Prejudice, comformity and stereotyping in American History Essay

American History X is a great film that portrays prejudice, stereotyping and conformity. Prejudice is negative attitudes toward others based on their gender, religion, race, or membership in a particular group. Prejudice involves beliefs and emotions that can turn into hatred. Having an opinion or idea about a member of a group without really knowing that individual is a part of prejudice. Some people make judgments about a whole group of people without knowing very much about them. Sometimes people are afraid of those who seem different from them and unfortunately, they express that with name-calling and negative treatment. When people grow up with these ideas, sometimes it’s hard to get rid of them. Like in the movie American History X, a father is sitting at the family dinner table and states his opinion of why he feels certain people of minority groups got their job. This influences how his children feel. Prejudice is a premature judgment, a positive or negative attitude towards a person or group of people, which is not based on objective facts. The prejudgments are usually based on stereotypes, which are shared beliefs about the characteristic traits, attitudes, and behaviors of members of various social groups including the assumption that the members of such groups are usually all alike. As the story line unfolds in American History X, the main character of the story will realize that not all people of a particular race are the same. A prejudgment may be based on an emotional experience we have had with a similar person, sort of our own personal stereotype. Stereotypes also provide us with role expectations. How we expect the other person or group to relate to us and to other people. Our culture has many of ready made stereotypes such as leaders are dominant, arrogant men, housewives are nice but empty headed, teenagers are music crazy and  very smart people are weird. Sometimes a leader or housewife or teenager is somewhat like the stereotype but it is an injustice to automatically assume they all are. Prejudice can be in the form of negative put downs and helps those of us on top feel okay about being there. Prejudice can be a hostile, resentful feeling or dislike for someone or an unfair blaming or degrading of others. Along with prejudice and stereotypes, goes conformity. The more people already agree upon or share a particular idea, the more easily a newcomer will turn to be converted to that idea, and the more difficult it will be for one already converted to reject that idea Summary of The Film The movie starts out through the eyes of Danny Vinyard, who idolizes his older brother Derek. Derek is seeking revenge for his father’s murder and burning a way to vent his rage. His father was a firefighter who was on duty one night putting out a fire at a crack house. His father was shot and killed by black drug addicts while fighting a fire in a crack house in a black neighborhood. He blames all black people for the death of his father. Derek hates anyone who is not a white protestant. Later it is learned that it wasn’t just his father’s death that shaped him, but his father’s conversation at the dinner table one night about racism. Derek finds himself transformed by a philosophy of hate as he turns into a disciple of a radical group of a local white power movement. He becomes a leader in this white supremacy group called the DOC organizing the other white kids in his neighborhood under the rule of a leader of the group named Cameron who stays behind the scene to keep his record clean. The skinheads that rule his group are convincing and are a very bonding group. It is assumed in their  world that that all races stick together and are at undeclared war with all others. They are very much prejudice and all conform to the same stereotype. Despite Derek’s intelligence, his violent actions end in a brutal murder and  ultimately, a prison sentence. One night two black kids attempt to steal Derek’s car, as the result of a playground feud that took place earlier. Derek fires his gun to kill and commits violent actions, which ends up in the death of the two black kids who tried to steal his car. He’s convicted of murder and sent to prison for three years. While in prison, Derek begins to see things in a different way. While in jail he learns some hard truths about life from a fellow inmate and his old high school principal that takes special interest in him. Avery Brooks, the principle ask Derek a powerful question. â€Å"Has any thing you’ve done changed your life?† But, when Derek emerges with a desire to change his attitude, he finds that words are not enough. Three years later, everyone awaits Derek’s return. His mother Doris who prays for his safety, his girlfriend Stacey who longs for his return, and most of all Danny who’s desperate for his brother’s love and guidance, yet is driven by his own increasing white supremacy hatred. Danny who idolizes Derek has stepped into his shoes. Following the crowd of the white supremacy group the DOC. Avery Brooks the high school principle who has helped Derek also tries to help Danny by telling him to write a paper on his brother in hope to make him see things in a different light. Unbeknown to Danny, Derek is a changed man. Fresh from prison, he no longer views hatred as a badge of honor. Ashamed of his past he is now in a race to save Danny and the Vineyard family from the violence he brought down upon them. His mind is open and sees the  error of his ways. Upon reentering the real world, he must now turn his attentions to his younger brother Danny, who is swiftly heading down the same path as his brother. He tells Danny to listen to Avery Brooks the principal of the high school who has made Danny write a paper on Derek. He also tells Danny of the experience he had it jail and how it has changed  him. It is too late and in the end Danny is murdered in school one day by one of the younger brothers of whom Derek had murdered. What is said at the end of the movie seems to sum it up quite well. Hate is baggage. Life is too short to be pissed off all the time. Derek says,† Its always good to end the paper with a quote.† † We are not enemies, but friends. We must not be enemies. Through passion may have strained, it must not break our bonds of affection. The mystic cords of memory will swell when again touched as surely they will be by the better angels of our nature.† (Lincoln, 1861) Psychological Principles This school of psychology that I believe this film falls under is the school of behaviorism. Behaviorism views observable, measurable behavior rather than internal mental processes as the appropriate subject matter of psychology. Stresses the key roles of learning and the environment in determining behavior. The movie also deals with social psychology. It defines the reasons of why and how we behave and emotions and feeling we have. The why of how we feel, what we do and how we come about the decisions we make. It also affects our attitudes, feelings and emotions that make us who we are and what we do. Attitudes can be formed either positive or negative. When we hear parents, family, friends or teacher express positive or negative attitudes toward certain issues or people, we tend  to adapt the same attitudes as them. This is true in the movie American History X when Derek listened to his father’s conversation at the dinner table about racism. In observational learning, individuals learn by observing the behavior of other and then imitate that behavior. This is true in the film because the  skinheads of the group learn by observing the others and behaving the same way. Observational learning results when people observe the behavior of others and not the consequences. Derek uses stereotype thinking because he believes that all black people are bad and has a lot of hatred because of how his father died. Derek also learns to be part of the neo Nazi group by modeling Cameron the organizer and head of the DOC. A person’s cognitive abilities, physical characteristics, personality, beliefs, attitudes influence both his or her behavior and environment. A person’s behavior can affect his feelings about himself and his attitudes and beliefs about others. Much of a person knows comes from the environmental resources such as television, parents, and books. Environment also affects behavior what a person observes can powerfully influence what he does. But a person’s behavior also contributes to his environment. On the night Danny tells his brother that the black kids are breaking into his car he does not even think about what he is doing. A case of classical conditioning a form of learning that has powerful effects on attitudes likes and dislikes and emotional responses. Conformity involves the changing of one’s attitude, opinions, or behavior to match the attitudes, opinions, or behaviors of others. The pressures to act like other people, sometimes despite our true feelings and desires. In American History X Derek, Danny and all the other skin heads are take on this idea to belong to the neo-nazi group.  The scene in the movie where the skinheads destroy a neighborhood grocery store that is been taken over by a minority group show the skinheads conform to norms. These norms tell us what we should or ought to be thinking, feeling, or doing if we want to fit in with a particular group. Most people conform to norms without much thing about it. Through the whole movie Danny idolizes his brother and there for his ways can also be contributed to social psychology. The presence of others influences the thoughts, feelings and how he behaves. The expectancy theory can also be related to Danny. He feels he is expected to be racist because of the situation his brother is in. Because of the day-to-day expose of his racist feelings and the neo-nazi group he does not think of anything else so he is in constant exposure to negative feelings. While Derek is in jail and comes to realize that all people are not the same that there is good and bad in everyone he changes his attitude and behavior. Cognitive dissonance would come into effect here. Derek becomes aware of his ways and changes his behavior, attitude and reduces the importance of racism in his life. Accuracy of Psychology Portrayed American History X shows prejudice, stereotyping and conformity excellent. It shows how Derek comes about to be prejudice and to have his racial attitude. The movie shows that in the world of the skinhead neo Nazi, slogans replace thought, feeling and mindless hatred that is shocking. The bonding of this group portrays how conformity takes place. Derek’s attitude, behavior and speeches to the other kids persuade them to conform to the group. He makes them see things in his view. It shows how one person can change the thoughts and feeling of someone with a vulnerable mind. The movie also shows a way of breaking the vicious circle of hatred. Between the two parts in the movie, Derek’s fathers conversation at the dinner table expressing prejudice toward a different race and how his father died shows how social learning can come into effect. Children learn from what they hear causing them to be prejudice and to stereotype other people. The neo-nazi group shared beliefs about the characteristics of members of a different racial group. The thinking made them all believe that all they are  all alike. In the end the move tells the shows the truth that prejudice has no intrinsic worth. It only harms those who feel its hurt and ultimately harms those who practice it. Conclusion American History X is a move that takes prejudice, stereotyping and conformity and shows how each one can relate to the other. The film makes you stop and think about your thoughts and emotions on these subjects. Part of the last quote of this move says a lot. That hate is baggage. If we open our minds and see the world as a whole we can then realize that not everyone in the world is the same because of their race, gender or religion or so forth. Being prejudice and stereotyping people only leads to harm. We should not conform to the beliefs of others if we feel differently. We should be who we are and not be persuaded to feel otherwise. American History X in the end shows us that no matter what social group we belong to in society it does not mean that we all have the same characteristics, attitudes or behavior. It just goes to say that as we grow and experience things around us in our environment we tend to conform to the ways of society to form our personality and attitudes. The more we educate our young people and be good role models maybe then and only then can we prevent a situation like American History X form happening. A perfect example of conformity is in the scene which we see the skinheads bonding. They are led by Derek’s brilliant speechmaking and  fueled by drugs, beer, tattoos, and heavy metal and need all insecure people feel to belong to a movement greater then themselves. Together they feel that in their world all races stick together and are at undeclared war with all others My conclusion to this topic is that some people are oblivious to the emotional tones that they generate from their ignorant usage of stereotypical labels. I just think some people do not know it when they label someone and it brings out an emotional tone or negative implication. It’s all just ignorance. Or what people have been taught growing up in a government that strives for being the normal and the best. Learning through unintentional messages, whether through school, games, and especially television. It is time for people to unlearn what they have been taught and start opening their minds about this particular subject. It is the nature of prejudice that is the reason why we have violence in the world. I don’t think Derek would have come to have a change in attitude or behavior had it not been for the experience he had in jail. Coming full circle and realizing the reality that not everyone is the same and just because of your race, religion or gender we all are individuals. Derek was a product of his environment. Having conformed to a group of neo-nazi people who do nothing but see their world and don’t think out side of it. This would be kind of like the saying thinking out of the box. Until his ordeal in jail he had experienced groupthink. A tragedy had to happen in order for a cultural change to take place. References Augustinos, M. (2001). Understanding Prejudice Racism and Social Conflict. Pennsylvania: W.B. Saunder Company. Ruscher, J. B. (2001). Prejudiced communication: A social psychological perspective. New York: Guilford Press. Welkos, R. W. (1998, October 21). The Tin Line Between Fear and Hate. [Online]. Available: http://www.geocities.com/sunsetstrip/club.3036/analysel.htm. Wood, S. , & Wood, E. (1999). The Essential World of Psychology. Maine: Allyn & Bacon

