Current State U.S Economy

The current state of the economy is one that is concerning for almost all Americans. Though we are in the recovery phase businesses are still hurting, people are out of work, we are barely getting out of a depression etc. People are pointing fingers at what is the cause and who is to blame. What was once a strong healthy economy has now drastically changed. There are many economic indicators that are used to evaluate and provide an image of what is currently happening and what an outlook may be on the economy.Several of the important factors are the business cycle, consumer price index, stock prices, consumer confidence index, gross domestic product and unemployment rates. The overall picture of the economy is relevant to its current business cycle. The business cycle is the recurring and fluctuating levels of economic activity that an economy experiences over a long period of time. The five stages of the cycle are growth, peak, recession, trough and recovery. As stated before we are in the recovery process but at a slow rate. One indicator is the Gross Domestic Product.The Gross Domestic Product (GDP) is the total market value of all goods and services produced, including total consumer, investment, and government spending, plus the value of exports, minus the value of imports. It moves with the economy and describes what’s happening right now. The GDP was at a huge decline a few years ago which resulted in our recession. Currently it has increased by 2. 7 percent which is indicating an improving economy. Another indicator is the Consumer Price Index. The Consumer Price Index (CPI) is a measure of the change in the purchasing power of currency and the rate of inflation.It shows the current price of a â€Å"basket† of goods and services in terms of the prices during the same period during the previous year. The purpose of the CPI is to show the effect of inflation on purchasing power. The â€Å"basket† of goods and services includes energy (gas prices) and food as well as other goods and services. The decline leads to deflation instead of inflation where consumers hold off on purchases in hopes of lower prices. Consumers are feeling pretty confident and spending has increased over time but not by much leading to the consumer confidence Index.The Consumer Confidence Index is a measure of how well the average American thinks the economy is doing and will do in the short-term. Stock prices are leading indicators of economic activity. If the market goes up and sustains upward activity this is seen as a good economic sign. The measure of stock prices comes from the Standard and Poor’s 500 index not the Down Jones Industrial Average. In September 2012 the S&P 500 index ended more than 25 percent above August. If current trends continue the economy will be vastly improved. The Unemployment rate is also used to understand an economy.The unemployment rate shows the economy's production, private consumption, workers' ear nings, and consumer sentiment. A lower unemployment rate translates into more employed individuals with paychecks, which leads to higher consumer spending, economic growth and potential inflationary pressures. High levels of unemployment are connected with lower incomes, lower spending, and economic stagnation. Our economy has seen the rates change up and down but the growing trend is our unemployment rate is lowering. All these indicators are used to describe the current economy.Though we are not at our highest point, we are slowly moving on the upward side. A pace that most don’t like but relative to the recession years ago it’s surly a vast improvement. November 30, 2012 U. S. Department of Commerce Bureau of Economic Analysis: U. S. Economic Accounts Retrieved on November 30, 2012 from: http://www. bea. gov/ Cunningham, Steven P. H. D The Consumer Sees Reason to Spend American Institute for Economic Research Retrieved on November 30, 2012 from: https://www. aier. o rg/article/7864-consumer-sees-reasons-spend

Invictus and The Alchemist Response Essay

The poem Invictus written by William Ernest Henley is a poem written about courage in the face of death and holding on to ones own dignity despite the indignities life places before us. In the first stanza the poem’s speaker prays in the dark to â€Å"whatever gods may be† a prayer of thanks for his â€Å"unconquerable soul.† Several things are apparent from the outset: First, the speaker is in some sort of metaphorical darkness, perhaps the darkness of despair. Second, he does not pray for strength, but gives thanks for the strength that he already has. Third, he seems rather flippant about who he is or is not praying to; it is almost a prayer to himself at this point, but not quite. Henley also bring this up in the second stanza where he talks about God’s will or even fate; instead he speaks of â€Å"the fell clutch of circumstance† and insists that he has overcome these bravely and without complaint.The third stanza is about death and what a trifle it seems to the speaker of the poem. This â€Å"place of wrath and tears†, this life, it seems, is not full enough of pain and horror to frighten the poem’s speaker. And death, â€Å"the Horror of the shade,† could not possibly worry him, being an end to â€Å"wrath and tears†. Notice here that he is not concerned in any way about an afterlife. Death is merely an end to suffering for our speaker. Nothing of any concern seems to lie beyond for him until. This poem is an inspiration to it readers depending on the way you read it. This poem like mentioned before has been written for those suffering from an incurable disease or just going thru a tough time in their life, to give that person some hope and strength. I Can relate to this poem because growing up i’ve been threw lots of illnesses it all started when i was diagnosed with Meningococcal Meningitis when i was just a baby. Than at the age of 16 i was diagnosed with Hereditary Breast Cancer. Going thru this i felt so alone and like my life hit a point of no return i lost hope and faith. I felt helpless and i also felt bad for my family making them so worried about me. Nevertheless i have not let this bring me down or think twice about anything that i set my mind to do. I have enlisted in the Marines and hoping to leave to boot camp in september. Going threw everything i’ve been threw in my life has definitely taught me that everything in life comes in threes , but at the end of the day if you fall down seven times you must get up eight , because you can’t let life struggles get in the way of your Personal legend. This Poem is also related to the Alchemist. Santiago hits a point in his journey where he feel’s like he’s losing himself .The alchemist prepares to move on with Santiago to the pyramids, but Santiago complains that he doesn’t want to leave Fatima. The alchemist says Fatima understands that Santiago needs to complete his Personal Legend. at this point Santiago gets frustrated with the alchemist because he doesn’t want to leave fatima behind. Another point where santiago loses faith in his journey is towards the end where He feels frustrated that the alchemist didn’t teach him anything, but the alchemist says Santiago should have learned through actions. Santiago asks him why he is an alchemist, and the alchemist explains he learned the practice from his grandfather, when alchemy was simpler. He says men complicated alchemy by writing books about it. Previously, alchemists only needed the Emerald Tablet. Santiago asks what the tablet says, and the alchemist replies that one can’t understand it through reason since it provides a passage to the Soul of the World. The alchemist encourages Santiago to immerse himself in the desert and listen to his heart so he can also gain an understanding of the Soul of the World but at the end of the book santiago continues his journey and finds his treasure than makes his way back to fatima. This relates to the poem because it talks about where a person’s life goes threw so many obstacles but at the end still overcomes those hard times.

What are the difficulties presented by trying to balance hate speech Essay

What are the difficulties presented by trying to balance hate speech laws with the concept of free speech - Essay Example Hate speech cannot be looked at as an invitation to politely have a talk or a chat since it is mainly aimed at ambushing the victim, insulting them and silencing them at the same time. Therefore, it comes as no surprise that campuses where highly publicized incidence of hate speech have taken place report a decrease in the number of minority enrollment since the students that are considered to be of colour decide to attend the schools that have an environment that is safer from them. Hate speech has reached proportions that are very high lately in the schools and colleges with many of the victims being subjected to threats on the grounds of their race, gender, ethnicity, religion or their sexual orientation and many of the victims have experienced this attacks more than once. In response to this situation that is getting out of control, some of the universities have had to put some regulations in place that forbids speech that assaults the ethnic minorities and other groups that are vulnerable. Individuals have also been subjected to punishment when their behavior becomes an obstacle to the educational opportunity that another person has been able to acquire. These policies have been the source of debates that are heated and far-reaching discourse on how practical they are. In the Article 19 of the United Nations’ Universal Declaration of Human Rights and the First Amendment to the Constitution of the United States, there is an explicit recognition of the need to protect free expression and this shows that the principle of free speech is fundamentally important (Warburton, 2009, p. 1). When this this freedom is not protected, it can be very fragile to deal with and will lead to various situations that might get out of hand and the original idea of the First Amendment was to stop the central government from being able to make intrusions as far as this area is concerned. It aims at

Assess the role of law, and determine its importance,compare key Essay - 1

Assess the role of law, and determine its importance,compare key arguements in the writting of thomass hobbes and john locke - Essay Example While such rules of conducts may be developed and applied differently by different societies, the objective is simply the same; to protect the fundamental rights of individuals within the society (Grant, 1987 p12). Therefore, this essay will argue on the role and importance of law, as advocated for by two different scholars, namely Thomas Hobbes and John Locke. The prime essence of law in the society is to regulate social behavior (Brown, 1965 p7). Without laws, it could be difficult to regulate the social behavior of individuals, since people vary depending on their natural abilities, social orientations, cultural foundations and generic makeup. Therefore, it is natural that some individuals in any society are weaker than others, and thus needs to be protected from exploitation by the other individuals who are dominant in various aspects (Tarcov, 1984 p11). However, according to Thomas Hobbes, who was a renowned English philosopher, the major problem that exists in the world is that of establishing political and social order (Dietz, 1990 p114). Therefore, the fundamental question regarding social interaction is on how people can live together, without the danger and fear of conflict. This forms the basis of his Moral and Political Philosophy, which postulates that to realize peaceful coexistence in the society full of undue danger and fea r of conflict, people should give their obedience to an unaccountable sovereign, which could take the form of an individual or a group that is vested with the powers of deciding on the political and social issues facing the society (Collins, 2005 p45). This point to the inevitable need for some form of law that is vested on certain social institutions, which have the powers to interpret and apply the laws for the common benefit of the society and al individuals, who have committed their obedience to such institutions. Thus according to Thomas Hobbes, the need for law in the society stems from the fact that

