Ultraviolet Light Essay Example | Topics and Well Written Essays - 250 words

Ultraviolet Light - Essay Example This spectrum is made up of Vacuum UV, UVA, UVB, UVC and Far UV (Gould 54). This paper will elaborate on the benefits and potential hazards of UV light. This light is said to have energies that range from 3 eV to 124 eV. This form of energy has various effects on the molecular structure of various molecules of living beings. The light energy has photon’s power to alter chemical bonds in the molecules even though they do not cause ionization of the atoms. Majority of the ultraviolet light is absorbed by the Ozone layer. The light that reaches the earth is mainly responsible for the formation of Vitamin D in living organisms. However, due to the destruction of the Ozone layer, some of the ultraviolet rays are able to reach the earth (Gould 55). There are various tools used to measure and detect the presence of UV light. Various technologies can be used with regards to the part of the spectrum. There are various photocathodes and photodiodes which are sensitive to a particular part of the spectrum may be used to determine the presence of UV light. It is imperative to incorporate the use of optics so as to filter out the unwanted light (Gould 57). The UV light spectrum has various effects and benefits to humans. This light has been applied in the medical, forensic, astronomy, research and other fields. In the medical field, it is used in sterilizing various tools and equipment. In forensics, it is utilized to detect body fluids in a crime scene. The method has also been used to identify counterfeit documents using a UV sensitive watermark. In research, this light is used in splitting various compounds, for example, proteins and nucleic acids. In conclusion, UV light is necessary in the synthesis of vitamin D. However, prolonged exposure of this light results in sunburns, direct DNA damage and skin cancer. It is also said to cause damage to the eyes as well as exacerbate pre-existing skin conditions. Although the UV light is harmful to the skin, it has been

Buss law Essay Example | Topics and Well Written Essays - 2250 words

Buss law - Essay Example 2. A partnership ceases to exist or in other words is terminated where the single venture that was pursued is terminated; or where the term of the partnership was for a fixed period of time, which has lapsed; where it is consequently found that the partnership is illegal or for an illegal purpose; or where a court grants an order to one of the partner. 3. The courts in Barclays Bank v. O’Brien1 have classified undue influence into two classes; the first is actual undue influence where the claimant has to prove that the offender had used undue influence on the claimant to enter into the particular transaction. In the second class that is presumed undue influence, the claimant only has to prove that there was a relationship of trust and confidence which has been breached; there is no need to prove actual undue influence, once a confidential relationship has been established. 4. A lessee is under a duty to abide by the leasehold covenants which have been agreed upon in the agreement. Further the lessee has to maintain property so that third party entering the premises does not get affected from such non-maintenance. 5. Under the Statute of Frauds 1677 it has been clearly stated that contracts of surety must be made in writing and should be duly signed. However there are two exceptions which might be said to be relevant to surety, the first one is where there has been part performance and the second is where the defendant addresses the existence of a contract under an oath. 5 The general formation of a contract requires an offer (that is a definite promise to be bound by the contract provided that that certain terms and conditions are fulfilled), acceptance (an unequivocal intention to abide by the offer from the offeree), intention to create legal relations and certainty. S.40 (1) of the Law of Property Act 1925 (repealed by s.2 of the Law of Property (Miscellaneous Provisions) Act

A Sense of Belonging Essay Example for Free

A Sense of Belonging Essay The novel Simple Gift is written in a verse form and presented by three different perspectives of the main characters- Billy, a 16 year old runaway, Caitlin, a girl from a wealthy family and Old Bill, a homeless alcoholic. This mix of gender, social status and age forms a sense of belonging which each character gains. The first person narrator allows the reader to directly engage with each of its characters. Billy Luckett does not have any connection with his dad because he is subjected to abuse both physically and verbally. He gives a negative description of his dad saying â€Å"the old bastard†. He uses colloquial language and sarcasm â€Å"see ya dad. I’ve taken the alcohol. Drink this instead to celebrate your son leaving home.† This sense of disconnection is illustrated in the poem ‘sport’ where his father â€Å"gives him a backhander across his face, so hard he fell down† and he â€Å"slams the door on his sporting childhood†. Herrick uses this metaphor to create a sense of isolation and alienation caused by an alcoholic father. Billy has no connection to his school either. He is shown to be a rebel by saying â€Å"Billy Luckett rhymes with†¦Ã¢â‚¬  the use of ellipse highlights the feeling of disconnection. He disrespects his teachers as well which is evident when he says â€Å"Let Cheetum chew on that†. All these instances show that he does not belong and has no connection with his family or community leading him to run away. He compares his dad to Ernie, the train driver in the poem â€Å"Men†. He says that they are both opposite. â€Å"There are men like Ernie and there are men like my dad†. He refers to his dad as someone who does not perform his fatherly role emphasising on the fact that he is completely disconnected from his father. Certain people can make a person belong and Billy’s case is no different. Billy and Caitlin have nothing in common but their relationship relay’s on internal love and bonds. They both feel disconnected from the world and their families. They catch each other â€Å"doing someth ing they didn’t want to do but had to† both Billy and Caitlin are attracted to each other physically too. Billy notices she has â€Å"bouncing, shiny, clean hair and her eyes were pale green†. Caitlin notices his attitude of self-admiration and the fact that he is â€Å"homeless and proud of it.† They develop a strong sense of connection both physically and emotionally. Making to love to Caitlin was the ultimate sense of belonging. It also contrasts Kate’s description of having sex. Billy describes it as â€Å"falling headlong into the clear water of the Benderat River and opening my eyes to the beautiful phosphorescent bubbles of light.