Puck and Bottom in A Midsummer Nights Dream Essay

One of William Shakespeare’s best remembered plays for its comical and ironic tone is A Midnight’s Summer Dream. There were characters designed to be humorous and that alone. Puck and Bottom behave very much alike, and have similar roles for different people. Both Puck and Bottom are comic relief characters in one way or the other. Both of them are needed for the play, because Puck’s spirits controls the whole story, which sets the tone for it and Bottoms comic relief for the audience and play. Bottom is the first fool or idiot to appear in the play. His first appearance is in Act I, scene ii, when the mechanicals got together. He is part of the groups called mechanicals, who are basically tradesmen who planned to put on a play for the†¦show more content†¦He is best known for his mischievous pranks on which he does on human beings, â€Å"mortals†. A few of these pranks are: ... You are that shrewd and knavish sprite Called Robin Goodfellow. Are not you he That frights the maidens of the villagery, Skim milk, and sometimes labor in the quern, And bootless make the breathless housewife churn, And sometime make the drink to bear no barm, Mislead night-wanderers, laughing at their harm? (ll. I. 33-39). These lines show a bit of his character, it shows that he enjoys these pranks and thus has a childish immature side to him, same goes to the person he is a fool for. Although he says these pranks are for his majesty and him alone, he seems to get more of a kick when playing these pranks on the mortals. His obedience to his majesty and his lust for pranks is the main cause for most of the problems in the story. He is the fool of fools, with that being said, his profession is to be a fool. He is also given nicknames in the play; the most memorable nickname is Robin Goodfellow. He provides the atmosphere for most of the story, and his mistakes are responsible for many of the complications that propel the other main plots, which one being the conflicting Athenian lovers. Puck does change within the play and this can be seen when he shows some responsibility in fixing the problem with true love he created between the two Athenian lovers. Pucks craving to entertain himself and his majesty as well as followingShow MoreRelatedA Midsummer Night’s Dream: Puck, Bottom, and Dichotomy in Comedy821 Words   |  3 PagesShakespeare wrote many well-received plays, A Midsummer Night’s Dream is one of the most popular by far, and its engaging love story and comedic tone are undoubtedly the biggest factors contributing to the production’s success. However, while the love square between the four young Athenians is the central plotline of the play, Shakespeare included many humorous elements that alter the story’s course drastically. The misunderstanding between Oberon and Puck over the Athenians accounts for well over halfRead MoreA Midsummer Nights Dream - Bottom and Puck. Who is the protagonist?1539 Words   |  7 PagesThough Bottom often steals the show in performance, Puck is usually considered the most important character in A Midsummer Night’s dream. Beginning with the importance of the characters and their roles, firstly Puck is the mischievous goblin through-out the play and Bottom is part of the craftsmen who are of lower class then the rest of the characters. These two characters are completely different, coming from separate environments; Puck from the fairy world and Bottom from the working class, howeverRead MoreA Midsummer Night s Dream By William Shakespeare817 Words   |  4 PagesDifference A Midsummer Night’s Dream by William Shakespeare is the story of a group of workmen preparing a play for the Duke, fairies in the forest and four Athenian lovers. 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There is no real protagonist to latch onto in this play, probably because there are three main groups of characters, but many peopleRead MoreWilliam Shakespeare s A Midsummer Night s Dream830 Words   |  4 PagesShakespeare’s A Midsummer Night’s Dream weaves stories of social ranks in the commedia dell’arte and some of its easily recognized stock characters. Shakespeare uses commedia dell’arte characters in A Midsummer Night’s Dream to capture our imagination and amuse us. Commedia dell’arte includes three classes of characters in its performances. These characters are the vecchi, innamorati, and the zanni (McCarter.org). The vecchi are usually the nobility or masters. The vecchi in A Midsummer Night’s Dream are representedRead MorePassion in A Midsummer Nights Dream Essay963 Words   |  4 PagesPassion in A Midsummer Night’s Dream Shakespeare’s A Midsummer Night’s Dream may come off as a simple comedy but is a complex play with many interesting aspects. 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The play, A Midsummer Nights Dream by William Shakespeare, uses characters and their conflicts to give meaning to this piece of literatureRead MoreA Midsummer Nights Dream Essay1482 Words   |  6 PagesA Midsummer Night’s Dream: by William Shakespeare William Shakespeare was born in April 1564. He had married at the age of eighteen to a twenty-six year old woman named Anne Hathaway in 1582. He had a daughter named Susanna and twins, Judith and Hamnet. Hamnet, his only son, died at age eleven. Shakespeare died in April 1616. Despite the fact that Shakespeare wrote some thirty-seven plays, owned part of his theatrical company, acted in plays, and retired a relatively wealthy man in the cityRead MoreThe Anatomy Of Criticism By Northrop Frye991 Words   |  4 Pagesstructuralist approach is crucial to analyzing Shakespeare s comedy A Midsummer Night’s Dream. One finds that the play revolves around many different pairs of oppositions, in particular that of the court and the forest. 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Alzheimer’s Disease Amyloid Precursor Protein Gene Free Essays

