Nuclear advancements after the manhattan project Essay examples -- ess

Nuclear Advancements After the Manhattan Project   Ã‚  Ã‚  Ã‚  Ã‚  When the first atomic bomb was detonated in Alamogordo New Mexico on June 16, 1945, all the scientists involved in the Manhattan Project understood the great destructive power of radio-active isotopes. Although the atomic bomb was a very destructive force our world would not be as good without it. Because of the government funding involved in the project coupled with the need for an atom bomb, much research that otherwise may not have occurred took place in the US. The Manhattan project opened the door to nuclear advancements and applications.   Ã‚  Ã‚  Ã‚  Ã‚  After World War II atomic research escalated into a frenzy. Many countries were trying to duplicate what America had done. The great arms race had begun. Although these countries knew the destructive power of the atom, they did not fully understand its more peace-full side, a side which helps us today with so much. The atom is used for many things in today’s world. For example nuclear power plants are a much cheaper way of creating electricity. However, not only are they cheaper but they also help conserve the earth’s resources. Instead of burning millions of metric tons of coal in a year and polluting the air with harmful carbons, nuclear plants use fuel rods as their energy. These rods heat water, create steam, and generate electricity, while not giving off any harmful gases. Atoms and radiation have many applications in agr...

Management Internal/External Factors Essay -- essays research papers fc

The Internal/External Factors of Management – Wal-Mart Stores, Inc.   Ã‚  Ã‚  Ã‚  Ã‚  In today’s world management must consider a wide variety of factors in order to establish an effective management plan. Wal-Mart Stores, Inc. is the world’s largest company and number one retailer, with this success a company this large needs to not only to look internally for solutions to their management objectives, they must also look outside of their business for additional resources. With the increase of technology and the easy access to virtually any information, Wal-Mart Stores, Inc. must be prepared to react to the multitude of demands made by consumers and suppliers. The rapid change of the retail industry from brick and mortar stores to Internet purchases Wal-Mart Stores, Inc. has been able to stay attractive to the buying public. Wal-Mart Stores, Inc. has accomplished this through a highly sophisticated inventory tracking system that enables the stores, including the Internet, to have in stock exactly what the consumers are looking for. Ac cording to Hoover’s Online Wal-Mart Stores, Inc has expanded to about 4,700 stores including about 1,500 discount stores, 1,650 combination discount and grocery stores (Wal-Mart Supercenters in the US and ASDA in the UK) and 532 membership-only warehouse stores (Sam’s Club) (2003). With the introduction of a foreign market their management plan must encompass the rules and regulations of doing business in a foreign country. With the invention of their tracking and identification system, called Radio Frequency Identification (RFID), Wal-Mart Stores, Inc. has exerted control over their entire inventory and enables the workers to identify and locate merchandise more readily for the customers. E-Commerce has increased the ease of purchasing for consumers; Wal-Mart Stores, Inc. has a web site that allows for the ease and convenience of purchasing almost every item in the store over the Internet. Wal-Mart Stores, Inc. has been very innovative in meeting the needs of their cl ientele, with the Supercenters, it is basically one stop shopping for all of your household and grocery needs, without the hassles of stopping at two stores when you run your errands.   Ã‚  Ã‚  Ã‚  Ã‚  As a highly respected private employer, Wal-Mart is committed to uphold diversity. Wal-Mart is fully committed to respect their employees... ...er innovation that Wal-Mart Stores, Inc., has adopted is its frame delay data network. This allows for Wal-Mart stores to catalog and examine every transaction that is made so that they will be able to keep their finger on the pulse of the customers’ buying patterns. With this they can tract how much of a certain item customers buy and then relay that information on to the supplier. For example, if customers are buying four of the same item, then Wal-Mart can advise the supplier of this information and then the supplier can package the item in groups of four. Through innovation Wal-Mart Stores, Inc., has redefined the basic dimension of the retail Industry. Works Cited About Wal-Mart. â€Å"Wal-Mart International.† 8 November 2003. http://www.walmartstores.com/wmstore/wmstore/Mainabout.jsp?BV_SessionID=@@@ Aisner, James E. â€Å"Rapid Response: Inside the Retailing Revolution.