† He uses this simile to convey a feeling of a magical world. This description also shows the beauty of the emotional bond making the experience special. Billy and Caitlin, create their own â€Å"special world† which is very important to them as it enhances their belonging and connections. In the end billy gives Caitlin a â€Å"beautiful green emerald ring† he had brought thinking about her eyes which indicates the value he places on their relationship which in turn enhances the sense of maturity they both attain. After the death of his wife and daughter Jessie, Old Bill disconnects himself entirely from the world. Old Bill relays on alcohol to forget about the world and his past. However, the gifts of cigarettes trigger his memory of his daughter. Old Bill is changed by Billy’s kindness of Billy bringing him wheatbix and tea every day. This symbolises that Billy helps Old Bill to belong again after many years of remoteness from the society. Old Bill starts to treat Billy differently which shows that he has changed his attitude towards Billy and they have developed a relationship. Old Bill ultimately becomes Billy’s father figure. Towards the end he provides Billy a place to live-his house. This shows that he is letting go of the past. He finally accepts the death of his family and starts a new life. In the end he decides to travel north as it is his daughter’s dream. Old Bill also needs a change from his old life and memories. Right from the beginning, Billy has a strong connection with nature and the land. This is evident in the poem ‘Westfield Creek’. Billy uses diction and positive adjectives to show a sense of belonging to â€Å"a place he loves†. This positive description contrasts with his house and school. Billy’s view on land is positive and liberating as it a place â€Å"where he can come to read and learn.† It is his â€Å"favourite classroom.† Billy also has a strong sense of connection with the train carriage his â€Å"Motel Benderat†. He â€Å"closes the door and make a home† showing that he has shut the world out.

History of Food Preservation Methods

History of Food Preservation Methods Yasmine Dabash The Sustainment of Foodstuffs Over the Years Isn’t it nice to go home and microwave a frozen TV dinner after a long day of work? Without the invention of food preserving technologies such as the refrigerator or the freezer, such would have never been possible.This is because both technology and science are interdependent on one another. Since ancient times, food has been preserved in a number of ways including refrigerating and heating, drying and salting, and canning and jarring. Over the centuries, the human race has been equipped with superior knowledge thus enabling us to continually improve technology. It is common to see technology morph to adequately fit updated knowledge, A common example of this is cell phones which often update with more features in more condensed models. Food preservation today is the result of many hundreds of years’ worth of work towards the sustainment of foodstuffs. Most mediocre households contain a refrigeration and freezer unit which is used daily to preserve foods for an allotment of time. Refrigeration has a particularly long history’ for many centuries, people would carve large blocks of ice from nearby fresh water sources and put it iceboxes, which they used to keep their food cool. Even today in remote Amish-culture societies, people use this technique of refrigeration. Around the same time, people would store their produce in 30-40Â °F root cellars. It wasn’t until 1918 that the first Frigidaire was created then mass produced. Then twelve years later, the eco-friendly, Freon-less refrigerator model we used today, patented by Albert Einstein and a colleague, was introduced. (findingdulcinea.com) Twoother modes of food preservation which have a long history, primarily in hot climates of the world include drying and salting. The methods of drying and salting to preserve fish, meat, and vegetables were been predominate in dry, hot climates (ie. the southern states of America) for hundreds of years. One of the most common ways of curing meat is salting, which has been carried out since ancient times by packing meat in heavy amounts of salt in barrels; this method of meat preservation was not replaced until the times of advanced freezing and refrigeration. Drying meat, another popular mode of meat curing, has a goal of simply evaporating the liquid content of the meat. This is because microorganisms need a certain amount of moisture to survive in an environment, so by removing the water content from the meat you are thus making the meat unlivable for the bacteria which causes spoilage. (fao.org) This is also the same reason dried fruits (raisins, dried apricots, Craisins, etc.) last a longer time than its fresh form. Food can be preserved for long term storage through the methods of canning and jarring. By canning and jarring food you are sterilizing then inhibiting bacterial growth in the food, therefore lengthening the longevity of the food’s shelf life by far. Usually vegetables and meats are packages in sealed tin cans rather than jarred; some common examples of canned foods are corn, tuna, processed beef, and soup. Jarring is also a ordinary way of conserving pickles, jams and jellies, baby food, and tomato sauce. Fermenting foods by storing them in a vinegar and salt brine within a sterilized glass jar is called pickling. Pickling is an endeavor practiced to preserve mainly vegetables (most commonly cucumbers). Unfortunately this method increases the salt content and lowers the vitamin content of the foodstuffs preserved. Preservatives can often times be added to foods to foods to make them last longer. Sometimes, when processing foods, preservatives are added to help conserve the foods by killing bacteria or slowing bacteria activity. These preservatives come in four major categories; benzoates, nitrites, sulfites, and sorbic acid. Sodium benzoate is a salt commonly combined with acidic and carbonated products including juices, sodas, salad dressings, and others. Sodium nitrate, although controversial now, is a naturally occurring food preservative found in salt, sugar, vinegar, and alcohol. Sulfites, although banned from fresh, raw eaten produce, is used when preserving dried fruits and dried potato products. Sorbic acid is the most used food preservative in the industry as it is considered the safest of the four common preservatives. It is known to prevent the growth of fungi, yeast, and mold. Sometimes preservatives are dismissed and limited by the United States Food and Drug Administration (FDA) to improve the overall health of our foods, which is the number one concern when it comes to food and food preservation. There are a variety of organizations and universities that support and research into the study of food preservation. The National Center for Home Food Preservation, based at the University of Georgia, primarily focuses on the preservation of produce and what safety regulations and methods should be carried out to ensure safe, convenient preserved foods both domestically and industrially (nchfp.uga.edu). Even the most unexpected can contribute to a cause; the United States Atomic Energy Commission majorly brought the rise to the use of irradiation to preserve food, especially for NASA (The NationalAeronauticsandSpaceAdministration) astronauts to eat whilst in space. Although it may seem ridiculous, the Mayflower Trading company is the largest online store for long-lasting, storable foods, emergency preparedness, and alternative