Next Generation DNA Sequencing Technologies Biology Essay

Motivation: Recent technological promotions in the field of genomics have resulted in Following Generation DNA Sequencing Technologies. These engineerings have created ballyhoo among scientists since they enable inexpensive and faster sequencing of the DNA as compared to traditional methods. Data Analysis, Genome sequencing and alliances have now become easier due to the NGS. NGS are deriving the market twenty-four hours by twenty-four hours and there is a ferocious competition amongst companies to capture the market of bioinformatics. Nevertheless, NGS does hold some mistake profiles ; yet they have managed to revolutionise the field of bioinformatics and the perceptual experience of scientists on research and genome sequencing.debutDeoxyribonucleic acid sequencing has gained much popularity since 1977 when the sequencing method of Maxam and Gilbert every bit good as the Sanger sequencing method came to visible radiation ( Hutchison III, 2007 ) . However, the Sanger sequencing engin eering was more widely accepted and has captured the market for the past 20 old ages ( Metzker, 2010 ) . The Sanger engineering besides known as the dideoxy method ( Casals et al. , 2011 ) , played a important function in decoding the whole genome sequence and harmonizing to Metzker ( 2010 ) this technique has contributed to a batch of major accomplishments, viz. the Human Genome Project amongst many others. Bateman & A ; Quackenbush ( 2009 ) even back up that the major milepost of the Human Genome Project was the coming of panoply of new engineerings that emerged from sequencing the first mention genome and engineerings that enabled the DNA sequencing instead than completing the sequencing of the whole genome. It is true that the dideoxy method has been around for rather some clip now, but due to its restrictions and the new technological promotions, novel and more robust engineerings known as the Following Generation Technologies have seen the visible radiation of the twenty-four hours. The Sanger engineering is classified as the first coevals engineering and the latest engineerings developed for sequencing genomes fall in the class of Following Generation Technologies ( Metzker, 2010 ) . The chief advantage of the Following Generation Sequencing Technology is the fact that the genome can be sequenced in analogue, therefore bring forthing a larger figure of reads as compared to the Sanger method and in a much shorter sum of clip ( Hutchison III, 2007 ) . The high efficiency of the newer engineerings consequences from the fact that they use the latest instruments like high declaration imagination and more efficient algorithms amongst others. In general, the Following Generation Technologies use shorter reads to fix the procedure of sequencing ( Hutchison III, 2007 ) ; nevertheless, this raises the inquiry of whether the assembly of the short single reads is accurate plenty to bring forth the right sequence. From a scientific point of position, a larger figure of reads implies a greater coverage across the genome and therefore histories for the good truth in the genome assembly of the Following Generation Technologies. Hutchison III ( 2007 ) agrees to the fact that this is one of the grounds behind the truth and celerity of the newer engineerings. However, the genome size is another parametric quantity that has to be taken into consideration since it plays an of import function in finding the coverage. Furthermore, another benefit of the Following Generation Technologies is the ability to sequence genomes at a lower cost since harmonizing to Mardis ( n.d ) ; the new engineerings are far cheaper. Despite being fresh in the market, the Following Generation Technologies have captured a just portion of the industry and are doing scientists to look at biological jobs in a different position ( Mardis, 2008 ) . In this reappraisal, a few chief commercial Next Generation Technologies are discussed and a comparing is made among them. A biological application utilizing the Illumina/Solexa Genome Analyzer is described and the challenges that conventional bioinformatics is confronting due to Following Generation Technologies are besides brought frontward.Following Generation DNA SEQUENCING TECHNOLOGIESRecently, there has been a major roar in commercially available package for genome sequencing. The most celebrated 1s are Roche, Illumina/Solexa Genome Analyzer, Applied Biosystems SOLiDTM System, Helicos HeliscopeTM and Pacific Biosciences SMRT ( Mardis, 2008 ) .Roche 454/ FLX pyrosequencerRoche 454 DNA sequenator was released in twelvemonth 2004 ( Mardis, 2008 ) .The first measure to sequence the DNA involves a library readying where the Deoxyribonucleic acid sample is fragmented into smaller pieces of approximately 400 to 600 base brace. After that, A and B adapters are attached to the Deoxyribo nucleic acid fragments which are so split into individual strands. The single strands now have A and B adapters attached to them. The DNA library fragments are placed upon really bantam agarose beads such that one bead relates to merely one DNA fragment ( Mardis, 2008 ) . PCR reactants and emulsion oil is added to the solution which is shaken smartly so that the Polymerase concatenation reaction can be initiated. The beads are normally isolated in single H2O micelles where the Deoxyribonucleic acid fragments get replicated bring forthing about one million transcripts of each DNA fragment per bead ( 454LifeSciences, n.d ) . The beads are so placed on a PicoTiterPlate which contains little Wellss ; one for each bead. The well is besides filled with gaining control beads which contain an enzyme which helps in the sequence by synthesis attack that Roche uses ( 454LifeSciences, n.d ) . Once this readying has been done, the PicoTiterPlate is loaded in the Roche 454 machine. After that, the 4 bases solutions are loaded in the machine and are washed over the home base consecutive in one sequencing tally. Once, the base starts to adhere with the DNA fragment, the enzyme in the bead detects the incorporation of the base and finally releases visible radiation ( Mardis, 2008 ) . This light signal is detected by a CCDA camera and is recorded on a flowgram. Normally, the sum of visible radiation produced is dependent on the figure of bases incorporated ( 454LifeSciences, n.d ) . Finally, a set of flowgrams is obtained and analysed to bring forth DNA sequences which are so mapped against a mention sequence for assembly.Illumina/Solexa Genome AnalyserIllumina sequencing can be broken down into three stairss. The initial measure starts with the library readying in which the Deoxyribonucleic acid sample is sheared into fragments of about 800 base braces and two specific arrange rs are ligated to each terminal of the fragments. The following stage is known as bunch coevals in which Illumina uses span elaboration PCR to bring forth multiple transcripts of the DNA. Illumina uses an 8 channel flow cell incorporating a immense sum of primers bounded to its surface. The individual stranded Deoxyribonucleic acid fragments are so bound at random in the surface of channels of the flow cell to make transcripts ( Staehling, 2008 ) . A series of unlabeled bases and enzymes are washed over the channels to get down the span elaboration procedure. The individual stranded fragments go dual isolated during the reaction and they are denatured to obtain individual isolated molecules. This rhythm is repeated legion times which ends in 1000000s of bunchs of DNA molecules found in the channels of the flow cell ( Staehling, 2008 ) . Once cluster coevals has completed, the bunch are now ready for sequencing, which is the last phase. The flow cell is so loaded in Illumina which se quences 1000000s of bunchs at the same time. In the first rhythm, fluorescently labeled bases are added and all of them compete to adhere to the templet. Once the incorporation takes topographic point, the remainder of the bases are removed and the bunchs are excited by a optical maser to acquire a image of the flow cell and observe the freshly incorporated base. This procedure is repeated several times. Base naming is used to place the bases in the sequence images as shown in Figure 1. A mention genome is besides used to ease sequencing and analysis ( Staehling, 2008 ) . Fig. . Stairss in Illumina Sequencing ( Goldstein, 2009 )Applied Biosystems SOLiDTM SystemApplied Biosystems DNA sequencing is divided into five stairss viz. sample readying, Emulsion PCR, Ligation, Imaging and Data Analysis severally. Two picks for sample readying are available viz. a fragment library or a mate-pair library. In both picks, the Deoxyribonucleic acid is sheared and arrangers are ligated to the fragments. A fragment library incorporates a individual piece of DNA fragment while a mate-pair library binds two pieces of DNA which are at a known distance in the sample. The libraries contain legion molecules and each molecule undergoes clonal elaboration under emulsion PCR. The sample is so enriched with magnetic beads which are so covalently bonded to a glass slide. Applied Biosystems provides the flexibleness to analyze one, four or eight samples per slide. The templet beads are so assorted with a cosmopolitan sequence primer, ligase and a batch of Di-base investigations. The latter are fluorescently labelled with four dyes. Each dye represents four of the 16 dinucleotide bases. The template sequence gets hybridised with the investigation and is ligated. Once fluorescence is measured, the dye is cleaved off go forthing a 3-5 premier phosphate for farther reaction. This procedure can be repeated n times to widen the read length which is usually 35 base brace ( Mardis, 2008 ) . The synthesised strand is removed and a new primer is formed which has a one base displacement and ligation rhythms are repeated. The primer reset procedure is repeated for 5 unit of ammunitions. Bar encryption and the decryption matrix is normally used to garner the sequenced informations for analysis ( Yutao et al. , 2008 ) .Heliscope TMHeliscope uses the individual molecular sequencing attack. The Deoxyribonucleic acid sample is cut in short lengths of about 100-200 base brace ( Wash & A ; Image, 2008 ) .A poly ( A ) priming cosmopolitan sequence is added to the 3 premier ter minal of each Deoxyribonucleic acid strand. Each strand is so attached to a fluorescent adenosine polynucleotide. The strands are so transferred onto the heliscope flow cell which contains many T gaining control sites that are spread on its surface. Each single DNA templet so hybridizes to the surface of the flow cell. The flow cell is loaded into the HeliscopeTM instrument and a optical maser enlightens its surface demoing the place of each fluorescently labelled templet. A CCDA camera is used to bring forth a map of the templets by taking multiple images of the flow cell in an organized manner. After imaging, the templet label is cleaved and washed off. Sequencing takes topographic point by adding DNA polymerase and any fluorescently labelled nucleotide to the flow cell. T gaining control sites service sequencing primers by the tSMS procedure ( Wash & A ; Image, 2008 ) . DNA polymerase speeds up the binding of the labeled bases to the set of primers harmonizing to the templet. A w ash up procedure removes the Deoxyribonucleic acid polymerase and any boundless bases. The recent incorporation is so visualised by lighting and imaging the flow cell surface. The cleavage is so removed and the procedure is repeated in the same manner for all the staying bases until the desired read length is achieved. Sequencing informations is gathered with each new base add-on. Using the tSMS procedure, every strand is alone and sequenced independently ( Wash & A ; Image, 2008 ) .Pacific Biosciences SMRTPacific Biosciences uses the individual molecule attack in a existent clip manner, hence SMRT. First, the single bases are labeled with a different fluorescent coloring material which is attached to the terminal phosphate alternatively of the base of the base. This characteristic allows the DNA polymerase enzyme to split off the fluorescent label when a base is incorporated. The undermentioned procedure emits light which can be captured in a nano-photonic chamber known as the Zero Mode Waveguide ( Metzker, 2010 ) . Nucleotides flow in and out of the chamber of the ZMW and when DNA polymerase initiates the incorporation of a base, it takes several nanoseconds during which its fluorescent label is excited and the visible radiation emitted is captured by a sensor. After adhering, the label is cleaved away and it diffuses off. The whole procedure is repeated and the different explosion of visible radiations corresponds to different bases which are recorded and analysed by research workers ( Metzker, 2010 ) .Comparison of the platformsTable.Comparison of the Following Coevals Platforms The mentions [ 1 ] and [ 2 ] refers to ( Gupta et al. , 2010 ) and ( Metzker, 2010 ) severally. There are some disagreements between the two documents refering the throughput, run clip and read length. Metzker states that one of the advantages of Illumina is the fact that it is widely popular which does non represent a truly strong point.Biological ApplicationNGS Technologies can be used to happen the places of nucleosomes with regard to DNA which can be helpful to understand their function in the ordinance of written text ( Schones et al. , 2008 ) .Schones et Al. ( 2008 ) describes the experimental processs in different phases. The first measure involved the readying of the nucleosome solution. In this stage, CD4 + T cells were incubated with anti CD3 and anti CD28 so as to trip the cells for 18 hours. After that, the T cells were treated with MNASE to bring forth the mononucleosomes. Deoxyribonucleic acid fragments of about 150 base braces in length were obtained from the agarose gel and ligated to the Solexa flow cells. These were so sequenced utilizing the Illumina/Solexa Genome Sequencing machine. The following stage involved the analysis of all the informations being generated from the sequenator. Solexa grapevine analysis was the first one to be carried out where sequenced reads of 25 base brace was mapped to the human genome ( hg18 ) and merely the duplicate 1s were kept and others discarded. Nucleosome marking was facilitated since the sequenced reads acted as an input in the marking map to bring forth a nucleosome profile. This was achieved by utilizing a skiding window of about 10 base brace. The following measure involved sorting cistron sets and this was achieved utilizing microarray experiments. Polymerase II procrastinating analysis was carried out in an mRNA-level based attack so as to place which cistrons contained stalled, elongated or no Polymerase II. The sequence reads were so modelled as a Poisson distribution of the whole genome to descry the sliding window with Polymerase II. Each cistron set was so aligned so as to analyse the Transcription start site found near the cistrons. Nucleosome degrees specific to a nucleosome place were so quantified by utilizing aligned reads and window values. At the terminal of the experiments, the consequences found by the research workers stated the nucleosome place relation to DNA had a direct correlativity with written text ordinance affecting RNA polymerase II binding. Some of the experiments consequences can be depicted in Figure 2, Figure 3 and Figure 4 severally. Fig. . Maping Nucleosome Positions by the Solexa Sequencing Technique ( Schones et al. , 2008 ) Fig. . Nucleosome phasing environing TSSs ( Schones et al. , 2008 ) Fig. Nucleosome Phasing near TSSs Is Correlated with Pol II Binding ( Schones et al. , 2008 )ChallengeFollowing coevals sequencing engineerings have so created a revolution refering DNA sequencing and has opened the doors to a new field which is really different from that of traditional sequencing methods. There is a ferocious competition between companies to bring forth up to day of the month, fast and dependable sequencing methods. However, despite all the advantages that NGS brought along, they still pose several challenges to the field of bioinformatics.Data DelugeFollowing Generation sequencing engineerings are taking at bring forthing immense sum of informations and at a lower monetary value ( Kircher & A ; Kelso, 2010 ) . In fact, it is even possible to contemplate the option of sequencing the whole genome of an being at merely $ 1000 in the close hereafter ( Pareek et al. , 2011 ) . All these new sequencing informations seems truly appealing at one terminal but considered sig nifier another point of position, it might go debatable in the long tally. The mere fact of cut downing the cost of sequencing or sequencing engineerings implies that sequencing will be easy accessible. This implies that, any research lab or even people at place would be able to sequence genomes. In this current epoch itself, information handling is rather boring with all the databases holding portion of the information and some non holding them at all. New organisational ways and protocols will hold to be defined to guarantee that there exists a consensus between all the information that will come pouring into the databases. Optimized filters will be needed to distinguish between debris informations, duplicated informations and equal informations. Even new databases or information warehouses will hold to be built to guarantee none of the information is wasted and everything has been kept in a standardized format.ResourcesThe fact that NGS is traveling at such a immense gait raises the inquiry of whether the current province of hardware and package will be able to manage the burden of information that it will be bring forthing. Fig. Historical tendencies in storage monetary values versus DNA sequencing costs ( Stein, 2010 ) The graph in Figure 4 denotes the rate at which the cost of DNA sequencing per $ is increasing every bit compared to that of the difficult disc storage. It can besides be seen that the NGS causes a immense displacement in the sum of informations per $ and even by-passing the rate of disc storage. This information is cardinal because it shows that disc infinite or storage of high throughput informations might go debatable in the close hereafter. More processing power and RAM will hold to be allocated to the NGS applications for them to run swimmingly. Cloud computer science can be a solution to this peculiar issue but it depends on the sum of information that is generated every bit good. If cloud computer science is brought in the image, so new algorithms and parallel computer science will hold to be implemented to manage this job.Huge assortment, less consensusNowadays, there is a broad assortment of commercially available NGS engineerings. However, there is no consensus about the re ad length, throughput or runtime of the bundles which can be demonstrated by Table 1. Choosing which bundle is optimum for sequence alliance sometimes go really boring since the truth of each is non definite and standardized. Developing even newer engineerings can make more havoc about truth, therefore the demand for standardisation foremost.DecisionNGS engineerings have provided a batch of installations in footings of Deoxyribonucleic acid sequencing to the life scientists. When compared to the Sanger sequencing, NGS engineerings sequencing is much cheaper and faster. Nevertheless, Sanger sequencing remains one of the basic pillars of DNA sequencing since the mistake rates and profiles are much less as compared to that of NGS engineerings ( Kircher & A ; Kelso, 2010 ) . Equally long as the genome will stay a enigma to the scientists, the coming of following coevals engineerings will go on in order to decode the familial codification.

