Sexual Appeals in Advertising and Their Effects on Consumers

Sex Appeal is one such method of differentiation that suppliers have found and proven to be successful. By targeting our basic animalistic behaviour, namely the drive for sexual reproduction, firms have found that through a cleverly designed message containing sex appeal, they can attract and hold on to consumers’ attention, thus making it more likely for consumers to choose that particular product over another. On the other hand however,sexual content may not be communicative and might even have a detrimental effect on brand information processing. Using sex appeal in advertising is a time-tested technique that will probably be with us forever. If you are marketing a product or service, you need to be aware of the power of sex appeal in advertising and understand the nuances of using sex to market your wares. What is sex appeal in advertising? Appeals utilizing overt sexual information are common in mainstream consumer advertising. Sex appeal is pervasive in advertising and is used with increasing frequency. As advertisersseek out ways to break through clutter and draw attention to their messages, the use of sexually oriented appeals have been used as a communication technique . Previous research for advertising has documented that sexually oriented appeals are widespread, commonplace, and increasing. Typically, sex appeals have varied along two major dimensions; nudity and sexual explicitness. The escalating usage of sexual stimuli in advertising indicates that companies will advertise in a way that most effectively moves the product. And sex does sell; one only has to browse through popular magazines to realize how powerful a tool sex is. Why Sex Sells: The most obvious reason sex appeal works in advertising is that it grabs attention. Both males and females are attracted to this type of advertising. It is a powerful instinctive attraction that will take our focus from anything else we may be doing. And advertisers know this. They play off of our curiosity. They know that it will be more likely to be recalled than most other forms of appeals because of the generated interest. Also, many advertisers have found that overly controversial images, even if they are taken off of the air, will stir up discussions about the ad and the product associated with it. Even if someone does not agree with what is put on an ad, they are still talking about it. By those discussions being had, the name of your product stays in the minds of consumers longer. What to Be Careful of When Using Sex Appeal in Marketing: Make sure that people are not so distracted by the sexual appeal of the ad that they do not remember what the ad was for in the first place. It does not do any good to create a sensual or sexual message when all they can remember is the image and not the brand name. So, make sure the sexual/sensual image being used is connected in some way to the product or service being promoted. This will create a link between the two and make the viewer much more likely to remember the product or service being advertised. Many advertisers appeal to males in this way- buy the product, get the girl. Especially beer advertisements- generally, a group of average looking guys will be in a bar and by purchasing or drinking a certain brand, they will attract interest from an attractive girl across the room. What is considered acceptable varies from one location to another. In a large metropolitan area with a diverse, less conservative population, you might be more likely to produce more risque advertising versus a rural and conservative or religious community. Tailor the message to the people you are targeting, which includes understanding their feelings and beliefs on public sexuality. If you are setting up a business in a smaller community, make sure to note what other businesses do to advertise. Sex appeal may not be an acceptable form of appeal at all. It is not as attention-grabbing as it once was. There is still an element of surprise, but do not think that people will react or respond quite how they did when it was first being used. As we have become more and more surrounded by sexual images in movies and television, we have become almost desensitized to it, and an ad with half-dressed models does not nearly shock us as much as it would have twenty years ago. So, instead of just having a group of sexy girls or guys in an ad, try to find more subtle and unexpected ways to use sexuality in your message. Dove did this by using â€Å"real people† in their marketing campaigns that started a few years ago. They used the different kinds of beauty, body shape, and age to promote their products. This unexpected campaign, which premiered during the Super Bowl, was extremely successful because it was something different that they were remembered for doing. Sex appeal can be used in many ways. In short, make sure that the way you are using it is appropriate for the product that you are selling and the people you are selling it to. Amy Bax is interested in providing innovative informational resources to entrepreneurs. She is currently an MBA student at the University of Missouri – Columbia. We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. Is sex appeal effective? Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer's attention. It's human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs. However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled â€Å"XXX Wet, Hot Summer Fun. † On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, â€Å"XXX Wet, Hot Summer Fun† featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers. Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer's attention, doesn't really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the â€Å"cheap shot,† which may negatively affect a brand's image. To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. One spot, called â€Å"The Premature Pour,† shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, â€Å"Provocative is a very good place to be, as long as we're not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero. † Sex sells, yes, but only when used â€Å"in good taste. † As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results. The positive roles of sex appeal in advertising: One might ask ‘why do advertisers promote sex appeal? ’ The answer in its purest form is thatit works well in most cases and according to Bumler (1999), most advertising executives usesex appeal as the most powerful weapon in their arsenal and therefore they use graphic images to get and hold on to audiences’ attention. From a marketing perspective, sexual appeal maybe advantageous for the simple reason that they prey on basic biological instincts and thus, an incredible motivational factor, which is a desirable attribute to break through clutter. Advertisements that attract attention have the increased likelihood to affect persuasion,especially in a saturated media environment typified by passive viewing exposure. Numerous research studies have revealed that sexual appeal, when used in advertising are attention grabbing, likeable, arousing, effect inducing, memorable, and somewhat more apt to increase interest in the topic advertised in comparison to non-sexual appeal. Sex appeal serves several crucial roles in advertising. Firstly,sexual material in advertising acts as an initial attention lure to the ad, which is referred to asthe stopping power of sex . Attention is a necessary condition for learning, attitudinal change and behavioral effects. A second function of sexual stimuli in advertising is to enhance message recall as sex is arousing, easy to relate, emotion inducing, and most of all, memorable. Finally, the third role of sexual content in advertising is to evoke emotional responses, such as feelings of arousal, excitement, or even lust, which in turn can create stimulation and desire for the product (Bumler 1999). This role may affect the consumer’s mood and can result in favourable cognitiveprocessing of the ad and increase the persuasion impact. Sex appeal in advertising is also effective ineliciting fantasy or expressing the imaginative fulfillment of motives, such as sexual gratification. Latour, Pitts, and Snook-Luther (1990) have provided insight into the emotional impact ofsexual appeals, specifically the level and nature of evoked arousal and attitudes toward theadvertisement and brand. They have found a direct relationship between the positive arousalevoked by sexual appeals and evaluations of the brand. Nonetheless, whether sexual appealelicits a positive or negative reaction depends on the appropriateness to the advertisedproduct. Richmond and Hartman (1982) ascertain that sexual stimuli will enhance brand recallonly if it has an appropriate relationship with the product category and the advertisingexecution. When sex appeal is used inappropriately, such as utilizing it solely as an attentiondevice, exploiting the female body, degrading the female role or insulting propriety, weakbrand recall may occur and may in fact produce a negative attitude towards the brand. This implies that the use of sex appeal in advertising must be appropriate to the type of products eing advertised and when sex appeal is used thoughtfully and appropriately, it may produceacceptable and satisfactory results. Negative effects of sex appeal in advertising: While studies have shown that overt sexual portrayals attract attention to an advertisement, other numerous advertising research have also suggested that inappropriate and excessive use of sexual content can actually have a number of negative effects. Consistently, studies have demonstrated that sexual appeals attract attention to the ad, typically without a corresponding advantage for brand information processing. Sexual content may be eye-catching and entertaining, but it may not be communicative and might distract the viewer from the message. When sexual stimulus is used in advertising, viewers’ perceptual and processing resources are directed toward the sexual information in the ad rather than toward the brand. The use of explicit sexual messages in advertisements may interfere with consumers’ processing of message arguments and brand information, which in turn may reduce message comprehension. Furthermore, initial devices such a sexual stimuli overwhelm the message, and are negatively correlated to both recall and persuasion. Finally, there has been evidence to suggest that overt sexual appeals may have detrimental effects on attitudes toward the ad and brand, and therefore may reduce purchase intention . These findings led MacInnis, Moorman, and Jaworski to advance the proposition that hedonic appeals, such as sexual stimuli, increase motivation to process the ad execution, but largely at the expense of the brand. All of these threaten to act as potential hazards of using sex appeals. The Elaboration Likelihood Model (ELM) provides a framework to understand the role of sexual appeals in persuasion (Shimp 2003). According to ELM, persuasion can occur along a continuum of elaboration. Persuasion resulting from extensive issue-relevant thinking isreferred to as central route processing, whereby receivers engage in vigilant examination ofmessage information. As receivers’ motivation, opportunity, and ability decrease, receiversare less likely to engage in systematic elaboration and are consequently more likely to rely onperipheral cues to guide their decision-making. Evidence suggests that this process occurs in response to sexual appeals in advertising (Severn, Belch & Belch 1990). It appears that numerous advertising utilizing sex appeal seems to get attention but do little for the advertised product. For instance, Judd and Alexander (1983) found that ads withdecorative female models increase memory for the image in the ad with no difference in actually reading the information of the ad. In particular, nudity and erotic content was found to increase attention to the ad, but not necessarily enhance recall or positive attitudes toward a brand. As a result, sexual appeals stimulate less argument elaboration and connecting thoughts than will non-sexual appeal. Additional evidence also suggests that, as the level of nudity and erotism increase, the intended communication effects either become negative or dissipate. Therefore, despite the persuasiveness of sexual appeals when used in advertisements, it is likely to be the result of peripheral processes and as a result may be transient. In addition to the aforesaid negative effects of advertising, bad uses of sex symbols in advertising may lead to unacceptable perception by audience. The widespread use of sex as an advertising technique has elicited significant consumer protest. On top of that, as clutter increases in advertising, consumers appear to be more able to physically avoid advertising and tune out . For this reason, every advertiser haspragmatic need to stand out. As marketers focus on developing messages that stand out, too many of them forget that their focus should not solely be on the executional devices, but on the core message. In order to investigate the abovementioned discrepancy with regards to the effects of sexual stimuli in advertising, we conducted a short survey on 20 subjects on their perception of ads that exploit sex appeal. The subjects, who consisted of eleven females and nine males, wereasked to browse through five different ads for 20 seconds. Two out of the five ads presented,employ sexual appeal as their core messages. The subjects were then required to answer a series of questions about the attractiveness of the ads and were then asked to recall the brand names. The survey questions, results, and advertisement stimuli are provided in Appendix 1. It was found that one of the ads utilizing sexual appeal (Ad 2) was rated as most appealing by the majority of subjects. Interestingly however, the other ad that displays explicit nudity (Ad) was rated as most unappealing and most subjects were unable to recall the brand name. We therefore concluded that sex appeal in advertising works well, but only if it is appropriate with the product context and within an appropriate level of explicitness.