power. It may seem like the go-to site for the impending zombie apocalypse but its contributions towards the longevity of preserved foods (mainly canned) are remarkable. On the topic of contributions to the field of food preservation, there is a whole list of remarkable indiv iduals who have majorly impacted food preservation as we know it. Many people have contributed to food preservation as will including the renowned Louis Pasteur. Louis Pasteur created the method of pasteurization which ensures the sterility and safety of our milk and other milk products even today. Nicolas Appert might as well be known as the ‘Father of Jarring’. Nicolas Appert came up with the concept that by heating and sterilizing a product then placing the substance in a sterilized, air-tight jar would make is long-lasting and sterile after a decade of experimentation in the hopes that he would gain recognition by Napoleon for his works. Napoleon awarded Appert with a good deal of money for his findings and used this new knowledge to his advantage by sending sterilized, preserved foods with his armies. Another recent man to make his name in history for contributing to food preservation was Daniel Farkas, a former food scientist. Farkas discovered high-pressure preservation which kills bacteria and pathogens. This method of preservi ng food is also known as pascalization and bridgemanization (oregonstate.edu). Over time, methods of food preservation have improved vastly to conform to our modernized world. Now more than ever we are able to store foods for years upon years without it going rancid. Plus, it I simple to use and effective, it is easy enough to store your food in the refrigerator, whereas in the eighteenth century you would hve to keep your food in an iebox outside of your house. Even so, Food producers should aim toward maintaining not only the food itself but also its nutritional value. Most means of food preservation, such as pickling, salting, and freezing diminish the nutrition of the food you eat. The more fresh foods we eat, the closer we may become to optimum health; hopefully in years to come we will be able to not only conserve food but also nutrients.

Attitude and Intention toward Mobile Advertising

Attitude and Intention toward Mobile Advertising 3. Research Framework 3.1 introductions In the research the factors will be considers as that entertainment credibility; irritation and informativeness are the significant factors affecting respondents attitudes toward mobile advertising. They use attitude as a dependent variable and consider the antecedents of advertising value as factors of attitude in their framework. (Chakraborty, Lala, Warren, 2003)Compared to other advertisings, personalization is very important in the Internet advertising. Personalization can ensure that visitors to location based service segment are to see the most appropriate and appealing Internet advertising and have positive benefits ranging from improved attitude toward the Website to purchase consider that personalization factors will come into play in the mobile environment. This factor may help further distinguish the mobile environment from traditional and Internet media. Specifically, I propose that personalization will affect respondents attitudes toward mobile advertising in addition t o those proposed by Tsang et al. Figure 1 depicts the framework of consumers perceptions on mobile advertising. These five factors are expected to affect mobile advertising attitude, and attitude will affect intention on using location based services in customer point of view. The attention refers to the plan of acting on the information presented in mobile advertising, such as going into a certain store to buy something after receiving a mobile advertisement from the store. Location-based services (LBS) are services that utilize knowledge about where a mobile device user is located. For example, the user of a mobile smart phone could be publicized ads exact to the region the user is travelling in. Location-based services exploit any of numerous technologies for knowing where a network user is geographically positioned. associated Business Intelligence estimates that the LBS industry will account for more than 80 billion in revenue by 2020 in Europe. Most telecommunications carriers plan to pursue either network- or handset-based location fixing technologies in their networks. The technology to pinpoint a mobile phones location is obtainable today and is of significant commercial value to businesses that want to aim their customers via mobile phones. Advertising that changes based on a users location (LBA Location Based Advertising) has been one of the much-talked-about capabilities of the wireless Internet, the idea being that an advertiser could reach a customer when he was most likely to buy. Opt-in possibilities could permit device users who are strolling in a shopping mall or urban area, for example, to signal their readiness for local offers. Location-based services (LBS) are services that exploit knowledge about where a mobile device user is located. For example, the user of a mobile smart phone could be shown ads precise to the region the user is travelling in. Location-based services take advantage of any of several technologies for knowing where a network user is geographically located. Allied Business Intelligence estimates that the LBS industry will account for more than 40 billion in revenue by 2006 in Europe. Most telecommunications carriers plan to pursue either network- or handset-based location fixing technologies in their networks. The technology to pinpoint a mobile phones location is available today and is of significant commercial value to businesses that want to target their customers via mobile phones. Adver tising that changes based on a users location (LBA Location Based Advertising) has been one of the much-talked-about capabilities of the wireless Internet, the idea being that an advertiser could reach a customer when he was most likely to buy. The advertising will be directed toward phone and PDA (personal digital assistant) users or passengers in public transport. Wireless advertising makes the most sense when delivered contextually through media on a geo-targeted basis. Opt-in possibilities could permit device users who are strolling in a shopping mall or urban area, for example, to signal their readiness for local offers.(Kà ¶lmel Alexakis, 2002) 3.2 Factors Contributing to Attitude and Intention toward Mobile Advertising Mobile advertising has become one of the most accepted applications in mobile marketing, principally in the form of text advertising through SMS (Short Messaging Service). This research investigates and compares the attitude toward mobile advertising and advertising- in-general. The results, conducted on 571 Sri Lankan mobile phone users, indicate that (1) consumers hold positive attitudes toward mobile advertising and advertising-in-general, (2) perceived irritation, informativeness, and trust affect consumers attitudes, (3) mobile advertising and advertising-in-general dont irritate consumers and they perceive them informative. However consumers dont trust mobile advertising and advertising-in-general. (4) Consumers are more positive about advertising-in-general than mobile advertising.