The Social Discourse Of Bipolar Disorder - 1643 Words

The social discourse of bipolar disorder is often punctuated by the classic manic episodes manifesting as symptoms such as distractibility, pressured speech, decreased need for sleep, euphoric mood, grandiosity, and problems with impulse control [17]. These classic periods of high energy are often intertwined in a cyclical fashion with periods of depressive symptoms, much of the time meeting criteria for major depressive disorder, as well as periods with no symptoms [17]. The frequency by which a patient moves through these states varies greatly from weeks to months to as little as a few days, namely â€Å"rapid-cycling† [17]. In addition to manic episodes, hypomanic episodes, characterized by similar symptoms but less severe symptoms than manic episodes, qualify the disease as bipolar II disorder instead of bipolar I which needs the criteria of manic episodes alternating with major depressive episodes [17]. Another subtype of bipolar disorder, cyclothymia, is characterized by depressive episodes that do not meet criteria for a major depressive episode but does consist of cycling with previously described hypomanic episodes [11]. While the stigma of manic episodes plagues patients with bipolar disorder, often the depressive episodes are what cause the most distress and impairment in daily functioning of patients with bipolar disorder [12]. The burden of bipolar disorder, which has an estimated prevalence of 4% worldwide, permeates throughout all aspects of society from theShow MoreRelatedInformative Speech : Therapeutic Recreation1532 Words   |  7 PagesThere is a lot of discourse communities but picking the right one that’s for you and can be challenging. A discourse Community has different areas of communities in today’s society that start with people interest to job communities. A discourse community is a group of people who has common goals or interest. Kinesiology is my major, but I chose my field of learning to be Therapeutic Recreation. The main purpose of Therapeutic Recreation is to rehabilitate and restore to help people to gain theirRead MoreSymptoms And Symptoms Of Jenny Symptoms1429 Words   |  6 PagesJenny symptoms has demonstrated that her current manic episode is congruent with the behaviors of 296.44 (F31.2) Bipolar I with mood-congruent psychotic features. Jenny met Dziegielewski (2015) type of moods that constitues a manic episode. The moods descriptors are â€Å"persistently elevated, irritable, and expansive with severe mood distrbances that lead to impaired functioning† (205). The DSM-5 involves the examination of four explicit critera. These critiorons must meet an intensity and timeframeRead MoreThe Mental Condition Of Bipolar Disorder1728 Words   |  7 Pagesperson who is living with a chronic condition. JD happens to have a treatable condition that affects his mind. Bipolar I Disorder, as the DSM-5, specifies, is a mental condition in which doctors do not fully understand. Through the more recent years doctors have gained understanding therefore able to treat the disorder more effectively. What they do understand is that it is a genetic disorder, it affects the moods and can impact an individual to be at a very high mania to a low depression. This spectrumRead MoreInsane Characters In Edgar Allan Poe And The Shining By Stephen King1569 Words   |  7 Pagesabsolutely normal (Wood). During the play, in act 3 scene 4 Shakespeare hints that Hamlet actually is crazy by having Queen Gertrude exclaim: Alas, how is’t with you That you do bend your eye on vacancy And with the’ incorporeal arit do hold discourse? Fourth at your eyes your spirits wildly peep, And, as the sleeping soldiers in th’ alarm, Your bedded hair, like life in excrements, Start up and stand on end. O gentle son, Upon the heat and flame of thy distemper Sprinkle cool patienceRead MoreCase Study Abnormal Psychology951 Words   |  4 Pagesbiological factors as well as the social factors referring to inadequate relationships. In the face of diverse definition, abnormal behavior refers to the deviating from norm, which norm is the typical behavior or characteristic of the population. As such, Jim behavior is abnormal because it violates moral and conventional mores of the society (Violates societal standards), as such causing social discomfort to others. For instance, Jim fails to recognize the social cues in conversation thereby annoyingRead MoreMental Illness And Its Effects On The Media Essay1324 Words   |  6 Pagesis often wrongly portrayed in the United States’ media creating stigmatization and misrepresentation. Mental illness â€Å"refers to a wide range of mental disorders that affect your mood, thinking and behavior† (Mayo Clinic Staff, 2015). Examples of disorders include anxiety, depression, schizophreni a, bipolar disorder, and post-traumatic stress disorder. Any â€Å"negative attitudes, beliefs, and behaviors are called stigma† (Wilson et al., 2016, p. 2) and stigma can contribute to progression of mental illnessRead MoreSchizophrenia And The Middle Of Creativity And Psychopathology2032 Words   |  9 Pagesestablished in a social setting, it is hard to envision an uncreative genius. Creativity comprising of both oddities and effect is subsequently key for agreeableness (Cropley, 2010). The thought of a relationship in the middle of creativity and mental sick well-being has mostly been maintained by infrequent tales or life stories of incredible craftsmen who battled with discouragement or liquor ill-use. Past studies essentially concentrating on schizophrenia and bipolar disorder have given some experimentalRead MoreAbnormal Psychology - Mood Disorders4501 Words   |  19 PagesABNORMAL PSYCHOLOGY: MOOD DISORDERS A mood disorder is the term given for a group of diagnoses in the DSM IV TR classification system where a disturbance in the person s emotional mood is hypothesised to be the main underlying feature. The classification is known as mood (affective) disorders in ICD 10. English psychiatrist Henry Maudsley proposed an overarching category of affective disorder. The term was then replaced by mood disorder, as the latter term refers to the underlying or longitudinalRead MoreThe Social Consequences of Learning Differences Essay1920 Words   |  8 Pages Learning differences have become an observed issue amongst teachers, parents, and mental-health professionals across America. Recently medical scientists have identified numerous different mental illnesses which range from simple dyslexia to bipolar syndrome. Amongst these professionals, there are many different theories questioning whether these illnesses should be treated, how they should be treated, and at what age children should receive such treatment. If these ailments are not addressedRead MoreSchizophreni A Serious Mental Issue2197 Words   |  9 PagesSCHIZOPHRENIA Two or more symptoms of the following is needed to be present for a period of a month at least in order to give a diagnostic: Delusions, Hallucinations, Disorganized speech, Grossly disorganized or catatonic behavior. Negative symptoms: Social/occupational dysfunction, Continuous signs of disturbance persist for at least 6 months. Schizophrenia Subtypes:
PARANOID TYPE: Preoccupation with one or more delusions or frequent auditory hallucinations. None of the following are present: disorganized