Mktg Plans Essay

The type of decision-making a consumer uses for a product does not necessarily remain constant as the needs and wants of consumers are constantly changing and newer innovations are constantly being churned out to fulfill our changing needs. Nowadays what would usually involve a routine response behavior is not as simple because of the enormous variety a consumer has to choose from. There are many things that a consumer can evaluate in terms of purchasing a product; packaging, price, reputation, and whether or not there is a sale on the item can all be factors that a consumer evaluates. It might be even that the product is currently very trendy at the moment that would motivate the buyer to purchase it, which would be a case of limited decision-making. There are also many sociodemographic factors that affect the type of decision-making a consumer uses for a product. For instance, if you receive a big bonus and have more income going into your household, you may choose to use limited o r extensive decision making in picking out a product with better brand recognition and of better quality. Another reasons that affect the type of decision-making a consumer uses for a product does not necessarily remain constant is for different occasions the product is being used for. For example, if someone were to attend a fancy party whose host you are trying to impress, you would use extensive decision making in order to pick out a wine that tells the host that they have class and a fine taste in wine. An example of how the type of decision-making I use has not remained constant is for my use of high-end fashion items, such as shoes from Ferragamo. If I wanted a pair of shoes from the main website I would search all over the web for the same shoes at a discounted rate for me to get the best deal on them. However, if I see shoes that I like and are on sale on the main Ferragamo site, I would buy them right away with no hesitation. Buying a high-end product at a discounted rate would lower my buyer’s remorse. A new service that is targeted at the college student market are house-cleaning services. The house-cleaning services often come in packages for a full clean up service for a minimum of 2 hours for around $65-$80. This service can be extremely profitable within the college student target market as a general conception of the college demographic is that they are fans of instant gratification. They are the ones who would rather not spend the time buying cleaning products at a store to clean their whole house, when it would only take 65 dollars (split between 2-4 roommates) for their house to be spotless in 2 hours. Although this service is offered, I don’t think they have capitalized on the college student market enough. I often hear these services through word-of-mouth or by an occasional Groupon deal. There are several different forums house-cleaning services can be offered to the college demographic in a more effective way: enhanced web presence, and cross-selling once a clie nt has been established are some of them. The main factors a house-cleaning service needs to consider when targeting a college target market are price and long-term commitments. A college student often has a limited budget on what they can spend so the cost of labor of a cleaning service has to be reasonable in order to outweigh the prospects of buying their own cleaning products at a much more affordable rate. Students are constantly on the lookout for deals and discounts and are constantly on the Internet, so Groupon, Living Social, Facebook, and Craigslist are great ways to advertise the service. The Internet is also a great source for students to research the ratings of the company offering the service because credibility of the company offering the service is highly important for a house-cleaning service since they are entering your home and have access to all your personal belongings; this is a way you can eliminate your competitors – by being the most credible and collecting the most amount of favorable reviews online. Long-term commitment is important because this is a service that needs to be used frequently in order to churn out the most amount of profit. A student must find value in having their house cleaned frequently by being pleased with the outcome of the service the first time. In order to yield customer returns and customer satisfaction, the house-cleaning service company can offer deals such as â€Å"For every 1 time you use us, you get 35% off your next house-cleaning,† or â€Å"Buy a package deal of 4 house-cleaning services for the price of 3.† They can even offer additional services such as laundry services that include cleaning, folding, and ironing. Timing is another factor a house-cleaning service can capitalize on since college students are those who want instant gratification. You can offer a service that is available 24 hours and have the job done in an hour and a half. Lastly, a house-cleaning service could take advantage of the social issues trending. Currently, while flu season is in full throttle, many students are getting sick. A house-cleaning service could advertise their flyers at a student health center or somewhere that students get flu shots with advertisements that stress on the need for a clean and germ-free house so that students can avoid getting sick. A company can create an atmosphere on its website by reflecting the same amount of value and prestige they have in there store directly onto their website. There are several factors a company needs to evaluate such as the usability of the website (whether or not it is easy to navigate, whether or not the functions work, and whether or not all the products are available), the websites atmosphere (sounds, presentation, layout ect.) The atmosphere of the website should communicate to the customer that it is a viable and reliable means of purchasing their products by making it look professional. The website atmosphere can encompass music and designs that compliment the prestige of the actual store. For example, the online store for Louis Vuitton evokes a very prestigious feel where many of the functions of the website are there for aesthetic purposes. The photographs used on the website are taken by professional photographers and the typeface is very elegant and classy. Although there is a lot of information on the website, it is very organized and flows very well in a direction that pushes a consumer to dig deeper into their site, finding more products to look at. The website is also organized in categories of their products which makes it easier to navigate around, such as shoes, dresses, and my favorite category, sale. Furthermore, there is a function on the website that allows a customer to zoom in on the product, allowing able to hone in on every inch of the product, assuring the products quality. A customer can browse the product from every angle and determine whether or not each specification of the product is suitable for them. Lastly, when a customer has decided to purchase a product, the website suggests more products for the consumer to buy that have a similar style to the one they have purchased and guarantees returns and a full refund if they are unhappy with their purchase. The process is also simple and fast, which eliminates the possibility of a consumer backing out of their purchase. It is obvious to the consumer that Louis Vuitton is a top-tier brand through its intricately and carefully designed website. The price is all extremely high, but it emphasizes its strong global presence in the most luxurious retail markets and gives you an impression that the brand is worth the money. If I were to start a pet grooming service in a town where there are two established pet groomers, I would price lower in order to gain recognition and penetrate the market. I would set my penetration price to a low price and sell my services in bundles in order to expose the services I offer as well as show that the quality of my services can match up to the existing competition. Once I have captured an interested audience, I can begin to maximize on customer loyalty strategies to keep them coming. I would constantly monitor my competition in order to learn about new services they offer as well as their prices in order to stay competitive. Since I am offering lower costs, it would be essential for me to estimate and calculate my demand and cost in order to not lose money in this endeavor. I would attempt to lower my overhead costs in running my grooming service at locations I do not have to rent, such as my house in order to yield a profit quicker. I would position my company to be a smaller, less established company who can do the job just as well as the other grooming services. I would start off by using my friends and family to bring in their pets for me to display my services on my front lawn in order to attract attention to potential customers so that their perceived quality of my services are that it is legitimate and that I take good care of their pets. Other reasons for why I would price my product low is because a pet grooming service is not a necessity, which means that in a down economy, a pet grooming service wouldn’t be anybody’s priority. Therefore a low price point can convince them that the value in having a well groomed pet is worth the money. Lastly, I would differentiate my services from my competitors in order to lower the associated price elasticity. I believe this value trade-off will drive the market to the lower-priced alternative.

Modern Philosophy Essay Example | Topics and Well Written Essays - 750 words

Modern Philosophy - Essay Example In philosophy, empiricism is generally a theory of knowledge emphasizing the role of experience, based on perceptual observations by the five senses. . such as sight, touch, hearing and smell. According to Hume, empiricism is a reduction of ideas to nothing more than fuzzy remembered images of actual perceptions that they regard freedom or self-determination both as real and as having important ontological implications, for soul or mind or divinity. John Locke is the father of true empiricism, which is nothing more than a denial of innate (or a priori) knowledge and philosophical rationalism (the belief that knowledge can be derived by reason alone without reference to the perceived world) and insistence that all knowledge is derived and based on conscious experience of the world. That the world we are conscious of is objectively real, and it is our conscious perception of that objectively real world and our reasoning about it, which is the only source of true knowledge. Locke's empiricism began and ended with Locke. Bishop Berkley and Hume immediately destroyed it, and "empiricism" after Locke devolved into extreme Skepticism and subjective Idealism. In the late eighteenth century Immanuel Kant set forth a groundbreaking philosophical system which claimed to bring unity to rationalism and empiricism. Rationalists believe there are innate ideas that are not found in experience. These ideas exist independently of any experience people may have. These ideas may in some way derive from the structure of the human mind, or they may exist independently of the mind. If they exist independently, they may be understood by a human mind once it reaches a necessary degree of sophistication. Empiricists who denied that there are concepts that exist prior to experience. For them, all knowledge is a product of human learning, based on human perception. Perception, however, may cause concern, since illusions, misunderstandings, and hallucinations prove that perception does not always depict the world as it really is. In Kant's view people certainly do have knowledge that is prior to experience, which is not devoid of cognitive significance. Kant has been justly recognized for creating a revolutionary synthesis between the absolute, but speculative certainties of the continental rationalism of his time (represented by Leibniz) and the practical approach of British empiricism (culminating with Hume) that ended up in universal skepticism. Kant's initial position was considerably closer to the continental rationalism of Leibniz and Wolff than to British empiricism. Both his background and his personal inclination caused him to search for absolute certainties rather than pragmatic solutions. It was Hume's skepticism merely served as a catalyst to make him realize how little certainty there could be in any metaphysical construct which described himself as a lover of metaphysics whose affection had not been reciprocated. In the eighteenth

The Act of Design Essay Example | Topics and Well Written Essays - 500 words

The Act of Design - Essay Example One fundamental concept mentioned in the first article is to use critical thinking in order to have a successful problem-solving process, using focused knowledge based on facts and ease in using these facts to the problem at hand. Another powerful concept is to see things differently, with a new perspective and to use innovation as a departure from prevailing standards. This is an essence of critical thinking, to think independently and boldly, not intimidated by constraints like universal truths, simple answers or easy solutions. The second article has two powerful concepts in it, which are that problems and their potential solutions are often interwoven or linked, and a second insight is successful designing very often requires a high level of tolerance for ambiguity and uncertainty, since many things in design are not straightforward at all. Drawings or sketches are often used to explore both problems and potential solutions (together), due to uncertainty. Using design to solve a problem requires the use of creative and critical thinking. This is to alternate between the two modes, first to think creatively for potential solutions and then later, critically evaluate its feasibility. This idea is echoed by de Bono in a six-thinking-hats approach to problem solving, lateral thinking using creativity. Ordinary thinking is linear and logical that puts limitation on creative thinking; most design problems are ambiguous and requires thinking â€Å"outside the box,† what intuition is all about.