string(51) " the synthesis of A\? \(Felician and Sandson 20\)\." Alzheimer’s disease, AD, is a distressing condition that involves the decline in cognition of the mind which results to psychotic disorder, and affective and behavioral disturbances (Bloom 9). It is a progressive central nervous system disorder and the main cause of dementia (Stavljenic-Rukavina 1). Alois Alzheimer in 1907 reported the case of a 51-year old Frankfurt woman who died in dementia (Bloom 9). We will write a custom essay sample on Alzheimer’s Disease Amyloid Precursor Protein Gene or any similar topic only for you Order Now He described the neuropathological condition of the woman with neurofibrillary tangles or NFTs and amyloid plaques or NPs (Bloom10). NPs are extracellular beta-amyloid peptide or A? Spherical deposits closely related to dendrites, reactive astrocytes, dystrophic axons, and activated microglia (Felician and Sandson 19). Thus, for several decades, collaborative efforts of experts from different scientific and medicinal endeavors were devoted for the neurological and pathophysiological characterization of this disease (Bloom 9). As such, the roles of four specified genes, as well as the mechanism of oxidative stress, tau, inflammation, hormonal changes, and inflammation on the AD’s neurodegeneration have been the central theme of scientific studies conducted on this disease (Felician and Sandson 19). As experts continuously gained insights on the mechanisms of neurodegeneration, pharmacological strategies are concurrently devised for the development of appropriate drug treatment and interventions (Felician and Sandson 19). Molecular Mechanism Early and late onset ADs are types of familial AD which are genetically heterogeneous. Familial AD is accounted for 10% of AD cases from 30-60 year old patients and ascribed to three types of genes which included APP, presenilin-1 or PSEN1 and presenilin-2 or PSEN2 (Stavljenic-Rukavina, 1). Nonetheless, the mutations in these genes also cause A? -level increase; A? is generated by proteolytic APP fragment that was also observed in the brains of AD patients (Stavljenic-Rukavina, 2). However, not all AD cases can be attributed to the three identified genes. Genes are then the most important determinant of AD development (Stavljenic-Rukavina, 2). On the other hand, there is a great chance for children with parents having history of familial AD to inherit the genetic traits and develop either early-onset or late-onset AD (Jayadev et. al. 375). As well, AD development threat in the offspring is directly related to age; the tendency of AD occurrence among children of parents with historical AD background increases as the children gain progress in their growth and development (Jayadev et. al. 375). The pathogenesis of Alzheimer’s disease, on cellular level, has been consistently observed. The pyramidal neurons are the type of cortical cells that are fundamentally deteriorated in AD pathogenesis resulting to the spread of NPs and NFTs in cortex areas (Felician and Sandson 20). Both NPs and NFTs are normally found in brain areas in the aging process but their concentrations and densities are peculiar in the case of AD (Felician and Sandson 20). Originally, NPs are found at the amygdala and concentrated in parietal association and order temporal cortex parts (Felician and Sandson 20). In the maturity of AD, NPs can also be observed in hippocampus, in other structures of mesial temporolimbic brain, and even in cortical and meningeal blood vessels (Felician and Sandson 20). Luckily, the areas for sensorimotor and visual are remained unaffected. Meanwhile, in the early stage of AD, NFTs can be found hippocampus, amygdala, and in entorhinal cortex, the association cortex has abundance of NFTs (Felician and Sandson 20). However, NFTs are not exclusively for the cases of AD, these are also detected in the several cerebral troubles like in dementia pugilistica, postencephalitic parkinsonism, and subacute sclerosing panencephalitis (Felician and Sandson 20). The formation of NPs is attributed to the A ? peptide deposition; A ? peptide types that only differ in C-terminal are common in cerebrovascular and extracellular plaques (Felician and Sandson 19). A ? peptide, made up of 39-43 amino acids, is normally generated from APP or amyloid precursor protein. In addition, the series of hydrophobic C-terminal is crucial in its solubility and amyloid formation rate (Felician and Sandson 19). As such, A ? with 40 amino acids, A ? 40, as well as A? peptide with 42 and 43 amino acids or A? 42 and A ? 43 respectively (Felician and Sandson 19). However, in vitro, the variants of A? 42 and A? 43 can easily form insoluble fibrils as compared with the A? 40 variant (Felician and Sandson 19). Furthermore, the incubation of these A? variants can immediately lead to coalescence implying the possible amyloid plaque deposition through these components. In line with this, diffuse plaques have nonfibrillary and A? soluble constituents denoting the senile plaques’ early stage (Felician and Sandson 19). Likewise, diffuse plaques have A? deposits in the absence of neuritic degeneration (Felician and Sandson 19). On the other hand, neurofibrillary tangles, comprised of abnormal bundles of intraneuronal filaments, are made up of tau microtubule-associated protein with high degree of phosphorylation (Felician and Sandson 19). The degree of phosphorylation is largely dependent on the enzymatic activities of kinases that are not yet fully understood (Felician and Sandson 19). Nevertheless, the intraneuronal abnormal filaments arrange themselves in either parallel or helical bundles in perikaryotic cytoplasm that make them in contact with the dentritic processes (Felician and Sandson 19). The amyloid precursor protein, a membrane glycoprotein, is consisted of 28 A? extracellular residues and 12 to 15 putative transmembrane residues (Felician and Sandson 20). It also occurs as 695, 751, and 770-amino acid isoform. While the 695-amino acid isoform occurs mainly in neurons, 770 and 751-amino acid forms are seen on both non-neural and neural cells along with protease inhibitor domains (Felician and Sandson 20). APPs are carried into the cell membrane by secretory vesicles and may undergo proteolytic bond breakage through the action of ? -secretase (Felician and Sandson 20). Consequently, this cleavage generates ? -APP, a soluble ectodomain and the precursor for A? peptide production through cleavage in A? domain. As the generation of soluble APP is, in vitro, ascribed with the activity of protein kinase C, uncleaved APP is inferred to take the proteolytic pathway (Felician and Sandson 20). On the other hand, APP intracerllular recycling and management are done through endocytotic or endosome-lysosome means. The endocytotic route causes proteolytic cleavages by means of ? – and ? -secratases leading to the synthesis of A? (Felician and Sandson 20). You read "Alzheimer’s Disease Amyloid Precursor Protein Gene" in category "Papers" Moreover, A? production is enhanced by intracellular calcium concentration which denoted the significance of calcium-rich proteases in A? production (Felician and Sandson 20). In vivo, APP cleavage occurs at N-terminus at the A? -region through the action of ? -secretase and at the C-terminus by means of ? -secretase activity (Mohan 1). Also, APP can take a pathway facilitated by ? -secretase at the A? -peptide domain producing soluble ? -APP (Mohan 1). Ezymes can also possibly attack APP without A? -peptide generation (Stavljenic-Rukavina, 1). Since the putative ? -secretase, under the control of kinase C, regulates the generation of soluble APP, any agents that supports this metabolism may hinder the A? production (Felician and Sandson 21). As well, A? deposition may also be lessened by drugs which inhibit APP cleavage into ? – and ? -secratases (Felician and Sandson 21). Nonetheless, agents that can impede A? coalescence would decrease its neurotoxicity effects (Felician and Sandson 21). After the formation of amyloid plaques, neurofibrillary tangles and inflammation dictates the death of neurons (Stavljenic-Rukavina 1). In relation to this, microglia and astrocytes cells of the brain are heavily affected by inflammatory process (Stavljenic-Rukavina 1). In AD patients, astrocytes are enlarged and produce prostaglandin which in turn sends signal to activate the inflammation mediated by arachidonic acid (Stavljenic-Rukavina, 1). On the other hand, microglia generates free radicals which cause neurons’ death (Stavljenic-Rukavina 1). Meanwhile, cell nutrients as well as its regulation components are transported through the microtubules in which structural properties are mainly dependent on tau protein (Stavljenic-Rukavina 1). In AD condition, the tau lessens its capability to bind with microtubules and binds with other tau protein resulting to knots of helical filaments called as neurofibrillary tangles (Stavljenic-Rukavina 1). APP Duplication is Sufficient to Cause Early Onset Alzheimer’s Dementia with Cerebral Amyloid Angiopathy Studies showed that A? encoding through APP gene expression leads to the development of Alzheimer-type dementia (Sleegers et. al. 2977). APP genetic expression results to elevated levels of A? 42, a 42-amino acid product of the proteolytic process (Sleegers et. al. 2977). Aside from the cleavage of APP into alpha, beta, and gamma secretases, high APP genetic expression results to elevated levels of A? 42 and A? deposition (Sleegers et. al. 2977). Meanwhile, it has been long known that APP level triplication in Down’s syndrome patients results to the development of Alzheimer type dementia at early stage; the APP excessive expression leads to neurodegeneration and A? deposition (Sleegers et. al. 2977). In relation to this, it was reported that families with cerebral amyloid angiopathy and early onset Alzheimer type dementia had APP genomic duplications which implied that APP over-expression, without full trisomy 21, has triggered the Alzheimer-type dementia (Sleegers et. al. 2977). In addition, Alzheimer-type dementia patients have elevated APP mRNA levels in their brains (Sleegers et. al. 2977). Further, the variation on the transcription of APP gene due to genetic factors was believed as the underpinning factor in the pathogenesis of the disease (Sleegers et. al. 2978). In fact, three APP mutations were observed on Alzheimer-type early-onset dementia patients. These mutations, as seen in vitro by means of trisomy 21, caused a two-fold elevation of in APP transcriptions (Sleegers et. al. 2978). With the aforementioned evidences on APP elevation through APP genomic mutations or duplications which resulted to the development of early onset AD, it could logically infer that A? has a crucial role in its aetiology (Sleegers et. al. 2978). Hence, for the evaluation of APP locus duplication on Alzheimer-type dementia cases, Sleegers et. al. conducted a study on Dutch population with early onset Alzheimer-type dementia patients. Material and Methods In the approval of the University of Antwerp medical ethical committee, the respondents of this research were recruited form an epidemiological study on early onset AD in several provinces of The Netherlands and in Rotterdam (Sleegers et. al. 2978). Patients with early-onset dementia diagnosis were enlisted based on the recommendation of medical experts and healthcare providers. As such, the assessment of the patients’ conditions was done in accordance with the standards of the Stroke-Alzheimer’s Disease and Related Disorders Association, and the National Institute of Neurological and Communicative Disorders (Sleegers et. al. 2978). Medical records of the patients and their respective relative with similar trait inheritance were made available for an in-depth examination. Meanwhile, for the assessment of genetic inheritance, 111 patients with ages 33 to 65 years old of which had 75 respondents with familial background of either late or early-onset of dementia and 10 of which have autosomal dominant inheritance history for several generations of their respective clans were studied (Sleegers et. al. 2978). The genomic DNA or gDNA was derived from lymphocytes and alleles of APP were measured by means of real-time polymerase chain reaction, PCR (Sleegers et. al. 2978). Also, the PrimerExpress software was utilized for the design of ? 