A Research Presented to College of Information Essay

Patient Monitoring System is not new in health care. The first primitive patient monitoring system started with the work done by Santorio in 1625 that was measuring of body temperature and blood pressure. The development of new technology after World War 2 and up to today has developed a vast amount of different types of monitoring that can be done. Time is everything in the field of medicine. It is almost inconceivable to think of a monitoring system which does not notify the changes in the health of the patient immediately. The sooner the doctors are informed, the better it is. The notification should be almost real-time, so that the doctors can do appropriate diagnosis and take the necessary steps to improve the patient’s health. Active database systems support mechanisms that enable them to respond automatically to events that are taking place either inside or outside the database system. Active databases are required in applications which require real-time or near real-time notification of any changes that take place in the database. ‘’Patient Monitoring System’’ is application which uses the concept of active database systems for monitoring the health of patients, especially those in Critical Care Unit (CCU). The health of the patients in CCU is extremely delicate on most occasions, and needs to be continuously monitored to see if pressure pulse etc. This results in the need for an active database system to be implemented to monitor the patient. Any change in health of the patient needs to be notified to the doctor immediately. Our ‘’Patient Monitoring System’’ also helps you to keep your patients files/record to be more convenient to find the files/record of your patient. I. What Is a Patient Monitoring System? Repeated or continuous observations or measurements of the patient, his or her physiological function, and the function of life support equipment, for the purpose of guiding management decisions, including when to make therapeutic interventions, and assessment of those interventions. A patient monitor may not only alert caregivers to potentiallylife-threatening events; many provide physiologic input data used to control directly connected life-support devices. Patient monitoring systems are systems that collect, store and present patient data; these systems typically do little data interpretation. In contrast, knowledge-based monitoring systems are characterized by their additional capability of data interpretation. A knowledge-based monitoring system consists of four components. The data acquisition component includes modules for retrieving patient data from all sources (e. g. , continuous patient signals, equipment functions, intermittent data). The presentation component includes modules for presenting the data and their interpretations. The database component is responsible for storing and retrieving the data. These three components are also called components of a knowledge-based monitoring system.

Explaining Cam And Its Followers Health And Social Care Essay

BASIC DEFINITION OF CAMâ€Å" A Cam is a mechanical constituent of a machine that is used to convey gesture to another constituent, called the follower, through a prescribed gesture plan by direct contact. †Introduction TO CAM AND FOLLOWERSA Cam follower, besides known as a path follower, [ 1 ] is a specialised type of roller or needle bearing designed to follow Cams. Cam followings come in a huge array of different constellations, nevertheless the most defining feature is how the Cam follower saddle horses to its copulating portion ; stud manner Cam followings use a he-man while the yoke manner has a hole through the center. [ 2 ] The first Cam follower was invented and patented in 1937 by Thomas L. Robinson of the McGill Manufacturing Company. [ 3 ] It replaced utilizing merely a standard bearing and bolt. The new Cam followings were easier to utilize because the he-man was already included and they could besides manage higher tonss. [/CAM AND MECHANISMSA Cam mechanism consists of three elements: the Cam, the follower ( or follower system ) , and the frame. The follower is in direct contact with the Cam. The Cam may be of assorted forms. The follower system includes all of the elements to which gesture is imparted by the Cam. This may be connected straight to the follower, or connected through linkages and pitching. The frame of the machine supports the bearing surfaces for the Cam and for the follower. A CAM changes the input gesture, which is normally rotary gesture ( a revolving gesture ) , to a reciprocating gesture of the follower. They are found in many machines and playthingsWHAT IS THE CONCEPT BEHIND CAM?A CAM is a revolving machine component which gives reciprocating or hovering gesture to another component known as follower. The Cam and follower has a point or line contact represent a higher brace or you can state that it is the mechanicl constituent of a machine that is used to convey the gesture to the another constituent of the machine called the follower, through a prescribed plan by direct contact.The contact between them is maintained by an external force which is by and large provided by the spring or sometimes by the weight of the follower itself, when it is sufficient. Cam is the driver member and the follower is the goaded member. The follower is in direct contact with the Cam.CAM MECHANISM CONSIST OF THREE MECHANISMSCam: It may be of many forms Follower: It includes all the elements to which gesture is imparted by the cam.This may be connected straight by the cam.This may be connected straight to the follower, or connected through linkages and geartrain. Frame: The frame of the machine supports the bearing surfaces for the Cam and for the follower.APPLICATIONS OF CAM AND FOLLOWERSCam and follower are widely used for runing recess and exhaust valve of I C engine. These are used in wall clock. These are used in provender mechanism of automatic lathe Machine. These are used in paper film editing machine. Used in weaving fabric machineries.The Cam mechanism is a various 1. It can be designed to bring forth about limitless types of gesticulating the follower.It is used to transform a rotary gesture into a translating or hovering gesture.On certain occasions, it is besides used to transform one translating or hovering gesture into a different translating or hovering gesture.River cams are used in a broad assortment of automatic machines and instruments.The certain usuages of Cam and followings that includes fabric machineries, computing machines, publishing imperativenesss, nutrient processing machines, internal burning engines, and countless other automatic machines, control systems and devices. The Cam mechanism is so a really of import constituent in modern mechanisation.Categorization OF CAMSBased on the physical formDisk or home base CamsWorking of the phonograph record Cam with reciprocating follower.Working of the phonograph record Cam with hovering follower.Cylindrical CamTransl ating CamCategorization OF FOLLOWES( I ) Based on surface in contact( a ) Knife border follower ( B ) Roller follower ( degree Celsius ) Flat faced follower ( vitamin D ) Spherical follower ( two ) Based on type of gesture Hovering followe Translating follower ( three ) Based on line of action Radial ( in line ) follower ( B ) Off-set followerRiver cams can be handily classified into two chief groupsGroup a:River cams that impart gesture to the follower in a plane in line with the axis of rotary motion of the Cam ( as does a cylindrical Cam ) .Group B:River cams that impart gesture to the follower in a plane at 90 grades to the axis of rotary motion, as with face or border cams.Most cams autumn into this class.TYPES OF CAMSBizarre Cam:A round Cam is frequently called an bizarre Cam becausethe axis of rotary motion of the Cam is offset from thegeometric centre of the round phonograph record.Concentric phonograph record:A homocentric phonograph record attached to a rotating shaft wouldhold its axis of rotary motion co-occuring with its geometriccentre.PROFILE SHAPES OF SOME CAMS:Pear-shaped Cam:These type Cams are frequently used for commanding valves. For illustration, they are used on motor auto camshafts to run the engine valves. Afollower controlled by a pear-shaped Cam remains inactive for about h alf a revolution of the Cam. During the clip that the follower isstationary, the Cam is in a dwell period. During the other half revolution of the Cam, the follower rises and so falls. As the pearshaped Cam is symmetrical, the rise gesture is the same as the autumn gesture.Edge CamsIt must be appreciated that this type of Cam, where the follower is in contact with the border of the Cam phonograph record, is merely capable of leaving positive gesture to its follower in one way, that is, during the rise part of the cam motion. During the autumn part of the Cam motion the follower must be maintained in contact with the Cam either by the mass of the follower and itsmechanism or, more normally, by a spring. Both methods have their advantages.Box CamsA channel can be milled in the face of cam phonograph record. As the Cam rotates, a follower located in the channel has its gesture guided by the channel. This type of Cam is called a box Cam.Cylindrical Cams:Cylindrical Cams are used when ge sture has to be transmitted parallel to the axis of rotary motion of the Cam. The cylindrical or barrel Cam consists of a revolving cylinder with a coiling ( sleep together shaped ) channel in its curvedsurface. A follower with a tapering roller terminal is located in the channel. As the cylinder turns, the follower moves in a consecutive line analogue to the axis of the rotary motion barrel Cam.This type of Cam is frequently used to steer yarn on run uping machines, looms and fabric doing machines.Round Cam:These Cams are sometimes called bizarre Cam. The Cam profile is a circle. The centre of rotary motion of the Cam is frequently from the geometric centre of the circle. The round Cam produces a smooth signifier of gesture called a simple harmonic gesture. These Cams are frequently used to bring forth gesture in pumps. Round Cams are frequently used to run steam engine valves. As the Cam is symmetrical, the rise and autumn gestures are the same.HEART SHAPED CAMS:This Cam causes th e follower to travel with a unvarying speed. Cordate Cams are indispensable when the follower gesture demands to be unvarying or steady as, for illustration, in the mechanism that winds thread equally on the spool of a sewing machine. A cordate Cam can be used for weaving wire equally on the former of a solenoid.UNIFORM ACCELERATION AND RETARDATION CAMS:A Cam shaped as shown controls the gesture of the follower so that it moves with unvarying acceleration and deceleration. The follower additions and looses speed at a changeless rate. Uniform acceleration and deceleration Cams are used to command the gesture of linkages in complex machinery.Types of Cam FollowersThere are three types of Cam followings, and since the type of follower influences the profile of the Cam it is worthwhile sing the advantages and disadvantages of each type. The three types are the knife-edge, the roller follower and the patrolman or mushroom follower.The Knife Edge Follower:This is the simplest type, is non frequently used due to the rapid rate of wear. When it is adopted, it is normally for reciprocating gesture, running in slides and there is considerable side push, this being a constituent of the push from the Cam.The Roller Follower:This eliminates the job of rapid wear since the skiding consequence is mostly replaced by a roller action. Some sliding will still take topographic point due to the changing peripheral velocity of the Cam profile, due to the altering radius of the point of contact. Note besides that the radial place of the contact between the Cam and the roller, comparative to the follower centre, will alter harmonizing to whether arise or autumn gesture is taken topographic point: this fact has to be considered when building the Cam profile. Again, with the roller follower, considerable side pushs are present, a disadvantage when covering with reciprocating gestures. This side push will be increased when utilizing little rollers.The Flat Foot or Mushroom Follower:This has the advantage that the lone side push nowadays is that due to the clash between the follower and the Cam. The job of wear is non so great as with the knife-edge follower, since the point of contact between the Cam and follower will travel across the face of the follower harmonizing to the alteration of form of the Cam. A fast one to decrease farther the consequence of wear is to plan thefollower to be capable of axial rotary motion and set up the axis of the follower to lie to one side of the Cam. Thus the contact with the Cam will be given to do rotary motion of the follower. The Cam profile, to work with a patrolman follower, must be convex at all parts, in order to forestall the corners of the follower delving into the Cam profile. The minimal Cam radius should be every bit little as possible to minimise sliding speed and clash.All three types of Cam followings can be mountedin the undermentioned ways:1 ) In-line with the Cam centre line,2 ) Offset from the Cam centre line, or3 ) Mounted on a singing radial arm.CAM-VALVECAM TERMINOLOGYTrace point:A theoretical point on the follower, matching to the point of a fabricated knife-edge follower. It is used to bring forth the pitch curve. In the instance of a roller follower, the hint point is at the centre of the roller.2.Pitch curve:The way generated by the hint point at the follower is rotated about a stationary Cam.3. Working curve:The working surface of a Cam in contact with the follower. For the knife-edge follower of the home base Cam, the pitch curve and the working curves coincide. In a stopping point or grooved Cam there is an interior profile and an outer working curve.4. Flip circle:A circle from the Cam centre through the pitch point. The pitch circle radius is used to cipher a Cam of minimal size for a given force per unit area angle.5. Prime circle ( cite circle ) :The smallest circle from the Cam centre through the pitch curve.6. Base circle:The smallest circle from the Cam centre through the Cam profile curve. 7. Stroke or throw: The greatest distance or angle through which the follower moves or rotates.8. Follower supplanting:The place of the follower from a particular nothing or rest place ( normally its the place when the follower contacts with the basal circle of the Cam ) in relation to clip or the rotary angle of the Cam.9. Pressure angle:The angle at any point between the normal to the pitch curve and the instantaneous way of the follower gesture. This angle is of import in cam design because it represents the abruptness of the Cam profile. Some inquiry arises sing Cams and followings:When is a level faced follower preferred as compared to roller followings andwhy?Flat faced followings are preferred to roller followings where infinite is limited for eg: Cams with level followings are used to run valves of an car engine but in instance of stationary and oil engines, roller followings are preferred because more infinite is available.What information is plotted on displacement diagram of Cam and follower gesture?Autonomic nervous system: Plot of additive supplanting i.e. lift or shot ( s ) of follower ( on Y axis way ) versus angular supplanting ( I? ) of the Cam for one rotary motion ( on Ten axis way )REFRENCES:WIKIPEDIA. McGILL CAMROLL bearings. Robinson, Thomas L. , â€Å" Bearing † , US