The use of gender stereotypes in advertising Essay

The use of gender stereotypes in advertising - Essay Example This "The use of gender stereotypes in advertising" work outlines how gender stereotypes used in the ads influence our consumer behavior. Advertisement content largely includes simplified images of gender roles that do not take into account the complexity of contemporary lives, thereby providing marketers a shortcut to communicate for whom the merchandise is intended. Stereotypes, therefore, form the basis of what have been termed advertising’s â€Å"ideologies† (Lafky, et al., 1996). Early advertising content has focused on a narrow spectrum of woman’s roles including childrearing, housekeeping and objects that are dependent, emotional, submissive, selfless and lacking power and authority (Hellemont & Bulck, 2012). Other ads have focused on the â€Å"superwoman† image of females who are equally good in their professional careers as they are at housekeeping. Still others have highlighted the sexual image of woman as being an object of beauty, pointing to i dealized body images and sex appeal (Hellemont & Bulck, 2012). Men, on the other hand, have been associated with traits such as assertiveness and aggression (Hellemont & Bulck, 2012). The world of advertising has been labelled as providing monetary and sexual rewards to the projection of an appropriate manly appearance. Some writers go as far as claiming that virtually all advertisements are skewed towards men by either demonstrating to them the kind of status they can aspire to achieve or demonstrating to women what kind of men they should aspire to attract. However, this does not negate the practice of portraying women as beauty objects or sex symbols in most advertisements. The way in which gender is portrayed in advertisements depends largely on the literacy levels and social status of the audience being targeted. For instance, some ads show working women as independent, whereas others portray women in their traditional dependent roles. A product targeted towards the higher soci al class will be advertised using the

Project 2 Case Study Example | Topics and Well Written Essays - 750 words

Project 2 - Case Study Example Salient features of the statement would have included concise project plan, amount of funding to be required, a flexible but well defined timetable for completion of the project and success criteria set beforehand. A prudent thing would have been to match payments with milestones agreed beforehand- this would have provided greater incentive for the workforce to give proper time and attention to the project. Information about the means to generate funding for the project and cooperation between different utilities department should have been included in the SOW to provide an idea about the supporting elements of the metro project and the requirement that any problems which arose because of them should be handled properly and quickly. Ans.2 The problems faced by the project were serious enough to have lengthened the time of completion by almost 2 decades. The problems were manifold; from the unexpected bureaucracy of the labors and the shopkeeper’s demands to the utility lines proving to be a hindrance in construction. However, these were only to be expected from a project of this scope and it was the poor management that was at fault for being unable to anticipate these problems. While it may not have been possible to be have been prepared to handle these problems from the start the project should have included the possibility that they might happen and how the teams would deal with them. The lack of information about the utilities and poor forecast of traffic needs were one of the basic failings of the project design which led to these problems and it seems the designers were unaware of the exact scope. Problems in a project which affects the daily life of millions of people are not bad luck; they are to be expected. Ans.1 The most important thing for the organization is to form an action plan to help their project managers with the client problems they are facing. The project managers all state the same kind of problems with having to

Public Service Electric and Gas Essay Example | Topics and Well Written Essays - 4000 words

Public Service Electric and Gas - Essay Example Organisational change is the implementation of new thoughts and activities by a company. Organisational change is important in the sense that it can increase the efficiency of employees by achieving the goals. There are numerous challenges for change in organisation culture. To make the change successful, there is need to focus on developing association with stakeholders and unions. Organisations need to commence appropriate change program for successful change (Sengupta & Bhattacharya, 2006). The essay will describe the change in safety culture of PSE&G. PSE&G had faced several challenges in order to administer changes in safety culture. It was a long changing process which resulted in success. Reason for Change The change in safety measures of PSE&G had started in the year 1999 by virtue of cultural change. The reason for the change is to ensure safety of employees of PSE&G. It has almost 6500 employees and 32 factories. PSE&G had encountered recordable accident rates and loss of w orking days because of safety. In the year 2005, according to the Occupational Safety and Health Administration (OSHA), the loss of working days had become 0.33 by the year 2007 (Simon & Cistaro, 2009). The following table shows the employees injury rate of PSE&G from 2001–2007: Source: (Simon & Cistaro, 2009). Organisational Design Issue The major design problem an organisation often confronts is the selection of horizontal differentiation and vertical differentiation which let organisation to manage the actions of employees for accomplishing the objectives. The following are major design issues that can be faced by an organisation: Source: (Jones & Mathew, 2008). Vertical Differentiation: Vertical differentiation is the method of forming the hierarchy of power and develops reporting connection to connect organisational job with organizational units. It helps to manage the actions and enhance the capability to develop a value of any organization through establishing the allo cation of power (Jones & Mathew, 2008) Horizontal Differentiation: Horizontal differentiation helps an individual to be specialised and be more dynamic. However, this type of delineation hinders the communication between divisions or units and averts people to learn from one another. As a consequence of horizontal differentiation, people of different units create a propensity to see one’s job strictly from the perception of the time structure, objective and interpersonal course of other’s unit. When different jobs are viewed differently, communication becomes unsuccessful and coordination fails between units (Jones & Mathew, 2008) In cultural change, PSE&G had faced problem of matching the ‘Standardization and Mutual Adjustment’ issue. In every organisation there are certain regulations, SOPs (Standard Operating Procedures), traditional values and standards which specify how an employee can carry out the organisational task. In PSE&G, the employees were en gaged in performing job according to their own rule and they tended to take risks. Besides, there were also communication issues which had occurred from vertical differentiation. Thus, there was need for better interaction between management and the union to resolve the differentiation problem in cultural change process (Jones & Mathew, 2008) Cultural Factors The apt organisational culture can result in better employee performance. Organisational cult

Two rhetorical analysis paragraphs Essay Example | Topics and Well Written Essays - 500 words

Two rhetorical analysis paragraphs - Essay Example For example, she digs with acute intelligence into assisted killing of patients with long history of depression and stress by sympathetic doctors. Her debate targets such sympathetic doctors who in the name of sympathy end lives when all their patients need is proper mental health care and a little compassion. Acton’s take on the highly complicated subject of assisted suicide is quite intriguing because it leaves readers immersed in intricate thought processes. It also urges readers to question their beliefs about assisted suicide. It motivates many readers to change their opinion and assume that assisted suicide is not actually progressive, rather opposing it makes a person progressive in every literal sense of the word. In context of the Aristotelian Appeals, Acton is found using logical appeals to augment her argument. For example, she is seen making a logical appeal when she provides succinct case studies of patients pertaining to idea being promoted. Acton does not fire a rrow in thin air as she has years of professional experience of helping people with problems. On grounds of such concrete experience, she advocates the idea of opposing assisted suicide as it is actually a way of facilitating untimely demise of a patient with a physical or mental health issue. In contrast to Ana Acton who takes a self-proclaimed progressive approach to the highly controversial subject of assisted suicide, George Dvorsky is seen doing exactly the opposite in his equally insightful and informative article. Information provided by the author in this article can also be characterized as logical because evidence is provided to appeal the case. Also, Dvorsky makes use of ethical appeals in his article and benefits from them to a remarkable extent. For example, the audience is reminded of how ethically and morally responsible they can become by defending people’s right to die. Dvorsky’s stance is that opposing assisted suicide is

Importance of the Oregon Trail Essay Example | Topics and Well Written Essays - 750 words

Importance of the Oregon Trail - Essay Example In 1846 a compromise was worked out with Britain and a treaty signed that gave the United States rights to the land south of the 49th parallel and Britain the lan north fom 49th to 54th 40'. The Whitmans were instrumental in the establishment of the Oregon Trail. Mrs. Narcissa Whitman and Mrs. Eliza Spalding demonstrated that women could make the overland journey. Dr. Marcus Whitman strongly promoted the ability of wagons to complete the journey. The Whitmans' mission at Waiilatpu provided necessary aid and supplies to the weary travelers. Narcissa and Eliza became the first white women to make the journey across the continent. Articles about this trip appeared in eastern newspapers. These two women became role models for the women and families who would eventually travel the Oregon Trail. Ironically, although the Whitmans helped to establish the Oregon Trail, they themselves were not able to bring their wagons to their mission site. Even though his initial attempt failed, Marcus never lost faith that wagons would eventually make the trip. In 1842 Marcus traveled east to speak directly with members of the American Board about decisions they had made concerning the Oregon Country missions. Marcus traveled home with the large wagon train of 1843, "The Great Migration." Under his guidance this wagon train became the first to take their wagons all the way to the Columbia River. Following in the footsteps of the fur trappers, a number of missionary families ventured into the Oregon Territory by overland routes in the 1830s for the purpose of ministering to the native tribes. Marcus and Narcissa Whitman established their mission in the Walla Walla Valley in 1836, an endeavor that eventually ended in tragedy. Early missionaries were important in providing information and assistance to later migrating families. The Oregon Trail was not a single path to the West, but a series of trails leading to the Columbia River and the Willamette Valley. The point of origination was in Missouri, frequently from Independence and sometimes from Westport and St. Joseph. The main trail pushed across present-day Kansas and Nebraska, following the North Platt River to Fort Laramie. This journey was a real test of the settlers' perseverance. Threats were posed by severe weather conditions, both extreme heat and cold; by disease with cholera a particular concern; by deprivation since supplies of both food and water were uncertain; and by other natural disasters such as landslides, flooding, and prairie fires. The most intense use of the trail was in the mid-1840s, but wagon trains continued to use this conduit for another 10 years. The coming of the railroads to the West ended the importance of the Oregon Trail as a major transportation route by wagon train. REFERENCES: Hixon, Adrietta Applegate, On to Oregon: 1973, Ye Galleon Press Lee, Daniel and Joseph H. Frost, Ten Years in Oregon: [1844, New York] 1968, Ye Galleon Press, Fairfield,

Substance abuse in teenager Scholarship Essay Example | Topics and Well Written Essays - 1500 words