2-microglubulin or hB2M, exon 5, 11, and 18, ubiquitin C or hUBC, ATP5J, APP, and GABPA (Sleegers et. al. 2978). As the APP alleles were normalized for hB2M and hUBC, 20 nanograms of genomic DNA were combined with the PCR and 400 nanomoles of the respective primers (Sleegers et. al. 2978). Finally, the duplication of the samples was done by means of dosage quotients or DQs calculation through six normal individuals and dementia patients. Patients with trisonomy 21 were also included as controls (Sleegers et. al. 2978). Fluorescence in situ hybridization, FISH, was utilized to determine APP genomic duplication (Sleegers et. al. 2978). FISH was performed on both interphase nuclei and metaphase chromosomes while the Epstein-Barr virus-transformed patients’ lymphoblasts were taken from the metaphase period by means of 0. 1 microgram/milliliter colcemid treatment and incubated, at 37 °C for 25 minutes, in hypotonic solution of 1 molar sodium hydroxide, 30 millimolar glycerol, 0. 8 millimolar magnesium chloride, 2 millimolar HEPES, and 1 millimolar calcium chloride (Sleegers et. al. 2978). This suspension then was used for 106 cells per milliliter as the chromosomes’ mechanical stretching was done through cyto-centrifugation. On the other hand, the Multiplex Amplicon Quantification, MAQ, was applied in the detection of APP locus duplication. MAQ was comprised of multiplex PCR amplification of the reference amplicons and targets which were tainted with fluorescent substance (Sleegers et. al. 2978). After MAQ, DNA fragment analysis, and comparison target amplicon DQ between control individuals and the patients were done (Sleegers et. al. 2979). Results and Discussion Real-time PCR APP measurements of 10 probands showed heterozygous duplication (Sleegers et. al. 2982). Based on the Dutch population sample, APP duplication along with segregation pattern and neuropathology tantamount to autosomal dominant inheritance and AD with excessive CAA were identified with APP duplication in a family (Sleegers et. al. 2982). Specifically, the genomic APP locus duplication were observed in five of the 65 family cases with early onset AD autosomal dominance while APP duplication was detected in a single out of ten family cases early-onset AD autosomal dominance (Sleegers et. al. 2982). Even though these numbers are small, the data generated from this study illuminated the significance of genomic APP locus duplication assessment when simple mutations were excluded in AD known genes (Sleegers et. al. 2982). In the 65 patients with familial AD history, a single genomic duplication was identified (Sleegers et. al. 2982). In addition, the genomic duplications among the Dutch samples have 1. 8% overall frequency and 2. 7% frequency in AD patients and family (Sleegers et. al. 2982). In contrast, duplication was failed to be detected on 36 patients with irregular early-onset AD which denoted that the duplication of de novo genomic APP is a weak cause of early-onset Alzheimer-type dementia (Sleegers et. al. 2982). Moreover, the duplication observed among the Dutch family samples has only APP which proved that genomic APP duplication, regardless of adjacent genes, has the capacity for AD and CAA mixed phenotype (Sleegers et. al. 2982). As well, duplication size differences signified the non-specific recombination substrate from the genomic attributes of APP locus; APP rather is in increased recombination region as imparted by other factors such as low transcription repeats (Sleegers et. al. 2982). Nevertheless, the mutation that affects APP expression among 4. 5% of the Dutch participants that either genomic APP duplication or APP mutation promoter carrier, are the frequent cause of Alzheimer-type dementia (Sleegers et. al. 2982). Polymorphism in the Promoter of the Human APP Gene The cleavage of APP produces A? with associated neurotoxicity; hence, genetic studies postulated that abnormal A? deposition neuropathologic AD conditions (Athan, Lee, Arriaga, Mayeux, and Tyco1793). The abnormal deposition of A? in AD patients has been ascribed to APP gene missence mutations and the proteolytic APP cleavage producing A? 42 which in turn triggers the development of early-onset AD (Athan, Lee, Arriaga, Mayeux, and Tyco1793). The most solid proof for this notion is the case on trisomy 21 wherein the duplication of APP gene results to increased A? peptide level and aggregation of such in the amyloid plaques of the brain (Athan, Lee, Arriaga, Mayeux, and Tyco1793). While the presenilin enyzymes enhance fibrillogenic APP conversion, the APOE or alipolipoprotein-E elevates A? coalescence and deposition (Athan, Lee, Arriaga, Mayeux, and Tyco1793). Since A? production is associated with APP concentration and on other factors in both A? and APP syntheses, it was hypothesized that the expression of APP gene is a determinant of AD development (Athan, Lee, Arriaga, Mayeux, and Tyco1793). Recently, a study reported the weak relation between AD inheritance and microsatellite sequence in the APP first intron and a tetranucleotide non-association with AD (Athan, Lee, Arriaga, Mayeux, and Tyco1794). Hence, to further scrutinize this issue, Athan et. al. anchored their study on APP promoter variant screening in tri-ethnic populations which included white, Caribbean Hispanic, and African-American as they intended to determine APP promoter identities. Methodology The respondents in this study were Manhattan residents of Washington Heights with ages of more than 65 years (Athan, Lee, Arriaga, Mayeux, and Tyco1794). Personal interview and medical background check, neuropsychological, physical and neurological examinations were done on the participants. In addition, individuals with questionable dementia, Parkinson disease, and other types of dementia were excluded in the study. Consequently, a total of 1,077 participants was successfully enlisted, whereas, 16% of them has family history of stroke (Athan, Lee, Arriaga, Mayeux, and Tyco1794). For genotyping, DNA from 1,013 respondents was taken as the panel of neuropsychologists and physicians established the criteria for the identification of AD patients along with the Clinical Dementia Rating Scale (Athan, Lee, Arriaga, Mayeux, and Tyco1794). The oligonucleotide primers used for APP promoter PCR amplification came from GenBank (Athan, Lee, Arriaga, Mayeux, and Tyco1794). From genomic DNAs and by means of Platinum Taq DNA Polymerase, the fragments were amplified while the product sequence was determined through dye terminators (Athan, Lee, Arriaga, Mayeux, and Tyco1794). Meanwhile, 15 microliter of the PCR products was introduced into WAVE fragment DNA analyzer (Athan, Lee, Arriaga, Mayeux, and Tyco1794). The haplotypes PCR products were individually cloned through pGL3 vector in between SacI and Bg III sites (Athan, Lee, Arriaga, Mayeux, and Tyco1794). On the other hand, U-87 MG glioma cells were cultured with the solution of Earle’s balanced salt and 2 millimolar L-glutamine with 10% fecal calf serum in EMEM medium (Athan, Lee, Arriaga, Mayeux, and Tyco1794). At 70% confluence, the cells were transferred by means of FuGene 6 reagent and pGL3 vectors were added to transfected DNA to maintain a constant concentration of about 1 microgram per plate of 35 squared millimeter (Athan, Lee, Arriaga, Mayeux, and Tyco1794). While the isotonic solution of phosphate-buffered sodium chloride was used to wash the U-87 cells, the 250 microliter Reporter Lysis Buffer was applied for cell lysis (Athan, Lee, Arriaga, Mayeux, and Tyco1794). After this, the centrifugation of the cell extract was done at 10,000 g for five minutes. From the supernatant, 20-microliter aliquot was taken and combined with 100 microliter Luciferase Assay Buffer for luciferase activity measurement (Athan, Lee, Arriaga, Mayeux, and Tyco1794). Then, with 10-20 microliters of the lysate ? -galactosidase assays were performed. This ? -galactosidase measurement was utilized for the normalization of the luciferase data (Athan, Lee, Arriaga, Mayeux, and Tyco1794). Each allele was counted and by sample proportion calculation, the frequencies were computed (Athan, Lee, Arriaga, Mayeux, and Tyco1794). For the ethic group comparison of allele frequency, chi square analysis was applied while logistic regression was utilized for APP promoter and AD polymorphisms odd-ratio calculation (Athan, Lee, Arriaga, Mayeux, and Tyco1794). As well, for each ethnic group, logistic regression was employed as the data were classified with respect to the APOE allele’s occurrence or non-occurrence as education and age discrepancies were adjusted. Finally, Hardy-Weinberg equilibrium was analyzed through chi square analysis while the ethnic comparison of APP promoter and AD polymorphisms odd-ratio calculation as their education, age, and sex were adjusted (Athan, Lee, Arriaga, Mayeux, and Tyco1794). Results and Discussion Two types of APP promoter polymorphisms were detected and identified, with respect to the starting site of the transcription, as GC at +37 and GC at -9 variants (Athan, Lee, Arriaga, Mayeux, and Tyco1797). In connection to this, +37C allele was typically observed among 18% African-American respondents while European and Caribbean-Hispanic have 3% and 10% respectively (Athan, Lee, Arriaga, Mayeux, and Tyco1797). Although +37C allele was commonly observed among AD patients, the adjustment of their socio-demographic attributes with respect to this allele produced non-significant observations (Athan, Lee, Arriaga, Mayeux, and Tyco1797). Also, -9C allele was hardly detected for disease association. On the other hand, even though the adjustment with respect to socio-demographic traits was made, still a strong link was found between APOE allele and AD (Athan, Lee, Arriaga, Mayeux, and Tyco1797). Moreover, the evaluation of both +37C and -9C allele variants in U-87 glioma cells through promoter-reporter assays has resulted to non-significant promoter activity (Athan, Lee, Arriaga, Mayeux, and Tyco1797). The early onset, less than 60 years old, of AD has been ascribed to APP, PSEN1 and PSEN2 while the late stage, greater than 65 years old, AD development has not yet fully explained by the genetic model (Waring and Rosenberg 329). The development of AD in late age stage was associated with APOE and to other reported genetic variants and alleles, however, they still insufficient to plausibly explain the mechanism involved in the AD occurrence (Waring and Rosenberg 329). Summary Alzheimer ’s disease is a progressive degeneration of the capacity of the mind for cognition thus affecting the psychological and affective attributes of the inflicted individual. Based on genome-wide study, children of parents with familial Alzheimer’s disease are more prone to inherit and develop this condition either as they take progress in their growth and development or at the senescence stage of their lives (Jayadev et. al. 375). The primary pointed culprit for this cognitive deterioration is the beta-amyloid peptide which is a part of amyloid precursor protein. APP passes through the fatty membrane of the cells and delineated in the different areas of the brain, even though, the normal function has not yet been fully known. As APP is attacked by enzymes, fragments are generated including A? -peptide with associated neurotoxicity. Sleegers et. al. in 2006 found the coincidence of cerebral amyloid angiopathy with Alzheimer’s disease in a Dutch multigenerational family. This genomic duplication was attributed solely to APP gene expression that was also observed in 65 Dutch families with early-onset of AD cases. However, APP locus duplication was not observed in 36 AD patients that signified the case of de novo mutation. On the other hand, Athan et. al. in 2002 reported the two types of APP promoter polymorphism which involved +37C and –9C alleles. Moreover, they found a strong link between AD inheritance and the apolipoprotein-E role. In this connection, the genetic traits of every individual should be scientifically scrutinized for an accurate determination and identification of the substance involved in the development of the disease in parallel with its molecular mechanisms. Works Cited Athan, Eleni S. , Lee, Joseph H. , Arriaga, Alex, Mayeux, Richard P. , and Tyco, Benjamin. â€Å"Polymorphism in the Promoter of the Human APP Gene. † Archives of Neurology 59 (2002): 1793-1799. Bloom, Elin. Genetic Studies of Alzheimer’s Disease. Acta Universitatis Upsaliensis. Uppsala, Sweden: Uppsala University, 2008. Felician, Olivier and Sandson, Thomas A. â€Å"The Neurobiology and Pharmacotherapy of Alzheimer’s Disease. † Journal of Neuropsychiatry and Clinical Neurosciences 11, 1 (1999): 19-31. Jayadev, Suman, Steinbart, Ellen J. , Chi, Yueh-Yun, Kukull, Walter A. , Schellenberg, Gerard D. and Bird, Thomas D. â€Å"Conjugal Alzheimer Disease. † Archives of Neurology 65, 3 (2008): 373-378. How to cite Alzheimer’s Disease Amyloid Precursor Protein Gene, Papers

