Thursday, October 31, 2019
Your Lot in Life Essay Example | Topics and Well Written Essays - 1500 words
Your Lot in Life - Essay Example London, et.al. (2007) aver that â€Å"it is universally accepted that breast milk is the most desirable sources of nutrition for newborns†. However, there are critical issues which encompass breastfeeding mothers, especially those who have to return to work. It is in this regard that this research paper aims to determine relevant factors associated with breastfeeding. Several literatures would also be presented on their respective studies regarding breastfeeding and working mothers. Finally, this paper would seek to address the problem of breastfeeding mothers torn between working and continuing this life nourishing task. More and more women have opted to maintain full time work due to economic factors. For women who gave birth to their firstborn, the following is a typical scenario which needs a closer review. â€Å"You are expecting your first child and are interested in breastfeeding your baby. You would also like to return to work relatively soon. You have to decide how valuable breastfeeding is and whether you can work and breastfeed.†(1) Increased resistance to infections; (2) Earlier development of the infant immune system; (3) Decreased risk of ear infections; (4) Decreased risk of diarrhea; (5) Decreased risk of SIDS (Sudden Infant Death Syndrome); (6) Baby is less likely to be hospitalized due to serious illness; and (7) Human milk is made to meet the specific needs of human babies, and it changes as the baby grows to offer the best combination of nutrients that make it easy for baby to digest and use. (1) Less childhood obesity; (2) Reduced risk of some chronic diseases that develop during childhood including: juvenile diabetes, childhood cancers, and allergic disease/asthma; (3) Enhanced neurological development that may result in higher IQs (60) and better eyesight; and (4) Suckling at the breast promotes good jaw development and encourages the growth of
Tuesday, October 29, 2019
INTRODUCTION TO HEALTH CARE PRACTICES AND CLINICAL SKILLS Essay
INTRODUCTION TO HEALTH CARE PRACTICES AND CLINICAL SKILLS - Essay Example As far as taking care of an elderly person is concerned, the role of nurses is further emphasized. Though, traditionally the care of the elderly has been the responsibility of family members; in the present society, care of the senior citizens is provided by the state or charitable institutions and nurses have a major role to play in these situations. The role of nursing is authenticated in helping people move towards independence in all activities of daily living. They take up the role of a family member. Their actions have an impact on the individual and affect their levels of dependence/independence and these include biological, psychological, socio-cultural, environmental and politico-economic variables (Roper et al, 2002). The economic, social and health status of the fast-growing elderly population poses a great challenge to all sectors. The WHO has projected that the elderly population of the world will cross the one billion mark by the year 2020 and by that time, over 700 million old people will be living in developing countries. It is unfortunate to say that little attention is paid to the enormous needs of the elderly population because the National health services are still preoccupied with tackling of the communicable diseases, maternal and child care. The World Health organisation has taken action to improve the health care of the elderly with the principle focus on community participation and family care, thereby promoting traditional family ties. The corner stone for supporting this is making optimal use of primary health care services (WHO, 2006). This essay will highlight the role of a nurse in the health promotion of an elderly man suffering from dementia and diabetes, who has only a wife to support him and no children and is admitted to a residential care. Aging is a natural physiological process and there are many changes which occur in the various organs of the body. The changes related to aging
Sunday, October 27, 2019
Brand Placement in the Indian Film Industry
Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.              Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.              This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.              The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.              Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY              Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.              The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .              Films are selected as context of research for various reasons as explained below. Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.              It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.              Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.              The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.              Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies. The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack. After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203: If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union Brand Placement in the Indian Film Industry Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.              Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.              This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.              The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.              Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY              Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.              The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .              Films are selected as context of research for various reasons as explained below. Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.              It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.              Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.              The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.              Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies. The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack. After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203: If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union
Friday, October 25, 2019
Blindness in King Leer Essay -- Shakespeares King Lear
A person’s perception is influenced by his or her character. Because of this subjectivity, there is often a disconnect between how things are perceived and reality. People often see what they want to see or hear what they want to hear. Blindness is literally defined as the inability to see, but it is also defined as â€Å"lacking perception, awareness, or discernment†(New Oxford American Dictionary). In King Lear, Shakespeare illustrates that figurative sight often is more important than the physical ability. Through Shakespeare’s deliberate language and complex characters, he demonstrates that a lack of perception can lead to impulsive decisions that eventually render a tragic demise. In the beginning of the play, King Lear’s vanity, which is arguably one of his fatal flaws (hamartia, as defined by Aristotle) is the character trait that leads to his faulty perception. King Lear wants so badly to hear professions of love that he is unable to differentiate between honesty and dishonesty. However, it is not always clear whether King Lear has â€Å"lost this perception†or is â€Å"unwisely ignoring it†(Bradley). Even in the beginning of the play, it becomes evident that King Lear’s ability to perceive is significantly impaired. When he calls upon his daughters to profess their love in order to receive a share of his kingdom, he is pleased by Goneril’s flowery flattery, although it is clearly hyperbolic: â€Å"Sir, I love you more than word can wield the matter/Dearer than eyesight, space and liberty†(I.i. 60-62). As A.C. Bradley states, â€Å"The rashness of his division of the kingdom troubles us [the readers]†and his â€Å"motive is mainly selfish†(Bradley). King Lear’s infatuation with himself leaves him satisfied with the false professions of love an... ...ome of which are character flaws and some of which are deliberate, that preclude them from comprehending reality. As later seen in the play, Gloucester’s hasty decision to disinherit his son Edgar based on a false perception, led to Gloucester’s ultimate death. Similarly, King Lear’s misperceptions of his children also led to thoughtless decisions that brought about his death. Even though King Lear eventually regained the ability to distinguish between appearance and reality, it was too late. Works Cited Bradley, A.C. â€Å"King Lear.†Shakespearian Tragedy. Lectures on Hamlet, Othello, King Lear, and Macbeth. Macmillan and Co., London, 1919. Project Gutenberg. Web. â€Å"Blind.†The New Oxford American Dictionary. 3rd ed. 2011. Print. Shakespeare, William, Barbara A. Mowat, and Paul Werstine. The Tragedy of King Lear. New York: Washington Square, 1993. Print.
Thursday, October 24, 2019
Prepartion of Primary Standard
Experiment 2 Preparation of Primary Standard solutions and Standardizing Acid and Base solutions Objectives: The objective of this experiment is: 1- To prepare two primary standard solutions, KHP and Na2CO3 2- To standardize a sodium hydroxide solution using the prepared primary standard KHP. 3- To standardize a hydrochloric acid solution using the prepared primary standard Na2CO3. 