Factors That Contributed The Civil War - 865 Words

Factors that Contributed to the Civil War Before the Civil War occurred in 1861 the North and South had major differences that would create factors leading to the war. For example the North originated as a religious safe haven while the South was all about producing goods so they had very different ideas of what life should be like. These different ideas lead to disagreements later down the road regarding methods of labor, decisions for new land and who they thought should govern them. All of these became factors that led to the Civil War. To begin with, the North and the South had very different starting points. When the South came to settle in Jamestown they came to work and make money (Lecture, â€Å"Southern Colonies†). They grew accustom to using slaves as a way to get all the work done and to avoid spending money on hired workers. On the other hand when the South came to settle their â€Å"City Upon a Hill† it was to escape England because, over there, they didnâ €™t approve of them being Puritans (Lecture, â€Å"Northern Colonies†). They came to practice their religion freely and did all the labor work they needed on their own without the use of slaves. In general the North seemed the get along with others a lot better than the South, being able to befriend the local Indians while the South couldn’t (Lecture, â€Å"Northern Colonies†). It appears that these early relations influenced the North since they still had the better social skills out of the two. All of these early differences inShow MoreRelatedCivil War Essay: The Major Contributing Factors to the Civil War888 Words   |  3 Pagesblame as the cause of the civil war the issue of slavery. This is understandable; many people in the U.S. at the time were against slavery, going to far as to help runaway slaves escape to the free north. But, while slavery at face value was a major factor, international politics and economics played a major role. Several factors , including the election of Lincoln, the raid on Harper s Ferry, the Dred Scott decision, and, most importantly, the fugitive slave law, contributed to the growing rift betweenRead MoreEssay about Analyzing the Civil Rights Movement and the Vietnam War727 Words   |  3 PagesAnalyzing the Civil Rights Movement and the Vietnam War In order to validate the statement, â€Å"The years from 1952 to 1975 in U.S. history were marked by tremendous political and social turmoil that led to major changes in American society,† one would have to evaluate the role played by the Civil Rights Movement and the Vietnam War in bringing about and contributing to those changes. The purpose of this essay is to evaluate whether or not the Vietnam War and the Civil Rights Movement indeed contributedRead MoreOverview of American History Since Civil War1235 Words   |  5 PagesAmerican History since Civil War Name Professor Institution Course Date American History since Civil War Identify at least two (2) major historical turning points in the period under discussion. There are several historical turning points in the History of the United States of America since the aspect of the civil war. One of the essential historical turning points is the end of the cold war in 1989 thus falling of the Berlin war. Another historical turning point is the aspect of the digitalRead MoreHow Far Do You Agree That Trotsky’s Leadership of the Red Army Was Responsible for the Survival of the Bolshevik Government? (30 Marks)1454 Words   |  6 Pagesgovernment? (30 marks) There were many factors that contributed to the survival of the Bolshevik Government, ranging from Trotsky’s leadership of the Red Army to the failings of the Bolsheviks’ rivals for power. This essay shows that the main reason for the Bolsheviks’ continued survival through the period was not Trotsky’s great leadership of the Red Army, but the opposition’s mistakes and failings. This will be demonstrated by analysing the key factors leading to the survival of the BolshevikRead MoreThe Effects Of Slavery On The United States1390 Words   |  6 Pagesamassed, outrage and emphasis for the morality of slavery caused outbreaks of rebellions and violence. Tolerance for slavery was not the only singular cause of the Civil War. Profusions of both short and long term causes contributed to the outbreak of the Civil War. The introduction of slavery had an ingrained impact, as the Mexican-American War significantly lead to tension, and Lincoln’s election sparked disunion between the nation. Four centuries ago from 1619 to 1861, the practice of slavery existedRead MoreAmerican Civil War and Religion Essay1155 Words   |  5 PagesOne of the important subjects during the civil war was Religion even though it received minor attention until recent years. Historians have considered civil war an important story of war; however, religion rose as an important factor with many publications. For example â€Å"Religion and the American Civil War† is a collection of essays and poems by various writers (Harry S. Stout, George Reagan Wilson, etc.1) A survey of the civil war history from around 1970 to the present provides a very extensiveRead MoreWho Is The American Civil War?1245 Words   |  5 Pagesthe American Civil War, their first thought is usually about how the Union and Confederacy fought over whether man should or should not have the right to own slaves. While this issue was the main cause and the biggest factor that led to the American Civil War, it is not the only cause or factor. In Jeffery Dixon’s article, What Causes Civil Wars? There are two other big issue that cause counties to go war against each other. Those two other issues are; economy and geography. Civil Wars are fought overRead MoreThe Strengths And Causes Of The American Civil War1394 Words   |  6 PagesFinal In this paper I will elaborate on reasons for why the Civil War happened between the North and the South. Overall it was a power struggle between the two to outline the country the and states the ways that they wanted it. Main reasons I have found which we will expand upon would be state rights, territorial expansions, slavery, Abraham Lincoln’s election, the Dred Scott decision, and industrialization. As you can imagine these are all issues which can and did have a big impact onRead MoreFighting For Peace By The Civil War1581 Words   |  7 Pagesover the world are united against all kinds of war. Peace therefore entails the absence of civil disturbance and the freedom to maintain the sovereignty status of a given country (Burdekin, 2000). A case in point involves the study of the American civil war that was fought between the Confederacy and the Union. Crucially, the paper explains why the Union was better prepared and well equipped for the lengthy war as oppos ed to the confederacy. The civil war left the nation undivided but eventually resolvedRead MoreThe Civil War995 Words   |  4 PagesThere were many different events that contributed to the start of the Civil War. The Civil war was one based on people and slave rights. It was a compilation of confrontations regarding the institution of slavery. It was a long-standing war where many such as President Lincoln strongly intervened. There were three events, however, that I believe were the most important events leading to the Civil War. These events included The Missouri Compromise of 1820, The Compromise of 1850, and Uncle Tom’s

Gender Stereotype Free Essays

Gender stereotypes are perpetuated through various means, such as expectations from society or institutions, and the creation of cultural gender norms. In Alice Munroe’s â€Å"Boys and Girls† , the protagonist began to realize society’s views of her when her father introduced her to a salesman, while she was working outside as his â€Å"new hired hand†, but the salesman replied â€Å"I thought it was only a girl† (Munroe 25). Her grandmother would scold her with commands like â€Å"Girls keep their knees together when they sit down. We will write a custom essay sample on Gender Stereotype or any similar topic only for you Order Now and â€Å"Girls don’t slam doors like that. † When a question was asked, her grandmother would answer â€Å"That’s none of a girl’s business. † (Munroe 28). Her mother was looking forward to Laird getting older so that she can be in the kitchen to help her (Munroe 26). After seeing one of their horses being killed, she made a mistake in a judgement call when she let the next horse run out of the property, and the father dismissed it because she was â€Å"just a girl† (Munroe 35). Girls are considered the weaker gender because they are prone to their emotions, unlike boys who are not so susceptible. Stevie Cameron’s â€Å"Our Daughters, Ourselves† speaks about the hardships and the unequal opportunities that girls have in the real world. She explains that we tell our daughters that they can be anything they want, but as they grow older, they learn that there’s still injustice. We are considered the weaker gender, we are to be more careful because we’re more of a target then boys are (Cameron 140). Stevie also explains that mothers tell their daughters that they can be anything they want to, but we don’t tell them it will be more difficult to fulfill their dreams. When she speaks of un-equal opportunities she is not just talking about careers but also public recreation, education, and politics. â€Å"Why do the boys get the best gyms, the best equipment and the best times on the field? Most of the school sports budget? † or † Why do the boys make more money at their part-time jobs then we do? â€Å"(Cameron 140). The gender role prescribed for women, or femininity, demands a submissive role, passivity, and ignorance while masculinity requires to be more dominating, knowledgeable and experienced . We have come a long way since then, and probably still have a bit more work to do in order to prove ourselves worthy of equality. How to cite Gender Stereotype, Essay examples Gender Stereotype Free Essays Stereotyping was an act of generalizing a group by observation of some group members, but later it becomes a popular belief and assumption to certain groups. Although sometimes these assumption made by stereotyping can be correct but most of the time it affects our judgment by oversimplifying our further observation on the others. People sometimes rationalize their stereotyping by ignoring evidence that contradicts the stereotype, thus created unconscious stereotype. We will write a custom essay sample on Gender Stereotype or any similar topic only for you Order Now Unconscious stereotype can lead to discrimination, under performance, and false understanding to certain groups. One of the unconscious stereotypes we hardly notice in our everyday life is the gender stereotype. Ever since we were kids, boys are socialized to be tough, aggressive, loud, and athletic; girls are socialized to be sensitive, passive, quiet, and nonathletic. â€Å"Parents encourage their sons and daughters to participate in sex-typed activities, including doll playing and engaging in housekeeping for girls and playing with trucks and engaging in sports activities for boy. † said by Susan D. Witt in â€Å"Parental Influence on Children’s Socialization to Gender Roles†. And because of this, boys tend to stand out more than girls, and girls did not usually speak out in public. Although it was only an issue of being passive or aggressive, but it had lead most male to stereotype female as less intelligent because of how most female did not speak out their opinions; so did I. And because of this stereotype, most men believe that women are not competent to work in a po sition higher than men and women are expected by men to be housewife. According to Chang Tianle, â€Å"If a successful woman does not assume traditional duties at home, she will probably be accused of being selfish and concentrating too much on her career and neglecting her family. † Women would get blamed if not doing most of the housework at home even though they are making the major earning for the family. As a male myself, I have thought that female were less intelligent and athletic than male. The main reason is because of the way media have portrayed female. In movies and TV shows, female were hardly the main haracters. In news, the important figures such as politicians were usually male. Even in a family, male usually seems to be the one that was supporting it. Later, there had been some false scientific belief that supports gender bias. According to Caryl Rivers and Rosalid C. Barnett in â€Å"The Difference Myth†, â€Å"Victorian-era scientists generally accepted as fact that larger brains of men made them intellectually superior; women’s smaller brains made them closer to children than to mature adults. But this had proven to be wrong; the brain size has now proven to be proportional to the body size and does not determine intelligence. But most false beliefs are still widespread and had lead to so many people believing that female were inferior to male, and I was just like most average male, believed that female were less intelligent, athletic, and not as worthy as male in the society. This unconscious bias created a world with most men having a higher status than women. According to J. D. Nordell in â€Å"Position of Power†, â€Å"women need to be 2. 5 more productive than men to be judged equally competent. It created an unequal work environment for women and took away their opportunities . Although now I try not to stereotype female as less intelligent, sometimes my judgments are still unconsciously affected by this idea of stereotype. In my biology lab, there is a girl in my group. At the first day of the lab, she was very talkative but slow on her work, so I unconsciously assumed that she might need my help in the following labs. But later I observed that she was actually doing better than me on lecture and had answered most questions that I did not know. It turned out that she does not need help at all. So I conclude that the reason why she was slow in lab was because she was being too talkative and was not focusing in the lab, and because of this, I had unconsciously labeling her with the stereotype of being less intelligent. The idea of stereotype affected my judgment while I was not aware of it. â€Å"Even though formal barriers to women’s workplace advancement have been dismantled, unconscious bias continues to interfere. †Said by J. D. Nordell in â€Å"Position of Power†. I agree with his statement because of a lot of phenomenon of unconscious gender bias still exist in our everyday life just like the experience I had in biology lab. People are too used to linking people to certain groups but not fully observing them, thus stereotyping occurred. As of now, I try not to let the thought of stereotype affect my judgment. But I believe that in some scale, stereotype has become a habit for me and also for most people. Although I try not to stereotype others, it still unconsciously affects my daily judgment. Being the same to aversive racism, unconscious stereotype is also hard to be eliminated. The reason of it is that people are not aware of it and they think that they are making rational judgment. And the self-fulfilling prophecies then lead the stereotyped to act in a way to confirm the stereotype. â€Å"If others perceive you as talented, you become more talented. If you are perceive as less able, your ability shrinks. † Said by J. D. Nordell. This unconscious bias then becomes a cycle. We perceive most women as passive, thus leading more of them not to speak up. Gender stereotype had made a great impact on people’s expectation on different gender. When we speak of stereotyping, we usually think of racism, but forgetting how it affects gender. And because of this, gender stereotype become so subtle. We usually do not realize it when we are stereotyping other gender. And sometimes the self-fulfilling prophecy can support our stereotyping. Stereotype then becomes a habit. Stereotyping not only affects the victim, it also affects the stereotyper. When we get used to stereotyping others, we eventually weaken our observation and reasoning skills. How to cite Gender Stereotype, Papers

