The Social Welfare Policy And Social Programs Essay

Abstract In this paper we look at the different aspects of the Social Welfare program, TANF (Temporary Assistance to Needy Families). TANF is the final variation today of the many cash assistance programs that are available to children and families. In this paper we also focus on who is eligible for TANF and where the funds are going to. With a review of the literature it is shown that living off cash assistance is not easy and how it affects the participant’s life. There is also a look at unintended consequences and why this program did not work well in practice with suggestions for improvement. Introduction Many Social Welfare policies and programs that go into effect seem like a great idea, and have many good intentions until they go into practice. While Temporary Assistance to Needy Families tries its best to lift those out of poverty, it often does not. It is the final variation of temporary cash assistance programs that exist today. Literature Review In the book, â€Å"Social Welfare Policy and Social Programs† by Elizabeth A. Segal, the author gives an introduction and brief history to Temporary Assistance for Needy Families (TANF). TANF was derived from many past public assistance programs and was created from the Elizabethan Poor Laws (Segal, 2016 p.194).The first public assistance program was the first federal effort in 1920 to help women and children in poverty with the Mothers Aid Law(Segal, 2016 p.195). In this book we also learn how TANF recipients areShow MoreRelatedThe Social Policy Welfare Programs1343 Words   |  6 PagesDouble Standard, James Russell discusses and compares the social policy welfare programs in the United States and Europe and how each country approaches the issue. In particularly, Russell explains how poverty is measured, poverty reduction, and the politics of poverty reduction. Research shows that poverty has been a social problem for over five decades in America. During t he 1960’s, the issue of poverty was first identified as a social problem and countless efforts have been made to eradicate povertyRead MoreSocial Policy : An Undeserved Handout? The Truth About Welfare Programs972 Words   |  4 Pages M/W/F U/C 956 WORDS SOCIAL POLICY AN UNDESERVED HANDOUT? THE TRUTH ABOUT â€Å"WELFARE† 2/49 I would not expand the social welfare programs, I believe if we would expand the welfare program we would just be enabling more people. Why should they work or go school to better themselves to try and pull themselves out of poverty. When they can live off the governmentRead MorePublic Policy, Social Welfare Programs, Stakeholder Groups, And Joel Blau s Five Elements Model1347 Words   |  6 PagesPublic policy refers to â€Å"a system of laws, regulatory measures, courses of action, and funding priorities promulgated by governmental entity or its representatives†(Blau Abramovitz, 2014). One public policy that is gaining attention from United States Senators is the Expand Excellence in Mental Health Act. We can gain a better understanding of this act by taking a look at a recent public policy related to mental healthcare, the values in the Code of Ethics, social welfare programs, stakeholderRead MoreSocial Welfare Policies During The Transition Countries Of Central Asia732 W ords   |  3 PagesSince graduation from National Graduate Institute for Policy Studies, I have gained considerable research experience in Public finance and management. Specifically, I am interested in study of social welfare policies in transition countries of central Asia. I am concerned with the status of vulnerable groups of population-particularly, the aged, women, children, the disabled, and the poor. In most transition countries, the political and economic collapse of 90s had the devastating effects on theRead MoreWelfare Reform : Social Welfare Policy1257 Words   |  6 Pages Social Welfare Policy Social Welfare Policy Analysis Eric Dean University of Arkansas Introduction Several states have recently begun to enact legislation that requires welfare recipients to submit to drug tests before they are eligible to receive any public assistance. The purpose of mandatory drug testing is to prevent the potential abuse of taxpayer money, help individuals with drug problems, and ensure that public money is not subsidizing drug habits (Wincup, 2014). WhileRead MoreWhat Is the Evidence of Welfare State Retrenchment ?1444 Words   |  6 PagesWhat is the evidence of welfare state retrenchment in western welfare states? 1. Introduction 1. Crisis of Welfare State At the end of the 1970’s, the welfare state moved into crisis (OECD, 1981; Rosanvallon, 1981). As the period of high economic growth ended and stagflation appeared, governments couldn’t afford the social expenditure which had been expanded before. Fiscal deficit appeared and unemployment rate started to increase with economic depression. The idea shared byRead MoreThe Social Work Policies1506 Words   |  6 Pages Social Work Policies Social Welfare Q 1 Income support policies in the United States Income support policies in the United States view the monetary aspect of individual and family well-being. Income support policies are categorized into two that is direct cash transfers and indirect cash transfers. Income support programs are aimed at reducing poverty levels and boosting the economic growth of United States. Major historical developments took place in the late 1950s. In 1958, social securityRead MoreTemporary Assistance For Needy Families1567 Words   |  7 Pagesand Sanctions. The Policy Effects on Citizens and Social Work Practice ADEBAYO ADEKUNLE L. KENNESAW STATE UNIVERSITYâ€Æ' Temporary Assistance for Needy Families (TANF): Work-First, Time-limits and Sanctions. The Policy Effects on Citizens and Social Work Practice Social Policy can refer to guidelines, principles, legislation and activities that affect the living conditions conducive to human welfare, such as a person s quality of life. The Malcolm Wiener Center for Social Policy at Harvard UniversityRead MoreThe Role Of Federal Government On Social Welfare Programs993 Words   |  4 PagesGovernment Federal Government has the ability to create positive change in many social welfare systems. The support of the government ultimately determines the success of a social welfare program. They play an important role in the decisions of how funds are allocated and the importance of these various vulnerable populations. The federal government is used as a tool, to help implement and support social welfare programs. However, from my own opinion, it is sometimes lacking in the proper support neededRead MoreEconomic Development And Development Of Welfare1640 Words   |  7 Pagesdiscussing the origins of welfare states it is easy to make an assumption that the development of welfare states was in direct response to social needs brought by industrialization and economic development. In fact the early scholarship in social policy did not question the causational effect between economic development and development of welfare states. Understanding that economic development alone cannot suffici ently explain why some countries developed into full welfare states while others did

The Social Welfare Policy And Social Programs Essay

Abstract In this paper we look at the different aspects of the Social Welfare program, TANF (Temporary Assistance to Needy Families). TANF is the final variation today of the many cash assistance programs that are available to children and families. In this paper we also focus on who is eligible for TANF and where the funds are going to. With a review of the literature it is shown that living off cash assistance is not easy and how it affects the participant’s life. There is also a look at unintended consequences and why this program did not work well in practice with suggestions for improvement. Introduction Many Social Welfare policies and programs that go into effect seem like a great idea, and have many good intentions until they go into practice. While Temporary Assistance to Needy Families tries its best to lift those out of poverty, it often does not. It is the final variation of temporary cash assistance programs that exist today. Literature Review In the book, â€Å"Social Welfare Policy and Social Programs† by Elizabeth A. Segal, the author gives an introduction and brief history to Temporary Assistance for Needy Families (TANF). TANF was derived from many past public assistance programs and was created from the Elizabethan Poor Laws (Segal, 2016 p.194).The first public assistance program was the first federal effort in 1920 to help women and children in poverty with the Mothers Aid Law(Segal, 2016 p.195). In this book we also learn how TANF recipients areShow MoreRelatedThe Social Policy Welfare Programs1343 Words   |  6 PagesDouble Standard, James Russell discusses and compares the social policy welfare programs in the United States and Europe and how each country approaches the issue. In particularly, Russell explains how poverty is measured, poverty reduction, and the politics of poverty reduction. Research shows that poverty has been a social problem for over five decades in America. During t he 1960’s, the issue of poverty was first identified as a social problem and countless efforts have been made to eradicate povertyRead MoreSocial Policy : An Undeserved Handout? The Truth About Welfare Programs972 Words   |  4 Pages M/W/F U/C 956 WORDS SOCIAL POLICY AN UNDESERVED HANDOUT? THE TRUTH ABOUT â€Å"WELFARE† 2/49 I would not expand the social welfare programs, I believe if we would expand the welfare program we would just be enabling more people. Why should they work or go school to better themselves to try and pull themselves out of poverty. When they can live off the governmentRead MorePublic Policy, Social Welfare Programs, Stakeholder Groups, And Joel Blau s Five Elements Model1347 Words   |  6 PagesPublic policy refers to â€Å"a system of laws, regulatory measures, courses of action, and funding priorities promulgated by governmental entity or its representatives†(Blau Abramovitz, 2014). One public policy that is gaining attention from United States Senators is the Expand Excellence in Mental Health Act. We can gain a better understanding of this act by taking a look at a recent public policy related to mental healthcare, the values in the Code of Ethics, social welfare programs, stakeholderRead MoreSocial Welfare Policies During The Transition Countries Of Central Asia732 W ords   |  3 PagesSince graduation from National Graduate Institute for Policy Studies, I have gained considerable research experience in Public finance and management. Specifically, I am interested in study of social welfare policies in transition countries of central Asia. I am concerned with the status of vulnerable groups of population-particularly, the aged, women, children, the disabled, and the poor. In most transition countries, the political and economic collapse of 90s had the devastating effects on theRead MoreWelfare Reform : Social Welfare Policy1257 Words   |  6 Pages Social Welfare Policy Social Welfare Policy Analysis Eric Dean University of Arkansas Introduction Several states have recently begun to enact legislation that requires welfare recipients to submit to drug tests before they are eligible to receive any public assistance. The purpose of mandatory drug testing is to prevent the potential abuse of taxpayer money, help individuals with drug problems, and ensure that public money is not subsidizing drug habits (Wincup, 2014). WhileRead MoreWhat Is the Evidence of Welfare State Retrenchment ?1444 Words   |  6 PagesWhat is the evidence of welfare state retrenchment in western welfare states? 1. Introduction 1. Crisis of Welfare State At the end of the 1970’s, the welfare state moved into crisis (OECD, 1981; Rosanvallon, 1981). As the period of high economic growth ended and stagflation appeared, governments couldn’t afford the social expenditure which had been expanded before. Fiscal deficit appeared and unemployment rate started to increase with economic depression. The idea shared byRead MoreThe Social Work Policies1506 Words   |  6 Pages Social Work Policies Social Welfare Q 1 Income support policies in the United States Income support policies in the United States view the monetary aspect of individual and family well-being. Income support policies are categorized into two that is direct cash transfers and indirect cash transfers. Income support programs are aimed at reducing poverty levels and boosting the economic growth of United States. Major historical developments took place in the late 1950s. In 1958, social securityRead MoreTemporary Assistance For Needy Families1567 Words   |  7 Pagesand Sanctions. The Policy Effects on Citizens and Social Work Practice ADEBAYO ADEKUNLE L. KENNESAW STATE UNIVERSITYâ€Æ' Temporary Assistance for Needy Families (TANF): Work-First, Time-limits and Sanctions. The Policy Effects on Citizens and Social Work Practice Social Policy can refer to guidelines, principles, legislation and activities that affect the living conditions conducive to human welfare, such as a person s quality of life. The Malcolm Wiener Center for Social Policy at Harvard UniversityRead MoreThe Role Of Federal Government On Social Welfare Programs993 Words   |  4 PagesGovernment Federal Government has the ability to create positive change in many social welfare systems. The support of the government ultimately determines the success of a social welfare program. They play an important role in the decisions of how funds are allocated and the importance of these various vulnerable populations. The federal government is used as a tool, to help implement and support social welfare programs. However, from my own opinion, it is sometimes lacking in the proper support neededRead MoreEconomic Development And Development Of Welfare1640 Words   |  7 Pagesdiscussing the origins of welfare states it is easy to make an assumption that the development of welfare states was in direct response to social needs brought by industrialization and economic development. In fact the early scholarship in social policy did not question the causational effect between economic development and development of welfare states. Understanding that economic development alone cannot suffici ently explain why some countries developed into full welfare states while others did

