Ogilvy Mather and Its Competitive Strategy for the Next Four Years Essay Example

Ogilvy Mather and Its Competitive Strategy for the Next Four Years Essay Example Ogilvy Mather and Its Competitive Strategy for the Next Four Years Paper Ogilvy Mather and Its Competitive Strategy for the Next Four Years Paper GRADUATE ECONOMICS PROJECT TEMPLATE Enter the required information in the spaces provided on this cover page. DO NOT ENTER TYPE OR CHANGE PAGE 2 your marked project will be returned via your ECU email address. FAMILY NAMEOTHER NAMESTUDENT NUMBER LYONETTE YOUR ECU EMAIL ADDRESS UNIT CODE AND TITLEMBA5627 PRINCIPALS OF ECONOMICS STUDY MODE BY COURSEWORK YOUR PROJECT BUSINESS NAME OGILVY MATHER AND ITS COMPETITIVE STRATEGY FOR THE NEXT FOUR YEARS I HAVE READ AND FOLLOWED PROJECT INSTRUCTIONS (MARK BOX WITH AN X)X YOUR PROJECT WORD COUNT2818YOUR ABSTRACT WORD COUNT100 REMEMBER to save your project using the filename format shown in the examples below SMITH John 0123456 MBA5627 Project S1 2008 CHEN Chunmei 0987654 ECF5600 Project S2 2007 PATEL Rajiv 007007 MBA 5607 Project S2 2008 MWESI Cholo 0333444 MBA 5627 Project S2 2006 PROJECT ASSESSMENT FEEDBACK TitleUsing the analytical tools developed on this unit, conduct an economic environment analysis of a business you have selected for study and suggest a competitive strategy for that business to cover the next four years. Margin abbreviationsA / V / U Avoid this usage / This is verbose / This statement not clear / Ambiguous D Needs definition NS / No! Statement is a non-sequitur i. e. logically incorrect / Statement is factually incorrect R Repetition this point already made S? / Ref! Reference / Source for this statement? / Citation is incorrect or incomplete Sp / P / PE Spelling error / Punctuation error / Poor expression – see writing skills advisor T Title for table, appendices or graph required This assessment task (AT) is graded under the following headings: (1) instructions guidelines; (2) knowledge of economic concepts theories; (3) discovery use of economic data; (4) application of economic analysis; (5) standards conventions: referencing; avoidance of plagiarism, expression; presentation. Summative Comments – see also inked in-text comments Mark: Instructor Comments Content 1. Project title†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-4 2. Abstract†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-4 3. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. p-4 4. Overview of business: Product, Market, Value Creation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. p-4 5. Business costs in the short and long run†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-5 6. Market Structure: Competitor and Regulators†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-6 7. Macroeconomic Environment 1: The Business cycle†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-8 8. Macroeconomic Environment 2: Marco Policy, Interest Rates and Taxation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-9 9. International Environment: Global Business conditions and Exchange Rate†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦p-9 10. The Driving Forces†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-10 11. Competitive Strategy for the next four years†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-11 12. References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. p-12 1. PROJECT TITLE Ogilvy Mather and its competitive strategy for the next 4 years . ABSTRACT/EXECUTIVE SUMMARY As an advertising agency Ogilvy Mather India has a high ranking in the Indian advertising industry. The paper studies the company, its services and its place in the industry. The paper analyses and defines its market structure as one of oligopoly. It is seen how the state of the economy effects a large company like OM and how monetary and fiscal policies affects its revenue and expenditure. By studying the market structure, economy and the companies driving forces a competitive strategy for the next four years is suggested in order to give OM a better stand in the market. . INTRODUCTION The aim of this project is to study the economic environment of the Advertising Industry in India using the company Ogilvy Mather as the main focus. The various economics aspects which affect a business such as product, value creation, costs, competition, business environment etc will be discussed. An analysis of the market structure define the position of the company and the study of the economy tell us how the company is affected and the best strategy for the chosen company for the next four years will be outlined. 4. OVERVIEW OF BUSINESS: PRODUCT, MARKETS, VALUE CREATION 4. 1 About the Company: Ogilvy Mather is one of the largest marketing communication networks in the world, dealing with multinational and national brands in a number of regions. It is a subsidiary of the WPP group and has numerous offices all around the world; however in this project the main focus is on the Ogilvy Mather (O M) Indian branch. O M was the first advertising agency India, having been in the business for the past 80 years it provides the core service of building and nurturing enduring brands (â€Å"Ogilvy†, n. . ). 4. 2 The Main Product: Ogilvy Mather started as an advertising agency providing the basic services of advertising but today the services provided by the company include Advertising, Direct Marketing, Public Relations and Activation. Ogilvy Activation Includes services in the so called non-traditional area of advertising. As of 2004 advertising by the company recorded around 70% of the revenue i n India (â€Å"Ogilvy Mather India Ltd†, n. d. ). 4. 3 How Does it Create Value: The company creates value in two ways: Reduction of transaction costs – When compared with other companies O M follows a strategy called the 360 Degree Branding approach. This approach covers all aspects marketing communications; it’s when all media contribute towards the campaign and the building of a brand. It provides all the key services the companies are looking thus saving the companies the trouble of having to approach different agencies for different services. This saves the clients through economies of coordination, reducing costs of searching for specific skills and services. Changing perceptions of perceived benefits – Ogilvy Mather is a brand name that has been around for more than half a century. Over the years it has helped build some of the most successful brands in India e. g. Asian Paints, Cadbury etc. Since the main function of the company is advertising its influences customer behaviour by changing perception. Having a client base which included companies like Hutch, Perfetti etc has positioned the company to be one of high repute, hence clients perceive benefits of higher value. 4. 4 Market Dimensions: The Indian advertising market has grown considerably over the years, the 13,200 crore (13. 2 billion) industry has grown from the initial slump in the beginning of the decade, it saw a 14. 1% growth over 2005 (â€Å"Ad Lib: On campaign trail† n. d. ), the industry saw a double digit growth over the next two years. In 2007 the Total electronic media revenue alone was 6100 crore (6. 1 billion) (â€Å"Budget 2007-2008†, n. d. ). Ogilvy Mather have a large market in India, however it enjoys a global presence as well. It offers creative and non creative services to the company worldwide. Some of its international projects include offshore design and packaging work, commercials for Perfetti’s products and creative work for international brands like Coca-Cola, Fanta, Sprite and Singer. 