What is Rebranding?

What is Rebranding? Rebranding  is the creation of a new name, term, symbol, design, or combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors. This may involve radical changes to the brand's logo, brand name, image,  marketing strategy, and  advertising  themes. These changes are typically aimed at the  repositioning of the brand/company, sometimes in an attempt to distance itself from certain negative connotations of the previous branding, or to move the brand  upmarket.However, the main reason for a re-brand is to communicate a new message for a company, something that has evolved, or the ‘new board of directors’ wish to communicate. Reasons for Rebranding Proactive Rebranding: Sometimes a company sees a reason to rebrand to seize an opportunity or thwart potential threats in the future. Proactive rebranding might happen in the following situations: * Predict ed Growth: When a company is preparing for expected growth, particularly international growth, it might rebrand products and services into a consolidated brand. This is often done for consistency and to save money over time.This type of rebranding is also done when a company simply needs to create a greater sense of brand unity across its business. * New Line of Business or Market: When a company enters into a new line of business or market that is not cohesive to the existing brand identity, a rebranding might be in order. * New Audience: When a company wants to appeal to a new audience, a rebranding might be necessary. Keep in mind, the rebranding might not require an actual name or logo change. * Relevancy: When a company realizes its brand is losing relevancy in consumers’ minds, it might be time to rebrand.The Yellow Pages rebranding is a perfect example. With the use of printed Yellow Pages directories declining, Yellow Pages rebranded to YP and began to focus more atte ntion on the digital space making it significantly more relevant. Reactive Rebranding: Companies could also rebrand in reaction to an event that is so significant that the existing brand must be changed. For example, reactive rebranding might happen in situations like the ones listed below: * Merger or Acquisition: When companies merge or acquire other companies, rebranding is often required. Legal Issues: There are a number of different legal issues that could cause a company to rebrand. Trademarks are often at the root of these rebranding examples. Hence, it is imperative to conduct an exhaustive trademark search and obtain the trademark rights to your brand name before you launch it. * Competitive Influences: Sometimes a company’s competitors’ activities can be the catalyst to a rebranding. When a competitor renders your brand useless or dated, a rebranding could help you regain a foothold in your market and give you the facelift you need to effectively strike back. Negative Publicity: When the image of the corporate or the brand has been tarnished by a sudden happening or more so, a crisis that has arisen, companies adopt a rebranding marketing strategy. The mistakes when while rebranding 1. Do not rely only on history: Rebranding well means staying relevant. Assumptions made when the brand was established may no longer hold true. Analyze changes in target markets when exploring opportunities for brand expansion, repositioning and revitalization.One must try and evaluate current market conditions before finalizing a rebranding exercise for the brand. However, one must ensure that the core offering is in line with the initial offering, the essence could be the differentiator. 2. Thinking the brand is the logo, stationery or corporate colors: The brand not only encompasses these elements, but also customer perception and experience to quality, the overall look and feel of the brand, customer care, retail and web environments, the tone and voice of communications, and more.One must ensure that the new image, thus to be communicated, touches upon all the aspects of the brand. 3. Navigating without a plan: Effective rebrands rely on a creative brief to keep everyone focused as the project progresses. Include sections for a situation analysis, objectives, target markets, budget and resources, timeframe, point person, known parameters, approval structure, stakeholders and metrics for assessing results. 4.Refusing to hire a branding consultant without industry experience: It’s ok to consider an agency that hasn’t worked in your specific industry before. Sometimes it is ideal – especially if you’re serious about a turnaround. Smart companies recognize the value of a fresh perspective. 5. Not leveraging existing brand equity and goodwill. Dismissing brand equity when rebranding alienates established customers, while unnecessary overhauls can irreparably damage a brand’s perception.Consider the n eeds and mindset of the target market carefully before digging into the process. Sometimes a small evolution – or a new coat of paint – is all that’s needed to rejuvenate and make a brand relevant. 6. Not trying on your customer’s shoes. Simply calling your own 800-number or receptionist may reveal challenges customers face and inform your rebranding strategy. Take the time to navigate your own website, buy your products and return something. Better yet, ask a friend or family member to do so and learn from their experiences

Interview a manager Essay Example | Topics and Well Written Essays - 1000 words

Interview a manager - Essay Example The procedural dimension of ethical leadership includes problem-solving and decision-making practice within the circle of ethics. For instance, ethical leadership demands that the leaders, before practicing their decisions, discuss them with parties that are going to be affected by their decisions, so as to make them feel respected. The substantive aspect of ethical leadership includes knowledge, tough standards and guts to pursue ethical directions regardless of opposition. When I asked him if he had faced any ethical conflict in his career, he told me something. Last year, when his company announced vacancies, he was appointed to interview the candidates for selection. Mr. Harrison was obese. He selected him on the seat of disabled persons. Title I of Americans with Disabilities Act of 1990 states that all employers, who have at least fifteen employees working under them, must give equal chances of employment to qualified disabled persons (U.S. Department of Justice 2005). When he discussed the matter with the managing director, he said that an obese person was in no way a disabled person. He stated Carrier (2000) who affirmed that â€Å"although courts initially were reluctant to recognize obesity as a qualifying disability for purposes of ADA protection, courts are increasingly willing to consider obesity as a disability giving plaintiffs status to raise ADA claims.† Finally, Harrison was selected. To my question about employee development, he answered that he totally believed in the concept. According to him, flourishing employee development programs and strategies guarantee improved employees’ performance, which leads to higher productivity and overall organizational success in the competitive market. Employee development leads to employee motivation and job satisfaction. A growth-oriented workplace culture works on improving small occurrences so that

Significant of Edge Waves and Shear Waves Essay

Significant of Edge Waves and Shear Waves - Essay Example Edge waves or low frequency gravity motion waves are water waves that are trapped at the shoreline by refraction. It is produce by the variability of wave energy reaching shore. An edge-wave is a low frequency wave attached to the beach. The edge waves have periods of a minute, a long-shore wave-length of around a kilometer, and amplitude that decays exponentially offshore as shown in figure 1 (Cutchin and Smith, 1973).While they were originally considered to be a curiosity, these waves play a significant role in near shore hydrodynamics. (Eckart C., 1951). The edge waves are modeled by creating incident waves that approach perpendicular to the direction of the constructed shoreline. The numerical modeling of edge waves was first described by Stokes equation in 1946. Shear Wave is also known as the voticity wave. The stability of a steady alongshore current V(x) to small perturbations using a linear vorticity equation based on the shallow water equations and the rigid-lid approximation. They showed that in the region of strong seaward shear (d|V|/dx pressure variance R, is 1 (i.e., equi-partitioning of kinetic and potential energy) independent of the mode mix. For shear waves , R = O(gh/V2), that is, 1 for natural alongshore currents with typically small Froude numbers (e.g., Oltman-Shay et al. 1989). Hence, can be used to estimate the contributions of gravity waves and shear waves to the infragravity band. If the gravity and shear wave velocity fluctuations are assumed to be statistically independent, then the fraction of the infragravity velocity variance contributed by shear waves is approximately given by = 1 1/R.(17). The effects of Shear and Edge Wave in the Environment The shape of the land under sea determines the strength and direction of the wave toward the coastline, while above ground it determines the run-up. Since the generation of a wave is defined by transferance of energy, or force in simple mathematical terms, the decrease in sea floor depth has the proportional effect of focusing and speeding up the movement of the wave. Thus a wave generated from a large, deep body of water will produce larger waves than those produced from a shallower body of water. Beach coastlines. As shown by Adams & Lewis, (1979) offshore coastline has a modifying effect on the wave shape as it breaks on land. The most destructive waves are where the force of the wave is focused as it breaks on l