The Social Welfare Policy And Social Programs Essay

Abstract In this paper we look at the different aspects of the Social Welfare program, TANF (Temporary Assistance to Needy Families). TANF is the final variation today of the many cash assistance programs that are available to children and families. In this paper we also focus on who is eligible for TANF and where the funds are going to. With a review of the literature it is shown that living off cash assistance is not easy and how it affects the participant’s life. There is also a look at unintended consequences and why this program did not work well in practice with suggestions for improvement. Introduction Many Social Welfare policies and programs that go into effect seem like a great idea, and have many good intentions until they go into practice. While Temporary Assistance to Needy Families tries its best to lift those out of poverty, it often does not. It is the final variation of temporary cash assistance programs that exist today. Literature Review In the book, â€Å"Social Welfare Policy and Social Programs† by Elizabeth A. Segal, the author gives an introduction and brief history to Temporary Assistance for Needy Families (TANF). TANF was derived from many past public assistance programs and was created from the Elizabethan Poor Laws (Segal, 2016 p.194).The first public assistance program was the first federal effort in 1920 to help women and children in poverty with the Mothers Aid Law(Segal, 2016 p.195). In this book we also learn how TANF recipients areShow MoreRelatedThe Social Policy Welfare Programs1343 Words   |  6 PagesDouble Standard, James Russell discusses and compares the social policy welfare programs in the United States and Europe and how each country approaches the issue. In particularly, Russell explains how poverty is measured, poverty reduction, and the politics of poverty reduction. Research shows that poverty has been a social problem for over five decades in America. During t he 1960’s, the issue of poverty was first identified as a social problem and countless efforts have been made to eradicate povertyRead MoreSocial Policy : An Undeserved Handout? The Truth About Welfare Programs972 Words   |  4 Pages M/W/F U/C 956 WORDS SOCIAL POLICY AN UNDESERVED HANDOUT? THE TRUTH ABOUT â€Å"WELFARE† 2/49 I would not expand the social welfare programs, I believe if we would expand the welfare program we would just be enabling more people. Why should they work or go school to better themselves to try and pull themselves out of poverty. When they can live off the governmentRead MorePublic Policy, Social Welfare Programs, Stakeholder Groups, And Joel Blau s Five Elements Model1347 Words   |  6 PagesPublic policy refers to â€Å"a system of laws, regulatory measures, courses of action, and funding priorities promulgated by governmental entity or its representatives†(Blau Abramovitz, 2014). One public policy that is gaining attention from United States Senators is the Expand Excellence in Mental Health Act. We can gain a better understanding of this act by taking a look at a recent public policy related to mental healthcare, the values in the Code of Ethics, social welfare programs, stakeholderRead MoreSocial Welfare Policies During The Transition Countries Of Central Asia732 W ords   |  3 PagesSince graduation from National Graduate Institute for Policy Studies, I have gained considerable research experience in Public finance and management. Specifically, I am interested in study of social welfare policies in transition countries of central Asia. I am concerned with the status of vulnerable groups of population-particularly, the aged, women, children, the disabled, and the poor. In most transition countries, the political and economic collapse of 90s had the devastating effects on theRead MoreWelfare Reform : Social Welfare Policy1257 Words   |  6 Pages Social Welfare Policy Social Welfare Policy Analysis Eric Dean University of Arkansas Introduction Several states have recently begun to enact legislation that requires welfare recipients to submit to drug tests before they are eligible to receive any public assistance. The purpose of mandatory drug testing is to prevent the potential abuse of taxpayer money, help individuals with drug problems, and ensure that public money is not subsidizing drug habits (Wincup, 2014). WhileRead MoreWhat Is the Evidence of Welfare State Retrenchment ?1444 Words   |  6 PagesWhat is the evidence of welfare state retrenchment in western welfare states? 1. Introduction 1. Crisis of Welfare State At the end of the 1970’s, the welfare state moved into crisis (OECD, 1981; Rosanvallon, 1981). As the period of high economic growth ended and stagflation appeared, governments couldn’t afford the social expenditure which had been expanded before. Fiscal deficit appeared and unemployment rate started to increase with economic depression. The idea shared byRead MoreThe Social Work Policies1506 Words   |  6 Pages Social Work Policies Social Welfare Q 1 Income support policies in the United States Income support policies in the United States view the monetary aspect of individual and family well-being. Income support policies are categorized into two that is direct cash transfers and indirect cash transfers. Income support programs are aimed at reducing poverty levels and boosting the economic growth of United States. Major historical developments took place in the late 1950s. In 1958, social securityRead MoreTemporary Assistance For Needy Families1567 Words   |  7 Pagesand Sanctions. The Policy Effects on Citizens and Social Work Practice ADEBAYO ADEKUNLE L. KENNESAW STATE UNIVERSITYâ€Æ' Temporary Assistance for Needy Families (TANF): Work-First, Time-limits and Sanctions. The Policy Effects on Citizens and Social Work Practice Social Policy can refer to guidelines, principles, legislation and activities that affect the living conditions conducive to human welfare, such as a person s quality of life. The Malcolm Wiener Center for Social Policy at Harvard UniversityRead MoreThe Role Of Federal Government On Social Welfare Programs993 Words   |  4 PagesGovernment Federal Government has the ability to create positive change in many social welfare systems. The support of the government ultimately determines the success of a social welfare program. They play an important role in the decisions of how funds are allocated and the importance of these various vulnerable populations. The federal government is used as a tool, to help implement and support social welfare programs. However, from my own opinion, it is sometimes lacking in the proper support neededRead MoreEconomic Development And Development Of Welfare1640 Words   |  7 Pagesdiscussing the origins of welfare states it is easy to make an assumption that the development of welfare states was in direct response to social needs brought by industrialization and economic development. In fact the early scholarship in social policy did not question the causational effect between economic development and development of welfare states. Understanding that economic development alone cannot suffici ently explain why some countries developed into full welfare states while others did

Buy Essay Secrets That No One Else Knows About

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Why Prisons Dont Work free essay sample

Possibly the foremost reason of this is the fact that they are a response after the crime, not a preventive measure. Penitentiaries do nothing with respect to preventing crime rather they create a place where criminals are influenced by, almost exclusively, other criminals. Another reason of this is criminals are being sent to these institutions for periods of time that far exceed what is necessary. Criminals should serve a reasonable amount of time, which is proportional to the severity of their infraction but with the purpose of learning the wrongs of their ways and returning to society. A third reason is the lack of widespread rehabilitation and training programs. The current approach to crime has proven it does not work, because of this a new approach should be developed which emphasizes on preventing rather than punishing. â€Å"Prison, like the police and the courts, has a minimal impact on crime because it is a response after the fact, a mop-up operation. We will write a custom essay sample on Why Prisons Dont Work or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The penal system captures criminals after they commit crimes and then sends them away for a very long time not to make sure they do not continue reigning havoc on society, but to use them as examples to deter others from following the unlawful path that is committing crime. The idea of punishing the few to deter the many is counterfeit because potential criminals either think they’re not going to get caught or they’re so emotionally desperate or psychologically distressed that they don’t care about the consequences of their actions. The threatened punishment, regardless of its severity, is never a factor in the equation. (2) As Rideau said above this use of prison is essentially useless, should be discontinued immediately, and prisons should adapt to a more fitting role in society. Once in prisons, criminals are kept way too long thus loosing the impact of the, hopefully, life-changing experience. Legislation has been operating under the false pretense that making sentences longer and/or harsher will lower crime rates and increase the standard of living. Making decisions based on this has negatively affected one of the few uses prisons have which is â€Å"isolating young criminals long enough to give them a chance to grow up and get a grip on their impulses. †(2) That is the greatest way in which prisons serve society and politicians who are eager to be re-elected are undermining this in order to look good for the press. Prisoners kept too long tend to embrace the criminal culture, its distorted values and beliefs; they have little choiceprison is their life. There are some prisoners who cannot be returned to society†¦ but the monsters who need to die in prison are rare exceptions in the criminal landscape. (2) Prisons should shorten sentences and focus more on preparing inmates to succeed in society upon re-entering it rather than keeping them from society as long as possible because the latter has proved ineffective and extremely costly. After all prisons are here to serve society, not to spend excessive amounts of taxpayers money with little to no results. The problem with prisons is that they don’t do more to rehabilitate those confined in them. †(3) More has to be done to make those confined in prisons capable of returning to society and being successful at that. The convict that enters prison illiterate will probably leave the same way. Most convicts want to be better than they are, but education is not a priority. This prison houses 4,600 men and offers academic training to 240, vocational training to a like number. Perhaps it doesn’t matter. About 90 percent of the men here may never leave this prison alive. The criminal has become less than human and something that the upstanding citizen abhors. This mentality is what is stopping prisons from progressing into a genuinely helpful and integral part of society. One has to view the criminal as a equal human being that is capable of getting better with the necessary help in order to contribute to society positively. A new approach to crime must be formulated that emphasizes on preventing crime. â€Å"The only effective way to curb crime is for society to work to prevent the criminal act in the first place, to come between the perpetrator and crime. Many of the older inmates who no longer pose a threat to society should be released as well as implementing rehabilitation programs that allows for inmates who are deemed as no longer threats to be released. The money that is being saved by releasing these can pay for educational programs for the young rigged towards preventing crime. Our youngsters must be taught to respect the humanity of others and to handle disputes without violence. It is essential to educate and equip them with the skills to pursue their life ambitions in a meaningful way. This is not the quick fix, but the fix that will last generations to come providing a better place to live for all. Prisons, with their current uses and administration, are failing miserably. Penitentiaries are responses after the fact, thus doing nothing to deter crime. Inmates are being kept too long and adapting to the criminal lifestyle. Rehabilitation programs are not being widely implemented to prepare these for society after prison. A new approach to crime must be formulated in order to address this major problem in society for the short and long term.