† Harvard Business School Working Knowledge on the Web. Winter 1999. http://www.e-proximity.com/cream/HBS%20retail.htm Biesada, A. (2003) Wal-Mart Stores, Inc. Hoover’s Online. Retrieved November 8, 2003 from: http://www.hoovers.com/free/co/factsheet.xhtml Dash30. Wal-Mart Takes on The Web. 8 Oct. 2003 . Management Internal/External Factors Essay -- essays research papers fc The Internal/External Factors of Management – Wal-Mart Stores, Inc.   Ã‚  Ã‚  Ã‚  Ã‚  In today’s world management must consider a wide variety of factors in order to establish an effective management plan. Wal-Mart Stores, Inc. is the world’s largest company and number one retailer, with this success a company this large needs to not only to look internally for solutions to their management objectives, they must also look outside of their business for additional resources. With the increase of technology and the easy access to virtually any information, Wal-Mart Stores, Inc. must be prepared to react to the multitude of demands made by consumers and suppliers. The rapid change of the retail industry from brick and mortar stores to Internet purchases Wal-Mart Stores, Inc. has been able to stay attractive to the buying public. Wal-Mart Stores, Inc. has accomplished this through a highly sophisticated inventory tracking system that enables the stores, including the Internet, to have in stock exactly what the consumers are looking for. Ac cording to Hoover’s Online Wal-Mart Stores, Inc has expanded to about 4,700 stores including about 1,500 discount stores, 1,650 combination discount and grocery stores (Wal-Mart Supercenters in the US and ASDA in the UK) and 532 membership-only warehouse stores (Sam’s Club) (2003). With the introduction of a foreign market their management plan must encompass the rules and regulations of doing business in a foreign country. With the invention of their tracking and identification system, called Radio Frequency Identification (RFID), Wal-Mart Stores, Inc. has exerted control over their entire inventory and enables the workers to identify and locate merchandise more readily for the customers. E-Commerce has increased the ease of purchasing for consumers; Wal-Mart Stores, Inc. has a web site that allows for the ease and convenience of purchasing almost every item in the store over the Internet. Wal-Mart Stores, Inc. has been very innovative in meeting the needs of their cl ientele, with the Supercenters, it is basically one stop shopping for all of your household and grocery needs, without the hassles of stopping at two stores when you run your errands.   Ã‚  Ã‚  Ã‚  Ã‚  As a highly respected private employer, Wal-Mart is committed to uphold diversity. Wal-Mart is fully committed to respect their employees... ...er innovation that Wal-Mart Stores, Inc., has adopted is its frame delay data network. This allows for Wal-Mart stores to catalog and examine every transaction that is made so that they will be able to keep their finger on the pulse of the customers’ buying patterns. With this they can tract how much of a certain item customers buy and then relay that information on to the supplier. For example, if customers are buying four of the same item, then Wal-Mart can advise the supplier of this information and then the supplier can package the item in groups of four. Through innovation Wal-Mart Stores, Inc., has redefined the basic dimension of the retail Industry. Works Cited About Wal-Mart. â€Å"Wal-Mart International.† 8 November 2003. http://www.walmartstores.com/wmstore/wmstore/Mainabout.jsp?BV_SessionID=@@@ Aisner, James E. â€Å"Rapid Response: Inside the Retailing Revolution.† Harvard Business School Working Knowledge on the Web. Winter 1999. http://www.e-proximity.com/cream/HBS%20retail.htm Biesada, A. (2003) Wal-Mart Stores, Inc. Hoover’s Online. Retrieved November 8, 2003 from: http://www.hoovers.com/free/co/factsheet.xhtml Dash30. Wal-Mart Takes on The Web. 8 Oct. 2003 . Management Internal/External Factors Essay -- essays research papers fc The Internal/External Factors of Management – Wal-Mart Stores, Inc.   Ã‚  Ã‚  Ã‚  Ã‚  In today’s world management must consider a wide variety of factors in order to establish an effective management plan. Wal-Mart Stores, Inc. is the world’s largest company and number one retailer, with this success a company this large needs to not only to look internally for solutions to their management objectives, they must also look outside of their business for additional resources. With the increase of technology and the easy access to virtually any information, Wal-Mart Stores, Inc. must be prepared to react to the multitude of demands made by consumers and suppliers. The rapid change of the retail industry from brick and mortar stores to Internet purchases Wal-Mart Stores, Inc. has been able to stay attractive to the buying public. Wal-Mart Stores, Inc. has accomplished this through a highly sophisticated inventory tracking system that enables the stores, including the Internet, to have in stock exactly what the consumers are looking for. Ac cording to Hoover’s Online Wal-Mart Stores, Inc has expanded to about 4,700 stores including about 