Ferdinand Porsche Essay Thesis Example For Students

Ferdinand Porsche Essay Thesis LIFE AND ACHIEVEMENTS OF A PIONEERGerman engineer Ferdinand Porsche is certainly one of the most important figures if not the most imporant and influent-in the history of automobile making. This outstanding Teuton was born on September 3rd, 1875 in Mafferdorf, Germany. One of the most remarkable accomplishments of his carrer was that his work was not limited to one factory, but instead he worked in many of the most renowned car-making factories of the time. His life as an engineer started early, at the age of 22, when he designed an electric engine. In 1900 he was hired by a carmaker of the time, Lohner. He installed one of his engines on a Lohner and showed it in the Paris World Fair. The car was the show-stopper of the event, and later obtained positive results in several races. Other less important events happened between 1900 and 1923, when he was hired by the most important carmaker of the time, Daimler Motoren A.G. (Which in 1926 would join Benz to form Daimler-Benz A.G.) Duri ng this time, first with Daimler and then with Daimler-Benz, he became member of the board of directors, and designed the famed S (Sportlich) and SS (Super Sportlich). Prizes and university degrees did not take long to appear, and in the same year he joined Daimler, 1923, he was named Sir Ferdinand Porsche by the Italian government and recieved an Honoris Causa from the Stuttgart Technical Institute. Porsche worked in the design of Mercedes-Benz cars until 1928, when he left because of disagreements the other other chief engineer of the factory, Hans Nibel. But his last development in the factory was probably one of the most important: The curious, exotic and fast SSKL. After Porsche left Mercedes, he was soon hired to design the now extint Austria cars, and later joined another very important German auto maker, Auto Union. In this factory he designed the famous and complex 16-cylinder race cars. While working in Auto Union, he formed with his son Ferry an independent factory that had their last name, Porsche, as name. Ferry worked as design head. In another example of versatility and excellence, he won the contract for building the Volkswagen, a car that, according to the beliefs of Adolf Hitler, was going to put every German citizen on wheels. And it did. With help form the Nazi government, he started building the Volkswagen plant. Finally, the car hit showrooms on 1939, but the war postponed its full production until 1945.The Volkswagen became more then a car, it became a symbol of easy, reliable engineering and design, and broke every mass production record for a car. It is still produced today, after almost 60 years in countries like Mexico. After building cars for almost everyone interested in hiring him, Ferdinand Porsche finally put all his concentration in his own factory, located in Zuffenhausen. In 1948 and 1949 he works with his son Ferry in the design and production of his first model, the famed 356. In 1950, at the age of seventy-five and after living one of the most prolific lives (in the automotive sense), Ferdinand Porsche dies. His legacy in the automotive world is invaluable. His cars and his work with them, flawless. He is one of those people who rarely put foot on this planet. He is one of those people who have crossed the barrier that separates leyends form immortals, who will be remembered for many generations to come as a pioneer of the most important invention of the century, and maybe the millenium. Ferdinand Porsche had to be born with a car on his mind. Porsche. There is no substitute. .u88a6808eef49452254529fae33230250 , .u88a6808eef49452254529fae33230250 .postImageUrl , .u88a6808eef49452254529fae33230250 .centered-text-area { min-height: 80px; position: relative; } .u88a6808eef49452254529fae33230250 , .u88a6808eef49452254529fae33230250:hover , .u88a6808eef49452254529fae33230250:visited , .u88a6808eef49452254529fae33230250:active { border:0!important; } .u88a6808eef49452254529fae33230250 .clearfix:after { content: ""; display: table; clear: both; } .u88a6808eef49452254529fae33230250 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u88a6808eef49452254529fae33230250:active , .u88a6808eef49452254529fae33230250:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u88a6808eef49452254529fae33230250 .centered-text-area { width: 100%; position: relative ; } .u88a6808eef49452254529fae33230250 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u88a6808eef49452254529fae33230250 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u88a6808eef49452254529fae33230250 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u88a6808eef49452254529fae33230250:hover .ctaButton { background-color: #34495E!important; } .u88a6808eef49452254529fae33230250 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u88a6808eef49452254529fae33230250 .u88a6808eef49452254529fae33230250-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u88a6808eef49452254529fae33230250:after { content: ""; display: block; clear: both; } READ: Essay Against Abortion