Substance abuse in teenager - Scholarship Essay Example It has been seen that there are 2.5 million deaths each year due to alcohol consumption. There are a lot of people between the age group of 15 and 29 who are dying from ‘alcohol- related causes† and disorders due to intake of drugs is found in 15.3 million people (Substance Abuse, 2011). When the use of drugs goes beyond the realm of experiment into a â€Å"problematic involvement† then it is specified under different classification system. Diagnostic and Statistical Manual of Mental Disorders (DSM- IV), fourth edition is a one such primary system which has mentioned the major indicators of substance abuse. It includes â€Å"role impairment, physically hazardous use, recurrent substance related legal problems and drug related social and interpersonal difficulties (Mash & Barkley, 2009, pp.185). Substance abuse has now become very common in case of teenagers in United States and this necessitates proper treatment programs and preventive measures. Substance abuse is a phenomenon which has become very common among different sections of the population especially the teenagers or adolescence. Adolescence period is a very crucial time in a child’s life because it a time when changes are observed on â€Å"biological, cognitive and social levels.† They come across new scenarios in their lives and often many are involved in substance abuse. Teenagers often resort to drugs and alcohol as they think them to be the mediums to become stress free. At times in their quest to â€Å"fit in with peers† or in trying to model the behavior of some family member they take the help of drugs and alcohol (Berman, 1995). The use of alcohol and drugs among the teenagers has increased over the years across the world. In United States, the studies have shown that more than half of the students in 12th grade had consumed illicit drug. Almost 76.8% students had consumed alcohol. A number of students in the 8th grade were also found to have taken drugs and alcohol. Drug use does not

A Black City Within the White” Essay Example for Free

A Black City Within the White† Essay Loic Wacquant’s â€Å"A Black City Within the White† provides an absorbing and honest perspective on the continuation of racial disparity and discrimination in urban America. He contends the black world within the white world exists due to the continued exclusion of blacks to the extent the black world is virtually â€Å"unknown and unnoticed† by white America. He makes the case through an examination of urban semantics, specifical-ly the use of the words â€Å"ghetto† and â€Å"slum†. He believes the original terms referred to either a concentration of a specific ethnic group (ghetto) or concentration of poverty (slum). Wacquant states the term â€Å"ghetto† began to include â€Å"slum† as reflecting housing discrimination as well as black urban poverty. He believes the term â€Å"ghetto† is now much closer to â€Å"slum† in meaning, as whites prefer thinking in terms of income disparity instead of ingrained racial prejudice. Thus â€Å"the concept of ‘ghetto’ has been stripped of its eth-noracial referent and denuded of any mention of group, power, and oppression†¦(thus it) obfuscates the history and enduring reality of racial division in the United States† (143). See more: Social process essay In essence the terminology has been changed by whites more comfortable with consider-ing a mythical â€Å"colorblind† poverty level instead of the reality of racial prejudice and in-equity. Wacquant makes the point that a â€Å"ghetto† is not simply a term but â€Å"an institution-al form† (143). It is indeed a â€Å"world if itself† caused by power and economic discrimina-tion that is either not acknowledged or misunderstood by whites. The reading provides and insight that I did not have before reading and contemplating the issues. It is im-portant to me to try to understand the background and culture of others. Without that understanding communication and relationships are very superficial. This reading has also been very helpful in understanding how often terms and meanings will often change, and â€Å"code words† come into use. This gives me the incentive to look past certain words to be certain of the real meaning the user is trying to convey. This is an unfortunate but com-mon problem we face in communication and perhaps readers of this work will come away better prepared to address an issue without the need for dishonest language.