5. BUSINESS COSTS IN THE SHORT AND LONG RUN Brand building or advertising agencies like most other businesses, are multiple –product firms. †An Agency’s costs may depend on how their clients allocate their advertising budgets across media and there is considerable variation in media mix among agencies. †(Schmalensee, Silk Bojanek, 1983). Difference in media mix contributes to a great extent to how different agencies can lower their costs of production. The advertising and brand building industry is one which is labour intensive in nature. In such firms value creation is knowledge, skill and creativity intensive and is delivered by highly creative and skilled employees. As a marketing communications firm OM create value by building the non tangible aspect of the brand. Output and quality in such a firm depends on human creativity and ideas. It is the understanding of brand positioning by the human element that determines the quality and effectiveness of the product. Typically an advertising firm would incur costs such as television billings, costs incurred on business publications, point of purchase, newspapers, internet, direct mail farm publications etc. Changing the scale of business: Changing the scale of production in the short run would mean being able to change the variable factors of production. In the case of Ogilvy Mather changing the scale of production in the short run would mean being able to increase the duration of its contracts, bring in more skilled people like creative designers, copywriters etc. It would take the company a period of three to four months to change its scale of production in the short run. In the long run Ogilvy Mather are able to increase the number of contracts and open new segments e. g. Ogilvy One. In the long run the company enjoys a constant return to scale. Since it receives commission and fees directly in the same proportion as the number of contracts it undertakes the returns to scale is also in the same proportion. It would take the company more than a year to change its scale in the long run. 6. MARKET STRUCTURE: COMPETITORS REGULATORS To analyse the market structure in which the company operates we use Michel Porters five force model. Michael Porter’s â€Å"Five Forces† Analysis Model 6. 1 barriers to entry: Investment – In a large industry like advertising where there are many big players who command more than 50% of the market share it becomes difficult for another company to enter, since a large investment will be required. Highly skilled and creative employees – In a business like advertising a highly skilled, intellectual and creative team of people is required. It is not only difficult to find and employee such a team of people but is also difficult to compensate them as employees of such high calibre are at the higher end of the pay scale. Brand name and customer loyalty – OM have been in the advertising business for more than 70 years, they have created a power brand of high repute. They command high customer loyalty and provide an array of high quality services thus making it difficult for new entrants. Network effect – The advertising industry is one in which there is a high level of business networking since most of the clients are other bigger companies. Competing players may have difficulties entering a market where a strong player like OM has already captured a significant user base. Sunk costs – Sunk costs cannot be recovered if a firm decides to leave the market, they therefore increase the risk and deter entry. Acquiring big companies: In an industry like advertising those companies stand to gain who get the so called bigger deals, i. e. agencies with big companies like Cadbury or Hutch as clients command a better position in the market, it is difficult for new companies to gain such clients. . 2 Rivals: competition among existing companies In India many companies exist in the advertising industry, however only a few big companies are able to provide the service on the scale and complexity which can be comparable with that of OM. India has a lot of Advertising agencies but only a few big companies contribute to the total revenue, Ogilvy Mather recorded the highest capital billings of 7425. 78 million while Saatchi Saatc hi was the lowest at 937. 54 million (â€Å"top Indian advertising agencies†, n. d. ) 6. 3 Bargaining power of buyers Big companies like Cadbury, Coca-Cola, Asian Paints etc are clients or buyers of the services the advertising agencies provide. Since they are looking for top quality services and Brand building, costs are but a secondry issue to them. They have a good bargaining power. However the advertising agency like Ogilvy Mather have a brand name and a high reputation hence they also have a good posiiton where they can negociate 6. 4 Bargaining power of suppliers the suppliers would include all forms of media, cretive designers on contracts, technology suppliers, studio works etc. OM have a good bargaining power since they are one of the big player in the market. 6. 5 threat of substitute Ogilvy Mather offer high quality services but with other huge players like Lowe Lintas, McCann-Ericsson etc operating in the market there is always a threat to the company, when clients untertake mergers or acquisitions they may seek another agency to do their work e. g. OM were kept in the avcume when one of its big clients Hutch was in the process of being taken over by a bigger player Vodafone. 6. 6 Market Structure Ogilvy Mather will be considered as an Oligopoly. In spite of Advertising being a monopolistic competition in this case it is an Oligopoly, the reason being that its is a very large company and faces stiff competition from not more than 7-8 companies, it is these big companies that contribute to more than 75% of the industries revenue. 7. MACROECONOMIC ENVIRONMENT (1): THE BUSINESS CYCLE 7. 1The business cycle The Indian economy in currently in the upswing phase of the business cycle (â€Å"3 ‘I’s’ for 2008†, 2008) the three reasons cited for the Indian economy to e in the upswing phase are: Investment – it has propelled the growth performance of the past four years, building on a solid foundation of consumption spending. â€Å"Gross fixed capital formation, a measure of the increase in productive capacity of the economy, crossed 30 per cent of GDP for the first time, after hovering in the high 20s for several quarters. † (â€Å"3 ‘Iâ €™s’ for 2008†, 2008) The Corporate sector has seen growth in productivity and profitability under the combined impetus of consolidation and capacity expansion. A growth of country’s infrastructure also suggests that the economy is in an upswing, Mega power plant bids by the Tata Group and the Reliance Energy vouch for the same. Although the economy is in an upswing it is facing some short term fluctuations, as we can see in the diagram below than the real GDP has fallen in the 3rd Q of 2007-2008 as compared to the 1st Q, since the US economy has slowed down it appears to be a trickledown effect (â€Å"Can India cope with economic slowdown†, 2008). (â€Å"The Real Economy†, 2008) 7. 2Inflation In an economy all companies are affected by the business cycle, as the economy is in the upswing the country is faced with the challenge of high inflation, Inflation in India currently stands at 7. 4% (â€Å"Macroeconomic and Monetary Developments in 2007-08†, 2008). At present the decline in consumer spending is taking its toll on the fortunes of the advertising industry. Inflation has forced agencies to settle for abysmally low margins. Compared to last year, margins have shrunk over 60% this year (â€Å"Blame it on Inflation, Ad margins shrink 60%†, 2008 8. MACROECONOMIC ENVIRONMENT (2): MACRO POLICY, INTEREST RATES TAXATION The government of any country helps control the economy through it fiscal and monetary policies, the main areas of interest are the interest rates and the taxation. Interest rates and takes affect all business in the economy. 8. 