Evidence, argumants and evaluation on whether mergres and acquisitions Essay

Evidence, argumants and evaluation on whether mergres and acquisitions incraese shareholders wealth - Essay Example The following sections of the paper discuss the effects of Mergers and acquisitions on the shareholders’ wealth. Mergers and acquisition have led to the increase of shareholders market presence in certain industries according to Brigham and Houston (2009). This has also led to effective sales and marketing associations by the merging companies. As a result, this leads to increased wealth of the shareholders. Mergers and acquisitions often lead to greater market presence of the companies involved (Fleuriet 2008). Higher market shares that result from mergers and acquisitions often lead to increased purchasing ability and control over suppliers as suggested by Bruner (2004). When an organization buys a product in higher volumes than previously, the purchase cost becomes lower making the company become more price competitive. This has the potential of attracting greater sales and, therefore, higher value to shareholders. Mergers ad acquisitions may lead to improvements in company operations especially in the case of manufacturing companies as suggested by DePamphilis (2011). Therefore by increasing facilities through mergers and acquisitions, the company raises its capacity to manufacture more products or higher quality products. The company as well has its credibility increased which positively increases the shareholders wealth (Maddiganand and Zaima 1985). Mergers and acquisition often lead to symbiotic relationships between the two companies. As a result, the two companies tend to support one another, which in return helps the shareholders realize greater value from their investments. Mergers and acquisitions combine the operations of the two companies leading to higher sales capable of supporting their concurrent higher budgets hence raising the wealth of the shareholders (Cartwright and Schoenberg 2006). In some cases, mergers and acquisitions may not add value to shareholders’ wealth. This happens for example when management of one

Decision Support Systems in Medicine Research Paper

Decision Support Systems in Medicine - Research Paper Example This computerized system would ease the timely calculation of the organization’s payroll and with very little chance of any errors in those calculations. Information Systems can be viewed as work systems where all activities are centered towards digital processing of data provided to them. An information system constitutes of: A Computing device, A storage device in order to store data being processed and also the outputs. Previous data bank Instructions and procedures. INFORAMTION SYSTEMS TYPES Categorically there may be several types of information systems. This categorization is with respect to the difference in the organizational levels that exist. The types may be narrated as follows: Transaction Processing Systems- example: Payroll systems, Order Processing System. Office Automation Systems- example: Word Processing Systems. Knowledge Work Systems- example: Engineering Workstation. Decision Support Systems- Clinical Support Systems. Management Information Systems  œ Sales Management Systems. Executive Support Systems – High Level Managerial Forecasting Systems MEDICAL INFORMATICS The infusion of Information Technology in the field of health and medicine has led to the rebirth of the said field. Technological advancements that have affected the field of health have affected the human society as a whole directly and have mostly proved to be beneficial rather than hazardous. Formally speaking, the definition of Medical Informatics, as quoted at openclinical.com, is stated as follows:   Medical Informatics  is the "scientific field that deals with biomedical information, data, and knowledge - their storage, retrieval, and optimal use for problem solving and decision making. It accordingly touches on all basic and applied fields in... According to the research medical informatics is the "scientific field that deals with biomedical information, data, and knowledge - their storage, retrieval, and optimal use for problem solving and decision making. It accordingly touches on all basic and applied fields in biomedical science and is closely tied to modern information technologies, notably in the areas of computing and communication (medical computer science)". Thus, in the light of the above-mentioned definition, medical informatics can very well be termed as the handling of data with respect to health and medicine with the assistance of computers and computer related systems. Medical information management, or simply put, the managing of all information related to health and medicine has become an integral part of the health care profession in the modern times. The present state of health and medicine cannot be executed without the involvement of information systems that are computer based. Decision support systems a re one of the types of information systems that assist in medicine. They can be termed as information systems that assist in decision making. Improved decision making can be achieved by information systems that are flexible, interactive and adaptable. Recent advancements in Health informatics pertaining specifically to the implementation of information technology in the present day hospitals is ideally referred to as a means of reduction of distress for the patient as well as the practitioner.

Readers response Essay Example | Topics and Well Written Essays - 500 words

Readers response - Essay Example Finally, the plotline has almost nothing to do with a love story. Faulkner introduces Miss Emily Grierson as a woman who has never been provided an opportunity to become comfortable or familiar with the world outside of her father’s old world ideals. This created a situation in which Miss Emily â€Å"got to be thirty and was still single† (437), forced to live in her maidenhood forever and lacking any connection to the rest of the world. Her inability to relate to the real world outside her fantasy is seen when she refuses to acknowledge her father’s death. This reaction was considered strange and unusual by the people of the town who are narrating the tale, but justified by the way in which she’d been treated by this man. But this strangeness was forgotten when Emily started behaving like normal by dating Homer Barron and her retreat back into her house after he left seems understandable. The final revelation that she had killed Homer Barron and then slept with the dead corpse for years is surprising, but not out of ch aracter. The idea that this old lady slept with the decaying corpse of the lover she’d killed is really gruesome but makes a lot of sense at the same time. It seems unnecessary to explain why the story seems very gruesome. However, it also makes sense as the old people of the antebellum South continued to have troubles adjusting to the changing rules of society. Miss Emily was forced to become an old maid because there weren’t any more families of the ‘old ways’ that were close enough to her family’s old social position. By the time her father died, she was incapable of accepting any kind of change like a lot of people of the Old South were. She tried to break the mold a little bit when she started dating Homer Barron. He was a northerner and someone of a much lower social class than what

TLMT313 WEEK 3 FORUM Assignment Example | Topics and Well Written Essays - 250 words

TLMT313 WEEK 3 FORUM - Assignment Example The approach promotes substitution of methods and materials with cheaper alternatives, without altering the functionality. Value engineering lowers operational and management costs, improves efficiency of resources, simplify procedures and minimizes paperwork. Value engineering helps to reduce staff costs as well as achieving optimum balance between function, performance, safety, quality and cost (Mukhopadhyaya, 2009). Value engineering and value analysis effort should be led by designers, manufacturing and production engineer, purchasing specialist and executive staff. The designers help in making decisions at an early stage of the product concerning product design, specifications, equipment required and the effect of the product to another department. Production and manufacturing engineers determines how the product is to be made, and they manage the production process. Purchasing specialists help to convert design elements into material specifications. Operational staff makes the product and deliver service. They also provide the necessary information about production problems. Supply management supports the process by converting design requirements of the product to material specifications. They source materials required to develop the product and suggest suppliers of the materials to the

The British involvement Essay Example for Free

The British involvement Essay During the early stages of the airlift, the British committed around 150 C-47 Dakotas and 40 Avro Yorks to the cause of the airlift. The Dakotas and the Yorks were reinforced by 10 Short Sunderland and Short Hythe flying boats in July. By July 18, the Royal Air Force planes were already airlifting more than 5,000 tons of assorted supplies of goods every day. The flying boats were specifically used in transporting bulk salt because salt would have proven too corrosive when loaded in the other types of planes being used in the airlift. They were flying to the Havel river from their starting point at the Elbe near Hamburg. Sometime in November 1948, the British airlift fleet was further reinforced by several Handley Page Hastings aircraft. The Royal Air Force was able to land 100,000 tons of assorted supplies in Berlin by mid-December (Berlin Blockade). The Negotiations During the early days of the airlift, the allied forces were worried that it might eventually fail. So as an alternative, ambassadors from the Allied countries decided to negotiate with Stalin. During the negotiations, Stalin demanded that the Allies withdraw their Deutschmark and replaced by the eastern zone’s Ostmark. In addition, Stalin demanded that the future of Germany should again be taken up. However, the emissaries from the Allied camp told him that although they were open to negotiation as far as the issue of the currency was concerned, the future of Germany or specifically the creation of a West German state was non-negotiable. However, Stalin did not give in to the Allied demands because he sincerely believed that the Berlin Blockade would succeed and force the allies to negotiate. Even the United Nations attempted to mediate between the two camps to no avail (Wilde). However, although the airlift continued to be a success, Clay still saw a potential danger. He expressed his desire for a continued thrust towards achieving a diplomatic solution to the Berlin problem. According to him, the airlift would only â€Å"add to the prestige of the Western Powers as long as diplomatic avenues to gain a settlement continued. † His view was shared by Dean Acheson of the State Department. In fact, the State Department was already exercising an initiative of its own without informing even Clay in Germany about it for security reasons. The State Department initiative was anchored on Stalin’s remark which he made to Kingsbury Smith concerning the possibility of lifting the blockade. Based on said remark, a State Department initiative was started through private channels without the knowledge of the American officials in Berlin. It was also hidden from the French and British. Only President Truman, Dean Acheson, and selected officials of the Department of State knew of the initiative (Giangreco and Griffin [a]). Acheson chose Philip Jessup, then deputy chief of the United States Mission to the United Nations in New York to serve as his private channel. Jessup was given the instruction of discreetly contacting Jacob Malik, the United Nations representative of the USSR, and ask him whether â€Å"Stalin’s omission of the Berlin currency problem in his answer to Smith was significant. † The first contact between the two men took place on February 15, 1949, and after only a month, Malik informed Jessup that the omission was â€Å"not accidental. † Based on this response, discreet inquiries followed between the two men. They discussed the possible conditions that would influence Stalin to lift the blockade. According to Malik, a possible condition would be if a meeting of a Council of Foreign Ministers could be definitely scheduled for the purpose of discussing the German question in its entirety (Giangreco and Griffin [a]). Aside from the Jessup-Malik negotiation, several negotiations of critical importance were also going on during the early part of 1949. One of these concerned the pact creating the North Atlantic Treaty Organization (NATO). When the NATO pact was ready for signature, the foreign ministers of Great Britain and France went to Washington sometime during the first week of April, 1949 for the signing ceremony. It was only then and there that they were informed of the discussion which was taking place between Jessup and Malik. The two foreign ministers then gave their authority to Jessup to speak for their behalf. On April 5, Jessup advised Malik that the governments of the United States, Great Britain, and France were aware that their secret discussions only concerned two points. The first is the â€Å"simultaneous lifting of the blockade and counterblockade† imposed by the western powers. The other is the fixing of the Council of Foreign Ministers’ meeting aimed at discussing the German problem. However, Jessup also informed Malik that the preparations being made by the three countries for the creation of a West German state would not be postponed or suspended before the meeting of the Council of Foreign Ministers could be held (Giangreco and Griffin [a]). On April 8, the Western Powers issued a communique concerning their agreement with regards the creation of West German state. Two days after this, Jessup was informed by Malik that it was the understanding of the USSR that the West German state would not be created â€Å"before or during the scheduled Council of Foreign Ministers meeting. † However, Jessup was instructed to reject as diplomatically as possible the interpretation of the USSR. However, part of his instruction was to inform Malik that if the USSR acted quickly, the provisional West German state could not yet be established before the meeting of the council, explaining that several steps would have to be taken before such a state could be established (Giangreco and Griffin [a]). The negotiation between Jessup and Malik continued throughout the last week of April. However, flare-ups occurred which threatened the diplomatic settlement to lift the blockade. For instance, the British wanted â€Å"specificity regarding the restrictions to be lifted and written agreement on Western Power access to Berlin. † The United States, on the other hand, with the support of the French, wanted the issuance of a â€Å"broad statement on lifting restrictions and silence on access. † The Americans did not want to be specific because of the experience of the Military Governor whose negotiation with the Russians during the early part of September of 1948 bogged down because of his insistence of specifics. After being made to understand of this risk, the British finally agreed to do away with the specifics (Giangreco and Griffin [a]).