Wet Granulation Advantages And Disadvantages Biology Essay

Wet Granulation Advantages And Disadvantages Biology Essay In this lab three different sets of tablets were produced i.e soft, medium and hard using different processes which mainly included i.e Direct Compression Vs Wet Massing ,different excipients which included (Lactose Vs Calcium Phosphate) and different binders which included (PVP Vs Klucel). Once all the tablets were produced by the above mentioned varying processes, excipients and binders they were studied and compared to see how they would influence a range of tablet testing parameters such as uniformity of weight, friability, crushing strength disintegration time. Introduction: A tablet is perhaps the oldest and the most common pharmaceutical dosage form. Its popularity is due to its convince in the administration of the drug without the help or supervision of a health care practitioner, thus providing patients freedom and a very cost effective means of providing a reproducible medication. A tablet seldom consists of only the active ingredient. In fact , a tablet represents a mixture of one or more active ingredients with a number of inactive ingredients or excipients. There are many reasons for formulating a tablet product with excipients, ranging from management of small dosage amounts of active ingredients to esthetic resons of colour and shape of a product. However, the most fundamental and critical objective of a tablet product is to provide/deliver the active ingredient accurately and reproducibly. Therefore, from this perspective, a tablet is now commonly considered as a drug delivery device (Ahmed, 2000). However all tablets are made by compressing a particulate solid between two punches in a die of a tablet press. For an active ingredient to be transformed into tablets of satisfactory quality , the formulation must have three essential attributes. First, the formulation must flow into the die space of the tablet press sufficiently rapidly and in a reproductible manner Second, the particles in the formulation must cohere when subject to a compressing force, and that coherence should remain after the compressive has been removed. Third after the compression event is complete, it must be possible for the tablet to be removed from the press without damage to either the tablet or the press. Very few active ingredients possess all three of these essentials and some posses none of them. Hence some preliminary treatment is almost invariably necessary. Methods of Tablet Manufactures: There are three main methods of tablet manufacture designed to confer the above mentioned essential attributes to a tablet formulation. Wet granulation and direct compression are the most important, with dry granulation (also termed as precompression or slugging) used in some circumstances. Fig shows the processes of wet granulation and direct compression broken down into their constituent stages. The relative simplicity of the direct compression process is immediately apparent. Ease of removal of the tablet from the press is, in theory at least, readily achieved. Friction occurs between the tablet and the die and punches of the press, which can be overcome by including a lubricant in the formulation. Hence every formulation, irrespective of the method of manufacture, will include a lubricant . This will usually be a metallic salt of a fatty acid such as magnesium stearate. The two other prerequisites-flow and cohesion-can only be achieved by more elaborate technique and are in fact the reasons why wet dry granulation processes were devised. As part of its complexity, wet granulation involves the addition of a liquid (usually water), followed by its removal, normally by evaporation. In addition to the energy requirements of this drying process, the presence of water might bring about hydrolysis of the active ingredients, which will be exacerbated at the elevated temperatures used for drying. If a major component of the formulation such as the diluents were to possess the necessary degree of fluidity and compressibility, granulation would be unnecessary. This is the basis of direct compression method of tablet manufacture. Wet Granulation: Advantages and Disadvantages: The wet granulation process is the traditional method of manufacture and is frequently used in the pharmaceutical industry. Expertise in wet granulation is widely available, as in the required equipment. The process improves flow and cohesion reduces dust and cross contamination and permits the handling of powder blends without loss of homogeneity. Though it has been practiced for many years and therefore may be perceived as an old fashioned process., it must be borne in mind that the wet franulation process has itself undergone a transformation in recent decades. High-speed mixer-granulators, fluidized bed granulation and drying and an ever increasing use of automation have served to make wet granulation a much more efficient and economic process than it once was( Marinelli, 2009). Nevertheless, the wet granulation process still retains many inherent disadvantages. Problems include choice and method of addition of the binder and the effect of drying time and temperature on drug stability and its distribution within the solid mass. Direct Compression Process: Advantages and Disadvantages The most striking feature of the direct compression process is its simplicity and hence economy. Less equipment is required and the number of stages in the process, each of which will require validation, is greatly reduced. There are also lower labour costs, reduced processing time and lower power consumption. On top of that since direct compression is a dry procedure therefore there would be no need for a drying stage. Thus, exposure to water and the elevated temperatures needed to remove that water are avoided, resulting in a decreased risk of deterioration of the active ingredient. A further advantage of DC is that tablets disintegrate into their primary particles rather than granular aggregates. The resultant increase in surface area available for dissolution should result in faster drug release. On the other hand talking about disadvantages, the primary limitation on the use of direct compression is that it depends on the fluidity and compressibility of tablet diluents. Therefor e it cannot be used for low potency, high dose active ingredients, where the inclusion of sufficient diluents in the formulation to permit direct compression would lead to unacceptably large tablets. Thus, active ingredients such as paracetamol and aspirin do not tend themselves to the DC process. However, as stated earlier, such ingredients are often available in pregranulated form (Holm, 2009) Thus considering the different ways to produce tablet it is also important to mention here that there has also been an increased emphasis in developing tablets that provide controlled disintegration/release process of the active ingredient.. These tablets are hence known by different names such as slow,extended, controlled, sustained or delayed release tablets to reflect their drug release characteristics. These modified drug release products provide further convenience to patients by reduced frequency of drug administration, thus increasing the chance of compliance as well. However for establishing the quality of a tablet product, the fundamentals remain the same i.e to ascertain that the product delivers the intended active ingredient in an accurate and reproducible manner. Therefore, tablet testing can be broadly divided into three aspects or categories: Confirmation of the nature of the active ingredient and the product ( Identity, quantity, impurities, integrity etc) Establishing pharmaceutical availability of the active moiety both in vitro and in vivo in humans and if required also in animals. Establishing stability profiles to achieve shelf life. Testing of nature of the tablet products: As a consequence one seeks to establish whether the tablets are within specifications, for example the nature of the active ingredients (identification) expected amount (assay) purity (related compounds) and uniformity of the amount of drug from tablet to tablet (uniformity of dosage units). Commonly these testing procedures are described in pharmacopeias under a specific name. In addition to these tests some other tests such as friability, hardness, disintegration etc are also conducted and will be described as below Uniformity of Dosage Units (B.P Pharmacopoeial Tests) This test is conducted to establish consistency in the content of active ingredient from tablet to tablet. There are generally two approaches taken in establishing this: weight variation or content uniformity. If the active ingredient represents not less than 50% weight of the tablet and greater than 50 mg, then one may establish uniformity of dosage units using the weight variation method. A sample of 10 tablets are weighed individually and results of these weighing are recorded. In the case of the content uniformity approach, a sample of 10 tablets are individually analyzed using the analytical method described under the assay procedure. It is mandatory to use content uniformity for tablets with less than 50 mg of active ingredient and/ or representing less than 50% total mass of the tablets. The content uniformity approach is preferred over the weight variation approach as it more precisely reflects the variation of the active ingredient from tablet to tablet. The required specifi cation for this test is that uniformity of dosage unit should be within a range of 85%-115% with a relative standard deviation of less than or equal to 6% (Holm, 2009) Friability ( Non B.P Pharmacopoeial Test) This test is intended to determine, under defined conditions, the friability of uncoated tablets, the phenomenon whereby tablet surfaces are damaged and/or show evidence of lamination or breakage when subjected to mechanical shock or attrition. Commercially available apparatuses known as friabilators are used for the test. Basically, it consists of a drum with diameter between 283mm and 291mm and having width of 36 mm-40 mm, made of transparent plastic material The drum is attached to the horizontal axis of a device that rotates at 25_1 rpm. The tablets are tumbled at each turn of the drum by a curve projection with an inside radius of 75.5 mm-85.5mm that extends from middle of the drum to outer wall. Thus, at each turn, the tablets roll or slide and fall onto the drum wall or onto each other. Usually, a sample of 10 tablets are tested at a time, unless tablet weight is 0.65 g or less, where 20 tablets are tested. After 100 turns, the tablet samples are evaluated by weighing. If the reduction in the total mass of the tablets is more than 1%, the tablets fail the friability test. Generally, the test is done once. If cracked, cleaved, or broken tablets are obvious, then the sample also fails the test (Marinelli, 2009). Hardness Testing ( Non B.P Pharmacopoeial Test) A tablet requires a certain amount of mechanical strength to withstand the shocks of handling in its manufacturing, packing, shipping, and dispensing. As discussed before, hardness and friability are most common measures used to evaluate tablet strength. The need for testing hardness or crushing strength, in addition to friability, may be explained with an analogy that friability determines how fragile a tablet is. If a tablet is more fragile than expected, then the friability test will detect its substandard quality. However, on the other hand, if the tablets are more robust than desired, a friability test would not detect this deficiency. It is the tablet hardness test that will detect the deficiency (Holm, 2009) Disintegration Test (B.P Pharmacopoeial Tests) A disintegration test is a test to establish how fast a tablet disintegrates into aggregates and/or finer particles. The test assumes that if product disintegrates within a short period of time, such as within 5 min, then the drug would be released as expected and one should not anticipate a problem in the quality of a drug product. Although this test is in use for some products in pharmacopeias, its use is generally diminishing in favor of drug dissolution testing (Holm, 2009) Materials Methods: Please refer to the Pharmaceutics Handbook for MPharm Year2 4.0 ) Results Discussion: A fundamental quality attribute for all pharmaceutical preparations is the requirement for a constant dose of drug between individual tablets. In practice, small variations between individual preparations are accepted and the limits for this variation are defined as standards in pharmacopoeias. For tablets, uniformity of dose or dose variation is tested in two separate tests: uniformity of weight and uniformity of active ingredient. These either reflect indirectly or measure directly the amount of drug substance in the tablet. Uniformity of active ingredient: The uniformity of active ingredient is carried out by ensuring a constant dose of drug between individual tablets. Traditionally, dose variation between tablets is tested in two separate tests; 1- Weight uniformity 2- Content uniformity If the drug forms greater part of the tablet, any variation in the tablet weight obviously indicates a variation in the active ingredient. (Weight uniformity test) If the drug is potent (USP specifies 50 mg of the active ingredient or less), the excipients form the greater part of the tablet weight and the correlation between the tablet weight and amount of the active ingredient can be poor, in this case another test (Content uniformity) must be performed (Holm, 2009) In this lab report the weight uniformity test was carried out (which is one of BP requirements) and the following results were obtained. The below table also shows the maximum and minimum percentage error. Table 4.1: Shows the calculated values for CV% along with maximum and minimum % error for various tablets produced by different processes, binders and excipients. Method Excipient Binder Mean / mg Range / mg % Error    CV% Min Max Min Max Direct Compression Lactose 169 164 173 2.95 2.36 1.7 Direct Compression Calcium Phosphate 146 141 148 3.42 1.36 1.5 Wet Massing Lactose PVP 122 120 125 1.63 2.45 1.4 Wet Massing Calcium Phosphate PVP 175 172 179 1.71 2.20 1.2 Wet Massing Lactose Klucel 118 116 119 1.69 0.84 0.9 Wet Massing Calcium Phosphate Klucel 149 142 154 4.69 3.35 2.88 Thus by the help of the above table 4.1 it can be clearly seen that all the tablets produced by different processes, different binders and different excipients are within the percentage max and min error show values