were up 5.5 percent in fiscal year (FY) 2013-14. With more capital in state coffers, legislators restored cuts and made ne w investments in health care and other programs. The budget passed on a party-line vote, with Democrats praiseful it as a smart and strategic approach to state spending and Republicans saying it isnt prudent enough and doesnt spend money in the right places.Open enrollment in the Affordable Care Acts new state insurance exchanges begins in October 2013, with coverage beginning in January 2014. For the first time in most states, small businesses and consumers who do not have affordable health insurance through an employer will be able to select coverage with the confidence that they will be offered a plan, and that their premiums will predominantly reflect its value, rather than their health, gender, or occupation. Also for the first time, individuals with incomes under $92,000 for a family of four will be eligible for subsidies to help pay their premiums for plans sold through the exchanges. It is essential that federal and state governments continue to work hard to ensure that al l Americans who miss health insurance can begin shopping and signing up for coverage nine months from now.With some help from our key players health care just might work this time . Thank Obama and his team for some other shot in a another chance at good health .Fronstin, Paul and Ross, Murray N., Addressing Health Care Market Reform through with(predicate) an Insurance Exchange Essential Policy Components, the Public Plan Option, and another(prenominal) Issues to Consider (June 2009). EBRI Issue Brief, No. 330, June 2009. Available at SSRN http//www.ebri.org/http//ssrn.com/abstract=1426184https//www.statereforum.org/exchange-governancehttp//www.apihealthcare.com/hwie?_kk=hie&_kt=afa5ea9c-2ead-4efc-84dc-d7e709e1a31b&gclid=CLKB_7aQpLkCFY9AMgodsVcA6Q Molly Voris of the Washington Health Care Authority shared the states enacted Exchange enabling legislation. Access the legislation here http//www.statereforum.org/sites/ inadvertence/files/final_5445.pdf T. S. Jost, Health Insurance Exchanges and the Affordable Care Act Eight baffling Issues, The Commonwealth Fund, September 2010.ReferencesOapi healthcare (2013). Welcome State Refor(u)m. Retrieved from https//www.statereforum.org/T. S. Jost, Health Insurance Exchanges and the Affordable Care Act Key Policy Issues, The Commonwealth Fund, July 2010.

The Apprenticeship System – Summary

THE APPRENTICESHIP SYSTEM Aims of apprenticeship * To provide a peaceful mutation from slavery to freedom * To guarantee plantation owners an adequate supply of labour during the extremity and prepare for rise freedom * To train apprentices for freedom especially works for earnings * To enable the colonial governments to revise the scheme of justice and indicate institutions suitable for a free society. The SMs were retired naval and army strikeicers on fractional pay, appointed from Britain who were accustomed to rough conditions and enforcing discipline.They were chosen because they were non connected to the planter class and it was felt that they would not be biased. Duties of paying(a) magistrates * To supervise the apprenticeship constitution * To settle disputes between outstrips and apprentices * To visit estates at regular intervals and capture court * To inspect jailhouses and workhouses * To assist in fixing the value of negroes who valued to buy their freedo m These duties were strenuous and led to the death of many SMs who were not accustomed to tropical conditions and could not afford the high cost of checkup treatment.Conditions of employment Salary ? 300 for the first year then increase to ? 450 for travel expenses and housing. thither was no pension for dependents if the SM died in service. There was no sick leave and he had to pay his own do back home if he was dismissed or out of service. These forged working conditions prevented SMs from performing their duties satisfactorily and many were easily bribed by planters. They were in any case overburdened by work because they were so few in numbers. Those who act to do their duties were sometimes persecuted.They were abused physically, verbally and via the press. They were all obstructed in the performance of their duties as planters sometimes refused to allow them on the estates. Success of stipendiary magistrates * They listened to complaints from both sides and acted as a bu ffer between masters and apprentices. * They apprised apprentices of their rights, they did not have to listen to gossip or obtain development from newspapers. * They helped apprentices to organise their lives better by giving advice.However, they had very little to formulate schemes to improve the social conditions of the apprentices. They were unable to prevent apprentices from being punished harshly. Punishments Apprentices were jointly sent to the workhouse, however SMs had no control over what happened there. The most common form of punishment in the workhouse was the treadmill. There was also the whipping institutionalize and apprentices could be put in penal gangs. Females often had their heads shaved. Time illogical in the workhouse had to be repaid by the apprentice by working for his master during his free time.Controlling apprentices on the estates * It was illegal for apprentices to leave the estate without written permission. * Valuations on able-bodied slaves we re often inflated. * High fees were charged for the use of the markets and for licences to work off the estates as carpenters, blacksmiths and so on. These licences and tickets to sell in the markets could be withdrawn. * Planters refused to give wonted(a) allowances. * Planters found faults with apprentices work, which had to be done over in the apprentices free time. Apprentices were locked up on false charges which would often be dropped before the arrival of the SM. * Apprentices production trees would be cut down and they were forbidden to own livestock. * The 401/2 hours per week were spread over five days instead of four. *Low contend would be paid unfair deductions from wages would be made and the wages were generally paid late. The End of Apprenticeship Apprenticeship ended for ALL apprentices in 1838 because * The system was not achieving its aims. * The antislavery society exposed the abuses in the system and began to campaign for full freedom. The planters feared viol ence if domestic apprentices were freed before field apprentices. * Some planters felt that it was cheaper not to have to provide for apprentices and only to employ the number of labourers they needed. Note Antigua given full freedom to its slaves. The planters decided against apprenticeship. The apprenticeship system came to an end in 1838 when the colonial governments in each colony voted against its continuation. http//www. youthlinkjamaica. com/cxc/history20100302. htm

Patriarchy and the System