International and Pacific Asian Business Essay Example | Topics and Well Written Essays - 3000 words - 1

International and Pacific Asian Business - Essay Example These factors contributed to the shift from multinationalism to globalization. Since the millennium, academics and business people were more concern about ways in which globalization could affect domestic and international economy (Tierney 2004; Smith and Yaw 2002, p. 1). The purpose of globalization aims to promote the practice of free trading in the world market by removing barriers like import and export taxes which could prevent business people from taking advantage over the use of natural resources around the world (Nanduri 2006). By linking the trade and development in one country to other countries around the world, globalization makes it possible for businessmen to have the opportunity to maximize the use of the available natural resources and manpower (Krugman & Obstfeld 2009, p. 27, 273). As part of examining the new economy in the international and pacific Asian business, this report will analyze and discuss ways in which international trading is being conducted using the new trade theories as tackled by Paul Krugman. Eventually, trade theories which could accurately explain the competitiveness of business locations will be tackled in details. In line with this, economic theories related to economics of scale, demand led, product life cycle, the significance of monopolistic competition will be applied in different case scenarios by providing real-life examples and evidences. Prior to conclusion, the key trade patterns will be critically evaluated. The New Economy in International and Pacific Asian Business Because of globalization, fast economic growth and continuous business expansion can be observed in the modern international and pacific Asian businesses. In order to gain competitive advantage over other businesses in the world market, the new economy in International and pacific Asian businesses are heavily focused over the need to rely on the practice of trading goods and services within and outside a given country. As part of increasing the com petitive advantage of each business, large-scale companies are competing with one another not only in terms of acquiring the cheapest yet high quality raw materials but also in terms of hiring competitive and highly skilled employees at a minimum wage level (Steger 2003, p. 37). As a basic rule in business, high profit can be achieved not only when a company is able to produce enough supply based on the market demand but also when a company is able to keep its business operational cost at a very low price. Specifically the low operational cost can be achieved either by maximizing the use of the available human resources through the use of high technology and machineries or through economies of scale. Economies of Scale As explained by Krugman and Obstfeld (2009, p. 114), economies of scale in microeconomics is all about the cost advantage each businesses could earn by maximizing the use of its available technology and human resources. In line with this, a company is able to keep the unit price of certain product low each time the buyer purchases specific item by bulk. In other words, reducing the unit cost of a product is possible because producing a single item by volume can be manufactured on a large scale without the need to spend more money spent human resources. For

Attention Deficit Hyperactive Disorder ADHD Essay

Attention Deficit Hyperactive Disorder ADHD - Essay Example One of my key findings is that Attention Deficit Hyperactive Disorder is a psychiatric disorder that has been diagnosed in nearly 5% of children in the world. The disease is currently considered to be a serious issue of public health concern in many parts of the world and has affected the societies and families in a number of ways. According to Wilens and Dodson (2004), the affected individuals usually have difficulties in their interpersonal relationships and do not perform well in schools. Conducting a psychiatric assessment is one of the main methods of diagnosis although laboratory tests can also be used. My research has significantly enabled me to have a better understanding of my daughter who has been suffering from Attention Deficit Hyperactive Disorder. Consequently this will improve my coping skills and enhance my contributions towards her behavioral and normal medical interventions in her condition. For example as a parent, this research has improved my understanding of the significance of providing family therapy and parental assistance to the affected children like my

Cicadas Essay Example | Topics and Well Written Essays - 500 words

Cicadas - Essay Example The female lay 4-5 mm long egg on the ventral thorax. Their life cycle takes 17 years in northern species and 13 years in southern species; the two types overlap in parts of the United States. In about six weeks the wingless, scaly larvae, or nymphs, burrow into the ground, where they remain for 13 or 17 years, feeding on juices, the xylem sap, sucked from roots of the flora present in that area encompassing grasses, forbs or trees. The nymphal development takes numerous years. The nymphs molt periodically as they grow; finally the full-grown nymphs emerge, climb a short distance reaches the tree trunks, herb stem and fences, anchors itself with the help of its tarsal claws to protect itself and molts or shed their last larval skin. The winged adults generally emerge together in large numbers, live for about one week. Its nymphal shell remains as proof indicating the transition in the life cycle of the cicadas. This is also a transition from its restricted life to free life where it has freedom to fly. Cicadas are known as strong fliers with a high visual alertness. Adults feed on xylem sap and have a life span of a few weeks. Different broods mature at regular intervals, so that at least one colony is conspicuous in some part of the United States each year, and even in a given locality a brood may appear every few years. Other North American cic

Group Organizational Ethics Essay Example | Topics and Well Written Essays - 500 words

Group Organizational Ethics - Essay Example In the interest of keeping a good customer happy and committed to us over the long haul, I determined that the correct business course of action would be to actually reduce the price for this customer, rather than try to increase it. This was also the ethically correct thing to do because we were ripping off this particular customer as evidenced by the fact that the other customers were paying far less. After some serious arm twisting, I was able to convince the company that there is greater potential long-term profit if we reduce this customer's price in order to shore up the business relationship. Fortunately, we were able to do this, and the customer now feels like they are treated fairly. I did not need to compromise my values or beliefs. Yes, I would have an obligation to stay connected, because I would be unlikely to suffer any harm. Under a deontological ethical approach, it is simply the right thing to do to sacrifice one's time in order to save the life of another person. If the facts were a little bit different, and there was some risk to my own life, or I would be putting the life of another person at risk due to my lack of availability, it would be a reason to reconsider.

Market realities and the maximalization of consumer good Essay

Market realities and the maximalization of consumer good - Essay Example For purposes of definition,a monopolistic competition will be defined as a type of competition that is defined by the fact that only one business or individual can provide the needs of the larger economyConversely, oligopolistic competition will be one in which only a few very large companies offer the given good or service to the market. Likewise, due to the fact that so few players exist within the oligarchic model of competition, it is easy and often common for them to cooperate in order to stifle any entrants to the market. As a function of seeking o understand each of these models to a greater degree, the forthcoming analysis will seek to provide the levels of differences that exist between the two as well as showing some figures that illustrate the ways in which the market behaves under these different models of competition. Lastly, a value judgment will be made with respect to which of these is the best model of competition to maximize consumer good within the economy. Althoug h it is useful to seek to provide a contrast between the two so that the reader and/or researcher can best judge how these two forms of competition act within the given economic system, there are a level of similarities between the two that cannot be ignored. In both of these models, the consumer is at a price disadvantage due to the fact that the price maker(s) is holding almost all of the power and has the ability to set the price according to non-market regulated means. (Lu, 2011). Likewise, also from the consumer’s perspective, the level of selection of goods or services between both models is similarly constrained. Due to the fact that one or a handful of firms are holding the means of production and/or distribution firmly within their grasp, the availability of substitutes is greatly diminished (Marini & Zevi, 2011). Conversely, the differences that exist between the two market realities also help to differentiate the two models. The first of these revolves around the f act that a monopoly allows for much lower level of consumer choice than does the oligarchic system. Although both systems necessarily constrain the choice to the consumer, it is impossible to consider a situation in a monopolistic model in which a price war would take place (ZHELOBODKO et al, 2012). Conversely, although rare, price wars can and do take place within the oligarchic model due to the fact that a particular firm or group of firms may seek to leverage an advantage and further reduce the competition by driving one of the participants out. Figure 1 and 2 below seek to point out the key means by which monopolistic and oligarchic competition affects the supply and demand curves of the traditional representation of the economy. Due to the ways in which these are warped from the standard representations, the reader can gain a degree of inference with respect to how these effects will be passed along to the end consumer within the markets. Figure 1.0 Oligarchic Competition Figur e 2.0 Monopolistic Competition Consequently, the reader and/or researcher can understand that with regards to the maximizing the good of the consumer, the oligarchic model is most appropriate due to the fact that although it provides the consumer with only a few options between firms or between products, it necessarily exhibits a greater level of offerings than does that of monopolistic competition. Moreover, due to the fact that the firms within an oligarchic system compete, at least to a small degree, some utility is able to maximized on behalf of the consumer (Essen & Hankins, 2013). This is a function of the fact that the monopolistic system is the price maker and the consumer is the price taker. Although one can argue that in the oligarchic system the same is true, the fact of the matter is that it is reduced due to the reality of the small level of continuing and ongoing competition that is present. Though few realistic examples exist within the world with regards