Computerized Auditing Essay

With the introduction of computers, conventional accounting systems and methods using papers, pens and abacuses have undergone drastic changes, therefore exerting a great impact on internal control and audit trails in following audit procedures. Also, the introduction of computer has brought an immense increase in the availability of electronic resources. My topic is entitled auditing in a Computerized Information System (CIS). One purpose why this topic is included in auditing is due to the rampant changes that are happening in our society. We could say that every day, everything around us is going through the† process of evolution†. Example, the government structure, educational structure, social structure, technological structure, economic structure and others are going into extensive and widespread changes. Work nowadays involve the usage of computer, hence, the need for computerized information system in auditing erupted. Around the world, computer plays an important role in the development of one’s country. That is why, here in the Philippines, we are trying to muddle through by with the drastic and radical changes in order to be globally competitive. In fact, technology experts stated that when it comes to new enhancement and improvement of technology, the Philippines is not far behind, but rather one of the fastest country to acclimatize and adopt in this unbelievable wave of changes. With the rapid progress in technology in recent years, computer information systems have become feasible and practicable, perhaps essential, for use even in small scale business operations. Almost all entities now use computers to some extent in their accounting systems. The widespread use of computers has offered new opportunities for professional accountants and had also created some challenging and exigent problems to auditors. Additionally, in auditing, the need for computer is now more important and significant because of the increasing and growing demand of auditing. Without computer, then auditing would not be able to deal with this growing demand. Ever imagine, conducting an audit without the usage of computer, isn’t it that it will be very difficult for the auditor because we all know, we human beings are immersed and innate with errors. Incorporating CIS in auditing is tough. This is because; there are technical and methodological matters that an auditor doesn’t have any idea with, for instance, the software, such as operating program, utility program, etc. Auditors do not have any idea of these things, that’s why auditor tries to broaden their knowledge in order to be competitive. The result of that leads to the flourishing of auditing. Time and time again, auditing will continue to evolve. Having said all that, this topic contains a lot of different things which cannot be found in normal manual auditing. The overall objective and scope of an audit does not change in a CIS environment. However, the use of a computer changes the processing, storage and communication of financial information and may affect the accounting and internal control systems employed by the entity. Accordingly, a CIS environment may affect: a. ) the procedures followed by the auditors in obtaining a sufficient understanding of the accounting and internal control systems; b. ) the consideration of inherent risk and control risk through which the auditors arrive at the risk assessment; and c. ) the auditors’ design and performance of tests of control and substantive procedures appropriate to meet the audit objective. Anyways, regardless of the extent of computerization or the methods of data processing being used, the establishment and implementation of appropriate internal control systems rests with the management and those charged with governance. The auditor’s responsibility is to obtain an understanding of the entity’s internal control system to be able to assess control risk and determine the nature, timing and extent of tests to be performed. Before tackling the important details of my topic, let us first define what is meant by Auditing and Computerized Information System (CIS). So, what is auditing? PSA 200 defines auditing by stating the objective of a financial statement audit, that is, to enable the auditor to express an opinion whether the financial statements are prepared, in all material respects, in accordance with the applicable financial reporting framework. A more comprehensive definition of auditing is given by the American Accounting Association: â€Å"auditing is a systematic process of objectively obtaining and evaluating evidence regarding assertions about economic actions and events to ascertain the degree of correspondence between these assertions and established criteria and communicating the results to interested users. On the other hand, computerized information system pertains to the usage of computer to develop and collate the information derived in an audit for the need of the auditor and third parties related. Another definition of Computerized Information System (CIS) includes, is often a track within the computer science field studying computers and algorithmic processes, including their principles and doctrine, their software & hardware designs, their applications, and their impact on the general public. (http://www. quora. om/Information-Systems) I would just like to give a brief history of Auditing in a CIS Environment. It began as Electronic Data Process (EDP) Auditing and developed largely as a result of the rise in technology in accounting systems, the need for IT control, and the impact of computers on the ability to perform attestation services. The last few years have been an exciting time in the world of CIS auditing as a result of the accounting scandals and increased regulation. CIS auditing has had a relatively short yet rich history when compared to auditing as a whole and remains an ever changing field. The introduction of computer technology into accounting systems changed the way data was stored, retrieved and controlled. It is believed that the first use of a computerized accounting system was at General Electric in 1954. During the time period of 1954 to the mid-1960s, the auditing profession was still auditing around the computer. At this time only mainframe computers were used and few people had the skills and abilities to program computers. This began to change in the mid-1960s with the introduction of new, smaller and less expensive machines. This increased the use of computers in businesses and with it came the need for auditors to become familiar with EDP concepts in business. Along with the increase in computer use, came the rise of different types of accounting systems. The industry soon realized that they needed to develop their own software and the first of the generalized audit software (GAS) was developed. In 1968, the American Institute of Certified Public Accountants (AICPA) had the Big Eight (now the Big Four) accounting firms participate in the development of EDP auditing. The result of this was the release of Auditing & EDP. The book included how to document EDP audits and examples of how to process internal control reviews. Around this time EDP auditors formed the Electronic Data Processing Auditors Association (EDPAA). The goal of the association was to produce guidelines, procedures and standards for EDP audits. In 1977, the first edition of Control Objectives was published. This publication is now known as Control Objectives for Information and related Technology (CobiT). CobiT is the set of generally accepted IT control objectives for IT auditors. In 1994, EDPAA changed its name to Information Systems Audit and Control Association (ISACA). The period from the late 1960s through today has seen rapid changes in technology from the microcomputer and networking to the internet and with these changes came some major events that change IT auditing forever. The formation and rise in popularity of the Internet and E-commerce have had significant influences on the growth of IT audit. The Internet influences the lives of most of the world and is a place of increased business, entertainment and crime. IT auditing helps organizations and individuals on the Internet find security while helping commerce and communications to flourish. (www. trustsoft. com/pp_ha_1. php) In terms of needed skills and competence of the auditor; he/she should have sufficient knowledge of the CIS to plan, direct, supervise and review the work performed. The auditor should consider whether specialized CIS skills are needed in an audit. These may be needed to a. ) obtain sufficient understanding of the accounting and internal control systems of the CIS environment, b. determine the effect of CIS environment on the assessment of related risks, c. ) design and perform appropriate tests of control and substantive procedures. In planning the portions of the audit which may be affected due to client’s CIS environment, the auditor should acquire an understanding of the implication and complexity of the CIS activities and the availability of data for use in the audit. Such matter that needed understanding are the following; a. ) the significance and intricacy of computer processing in each significant accounting application, b. the organizational structure of the client and the extent of concentration or distribution of computer processing throughout the entity, c. ) the availability of data (e. g. source document, computer files). Computerized information systems have essential and vital characteristics that distinguish them from manual processing system. These are the following: a. ) lack of visible transaction trails, b. ) consistency of performance, c. ) concentration of duties, d. ) ease of access to data and computer programs, e. ) vulnerability of data and program storage media, f. Systems generated transactions and g. ) Potential for increased management supervision. As regards to lack of visible transaction trails, in manual system, it is normally possible to follow a transaction through the system; by examining source documents, entity’s records, and financial reports. In a CIS environment, data can be entered directly and unswervingly into the computer system devoid of supporting documents. Furthermore, records and files may not be printed and cannot be read without using the computer. The absence of these visible documents supporting the processing of transactions makes the examination of evidence more difficult. In relation to the consistency of performance, CIS performs functions exactly as programmed. If the computer is programmed to perform a specific data processing task, it will never get tired of performing the assigned task in exactly the same manner. Because of this capability of the computer to process transactions uniformly, clerical errors that are normally associated with manual processing are eliminated. On the other hand, an incorrect program could be very devastating because it will result to consistently erroneous data processing. Third, concentration of duties, in here proper segregation of duties is an essential characteristic of a sound internal control system. However, because of the ability of the computer to process data efficiently, there are functions that are normally segregated in manual processing that are combined in a CIS environment. As a particular example, in manual processing the function of recording cash disbursements is incompatible with the responsibility for reconciling cash disbursement. Since one of these functions serves as a check upon the other, assigning both functions to one employee would enable and permit that employee to commit and conceal errors and irregularities. A properly programmed computer, on the other hand, has no tendency or motivation to commit irregularities or conceal its errors. Hence what appears to be an incompatible combination of functions may be combined in a CIS environment without weakening and dwindling the internal control provided suitable and appropriate compensating controls are put in place. Fourth, ease of access to data and computer programs, in a CIS environment, data and computer programs may be accessed and altered by unauthorized persons leaving no visible and detectible evidence. It is important, therefore, that proper and appropriate controls are incorporated in the system to limit the access to data files and programs only to authorized personnel. Fifth, vulnerability of data and program storage media, in a manual system the records are written in ink and substantial paper. The only way to lose the information is to lose or destroy the physical records. The situation is completely different in a CIS environment. The information on the computer can be easily changed, leaving no trace of the original content. This change could happen inadvertently and huge amount of information can be quickly lost. Another, systems generated transactions; certain transactions may be initiated by the CIS itself without the need for an input document. For example, interest may be calculated and charged automatically to customers’ account balances on the basis of pre-authorized terms contained in a computer program. Lastly, potential for augmented management supervision, CIS can offer management a variety of analytical tools that may be used to review and supervise the operation of the entity. The availability of these tools may enhance the entire internal control structure. There are certain advantages and disadvantages in using computer in the conduct of audit. Take note that the characteristics of computer information system already tackled above pertains to some advantages and disadvantages of CIS. Advantages of it includes, it avoids computational errors commonly done by human; eases up and alleviate the work of auditor especially when it comes to timeliness; faster and efficient in processing of information; generation and creation of accounting documents like invoices, cheques and statement of account are automatic; more timely information can be produced; With the larger reductions in the cost of hardware and software and availability of user-friendly accounting software package, it is relatively cheaper like maintaining a manual accounting system; no more manual processing of the data hence all data are automatically been posted to the various ledgers/accounts and others . On the other hand, the disadvantages of CIS are the following: it removes part of the audit trail; subject to manipulation especially to unauthorized personnel; the need for back-up files, could result into more cost, especially if computer is susceptible to power interruption and from infectious softwar e; danger of computer fraud if proper level of control and security whether internal and external are not properly been instituted and others.