Fundementals Quality of Management Survey

In a world where the basic fundamentals of business have to constantly change, it becomes essential for any company implement a thorough and effective form of management. Throughout history most civilized societies have constantly searched for ways to better improve the quality of business by improving management. The most common emerging management concept is form of management known as Total Quality Management (TQM). This is a structured system for satisfying internal and external customers as well as suppliers, by improving the production quality of goods and services. Some of the major points of TQM are the creation of a constant sea of purpose for the improvement of product and service; other aspects of TQM include the constant improval and continual process planning. This paper will analyze three different sectors of management and the manner in which each utilizes TQM, including: 1) an organization from the customer service industry (Burger King), 2) a non-profit organization (a public school), and 3) the government (a detective unit within a police municipality). Finally, it will access the importance of leadership within each of the three selected industries as it relates to quality. In order for any company or corporation to maintain a competitive edge they must still follow the basic fundamentals of management which are divided in four major parts. The most common guidelines managers use to ensure effectiveness: 1) planning, 2) organizing, 3) leading, and 4) controlling. Each one of these functions help uphold the quality of any business, however, there are many other functions that also play an intricate part of being successful. Some of these other functions were derived by trial and error, others were imposed because we have become more of a technical society with higher expectations. These other functions include budgeting, evaluating, reporting, and staffing. Although not all of these are the foundations of management, there just as vital to a management team as the four basic others. The first function of management is Planning. In this phase, managers set the tone for all activities run or controlled by the company or business. In the future, this aspect will change in accordance with the philosophy behind TQM. Managers will need to adopt a new philosophy, and end the practice of awarding business on the basis of price tag alone. With so many competitors in every industry, a manager will have to recognize that other elements of planning are important for the business to survive. Customer service and the quality of product or service will come to the forefront of customer choice. A cheap product will not be able to survive in this rapidly changing business environment. Organization is another extremely important aspect of the necessary managerial skills for any manager desiring guaranteed success. Organization can be as simple as instituting training at work in a pattern that overlooks no single employee. A good manager cannot expect employees to train themselves or improve their work manners without additional help. A strong organized training program is sure to enhance even the most successful company. A strong Leadership team is another necessary important aspect for business in the 21st century. This leadership team must be instituted and adopted without fear at the workplace. Employees who fear their supervisors simply cannot evolve into successful employees interested in the growth of their company. A strong leadership team will effectively manage the business with the overall objective of accomplishing the larger goals of the organization. Leadership is also represented by effective communication with other members of the team, the establishment of high standards, and the promotion of continuing education in the line of business. Maintaining Effective Control over the business is also a highly regarded area in effective management. Effective control can be exuberant in a number of ways. One of these ways in accordance with the TQM model is to eliminate slogans, exhortations and targets for the workforce, which can be a cause of negative staff response. The system if annual raises or merit systems should also be eliminated and raises should be given based on performance and quality of workmanship. Numerical quotas for the work force and numerical goals for management should be eliminated as well. The role of TQM in the customer service industry is very important; Burger King, a long-standing successful competitor in this market, owes much of its economic success to its' pricing methodology, sales preservation and enhancement, and ability to compete within the unique structure of the fast food market. Since the market in which Burger King competes is characterized by intense competition with other international fast food chains, regional chains, local independent restaurants, convenience stores, grocery store delicatessens and food counters, the ability to effectively plan plays an crucial role. Organization at Burger King is also key, because the fast food market structure can be best described as a monopolistic market structure in which many firms produce similar goods or services but each firm maintains some independent control of its own price. The TQM element of leadership is important to Burger King because the barriers to entry in this type of market are fairly low and new competitors can easily enter the market. Burger King has taken several steps to place themselves in an optimal competitive position. For example, Burger King's non-pricing strategy has been to invest significant financial resources to advertise products, differentiate themselves from the competition, build brand image, and improve brand loyalty. Although such advertising is fairly expensive, Burger King has used this non-price competitive tool to build brand loyalty and change consumer determinants of demand. Burger King has protected their brand by actively pursuing infringers and protecting their trademarked names. Burger King also uses a pricing strategy to preserve and enhance sales. All of its' prices remain competitive with those of competitors, and Burger King will also implement sales or specially priced items occasionally to attract more consumers. Additionally, Burger King routinely tests and places on the menu new items, in accordance with fast food industry trends and consumer surveys. In this way, Burger King has maintained effectively the phase of control in the TQM model. A non-profit organization, such as a public school, also implements the elements of TQM by means of the principal's actions. For example, the leader in a learning organization implements the aspect of planning by developing and administering policies that provide a safe school environment and establish operational plans and processes to accomplish strategic goals. The principal must be organized, because the major sources of fiscal and nonphysical resources for the school including business and community resources must be analyzed and identified. Additionally, the financial and material assets must be managed, as well as capital goods and services, allocating resources according to district or school priorities. Policy development includes an efficient budget planning process that is driven by district and school priorities and involves the staff and community. A strong leadership quality in the public school system is the ability to identify and organize resources to achieve curricular and instructional goals. Research indicates that the process of planning, developing, implementing, and evaluating a district budget must be analyzed, and techniques and organizational skills necessary to lead and manage a complex and diverse organization must be demonstrated. Furthermore, policy development includes the planning and scheduling of one's own and others' work so that resources are used appropriately, and short- and long-term priorities and goals are met. A government agency, such as the detective task force located within a police municipality is also an organization in which TQM is very important. For example, the DNA analysis conducted by a detective can mean the difference between an individual incorrectly serving a life sentence on death row, convicted as a result of forensic hair analysis. Just within the past few years, the rise of DNA testing has revealed enormous failings in the microscopic hair analysis that was considered reliable a generation ago. The use of forensic DNA analysis in solving crime is proving to be as revolutionary as the introduction of fingerprint evidence in court more than a century ago, so planning and organization in such an environment is essential to eliminating false convictions. The value of DNA to police investigations is enormous, and leadership and control in such an investigation are very important. For example, biological samples collected from a crime scene can either link a suspect to the scene, or rule the suspect out as the donor of the DNA. Evidence from different crime scenes can be compared to link the same perpetrator to multiple offenses, whether the crimes took place locally, across the country, or halfway around the world. Thus, as indicated above, TQM is a business model that affects virtually every type of business sector. The importance of leadership as it relates to quality can be seen in each of the above-mentioned sectors. Leadership is important at Burger King, because the fast food industry is so competitive that strong leadership is the difference between success and failure. In a non-profit organization such as a public school, the quality of education that the students will receive while attending that school is directly related to the type of leadership exhibited by the principal. Finally, in a government organization such as a police department, leadership can mean the difference between an incorrect guilty verdict or letting a criminal go free. Therefore, every type of business would be well advised to implement a TQM model in their management style.