1,500 discount stores, 1,650 combination discount and grocery stores (Wal-Mart Supercenters in the US and ASDA in the UK) and 532 membership-only warehouse stores (Sam’s Club) (2003). With the introduction of a foreign market their management plan must encompass the rules and regulations of doing business in a foreign country. With the invention of their tracking and identification system, called Radio Frequency Identification (RFID), Wal-Mart Stores, Inc. has exerted control over their entire inventory and enables the workers to identify and locate merchandise more readily for the customers. E-Commerce has increased the ease of purchasing for consumers; Wal-Mart Stores, Inc. has a web site that allows for the ease and convenience of purchasing almost every item in the store over the Internet. Wal-Mart Stores, Inc. has been very innovative in meeting the needs of their cl ientele, with the Supercenters, it is basically one stop shopping for all of your household and grocery needs, without the hassles of stopping at two stores when you run your errands.   Ã‚  Ã‚  Ã‚  Ã‚  As a highly respected private employer, Wal-Mart is committed to uphold diversity. Wal-Mart is fully committed to respect their employees... ...er innovation that Wal-Mart Stores, Inc., has adopted is its frame delay data network. This allows for Wal-Mart stores to catalog and examine every transaction that is made so that they will be able to keep their finger on the pulse of the customers’ buying patterns. With this they can tract how much of a certain item customers buy and then relay that information on to the supplier. For example, if customers are buying four of the same item, then Wal-Mart can advise the supplier of this information and then the supplier can package the item in groups of four. Through innovation Wal-Mart Stores, Inc., has redefined the basic dimension of the retail Industry. Works Cited About Wal-Mart. â€Å"Wal-Mart International.† 8 November 2003. http://www.walmartstores.com/wmstore/wmstore/Mainabout.jsp?BV_SessionID=@@@ Aisner, James E. â€Å"Rapid Response: Inside the Retailing Revolution.† Harvard Business School Working Knowledge on the Web. Winter 1999. http://www.e-proximity.com/cream/HBS%20retail.htm Biesada, A. (2003) Wal-Mart Stores, Inc. Hoover’s Online. Retrieved November 8, 2003 from: http://www.hoovers.com/free/co/factsheet.xhtml Dash30. Wal-Mart Takes on The Web. 8 Oct. 2003 .

Plato Vs Shelley :: essays research papers

Many works of literature provide responses to much debated topics. Opinions are brought forth by means of rhetorical devices and supported by some type of accepted truth. In two such pieces, The Republic by Plato and â€Å"A Defense of Poetry† by Shelley, Plato expresses a belief about poetry that Shelley disagrees with and responds to. Through rhetorical devices such as metaphors and symbolism and the use of deductive logic and Socratic writing, Plato provides a strong, very supported argument while Shelley’s long sentence structure, analogies and metaphors are weak in comparison.   Ã‚  Ã‚  Ã‚  Ã‚  The way in which Plato uses deductive logic to express his opinion allows him to fully develop his ideas without making assertions that are incredible. Plato begins with the idea of the ultimate â€Å"maker of the bed†, which he refers to as G-d which is easily accepted by the majority of an audience. Plato believed that there is only one who â€Å"makes the essence of the bed,† (44) the single idea and therefore that is the truth. From there he goes to the carpenter. â€Å"There is another (bed) which is the work of the carpenter.† (44) And finally Plato defines his thesis through metaphor. He uses a metaphor that compares the work of a poet to a mirror. â€Å"Turning a mirror round and round – you would soon enough make the sun and the heavens, and the earth and yourself, and other animals and plants, and all other things of which we were just speaking, in the mirror†¦but they would be appearances only.† (44) The way in wh ich the writing is interactive with two people creates contradictions, which challenge Plato’s beliefs, yet they are still proven throughout. â€Å"Why not? For the duller eye may often see a thing sooner than the keener. â€Å"Very true, but in your presence, even if I had any further notion, I could not muster courage to utter it.† (43) While this Socratic writing helps Plato to make his argument even more concrete, Shelley uses essay form to portray his ideas somewhat in response to beliefs like those of Plato.   Ã‚  Ã‚  Ã‚  Ã‚  Shelley’s writing differs in form from Plato’s in that Shelley’s is more straight forward and seems almost as if it were meant to be preached. â€Å"Reason is to the imagination as the instrument to the agent, as the body to the spirit, as the shadow to the substance.† (429) The analogy that Shelley uses portrays that reason is the basis of the imagination, implying that poetry holds truth, yet it is an idealized truth, which is determined by Plato in The Republic to be essentially false.