The Future of Music Production

From the early 20th century, people have listened to music using a record player device, i.e. the music is recorded first. Improvements in technology led to the design of the cassette tape, followed by vinyl discs and finally Compact Disc (CD). Modern technology has made it possible to store music in flash memory devices.Advertising We will write a custom essay sample on The Future of Music Production specifically for you for only $16.05 $11/page Learn More Advancements in technology in the music industry have led to a corresponding improvement in technology used for producing music. The switch from traditional to modern technology has led to a debate on whether the quality of music that record players had has been lost. Pundits argue that the music, like all other aspects of our daily life, must keep pace with technology while others argue that this has led to loss of quality that used to be available in analogue music systems. This debate is not likely to be resolved in the near future. It is more important for a producer today to know technology than music Advancements in technology have led man to invent music production techniques that require technical knowhow, a producer must first learn about these techniques in order to be successful. Success here means selling millions of copies of music and coping with cutthroat competition that has characterized today’s music industry. However, in order to determine whether quality in music is lost in using modern technology, we need to compare analogue and digital music production systems that many claim to be the cause of the deterioration in music quality over the years. Analogue vs. Digital Production Tools In analogue systems, the sound waves are cut out into a vinyl surface, to retrieve audio from the record player, a needle off the player vibrates, and the sound enlarged by the speakers. Therefore, the sound produces is associated with the original sound recorded and every sound is generated wholly. In digital systems, the sound is translated into a series of numbers. The lens on a disc player reads the numbers and converts then into sound. The sound produced is not the actual representation of the music (Hatschek, para. 3).Advertising Looking for essay on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More Technology vs. Quality As we have seen, modern technology has led to the distortion of music, unfortunately, markets are in demand of music produced using modern technology. In the earlier days, we used to listen to music using record players, but we swapped better sound for expediency for both recording and listening. Technology in music production definitely has its merits. For example, it is possible to rectify any minor error by selecting the bad portion and correcting it. However, if the mistake came from the artist, the producer would not have to repeat the whole record, he could just reco rd over the audio. However, Robert DiFazio, a music producer, explains that this procedure lowers the artists’ capabilities (DiFazio, para. 3). A good producer will want to go over the whole recording process, similar to the analogue era, while a producer who banks on technology will only repair the sections with mistakes. Trends in listening to music have changed over time. In the earlier days, people used to listen not only to music, but also to the percussions and any other accompaniments. It was easy to distinguish the different sounds coming out of a music record, such as the bass guitar or a piano (Ward, para. 4). Today’s generation does not take care of any of these; rather, we dwell so much on technologies such as the vocoder and synthesized sounds at the expense of quality. Therefore, music producers are only responding to the market demands, i.e. market needs dictate how producers make their music, failure of which they will lack a competitive advantage and c ould cease operations. In short, the music market no longer takes into consideration matters of quality in music, and with albums being released every day, nobody really stops to consider other elements of music other than the most audible components. As we have seen, technology is more important than music in today’s music production industry. In fact, producers use technology to make corrections on pieces of music that do not come out as required rather than look at the origin of the fault. DiFazio concludes by saying, â€Å"people don’t care what it sounds like, the average audience doesn’t care what it sounds like. It’s been proved†¦Ã¢â‚¬  (DiFazio, para. 7)Advertising We will write a custom essay sample on The Future of Music Production specifically for you for only $16.05 $11/page Learn More Effects on music now and in the Future One of the negative sides of technology in music production is the loss of quality. besides, there is the aspect of loss of live music. Knowledge of music demands that a producer be conversant with most musical instruments in use, however, technology has made it possible to produce synthetic beats from computer programs and this has reduced our interaction with live music. Just recently, we made our own music, whether in the church, cultural functions, or in social events, this has disappeared with the rise of the digital technology. I can boldly add, merely 50 years ago, a far superior fraction of the populace played a musical instrument unlike in our day. Works Cited DiFazio, Robert. How Analog and Digital Recording Techniques Influence the Recording Process. 2007. Web. Hatschek, Keith. Are Dynamics dead in popular music? 2009. Web. Ward, Dick. As Technology Advances, Demand for Quality Sound Decreases. 2010. Web. This essay on The Future of Music Production was written and submitted by user Cassidy Z. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Acing your behavioral job interview

Acing your behavioral job interview If you’ve been on the job hunt for a while, you’ve probably been exposed to a wide variety of interview styles and scenarios, all designed to try and get the most accurate reflection of what you’d be like as a potential employee and gauge your value if hired. And chances are you’ve been exposed to- in one form or another- a type of approach known as the behavioral interview. So, what exactly is a behavioral interview, and how does it differ from other types of interviewing approaches? True to its name, a behavioral interview aims to find out how you responded to different types of work situations in the past. Instead of asking you about yourself, interviewers will ask how you tackled specific scenarios, both stressful and not. The point is to see if your personality and skillset within a work environment matches who they hope to hire for their open position.The truth is, a behavioral interview will look and feel much like any other traditional interview yo u’ve been on, with the key difference being the types of questions you’ll be asked during the process.A recent post on The Balance highlights some of the typical questions you might encounter while on a behavioral interview:â€Å"Behavioral interview questions will be more pointed, more probing and more specific than traditional interview questions:Give an example of an occasion when you used logic to solve a problem.Give an example of a goal you reached and tell me how you achieved it.Describe a decision you made that was unpopular and how you handled implementing it.Have you gone above and beyond the call of duty? If so, how?What do you do when your schedule is interrupted? Give an example of how you handle it.Have you had to convince a team to work on a project they weren’t thrilled about? How did you do it?Have you handled a difficult situation with a co-worker? How?Tell me about how you worked effectively under pressure.Follow-up questions will also be det ailed. You may be asked what you did, what you said, how you reacted or how you felt during the situation you shared with the hiring manager.†So, now that you have a good handle on what a behavioral interview is and how to recognize when you’re in the middle of one, what’s the best way to approach and handle it?The first step is to realize that you won’t know when you’re on a behavioral interview until you’re in the middle of one- unless you can predict the future, you won’t be alerted in advance to the types of questions you’ll be asked. Therefore, when prepping for an interview you should prep for every possible scenario, question, and contingency.That said, there are some proven strategies for effectively tackling behavioral questions and setting yourself up for a successful interview. Consider the following tips to make a strong and lasting impression on your next interview.Do your homework.When preparing for an interview- w hether behavioral or traditional or something else altogether- make sure you thoroughly research the company and job description provided and search for helpful cues regarding things the company may value and the attributes they are likely looking for in an ideal candidate. Try and get a good sense of what the company’s culture and mission is- all of these elements will help you gauge what sorts of questions you might encounter and the sorts of answers hiring managers and company representatives will likely be looking for.What types of problems normally come up in the industry you hope to join? How have you handled situations in the past in an impressive way in order to tackle these problems? How do your actions and reactions to work issues in the past show that you are well-suited for the open position? Have these answers ready to go.Be prepared to tell your story.When you’re in a behavioral interview, be prepared to â€Å"tell your story†- these should be hone st and favorable expressions of how past experiences in your life have shaped your ways of thinking and modes of behavior, making you the capable and effective professional you are today. According to Ladders, your stories should be specific, and should always include the following three parts: a description of a specific, real-life situation or challenge you encountered, a description of the specific tasks and actions you took to overcome that challenge, and a  summary of the results of those actions.If handled correctly, including stories in your responses that demonstrate instances of how you successfully solved problems or displayed exemplary behavior will always make you look good.Address past behaviors in an orderly way.The Balance advocates using the following four-step technique for answering questions about past behaviors at work, which they refer to as the STAR interview response technique:Situation.  Describe the situation or set the scene. Explain the place you were working for or the task you were given. Paint a clear picture of what went on so you can then elaborate on how your stellar skills saved the day.Task.  Describe the issue or problem you were confronted with. Make this as clear as possible- don’t get too bogged down in details. Prepare 1-2 sentences to explain the task at hand.Action.  Describe the action you took to intervene in the situation or solve the problem. This should introduce the key asset you would like to illustrate. Here is where you pull key words from the job posting. What skills are the hiring manager looking for? How you can demonstrate that you possess those skills in your answer?Results.  Describe the results  your action generated. Explain how you helped solve the problem or improve the company in some way.Okay job hunters, take advantage of the strategies and tips provided here and you’ll be ready to handle even the toughest behavioral interview that you might come across. The key, as it is most of the time with interviews, is to enter prepared and confident. Now that you know what to expect, start prepping!

Conjugate Acid Definition in Chemistry

Conjugate Acid Definition in Chemistry Conjugate Acid Definition Conjugate acids and bases are Bronsted-Lowry acid and base pairs, determined by which species gains or loses a proton. When a base dissolves in water, the species that gains a hydrogen (proton) is the bases conjugate acid. Acid Base → Conjugate Base Conjugate Acid In other words, a conjugate acid is the acid member, HX, of a pair of compounds that differ from each other by gain or loss of a proton. A conjugate acid can release or donate a proton. A conjugate base is the name given to the species that remains after the acid has donated its proton. The conjugate base can accept a proton. Conjugate Acid Example When the base ammonia reacts with water, the ammonium cation is the conjugate acid that forms: NH3(g)  Ã‚  H2O(l)  Ã¢â€ â€™Ã‚  NH4(aq)  Ã‚  OH−(aq) Source Zumdahl, Stephen S., Zumdahl, Susan A. (2007). Chemistry. Houghton Mifflin. ISBN 0618713700.