Explore the presentation of revenge in Hamlet Essay Example for Free

Explore the presentation of revenge in Hamlet Essay Revenge is a key theme in Hamlet. It is not only essential to understanding Hamlets character, it forms the structure for the whole play, supporting and overlapping other important themes that arise. Though it is Hamlets revenge that forms the basis for the story, tied into this is the vengeance of Laertes and Fortinbras, whose situations in many ways mirror Hamlets own. By juxtaposing these avengers, Shakespeare draws attention to their different approaches to the problem of revenge and how they resolve these. see more:theme of revenge in hamlet The idea of revenge is first introduced by the appearance of the ghost in act 1 Scene 5, and linked to this is the theme of hell and the afterlife. At the end of this scene, Hamlet is irreversibly bound to revenge for the duration of the play, speak, I am bound to hear So art thou to revenge. The ghost appears with the sole aim of using his son to obtain revenge on his brother, and so every word he speaks is designed to enrage Hamlet and stir in him a desire for vengeance. He uses very emotive language to exaggerate the enormity of the crime, and he concentrates Hamlets attention on the treachery of Claudius. His description of the murder itself demonises Claudius and contains many references to original sin, the serpent that did sting thy fathers life now wears his crown. Hamlet, who has been brought up with absolute notions of good and evil, is susceptible to these religious references, o all you host of heaven! O earth! And shall I couple hell? It is ironic that the ghost refers to his own torment, trapped in purgatory, in order to demonstrate to Hamlet the injustice of the situation, yet this serves only to warn Hamlet of the possible consequences of revenge. Instead of enraging him, Hamlet is now wary of acting rashly or without proof as it could place him in a similar situation to his father. The other revengers in the play do not have this wariness, they act immediately without considering the spiritual consequences and it is unclear whether Hamlet would have had a similar attitude had he not been inadvertently alerted to this danger by old Hamlets ghost. Though Hamlets immediate reaction to news of his fathers murder is one of anger and a desire for action, by the end of the scene his desire for revenge is already blunted, for a number of reasons. Unlike Laertes and Fortinbras, Hamlet receives the information of his fathers murder from a secret and unreliable source, which means that not only is he unsure of the truth, he is forced to act out his revenge in secret. Throughout the play, Hamlet frustrates the audience with his lack of action, especially as all around him his contemporaries are visibly taking their own revenge. Fortinbras is in a similar situation to Hamlet, as his father had been murdered by old Hamlet and his land taken. The land itself is worthless and Fortinbras stands to lose more than he can gain; yet like Hamlet it is a matter of honour. Both are exacting revenge for something that nobody else cares for or remembers; a dead king for whom nobody grieves and a patch of worthless land. Part of Hamlets dilemma is the moral question of whether his desire for revenge is worth disrupting and endangering the lives of all those around him, whether tis nobler in the mind to suffer the slings and arrows of outrageous fortune, or take arms against a sea of troubles and by opposing end them However, unlike Hamlet Fortinbras does not pause to contemplate the idea of revenge; he acts on it, sharked up a list of lawless resolutes and marched on Denmark. The difference in their characters is obvious; Fortinbras character matches his name, strong in arm. He is a man of action, not of words, he has a strong presence and a commanding attitude which demands obedience, Go captain, from me greet the Danish king I will dot my lord. Fortinbras situation is infinitely less complex than Hamlets own; the boundaries between good and evil, personal and public, right and wrong, are for him, clearly defined. He is able to act openly, uninfluenced by friends and family. Hamlet on the other hand is surrounded by people who have obligations to both himself and the king, and is therefore unsure of whom to trust. Hamlets dilemma is founded on this; that any action he takes carries with it risks and possible consequences which could destroy the foundation of his very existence, so he hesitates and does nothing, all the while hating himself for his inaction, makes us rather bear those ills we have than fly to others that we know not of. The problem for Hamlet is that the murder is too close to home, so he is unable to define the boundaries between personal and public. He cannot publicly confront Claudius without proof because he risks losing his claim to the thrown, alienating his friends and family and being exiled from Denmark, as it would be seen as an attempt by the prince to regain the throne, rather than a son avenging his fathers murder. On top of this Hamlet hopes to avoid jeopardising his relationship with his mother, but at the same time he wants revenge on her for her betrayal. In order to fully understand Hamlets psyche and therefore the reasoning behind his actions, it is important to understand how religion affected all aspects of life in Elizabethan times. It was believed that a person who was able to confess his sins before death would be absolved and therefore go to heaven, but if a person were unable to do this their soul would be condemned to purgatory until they were able to confess and repent. Old Hamlets soul is in purgatory and Hamlet wants Claudius to suffer the same fate, a villain kills my father and for that, I his sole son do this same villain send to heaven. Why, this is hire and salary not revenge. For this reason Hamlet has to wait for the opportune moment to kill Claudius, when he is drunk asleep, or in his rage, at game, a-swearing or about some act that has no relish of salvation in it. However, the other problem which religion creates is that of Hamlets own afterlife. If murder for revenge is wrong then by killing Claudius, Hamlet condemns his own soul along with that of Claudius. On the other hand, Hamlet is honour bound to exact revenge for his fathers murder, and the consequences of not doing so could be even more drastic. Even suicide offers no solution, as the dread of something after death, the undiscovered country from whose bourn no traveller returns, puzzles the will, and makes us rather bear those ills we have than fly to others we know not of. Hamlets indecisiveness is not just a result of his uncertainty about the consequences his actions will have. He is in emotional turmoil at this point in the play, and is feeling betrayed and rejected by those whom he had relied on so far in his life. His anger and frustration at his mothers behaviour is amplified by her lack of grief, and his desire for revenge at the start of the play is mainly fuelled by his own grief and a sense of injustice. His anger towards Claudius diminishes, as he is distracted form revenge by more immediate concerns, such as his relationships with Ophelia and with his mother. Part of Hamlets feelings of isolation stem from what he sees as betrayal by his friends, Rosencrantz and Guildenstern, and his lover Ophelia. Hamlets critical relationship with Claudius forces all three to take sides, and decide to whom they owe the strongest allegiance. Ophelias father Polonious, Claudius right hand man, instructs her to shun Hamlet and, as his dependant she is forced to obey him. Women were viewed as property during Shakespearian times, and without a male protector her future prospects were slim. Also, the emphasis placed on family duty and loyalty was far greater, so to disobey her father would be tantamount to treason. Rosencrantz and Guildenstern were given a direct order from their king, so to disobey would actually have been treason. Added to this was their ignorance of Hamlets situation due to both Hamlet and Claudius deceit, which meant that they were unsympathetic with Hamlets mental instability and obsession with old Hamlets death. Hamlet refuses to recognise the impossible situation his friends were placed in, and resents them for abandoning him when he needs them most, even though it is his feud with Claudius that has forced them to into it. Feeling betrayed, he has no compunctions in using them to further his own gains. All three are, ultimately, fatalities of Hamlets vendetta against Claudius, as Hamlet brings about the deaths of Rosencrantz and Guildenstern and drives Ophelia to madness and suicide. Ophelia especially is very much a victim, as in obeying her father she loses Hamlet, and when Hamlet kills Polonious she loses him as well. With Laertes away, she has no-one left to protect her and is very much alone. In many ways, Hamlet himself is a victim of revenge, as he used as a tool by his father, to instigate revenge against old Hamlets killer. By placing this obligation on Hamlet, on top of all his emotional instability, Old Hamlet effectively pushes his son over the edge and renders him incapable of decisiveness. It is unsurprising that Hamlet is unable to take revenge or in fact make any significant decisions, as he is under considerable emotional and mental strain. Laertes is in a similar situation, as Hamlet his friend has murdered his father and driven his sister to madness. His vulnerable state of mind makes it easy for Claudius to use him as a tool against Hamlet, so the two friends become instruments in the power struggle between the two brothers, a struggle which crosses the divide between life and death. Laertes situation resembles Hamlet in other ways. They are joined by their love for Ophelia, Hamlet as a lover and Laertes as a brother. When Laertes returns to find his father murdered, he faces the same dilemma that Hamlet originally had in that, as far as he knew, the king of Denmark had murdered his father. Unlike Hamlet who promptly chose to employ deceit in order to combat Claudiuss deceit, when Laertes discovers this he immediately confronts Claudius. By doing this he achieves his revenge far sooner than Hamlet, but consequently becomes a tool for Claudius against Hamlet. These two revengers differ in their approach to revenge, but ultimately they come to the same end. They both fall victim to the corruption that surrounds the court of Denmark, with Claudius at the centre. Claudius use of deceit throughout the play hides the truth under a veil of dishonesty. Claudius uses other people as tools to achieve his aims, so if they fail he escapes the brunt. He uses Polonious, he uses the king of Norway against Fortinbras, and finally he uses Laertes against Hamlet himself. His corrupting influence means that nobody in Denmarck knows the truth, and Hamlets only attempt to break this veil of deceit causes the death of Polonious instead of Claudius. In act 3 scene 3, Shakespeare uses the curtain concealing Polonious as a metaphor for the corruption surrounding Denmark, making it impossible for Hamlet to take revenge as he is unaware of the truth. Though Hamlet tries to cut through the curtain, he fails and ends up killing the wrong man. This shows him that it is no good trying to confront the problem, he must remove the cloak of deceit and reveal Claudius for what he truly is before he can take his revenge. Though Hamlet tries to get around this problem by being deceitful himself, and Laertes tries to confront the problem face on, both end up being used as weapons in a fight that kills them both. The ending of the play is very satisfying despite, or perhaps because of, the deaths of nearly all the characters. For a neat ending, it was necessary that all the characters achieve their revenge, and as there were so many intertwining strands of revenge, it was inevitable that a large proportion of characters would be killed. The play ends with a new beginning, as the corruption at the heart of Denmark dies with Claudius and Hamlet. Hamlet succeeded in taking revenge on Claudius and revealing the truth about his character, and Laertes succeeded in killing Hamlet but died in the process. All this clears the way for Fortinbras, who we see is far more suited to leadership than the indecisive Hamlet. Fortinbras was more successful in his revenge than Hamlet and Laertes for a number of reasons. He is not held back by the dilemma that freezes Hamlet; of having to choose between betraying his fathers trust or losing the throne and alienating everyone he loves. Hamlet is held back by his proximity to Claudius and the situation, whereas Fortinbras is free to act uninfluenced by the people around him. Another factor in Fortinbras favour is that, unlike both Hamlet and Laertes, Fortinbras made the decision to take revenge alone, so it was entirely his responsibility. Revenge has to be nurtured in Hamlet and Laertes, and both are used as tools in the ongoing feud between the two brothers. Fortinbras is a man of action, and doesnt waste time pondering the philosophy behind the revenge mentality, as Hamlet does. And unlike Laertes, he plans and organises his revenge, he doesnt rush straight into confrontation unprepared. In fact, he represents the best qualities of both of them, so it is fitting that it is he who emerges with not only his life, but the throne of Denmark to go with it.