1 Interest Rates According to reports by the Reserve Bank of India the prevailing interest rate is around 6%. The Federation of Indian Chambers for Commerce and Industry (FICCI) blamed the tight monetary policy of the government for the slowdown of industrial growth. The FICCI has suggested a downward revision of interest rates, this would help in the stimulation of demand and would ease the cost pressure on the manufacturing sector (â€Å"FICCI blames high interest rates for industrial slowdown†, 2008). When interest rates are hiked investment is reduced by big companies as a result of the trickledown affect other companies are affected. In the case of OM when its clients e. g. Lenovo reduces its investments it will slowdown and as a result it will squeeze its margins with OM. 8. 2 Taxation Some sectors in the economy seem to be under a greater tax burden than the other, e. . the telecom industry in India is facing various kinds of levies and tax (â€Å"Telecom Firms and Budget 2008-2009†, n. d. ), they in turn may cut costs and adjust their finances to shoulder this tax burden and in turn reduce their expenditure on advertising, in such a case companies like OM stand to lose. 9. INTERNATIONAL ENVIRONMENT: GLOBAL BUSINESS CONDITION S AND EXCHANGE RATES Ogilvy Mather India has expanded its boundaries and now have international clients as well, some of its foreign clients include Perfetti (Italy), Lenovo (China), Coke (US). Having foreign clients means involvement of the exchange rate. Currently the Indian Rupee is trading for 42. 77 US dollars. Ogilvy Mather do commercials as well as other creative work for these brands hence costs and payments are affected by the exchange rate. If the Indian rupee were to appreciate then it would be dearer for OM’s international clients. Trend of the Indian Rupee against the US Dollar 10. THE DRIVING FORCES 10. 1Internet Advertising – today the internet accounts for a large portion of the advertising budget, it is easily accessible and convenient. It has become a part of the media mix for all advertising agencies and can now be considered as one of the driving forces. 10. 2Globalisation – With companies going global they are trying to reach out to a larger and more diverse market, if the key message of the company and its USP is not carried to the public in a proper manner the brand could be affected. OM not only does advertising for such companies but also does brand building, public relations etc. More over is has to always reinvent is creative aspect to meet global standards. 0. 3Creative Team with international exposure – advertising, promotion, brand building etc cannot be effectively achieved without a creative team, creative designers, art directors etc all form part of this creative team. This intangible aspect of the business is called talent and creativity. 10. 4Clients and the general public – today customers and consumers rule the market, it’s all about what they want and what they think , studying consumer behaviour is important for any company. Advertisers always have to keep the attitude and sentiment of the public in mind when creating ads. 10. 5The state of the economy – the state of the economy is also major driving force since the income and expenditure of companies like OM depend on how much their clients are able and willing to spend on advertising and promotion. Companies make such budgeting decisions based on the state of the economy. 11. COMPETITIVE STRATEGY FOR THE NEXT 4 YEARS The country is currently in the upswing stage, the Advertising industry has come a long way where growth is concerned. It recorded a 22% growth over the previous year (â€Å"India to increase advertising expenses by 2010, Assocham, 2007), in the past 6-8 months advertising rates have risen from 30 to 40 percent (â€Å"Empires rise again on the news-stands of India†, 2008). Ogilvy Mather are among the top three advertising agencies in India and it is doing a lot to maintain its position. Ogilvy Mather have combined with GroupM to form an even bigger Out of Home Business, it is the largest outdoor planning and buying specialist group in India called Kinetic (â€Å"Ogilvy Mather consolidates outdoor business with Kinetic†, 2006). Ogilvy Mather Advertising has also taken upon its shoulders the task of building up the momentum for the much hyped about Indian Premier League (IPL) with a series of Ads (â€Å"The big branding game plays out on IPL pitches†, 2008). Since it appears that the company is still growing it should 1) focus on consolidation and opening of new branches there by trying to stay at the top position by reducing competition. ) Now that OM India has gained a foreign market it should try to increase the number of foreign clients and expand its markets overseas as well. This will increase its international exposure. 3) In the case of OM the city Bangalore in India has become the global hub for Lenovo, similarly the company should try and acquire big brands as clients and make the country the global hub for that particular brand. Since outsourcing has become the buzz word it could also open a branch that does creative work and designing for international companies there by acquiring more foreign clients. With increasing production and setting up of new companies in the economy there is always a market for brand promotion, advertising and marketing hence OM have a promising future, however it will continuously have to reinvent itself to suit customer needs and combat competition. 12. REFERENCES 1. Business Standards, (2008), 3 ‘i’s’ for 2008, (2008) Retrieved on May 7, 2008 from business-standard. com/common/news_article. php? leftnm=outlookbKeyFlag=BOautono=309286 2. Eocnomic Times, (2006), Ad-lib: On the Campaign Trail, (2006) Retrieved on April 5, 2008 from http://www1. economictimes. indiatimes. om/Opinion/Todays_Features/The_Learning_Curve/Ad-lib_On_the_campaign_trail/articleshow/msid-1863434,curpg-1. cms 3. Economy Watch, Telecom Firms and Budget 2008-09, Retrieved on May 28, 2008 from economywatch. com/budget/india-budget-2008/telecom-firms. html 4. Edgar-online, Weekly Performance of INR versus USD, Retrieved on May 24, 2008 from http://content. edgar-onl ine. com/edgar_conv_img/2008/04/07/0000950123-08-003899_Y45074PY4507453. GIF 5. IndiaTelivision, (2007), Budget 2007-08, (2007) Retrieved on April 2, 2008 from indiantelevision. com/headlines/y2k7/feb/feb306. htm 6. bef, Ogilvy Mather India Ltd. , Retrieved on April 2, 2008 from ibef. org/download/Ogilvy_Mather. pdf 7. IndiaTelevision, Top Indian Advertising Agencies, Retrieved on April 2, 2008 from indiantelevision. com/industryresources/adagencies/top50_adagencies. htm 8. India Business, (2007), India to increase advertising expense by 2010, Assocham, (2007), retrieved on May 26, 2008 from F:DocumentsECONOMICSstats bout economyIndia to increase advertising expenses by 2010 Assocham. mht 9. MagIndia, (2008), Blame it on inflation, ad margins shrink 60%, (2008) Retrieved on May 14, 2008, from F:DocumentsECONOMICSstats bout economyMAGINDIA Blame it on inflation, ad margins shrink 60%. mht 10. Ogilvy Mather India, retrieved on March 28, 2008 from ogilvyindia. com/home/home. asp 11. RediffNews, (2008), Can India cope with economic slowdown? , (2008), Retrieved on May 29, 2008 from F:DocumentsECONOMICSstats bout economyCan India cope with economic slowdown. mht 12. Reserve Bank of India, Macroeconomic and Monetary Development in 2007-08, (2008), retrieved on April 7, 2008 from http://rbi. org. in/scripts/BS_PressReleaseDisplay. aspx? rid=18233 13. The Hindu News, (2008), FICCI blames high interest rates for Industrial slowdown, (2008), retrieved on May 22, 2008 from hindu. com/thehindu/holnus/006200805251231. htm 14. The Independent, (2008), Empire rise again on the news stands of India, (2008) Retrieved on May 27, 2008 from independent. co. uk/news/media/empires-rise-again-on-the-newsstands-of-india-768415. html 15. Schmalensee R, Silk A J, Bojanek R, (1983) The Impact of Scale and Media on Advertising Agency Costs, Journal Of Business pg 453-475, The University Of Chicago Press.