Cultural analysis of Inda Research Paper Example | Topics and Well Written Essays - 750 words

Cultural analysis of Inda - Research Paper Example It climate varies from the temperate in north to tropical monsoon in south. Its topography includes the â€Å"upland plain in the south, flat and rolling plain along the Ganges, Himalayas in north and deserts in west† (Vohra, 2001). Extended families in India are experiencing challenges due to modernization and a high cost of living that encourages individuals to keep small families. Others believe that rights of an individual should supersede family matters. As result, people live in small nuclear families. However, extended families are found in rural India where people still uphold their traditions. They consist of father, mother, children, grand parents, uncles, aunts, niece, nephew and other family members (Khasgiwala, 1993). Parents’ roles include advising the young ones on various matters like religion and education. They also ensure their children access services like education, health, recreational and better financial security. They also act as teachers and disciplinarian at home. Lastly, parents are viewed as political advocates of their children. They usually advocate for a good aboard that would safeguard the future of their children (Khasgiwala, 1993). Parents organize majority of marriages in India. The dowry was initially viewed as a gift to the parents for taking care of the partner (Nagaswami, 2002). However, dowry is currently a tool to enhance family social lives. However, modern Indians look for their own partners, court them and eventually marry them. Males and female complement one another in the Indian society. Traditionally, women were supposed to bear children and educate them about cultural practices. They were also supposed to maintain their families and homes. Men were the sole bread breadwinners and providers of the family. However, these roles are changing because employed Indian women are able to provide for their families just like their male counterparts (Singh, 2008). It is crucial to note that more than 62.8% of

Statistical modelling..BUSINESS REPORT Essay Example | Topics and Well Written Essays - 3000 words

Statistical modelling..BUSINESS REPORT - Essay Example The home characteristics can further be classified into ‘the number of rooms in a house’, ‘the number of full and half bath rooms’, ‘availability of garage’, ‘cellar’, ‘balcony’ etc. Similarly, the characteristics related to the vicinity or the neighborhood of a house can be termed as the neighborhood characteristics. These characteristics can further be classified into ‘roadside’, ‘traffic intensity’, ‘bothersome location’, ‘crime prone vicinity’ etc. The scope of this paper is to consider given factors for the assessment of house value by testing the level of their significance. The expected outcome is termed as a prediction model. INTRODUCTION The assessment of the price of a house is generally assessed through the few apparent factors like the construction value, design and location of the house. The rough estimation usually does not encompass the related factors t hat are important to decide the value of a house and have a significant impact on the assessment process. The study of the factors other than the common factors is important to identify their role in the determination of the price or value of a home. Generally a realtor’s claim would always be that the location is the most important factor when it comes to determining the value of a house or home. ... The null hypothesis here would be the realtor’s claim i.e. the location is the most important factor in assessing the house value whereas the alternate hypothesis refutes by stating that this is not the only factor but there are other significantly effective factors that are needed to be taken into account. LITERATURE REVIEW There are a number of processes that can be used to predict house values. These include various probabilistic methods. Multivariate Spatial Method, Time Series analysis, Footy Forecast Forecasting methods( a method that is similar to simple sequence method), ordinary least square regression and logistic regression, ‘hedonic model and artificial neural network model’, ‘non-parametric latent manifold model’. The procedure that we would incorporate in order to evaluate the house values from our system is multiple regression analysis. Multiple Regression Analysis incorporates the effects that a number of independent variables have on a dependent variable. In the current study it is attempted to evaluate that what do independent variables such as the number of bedrooms and bathrooms present in a house, the vicinity of the house and other factors etc. have of the value of a house. Home characteristics The properties related to the home structure, architecture, design and construction quality and the provisions it extends are considered to come under home characteristics. The main characteristics included in this study are the size in square feet, number of bedrooms and bath rooms, presence of pool and fireplace, age of house and design of construction. Neighborhood characteristics The outside environment of a home generally referred to as location comprises of the neighborhood characteristics. The study includes

Hemingway and Cezanne - Sharing a Vision Research Paper

Hemingway and Cezanne - Sharing a Vision - Research Paper Example In particular, the unique connection between Ernest Hemingway and Paul Cezanne is manifested through their inclination to the simplicity of presentation and complexity of inner meaning. Even a person who opens any book written by Hemingway for the first time feels that it will be a completely new and unique experience. Having read at least one page of any of his masterpieces, one understands what the matter is. In the heart of the writer's uniqueness and unusualness, which may seem to be even strangeness for some people, is his writing style. Hemingways technique is really simple, and it is this simplicity that stands out in all his works. This technique was developed by the author during his career as a journalist. In accordance with Wainwright, simplicity, and clarity of his writing style is manifested through plain grammar, austere word choice, accessible and understandable language, and unembellished description. Perhaps, a perfect word that describes Hemingways writing style is â€Å"clean† for, in his pieces, he uses simple and rhythmic sentences focused mostly on the representation of bold actions rather than vast descriptions. The simplicity of Ernest Hemingways writing style is also in the way he presents information to the reader. In this case, it is necessary to mention the so-called â€Å"iceberg principle† utilized by the writer in all his works. He does tell much about or even does not tell at all about what a particular character feels and/or thoughts. He omits such delicate things, presents readers with mere facts and actions and makes them figure out what he implies. He does it in such a masterful way that the audience grasps the hidden meaning as if the writer stated it directly. The way Paul Cezanne created his masterpieces is regarded as a unique case in the history of art.  

The Issues Of Medicating Kids Essay Example | Topics and Well Written Essays - 500 words

The Issues Of Medicating Kids - Essay Example Rob Gorski, the father to Gavin, says he cannot do without medicating his son with pills. Clozapine, one of the pills administered to Gavin, help him reduce the hallucinations and imaginary voices he hears. Lithium, on the other hand, is useful in stabilizing Gavin’s moods. Failure to take the drugs results in sleepless nights and uncontrolled impulses. Rob is not comfortable with the pill medication he administers to the son. In fact, he was reluctant at first and wrestled within before he started the medication. According to Rob, it is impossible for them to stay without administering the pills to the son. Rob argues that without the medication, their son’s quality of life of deteriorates. The above is an example of a genuine reason that justifies the use of pill medications because the child, Gavin, has an extreme condition (Park, 2011). Readings reveal an increase in the use of behavioral drugs by children. Most of the children, however, do not suffer from extreme health conditions. Intellectual disability and related behavioral disorders are some of the reasons that necessitate their uptake of pills. The trend is worrying, and experts warn that this is dangerous because there are instances where misdiagnosis appears. Children exposed to multiple drugs are susceptible to drug abuse as well as other side effects. Pavuluri, a doctor and pediatrics at the University of Illinois, cautions that drugs ought to be administered only in extreme cases where injury and hurt may result from such neglect. However, the medication is appropriate for children who have attained five years. Pavuluri further adds that people should visit pharmaceutical after behavioral therapies are done (Park, 2011).