The Difference Between Traditional File Systems Information Technology Essay

The Difference Between Traditional File Systems Information Technology Essay Wikipedia The traditional filing system is a method of storing and arranging computer files and the information in the file. Basically it organizes these files into a database for the storage, organization, manipulation, and retrieval by the computers operating system. For this method, a file name is assigned to a file in order to secure storage location in the computer memory or data storage devices such as hard disks or CD-ROMs are used to maintain the physical location of the files. By this file name a file can be further accessed. Whether the file system has an underlying storage device or not, file systems typically have directories which associate file names with files, usually by connecting the file name to an index in a file allocation table. A new concept for file management is the concept of a database-based file system. Files are identified by their characteristics, like type of file, topic, author, etc (DBMS) consists of software that operates databases, providing storage, access, security, backup and other facilities. This system can be categorized according to the database model and the type of computer that they support such as a server cluster or a mobile phone, the query language(s) that access the database, such as SQL or XQuery, performance trade-offs, such as maximum scale or maximum speed or others. Some DBMS cover more than one entry in these categories, e.g., supporting multiple query languages. Meanwhile database management systems are usually accessed in a client-server manner, where the database client and the server are located on different machines (in a local area network). Both systems deal with information management. File-based System File-based systems were an early attempt to computerize the manual filing system. File-based system is a collection of application programs that perform services for the end-users, such as updating, insertion, deletion adding new files to database etc. Each program defines and manages its data. When a computer user wants to store data electronically they must do so by placing data in files. Files are stored in specific locations on the hard disk (directories). The user can create new files to place data in, delete a file that contains data, rename the file, etc which is known as file management; a function provided by the Operating System (OS). Advantages of traditional file based system Disadvantages of traditional file based system No need of external storage Provides less security. No need of a highly technical person to handle the database. Redundancy is more. Processing speed is high as compared to DBMS Less integrity. High complexity in updating of database. Table 1.1.1 Database Management System The improvement of the File-Based System (FBS) was the Database Management System (DBMS) which came up in the 60s. The Database Management System removed the trouble of manually locating data, and having to go through it. The user could create a suitable structure for the data beforehand, to place the information in the database that the DBMS is managing. Hence, the physical organizing of files is done away with and provides the user with a logical view of the data input. A database is a collection of interrelated information stored in a database server; these data will be stored in the form of tables. The primary aim of database is to provide a way to store and retrieve database information fast and in an efficient manner. Advantages Control of data redundancy Although the database approach does not remove redundancy completely, it controls the amount of redundancy in the database. Data consistency By removing or controlling redundancy, the database approach reduces the risk of inconsistencies occurring. It ensures all copies of the idea are kept consistent. More information from the same amount of data With the amalgamation of the operated data, it is possible to derive additional information for the same data. Sharing of data Database belongs to the entire organization and can be shared by all authorized users. Improved data integrity Database integrity provides the validity and consistency of stored data. Integrity is usually expressed in terms of constraints, which are consistency rules that the database is not permitted to violate. Improved security Provides protection of data from unauthorized users. It will require user names and passwords to identify user type and their access right in the operation including retrieval, insertion, updating and deletion. Enforcement of standards The integration of the database enforces the necessary standards including data formats, naming conventions, documentation standards, update procedures and access rules. Economy of scale Cost savings can be obtained by combining all organizations operational data into one database with applications to work on one source of data. Balance of conflicting requirements By having a structural design in the database, the conflicts between users or departments can be resolved. Decisions will be based on the base use of resources for the organization as a whole rather than for an individual person. Improved data accessibility and responsiveness By having integration in the database approach, data accessing can cross departmental boundaries. This feature provides more functionality and better services to the users. Increased productivity The database approach provides all the low-level file-handling routines. The provision of these functions allow the programmer to concentrate more on the specific functionality required by the users. The fourth-generation environment provided by the database can simplify the database application development. Improved maintenance Provides data independence. As a change of data structure in the database will affect the application program, it simplifies database application maintenance. Increased concurrency Database can manage concurrent data access effectively. It ensures no interference between users that would not result any loss of information or loss of integrity. Improved backing and recovery services Modern database management system provides facilities to minimize the amount of processing that can be lost following a failure by using the transaction approach. Disadvantages Complexity A difficult software. All users must be familiar with its functionality and take full advantage of it. Therefore, training for the administrators, designers and users is required. Size Uses a substantial amount of main memory as well as large amount of disk space in order to make it run efficiently. Cost of DBMS A multi-user database management system may be very expensive. Even after the installation, there is a high regular annual maintenance cost on the software. Cost of conversion When moving from a file-base system to a database system, the company is required to have additional expenses on hardware acquisition and training cost. Performance As the database approach is to cater for many applications rather than exclusively for a particular one, some applications may not run as fast as before. Higher impact of a failure Increases the vulnerability of the system due to the centralization. As all users and applications reply on the database availability, the failure of any component can bring operations to a halt and affect the services to the customer seriously. The difference between TFS and DBMS Balajee B. (2005), There are number of characteristics that differ from traditional file management system to database management system. In file system approach, each user implements the required files for a specific application to run. (Example: in a sales department of an enterprise, one user will be maintaining the details of the number of sales personnel in that department and their grades. These details will be stored and maintained in a separate file. Another user will maintain the salary details of these sales personnel and the detailed salary report will be stored and maintained in a separate file. Although both of the users need the data of the salespersons, they will be having their details in separate files and they need different programs to operate their files.) When such data is isolated in separate files, it is difficult to access data that should be available for both users. This will lead to wastage of space and redundancy or replication of data, which may lead to c onfusion, as sharing of data among various users is not possible and data inconsistency may occur. These files will not be having any inter-relationship among the data stored in these files. Therefore in traditional file processing every user will be defining their own constraints and implement the files according to their needs. In database approach, a single store of data is maintained that is defined once and then accessed by many users, as database belongs to the entire organization and can be shared by all authorized users. The essential characteristic of database approach is that the database system not only contains data but it contains complete definition or description of the database structure and control. These definitions are stored in a system catalog, which contains the information about the structure and definitions of the database. The information stored in the catalog is called the metadata, it describes the primary database. Hence this approach will work on any type of database for example, insurance database, Airlines, banking database, Finance details, and Enterprise information database. But in traditional file processing system the application is developed for a specific purpose and they will access specific database only. But the processing speed in TFS is high compared to DBMS. The other main characteristic of the database is that it will allow multiple users to access the database at the same time and sharing of data is possible. The database must include concurrency control software to ensure that several users trying to update the same data at the same time, it should maintain in a controlled manner. In file system approach many programmers will be creating files over a long period and various files have different format, in various application languages, where duplication of data can occur. This redundancy in storing same data multiple times leads to higher costs and wastage of space. This may result in data inconsistency in the application; this is because update is done to some of the files only and not all of the files. Moreover in database approach multiple views can be created; External view User/Application view, Conceptual view Logical view, Internal view Details about the structure of data and physical storage of information. View is a tailored representation of information contained in one or more tables. View is also called as Virtual table because view does not contain physically stored records and will not occupy any space. A multi-user database whose users have variety of applications must provide facilities for defining multiple views. In traditional file system, if any changes are made to the structure of the files it will affect all the programs. Therefore, changes to the structure of a file will require to change all programs that access the file and whereby data dependence will be lost. But in the case of database approach the structure of the database is stored separately in the system catalog from the access of the application programs. This property is known as program-data independence. Database can also be used for continuous storage for program objects and data structures that resulted in object oriented database approach. Traditional systems suffered from impedance mismatch problem and difficulty in accessing the data, which is avoided in object oriented database system. Database can be used to represent complex relationships among data as well as to retrieve and update related data easily and efficiently. Hence DBMS does not automatically remove redundancies, but help to control redundancy. It is possible to define and enforce integrity constraints for the data stored in the database. The database also provides facilities for recovering hardware and software failures, as it has automatic and intelligent backup and recovery procedures. It reduces the application development time considerably when compared to the file system approach and availability of up-to-date information of all the users. It also provides security to the data stored in the database system and maintains integrity. A highly technical person will be required to handle the database, while for TFS, it is not so. File-based systems are very dependent upon the application programmer. Any required queries or reports have to be written by the application programmer. Normally, a fixed format query or report can only be entertained and no facility for ad-hoc queries if offered. DBMS has data independence. The way information is stored and the way information issued is independent of each other. File-based systems also give tremendous pressure on data processing staff, with users complaints on programs that are inadequate or inefficient in meeting their demands. Documentation may be limited and maintenance of the system is difficult. Provision for security, integrity and recovery capability is very limited. Whereas, DBMS has control over security as it provides tools such as use of User Code, Password / Privileges and Roles to ensure security of data. Data, Field, Record, and File are the main components of Database environment. Briefly explain those. Data Webopedia (Anon., n.d.), Distinct pieces of information usually formatted in a special way. All software is divided into two general categories: data and programs. Programs are collections of instructions for manipulating data. Data can exist in a variety of forms as numbers or text on pieces of paper, as bits and bytes stored in electronic memory, or as facts stored in a persons mind. Strictly speaking, data is the plural of datum, a single piece of information. In practice, however, people use data as both the singular and plural form of the word. The term data is often used to distinguish binary machine-readable information from textual human-readable information. For example, some applications make a distinction between data files (files that contain binary data) and text files (files that contain ASCII data). In database management systems, data files are the files that store the database information, whereas other files, such as index files and data dictionaries, store adminis trative information, known as metadata. Field Webopedia (Anon., n.d.), A space allocated for a particular item of information. A tax form, for example, contains a number of fields: one for your name, one for your Social Security number, one for your income, and so on. In database systems, fields are the smallest units of information you can access. In spreadsheets, fields are called cells. Most fields have certain attributes associated with them. For example, some fields are numeric whereas others