Terrestrial Planets the Rocky Worlds Close to the Sun

Today, we know what planets are: other worlds. But, that knowledge is pretty recent in terms of human history. Up until the 1600s, planets seemed like mysterious lights in the sky to early stargazers. They appeared to move through the sky, some more rapidly than others. The ancient Greeks used the term planetes, which means wanderer, to describe these mysterious objects and their apparent motions. Many ancient cultures saw them as gods or heroes or goddesses. It wasnt until the advent of the telescope that planets stopped being otherworldly beings and took their proper place in our minds as actual worlds in their own right. Planetary science began when Galileo Galilei and others began looking at planets and trying to describe their characteristics. Sorting Planets Planetary scientists have long since sorted planets into specific types. Mercury, Venus, Earth, and Mars are called terrestrial planets. The name stems from the ancient term for Earth, which was Terra. The outer planets Jupiter, Saturn, Uranus and Neptune are known as the gas giants. Thats because most of their mass lies in their huge atmospheres that smother the tiny rocky cores deep inside. Exploring the Terrestrial Planets Terrestrial worlds are also called rocky worlds. Thats because theyre made mainly of rock. We know a great deal about the terrestrial planets, based largely on exploration of our own planet and spacecraft flybys and mapping missions to the others. Earth is the main basis for comparison — the typical rocky world. However, there are major differences between Earth and the other terresrials. Lets take a look at how they are alike and how they differ. Earth: Our Home World and Third Rock from the Sun Earth is a rocky world with an atmosphere, and so are two of its closest neighbors: Venus and Mars. Mercury is also rocky, but has little to no atmosphere. Earth has a molten metallic core region covered by a rocky mantle, and a rocky outer surface. About 75 percent of that surface is covered with water, mainly in the worlds oceans. So, you could also say that Earth is a water world with seven continents breaking up the wide expanse of oceans. Earth also has volcanic and tectonic activity (which is responsible for earthquakes and mountain-building processes). Its atmosphere is thick, but not nearly so heavy or dense as those of the outer gas giants. The main gas is mostly nitrogen, with oxygen, and smaller amounts of other gases. Theres also water vapor in the atmosphere, and the planet has a magnetic field generated from the core that extends out into space and helps to protect us from solar storms and other radiation. Venus: Second Rock from the Sun Venus is the next closest planetary neighbor to us. It is also a rocky world, wracked by volcanism, and covered with a stifling heavy atmosphere made up mostly of carbon dioxide. There are clouds in that atmosphere that rain out sulfuric acide onto the dry, overheated surface. At one time in the very distant past, Venus may have had water oceans, but they are long gone — the victims of a runaway greenhouse effect. Venus does not have an internally generated magnetic field. It spins very slowly on its axis (243 Earth days equals one Venus day), and that may not be enough to stir up the action in its core needed to generate a magnetic field. Mercury: Closest Rock to the Sun The tiny, dark-colored  planet Mercury orbits closest to the Sun and is a heavily iron-laden world. It has no atmosphere, no magnetic field, and no water. It may have some ice in the polar regions. Mercury was a volcanic world at one time, but today it is just a cratered ball of rock that alternately freezes and heats up as it orbits the Sun. Mars: Fourth Rock from the Sun Of all the terrestrials, Mars is the closest analog to Earth. Its made of rock, just as the other rocky planets are, and it has an atmosphere, although its very thin. The magnetic field of Mars is very weak, and theres a thin, carbon-dioxide atmosphere. Of course, there are no oceans or flowing water on the planet, although theres a lot of evidence for a warmer, watery past. The Rocky Worlds in Relation to the Sun The terrestrial planets all share one very important characteristic: they orbit close to the Sun. They likely formed close to the Sun during the period when the Sun and planets were born. The close proximity to the Sun baked away much of the hydrogen gas and inventory of ices that existed close to the newly forming Sun at the beginning. Rocky elements could withstand the heat and so they survived the heat from the infant star.   The gas giants may have formed somewhat close to the infant Sun, but they eventually migrated out to their present positions. The outer solar system is more hospitable to the hydrogen, helium, and other gases that make up the bulk of those gas giant planets. Up close to the Sun, however, the rocky worlds could withstand the heat of the Sun, and they remain close to its influence to this day. As planetary scientists study the makeup of our fleet of rocky worlds, they are learning a lot that will help them understand the formation and existence of rocky planets circling other Suns. And, because science is serendipitous, what they learn at other stars will better help them learn more about the existence and formation history of the Suns little collection of terrestrial planets.

How Free Independent Reading Can Successfully Impact...