(Buckley, 2004). in advertising and information systems suggests that advertising in mutually conventional media and the Internet is either effortlessly ignored by the audience or is perceived with d iminutive value. However, these studies assumed that the audience was passive and failed to consider the motives of the users. In light of this, the present study measures consumers attitudes toward advertisements for different purposes/functions (Location building and directional) and different media (traditional and Internet-based). Literature suggests the following factors that contribute to consumers perceptions of ads: entertainment, irritation, informativeness, credibility, and demographic. We believe that interactivity is also a factor that contributes to consumers perceptions. By understanding consumers attitude towards advertising, designers and marketers can better strategize their advertising designs. A better understanding of interactivity can also help to improve the effectiveness of interactive media such as the Internet. A methodology for studying the factors that contribute to consumers perceptions of ads is proposed and implications for Internet-based advertising an d e-commerce is discussed.(Wang, Zhang, Choi, Eredita, 2002). mobile marketing and the permission and user attitude for acceptance of mobile services by consumers accessed mainly by mobile phones. The aim of this study is to analyze the factors affecting consumer attitudes toward permission-based mobile marketing (PBMM).(Cengiz, Tetik, Yuan, 2010) The LBA push approach amounts to the advertiser working with the carriers and delivery networks to send (push) ads to the user, determined by the devices location. Hypothetically, it could be targeted even more finely if other information is available about users (context, demographics, psychographics, etc.) Within the push approach, there are two further possibilities with which we have become unfamiliar in recent years as they pertain to e-mail advertising: opt-out and opt-in. Opt-out suggests that advertisers would send ads to whomever they wanted to until users asked that they not be sent ads anymore. In contrast, the opt-in approach involves users authorizing that messages be sent to them, a type of permission marketing(Godin 1999). As an example, the push approach was used when moviegoers walked near a kiosk at some theaters and received text messages letting them know they could download free content related to recent movie releases (Parry 2005). In this case, opt-in would mea n recipients would have previously indicated their interest in receiving messages from the theaters whereas opt-out means they would not have done so. The other approach to LBA is called pull and it occurs when consumers request some information or use some service on a one-time basis and in the process are exposed to commercial messages (MMA 2005a). In essence, they are seeking information (pulling) rather than the information seeking them (pushing). For example, a salesman visiting San Francisco could use his device to access a portal where one of the choices is Local Restaurants. After selecting that, the next alternative he may choose to pick is Chinese. Five restaurants are shown, all indicated to be within a half-mile of his location. He selects one of them and a map is provided as well as an offer of a free appetizer, good for the next hour. Because the user chooses the time and place to access the information in the pull approach, it is by definition opt-in. 3.3 Independent variables 3.3.1 Entertainment Entertainment is also a crucial factor for mobile advertising. It is essential that the message is concise and funny, and thus immediately captures consumers attention. As most people have a natural playfulness, providing games and prizes via text messaging (SMS) yields high participationà £Ã¢â€š ¬Ã¢â‚¬Å¡Entertainment as defined by Ducoffe10 is the ability to ful ­fill an audiences needs for escapism, diversion, aesthetic enjoyment, or emotional enjoyment. Recent research has shown that entertainment has a noteworthy positive relationship with attitude and is deemed to be the most significant factor determining CATSA11-12,5,13-16. It has also been argued that SMS messages providing games and prizes yield high participation levels; thus is more suc ­cessful in attracting and keeping customers. Moreover, entertainment services can increase customers loyalty and provide extra value for the customer15. As peoples feeling of enjoyment associated with advertisements is very important in gaining their atten ­tion; it is essential that such messages are brief and funny. These attributes can contribute significantly in making consumers more unfamiliar with the advertised product as well as getting them involved in a more profound manner15. 3.3.2 Credibility Credibility of advertising is an important predictor of attitude toward the advertising. Advertising credibility is consumers perception of the truthfulness and believability of advertising in general (Barclay et al., 1995) Credibility of an advertisement is influenced by different factors, especially by the companys credibility corporate credibility is defined as the extent to which consumers believe that a firm can design and deliver products and services that satisfy customer needs and wants and has been found to have direct positive effects on attitude toward the ad, the Location , and purchase intent. On the other hand, due to declining advertising Credibility, marketers continually search for innovative ways to communicate their messages. Credibility is considered the base of the consumers trust. The relation between the consumer and the Location is highly influenced by trust and it is a common finding that consumers in general do not trust advertising due to issues of false ma rketing efforts36. As risk is well associ ­ated to trust; hence it should be kept to its minimum, not only by gaining consumers trust but through sustaining it by means of hard work. Credibility is believed to be achieved in numerous ways; for instance listing key features and communicating to the consumer in a trustworthiness manner; since con ­sumers will reject receiving ads to their mobile phones, if they cannot trust the advertiser37. Hence, creating a well-established basis of trust for mobile marketing has to be a key objective for all advertising companies. In order to do so ads providers can make advantage of referrals, suggestions and positive associations to gain trust among consumers38. Moreover, credibility can be perceived posi ­tively if a spokesperson or organization is employed to sponsor an advertisement, but only if done correctly. A recent study38 has confirmed that the use of celebrities as spokespersons or endorsers can additionally enhance the level of credibility. Thus, making use of referrals or celeb ­rity endorsements it is pretty common by advertisers. The level of credibility could substantially depend upon the ad source, which means that if the source is well known for its experience and proficiency in the subject advertised for; it is most likely