Chinas Educational System Essay Example | Topics and Well Written Essays - 1250 words

Chinas Educational System - Essay Example In an age where globalization is taking place, one cannot afford to be left behind. Investing to the youth as they are the future leaders is the starting point. Surely, China realizes the importance of education. It is a nation rich in cultures and traditions. It is also one of the richest countries in the world. Through education, they have found the right solutions to mix their heritage and the demand for staying competitive against their neighboring countries. However, the changes did not happen overnight. Throughout the course of its history, China experienced a lot of transitions in leadership and form of government. The results affected different aspects in their society including the educational system. At present, China's education caters to almost 25% of the world's students. Even if it has the largest educational system, China is still finding ways to enhance the quality of education by continuously revising the curriculum. The purpose of this paper is to trace the historical development of China's educational system. It will primarily focus on the significant changes that have shaped the course of the system over time. Many historians recorded that formal schooling in China started way back during the Xia Dynasty (16th century B.C.). However, the type of educational system, also called Imperial education, was observed until the late 17th century. The concentration of the learning system is only for the rich and elite members of the society. These people are trained and prepared to be China's government officials. The subjects are all centered based on the "Six Arts" connected to their culture: Riding Chariots, Music, Arts, Archery, Math, History and Rites. They are also taught to excel in ancient written and spoken Chinese language. During Spring, Autumn and Warring State times, teachings of Confucianism is integrated in their studies. Students learn concepts on governance and citizenry, and codes for personal conduct (China Education Center). Confucianism has a great effect on the lives of Chinese people at that time. Their standards of living are guided by the codes set forth in the instructions within in this religion. The ultimate goal is to become a gentleman, one who does what is good, noble and just. However not everyone can be a gentleman. It was restricted to the upper class. A gentleman has the power to impose Chinese cultures and make rules for the society (China Education Center). Thus, money has power. The imperial government also established civil service examination to determine those who are qualified to be imperial officials. These tests contain open ended questions that would test the student's knowledge on Confucian teachings (Surowski 2003). For more than a thousand years the civil service exam is the only way to get a government position for the elite class. Since education favored only those who can afford it, illiteracy rate in China went up to about 80%. The underprivileged are forced to work in different areas at a very young age. Society was governed by highly educated rich people and a growing number of uneducated mass (Net Industries 2008). The 18th century At the turn of the next century, China made important technological advances like gun powder, compass and paper. The Chinese people felt that they already had

Analysis of Music and Lyrics Essay Example | Topics and Well Written Essays - 750 words

Analysis of Music and Lyrics - Essay Example This song begins with the background of Joy, laughter and merry making on the occasion of Mammy Jinny’s Jubilee or her 2nd year of being an Octogenarian, i.e. 82 years of age. Then they realise that Mammy Jinny is turning 82 and they are very happy to know that. As it turns out to be in the later verses of the song, it becomes a day of celebration, with people coming over with gifts to greet Mammy Jinny and wish her a happy birthday. The singer urges the audience, i.e. the other members around him to sing and dance because â€Å"This is Mammy Jinny’s Day†. He is boisterous and in high spirits asking the girls to hurry up and come along to see the â€Å"sweet birthday cake† that took nearly ten people to bake. The other singer says to count the candles and see if there are only eighty two. He also asks how he would like to have a cake like that baked for him someday. Then the most interesting part begins where the singer narrates that every time the doorbel l rings, there’s some guest or well wisher who is waiting with gifts and presents for Mammy Jinny. From the second verse onwards the lyrical narrative transits into the finer aspects and deeper details of the celebrations. The brand new red bandana that Mammy Jinny is wearing is looking bright and pretty just like Mammy Jinny who seems to be in an elated state. She stood all the while near the door with a smile on her face as the guests and well wishers kept pouring in. Despite being so aged, she still had the energy and spirit of a young woman and greeted everyone with a smile. The narrator is enthusiastic and asks if the people care for some music and dance, then they should â€Å"put their glad rags and come along†. The song is on a high note towards the end with an urge and a temperament to sing and dance with music. History: The song Mammy Jinny’s Jubilee was written almost a century ago in 1913 by Lewis F. Muir (music) and L. Wolfe Gilbert (words). This so ng was written and recorded in 1913, and was a song characteristic and contemporary of its time. Some other recordings of its time are as follows: â€Å"The Band Played On† by Dan W. Quinn, â€Å"After the Ball is over† by George J. Gaskin, â€Å"Paddle your Own Canoe† by Arthur Collins and Bryon G. Harlan. The song like most others by Collins and Harlan Duo represents the African American thought and lifestyle. Similar to our chosen song of â€Å"Mammy Jinny’s Jubilee†, the songs portray the day to day events and emotions of a particular community; they depict tastes and perceptions of different occasions and the way they are celebrated by the African American people. As can be seen from the sheer mirth and joy reflected through the composition and lyrical verses of the song, it shows the importance, love and affection that are showered on the elderly members of the community. A feeling of brotherhood and sharing of common joy is seen through enth usiastic participation of the community members in Mammy Jinny’s eighty-second birthday. They all sing together and bring gifts for Mammy Jinny, and talk about how merrily she greets the guests each time every year, by standing at the door with a smile on her face and a rare energetic burst of youthful spirit even at such an age. Relationships to other music of the time: Some of the other compositions by Lewis Muir and L. Wolfe Gilb

Art Movements Essay Example | Topics and Well Written Essays - 750 words

Art Movements - Essay Example Han dynasty is one of the most prestigious dynasties in China. Confucianism and Daoism became official religions during this era. Confucian and Daoist teachings of immortality and nobility and uprightness of the human soul influenced artists during the Han dynasty to predominantly paint human figures and scenes of daily social life. Zen artists view art as a representation of the essence, â€Å"the eternal qualities of an object.† This is already existent even before the artist arrives. His job therefore is to suggest by the simplest possible means the inherent nature of an aesthetic object. The economy of means is important to convey the purity and simplicity of the eternal nature of an object. His aim is not to create an illusion of reality, as what western artist does, but rather to produce something that makes one think beyond reality towards the essence of reality. Though seemingly simple, creating the abstract representation of the innate essence of the object requires t ime and patience. After the comprehending the essence of an object, an artist can effortlessly and spontaneously paint his masterpiece. Stupas represent the Buddhist belief that they can also achieve the enlightenment that Buddha achieved in his lifetime. The monument which is composed of parts represents the elements that would lead to enlightenment, is an edifice that would make Buddhist connected with their goal of enlightenment. Art, in this case, is a tool to remember the spiritual aims and purpose of man. Set B 1.) Modernism is an art trend that stresses the power of human beings to create, improve, and reshape their environment, with the aid of scientific knowledge, technology and practical experimentation. Many of the previous movements had failed to realize their goals. Painters of the 19th century believed that art should present images that contain and reflect moral and ethical values for others to emulate (Witcombe). However as scientific breakthroughs provided a possibility of debunking conservative values, a new, progressive world order emerged. From Neoclassicism, Romanticism, and Realism all of which portrayed life as it is, Modern art, focusing on possibilities, emerged. 2.) Most of the American painters during the 19th century were trained and worked in European countries. The