Disposing Nuclear Waste in Ocean Trenches

Disposing Nuclear Waste in Ocean Trenches It seems to be a perennial suggestion: lets put our most hazardous wastes into the deepest sea trenches. There, they will be drawn down into the Earths mantle well away from children and other living things. Usually, people are referring to high-level nuclear waste, which can be dangerous for thousands of years. This is why the design for the proposed waste facility at Yucca Mountain, in Nevada, is so incredibly stringent. The concept is relatively sound. Just put your barrels of waste in a trench - well dig a hole first, just to be tidy about it - and down they inexorably go, never to bring harm to humanity again. At 1600 degrees Fahrenheit, the upper mantle isnt hot enough to alter the uranium and make it nonradioactive. In fact, its not even hot enough to melt the zirconium coating that surrounds the uranium. But the purpose isnt to destroy the uranium, its to use plate tectonics to take the uranium hundreds of kilometers into the Earths depths where it can naturally decay.   Its an interesting idea, but is it plausible?   Ocean Trenches and Subduction Deep-sea trenches are areas where one plate dives beneath another (the process of subduction) to be swallowed up by the Earths hot mantle. The descending plates extend down hundreds of kilometers where they are not the least bit of a threat. It isnt completely clear whether the plates disappear by being thoroughly mixed with mantle rocks. They may persist there and become recycled through the plate-tectonic mill, but that wouldnt happen for many millions of years.   A geologist might point out that subduction is not really secure. At relatively shallow levels, subducting plates become chemically altered, releasing a slurry of serpentine minerals that eventually erupt in large mud volcanoes on the seafloor. Imagine those spewing plutonium into the sea! Fortunately, by that time, the plutonium would have long since decayed away. Why It Wont Work Even the fastest subduction is very slow - geologically slow. The fastest-subducting location in the world today is the Peru-Chile Trench, running along the west side of South America. There, the Nazca plate is plunging beneath the South America plate at around 7-8 centimeters (or approximately 3 inches) per year. It goes down at about a 30-degree angle. So if we put a barrel of nuclear waste in the Peru-Chile Trench (never mind that its in Chilean national waters), in a hundred years it will move 8 meters - as far away as your next-door neighbor. Not exactly an efficient means of transport.   High-level uranium decays to its normal, pre-mined radioactive state within  1,000-10,000 years.  In 10,000 years, those waste barrels would have moved, at maximum, just .8 kilometers (half a mile). They would also lie only a few hundred meters deep - remember that every other subduction zone is slower than this. After all of that time, they could still be easily dug up by whatever future civilization cares to retrieve them. After all, have we left the Pyramids alone? Even if future generations left the waste alone, the seawater and seafloor life would not, and the odds are good that the barrels would corrode and be breached. Ignoring geology, lets consider the logistics of containing, transporting and disposing of thousands of barrels each year. Multiply the amount of waste (which will surely grow) by the odds of shipwreck, human accidents, piracy and people cutting corners. Then estimate the costs of doing everything right, every time. A few decades ago, when the space program was new, people often speculated that we could launch nuclear waste into space, maybe into the sun. After a few rocket explosions, nobody says that any more: the cosmic incineration model is infeasible. The tectonic burial model, unfortunately, isnt any better. Edited by Brooks Mitchell

Australian organisations must adopt sustainability reporting in the Essay

Australian organisations must adopt sustainability reporting in the 21st century - Essay Example Sustainability reporting in Australia is voluntary, meaning that the organizations are not bound by law to report it in their financial statements. So, the purpose of this essay is to emphasize on the fact that Australian companies should adapt sustainability reporting in the present century and to establish why and how the organizations should meet the requirements of sustainability reporting and how will it be profitable to them. Sustainability reporting involves the display of a company’s economic, social and environmental performance and its impacts through the company’s annual reports. There are various reasons as to why a company should report its performance. Sustainability reporting helps in establishing a stronger trust relationship with the stakeholders. The stakeholders view the company as being honest about their actions and performance, thus it strengthens the image of an organization as being sincere and considerate towards the environment it operates in. The key towards establishing strong relations is not to report the good part only but the discrepancies as well; it leads the stakeholders like employees to trust their employers and execute hard work to enhance the performance of the company (Blackburn, 2007). Such actions give the sense of legitimate reporting of corporate activities. This ensures acceptance by the key stakeholders of the company especially towards the management decisions and activities that may be sometimes seen as of compromising nature (Schaltegger, Bennett and Burritt, 2006). By incorporating sustainability reporting into the strategic designing of an organization, a company can link all its operations to achieve those goals that are expected of it. Various operational benefits can also be derived through implementing sustainability reporting. The various costs that are incurred because of the irresponsible use of materials

Police in the United States of America Essay Example | Topics and Well Written Essays - 750 words