Environmental Issue (Moral Studies)

FACULTY OF INFORMATION SCIENCE AND TECHNOLOGY MPW2153 MORAL STUDIES DRAFT REPORT TITLE: ENVIRONMENTAL AND POLLUTION Group member: 1. Tai Fei Li 2. Tan Ling Qiao Date of submission:21/3/2013 Lecturer: Madam Rohaidah Binti Mashudi INTRODUCTION: Nowadays, a variety of environmental problems affect our entire world. It becomes a popular issues among societies. Therefore, we want to do some research about this issue and find out a few solutions for this matter. OBJECTIVES: * To determine the types of environmental pollutions. To exploring the factors of environmental pollutions. * To recommend the effective methods to cope with environmental pollutions problems. DISCUSSION: Types of environmental pollution 1. Air pollution 2. Water pollution 3. Soil pollution 4. Sound pollution 5. Radioactive pollution 6. Thermal pollution Causes of environmental pollution 1. Usage of fossil fuels 2. Agriculture sector 3. Trading activities 4. Residential sector Ways to reduce environmental pollution 1. R educe , Re-use and Recycle 2. Put less load on your furnace and air conditioner. . the authorities should conduct continuous inspections, move out polluting industries or encourage them to modernize with latest technology. 4. Join national groups to put pressure on governments and corporations to cut down on their energy consumption. 5. Build efficient railway system to reduces vehicle used or encourage car pooling. MORAL PERSPECTIVES: We decide to use ethics theories which include social morality, personality virtue for this report. CONCLUSION: Pollution is a global crisis. Stop environmental pollution is everybody’s duty.It is important to encourage your family and friends to help take care of the world in which we live. REFERENCE: * Website http://environmental. laws. com/types-of-pollution http://www. pollutionpollution. com/2012/05/types-of-pollution. html http://www. pages. drexel. edu/~cy34/ * TextBook Environmental Pollution Studies(1999). Environmental Pollution Stud ies. Publisher by LIVERPOOL UNIVERSITY PRESS VIDEOS: I believe in a world free of pollution and war. It may seem to be a far off dream of impossibility but I do think one day we can reach that goal.We must join together on a united front and never back down. It's not only about us in the right here right now, but about our children, our children's children, and so on. I dream of a world of good and peace, a world where we fear not the air we breathe or the water we drink. We need not worry about the streets we travel down, or countries we'd like to visit. This world was a gift to us and I believe we need to take better care of this precious gem. http://www. youtube. com/watch? v=V5MN5VU_pYE http://www. youtube. com/watch? v=X6ociuRh3zo

Civil Disobedience Essay

Civil disobedience is defined as the refusal to obey certain laws or governmental demands for the purpose of influencing legislation or government policy. It is characterized by the employment of nonviolent techniques such as boycotting, picketing, and nonpayment of taxes. Civil disobedience is a nonviolent act of protest, which is caused by a moral belief that a law is wrong or otherwise known as unconstitutional. In the nineteenth century, the American author Henry David Thoreau wrote â€Å"Civil Disobedience,† an important essay justifying such action which started the boycotting and other nonviolent actions. Civil disobedience was started by the American author Henry David Thoreau. Henry Thoreau established the modern theory behind the practice of civil disobedience in his essay, â€Å"Civil Disobedience,† originally titled â€Å"Resistance to Civil Government,† which was published in 1849. The idea behind this essay was that of self-reliance, and how one is in morally good standing as long as one can â€Å"get off another man’s back.† The essay also stated that someone should not have to physically fight the government, but one must not support it. Civil disobedience can also be distinguished from other active forms of protest, such as rioting because of its passivity and non-violence. This essay has had a wide influence on many later practitioners of civil disobedience. Henry David Thoreau protested the Mexican-American War and paying taxes, but his essay led to other protests as well. Mohandas K. Gandhi and Martin Luther King Jr. found Thoreau’s essay very inspiring. Thoreau believed morality is more important than legality as shown below: â€Å"Must a citizen . . . resign his conscience to the legislator? Why has every man a conscience, then? I think that we should be men first, and subjects afterward. It is not desirable to cultivate a respect for the law, so much as for the right.