are textual; some are long, while others are short. In addition, every field has a name, called the field name. In database management systems, a field can be required, optional, or calculated. A required field is one in which you must enter data, while an optional field is one you may leave blank. A calculated field is one whose value is derived from some formula involving other fields. You do not enter data into a calculated field; the system automatically determines the correct value. A collection of fields is called a record. Record Webopedia (Anon., n.d.), In database management systems, a complete set of information. Records are composed of fields, each of which contains one item of information. A set of records constitutes a file. For example, a personnel file might contain records that have three fields: a name field, an address field, and a phone number field. In relational database management systems, records are called tuples. Some programming languages allow you to define a special data structure called a record. Generally, a record is a combination of other data objects. For example, a record might contain three integers, a floating-point number, and a character string. In database management systems, a complete set of information. Records are composed of fields, each of which contains one item of information. A set of records constitutes a file. For example, a personnel file might contain records that have three fields: a name field, an address field, and a phone number field. Figure 1.2.1 Source Author Anon., File Webopedia (Anon., n.d.), A collection of data or information that has a name, called the filename. Almost all information stored in a computer must be in a file. There are many different types of files: data files, text files, program files, directory files, and so on. Different types of files store different types of information. For example, program files store programs, whereas text files store text. What is the Importance of DBMS in a Defense Organization and in an Education Department? Defence Organization Benjamin (n.d.), A Database Management System (DBMS) is a set of computer programs that controls the creation, maintenance, and the use of the database with computers of an organization and its end users. It allows organizations to place control of organization-wide database development in the hands of database administrators (DBAs) and other specialists. As organizations develop with time, their adoption to the latest technologies in the computer field becomes a necessity. A Defence organization is no different. In these turbulent times, when national security is more important, providing all Defence personnel with access to the latest technology and education opportunities not only directly contributes to Defence capability but also improve the defence personnels career development. Hence the importance of a DBMS in such an organization like Defence is vital. Because Database administrators could use this system to configure and operate databases as the software provides high level, privileged database access. But the management should restrict use of this software to authorized personnel. One function of the database administrator is to create particular views of information stored in the database that are unique for each type of user. For example, one officer will have a different view of information in the database than another, say Senior officer. The different user groups will also have different abilities to add, modify, or delete information. The database administrator is responsible for providing users with access to the appropriate level of information. The primary risk associated with database administration is that an administrator can alter sensitive data without those modifications being detected. A secondary risk is that an administrator can change access rights to information stored within the database as well as their own access rights. Database security is the last line of defence. So it deserves greater focus on the protection of private data from both internal and external. The sensitivity and classification of the information stored in the database form the basis for establishing controls. A database that stores confidential information may require a more significant control environment than a database that stores non-sensitive information. Management should consider the security and performance implications of the security options available with modern database management systems. Database security professionals and information security and risk management professionals could adopt a security strategy in DBMS to: 1) Align database security policies with information security policies; 2) Ensure well-defined and formalized database security procedures; 3) Enforce role separation; and 4) Apply advanced security measures such as database auditing, monitoring, database encryption, data masking, and vulnerability assessment to all critical databases that store private data. The DBMS can provide long-term benefits for the Defence organization reducing duplication of data and making it easier for HR to update personnel records. If not for DBMS, each time there was a personnel change, trainers would have to go through their entire content to make the necessary changes. Now, replacing Brigadier Xs picture in the content library with Commodore Ys picture can be automatically replicated through all relevant programs. Thereby reduce its expenditure on storage. But, initial training will be required for all programmers and users. Even though database systems are complex, difficult, and time-consuming to design, there is greater data integrity and independence from applications programs and Education Department Sue Bushell (2004), To improve teaching and learning with the help of modern information and communication technology eLearning is beneficial to education, corporations and to all types of learners. It is affordable, saves time, and produces measurable results. E-learning comprises all forms of electronically supported learning and teaching. The Information and communication systems, whether networked or not, serve as specific media to implement the learning process. E-learning services have evolved since computers were first used in education. There is a trend to move towards blended learning services, where computer-based activities are integrated with practical or classroom-based situations. E-learning is essentially the computer and network-enabled transfer of skills and knowledge. E-learning applications and processes include Web-based learning, computer-based learning, virtual classroom opportunities and digital collaboration. Content is delivered via the Internet, intranet/extranet, audio or video tape, satellite TV, and CD-ROM. It can be self-paced or instructor-led and includes media in the form of text, image, animation, streaming video and audio The definition of e-learning varies depending on the organization and how it is used but basically it involves electronic means of communication, education, and training. Regardless of the definition you chose to use, designers, developers, and implementers make or break the instructional courses and tools. E-learning is simply a medium for delivering learning and like any other medium, it has its advantages and disadvantages. E-learning covers a wide array of activities from supported learning, to blended or hybrid learning (the combination of traditional and e-learning practices), to learning that occurs 100% online. As per wikipedia.org, the worldwide e-learning industry is estimated to be worth over $48 billion US according to conservative estimates. Developments in internet and multimedia technologies are the basic enabler of e-learning, with consulting, content, technologies, services and support being identified as the five key sectors of the e-learning industry. E-learning is naturally suited to distance learning and flexible learning, but can also be used in conjunction with face-to-face teaching, in which case the term Blended learning is commonly used. E-Learning pioneer Bernard Luskin argues that the E must be understood to have broad meaning if e-learning is to be effective. Luskin says that the e should be interpreted to mean exciting, energetic, enthusiastic, emotional, extended, excellent, and educational in addition to electronic that is a traditional national interpretation. This broader interpretation allows for 21st century applications and brings learning and media psychology into the equation. E-Learning can also refer to educational web sites such as those offering learning scenarios, worksheets and interactive exercises for children. The term is also used extensively in the business sector where it generally refers to cost-effective online training There are many advantages to online and computer-based learning when compared to traditional face-to-face courses and lectures. There are a few disadvantages as well. Advantages of eLearning (Anon., n.d) E-learning is beneficial to education, corporations and to all types of learners. It is affordable, saves time, and produces measurable results. Cost effective E-learning is more cost effective than traditional learning because less time and money is spent traveling. Since e-learning can be done in any geographic location and there are no travel expenses, this type of learning is much less costly than doing learning at a traditional institute.   Flexibility Flexibility is a major benefit of e-learning. E-learning has the advantage of taking class anytime anywhere. Education is available when and where it is needed. E-learning can be done at the office, at home, on the road, 24 hours a day, and seven days a week.   Learners  like e-learning because it accommodates different types of learning styles.  They have the advantage of learning at their own pace. Students can also learn through a variety of activities that apply to many different learning styles. Learners can fit e-learning into their busy schedule. If they hold a job, they can participate in eLearning right at their desk. If the learner needs to do the learning at night, then this option is available while in their pajamas and do the learning if they desire.   Personalized learning E-learning encourages students to peruse through information by using hyperlinks and sites on the worldwide Web.  Learners are able to find information relevant to their personal situations and interest. E-learning allows selection of  learning materials that meet their level of knowledge, interest and what they need to know to perform more effectively in an activity.   E-learning is more focused on the learner and it is more interesting for the learner because it is information that they want to learn. E-learning is flexible and can be customized to meet the individual needs of the learners. Develops knowledge E-learning helps develop knowledge of the Internet. This knowledge will help learners throughout their careers. E-learning encourages students to take personal responsibility for their own learning. When learners succeed, it builds self-knowledge and self-confidence Disadvantages of eLearning Access One disadvantage of eLearning is that learners need to have access to a computer as well as the Internet. They also need to have computer skills with programs such as word processing, Internet browsers, and e-mail. Without these skills and software it is not possible for the  learner to succeed in eLearning.   E-learners need to be very comfortable using a computer. Slow Internet connections or older computers may make accessing course materials difficult. This may cause the learners to get frustrated and give up.   Software and files Another disadvantage of e-learning is managing computer files, software comfortability and learning new software, including e-learning. For learners with beginner-level computer skills it can sometimes seem complex to keep their computer files organized.  The lesson points you to download a file which the learner does and later cannot find the file. The file is downloaded to the folder the computer automatically opens to rather than a folder  chosen by the learner. This file may be lost or misplaced to the learner without good computer organizational skills. High motivation E-learning also requires time to complete especially those with assignments and interactive collaborations. This means that students have to be highly motivated and responsible because all the work they do is on their own. Learners with low motivation or bad study habits may not complete modules and may fall behind Isolation Another disadvantage of e-learning is that students may feel isolated and unsupported while learning. Instructions are not always available to help the learner so learners need to have discipline to work independently without assistance. E-learners may also become bored with no interaction with instructors or classmates.   Without the routine structures of a traditional class, students may get lost or confused about course activities and deadlines. Instructor may not always be available when students are studying or need help Conclusion Today many technologies can be, and are, used in e-learning, from blogs to collaborative software, E-Portfolios, and virtual classrooms. Most e-learning situations use combinations of these techniques. Even though the hardware and software start-up are costly, the advantages are; reduced data redundancy, reducing updating errors and increased consistency, greater data integrity and independence from applications programs, improved data access to users through use of host and query languages, improved data security and availability of facilitated development of new application programs and ability for intensive research are the benefits of DBMS. Task 2 Draw an Entity Relationship Data Model which describes the content and structure of the data held by the Medi Check Hospital. Produce the resulting tables of above Medi Check Hospital and clearly indicating the primary and foreign keys. Data Tables Doctor DoctorID (primary) Lname Fname Address Phone Pager Specialty Location Availability Patient PatientNo (primary) PatientFirstName PatientLastName PatientAddress PatientTelNo PatientDob PatientMaritalStatus PatientDateRegistered Appointment AppointmentNo (primary) PatientName Date/Time PatientTelNo Symptom SymptomCode (primary), SymptomName Description Treatment TreatmentTitle (primary) TreatmentType Duration Status TreatmentCost Medication MedicationNo (primary) MedicationType SideEffect Dosage Frequency Severity MedicationBrandName MedicationManufactureName MedicationManufactureAddress MedicationManufactureTel Normalize these tables to ensure that are all in BCNF. Show the steps you have taken in normalizing the tables. UNF Medication (DoctorID, Lname, Fname, Address, Phone, Pager, Specialty, Location, Availability, PatientNo, PatientFirstName, PatientLastName, PatientAddress, PatientTelNo, PatientDob, PatientMaritalStatus, PatientDateRegistered, AppoinmentNo, PatientName, Date/Time, PatientTelNo, SymptomCode, SymptomName, Description, TreatmentTitle, TreatmentTy