below 6% of CV% thus all of them have passed the weight uniformity test. Different Binders: Binders are the substances which are added either dry or in wet- form to form granules or to form cohesive compacts for directly compressed tablets. An ideal binder should have good binding properties, as determined by compressibility under pressure, high plasticity, low elasticity and small particle size. Small particle size facilitates even distribution of the binder through the inter-particulate void spaces in a tablet. Uniform binder distribution in the tablet results in decreased pore structure and subsequent enhancement in tablet crushing strength. To reduce friability, a binder with highly plastic properties (high deformability) is essential. A further requirement for a good binder is low hygroscopicity. Excessive uptake of moisture (greater than 5 percent) or high moisture content can lead to instability and sticking during production (Summers, 2002) There are many excipients used as binders in the direct compression; these include hydroxypropylcellulose (HPC), methylcellulose (MC), povidone (PVP), hydroxypropylmethylcellulose (HPMC), and starches and their derivatives, such as pregelatinized and granulated starches. These polymers differ in their physico-chemical, mechanical and morphological characteristics. For direct compression, studies suggest highly compactable, plastic, fine particle size binders facilitate compression of drugs at relatively low filler-to-drug ratios, therefore representing ideal properties for tablet binders(Summers, 2002) The two different binders that were used in this lab were PVP Klucel XPF. In order to study the effects of different binders the following two figs will be used. Fig one represents the friability disintegration time Vs Hardness for tablets produced by wet massing with PVP as a binder and Lactose as a filler. Fig 4.1) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Lactose) binder (PVP) Friability : 1.05 % Hardness: 3.75 Kp Disintegration Time: 2.12 decimal mins The above figure represents the friability, Disintegration time and Hradness for a tablet produced the process of wet massing in the presence of lactose (as an excipient) and PVP as a binder. The value of friability as percentage drops from 2% to about 0.75 % as the hardness increases. This is because as friability is the ability to form fines or fragments of the original tablet and since the hardness of the tablet is increasing therefore consequently less fragmentation of the tablet would occur/ take place. On the other hand however the values for disintegration time augments from 0 to 4.5 with an increase in the value of hardness. This is due to the fact that compacts develop mechanical strength by creation of a surface bonding area between particles. This is mainly achieved by irreversible particle deformation that flattens initial asperity. The decrease of particle surface roughness enables molecular forces to act. Thus, the indentation hardness can be considered as that portion of the compression pressure that contributes to the formation of interparticulate contacts. Accordingly (Hiestand, 2000) proposed the tablet hardness to correspond to the magnitude of the bonding active compression pressure considering these arguments for the strengthening mechanism of tablets, the direct link between hardness and bonding points seems to be a reasonable theoretical approach. Fig 4.2) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Lactose) binder (Klucel) Optimum Hardness: 6.5 Kp Optimum Friability: 2.70% Optimum Disintegration Time: 3.45 (time/ decimal mins) The above figure represents the friability, Disintegration time and Hardness for a tablet produced the process of wet massing in the presence of lactose (as an excipient) and Klucel as a binder. From the above figure 4.2 it can be seen that with increased hardness of the tablet the value of the friability drops down. Whereas a direct relationship can be seen between the hardness and disintegration time. Comparing the above two fig 4.1 and 4.2 , it can be seen that fig 4.2 has an optimum hardness value of 6.5 whereas that for fig 4.1 has a hardness value of 3.75 .In a similar fashion there is a difference in the values of optimum disintegration time too with fig 4.2 showing higher disintegration time in comparison to that showed by fig 4.1.This difference in the optimum hardness value is due to the difference of binders. From the obtained results it can be seen that using Klucel results in optimum hardness much high in comparison to when PVP is used. But the value for optimum friability is less i.e 1.05% when PVP is used in comparison to Klucel (friability value is 2.70%). In a similar fashion the values for disintegration time is less for tablets produced by PVP whereas it is high for tablets produced by Klucel . Hence from the results obtained above the PVP seems to be a superior binder in comparison to Klucel in terms of lower friability and less disintegration time period. Fig 4.3) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Calcium Phosphate ) binder (PVP) Optimum Hardness: 5.8 Kp Optimum Friability: 0.78% Optimum Disintegration Time: 0.38 (time/ decimal mins) Fig 4.4) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Calcium Phosphate ) binder (Klucel) Optimum Hardness: 1.4 Kp Optimum Friability: 0% Optimum Disintegration Time: 0.2 (time/ decimal mins) From fig 4.4 it can be seen that the friability behaves quite unexpectedly with increasing hardness. Normally with the tablets, the increase of compression force causes a reduction of friability. The value of friability falls down from 2.75 % to 0 but then starts to rise again as the hardness augments to 5 Kp. One of the possible explanation for this trend could be due to the fact that When the compression force increases, the particles deform plastically and the tablets become harder and less friable But at higher compression forces the friability of the tablets seemed to increase again although the crushing strength remain stable. This could be explained by some fragmentation of the system. Thus again by the help of the above two fig 4.3 and 4.8 it can be clearly seen that the results obtained in this comparison case are opposite to the results obtained by the help of the fig 4.1 4.2. PVP yielded tablets which have higher optimum hardness in comparison to those produced by Klucel. A similar case is with friability and disintegration time too. Thus in this case Klucel stands out to be a superior binder (with respect to low friability and disintegration value). However literarure (Ahmed, 2000) shows that K90 grade for PVP used in this lab (more viscous in comparison to that of Klucel) should produce harder granules. Furthermore using a high grade for PVP like K90 , which is highly viscous, would result in higher dissolution time and hence high disintegration time, which would also consequence in the production of harder tablets. Thus the harder the tablet are the lower friability they would have. Klucel on other hand is less viscous, therefore is will produce softer granules hence softer tablets (therefore low disintegration time and high friability of the tablets will be observed) But this case is not entirely true in all circumstances, as it depends on the grades of the binders used. For example some (Summers, 2002) shows that some grades of Klucel exhibits a unique combination of thermoplasticity with organic solvent or aqueous solubility, allowing tough tablet preparation using many different formulation techniques. Furthermore a tougher binder with a high degree of plastic flow provides better friability performance. In addition, such binder characteristics allow a tableting process to run at a higher compaction speed without capping process. Beyond unmatched tablet hardness and friability, benefits of tableting with Klucel include: à ¢Ã¢â€š ¬Ã‚ ¢ Lower compression and ejection forces; and à ¢Ã¢â€š ¬Ã‚ ¢ Reduction or elimination of tablet capping. On top of this (Boyle) also shows that Klucel can be used at lower use levels to yield superior tablets, compared to tablets with higher binders levels of HPMC, MC, PVP (Grade K 70) and pre-gelatinized starch. (Aqualon) also stated that High-dose acetaminophen formulations using lower levels of poorer binder like PVP (K70) resulted in poorer formulations due to capping. Furthermore, Klucel (Low Grade) has low viscosity due to which it has much lower (almost twice less) the dissolution time in comparison to that for PVP (grade K70). This has a direct impact on disintegration. Thus the lower the dissolution time is, the faster it will disintegrate (hence will show fast effect) (Marinelli, 2009) Different Excipients: In this lab only two different types of excipients were used i.e Lactose and Calcium Phosphate Fig 4.5) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Lactose) binder (PVP) Optimum Hardness: 3.78Kp Optimum Friability: 1.1 % Optimum Disintegration Time: 2.15 (time/ decimal mins) Fig 4.6) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Calcium Phosphate ) binder (PVP) Optimum Hardness: 5.80 Kp Optimum Friability: 0.78% Optimum Disintegration Time: 0.38 (time/ decimal mins) By the help of the fig 4.5 and 4.6 it can be clearly seen that the value of optimum hardness (for lactose) 3.78 Kp is quite low in comparison to the value of optimum hardness 5.80Kp for tablets which had calcium phosphate as main excipient. However the same figures also show that lactose has a higher value for friability (1.1%) and disintegration time (2.15 decimal min) in comparison to those showed by calcium phosphate. (Friability 0.78%) and disintegration (0.38 time decimal mins). This difference is due to the fact that lactose is more compressible than calcium phosphate and hence requires less amount of compressible force (as this is what the obtained data suggests). However in real time it has been proposed by (Marinelli, 2009) that calcium phosphate has higher density, hence higher compressibility. Therefore in such a case low compression weight would be required to produce hard tablets with less friability. Whereas in case of lactose it has been suggested that it has lower tap ped density hence poor compressibility. This suggests that at lower pressures it will be elastic and therefore a higher compression weight will be required to produce hard tablets with lesser/lower friability. Fig 4.7) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Lactose) binder (Klucel) Optimum Hardness: 6.5 Kp Optimum Friability: 2.70% Optimum Disintegration Time: 3.45 (time/ decimal mins) Fig 4.8) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (calcium phosphate) binder (Klucel) Optimum Hardness: 1.4 Kp Optimum Friability: 0% Optimum Disintegration Time: 0.2 (time/ decimal mins) Thus by the help of the figures 4.7 and 4.8 it can be seen that the results obtained for lactose and calcium phosphate are opposite to the results obtained in figures 4.5 and 4.6. Fig 4.7 and 4.8 show that tablets produced using lactose had high optimum hardness to those produced by calcium phosphate. In a similar fashion the values for friability and disintegration time for tablets produced using lactose were high in comparison to those produced by calcium phosphate. However literature (Marinelli, 2009) suggests that lactose is also more water soluble than calcium phosphate therefore it will dissolve and provide a pathway for diffusion of drug and erosion of matrix, leading to a faster (lower dinintegration time) release of drug from matrix tablets (in comparison to calcium phosphate). Different Processess: The two different sets of processes used in this lab were direct compression and wet massing Fig 4.9) Shows relationship between friability, hardness disintegration time for tablet produced by the process (wet massing) , excipient (Lactose) binder (PVP) Optimum Hardness: 3.78 Kp Optimum Friability: 1.1 % Optimum Disintegration Time: 2.15 (time/ decimal mins) Fig 4.10 ) Shows relationship between friability, hardness disintegration time for tablet produced by the process (Direct Compression) excipient (Lactose) Optimum Hardness: 3.00 Kp Optimum Friability: 0.480 % Optimum Disintegration Time: 0.15 (time/ decimal mins) Thus by the help of the figure 4.8 and 4.9 it can be clearly seen that tablets produced by direct compression show lower optimum hardness, lower value for friability and lower value for disintegration time. Wet massing on the other hand results in tablets formed with high optimum hardness value, high friability value and high disintegration time. It is also worth mentioning at this stage that direct compression process required DC lactose and calcium phosphate of higher grades (Direct compression formulations require good flow in order to maintain proper weight uniformity) whereas low grade regular lactose and calcium phosphate were used for wet massing (during wet massing low grade excipients were used however the granules produced could have been affected by sieving) With regards to wet massing, it is generally agreed that there will exist an optimum range of granule sizes for a particular formulation, and therefore certain generalizations are worthy to note here. Within limits, smaller granules will lead to higher and more uniform tablet weight and higher tablet crushing strength, with subsequent longer disintegration time and reduced friability. The strength of granules has also been shown to influence the tensile strength of the tablets prepared from them, with stronger granules leading, in general to harder tablets (Marinelli, 2009). Conclusion: Fianlly to sum up everything, it was seen in this lab that all the set of tablets produced (hard, soft medium) via different processes or by different excipients or binders , all of them passed the uniformity of weight test. Concerning binders, in this lab PVP seem to stand superior to Klucel (however this might not always be the case). Regarding excipients both lactose and calcium phosphate could be used. As , calcium phosphate has higher density, hence higher compressibility. Therefore in such a case low compression weight would be required to produce hard tablets with less friability. Whereas in case of lactose it has lower tapped density hence poor compressibility. This suggests that at lower pressures it will be elastic and therefore a higher compression weight will be required to produce hard tablets with lesser/lower friability. Lastly , both DC and wet massing were used to produce tablets however tablets produced by DC had shorter disintegration time in compariso n to those produced by wet massing.