Elisa and Antibody free essay sample

(1) Direct ELISAs involve attachment of the antigen to the solid phase, followed by an enzyme-labeled antibody. This type of assay generally makes measurement of crude samples difficult, since contaminating proteins compete for plastic binding sites. Indirect ELISA (2) Indirect ELISAs also involve attachment of the antigen to a solid phase, but in this case, the primary antibody is not labeled. An enzyme-conjugated secondary antibody, directed at the first antibody, is then added. This format is used most often to detect specific antibodies in sera. Competitive ELISA (3) The third type of ELISA is the Competition Assay, which involves the simultaneous addition of competing antibodies or proteins. The decrease in signal of samples where the second antibody or protein is added gives a highly specific result. Sandwich ELISA (4) The last type of assay is the sandwich ELISA. Sandwich ELISAs involve attachment of a capture antibody to a solid phase support. Samples containing known or unknown antigen are then added in a matrix or buffer that will minimize attachment to the solid phase. An enzyme-labeled antibody is then added for detection. The ELISA method is a benchmark for quantitation of pathological antigens and there are indeed many variations to this method. ELISAs are adaptable to high-throughput screening because results are rapid, consistent and relatively easy to analyze. The best results have been obtained with the sandwich format, utilizing highly purified, prematched capture and detector antibodies. The resulting signal provides data which is very sensitive and highly specific. Detailed information of specified ELISA types: Indirect ELISA, conventional but efficient Figure of Indirect ELISA Indirect ELISA is a two-step ELISA which involves two binding process of primary antibody and labeled secondary antibody. The primary antibody is incubated with the antigen followed by the incubation with the secondary antibody. However, this may lead to nonspecific signals because of cross-reaction that the secondary antibody may bring about. 1. Micro-well plates are incubated with antigens, washed up and blocked with BSA. 2. Samples with antibodies are added and washed. 3. Enzyme linked secondary antibody are added and washed. 4. A substrate is added, and enzymes on the antibody elicit a chromogenic or fluorescent signal. Â » Learn more about indirect ELISA protocol Indirect ELISA advantages : High sensitivity: More than one labeled antibody is bound per antigen molecule; Flexible: Different primary detection antibodies can be used with a single labeled secondary antibody; Cost-saving: Fewer labeled antibodies are required. In the indirect ELISA test, the sample antibody is sandwiched between the antigen coated on the plate and an enzyme-labeled, anti-species globulin conjugate. The addition of an enzyme substrate-chromogen reagent causes color to develop. This color is directly proportional to the amount of bound sample antibody. The more antibody present in the sample, the stronger the color development in the test wells. This format of indirect ELISA is suitable for determining total antibody level in samples (Newcastle disease virus, B. abortus, etc. ). Detailed information about indirect ELISA application in the determination of antibody titer and procedures of antibody concentration determination are discussed in the following section of ELISA applications. Direct ELISA, Simple and Time-Saving Initially in a direct ELISA test which is considered to be the simplest type of ELISA the antigen is adsorbed to a plastic plate, then an excess of another protein (normally bovine serum albumin) is added to block all the other binding sites. While an enzyme is linked to an antibody in a separate reaction, the enzyme-antibody complex is applied to adsorb to the antigen. After excess enzyme-antibody complex is washed off, enzyme-antibody bound to antigen is left. By adding in the enzymes substrate, the enzyme is detected illustrating the signal of the antigen. However, in terms of direct ELISA versus indirect ELISA, in an indirect ELISA, the steps are similar, but with important differences and an additional step. After the antigen is adsorbed to the plate (and after the BSA step), the next antibody to be added is the antibody that recognizes the antigen (this antibody does not have the enzyme attached to it). Then, an enzyme-antibody conjugate is prepared, which is added to the plate and detects the antibody that is adsorbed to the antigen (in a direct ELISA, the enzyme-antibody conjugate directly adsorbs to the antigen), then the substrate is added which detects the presence of the enzyme and thus the antigen. So, in the indirect ELISA, the enzyme-antibody conjugate uses an antibody against the type of antibody that is used to detect the antigen, kind of like a sandwich. For instance, if the antigen is HIV-1 gp120, then an anti-HIV antibody (HIV-1 gp120 Antibody) is prepared (lets say from a mouse). Then, in a separate reaction, an enzyme is attached to an anti-mouse antibody. So, in order to detect the HIV in the assay, an anti-mouse antibody is used to detect the antibody attached to the antigen. Direct ELISA SchematicIndirect ELISA Schematic Direct ELISA SchemaIndirect ELISA Schema Direct ELISA, when compared to other forms of ELISA testing, is performed faster because only one antibody is being used and fewer steps are required. This can be used to test specific antibody-to-antigen reactions, and helps to eliminate cross-reactivity between other antibodies. Disadvantages of direct ELISA The primary antibody must be labeled individually, which can be time-consuming and inflexible when performing multiple experiments. Also, the signal is less amplified in direct ELISA, which means a lower sensitivity and could be viewed as a disadvantage to some. Direct ELISA protocol is shown elsewhere. Please click direct ELISA appllication in monoclonal antibody screening to get more information. Competitive ELISA: Basic Principles The central event of competitive ELISA is a competitive binding process executed by original antigen (sample antigen) and add-in antigen. The procedures of competitive ELISA are different in some respects compared with Indirect ELISA, Sandwich ELISA and Direct ELISA. A simplized procedure list is as follow: Primary antibody (unlabeled) is incubated with sample antigen. Antibody-antigen complexes are then added to 96-well plates which are pre-coated with the same antigen. Unbound antibody is removed by washing the plate. (The more antigen in the sample, the less antibody will be able to bind to the antigen in the well, hence competition. ) The secondary antibody that is specific to the primary antibody and conjugated with an enzyme is added. A substrate is added, and remaining enzymes elicit a chromogenic or fluorescent signal. For competitive ELISA, the higher the sample antigen concentration, the weaker the eventual signal. The major advantage of a competitive ELISA is the ability to use crude or impure samples and still selectively bind any antigen that may be present. (Note that some competitive ELISA kits include enzyme-linked antigen rather than enzyme-linked antibody. The labeled antigen competes for primary antibody binding sites with your sample antigen (unlabeled). The more antigen in the sample the less labeled antigen is retained in the well and the weaker the signal). It is common that the antigen is not first positioned in the well. Competitive ELISA advantages: High specificity, since two antibodies are used the antigen/analyte is specifically captured and detected Suitable for complex samples, since the antigen does not require purification prior to measurement Flexibility and sensitivity, since both direct and indirect detection methods can be used Sandwich ELISA, Highly Sensitive Sandwich ELISA is a less common variant of ELISA, but is highly efficient in sample antigen detection. Moreover, many commercial ELISA pair sets are built on this sanwich ELISA. The sandwich ELISA quantify antigens between two layers of antibodies (i. e. capture and detection antibody). The antigen to be measured must contain at least two antigenic epitope capable of binding to antibody, since at least two antibodies act in the sandwich. Either monoclonal or polyclonal antibodies can be used as the capture and detection antibodies in Sandwich ELISA systems. Monoclonal antibodies recognize a single epitope that allows fine detection and quantification of small differences in antigen. A polyclonal is often used as the capture antibody to pull down as much of the antigen as possible. The advantage of Sandwich ELISA is that the sample does not have to be purified before analysis, and the assay can be very sensitive (up to 2 to 5 times more sensitive than direct or indirect ELISA), but lower than ELISpot. Sandwich ELISA procedures can be difficult to optimize and tested match pair antibodies should be used. This ensures the antibodies are detecting different epitopes on the target protein so they do not interfere with the other antibody binding. The steps are as follows: Prepare a surface to which a known quantity of capture antibody is bound. Block any nonspecific binding sites on the surface. Apply the antigen-containing sample to the plate. Wash the plate, so that unbound antigen is removed. A specific antibody is added, and binds to antigen (hence the sandwich: the Ag is stuck between two antibodies); Apply enzyme-linked secondary antibodies as detection antibodies that also bind specifically to the antibodys Fc region (non-specific). Wash the plate, so that the unbound antibody-enzyme conjugates are removed. Apply a chemical that is converted by the enzyme into a color or fluorescent or electrochemical signal. Measure the absorbency or fluorescence or electrochemical signal (e. g. , current) of the plate wells to determine the presence and quantity of antigen. The image at the bottom includes the use of a secondary antibody conjugated to an enzyme, though, in the technical sense, this is not necessary if the primary antibody is conjugated to an enzyme. However, use of a secondary-antibody conjugate avoids the expensive process of creating enzyme-linked antibodies for every antigen one might want to detect. By using an enzyme-linked antibody that binds the Fc region of other antibodies, this same enzyme-linked antibody can be used in a variety of situations. Without the first layer of capture antibody, any proteins in the sample (including serum proteins) may competitively adsorb to the plate surface, lowering the quantity of antigen immobilized. Use of the purified specific antibody to attach the antigen to the plastic eliminates a need to purify the antigen from complicated mixtures before the measurement, simplifying the assay, and increasing the specificity and the sensitivity of the assay. Sandwich ELISA Sandwich ELISA Schematic Procedure: (1) Plate is coated with a capture antibody; (2) sample is added, and any antigen present binds to capture antibody; (3) detecting antibody is added, and binds to antigen; (4) enzyme-linked secondary antibody is added, and binds to detecting antibody; (5) substrate is added, and is converted by enzyme to detectable form. Sandwich ELISA advantages: High specificity, since two antibodies are used the antigen/analyte is specifically captured and detected Suitable for complex samples, since the antigen does not require purification prior to measurement Flexibility and sensitivity, since both direct and indirect detection methods can be used Sandwich ELISA Protocol is shown in a different section. Sandwich ELISA is a common tool to diagnose Influenza, e. g. H5N1 (Avian Flu) Hemagglutinin ELISA kit. In addition, a description of the application of sandwich ELISA to home pregnancy test can be found here.