All Quiet On The Western Front Themes :: essays research papers

1) The Destructiveness of War A major theme, not only on lives and property, but also on the human spirit. Men are subject to physical torment-eyes are blinded, limbs are blown off, blood flows everywhere, and innocent men die in agony. When soldiers take shelter in the graveyard, bombs explode all around them, the living hide in coffins and the dead are thrown from their graves. The destructive power is so great that even the fundamental differences between life and death become blurred. The impact of war on the spirit is subtle. They find themselves less able to returrn to civilian life- friends die all around them. 2) The Lost Generation This theme is an offshoot of the destructiveness of war. Paul's generation grew up too fast, its perceptins of life grossly distorted by the horror or war. The youthful idealism that might someday have blossomed into constructive maturity has been nipped in the bud. Unlike earlier generations, Paul can never again hope to find comfort and inspiration in the hollow rhetoric of politicians and generals. The war has shattered their illusions. Their innocence is gone, and only in aimless skepticism is left to fill the void. 3) Comraderie The theme of comraderie occurs constantly in the novel. The comraderie that exists in Paul's company keeps them from being driven insane by the horrors all around them. In a sense, the comraderie among Paul's friends can be seen as a last desperate clinging to the innocence of youth. These young men were transported almost directly to the battlefield from the schoolyard. The adolescent pranks of Paul and his classmates can be seen in their "adult" behavior, as in their attack on Himmelstoss. If the social responses of Paul adn his friends seem at time childish, it is essential to remember that these are young men whose experience of life took them directly to the barracks from the classroom. If they seem immature, it may be because they weren't given the chance to grow up normally. The best example of this theme os when Kat and Paul shared their roasted goose with Kropp and Tjaden. They were taking care of each other. 4) Alienation The theme of alienation develops as the novel progresses. At first, Paul and his friends still behave as if their lives will someday return to normal. In the middle of the book, Paul goes home on leave, only to discover that his real home is now with his friends on the front.

Superstition In Shakespeares The Tragedy of Julius Caesar Essay

Superstition In Shakespeares The Tragedy of Julius Caesar Superstition has been around almost since people first inhabited the earth. For this reason, it has played a main role in many classical pieces of literature. One of Shakespeare’s tragedies, The Tragedy of Julius Caesar, is full of superstition and the supernatural. It contained so much superstition in order to foreshadow key events in the plot, to further develop characters, and to thrill and relate to the Elizabethan audience for whom the play was written. Foreshadowing was perhaps the main reason superstition was used in Julius Caesar. The supernatural provided hints to the reader about many important events to come. The most important event that was foreshadowed, without a doubt, was the death of Caesar himself by the hands of Brutus and the conspirators on the ides of March. When the soothsayer cries out â€Å"Beware the ides of march†(312; act1,sc2) he is truly laying the groundwork for the rest of the events leading up to Caesar’s assassination. Although Julius dismisses the soothsay with a simple â€Å"he is a dreamer, let us leave him. Pass.† (313; act1, sc2) the reader realizes that this date will prove important in the near future. To the audience, the prophecies are dramatic irony-when Caesar is warned about the ides of March, we already know what is going to happen to him. (Farrow) That one simple dialogue sets the stage for the rest of the plot to advance swiftly. One of the reasons why this warning may have gone unheeded is because most sooth-sayers were not well respected, though many turned out to be right. â€Å"Since they lack any formal office or shop, and they predict forthcomings without fee, one can see quite easily why citizens would distrust their predictions†(Julius) One of the most graphic examples of Caesar’s death being foreshadowed was most definitely Calpurnia’s dream the night before Caesar is scheduled to go to the Senate. Caesar says â€Å"...she dreamt tonight she saw my statue, which, like a fountain with an hundred spouts, did run pure blood, and many lusty Romans came smiling and did bath their hands in it...†(341; act2, sc2). This very gruesome image is meant to hint at Caesar’s death. However, when Decius arrives at Caesar’s home, he tries to convince Caesar that he has misinterpre... ...sar is catarchic astrology, which determines whether a particular action or decision is suitable to a particular moment. Catarchic astrology is consulted quite often, especially when Caesar is choosing whether to go to the Senate House or not. It truly must have shocked the people of that era when Caesar went to the Capitol against all warnings, because â€Å"Elizabethans generally believed that prophecies were to be taken seriously, and certainly that no prudent statesman could run the risk of ignoring them† (Ribner 58). The people of the Elizabethan era were very proper, and to see someone, even if only a character in a play, break one of the laws of nature in which they so firmly believed, was quite astounding. Truly, Shakespeare wonderfully used superstition and the supernatural to create a masterful literary work. As Ribner said â€Å" We find Shakespeare approaching the matter of history with a surer hand, and out of it creating tragedy of a singular power† (Ribner 58). He accomplished his ultimate goal of using superstition to foreshadow important plot events, to delve deeper into character’s personalities, and to create excitement among the audiences of the Elizabethan era.