Kerala Sustainable Urban Development Project (KSUDP) Research Paper

Kerala Sustainable Urban Development Project (KSUDP) - Research Paper Example The study indicates a sequence of mechanisms to mend municipal substructure services with the incorporation of underprivileged settlements in the town expansion procedure. Precisely, the Project will deliver simple substructure services to upsurge financial openings and to decrease susceptibility to ecological ruin and civic inadequacy and improve city governance and upsurge volume of the civic corporations to assume town design activities. The Project will as well emphasis on refining the settings of the poor by taking responsibility of municipal substructure progress and poverty mitigation actions at every civic corporation. Introduction After Independence, India pursued a unique combination of ‘mixed economic’ policy. As of the initial 1980s, there was an ongoing policy change in the direction of opening up the economy and marketplace restructuring. As against to the preceding 40 years, strategy as of 1990 is considered through reform of markets, globalization, deregu lation and governing back of the public sector. However, the procedure of transformation is steady and the responsibility of the government remains central in nearly all areas of the economy. Zonal yield and impact to GDP demonstrate an accustomed form of emergent nations. Growth in farming sector is irregular, industrial progress is optimistic but rational and the services sector has delivered the dynamic push behind the fiscal progression attained in the previous decade. The municipal regions are the net providers to GDP. Appraisals of the involvement of municipal regions to GDP are about 50% to 60% (NIUA, 2001), at higher level of suburbanization of 28% of the populace. The assessed per capita efficiency ratio amid the city and countryside populaces in India is 7:2. (Suresh, 1998) Fiscal progresses in India are consequently reliant on the city regions and their capability to draw investment, upsurge production and sustain to deliver the effort for service segment performance. Con secutively, this capability will rest on the capacity of towns to provide substructure services and offer a suitable urban environs and excellence of life. It is likely that production growth in the services segment has been a main underwriting feature, alongside essential vicissitudes in the fiscal system. GDP per capita has improved comparing to the previous years. In 2003 the assessed GDP per capita was only Rs.25, 700, an equivalent of US$560 (ADB, 2004). This study looks in to the infrastructure development of southern state of Kerala’s five major cities, Thiruvananthapuram, Kollam, Kochi, Trissur, and Kozhikode through the project Kerala sustainable urban development plan (KSUDP, 2005). Kerala Sustainable Urban Development Project -Thiruvananthapuram The mission is to inspire sustainable financial development and poverty elimination in urban Kerala through the setting up of urban substructure services and the elevation of respectable municipal governance to city local o rganizations in Kerala. The study involves a series of mechanisms to expand city wide municipal substructure services with the addition of poor reimbursements inside the whole municipal growth procedure. Explicitly, the Project will deliver rudimentary substructure services to upsurge financial openings and to lessen susceptibility to ecological ruin and urban scarcity, and advance municipal authority and upsurge ability of the municipal organizations to assume municipal scheduling events. The Project will as well emphasis on

Jesus Image of Himself as the True Vine. John 15; 1-11 Essay

Jesus Image of Himself as the True Vine. John 15; 1-11 - Essay Example The sap in the vine gives power to the branch so that it may bring forth fruit and thus, detaching the branch would mean the end of the fruit bearing ability of the branch. He explains further that every fruit bearing branch is pruned so as to enhance its fruit bearing potential. The Gospel of John according to John Donahue’s commentary does not narrate the stories of Jesus in parable form like the Gospels of Matthew, Mark and Luke for the reader to decipher meaning, which makes it different from them in this respect. Though the Gospel is symbolic, yet it is simple and in many instances, Jesus explains the spiritual lesson like in this instance. Jesus wanted to bring the Spiritual message across to the disciples about the importance of abiding, stressing the same in 5 where He says, â€Å"for without me you can do nothing†, and it would also be worthy to note that the word abide is repeated seven times between verses 1 to 12. Just as a detached vine cannot bring forth f ruit and is not worthy for any purpose pertaining to fruit bearing other than to be thrown into the fire, thus also was Jesus teaching His disciples that their fruit bearing potential depended on their abiding in Him at all times (Michaels, 1998). The parable also is a continuation of His last words and instruction which He had started in John 14, before he was crucified, rose up again and was taken up to heaven and thus has very great significance in the continuation of the ministry He had started and which was to continue without Him being physically present with His disciples (Nissen& Pedersen, 1999). Just as the fruit bearing ability exists in the vine and not the branches, Jesus wanted to drive the point home in verses 5 to 7 that their victory pertaining to the bringing forth of fruit lay by the disciples’ abiding or remaining in Him. In other words, it implies that He was going to produce His fruit in them, since they were now the body of Christ. Jesus talks about His abiding in the love of the Father in verse 10, and challenges His disciples also to abide in His love. He desires to establish a relationship with His disciples, which is based on abiding, just as is the case of His relationship with the Father (Moloney& Sacra, 1998). Jesus has done this by obeying the commandments of the Father and would like the same repeated in His relationship with His disciples, in other word, fruit bearing was to be enhanced as the disciples maintained their relationship with Jesus. The Father would be glorified as Jesus said in verse 8 when the disciples bore much fruit, and this would signify that they were Jesus’ disciples. Since there was poor to bring forth fruit in Jesus, it meant that just as a branch automatically brings forth fruit as long as it is on the right tree, multiplication was going to be automatic and also was the production of other fruit was required of the disciples. Concerning the notion of cutting of branches that did not bear fr uit as narrated in verse 2, this is more of a warning to the disciples that their failure to abide in Christ would make them unfruitful and thus make them liable to be removed by God. Jesus was speaking these words to eleven of His closest disciples because at this time, Judas had already left the group to prepare to betray Jesus. Jesus reminds the disciples that they are to abide in Him at all times and not only when it was convenient for them (Michaels, 1998). The verse also speaks another type of cutting that would enhance

Burning Bright Essay Example for Free

Burning Bright Essay In `Fahrenheit 451 Burning Bright (First Half): Bradbury’s style of writing is represented in poetic elements: he shows his subtle mastery of words with effective use of figures of speech and finds a space among words to convey emotional circumstances. His message though the story portrays in succinct terms the futility of man, the rat-race that marks his life and the challenges that mar his interaction with others, not different from. The part of the story that is used in this review begins with the betrayal of Mortag by Mildred: Mildred runs from vengeance and meets danger at the end. Mortag feels regret fore her because o his love for her. Its main crux is the confrontation between Beatle and Mortag. As events unfold, Bettle becomes self aware and this contributes to his death: his self awareness paves the way for his demise at the hand of Mortag’s weapon, Fire. With this tool, Mortag enjoys burning houses and becomes convinced by Bettle that fire relieves his problems. Fire places Mongat under subjugation and also liberates him because he uses the power of fire. Montag realizes the errors in his actions. He discovers he is like others by the way he thinks: he does what is different from what he feels. This dualism is present in every one. As he watches the scene of his life on the TV set with Faber, he realizes how he could have concluded his life. He is still concerned about fame, emotions and knowledge. The final image blinks hope ahead of Montag as sprinkles drop, in conquest of the power of fire. There are salient points of contact between this story and the real world where we live: first is the power of emotion especially love. In this context, when one is offended by the one he loves, the reaction is usually different from the one whom the person does not love. On the other hand, if you dislike an person, you are likely to react worse to their errors, especially when they attempt to harm you. For your loved ones, you are surprised and find answers to your questions on why they acted the way they did. Then, you quickly find a lovely heart to forgive them. This also happened to Mortag because of his interaction with Mildred. Besides, escape is vague. Mildred attempts to escape but nemesis runs ahead. In life, nemesis catches up with crime and criminal acts. It may take time but vengeance always occurs. It may even be subtle yet it happens. This is just compliant with the Law of conservation of energy in science: no energy is lost; it is only converted from one to another. In a similar way, harm is converted in repay to another form. The unprecedented evils that befall us may be a repercussion fore some others w have inflicted on others in the past, which in most cases we can not remember. Besides, such evils could have even been inflicted directly on ourselves. It is not impossible, and there is a reaction to the action. The interesting simulation to life in this splendid work of art in words is the representation of the intrinsic duality in man. We decide to do things but we do something else. We love to change but we are stuck with our old way of life. It is a mystery science has found it difficult to break, philosophy only worsens and arts make this into a mere play. But the truth is that we are faced with the same challenge every day: that’s why our efficiency every day is less than perfect. Why, I may ask? The answer is not elusive: we are simply mortals without power to control much. In our struggle, we may date and time. We may be convinced and become committed but in just a while the duality ensues asking for a change that may not be easy to accomplish. That’s why I am a man and you are. There is good news: change may be difficult but it is good. This is one of the many contradictions that characterize life. There is pain in gain but the end thereof sprinkles bright light. Reference: http://www. sparknotes. com/lit/451/section8. rhtml

Port Everglades :: Free Essay Writer

Port Everglades Thesis Statement: Port Everglades has experienced steady financial and geographical growth over the past decade. The purchase of more land will create more business and an increase of profit that would benefit investors as well as the community. I. Land Purchase A. Benefits B. Cost II. Broward County Government A. Buying Decisions B. Tax Breaks III. Increased Business A. Cruise Ships B. Containerized Cargo IV. Projections A. Revenues B. New Jobs The Expansion of Port Everglades Port Everglades is located on the southeast coast of South Florida. It lies partly embedded within Ft. Lauderdale, Hollywood, Dania Beach and unincorporated Broward County (U.S. Army , 75). Port Everglades has experienced steady financial and geographical growth over the past decade. The purchase of more land will create more business and an increase of profit that would benefit investors as well as the community. According to Arthur Novacek’s article in The Herald, Port Everglades has experienced steady growth in all facets for more than a decade now. The Port has also expanded physically as its business has grown over the years, but has now run out of additional room (9). The only solution to keep expanding the Port was to buy more land. This land, located next to the Port, belongs to Michael J. Swerdlow, a South Florida developer. Purchase of this land would increase the Port by 272 acres (Bussey, 20). The benefits of this expansion are endless. The expansion will convert Port Everglades into a multipurpose hub linking sea, air, rail and highway transportation (Hemlock, 6). The Port will expand its existing operations and develop a 40-acre hub in which freight, packed in shipping containers, can easily be transferred to boats, railroads, highways, or the airport (6). Port Everglades once depended solely on the petroleum industry. Now, however, Port Everglades has the second-highest cruise ship passenger count and the 12th largest containerized cargo operation in the country, and is also one of only 85 ports in America to operate with a profit (Novacek, 9). In 1996 the port showed $9.3 million in profits (Bussey, 20). According to Goodkin Research Corp. buying and developing this additional 272 acres could mean an economic impact of $3.4 billion in profit over 20 years (Hemlock, 6).