† Gandhi found guidance in Thoreau’s words and freed India from British rule. Martin Luther King Jr. also used Thoreau’s words to oppose racial  segregation in the south of the United States of America. Both of these men used nonviolent strategies to secure the rights of people not being treated equally especially in a white-dominated societies. These two men dedicated their lives to the cause of freedom. Gandhi and King became towering figures in modern history because they took Thoreau’s words and learned from it. Gandhi and King were both assassinated because they challenged old prejudices and sought a better way of life for oppressed people. Civil disobedience was exercised by Mahatma Gandhi while the struggle for independence in India continued in the twentieth century. Civil disobedience was also practiced by some members of the civil rights movement in the United States, notably Martin Luther King, Jr., to challenge segregation of public facilities; a common tactic of these civil rights supporters was the sit-in. King defended the use of civil disobedience in his â€Å"Letter from Birmingham Jail.† Human rights activists have often challenged unfair social policies or business practices. Their methods are nonviolent and may include a variety of marches, rallies, and demonstrations. Instead of fighting back when force is used against them, activists meet that force with passive resistance. In every case, the goal is to dramatize injustice in as public a manner as possible. The activists began the crusade by breaking laws that separated people by race. Some examples are sit-ins at lunch counters, lining up at whites-only counters, and refused to sit in the rear â€Å"colored† section of the city buses. Hundreds went to jail for these actions, but the protests were never stopped. India went through the same type of dedication and hard times for its independence that the activists that followed Martin Luther King Jr. had gone through for equal rights. As leader of the movement, Mohandas K. Gandhi was firmly committed to nonviolence. Gandhi believed it was not just a tactic for achieving social change; it was a way of life. That is why Gandhi is so well remembered. Gandhi called Thoreau’s â€Å"Civil Disobedience† essay â€Å"a masterly treatise† which â€Å"left a deep impression on me.† Later on Gandhi became unsatisfied with the term â€Å"passive resistance.† He noted,  Ã¢â‚¬Å"In a meeting of Europeans I found that the term â€Å"passive resistance† was too narrowly construed, that it was supposed to be a weapon of the weak, that it could be characterized by hatred, and that it could finally [show] itself as violence† Gandhi was so determined to make a change; he put out a call for suggestions for a new word to describe the Indian struggle. The eventual result was satyagraha, which combines â€Å"truth† and â€Å"firmness.† This implies that resistance to evil and injustice is active rather than just passive. Nonviolence and passivity were finally recognized as not being the same thing. Gandhi’s special gift was his ability to use spiritual methods to achieve political goals, using his moral authority to oppose many forms of injustice. He not only took on the British Empire in the cause of political freedom, he also challenged the Hindu caste system in the cause of human equality. Also, he led a protest against the British salt tax in India. He marched to the ocean and making salt illegally, then encouraged the equally illegal sale of untaxed salt all over India. Activities like these gave him the title Mahatma, meaning â€Å"great soul.† In time that title replaced his name because of the powerful leader he was. Martin Luther King Jr. was a seminary student when he became aware of Gandhi’s philosophy of nonviolence. King was on a quest that he described as â€Å"a serious intellectual quest for a method to eliminate social evil.† He found this in a sermon by Dr. Mordecal Johnson, president of Howard University. King stated, â€Å"Dr. Johnson had just returned from a trip to India, and, to my great interest, he spoke of the life and teachings of Mahatma Gandhi. His message was so profound and electrifying that I left the meeting and bought half dozen books on Gandhi’s life and works.† Gandhi’s work led King’s first bus boycott in Montgomery, Alabama. On December 1, 1955, an African-American seamstress was seated in the back â€Å"colored section† of a crowded city bus. A man later came on the bus and could not find any other seats and asked the seamstress to move. This remarkable woman was Rosa Parks refusing to move and was promptly arrested.  