4- To calculate the concentration of an unknown acid or base. Introduction A primary standard is a standard that is accurate enough that it is not calibrated.For a compound to be considered as a primary standard it should have several important characteristics, the most important of which are high purity, stability, low hygroscopicity, high solubility, and high molar mass. A primary standard solution is a solution of known concentration made from a primary standard. Primary standard solutions are used in determining the concentrations of other solutions to an extremely high accuracy. They are typically use d in titrations and other analysis techniques as standardization solutions.A secondary standard solution, such as HCl solution, is a solution which must be standardized first against a primary standard, but afterwards, it will be stable enough for titrimetric work (Titration). Titration involves the gradual addition of a solution of accurately known concentration (standard solution) to another solution of unknown concentration (or vice versa), until the chemical reaction is complete. Titrations are based on reactions which go to completion rapidly. A reaction is complete when stoichiometric amounts of the reacting substances are combined.This is the stoichiometric point (equivalence point) in the titration. The equivalence point is detected visually using an indicator. An indicator is a substance (added at the beginning of the titration to the flask) that changes color at (or very near) the equivalence point. The point where the indicator actually changes color is called the end poi nt of the titration. In this experiment, two primary standards will be used. The first is potassium hydrogen phthalate (KHC8H4O4, abbreviated as KHP, molar mass = 204. 23 g/mol), an acid primary standard which will be used to standardize a sodium hydroxide solution.The structure of KHP is shown below: O COH CO K O The chemical equation of the reaction can be written as: KHP(aq) + NaOH(aq) ? Or, expressed as a net ionic equation, HP-(aq) + OH-(aq) ? P2-(aq) + H2O(l) The second primary standard to be used is sodium carbonate, Na2CO3 (molar mass = 105. 99), a base, by which a hydrochloric acid solution will be standardized. The chemical equation of the reaction is: 2HCl(aq) + Na2CO3(aq) > CO2 (g) + 2NaCl(aq) + H2O(aq) KNaP(aq) + H2O(l) The reaction above generates CO2, which dissolves into the solution to generate an acid.The presence of dissolved CO2 thus interferes with the pH and the detection of the end point of the titration. However, the CO2 can be driven off by boiling the solut ion, enabling an accurate titration. Procedure I. Standardization of NaOH a. Preparation of the acid primary standard 1. Obtain a bottle containing ~2g of KHP and weigh it with the cap on the analytical balance. Record the mass in Table 2. I. 2. Transfer the solid KHP to a 100. 0 mL volumetric flask using a funnel, re-stopper the bottle and weigh it. Record the mass in Table 2. I. 3.Rinse the funnel to wash any sticking solid using a washing bottle and add more distilled water into the volumetric flask to dissolve the KHP (1/2 its capacity). Swirl the flask; make sure to dissolve the solid completely. Add more water (2/3) and swirl again. Dilute to the mark carefully, stopper or cover with a parafilm paper and invert several times with swirling to homogenize the KHP solution. b. Preparation of an approximately 0. 1 M NaOH solution 1. Obtain about 6 mL of a 50 % (w/v) NaOH solution in a clean and dry graduated cylinder from the stockroom. Transfer the NaOH to a clean 1L polyethylene bottle.Fill the rest of the polyethylene bottle with double distilled water to the mark. Shake thoroughly to homogenize. 2. Rinse your buret, after washing it with distilled water, with few mL of the NaOH solution; allow some solution to flow out through the lower end. Fill the rinsed buret with NaOH, make sure that the tip is filled with no air bubbles. c. Standardization of NaOH 1. Pipet a 10. 00 mL aliquot of the primary standard KHP solution into a 125 mL Erlenmeyer flask. Add 25 mL of distilled water and two drops of phenolphthalein indicator. Record the buret reading (use a white card as background to facilitate reading the buret).Put a white tile or paper below the Erlenmeyer flask and start titrating by adding NaOH continuously and with constant swirling of the flask. A pink color appears locally and disappears on swirling; continue titration till a faint pink color persists. Take the lower reading of the buret. The first titration is usually a rapid one. 2. Repeat the titra tion slowly three more times. Record data in Table 2. II. 3. Calculate the average molarity. II. Standardization of HCl a. Preparation of the base primary standard 1. Obtain a bottle containing ~1g of dry Na2CO3 and weigh it with the cap on the analytical balance.Record the mass in Table 2. III. 2. Transfer the solid Na2CO3 to a 100 mL volumetric flask using a funnel, re-stopper the bottle and weigh it. Record the mass in Table 2. III. 3. Rinse the funnel to wash any sticking solid using a washing bottle and add more distilled water into the volumetric flask to dissolve the Na2CO3 (1/2 its capacity). Swirl the flask; make sure to dissolve the solid completely. Add more water (2/3) and swirl again. Dilute to the mark carefully, stopper or cover with a parafilm paper and invert several times with swirling to homogenize the solution. b.Standardization of HCl 1. Get around 200 mL of HCl solution using a beaker and cover with a watch glass. 