Facebook, texting, TV, sport and club activities, jobs, family obligations, schoolwork, and hanging out with friends -- these are the activities that make up a teenager’s world today. Add sleeping time into this mix, and the once popular leisure activity called reading ranks among most teenagers’ lowest priorities. In the high-tech, high-speed 21st century, reading proficiency is an essential tool to compete in today’s global marketplace. Yet numerous study results show a continual decline in students’ reading performance. The 2007 reading study by the National Endowment for the Arts noted that â€Å"reading has slipped to a mere eight minutes per day for 18-24-year-olds† (To Read or Not to Read: A Question of National Consequence, p. 10). A†¦show more content†¦The Panel’s controversial findings have since been refuted by key board members (Stahl, 2004; Wu Samuels, 2004) and leading reading researchers (Krashen, 2002; Pilgreen, 2 000; Reutzel, et at., 2008) to reflect over forty years’ of reading research which supports independent reading time as an effective method of bolstering students’ reading comprehension, vocabulary, grammar, writing skills, and general knowledge. The controversy between researchers indicates a need for further study about the efficacy of independent reading. Specifically, the literature about traditional SSR seems to indicate a closer examination of these key areas: (a) teacher role in SSR, (b) student engagement in SSR, and (c) current revisions to the traditional independent reading format. Teacher Role in SSR Traditionally, the primary role of the teacher during SSR has been to model a positive attitude and interest in reading. 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Ways to Reduce Internet Addiction free essay sample

UiTM PULAU PINANG FOOD HYGIENE HTF 110 ASSIGNMENT PERSONAL HYGIENE IN FOOD FLOW HM 110 1A1 PREPARED BY: AQILAH NADIRAH ABD RAHMAN 2011846476HM 110 1A1 AUDREY FIONA KINSON 2011898778HM 110 1A1 FATEN NUR SYAHIRAH ZAINOL FADZI 2011248872HM 110 1A1 MUHAMMAD HAZWAN SAMANURI 2011470684HM 110 1A2 NADIA LIYANA ROSLAN 2011819222HM 110 1A1 NUR AKMA SYUHADA MAT SAID 2011426736HM 110 1A1 TABLE OF CONTENTS NO. | CONTENTS| PAGE NUMBER| 1| INTRODUCTION 1. BACKGROUND OF THE BUSINESS| 3| 2| CONTENT 2. PURCHASING 3. STORAGE 4. HOLDING 5. PREPARATION 6. COOKING 7. SERVICING| 4| 3| CONCLUSION AND RECOMMENDATION| 11| 4| APPENDIX| 12| 5| REFERENCES| 16| INTRODUCTION For our group assignment, we had to do some research and do some interview to know further about how the food handlers deal with foods. We need to choose a stall in pasar malam tu do our research. We had chosen kebab stall in Pasar Malam Taman Sri Indah, Sungai Besar, Selangor. The kebab stall named Kebab Ayam Sedap. The kebab stall is opened in various places. The entrepreneur of the kebab stall is Mr. Malik bin Rahman. He is 56 years old. The kebab stall is his own family business. His two sons and his wife always help him out to do the business. He started this business right after he retired from army when he was 44 years old. His family depends on this business to survive in life. Besides the money that he gains from his pension, the money that he gain from this business is the main source of his family income. Luckily, his two sons are all grown up and can be independent to help him out each time he need them. The kebab that he sells is very delicious. This is because he had a lot of experience and he had his own recipe to make the kebab taste so delicious. So, it is possible for him to attract more customers compared to other kebab stall. Moreover, skills are not enough without passion in doing business. In his soul, there is one thing that makes him be strong and not easily give up. In business, there are ups and downs and these makes him to be stronger and keep trying to be the best of the best. Mr. Malik sells his kebab almost every day at different places. On Monday and Thursday, he sells kebab at Taman Sri Indah while on Tuesday and Friday he sells his kebab at Taman Perdana. However, on Wednesday and Saturday, he sells his kebab at Taman Padu Permai 2. He take a leave on Sunday to take a rest and spend his precious time with his beloved family. For him, family is very important and precious thing that he had. He is a lovable person, kind-hearted person, friendly and workaholic. So, in this paperwork, we will tell more about his business and how he handles food. Does he practice personal hygiene in his business? Does he take a precaution regarding these issues? CONTENT PURCHASING During purchasing, he bought the raw chicken straight from the chicken slaughtering house which is confirmed Halal. He will make sure that the food is well covered. He uses his only vehicle that is an old van to bring the chicken to his house. It’s also known that he bought the raw chicken more than 20 kilograms, bread and vegetables a day before the night market every week. According to the owner, the workers in the slaughtering house wear gloves, apron and suitable closed safety shoes. Food should be bought from an approved source as it can reduce the risk of food borne illness. The poultry is examined live before slaughter, during evisceration (removal of the internal organs). It’s is important to check the poultry to be delivered in vehicles that are clean and in good repair to protect food from contamination. The vehicle should be used for only one purpose –delivery. Vehicles used for transporting refuse or garbage may not be used for transporting food. During transportation, the vehicle used must be able to maintain the perishable poultry at safe temperature, approximately at 5? or below. If food temperatures cannot be maintained then mechanical refrigeration or hot holding equipment is required. Vegetables especially, are advised to