Truth behind Equality Essay Example for Free

Truth behind Equality Essay Peter Singer is an Australian Philosopher and a utilitarianism who actively advocates the animal rights and equality between species. He presented his arguments regarding his convictions on his articles such as â€Å"All Animals are Equal†, â€Å"Famine, Affluence and Morality† and â€Å"Humans are Sentient Too. † These articles, though have different points, were interrelated, and in one point, connected to each other. These articles simply advocated animal ethics and equality. In his article, â€Å"Famine, Affluence and Morality†, Singer presented his notions regarding morality in relevance to famine and affluence. His first notion in his article was that death caused by scarcity of basic necessities in life such as food, shelter and medicine was bad. Singer used the situation in Bengal on 1971 as an example, wherein poverty, starvation and civil war resulted to suffering and death of people of East Bengal. In his second notion, he suggested that if we were able to prevent such bad things to happen then we were required to do everything we could do to stop that without the expense of doing anything comparably bad. He also believed that affluence countries such as Great Britain and Australia, who had all the capabilities to provide help, should help first the people of Bengal, regardless of how it is from them, instead of giving attentions to less significant things. Furthermore, he believed that it was the government’s responsibilities to provide help so as the individuals. This thought made up his third notion. In his fourth notion, he believed that those who could provide aid should give maximally since not all people were able to contribute. Moreover, he suggested that people should change their outlook regarding charity. It was in our moral norm that charity was not mandatory- it is alright if you do have something to offer but it is also alright if you do not have. However, Singer suggested that it was against the moral norm not to give. Singer, made people blameworthy by this thought. Singer might get his views regarding his moral concept on Marxism wherein individuals were concerned on developing the human race. However, we are living in the real world where humans are too greedy and self-centered to give and to think of others. Moreover, on the economic point of view, it is not economically practical to accept the ideas of Singer since providing help to other countries is just a temporary solution in the case of East Bengal. In conclusion to Singer’s article â€Å"Famine, Affluence and Morality†, it is everyone’s moral obligation to give assistance to someone who is badly in need or in the near death. He believed that it was worth sacrificing the things that are less significant than the life of people. In this case, Singer’s claim with regard to his first article is related to his other article entitled â€Å"All Animals are Equal†. In this article, he first introduced the non-dying issue concerning sexism. He mentioned that all humans were not equal in any aspect, but we still believe that men and women were just morally similar and women deserved to be recognized as men did. Women deserved to have equality with men. In this case, since men and women were just part of the same species, Singer claimed that it was also possible to extend the same recognition to other species- the ones we called animals. Singer also pointed out the case of racism, which was also an undying issue in almost all parts of the world. Whites were claiming that they were superior to blacks; however we all know that it was not true. Some of the blacks were superior to whites and had some capacities that whites do not have. A person’s color was not a justifiable basis to know his abilities. It was not right to discriminate other people just because he was black and as a human being he deserved the same treatments and rights just like the other people. However, it was also undeniably right that humans and animals had so many differences and these differences might lead to different rights and considerations. Singer believed that these differences were not an excuse not to give animals the rights that they deserved. Humankind must realize that equality among humans was not just a factual possibility but also a moral ideal. Singer also suggested that the ideal of equality among humans was all about on how we ought to treat humans. Moral equality was highly dependent on the nature of the individuals, either human or non-human. Considering all those aspects with regard to moral ideals, various views on speciesism had come up to Singer. He described speciesism as an act or attitude which favors the interest of ones own species to take priority over the other species. It was not the physical and mental aspects of animals that were in question with regard of equality, but it was their emotional aspect that was taken into consideration. Humans let the animals to suffer just to satisfy our needs, though we definitely knew that there were other means of satisfying our nutritional requirements. As human beings, we all knew that we were guilty of doing such things. Singer noted in his article that humans were all speciesists and we were all morally wrong for being such since humans allowed the sufferings of other species to happen in our own hands. Singer also pointed out that our society allowed rearing and killing of sentient animals just to supply the needs of people for meats. Singer noted that the act of rearing and killing sentient animals was an obvious evidence of giving other species suffering though we knew that we could stop that to happen thus making us tolerate something bad to happen and at the same time making us morally wrong. Singer suggested that it was our moral obligation to stop practicing this method since it only catered satisfaction to our stomach and craving to eat meat. Likewise, Singer suggested that we should stop killing other species since they have feelings too- they also get hurt and feel pain and enjoy the pleasure of life. He also noted that it would cater no good to us since eating too much meat was bad for our health and it was the otherwise if we eat less or no meat at all. Moreover, he noted that it was not environmentally sound and inefficient to continuously raise animals for meat production since it was a very wasteful process. Singer imparted in his article that it was just equally immoral to perform experiments on non-humans and to eat their species. Singer did not find any difference between the two aside from the fact that there would be more significant outcome that could get in experimenting animals. Experiments on animals might result to additional understanding and knowledge as well as cures to diseases. However, Singer did not take it as an excuse and it was not justifiable to continue conducting experiments on animals. He noted that these experiments were just repetition and validation of previous experiments. Singer believed that people behind these experiments on animals were just doing the experiments for their own good and nothing else. However, Singer pointed out that if we were conducting experiments on animals, why we were not doing it also on humans. Experiments conducted only on animals were just simply discriminating their species since they could feel pain as any human. Animals should earn the same respect as we, humans, earn. Another form of speciesism aside from eating animal flesh and experimenting animal bodies for the advancement of science was determined by Singer as speciesism in modern philosophy. Singer noted that philosophy ought to present inquiries on the things that most people took for granted. However, philosophers at this age failed to query about the moral rights of sentient animals. Most philosophers presented the differences between human being and animals making it impossible to raise equality between the two species. They also presented equality in terms of human equality, and as the term suggested, non-humans though considered sentient, were disregarded when they mentioned or talked about equality. Singer assumed that the philosophers were discriminating the animals, since they did not exert any effort in bringing out the issue regarding equality between species. The other essay of Singer entitled â€Å"Human are Sentient Too†, also tackled the privilege of animals as a living creature to receive the consideration and rights that they ought to have. Singer mentioned again the term â€Å"speciesism† in this essay and claimed for the next time that all species were equal. He believed that the science world, especially the animal research was being unethical to the sentient animals. Singer noted that these researchers believed that animals were inferior to us only served as a tool that they could use to conduct researches and experimentation for the advancement of science. However, the animal liberation movement, especially Singer, did not accept their belief and considered them as immoral for letting the sentient animals to suffer and feel pain. Moreover, he believed that these researchers were violating the foundation of their knowledge and belief, The Theory of Evolution. The said theory entailed that we all existed in the planet due to unplanned evolution and all organisms existed were just equal; hence humans were not supposed to dominate the world. Considering the principle on the work of Jeremy Bentham, Singer came to think that it was possible to conduct experiments on animals and at the same time not causing them any pain or suffering. However, the science world still believed that we, humans, were superior and we were allowed of dominion over other species. And as a result, animal liberation movements were actively and continuously conducting demonstrations to show the society the inequality that they refused to see. However, Singer believed that the government and the science world, specifically the research institution were more responsible in making changes on the way the researches conduct experiments- researches and experiments without making violence on non-humans and preventing them to suffer and feel pain. In relation to the experiments being conduced on animals, there is another kind of technology that researchers invented in the mid-1970s that does not only involve plant species but also animal species. The new technology involves manipulating the genetic material of a species to modify the trait of that species and for it to have the desired trait. Researchers believed that modifying the trait of a certain species is the solution to some of the world’s problem such as starvation due to insufficient food supply, untreatable diseases and expensive medicines. The supporters of genetic engineering claimed that it is just like breeding a certain species. They also claimed that it is not unethical since nature itself did it through evolution. Evidence to the benefits of genetic engineering to our lives has long been reported. Genetically modified organisms are reported to solve the problems on various fields such as in medicine, agriculture, humanity and ecology. Genetic engineering has made dramatic progress on the said fields. Conversely, there are various groups that object genetic engineering. Religious critics, for an instance, believed that genetic engineering is against the statute and will of God. Moreover, they believed that life is so sacred that humans do not have the right to alter what the creator has given us. Other groups who object modifying the genetic code of species claimed that it is the dignity of the species to be modified that is at stake. It is not the right of anyone to violate the dignity not only of human kind but also of other life-forms. Meanwhile, critics of genetic engineering claim that it is unsafe and unethical to produce genetically modified crops since it may threaten the environment and the safety of human kind. Altering the genetic mode of organisms may lead to alteration of the balance in nature and may sequentially result to more serious problem. The world of science has not yet discovered the harmful effects of genetically modified organism hence it is too risky to depend so much on genetic engineering and deal ourselves with these â€Å"manufactured† organisms. When genetically modified organisms are released to the environment and in turn proven unsafe it will be impossible to recall these â€Å"manufactured† organisms. The society may allow the release of these organisms until we are guaranteed that it is safe and may not bring any hazard on our environment and our own health. Considering all the ideas and views of Singer on animal rights and equality and the facts regarding genetic engineering, though some are considerably absurd, it can be said that it is morally wrong to genetically modify non-humans or what we commonly call animals. It is beyond our ethical belief to alter what the creator has given us. Other species such as plant and animal also have sentience, capacities, self-consciousness and value. Sentient animals are not made for the sake of humanity; they exist in the planet for their own purpose- to live and enjoy the pleasure of life. Thus, humans are not licensed to lead the world and shall not bear in our minds that we are superior to the other life-forms. Humans are supposed to respect the existence of other species and give the consideration that these species shall earn from us otherwise; we do not deserve the rights and consideration that we are earning today. Humans enjoy the pleasure of life in this world and other life-forms might as well experience that pleasure of life. Humans, though given much more of the capabilities and knowledge that the other species failed to have, do not have sufficient right to dominate the world and do whatever they want to do to the other life-forms. As humans, given the opportunity to have higher faculty and self-consciousness, we are committed to take good care and preserve the world, as much as we could, as well as the other life-forms living in it. It is not that difficult for us to give the other life-forms the equality that we refuse to give them. All we need to do is to open eyes so we could have a clear outlook on the present situation of the sentient animals in our society today. In turn, we will realize and learn that their real role in this planet is not only to provide us sufficient nutritional requirements and a â€Å"tool† for research and but also to live and earn the respect and right that they have failed to earn from the very beginning. References Singer, P. 1972. Famine, Affluence, and Morality. Philosophy and Public Affairs, 1, 229-243. Singer, P. 2000. All Animals Are Equal. Contemporary Moral Problems, 490-499. Singer, P. 2004, â€Å"Humans Are Sentient Too,† The Guardian.