Art in Context - Tracey Emin Essay Example | Topics and Well Written Essays - 2000 words

Art in Context - Tracey Emin - Essay Example She is an expert in various art forms including needlework, sculpture, drawing, video or installation, photography and painting as well. The uniqueness in her works that can be in any form lies in her independent nature to express with an autobiographical tone. What other artists never prefer to expose in public, Tracey does exactly the same. Tracey and Her Unique Practice as a Contemporary Artist: Tracey is the most controversial artist just because of her extreme personal and original art works. Autobiographical subject matter in her works of art is the place where she differs from other contemporary artists. She has confessed everything from her inmost life through sculptures, textiles, drawings, mono prints and several other expertise fields (Fortnum, R, 2007). Almost all her works tell about her autobiography. According to her this comes from a stream of consciousness, undoubtedly this is the basic source of art while creating it. Tracey’s practice is well known for its r aw openness, immediacy and some extend sexually provocative attitude (The European Graduate School, web, N.D.). Such factors fascinate the viewer a lot. She is very confessional in her attitude through the art forms. She always prefers to show a working class attitude in her works of art that provokes British class system. ... She deals with extremely female autobiographical subject in her art. She represents â€Å"she† in all her art works and that is a concrete part of essentialism (Gale, M.B. & Gardner, V, 2004). Tracey is such an artist in the contemporary world of art who tells about the exploitation of her existence as a woman. Her art tells about the challenges of a woman affirming her female identity in her art forms. She makes the viewer feel her string existence through her art forms. Tracey’s form of art often defined in terms of sexual aggression coming out of her personal experiences. Almost of all her paintings delineate a life of sexual desire (Doyle, J, 2006). She often confesses that what she does is exactly what she thinks. This is the freedom of contemporary art. An artist is freed from any kind of boundaries. There is no obligation in the expression through art form. The basic aesthetics of contemporary art form is that nothing can stop the spontaneous urge of expression i n terms of art. The tradition of past, restricted sectors of rules and regulation are avoided in the concept of contemporary art form and Tracey is a perfect contemporary artist representing her own thoughts and spontaneity on canvas or paper or may in some other formats. A spirit of experimentation is the basis of contemporary art and Tracey is just the revolutionary as a contemporary artist. Modern art is born out of a considerable revision of the conventional definition of art form with the concept of something unique (Meecham, P & Sheldon J, 2000). Tracey is doing nothing rather implementing her own thoughts through a revolutionary method. Her struggling life from the childhood makes her tell the pathetic story in a spontaneous approach through modern art. Several rejections in terms of

Virtues and Vices Essay Example for Free

Virtues and Vices Essay Would you sacrifice your identity just to fit into a certain crowd? Higher social class increases unethical behavior. Social class confuses Pip into believing his vices are really his virtues. In a study by Paul K. Piff, Daniel M. Stancato, Stephane Cote, Rodolfo Mendoza-Denton, and Dacher Keltner, they found that people of higher social class were more likely to cheat, steal, and break the law. Why does Pip feel the need to be a gentleman, or in a higher social class? Pip grew up in a low social class in England around the Mid-nineteenth century. Joe, Pip’s father figure and brother in law, taught him the importance of kindness and generosity. You can recognize this in Pip’s fundamental inclination to help. Pip gets invited to Miss Havisham’s home; also know as the Satis House. Miss Havisham, Estella’s adoptive mother, plays Pip in one of her sick, twisted games by harassing Pip into seeing how beautiful Estella is. The only reason Estella does what Miss Havisham wants of her is because she is bribing her with family money and gems. Miss Havisham manipulated Pip by making him fall in love with Estella just so Estella can, metaphorically, rip his heart out. Miss Havisham was left on her wedding day by her fiance; therefore she has made it her life’s mission to destroy any man in her she can get away with. Because of Miss Havisham’s influence, Estella gives Pip the impression that she will only like him if he would be a gentleman. To become a gentleman Pip mixed vices and virtues by believing that education, dress, and manners was the most important thing over love, appreciation and hope. No matter what Joe taught Pip, the new beginning that could behold him captivated him. Joe was not enough to hold Pip’s virtues, but if Pip had more people who cared for him when he was younger, he would have never succumbed to Estella. A virtue is a positive trait of quality deemed to be morally good and thus is valued as a foundation of principle and good moral being. A vice is opposite of a virtue, it is a practiced behavior or habit generally considered immoral, sinful, depraved, or degrading in the associated society. Pip practices both in this novel, however somewhere in the middle of all that was going on, he couldn’t differentiate between vices and virtues.