Subjectivity and Aspects of Contemporary Identity

According to Tracy Marafiote, the phrase individual is associated with three terms- self identity, subjectivity and agency- which are expressed as salient aspects of human being (2004, p.2). The degree to which different scholars stress or ignore subjectivity reveals perceptions of the person as an individual and vice versa.Advertising We will write a custom essay sample on Subjectivity and Aspects of Contemporary Identity specifically for you for only $16.05 $11/page Learn More Self or subjectivity focuses on the level of presence of a consistence, coherent and recognizable quintessence of an individual in all circumstances. The construct of subjectivity on the other hand represents a person’s social and historical status. It is a position that defines the basis of his knowledge and experience. It also usually deduces a positioning of an individual by outer social forces (Marafiote 2004, p.2). A major aspect of contemporary identity and modern vi ews of the individual is the idea of inwardness, the concept of our selves as beings with inner depths, and the connected notion that we are selves (Marafiote 2004, p.3). Linguistic constructionists generally oppose the notion that an individual has a subjective character. According to this school of thought, subjectivity is perceived as an attainment of relationship. Thus, subjectivity is perceived as an action that emanates from the social and historical situations and relations in which an individual (as subject) encounters. In this context, subjectivity is not an expression of some aspects of the person, but is generated via an individual’s social relations that provide signs as to the type of behaviours and actions deemed suitable or anticipated in a given social environment (Salgado and Hermans, 2005, p.5). In nutshell, the notion and apparent existence of the rationality of subjectivity constitutes a social construct (Marafiote 2004, p.4). Subjectivity on the other han d implies describing individuals as mainly influenced by social relations and other discursive actions. With respect to the notion of inter-subjective interdependency, Gergen (1994) attempts to alleviate a prospective situating of individuals as resolute subjects who are scarcely more than the passive aggregation of their interactions (p.215). The concept of subjectivity is borrowed from theories postulated by other scholars such as Mead and Goffman (Gergen 1994, p. 216). Shotter (1993) presents a slightly different idea. His form of alienating from a resolute subjectivity mirrors Gergen’s ideas.Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More Shotter defines what emerges as a concession: an individual’s social identity is determined by the position of the subject, for example, a citizen of Chicago, Mary’s son or the local Member of Parliament. These positions generate a se nse of self or an identity and as a result turn in to the foundation of a person’s social individuality- where an individual is recognized in terms of their relations with others (Shotter 1993, p.175). Agency is defined by McNamee and Gergen (1999) as â€Å"the figure of a lone individual whose intentions, plans, understanding and control over actions apparently take place in a world without others† (p.71). McNamee and Gergen thus describe human agency in terms of relational responsibility; one that takes place within relational dialogue and action. It entails behaviours that sustain and promote types of interchange from which beneficial action itself is realized (McNamee and Gergen, 1999, p.18). Thus, what is emphasized here is a definition of agency that gives credence to an individual whose actions and intentions occur in a world where other people are present (Marafiote 2004, p.5). In Balanda: My Year in Arnhem Land, Mary Ellen presents her subjective, personal acc ount of her experience in Arnhem Land. Balanda is a good example of the recent developments in non-fiction work where an outsider, usually journalists, plunges themselves in a situation of which they posses negligible prior knowledge. Other similar works include Helen Garner’s examination of the legal system in Joe Cinque’s Consolation and the First Stone. However, Balanda emerges as the most outstanding non-fictional work. As Ellen stresses in the book’s title, the author’s note and other parts of the book, Balanda is merely a subjective, personal account of her experience living in Aboriginal communities (Review of Balanda 2007, p.1). Balanda is a phrase used by Aboriginals to describe non-Aboriginal people living among them.Advertising We will write a custom essay sample on Subjectivity and Aspects of Contemporary Identity specifically for you for only $16.05 $11/page Learn More The phrase clearly describes non-natives as outsiders, and Ellen’s decision to use it as the title of her book reflects the general notion of how she and other non-natives she interacted with during her stay in the Aboriginal communities, remained outsiders to that community (Reed n.d., p.3). During her 14 months stay in Arnhem Land, Ellen experienced a strong feeling of otherness in the community. This is mirrored in the way she employs the phrase Balanda as the title of her book. Her sense of alienation is extended to the non-indigenous members of the community. She discovers that several white people in Arnhem Land practise their own sub-cultures. According to her, they belong to diverse tribes and scarcely drift out of them. Due to her relative alienation, Ellen states that she became cautious with everyone, including white people, attempting not to sound too green, too urban and too green. She also did not try to assume too much space of the land of Aboriginal people. Ellen was surprised by the prevalence of middl e-aged white people in the community as guardians of Whitlam self-determination policy. Initially, Ellen anticipated working with social-justice oriented individuals of her own age. She envisaged that the community would have plenty of upright young adults, who like her, were drawn to this place by social ethics. Ellen’s experience with these white guardians offers one of Balanda’s most elementary insights: this trivial establishment had promoted a dependency attitude that sustained their ranks among Aboriginal communities. In particular, she noted that the white members in these communities used training as a tool to validate their existence on the grounds that they would be rendered irrelevant once their jobs were filled by Aboriginal people. As a result, Ellen explains that they protected indigenous people from employment and bureaucratic obligations (Review of Balanda 2007, p.2). As she reflected on her linguistic project, Ellen noted that the involvement of white linguists rendered Aborigine’s self-determination process irrelevant. As a result, a harmful communal dependency grew between Aboriginal people and Balandas. Ellen explains that in spite of these intentions, both cultures experienced negligible crossovers.Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More It appeared improbable that indigenous people would ever live like Balandas: become educated; get a 40 hour per week job; and supervise resources the Aboriginal way. Ellen’s subjectivity is depicted when she states that Aboriginals could not behave like Balandas because they were half humans, with no laws, religion, culture or basic understanding of what is important in life (Review of Balanda 2007, p.3). Ellen depicts the manner in which this dependency attitude is eked in the minds of Aboriginal people. She states that the natives made white settlers indispensable and had no plans to replace them from their administrative responsibilities. As she mounts her case, Ellen directs her attention on social issues such as alcohol abuse, over reliance on CDEP and domestic violence. The storyline trajectory she uses to describe these social issues stems from her life experience in Arnhem Land and the transformation in her attitude (subjectivity) on Aboriginal issues that takes place as a result. The strong and weak points of this book are illustrated by Ellen’s narrative strategy. At one point, she employs a subjective approach to drag readers along her down the rabbit hole encounters in Arnhem Land, although one can easily get bored as Ellen gives a detailed chronology of her daily activities in Arts Centre. To some degree, Ellen’s narrative approach enables her-as a relative stranger- to give a personal account on a number of social issues she comes across. There are also cases where she reveals her naivety regarding the same issues. For instance, when she visits Alice Springs on a field research trip, she is astonished to discover that some indigenous people are hired in influential positions in local organizations. This act reveals her lack of knowledge about the topography of Aboriginal affairs (Review of Balanda 2007, p.4). One of the painful points of Ellen’s experience in Arnhem Land occurs when she is scorned at for her outlooks a s a young woman, a southerner, and a foreigner. Ellen complains that her opinions are ignored although she had spent nearly one year in the community. She sarcastically describes the political system used in Aboriginal community, particularly on a person’s right to express his views. One other major observation about Ellen’s experience in Arnhem Land is the relational dimension that entails working with indigenous people. Normally, it requires dedication and time to create a relationship with Aboriginal people to be able to address social issues in the community. Ellen claims that she decided to leave Arnhem Land due to a sense of dejection regarding social issues such as domestic violence and alcohol abuse, in addition to the inability of the white community to take appropriate actions to improve Aboriginal lives. She connects her decision to leave the community to her criticism of the ability of the Balandas to maintain itself. Her subjectivity is manifested when she feels dejected by being unable to solve problems facing Aboriginals. She fails to realize that it is impossible for anyone, even her, to improve the wellbeing of the natives in less than one year (Review of Balanda 2007, p.6). Ultimately, Ellen employs caution while she explores the current status quo in Arnhem Land. She aspires to make both political and moral issues in rural Aboriginal communities more reachable to readers from a similar environment to herself. She is extremely cautious in foregrounding her subjective processes to avoid disparaging or romanticising the Aboriginal people she comes across. The main weakness in Balanda is Ellen’s lack of affinity with majority of indigenous and non-indigenous people in the community (Review of Balanda 2007, p.8). The major impression derived from this book is Ellen’s attempt to try to understand the community into which she encroaches and depicts herself as a well-meaning and socially dedicated Balanda from the south. However, only flickers of understanding materialize: to some levels, Ellen seems to acknowledge that she cannot make any lasting contribution. Her readers are also Balandas by implication because very little evidence exists to suggest that Ellen’s book is written for readers different from herself. Therefore, while Ellen recognizes her own opportunity and those enjoyed by other Balandas she interacts with in the community; this knowledge stays partials and does not include the question about her esteemed speaking position vis-à  -vis that of Balanda and the natives. She also fails to rise above the long-established Eurocentric perception that we need to help native people (Reed n.d., p.5). Ellen’s book is also quite suggestive at times; the title of her book Balanda is used to literally refer to the non-natives people in the community. The title is also used to describe Ellen and her encounters in the community as out of place, on a territory that she describes as Abo riginal. It also describes Ellen as a non-native because she is out of place, far away from Melbourne where she usually engages her friends in discourses about Aboriginal issues. Ellen’s position as a Balanda among the natives enables her to investigate the personal and philosophical issues that append to this position, as she discovers what it implies to be a Balanda. Ellen protracts the custom of positioning natives as being up north. This is shameful since her investigation of the exact connotation of being Balanda in Aboriginal community brought about some fascinating issues for discussions on cross cultural engagements (Reed n.d., p.6). Ellen is able to provide critical insights on self determination and her role (and white workers) which she describes as present day missionaries. However, she appears to have an affinity to extrapolate from her personal experiences, to a complete investigation of self-determination as unfeasible. This is a sweeping statement that differs from the experiences of scores of other Balandas living among native communities. Ellen fails to account the role of native people in successful implementation of self-determination programs among the indigenous communities. Therefore, self-determination is depicted as the dilemma, a dangerous sweeping statement in this ever rising conservative epoch. Ellen connects it to present discourses on welfare dependency and appears to regard the linkage as adequate in itself, devoid of any cross-examination of the utility of the Aboriginal dilemma (Reed n.d., p.7). Ellen describes social problems that are present in Aboriginal communities. These include domestic violence towards women, substance abuse by teenagers, illicit brews (grog) and institutionalized male aggression toward women. Readers are unable to understand how Aboriginal women in Australia struggle to define and present their personal responses to these issues. Ellen appears ignorant of the level to which the issue of speaking positions and domestic aggression towards Aboriginal women has been cross-examined. Also, the manner in which Balandas drink their illegal but secretly endorsed wines and spirits, which are delivered by the Darwin barge, reveals duplicity that encloses their being permitted. The consumption of grog by Balandas is exhibited as benign. This emphasize Ellen’s focus on drinking problem by Aborigines, which is utterly generalized, considering her fleeting denial of the typecast of the drunken no-hoper Aborigine as presented in the pages of her book (Reed n.d., p.8). Ellen feels literary out of place in indigenous communities. She later encounters a sexually threatening episode from Rodney, an Aboriginal man who demands sexual favours from her. Reader learn about this encounter when Ellen talks to Alice, one of her Balanda friends, about two Aboriginal men jailed, one for murdering his wife and the other for raping her own daughter. Ellen employs a subjective approach as she recou nts her encounter with Rodney. On one hand, she reveals her fear of every Aboriginal man she came across (because they all resembled Rodney). On the other hand, she feels embarrassed by her racist feeling. The book does not dwell further on Ellen’s fear of all Aboriginal male and what the encounter with Rodney reveals about her racist views. We learn later that Ellen experienced violence from her father which made her live in utter fear. However, she portrays her father’s violence as an isolated case while the Rodney’s case is perceived as a widespread problem connected to community-based hostility (Reed n.d., p.8). Ellen and her Balanda friends were invited to see an Aboriginal dancing ceremony. She saw some Aboriginal children taking drinks from bottles of Coke as they chatted in their language. Later on, she perceived this scene as a demonstration of all the problems experienced by the natives, the coke now seen as an emblem of the high prevalence of heart ai lments and diabetes, and drug abuse, resulting in premature deaths. The diverse analysis of this generalized scene mirrors the numerous ways in which Ellen’s views portrayed in Balanda stay quite dual, maybe as a result of the prevailing customs in Aboriginal communities where there is a clear line segregating Balandas and natives. Ellen states that segregation was brought about by foreignness because of the numerous dissimilarities between the natives and Balanda. This is aptly captured by Stuart Hall (1996) who notes that â€Å"identities are never unified and, in modern times, are increasingly fragmented and fractured† (p.4). As the book comes to an end, Ellen states that her one-year stay in Arnhem Land had altered her perception about the native. She explains further that she eventually viewed Aboriginals as human beings contrary to her earlier stereotypes of the spirituals perception. As she was departing, Ellen claims paradoxically that the Arnhem Land had made her feel at home because she turned into a better person living there. Ellen’s claims are nonetheless subjective because she was unable to find an apt way to summarize her stay in the community. Most of Ellen’s recounts are subjective and emerge from her personal point of view (Reed n.d., p.9). Reference Gergen, K. J. (1994) Realities and relationships: Soundings in social construction. Cambridge, Harvard University Press. Hall, S. (1996) Who needs ‘identity’? Questions of cultural identity. London, Sage Publishers. Marafiote, T. (2004) Selves, Subjects, and Agents: (Re) Positioning Agency with Self Identity and Subjectivity. Rocky Mountain Communication Review, 2, 1-17. McNamee, S., and Gergen, K. J. (1999) Relational responsibility: Resources for sustainable dialogue. London, Sage. Reed, L. (n.d.) Out of Place.  Retrieved from web Review of Balanda. (2007) Mary Ellen Jordan: My Year in Arnhem Land, Allen and Sydney, 2005. Available at:  https://elsew here.typepad.com/ . Salgado, J., and Hermans, J.M. (2005) The Return of Subjectivity: From a Multiplicity of Selves to the Dialogical Self. E-Journal of Applied Psychology, 1-13. Shotter, J. (1993) Cultural politics of everyday life: Social constructionism, rhetoric and knowing of the third kind. Toronto, University of Toronto Press. This essay on Subjectivity and Aspects of Contemporary Identity was written and submitted by user Bella M. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Ticket to Ride essays