Patriarchy is a federation system that gr consumeup than oneself, which heart not just about a persons idea or ones life. It is something larger than that. It tends to be organize around specific kinds of social idea and relationship. And restrictions on the establish workforcet of regular, spell the social relations of what is supposed to happen a common taking into custody of what is leave aloneed and what is the judge behavior of individuals within the system. Race, sex, race, age, class, which was carry outn as patriarchate is based on the understanding of individualism, which need to increase and modify the action of a study type of personal social characteristics.As stated in Allen G. Johnsons, Patriarchy, the System, To scram it off in a patriarchy culture is to learn what is expected of workforce and womento learn the rules that regulate punishment and reward based on how individuals conduct and appear. (p. 74) As we can see, flock are generally regulated by a unvisual concept which is patriarchy. This system is subject to personal choice, and only allow each person to choose to disuniteicipate or in the expected behavior, relationships, and with understanding.These unwritten content has been produced and training with the patriarchal system to shape and go through the acceptance of actions, behaviors and individual experiences. Within the orphic and public relationship in the structure of patriarchy, patriarchy does character unlike strategies to maintain gender inconsistency and these strategies have achieved the status of womens subordination. Household strategy is considered to be the strategy of exclusionary and distinction. As Kirk and Okazawa-Rey wrote in their article Making a Home, Making a aliveness, The father is the provider while the wife/mother spends her days trial the home.This family if regularly portrayed in ads for food, cars, cleaning products, or life insurance, which entrust on our recognizingif not identi fying with this symbol of togetherness and care. (p. 303) This is an example of exclusionary strategy in the private area which is based on household production. The most common site that women will face can be sexual harassment, age favouritism and against women with disabilities. What is more, women have to balance home and work flextime, such as odd-job(prenominal) job, home and mommy track.Also they have to result care of children when they have families. It is unfair to not be able to do both(prenominal), which stand for happy career and house wife, they have to take for decision. Being underestimate the respect of women and regulated with patriarchy privilege and oppression, people always expect women to take care of families scarcely to work like a man. The household has a different structure to other institutional form. For example, the workplace. According to Joni Seager, women are both segregated and concentrated in the workforce.They are employed in different occu pations from men, and are everywhere-represented in a limited number of occupations. (p. 64) to a lower place the expression of patriarchy, there are womens jobs and mens jobs, although the definition of these has changed over time, there still lot of limit for women to work. Usually, women just take a small rang of jobs, their jobs are lack of varieties and are used as low-wage renovation and industrial labors. Public institution can not oppress or exclude women directly from public structure, this situation force women go foul to home and do what people expect them to do.Moreover, the system also regulates the students in universities. In the video Playing in the closet Homophobia in Sports, the basketball game game team in Pennsylvania State University exerted pressure on their feminine basketball players of not to be a lesbian. This is another kind of patriarchy privilege and oppression. What happened in this team was that the coach, who is called Rane Portland, told he r players that being a lesbian was veto in this team and dislodged some players who were considered to be the lesbian from their basketball team.Under the oppression, effeminate players in this team not only failed their academic and basketball career, but also were traumatized in their bodies and soul. They were asked to fellow the standardization of behavior and were misled to a wrong way of gender differences. This is the way in which public institutions and individuals use their power to reveal how related the structures of patriarchy are. Gender in bear uponity is an exit of Patriarchy. Radical feminists defined as the patriarchal social system in which all social roles for women are in a subordinate position. corporation is divided, being ruled.From this perspective, men are the main class, women are the ruling class. As Johnson Points out in his article, because of patriarchy is, by definition, a system of inequality organized around gender categories, we can no more sus pend being involved in it than we can avoid being female and male. (p. 76) Patriarchal attitudes come into being in the family through the socialization process. The family, as a social institution, is a producing area for patriarchal practices by socialize the young people to recognize gender differentiated roles, so ideological factors is the roots of patriarchy.Men in guild have a plethoric temperament. With the development of socialization, this provides a higher social status of men which in turn led them to fill a social role in which they can exercise mastery over women. Patriarchy probably has the biggest part of gender inequality, it is continuance in this century is result from the reluctance of society to adapt to gender equality. deal are fighting against the inequality in the system of privilege and oppression. As stated in Allen G. Johnsons, Patriarchy, the System, We need to see new ways to participate by forging alternative ways of least resistance, for the sys tem doesnt simply run us like sad puppets. It may be larger than us, it may not be us, but it doesnt exist except through us. Without us, patriarchy doesnt happen. And thats where we have power to do something about it and about ourselves in it. People created human society and developed it, at the same time people establish a system to control peopel s activities and build their though.That means people can change the situation they are in and make it better. According to Seager, J. The Penguin Atlas of Women in the World, Sports,. the author listed the examples that the French Open equalized payments to women and men tennis singles champions in 2006, the US Open stared offering equal prize money to women and men in 1968 As we can see, people, in particular the female athletes, are challenging the rules that have been established to regulate them. magic spell the female athletes acknowledging the existence of limitations and restrictions, each person has come up with their own e fforts, in behavior, to change and improve the reality. Follow the crowd to the path was unremarkably acceptable in the past, but now they choose taking the path of least resistance although it is hard. Independent action or behavior, our personal choice is to create an acceptable and positive against the oppression of patriarchy in our society the only way to change.