Is Clausewitz Relevant To Modern Warfare Politics Essay

Is Clausewitz Relevant To Modern Warfare Politics Essay The students of international relations and strategic studies seek from Clausewitz not a theory of politics but an analysis of war. For some 150 years those who have sought to understand war have turned to Clausewitz- to explain the logic behind wars or to condemn its applicability to modern warfare. Carl Von Clausewitzs concern with war was both practical and theoretical. A life-long soldier, he first put on Prussian uniform in 1792 at the age of twelve and saw action against France in the following year. Consequently, he took part in the campaigns against Napoleon, rose to the rank of Major General and was still soldiering when he died in 1831. Though ambitious in his military career and dissatisfied with his achievement, Clausewitzs passionate interest in war also took an intellectual form. From his early twenties he studied and wrote about war, leaving for publication after his death seven volumes of military history and the eight books which constitute On War  [1]  . Clausewitzs masterpiece of warfare, On War, has been much scrutinized  [2]  . Many critics have pointed to Clausewitzs preoccupation with armies and the control of territory- albeit the principal instruments and stakes of warfare in continental Europe in his time- and to his neglect of sea-power and the related questions of colonies, trade and empire  [3]  . Some have criticized Clausewitzs lack of concern for logistics, his focus on combat at the expense of preparations for war  [4]  . Others have pointed out that perhaps unavoidably, he has little to say about the impact of technology on war, thereby raising the question of whether his analysis remains relevant to modern warfare  [5]  . Criticisms has also been directed at the unclear, even inconsistent ideas that run through On War, a defect which Clausewitz acknowledged in a note written in 1827 dealing with his plans for revision of the work. More fundamentally, Clausewitzian scholars have examined the strengths and weakness of his epistemology: his concept of absolute war, his approach to historical relativism, his ideas on the relationship between theory and praxis and his attempt to develop critical analysis for the application of theoretical truths to actual events  [6]  . However, most proponents of Clausewitz are agreed that one of his greatest contributions, if not the greatest, lies in the attention paid to the idea that war must be understood in its political context. This idea was not new, in simplistic form it was something of a commonplace by the end of the eighteenth century, but Clausewitz developed and expanded it. He was, Paret argues, the first theorist of war to make politics an essential part of his analysis  [7]  . For Clausewitz war is only a branch of political activity, an activity which is in no sense autonomous  [8]  . War could be understood only in its political context and it is therefore in politics that the origins of war are to be found. Politics in Clausewitzs words is the womb in which war develops, where its outlines already exist in their hidden rudimentary form, like the characteristics of living creatures in their embryos  [9]  . After Clausewitz it would be always difficult to think of war as something apart from politics. This is not the place to pursue Clausewitzs analysis of war. In fact, this essay intends to critically analyze Clausewitzs relevance for understanding contemporary patterns and dynamics of warfare. By the end of the Cold War, onwards, the literature focusing on strategic studies has highlighted transformational changes within international system, therefore altering the very nature of war. As a result many security studies scholars have repudiated traditional theories of strategic thought. Calusewitzian theory, in particular has taken a lot of criticism, regarding its relevance to modern warfare. As Paul Hirst notes, we are living in a period when the prevailing political and economic structures are widely perceived not merely to be changing but subject to radical transformation  [10]  . In this new era it is broadly accepted that the political and economic forces reshaping international relations are causing equally profound changes in the nature and conduct of war. Moreover, since the end of the Cold War, speculation about a future not set neatly by parameters of the East/West stand-off has resulted in varied interpretations of both present and future. Would it be radically different world to that which passed? What would replace the Cold War rivalry? What would define international relations (IR) as it entered a new millennium? Of course, in the immediate aftermath of the Wests Cold War victory, Francis Fukuyama, with his famous book, The end of History, heralded the triumph of capitalism over communism as confirmation that the world has entered an age free from antagonisms of ideology and that now the Western Liberalism held the trump card as the global cure to war, inequality and domestic insecurity  [11]  . The western freedom and democratic values underpin the notion that globalization of world politics driven by economic and liberal principles, has become one of the main features of contemporary international politics. It is widely accepted that these changes are also affecting the nature of war. The argument that the state, hitherto, the central actor in international system- is in terminal decline, has stimulated claims that war in 21st century is undergoing profound change. It has even been argued that globalization forces, hereby economic interdependence and a rising intolerance to the horrors of conflict- resulting from a Revolution in Attitudes towards the Military (RAM)  [12]  , has produced an era in which war between the major states is obsolete  [13]  . With the split of Soviet Russia and the victory of the West, in the early 1990s, political commentators such as Michael Mandelbaum were claiming that the trend towards obsolescence had accelerated  [14]  . He even recommended that the rising cost of war and the diminishing expectations of victorys benefits, have transformed its status  [15]  . In short, major war was thought to be a thing of the past. Furthermore, when war takes place it has been argued that it will differ fundamentally from the rest of strategic history; it is even claimed that the nature of war itself is changing. For supporters of this view, war has ceased to be a political and rational undertaking. Consequently, the claim is made that new ways of comprehending wars modern dynamics are required to cope with political, cultural and technological transformation  [16]  . Relevant to that, is the idea of new war, which has done most to undermine traditional ideas about the nature of war. Attacking the traditional position propounded by Clausewitz, that war is the continuation of policy, the new war idea focuses on changes in the international system enthused by globalization-mainly the ostensible decline of the state. As new war proponents believe Clausewitzian theory is conterminous with the state, they repudiate his work as a result. However, the debate between these competing ideas has been ongoing since early 1990s without definitive answer as to which offers the greatest success of understanding patterns and dynamics of modern warfare. This research essay will reevaluate the relevance of Clausewitzs war methods and assess its viability in contemporary warfare. While the new war argument is diverse, its primary claim is that modern conflict differs from its historical antecedents in three major ways: a) structure; b) methods; and c) motives, each element interpenetrate the other  [17]  . Moreover, though what is now termed the new war thesis is in fact a collection of different ideas about war in the modern world, the notion of a new, emergent type of warfare has been primarily attributed to scholars and practitioners such as William S. Lind, Martin van Creveld and Mary Kaldor, among others  [18]  . Like fellow advocates, Lind argues that the wars in the future will be different from the past because, according to him, globalization process has declined the role of the state as the main actor. His argument focuses on his concept of fourth-generation warfare (4GW), which Lind claims is part of an historical development that has already produced first, second, and third generation war. Although attention is now focused on 4GW, it is only a step towards the fifth, sixth and seventh generations of warfare at some point in the future. This irregular mode of conflict is believed to be a return to the way war worked before the state monopolized violence  [19]  . Linds 4GW analysis starts from the Peace of Westphalia (1648), when the state monopolized mass violence. The First Generation of War (1648-1860) was one of line and column- battle was perceived to be orderly and there was an increasingly clear distinction between combatant and civilian  [20]  . The Second Generation of War addressed mass firepower first encountered in the Great War (1914-1918) by maintaining order despite the increased indirect destructiveness of artillery fire. Mass firepower inflicted huge damage on the enemy, followed by the advance of infantry  [21]  . Third Generation War was developed from 1916-18. Exemplified by the Blitzkrieg of the German Army in the opening campaigns of World War 2, third generation war is based on speed rather than attrition and firepower. The primary emphasis is to attack the enemys rear areas and collapse him from the rear forward. For advocates of this idea, despite the high tempo, technologically dominated effects based warfare practiced by the richest modern armies, contemporary state/military structures encapsulate and practice third generation war. For many, this is precisely why victory in modern war appears so elusive. Colonel Thomas X. Hammes of the US Marine Corps explains: Fourth generation warfare (4GW) uses all available networks- political, economic, social and military- to convince the enemys political decision makers that their strategic goals are either unachievable or too costly for the perceived benefit. It is an evolved form of insurgency. Still rooted in the fundamental precept that superior political will, when properly employed, can defeat greater economic and military power, 4GW makes use of societys networks to carry on its fightà ¢Ã¢â€š ¬Ã‚ ¦ Fourth generation wars are lengthy-measured in decades rather than months or years  [22]   A new type of emergent warfare is also envisaged by Martin van Creveld, who claims that the state power is declining and as a result the traditional structures of International Relations are eroding. Van Creveld predicts that a breakdown of political legitimacy will transform war from a rational pursuit of states into irrational, unstructured activity-fought not by armies but by groups with varying motivations. In addition to that, he argues that war will lose its political purpose. Instead it will be driven by a mixture of religious fanaticism, culture, ethnicity, or technology  [23]  . By claiming that the war has lost its political purpose, Van Creveld, offers a challenge to Clausewitzian model of warfare. Clausewitz argues that despite wars violent predicaments, it is bound by political objectives and that war should be fought for rational pursuit of political goals. As he mentions clearly: the political object is the goal, war is the means of reaching it and mans can never b e considered in isolation from their purpose  [24]  . The idea that political objectivity encapsulates all aspects of warfare is thought to have been accumulated and presented in Clausewitzs Remarkable Trinity. The concept of Clausewitzian Trinity continues to incite controversy. Indeed, the idea that the nature of military conflict has changed originated directly from the debate about the contemporary relevance of the Trinity in understanding the patterns and dynamics of modern warfare. Clausewitz wrote that: War is more than a true chameleon that slightly adapts its characteristics to a given case. As a total phenomenon its dominant tendencies always make war a paradoxical trinity- composed of primordial violence, hatred and enmity which are to be regarded as a blind natural force; of the play of chance and probability within which the creative spirit is free to roam; and of its element of subordination, as an instrument of policy, which makes it subject to reason alone  [25]  . He continues: The first of these three aspects mainly concerns the people; the second the commander and his army; the third the government. The passions that are to be kindled in a war must already be inherent in the people; the scope which play of courage and talent will enjoy in the realm of probability and chance depends on the particular character of the army; but the political aims are the business of government alone  [26]  . By associating the Trinity to sections of society, many scholars have assumed that the concept is fundamentally linked to the state. Crevelds argument that a new type of war is emerging rests with the fact that there has been a decline in the number of inter-state conflicts and that there has been a subsequent rise in the number of wars within states. For Creveld, the proliferation of Low Intensity Conflict (LIC) in conflicts within states is evident that Clausewitzian Trinity concept no longer represents a coherent explanation why war is a rational instrument of the state. This is because with the end of the state and therefore the international system of states (in this case the decline of the state by globalization forces), only violent and non-Trinitarian, non-political war will remain  [27]  . Intertwined with changes in the structure of contemporary conflict is the argument that wars distinctive character, of a confrontation between opposing armies, has been replaced. The argument runs, just as the structure of war has changed so too have the methods; modern wars rarely follow conventional norms and are thought to be of distinctive nature by their sheer brutality and lack of strategic rationality. The increasing use of irregular warfare by terrorist organizations and globally incremented civilians claims to loosen the historical bond between state and military, thus giving credibility to the claim that state war between recognizable belligerents is a thing of the past- a post-Clausewitzian approach is therefore an immediate requirement  [28]  . As this trend develops traditional armies will become increasingly like their enemies in order to tackle the threat that this poses. According to Creveld, armies will be replaced by police-like security forces on the one hand a nd bands of ruffians on the other  [29]  . Following the claims of both Linds and Crevelds theses, war in the former Yugoslavia, Caucasus and throughout Africa seemed to substantiate their claims with much needed evidence. Mary Kaldor, the chief proponent of new war, has even claimed that the war in Bosnia-Herzegovina has become the archetypal example, the paradigm of the new type of warfare  [30]  . These conflicts do appear to manifest irrational traits and they often seem to be guided by factors other than governmental policy. As such, it has become common for most commentators and theorists openly to envisage a world where conventional armies cannot function properly against a new type of enemy. It is predicted that this trend will continuously develop and the feared result is an overspill of unorganized violence from the developing world. Kaldor, perhaps the best known of the new war advocates, explains the difference inherent in new wars: In contrast to the vertically organized hierarchical units that were typical of old wars, the units that fight these wars include a disparate range of different types of groups such as paramilitary units, local warlords, criminal gangs, police forces, mercenary groups and also regular armies including breakaway units of regular armies. In organizational terms, they are highly decentralized and they operate through a mixture of confrontation and cooperation even when on opposing sides  [31]  . Throughout the 1990s, wars in Balkans, Caucasus and Africa propelled the idea of Transformative change in International Relations. Advocated by Robert Kaplans provocative thesis The Coming Anarchy, it is argued that the global economic inequality, combined with stabilizing effects of failed states are the primary danger awaiting the modern world- especially when factions resort to communal violence in order to restore group security. For Kaplan, the implications necessitate analysis of, the whole question of war  [32]  . Furthermore, he mirrors Crevelds position; he too rejects the Clausewitzian argument that war is governed by politics. Like other new war writers, Kaplan warns that a preponderance of high-tech weapons is useless in a world where conventional war is outmoded. He cautions, something far more terrible awaits us  [33]  . War will not be characterized by the large-scale industrial confrontations of the twentieth century, or be subject to any notion of legality; there will be no rules of war as understood today. Rather, the primary target in new wars is the civilian population. If the present conflict in Iraq is any measure, attacking civilians has become the tactic of choice for the non-state actors operating there. According to the Brookings Institutes Iraq Index, the figures for civilian deaths during conflict are even more telling. From March 2003 until June 2006, the index estimates the total number of civilian fatalities as a result of conflict at 151,000  [34]  . Certainly, the recent experiences of the United States and its allies in Iraq and Afghanistan appear to suggest a trend towards difficult irregular warfare. These examples seem to compound the argument that future war will be asymmetrical, at least on one side  [35]  . Some commentators, have even suggested that using the term war at all, gives it a credibility that belies its unorganized character  [36]  . After all, these new internal wars do not manifest military objectives; at least, not ones we are used to seeing  [37]  . According to Kalevi Holsti: War has become de-institutionalized in the sense of central control, rules, regulations, etiquette and armaments. Armies are rag-tag groups frequently made up of teenagers paid in drugs, or not paid at all. In the absence of authority and discipline, but quite in keeping with the interests of the warlords, soldiers discover opportunities for private enterprises of their own  [38]  . Rupert Smith, a retired top British general with direct experience of war in Balkans, Northern Ireland and the Middle East, goes even further, claiming that: War no longer exists. Confrontation, conflict and combat undoubtedly exist all around the world- most noticeably, but not only, in Iraq, Afghanistan, the Democratic Republic of the Congo and the Palestinian Territories- and states still have armed forces which they use as symbols of power. None the less, war as cognitively known to most non-combatants, war as battle in a field between men and machinery, war as a massive deciding event in a dispute in international affairs: such war no longer exists  [39]  . For new war advocates, globalizations pervasive nature stimulates dissonance between those able to play a part in a globalized world, and those who are not. As Mark Duffield argues: The changing competence of the nation-state is reflected in the shift from hierarchical patterns of government to the wider and more polyarchial networks, contracts and partnerships of governance  [40]  . It is an opinion championed by Kaldor, who claims the process of globalization is tearing up the previously stable state system- a system which for many has provided a starting point for understanding war and it role in international relations system  [41]  . Consequently, she too rejects the Clausewitzian Paradigm  [42]  . Like other new war commentators, Kaldor believes the pervasive nature of globalization is the root cause of modern political instability and war. As globalization erodes the state system, there will be a parallel trend highlighting an increase in identity politics. Just as there has been a change in structure and methods so too are there changes in the motivations of modern war. With socially ostracized communities unable to express their political grievances, it is thought they will employ war as the most attractive expression of their local cultural/religious needs  [43]  . To grab power, this process is supported by political elites  [44]  . Several studies into the economies of new wars suggest that greed plays a large role in contemporary civil conflict  [45]  . They also agree that the economic element found in new wars is directly linked to why the distinction between war and peace has become blurred  [46]  . For Mark Duffield, war is no longer a Clausewitzian affair of state; it is a problem of underdevelopment and political breakdown  [47]  .