Ticket to Ride essays A lot has been made in recent years about the dangers of driving an SUV (sports utility vehicle). Many people and political groups think that they are bad for the environment, use too much fuel, and are dangerous to other vehicles on the road. Some people have even suggested that SUV owners should pay higher insurance premiums and taxes than other drivers on the road. I come from the opinion that it is not vehicles that are dangerous, but the people who drive them. Gun owners have been fighting this battle for years. The issue of downsizing, taxing, or even doing away with the SUV has been backed in Congress by the Sierra Club, a lobbyist group who puts animals above people. But upon closer inspection, Ive found the Sierra Clubs position lacks merit. The Sierra Club maintains SUVs are not safe. This could not be further from the truth. A 1999-2001 National Highway Traffic Safety Administration study revealed that reducing auto weights an additional 1,000 lbs. and reducing wheelbases by 10 would result in an added 2,000 extra fatalities and 20,000 serious injuries each year.* Also, Mr. Brian ONeill, president of the Insurance Institute for Highway safety, states, If you want to have the biggest effect on safety, get rid of small cars. After reading Mr. ONeills statement and the findings of the NHTSAs study, I feel the Sierra Clubs argument about SUV safety doesnt hold water. Bigger does equal better. The Sierra Club is also in favor raising insurance rates for SUV drivers, as well as imposing an environmental tax to help subsidy damage to the earth. Should people who drive big Cadillacs, Lincolns, and Mercedes pay more if they hit a Honda Civic or a Ford Focus? If safety is such a large concern, why arent they buying an SUV themselves? Some SUVs cost under $20,000 now. Does anyone remember the oil embargo back...

Changes To The Bill Of Rights Essays - Criminal Procedure

Changes to the Bill of Rights How many rights do you have? You should check, because it might not be as many today as it was a few years ago, or even a few months ago. Some people I talk to are not concerned that police will execute a search warrant without knocking or that they set up roadblocks and stop and interrogate innocent citizens. They do not regard these as great infringements on their rights. But when you put current events together, there is information that may be surprising to people who have not yet been concerned: The amount of the Bill of Rights that is under attack is alarming. Let's take a look at the Bill of Rights and see which aspects are being pushed on or threatened. The point here is not the degree of each attack or its rightness or wrongness, but the sheer number of rights that are under attack. Amendment I Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances. ESTABLISHING RELIGION: While campaigning for his first term, George Bush said "I don't know that atheists should be considered as citizens, nor should they be considered patriots." Bush has not retracted, commented on, or clarified this statement, in spite of requests to do so. According to Bush, this is one nation under God. And apparently if you are not within Bush's religious beliefs, you are not a citizen. Federal, state, and local governments also promote a particular religion (or, occasionally, religions) by spending public money on religious displays. FREE EXERCISE OF RELIGION: Robert Newmeyer and Glenn Braunstein were jailed in 1988 for refusing to stand in respect for a judge. Braunstein says the tradition of rising in court started decades ago when judges entered carrying Bibles. Since judges no longer carry Bibles, Braunstein says there is no reason to stand -- and his Bible tells him to honor no other God. For this religious practice, Newmeyer and Braunstein were jailed and are now suing. FREE SPEECH: We find that technology has given the government an excuse to interfere with free speech. Claiming that radio frequencies are a limited resource, the government tells broadcasters what to say (such as news and public and local service programming) and what not to say (obscenity, as defined by the Federal Communications Commission [FCC]). The FCC is investigating Boston PBS station WGBH-TV for broadcasting photographs from the Mapplethorpe exhibit. FREE SPEECH: There are also laws to limit political statements and contributions to political activities. In 1985, the Michigan Chamber of Commerce wanted to take out an advertisement supporting a candidate in the state house of representatives. But a 1976 Michigan law prohibits a corporation from using its general treasury funds to make independent expenditures in a political campaign. In March, the Supreme Court upheld that law. According to dissenting Justice Kennedy, it is now a felony in Michigan for the Sierra Club, the American Civil Liberties Union, or the Chamber of Commerce to advise the public how a candidate voted on issues of urgent concern to their members. FREE PRESS: As in speech, technology has provided another excuse for government intrusion in the press. If you distribute a magazine electronically and do not print copies, the government doesn't consider you a press and does not give you the same protections courts have extended to printed news. The equipment used to publish Phrack, a worldwide electronic magazine about phones and hacking, was confiscated after publishing a document copied from a Bell South computer entitled "A Bell South Standard Practice (BSP) 660-225-104SV Control Office Administration of Enhanced 911 Services for Special Services and Major Account Centers, March, 1988." All of the information in this document was publicly available from Bell South in other documents. The government has not alleged that the publisher of Phrack, Craig Neidorf, was involved with or participated in the copying of the document. Also, the person who copied this document from telephone company computers placed a copy on a bulletin boar d run by Rich Andrews. Andrews forwarded a copy to AT&T

SOC 331 week 1 discussion Essay Example | Topics and Well Written Essays - 250 words

SOC 331 week 1 discussion - Essay Example The question as to whether Walmart offered Jacob a fair wedge of $8.75 an hour is just or not is dependent on the moral theory with which it is analyzed. According to consequentialism theory, Walmart offered Jacob a just salary. The intention of Jacob was to get a job with a salary that could sustain him. Moreover, the motor of consequentialism theory is â€Å"the end justifies the means†, Jacob was offered fair dues. Additionally, through the theory of regularianism, the theory proposes that an act is considered moral if it is in line with the set rules. According to the 2012 federal laws, an employer is required to pay at least $7.25 per hour, and in this regard, Walmart has justifiably given Jacob fair pay (Christopher, 2013). The decision of alderman to let Walmart operate in Chicago equally draws the attention of social justice. In as much as the company had fulfilled all the obligations and regulations that permit it to operate in Chicago, it still violated social ethics. This is due to the fact theta the wedges that the company pays its new employees are too little to sustain them effectively and the fact that the CEO of the company earned large benefits. However, for the alderman to make pay to the employees just, before a company is allowed to operate in the city, there should be rationalization between the earnings of the senior members and those of the new employees. The concept of distributive justice demands that the government operates within the best interest of the situation. In this regard, the American government through the application of distributive justice must purpose to mitigate in situations that are most probably going to cause harm. Since the report of global warming by the sixteen experts conflict with that if the American Physical Society, the government should act in the best interest in saving the situation. Application of distributive justice would thus demand that the government continues