Carbohydrates Lab Report Essay

IntroductionCarbohydrates be essential in aliments as an energy start ( amylum is the main source of gracious calories), a flavouring ( naive excoriations argon usually sweet) and as a functional ing rubyient ( sucrose allows ice cream to be soft in the sp bezer xanthan gum thickens a low-fat salad dressing). Carbohydrates atomic number 18 a type of macronutrient make in m each foods and beverages. Most refined plunders atomic number 18 by nature occurring in plant-based foods, such as grains. Food manufacturers also add carbohydrates to bear upon foods in the get up of amylum or added sugar. As with all our approaches to food ing personnel casualtyients/constituents we entrust first examine the structure of carbohydrates and so try to tidy how their structures allow them to function as they do. As their name suggests, carbohydrates basically make up from sugar and pee, i.e. Cx(H2O)y, although this ratio is often not strictly true and occasionally former(a) atom s may be present. The carbons argon arranges in a chain ( nigh often 5-6 atoms) functionalized with alcohol roots. The terminal carbon from each champion carries either an aldehyde or a ketone functional group.Carbohydrates atomic number 18 classified based on size of base carbonchain, figure of speech of sugar social units, location of C=O and stereochemistry. Classifications of carbohydrate atomic number 18 monosaccharides, disaccharides, oligosaccharides, and polysaccharides. Monosaccharide is the slightest possible sugar unit. Examples entangle glucose, galactose or fruit sugar. When we talk slightly blood sugar we atomic number 18 referring to glucose in the blood glucose is a major source of energy for a cell. In human nutrition, galactose can be found most readily in milk and dairy products, while fructose is found mostly in vegetables and fruit. When monosaccharides merge together in linked groups they are known as polysaccharides. Disaccharide is dickens monos accharide pinchs stayed together. Polysaccharides are polymers. A simple compound is a monomer, while a manifold compound is a polymer which is made of two or more monomers. Disaccharides are polysaccharides poly specifies any(prenominal) number higher than one, while di specifies exactly two.Examples of disaccharides include lactose, maltose, and sucrose. If you bond one glucose touch with a fructose molecule you get a sucrose molecule. sucrose is found in table sugar, and is often pulped as a event of photosynthesis (sunlight absorbed by chlorophyll reacting with other compounds in plants). If you bond one glucose molecule with a galactose molecule you get lactose, which is ordinarily found in milk. amylum, animal stiffen, dextran and cellulose are polysaccharides. Polysaccharides differ not precisely if in the natural of their component monosaccharides but also in the length of their chain and in the substance of chain branching that occurs. Polysaccharides funct ion as shop materials, structural components, or protective substances.Thus, starch ( which exists in two forms amylose and amylopectin ), glycogen and other storage polysaccharides, as readily metabolizable food, provide energy reserves for cells. Chitin and cellulose provide strong support for the skeletons of arthropods and green plants, respectively. In this experiment those legal action that had been carried out means to determine the carbohydrate class of an unknown by carrying out a series of chemical answers with the unknown and known compounds in each class of carbohydrate such as the Molisch assay (general CHO), Barfoeds show (monosaccharides), Fehlings runnel ( bring down sugars), benedicts experiment ( cut down sugars) and unity scrutiny (amylose).ACTIVITY 3.1, MOLISCH campaign A GENERAL TEST FOR CARBOHYDRATES target areaTo render the carbohydrate ascendantMATERIALS1 % of carbohydrate solutions( lactose, glucose, starch, sucrose, cellulose, fructose, apple a nd surcharge ), distilled water(as control render), arduous sulphuric caustic, Molisch reagent. mechanismTest undergrounds, test render holder, get downper, 5ml pipet, churl rod, test underground rack, fume cupboardCAUTIONMolish reagent contains concentrated sulfuric acerb , which is toxic and corrosive. It can ca engagement severe burns. go along eye, skin clothing, and combustible material contact. Avoid ingesting the substance.If you spill any reagent or acid, immediately notify your laboratory instructor.NOTEDo not lay out your thumb over the open end of a test thermionic vacuum tube-shaped structure-shaped structure-shaped structure when mixing its contents. Your laboratory instructor will suggest vogues in which you can safely and thoroughly mix the contents of a test tube.PROCEDURES1. 2 ml of each of the 1% carbohydrate solutions that take up been active is added into one set of labelled test tubes. 2. 2 drops of Molisch reagent are added to each test tub e and is mixed well with a clean glass stirring rod. 3. The test tube is inclined. Then 3ml of concentrated sulphuric acid is added slowly and carefully sight the side of the tube to form a layer below the sugar solution.( This step is per make inside the fume cupboard ). 4. The answering solution did not been shook or mixed.5. The change of the solution is find and put down. ( A purple ring at the interface is indicative of a carbohydrate ). 6. The test solutions containing Molisch reagent is discarded into the container provided by laboratory instructor.RESULT watchwordCarbohydrates undergo dehydration reactions (loss of water) in the front line of concentrated sulfuric acid. Pentoses and hexoses form five subdivision oxygencontaining sound on dehydration. The five member ring, known as furfural, further reacts with Molisch reagent to form colouriseed compounds. Pentoses are then dehydrated to furfural, while hexoses are dehydrated to 5-hydroxymethylfurfural. Either of the se aldehydes, if present, will sign with two molecules of naphthol to form a purple-coloringed product. A lordly reaction is indicated by appearance of a purple ring at the interface surrounded by the acid and test layers.Monosaccharides extend a rapid lordly test. Glucose and fructose are monosaccharide. Disaccharides and polysaccharides react more slowly than monosaccharide. saccharose and lactose are disaccharide which also gave purple color ring. stiffen and cellulose gave slightly purple color because they are polysaccharides. Distilled water gave nix test because it is not carbohydrate. A overlarge apple has around 28-31 grams of carbohydrate. Apple and cabbage contain carbohydrate so that they gave purple ring in this test.CONCLUSIONGlucose, lactose, fructose, sucrose, starch and cellulose all are carbohydrates which send constructive test for Molisch test. A prove of distilled water is ready and tested as the controlling sample.ACTIVITY 3.2, BARFOEDS TESTA GENERA L TEST TO DISTINGUISH BETWEEN MONOSACCHARIDE AND DISACCHARIDESOBJECTIVETo delineate the given carbohydrate solutions as monosaccharides or disaccharides.MATERIALS1 % of carbohydrate solutions( lactose, glucose, starch, sucrose, cellulose, fructose), distilled water (as control tube), Barfoeds reagentAPPARATUSTest tubes, test tube holder, 5 ml pipette, pipette filler, stop watch, water bathtubCAUTION Barfoeds reagent is corrosive and an irritant. If you spill any of the solution on yourself or on the bench, immediately notify your laboratory instructor.PROCEDURES1. 5 ml of each of the carbohydrate solutions is added into one set of thelabelled test tubes. 2. 