Tuesdays with Morrie Essay Example

Tuesdays with Morrie Essay I read the assignment in the syllabus, I was disgusted. I didnt want to read a book, and I didnt honestly plan to do so. I mentioned my frustration to my roommate. When she asked what book, I told her. It turned out she owned her own personal hardcover copy of Tuesdays with Morris. I took the book, and read the first couple pages. The first couple of pages turned Into the first couple of chapters. I ended up reading the book in record time. When I finished reading It, I went and ended the movie as well. Then I went back to the syllabus. Read the book, and write a reflection paper on it. Thats a pretty broadly stated assignment I thought. At first, this bothered me and I didnt know where to start, but now I am relieved that I have that kind of freedom in writing this paper. I am not going to sit and report on what the book contains as far as plot. That would make this a report and not a reflection. As I think back to the book, many things go through my head. First, I think of Mitch, then Morris, and then I think of the many parallels between this story and my own relationship with a close teacher of the past. Mitch Album proves In this book that he has beautiful writing skills. At first I cried, and couldnt bare the thought. He had always inspired me to be a teacher, but now for a different reason then before. At one point in time while reading the book, I stopped mid-sentence, pulled out a piece of lined paper, and rote a letter to my eighth grade teacher, who was a friend of my father. We will write a custom essay sample on Tuesdays with Morrie specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Tuesdays with Morrie specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Tuesdays with Morrie specifically for you FOR ONLY $16.38 $13.9/page Hire Writer When I finished the book, I began to wonder what I would do when my teacher of life lessons died. The start of the book to the finish, he walks the reader through his own meetings with Morris. He appreciated silence, food, and dancing among many other things. As far as the interpersonal communication that can be observed through this book. There is an awful lot to mention. There was an extremely effective amount of indirect communication between Mitch and myself, the reader. Because of the effect on me, another set of communication took place between my teacher and me. His philosophy was that you must learn to die before you know how to live. He appreciated life and all the little things in it. Even though I dreaded this assignment when I first received it, I have come to appreciate it and be thankful for it. The reader Is pulled in wanting to hear the next life lesson. Then I realized that I have the chance to do what Mitch did.

Raid on Deerfield in Queen Annes War

Raid on Deerfield in Queen Anne's War The Raid on Deerfield took place February 29, 1704, during Queen Annes War (1702-1713). Located in western Massachusetts, Deerfield was targeted by Jean-Baptiste Hertel de Rouvilles French and Native American forces in early 1704. The attack was typical of the small-unit actions that frequently occurred along the colonial frontier and saw the inhabitants and local militia attempt to defend the settlement with mixed results. In the fighting, the attackers killed and captured a significant number of settlers. The raid gained lasting fame when one of the captives, Reverend John Williams, published an account of his experiences in 1707. Fast Facts: Raid on Deerfield Conflict: Queen Annes War (1702-1713)Dates: February 29, 1704Armies Commanders:EnglishCaptain Jonathan Wells90 militiaFrench and Native AmericansJean-Baptiste Hertel de RouvilleWattanummon288 menCasualties:English: 56 killed and 109 capturedFrench and Native Americans: 10-40 killed Background Situated near the junction of the Deerfield and Connecticut Rivers, Deerfield, MA was founded in 1673. Built on land taken from the Pocomtuc tribe, the English residents in the new village existed on the fringe of the New England settlements and were relatively isolated. As a result, Deerfield was targeted by Native American forces during the early days of King Philips War in 1675. Following a colonial defeat at the Battle of Bloody Brook on September 12, the village was evacuated. With successful conclusion of the conflict the next year, Deerfield was reoccupied. Despite additional English conflicts with the Native Americans and French, Deerfield passed the remainder of the 17th century in relative peace. This came to an end shortly after the turn of the century and the beginning of Queen Annes War. Pitting the French, Spanish, and allied Native Americans against the English and their Native American allies, the conflict was the North American extension of the War of the Spanish Succession. Unlike in Europe where the war saw leaders like the Duke of Marlborough fight large battles such as Blenheim and Ramillies, fighting on the New England frontier was characterized by raids and small unit actions. These began in earnest in mid-1703 as the French and their allies began attacking towns in present-day southern Maine. As the summer progressed, colonial authorities began to receive reports of possible French raids into the Connecticut Valley. In response to these and the earlier attacks, Deerfield worked to improve its defenses and enlarged the palisade around the village. Planning the Attack Having completed the raids against southern Maine, the French began turning their attention to the Connecticut Valley late in 1703. Assembling a force of Native Americans and French troops at Chambly, command was given to Jean-Baptiste Hertel de Rouville. Though a veteran of previous raids, the strike against Deerfield was de Rouvilles first major independent operation. Departing, the combined force numbered around 250 men. Moving south, de Rouville added another thirty to forty Pennacook warriors to his command. Word of de Rouvilles departure from Chambly soon spread through the region. Alerted to the French advance, New Yorks Indian agent, Pieter Schuyler, quickly notified the governors of Connecticut and Massachusetts, Fitz-John Winthrop and Joseph Dudley. Concerned about the safety of Deerfield, Dudley dispatched a force of twenty militia to the town. These men arrived on February 24, 1704. de Rouville Strikes Moving through the frozen wilderness, de Rouvilles command left bulk of their supplies approximately thirty miles north of Deerfield before establishing a camp closer to the village on February 28. As the French and Native Americans scouted the village, its inhabitants prepared for the night. Due to the pending threat of attack, all of the residents were residing within the protection of the palisade. This brought Deerfields total population, including the militia reinforcements, to 291 people. Assessing the towns defenses, de Rouvilles men noticed that the snow had drifted against the palisade allowing for the raiders to easily scale it. Pressing forward shortly before dawn, a group of raiders crossed over the palisade before moving to open the towns north gate. Swarming into Deerfield, the French and Native Americans began attacking houses and buildings. As the inhabitants had been taken by surprise, fighting degenerated into a series of individual battles as the residents struggled to defend their homes. With the enemy swarming through the streets, John Sheldon was able to climb over the palisade and rushed to Hadley, MA to raise the alarm. Blood in the Snow One of the first houses to fall was that of Reverend John Williams. Though members of his family were killed, he was taken prisoner. Making progress through the village, de Rouvilles men gathered prisoners outside the palisade before looting and burning many of the houses. While many houses were overrun, some, such as that of Benoni Stebbins, successfully held out against the onslaught. With fighting winding down, some of the French and Native Americans began withdrawing north. Those who remained retreated when a force of around thirty militia from Hadley and Hatfield arrived on the scene. These men were joined by around twenty survivors from Deerfield. Chasing the remaining raiders from the town, they began pursuing de Rouvilles column. This proved a poor decision as the French and Native Americans turned and set an ambush. Striking the advancing militia, they killed nine and wounded several more. Bloodied, the militia retreated to Deerfield. As word of the attack spread, additional colonial forces converged on the town and by the next day over 250 militia were present. Assessing the situation, it was determined that a pursuit of the enemy was not feasible. Leaving a garrison at Deerfield, the remainder of the militia departed. Aftermath In the raid on Deerfield, de Rouvilles forces suffered between 10 and 40 casualties while the towns residents incurred 56 killed, including 9 women and 25 children, and 109 captured. Of those taken prisoner, only 89 survived the march north to Canada. Over the next two years, many of the captives were freed after extensive negotiations. Others elected to remain in Canada or had become assimilated into the Native American cultures of their captors. In retaliation for the raid on Deerfield, Dudley organized strikes north into present-day New Brunswick and Nova Scotia. In sending forces north, he also hoped to capture prisoners who could be exchanged for Deerfields residents. Fighting continued until the wars end in 1713. As in the past, the peace proved brief and combat resumed three decades later with King Georges War/War of Jenkins Ear. The French threat to the frontier remained until the British conquest of Canada during the French Indian War.