Both Edgar Allan Poe and Nathaniel Hawthorne Essay

Both Edgar Allan Poe and Nathaniel Hawthorne may be classified as writers of the gothic fiction genre in English Literature. Gothic literature is characterized by themes of darkness, such as death, dread and decay. In Poe’s short story The Tell-Tale Heart, death is a central concern. The protagonist is simply obsessed with the idea of committing murder. Instability and insanity are also very typical of gothic fiction, and the protagonist embodies both qualities in spite of his repeated insistence that he is quite sane. The architecture in this story is also quite Gothic – it is falling apart and is quite gloomy and dim. The use of the floorboards to hide the old man’s body echoes the gothic elements of underground and subterranean activities in both the literal and metaphorical senses. The horrors and neuroses that occupy gothic characters are quite evidently present in Poe’s short story. The excesses of emotion and heightened sense of horror captured in the story is essential to a piece of gothic fiction. Hawthorne’s Young Goodman Brown uses the typically gothic instrument of dreams as a means of carrying forward the action in the text. Dreams also serve to heighten the element of the supernatural and horror in the gothic text. The presence of the typical damsel in distress female character i. e. Faith and the Devil itself are some of the typical Gothic elements in Hawthorne’s work. The concepts of the staff as a symbol of evil and other Christian references may be interpreted as Gothic in this short story. Goodman’s quest for Faith is symbolic and works throughout the novel aided by the various Gothic elements of dreams, trances and desperation. The story examines how Goodman can be anyone at all. The most terrifying realization is that anyone at all is capable of great evil. Gothic themes of isolation are explored to drive this point home. More than anything else, both stories serve to employ the gothic genre in order to explore human nature and the consequences of human action, especially crime and the psychological motivations behind it. They go beyond sensationalism and explore real human emotions and the human condition using the gothic genre to heighten the experience for the reader. They explore the broad concepts of human beings and society and the web of relationships and influences that co-exist because of them. In exploring perversions they actually delve deep into the human psyche and invoke the horror of Gothic fiction to analyze the horror possible in daily human contact and regular human thoughts. The failure of the protagonists to see the larger picture or recognize their own insanity and guilt as well as their deep realization of these feelings despite their denial of them are what make the Gothic elements in these texts so effective.

Language Research Essay

It is true that Northrop Frye’s ideas about the way we speak and the function and levels of our language gives us something to think about and brings up the question of why different languages present such huge problems when there is a language barrier between those who are trying to communicate. Northrop demonstrates his own ideas about how to communicate better as he talks about language on a societal, individual and worldwide level. For those who have only spoken one language their entire life, to be presented with a new language can be thoroughly frustrating and confusing. One language can be so different from the other and trying to speak a new language can take a huge amount of time in studying the pronunciation of new words and trying to relay them to others with the same rhythm that they speak. A good example of the frustration and confusion of a language barrier, I witnessed in a shopping mall. The foreigner was trying so hard to get their message across to the sales clerk and only ended up leaving the store with disappointment. I noticed that the foreigner spoke slowly and tried to pronounce their words slowly and clearly as the sales associate just spoke in their usual manner and not putting any effort into speaking more slowly and clearly or even trying to use other, more simpler words which would have helped the foreigner, tremendously. Instead of opting to try other methods of communicating, the clerk only let the customer leave without hesitation. It seemed that the associate would rather lose money for the company, let the customer leave with frustration and avoid the entire incident, completely, rather than finding a better way to communicate. Another example of a racial language barrier, I witnessed at a gas station. This time the foreigner spoke loudly and quickly and the group in our immediate area only looked away or stared at the individual as if they were saying nothing at all. The foreigner this time, forgot to find a better way to communicate. I wondered if there was an emergency or a problem with this person that needed immediate attention from the people around, since they seemed desperate and frightened. There was not a single person in the area that spoke the same language as the person rambled on about something that we had no idea what they were speaking about. To me, this language barrier was extremely frustrating, as well and I felt bad that I couldn’t understand the message they were trying so hard to convey. They left the scene, without any help, just as the individual in the shopping mall who wasn’t able to communicate clearly enough and who didn’t have the proper listener who was willing to use a different method for communicating. In order to break the language barrier, it is so important that we learn to adapt to other cultures and become more patient and educated for different languages to be used and understood. Newcomers to a region are not always equipped with the proper language skills that they need to function properly in society and it is important for them to study the new language and practice for success in speaking the new language. They must learn to achieve goals by listening to people talk and adapting to the new speech. It will take patience and tolerance in learning the new language and with this in mind, they will become good speakers and will also be capable of learning to speak the language which will end the constant frustration and confusion.

Print-On-Demand vs Offset Printing Which Is Better (with Examples)

Prints) Print-On-Demand vs Offset Printing: Which Wins? This is a guest post by Jessica Ruscello, a copywriter at Blurb, Inc. Jessica is also a writer, teacher, and photographer who makes her mark with empty coffee cups, ink spills, and red lipstick.The last ten years- even the last five- have seen game-changing developments in printing technology. Even if print-on-demand has been around longer than that, we’re now seeing these digital machines produce exquisite quality (depending on which service you use). Advanced inkjet technology now creates pages and covers that are nearly identical to those created with traditional offset printing, offering incredible advantages to self-publishers.How can you make sure you're getting the most return out of it? Let's find out.How print-on-demand works (in 6 steps)Choose your format. From coffee-table books to magazines to trade paperbacks, print-on-demand is compatible with any format you’d find in a bookstore. The more copies you order, the more cost-effective customization becomes (hi gher volume order makes it possible to try different endsheets, ribbon markers, or cover styles). That said, standard commercial sizes and papers are readily available across printers.Create a properly formatted book file. Your PDF (or another print-ready file) will stay with the printer and can be called up any time an order is placed for your book.List your book on major bookselling sites. You can do this using a â€Å"print-on-demand distributor† like KDP Print (for Amazon), IngramSpark, or Blurb.Every time someone orders your book, the order is sent to the printer. Digital printers print and assemble your book all in one place.The book is shipped to the retailer, who forwards it to your reader. In some cases, the customer will be able to get the print book in under one hour!Your reader pays the retailer. Your retailer will then send the net revenue to you (after deducting printing costs and retailer discounts- read more about these below). 100+ Client Services Pricing - $16.00/copy (Not including taxes or shipping) 1000 Copies Offset Printing - $7.50 /copy (Includes approximate shipping to US)Don’t overlook offset printing because of the large upfront costs, and don’t overlook print-on-demand, which offers greater speed, quality, and innovation than what has been available at any other time in print history. Whichever one's better for your project, there's no doubt that print-on-demand has done so many exciting things for book-makers, creating more options for beautiful end products.Have you tried offset printing on one of your books? What has been your experience with print-on-demand so far? Leave your thoughts (as well as any questions for Jessica) in the comments below.