This finally was the last straw for the people in Montgomery; King determined that the time was finally right. Martin Luther King Jr. and those who followed him knew that this ending was the beginning of a much larger struggle for true equality. It would be long and it would be difficult. Some people would grow impatient of the nonviolent actions and would want to end up fighting back, but this was the time to determine their real strength. King said, â€Å"The false impression. . . . the resister quietly and passively accepts evil. But nothing is further from the truth. . . The method is passive physically, strongly active spiritually. It is not passive nonresistance to evil, is active nonviolent resistance to evil.† The â€Å"active nonviolent resistance† that won the day in Montgomery would be severely tested when it faced the racism and bigotry that created those laws in the first place. That struggle would continue into the 1960s and beyond. As the world evolved the 1960s became an act of civil disobedience also known as the activist sixties which is remembered as a time of social disturbance and change in the United States. Minority groups demanded equal rights and poor people sought a way out of their poverty. The activism fell short of saving the world, but it did produce important gains for human rights. African Americans moved closer to true social equality. The most ambitious antipoverty program in American history was created. The Supreme Court created new legal safeguards for individual rights. In the United States, the African American civil rights movement blazed a trail of activism that others would follow. By the end of the 1950s, African-American activists had learned that changing the law was not enough. Somebody had to take the risk of putting those changes into practice. African American students had to enroll in previously all-white schools. African-American customers had to sit down at â€Å"white† lunch counters and wait to be served. Also, African-American voters had to register and then go to the polls on Election Day. In 1960 sympathetic whites and African-Americans that were tired of the segregation formed a committee named the Student Nonviolent Coordinating Committee (SNCC) to promote equality. The crusade for racial equality captured the imagination of many young people. On August 28, 1963, a quarter of a million people assembled at the Lincoln Memorial. Martin Luther King Jr., delivered the speech that was to become one of the most memorable orations in American history. A third of the people were white sympathizers of the African-American people. He delivered the speech â€Å"I have a dream† which moved people to fight for equality for everyone, it also became known as the â€Å"Movement† because it gathered momentum after the march on Washington. Human rights play an important role for civil disobedience. There were so many nonviolent protests because before the 20th century not everyone’s rights were being protected and being given equally. Due to Gandhi, King, and Thoreau they taught people in later generations to stand up for what is right. Now, women have the right to vote and children are treated equal and have been given rights. The right to privacy is one of the most important rights us as the people have, which due to technology is making our privacy less personal and able to be seen through closed doors. People are waiting for actions to be taken to make programs on the internet and personal information more secure. Civil disobedience is still around today; due to Henry David Thoreau, Martin Luther King Jr., and Mahatma Gandhi being the first men to provoke boycotting, not paying taxes, and any other type of nonviolent resistance. These three men showed people that â€Å"taking a stand† and protesting the government could be done without violence. Many people were thrown in jail, but none of the people that followed Thoreau’s words or Gandhi’s and King’s actions were for violence. They learned to find patience in the work they did knowing that they did not have to physically fight the government, but they must not support it. Citations Axelsen, K. L. (1995, Spring). Problems of punitive damages for political protest and civil disobedience. Environmental Law, 25(2), 495-511. Retrieved from http://go.galegroup.com/ps/i.do?id=GALE%7CA17093286&v=2.1&u=nm_s_ratonhs&it=r&p=GPS&sw=w Civil Disobedience. (2010). The Hotline. Retrieved from http://go.galegroup.com/ps/i.do?id=GALE%7CA227491783&v=2.1&u=nm_s_ratonhs&it=r&p=GPS&sw=w Lopach, J. J., & Luckowski, J. A. (2005). Uncivil disobedience: violating the rules for breaking the law. Education Next, 5(2), 38+. Retrieved from http://go.galegroup.com/ps/i.do?id=GALE%7CA130276023&v=2.1&u=nm_s_ratonhs&it=r&p=GPS&sw=w Bronwlee, K. (2007, January 4). Civil disobedience. Retrieved from http://plato.stanford.edu/entries/civil-disobedience/ Thoreau, H. (1993). Civil disobedience and other essays. New York: Dover Publications, Inc. Altman, L. (2002). Human rights: Issues for a new millenium. Chicago: Dover Publications, Inc.