Argumentation with thematic synthesis of materials Essay

Argumentation with thematic synthesis of materials - Essay Example Nevertheless, issues arose in the U.S. against bilingual education for immigrants. Bilingualism activists argue that in teaching students in the country, teachers must use only the English language as the medium of instruction. Opponents on this argument stated that students must be taught through the use of their native languages before teaching and exposing them to mainstream English classes for in this way they can learn better, which is the primary benefit of bilingualism. However, using the English language as the primary medium of instruction can help immigrants to learn English and to effectively communicate with others; hence, this will present arguments against bilingualism. Literature Review English is considered to be the universal language that is used by individuals from around the globe in order to effectively communicate with others despite of cultural differences. Thus, it is highly important for people to learn how to speak and manipulate the English language. As to M. Mujica, â€Å"children need to learn English to succeed in the real world today† (581). ... By doing so, they will also be able to have greater chances towards achieving their goals and dreams in life. With the help of the English language, they will be able to gain competitive advantage among other nations across the globe. Furthermore, bilingual activists further argued that U.S. must not learn to adjust on the language used by these immigrants. Instead, they must be the one to do the adjustments as they strive to live and start a new life in this foreign country. Part of which is to adopt and learn the English language. Immigrant children must be taught in school using English as the primary medium of instruction and not their native language. Study showed that non-native English speaking children who were taught with the use of the English language from the very beginning learn better and faster as compared to children, who were taught by their native language or bilingualism, before emerging them to mainstream English classes. Activists stated that to avoid confusions in the minds of these immigrant children and to help them to adjust in the norms and standards of the new society they are in, they must learn to adopt the English language (B. Mujica 152). Thereby, allowing non-native English speaking students to learn English effectively as they grow older. Nevertheless, opponents of the English Only movement, headed by James Fallows, strongly argued that teaching non-English speaking students with their native language or using bilingual education will help them in learning and understanding better their lessons, allowing to them acquire outstanding academic performance in school. In this way, it would be easy for children to learn and understand English. This will also serve as a stepping ground for these students in preparing themselves to English

Diabetes and Stem Cell Treatment Essay Example | Topics and Well Written Essays - 1000 words

Diabetes and Stem Cell Treatment - Essay Example Stem cells in the treatment of diabetes play a crucial role due to their capabilities in differentiation, in the early stages of development, they can develop into any tissue found in the body ranging from body organs to full body parts (Pileggi, p.1355). Their functionality lies in the way they differentiate into these tissues. To ensure that they can turn into any body tissue their ability must not be lost through the differentiation process. This is because differentiation makes the stem cells into tissue specific cells (Burns et al 438). In diabetes, they are used to regenerate certain parts of the pancreas. To reproduce this vital part that is affected by diabetes, there is a need to modify the stem cells that remain in a patient’s body, in spite of the limited reserves (Holger et al 2). Diabetes is a disease that results from the autoimmune destructions of pancreatic cells that are responsible for an individual’s ability to control and regulate blood glucose (Marko et al 1). Diabetes causes poor blood circulation, heart disease, stroke, infection, kidney failure and sometimes it even results in death (Zhao 2). Due to destruction of these pancreatic cells, the body is unable to produce insulin and thus insulin is administers, however, the role of insulin is to regulate the levels of glucose in the blood of an individual. The destruction of the pancreatic cells responsible for the production of insulin, pancreatic islet B cells, has yet to have a cure. For long periods, scientists have been unable to find a cure as the treatment involves individual approaches that are too complex and expensive. However, in recent times, studies and researches have revealed of a possibility that stem cells can be used to cure or at least reverse diabetic conditions by restarting pancreatic function in an individual and, as a result, eradicate if or

Insurance Essay Example | Topics and Well Written Essays - 1500 words - 1

Insurance - Essay Example This insurance mostly targets young drivers because they are inexperienced and reduces their chances of getting into road accidents (Avery, 2011). In most cases, young people, both male and female, usually lack a sense of responsibility especially when they know that they have parents or guardians to take care of them. This is a moral hazard since these young people have a tendency of taking adverse risks because they know that they will not incur the cost of the damages they cause. Young men are known for engaging in risky behaviour such as drunk driving, overspeeding, and ignoring road signs. This puts them on the high premium section because they are high risk insurance buyers (Telematics insurance, 2012). Young women, on the other hand, are known to be more careful because they pay attension to the roads as they drive and are keen on observing road rules. This means that young female drivers are bound to benefit more from telematics insurance than their male counterparts. Conform ing to the provisions of telematic insurance policies gives the young female drivers an opportunity to enjoy low premiums thus lower insurance costs (Wright, 2012). However, being young, both men and women are bound to make the same mistakes that could cause accidents in which the car gets damaged or they damage other people’s property. They do all this because they know that their parents pay the car insurance and, therefore, they behave recklessly. However, there comes a time that they have to be responsible for their actions and this involves paying for their car insurance. This prompts for the selection of an insurance cover that takes care of their needs wholesomely. Telematic insurance promises rewards for its most careful drivers, and this could encourage careless young drivers to be more careful and abandon their moral hazard so as to increase their chances of getting rewards. Telematic insurance is known for its use of technology gadgets which are pricy especially to the young vehicle owners interested in buying insurance cover. Most of the information given to the buyer is about the use of up to date technology to recover lost vehicles and to help drivers avoid accidents. However, the user is not aware that these gadgets are expensive and contribute to the charges of the insurance cover. This is a case of adverse selection because one party is withholding information from the other. The fact that this cover contains rewards in its package only serves to attract clients and to prompt them to be careful while driving (Wright, 2013). When young people realize that their risky behaviour result in loses, they might opt to get an insurance cover thus research for an insurance cover. A standard insurance policy requires all those buying insurance to pay for a certain standard amount. This means that females, who are less likely to damage their vehicles have to pay more. In any case they might not even use the cover after all because chances of them g etting into an accident are very low. Male drivers, on the other hand, tend to get into accidents and the amount females pay may just subsidize that used by the younger males. In addition, insurers do not reduce the price of insurance cost for young female drivers just because they tend to use it less often. In fact, insurance costs keep going higher