to be perceived as trust ­worthy. Expertise comes from knowledge acquired in the subject, whereas trustworthiness refers to the honesty of the source39. Ohaninan40 has further confirmed that the consumers willingness to accept an ad message can be influenced by the source credibility and hence many advertisers use positive characteristics of the source, such as an 3.3.3 informativeness Information delivered to customers through mobile devices requests to demonstrate qualitative features like accuracy, timeliness, and usefulness for the consumer. Apart from this, users need quick access to the information they are looking for in their current content of use. There is even the possibility that the information may be delivered automatically to the consumersà £Ã¢â€š ¬Ã¢â‚¬Å¡Informativness has been defined numerously; A definition provided by Waldt et al.5 and Ducoffe10 states that informativness is the ability of advertising to inform consumers of product alternatives so that purchases yielding the greatest possible satisfaction can be made, while Oh and Xu17 has defined it as the ability to success ­fully give related information. Both definitions focus on the ability of informing the consumers of the products relevant qualities. Literature shows that there exists a sig ­nificant positive relationship between informativeness of the mobile advertising and CATSA12, 15-16. One key objective of advertising is creating awareness and illustrating the uniqueness of the advertised product or service provided18. Higher information quality percep ­tion is typically yielded if accuracy, meaningfulness and timeliness of the information provided are ensured; since Informativeness is reliant on the match between content provided by the mobile service and the subscribers infor ­mation requirements16. In the contemporary technological world, informa ­tiveness (content) and entertainment (form) are characteristically entwined with each and hence could be included into a single construct19,10. This correlation is believed to create a positive CATSA, based on consumers requirements and expectation to how these should be met. 3.3.4 Irritation When advertising employs techniques that annoy, offend, insult or are overly manipulative, consumers are likely to perceive it as unwanted and irritating influence(Ducoffe, 1996). Mobile advertising can provide an array of information that confuses and distracts the recipient as well as overwhelms the consumer with information. Consumers may feel confused about them and react negatively. . The tactics advertisers use when competing for consumers attention can be annoying to the audiences. Irritation as defined by Ducoffe10 is the tactics used by marketers in advertisement that are annoying or against the consumer attitude or may insult consumer dignity and is perceived negatively by customers or irritates con ­sumers. Hence irritation is a phenomenon pretty much similar to reactance, where the consumer is more likely to reject advertisements perceived as intrusive. This ideol ­ogy has been supported by Tsang et al.16 and Ducoffe10, as both has stated that annoying, insulting or o verly manip ­ulative tactics used by advertisers are one of the primary sources of irritation. Perceived irritation has been illustrated to be dependent on numerous factors including number of messages, the frequency of ads, the messages contend and their timing12,20-21. Moreover, overlapping, confus ­ing information provided by SMS advertisements has also been proven to cause consumer annoyance and generate negative impact towards mobile advertise ­ment22. Additionally, privacy defined as the right ofan individual to control the information held about them by third parties23. It is an essential factor affect ­ing mobile advertisement acceptance. The personal nature of the mobile can lead to the opposition of SMS advertising since its potentially perceived as threatening their privacy. Burner and Kumar24 has confirmed that personalization can create a situation where a company gathers too much private information (such as the users whereabouts, without getting his/her consent) and uses this knowledge to provide geographic specific advertise ­ment, thereby generating a feeling of intrusion for the consumers. Based on the previously discussed, irritation has shown to yield considerable negative impacts toward SMS advertising, in contrast with both informativness and entertainment which generate positive impact25. Recent research has indicated various ways to reduce irritation caused by SMS advertisement. One of the most straightforward ways to tackle the irritation issue is permission-based SMS advertising26-27. In the context of SMS advertising a beforehand notification is sent to the consumer-prior to sending advertisements- to ask for permission to send SMS ads and to convince con ­sumers to opt-in; in which case a simple registration ensures sending relevant messages to the interested audi ­ence. In other words, consumers require a certain degree of control to achieve favorable acceptance towards such advertisements. This can refer to control over when, where, what and how much advertising to receive through mobile, which in turn generate acceptance towards SMS advertising28. Furthermore, language employed in SMS advertisement should be understood by the target group, since its a major determinant of the CATSA29. Mobile advertising should as well be concise and straight to the point t o yield acceptation30-31; since reading from mobile devices may take more time due to space limitations. Finally, SMS advertising should also disclose how to stop receiving further messages. 3.3.5 Personalization Mobile advertising has gained significant attention because of the unique attributes, such as personalization (28), that offer new opportunities to advertisers to place effective and efficient promotions on mobile environments. In order to achieve the competitive advantages consistently, real time personalization will most likely be required through the use of personalization technology. Mobile commerce holds a great potential for personalization, because of the nature of mobile devices they provide personal information of (T. Lee Jun, 2007). Personalized advertising improve the experience for companies and consumers By allowing mobile advertising providers to collect data about demographics and location of the consumers, personalization improves the quality of mobile commerce and turns it into important medium (Dickinger, Haghirian, Murphy, Scharl, 2004)The impact of the message can be increased by personalizing the message. Success of the target marketing is based on well-structured and maintained databases (ibid). 