Paleocene-Eocene Thermal Maximum (PETM) for Global Warming

Paleocene-Eocene Thermal Maximum (PETM) for Global Warming Josh Chaplin â€Å"Can the Paleocene-Eocene Thermal Maximum (PETM) be used as an analogue for anthropogenically-induced global warming?† The Paleocene-Eocene Thermal Maximum (PETM) was a global climatic occurrence in the early Paleogene period, spanning across the Paleocene and Eocene epoch overlap at 55.8 Ma (Gradstein et al 2004). Although the exact start and end points of the PETM are disputed, drilling in the North Sea and the Southern Ocean’s Weddell Sea has allowed an accurate duration of the phenomenon to be calculated to around 170,000 years. There is, though, much controversy over these figures and the mechanisms that caused such a climatic anomaly, but particularities aside, this geologically recent warming cycle may be of much use when it comes to understanding our changing climate today. A proposed cause of the PETM thermal anomaly is the release of 1,500 Gt of methane and carbon from decomposing gas-hydrate reservoirs in the terrestrial biosphere, initiated as part of a sequence of events leading on from mass volcanism associated with the opening of the North Atlantic (Winguth 2011). The resulting rise in temperature of around average 5.6 °C, and up to 9 °C is comparable to extrapolations which predict the temperature shift by the end of the current century (Rà ¶hl 2000). Sluijs (2007) explains how the climatological evidence for this comes from Oxygen isotope excursions in foraminifera and terrestrial carbonates, increased levels of Magnesium and Calcium in foraminifera and the poleward migrations of tropical plankton, mammals and terrestrial plants. On the other hand, the inception of the modern warming period was human-induced, and carbon was released from traps much faster than it would have been during the PETM, and has thus accumulated in the atmosphere a t a higher concentration in a shorter space of time. The PETM did not surpass a so-called ‘tipping point’ whereby the effects of the warming would be irreversible, whereas the exteremely rapid release of carbon over the course of the past three centuries may have catalysed such a scenario. As a result, it is a reasonable assumption that it may be possible to rely on the PETM as an analogue for modern anthropogenic climate change, due to the analogous effects and root cause, however it must be remembered that the speed of the onset may very well render these expectations void. There are a number of close similarities between modern and past warming periods which vouch for the validity of using their analyses as an analogue for what is happening at present, and what will be still to come. For example, anthropogenically-induced warming and the natural warming of the PETM both were the consequence of excess carbon in the atmosphere. In addition, the scale of temperature rise during the PETM is consistent with predictions for the end of the current century, at around 6 °C (Rà ¶hl et al 2000). Applying the principle of uniformitarianism, the climatic reconstruction of the conditions throughout the PETM can be useful in aiding us to understand what is happening and the effects we can expect. As the globe warms up, consequences occur such as the thermal expansion of the oceans and the release of terrestrial carbon which also have knock-on corollaries as is seen today (Hayward 2011); this is shown in Figure 1. Furthermore, due to the geologically relative recen t occurrence of the event, it is more reliable to construct climatological models and replicate what the potential consequences of the warming may be. This is another advantage in using what we know of the PETM as an analogue for what is happening to the planet at present. Modern Global Warming is, however, remarkably different from the rise in temperature associated with the PETM. Whilst the rise of the temperature today is comparable to the Late Paleocene at around 6 °C (Rà ¶hl et al 2000), the onset of this thermal spike occurred naturally and at equilibrium climatic state. The industrial revolution and the resulting vast amounts of coal, oil and gas which have ended up in the atmosphere as CO2 since the early 1800s have bought about the temperature shift in a very small fraction of the time than it did during the Paleogene. Figure 2 puts this into perspective. The anthropological extraction of carbon reservoirs has depleted their stratigraphic storage much quicker than would be the case naturally through uplift and erosion. â€Å"PETM: Global warming, naturally† (2012) states around 5109 tons of Carbon was released into the atmosphere each year during the PETM, whereas the figure for 2010 alone is 35109 tons. Such rapid accumulation of ca rbon in the atmosphere has never been reconstructed within the last 20 million years, and current atmospheric concentrations of CO2 are higher than at any point within the last 800,000 years (Hayward 2011). With reference to Figure 1, the knock-on consequences of each occurrence within a warming cycle are numerous, and the simultaneous onset of several of these is largely uncharted territory. A tipping point could theoretically be reached whereby global temperatures spiral out of control because of this, and drawing from the reversal of snowball earth periods, such an extreme planetary climate could take many millions of years to return to optimal conditions, if ever again. When considering the centuries that are required to transport all heat to the deep ocean and the millennia needed to remove excess carbon from the atmosphere, the consequences of climate change will still be materialising for generations and will likely last for longer than the 170,000 years it took the earth to remove all excess CO2 from the atmosphere. By 2300 sea levels are expected to be up to 0.8m higher than 1980 levels, many more species will be extinct and the poles will have considerably smaller ice sheets if still in existence, and one can only assume the repercussions will be more severe than the altered migration patterns and dinoflagellate calcite levels of the PETM. In conclusion, the PETM can be considered as an analogous representation of the warming of the globe. In the case of anthropogenic climate change however, the rate of carbon accumulation simply means that the potential consequences of the climatic shift are too unpredictable in years to come. Using the PETM as an analogous model for the current period of warming may suffice for the present, but future outcomes are uncertain as atmospheric carbon continues to accrue at an alarming rate. References: Gradstein et al (2004) – â€Å"A geological timescale† Hayward, A. et al (2011) – â€Å"Are there Pre-Quaternary Analogues for a future Greenhouse Warming?† 933-941 â€Å"PETM: Global Warming, Naturally† (2012) – Found at http://www.wunderground.com/climate/PETM.asp?MR=1 Rà ¶hl, U. et al (2000) – Geology Issue 28 – â€Å"New chronology for the late Paleocene thermal maximum and its environmental implications† 927-930 Sluijs et al (2007) – â€Å"The Palaeocene–Eocene Thermal Maximum super greenhouse: biotic and geochemical signatures, age models and mechanisms of global change† 333-338 Winguth, A. (2011) – â€Å"The Paleocene-Eocene Thermal Maximum: Feedbacks between Climate Change and Biogeochemical Cycles† 43-45

The Wrath of Deceit in Hamlet Essays -- GCSE English Literature Course

The Wrath of Deceit in Hamlet There are many instances in life, where individuals are encouraged to deceive or be dishonest with each other. In a competitive world, people may turn to dishonest means to be successful, especially when the stakes are high. In the world of the Danish court, Hamlet is often a victim of deceit and dishonesty. In turn, this dishonest lifestyle leads Hamlet directly to his ultimate demise. At the beginning of the play, the first act of deception is Old Hamlet's description of his brother's treachery. Secondly, Claudius the master of deception seduces Gertrude; by becoming her husband, he cleverly becomes king. Lastly, it is proven that Hamlet himself is not dishonest or deceitful. Claudius admits this to Laertes as they prepare for the sword fight scheme. Hamlet only uses deceit when he is playing the game. The outcome of the play proves that being deceitful and dishonest with people can have tragic results. The first act of deceitfulness in the game, is the discovery of Claudius' brutal murder of his brother, Old Hamlet. We see this, when Old Hamlet's ghost comes back from the afterlife. Hamlet has a suspicious feeling about the ghost's visitation, "My father's spirit in arms? All is not well. I doubt some foul play, foul deeds will rise." (I, ii, 255-259). We later find out, the spirit of Hamlet’s father has come back to explain the circumstances surrounding his tragic death, " 'tis given out that, sleeping in my orchard, a serpent stung me. So the whole ear of Denmark is by a forged process of my death rankly abused." (1, v, 35-38). Old Hamlet reveals to Hamlet the truth that resulted in his death, "The serpent that did sting thy father's life now wears his crown." (1, v, 3... ...word fight. Hamlet only uses deceit against Claudius to expose him instead of hurting him. In a sense, Claudius’ use of deceit and treachery for his own gain ruined him in the end. Instead of Claudius having a great time as king, he ended up driving Hamlet to kill him. In addition, this proves that the deceitful behavior and lifestyle at court drives Hamlet directly to his ultimate demise. The outcome of the play proves that a dishonest lifestyle can be detrimental. In the real world, people who are dishonest may excel at first but this behavior will eventually harm them in the end. People should try to have more sincere relationships with each other in order to remain successful, and not use negative means to achieve their goals. This is because deceit distorts your perceptions and it may lead you to loosing what you truly value in your life!