Camera Obscura Edinburgh Essay Example | Topics and Well Written Essays - 1000 words

Camera Obscura Edinburgh - Essay Example These aspects are (1) the visitors’ experience and (2) the visitors’ behavior. Key Words camera obscura, artistic Introduction The Camera Obscura in Edinburgh is one of the most popular tourist attractions in Scotland. The site is frequented by thousands of tourists every year who are eager to see and learn about this artistic marvel (Cooper 2005, p.37). It is a very important feature of Scotland’s tourism industry, and is loved and adored by so many people. Most people love visiting tourist attractions and sites; they love to explore and to take in the wonderful features on offer in not only their countries but other foreign nations as well. However, few people really appreciate these sites. This could be because a majority of them have little grasp of those attractions and therefore are not aware of how to conduct themselves when touring. It is worth noting that if one does not fully understand the history and nature of a particular tourist attraction, it is ve ry difficult to enjoy a visit to that site. At the same time, it is very easy for one to do things that might be considered wrong or inappropriate. Despite this, they cannot be wholly blamed, and this is why tour guides and operators are so important (Huang 2009, p.19). They help visitors to acclimatize themselves to whichever place they are visiting, and in the process improve their experience and allow them to express themselves without any reservations. The Camera Obscura in Edinburgh is an example of a tourist attraction that can do more in order to give its visitors the best possible experience. How to Improve Visitor Behavior Improving Communication (especially informal communication) Visitors always enjoy visits to museums and tourist attractions when they engage in interactive and hands-on exhibitions. These types of exhibitions are usually accompanied by fun, but they are not always accompanied by scientific, cultural or educational enrichment. Visitors often enjoy museum v isits, most visibly to observers, in hands-on and interactive exhibitions (Stine 2009, p.29). Hands-on exhibitions are not necessarily accompanied by educational, cultural or scientific enrichment, although they may be accompanied by having fun. Research carried out over the years has revealed that visitors often miss most of the attitudes and /or ideas that are normally the original objective of museums, exhibition organizers and curators. Museums and tourist sites generally understand and know how to develop the aesthetic, physical and scholarly aspects of spaces. Despite this, the attitudes, learning capabilities, motivations and preconceptions are not well understood. Edinburgh’s Camera Obscura should strive acquire an in-depth knowledge of how visitors learn and behave in leisure-oriented environments. This will allow it to â€Å"read† its visitors and as a result develop a very good understanding of their preferences, how they like to view those preferences and h ow much time they require to view the various attractions within the Camera Obscura (Hall 2009, p.10). It is therefore crucial that any

Police Misconduct Research Paper Example | Topics and Well Written Essays - 750 words

Police Misconduct - Research Paper Example However, it is indisputable that police have used their privileges to take advantage of the public, becoming more of a threat than a source of security to the public. Discretion provides the police with an opportunity to design their own courses of action, and at times the right to abuse the law. The matter of police discretion has been a hot topic in the area of criminology as researchers seek to identify the best approach to streamline police actions. Discretion gives the police the chance to make ethical decisions depending on the complexity of the situation that they encounter to reinstate order in the most appropriate way. One advantage of police discretion is that it saves the public from the agony of harsh police treatment if the law was followed to the letter. However, Dempsey and Forst (2013, p. 140) states that police discretion with the opportunity to abuse their powers in a manner that favours their course of action. Arguably, the police can pursue private interests in the cover of police discretion. Such â€Å"private interest can take several forms, such as direct financial or material profit, receiving services, or psychological profit† (Terry, 2010, p. 617). For instance, a police will decide to take bribe rather than incriminate a careless driver, hence predisposing the public to road accidents. In such an instance, the police will apply discretion to make a decision that is selfish and ignores the plight of the public (Terry, 2010). Although this may benefit one public, it is a wrong decision that puts the life of other drivers at danger. In this light, discretion allows the police to make selfish decisions that only benefit a few and hurt the community welfare. Discretion gives the police the right to bend the law and the consequences of bending the law may be too severe. In their duties, the

Developing Cross-Cultural Capability Essay Example | Topics and Well Written Essays - 2500 words

Developing Cross-Cultural Capability - Essay Example Despite the development made by Hall, the ideas were still discreet. Later, Hoftstede (1980; 2000) brought about actual developments in the idea of cross-cultural management. On one hand, five distinct cultural dimensions were identified by Hofstede (1991; 1993) that sets two countries apart. On the other hand, seven similar cultural dimensions were identified by Trompenaars (1993). The five of the seven common cultural dimensions as identified by the research scholars are individualism versus collectivism, uncertainty avoidance, masculinity versus femininity, power distance and long-term versus short-term orientation (Hofstede, 1980; 2000). In the due course of working as an HR head for the company, the researcher has realized that the company is planning to take its first step in the international field and has no prior experiences of business expansions across borders. In addition, majority of the managers who have worked or are still working either belong to the European Union co untries or UK. Given the aforementioned fact, for a business expanding into countries like, Nigeria, China and Brazil, the five cultural dimensions may pose severe challenges as well as present with prospective opportunities, as far as the theory of cross-cultural management is concerned. For example, it has been witnessed in many empirical researches that majority of the European companies find it very hard to understand the aspect of collectivism followed by Chinese employees (Cheng, Jiang and Riley, 2003; Chen, Tsui and Farh, 2002).

English Legal System and Skills Essay Example | Topics and Well Written Essays - 500 words

English Legal System and Skills - Essay Example Jury selection is one of the features that identify its credibility in determining guilt. A random approach to selection reduces potential bias due to conflict of interest among decision makers, unlike in a formal court process in which a presiding judge or magistrate can be predetermined or compromised. Jury selection from the entire population makes it difficult to predetermine the final list of jurors. Juror selection process also provides for exclusion of people with certain traits, which could threaten credibility. Individuals who are under community service sentences and those awaiting trial can be excluded and this eliminates their potential bias due to their condition. People with suspected mental incapacitation or disorder can also be excluded and this eliminates possible irrationality. A jury service can also be deferred if a member of the selected jury faces a technical schedule and this ensures stability of jurors during decision-making. In addition, a juror can be challe nged, as occurred in the case of R v Gough, or even an entire jury, as was in the case of R v Fraser, in order to eliminate threat of bias. A vetting process also follows jury and ensures suitability of each juror for the task.1 (123-130) Advantages of the jury trial also support significance. It involves the public and is therefore likely to gain support from the people than formal proceedings. The public can also easily associate with jury trial and accept its verdict, a factor that is also significant to the correctional objectives of the criminal justice system because convicts are likely to accept their verdicts. The law may also contradict fairness and jury ensures equity instead to strict adherence to the law. In the case of R v Ponting, in which the accused was guilty under law but whose action had good intentions, acquittal was justified because of political stake that could take advantage of the law to

Managing Innovation at St. Lukes Medical Center Essay

Managing Innovation at St. Lukes Medical Center - Essay Example Every organization exists to achieve a purpose. In order to attain organizational goals, a set of policies and strategies are defined and developed by management. As averred by Christensen, Andrews, & Bower (3), policy is â€Å"the study of the functions and responsibilities of senior management, the crucial problems that affect success in the total enterprise, and the decisions that determine the direction of the organization and shape its function†. One of the strategic management decisions undertaken by aggressive and competitive organizations is innovation. Most business practitioners have grown accustomed to innovation stemming from new inventions and advancing technology. But suiting policy to changing circumstances includes also the application of a firm’s long-established strengths to unexplored segments of the market via innovations in price, service, distribution, or merchandising. Innovation is the â€Å"process by which an idea or invention is translated into a good or service for which people will pay. In business, innovation results often from the application of a scientific or technical idea in decreasing the gap between the needs or expectations of the customers and the performance of a firm's products.† (Business Dictionary 1) One of the most innovative organizations in Asia is St. Luke’s Medical Center in the Philippines. It is the number one hospital in the Philippines but its vision is to be one of the top five medical institutions in Asia by 2010.