Meaningfulness of Brand History Concept in Brand Management

Meaningfulness of Brand History Concept in Brand Management Gianluca Lucchin ID3615402 A brand has to have a history 1. INTRODUCTION Im presenting my arguments to prove that a brand actually need a history to be successful in nowadays dynamic scenario and to survive in the long term. First Im going to give basic definitions to work on, trying to define brand history by a theoretical point of view; then Im going to analyze those theories implications in order to sustain my arguments; finally Im going to use real-life cases in nowadays market to give recommendations and draw my conclusions. 2. DEFINITIONS TO START To determine whether or not a brand needs a history as an asset, is important to identify the key elements to work on. A definition of brand is a good starting point, since the word itself could be referred to many different themes and meanings. This will surely help to restrict the field of study. For Gardner and Levys (1955) A brand name is more than the label employed to differentiate among the manufacturers of a product; It is a complex symbol that represents a variety of ideas and attributes. It tells the consumers many thing, not only by the way it sounds (and the literal meaning if it has one) but, more important, via the body of associations it has built up and acquired as a public object over a period of time. Following this logic the brand could also be conceptualized as a bundle of tangible and intangible features which increase the attractiveness of a product beyond its functional value (Farquhar, 1989; Park and Srinivasan, 1994). History in this case could play a crucial role in binding tangible and intangible features by using a continuous chronological record of important events(Oxford Dictionaries) allowing a brand or a company, to recall a complex set of meanings, values and symbols connected to origins, past performances and mythologized episodes. This process of recalling the past could be beneficial for both firm perspective and consumer perspective and its connected to the concept of Brand Heritage. 3. BRAND HISTORY AND BRAND HERITAGE The word heritage is generally associated with inheritance: something transferred from one generation to another. As a concept, therefore, it works as a carrier of historical values from the past (Nuryanti, 1996). On the surface the difference between heritage and history may seem minor. However, if history   may explore and explain a past that is far away, heritage clarifies and makes that same past relevant for contemporary contexts and purposes. In the present time characterized by high dynamics, uncertainty, and massive consumer disorientation , customers tend to prefer brands with a heritage: a brand infused with a heritage stands for authenticity, credibility, and trust, and can provide leverage for a brand, especially in global markets (Aaker 1996; George 2004). The brand heritage construct can therefore be defined as (à ¢Ã¢â€š ¬Ã‚ ¦) a dimension of a brands identity found in its track record, longevity, core values, use of symbols and particularly in an organisational belief that its history is important (Urde et al. 2007). Based on the definition of brand heritage and its distinction from related constructs, it is useful to consider five major elements that indicate whether and to what extent heritage is present or potentially found in a brand (Urde, Greyser, and Balmer 2007, p. 9). The element track record is related to the established performance that the brand or the company has been connected with, such as certain values and promises over time (Urde 1997). The second element of brand heritage, longevity, is of special importance for large multigenerational family-owned companies reflecting sustainability and consistency (Urde, Greyser, and Balmer 2007, p. 9). Core values encompass the basic values the brand is associated with. Like a promise or covenant in external communication, these values underline and help to define corporate strategy and are an integral part of the brand identity (Kapferer 2004; Lencioni 2002; Urde 1994). The use of symbols is related to logos or designs and illustrates the brands core meaning and ideas (Urde, Greyser, and Balmer 2007, p. 10). The fifth component asks whether history is important to identity. Companies have to sense their own history as being crucially important to their identity. It is absolutely essential that they know who and what they are. This understanding should also be a key part of communication, advertising, and the marketing mix (Brown, Kozinets, and Sherry 2003b). 3.1 TYPE OF HERITAGE Referring to the work of the sociologist George Herbert Mead about the impact of past on individuals understanding of reality, and following the research of Bradford T. Hudson and John M.T. Balmer (2013) its possible to distinct between four different forms of Heritage. Structural heritage The nature of the present depends on the outcome of events that occurred in the past, which cannot be altered. Structural heritage involves a succession of causation from past to present. *Brands that use structural heritage claim superiority and differentiation referring to   a pedigree connecting the current company to the moment of origination and the people instrumental in establishing the company. Practical examples of structural heritage abound within many industries and sectors. For instance, some companies refer to founding dates Implied heritage If a company is vibrant and respected in the present, then it must have existed and developed during the past in a manner that explains its current status. Heritage is expressed by displaying current attributes that imply historical antecedents, by demonstrating congruence between current attributes and historical attributes, or by describing patterns of accomplishment across time. This dimension may also be indicated by references to the age of a brand. *Claims of differentiation or superiority by the firm are validated through statements of longevity, or demonstrations of continuity between past and present. Reconstructed heritage This dimension suggests that our relationship to the past is interpretive and our understanding of prior events is enhanced through contemplation. *Claims of differentiation or superiority by the firm are validated by the familiar or reminiscent character of the brand or its associated products. A commonly cited example of reconstructed heritage is the new Volkswagen Beetle, which was introduced in 1998 with design elements reminiscent of the original Beetle that became a cultural icon during the 1960s. Mythical heritage Mythical heritage refers to pasts that are partly or wholly fictitious, and which facilitate the projection or escape of consumers into imaginary worlds that relate to the brand. Mythical heritage is often expressed through fantasy or illusion, especially within communications narratives or the design of environments and products. *Claims of differentiation or superiority by the firm are validated by the archetypal, universal or quintessential nature of brand attributes. The reason companies with heritage should use it, is to take advantage of differentiation that is valuable for the customer/consumer and other stakeholders, distinctive for the brand, and difficult to imitate for the competitors.   Heritage can provide a basis for distinctiveness in positioning, which can generate competitive advantage, e.g. translating into higher prices and margins, and retaining customers to whom heritage is meaningful. 3.2 BRAND HERITAGE AND EFFECTS ON CUSTOMER VALUE A brand with a heritage creates and confirms expectations about future behavior to stakeholder groups and makes a promise that the brand will continue to deliver on these commitments (e.g., Aaker 1996 ; George 2004 ). For this reason brand history along with brand heritage can add consumer perceived value and can minimize consumers buying risk (Muehling and Sprott 2004 ). For the conceptualization of consumer value we refer to four major types of customer perceived value: 1)  Economic value: The economic dimension of customer value addresses direct monetary aspects such as price, resale price, discount, investment etc. It refers to the value of the product expressed in dollars and cents, to what is given up or sacrificed to obtain a product (e.g., Ahtola 1984 ; Chapman 1986 ; Mazumdar 1986 ; Monroe and Krishnan 1985 ). Functional value: The functional dimension of customer value represents the core benefit and basic utilities such as e.g. the quality, the uniqueness, the usability, the reliability, and durability of a certain product (Sheth et al. 1991 ). Affective value: The affective dimension of customer value refers to the experiences, feelings, and emotions a certain brand or product provides to the consumer in addition to its functional utility (Hirschman and Holbrook 1982 ; Sheth et al. 1991 , Westbrook and Oliver 1991 ). Social value: The social dimension of customer value focuses a customers personal orientation towards a brand or product and addresses personal matters such as consumers self-concepts, self-worth or self-identity value (e.g., Vigneron and Johnson 2004 ; Hirschman and Holbrook 1982 ). Following the study and the complex empirical research of Thomas Wuestefeld et al(2012) in the article The impact of brand heritage on customer perceived value we can say that brand heritage construct (as a result of different factors like history, prestige, longevity, myth and credibility) overall affects Consumer Perceived Value (CPV), therefore could be a crucial asset to consider. 4.EXAMPLES OF BRAND USING HERITAGE AS A COMPETITIVE ADVANTAGE Tangible examples of a proper use of brand history and brand heritage could be seen in both luxury market and mass market. 4.1 KRAFT/CADBURYS ACQUISITION CASE STUDY A sophisticated understanding of the past is one of the most powerful tools we have for shaping the future. An actual implementation of brand history and brand heritage concepts could be seen in how Kraft Foods managed its 2010 integration of the British confectioner Cadbury. Cadburys management and its employees had somehow mounted resistance to the acquisition, fearing the loss of core values and a products quality. To help smooth the process, senior executives turned to Krafts long-established archives. Company archivists launched an intranet site, titled Coming Together, that honored the parallel paths Kraft and Cadbury had taken. Poring over historical materials, they had found much evidence of shared values, and the presentation reinforced those common themes. In addition to the founders stories, the intranet site included interactive time lines, iconic advertising images, brief documentary videos, and dozens of detailed histories of owned branded products all designed to show how leading Kraft and Cadbury brands had come to sit side by side on grocers shelves. The same narrative too k hold in other communications, from CEO speeches to press releases, and in employee training sessions. Kraft ended up integrating Cadbury more smoothly than any of its previous acquisitions. The history of the enterprise can instill a sense of identity and purpose and suggest the goals that will resonate (George Smith,Your Companys History as a Leadership Tool). 4.2 COCA-COLA is really proud of its history The Coca-Cola story is a good one, even if we do say so ourselves Coca-Cola, one of the most famous and iconic brand in the world definitely recurs to an implementation of brand heritage tools by referring to the company glorious longevity and past performances in a nostalgic fashion. An example of this commitment to history could definitely be found on Coca-Cola website with many pages dedicated to the evolution of the brand itself. A pdf for the 125 years anniversary of Coca-Cola has been released, with lot of documents and pictures of logos, packaging and successful advertising during the ages. A relevant proof of appliance of brand heritage construct in Coca-Cola marketing mix, could be found in the smart use of symbols (the iconic bottle and the famous Coca-Cola font) and the reiteration of the affective value(being on the market for such a long time it bears nostalgic potential for every adult consumer). 4.3 LOUIS VUITTON-The iconic traveling luggage Louis Vuitton is a well known apparel luxury brand. It puts great emphasys on tradition as seen in the brand website rich in contents like old pictures and all sort of informations on the origins of the company itself. The starting point, the making of the iconic Louis Vuitton traveling luggage is used as tool of reference to the glorious past of the company itself and could be read as a clear example of reconstructed heritage. And plus, the promise of value connected to the purchase of those bags implies an increase of social perceived value for consumers as a form of self-actualization and distinction. 4.4 BURBERRY-The invention of gabardine and the myth of the trench coat Burberry is another famous luxury fashion brand which use history, tradition and heritage as crucial assets in its marketing mix .Its main fashion house focuses on outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. Established in 1856 by Thomas Burberry and originally focusing on the development of outdoor attire, the fashion house has moved on to the high fashion market developing pattern-based scarves, trench coats, and other fashion accessories. Its distinctive check pattern has become one of its most widely copied trademarks. The brand itself can count on the innovative invention of gabardine, a breathable and waterproof fabric   which somehow revolutionized rainwear. Burberry is most famous for its trench coat. Its coats were worn in the trenches of World War I by British soldiers, and for decades thereafter Burberry became so much a part of British culture that Queen Elizabeth II and the Prince of Wales have granted the company Royal Warrants. Thus, Burberry is the perfect example of a Heritage brand based on the implied heritage category: the respectability and the glorious status showed in the present is the result of a great and honorable past (invention of gabardine + fact that trench coats were used during world war) 5. CONCLUSION   Ã‚   If lots of nowadays most successful brands are connected to the ever-innovating technology sector (think of Google, Apple, Amazon, Facebook etc) and dont rely too much on a long or mythicized history, long-standing brands combining both heritage and longevity are still able to deliver real value attaining strong competitive positions. If we observe the 2016 Global Best Brands report by Interbrand, we can see that 10 brands in the top15 are more than 50 years old and some of them are way older than that. Even if someone could argue that the success of a brand has little to do with a brands age, we can still say that having long-term traditions and experiences in the business could help to stay relevant and competitive. The level of sophistication needed for a brand to maintain its competitive advantages is of course not to be underestimated, newness and innovation plays a strong role. But even if a brand needs to evolve constantly to stay relevant, it also needs a center of gravity, a clear vision and a commitment to stay true to the core of its DNA (Rebecca Robins 2015) In conclusion we can say that: Consumers prefer brands with a history in order to be reassured and to fight purchasing uncertainty Brand History is a key element in the implementation of Brand Heritage constructà ¯Ã†â€™Ã‚   Brand Heritage boost the Consumer Perceived Value A connection to the past is often required by a company to be successful and coherent in the present and to grow in the future A brand (definitely) has to have a history! REFERENCES Articles and Papers Chun-Tuan Chang Minh-Hsuan Tung (2016) Intergenerational appeal in advertising: impacts of brand-gender extension and brand history, in International Journal of Advertising, 35:2, 345-361 Vanisha Narsey Cristel Antonia Russell (2014). Behind the Revealed Brand: Exploring the Brand Backstory Experience inConsumer Culture Theory. Published online: 20 Aug 2014; 297-323. Bradford T. Hudson John M.T. Balmer, (2013),Corporate heritage brands: Meads theory of the past, in Corporate Communications: An International Journal, Vol. 18 Iss 3 pp. 347 361 Thomas Wuestefeld  · Nadine Hennigs  ·Steffen Schmidt  · Klaus-Peter Wiedmann (2012) The impact of brand heritage on customer perceived value, in Der markt. International Journal of Marketing John T. Seaman Jr. and George David Smith,(2012) Your Companys History as a Leadership Tool, in Harvard Business Review, December 2012 Upendra Kumar Maurya* P. Mishra.(2012) What is a brand? A Perspective on Brand Meaning in European Journal of Business and Management. Vol 4, No.3, 2012 Klaus-Peter Wiedmann , Nadine Hennigs , Steffen Schmidt Thomas Wuestefeld (2011) Drivers and Outcomes of Brand Heritage: Consumers Perception of Heritage Brands in the Automotive Industry, in Journal of Marketing Theory and Practice, 19:2, 205-220 Ulla Hakala Sonja Là ¤tti Birgitta Sandberg, (2011),Operationalising brand heritage and cultural heritage, in Journal of Product Brand Management, Vol. 20 Iss 6 pp. 447 456 Pozzi Daniele, The Invisible H: does History has a place in Heritage? A proposal, in https://www.Researchgate.net Urde M, Greyser SA, Balmer JMT (2007) Corporate brands with a heritage. J Brand Manage 15(1):4-19 Books Keller L.K, (2013) Strategic Brand Management. Building, Measuring and Managing Brand Equity, published by Pearson Baker M., Hart S. (2007) Product Strategy Management, Prentice hall, London Websites http://interbrand.com/views/legacy-brands-keeping-long-standing-brands-relevant-in-the-digital-age/ http://www.theguardian.com/media-network/2015/oct/09/brands-relevant-digital-age http://interbrand.com/best-brands/best-global-brands/2016/ranking/ https://uk.burberry.com/our-history/ http://www.burberryplc.com/about_burberry/company-history http://it.louisvuitton.com/ita-it/la-maison/una-storia-leggendaria#how-it-all-began http://www.worldofcoca-cola.com/about-us/coca-cola-history/ https://www.oxforddictionaries.com/ http://www.coca-cola.co.uk/stories/from-1886-to-the-present-daythis-is-the-story-of-coca-cola http://www.stern.nyu.edu/experience-stern/faculty-research/georgesmith-history-leadership