Loosening Up in Southern Spain Essay -- Descriptive Writing Examples

Loosening Up in Southern Spain Our group and I were looking out towards the unfamiliar landscape waiting for our arrival at our hotel. As our tour bus traveled through the rolling hills and the city towards the coast, we were looking out towards the unfamiliar. The scenery was heightened by the late afternoon and the seemingly picture perfect shadows everything evidently cast. The Spanish countryside was a beautiful place. As we traveled closer to our hotel and the Mediterranean Sea, our tour guide rambled on about the history and other things that only the older people cared about, while we teenagers talked and looked out at the new world before us. All of the non-adults were really bummed about there being so many adults in the group, and old ones at that. I felt somewhat estranged because of my noticeably younger age. I was at least two years younger than everyone else there and was in a way not fully welcome into their world. I was not specifically excluded from anything, but it was noticeable in the way they spoke to me. As we drew closer to the coast, the roads became more active and the pathways not on the main streets began to grow smaller. Soon it was as one would imagine if they have ever seen a movie with a setting in Spain. A lively environment, plants and trees growing wherever possible gave the place a natural, laid back look. All over Spain the houses and buildings were made up of a white substance that gave an old but clean feeling. There was a good mood in the air that made the short trip seem even shorter. We were all happy to be on the bus, but even happier when we finally did arrive at the hotel. We all grabbed our luggage and slowly worked our way off the bus. The place was beautiful; at least... ...and took my first drink. The taste was bitter, just as I suspected it would be from the smell. I didn't like it but tried to hide my displeasure. I didn't fool any of the others; they told me after a while I'd get used to it and love it. I finished the rest of it ounce by ounce throughout the rest of the night. It felt good doing something that had been strictly outlawed my entire life. I think that after that night the guys looked at me differently and gave me a newfound respect. For the rest of the trip, I was one of them, an equal. I look back on that day and think of how much that night changed me. More importantly, I attribute my change to being in southern Spain and the Mediterranean. I still believe that if I had not been able to make this trip I would still be the up-tight person I used to be. I learned to relax and enjoy life, 5000 miles away from home. Loosening Up in Southern Spain Essay -- Descriptive Writing Examples Loosening Up in Southern Spain Our group and I were looking out towards the unfamiliar landscape waiting for our arrival at our hotel. As our tour bus traveled through the rolling hills and the city towards the coast, we were looking out towards the unfamiliar. The scenery was heightened by the late afternoon and the seemingly picture perfect shadows everything evidently cast. The Spanish countryside was a beautiful place. As we traveled closer to our hotel and the Mediterranean Sea, our tour guide rambled on about the history and other things that only the older people cared about, while we teenagers talked and looked out at the new world before us. All of the non-adults were really bummed about there being so many adults in the group, and old ones at that. I felt somewhat estranged because of my noticeably younger age. I was at least two years younger than everyone else there and was in a way not fully welcome into their world. I was not specifically excluded from anything, but it was noticeable in the way they spoke to me. As we drew closer to the coast, the roads became more active and the pathways not on the main streets began to grow smaller. Soon it was as one would imagine if they have ever seen a movie with a setting in Spain. A lively environment, plants and trees growing wherever possible gave the place a natural, laid back look. All over Spain the houses and buildings were made up of a white substance that gave an old but clean feeling. There was a good mood in the air that made the short trip seem even shorter. We were all happy to be on the bus, but even happier when we finally did arrive at the hotel. We all grabbed our luggage and slowly worked our way off the bus. The place was beautiful; at least... ...and took my first drink. The taste was bitter, just as I suspected it would be from the smell. I didn't like it but tried to hide my displeasure. I didn't fool any of the others; they told me after a while I'd get used to it and love it. I finished the rest of it ounce by ounce throughout the rest of the night. It felt good doing something that had been strictly outlawed my entire life. I think that after that night the guys looked at me differently and gave me a newfound respect. For the rest of the trip, I was one of them, an equal. I look back on that day and think of how much that night changed me. More importantly, I attribute my change to being in southern Spain and the Mediterranean. I still believe that if I had not been able to make this trip I would still be the up-tight person I used to be. I learned to relax and enjoy life, 5000 miles away from home.

Sports and Student Athletes :: Dialogue Conversation Essays

Student Athletes My alarm woke me up, screaming incessantly in my ear. It was eight o'clock Saturday morning, and I felt like I had fallen asleep only a few minutes earlier. I rolled out of bed onto the itchy carpet and somehow found my towel and shampoo in the darkness so I could drag myself to the shower. As the steaming water helped wake me up, I began to think about the day I had in front of me. "Here we go," I thought. "I better make it through this one or I'll be in serious trouble." It was the 27th, and in under an hour I would be in huge gym with hundreds of people taking the SAT. A mere two hours later, I would have to row my first 2k erg test of the season. My new coach from Germany would be standing over my shoulder, and I knew that those seven minutes would have a huge impact on whether or not I would make the varsity boat that spring. I could not help thinking about how important this day would be for me as I saw in my mind the e-mails from Dartmouth, Harvard, and Brown asking me about my times on the erg, which would determine how much interest they would take in me. Last minute thoughts on standardized test strategy swirled through my head as I tried to eat my quick breakfast of toast in the dining hall. Micah tried to talk to me about what we would do that night, but my mind was in a haze as I tried to focus on the task ahead. His voice was just background noise, an every once in a while I would nod me head and appear interested in what he had to say, but his words didn't register in my mind. Before I knew it, we were in Ridgedale. The long rows of desks stretched out before me, and I felt overwhelmed by everything going on around me. I sat down and refocused, realizing that I was getting over-excited about nothing. I tried to calm myself down, but I couldn't help worrying about doing well on the test and proving to everyone around me that I deserved the scholarship I had received to this school.