Absolut Vodka Brand Positioning

Absolut Vodka Brand Positioning Absolut Vodka is one of the worlds selling premium spirits brands and achieved sales of 10.7 million nine-liter cases in 2007. Every bottle of Absolut Vodka is produced in Ahus, southern Sweden. Although the brand is the largest premium vodka selling in 126 countries, its market share is threatened by the constant growth of Bacardi and Smirnoff. In the turbulent environment Absolut Vodka facing nowadays, the organization needs to constantly search for ways to innovate and to meet the changing customer demands in order to maintain or strengthen the position of their products. Absolut Vodka, one of the most popular super-premium brands in the world, is the strongest brand for VS Spirits. Now, the company seeks to maximize its brands market share through constant innovation and adopting new marketing and distribution strategies. 2. Product Every bottle of Absolut Vodka is produced in Ahus, in southern Sweden where the wheat that gives Absolut Vodka its smooth grain character grows. Absolut Vodka is produced from winter wheat, a hardy wheat grain that centuries of experience have shown to produce superior vodka. Absolut Vodka uses a process called continuous distillation, introduced in Sweden in 1879 by The Vodka King Lars Olsson Smith (Pernod Ricard, 2009). The water it uses comes from our own deep well. Producing its vodka in one location using local raw materials gives VS Absolut Spirits complete control of all stages of production and ensures that every drop meets the companys high quality standard. Unlike other vodkas, the Absolut Vodka flavors are made by blending the vodka with only natural flavors and no sugar is added. In fact, Absolut is as pure as vodka can be. Still, that purity has a certain taste; rich, full-bodied and complex, yet smooth and mellow with a distinct character of grain, followed by a hint of dried fruit (2009). Absolut Vodka currently comprises its products within many flavors, such as vanilia, raspberri, apeach, ruby red, pears, and mango. All Absolut Vodka products can also be enjoyed neat or mixed in drinks. In addition, the shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. The bottle shape of the Absolut Vodka bottle has made it one of the worlds most iconic products reinforces the brands strong design heritage. It looked elegant, different, simple and very Swedish, and was decided that there should be no label not to hide the crystal clear liquid. Blue was decided upon as the most visible and elegant color for the Absolut Vodka logo. The flavor comes in a transparent bottle in order to show how pure and clear its vodka is. The brand values of Absolut are defined as Clarity, Simplicity and Perfection. All three are there, visible on the bottle. Absolut Vodka currently comprises the following products within the same quality framework: Year Product 1979 Absolut Vodka 1986 Absolut Pepper 1988 Absolut Citron 1992 Absolut Kurant 1999 Absolut Mandrin 2003 Absolut Vanilla 2004 Absolut Raspberri 2005 Absolut Apeach 2006 Absolut Ruby Red 2007 Absolut Pears, Absolut 100, Absolut Mango 2008 Absolut Los Angeles 2009 Absolut Boston 2010 Absolut Berri Acai, Absolut Brooklyn, 2011 Absolut Wild Tea, Absolut San Francisco Source: http://en.wikipedia.org/wiki/Absolut_Vodka Creativity is what drives Absolut brand forward. That applies not only to the marketing and design, but also to the product development. When launching a flavour, the Absolut Company wants to make room for new cocktail experiences. 3. Brand Positioning Absolut Vodka is positioned as premium brand in the minds of the target consumers. The price of the product is high. Absolut is one of the expensive brands among the leading brands in the U.S. as illustrated in Exhibit 4. The company also tried to feature the product as a high end product. For example, Absolut had an identity campaign termed Smart, showy, sassy, sophisticated and stylish. By this kind of brand personality statement, the brand was associated with the fashion conscious, rich, desperate and dynamic lifestyle-namely the Absolut Lifestyle. Absolut entered Glamour world and tried to relate the brand with fashion world. In the Lifestyle magazines, the glimpse of a trendy tanned fashionable girl posing and wearing Absolut Vodka marked attire became widely visible. The brand personality of Absolut was communicated successfully with the help of a series of aesthetically designed advertisement campaigns both in print and in electronic media. The word Absolut was punned in conjunction with creative images of the bottle and with strong positive feeling awakening words or phrases. Absolut went for simple, but sophisticated ads a classy picture of the bottle accompanied by a witty caption (Facts Abusolut Ads, 2009). Those advertisements have not only broken advertising records year after year but also have captured the eyeball alongside the imagination of the general public. The advertisement campaigns were nice to look at, easy to understand yet had the spark of intelligence and smartness. The modes featuring in the advertisement had a tanned skin most of the times thus the brand tried to relate itself with a sense of sunny, urban and dynamic lifestyle. The brand was more inclined to lay emphasis on girls. Because vodka is an odorless drink and do esnt give any quirky sensation while drinking, this was assumed that girls would love this kind of product features. Absolut Vodka soon became news. The latest ads often started getting journalistic coverage in magazines and on TV. Everybody talked about Absolut campaigns be it the Absolut Manhattan ad portraying an aerial view of New Yorks Central Park in the shape of an Absolut Vodka bottle or 26 Russian painters creating their own most personal impressions of the bottle. Over the years Absolut has commissioned not only over 300 painters, but also leading artists in all fields like sculptors, glass designers, musicians and fashion designers. The main strategy of the brand was to avoid relating the product with only one particular lifestyle and the ads were to have a timeless but contemporary theme. Absolut Vodka can be proud of its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture (Brand Spotlight: Absolut Vodka, 2010). Many famous artists worked for the company, including Andy Warhol and Keith Harris. TBWAs branding campaign for Absolut Vodka was listed as one of the top ten campaigns of the last century by Advertising Age and the campaign won many awards including an Effie and Kelly awards which are probably the most prestigious awards in the advertising industry (2010). Those highly accepted and widely popular advertisements campaigns could successfully del iver the main brand positioning ideas of Absolut Vodka, i.e. premium product, high quality and association with art and a good life. 4. Competitors and their Campaigns In addition to Absolut Vodka, there are over other 30 vodka brands in the U.S. market as shown in Exhibit 2. Those brands are original from nine countries such as Belgium, Britain, Denmark, France, Finland, the Netherlands, Poland, Russia (Latvia and Estonia), and Sweden. Apart from American made brands existing in the market such as Popov, Gordon, etc. there was the emergence of new American made vodka brands in the past several year such as Skyy, a lovely San Francisco spirit, the newly arrived Teton Glacier, unique vodka made in Idaho, etc (Department of Liquor Control, 2009). In 2007, there were seven leading vodka brand in the U.S. market including Smirnoff, Absolut, Grey Goose, Skyy, Stolichnaya, Ketel One, and Svedka respectively as shown in Exhibit 3. These brands are made in different countries. However, the American made brand like Smirnoff was ranked the number one U.S. market share in 2007, followed by Absolut Vokda. A brief profile of five leading brands that were Absoluts competitors and their campaigns in 2007 will be discussed in next session. 4.1 Smirnoff Smirnoff is the #1 selling vodka in the U.S and the world. It had a 17.2% share in 2007. It is originally produced in Russia, the recipe found its way to America in the early 1900s. Smirnoff is one of alcohol brands of Diageo (Dee-AH-Gee-O), the worlds leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, JB, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. In November, 2006, Smirnoff renewed its alliance with James Bond in the film Casino Royale. The alliance involved a multi-million dollar media campaign, which was activated in the U.S. and around the world. The campaign included a broadcast advertising campaign; on- and off-premise promotions and sweepstakes; a global public relations campaign; and a fully interactive Casino Royale microsite (Zydel, 2006). Smirnoff had the close partnership with Bond in 1962à ¢Ã¢â€š ¬Ã‚ ²s Dr. No. In a scene when the villain hands Sean Connery a Martini, shaken not stirred made with Smirnoff Vodka. This monumental moment in film made some impact on the way martini drinkers made their cocktails, shifting from the traditional gin to a vodka-based drink and popularizing the vodka martini the world over (2006). Exhibit 5 shows a cross-promotional ad for James Bond Casino Royale and Smirnoff Vodka and some scenes in James Bonds movie in 1962s. In August, 2007, Smirnoff launched its largest ever marketing campaign ( £5M) which was named Sea to promote the brand. It centers around a 60-second commercial created by JWT, which premiered on 17 August 2007 in showings of The Bourne Ultimatum at selected cinemas across the United Kingdom. There were various tie-ins launched, including the Smirnoff Purifier, an online game, point of sale Smirnoff purity kits, and a tour of a custom-built Smirnoff Purification Installation used to make drinkable samples of water taken from saline or otherwise undrinkable water at selected sites (Sea: Advertisement, 2010). 