Police in the United States of America - Essay Example The police aim to give a safe and secure environment to the public. In order to achieve this objective they are bound to maintain peace in public. They are aimed to save the residents' rights and public turbulences. The police also intend to stop those situations which may end up in public violation and disorder. Police ensures the public of safe and sound environment and expects the public to cooperate with them. In collaboration with other bodies, the police sketch out local safety policies which plan to encourage safer societies, decrease and combat offenses and conflicts, and promote comfort in the localities concerned. Hence if the duties of the police are to be analyzed it can be said that the role of police is to enforce law in such a manner that the public peace is maintained. This is because if law is enforced on the citizens the police department may get an aggressive reply. Thus the police should work according to the requirements of the public. They should take care of th e tiny things which the public need. They should handle situations of violence with care and heed. For e.g. if an angry mob is protesting against a certain situation then the police should not directly use aggressive methods against that mob. This is because if aggressive methods are used against them the public law and order situation could be disturbed. I.e. seeing the brutality of police against that mob another mob could possibly arise and revolt. Similarly in other situations the police department should be careful in tackling the problems of the public. Police officers in the United States are the most severe and troublesome reason of the human rights violation in the state. The infringements continue all around the country, in countryside, suburban, and metropolitan regions of the state, done by a range of law enforcement workers as well as local and state police, sheriff's sections, and federal forces. Police have occupied in unwarranted shelling, cruel beatings, deadly choking, and unreasonably rough behavior. Whereas the quantity of continually offensive officers on any force is in general small, the authorities in charge, together with law enforcement managers in addition to local and central government management frequently fail to take action with certainty to control or penalize such steps. A faction of the police officers is worsening the image of the whole department. And as mentioned above it is quite difficult to bring this faction to justice. Although the other faction of the police officers are quite working according to their standards still there is a need that corruption and racism is removed from the police department in the U.S.A. However it can be said that to a certain extent the police department of the USA has been successful. But as mentioned above the police department in the USA also has some flaws which need to be rectified. As the police are the main law enforcement agency it is their duty to maintain public order in the state. However the stance of the police should not be to enforce laws on the civilian but to maintain the situation of public law and order. If police is taking steps that are causing indiscipline then they must change their course of work. Their aim is

True Educations Begins at Home Essay Example for Free

True Educations Begins at Home Essay People learn everything they know from some sort of influence. Religious groups are influenced by preachers to believe what they want. Students are influenced by teachers on what to learn. North Koreans are influenced by Kim Jong Il to do exactly as he wants. In To Kill a Mockingbird, Harper Lee’s only book, Scout, a main female character has to be taught the hard way. She sees a man prosecuted and killed because of his skin color for something he clearly could not have done. She learns that prejudice is abused every day, even past times of slavery. Scout’s main motivation for not being prejudice is her father, Atticus, who defends the black man, Tom Robinson, in a clearly biased trial. Although influenced to think that she should hate black people, her true education comes from home. When one first learns to speak, who are their words learned from? They, typically, learn from their parents. If someone acts poorly, they are usually punished at home. Outer influences can affect someone’s decision to do something wrong, and, if brought up well, this person will not make these poor decisions. Scout is enticed to hate black people, but Atticus teaches her why humans are all equal. Jem, Scout’s older brother, learns as he matures that one should accept people for who they are. After Tom gets accused of being guilty, Jem even cries. In essence, Jem and Scout are both taught from home how to act throughout life. When Scout begins talking to Miss Maudie and Dill, she hears wild stories of the man who is locked inside his house for fifteen years, and once he is in his thirties, he attacks his father with a pair of scissors. This man is Arthur â€Å"Boo† Radley. Atticus catches his children and Dill trying to lure him out of the house and teaches them that not everything they hear is true (although, this rumor is true. The children quit provoking Boo for a while, but near the end of the book, they meet him on person after he saves their lives from a drunken man. They learn that Atticus was right in saying that not everything that one hears is true. I have learned nearly all I know from my mother and father. They have taught me basic skills, as well as proper etiquette. I have had many mentors in my life, and I believe that my parents are the best ones I have and will have. They have taught me all I need to know in my life from home.

Story about Intangible Things Essay -- Autobiography Essay, Personal Na

Intangibility used to be a focus of mine. I lived for the things that were fleeting and impossible to categorize. I was free of the constraints of anything and everything, from language to thought. I found beauty in the things you could not touch and could not even grasp your mind around fully. Now I feel so far removed, I need something to grab on to. I need something I can touch and know is real, solid, and there--something permanent. It is like being stuck in an Impressionist painting. Nothing is solid because everything is momentary and instantaneous. That was the sort of thing I once reveled in. However, things are too muddled now for enjoying intangibility. I simply want comfort and firmness. I need a rock to hold on to or I am afraid I cannot come back. The air was particularly sticky that day. That sticky air was also accompanied by a sticky feeling--a type of feeling that was foreign to me until that moment. I sauntered up the brick steps and doubtfully opened the front door to my house. â€Å"Sweetie... Come upstairs,† said my mom in a voice that was all too familiar. The word sweetie, when used by my mother, never meant good news. I walked up the stairs. There were fourteen of them, and I walked slow, taking in each and every small step. Eventually, I reached the top. I sat down on my bed indian-style and waited for the news I expected but did not want to hear. â€Å"Kacie, your father and I are getting a divorce.† When those words finally came out of her mouth, it was as if I could have read the dictionary one hundred times and still be at a loss for words. All I felt was gaping holes where consciousness should be. It was like when you go to see a movie and you come out a few hours later blinking, lost, and wondering to you... ... is constantly radiating with happiness. The rain cloud that was lurking over my dad’s head for the past year has now been replaced with rainbow. And me, well, strange memories and waves of nostalgia tainted with deja vu have been hitting me frequently. Sometimes, I long for the days that my dad, mom, sister, and I would spend together--all four us, one happy family. I could try to blame it on the lack of sleep or nourishment, but I actually think I’ve developed the â€Å"Peter Pan Syndrome,† or rather the â€Å"Peter Pan Syndrome† already encoded within me has simply grown and developed, like a small tumor of now epic proportions. When am I going to let go and truly grow up? Nevertheless, every now and then I look back at my life and come across a blank spot where I lost myself, like skips on a scratched CD. Even though I’m happy, that blank spot never fails to hurt like hell.