Analyse how the Holy Week is celebrated around the world. When, where, Essay

Analyse how the Holy Week is celebrated around the world. When, where, why, how is it celebrated (and much more). Give your personal opinion - Essay Example In most countries, they hold processions while carrying palm branches or crosses. Ash Wednesday is a day for cleaning the soul, and during the church service, a sign of a cross is marked with ashes on the foreheads. This symbolizes human mortality and repentance for sin. It originates from old biblical times when sinners covered their heads with ashes. Maundy Thursday or Holy Thursday is in memory of the last supper when Judas betrayed Jesus. In some churches, the priest washes a few people’s feet in memory of the way Christ washed his disciples’ feet. Good Friday is a mourning day and involves meditation on Christ’s suffering and death on the cross. In some instances, the crucifixion may be enacted. Holy Saturday is the day most Christians hold vigil as they watch and wait for Christ to return at midnight. Easter Sunday marks the end of the holy week and commemorates the resurrection of Christ. It is a very happy and important day in the Christian calendar (St. Paul

How the Role of Women Has Changed Essay Example for Free

How the Role of Women Has Changed Essay How much has the role of women changed in the last 30 years? Since the introduction of the pill on the NHS and the equal pay act we have seen massive changes in how women are viewed in society. In this essay I will be looking at how these have changed societies views and how they have affected women. I want to research this topic as I believe that there has been great leaps forward in how women are able to live and how this is now affecting the rest of the world. I will be analysing some of the recent changes in polices and attitudes that have taken place that have allowed women to become more productive members in the professional working environment. Over the last 30 years of feminism we have seen women shaking off the stereo typical attitude of females being second class citizens. Women are now able to go into higher education and thus allowing them showing great determination, will power, stamina and courage to apply and take on the role of many high powered jobs that were once only seen as a job for males. And now women have greater opportunities than ever before. But they are showing a lower sense off well being this seems to come as quite a shock as women have managed to liberate theme self’s from the traditional view.(http://www.dailymail.co.uk) Women have never had so much equity that they have now and we are now seeing female miners ,doctors and dentist which shows that they can get on any single job that they want. Women are still able to have children some as much two or three and are still managing to keep up a balance of family and work life.(http://www.dailymail.co.uk) The introduction of the pill has had the biggest social and family impact that has been seen in our time. When it was first introduced the government was not happy about providing it to all women as they did not want to be seen to promote promiscuity so they mainly issued it to older women who already had children and did not want to have any more. But in a controversial move in 1974 saw family planning clinics give the pill out to single women which made it a lot easer for theme to decide if they wanted to have children. It is now estimated that two million women in England and Wales take the pill and 70% of all women have at some stage been prescribed the pill.( http://www.bbc.co.uk)This was revolutionary for women at the time now they have a greater freedom than ever before. Women could now decide when they got pregnant which means they could go on to higher education and become a career woman not just a mother and house wife. The introduction of the Equal Pay Act 1970 ,now the Equity Act 2010, was supposed to close the gap on the amount that men got paid compared to women for doing the same job. But recent statistics show that men still earn more in 370 out of 426 job classification than women who earn more in only 53 job classifications. Ruth Sealy, Deputy director of the International Centre for Women Leaders at Cranford University said â€Å"it’s appalling how can this be when we have equality laws?†(http://www.guardian.co.uk) The government has made a decision to change one of it’s polices in the Equality Act that would have made companies disclose the percentage of pay differences between men and women by 2013 .Sealy believes that this policy is responsible for the 2 % decline in the pay gap between men and women in 2011 and now it is not in place the pay gap may start to increase again.(http://www.guardian.co.uk) Although this dose sound like the Equality Act is not working as it was intended to there is light at the end of tunnel. Lord Davies independent review into woman on boards has given Britain’s 100 biggest companies until 2015 to increase the amount of women who sit on boards from 12.5% to 25%. There has already been a marked improvement since the report has been published the figures have went up by 2.5% to 15% Lord Davies said† this is amazing progress†. (http://www.telegraph.co.uk) Family life has changed over the last 30 years we are now seeing more women going into work which means that there are now two incomes coming into the family home and people are now living better that they once did. Women are now living like men once did they are going out to work meeting new people and enjoying a social life away from the husband. And it seems that men are staying at home and spend more time with the children.(http://www.guardian.co.uk) A recent study carried out by the Equal Opportunities Commission found that 69% agreed that there life’s are becoming more similar in rearguards to how much time they can spend between work and family life. Now women are spending more time at work it means that they have to rush home to see the children before bed time or to care for a relative. Due to this change people are becoming more worried about family life how is it going to turn out if this sexual revaluation is going to continue we will need to start looking at the policy that are in place for the elderly and disabled so we can give them more of a say on how they want to live if the availability of family care is going to reduce.(http://www.guardian.co.uk) Women have moved dramatically forward in the last 30 years there have been so many changes in the attitudes of society that have enabled women to feel more empowered about the choices that they can make in their own life. The attitude that people have towards women is far from the typical attitude that people had in regards what role women should take on as they are no longer expected to be the house wife or the mum. Women are now becoming professionals and are now sitting on the boards of some of the most powerful companies in the world. This is all great but how is this affecting the way in which parents bring up families if men and women are now living similar life’s how will be able to bring up our family and give the parental support to the children if both the parents are out trying to promote there careers. If this is going to continue people will need to start thinking about the future of family life. We will have to find a way in which family’s will be able to function at a normal level and still be able to support women to carry on and progress even further. Is it going to be a case some fifty years down the line that the gender revaluation has went so far that the roles of men and women will have completely turned around. Our will the gender revaluation reach a point where both sexes are able to work and provide a healthy family life. http://www.bbc.co.uk/news/uk-15984258 (Date accessed 20/03/2012) http://www.dailymail.co.uk/femail/article-1189894/Women-happy-years-ago-.html (Date accessed 25/03/2012) http://www.dailymail.co.uk/news/article-1189856/M-S-boss-Stuart-Rose-Glass-ceiling-Women-good-workplace.html (Date accessed 02/04/2012) http://www.guardian.co.uk/uk/2011/mar/08/four-decades-on-equal-pay-yet-to-come (Date accessed 03/04/2012) http://www.guardian.co.uk/society/2005/nov/23/equality.socialcare ( Date accessed 04/04/2012) http://www.telegraph.co.uk/finance/jobs/9090327/Lord-Davies-shakes-up-Britains-boardrooms.html (Date accessed 06/04/2012) Richard D. Gross (1994). Key Studies in Psychology. 2nd ed. London: Hodder And Stoughton. 100.