2. Rinse your buret, after washing it with dist illed water, with few mL of the HCl solution; allow some solution to flow out through the lower end. Fill the rinsed buret with HCl, make sure that the tip is filled with no air bubbles. 3. Pipet a 10. 00 mL aliquot of the primary standard Na2CO3 solution into a 125 mL Erlenmeyer flask. Add 25 mL of distilled water and two drops of bromocresol green indicator. Record the buret reading (use a white card as background to facilitate reading the buret).Put a white tile below the Erlenmeyer flask and start titrating by adding HCl continuously and with constant swirling of the flask until a change of color from blue to faint green. Boil the solution to expel CO2. The color should return to blue. Carefully add HCl from the buret until the solution turns green again and report the volume of acid at this point. Keep the solution as reference for color for the other titrations. 4. Repeat the titration slowly three more times. Record data in Table 2. IV. c. Titration of blank 1. Add to a 125 m L Erlenmeyer flask 50 mL of distilled water and two drops of bromocresol green ndicator. Titrate with your HCl solution to faint green. Subtract the volume of HCl needed for the blank from that required to titrate Na2CO3. 2. Calculate the mean HCl molarity. III. Determining the concentration of an unknown a. Qualitative identification of the unknown 1. Obtain an unknown from the stockroom and record its number in the report. Add two drops of the phenolphthalein indicator. 2. Identify if it is an acidic or a basic unknown. Record your observation. b. Titration of the acidity in an unknown acid solution 1. Fill your burette with either HCl or NaOH according to your observation in the previous part. . Pipet a 25 mL aliquot of the unknown solution into a 125 mL Erlenmeyer flask. Add two drops of the needed indicator (either phenolphthalein or bromocresol green). Record the buret reading (use a white card as background to facilitate reading the buret). Put a white tile or paper below the Erlenmeyer flask and start titrating by adding HCl or NaOH continuously and with constant swirling of the flask until a change of color according to the indicator being used. Record the lower reading of the buret. (Note: if your unknown is a base, remember to boil the solution as in part II. before proceeding with the titration to the end) 3. Repeat the titration slowly three more times. Record data in Table 2. V. Reference: Harris, Quantitative Chemical Analysis, 7th Ed. Student Name______________ Student ID #_______________ Experiment 2 Date_____________ Section___________ Preparation of Primary Standard solutions and Standardizing Acid and Base solutions Purpose: Data and calculation: I. Standardization of NaOH Table 2. I: Preparation of the acid primary standard Mass of vial + cap + KHP Mass of vial (empty)+ cap Mass of KHP Volume of solution M KHP = ___________________ Table 2.II: Standardization of the NaOH Solution Trial 1 2 3 Upper buret reading (mL) Lower buret reading (mL ) Volume of NaOH (mL) Volume of KHP aliquot =________________________ V NaOH = ____________________________________ ______________________________ M NaOH (average) = II. Standardization of HCl Table 2. III : Preparation of the base primary standard Mass of vial + cap + Na2CO3 Mass of vial (empty)+ cap Mass of Na2CO3 Volume of solution M Na2CO3 = ___________________ Table 2. IV: Standardization of the HCl Solution Trial 1 2 3 Upper buret reading (mL) Lower buret reading (mL) Volume of HCl (mL) Volume of HCl for blank (mL)Volume of Na2CO3 aliquot =_________________ V HCl = ___________________________________ M HCl (average)= ____________________________ III. Determining the concentration of an unknown Unknown # = Unknown identity = Volume of unknown (aliquot) = Table 2. V: Determination of the Concentration of an Unknown Trial 1 2 3 Upper buret reading (mL) Lower buret reading (mL) Volume of HCl or NaOH (mL) Volume for blank (mL) V standard (average) = _______________________ M unknow n (average) = _____________________________
Wednesday, October 23, 2019
History of AIDS Essay
AIDS is a disease that destroys a person’s immune system. AIDS is a blood born pathogen. It was originally only found in gay men. This led to people calling it the â€Å"gay men disease. †They use to think that this was punishment from God for their being gay. Then researchers found out some drug users were also getting the HIV virus, which leads to AIDS, from sharing needles. After that, it was referred to as the â€Å"gay man and druggy disease. †All of the labels AIDS has been given are completely wrong; even heterosexual, sober people can get AIDS. Considering the many ways of contracting HIV/AIDS it seems foolish to limit the causes to sex and drug use. Jonathan Mann wrote: We do not know how many people developed AIDS in the 1970s, or indeed in the years before. We do now know that the origin of AIDS and the virus HIV was probably in Africa. What we also know is: â€Å"The dominant feature of this first period was silence for the human immunodeficiency virus (HIV) was unknown and transmission was not accompanied by signs or symptoms