Opportunity Is the Key to Success

First of all I feel very happy that we both sides have grasped the opportunity to realize our same goal. That is to win! That is to succeed! We believe opportunity is the key to success. Let me give a definition to words â€Å"opportunity† and â€Å"key† here. Opportunity here only refers to one that we disover, seize and take advantage of. Key is a way to solve a problem. Every lock has a key. Success is a lock that requires several keys to work together. Only when all these keys are equipped, success is achieved. Opportunity is definitely one of these keys. Firstly, Opportunity serves as a starter on the road to success. If one wants to make a difference in a specific area, he should first be given the opportunity to do it. A person, born without legs, can never be the champion of a long distance running, even in special games. A child, who cannot afford to go to school, will never be the top student in class. Secondly, opportunity favors only the prepared. We are here to emphasis the crucial importance of opportunity. That does not mean we are to discount the significance of other keys to success. They are equal of weight. All are indispensible. Preparation, like our endeavor, our efforts, all lays a foundation to reach the opportunity. Thirdly, Man proposes and god disposes. Opportunity is essential when one is qualified. Discovered by Bo Le, Red-rabbit Horse is lucky enough to be the most well-known swift house; Thanks to the eastwind, Zhou Yu won the Chibi Battle;Coming across the invention of the Internet, Google becomes global business giant. If it were not for the opportunities they meet, seize, and take advantage of, Red-rabbit horse would just be a normal house, Zhouyu would doom to lose the battle, and Google would never come into existance. On the road to success, without opportunity is like fish without water,birds without wings, clock without hands, lock() without key. Opportunity is the key to success. Let us find opportunity for ourselves, seize opportunity by ourselves, and create opportunity of ourselves!

American Revolution the war, the article of confederation and the constitution

The paper discuses the United States of America road to self governance from hands of British colonialism. First it looks on the war between the United States America and Britain. The war took place in late 18th century when the thirteen states of America colonialist joined forces to overthrow the British emperor. Although the states militiamen were untrained and used simple weapons, they were determined to topple down Britain from America. The paper also focuses on how the militiamen though inexperienced in war, caused sleepless night to the British army.With time the war seemed unending until reached a point where a deal had to be reached to end the war. The war was ended with a deal being reached between the United States of America and the Britain. A Paris treaty signed in France between the parties in war ended the stalemate. The article of confederation is looked into. This document (the articles of confederation), outlined the rules governing the operations of the united thirt een states. The article outlined the powers of the confederation government and how the states had to relate to each other.The strengths and weakness of the article is outlined in the paper. Article of confederation was replaced by constitution soon after America attained her independence. At the end the paper compares the American Revolution with other world revolutions such as, French revolution, the Russian and the Iranian revolutions. The British army and the militiamen During the last half of 18th century, the thirteen colonies of North America overthrew the governance of British emperor and merged to become the nation of the â€Å"United States of America†.The colonies regrouped to form one self governing state that fought with British army. Americans lacked trained army and each group of the colonies relied on militia groups which had simple arms and slight knowledge on fighting for defense. Although, this militia had no fighting skills, their high number gave them an advantage over the few British soldiers in the battle fields. â€Å"In 1775, America established a regular continental army to give more support to the militia in battles. The British army was about 36,000 men, but within the course of war, Britain hired more soldiers from Germany† (Savas, 2006).The combined army was huge, but its strength was weakened by the virtue of being spread across large regions of Canada and Florida. The revolutionary war on North America started when the commander in charge of British army sent his men to seize ammunition held by the militiamen in Massachusetts. On arrival, they found that the Minutemen (a group of men from the colonial militia) had been alerted of unexpected visit by the British army. This group of militia (minutemen) consisted of young and more mobile men who were ready to fight British army any minute they are called to do so.A battle started between the two sides with the British army killing a number of militia. As the war conti nued, a great damage was inflicted on British army, as thousands of militia fought them, before reinforcement was brought to help them to prevent more damages. On their way to capture Canada from British emperor, the militiamen were grouped into two groups with each having a leader. The group lad by Richard Montgomery with more than 1500 men attacked northern Canada forcing the governor of Quebec to escape. The second group led by Arnold, was not a success because many men succumbed to smallpox.Although Montgomery was killed, the groups after merging again, held the city of Quebec until British war ships arrived to get hold of the siege. The militia played a cat and mouse game to the British army. They could engage the British army in fighting, retreat and the came again when the army was not aware. The militiamen were determined, courageous and ready to overthrow the British emperor at all cost for their independence. Paris Treaty In 1777, France and her allies (Spain and Dutch) en tered in the war to support the Americans.Her involvement proved decisive when the second British army surrendered to her naval army. â€Å"As a result a treaty had to be signed to end the American war and recognize the sovereignty of United States of America over the territory bounded by what is now called Canada to the north, Florida to the south, and Mississippi river to the west† (Bobrick, 1998) As the political support of war plunged, the British prime minister resigned in 1782 leading to the house of common to vote in favor of ending war with Americas.Signing of preliminary peace articles followed in Paris but the war ended when the Paris treaty was signed between America, France and Britain in 1783. The American-French alliance proved too strong to British army. As a result, British government together with American representatives in Europe began peace negotiations to stop the alliance against Britain. In the negations Britain negotiator was supposed to acknowledge th at he was negotiating with American states not colonies.