Crohns Contribution To Physiology Nursing Essay

Crohns Contribution To Physiology Nursing Essay Crohns disease is a kind of lifestyle disease. Crohns disease is also known as regional enterities. It is a type of inflammatory bowel disease. Crohns disease is different with ulcerative colitis which is another common type of inflammatory bowel disease.The differences between the two illness is the area that affected in the gastrointestinal tract (GI tract). Crohns disease affects the end of small bowel (the ileum) and the beginning of the colon, but it may affect any part of the gastrointestinal (GI) tract, from the mouth to the end of the rectum. Diagram 1 Regions that are affected by ulcerative colitis and Crohns disease There are 700,000 Americans may affected Crohns disease. Crohns disease is a disease which can be associated with genetic inheritance which runs in some families. If there is anyone of your relatives have this disease, your family members will have a significantly increased in chance of getting Crohns disease.The risk of developing this disease will increase when your parents have inflammatory bowel disease. Related members of the family of the affected individuals will be at higher risk. The percentage of getting Crohns for males and females are 50% respectively. The ratio of getting this disease for smokers and non- smokers is two to one. This disease can occur at any age but it is more prevalent among teenagers and young adults. The range of the age is between 15 and 35. The exact cause of Crohns disease is unknown. Crohns disease is more common in developed countries. It is an autoimmune disorder which is a condition that occurs when the bodys immune system mistakenly attacks and destroys healthy body tissue. In short, the body over-reacts to normal bacteria in the intestines. Immunological and bacterial factors in genetically susceptible individuals are the causes of the disease. The interaction between environmental is one of the cause of the Crohns disease. Crohns disease has traditionally been described as an autoimmune disease, but recent investigators have described it as an immune deficiency state. Diagram1- Distribution of Crohns Disease in the intestinal tract Crohns disease can be categorized by the specific tract region affected. 50 % of the Illeocolic Crohns will occur in both the ileum and the large intestine. 30% of the Crohns ileitis will occur on illeum only, while the Crohns colitis, that manifest the large intestine, accounts for the remaining 20%. Diagram 2 Affected region by Crohns disease Crohns disease can be categorized by the behaviour of disease as it progresses. There are three categories of diseasee presentation in Crohns disease they are stricturing, penetrating and inflammatory. Stricturing disease causes narrowing of the bowel that may lead to bowel obstruction or changes in the calliber of the faeces. Penetrating disease creates abnormal passageways between bowel and other structures, such as the skin. Inflammation disease causes inflammation without causing strictures or fistule. Crohns disease is a kind of chronic disease. It is a chronic inflammatory disorder, in which the bodys immune system attacks the gastrointestinal tract possibly directed at microbial antigens. The patient will suffer throughout the period that the disease flares up and causes a lot of symptoms. During this period, the patient may not be aware of the symptoms at all. Crohns disease affects any part of the gastrointestinal (GI) tract. Diagram : Gastrointestinal Tract in which Crohns Disease affects Gastrointestinal Tract in which Crohns Disease affects The primarily symptom of Crohns disease are pain in abdomen that often accompanied by diarrhoea which may or may be bloody especially for those who have had surgery. The nature of the diarrhea in the disease depends on the part of the small intestine or colon involved. Ileitis typically results in large-volume and watery faeces while the colitis may result in a smaller volume of faeces but with high frequency. The faecal consistency can be range from solid state to watery. There are several cases which the patients have more than 20 bowel movements per day at any time. We can see the bleeding n the faeces in Crohns colitis.Bloody bowel movements are continuous and it can be in bright or dark red in colour. Flatulence and bloating will cause more the intestinal discomfort. Fever, vomiting, join pain, weight loss, skin problems and bleeding from the rectum may ocurred also and cause a person malnutrition. It may also cause the complications outside the gastrointestinal tract such as skin rashes, arthritis, anemia, fistula, inflammation of the eye, tiredness, and lack of concentration. Constipation may occur also. Children who have this disease may have growth problems. Symptoms Crohns disease Defecation Often porridge- like, sometime steatorrhea Tenesmus Less common Fever Common Fistulae Common Weight loss Often Table 1 The common symptoms in Crohns disease In Crohn disease the maximum damage to the intestine occurs beneath the mucosa, and lymphoid conglomerations, known as granulomata, are formed in the submucosa. In addition, Crohn disease attacks the perianal tissues more often than does ulcerative colitis. Crohn disease is diagnosed by a combination of methods, including blood and stool analysis and colonoscopy. Diagnosis may be confirmed by other methods, such as barium enema, which uses X-rays to examine the intestine following rectal insertion of a liquid barium contrast agent, and capsule endoscopy, which examines the intestines via a pill-sized video camera that is swallowed by the patient and transmits images to sensors attached to the patients body as it passes through the digestive tract. The effect of the Crohns disease can be problematic during pregnancy. This is because some medications can cause undesirable outcome to the foetus or mother.Certain medication will reduce the production of sperms or may affect mans ability to conceive. Preventive measures are taken through consultation with obstetrician and gastroenterologist. Crohns disease can be diagnosed through stool tests, blood tests, biopsy, sigmoidoscopy (used to investigate the lower bowel), colonoscopy, endoscopy, Barium enema X-ray, Barium meal X-ray and CT scans. X-ray pictures of the abdomen then show the inside of the bowel more clearly. Barium appears white on X-rays. Although there are so many tests, none of them require a general anesthetic. They are generally carried out as out-patient procedures so the patient does not need to stay in hospital overnight. Scientist Crohns disease was first described by Burrill Bernard Crohn, Dr. Leon Ginzburg and Dr. Gordon Oppenheimer in 1932, but it was not clinically, histologically, or radiographically distinguished from ulcerative colitis until 1959. Diagram Dr. Burrill Bernard Crohn Diagram Dr Leon Ginzburg. The history of the scientist Burrill Bernard Crohn (June 13, 1884 July 29, 1983) was an American gastroenterologist and was the first to describe the disease for which he is known, Crohns disease. His Institutions is Mount Sinai Hospital in New York. He studied at the College of Physicians Surgeons, Columbia University in year 1908. In 1932, Dr. Crohn and two colleagues, Dr. Leon Ginzburg and Dr. Gordon Oppenheimer, published an important paper describing the then-relatively unknown condition. Their seminal paper, Terminal Ileitis: A new clinical entity, documenting fourteen cases. The name of the disease was changed to Regional ileitis on publication. At the time that he and his colleagues described the disease, Dr. Crohn had a private practice in New York City and usually admitted his patients for diagnosis and treatment to the Mount Sinai Hospital. At Mount Sinai he worked with the neurologist Bernard Sachs from 1858 to 1944. He also spent time working with Dr. Jesse Shapiro, another medical doctor was very involved with Crohns research. As Dr. Shapiro had been diagnosed with Crohns himself, he had a born devotion to cure the disease. At Mount Sinai Hospital, Dr. Crohn built a very large and successful practice for patients with granulomatous enterocolitis and eventually was made the first chief of the department of gastroenterology. He was highly respected throughout the remainder of his professional career and received numerous patients from all over the USA, as well as from abroad. Crohn practiced medicine until he was 90, splitting time in his later years between the Upper East Side of Manhattan and at his country home in New Milford, Connecticut, where he met his second wife, Rose Elbogen Crohn, whom he married in 1947. The Burrill B. Crohn Research Foundation was established at Mount Sinai in 1983 with initial funding from Rose Crohn and later his daughter, Ruth Crohn Dickler. The discovery The first description of the Crohns disease was earlier made by the Italian physician Giovanni Battista Morgagni (1682-1771) in 1769, when he diagnosed a young man with a chronic, debilitating illness and diarrhea. Successive cases were reported in 1898 by John Berg and by Polish surgeon Antoni Lesniowski in 1904. In 1913, Scottish physician T. Kennedy Dalziel, at the meeting of the British Medical Association, described nine cases in which the patients suffered from intestinal obstruction. On close examination of the inflamed bowel, the transmural inflammation that is characteristic of the disease was clearly evident. Abdominal cramps, fever, diarrhea and weight loss were observed in most patients, particularly young adults, in the 1920s and 1930s. In 1923, surgeons at the Mt Sinai Hospital in New York identified 12 patients with similar symptoms. In 1930, Dr Burrill Bernard Crohn pointed out similar findings in two patients whom he was treating. Crohns contribution to physiology Some of Crohns initial research into the causes of the disease was centered on his personal conviction that it was caused by the same pathogen, a bacterium called Mycobacterium paratuberculosis (MAP), responsible for the similar condition that afflicts cattle, that is Johnes disease. However, he was unable to isolate the pathogen-most likely because M. paratuberculosis sheds its cellular wall in humans and takes the form of a spheroplast, making it virtually undetectable under an optical microscope. This theory has resurfaced in recent years, and has been lent more credence with the arrival of more sophisticated methods to identify the MAP bacteria. Research Doctors and scientists are conducting Crohns disease research that known as clinical trials. Research studies are designed to answer important questions and to determine whether new approaches to treating Crohns disease are safe and effective. This research has already led to many advances, and researchers continue to search for more effective methods for dealing with Crohns disease. Crohns Allogeneic Transplant Studys investigation team of Seattle is undergoing the Phase II clinical trial to cure it. Transplanting of bone marrow is involved. The purpose of this phase is curing effectively patients who have this disease, Crohns disease. The Phase II research, the doctors will give the best medical and surgical treatments to the patients with Crohns disease who is going to undergo the transplantation so that they are healthy enough. The transplant procedure starts with chemotherapy and a small dose of radiation so that the patients immune system is weak and can accept the bone marrow calls from other. After receiving other persons bone marrow cells, immune suppressive medicines are given to prevent the new cells from being rejected and to stop those cells from damaging the patient. The new immune system will start growing and the blood counts will rise after the new donor cells start working. There is a risk of infection during this time so antibiotics and anti- viral drugs are given to prevent the infection. After the new donor cells are well-established, the immune suppressive medicines will be stopped. Doctors will examine parts of the intestine that were inflamed before the start of the transplant procedure; to make sure the Crohns Disease has disappeared after the transplant. Patients will be formally evaluated for Crohns activity at around 100 days after transplant, and yearly after that for 5 years. The effect of Crohns disease in intestine Crohns disease can cause several mechanical complications within the intestines, including obstruction, fistulae, and abscesses. Obstruction typically occurs from structures or adhesions that narrow the lumen, blocking the passage of the intestinal contents. Fistulae (an abnormal connection or passageway between two epithelium-lined organs or vessels that normally do not connect) can develop between two loops of bowel, between the bowel and bladder, between the bowel and vagina, and between the bowel and skin. Abscesses are collections of infections, which may occur in the abdomen or in the perianal area in Crohns disease sufferers. Ileovesical fistulae are the most common cause in Crohns disease. Crohns disease involves in the small bowel that will cause higher risk for small intestinal cancer. People with Crohns colitis will have a relative risk of 5.6 for developing colon cancer. Diagram : Endoscopy image of colon showing serpiginous ulcer, a classic finding in Crohns disease Pathophysiology During a colonoscopy, biopsies of the colon are often taken to confirm the diagnosis. Certain characteristic features of the pathology seen point toward Crohns disease; it shows a transmural pattern of inflammation, meaning the inflammation may span the entire depth of the intestinal wall. Ulceration is an outcome seen in highly active disease. There is usually an abrupt transition between unaffected tissue and the ulcer a characteristic sign known as skip lesions. Under a microscope, biopsies of the affected colon may show mucosal inflammation, characterized by focal infiltration of neutrophils, a type of inflammatory cell, into the epithelium. This typically occurs in the area overlying lymphoid aggregates. These neutrophils, along with mononuclear cells, may infiltrate the crypts, leading to inflammation (crypititis) or abscess (crypt abscess). Granulomas, aggregates of macrophage derivatives known as giant cells, are found in 50% of cases and are most specific for Crohns disease . The granulomas of Crohns disease do not show caseation, a cheese-like appearance on microscopic examination characteristic of granulomas associated with infections, such as tuberculosis. Biopsies may also show chronic mucosal damage, as evidenced by blunting of the intestinal villi, atypical branching of the crypts, and a change in the tissue type (metaplasia). One example of such metaplasia, Paneth cell metaplasia, involves development of Paneth cells (typically found in the small intestine) in other parts of the gastrointestinal system. Diagram : Section of colectomy showing transmural inflammation Prevention Crohns disease cannot be prevented, because the cause is unknown. But you can take steps to reduce the severity of the disease. First, take medicines regularly can reduce sudden attacks and keep the disease in remission.Second, do not smoke. Smoking will increase the disease. Third, never use antibiotics unlesss the doctor prescribed for you. Eating small meals can help with a low appetite too. Getting a healthy diet, regular exercise and enough of sleep also can help to reduce the symptoms. By controlling the symptoms, we should follow the low dietary fiber diet especially the fibrous foods that cause symptoms. Treatment There is no cure for the Crohns disease because Crohns disease is unpredictable but there may have treatment options that can make sufferers to minimise the effects of the condition on their lives. If the remission is achieved, the relapse can be prevented and the symptoms can be controlled. A person needs to receive the treatment when the symptoms are active. Crohns disease cannot cure by surgery. There are three main goals for the treatment of Crohns disease. There are the achieving remission that relieve symptoms, maintaining remission that prevent symptom flare- ups and improving the quality of life. The main treatment for Crohns disease is to take medicine so that can stop the inflammation that occurred in the intestine. Medicine can prevent the flare- ups and keep you in remission. These treatments are ongoing treatment that the doctor will want to see the patient about every half year. If your condition will flare- ups, you may have lab tests every 2- 3 months. People who have serious complications may require a stronger medicine The doctor will give the patients the traditional first-line at the beginning of the treatment. If the patients are getting worse, the doctor will change or add the medicines. Antidiarrheal medicine which will slows or stops the painful spams in intestines that cause symptoms can be respond for the mild symptoms. Aminosalicylates, antibiotics, cortisoteroids, Biologics and the medicine that suppress the immune system are the types of medicine that the doctor will give to the mild to moderate symptoms. Lastly, the severe symptoms may be treated with corticosteroids given through a vein. The first step is to control the disease. After the symptoms are gone, the doctor will change the medicine that listed above so that the symptoms are in remission. Conclusion Crohns disease is a type of inflammatory bowel disease (IBD) which will affected ours gastrointestinal (GI) tract. Patients who have this disease cant able to notice at all. Crohns disease is a disease which can be associated with genetic inheritance which runs in some families. Teenagers and young adults whose age is between 15 35 will be easilly to get this disease. There are three types of Crohns disease that is Crohns colitis, Crohns ileitis and Crohns Illeocolic which will affected different region of the gastrointestinal (GI) tract. Crohns disease is an autoimmune disorder. Crohns disease is a chronic disease which the bodys immune system attacks the gastrointestinal tract possibly directed at microbial antigens. The patient will suffer throughout the period that the disease flares up and causes a lot of symptoms. The primarily symptom of Crohns disease are pain in abdomen that often accompanied by diarrhoea. Constipation, fever, vomiting, join pain, weight loss, skin problems and bleeding from the rectum may ocurred also and cause a person malnutrition. Crohns disease may cause the patient to get colon cancer too. Burrill Bernard Crohn and two of his colleagues, Dr. Leon Ginzburg and Dr. Gordon Oppenheimer described this disease in New York City and usually admitted his patients for diagnosis and treatment to the Mount Sinai Hospital in 1932. Dr. Burrill Bernard Crohn practiced medicine until he was 90. Crohns disease cannot be prevented, because the cause is unknown and it is a genetic association disease so we have to change our bad lifestyle. We can change certain lifestyle like dietary adjustments, elemental diet, proper hydration, and smoking cessation will reduce the symptoms. Getting enough sleep is important too. Doctors and scientists are conducting Crohns disease research that known as clinical trials. Crohns Allogeneic Transplant Studys investigation team of Seattle is still undergoing the Phase II clinical trial to cure it by the bone marrow transplantation. There is still no cure for Crohns disease because Crohns disease is unpredictable. The doctors goal is to control inflammation, correct nutritional problems, and relieve symptoms. Doctors will give the patients medicine so that can stop the inflammation that occurred in the intestine. Medicine can prevent the flare- ups and keep you in remission. Sometimes, surgery is needed too. Crohns disease may cause us die if we didnt get the accurate treatment. For those who have this disease have to change those bad lifestyle. There have treatment options that can make sufferers to minimise the effects of the condition on their lives.