salient enough to be noticed. While rare, sporadic case reports of AIDS and sero-archaeological studies have documented human infections with HIV prior to 1970, available data suggest that the current pandemic started in the mid- to late 1970s. By 1980, HIV has spread to at least five continents (North America, South America, Europe, Africa, and Australia). During this period of silence, spread was unchecked by awareness or any preventive action and approximately 100,000-300,000 persons may have been infected. (qtd in â€Å"History†) The first awareness of AIDS was in June of 1981, when they found traces of PCP in five men in Los Angeles, California. This event occured when they believed only gay men could get the disease, so they were not worried about it spreading to heterosexual people. This was all also before the method of transmission was known; they thought a person could catch it if he or she were standing to close to someone who had the disease. In December of 1981 the first cases of AIDS were reported in intravenous drug users. In 1982 AIDS was still nameless. People started calling it numerous names, such as â€Å"Gay Compromise Syndrome,†â€Å"GRID (gay-related immune deficiency),†â€Å"AID (acquired immunodeficiency disease),†â€Å"gay cancer†and â€Å"community-acquired immune dysfunction. (â€Å"History†) Later that year, reports emerged of children and transfusion recipients getting AIDS. Everyone knew this was no longer a gay related disease. Persons who may be considered at increased risk of AIDS include those with symptoms and signs suggestive of AIDS; sexual partners of AIDS patients; sexually active homosexual or bisexual men with multiple partners; Haitian entrants to the United States; present or past abusers of IV drugs; patients with hemophilia; and sexual partners of individuals at increased risk for AIDS. qtd in â€Å"History†) This was the message that CDC (Center for Disease Control) sent out when researchers discovered that AIDS was spread through body fluids. It was not until March 1983 that researchers discovered this. Between 1987 and 1992 there were many prevention groups created. ACT-UP (the AIDS Coalition to Unleash Power) was founded to attempt to end the AIDS crisis. â€Å"On April 2, 1989, Hans Verhoef, a Dutch man with AIDS, was jailed in Minnesota under the federal law banning travelers with HIV from entering the USA. †(â€Å"History†) In July of 1990, Kimberly Bergalis was infected with HIV by her dentist, David Acer. The CDC would not believe Kimberly, they didn’t think this type of infection was possible. Her father kept telling the CDC that Kimberly would not back down, thus by the end of it all the CDC supported her conclusion. Early in 1991, the CDC confirmed that the same dentist infected two other patients. In the fall of 1991 Kimberly requested mandatory HIV testing for all health care workers, so that â€Å"others don’t have to go through the hell that I have. (â€Å"History†) A few years after the CDC chose not to do the mandatory testing, Kimberly Bergalis died. In 1991 Earvin (Magic) Johnson announced that he was HIV positive; he then retired from professional sports. He wanted to use his celebrity status to educate kids about the disease. He also said, â€Å"I think sometimes we think, well, only gay people can get it – it is not going to happen to me. And here I am saying that it can happen to anyone, even me Magic Johnson. †(â€Å"History†) In 1992 the FDA(Federal Drug Administration) approved the use of two drugs combined, it was the first combination of drugs that was successful. This new drug is not a cure, but it constitutes an important addition to the expanding group of antiviral drugs currently available, including AZT and DDI, for treating people with AIDS. †stated James Mason. (â€Å"History†) On December 1, 1993, World AIDS Day, Benetton and ACT UP Paris put a giant condom (22m x 3. 5m) in the time square equivalent in Paris to raise awareness of the disease. (â€Å"History†) One of the television ads, entitle Automatic, features a condom making its way from the top drawer of a dresser across the room and into bed with a couple about to make love. The voice-over says, ‘It would be nice if latex condoms were automatics. But since they’re not using them should be. Simply because a latex condom, used consistently and correctly will prevent the spread of HIV. ’ (qtd in â€Å"History†) This was a commercial that attempted to make men wear condoms to keep the HIV virus from spreading. If a man wears a condom it will reduce the chance of the woman contracting the virus. In 1994 scientists found a medication that reduced the spread of HIV from mother to infant by two thirds. This was the first sign that mothers can decrease the spread of HIV to their children, and maybe stop it all together. In 1996, a heavyweight boxer was tested positive for HIV before a fight. This was his reaction: â€Å"I thought AIDS was something that happened to gays and drug addicts. A macho guy like me who loves ladies and super fit – he doesn’t get AIDS! †stated Tommy Morrison. (â€Å"History†) In