The Wonderful Wizard of Oz Study Guide

The Wonderful Wizard of Oz Study Guide The Wonderful Wizard of Oz,  by L. Frank Baum, is a book that has transcended its time and place.  More than a century after its publication, it remains a seminal piece of popular culture (helped, of course, by the iconic 1939 film adaptation starring Judy Garland). Much of the novel’s continued  popularity and presence can be attributed the stunning imagination that Baum brought to the work. Equally important, however, is the fact that the story lends itself to multiple interpretations. New generations continue to reinterpret the tale, despite Baums own insistence in the original introduction that the story â€Å"was written solely to please children of today.† Fast Facts: The Wonderful Wizard of Oz Author: L. Frank BaumPublisher:  George M. Hill CompanyYear Published:  1900Genre:  Childrens novel  Original language: English  Themes:  Childhood innocence, inner strength, friendship  Characters:  Dorothy, the Scarecrow, the Tin Woodman, the Cowardly Lion, the Wicked Witch of the West, the Wizard, Glinda the Good Witch of the NorthNotable adaptations:  The Wizard of Oz  (1939, dir. Victor Fleming)   Plot Dorothy is a young girl living in Kansas with her Uncle Henry and Aunt Em. A cyclone hits; terrified, Dorothy’s dog Toto hides under the bed. Dorothy goes to fetch him as her aunt and uncle hide in the cellar. The Cyclone carries the whole house- with Dorothy and Toto in it- away. When they land, Dorothy discovers that she has arrived in Munchkinland, part of the Land of Oz. The house has landed on and killed the Wicked Witch of the East. Glinda, the Good Witch of the North, arrives. She gives Dorothy the Wicked Witch’s silver slippers and tells her that to get home she will have to travel down the Yellow Brick Road to the Emerald City to ask for help from the Wizard. As Dorothy and Toto travel, they meet three companions: A Scarecrow, a Tin Woodman, and a Cowardly Lion. Each lack something- the Scarecrow needs a brain, the Tin Woodman needs a heart, and the Lion needs courage- so Dorothy suggests they all travel to the Emerald City together to ask the Wizard for help. At the Emerald City, the Wizard agrees to give them each what they seek if they kill the Wicked Witch of the West. In Winkie Land, the Wicked Witch sees them coming, and attacks them several times on the way. Finally the Witch uses a magical Golden Cap to summon flying monkeys, who tear the stuffing out of the Scarecrow, dent the Woodman badly, and capture Dorothy, Toto, and the Lion. The Wicked Witch makes Dorothy her slave and tricks her out of one of her silver shoes. This annoys Dorothy and in a fit of anger she throws water on the Witch, and is astonished to see her melt away. The Winkies are delighted and ask the Tin Woodman to become their king, which he agrees to do once Dorothy is home. Dorothy uses the Golden Cap to have the Flying Monkeys carry them back to the Emerald City. There, Toto accidentally reveals the truth: The Wizard is just an ordinary man who traveled from Omaha via hot air balloon many years before. He gives the Scarecrow new stuffing in his head for brains, the Woodman a stuffed silk heart, and the Lion a potion for courage. The Wizard agrees to take Dorothy home with him in his balloon, appointing the Scarecrow ruler in his absence, but once again Toto runs off and as Dorothy gives chase the Wizard accidentally cuts his lines and floats away. Dorothy asks the Flying Monkeys to carry her home, but they cannot cross the desert that bounds Oz on all sides. She and her friends set off to Quadling Country to seek the help of Glinda. Along the way the Lion is asked to become king of the animals in a forest and agrees to do so once Dorothy is home. The Flying Monkeys are summoned for a third and final time to fly them the rest of the way to Glinda. Glinda tells Dorothy that her silver shoes will take her anywhere she wishes to go, and then uses the Golden Cap to ask the Flying Monkeys to take her friends to their respective new kingdoms, and then sets the Monkeys free. Dorothy returns joyously to Kansas with Toto, ecstatic to be home. Major Characters Dorothy:  The  protagonist of the story. She is a young girl from Kansas who lives  with her aunt and uncle on their farm. She maintains a cheerful and childlike happiness in the face of adversity, and demonstrates bravery in frightening moments. She has little patience for deception or indecisiveness. The Scarecrow:  A scarecrow whose greatest  wish is to have the intelligence he believes he lacks. He joins Dorothys journey to the Wizard in order to request a brain.  Ã‚   The Tin Woodman: A former woodchopper who was cursed by the Wicked Witch of the East. Her spell  caused an enchanted axe to chop off each of his limbs.  The Tin Woodman slowly replaced every part of his body with tin, but he did not replace his heart. He wants to ask the Wizard for a heart. The Cowardly Lion:  A lion who  believes himself to be a coward.   The Wicked Witch of the West:  The sister  of The Wicked Witch of the East (who was killed accidentally by Dorothy). She is very powerful and very angry at all times, and is greedy for more power. The Wizard. An ordinary human who, like Dorothy, traveled  into Oz by accident. Taken to be a powerful wizard by the inhabitants of Oz, he goes along with the ruse and builds up an illusion of immense power, though he means no harm. Glinda the Good Witch of the North. A good witch, Glinda is kind and merciful, but her influence diminishes away from her home in the North. She attempts to safeguard and guide Dorothy throughout her adventures. Themes Many of the themes of the book can be seen as simple lessons Baum wished to convey to his young readers. Childhood Innocence:  The story celebrates a conception of childhood that combines duty, virtue, and good behavior with an unfettered imagination. Baum paints Dorothy as thoroughly enjoying her voyage through the magical world of Oz while never flagging in her determination to return home. Inner Strength:  Through the story many of the characters start off believing themselves to be lacking in some fundamental way- the brains, courage, and heart Dorothy’s companions wish for, and Dorothy herself seeks a way to get home- that they turn out to have always possessed. Friendship: The power of helping others and caring for them triumphs over the greed and anger of the Wicked Witch. None of the characters would have found what they wanted without the help of the others. Literary Style and Devices Straightforward Text:  Inspired by classic fairy tales, The Wonderful Wizard of Oz is written in a straightforward, plain way that is easy for children to read and understand. Bright Colors: Baum uses a lot of description, emphasizing bright colors and exuberant descriptions in order to generate mental images. Repetition: Baum uses repetition powerfully. Goals, important details, and other aspects of the story are repeated, as are plot points- there are several smaller quests nested inside the main one of Dorothy getting home, for example. Compartmentalized Chapters:  Baum makes  it easy to keep things straight by focusing each chapter on a single main event, with a clear end-point when the chapter finishes. This style makes it easier to easy to read the story in several sittings, as a parent might to a children. Interpretations of The Wizard of Oz The Wonderful Wizard of Oz is frequently interpreted as more than just a children’s story.  Complex political, social, and historical theories have been credited to it. Populism. One of the most famous theories involves the populist movement that collapsed in the late 19th century, linked to the debate over monetary policy. According to this theory, Dorothy represents the American people as innocent and easily fooled, while other characters represent aspects of society or politicians of the time. Economic forces and theories are represented by The Yellow Brick Road (the gold standard) and the Emerald City (paper money), and the Wizard is the deceptive politicians manipulating the public. There’s more to the theory, but the more you dig into it the less sense it tends to make. Religion.  The Wonderful Wizard of Oz  is frequently identified as a coded allegory by both Christians and atheists, usually using the same symbols in different ways. For religious readers, the story can be seen as a tale of resisting temptations and battling evil through faith. For atheists, the Wizard is a deity who is ultimately revealed to be a sham. Feminism.  There is evidence of a  feminist subtext in The Wizard of Oz. The male characters are all lacking- they are fakes, cowards, and frozen, or part of otherwise oppressed or passive  groups. The women- Dorothy and Glinda most notably- are the true powers in Oz. Legacy The Wonderful Wizard of Oz continues to be read by children and adults around the world. It has been adapted many times for stage and screen and continues to influence both children’s literature and adult fiction. The storys  imagery and symbolism- the Yellow Brick Road, the silver shoes (turned into Ruby Slippers for the classic film), the green-skinned witch, the fanciful companions- are regularly used in new works as both callbacks and reinterpretation. The book is often described as the first American fairy tale, and is indeed one of the first children’s stories to specifically refer to American locations and culture. Key Quotes â€Å"There is no place like home.†Ã¢â‚¬Å"Oh no, my dear; Im really a very good man; but Im a very bad Wizard, I must admit.†Ã¢â‚¬Å"Brains do not make one happy, and happiness is the best thing in the world.†Ã¢â‚¬Å"The true courage is in facing danger when you are afraid, and that kind of courage you have in plenty.†Ã¢â‚¬Å"How can you talk if you haven’t got a brain? I don’t know†¦ But some people without brains do an awful lot of talking†¦ don’t they?†

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Study of neuromarketing analysis