5 ml of Barfoeds reagent is added to each test.3. The contents of each tube are shook well. all the tubes are fixed in an actively boiling water bath at the uniform time. 4. After the water starts boiling again, the solutions is alter for 3.5 min. ( time is important since a false positive test can be obtained for monosacc harides with disaccharide, if the disaccharides are heated for more than 3.5 min thereby breaking down ( hydrolyzing ) to monosaccharides ). 5. During this stopover, the tubes are observed closely and any change of clarity of the solutions is noted. ( A positive test for monosaccharides is the appearance of a red effect of Cu?O in spite of appearance 1 or 2 minutes, if no fall down forms it indicates the presence of a disaccharide).RESULT1% CARBOHYDRATE SOLUTION governing body OF RED PRECIPITATEFructoseYesGlucoseYesCelluloseNoLactoseNosaccharoseNoStarchNoDistilled water(as control tube)No treatmentBarfoeds test distinguishes monosaccharides from disaccharides. Positive test for monosaccharides is the appearance of red precipitate (Cu2O) within 1-2 minutes. If no precipitate formed, indicates the presence of disaccharide. The red precipitate come from the reaction between thereduction of squealer (II) acetate to copper(I) oxide (Cu2O). RCHO + 2Cu2+ + 2H2O RCOOH + Cu2Ov + 4H+ T he aldehyde group of the monosaccharide which unremarkably forms a cyclic hemiacetal is oxidized to the carboxylate. Glucose and fructose which are monosaccharides show positive result in this test. Reducing disaccharides undergo the equal reaction, but do so at a slower rate. So, the timing to heat the sample is set to 3.5 minutes. However, the samples are heated no more than 3.5 minutes to keep on the disaccharide breaking down to monosaccharide. Lactose, sucrose, cellulose, starch and distilled water showed negative result in this test.CONCLUSION solo monosaccharide will give an immediate red precipitate in Barfoeds test that is glucose and fructose the other preserve solutions which are cellulose, lactose, sucrose, starch and distilled water do not show any changes.ACTIVITY 3.3 FEHLING TEST FOR REDUCINGOBJECTIVETo distinguish the diminution sugars and non- bring down sugarsMATERIALS1% of carbohydrate solutions ( glucose, fructose, cellulose, lactose, sucrose, starch ), di stilled water(as control tube), Fehling solution A ( 69.28 grams copper (II) convert pentahydrate turn in 1 litre of distilled water), Fehling solution B ( 346 grams Rochelle flavor ( potassium sodium tartrate tetrahydrate) and 120 grams sodium hydroxide in 1 litre of distilled water) APPARATUS5 ml pipette, test tubes, test tube holder, test tube rack, pipette filler, stop watchPROCEDURES1. 5 ml of carbohydrate solutions is added into one set of test tubes. 2. By development distinguishable glass pipettes, 5 ml of Fehling A and 5 ml of Fehling B are added into each test tubes. 3. The solution is heated in a boiling water bath for 5-10 minutes. 4. Red brick precipitate is formed for positive results.5. Changes in test tubes are recorded.RESULTSamplesResultLactosePositive-red brick precipitateGlucosePositive-red brick precipitateFructosePositive-red brick precipitateStarchNegative-no changesDistilled waterNegative-no changesCelluloseNegative-no changesSucroseNegative-no changesDI SCUSSIONFehlings solution is used to test for the presence of a reduce sugar. Fehlings solution was based on the aldehyde or ketone groups in the sugar structures. A sugar is classified as a reducing sugar only if it has an open-chain form with an aldehyde group or a free hemiacetal group. the presence of aldehydes but not ketones is detected by reduction of the thick(p) voluptuous solution of copper(II) to a red precipitate of in dis alcohol-soluble copper oxide.Fructose, glucose and lactose show positive result in this test. All monosaccharides are reducing sugars. Many disaccharides, like lactose, also have a reducing form, as one of the two units may have an open-chain form with an aldehyde group. However, sucrose, in which the anomeric carbons of the two units are linked together, are non-reducing disaccharides since neither of the rings is capable of opening. Polysaccharides (sugars with multiple chemical rings) are non-reducing sugars. Polysaccharides haveclosed structures , which use free atoms to bond together their multiple rings, and take a often daylong time to be broken down. So, starch and cellulose which are polysaccharides have negative result in Fehlings test. Distilled water is not reducing sugar also shows negative result.CONCLUSIONFehling test is the common test which is used to determine the presence of reducing sugar. Fructose, lactose and glucose are reducing sugars which give brick red precipitate after the solutions are heated.ACTIVITY 3.4 benedictS TEST FOR REDUCINGOBJECTIVETo test for reducing sugarsMATERIALS1% of carbohydrate solutions ( glucose, fructose, cellulose, lactose, sucrose, starch ), 3M hydrochloric acid (HCl), benedicks reagent, distilled waterAPPARATUSTest tubes, test tube holder, test tube rack, 5 ml pipette, pipette filler, dropper, stop watch, water bathPROCEDURES1. 5 ml of Benedicts reagent and 2 ml of carbohydrate are added to a test tube and each tube is shook thoroughly. 2. All the tubes are placed in a boil ing water bath at the same time. The solutions are heated for 5-6 min. 3. all changes in color, in the transparencies and in the fundamental law and color of any precipitate are observed and recorded. 4. Later, 4 drops of 3M HCl are added to 5 ml of 1 % sucrose solution and is heated in the boiling water bath for 5 min. 5. 1 % starch solution is treated in the same way but the heating period was extended to 25-30 min. 6. 1-2 ml of each of solution is applied with Benedicts test in the same manner as before. 7. The results are comparabilityd with those obtained without acid treatment.RESULTSugar solutionResult of colour of the solutionStarch unused dispiritedLactoseBrick red precipitate are formedFructoseBrick red precipitate are formedSucroseLight fatCelluloseLight blue + white precipitateGlucoseBrick red precipitate are formedDistilled waterLight blueSucrose + HCIBrick red precipitate are formedStarch + HCILightDISCUSSIONThe Benedicts test is used to detect the presence of red ucing sugars (sugars with a free aldehyde or ketone group) such as glucose, fructose and lactose. All monosaccharides are reducing sugars they all have a free reactive carbonylicic group. Some disaccharides have exposed carbonyl groups and are also reducing sugars. Lactose which is disaccharides also called reducing sugar as it has the exposed carbonyl groups. Other disaccharides such as sucrose and starch are non-reducing sugars and will not react with Benedicts solution. Benedicts reagent is a mild oxidant with CuSO4, Cu (II) sulfate, as one of the reagents. In the presence of a reducing sugar, the blue solution of Cu (II) or Cu+2, is changed to a brick red/brown precipitate of Copper (I) or Cu+1 oxide,Cu2O. If there a small or large amount of the reducing sugar present, the color would range from green to brick red respectively. RCHO + 2Cu2+ + 4OH- RCOOH + Cu2O + 2H2O Sucrose indirectly produces a positive result with Benedicts reagent if heated with dilute hydrochloric acid pri or to the test, although after this treatment it is no long-term sucrose. The addition ofHCl hydrolysed the non-reducing sugar, as it split it up into its component monomers.The monomers are reducing sugars which gave the positive result on the second reducing sugar test. The virulent conditions and heat break the glycosidic bond in sucrose through hydrolysis. The products of sucrose decomposition are glucose and fructose, both of which can be detected by Benedicts reagent, as described above. This same goes for starch. But since starch has larger component compare to sucrose so it took a longer time to hydrolyse. That the purpose of heat it in longer time compare to sucrose. Without the addition of acid to sucrose solution, starch solution, the test given is negative. The solutions remain clear blue after the addition of Benedicts reagent and heating. water tap water is used only to show the example of negative result of Benedicts test. Thus it will not show any changes compare to the carbohydrates.CONCLUSIONBenedicts test is the common test which is used to determine the existence of reducing sugar. Fructose, lactose, and glucose are reducing sugars which give positive test. Starch and sucrose are non reducing sugars which give positive results after adding hydrochloric acid.ACTIVITY 3.6, IODINE TEST FOR POLYSACCHARIDESOBJECTIVETo test for polysaccharidesMATERIALS0.01M iodine, 0.12M KI , 1% carbohydrate solutions (cellulose and starch) , distilled waterAPPARATUSTest tubes, test tube rack , dropper.PROCEDURE1. Few drop of 0.01M iodine in 0.12M KI added to 1% starch and cellulose solutions. 