The Online Advertising Overview Media Essay

The Online Advertising Overview Media Essay As the presence of technology meshes into every aspect of our lives, mobile advertising has been recognized by many if not all marketers as being the future, but is it truly? Mobile devices have taken over our lives in many aspects. With their ability to shoot video, take pictures, playing your music library, browse the internet and so on; these new features allow marketers to target consumers via mobile ads and mobile applications. As time passes and technology evolves, new types of advertising venues spring up transitioning from newspapers to billboards, TV and radio, and now the internet. The authors of a peered reviewed scholarly article discuss how, Online advertising has three characteristics; ease of targeting; personalized contents; and interactivity (Dhar, Subhankar, and Upkar Varshney, 356). In comparison to TV or radio advertising, the internet medium allows advertisers to create interactive advertisements that can be tailored to be personalized and target the consumers di rect interests. But with the introduction of new methods and technologies to the market, it does not come without its disadvantages. Online Advertising Overview The end of the 20th century and the beginning of 21st were characterized by rapid developments of communication tools. Advertising delivered over the Internet or better known as online advertising has become a significant source of revenue for web-based businesses. Internet-based advertising is a gale of creative destruction (in the words of Schumpeter, 1942) sweepin g across the advertising and media landscape. Online advertisings humble beginnings began in in 1994 when HotWired, a web magazine, sold a banner ad to ATT and displayed the ad on its webpage (Kaye and Medoff, 2001). But since that time, the e-commerce hype has taken hold, and the focus has already moved on to the mobile Internet. The new technology changed the world by revolutionizing communication at a time when mobile computing technology as a communication tool was solely limited to telephone. However, due to digitalization and the consolidation of telecommunication networks and Internet technology, mobile devices ha ve evolved to provide the same experience as full-scale Internet-enabled computers. The convergence of these technologies provides endless possibilities for mobile computing applications and usage. M-advertising is inexpensive and can be highly targeted towards a certain individual. The potential of mobile devices as direct marketing tools has not gone unnoticed and advertisers have realized the opportunity to use the mobile channel to text information to targeted consumers. Unlike traditional print, TV, or even email advertising, companies can now reach speci ¬Ã‚ c consumer groups or even individuals, virtually anywhere, anytime, and based on the physical location of the mobile user. In addition, companies have more knowledge about their client pool than ever before. This provides businesses with the opportunity to reach their prospects when and where it is most appropriate for the effectiveness of a marketing campaign. M-advertising could most likely become a very powerful new marketing tool enabling businesses to customize and personalize advertising for mobile users. The Negative Side Effects of Mobile Advertising Although there are various de ¬Ã‚ nitions for the concept of M-advertising, no commonly accepted de ¬Ã‚ nition exists. This is because not much research is done in the area of M-advertising. In the present article M-advertising is referred to as the sending of electronic advertisements (mobile ads) to consumers carrying mobile devices. M-advertising is regarded by many as one of the most promising and pro ¬Ã‚ table business opportunities amongst mobile computing applications. A recent mobile marketing survey suggests that about 7% of the mobile users would be willing to receive mobile ads if they were relevant. Unlike personal computers (PCs), mobile devices typically are not shared, which allows for precise targeting of advertising to a single person. Moreover, mobile users rarely leave their home without their device and use them frequently throughout the day. As a result a message sent to a mobile device commands the immediate attention of the mobile user and may be perce ived as intrusive if the message is unanticipated. Mobile advertising is inexpensive and novel, and can be highly targeted towards a certain individual. The potential of mobile devices as direct marketing tools has not gone unnoticed and advertisers have realized the opportunity to use the mobile channel to text information to targeted consumers. Unlike traditional print, TV, or even email advertising, companies can now reach speci ¬Ã‚ c consumer groups or even individuals, virtually anywhere, anytime, and based on the physical location of the mobile user. In addition, companies have more knowledge about their client pool than ever before. This provides businesses with the opportunity to reach their prospects when and where it is most appropriate for the effectiveness of a marketing campaign. M-advertising could most likely become a very powerful new marketing tool enabling businesses to customize and personalize advertising for mobile users. The authors bring up the negative side effects of mobile advertising which include spam mail, SMS text messages, and privacy invasion. The authors go on to explain that, Since mobile communication is perceived as a truly private way of intercommunication, consumers can easily have a feeling that their privacy is invaded (Dhar, 356). The biggest fears that have arisen in recent years are location based marketing via GPS enabled mobile devices. (Dhar, 356). It isnt a surprise though that the idea of combining location information and user data could raise a serious privacy concerns for consumers because the activity of the individual can possibly be traced, which the authors also bring up. Privacy of the consumer can come in many different tolerance levels. Consumers nowadays prefer advertisements which are geared more towards their interests than ones that dont. Email and other types of internet messaging services are often times the center of spam targeting. A scholarly article by Evelyne Beatrix Cleff affirms that, Unanticipated advertising messages, commonly referred to mobile spam, are considered to be a form of privacy violation (Cleff, 229). Data which is collected from the market is used to create a profile of the consumer and help to categorize what that persons interests are. Cleff later states in the article that These practices may lead to an over-collecting of personal data without the proper implementation of personal data privacy, such as providing a set of standards governing the collection as well as the use of personal data and addressing issues of privacy and accuracy (Cleff, 229). Since most of use our smartphones for popular social networks such as Facebook, Twitter or Instagram, our standard of privacy as changed c ompletely. 50 years ago, for example, the general population would have never dreamed of putting up their personal home phone number up on a billboard for all to see. Yet nowadays, Facebook users will post even their home addresses on their profiles and other social networking websites with millions of eyes to see it. Because these advertising methods interfere into peoples private information, there are opt-out programs when using these services that restrict personalized advertising from gathering any information from your online browsing habits. A statement made by Cleff brings up the point that Consequently, privacy fears may not only be limiting the growth of m-advertising, but may also be affecting the validity and completeness of customer databases and pro ¬Ã‚ les, leading to inaccurate targeting, wasted effort, etc (Cleff, 229). Because online privacy has been a huge issue, there has been doubt that as the consumer becomes more annoyed by the presence of advertisements on the internet. Since literally all major social networking and online e-tailors provide opt-out programs for their users, will it be able to provide continued revenue growth in the coming years? Regulation and The Future Regulation in the United States falls under the Federal Trade Comission (FTC) with their Federal Trade Commission Act (FTCA) which protects consumers from unfair practices by sellers and marketers alike. A scholarly article in the Texas Law Review by David DeMarco goes indepth on the topic of privacy issues related to online marketing methods and subsequent regulations that comes with it. He goes on to explain that Although e-companies and Internet users may differ about the degree of access to collected information that companies ought to provide to their customers for verification purposesà ¢Ã¢â€š ¬Ã‚ ¦ businesses have a compelling interest in maintaining accurate and complete information about their customers (DeMarco, 1042). He goes on later to explain how there has been a push in the last two decades to push for industry self-regulation which is considered by a source in his article to be an abject failure. Because the internet is so vast and unregulated by governments, there h ave been huge doubts as to how consumers privacy will ever be regulated. According to a statement made by DeMarco, At the core of the self-regulatory regime sits a websites privacy policy (DeMarco, 1045). Since websites wont take responsibility for your information, who will? People dont realize as they allow for these websites and applications to access our photos, contacts, emails and so on, we give up ourselves to potential criminals that may lurk on the internet. As social networks come and go, the privacy we give up wont change. Society today as shifted completely due to the internet and without regulation, privacy or the idea of it will become nothing more than a word since all our information will be out there for the taking, regardless of your opinion. Overall, privacy issues and mobile advertising have turned into something highly taboo. Opinions on the matter vary from consumer to consumer due to younger people being more open about information their parents generation would have deemed unimaginable to post on the internet for all eyes to see. Laws and regulations by governments cannot keep up with the ever changing fads on the internet. From location based personalized advertising to the billboard you drive past on highway, mobile advertising is becoming embedded into every aspect of our lives. Consumers today carry their phones everywhere and with the mobile internet service providing the link, millions if not billions of people have their information gathered daily to provide a more personalized and creepy targeting campaign for your buying desires.

Racism, Sexism, and Stereotypes In Media Essay -- Media Essays

This essay discusses censorship and the way in which social media and consumer products affect and model an appropriate societal ‘literacy’ or view in particular regards to gender and race, to young children. A summary of the stereotypes displayed in several videos viewed on YouTube, as well as student’s own identified stereotypes, both in regards to race and gender, are displayed below (Alexander, 2011; BrokenXLoner, 2012; Lac, 2013; Walt Disney Pictures, 1998, 1994, 1992, 1967, 1955, 1953, 1941): Examples of ‘Frequent Racial Stereotypes’ Displayed in Popular Culture African American (examples: Disney crows, orang-utans in Jungle Book, The Lion King hyenas) American Indians (example: American Indians from Peter Pan) †¢ Athletic, often dancing – jive, hip-hop, break dancing, hustle, †¢ Slowed, slurred speech patterns †¢ Jungle Book – orang-utans singing about wanting to be like men †¢ Underdog – has to work hard to get somewhere, ‘sidekick role’ †¢ Criminal – ‘hood’, guns, gangs, ‘crooked/shonky’, poor †¢ Player - sexualise females in particular †¢ Loud, opinionated women who boss around their men †¢ Comedians – loud, funny †¢ Depicted as saying ‘woo woo woo’ whilst clapping hand over mouth, and saying ‘ugg’ †¢ Teepees †¢ Dancing – jumping and kicking with arms crossed without much knowledge or sequence to their movements Asian (examples: Siamese Cats ‘Lady and The Tramp’, Mulan) Caucasian †¢ ‘Asian Features’ – slanted eyes, buck teeth †¢ Cunning and manipulative †¢ Seen as sexist and oppressive societies – girls have no value if they are not married, women should obey orders from men †¢ Intelligent †¢ Fighting/tough †¢ Women can be sexualised and fragile †¢ Tough parental expectations †¢ Rich †¢ Preppy †¢ Dumb †¢ Blon... ...The Lion King [Motion Picture]. USA: Walt Disney Pictures. Walt Disney Pictures (Production Co.), & Clements, R. & Musker, J. (Directors). (1992). Aladdin [Motion Picture]. USA: Walt Disney Pictures. Walt Disney Pictures (Production Co.), & Reitherman, W. (Director). (1967). The Jungle Book [Motion Picture]. USA: Walt Disney Pictures. Walt Disney Pictures (Production Co.), & Geronimi, C., Jackson, W. & Luske, H. (Directors). (1955). The Lady and The Tramp [Motion Picture]. USA: Walt Disney Pictures. Walt Disney Pictures (Production Co.), & Geronimi, C., Jackson, W. & Luske, H. (Directors). (1953). Peter Pan [Motion Picture]. USA: Walt Disney Pictures. Walt Disney Pictures (Production Co.), & Armstrong, S., Ferguson, N., Jackson, W., Kinney, J., Roberts, B., Sharpsteen, B. (Directors). (1941). Dumbo [Motion Picture]. USA: Walt Disney Pictures.

Propaganda and How It Is Uses by United States Government :: American Government, American Expansion

In today society, our daily lives are surrounding by ads, television, internet, the presses, and many publications. These are some of the many forms of what is called propaganda. It â€Å"is a form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself† (Online Wikipedia). Here, I am not talking about some superstores promotion like Wal-Mart or Costco to persuade us to buy their products. On the contrary, I am talking about how propaganda is use by United States Government to dominate the public point of view in time of wars, or alter public perception of political or none political issues. Now, let us look at some historical events where our government uses propaganda in those situations. Begin with the Philippines war, slogan like â€Å"advancing freedom†, â€Å"Christian benevolence†, and â€Å"prosperity† were use to â€Å"break† the â€Å"anti-imperial traditionsâ⠂¬  of the people in order to enable the McKinley Administration to legally conduct wars against the Filipinos â€Å"for control of the Philippine Islands† (Brewer 14). The intention of the war was that the U.S. believed the islands are strategic locations to â€Å"the markets and natural resources of Asia† (Brewer 14). However, the truth can not be disclosed to the public, and government needs public supports for the war. And so, the McKinley Administration portrait a total different image of â€Å"American expansion in the Pacific as a continuation of Manifest Destiny, comparing the Filipinos to Native Americans, calling them savage warriors or ‘little brown brothers’ (Brewer 15). Then come World War I, President Woodrow Wilson Administration established the â€Å"Creel Commission† to manipulate the so called â€Å"extremely pacifistic population† to wrath war against Germany (Chomsky 11). And at the end of the war, the same strategy of propaganda is use to â€Å"destroying unions and eliminating such dangerous problems as freedom of the press and freedom of political thought† (Chomsky 12). This was later known as the Red Scare. Although under the leadership of the President, the propaganda used are strongly support and pushed by the media and businesses for their own interest. Furthermore, there is that certain group of people in society who considered themselves as the â€Å"more intelligent members of the community† or â€Å"specialized class of responsible men† who believed only they can understand the common interests of the people (Chomsky 12, 15).