Study of neuromarketing analysis After having read a substantial amount of the current literature on the fascinating science of Neuromarketing, I find it hard to believe that it took so long for marketing and science to find together to create an academic field of its own right. The works of the human brain and psychology have always been a passion of mine; but my initial professional career took me deeply into the fields of marketing. In fact, I implemented marketing strategies for two of the most controversial industries today: the cigarette and the pharmaceutical industry. Although in both cases, we used the most advanced instruments of modern marketing, I was always curious if there would not be a way to market a product more scientifically than we did at that time and that was despite the fact that all companies I worked for were major global players in their respective field. So when I stumbled upon Neuromarketing in the scope of this Masters degree, I was immediately intrigued by it. Neuromarketing promises to give answers to some of the most important questions of marketing, namely why do we buy things, and what does it do to our brain? I would like to express my gratitude to Malaika Brengman who enabled to seize this unique opportunity to write this thesis. Furthermore, I would thank my mother Ayse Sayin, who kindly shared her extensive knowledge about scientific problems and supported me throughout the complete working process of this paper. Finally, I would like to thank my partner Max Obenaus, who deeply shared my interest in the subject, and whose relentless effort and stimulating discussions has enabled me to write this paper. Brussels, May 2011 TABLE OF CONTENTS INTRODUCTION Neuromarketing, bridging marketing and neuroscience, is a rapidly growing area of research, which introduces a scientific layer to the academic field, and hence creates some high expectations on the one hand, and a lot of critique on the other. The vast amount of data retrieved through neuroscientific analysis promises to provide a better understanding of consumer behaviour, and raises the hope that the marketing strategies of the future will be more efficient and better targeted to the consumer. In fact, the controversy around the mythical buy button shows that the scope and limitations of the scientific field of neuromarketing are not yet properly defined. The horror scenario of complete corporate control of consumer behaviour often stands in the way of a proper analysis of the risks and potentials of neuromarketing; at the same time it seems that a fundamental distinction has to be made between an academic and a corporate approach to neuromarketing. In both cases the willingness to advance the science of neuromarketing should be immense. For corporations, obviously, the prospect of exerting vast scientific control over consumer behaviour is most attractive. For the academic world, it will be a challenge on many different levels. First, it is about exploring the scientific limits of consumer analysis, taking into account the subconscious forces that are at play when a purchase is made. Secondly, and more importantly, the development of neuromarketing raises fundamental moral questions. Freedom of choice, free market and ethics need to be addressed, leading to the formulation of neuroethics. Following this, a legal framework for neuromarketing needs to be defined, which decides whether or not individual consumer rights need protection via a newly defined private sphere, or if we even trust enough the dynamics of the free market to sufficiently self-regulate these moral and legal grey areas. A literature review in this field will give an idea on the studies in this nascent science that is claiming worldwide recognition and possible areas for further research. 2. DEFINITIONS 2.1. Neuromarketing This interest in neurosciences has eventually caught the attention of both businesses and academia that are involved in a subset of economics, i.e. marketing. Being able to understand how the brain processes information and reacts to marketing stimuli, to eventually come up with purchasing decisions would provide a huge leap in marketing science as well as leading to huge profits through triggering the desired consumer responses. In other words, it would be the discovery of the well publicized buy button (Wells, 2003). As a result, marketing has also started to benefit from neurosciences. The resulting multidisciplinary science is termed as neuromarketing or consumer neuroscience. Neuromarketing is broadly defined as a sub-area of neuroeconomics that addresses marketing relevant problems with methods and insights from brain research (Fugate, 2007; Lee et al., 2007). Neurosciences could provide inputs to marketing in different areas such as providing a deeper insight of consumer behaviour and decision making processes, better understanding of advertising, a clearer make-up of branding, an analysis of the market and eventually politics which benefits from all of the above. The first use of fMRI as a marketing tool was reported by Gerry Zaltman of Harvard towards the end of the 1990s (Addison, 2005). However, the term Neuromarketing was only coined by Professor Ale Smidts in 2002, and it was not until 2004 that the first ever Neuromarketing conference was held at Baylor College of Medicine in Houston (Dawis,L. 2005). The tools and methods used for neuromarketing analysis are rapidly developing, enabling better visualization of the subconscious customer responses. Fugate indicates that the use of neuromarketing, if proven through use, has the capability of fundamentally changing how we design, promote, price, and package our products (Fugate, 2007) Consequently, neuromarketing is fast becoming mainstream, widening its applications within marketing. In fact, the increasing popularity of neuromarketing could be traced from Google, where the search for the specific word shows a phenomenal progression from just a few hits in 2002 to thousands in 2010 (Morin, 2011). 2.2. Neuroeconomics Traditional economics considers human beings as rational and unemotional beings that have stable, well-defined preferences that can make rational choices with those preferences (Camerer Thaler 1995, 209). However, the reality hardly matches this classic theory of economic modelling. The decision-making processes are highly influenced by numerous past experiences, emotions and subconscious processes, which alter significantly the expected behaviours. Kenning points out that These anomalies were not proven to have been included into the earlier theories of traditional economics which was based on rational behaviour. (Kenning Plassmann 2005, 343; Schmidt 2008, 8-9.) The developments in neurosciences in recent decades, enabling researchers to determine the physiological and neurological responses have led other disciplines to utilize the methodologies and findings in neurosciences to verify the assumptions in their own fields. Thus, the application of neurosciences to verify the assumptions of economics has led to neuroeconomics. Braeutigam defines neuroeconomics as a new and highly interdisciplinary field, drawing from theories and methodologies employed in both economics and neuroscience, aiming at understanding the neural systems supporting and affecting economically relevant behaviour (Braeutigam, 2005). Consequently, neuroeconomics uses brain research methods to understand and explain economic phenomena, as well as facilitating and promoting the integration of neurological findings into economic sciences. Sanfey points out that Although both economists and neurologists attempt to understand and predict human behaviour, they have used quite different methods in the past. Whereas economic research has tried to explain behaviour through observational data and theoretical constructs such as utility or preferences, neurology contemplates the physiological elements and somatic variables that influence behaviour. Neuroeconomics, which evolved from the combination of both disciplines, proposes an interdisciplinary approach and specifically examines the neural correlates of decision-making (Sanfey et al., 2006). 2.3 The Conscious vs. the Subconscious The importance of neuromarketing lies in the dual nature of perception processes, i.e., conscious and subconscious. We know why we take certain purchasing decisions but not the others. In fact the majority of our actions fall under the latter category. Hausel (2007) and Szymkowiak (2011) indicate two different types of brain activity which could lead to this. The conscious mind can process 40 bits per second, whereas the subconscious mechanism is much faster, processing up to billions of bits per second. Furthermore it is always at work. As a result, everything that cannot be processed by the conscious falls into the realm of the unconscious, which functions as an autopilot that takes over when the conscious cannot process any more. In fact, consciousness is closely connected to focusing attention. In that sense, what we perceive attentively for example when we listen forms the conscious perception, whereas the background noise of all types are recorded in the subconscious. A similar situation is valid for visual perception. Usually the peripheral vision constitutes the realm of the subconscious while the conscious records what we look at attentively. 2.4. Subliminal Messaging Subliminal is derived from the Latin words sub (below) and limen (threshold), referring to the perception below the threshold of human consciousness. The presentation of audile or visual images at a speed or form that cannot be identified by the target person would be perceived by the individual, though not consciously. These subconscious perceptions, whether it is audible or visual, make it possible to influence that individuals decision-making processes, without that person being aware of this activity. An expected consequence would be the possibility to persuade that individual to purchase goods or services, which he/she would not be making otherwise. Although the practice of subliminal messaging was identified at the end of nineteenth century, the widespread recognition was in 1957, when market researcher James Vicary, using the term subliminal advertising for the first time, set up his Subliminal Projection Company and made his well known pop corn/coke advertisement during a Kim Novak film shown in New Jersey. He claimed that by quickly flashing the words Drink Coca Cola and Hungry? Eat popcorn for 1/3000 of a second, at five-second intervals on the movie screen during every presentation of this film, he had influenced people to purchase more food and drinks, selling 57.8% more Coca Cola and 18.1% more popcorn. Vance Packards book, Hidden Persuaders, published the following year included this experiment and had wide repercussions. Although Vicary admitted later on that he had lied about the experiment, there were widespread sentiments against the practice. Life treated subliminal advertising as fact and discussed its potential not only in selling but also in gaining support for anti-litter campaigns and even promoting political candidates while The Saturday Review, addressed his readers: Welcome to 1984. (OBarr,2005) The widespread belief that subliminal messaging could lead to brainwashing led to subsequent banning of subliminal advertising in various countries. The publishing of the book Subliminal Seduction by Dr. Wilson B. Key in 1973, marked another outrage against subliminal advertisement, leading to limitation of broadcasting with subliminal techniques. (Lindstrom,2003) The use of subliminal messaging had also been used in politics, the most famous being the TV Ad for George W. Bush during the 2000 presidential campaign. It showed words (and parts thereof) scaling from the foreground to the background on a television screen. When the word BUREAUCRATS flashed on the screen, one frame showed only the last part, RATSà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦((OBarr,2005). Music played in shops sometimes have embedded messages to spend more or discourage theft, leading to a decrease in thefts and increase in sales, which the consumer is unaware but is effective (Lindstrom, 2003) Subliminal messages could also be utilizing the associations and judgments of the consumer, fulfilling the subconscious sensory expectations from a product or service. Lindstrom argues that different aromas pumped into casinos, airplane cabins, hotel rooms, and just off the assembly line cars could be considered subliminal messaging as the leathery smell of a new car comes out of an aerosol can (Lindstrom, 2003). 2.5. The Senses Everybody perceives the surrounding world through 5 senses, that is: seeing, hearing, smelling, tasting and touching. Perception involves the reception through our sensory organs and the processing by the brain. However the perception depends not only on the external stimuli, but also on the genetic set up and residues of the previous experiences of the individual, formed by learning and memory. 2.5.1. Seeing The eyes are the visual information receptors. The impulse goes through the cornea and is projected on the retina, which is composed of a layer of millions of photoreceptors that are specialized neurons transforming the light inputs into electrochemical signals, codified in the brain. Out of the two types of photoreceptors, the rods sense motion, especially in dim light or dark, predominantly in the peripheral vision, while the cones work under intense light and are responsible for sharp details. The cones are most densely packed in the centre of the retina known as the yellow spot, producing the sharpest images. (Zurawicki, 2009) The saccadic movements of the eye enables sensing parts of a scene with greater resolution, helping build up a mental map of the scene while another eye movement, the involuntary micro saccades refreshes this image. The visual attention is focused at the upcoming target locations, shifting the activations in saccade and attention areas of the brain, some hundredth milliseconds before an eye movement, (Rolfs, Jonikaitis, Deubel Cavanagh, 2011). The saccades and micro saccades are considered to be important indicators for studying the observers specific point of interest and attention focus (Zurawicki 2009, Laubrock et al.2007) recorded with the use of eye tracking camera like electronic devices. However there are also claims doubting the validity of the use of micro saccade movements in this field Horowitz et al, 2007) Each eye directs visual signals through a million of fibres in the optical nerve to the optic chiasm, where they are integrated. After passing from the optic chiasm, the optical tracts end in thalamus, which subsequently relays them to the upper layers of the cortex. The information from the two eyes are still separate in the thalamus and get integrated in the cortex where the binocular vision is created (Zurawicki 2009). The cortex sends the re-processed signals back to the thalamus. Zurawicki states that Visual cortex is divided into 6 different areas each performing a distinct function and specializing respectively in various sub modalities of visual perception, that is: exploratory and general pattern recognition, stereoscopic vision, depth and distance, colour, complex movement, and determination of the absolute position of the object as opposed to the relative one. (Zurawicki 2009) The frontal, parietal, temporal, occipital cortex, thalamic nuclei, the claustrum, the caudate, the lentiform nucleus and the culmen, declive and vernis in the cerebellum are activated during visual perception and visual mental imagery (Ganis et.al.2004) The brain uses previously stored data from the memory, to provide meaning to what is being transmitted. The brain also has the capacity to make up for missing images, referred to as blind vision (Zurawicki 2009). 