Short answer Assignment Example | Topics and Well Written Essays - 250 words - 3

Short answer - Assignment Example Persons living by this sect would always question everything as either virtuous or a vice. The most important life value would be love according to Shiva sect. King argues that religion and culture contribute a role of bringing into line ethical standards with certainties of contemporary world. According to King, religion and culture are distinct concepts but culture imparts religion. Orthopraxy pleases God more. A true believer trusts that God envisages moral behavior and not just moral thinking. Moreover, action is louder than belief and God observes the former more. Orthopraxy Christians would hence be closer to God. Jewish history discusses culture and religion of Jews. It also narrates their interaction with other religions and cultures such as relations between Israelites and Babylonians. On the contrary, sacred history narrates historical books and partly those of New Testament and does not relate, in meaning, to other religions. Comparison of Judaism to Christianity is most preferable. Both originates from biblical contest of historic books of the bible but Christianity focuses more on life after Christ contrary to Judaism which is based on Jewish

Advertising Print Essay Example for Free

Advertising Print Essay It is my great pleasure to take this opportunity to acknowledge the contribution of number of people who helped me in successful completing of this project. Firstly I would like to express my heartily gratitude and sincere thanks to Mr. Agarwal Sir for allowing me to do this project and gratefully acknowledge the contribution by him without his support and valuable suggestion this project could not be successful. I offer my heart self regards to Mrs Aradhana Albert for her continuous guidance, monitoring and informal discussion which become light for me in the entire duration of this project in overcoming the barrier and reaching this stage. Finally I am sincerely thankful to others who have directly or indirectly helped me in the completion of the project. (SHILPA JINDAL) 1|Page PREFACE The title of my project is ETHICAL ISSUES IN ADVERTISING. Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. As now a days advertisements have a very great impact on the consumer’s behavior; it plays very important role in our Indian economy directly or indirectly. so if it become unethical it leads our society in wrong direction. To overcome these problems certain ethical standards are set up by the government and I want to throw a light on this only. As it is a very wide field so here I am restricted to the electronic media only. We have to think about this unethical problem and this wrong presentation of business. So that we can give good ethics to our youngsters. 2|Page EXECUTIVE SUMMARY TITLE The title of the project is â€Å"ETHICAL ISSUES IN ADVERTISEMENT†. Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor. INTRODUCTION Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. On the other hand advertising is plagued with social and ethical issues as it results in over consumption and waste of resources. Advertising creates an environment where it abuses certain values and interests that are not universally agreed upon. For example in 2001 Yves Saint Laurent launched a fragrance called ‘Opium which featured a naked model. This stirred controversy and people found it offensive and sex was being used openly to promote a perfume. For a fashion magazine the advertisement was fine but for billboards it was inappropriate and some social groups found it morally and ethically wrong. Some times advertising draws mixed response from the public, while sometimes it becomes controversial. SCOPE AND OBJECTIVE OF STUDY Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the brand image†. For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. 3|Page Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to sell products, services, ideas and images etc. Many believe that advertising reflects the need of the times. Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aeroplanes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even heard on radio. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number of advertisements every day, particularly the urban and semi urban population. In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their presence felt in our lives and influence our lives in many unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviour. It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticise. Many suitable adjectives are used to describe advertising, depending on how an individual is reacting, such as great, dynamic, alluring, fascinating, annoying, boring, intrusive, irritating and offensive, etc. METHODOLOGY For completing this project the required information or the raw data is gathered from the sources like websites , journals, magazines ,text books etc which is the most difficult task of this project making as it is the most time consuming process. but overall this topic is quite interesting to gain knowledge about the ethics in ads the controversial ads also. The purpose of taking this topic is that in the present scenario advertisement has a great impact on the consumer’s behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by 4|Page the government or regulation bodies and i want to throw a light on this only. Ethics basically refers to what is right, good or consistent with virtue. Advertising generates complex ethical questions which have to be considered, as this mode of communication commits some highly controversial ethical acts which are damaging to the society as a whole. SUMMARY OF FINDINGS AND RECOMMENDATIONS Here I am restricted to the ethical issues of advertisement related to television media only as this subject has a very wide arena to be focused on. Her I just want to know that how much these set standards are successful in maintaining the dignity of the Indian’s beliefs and their feeling. 5|Page RESEARCH METHODOLOGY TITLE – Ethical Issues In Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Ethics refers to principles that define behavior as right, good and proper. Such principles do not always dictate a single moral course of action, but provide a means of evaluating and deciding among competing options. In the present scenario advertisement has a great impact on the consumer’s behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by the government or regulation bodies. DURATION OF PROJECT This is a very long term project so we have been provided with a period of one month for the completion. To make it easy this period was bifurcated into various sections of making blue print, abstract, collecting primary data, secondary data, making preliminary report, secondary report and final report at the end which makes the whole process easy to attempt. OBJECTIVE Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. On the other hand advertising is 6|Page plagued with social and ethical issues as it results in over consumption and waste of resources. ‘Advertising creates an environment where it abuses certain values and interests that are not universally agreed upon. Advertisements as Mirrors of prevailing norms Marketers claim that advertising simply mirrors the attitudes and values of the surrounding culture. No doubt advertising, like the media of social communications in general, does act as a mirror. But, also like media in general. It is a mirror that helps shape the reality it reflects, and sometimes it presents a distorted image of reality. Advertisers are selective about the values and attitudes to be fostered and encouraged, promoting some while ignoring others The purpose of taking this topic is that in the present scenario advertisement has a great impact on the consumer’s behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by the government or regulation bodies and I want to throw a light on this only. I can differentiate my objectives for taking this topic as follows: †¢ To know the various ethical marketing strategies of the market leaders. †¢ To know how can we make a ethical advertisement. †¢ To know the impact of unethical advertisement on the society. †¢ To enhance my marketing skills. †¢ To know the role of advertisement in the success of any organization. TYPE OF RESEARCH As I took the data from magazines , books, internet links , journals and news papers. It is research of descriptive type. SCOPE OF STUDY Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to sell products, services, ideas and images etc. Many believe that advertising reflects the need of the times. Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of 7|Page buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aero planes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even heard on radio. Here I am focusing mainly on the media as a source of advertising. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number of advertisements everyday, particularly the urban and semi urban population. In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their presence felt in our lives and influence our lives in many unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviors. It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticize. 8|Page CORE STUDY INTRODUCTION Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to sell products, services, ideas and images etc. Many believe that advertising reflects the need of the times. Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aeroplanes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even heard on radio. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number of advertisements everyday, particularly the urban and semi urban population. In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their presence felt in our lives and influence our lives in many unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviour. It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticise. Many suitable 9|Page adjectives are used to describe advertising, depending on how an individual is reacting, such as great, dynamic, alluring, fascinating, annoying, boring, intrusive, irritating and offensive, etc. Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. . Advertising enables producers to expand their markets and therefore take advantage of economies of scale to reduce unit production costs Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the brand image†. For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. On the other hand advertising is plagued with social and ethical issues as it results in over consumption and waste of resources. ‘Ethics basically refers to what is right, good or consistent with virtue. Advertising generates complex ethical questions which have to be considered, as this mode of communication commits some highly controversial ethical acts which are damaging to the society as a whole. It promotes overselling, exploitation of vulnerable groups, vulgarity, offending the public, promoting socially harmful values or behavior and intrusion of privacy. Advertising creates an environment where it abuses certain values and interests that are not universally agreed upon. For example in 2001 Yves Saint Laurent launched a fragrance called ‘Opium which featured a naked model. This stirred controversy and people found it offensive and sex was being used openly to promote a perfume. For a fashion magazine the advertisement was fine but for billboards it was inappropriate and 10 | P a g e some social groups found it morally and ethically wrong. Some times advertising draws mixed response from the public, while sometimes it becomes controversial. NEED OF ADVERTISING Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows: †¢ Increasing the sales of the product/service †¢ Creating and maintaining a brand identity or brand image. †¢ Communicating a change in the existing product line. †¢ Introduction of a new product or service. †¢ Increasing the buzz-value of the brand or the company. Significance of Advertising Basically advertising creates wants but does not fulfill them, a person may see an advertisement for a product, it might be glossy and fancy and he might be attracted to buy the product. He might eventually buy it but it will not satisfy him it will just be a waste. It’s a short term material satisfaction which just drives the economy by over consumption of goods and services. It keeps the consumer in doubt about what to buy and in what quantities and this doubt in turn has ethical implications. Four reasons are attributed to the fugacious nature of the way advertising practices are being carried out in developing countries. 