his State of the Union address on 28th January, US president George Bush proposed spending $15 billion in combating AIDS in Africa and the Caribbean over the next 5 years. He called the scheme ‘a great mission of rescue’. â€Å"This comprehensive plan will prevent 7 million new ‘AIDS’ infections, treat at least 2 million people with life-extending drugs, and provide humane care for millions of people suffering from AIDS, and for children orphaned by AIDS. †-President Bush Just two days later, US Health Secretary Tommy Thompson was elected as the new chairman of the Global Fund for HIV, TB and Malaria. It was hoped this move would prevent a conflict between the Bush administration and the international health community. (qtd in â€Å"History†) Symptoms of AIDS include; heart infections, intestine infections, and other infections that are uncommon. When a person has AIDS he or she gets very uncommon infections that a healthy immune system could fight off. Since his or her immune system slowly gets destroyed he or she can’t fight off infections and viruses that most people can. The most common cause of AIDS is sexual transmission. This can be between two men, two women, or heterosexual intercourse. The second highest cause is being exposed to blood borne pathogens. This can happen from blood donations, or just having open wounds. This however cannot happen from close contact, like some people believe. The least likely way to contract the virus is from mother to child, because we now have drugs that make it so less than one percent of children will get it from their mother. AIDS is a disease that will completely destroy your immune system. It attaches to your white blood cells and keeps them from doing their job. White blood cells would normally fight off any infection that get into your body, but when the HIV virus changes to AIDS it will block the receptors from the message your brain sends saying to attack this bacteria. This means AIDS does not kill you, rather the illness AIDS won’t let your body fight kill you. There are many ways to prevent AIDS, the most effective way is abstinence. If you are not sexually active, you cannot get an STI. However, if you feel you have to have sex use a condom. Not only does it prevent unwanted birth, but it will also reduce the transmission of STIs. (â€Å"CDC†) The importance of condoms in the fight against STDs is readily apparent, whether one focuses on the past, the present or the future. But condoms clearly have not been used as widely as they must be to significantly slow the spread of infection. One solution is the greater promotion of condoms through advertising, education and public-awareness campaigns. We believe another necessary step is to improve condoms – making them more user-friendly, sexy and pleasurable. (qtd in Pinkerton) Another way to prevent the spread of AIDS is to avoid infected blood. So if you are a doctor working on an HIV positive patient, wear rubber gloves. Also, if you are HIV positive, don’t have sexual relations with multiple people, and tell them if you are going to sleep with them. The least you can do is let them know they are risking their lives. William B. Kaliher has investigated cases of venereal disease for more than twenty-five years. In the following viewpoint, Kaliher asserts that while it is mandatory for health departments to find and notify the sexual partners of patients with venereal disease, partner notification in HIV cases is not mandatory. He argues that partner notification is especially important in HIV/AIDS cases, however, as AIDS is always fatal. Without mandatory notification, he contends that those who have HIV can continue to infect other people. If people with HIV/AIDS are notified that they may be infected, they can get tested. qtd in Kaliher) In this society, two things are very clear. The government is not making decisions in the best interest of the public health. The government is also not utilizing every tax payer’s dollar; they are not doing as much to prevent the spreading of AIDS as they can do. Also another way of preventing the spread of AIDS would be to educate the people most likely to spread the disease. The health official could do this by going into the areas where drug users live, and tell them that if they share needles they are at risk of dying earlier than normal people are. They could also talk to the prostitutes in Las Vegas, the women who are with ten, fifteen, or twenty men a night. They could tell them not only are they at higher risk for spreading the disease, but they could also spread it to hundreds of other men. (Kaliher) There is no vaccine against HIV, and no cure for AIDS. The key to decreasing the spread and reducing the impact of this disease is to promote healthy behaviors that prevent infection or minimize the adverse effects of treatment. Health promotion, disease prevention, and symptom management are key components of the research conducted by the biobehavioral scientists supported by the National Institute of Nursing Research (NINR). The Institute funds