2. Any changes to the colour are observed.RESULT1% CARBOHYDRATE SOLUTIONCOLOUR OBSERVEDStarchVivid blueCelluloseYellowish brownDISCUSSIONStarch gives positive result in Iodine test as the color of solution change from discolour to dark blue. The immediate formation of a vivid blue color indicates amylose. Vivid blue coloration forms due to the polyiodide complex formed . Cellulose is derived from D-glucose units, which condensed through beta(1-4)-glycosidic bond. This give cellulose to be a straight polymer therefore, it cant coil around iodine to produce blue colour as starch does. Only starch gives the color of vivid blue, this is because it contains amylase. The iodine molecules slip inside of the amylase coil. The amylose, or straight chain portion of starch, forms helices where iodine molecules assemble, forming a dark blue color.CONCLUSIONThe Iodine test is used to test for the presence of starch. Starch is a type of polysaccharide carbohydrate which is made up of amylose and amylopectin. It is one of the main sources of carbohydrate and present naturally in plant. Amylose in starch form dark blue complex with iodine.ACTIVITY 2.2 SOLUBILITY AND digestibleness TESTSOLUBILITY TESTOBJECTIVETo test the solubility in hot water and digestion by amylase.MATERIALS5g of starch, 5g of cellulose, distilled waterAPPARATUSTest tubes, test tube holder, g lass rod, test tube rack, fume cupboard, 2 extractor tubes, analytical balance, cylinder, graduated pipette, pipette filler, 2 evaporator dishes.PROCEDURE1 5 g of starch is measured and put into a cartridge remover tube2 40 ml of distilled of water is measured and poured into the same centrifugetube 3 Step 1 to 2 is repeated by replacing the starch with cellulose 4 Both of the tubes are heated the tube containing starch is heated for close 2-3 minutes whereas the tube containing cellulose is heated for about 10 minutes 5 After heating, both of the content of the tubes are allowed to placid down slightly 6 The tubes are put into a centrifuge with 3500 rpm for 10 minutes 7 Empty free weight for both of the evaporator dishes is measured 8 5 mL of the supported from both of the tubes is pipetted and poured into two separate evaporator dishes 9 The evaporator dishes are left in the oven long10 The weight of the evaporator dishes is measured again.11 The solubility results are rec orded and tabulated.RESULTSolubility (%) = Weight of wry out supernatant (g)Weight of the dried carbohydrates (g)For starch, solubility (%) = 0.0093g50.0023g= 0.01860 %For cellulose, solubility (%) = 0.0010g50.0027g= 0.002000 %CarbohydratesWeight of dry carbohydrates (gram)Weight of dried supernatant (gram)Solubility (%)Starch50.0023g24.8768g- 24.8675g= 0.0093g0.01860Cellulose50.0027g21.2150g- 21.2140g= 0.0010g0.002000DISCUSSIONIn this activity, the solubility is defined as the percentage ratio of the weight of dried supernatant to the weight of the dry starch. Solubility can be interpreted as the amount of the dissolved compound that is present in the test solution. From the calculations done, we can see that starch, with a percentage of solubility at 0.01860 %, whereas cellulose have 0.002000 %. Starch and cellulose are two very similar polymers. In fact, they are both made from the same monomer, glucose, and have the same glucose-based repeat units. Since the sugar molecules co ntain the hydroxyl radical radical group or OH, Thus it can form hydrogen bonds with water molecules, which makes it soluble in water, but only to a limited extent.However, the glucose units in starch are connected by alpha linkages while the glucose units in cellulose are connected by beta linkages. In starch, all the glucose repeat units are oriented in the same direction. But in cellulose, each succesive glucose unit is rotated 180 degrees around the axis of the polymer backbone chain, relative to the become repeat unit. Although cellulose contains hydroxyl groups too, but most of them are hydrogen-bonded to each other when the microfibrils stack together, which accounts for the strength of cellulose fibers. Theres less free hydroxyl groups that can hydrogen bond with water molecules, other than those hydroxyl groups thats present at the end of each cellulose chain, which causes the cellulose to be less soluble in water when compared to starch.CONCLUSIONAlthough both starch and cellulose are complex carbohydrates, which have large molecular weight size, significantly reducing their relation for water, but the hydroxyl groups that exist in the monomers itself actually guides to their insignificant solubility. However, the solubility will increase when these complex carbohydrates are broken down into its monomers where the hydroxyl groups can form hydrogen bonds with other water molecules easily due to the reduced molecular weight and size that affects the affinity for water.DIGESTIBILITY TESTOBJECTIVETo determine the digestibility of complex carbohydratesMATERIALSStarch powder, cellulose powder, enzyme amylase, benedicts solution, distilled waterAPPARATUS2 centrifuge tubes, measuring cylinder, analytical balance, pipette fillers, graduated pipettes, 2 droppers, 5 test tubes.PROCEDURE1 5 g of starch is measured and put into a centrifuge tube2 40 ml of distilled of water is measured and poured into the same centrifuge tube 3 Step 1 to 2 is repeated by repla cing the starch with cellulose 4 Both of the tubes are heated the tube containing starch is heated for about 2-3 minutes whereas the tube containing cellulose is heated for about 10 minutes 5 After heating, both of the tubes are allowed to cool down slightly 6 5 mL of starch is pipetted into a test tube7 Step 6 is repeated using a different test tube but a drop of amylase is dropped into it 8 5 mL of cellulose is pipetted into a test tube 9Step 8 is repeated using a different test tube but a drop of amylase is dropped into it 10 5 mL of distilled water is pipetted into the last test tube, and a drop of amylase is dropped into it 11 20 drops of benedicts solution is dropped into five of the test tubes 12 Any changes occurred is recorded and tabulated.ResultSamplesColours of the solutionsBenedict s test5 g of starchblueNegative5 g of starch with amylaseBrick red precipitate is formedPositive5 g of celluloseblueNegative5 g of cellulose with amylaseblueNegativeDistilled water with amyla se pitifulNegativeDISCUSSIONAmylase is one of the many members of a class of enzyme, hydrolases, that catalyse the hydrolysis of starch into smaller carbohydrate molecules such as maltose (a molecule composed of two glucose molecules). Two categories of amylases, denoted alpha and beta, differ in the way they attack the bonds of the starch molecules. Alpha-amylase is widespread among living organisms. In the digestive systems of military man and many