Doubt Of Shakespeares Authorship Of His Plays Essay -- essays research

Doubt of Shakespeare's Authorship of His Plays Over the years, various persons have expressed doubt as to the authorship of William Shakespeare. These doubts are as old as his plays. American author, Henry James once said, "I am haunted by the conviction that the divine William is the biggest and the most successful fraud ever practiced on a patient world. (Hoffman 27) On the other hand, author Calvin Hoffman was convinced that Shakespeare was "the author of the most magnificent English dramatic prose and poetry ever written. (Hoffman 27) But, he reiterated this belief nineteen years later, stating, "They are magnificent! Only, William Shakespeare of Stratford-on- Avon never wrote the plays and poems." (Hoffman 27) Crime, guilt, fraud, exile, hate, deceit, and murder are all woven into this shroud of authorship that hides the identity of the world's most renowned writer. Cranks have proposed over fifty candidates for authorship, from Queen Elizabeth to the Jesiuts. Although many doubt that William Shakespeare ever wrote the works attributed to him, some still resort to pro-Shakespearean arguments. John Drinkwater, author and believer, felt that the flowers, banks, brooks, pastures, and woodlands of Shakespeare's boyhood home, Stratford, were all transfigured in his plays by his wonderful verse, but yet they still remained the scenes to which he was bred. Drinkwater believed too, that not only in Shakespeare's humble folk, shepherds, gardeners, and serving men, but also in his princes and kings, he reflected the humanity with which he was familiar in Stratford. The knowledge and wisdom he acquired directly from his own enviroment was quite true to life. Drinkwater also said that mere book- knowledge in Shakespeare's works was usually incorrect because he used knowledge outside the range of his own experiences, with a "grand audacity." It is true that William Shakespeare attended grammar school in Stratford, and tha he acquired some competence in Latin and gained a limited knowledge of English history. There was a period of time in his life referred to as his "dark years," and this period of time may have been subjected to influences making for high culture. Records say too, that Shakespeare left Stratford in 1585 and went on the stage in 1590. During this time he could have attended Cambridge or worked in a lawyer's ... ...Shakespeare's did. Bacon and Shakespeare viewed the world differently. Finally, some disbelievers support another candidate, William Stanley, the 6th Earl of Derby, who was interested in drama, and became a patron of a company of actors. Several poems showed signs of early and immature Shakespeare, but he was a boy at that time. One was signed in Derby's handwriting, and three signed "William Shakespeare." His motive- like de Vere'swould have been to avoid association of his family name with the lower social order of the stage. Was Shakespeare hinting at his name through word play? His verses, such as "... every word doth almost tell my name..." seem to be an attempt to reveal his name. Another line says, "Whats in a name?" Sonnet III says, "Hence comes it that my name receives a brand," and " my name be buried where my body is...." In conclusion, curiosity has indeed been aroused for many , many years. Hundreds of theories and shreds of proof have been gathered, but the world will always wonder and waver between doubt and belief in William Shakespeare. So, the question still remains, "Was Shakespeare really Shakespeare?"

Womens Rights Movement in the US :: Womens Liberation Movement

In early societies, women bore children, cared for the home, and helped maintain the family's economic production. Men hunted, made war, and, in settled societies, assumed primary responsibility for field crop production. Male dominance, however, was important from the time of the earliest written historical records, probably as a result of men's discovery of their role in development of hunting and warfare as status activities. The belief that women were naturally weaker and inferior to men was also certified by god- centered religions. In the bible, god placed Eve under Adam's authority, and St. Paul urged women to be obedient of their husbands. In Hinduism the reward of a proper woman is rebirth as a man. Therefore, in most traditional societies, women generally were at a disadvantage. Their education was limited to learning domestic skills, and they had no access to positions of power. Some exceptions to women's dependence on men did exist. In ancient Babylonia and Egypt women had property rights, and in medieval Europe the could join craft guilds. Men of the lower classes also lacked rights, but they could console themselves by feeling superior to women. The Enlightenment, with it's egalitarian political importance, and the Industrial Revolution, which caused economic and social changes, provided a favorable climate for the rise of feminism, along with other reform movements in the late 18th and the 19th centuries. Of deeper significance for women was the Industrial Revolution. The transformation of handicrafts, which women had always carried on at home, without pay, into machine-powered mass production meant that lower-class women could become wage earners in factories. This was the beginning of their independence, although factory conditions were hazardous and their pay, lower than men's, was legally controlled by their husbands. At the same time middle and upper-class women were expected to stay at home as idle, decorative symbols of their husbands' economic success. Such conditions encouraged the feminist movement. Rapidly industrializing Great Britain and the U.S., feminism was more successful. The leaders were primarily educated, leisured, reform-minded women of the middle class. In 1848 more than 100 persons held the first women's rights convention, at Seneca Falls, New York. Led by the abolitionist Lucretia Mott and the feminist Elizabeth Cady Stanton, they demanded equal rights, including the vote and an end to the double standard. In the U.S. progress was slower. The number of working women increased virtually after the two world wars, but they generally had low paid, female- dominated occupations, such as school teachers and clerical work.

Goldeneye and computer

American cinema has changed as American culture has changed. This can be observed by focusing on genre movies produced during different time periods. A fantastic example is to analyze different James Bond movies. The James Bond franchise began with Sean Connery starring in the movie Dr. No in 1962 and is currently still very popular with Daniel Craig starring as James Bond, most recently in Casino Royale. There are some things that never change with James Bond, he always drives stylish cars, uses gadgets and gets the girl or girls.But stylistically the movies have changed as American culture has changed. An excellent example of this is by comparing From Russia with Love (1963) and Golden Eye (1995). Both plot lines deal with Russia and Soviet agents and involve travel to exotic locations. Many plot points are actually almost identical, Sean Connery seduces a Soviet defector and Pierce Brosnan has relations with a Soviet government worker. Both movies deal with finding or stopping an important device, the Lektor and the Golden Eye. Both films also contain unknown evil organizations, S.P. E. C. T. R. E. and Janus. (Broccoli, A. , 1963, Broccoli, B. , 1995) One of the largest differences is the roll of women. The females in Goldeneye are very active in the story line not only as love interests. Xenia Onatopp is the main assassin and second in command to Alec Trevelyan. Nataylia is a Russian computer programmer working with Goldeneye who first appears to be passive as she is the only innocent survivor from the massacre at her work. From Russia with love also has females but their actions are not on par with the men.Tatiana is a Soviet spy that eventually defects because she has fallen in love with Bond, but she doesn’t actually save Bond, her image is much more of the perception of woman from the mid 1900s. The woman was just beginning to become independent and self-reliant. During Goldeneye and the future modern Bond films woman can take care of themselves and they even save Bond! During the Bond era of For Russia with Love women were still very much eye-candy and caused trouble, they haven’t gotten to the point of saving Bond. (Broccoli, A. , 1963, Broccoli, B. , 1995)Do to the advancement of cinematography the stunts are bigger and louder and the gadgets are even more complex and cool. In For Russia with Love James Bond is looking for Lektor a cipher machine used by the Soviet’s. In Goldeneye Bond is trying to find the Goldeneye, a satellite system with killer capabilities. Pierce Brosnan manages to take out Russian buildings with a tank and a Russian armored train. This really is an example of how technology has developed and been incorporated into films.Computers play a large part of Goldeneye and computer usage had not become popular yet during the 1960s and is not featured in From Russia with Love. At the time of From Russia with Love a cipher machine would be very important, where as during Goldeneye space technol ogy has advanced and weapons threat has become very advanced. Bond and Tatiana do travel by train but it is a passenger train, no secret armored vehicle. The clothes, cars and music of the times are incorporated into the films.Despite the fact that Golden is supposed to take place in the mid 1980s the clothes, except for the uniforms are very modern from ten years or so in the future. During From Russia with Love the clothes are very mush from the 1960s and traditional of what one thinks of when they picture Russia. Large thick coats with fur collars, very Dr. Zhivago. (Broccoli, A. , 1963, Broccoli, B. , 1995) Even the quality of the picture and influence of new cameras has an effect on the style of film. Both films are good quality but the more modern films are sharper, you can almost see the influence and advances made using digital images.It is a fascinating time to watch the James Bond films in succession as you see how American culture influences almost all parts of the film e ven down to the costumes. The basic plot lines contain some very similar scenarios but the role of women, influence of technology and advancement of weapons make it possible to place the time period in which each movie was produced. References; Broccoli, A. , (producer), Young, T. , (director), From Russia with Love, USA, MGM, 1963 Broccoli, B. , (producer), Campbell, M. , (director), Goldeneye, USA, MGM, 1995