Soul Coughing - The Songs on Ruby Vroom :: Music

Soul Coughing - The Songs on Ruby Vroom Rock works on many levels: as a shared enthusiasm, public entertainment, communal experience;, but also as secret fantasy, private escape, a personal obsession Jim Miller    Floresent lights splash across the sea of bouncing bodies and swirling appendages. Occasionally a strobe awakes from its narcoleptic slumber to wink at the nocturnal nation cavort across fog flooded floors. I sit in the shadows. I am an island ( not in the geographical formation sense, but rather in the Simon and Garfunkle sense). Music seems so tainted; its freshness extracted by the incestuous industry. Get an acclaimed producer, and make a video to show how pretty your band is. Become a whiney lesbian folk singer professing cynical prophesies with an acoustic ax, a violent criminal that uses his vehemence as an art form, a diva whose love songs are darker than her exposed panties, or perhaps a greasy haired bar-chord master with a chip on his shoulder and a heroin needle in his arm proclaiming how hard life is in suburbia. There must be something new in rock's tepid arena, and not just another "underground" sound that is this week’s salt-lick style. There must be a band out there in the very nucleus of pop music that will not take its precious history and throw it away. That will endure to "stand on its shoulders," understand it and explore its depths to form new music (Percy 49). There must be a band that has a lead singer who wrote a poem about Neil Young vomiting, and then had the audacity to name the band after it (Park). There is. This is Soul Coughing. Seeking shelter from the neon disco aerie, I float into the leaf –thatched shack of the "Casiotone" Cantina. Clans of Muppet dancing hybrids convulse to the sounds of freak jazz – "sugar free" of course. The rest of the clientele, stupefied, look googly eyed into their empty beakers. An intoxicated, but not completely drunk, man offers me a "velvet crush." He is a bit shifty looking, with his "blue eyes and skinny tie," so despite my thirst I decline. Besides, I’m underage; I wouldn’t dream of drinking alcohol. His name is "Moon Sammy" and he hands me a card for "The People’s Republic of Lumps in My Oatmeal"(PRLMO). He tells me he is on the run. He "crashed a plane into the Chrysler building," and now a "Mr. Soul Coughing - The Songs on Ruby Vroom :: Music Soul Coughing - The Songs on Ruby Vroom Rock works on many levels: as a shared enthusiasm, public entertainment, communal experience;, but also as secret fantasy, private escape, a personal obsession Jim Miller    Floresent lights splash across the sea of bouncing bodies and swirling appendages. Occasionally a strobe awakes from its narcoleptic slumber to wink at the nocturnal nation cavort across fog flooded floors. I sit in the shadows. I am an island ( not in the geographical formation sense, but rather in the Simon and Garfunkle sense). Music seems so tainted; its freshness extracted by the incestuous industry. Get an acclaimed producer, and make a video to show how pretty your band is. Become a whiney lesbian folk singer professing cynical prophesies with an acoustic ax, a violent criminal that uses his vehemence as an art form, a diva whose love songs are darker than her exposed panties, or perhaps a greasy haired bar-chord master with a chip on his shoulder and a heroin needle in his arm proclaiming how hard life is in suburbia. There must be something new in rock's tepid arena, and not just another "underground" sound that is this week’s salt-lick style. There must be a band out there in the very nucleus of pop music that will not take its precious history and throw it away. That will endure to "stand on its shoulders," understand it and explore its depths to form new music (Percy 49). There must be a band that has a lead singer who wrote a poem about Neil Young vomiting, and then had the audacity to name the band after it (Park). There is. This is Soul Coughing. Seeking shelter from the neon disco aerie, I float into the leaf –thatched shack of the "Casiotone" Cantina. Clans of Muppet dancing hybrids convulse to the sounds of freak jazz – "sugar free" of course. The rest of the clientele, stupefied, look googly eyed into their empty beakers. An intoxicated, but not completely drunk, man offers me a "velvet crush." He is a bit shifty looking, with his "blue eyes and skinny tie," so despite my thirst I decline. Besides, I’m underage; I wouldn’t dream of drinking alcohol. His name is "Moon Sammy" and he hands me a card for "The People’s Republic of Lumps in My Oatmeal"(PRLMO). He tells me he is on the run. He "crashed a plane into the Chrysler building," and now a "Mr.

Linclon Reaction Paper Essay

On Monday November 26th I watched the recently released film Lincoln, at United Artists Cinema in Long Beach. Lincoln was directed by Steven Spielberg and released in cinemas around the United States on November 16th, 2012. The film had a well-known cast with Lincoln’s character was played by Daniel Day-Lewis, Mary Todd Lincoln by Sally Field, William Seward by David Strathaim and Thaddeus Stevens by Tommy Lee Jones. The film was based on Doris Kearns Goodwin biography titled ‘Team of Rival: The Political Genius of Abraham Lincoln’. After the release of the book Spielberg became fascinated with Lincoln’s character and gained the film rights to the book. Shortly after pre-production for the film began back in 1999. The story line is based around the last four months of President Abraham Lincoln’s life during his second term of his presidency. The Civil War is believed to be coming to an end and the northern states of the union continue to fight the southern confederate states in an effort to abolish slavery. The film heavily focuses on the month of January in 1865 where Lincoln directed his efforts on passing the thirteenth amendment to the United States Constitution through the House of Representatives. Previous to the amendment in 1963, Lincoln issued the Emancipation Proclamation which proclaimed all slaves in the United States to be ‘forever free,’ including those men from the confederate states that were in rebellion during the war. Most people thought that the war was coming to an end within the coming months and Lincoln believed the Emancipation Proclamation would be disregarded once the war ended and peace was established. Passing the thirteenth amendment was preciou s to President Lincoln as it formally and legally outlawed slavery and involuntary servitude of all peoples of the United States. Lincoln so far has been very well received and there are many elements that make the film both notable and exemplary. Many critics are already prophesizing Daniel Day-Lewis to be a top contender for the Academy Award for Best Actor and the film to be voted Best Picture of the year. Daniel Day-Lewis does a fantastic job at bringing Lincoln’s character to life and gives him a very likeable demur for the audience. His ability to become the character, captures the great man that President Lincoln was. Due to the narrow focus of the story line the audience is able to grasp Lincoln in a way that is unprecedented by other story tellers. Sally Field is also very convincing in her role as Mary Todd Lincoln with an emotional nature as she mourns the loss of her young son Willie. The film is very consistent with the events of the time and paints an accurate and believable picture for the audience of life during the civil war for both soldiers and diplomats. They highlight how President Lincoln was a wind of change during the difficult and turbulent time during the Civil War. The film explains the importance and actual proceedings that were involved with passing of the thirteenth amendment to all viewers in a way that is enjoyable to both history buffs and younger audience members with a less detailed knowledge of the time. Although the film has been well received flaws can be observed by viewers. The story line only covers a very short space of time of the last four months of Lincoln’s life. It would have been interesting for the audience to have learnt more about Lincoln’s two terms as president. The films focuses exclusively on the passing of the thirteenth amendment and leaves out other significant achievements of Lincoln and important on goings during that period. This narrow subject area focus made the film quite slow for the audience. Sections of the film seemed to drag on and may have been cut out to include a larger time scale of events. The film highlighted what a great leader Lincoln was. It showed how he was strong in times of adversity and continued to flight for the rights of all America men. He held his moral ground on the issue of slavery and ensured that he achieved equality for African Americans. Lincoln role was important as he established America as the land of freedom for all. At the end of the film Lincoln is assassinated. It is a sad moment in the film yet highlights the notoriety that comes with holding such a prominent position of office and that sensitive political topics sometimes cause irrational behavior among citizens. In the wake of the recent presidential election the lessons of Lincoln seem particularly relevant. The election of President Barak Obama as the first African American president was a landmark in American politics and society. It was also a victory for the legacy of President Lincoln who emancipated colored slaves and set them free on American soil. Obamas election as president highlights the good work that Lincoln fought for and achieved with his Emancipation Proclamation and the passing of the thirteenth amendment. Lincoln the film is an outstanding example of how democracy can be used to achieve great things. The film highlighted that the political process can be very difficult especially when trying gain approval from both political parties on sensitive issues. The scene that follows the morning of the vote on the thirteenth amendment is very emotional as the senators each take time to cast their individual vote. This highlights the importance of the individual in maintaining a democracy that is fair and representative of the people’s voices. The strong spirit and moral code that Lincoln bought to his role as president are characteristics that should be emulated by current and future presidents and members of congress in the United States. Lincoln stood behind his demand for peace with the southern states. US political leaders should strive to achieve peace with nations yet ensure that human rights abuses are not being violated by the enemy. The US should stand on the moral high ground to protect the freedoms of the citizens in their jurisdiction. Lincoln believed that the abolishment of slavery needed to be rooted in the law and stood behind this decision to ensure that he achieved the right outcome for the American people. US politicians must ensure that they make choices which benefit all US citizens and are of a high ethical standard. The legalization of gay marriage may be the modern equivalent to the outlaw of slavery though the thirteenth amendment in 1865. Earlier this year President Obama officially stated that he endorsed the legalization on gay marriage and that he believes homosexual couples should be able to marry in the United States. This is similar to Lincolns Emancipation Proclamation which gave indication that Lincoln personally felt slavery was cruel and inhumane. Lincoln’s courageous efforts for liberty are still being replicated within the political system. During the recent election Maryland and Maine both passed laws to legalize gay marriage and create equality. The passing of these state laws highlights a step by President Obama, US Senators and the American people to continue Lincoln’s legacy of creating freedom of choice for all in the United States.