other mammals, an alpha-amylase called ptyalin is produced by the salivary glands, whereas pancreatic amylase is secreted by the pancreas into the small intestine. In the experiment, the test tube that contains only distilled water served as a control for this experiment.As for the test tubes that contain starch and cellulose without the amylase, they give a negative result for Benedicts test, because for starch and cellulose, since both of them are complex carbohydrates, thus they have very few carbonyl groups which contribute to the compounds reducing properties. Starch is a non-reducing sugar which shows negative result in the Benedicts test. As for the test tube that contains starch and cellulose with the addition of a drop of enzyme, amylase, the test tube with starch gives a positive result, but not the test tube with cellulose. As we all know, enzyme amylase can only catalyzes the breakdown of starch into simpler sugars, but not cellulose. Cellulose only digested by cellulase enzyme. It is impossible for human digestive enzymes to break the glycosidic bond. Therefore, only the test tube containing starch treated with amylase gives a positive result for the Benedicts test.CONCLUSIONEnzyme is a highly specific throttle valve which can only converts a specific set of reactants into specific products. Amylase only hydrolyze the starch but not cellulose. From here, we can say that the human digestive system would not be able to digest the cellulose, because our digestive system only contains amylase, and not c ellulose. Therefore in the perspective of ahuman, we can conclude that the digestibility of starch is higher than cellulose, provided that the enzyme amylase is present.

Mass Media and Popular Culture

pot Media and Popular Culture March, 2009 Let us face the facts, smokestack media and frequent finish need each other to coexist. Furthermore, in todays society the kitty media serves the interest of normal culture. Moreover, it is the vehicle of free speech in a diverse, multi heathen society. In addition, mass media refers to communication via radio, televisions, movie theaters, television, newspapers, magazines, and, etc thereby, reaching a expressive style to the larger audience.On the contrary, popular culture peck refer mostly to common aesthetic or life practices, in both(prenominal) the statistical and qualitative senses. However, therapists corroborate used the term more precisely to signal a particular form of common culture that arises only in the modern period. Therefore, popular culture in this account is distinct from both folk culture and high culture conflicting the former, it is mass-produced unlike the latter, it is mass consumed. As a result, both have played a vital role in the development of Popular American Culture.In this paper, Learning Team D will examine the relationships among the media address the jar of the mass media on advertising, and enculturation, as well as the impact of the net and globalization on popular culture, and the inter soulfulnessal communication and formation of prescriptive cultural set. The description of the definition of mass media on enculturation is defined as the process by which an individual learns the traditional content of a culture and assimilates its practices and set. (Merriam-Webster, 2009).The media is part of our day to day braves enculturation. In which the creation is used to the culture of TV, radio, Internet and both other forms that we use in viewing of the popular media of our culture. The mass media can have a owing(p) impact on the enculturation in which according to Paul A. Herbig The mean(a) American is exposed to 61,556 words from the mass media each day which cau seings out to just under 4,000 words per waking hour, about 60 words per waking minute per person per day. (Herbig & Kramer, 1994). As as well as selective information changes so mass media can keep changing he way the population views the different culture and change things on their own. Media and advertising work together because of their interdependent relationship. Popular culture bombards society by billboards, television, advertisements, radio, Internet, and any other imaginable form. Advertisements drawl a large amount of economic aid because of the persuasive nature of the context. Advertising serves as a way to move with the audience, but more specifically targets slew who are preoccupied with the set of consumerism. These people purchase commodity goods in large amounts.The advertisements may be shown on television (Home Shopping Network, info-ads, or commercials), heard on the radio, or published in an ad in the newspaper, a magazine, newsletter, or some other form of publication. Advertising fabricates cultural values and downgrade the normative cultural values. The formation of normative cultural values influence the way people think, act, and live their lives upon. The relationship between the media, advertising, and formation of normative cultural values is how advertisements affect the media, the media affects society, and society affects the market.This relationship works in a circle, and also cause and effect. Each has an influence on one another. Television has likely the biggest influence because society can see what is being advertised, what celebrities are wearing, what the seasons port trends are, and then hear everything. For instance, Paris Hiltons facial expression thats hot. That saying was everywhere because Paris Hilton said thats hot on her naive realism TV show The Simple Life. Society mimics what is seen and heard through the media. (Rigel) The proclivity to aggression is an innate, independent, instinctual disposit ion in man it constitutes the powerful obstacle to culture Sigmund Freud. American popular culture is largely impacted by mass media in every sense. Popular culture in American is influenced by the internet and globalized because of the various was to communicate quickly around the world. American popular culture is what each person makes of it in their own terms base on the perception of the information received through mass media.The legion(predicate) forms of relaying the mass media information such as television, radio and Internet to secern a few have sculpted the way Americans feel, believe, act and fight to various situations. A person cannot avoid mass media unless he or she had no form of electronics nor did he or she walk outside or read the newspaper. Therefore, each decision and thought created in the minds of Americans is somehow bear upon by American popular culture. The decisions do not always number the crowd but move against it, either way a person can make th e decision to follow or drift alone.These decisions, methods of thinking, actions and reactions have all developed into cultural values of the American people. Cultural values revolve around popular culture because they create the ideals that people live by. For example, the way a family dresses the children of the family or allows the teenagers to dress in a family is compulsive by the reactions of popular culture. Additionally, religion is another area of culture that can be dominated by popular culture. A nations culture resides in the hearts and in the soul of its people Mohandas Gandhi.References Herbig, P. A. , & Kramer, H. (1994). The effect of information gazump on the innovation choice process. Journal of Consumer marketing, 11(2), 45. 54. Retrieved February 19, 2010, from http//web. ebscohost. com/ehost/detail? vid=4&hid=112&sid=63a6ab34-57d5-423b-956c-e5543b814d08%40sessionmgr108. Merriam-Webster. (2009). Retrieved February 19, 2010, from http//www. search. eb. com. ezp roxy. apollolibrary. com/ vocabulary? va=enculturation&query=enculturation.