11 | P a g e 1. The role of Information and Communication technologies: As ICTs evolve so do marketing practices. If yesterday it was television that revolutionized the way advertisements could create a lasting impact on the consumer, then today the internet and phone text messages are doing just that. 2. The world today is an increasingly global village: Social and ethnic boundaries are fast falling in the wake of cable television and the like. 3. Rapid economic expansions in countries like China and India have meant that marketers have to quickly respond to the changing socio-economic scenarios. Millions of people have entered the middle class and millions more are poised to do so. For marketers, the consequences can be mind boggling-as incomes and spending powers rise, marketers have to respond to increasing demands from consumers. 4. Better and improved marketing research has meant that the entire populace is not seen in totality but rather as a congeries of different types of consumers. TYPES OF ADVERTISING There can be several branches of advertising. Mentioned below are the various categories or types of advertising. 12 | P a g e Celebrity Broadcast advertising Advertising Print OutdoorAdvertising Advertising TYPES OF Infomercials ADVERTISING Public Service Advertising Covert Advertising Surrogate Advertising 13 | P a g e 1. Print Advertising – Newspapers, Magazines, Brochures, and Fliers and less popular newspaper would cost far less than placing an advertisement in a popular newspaper The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper. 2. Outdoor Advertising–Billboards, Kiosks, Tradeshows and Events 14 | P a g e Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passersby. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products. 3. Broadcast advertising – Television, Radio and the Internet The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles Broadcast advertising is a very popular advertising medium that constitutes of several 15 | P a g e branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. 4. Covert Advertising – Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is Subtly ( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. 16 | P a g e surrogate Common examples include of Fosters and Kingfisher beer help Indirectly brands, which are often seen Advertising to promote their brand with – the Advertising advertising. 5. Surrogate Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same advertising as an effective energy communication medium to convey AIDS, socially relevant messaged about like 17 | P a g e important matters and social welfare causes Causes integrity, – Advertising for Social political 6. Public Service Advertising conservation, bottles of the same brand. deforestation, illiteracy, poverty and people of the cigarettes or beer so on. ent or the summary of an interesting point. You can position the text box anywhere in the document. Use the Text Box Tools tab to change the formatting of the pull quote text box. ] brand name and indirectly remind Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel. 7. Celebrity Advertising 18 | P a g e and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. Although the audience is getting smarter and smarter still bank upon celebrities and their popularity for advertising their products. Infomercials There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and 19 | P a g e often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. ETHICS 1. INTRODUCTION In this era of globalization multinational competition, ethical practices in business are assuming importance as relationships with various suppliers customers are shaped by ethical practices mutual trust. So, ethical decision taking assumes importance in today’s corporate world. 2. What Is Ethics? Ethics refers to principles that define behavior as right, good and proper. Such principles do not always dictate a single moral course of action, but provide a means of evaluating and deciding among competing options. The terms ethics and values are not interchangeable. Ethics is concerned with how a moral person should behave, whereas values are the inner judgments that determine how a person actually behaves. Values concern ethics when they pertain to beliefs about what is right and wrong. Most values, however, have nothing to do with ethics. For instance, the desire for health and wealth are values, but not ethical values. 3. The Importance of Universality Most people have convictions about what is right and wrong based on religious beliefs, cultural roots, family background, personal experiences, laws, organizational values, professional norms and political habits. These are not the best values to make ethical decisions by — not because they are unimportant, but because they are not universal. In 20 | P a g e contrast to consensus ethical values — such basics as trustworthiness, respect, responsibility, fairness, caring and citizenship — personal and professional beliefs vary over time, among cultures and among members of the same society. They are a source of continuous historical disagreement, even wars. There is nothing wrong with having strong personal and professional moral convictions about right and wrong, but unfortunately, some people are moral imperialists who seek to impose their personal moral judgments on others. The universal ethical value of respect for others dictates honoring the dignity and autonomy of each person and cautions against selfrighteousness in areas of legitimate controversy. 4. Why Be Ethical? People have lots of reasons for being ethical: †¢ There is inner benefit. Virtue is its own reward. †¢ There is personal advantage. It is prudent to be ethical. It’s good business. †¢ There is approval. Being ethical leads to self-esteem, the admiration of loved ones and the respect of peers. †¢ There is religion. Good behavior can please or help serve a deity. †¢ There is habit. Ethical actions can fit in with upbringing or training. There are obstacles to being ethical, which include: †¢ The ethics of self-interest When the motivation for ethical behavior is self-interest, decision-making is reduced to risk-reward calculations. If the risks from ethical behavior are high or the risks from unethical behavior are low and the reward is high moral principles succumb to expediency. †¢ This is not a small problem 21 | P a g e Many people cheat on exams, lie on resumes, and distort or falsify facts at work. The real test of our ethics is whether we are willing to do the right thing even when it is not in our self-interest. †¢ The pursuit of happiness It depends on how one defines happiness. Our values, what we prize and desire, determine what we think will make us happy. We are free to pursue material goals and physical sensations, but that alone rarely (if ever) leads to enduring happiness. It more often results in a lonely, disconnected, meaningless existence. The morally mature individual finds happiness in grander pursuits than money, status, sex and mood-altering substances. A deeper satisfaction lies in honoring universal ethical values, that is, values that people everywhere believe should inform behavior. That unity between principled belief and honorable behavior is the foundation for real happiness. †¢ Ethical Principle in Advertising All advertising should be legal, decent, honest and truthful. Every advertisement should be prepared with a due sense of social responsibility and should conform to the principles of fair competition, as generally accepted in business. No advertisement should be such as to impair public confidence in advertising. †¢ Decency Advertisements should not contain statements or visual presentations which offend prevailing standards of decency †¢ Honesty Advertisements should be so framed as not to abuse the trust of consumers or exploit their lack of experience or knowledge. †¢ Social Responsibility 22 | P a g e 1. Advertisements should not condone any form of discrimination, including that based upon race, national origin, religion, sex or age, nor should they in any way undermine human dignity. 2. Advertisements should not (without justifiable reason) play on fear. 3. Advertisements should not appear to condone or incite violence, or to encourage unlawful or reprehensible behavior. 4. Advertisements should not play on superstition. †¢ Truthful presentation Advertisements should not contain any statement or visual presentation which directly or by implication, omission, ambiguity or exaggerated claim is likely to mislead the consumer, in particular with regard to: 1. characteristics such as: nature, composition, method and date of manufacture, range of use, efficiency and performance, quantity, commercial or geographical origin or environmental impact; 2. the value of the product and the total price actually to be paid; 3. delivery, exchange, return, repair and maintenance; 4. terms of guarantee; 5. copyright and industrial property rights such as patents, trade marks, designs and models and trade names; 6. official recognition or approval, awards of medals, prizes and diplomas; 7. the extent of benefits for charitable causes. 8. Advertisements should not misuse research results or quotations from technical and scientific publications. Statistics should not be so presented as to exaggerate the validity of advertising claims. Scientific terms should not be used to falsely ascribe scientific validity to advertising claims. †¢ Comparisons 23 | P a g e Advertisements containing comparisons should be so designed that the comparison is not likely to mislead, and should comply with the principles of fair competition. Points of comparison should be based on facts that can be substantiated and should not be unfairly selected. †¢ Unassembled Merchandise When advertised merchandise requires partial or complete assembly by the purchaser, the advertising should disclose that fact, e. g. , unassembled, partial assembly required. †¢ Testimonials Advertisements should not contain or refer to any testimonial or endorsement unless it is genuine, verifiable, relevant and based on personal experience or knowledge. Testimonials or endorsements that have become obsolete or misleading through passage of time should not be used †¢ Portrayal or imitation of personal property Advertisements should not portray or refer to any persons, whether in a private or a public capacity, unless prior permission has been obtained; nor should advertisements without prior permission depict or refer to any persons property in a way likely to convey the impression of a personal endorsement. †¢ Exploitation of goodwill Advertisements should not make unjustifiable use of the name, initials, logo and/or trademarks of another firm, company or institution nor should advertisements in any way take undue advantage of another firm, person or institutions goodwill in its name, trade name or other intellectual property, nor should advertisements take advantage of the goodwill earned by other advertising campaigns. †¢ Imitation 24 | P a g e 1. Advertisements should not imitate the general layout, text, slogan, visual presentation, music and sound effects, etc. , of any other advertisements in a way that is likely to mislead or confuse the consumer. 2. Where advertisers have established distinctive advertising campaigns in one or more countries, other advertisers should not unduly imitate these campaigns in the other countries where the former may operate, thus preventing them from extending their campaigns within a reasonable period of time to such countries