3.4.1 Mediator Perceived value (PV) behavioral intention relationship examines the direct effect of Perceived value to intention to use the technology The idea is that people form intentions toward using regardless of whether they have positive or negative feelings toward the behavior. Perceived value is defined by Davis, 1989 as The degree to which a person believes that using a particular system would enhance his or her job performance. (Fred D Davis, 1989) There is a positive correlation between Perceived value of mobile commerce and consumer satisfaction in mobile commerce environment (Lee et al., 2007,). The study conducted by(Soroa-Koury Yang, 2010) also found that Perceived value is one of the key variable for prediction consumer attitude toward mobile advertising. Consumer may intend to check the usefulness of the app and its advertistments inorder to make their mind set use LBS services. What causes people to accept or reject informa-tion technology? Among the many variables that may influence system use, pre vious research sug-gests two determinants that are especially im-portant. First, people tend to use or not use an application to the extent they believe it will help them perform their job better. We refer to this first variable as perceived usefulness. Second, even if potential users believe that a given ap-plication is useful, they may, at the same time, believe that the systems is too hard to use and that the performance benefits of usage are out-weighed by the effort of using the application. That is, in addition to usefulness, usage is theo-rized to be influenced by perceived ease of use. Perceived value is defined here as the degree to which a person believes that using a particular system would enhance his or her job performance.T his follows from the defini-tion of the word useful: capable of being used advantageously.W ithina n organizationalc on-text, people are generally reinforced for good performance by raises, promotions, bonuses, and other rewards (Pfeffer, 1984). A s ystem high in perceived use-fulness, in turn, is one for which a user believes in the existence of a positive use-performance relationship 3.4.2 Moderator Location unfamiliarity People often consume products in a variety of different situations. For example, one might eat breakfast at Home, at a hotel, or at an airport. In making consumption decisions in these different situations, consumers must first recall from memory a set of products that may fulfill their needs and then make their final choice from this set.(S. Ratneshwar, Cornelia Pechmann, 1996).Location ununfamiliar defined as the knowledge about some locations. Location based advertising can be highly promoted when the consumer doesnt have an idea about the location. If the consumer has more information or consumer has many other options to use at a given location, it would be wasted decision to use LBS softwares to get services. Most of the customers willing to use LBS when the situation is unfamiliar. Such as updating market in China, consumers are more likely to use LBS, because of the lack of knowledge of the location. Location ununfamiliar can be defined as when the consumer doesnt have idea about the location and its products and services. As its a important moderator from customer point of view, i t will be use as a moderator in the research frameworkà £Ã¢â€š ¬Ã¢â‚¬Å¡ (Campbell Keller, 2003) conducted in which ad contentand repetition were carefully controlled and only the ununfamiliar of the Location sponsor was varied. These provideconsistent evidence that ads for ununfamiliar Locations wear outfaster, showing decreased effectiveness at lower levels ofrepetition relative to ads for unfamiliar Locations. The results alsoprovide insight to the consumer psychology underlying theeffect of Location ununfamiliar on ad wearout.Across both studies, processing of the ads was seen todiffer with repetition depending on the ununfamiliar of the Locations. Ads for ununfamiliar Locations were processed more extensivelywith repetition than were ads for unfamiliar Locations.Just as a marketers focus is often on building market knowledgefor new Locations and on maintaining presence for familiarLocations, consumer focus may be on learning aboutununfamiliar Locations but also on updating exi sting knowledgefor unfamiliar Locations. Increases in processing because of repetitionand Location unununfamiliar lead to more negative andfewer positive thoughts. Additionally, the studies provideevidence to suggest that at higher levels of ad repetition,consumers may use more extensive processing to considerthe inappropriateness of advertising tactics for unfamiliarLocations. Tactic inappropriateness was seen to mediate theeffects of ad repetition and Location ununfamiliar on messageeffectiveness. Finally, the results demonstrated that attitudetoward the ad had a greater influence on attitude toward theLocation for ununfamiliar Locations compared with familiar Locations 3.4.3 Customer innovativeness By innovativeness we mean the predisposition of a consumer to adopt a product earlier han most others. Various studies have shown that across product categories, innovators tend to be: opinion leaders, risk takers, more likely to obtain information from mass media than through word of mouth, open to new ideas and change, relatively young etc. Marketers want to identify the segment of the market that is most likely to adopt a new product when it is the first introduced. This article describes we ask some key questions about the nature of innovativeness and try to make a correlation between characteristics of the innovators and innovativeness.(Dobre, Dragomir, Preda, 2009) 3.5 Consumer attitudes towards LBS / Purchase behavior /rejection behavior Attitude toward advertising is defined as a learned predisposition to respond in a consistently favorable or unfavorable manner toward advertising in general. Consumer attitudes toward advertising tend to affect their attitudes toward specific advertisements (Pyun James, 2011)Many researchers around the world have developed many models that point out determinants of attitudes toward advertising.. Factors underlying consumers attitudes differ among various forms of advertising and a variety of other factors. which is most appropriate and applicable to the context of the study, three perceptual antecedents (Informativeness, Entertainment and Irritation) influence how consumers assess the value of web advertising. Additionally, the findings of this research also noted that consumers assessments of value have a significant impact on their overall attitudes. Therefore, Informativeness, Entertainment and Irritation are factors that should be considered when examining attitudes toward mobi le advertising. and tested to show that it strengthened this model. This research will focus on four hypothesized factors: Informativeness, Entertainment, Irritation and ,Credibility..Personalization according to Lee , The primary aim of this study is to investigate the factors influencing audience attitudes towards such location-based advertising. The results indicate that entertainment, personalization and privacy concerns all have direct impacts on consumer attitudes, with situational context moderating the impacts of these factors on such consumer attitudes. conclude by offering some practical suggestions for mobile operators and advertising agencies.