4.2 Grey Goose Grey Goose was imported to the United States by the Sidney Frank Importing Company which is located in New Rochelle New York. In 1997, the brand became national prominence when it was awarded substantially for its quality in the U.S. In 2004, Sidney Frank then sold the right of manufacturing to Bacardi. Grey Goose was the first prominent French vodka but has seen some competition from Nuage, Ciroc and Idol which are now on the market. Each of these vodka brands are premium brands sold in North America (Grey Goose Vodka, 2007). In 2007, it held a 6.3% share of the U.S. Market. In 2007, claiming itself to be the Worlds Best Tasting Vodka, Grey Goose launched its new Discerning Taste advertising campaign which was produced by New York-based @radical.media. The campaign was the brands first major advertising effort since its acquisition by Bacardi Limited in 2004. It consisted of four different print advertisements and three broadcast spots. Creative elements of the campaign capture particular moments, people, places, and events in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme of the advertising platform supports the brands commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print composites reveals the back stories of Grey Goose drinkers by portraying images ranging from playing golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a Grey Goose drinkers inherent eye for detail leads them to seek refined subtleties in more than just th eir vodka but in all aspects of life (Grey Goose Vodka 2007 Advertising Campaign, 2007). The advertising campaign commenced in conjunction with the U.S. Open Tennis Championships in which Grey Goose was the Proud Promotional Partner of the tournament. The advertisements surrounded broadcast coverage on the USA Network and appeared on target outlets such as the Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator (Grey Goose Vodka 2007 Advertising Campaign, 2007). 4.3 SKYY SKYY is one of the fastest growing spirits globally and the leading domestic super premium vodka in the United States (Baker Hearn, 2005). The brand was launched in 1992 by Skyy Spirits, LLC who is the US-based wholly owned subsidiary of Gruppo Campari (Milan: CPR.MI) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. It had 4.6% U.S. share. Skyy vodkas highest quality and ultimate smoothness are perceived by consumers due to the state-of-the-art process of quadruple distillation and triple filtration (2005). According to the good design of its distinctive cobalt blue bottle and award-winning marketing communications, SKYY is synonymous with quality, sophistication, and style (2005). SKYY Vodka let the worlds most accomplished and controversial photographers interpret the brands sexy image in bold and daring fashion (Press Release: Skyy Spirits Unveils Sexiest Ad Campaign in Skyy  ® Vodka History, 2010). In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. The national campaign was named Cocktail Moments and was available for national outdoor, print, and online. Exhibit 6 shows some ads for this campaign. The creative was launched outdoors beginning January 2007 in LA, Chicago, Miami and San Francisco (2010). Magazine insertions start in February of 2007 in men and womens entertainment and lifestyle publications, including ESPN, InStyle, US Weekly and People, as well as on www.SKYY.com. The ads also ran as banner ads on selected websites including ESPN.com, Evite.com, an d Gay.com, starting in mid-February. Due to its bold, sexy imagery, SKYYs ads have become collectible pieces of artwork (2010). 4.4 Stolichnaya Stolichnaya has its origins in the Moscow State Wine Warehouse No. 1 which was opened in 1901 by the authorities to ensure higher quality vodka production (Stolichnaya, 2010). It was the first vodka to be introduced and imported into the USA, in 1972. Stolichnaya was at this time a good choice to the USA-produced vodka brands as it tasted milder due to a more refined distilling process (2010). However, Stolichnayas popularity has been dependent on the political climate between the U.S. and the former USSR. In 2005, Stolichnaya was included in the Pernod Ricard portfolio. Pierre Pringuet, Managing Director of Pernod Ricard said We needed a major vodka to boost and balance our product range. Stolichnaya signalled our first step in the vodka market and we are proud of our achievements in developing this fine brand. But with ABSOLUT, we have now made a giant leap forward! (Pernod Ricard, 2008). Since 2005, sales of Stolichnaya grew up from 2.1 million to 3.4 million cases and it had a 4.2% share. In 2007, the brand received several awards including Best New Product in the U.S. and Best New Event in the UK. Additionally, its benchmark Ultra Premium Stolichnaya Elit also got the highest rating by the U.S. Beverage Tasting Institute (2008). While renovating the brand, Pernod Ricard launched a new advertising campaign for the Stoli family in order to remind consumers to Choose Authenticity on April 9, 2007 (Pernod Ricard USA, LLC., 2007). Exhibit 7 presents ads of this campaign. The campaign debuted in leading U.S. magazines as In Style, Rolling Stone, and GQ in May, 2007. The new campaign was in a visual style and based on a Russian artistic movement called constructivism, that celebrated the strong industrial structures of the early 20th century when there was the creation of Stolichnaya (2007). The campaign depicted positive Russian icons in a proud tone and humorous way. One of the first ad executions headlines was The Mother of all Vodkas, from the Motherland of Vodka. The new campaign was developed according to two findings of research that: first, that the remarkable history of Stoli hadnt been fully told; and second, that authenticity was a critical consideration in the purchasing decisions of sophisticated, young adult consumers at that time (2007). Patrick Piana, Senior Vice President, Marketing, Pernod Ricard USA said: Pernod Ricard has consistently demonstrated its ability to drive brands to achieve their potential, and we are confident that this new Stolichnaya campaign will resonate with the brands core consumers and build on our overall track record of success(2007). However, after the purchase of Absolut was completed, Pernod Ricard ended its agreement with Stoli. William Grant Sons USA signed an agreement to distribute Stolichnaya in the U.S. in 2009. 5. Consumer Behavior The comprehensive analysis of vodka by the Beverage Information Group and research by Simmons Market Research Bureau reveal consumer behavior of vodka as follows: Vodka is unlike any other spirit category. The proportion between male vodka consumers and female consumers are fairly equal. Furthermore, it is consumed by all adult age groups (Simmons Market Research Bureau, 2007). Due to universal appeal of vodka coupled with its versatility as a mixer and the cachet high end products, it has continued to attract adult consumers (Beverage Information Group, 2008). Females favor flavored vodkas while males take the lead among several brands-Absolut Kurant, Stoli Citros, Stoli Ohranj and Stoli Cranberi (Simmons Market Research Bureau, 2007). According to Simmons (2007), the older the brand the older the consumer. Stolichnaya drinkers tend to be older than Absolut drinkers. Also, Absolut drinkers tend to be slightly older than Grey Goose consumers. Belvedere scores highest in the 21-to-24 age group among unflavored vodkas. Younger adult consumers tend to be attracted by somewhat sweet flavors-vanilla and raspberry. Whereas older consumers prefer classic cocktails that are savory in nature (Beverage Information Group, 2008). All vodka consumers are moving toward a healthier lifestyle and a greener planet. (Beverage Information Group, 2008). It was found that several marketers are incorporating natural and green elements in their products. This is a trend that is expected to continue (Beverage Information Group, 2008).. Limited edition products that benefit local causes such as Absolut New Orleans and Absolut Los Angeles are another trend that is expected to gain a following (Beverage Information Group, 2008).. Overall, consumers are moving away from sweet cocktails into the savory area. This may not bode well for several flavored vodkas (Beverage Information Group, 2008). Review of publications about vodka brands uncovers that there are some significant factors that enhance customer decision making process when buying vodka as follows: Luxury: By definition, vodka is a clear, tasteless, odourless liquid-meaning that a basic level of quality distilling yields vodka on par with any other. Yet through clever ads and higher pricing, Absolut vodka became the premium vodka over Smirnoff in the 1980s. Then, i n the 1990s, Sidney Frank consciously decided to introduce Grey Goose vodka, which costs 50 percent more than Absolut, with reasoning that people would pay more for a brand they saw as more exclusive, just as they did with Absolut over Smirnoff. Since vodka is one of premium alcoholic drinks, it is considered a kind of luxury items (Rothbaum, 2009). Flavors: Several companies keep introducing more varieties for customers to choose from, this strategy has proven to be quite successful. Also, the U.S. is the worlds biggest market for flavored vodka and a new flavour can drive sales. For example, in the summer of 2007, Finlandia introduced grapefruit flavored vodka. The vodkas popularity has been so great that it has increased the brands overall sales of flavored vodkas by almost 10% (2009). Thus, there are still room for competition in the vodka category. Store shelves are now packed with new flavours and brand extensions from numerous well-established brands (2009). Price: Setting an inviting price to attract consumers seems to be successful for some brand vodkas like Smirnoff. For example, Smirnoff posted a 4.0% gain in 2008 and making it the top-selling spirit in the U.S., leveraging its rainbow of flavors as well as its inviting price (2009). This pricing strategy must be employed carefully for luxury goods like vodka, since consumers still perceive that Vodka should not be cheap. It is not a product of first necessity. Even though higher-priced brands are seeing slower growth, consumers are still spending a lot of money to purchase these prestigious brands. Reference Group: Vodka consumers use reference groups such as co-workers, friends, and family as a guide to select a brand, since vodka is a product that can be shared in social occasions and consumers tend to please all of those groups when they gather. Thus, group situations constitute their purchase decisions. Packaging: Packaging has always played an important role in developing brand image, and the vodka industry is not exceptional. According to Adam Rosen, the brand manager of Wyborowa Vodka, the vodka industry is much more image conscious than other liquors (Labbrand Consulting Co., Ltd., 2009). In addition to ingredients and taste, packing is another factor influencing vodka drinkers buying decision- the vodka they choose should make a statement to others. Thus, the bottle design should display sophistication and class. For example, Svedkas new bottle reflects their cheap chic positioning, allowing consumers to purchase a premium vodka at a competitive price (2009). This should appeal to hip night life lovers, but not older customers accustomed to having a casual drink at home. It was found that the older audience will appreciate a classic bottle design that looks nice in their alcohol cabinet (2009). As Svedka hasnt redesigned their bottle for over 10 years, the repeat customers like ly have a strong connection to the old brand image (2009). In short, packing can influence decisions made through constructive process at the time of purchase. 