Black Madonna’s Essay

According to Scheer Black Madonna’s have went from majesty to mystery with the construct of race as a science toward the end of the 18th century. With this construct of race it begins to dramatically undermine the pious interpretations of the objects and images surrounding the Black Madonna. A common theme used is that the Madonna’s became black unintentional, has greatly affected the depth into which the study of the Black Madonna’s has gone. Michael P. Duricy gives three categories in which the Madonna’s can be placed: 1) Dark brown or black Madonna’s with skin pigmentation matching that of the indigenous population. 2) Those that have turn black as a result of certain physical factors such as deterioration of lead-based paints, accumulated smoke from the use of votive candles; and the accumulation of grime over the ages. The third and final category is a residual category with no ready explanation. Charles Rohault de Fleury and Stephen Beissel support the second category that the images were blackened by the surround elements. There are two strong theories that if the Madonna was indeed intentionally darkened it was because the Madonna was to illustrate a text from the Canticle of Canticles or Song of Songs that said â€Å"I am black but beautiful† Stephen Benko summarizes the other theory as relating the Black Madonna to the ancient earth-goddess and then converted to Christianity. The most fertile soil is black in color and the blacker it is the more suited it is for agriculture. Scheer mentions that the ideas of pre-Christian beliefs are preserved in the folk culture of the Black Madonna’s earth centered spirituality at the helm of the hypothesis of the color choice of the Madonna’s. Scheer says that there is no mention of color of the Madonna’s only the recurrence in motifs of a miraculous find and the refused removal of the object or painting. Lastly, Scheer mentions that the votive tablets do not speak of when the images became black but when they were perceived Black.

Analysis of Oxygen Bearing Compunds

Analysis of Oxygen bearing Organic compounds Abstract The Unknown sample in the experiment can be tested to yield results such as 1 ° (primary), 2 ° (secondary), 3 ° (tertiary) alcohols. Tests such as the dichromate test, Tollen’s test, Lucas test, DNPH test and iodoform test would be very useful in determining the type of alcohol that the unknown sample belongs to. In the experiment, the unknown sample underwent series of testing to identify what property of alcohol it belonged to and the result was that it was a primary alcohol. It went through the Dichromate reaction, Tollen’s reaction and finally the Lucas reaction. Introduction â€Å"The analysis of oxygen bearing organic compounds† is an experiment in which a variety of tests are available to identify a compound’s property whether it is a primary, secondary or tertiary alcohol. The tests that are included to come up with such results are interconnected with one another like that of the Dichromate test, followed by the Tollen’s test to yield an aldehyde if positive for mirror coating. The second set of procedure would again start with The Dichromate test, followed by the Tollen’s test and finally the Lucas test to yield either primary alcohol if it became turbid or secondary alcohols as it’s result if it did not turn turbid. The last set of interconnected tests were that of again, the Dichromate test, Followed by the DNPH that would determine if the unknown sample is a Ketone (positive for red-orange precipitate) or a tertiary alcohol (if negative for red-orange precipitate). But before going deeper on what these tests are, what first are the difference between their results which are the primary, secondary and the tertiary alcohols, aldehydes and ketones? Alcohols are compounds in which one or more hydrogen atoms in an alkane have been replaced by an -OH group. Note however that there are different kinds of alcohols and Alcohols are categorized into different classes depending on how the -OH group is positioned and arranged on the chain of the carbon atoms. Chemical differences between the various types are possible. First to be discussed would be the Primary (1 °) alcohol, in which the carbon carrying the -OH group is only attached to one alkyl group. Meanwhile, In a secondary (2 °) alcohol, the carbon with the -OH group attached is joined precisely to two alkyl groups, these alkyl groups that are attached to the carbon chain may be the same or different. In a tertiary (3 °) alcohol, the carbon atom holding the -OH group is attached directly to three alkyl groups, which may be any combination of same or different [1]. On the other hand, another result that can occur would be the presence of ketones and Aldehydes. But again, to understand the experiment further, what are Ketones and aldehydes? A ketone can be characterized as either the functional group categorized by a carbonyl group (O=C) attached to two other carbon atoms or it can be identified as a chemical compound that contains a carbonyl group. A carbonyl carbon bonded to two carbon atoms makes ketones different from carboxylic acids, aldehydes, esters, amides, and other oxygen-containing compounds. The double-bond of the carbonyl group distinguishes ketones from alcohols and ethers. The simplest ketone known is acetone [2]. Lastly among the results is the aldehyde. The term aldehyde seems to have arisen from the wordds alcohol dehydrogenated. Way back in earlier times, aldehydes were at times named after the corresponding alcohols, for example, vinous aldehyde for acetaldehyde. (Vinous is from Latin vinum = wine, the traditional source of ethanol; compare vinyl. ). An aldehyde is an example of an organic compound which has a terminal carbonyl group. This functional group, which consists of a carbon atom bonded to a hydrogen atom and double-bonded to an oxygen atom (chemical formula O=CH-), is commonly called the aldehyde group. The other names for aldehyde group are formyl and methanoyl group. The aldehyde group is considered polar. Oxygen, which is more electronegative than carbon, pulls the electrons in the carbon-oxygen bond in the direction of itself, creating an electron deficiency at the carbon atom. Owing to resonance stabilization of the conjugate base, an ? -hydrogen in an aldehyde is more acidic than a hydrogen atom in an alkane, with a typical pKa of 17 [3]. Results and discussions The experiment included parallel testing of 3 liquids that would be used for comparison. the first sample would be the unknown sample, the second would be the positive standard in which formaldehyde was used and the last wold be the negative sample in which the simplest ketone, Acetone was used. Only three test were used to determine whether the group’s unknown sample was under the category of primary, secondary, tertiary alcohol, aldehydes or ketones. The three tests were done one after the other in this order: Dichromate test, Tollen’s test, and Lucas test respectively. In the Dichromate test, the unknown sample and the formaldehyde turned green meaning that dichromate oxidized the primary alcohol, secondary alcohol, and aldehydes to ketones or carboxylic acids. Samples turning green would be an indicator that the samples are positive for oxidation and therefore are oxidizable. On the other hand, the acetone remained orange which means that it is not oxidizable and can be further continued to another test, the DPNH test which would prove that it is categorized as a ketone because of the presence of a red-orange precipitate that indicates that the DPNH reagent condenses with the carbonyl containing molecules. The second test that followed the Dichromate test was the Tollen’s test. In this test, the unknown sample turned clear gray and the formaldehyde turned into a dark grey liquid with silver streaks. The silver streaks are similar with the silver mirror coat that means that the Tollen’s reagent oxidized the ammonium salts of the carboxylic acids with this, the formaldehyde was categorized as an aldehyde. Alternatively, The clear grey liquid of the unknown sample would indicate that it was not positive for the Tollen’s test and therefore it would need to continue to be tested so as to decipher if it is a primary or secondary alcohol. The last test would be the Lucas test in which the unknown sample did not turn turbid and therefore it was concluded to be a primary alcohol. Together with the unknown sample that did not turn turbid was isopropyl and MeOH which just remained as clear liquids. then again, the sample liquid that turned turbid was the tertbutyl. By this reaction, it is said that alcohols are converted to alkyl chlorides with ZnCl2 taking into consideration too that different alcohol types respond at different rates with ZnCl2. Table 1. Chemical Test |Unknown sample |Standard (+) |Standard(-) | |Dichromate |*unknown sample turned green |*formaldehyde turned green meaning |*Acetone remained orange meaning it| | |meaning it it oxidizable |it is oxidizable |is not oxidizable | |Tollen’s |*unknown sample turned clear gray |*formaldehyde turned dark gray with|*acetone turned very light grey | | | |silver streaks. then turned clear. | |Lucas |*unknown sample did not turn turbid|*Tertbutyl-turned turbid fast |*Acetone- Clear; already not | | | |*Isopropyl-clear |applicable since it is a ketone. | | | |*MeOH-clear | | Experimentation A. An unknown sample was given and it should be parallel tested with two other standards- one would be positive and one would be negative. B. The Dichromate test started the experiment. 8 drops of the unknown sample as well as the the two other standard- formaldehyde and Acetone was placed in separate test tubes addind 2 drops of of 10% K2Cr2O7 and 5 drops of 6M H2SO4. C. The Tollen’s test followed. 2 ml of freshly made Tollen’s reagent and 5 droops of the unknown sample were mixed. After 5 minutes and the silver precipitate did not form yet, it was placed in a 70 degree water bath for another 5 minutes. Then the results were observed. D. The last test was the Lucas test in which the iunknown sample, tertbutyl, isopropyl and MeOH was tested all at the same time. 5 drops of the sample was and 15 drops of concentrated HCl was mixed together with a â€Å"corn grain† amount of ZnCl2 solid and the appearance of turbidity was observed or not. Conclusion: It can be concluded that the unknown sample that was given to be tested was an oxidizable, primary alcohol based on the tests that were conducted. Since it was positive for the dichromate test, it was deemed to be oxidizable. In the Tolle’s test, as it did not produce a mirror coat, it was directed to the choice of being a primary or a secondary alcohol. And for the last test, the Lucas test, it was finally concluded that it was a primary alcohol since it did not turn turbid. References: Books: †¢ Timberlake, Karen C. , â€Å"General, Organic, and Biological Chemistry Structures of Life,Platinum Edition†, Pearson Education, Inc. , 2004 †¢ Bettelheim, F. A. , [et al. ], â€Å"Introduction to organic and biochemistry. 6th ed. †? Belmont, CA : Brooks/Cole, c2007 †¢ Wade, L. G. , . â€Å"Organic chemistry 6th ed. †. Upper Saddle River, N. J. : Pearson Prentice Hall, c2006. Additional On-line sources: †¢ [1] Clarks, j. (2003). Alcohol oxidation. Retrieved September 8 2008 from http://www. chemguide. co. uk/organicprops/alcohols/oxidation. html †¢ [2] N. A, (24 August 2008). Ketones. Wikipedia ®. Retrieved September 8 2008 from http://en. wikipedia. org/wiki/Ketones †¢ †¢ [3] N. A, (31 August 2008). Aldehydes. Wikipedia ®. Retrieved September 8 2008 from http://en. wikipedia. org/wiki/Aldehydes