An It Proposal for Network Management of the College of Computing and Information Sciences(Makerere University, Uganda)

AN IT PROPOSAL FOR NETWORK MANAGEMENT OF THE COLLEGE OF COMPUTING AND INFORMATION SCIENCES(MAKERERE UNIVERSITY,UGANDA) Introduction The College of Computing and Information Sciences (COCIS) Makerere University in Uganda was established on 13th December 2010. It is made up of the School of Computing and Informatics Technology (CIT) and the East African School of Library and Information Science (EASLIS). COCIS is one of the largest computing and ICT training, information science, research and consultancy colleges in Africa.It cuts across as a world class College and has maintained its place as an icon of excellence on the continent. It is committed to delivering excellent services in the area of Computing, Library, Records and Information Sciences and attracts both local and international students. COCIS boasts of the state of the art infrastructure including lecture theaters, giant computer laboratories, specialized computer laboratories and a college library.The established academic staff strength of the College is about 300 teaching staff including 30 visiting and local professors. Over twenty of these staff members hold doctorate, with many others in advanced stages of completing their PhD studies. This merger has seen a pool of resources and facilities like computer laboratories, specialized laboratories, book libraries, journals, cameras, and personnel both administrative and academic staff.To maximize productivity and efficiency, the college of computing and informatics technology(CoCIS) routinely relies on the network to support its operations ranging from E-learning activities on the E-Learning environment(Muele) to support services offered to students and staff ,services like access to wireless internet, access to the internet through the Domain(CoCIS domain) The network topology used by the college is an extended star LAN that is used with network devices that filter frames or packets, like switches, and routers.This topology significantly reduces the traffic on the wires by sending packets only to the wires of the destination. This network is managed by only four people or staff. This network is also being managed using tools like Nagios and solar winds for monitoring devices. Problems identified affecting the network Insufficient resources Under this there is limited human resources which include support staff and network administrators . there are only four network administrators for the whole college of which some of the are incompetent or not always available.Limited number of Computers, most of the computers in the labs at the college are dwindling in numbers due to technical problems, a few switches and insufficient number of Ethernet cables of which some don’t work, one of the servers at Block A has issues and It has really disrupted the network mainly during the access to the domain by the students. Low bandwidth The bandwidth that is provided for the college by the service providers (UTL) is not enough to cater f or the students and staff that are the end users of the network.Delayed Service delivery and network instability There is slow network connectivity in the labs and other areas of work in the college for example these days lecturers rarely access Muele(Makerere E-Learning environment) to upload Notes for students due to this problem. Network intrusion / unauthorized usage There is increased network access by unauthorized users on the Wireless network that increases the network traffic and hence slowing down of the network which deprives the rightful users who are the students of the college from fully utilizing this resource.Security issues The College faces security problems which include theft of network devices like cables, mouse, keyboards et cetera. Also to note that much as there are measures for security like cameras in some labs and strategic areas of the buildings, security men for the two blocks; they are not enough Proposed Solutions to the above mentioned Problems at CoCI S Network management being a complex and broad component in networking, it can be achieved through a number of networking frameworks.So we recommend that if this college can use the following approaches, its network management can be eased and improved tremendously. Fault management The college network administrator should be able to identify all the network faults like no connection or slow connection , locate where the fault is ,restore the service ,identify the root cause of the fault and then find a resolution for the problem. This can be done proactively or reactively. Hence the network downtime is minimized highly. Configuration managementThe network administrators of the college should be able to capture network and system configuration information of all network elements. (local, remote, automated and manual) ,Map the network topology, Set up configuration parameters in management agents ,track and document what changes are made to the network, where they are made and why th ey are made , Identify where upgrades need to be made so as to manage the network efficiently as they curb problems of delayed Service delivery and network instability (physical and logical configuration).Accounting management Since there are limited resources like computers, human resources that is to say administrators of the network ,distribution of these resources can be done optimally and fairly on the college so as the network is managed well . This makes the most effective use of the systems available, minimizing the cost of operation. Security Management Security measures should be adopted so that the network is protected against unauthorized users, and physical or electronic sabotage hence mitigating issues of network intrusion.The security systems should also allow network administrators to control what each authorized student or staff can and cannot do with the system. Other security measure to adopt can be: -Physical security This can be done by providing enough security cameras in all the labs and other areas in the buildings of Block A and Block B, locking the computer labs and mounting servers on cabinets or racks that have locks.Proposal to the top administrators to purchase enough Bandwidth to suit the growing numbers of users at the college. If there’s enough bandwidth provided, it will cater for the slow connections on the network as earlier indicated. Purchase of needed network equipments like extended servers, routers, better tools for monitoring the network should also be done to stabilize the network infrastructure. CONCLUSIONThe college of computing and information sciences needs to aim at putting the above mentioned measures into consideration and practice where possible so as to enable full utilization of resources which minimizes redundant resources, gives higher chance to students and staff to access resources on the network without inconveniences, quick service delivery for the students and staff will be guaranteed reducing on the downtime experienced on a slower network and also curbing time delays in all the network operations.References CIS. (n. d) Retrieved from Cis. mak. ac. ug:http://cis. mak. ac. ug/about-cocis/history-a-facts/the-college. html Makerere E-learning Environment (n. d) Retrieved from Muele: http://muele. mak. ac. ug/

Axe Essence Essay

Businesses and organizations use advertising as a channel source of marketing in order to communicate a product, service, or idea to a targeted audience. These companies strive to create a particular advertising appeal, which is â€Å"the basis or approach used in a advertising message to attract the attention or interest of consumer and/or influence their feeling toward the product, service, or cause†(Belch & Belch, 2012). The company takes into account various social factors before encoding the message in the ad in order to create a positive attitude toward their brand and product in the market. The two different media channels advertising is used are traditional media, including mass media (television, magazines, newspapers, etc. ), and new media, such as web sites and text messaging. I am prepared to discuss and analyze the advertising objectives and tactics of an Axe Essence body spray advertisement in Rolling Stones magazine. I will discuss the ad’s executional format, targeted audience, and message/persuasion strategy as if I was a brand manager for Axe. Axe Ad  Axe’s executional format of the magazine ad, in Rolling Stone, is a picture of a good-looking couple walking down the sidewalk with two store windows to the right of them. The man’s lower body is stopped and is facing the store window on the right, which has a mannequin dressed in red lingerie in it. The man’s upper body is continuing walking happily with his arm around his girlfriend. In the bottom right corner of the ad is says, â€Å"Part Good. Part Bad. That’s Man’s Essence. New Axe Essence† and has a picture of the new Axe Essence body spray can. The Axe Essence body spray ad is creative and catchy. The use of computer software to edit and manipulate pictures is unbelievable and can help create a stimulating advertisement. This Advertising Objective & Tactics Axe’s advertising objective of this ad is to increase awareness, brand identity, and sales of Axe Essence body spray. We first decided to communicate to our large targeted audience of adult males through a non-personal mass media magazine ad in Rolling Stone using sex and humor appeal. We decided to use the push strategy to persuade and appeal to a specific benefit segmentation of the market. We positioned ourselves in the market emphasizing the product attributes and benefits. This ad is also used in many different magazines reaching adult males. Axe visually utilizes this sexually themed ad to increase the viewer’s attention of the ad and to the product itself. By increasing the viewer’s attention, it also increased the consumer’s retention of the product. It associates different positive attitudes and satisfactions with the product that will also increase word-of-mouth exposure. Ultimately, when the consumer is in need of smelling good, sex, lingerie, or happiness they will think of Axe Essence body spray. Message/Persuasion Strategy The ad’s intended message is that if men use Axe Essence body spray, they attract/lust for sexy women in lingerie, as well as, have satisfaction in their current relationship. The advertising text â€Å"Part Good† insinuates that men are happy and committed to their ordinary beautiful girlfriends. The text â€Å"Part Bad† suggests that men desire sexually appealing women as compared to ordinary, casually dressed women. When stating â€Å"That’s Man’s Essence†, after these two descriptions, it reassures that it is natural and normal for men to have a sexual drive and desire sexy women. It associates the â€Å"Part Good† side with love, romance, and happiness and the â€Å"Part Bad† side with risk, sex, and desires. This message has emotional and humor appeal to the customer. The persuasion strategy for the advertisement is that by being able to attract such beautiful women using the Axe Essence body spray, men will feel better about their self image, have better relationships, appear to be more successful in life, and therefore be more happy and content. This picture also makes the customer feel that by using this product they can get their current girlfriend to wear sexy lingerie. The ad is stimulating and comical because the viewer is trying to figure out why the man’s body is in two parts and in different places. The reason both the man and woman are smiling is to show customer satisfaction of using this product. Summary By using a magazine ad with sex appeal in Rolling Stone, a popular magazine read by adult males, it will increase the consumer’s attention and retention of Axe Essence body spray. The overall message and persuasion strategy of this advertisement is to show the satisfactions accompanied with the product and to motivate consumer’s behaviors of purchase Axe Essence. The sex and humor appeal of this ad will also increase the word-of-mouth advertisement about the product. This ad may be considered risky because of the stereotyping that women are sex objects and men always think about sex, but is effective through the right marketing channel and the fact that â€Å"the use of sexual appeals are quite common in the United States as well as many other countries where the societies are more liberal and accepting of them† (Belch & Belch. 2012). The Axe Essence body spray advertisement is effective, stimulating, well thought out, and develops a positive consumer attitude and perception toward the company and product. The use of computer software and technology to create, edit, and manipulate advertising techniques and tactics in advertising is revolutionary. Any and all ideas are able to come to life, which continues to inspire and evolve the way we communicate and market products and/or services. Axe has a young, energetic, innovative, and outside-of-the-box thinking advertising department that continues to create brilliant ads that appeal to large audiences. They have different advertisements are all the different media channels and their increased sales numbers over the past years reflect their excellent marketing.