6. History of Brand Advertising Absolut Vodka has become famous mainly due to its advertising campaigns. The shape of the bottle of Absolut vodka is very unique and is emphasized in all their advertisements. For about 25 years, the focus on the product has been the main theme in advertisements for Absolut Vodka. They ran campaigns of humor featuring their unique bottle. It is the unique advertising campaigns that have made Absolut a popular brand going up to the heights of Coke and Nike. In 1981 they started the Absolut ________ campaign. Absolut Perfection which was created in 1981 was the first advertisement and it is still popular today. They had clever concepts like Absolut L.A. which showed a swimming pool shaped like a bottle or Absolut Warhol which showed the painting of a bottle by the artist. One of their popular ads is the Absolut London', which shows the door of 10 Downing Street resembling an Absolut bottle. In a 1988 feature of a playboy magazine they showed a bottle like a model and this ad was called Absolut Centerfold. Then there were issues Absolut Disco (2007) related to dance music in 2008 Absolut Masquerade under the theme Every night is a masquerade and in 2009 the Absolut Rock Edition as a tribute to rock and roll. They wanted to end this campaign in 1997 with the launch of an offbeat bottle campaign on April fools day and it was very popular. But it took 9 more years to come up with a different campaign due to its limited advertising budget. Th e Absolut ____ campaign enabled the brand to become the best-selling imported vodka in the United States as sales rose from 20,000 cases in 1981 to almost 5 million in 2007. In January 2006 they started a campaign called The Absolut Vodka which had a theme on the pun between the brand name and the word absolute. This multimedia campaign demonstrates the headship of Absolut Vodka as The Absolut Vodka and observes other classics that are absolutes in our culture. This campaign is an evolution of the brands iconic, 25-year-old advertising and one that underscores the brands marketing ingenuity and continuous creativity. This campaign was broadcasted on television in the United States. The campaign also featured online and print executions. The new execution was built on the brands existing campaigns. The broadcast depicts a collage of absolute moments and icons that bases modern culture. Pictures include The Absolut Morale Booster (Marilyn Monroe singing for U.S. troops) and The Absolut Road Trip (first manned trip to the moon). The print advertisement features an Absolut Vodka bottle levitating over a color-block table with copy that reads The Absolut Vodk a the image connotes an exclamation point. The print ad shows the genuinity of Absolut Vodka and conveys only one message that Absolut is The Absolut Vodka. The Absolut Vodka campaign targeted a new and increasing group of vodka drinkers in the United States. The broadcast is very interactive and is aimed at capturing in-the-know customers. The Absolut Vodka campaign was created by TBWA/Chiat/Day, the advertising agency of record for Absolut VODKA. 7. The In an Absolut World Campaign In 2007, Absolut Vodka began its In An Absolut World campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or Absolut, reality. The campaign was handled by TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group. The In An Absolut World would elicit varying opinions and points of view of customers. It is designed to be an inspiring, humorous, and thought-provoking integrated campaign about what an Absolut World might look like and to initiate a discussion about both universal and everyday subjects, as well as to challenge consumers to express their own visions of the world. Its advertising campaign invites consumers to visualize a world that appeals to them one they feel may be more idealized or one that may be a bit fantastic. The campaign includes commercials and video clips as well as online ads, print ads, billboards and event marketing. Drinkers were invited to imbibe In An Absolut World, a fanciful, even surreal, place where common sense prevails and just deserts are always on the menu. For example, on planet Absolut, men can get pregnant, and lying leaders are exposed by their Pinocchio noses. In fact, Absolut was confronting the same problems as other market-leading brands in that everybody knows who they are, but what are they known for? Thus, The goal is to encourage a dialogue between customers and the brand. The ads proclaim, This is Absoluts view of the world; you respond, you react. Absolut ads aimed at minority consumers will also begin to feature the Absolut World theme. 7.1 Probable Marketing Objectives Since from 2003 to 2007 over 240 new brands of vodka came and many companies started focusing on the ultra-premium category, the marketing objectives of the In an Absolut World include robusting sales growth and re-establishing and re-cementing the Absoluts position in the vodka category in an extremely competitive environment. 7.2 Probable Communication/ Advertising Objectives The main communication of the In an Absolut World campaign is to provide the customers with an opportunity to interact, get involved and associated with the brand, since its customer survey found that the previous one never provided the opportunities for customers to interact and get involved with the brand. Furthermore, the campaign aimed at depicting that Absolut Vodka has a class of its own or a world of its own implicating that it is different and better than other brands. The idea is that Absolut Vodka is the quintessential vodka, the true vodka, and the standard by which you judge other things. 7.3 Target Market The target audience is 23 34 year urbanites. 7.4 Positioning Statement To inform urbanites that Absolut Vodka is the quintessential vodka, the true vodka, the standard by which consumers judge other Vodkas. 7.5 Creative Strategy The In an Absolut World advertising campaign requires that consumers imagine a world that appeals to them, something like a perfect world or a fantastic world, thus bringing about different opinions and points of view. Also it needs to these ads in countries worldwide with varying themes relevant to their region. 7.6 Creative Execution To achieve the creative strategy, they decided not only to show what an ABSOLUT WORLD looks like, but also to give consumers the chance to experience it in their daily lives. The idea was to publish the perfect newspaper and distribute it for free, with real editorial content that was entirely positive and interesting to read. Another idea was to perfect a taxi ride by supplying a fleet of free-of-charge Porsche taxis. The next idea was to make a unique experience at the nearest ATM cash machine by introducing the Happy Hour. 7.7 Media Strategy The campaign would be put in print ads, billboards, TV commercials, video clips as well as online ads (at absolut.com), and event marketing. Absolut turned its website into an online community where visitors can share and discuss their visions of an Absolut World, create and upload images, films, worlds, and sounds, create personal profiles; browse, comment, and develop the visions of others. 8. Evaluation of the In an Absolut World The campaign uses a combination of approaches in the major selling idea between creating a brand image, positioning and inherent drama. Absolut developed its strong, memorable identity through image advertising and positioned itself as the quintessential vodka in the consumers mind. The creative approach used in the campaign is appropriate for the target audience who is 25 34 year urbanites. The message can delivered to the target audience and executed in a combination of imagery and humor. For example, one of the ads shows an expectant couple and the husband is pregnant. Additionally, even though Absolut came up with many ads with different pictures, those ads were able to convey the message to the target audience effectively by using indirect headlines In an Absolut World as creative tactics for printing ads and TV commercials. Also, the message is short, clear, novel, and creative as well as provokes their thoughts. Most of the ads in the campaign use emotional appeal to attract the target audience while others create excitement and provoke thoughts. The ads and some TV commercials try to communicate with the target audience that people wish to see the world in a different manner according what an Absolut World means to them or their perceptions. For example, a TV commercial portrays a h

Community Service is a Way of Giving Back Essay -- Contribution to My C

Many think that community service is just something you are forced to do for school. To me, community service is a way of giving back. I like making people feel as though they matter, and it gives me a warm feeling at the end of the day because I feel I have made a difference. I grow as a person each time I do community service. Some people do community service because they have to, but I do it because I want to. I have volunteered about 52 hours of community service in the READ program at a local elementary school on east 3rd street and ave S. Two days a week, after school I would take the B82 and take it down to east 3rd street and walk to the school. I would wait about 10 min before the children would come into the classroom. I tutored first graders and thought them how to read better...