Luxury Brand Is An Illusion Cultural Studies Essay

Luxury Brand Is An Illusion Cultural Studies Essay What is a luxury fashion brand? To understand the luxury we have to have a taste for it. Hallmark of the taste re ­sts in sensitivity, from feelings. Every one has a different taste, but it is indispensable for eve ­ryone. Someone has a taste of luxury, and he can not afford to buy cheap thinks. Luxury brands work on an equal basis. We are not born with the right taste as well as there are no born masters in the right taste for fashion. Perfect luxury fashion brand consist of many ele ­ments, as a result of harmony. People wear different brands to express their personal style but also social and class relationships. Luxury brand can help them to be on higher social level, but is it true? Someone can buy one luxury model and to imersonate for rich people in the upper class. A lot of people can buy a Louis Vuitton bag, because it is the Louis Vuitton bag. They do not buy it, because of the quality. These people buy it because of the brand. But it everything depends on the taste, someone will buy the bag because of the quality, another one, because of the brand. The purpose of this dissertation is to clarify the identity and advertisement of the brands and to find out how they make the luxury illusion. The thesis traces the basic growth of the luxury. It depicts not only the growth of the luxury, but mainly the luxury fashion brands as Louis Vuitton, Gucci, Dolce Gabbana and Chanel. Their brand image, advertisement and placement in the luxury world. Buying the luxury products can represent that less people use to buy luxury products comparing to products concerning the physiologic needs. Paradoxically, the luxury products have become the property of the general public. Every star has a connection with monogram LV. Why this or the other luxury brands change the world? Why everyone want to be stigmatizing by the logo LV? To own the luxury Vuitton bag is a dream of a lot of women. It can be fetisch, prestige, snobbery, fashion, lust for luxury, quality or just not to be different from the other world. Vuitton is the McDonalds of the luxury industry, says Dana Thomas The logo LV is known worldwide as the logo of McDonald ´s. 2. The concept of luxury What is the definition of luxury? The perception of luxury is relative. People from various cultures can define luxury differently. The role of the luxury has been important from the beginning of civilisation as it is in modern society. Earlier, the usage of luxury was confined to the elite classes. The meaning of luxury was pretty clear. The elite classes could be defined as luxury, whatever the poor. Nowdays, it is often interpreting luxury as a phenomenon structured by rivalry for social position and social rivality. Therefor the luxury for some people may be ordinary for othrers. Luxury evokes feelings of uniqueness and exclusivity, and is characterised by products of high quality, controlled distribution and premium pricing (Okonkwo, 2009). Luxury can be also defined by something expensive and extravagant. According to Tungate (2009) theluxury can be a basic human need. People want to taste the luxury. The luxury brand endeavour to connect contrary requirements: to continue with tradition and innovation, to be authentic and at the same time to be modern. The emphasis is placed on dynamic development of the brands and primary demand for renovation and creativity. Luxury brands play an everyday role in our live. But if the luxury good can be found everywhere it loses its exclusivity and becomes ordinary. à ¢Ã¢â€š ¬Ã… ¾The current definition of a brand has however evolved from marks, names, logos and shapes to elaborate marketing development and strategies. The result is the creation of something powerful and consistent, which has the ability to produce emotional and psychological attachment with consumers and financial value for the brand owner. (Okonkwo, 2007:9) The luxury fashion brand is created by marketing communication, an excellent quality of the product and fashionability. Louis Vuitton, Chanel, Gucci and Dolce Gabbana are very well established and succesful luxury brands.The primacies between luxuries keep the Louis Vuitton form the beggining of origin, without questions. Brand image Brand concept/identity We are what we buy, so for some of us fashion is way to express identity. Hancock, 2009 Okonkwo (2009) proposes that the brand can not be created only by name. In implication the branding concept depend on customers their feelings and perceptions from different messages from each brand. She also introduced that the brand concept and name are the main elements of the identity. The concept could be inconquerable and catchy for customers. The traditional brand concept should be always related to logo, sign or label for physical differentiation. Okonkwo defined luxury fashion brand as brand strenght, differentation, exclusivity, innovation, product craftmanship and precision, premium pricing and high quality. Brand concept and image is essentially how the consumers perceive the brand identity. The brand image is an important for consumers, how they feel about a company. Two men and one vision If Cinderella ever needed to replace her fairy godmother, she would call Dolce Gabbana. This design team creates products that sparkle and has managed to change the staunch and uptight image of luxury fashion, making it fun and exciting for everyone. (Hancock, 2009:53) In the year 1985 Domenic Dolce and Stefano Gabbana have gone down to the fashion scene. The connection of sociable Stefan and more serious and sedulous Domenic began in 1980 when they met in the design company when they worked. Their relation full of emotion, passion and love in fashion created the key of their succes. Stefano loves colours and patterns. While Domenico loves sharp cut shapes and a perfect style. Their brand shows lifestyle of modern live on the based of tradition. Dolce Gabbana has very strong brand image. Dolce Gabbana ´s advertising campaigns have added to their controversial image. (Hancock, 2009:54) Their identity celebrates women and their sexiness, although they are homosexuals. Hancock (2009) states that the stories of this brand are intended for people who were not expected to wear the luxury fashion. It can be for unusual people who do not wear the brand, but their own image. Dolce Gabbana branding story is about taking the nontraditional fashion costumer and demonstrating how they can be stylish and sophisticated in their own way. (Hancock, 2009:53) According to Hancock, Domenico and Stefan are sometimes part of their own advertisements and campaigns as models. They want to reflect the spirit, reputation and image of the brand. Gucci Italian named Guccio Gucci had a passion for horse, from this reason he decided to establish a business with leather accesories designate for the purpose of riding horse, in 1921. While Guccio attend his passion throughout his life, his three sons aspired along something bigger and more succesful. For several years the Gucci brand became famous. The brand had a brilliant and classic identity represented with elegance and style. Until then Tom Ford became the creative director. He had a major influence of Gucci ´s succes, he radically change it from base. With Tom Fords vision Guccis image was reinvented. Ford has displayed highly sexual images through his design, fashion shows and advertising. The importance of the Gucci brand positioning is that is distinctive and has an aura of exclusivity amongst its target audience. Gucci has a wide range of products ranging from shoes, watches, jewellery, clothes, perfumes, eyewear, baby wear, home goods (including furniture, bedding and wallpaper), luggage, handbags and gifts (even including gadgets for pets). The brand identity of Gucci can include the double G symbol, the Gucci webbing the red and green pattern, the horse bit, the Gucci ´s signature, the monogram whit the double G symbol and a flower print called the Flora print. Everything from these attributes is visible in each of the collection. Gucci use different promotional strategies than for example Louis Vuitton. Gucci incorporates shocking issues in their marketing strategy to promote brand imagery, Louis Vuitton use celebrity. The image and aura of prestige surrounding Gucci gives added value to the products. This is created through advertising, innovative designers and the whole experience of buying Gucci à ¢Ã¢â€š ¬Ã… ¾A great dress exist just for an instant maximum, until the end of the party. Fashion is all illusion. Appearance is all illusion. And this moment of perception of beauty is what matters most. But this moment goes away, it wears off. Tom Ford Louis Vuitton The history of modern luxury goes down to the foretime. In 1854 Louis Vuitton and his wife established their own company with travelling case. Louis was made famous for crafting the luggage for Napoleon. It is reason why the brand has become synonymous with luggage and in particular handbags. Louis opened his store and established Maison Louis Vuitton. Always a visionary, he invented the first flat trunk, a model that was ingenious, elegant, and strong the first modern luggage. Travelling took on a luxurious attribute. A legend was born. (Pasols, 2007:51) The succes of this brand became immediatelly. (Pasols, 2007:54) Nowdays, the handbags and suitcase Louis Vuitton are rhe symbols of social situation over the world. LV monogram design can be considered as the first brand on the product. It was developed in 1896 to prevent from falsification. Nevertheless Louis Vuitton is the most counterfeit brand in the fashion history. This company carefully cultivates celebrities and had used famous models and actresses in their campaigns. LV has a strong support of brand images. Last ten years was very succesful for Louis Vuitton mainly because of Marc Jacobs, the creative director from 1997. The charismatic designer assumed by simplicity and colour scheme. The principal leather goods lines of Louis Vuitton are: the Monogram line, a historical canvas created in 1896, also available in Monogram vernis, mini, satin, multico and denim; the Damier line in three colours, ebony, blue azur and the Damier Graphite line for men, launched in 2008; the Cuir Epi line, offered in nine colours, the TaÃÆ' ¯ga line for men in four colours (LouisVuitton.com, 2010) The symbol of Louis Vuitton is the monogram that appears on each of the products of Louis Vuitton provides. This symbol has an international success and represents the key symbol of the brand. One point that influences the reputation of LV is their communication and marketing strategy. Louis Vuitton does not use TV and radio to communicate. They publish commercials in fashion magazines, but not in the public places. Chanel Nothing is more beautiful than freedom of the body. (Bott, 2007:28) Emancipated liberal but also angry and egocentric Frenchwoman delivers woman ´s body from corset. Coco Chanel has enforced princip of elegance and simplicity. In 1909 Coco opened her first hatter ´s in Paris. From 1913 she started to produce also fashion and opened fashion houses firstly in spa centers. In 1919 has founded her own butique in Deauville and Biarritz with the financial help of Arthur Capel. The butique is still there. Coco has enriched the fashion world. Chanel ´s iconic symbols are Chanel No. 5, jewelry, and of cource the black dress. The fashion icon Chanel died in 1971, fortunately, her brothers adopted the brand and they have kept the great reputation of Chanel. Succesfull fashion designer Karl Lagerfeld is the creative director from 1983. Lagerfeld has observed the stylish elegance and unconvential themes of famous Coco Chanel. The monogram double C has been still the most famous brand of haute couture. The timeless Chanel brand is a perfect illustration of the house ´s determination and talent for  ´suprising without shocking ´. (Bott,2007:7) Promotion, place of distribution Promotion plays an important role in communicationin luxury fashion idustry. Understandably, one of the main indicators of promotion is advertising. Advertising communicate via message of the brand. Promotion has an enormous influence to costumers, through the images, colourful composition, design and atmosphere of the campaigns and even the store and architecture connected with the luxury brand. Okonkwo, 144 The advertisement of luxury fashion brands is placed mainly in fashion and lifestyle magazines, because of there are the target audience. The stores are also very important for promotion. Stores of these luxury brands are located on expensive high street locations. For example the window of Gucci ´s store portrait a provocative images. But the interior of every luxury fashion brand have a free flow layout as its visually appealing and allows consumers to browse comfortably. Everything including dà ©cor is rich and classic to add to the atmosphere of the store. The sleslaidies are often dressed all in black and ready to assist consumers in any way. Even the security guard is suitably dressed to add to the image. Advertisement Advertisement is all around us. It becomes a strange in marketing communication, psychology and design. It can be a key method in building of identity of luxury brands. It helps to create the illusion of luxury. Design should be about creating the advertisement or campaign with a purpose. In addition, the advertisements of luxury brands are means of communicating the brands ´story, starting from their history and development to their personality and image, products and service (Okonkwo, 2007:145) SEX SELLS Sexual context and provocative pose are in the advertisement for everything nowdays. From parfumes and underwear up to food. But nobody take exception to this. Sex in the advertisement occuring the media. Costumers want to see this. In every fashion magazines is at least one sexy advertisement. The fashion adverts in fashion, or lifestyle magazines are given mainly for woman. These fashion campaigns do not degrade woman as an object for men ´s pleasure.The fashion industry wants to captivate. This kind of advertisement can be shocking, but not original. Dolce Gabbana ´s campaigns go hand in hand with their image. Advertising must reflect a company ´s capability to convey strong brand images to the global market. (Hancock, 2009:65) The controversial campaigns are the key of their succes. Their campaigns tell a story with an Italian character, sensual and unique style. The main illusion of any luxury brand creates the image of various campaigns. The photographer has an enormous influence on the branding process. (Tungate, 2008:103) The photographers create the image that brings the brand to life. (Tungate, 2008:105) Stephen Klein photographed spring campaign for Dolce Gabbana in 2008. The luxury products are defined by the quality