Lucozade Adverts

Lucozade is a product which over the years has totally changed the target audience and its impact on the market. At the start of its production life it was marketed as a drink which helped aid recovery for sick children, so the obvious target market was mothers who would be encouraged by the commercial to buy the drink for their children. However, as time went by this proved unsuccessful. It was time for change and this they did, changing not only image but target market and the different uses for the drink. The first advertisement studied was an original commercial which advertised Lucozade as a drink which aids recovery from illness; aimed to be bought by mothers, and promoted very much as a ‘happy family' drink. However, the slogan ‘Lucozade Aids Recovery' made consumers think it was a drink only for the sick and not intended for healthy people; because of improving social conditions and medical care, fewer people felt the need to buy Lucozade when they were ill, causing as obvious decrease in sales. Another problem was the packaging: it was a unique large glass bottle, but was only suitable for use in the home. Consumers who felt thirsty were unlikely to buy it and drink it on the street, which meant that the brand was only sold in large grocery stores and chemist so limiting its availability and reducing its market share. The drink itself was also a problem as it was then only provided in one flavour and consumers could take it or leave it, so many simply did not like th e taste and bought other soft drinks. A positive side to this advertising, however, was that everybody had heard of Lucozade and it had an excellent reputation, strongly associated with glucose and health. It was sold at a high price compared to production cost which meant that Lucozade made tremendous profit on each bottle sold. There was also no direct competition, not even from supermarkets, who often market their ‘own brand' versions of successful products. The Daley Thompson advertisements were the ‘cure' and saviour of the Lucozade drink in using a top sports superstar to endorse and advertise the product. Thompson was a double Olympic gold winning decathlete in the 1980s, and so was a world renowned sports star and he was British! A totally new advertising campaign was now launched to give Lucozade a new image and enhance its reputation in a modern was that consumers would feel was relevant to them. The image of the children and sickrooms was gone and in came representations of fitness and healthy living, so completely transforming the total target market, as it now promised energy for healthy athletes, not for convalescent children. In addition there would be announcements of new products for example providing new flavours that would give Lucozade a much wider appeal through its advertising. Also the first part of the campaign introduced the single-drink, quarter litre bottle. Sales improved dramatically and the newer, smaller bottle was sold in small shops as well as chemists, so widening its availability. The Daley Thompson advertisement starts with an extreme close-up of a red traffic light which draws attention immediately to the screen, as it then switches to a shot of Daley Thompson slowing down from a run, while it states: ‘8AM Daley Thompson', stops training for a refreshment. Another picture of a red light cross fades to a shot of Daley coming to a standstill: when Daley stops, the viewers stop to focus a shimmering heat on the running track, which is red, the corporate colour of Lucozade. The effect of this dramatic opening is to show the viewer Thompson's total exhaustion, whilst the red colours remind us of the product label. It also has an American style with the traffic lights and intense heat so suggesting what an international superstar Daley Thompson is. It also indicates that if he trains in America, he must be popular whilst it is a country associated with success – as is Thompson, and, by implication, Lucozade The traffic lights turn amber as it goes to a shot of Daley: the clothes he is wearing are grey and dull emphasising that he is exhausted from a long training session. He is depicted with a bottle of Lucozade, flipping it out of out of his bag to show it is portable and will fit into a bag which can be taken anywhere. He drinks it; am extreme close-up follows of the vivid orange Lucozade liquid and bubbles passing through it like the energy building up. There is also an extreme close-up of the bottle with a Royal Seal of Approval indicating that is a high quality product, which is good enough to be royally approved, to remind viewers of the tradition and reputation. The music speeds up and the camera moves in and goes to an extreme close-up of a green light, zooms in and out quickly and moves to a mid-shot of Daley getting ready to sprint; this is in slow-motion which indicates the energy building up and rushing through his body from the tip of his toes to the top of his head. He burst from the block and races down the track towards the camera and audience to fully involve them, stressing how quick he is and it is implied that the Lucozade has fully revitalised him. There is then a variety of shots of his legs pounding down the runway, making the advertisement more explosive and exciting so retaining audience involvement. The shots change quickly to reflect the speed of Lucozade, but it ends with a freeze frame of Daley in motion winning his race. The words ‘Lucozade' and ‘the refreshing glucose drink' appear in the Lucozade ‘font' whilst the voice of Des Lynam is heard saying these words, portraying more celebrity endorsement which gives Lucozade an even better image having been endorsed by two famous sport personalities. Sound is also used to excellent effect in the advertisement as the music is of a heavy metal style, which was popular with teenagers at the time, the band being Iron Maiden with their song ‘Phantom of the Opera', complementing the images perfectly. The music gives the advertisement a racy and modern edge whilst also appealing to a younger audience than the mothers of the older advertisements. Therefore, the advertisement was constructed extremely well and this was reflected in a huge increase in sales, mainly because of the Daley Thompson endorsement. It helped Lucozade become what it is today, a well known and respected top sports drinks used by the worlds best professional and amateur athletes aswell as ordinary people on the street who have been convinced by a series of very powerful advertisements.