Marrying for Money

â€Å"I’m a little shocked at t he numbers,† says Pamela Smock, a sociologist at the University of Michigan who has studied marriage and money. â€Å"It’s kind of against the notion of love and soul mates and the main motivations to marry in our culture.† (Frank, 2007). These shocking words that came out from a sociologist only suggests that in modern times, money should still be not the reason for marrying. It is a fact however that money is a big driving force for someone who wants to get married. At the back of their minds, there is the constant reminder of reality like divorce or annulment. However, they should also consider why they got into the relationship in the first place. Relationships are not built based on money. Moreover, one does not dwell into a relationship with the primary concern of money; whereas; it should have been the connection and the love that the partners share. Getting married is not like a hot potato that you can eat and spit out the moment that you discovered that it is too for you to handle. Marriage is a lifetime relationship and commitment; and this very same basis should be built on love, trust and respect. Ultimately, it should not be money because it devoid the vow that they made in front of the authority (may it be religiously or lawfully speaking). No matter how money plays a very important role in our society today, marriage should still be based on the wanting of both people to stay together for the rest of their lives. Additionally, since most of people these days are very agitated into climbing their way into the corporate world. People who want to settle down are the ones that have already made a niche in their fields. This only implies that they have everything they want or could ever want so the concept of money is the least on their priority. In addition, there are such things as pre-nuptial agreements which protect the assets of both parties. And people who sign to such agreements only want to protect their hard-earned money; so it is wrong to say that people want to marry for money. People who want to make money out of marriage are the ones who see it (marriage) as business or a way to get what they want. People who have mindsets like that are very superficial. Their concept of marriage very different from what it really is. Instead, they put a price tag to marriages. However, there are cases wherein people settle down more than once but it is enough to say that they married for money. Take for example Elizabeth Taylor who married five different guys. She is rich on her own that is why she married those guys because she wants to be committed with them for eternity. This only implies that once again, people who want to get married should want to do it because they want to spend the rest of their lives with that special someone. Since most people who want to get married are successful in their chosen field, that is the time that they want someone to spend their life with. Even though the person is really doing well, they cannot be considered truly successful unless they want to achieve real happiness. And marriage, in its purest form, is the only way to achieve that goal. Alongside the desire that you want to share your life with that special someone, the ultimate goal why someone should get married is the happiness that marriage can bring into your life. Marriage is about raising a family and that can give you an ultimate high that not even any achievement can bring. Money is a measure of how successful you are but a happy marriage is also another. Money come and go but family will not. Marrying because of money is a very superficial reason. Marriage is about a commitment of two people to become one which have the same mindset of achieving a happier state in life.   Marriage should be built on trust; respect and love because those really are the basic foundation of a successful future family which ultimately is one of the measurements of how successful you have become. References: Frank, R. (2007). Marrying for Love†¦of money [Electronic Version]. The Wall Street Journal.Retrieved January 16, 2008   from http://online.wsj.com/article/SB119760031991928727.html.                     

How does Moliere use irony as a tool of satire in Tartuffe? Essay

Satire is defined in the Merriam-Webster Dictionary as a â€Å"literary work holding up human vices and follies to ridicule or scorn. † Aside from this definition, satire can also be described as a particular literary way to possibly improve humanity and the society. In Tartuffe, Moliere censures and ridicules the human behavior and features, though Moliere did these to develop his characters’ faults rather than destroying them. In a particular scene on the play, Moliere uses irony to satirize the character of Tartuffe. The play utilizes dramatic irony through Damis or Orgon concealing inside a closet or under the table while Elmire is having a conversation with Tartuffe. There are two instances of this irony. The first one was when Damis was hiding in a closet. Through this, Moliere gives the audience a glimpse of the true character of Tartuffe. Look more:  incongruity satire essay In Act II: Scene 3 of the play, while Damis was hiding, Tartuffe said â€Å"Though pious, I am none the less a man†. Also in this scene, the audience can clearly see that Tartuffe is harassing Elmire. The second instance of dramatic irony that fully exposed Tartuffe’s mask and unveiled his true character was during the fourth act when Orgon was hiding under the table while Tartuffe and Elmire were having a conversation. Believing that only the two of them was in the house, Tartuffe asked Elmire to be his â€Å"pupil† and he will teach him on how to conquer hesitation. Through this scene, the audience yet again witnesses the hypocrisy of Tartuffe. Through the use of dramatic irony, Moliere shows the audience that we can not always rely our decisions on everything based on what we only see. Moliere also depicts in his work Tartuffe that it is possible that someone we know is a complete different person than what he appears to be.

M.L.K and Malcolm X Compare/Contrast

The two most influential civil rights activists in American history were Dr. Martin Luther King Jr. and Malcolm X. They supported equal rights for every race, but when comparing MLK’s â€Å"I Have a Dream’ and Malcolm X’s â€Å"The Ballot or the Bullet,† one sees the similarities in their rhetorical styles and differences in their tone and message. As seen in â€Å"I Have a Dream,† MLK has a more civilized and peaceful solution to the nation’s problems; whereas in X’s he has a will to do whatever it may take to solve the problems. Martin Luther King Jr. nd Malcolm X use the same rhetorical strategies to enhance their message in their speeches. One device or strategy is repetition. In King’s speech he repeated the phrase â€Å"I have a dream’ in order to emphasize to his audience the importance on their cause and to stimulate the people’s pride furthering civil rights. King wanted everyone to see America’s true potential and beauty and how America could be. Malcolm X also demonstrated the use of repetition when he repeats â€Å"I’m not here. † He illustrates to his audience that he is not there to talk about himself, but of the greater cause, in other words, the fight for civil rights. Though both may have used the same devices and advocated the same goal, both had opposite solutions to the nation’s problem. Another shared quality in their works is the use of antithesis. In Dr. King’s â€Å"I Have a Dream†, he states â€Å"Now is the time to lift our nation from the quick sands of racial injustice to the solid rock of brotherhood. † He depicts that the nation should end all discrimination and come together as one and become a unit of one another harmonizing. X also had great use of this device to amplify compassion for his cause. An excellent example is the phrase and title, â€Å"The ballot or the bullet. † He like King wanted to end all the racial barriers that the nation had, but instead of encouraging the act of nonviolence he told the â€Å"negro† community that they either take â€Å"the ballot† signifying that they wouldn’t do anything or â€Å"the bullet† that symbolizes and provokes the need to take action into their own hands and fight. Both King and X used the same methods to captivate their audiences towards their view, though communicated different messages. King and X employed figurative language in their methods of persuading their audience. In King’s â€Å"I Have a Dream† speech he conveys the use of similes in the phrase, â€Å"We will not be satisfied until justice rolls down like waters and righteousness like a mighty stream,† in order to illustrate the need for justice until all are equal. He stresses the need of discrimination to end and for justice to let all nondiscriminatory in society. He used the negativity of injustice and turned it into a positive of justice being endless water that roars through a mighty stream that will forever be flowing. X also used similes to describe that all â€Å"negroes† are in the same boat and all will get the same treatment from the white man in the phrase, â€Å"†¦you’re going to catch hell just like I am. † He emphasizes that all â€Å"negroes† whether educated or illiterate or wealthy or poor will gain the same result of the hell that is being brought upon the by the same man who happens to be white. Both Martin Luther King and Malcolm X felt the lack of acceptance and the treachery being brought upon them by the white man in their use of similes. Although Martin Luther King and Malcolm X may have used the same rhetorical devices to persuade the same general audience, both broadcasted entirely different messages, with entirely different tones, on what should be done on their problems. King concentrated on a more pacifist approach in his speech with the use of such words as dream, happy, greatest, and freedom. His message was to thwart racism with as much nobility as possible, so that when viewed upon you’d be the light in the darkest of rooms. He wanted people to not give up on their dreams and not lose their self control of humanity even though they were trying to abolish such wrongdoing that was very inhumane. On the other hand, Malcolm X couldn’t have had a more contrasting message and tone in his â€Å"the Ballot or the Bullet† speech. He chose words like hell, suffered, degrading, treachery and false promises to instill the vengeance in the minds of his audience and for them to commend the will to fight for freedom. He wanted to create total chaos and outrage in the souls and mind of his listeners to ensure the quickest way possible for them to hear the core of his motives. He had no intentions in believing that racism would subside or that any of the white men would see the error in their ways and beg for their forgiveness and to live in complete harmony. He thought that the only way for the black community to really get what they deserve is to use the bullet and fight. King had a solution to end the nationwide problem with a more passive and civilized solution, the brought out the goodness in humanity because â€Å"an eye for an eye will make the world blind†; whereas X wanted the use of forces on the enemy no matter how much damaged caused in order for them to give equal rights to all. Martin Luther King and Malcolm X definitely had the same ambition to end segregation and discrimination, but the question as to whose message was more effective and which was a right way to address the cause is still questionable. King sought to spread pacifism and tolerance- the moral right that you should always live by; whereas Malcolm X sought the need of destructiveness in a highly troublesome situation. One must look at the outcome and the current civil rights situations to find an answer to that question to see that without both types of arguments there would be no balance. For every light there is a cast of shadows that follow it.