both domestic and international HIV/AIDS research programs. (qtd in NINR) There are also many myths about AIDS. First of all AIDS is not just the gay men disease. Anyone can contract AIDS, and not a lot of people try to prevent spreading it. Like the saying â€Å"gay as AIDS†that statement is very inaccurate. AIDS is present in many heterosexual peoples’ lives. Also AIDS is not only in drug addicts who share needles. Someone cannot call AIDS the druggy disease or the gay men disease just because they were some of the first people to have it. The solution to the myths about AIDS is to increase awareness on all of the aspects of AIDS. People need to know that people can get AIDS from more than just sharing needles and having gay sex. People can catch AIDS from their mother when they are born or being breast fed, people can catch it from having heterosexual sex, and people can also catch it when they receive a blood donation from an infected donor.
Tuesday, October 22, 2019
19 of the Best Project Management Training Opportunities for Marketers
19 of the Best Project Management Training Opportunities for Marketers Like it or not†¦ Project management is a skill a lot of marketers need. From campaign planning to budgeting and tracking, marketing managers need to have acute project management skills to get their projects off the ground. Problem is, many marketing managers are so bogged down wrangling tasks and chasing down status updates that they have little or no time to do *real* work that moves the ball forward. Having a clear project management process is an important element for both your sanity AND your marketing ROI†¦ Why? You ask For starters, a clear project management process ensures everyone knows what they’re doing and when. So you’re not stuck herding cats all day. AND Having an organized process means your marketing campaigns are more likely to be successful. In fact, 86% of employees and managers cite ineffective communication as the main contributor to project failures. Better project management = better communication. Thing is†¦ Many marketing managers don’t have any formal project management training. Fear not, trusty marketers. This post breaks down (almost) every type of project management style and the best training opportunities to help you make sure your PM skills are up to snuff.
Monday, October 21, 2019
Shouldnt people who choose not to send their children to public schools be compensated financially
Shouldnt people who choose not to send their children to public schools be compensated financially Independence Institute. 1997. Independence Issue Paper. 23 October 2000. i2i.org/SuptDocs/IssuPprs/Ipvouch.htm Speeches. 8 October 2000. A culture of Achievement. 23 October 2000. georgebush.com/speeches.htm USA TODAY. 15 October 1996. Election 96. 23 October 2000. usatoday.com/elect/ep/epr/eprjk016.htm This first article sums up some very good things that vouchers could do to the education system of the United States. So fundamental differences, are that it would make it easier for under privileged children to attend more organized and developed private schools. Those children that live in areas that the schooling system cannot educate them in the way that they deserve. Schools that can teach children right from wrong are usually found in the private sectors and without this funding these children would not be able to attend them. Also this would remove racial barriers that have been set by the lower income levels in America. Bush claims that by instilling a bit of money back to the people who choose to send there kids to private schools, it will increase the desire to send their children to these schools. They will in turn make the public schools improve their own work. Only in the parts of a state where the standardized scores are bad in the public schools will this work. Bush claims that if he does this then national scores will improve and so will our education systems. In this article Dole claims that completion between the public and the private schools is essential in the improvement of schools. His plan calls for 1,500 dollars to go to each family that decides to do send their children to private institutions. He claims that he respects the teachers but if this is all going to work out then for higher interest and opportunities for all t
Sunday, October 20, 2019
Three Words Improvisations