Gothic Cathedrals Essay

Gothic architecture flourished during the Medieval times or Middle Ages. It evolves from the Romanesque style of architecture. The best example of Gothic architecture are the Gothic Cathedrals, specifically the La Sainte-Chapelle Cathedral in France and the Salisbury Cathedral in England. This paper will discuss the main and identifiable features of Gothic Cathedrals and explore the changes and evolution in floor plans and sculptural program of the exterior of the church from a stylistic and conceptual point of view. It will also explain how Christian religion’s needs and preoccupations changed overtime by using the buildings of La Sainte-Chapelle Cathedral and Salisbury Cathedral. II. Identifiable features: pointed arch, flying buttresses and ribbed vaulting The three most noticeable characteristic of Gothic Cathedrals are its height (tall), spaciousness and good ventilation (light). This is made possible by the development of new style technology, the pointed arch, flying buttresses and the ribbed vaulting. Prior to the use of pointed arch, the roofs of churches in the olden times were supported with a rounded arch. However, architects discovered that with a pointed arch, they can build taller buildings. With a higher building came a new type of buttress that takes care of the weight of the roof by supporting the walls from the outside by leaning arches called â€Å"flying buttresses† which are usually placed one above the other. As a result walls could be made taller and less massive, enabling a wide expanse of wall space for stained-glass windows. Meanwhile, the idea of ribbed vaulting also becomes popular. Instead of the groin vault of the Romanesque period, the Gothic architects discovered that ribs (diagonal arches) could be built that would support the entire weight of the roof. The space between the ribs could then be filled in with lighter material (Dudley & Faricy, 1973, p. 291-295; Perry, 1988, p. 189). With the adoption of these three technological styles, the Gothic cathedrals as compared to the somber, dark churches that preceded it are much higher, lighter and more spacious making it more inviting for the Christians. On the other hand, the concept of allowing more light inside the church is derived from the concept that God is Light. As much as possible partitions in the floor plans were removed so that a dazzling light will emanate from the choir toward the congregation. Moreover, the concept of building tall churches with tall towers and spires conveys the idea of the supremacy and importance of Christian religion in a person’s life especially that it towers above all other buildings surrounding it. Such are the qualities and impression that La Sainte-Chapelle Cathedral and Salisbury Cathedral projects. Both two cathedrals still uses the cross floor plans, the Salisbury cathedral, however, though it contained two transepts, is much simpler than the La Sainte-Chapelle which was built upon the order of the fashionable French monarch, Louise IX. La Sainte-Chapelle is elaborately decorated, the elaborate ornamentation conveying the idea of the wealth of the church and hence the prosperity of the Kingdom (Scott, 2003, p. 21-23; Vauchez, 2000, p. 1228). II. Reflection of Christian needs and Preoccupation of the Middle Ages The Gothic cathedrals, although took many years (even centuries) to build, first began to be created during the Middle ages, a time characterized by feudal wars ,famine and epidemics. In spite of these unfavorable conditions, the Christians took the effort to make a big church, as an expression of their Christian devotion. One notable feature of Gothic stained glass windows, as seen in the two cathedrals, are the paintings of Biblical characters. The primary purpose why they paint them all over the walls is so that the illiterate could picture out what was written in the Bible (Perry, 1988, 189). Le Sainte-Chapelle, howvere, housed important Christian relics collected by Louise IX signifying the preoccupations of the rich Christian monarchs with anything regarding Christianity. The facade of Gothic cathedrals are also elaborately decorated using sculptured human figures ( saints ,kings and peasant life) as the main features, illustrating their growing interest in humanism ideas ( human life and accomplishments) as it replace the usual carvings of animals, fruits and other figures. The story of Christ, specifically his incarnation, decorate the entrance of the church, urging whoever will pay homage or pilgrimage to the church not to admire its gold or cost but to focus their attention to Christ ( Dudley, 1974, p. 291; Scott, 2003, pp. 47-48) . II. Conclusion Gothic Cathedrals, like the Salisbury Cathedral and La Sainte-Chapelle, are the best representative of Gothic art. The knowledge of new style of architectural technology by using a pointed arch, flying buttresses and ribbed vaulting paved the way for a taller , more spacious and well-lighted or ventilated churches. It erased therefore the somber, gloomy aura of the Romanesque churches, and the new concept of God as Light and Supreme was successfully incorporated into the church structure. In spite of the presence of wars, famines and epidemics, this ambitious project was embarked on, signifying the Christian devotion of the people of the Medieval era. Works Cited Dudley, Louise and Austin Faricy. The Humanities, 5th edition. New York: McGraw-Hill Company, 1973. Perry, Marvin. A History of the World. New York: Houghton-Mifflin, Inc, 1988. Scott, Robert A. The Gothic Enterprise: A Guide to Understanding the Medieval Cathedral. Berkeley: University of California Press, 2003. Vauchez, Andre, and et al. Encyclopedia of the Middle Ages. New York: Routledge, 2000.