Havisham and Havisham

Miss Havisham and Havisham: Two Entirely Different People Carol Anne Duffy’s poem is intertextual. The character Havisham was built, off of Charles Dickens â€Å"Great Expectations† and more specifically off of Miss Havisham. Both Miss Havisham and Havisham are described as decaying skeletons and because of their similar names it would make sense to think of them as the same person, but are they really? At my first glance it seemed as if both Dickens’ and Duffy’s Havisham were the same character and I will admit there are some similarities like their obsession, but even these so called similarities have differences at their core.In reality they are very different characters that act differently and have different personalities. Even the way they are depicted, is very differently from one another, but when one looks at them together they do seem to help Dickens’ Miss Havisham be seen in a different life; a more human light. So even if the do seem sim ilar, they are in fact very different. You can see these differences most strongly by looking at the Havisham’s personalities. Dickens’ Miss Havisham is strong, powerful and driven for revenge towards Compeyson, and every other man alive.She even plans to and manipulates Estella so she may complete her revenge and hurt many men the way she has been hurt. Duffy’s Havisham on the other hand seems to be more fragile and weak and tells everyone she hates â€Å"him† but seems to be tottering on the edge of her conviction and on the edge of her desire for him. Both Miss Havisham and Havisham seem to have a strong obsession, both are obsessed with their former fiance and have lead there life surrounding themselves with that obsession. Dickens’ Miss Havisham obsession does tend to differ from Duffy’s Havisham.Dickens’ Havisham is obsessed with destroying and breaking any and all men she meets. Her obsession has even lead her to destroying Est ella, the only one that she had at first sought to protect. My Dear! Believe this: when she first came to me, I meant to save her from misery like my own. At first I meant no more. † â€Å"Well, well! † said I. â€Å"I hope so. † â€Å"But as she grew, and promised to be very beautiful, I gradually did worse, and with my praises, and with my jewels, and with my teachings, and with this figure of myself always before her a warning to back and point my essons, I stole her heart away and put ice in its place (Dickens 365) At first, Miss Havisham wished to protect Estella from the harsh world, to protect her from any man who would hurt her as she herself was hurt, but obsession lead her down a darker path. We can see part of this darkness when she tries to make Pip like herself, to make him obsessed and live his life trapped by his love for Estella, just like she lived her life for preserving the time before she was left by Compeyson.We can see her fueling his love for Estella several times throughout the novel, one of the most noticeable would be when she tells him to love Estella even if she hurts him. â€Å"Love her, love her, love her! How does she use you? ‘ Before I could answer †¦ she repeated, ‘Love her, love her, lover her! If she favours you, love her. If she wounds you, love her. If she tears your heart to pieces – and as it gets older and stronger, it will tear deeper – love her, love her, love her! † (Dickens 219).Pip, like Estella is becoming a marionette for Miss Havisham’s obsession, for if she could not have a life of happiness, a life being married to the one she thought loved her, no one could. Her revenge towards the man she once loved turns her bitter and twisted, putting anyone in her path in danger. At this time she is like a broken toy, malfunctioning and working herself into a frenzy, her revenge that started off towards one man has become a revenge and hatred towards love, and anyone who may achieve it.The Havisham from Duffy’s poem seems to have a more single minded obsession. She is obsessed with what has happened to her and the one who did this to her. Her obsession for the man who jilted her takes both and envious and murderous tone, for example she has â€Å"dark green pebbles for eyes† and â€Å"ropes on the back of my hands [she] could strangle with†(Duffy Lines 3-4). No her eyes have not turned into pebbles, but she is envious and jealous of her former lover, after all she is rotting from the inside out while he is living without even having regretted hurting her.The â€Å"ropes† on the back of her hands could mean many things but it could be an indication of her age, or her veins swollen with age and sticking off of her corpse like body. The fact she could strangle with her own veins shows a sinister scene, who she wishes to strangle could be herself but is most likely the man who jilted her. The only real similari ty between the Havishams would be there decayed appearance. After all both of Havisham descriptions are dark and tend to make them seem like the living dead of skeletons; for example Dickens’Havisham is described as follows; I saw that the bride within the bridal dress had withered like the dress, and like the flowers, and had no brightness left but the brightness of her sunken eyes. I saw that the dress had been put upon the rounded figure of a young woman, and that the figure upon which it now hung loose, had shrunk to skin and bone. †¦ Now, waxwork and skeleton seemed to have dark eyes that moved and looked at me (Dickens 52) Miss Havisham has decayed and withered away, she still wears her bridal dress, and it has yellowed and decayed along with her.She has no substance, she is a person that has already died long ago, and only an empty crazed shell remains. Duffy’s Havisham has a similar description, â€Å"Spinster. I stink and remember. Whole days/ in bed caw ing Nooooo at the wall; the dress/ yellowing, trembling if I open the wardrobe;/ the slewed mirror, full-length, her, myself, who did this/ to me? †(Duffy Lines 5-9). Havisham has both the appearance of Miss Havisham and her name, she even is still wearing her own bridal dress, even after all the years it has been since she was jilted. She has also yellowed, decayed and her withered body trembles from the strain of life.But Havisham spends days â€Å"cawing† at the wall, she has gone past the point of straight forwardly get revenge, her words are choppy, disconnected and she can’t seem to follow a though. She has fractured mentally and can only think of her pain from being betrayed. She, unlike Miss Havisham, has no grip on reality and cannot accomplish her revenge. Another one of the differences between the Havisham is that Dickens Miss Havisham is strong and steady in her desires, whereas Duffy’s Havisham is weak and wavers in her feelings. Miss Havisham is defined by her rejection on her wedding day.She is determined to live in heartbreak while making it impossible for those around her to have healthy relationships. She stops all the clocks, she wears the same dress, she never eats in front of anyone and only every wears one shoe. She essentially stopped time for herself by not allowing anything to change after she learns about her lover’s betrayal and her determination has helped her to do this. â€Å"I'll tell you what real love is. It is blind devotion, unquestioning self humiliation, utter submission, trust and belief against yourself and against the whole world, giving up your whole heart and soul to the smiter–as I did† (Dickens 219).Duffy’s Havisham on the other hand is constantly wavering, she can seem to make up her mind about her true feelings, and after all when you look at how broken she is it is not a big surprise. Even her fist line has a contradiction about her feelings, â€Å"Beloved sw eetheart bastard. †¦ / Some nights better, the lost body over me,/ my fluent tongue in its mouth in its ear/ then down till I suddenly bite awake†(Duffy Lines 1, 10 -12). After seeing these lines we can be sure that Havisham has mixed feelings about her ex-fiance.She obviously bounces between bitter hatred and self-loathing that she still desires them. Her ex is both something that she finds beloved and a sweetheart, but also feels betrayed by; after all she does call him a bastard. We can see she still desires his body when she speaks about â€Å"the lost body† on top of her. But you can see her bitterness remains by her dehumanization of him. When you first read â€Å"Great Expectations† Miss Havisham does not seem to be real. She seemed to me to be a creation from a child’s imagination.She is a ghost, a skeleton and an engineer who takes pleasure in manipulating everyone from Estella to Pip. Though after having read Duffy’s Havisham, it seem s as if Miss Havisham is more human. Duffy’s Havisham wants to have â€Å"a male corpse for a long slow honeymoon† (Duffy Line 15). She is quite twisted according to our standards and makes Dickens’ Miss Havisham seem tame and mild is they are shown together. Havisham is dark and has a slightly murderous intent; she is violent and is more dangerous, especially if we compare her to Miss Havisham. Havisham is but a tool to make Miss Havisham seem softer, and nicer.A tool that makes it possible to have pity upon Miss Havsham and place the blame of her current state upon her insensitive ex-fiance Compeyson. So, in conclusion, the two Havishams that at first seem to be one and the same are in fact different. Dickens’ Havisham is strong and unwavering, determined and manipulative, while Duffy’s Havisham is weak and wavering, helpless yet dangerous. They both have very different personalities, and very different ways of looking at things. They are two com pletely different individuals that just happen to have a similar name and appearance.They don’t act the same; they don’t have the same desires or motives so they can not be the same person. When they are placed side by side they just use each other to let the other be seen in a different light. Whether we see a crazed, dark evil or a pitiful, lonely soul depends on the Havisham you wish to view. Works Cited Dickens, Charles, and Margaret Cardwell. Great Expectations. Oxford: Oxford UP, 1998. Print. Duffy, Carol Ann. â€Å"Havisham. †Ã‚  Introduction to English Studies. North Bay: Nipissing University Coursepack, 2012. Black Board. C. McFarlane. Web. 02 Mar. 2012.

Blueprint

In Previous existing systems, actually there are several major problems are occurred. In that mainly concentrate on buddy-list search problem. This problem Is take place when huge numbers of messages are occurred continuously. By cause of this search problem, time for passing of messages Is very slow I. E. , time Is delayed to reach particular message to the destination. The reason for occurring this type of problem is ‘overloaded messages'. I. E. , by cause of overloaded messages this buddy-list search problem is occurred. It is sometimes called as ‘scalability problem'.Search cost is also called as ‘communication cost'. When a user arrives, the total number of messages produced by the presence server is nothing but search cost. Search satisfaction is nothing but, time it takes to search the user's arriving buddy list. When the buddy-list search problem is occurred, at that situation there is a chance to delay the message passing. By this cause time is delayed. At the same time, there is need to store that message temporarily up to reach to destination. By this cause, here require extra space to store that message In temporary memory. I. E. , Like cache memory.This Is also one of the problem In already existing systems. The expected number of search messages generated by this AS (presence server) node per unit Is â€Å"(n-l If ‘n' AS nodes present, S = n*(n-l)*(l-n)*u = no*WWW = n*p/4 (I. E. , u= p In) 6. COST EVOLUTIONS The previous existing systems are facing different types of problems. Those are like, buddy-list search problem, which is occurred by cause of overloaded messages. Searching actions are very slow. And then there is a chance to occur the network traffic. And also high constant search latency is appeared. Here, Maintenance cost is also named as search cost.When user arrives, the total number of messages produced by the presence server is nothing but search cost. When user arrives, time it spends to find the user's online buddy list Is nothing but search satisfaction. User is satisfied with mobile presence services when those services are worked properly & at the same time, when the cost for maintenance Is less or cheap. I. E. , when communication cost Is less, then users are attracted to utilize the mobile presence services. Formula for, reducing the communication cost when any data can be where, ‘n' is distance between any 2 AS nodes. Figure 8. 1: Presence Cloud server overlayIn Figure 8. 1, For example, we consider ‘9' AS nodes are present in Presence Cloud for distributing the messages or data. If node'8†² is want to send the data to node'3†². I. E. , 803 (consider node ‘2' is intermediate node). Here, two possibility paths are there. First, node ‘8' is directly go to node ‘3' (Consider the distance between node ‘8' & node ‘3' is 3 SMS I. E. , 803 = sums). Second, AS ‘8' is send data to AS ‘2' first and then AS ‘2' send that d ata to AS ‘3'. (Consider distance between 802 = 2. 5 SMS & 203 = 0. 5 km). Now, calculate the communication cost by using the above formula.In this testing, tester tests an application on outside knowledge of an application. Test engineers are involved in this testing. Gray Box Testing & black box testing. I. E. , it is conducted based on both white box & black box testing. Regression Testing Regression testing is defines as, tester should perform the test on system which is already tested before; When conducted test before, at that time outcomes results to made any changes are necessary, at that situation this regression testing perform once again to that system in order to rectify or modify according to user requirements.Acceptance Testing Acceptance testing is performed based on producing any types of inputs at that time t accepts those inputs & produces the exact and correct outcomes. I. E. , it can accept developer's inputs in order to produce best correct results. Stress Testing Stress testing is conducted based on producing the wrong inputs to the system at that time, the system is I. E. , here, developer is given fault inputs to his proposed system at that situation also output is produced exact & successive outcomes. In this project, we are performing the two testing. Those are ‘acceptance testing & stress testing.These testing are used to test this presence cloud project in order to provide best outcomes. . E. , provide best presence services through mobiles. 10. 2 -rest cases Test cases are constructed based on the inputs giving in order to get correct outputs. These practical outputs are comparing with the expected values or results. At that time, those two outputs are either matched or reach at least nearing to expected outputs. Test cases are dividing into two categories. Those are, Positive test cases Negative test cases These test cases are explained by using tables. In that each column specifies one some approaches.In first column we mention the test case description. In column 2, mention actual value which is produced by the system.For avoiding various existing problems in previous existing systems, here, we introduced or reposed the ‘Presence cloud' system. In order to avoid the almost all problems in existing systems. For providing best mobile presence services, here, using some effective modules. These modules are given full of support to avoid existing problems in order to provide best presence services. In future work, we have a chance to extend our proposed system more effectively. For achieving this, we are performed several operations. In proposed system (I. E. , presence cloud) should not address the presence server authentication problem.At that situation, there is a chance to hack he user's accounts by unauthorized peoples. I. E. , hackers or attackers, or malicious attackers. So, here, there is no privacy for the user accounts. And also another problem is occurred in presence cloud overlay module which is presented in presence cloud. That is, in that overlay, the direction between the each node to another node is unilateral. In future work, we are providing the security for authentication for the users. In order to protect the user accounts from the attackers or hackers. In future work, we provide bi-directions between each node for exchanging data between users.