and uniquenees. Photos and advertisement from the campaigns could have the quality and uniqueness as well as the products. Steven Klein ´s pictures are original, unrepeatable and unique as Dolce Gabbana. What is the real signification of his work? He is almost perfect master in coloured interpretation of pistures and light moods, dark, erotic, surreal and visual aesthetics. All of these images have an atmosphere and feelings. Klein ´s specialisation of his work can be focused mainly on the colours. The colourful representation of Klein ´s pictures is the one part which makes it perfect. Colorful precision create every detail and tone for the final view. All of these details and tones have their own reason. Most of the campaigns photographed by him make the dramatical colorful impression. Light as the most important component for creating of the photographic image, is one of the fundamental parts for the author ´s handwritten. Play of lights and shadows make the campaign clear and readable. The other significant part for creating of the photographic image is undoubtedly the composition. Particular components create the composition. Campaign for Dolce Gabbana 2004 can be the clear example of the perfect composition. The whole gathering of people and object has never been accidental, rather on the contrary. The composition is very specificly elaborated from the beginning. For viewer the picture is clearly arranged across a lot of components. At the photography are ten people in the space of an attic apartment with various objects. The coloured carpet, pictures on the wall, lamps, books and magazines. Despite of the image is synoptical. In the left part of photography is a man standing next to the window. Later became visible his violent yellow shoes, which is given to the space by view through underneath the table. On the table is another man standing, this time with blue shoes. The blue is given to the space in the composition again. Girls on the sofa have their legs m atted together. Therefor their figures are not deformed. The girl in front of the image is outstanding mainly because of the colourful shoes, which she wears. All of the images and people from the photography sophisticetely look out and the models do not appeal brokenly. The feeling from this campaign can be random people just accidentally met there. The women from Klein ´s photographs have enormous long legs, their countenance is lost in dreams and stress the clothes. The women ´s body is exponentiated by motion. Their gesture should express a specific dynamism and earnestness. The models are often captured in a motion of walk, moving of their hands, or beckward bend. Backswept create an excelent effect the position can be very unnatural, but the issue is more interesting. In Dolce Gabbana 2006 campaign Klein use the powerful motion. The image applies dynamism, however not dramatically. The detail was seeting to model ´s hands, concretely their fingers. It adds the appropriate elegance. The persons are mutually affected and tell a story by this. According to Hancock (2009) each of the ads is a story that increases the brand ´s mysterious image. Hancock also proposes that their campaigns are almost cinematic. Steven Klein as well as Dolce Gabbana has found an inspiration in some celebrities in between we can include Maddona. The woman of a lot of faces, already the whole world admires, has always wanted to be an idol of women and men. Nowdays, Madonna indicates a trend not only in music, but also in fashion and style. And she is inspiration for others. It was a good step to use Madonna as an icon for their campaigns. Madonna created a perfect illusion for the brand in the new campaign 2010. The images should showcase an intimate, real aspect to the ultimate icons life.   She was interprated as a typical Italian, maybe perfect woman, wife and mother. Woman want to be like her, in spite of that it is not real. The whole campaign radiates an energy, Italian temperament and strain. Maddona was portrayed during everydays situation shopping, washing dishes, and other housework. But openely, is it real Madonna? No, it is just the perfect illusion of the new campaign. Another luxury fashion brand with very sexual advertisement is Gucci. Tom Ford started in 1990 as a designer for Gucci. After four years he became the creative director and he had a responsibility about all of the product lines fashion, perfumes, the brand image, advertising and campaigns and even design of shops. Gucci creates controversial advertising such as the promotion of Opium perfume with a naked photo of Sophie Dahl. This caused uproar in Britain and was banned by the advertising standards, as it accounted for a third of all complaints about poster adverts. However this campaign managed to win advertising awards throughout Europe. Gucci under the direction of Tom Ford had a several scandals campaigns. Really good example of the shocking sexual and scandal campaign was spring/summer 2003; model Carmen Kass and logo Gucci in the place where it would not be. She is  pulling down her knickers and showing off body hair shaved into the letter G. This campaign was photographed by Mario Testino. We can give him a name: realism of luxury. He is known for his highly sophisticated, stylish, clear and fresh images; sometimes he used exotical or sexual undertone photos. But he always shock people by his controversial eyeview on the world. Testino shoted more campaigns for Gucci, but the G is the most memorable. Supermodels and sexuality sells Mario Testino worked also for Dolce Gabbana ´s, he shoted the campaign Fragrance. Models from the campaign represent a personality attached to the fragrance. For example Naomi Campbell should represent the star, while Claudia Schiffer should figure the dreamer and Eva Herzigova with Fernando Fernandes figured the players. The other significant photographer for Gucci is Terry Richardson. Richardson ´s lurid, funny, blatantly sexual pictures famously shot on an old Instamatic continue to provoke controversy today. Tungate, 107 Terry was drug addict and punk. Only these facts can be controversial in the contrast with the shiny luxury world. This man likes to take photos of nude models. It is Terry Richardson; he brought a shock, pornography, confrontation, energy and roughness to the fashion photography. The very nude woman wears nothing, just the product, placed between her legs. His images are perverse as this campaiign for Gucci ´s fregnance. Gucci campaign spring 2010 is all customary a part of a coherent themed. The pictures were probably taken in the same environment with the same overall expression. The environment, bright colours and lightening is confusing. It is not absolutely clear what time of the day is. The lightness is focused on models than the rest of the image. It may be an early morning after party, because the models are dressed for occation. Everything from these images has an element of luxury. The campaign is provocative a s most of Gucci ´s adverts. The long legs, sexy pose and dress is lifestyle and glamour as Gucci. CELEBRITIES According to Okonkwo (2007), celebrities play very important role in luxury fashion sector. These icons must be famous around the world, they have to be the best and talented in their field of producing, the personality of the celebrities must reflect the brand and of cource they should look beautiful almost everytime. Therefore the celebrity must not disguise the brand. The brands used the celebrities to make the brand communicating through their message. The icons show a connection with brand and people want to be like them. Other personality attributes that the celebrity may have such as glamour, beauty, talent and style will also be ultimately linked with the brand. (Okonkwo, 2007:160) The brand shows the connection between the celebrities and brand. The gorgeous people in the magazines and on television unconsciously speak to you, telling you that their lifestyle and material possessions like their clothes and accesories can also make you beautiful and help you become a part of their world. (Okonkwo, 2007:7) Louis Vuitton fall/winter campaign 2002 2003 called Faity Tale figured Eva Herzigova as Cinderella. Photographers of this campaign were Mert Alas and Marcus Piggott. (Pasols, 2007:380) The big companies often use big celebrities into their campaigns. When they also used a big photographer for their advertisement, the succes must be guaranteed. Louis Vuitton is not exception. For a few years the famous photographer Annie Liebovitz creates visuals for LV. She has already externalized the actor Catherine Deneve, politics Michaela GorbaÄ ov or the famous tennis couple Steffi Graf and Andrà © Agassi. The face of their campaign in 2008 was also guitarist of Rolling Stones Keith Richards. He looks like timeless man with a wild live. Simultaneously, he is still on the roads, almost an ideal icon. Annie Liebovitz was able to catch the emotion and story in this camapign. The campaign was devoted to trevelling. It should display a way over self knowledge. Jennifer Lopez, Kate Moss, Scarlett Johansson, Diane Kruger, and Uma Thurman have all embodied the Louis Vuitton woman: desirable, elusive, changeable, and elegant, according to fashion and season. (Pasols, 2007:380) Madonna is an icon, so it is clear that she appeard also in Louis Vuitton campaign in 2008. The campaign has an excelent atmosphere as all of the Vuitton ´s campaigns. The atmosphere is like from the old french movie. The smoky bistro, the luxury handbag and a beautiful woman in mini and hight heels it is the other presentation of one of the richnes singer in the world, entirely for different luxury brand. Famous fashion photographer Steven Meisel shoted this pictures. Steven Meisel can be known as a genious of fashion photography. Consequently it is not an accident that he photographed campaigns for Louis Vuitton. The new campaign of LV 2010 was also shoted by this genious. It can looks like the era of celebrities in fashion campaigns is over. Only DolceGabanna used Madonna for their 2010 campaign. However, the other luxury fashion brands went back to the charm of supermodels. Christy Turlington, Karen Elson and Natalia Vodianova are the new faces of LV campaign. Meisel shoted this campaign in atelior in New York. They wanted to show a beauty of women ´s body, diversity and more adult aesthetics. It can be paradoxial that the most influental and luxury brand Louis Vuitton introduced an advertisement, which was consequentlly forbidden. According to Advertising Standard Authority in UK the advertisement could bring the costumers in mistake. The customers could think that all of the Louis Vuitton products are hand made. While, in fact the bags were made on the sewings machines. These ads were made by Oglivy and Mather. There was figured a woman stitching the handle of a handbag, or a woman creating the folds of a wallet. It could look that the women made the handbag by hand, but it was not true. As well as Louis Vuitton, the other luxury brand use celebrity for their campaigns Chanel. Although they have similar marketing strategy many celebrities and supermodels, Chanel is more clasic in the producing of its brand. From the nativity of perfume Chanel no. 5 it became the most famous and the most selling perfume over the world. This famous perfume has everything what is typical for Chanel femininity, courageousness, fashionableness, black and white. However, today it is not just a perfume, it is much more. Chanel No. 5 is part of our collective counsciousness, it represent a legend and exteriorize of luxury. In the new advertising spot actor Audreu Tatou became a sixth muse of Chanel No. 5. She goes in the steps of Vicky Hilbert, Catherine Deneuve, Carole Bouquet, Estelly Warren or Nicole Kidman. Audreu Tatou represents a woman with free and equal mind. She can do what she want, to travel by herself in luxury night train. This spot has an atmosphere of luxury. It is story about man and women, libidinous met in the train.They attract together Chanel No. 5 is killing. In the new campaign for Chanel lighted up the British singer Lilly Allen. Lilly has considered as a muse of Karl Lagerfeld, the creative director of Chanel for a long time, but now she became the icon of Chanel. Karl Lagerfeld photographed this campaign by himself. The campaign is elegant and clasic, black and white, yet the campaign can feel very playful. As I mentioned before, Chanel does not need shock. Therefore Chanel does not produce only classic and elegant advertisement Kate Moss wear only long beads with cap in one of their campaigns. Kate Moss is known for her acces to drugs. In spite of this, she is an icon for pretty much luxury brand. Conclusion This dissertation has aimed to provide a basis explaining of the luxury fashion brands, and the illusion which the luxury create. We buy the luxury fashion as a demonstration of our social situation and desire for recognition. Fashion is a symbol of society. It is probably a tool for satisfaction of our sences. The luxury brands could create the illusion by helps of their tradition. Surely, brands as Louis Vuitton, or Gucci have the aura of luxury deservedly. But sincerely, vast majority of the costumers buy product of this brand on the score of the brand. Luxury fashion is not just about the most faked brands. (Okonkwo, 2007:238) says that definition of luxury can be also a dream for someone. To buy a luxury brand is a way to obtain status and enhance the self, satisfying ego needs. A necessity for consumers buying luxury can be that the products brand image is concurrent with their own self-image. The fashion status and aura of exclusivity is of primary concern to these exclusive luxury brands. The advertisement and campaigns help the brands create the illusion. The advertisement has an enormous influence for people. In the advert are beautiful women, or men, celebrities or icons. It is the dream in hidden reality. And if we talked about luxury fashion brands, the dream is bigger. People want to live in dream as the people from images. It is evident that for example Gucci, Louis Vuitton and Chanel use different promotional strategies. For instance Gucci as well as Dolce Gabbana incorporates controversial and even shocking, sexual issues into their marketing strategy to promote their brand imagery. On the other hand Louis Vuitton use celebrity as their promotion, whereas Chanel especially try to concentrates on the classic and elegant style as mention of history and tradition of this brand. Every brand bring different dream, but it is still dream or illusion. Wheter the luxury brands have a perfect quality, tradition and exlusivity or not, they create the illusion. Ilussion for people who feel better, more luxurious or highly sociable owing to the brand. But maybe why not? Illusion can make the people feel better.