(Y. C. Lee, 2010).buying behavior of the customers can be depending on the attitude towards location based services. If the attitude is positive , consumer may have a positive Purchase behavior , if the attitude is negative it can be rather differ. Meanwhile both purchase behavior and reject behavior will be depend on the attitude w hich create by the consumers mind. LBA opportunities. The majority (87%) of the consumerinterviewees in this study expressed ununfamiliar with SMS andmobile application forms of LBAs. They oftenreceived LBAs and promotions from well-known food and beverage vendors. Arecent survey in Singapore found perceived utility of advertisingas a strong predictor of mobile phone users affectiveattitude towards LBAs(Bruner Kumar, 2007)). In this study,more thanhalf (53%) of the interviewees perceived benefits of LBAs asconvenience (searching for deals) and time and money saving(purchasing products). Some interviewees viewed LBAs ashooks to encourage them to do shopping or attend eventsnearby. Three-fifths agreed with LBAs short-term effects toattract foot traffic by giving incentives (e.g., vouchers anddiscounts) but felt dubious about LBAs capabilities to giveadvertisers long-term benefits, particularly customer loyalty.Based on consumer interviews, a pull approach of LBAs wasmore acceptable than a push approach, indicating thatapplication-based LBAs are favored more compared with SMSads. Two-fifths of the interviewees thought application-basedLBAs gave them more control over receiving LBAs. Respondent 4 (personal communication, 19 March 2013) pointed out theimportance of allowing consumers to have choices: I justwantto be given the option to decide when I want or dont want it. 3.6 Technology Acceptance Model The Technology Acceptance Model (TAM) explains how a new technology and the various aspects of it are received and used by the user. Though many models have been proposed previously in the field of Information Systems to describe the relationship, it is this model which has been widely acclaimed and used. The TAM was initially proposed by (Fred D Davis, 1989)It comprises two beliefs, the perceived utilities and the perceived ease of application, which determine attitudes to adopt new technologies. The attitude toward adoption will decide about the adopters positive or negative behavior in the future concerning new technology. A model developed to study the acceptance of the technology by an individual taking into account, basically, both the perceived ease of use and the usefulness of the technology. One of the most frequently employed models for research into new information technology acceptance. the TAM suggests that when users are presented with a new technology, a number of factors determine their decision about how and when they will use it. This is a theoretical framework designed by Davis (1989) that proposes a relationship between users acceptance of a new IS and the users perceptions of the ease of use and usefulness of the IS. A causal model hypothesizing that actual inform ation technology system use is affected by behavioral intentions that themselves are affected by attitudes toward use. Beliefs about the system, perceived usefulness, and perceived ease of use in TAM directly affect attitudes toward use In the TAM model, people who perceive technology as useful and easy to use will accept it more readily than those who do not, with usefulness more important than ease of use. A theory of innovation developed by Davis (1986) in which the main elements are perceived usefulness, perceived ease of use, attitude toward using technology, and behavioral intention. Theoretical framework developed by Davis in 1989 which identify perceived usefulness, ease of use, and cultural orientation of the decision maker as key drivers of technology an information systems theory that models user acceptance. The model includes two main factors influencing individual IS use: Perceived value (will the system enhance my job performance?) and perceived ease-of-use (how difficult will it be to use the system?). TAM has been extended to include social influence and normative beliefs of others (TAM2). a model of individual acceptance of IT, stating that an individuals adoption of IT is dependent on the perceived ease of use and Perceived value of the technology TAM is a model of user acceptance of information systems technology based on the theory of reasoned action. Two variables Perceived value and perceived ease of use lead to attitude toward use, behavioral intention to use and use of the system. Is one of the most widely used theories in IS literature. Two bel iefs (Perceived value and perceived ease of use) predict attitudes, which in turn influence intended use of a technology. This intention then consequently impacts behavior of actual system usage. Perceived value is the degree to which a user thinks a technology would enhance performance or productivity in the workplace. Perceived ease of use is the degree of lack of effort required by the user in adopting a given technology. Perceived ease of

macbeth as a tragic hero :: essays research papers

Macbeth the Tragic hero <Tab/>"I go, and it is done; the bell invites me. Hear it not, Duncan, for it knell that summons thee to heaven, or to hell." This is a quote from Shakespeare's play Macbeth. The quote symbolizes Macbeth turning to the dark side. Macbeth is a historically based play. James I is placed into the play with his distant relationship with Banguo. Macbeth is a tragedy in which human actions have unavoidable consequences, where the characters sins and mistakes are never forgiven or rectified. Every tragedy has a tragic hero in this play Macbeth is the tragic hero. Macbeth is the tragic hero because he has a high station, tragic flaw, and a downfall in which he redeems before his death. <Tab/>Macbeth receives a station as high as king of Scotland. He also obtains title of Thane of Cawdor. Macbeth fought valiantly in the battle against Macdonaldwald and fought him face to face and defeated his army. Macbeth sounds like an honorable and courageous man. Well, he is until he starts to turn to the dark side. <Tab/>The three witches tell him three apparitions the first being beware of Macduff, Second one is no man of woman born shall never vanquished be until Great Birnam Wood to high Dunsinane Hill shall come against him. Hearing the apparitions makes Macbeth greedy and overconfident. He believes that he can do as he pleases and will never falter. These two things are Macbeth's tragic flaws. These and other things lead to Macbeth's downfall. <Tab/>Macbeth comes across three witches that greet him in three different ways Thane of Glamis, Thane of Cawdor, and king here after. Macbeth did not think much of these greetings. Well, until he receives the news from Ross that he has become the Thane of Cawdor. This is where Macbeth's downfall beings to show it's ugly little head. His mind becomes cloudy and begins to focus on how he will obtain the crown. Macbeth later murders Duncan, the king, in his sleep. This action turns Macbeth's downfall in to a rapid decent. Not long thereafter his wife drives herself crazy thinking of Duncan's murder and commits suicide. Macbeth also loses the throne, and his life in the final act. These actions symbolize the completion of his down fall. Even after all his deceit and corruption he still seems to redeem his honor and courage to the audience. <Tab/>Macbeth regains is honor and courage just before his death.