Book Review – Servant Leader

As I started teaching this book I couldnt help but feel a palpate of deja vu. Why were the thoughts and ideas being shared so familiar? hence I realized something, much like the originators memorial of what his grandmother said. Many of these ideas were things that I had heard from my parents when I was growing up. I cannot count the event of times my father has encouraged me to be myself and trustworthy to myself and follow the right path regardless of the adversities that might come my way.Or the number of times my mother has asked me to cast others as I would want them to see me and accept others for who they are. After every there is a reason wherefore everyone isnt alike, it would be real boring if you were to turn around and all youd see were reflections of yourself. Why is it then that I (we) needed a book to remind me (us) of things that could be just basic usual sense?Unfortunately years and years of school and college followed up with years of working(a) in a do g-eat-dog environment has conditioned to not think just just about these basic things. We are trained to run as fast as we can for if we backward down someone else might take our place, we stand so much on running that we for look at to stop and slow down once in a while to notice the beta things. This book serves to remind us of the basics, to show that it is not always about win-lose, it helps us take what is common sense and helps us make it common practice.There were many things I learned from this book, but there are a few constructs that stand out. I quote the author Leadership begins on the inside with self-awareness and self esteem and the process of loss leadership involves regular and burning reflection and introspection. The order of responsibility for a servant leader should be 1. the employee involved, 2. the affected employees and finally 3. the organization. I believe the regenerative circle of prosperity is a great thought.This is where the customer, the sale s associate, the vendors/suppliers and the stockholders are all in a loop and mutually connected. The customer gets a quality product at a good price, the sales associate has the personal and financial gains of make a sale, the vendors get a good price for these supplies from the company and the stockholders get good returns. The returns can be reinvested to research better products for the customers and the loop continues.Finally the concept of loyalty is also handled and treated very well in the book. The authors interpretation of the word that makes so much sense in todays environment. I quote the author again Loyalty, for an employee is plainly doing the job that is agreed upon and doing it to the best of ones ability with honestly and integrity. It is being sensitive to, and acting in, the best interest of the organization, colleagues and peers. I ordain carry the insights from this book throughout my career.

Susan Hill Exploits the Form of the Novel in ‘Strange Meeting’ to Present a More Moving Ad Sensitive Depiction of the Corruption of Youth Than R.C. Sheriff’s Portrayal of This Within His Dramatic Text ‘Journey’s End’.

Susan mound exploits the form of the novel in peculiar run into to present a more moving ad sen setive ikon of the decomposition of youth than R. C. Sheriffs saluteal of this within his prominent schoolbook Journeys death. How far do you agree? fantastical encounter is a novel that was first published by Susan agglomerate in 1971. The textbook edition powerfully depicts the aroused effect that a t sensation in the First World War could eat on youth. unnamed Meeting tells the tale of cardinal green spends office staffd in an surround that breaks state. knolliard is a young homo who in the grit story has already experienced the horrors of struggle this experience has left him to be out of place in a civilian life. Susan cumulation tells us of a kind that hammockiard and his sister utilise to sh are with one another, a relationship of which meant they could verify on one another for anything. However, after being exposed to the war, the do it can have on a person indicate through. He no recollectiveer feels that he can relate to her, and she square offs exactly a different art object when she demeanors at him now. capital of North Carolina also the perilous set up that the war can have on a, the main character in R. C.Sherriffs text Journeys End. In this text capital of North Carolina happens a man whom he once looked up to, Stanhope, having been sunk and turned into a drunk. This reaction to the stress of war was a prevalent one that many men turned to in tramp to roll in the hay with the war- we grapple that in the war many of the men were young men, and this was the only way they knew would help them to fight the damage of the lot they may have lived with all of their lives. Almost all of the young men serving in the war suffered mental scars, and those who survived the war would almost never wholly regenerate from them. This shows exactly effective how devastating the front lines were.Especially for those who were in the start of their lives, to see someone they knew come to the end of theirs so unawares so young and in such horrific ways. We know that this was not a rarified situation for people to be in this was in concomitant misadventure on a mass scale to millions of people at a era. This shows honorable how insignificant the freeing of life was in this time. The officers in both(prenominal) texts depict strong examples of the corruption of youth however, it is hard to say which one, if any does so in a better way. An argument could be used to say that Sheriff produces a better example of how ast these set up can happen, and he does so in a very strong dramatic way. However, at the same time Susan Hill depicts the effects over a long duration of time, this is shown in a very good way at the start of the novel, when she introduces Hilliard, and says He was cowardly to go to sleep. For three weeks, he had been afraid of expiry to sleep this was shows how even after the war, or when a s out of dateier left the war they were still being affected by it. This adds to the noesis that these corruptions are not something that you can escape once they have taken effect.Both texts show prominent examples of how they did not just effect the soldier himself they in fact affected every one they came into contact with especially the soldiers they would be working with and living with as relationships swayed from hatred to that of a family member time-and-time again. more so it affected the families of the solders, as the corruption of youth, caused many families to lose the jr. members of their family not always to the war its self only when often to the delirious changes that the young men would go through.A perfect example of this is in Susan Hills novel when we witness the destruction of a once great bond between Hilliard and his sister, all due to him wanting to block people out of his life in order to reduce the amount of loss he would face emotionally . Sheriff uses a lot of direct dialogue in order to allow the reader to feel the ups and downs that his characters were going through at the time, as well as showing how fast things could change. This meant that the audience was subject to experience first-hand what was going through the mind of a soldier go about with the events that happened.Susan Hill however, shows a more in depth look at the emotions and feelings of the men at war. In doing so the reader is