Synopsis of Lines 60 - 129 of Sir Gawain and The Green Knight :: Sir Gawain and The Green Knight

Synopsis of Lines 60 - 129 of Sir Gawain and The Green Knight In this section of the poem, the New Year has just begun. King Arthur and his knights of the Round Table have attended mass, and they are just beginning a spectacular celebration at Camelot. We are told the group is participating in traditional gift-giving and feasting. The dais where Lady Guenevere and Sir Gawain are seated is described as "well-decked and duly arrayed" with silk and expensive tapestries. (Norton, 204) It seems as though no expense has been spared. The fact that Gawain is seated next to the queen tells us of his importance and high status within the group. We learn that he is a nephew of King Arthur and that Agravain, another nephew of the king, is also seated there. King Arthur does not join the others when they sit down to eat. He is boyish, restless, and full of energy. He has vowed that he will not sit down to eat at a holiday celebration until he hears a tale "of some fair feat" or " some marvel of might." (Norton, 204) In other words, Arthur behaves like a young child who must be entertained before he will sit down to eat. The poet then tells us about the first course being brought in with the "clamor of trumpets that were bravely bedecked with bannerets bright, with noise of new drums and the noble pipes." (Norton, 204-205) Other sumptuous dishes follow. There is so much food that there is scarcely room to set it all down on the tables. Food, wine and beer are plentiful, and the mood is light and festive. In this passage, the knights of the Round Table are presented "in their first age." (Norton, 203) The poet easily brings the scene of this traditional celebration to life for the reader with his detailed descriptions of the festivities.