Essay --

Used to turn the chickens out on the alfalfa on a sunny morning" reinforces the idea that everyone has a dream, a goal and a fantasy. Crooks may be negative, yet even he, the "nigger", has a vision of one day experiencing the pleasures of his equality again. Crooks Room Crooks room is clearly downgraded compared to all the other workers. As we see he lives in the stable with the horses, and the other workers get a bunkhouse. â€Å"this room was swept and fairly neat†; This shows that he is not an animal like other characters think he is. They also refuse to share a room with him, although this does allow him to leave his â€Å"possession lying freely around†. A number of these possessions reflect his personality; â€Å"a tattered dictionary† which suggests that he is quite articulate. Some of these items also highlight his treatment and segregation from society. He had â€Å"a few dirty books† suggesting they were pornography because he was not allowed into the cat house due to his skin colour or it could just be old books expanding on the fact he was an articulate or intellectual. Crooks did not have a bed as it was basically a hay stack, â€Å"Crooks bunk was a long box filled with straw on which his blankets were flun g†; showing how he was thought of by the boss. As many people saw black men the same as animals, they were treated in the same way; â€Å"Crooks had his apple box over his bunk and in it a range of medicine bottles, for himself and the horses†. Showing that he has no medicine for himself it is all he can gather. All of these possessions were deliberately emphasised by the author to show that Crooks was indeed equal to the others but no one thinks he actually is. How Lennie affects Crooks As Crooks has been so beaten down by loneliness and... ...s born right here in California†. This shows that Crooks does not seem himself as a Negro, he sees himself as an equal because he was born here, where they are born. Crooks tells Lennie about his past; how he use to play with other white kids and never knew why his father did not like it. But as he got older, he realised and has hated white people ever since, because of their treatment towards him. As Crooks is reminded of his hatred towards white people, who tries to show Lennie how it feels to be lonely in an injurious manner. As Crooks knows that Lennie does not understand anything that is being said, he takes this and uses it against Lennie. â€Å"His excitement had increased George can tell you screwy things, and it don't matter". Crooks tries to get Lennie to feel what it is like to be alone, but shortly after, he becomes threaten by Lennie physical power over him. Essay -- Used to turn the chickens out on the alfalfa on a sunny morning" reinforces the idea that everyone has a dream, a goal and a fantasy. Crooks may be negative, yet even he, the "nigger", has a vision of one day experiencing the pleasures of his equality again. Crooks Room Crooks room is clearly downgraded compared to all the other workers. As we see he lives in the stable with the horses, and the other workers get a bunkhouse. â€Å"this room was swept and fairly neat†; This shows that he is not an animal like other characters think he is. They also refuse to share a room with him, although this does allow him to leave his â€Å"possession lying freely around†. A number of these possessions reflect his personality; â€Å"a tattered dictionary† which suggests that he is quite articulate. Some of these items also highlight his treatment and segregation from society. He had â€Å"a few dirty books† suggesting they were pornography because he was not allowed into the cat house due to his skin colour or it could just be old books expanding on the fact he was an articulate or intellectual. Crooks did not have a bed as it was basically a hay stack, â€Å"Crooks bunk was a long box filled with straw on which his blankets were flun g†; showing how he was thought of by the boss. As many people saw black men the same as animals, they were treated in the same way; â€Å"Crooks had his apple box over his bunk and in it a range of medicine bottles, for himself and the horses†. Showing that he has no medicine for himself it is all he can gather. All of these possessions were deliberately emphasised by the author to show that Crooks was indeed equal to the others but no one thinks he actually is. How Lennie affects Crooks As Crooks has been so beaten down by loneliness and... ...s born right here in California†. This shows that Crooks does not seem himself as a Negro, he sees himself as an equal because he was born here, where they are born. Crooks tells Lennie about his past; how he use to play with other white kids and never knew why his father did not like it. But as he got older, he realised and has hated white people ever since, because of their treatment towards him. As Crooks is reminded of his hatred towards white people, who tries to show Lennie how it feels to be lonely in an injurious manner. As Crooks knows that Lennie does not understand anything that is being said, he takes this and uses it against Lennie. â€Å"His excitement had increased George can tell you screwy things, and it don't matter". Crooks tries to get Lennie to feel what it is like to be alone, but shortly after, he becomes threaten by Lennie physical power over him.