Three Words Improvisations Student actors love improvs. This one generates a lot of original thinking in a short amount of time. If you focus the thinking of student actors on three words or phrases chosen at random to guide their creation of an improvised scene, you will free them to think far more creatively than if you told them to create a scene about anything at all. Although it sounds counter-intuitive, setting limits actually frees up creativity. This exercise gives student practice in quick collaboration, decision-making, and improvising based on a small amount of pre-planning. Detailed Instructions for facilitating this Improvisation 1. Prepare a number of words on individual slips of paper. You may prepare your own, or visit this page for lists of words that you can download, photocopy, cut, and use with your students. 2. Place the slips of paper containing the words into a hat, which, of course may actually be a box or a bowl or any other kind of bin. 3. Tell student actors that they will work in groups of two or three people. Each group will pick three words at random and meet together to quickly decide on the characters and context of a scene that will somehow employ their three chosen words. The individual words may be spoken within the dialogue of their improv or may merely be suggested by the setting or the action. For example, a group that gets the word villain may create a scene that features a character who is a villain without actually ever including that word in their dialogue. A group that gets the word laboratory may set their scene in a science lab, but never use the word in their scene. 4. Tell students that their goal is to plan and then present a short scene that has a beginning, middle, and an end. Every member of the group must play a role in the improvised scene. 5. Remind students that some kind of conflict within a scene generally makes it more interesting to watch. Recommend that they think about a problem that the three words suggest and then plan how their characters might work to solve the problem. Whether or not the characters succeed is what keeps audiences watching. 6. Divide students into groups of two or three and let them choose three words at random. 7. Give them approximately five minutes to plan their improvisation. 8. Gather the whole group together and present each improvised scene. 9. You may choose to have each group share their words before their improvisation or you may wait until after the improv and ask the audience to guess the groups words. 10. After each presentation, ask the audience to compliment the strong aspects of the improvisation. What worked? What effective choices did the student actors make? Who demonstrated a strong use of body, voice, or concentration in the performance of the scene? 11. Then ask the student actors to critique their own work. What went well? What would you change if you were to present the improv again? What aspects of your acting tools (body, voice, Imagination) or skills (concentration, cooperation, commitment, energy) do you feel that you need to work on and improve? 12. Ask the whole groupactors and audienceto share ideas for ways to improve the improvised scene. 13. If you have the time, its great to send the same groups of student actors back to rehearse the same improvised scene and incorporate the recommendations that they agree with. Additional Resources If you havent already, you may want to review the article Classroom Improvisation Guildelines and share it with your students. These guidelines are also available in poster form for older and younger students.
Saturday, October 19, 2019
Health South Essay Example | Topics and Well Written Essays - 2250 words
Health South - Essay Example Other five HealthSouth’s chief fiasco officers have been charged with fixing of business books. The first people were Weston Smith and William Owens, with falsely certifying the exactness of company accounts with the Exchange commission and securities. Therefore, among the provisions of the Sarbanes-Oxley corporate accountability law were ordained the previous year. David Dennis is also among the highly publicized case in Healthcare Corp. along with chief operating officer Thomas Mackey. They were charged with reimbursement after government analysis of the company. Universal Health services dismissed financial chief Kirk Gormn after expressing philosophical difference with the company’s audit firm. In United States, contemporary corporate fraud altered decimated private plans, market values and devalued public pension funds. In 2002, Dynegy, Tyco and WorldCom are among those companies that joined fraudulent accounting ranks. WorldCom’s Scott Sullivian and Enron Corporation Andrew Fastow are facing massive fraud charges linked to vast corporate collapse. The first tragic truism is the inconsistent of some managers in what they do and say (Crew 3). The FCC chair, Michael Powell, told the C-Span that the Clear Channel is likely to be too much concentrated. They may have issues connected to the company after the congress portrayed 1996 deregulation law. The FCC, therefore, were expected to undergo a scrutiny, but Powell did not do anything about it and neither did FCC. On the contrary, they talked without carrying out any action (Grow 6). Fundamentally, Health South CEO only cares about his interests and what his fraud would generate for the stakeholders and the company. He promised the stockholders that the company is doing its best to increase the price of shares that was not the case. As a result, Richard engaged into fraud to meet his promises leading to the financial scandal in the company. Halliburton had fleeced the Army $61 million for
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