â€Å"First the French and Spanish military were to besiege fortress of Gibraltar, which was the seaway connecting Atlantic Ocean and Mediterranean Sea† (Burnett, 1941). What followed is that the alliance was weakened and France relentlessly accepted a preliminary peace treaty between Britain and United states which was formalized later. The treaty was signed in September 1783 despite British parliamentary protest of some of agreements contained in the deal. The Article of Confederation â€Å"The article of confederation was the governing constitution of thirteen independent and sovereign states style â€Å"(United States of America)† (Ward, 1952).The article was proposed in 1777 and ratified in 1781 uniting the states into the â€Å"United States of America† as a union with confederation government. The article gave the states the power to all government functions not posed by the central government. The article stipulated the rules for operation of the â€Å"united states† confederation. The article allowed the confederation to make war, negotiate agreements and settle maters concerning the western territories. However, the confederation had no power to mint coins or borrow with or outside United States. Each state had its own currency.The main reason for drafting the article was to provide a plan for securing the freedom, sovereignty and independence of United State. The article stipulated that the confederation to be known as â€Å"the united States of America†, each stated to retain its freedom, independence and sovereignty. The article also established the United States as league of states united and freedom of movement across the states. In the article; each state was allocated one vote in congress of confederation, the central government was only the one to conduct foreign relations and declare war.The article further stated that; expenditures by the United Stat es would be paid by funds raised by state legislatures, defined the powers of central government and the admission of new state was to be approved by nine states. The article also mandated a committee to be a government when the congress was in session. In addition, the article reaffirmed that the confederation accepts war debt incurred by congress before the articles. Finally it declared that the article was final and only could be altered by approval of congress.Some of the weaknesses of the article includes; power of central government was weak because each states had powers, there was no balance between the large and small states in legislative decision making, the congress lacked taxing authority hence could not plan on expenditures, some argued that the provisions of the article were no favorable for effective government, and under the article, congress did not had powers to regulate trade. Its main strength was that it gave direction to the continental army and thus helped to win the American revolutionary war.Ways that the Constitution remedied the flaws in the Articles The article of confederation was replaced by the U. S. constitution which changed the government from confederation to federation. The constitution is the supreme law that outlines the organization of United States of America. Constitution defines that the government has three branches namely; the legislative, an executive branch led by the president and judicial branch headed by Supreme Court. The document also states the powers of each branch and reserves rights of each state, hence establishing United States federal system of government.â€Å"The constitutional reallocation of powers created a new form of government, unprecedented under the sun. Every previous national authority either had been centralized or else had been a confederation of sovereign states. The new American system was neither one nor the other; it was a mixture of both† (Collier, 2007) The constitution estab lished the manner of election and vested all legislative powers to the congress of United States of America which consisted of; senators who headed states and House of Representatives who represented the lower house.The executive branch outlined the qualification of president and also makes provision for the post of vice president. The vice president was given powers to succeed the president incase the president; died, resigned, removed or unable to discharge duties. The constitution requires that there will be one court (supreme), but the congress could create lower courts that judgments are reviewable by the Supreme Court. The constitution sets all the cases and defines who to hear the same. The constitution defined the relationship between the states and the federal government and amongst the state.The state government was prohibited from discriminating against citizens of other states. There must be fair treatment to all citizens regardless of which state he/she comes from. Lega l basis of freedom of movement and travel amongst the states was laid in the constitution. This provision was not taken more seriously as it was the case in the time of articles of confederation, where crossing of states lines was costly. Within the constitution, there provision for creations of new states and the congress is given the power to make rules concerning the disposal of federal property.The United States is required to allow each state to have a republican government and protect the states from all attacks. The constitution and laws of states were to set in such a way that it did not conflict with the laws of the federal government and incase of conflict, judges were supposed to honor federal laws over those of states. Constitution addressed the freedoms of; religion, speech, press, assembly and petition. States were give were right to keep and maintain militia and individuals to poses arms. Government was prohibited from using private homes to keep soldiers without cons ent of owners.The constitution required that; a warrant of arrest be issued, prohibited repeated trial, guaranteed a speedy trial for criminals and forbade excessive bail or fines. How was revolutionary revolution The American Revolutionary was actuary a revolution, there was change of power and change in organizational structures. American wanted a change; wanted to be represented in the parliament, wanted to get benefits of the tax they paid etc. It was the result of the war and signing of Paris treaty that Britain moved from America and America was declared independent.This is a political revolution where a political regime was â€Å"overthrown and thereby transformed by a popular movement in an irregular, extra constitutional and/or violent fashion†(Ward, 1952) The U. S. constitution replaced the articles of confederation, which change government from confederation to federal one. Both the French, American, Russian, and Iranian revolution were accompanied by turmoil and b lood shade. The French revolution was transformation of government from anarchy to a form based on reason, nationalist, citizenship and inalienable rights.Russian revolution was made to change the nature of society and transform the state with replacement of Tsarist autocracy with Soviet Union The Iranian revolution transformed Iran from a monarchy to an Islamic republic. In general all the revolution involves transformation of government from one form to another, although American underwent both government transformation and change of land ownership. Reference Bobrick, Benson (1998). Angel in the Whirlwind: The Triumph of the American Revolution. Penguin, paperback reprint Burnett, Edmund Cody (1941).The Continental Congress: A Definitive History of the Continental Congress from Its Inception in 1774 to March, 1789 Collier, C. (2007) Decision in Philadelphia: The Constitutional Convention of 1787. New York: Random House. Savas, Theodore, P. and Dameron, J. David (2006). A Guide to the Battles of the American Revolution, New York. Ward, Christopher (1952). The War of the Revolution: History of land battles in North America, 2, New York: Macmillan. Greene, Jack P. (1987). Introduction. The American Revolution, Its Character and Limits. New York University Press: New York.