able to anatomy up a stronger relation to the characters than in Sheriffs text, as we go through month after month of what the men are going through, seeing every change they experience and every relationship that builds and falls. Doing this allows us to see and witness the changes that the characters experience and go through, it is because of this that we are able to see the dramatic change in the relationship between Hilliard and his family in quaint Meeting by introducing the characters to us the reader wish this he allows us to become more attached to individual characters and the characters on a whole, a lot more than we are able to with Journeys End. In addition to this, Hill is able to exploit the fact that she is exploitation a novel, over a dramatic text in order to set up an understanding of the character and to produce character backgrounds, in doing this she is adding more purpose and meaning to the characters and the story on a whole. This helps to portray the effects that could be inflicted upon people, by showing us how people are before, during and after the war environment.One of the main examples of the corruption of youth is the way in which the older characters react when they meet the jr. newer officers serving alongside them. In Journeys End this is shown by the way in which Stanhope reacts to capital of North Carolinas arrival and presence in the trenches with him, and in Strange Meeting it is depicted to us through Hilliards first impressions towards Barton. In the res ult of Stanhope, he meets a one former friend from school, whom he dual-lane many experiences and who idolised him.Seeing Raleigh causes Stanhope to make out just how much the war has changed and taken away from him, as well as the intense levels on which it has corrupted his youth. This is a great example as to just how drastic some of these corruptions could be. This being, as it shows two young men separated by only a few years of age, who at the same time are worlds apart in how they look at life. Raleigh who has a strong idealistic great deal of the world and Stanhope who has aged greatly passed what he should be and appears infinitely older than Raleigh, and has even descended to state which all he can do to get him through the days is drink.This is very akin to that of Hilliard and Barton. Barton is new to the war and has yet to experience the terrors or feel the effects of the war on him he is a younger man who is untasted by the effects of the war. Whereas Hilliard has been exposed for what to him seems like his entire life, he is no longer capable of living out a civilian life. This has prepare him so hard that at the start of the novel, even having been injured and assuage of duty, he wishes for nothing less than to return to the war as he doesnt know how to live any life without war as its focal point.So when he meets Barton a young man who is the complete opponent to what he has become- untouched, unaffected by the war and what it can do to a person. However, all he wants is his life to be more like Hilliard. He does not realise that Hilliard does not like his life at all. Hill uses the fact that a large amount of the soldiers were uneducated or poorly educated to show Hilliard as a man who takes charge and places a great level of personal responsibility over the younger, more frank men, in this case Barton. he felt suddenly ready to support Barton, as he might defend a younger boy at school who had blurted out something because he did not yet know the form this is a simile used by Hill to show just how protective and responsible he has become over the younger boy. In giving us a deeper and closer insight into his life, Hill, has been able to exploit this and show us the change that is occurring within him from the cold, emotionless person to someone who is beginning to care about this young boy.The meeting of these two pairs and the forming of these relationships are focal points in both texts that lay down the foundations in the texts. However, the way in which the authors have chosen to depict these relationships varies in both. Susan Hill chooses to show us the bonds that grow and strengthen over time. However, in the dramatic text that Sheriff is showing us, we see just how quickly relationships can be organize in conditions such as the ones these men are facing.This text by Sheriff also shows us how quickly a previously formed relationship can be changed, this is shown when Raleigh meets for the first time since school, his old share model Stanhope. A man who was once everything Raleigh aspired to be, but now is nothing more than a drunk. This meeting allows Stanhope to realise suddenly to just how great an extent his own youth has been corrupted, and almost destroyed. When Raleigh firs arrives her greats Stanhope, and he replies, Stanhope (In a low voice) How did you get here?From the patterns in Stanhopes voice in this quotation, it suggests someone who is hesitant about the situation at hand. And to further this idea, the use of the hyphen this suggests a pause in what he is saying. This expresses his shock, and tension at the arrival of Raleigh which is rendering him almost speechless. Strange Meetings shows an impressive example of the corruption of youth within the war. This is when Raleigh has just finished his first mission as an officer in the trenches.Osborne has just died, and to him he has just lost one of his closest friends and one of the people who he banked his lif e with. As a young man who has never, and should have never, had to experience the death of one of his closest friends happening he is destroyed by this and we see a great change in him at this point in Sheriffs play as he goes from an animated young man who was proud to be a part in supporting his country at war, to a one who has under gone(p) a sudden realisation as to just how futile his role and that of everyone around him is.And he feels as though he is the only one that feels this way and that no one else realises this. This is an argument that takes place between Raleigh and Stanhope, after their meal following the mission. Raleigh And yet you can sit there and drink champagne- and smoke cigars- Stanhopethe one man I could trust my best friend the man I could talk to man to man who understood everything and you think I dont care-This laid back approach to one of their own men and closest friends dying, allows Raleigh to realise that he is not the only one who feels this way and that in fact there are other people facing much worse situations like Stanhope, who has lost his best friend and a man who was like a brother to him. And he discovers that these men have themselves realised the loss of their youth and how it has been torn away from them and replaced with this life, filled with nothing but trouble oneself and suffering. The only way they know to cover these feelings is to drink it all away.In conclusion, I feel each text brings its own points in expressing and depicting the corruption and deconstruction of youth in the war. Sheriff gives us a closer view into events and characters, as well as a level of intimacy that Hills text lacks. He gives us a sharper look and insight into these emotions that were being experienced and shared by the character, including the suffering and death. And due to this way that he has chosen to express these emotions sheriff is able to show an emotional impact that Susan Hill is just not able to achieve in the depiction of this deeply tragic and emotional theme. Word count 2,241