2.5.2. Hearing The sounds funnel into the ear, reaching the eardrum, which is a membrane which vibrates at different speeds, that is, the more acute the sound, the faster it vibrates. Small bones of the middle ear (the hammer, the anvil, and the stirrup) amplify the signal from the membrane and transmit it to the inner ear. The coiled part of the inner ear the cochlea is equipped with approximately 16 000 hair cells, which detect each sound frequency separately and in response to it move at a certain rhythm. This activates up to 30 000 of neurons of the auditory nerve pathways which carry the sound information via the thalamus to the temporal gyrus: the part of the cerebral cortex involved in receiving and perceiving sound. Our audiary system processes all the perceived signals in the same manner until they arrive at the primary auditory cortex in the temporal lobe. Here when speech is differentiated from other sounds, neuronal signal is directed to the left hemisphere where the language is proce ssed. (Zurawicki 2009). Audiary neurons are specialized, some responding to high frequencies and others low. Furthermore there are some which marks the beginning and others the end of a sound. Although some process of sound focalisation take place in the ears, sound recognition through specific harmonics of the sound is performed in the primary auditory cortex in the temporal lobe. 2.5.3. Smelling AKÃ…Å ¾AMA YAZCEM Ä °NÃ…Å ¾ALLAH!!! 2.5.4. Tasting BUNU DA!!!! 2.5.5. Touching BUNU DA!!!! 2.6. The Brain The brain is the central processing centre for all the motor and sensory information coming from different parts of the body. The stimuli received that are processed and distributed from the brain leads to different thoughts, as well as muscular and behavioural patterns. The processing of incoming information is carried out in different parts of the brain, that is to say there is a distinct functional differentiation within the brain. However, in spite of this functional differentiation, it is important to keep in mind that the brain is an extremely complex structure with strong inter-linkages among its billions of nerve cells (neurons) that take place within the brain, and that the brain functions as a whole. In order to get a better insight into the functional neuroanatomy of the brain, it may be useful to analyse the parts of the brain the functions of which have been more or less identified. The brain is covered with an outer layer called Cerebral Cortex. Neocortex, often referred to as grey matter takes place on the outer part of the cerebral cortex, while amygdala, cingulated cortex, hippocampus, and basal ganglia takes place in the grey pockets located within the white matter underneath. The brain is subdivided into four lobes, and two hemispheres with the deep folds. These four lobes have different functions: The frontal lobe, located under the forehead is where organising/planning, short term memory, judgement and controlling behaviour take place. Temporal lobe, which is under the ears and temples are related to understanding what we hear, speaking and memory he. visual memory is processed. BUNUN DEVAMI GELCEK!!! 2.7. Neuroimaging 2.7.1. Psychophysiological Measurement Techniques Facial expression, heart rate and skin conductance are the most relevant methods of autonomic measurement used in advertisement research. Emotional reactions to advertisement are measured by facial electromyography, which registers facial muscle activity. In facial EMG, electrodes that register muscle contractions are placed on the corrugator and zygomatic muscles. The corrugator muscle is located above the nose close to the eyebrow and contractions in this muscle are involved while frowning. The zygomatic muscle is situated around the cheeks and controls smiling (Poels and Dewitte,2006). The research of Hazlett and Hazlett has shown that facial EMG is a more sensitive indicator of emotional reactions to TV commercials and that the facial EMG responses were closely related to emotion congruent events during the commercial( Hazlett and Hazlett,1999). However, facial EMG has the drawback of being conducted in unnatural lab settings and making the subject self conscious. Skin conductance (SC) or electrodermal activity gives an indication of the electrical conductance of the skin related to the level of sweat in the eccrine sweat glands, which are involved in emotion invoked sweating (Poels and Dewitte, 2006). Either very pleasurable or very repellent advertising stimuli evoke large SC responses. However there are considerable personal variations and factors such as fatigue, medication etc can influence SC responses (Hopkins and Fletcher, 1994). The beating speed of our heart can provide clues as to attention and arousal related to commercials as well as an indication of valance of emotional response (Poels and Dewitte, 2006). In general, positive stimuli lead to an increase in the heart rate, while the negative stimuli does the opposite. Poels and Dewitte advise not to use heart rate as the single measurement method of emotional response (Poels and Dewitte, 2006). As the heartbeat is measured from the finger, it is quite convenient for the subject and is generally considered to be an easy and cheap way to measure reactions evoked by advertising (Lang, 1994). 2.7.2. Brain imagery How brain reacts to different types of stimuli is recorded through brain imagery. The major advantage of brain imagery is its objectivity, leaving out the possible response biases. Motte defines Brain imaging as a term that encompasses a set of techniques that allows for visualization of the regions of the brain that are activated in response to a certain stimulus, and Brain imaging systems as a set of techniques that allow visualizing the regions of the brain that are activated when (emotional) stimuli are presented(Motte, 2009). There are different methods for measuring and mapping brain activities related to neuromarketing. Lewis in his 2005 article refers to three brain-imaging techniques being used in Neuromarketing as fMRI (Functional magnetic resonance imaging), QEEG (Quantitative electroencephalography) and MEG (magnetoencephalography) and considers fMRI as the one which has captured the greatest interest of the market researchers among these and has enjoyed the widest publicity (Lewis, D.2005). Morin in his recent article cites electroencephalography (EEG), magnetoencephalography (MEG) and functional magnetic resonance imaging (fMRI) as the only three well established non-invasive methods for measuring and mapping brain activity (Morin, 2011) EEG, in spite of its being a rather old technology in neurology, is still considered to be a good way to measure brain activity, as it is significantly less costly. Motte points out that although the price of high quality, research-purposed EEG systems can range from $10,000 to $100,000, cheaper EEG systems exist that can cost from a few hundred to a few thousand dollars (Motte,2009) To see how EEG works, it should be kept in mind that our neural circuitry consists of over 100 billion neurons and trillions of synaptic connections. When faced with a particular stimulus, these neurons fire, producing tiny electrical currents. The brainwaves, which are the differing patterns of frequencies of these electrical currents that correspond to different states of arousal, are recorded at very short time intervals, reaching up to 10,000 times per second in some of the new EEG bands, an important characteristic when attempting to evaluate the incoming high speed information coming through our senses. However, EEG, which has become very popular among neuromarketing agencies in the last 5 years as it is considered to be helpful in assessing the value of a piece of advertising at a relatively low cost is considered by some cognitive scientists as being weak, if not dubious for the purpose of understanding and predicting the effects of advertising. (Morin, 2011) QEEG, is another brain imaging technology, which is used for neuromarketing purposes. David Lewis and Darren Bridger from Neuroco, a Neuromarketing research consultancy, have used QEEG analysing the responses of viewers to television commercials and other forms of advertising, exploring the effects of looking at happy or sad facial expressions (Lewis, D.2005) They claim that although the spatial resolution of QEEG is poor, it is capable of producing a continuous recording of the ongoing neuronal activity. The benefits of QEEG, is backed by more than 2,500 research papers published in peer reviewed journals (Rothschild M et al.,1986, Rothschild M and Hyun YJ. 1990, Smith ME and Gevins A,2004) MEG is yet another non-invasive neuro-physiological technique that measures the magnetic fields generated by neuronal activity of the brain. It measures the integrated magnetic signals emitted by activated neurons (Motte, 2011). The spatial resolution of MEG is usually superior to EEG as the magnetic signals it operates on are not as easily disturbed by the skull or brain tissues, as the electrical signals processed by EEG. MEG has been used for neuromarketing purposes, although to a far lesser extent. (Lewis, D.2005) A MEG system was used in the study of Braeutigam et al., where the team investigated real-life product choice in a retail store. (Braeutigam et al., 2001) In one study MEG was used to measure decision making among consumers in a virtual supermarket. The authors reported that the right parietal cortex became active only when faced with a preferred brand and concluded that this region was involved in making conscious decisions about shopping choices, and, perhaps, for more important life choices too. (Brautigam S et al.,2001) Magnetic resonance imaging (MRI) machines are powerful magnets that can provide an accurate internal image of the human body. The MRIs are used primarily in the functional imaging mode (fMRI), in order to monitor the miniscule blood flow changes that correspond to increased activity levels within the human brain. Visualization of the brains activity and structure is enabled by the iron content of the haemoglobin molecules within the red blood cells that carry oxygen to the brain. The increased use of oxygen of the nerve cells during excessive activity of these nerve cells, and the change in the magnetic properties of haemoglobin after it delivers oxygen to the nerve cells in the brain makes it possible to follow the signals that point out to activations in the brain. The major benefit of fMRI is that it can pinpoint these activations with millimetric precision. Many consider fMRI the best technological innovation ever developed to conduct clinical and experimental research on the brain (Morin, 2011)   The first use of fMRI as a marketing tool was reported by Gerry Zaltman of Harvard towards the end of the 1990s (Addison T.,2005). fMRI permits matching a specific product experience to the regions involved in pleasure and emotions in the brain. (Motte,2009) The studies using fMRI can be very costly as the price of these machines ranges between 1 and 3 million dollars. While a moving-image fMRI machine (acquisition cost: $2.5 million) is rented for $1,000 an hour at Emory University in Atlanta; A single experiment, which includes at least 12 participants, can cost $50,000 (Wells, 2003). When these three technologies are compared as to their applicability in neuromarketing, QEEG is mostly preferred as technology of choice in due to its being less expensive, simpler to use, and enables the recordings to be made in a wide range of natural environments. NERDEN BULDUM BUNU BEN:))BULAMAZSAM GÄ °DER!!! 2.8. Memory and Learning 2.8.1. Memory Magnetic resonance imaging 2.8.2. Learning 3. CRITIQUE AND MORAL IMPLICATIONS Martin Lindstrom, one of the most prominent supporters of neuromarketing, makes a convincing argument against neuromarketings potential to endow powerful corporations with something like a buy button to control our consumer behaviour. After all, it is nothing but a scientific tool that has to be put to right use, and it is the responsibility of whoever launches a neuroscientific study to take into account the appropriate neuroethical ground rules, , which have been discussed in the previous chapter. Ä °YÄ ° DURUYO DA NERDE DEMÄ °Ãƒâ€¦Ã… ¾Ãƒâ€žÃ‚ °Z TAM OLARAK -NEUROETHICS 3.1. Academic vs. Non-Academic Research Neuroscientific research is a cost-intensive undertaking: a functional Magnetic Resonance Imaging (fMRI) scanner alone is worth $4 million (Lindstrom, 2008, p. 8). This is where the controversy starts whose interest is behind a given multi-million neuromarketing study? The answer is simple, and it divides the field into two basic categories: academic and non-academic neuromarketing. In case of the latter, it is safe to assume that whether we are talking about a large-scale corporation or a political party, a powerful interest is behind the funding of a project, looking for a concrete result that justifies the large sum of investment. Academic studies, on the other hand, can probably be trusted to be more neutral in this respect. 3.2. The Buy Button-Myth Neuromarketing is by default a hybrid of corporate and academic culture and as such is doomed to experience much more intercultural turmoil than other sciences. Indeed it seems that in its young history, there has already been a vibrant exchange of critique among the fractions involved. The common media image of neuromarketing as the science in search of the buy button in our brain does not find much support on either side. German psychologist Frank Szymkowiak points out that neuromarketing, like other cognitive sciences, simply analyses the reactions of the human brain to cognitive stimuli. This, in his view, may lead to a more diversified and consumer-targeted use of marketing rather than it constitutes a threat to becoming to tool of omnipotence on behalf of the advertising agent (Szymkowiak, 2010, Journal of Consumer Protection and Food Safety, p. 83). 3.3. A Shallow Science? Szymkowiaks, however, does have a critical view on neuromarketing, and it is far more detrimental than the buy button-allegation. For him, neuromarketing is shallow by nature and inaccurate in its analysis of scientific testing. When confronted with subconscious phenomena, neuromarketing indulges in some kind of catalogisation, counting bits of neurotransmission rather than looking for a qualified causal context. It recognises subconscious brain activity lacks the capacity to account for it. In this respect it is inferior to more substantial sciences such as depth psychology which, building upon the foundations laid by its founding father Sigmund Freud, is able to generate an explanation for subconscious behaviour by accounting for underlying motives of the human psyche (Szymkowiak, 2010, Journal of Consumer Protection and Food Safety, p. 84). This lack of depth is due to a simplistic definition of the subconscious that neuro-marketeers. Here, the totality of the human brain activity is, just like computers, is captures in bits, and only 40 out of 11mio bits are actually processed by the rational part of the brain. The rest falls under the category of subconscious without any further explanation. Depth psychology, on the other hand, is said to delve deeply into the spheres of the subconsci