Loanwords From French, German, Latin, and Spanish

Loanwords From French, German, Latin, and Spanish On the eve of the First World War, an editorial in the Berlin Deutsche Tageszeitung argued that the German language, coming direct from the hand of God, should be imposed on men of all colors and nationalities. The alternative, the newspaper said, was unthinkable: Should the English language be victorious and become the world language the culture of mankind will stand before a closed door and the death knell will sound for civilization. . . .English, the bastard tongue of the canting island pirates, must be swept from the place it has usurped and forced back into the remotest corners of Britain until it has returned to its original elements of an insignificant pirate dialect.(quoted by James William White in A Primer of the War for Americans. John C. Winston Company, 1914) This sabre-rattling reference to English as the bastard tongue was hardly original. Three centuries earlier, the headmaster of St. Pauls School in London, Alexander Gil, wrote that since the time of Chaucer the English language had been defiled and corrupted by the importation of Latin and French words: [T]oday we are, for the most part, Englishmen not speaking English and not understood by English ears. Nor are we satisfied with having begotten this illegitimate progeny, nourished this monster, but we have exiled that which was legitimateour birthrightpleasant in expression, and acknowledged by our forefathers. O cruel country!(from Logonomia Anglica, 1619, quoted by Seth Lerer in Inventing English: A Portable History of the Language. Columbia University Press, 2007) Not everyone agreed. Thomas De Quincey, for example, regarded such efforts to malign the English language as the blindest of human follies: The peculiar, and without exaggeration we may say the providential, felicity of the English language has been made its capital reproachthat, whilst yet ductile and capable of new impressions, it received a fresh and large infusion of alien wealth. It is, say the imbecile, a bastard language, a hybrid language, and so forth. . . . It is time to have done with these follies. Let us open our eyes to our own advantages.(The English Language, Blackwoods Edinburgh Magazine, April 1839) In our own time, as suggested by the title of John McWhorters recently published linguistic history*, were more likely to boast about our magnificent bastard tongue. English has unashamedly borrowed words from more than 300 other languages, and (to shift metaphors) theres no sign that it plans to close its lexical borders any time soon. French Loan Words Over the years, the English language has borrowed a great number of French words and expressions. Some of this vocabulary has been so completely absorbed by English that speakers might not realize its origins. Other words and expressions have retained their Frenchnessa certain je ne sais quoi which speakers tend to be much more aware of (although this awareness does not usually extend to actually pronouncing the word in French).   German Loan Words in English English has borrowed many words from German. Some of those words have become a natural part of everyday English vocabulary (angst, kindergarten, sauerkraut), while others are primarily intellectual, literary, scientific (Waldsterben, Weltanschauung, Zeitgeist), or used in special areas, such as gestalt in psychology, or aufeis and loess in geology. Some of these German words are used in English because there is no true English equivalent: gemà ¼tlich, schadenfreude. Latin Words and Expressions in English Just because our English language doesnt come from Latin doesnt mean all our words have a Germanic origin. Clearly, some words and expressions are Latin, like ad hoc. Others, e.g., habitat, circulate so freely that were not aware theyre Latin. Some came into English when Francophone Normans invaded Britain in 1066. Others, borrowed from Latin, have been modified. Spanish Words Become Our Own Many Spanish loanwords have entered the English vocabulary. As noted, some of them were adopted into the Spanish language from elsewhere before they were passed on to English. Although most of them retain the spelling and even (more or less) the pronunciation of Spanish, they are all recognized as English words by at least one reference source.

Text Features in Non-Fiction Informational Texts

Text Features in Non-Fiction Informational Texts Important tools to help students to understand and access information in informational texts are the text features. Text features are both ways in which the authors and editors make the information easier to understand and access, as well as explicit means of supporting the content of the text through illustrations, photographs, charts, and graphs. Using text features is an important element of developmental reading, which teaches students to use these parts to understand and comprehend the content of the text Text features are also part of most states high-stakes  tests. Students in fourth grade and above are usually expected to be able to identify the text features common to most non-fiction and informational texts. At the same time, they help struggling readers find and identify the information they are expected to know in content area classes, such as social studies, history, civics, and science. Text Features as Part of the Text Titles, subtitles, headings, and sub-headings are all part of the actual text, used to make the organization of the information in a text explicit. Most textbook publishers, as well as informational text publishers, use these features to make the content easier to understand. Titles The chapter titles in informational texts usually prepare the student to understand the text. Subtitles Subtitles usually immediately follow the title and organize the information into sections. Titles and subtitles often provide the structure for an outline. Headings Headings usually begin a subsection after a subtitle. There are multiple headings for each section. They usually lay out the major points made by the author in each section. Subheading Subheadings also help us understand the organization of the thoughts contained in the section and the relationships of the parts. Title, subtitle, heading, and subheadings could be used to create guided notes, as they are pivotal parts of the authors organization of the text. Text Features That Support Understanding and Navigating the Text Table of Contents Works of fiction seldom have tables of content, whereas works of nonfiction almost always do. At the beginning of the book, they include the titles of chapters as well as subtitles and page numbers. Glossary Found at the back of the book, the glossary provides definitions of special words within the text. Publishers often place words to be found in the back in boldface. Sometimes the definitions are found adjacent to the text, but always in the glossary. Index Also in the back of the book, the index identifies where topics can be found, in alphabetical order. Features That Support the Content of the Text The internet has given us a rich and easily accessible source of images, but they are still incredibly important in understanding the content of information non-fiction texts. While not actually text it would be foolish to assume that our students understand the relationship between the content and the picture on the same page. Illustrations Illustrations are the product of an illustrator or artist and create an image that helps us better understand the content of the text. Photographs A hundred years ago, photographs were difficult to produce in print. Now, digital media make it easy to create and recreate photographs in print. Now they are common in informational texts. Captions Captions are printed below the illustrations and photographs and explain what we are seeing. Charts and Diagrams Unlike illustrations, Charts and Diagrams are created to represent amount, distance, or other information shared in the text. Often they are in the form of graphs, including bar, line, and plot and whisker graphs, as well as pie charts and maps.

Trends of HIV and AIDS in the USA Assignment Example | Topics and Well Written Essays - 5000 words

Trends of HIV and AIDS in the USA - Assignment Example Human Immunodeficiency Virus (HIV) is like any other virus that attacks human beings. The difference is that this virus cannot be eradicated by the immune system. The virus is responsible for weakening the key parts of the human immune system (CD4 cells or T-cells), such that it becomes ineffective in fighting diseases. With time, it causes Acquired Immune Deficiency Symptom (AIDS), at the final stage of HIV infection. With proper treatment, however, a person can keep his/her HIV level low reducing the chances of developing AIDS (Aids.gov, 2014). The condition can be transmitted through unprotected sexual intercourse with an infected person, childbirth (from infected mother) and blood transfusion (exchange of blood from infected individuals). In 1981, United States of America became the first country to recognize HIV and AIDS as a new disease among gay men. However, the origins of HIV and AIDS are suspected to be in Africa (Avert, 2014). Since it was first discovered to the public conscience more than three decades ago to date, the disease has gained a notorious reputation as a feared and controversial disease in modern medicine which leads to it being widely politicized and mystified (Avert, 2014). During the early 1980s, disjointed reports from many states, especially California and New York, claimed that small groups of men, most notably elderly men of Jewish/Mediterranean descent and young African Americans, were contracting a rare and new type of cancer and/or pneumonia. A common factor in the groups of individuals affected by this disease was that they were all homosexuals. In June 1981, the condition was first documented by the United States Center for Disease and Control and Prevention (CDC) and was named as Pneumocystis Pneumonia. By early 1982, the condition had acquired various names including ‘gay-related immune deficiency’, ‘gay-cancer’ and ‘gay compromise syndrome’ with approximately five new cases being reported per week. The acronym AIDS (Acquired Immune Deficiency Syndrome) was suggested in July 1982 at a meeting in Washington with the CDC first using the term in September 1982. Â