be purchased as fresh as possible before served since it’s a ready-to-eat food. Vegetables hold their top quality for only a few days. Therefore, vegetables should be bought in the morning on the day it’ ll be served to the customers at night. Clean clothes and apron should be worn and changed regularly since slaughtering involves a blood, microorganisms can grow rapidly at this point. Contaminated clothes can transmit microbes to other food items. STORING After the purchasing, the owner and his wife will marinade the raw chickens before putting it into a container and store it in the chillers of the refrigerator with other food. The container however is not covered. He doesn’t label the container by date and time the chicken is marinated. The utensils are kept on a single rack. It’s noted that the utensils has been reused and again to save money. When asked about First In First Out (FIFO) in storing utensils, he never heard of the term before. Interviewer: Did you cover your food when you store them inside of the refrigerator? Owner: No, so they can be cold quickly. Interviewer: What First In First Out of FIFO? Did you practise them? Owner: I don’t know what does the term mean. Marinade is a savoury acidic sauce in which food is soaked to enrich its flavour or to tenderize it. Marinades typical consist of an acidic ingredient like vinegar, lemon juice, wine, plus oil and herbs or spices. Red meat marinades don’t always include oil since the meat generally contains enough fat. (whatscokingamerica. net/MarinatingSafely. htm) Poultry should be covered carefully to prevent leakage, dehydration, contamination, and loss of quality. Contamination can easily occur since the chicken is stored with other food. Germs that already present in some parts of the chicken can be transmitted to another. Fresh cuts of meat contain spoilage bacteria on the surface that will grow, produce slime, and cause spoilage after 3 days of refrigerator storage in oxygen-permeable packaging fill, especially marinated meat. Bacteria can multiply rapidly in foods left to marinate at room temperature. Also, never reuse marinating liquid as a sauce unless you bring it to a rapid boil first. Poultry are not be stored more than 2 days in the refrigerator and reheated to a full boil (212Â °F) before consuming. Poultry is a potentially hazardous food. Variety of food borne disease bacteria, such as Salmonella spp. and Campylobacter jejuni often grow on live bird’s skin and intestinal tract. Potentially hazardous food includes foods that consist in whole or in part of meat, poultry or other ingredients in a form capable of supporting rapid and progressive growth of infectious or toxigenic microorganisms. FIFO method is what comes in first is handed first, what comes in next waits until the first is finished. We should use the utensils in that rotation manner. Equipment and utensils aren’t supposed to be stored in toilet rooms, locker areas, mechanical rooms, and similar spaces. They must be kept 6-inches off the floor and away from the wall and on slatted shelves to discourage insects and rodents from harbouring there. HOLDING The roasted chicken is a hot-held food. Hot-holding is holding potentially hazardous food above 135Â °F (57Â °C) during transportation and delivery to any site away from the primary preparation and service areas. Encik Malik holds the chicken in the grill at 57Â °C and above. At this temperature, the growth of harmful microorganism on the chicken will slow down and be prevented. The temperature is maintained using the griller. The griller however is seen not washed before usage again. The chicken waste that found in the grill was not been throw away before he put the new chicken at the grill. He has to clean the grill first before continuing the process. This is because, microorganism can growth easily in this situation. When Encik Malik wants to put the newly cooked chicken at the grill, he wears apron and gloves to hold the chicken. When he wants to turn the chicken on the grill, he will make sure that his hand has been washed and cleaned. This will prevent the microorganisms at his hand from spreading away to the other parts of the chicken. He keeps holding the chicken in the grill for about 40 minutes to make sure the chicken is fully cooked. Germs can be transmitted by a food worker, equipment and utensils, or another food. Therefore, we have to keep all food-contact surfaces clean and sanitary. We should wash the equipment and utensils before using it for a new work thoroughly and use separate things for raw and cooked/ready-to-eat foods. PREPARATION For preparation, the owner and his wife will wash their hands using soap every time before they start a new work. They always keep their fingernails short and clean too. Hands are significant sources of contamination and cross contamination of foods. Staphylococcus aureus, Hepatitis A virus, and Shigella spp. are examples of pathogens that can be found in and on the human body and can be transferred to foods by hand contact. Nails should be short as the hand washing will effectively remove soil from under and around them. The fingers tips and around the nails and cuticles are where the majority of pathogens are found on the hands. Long fingernails are harder to keep clean. This part is very critical since the owner said he doesn’t use gloves. They don’t use single service paper towel though, but instead a dish towel to dry their hands to save budget. The owner and his wife wear clean clothes while preparing the food. Food worker’s clothing could easily become contaminated during food preparation and service. Contaminated outer clothing has to be changed into a new set of work clothes to prevent the germs transferred to the food. Vegetables are rinse thoroughly before preparation starts to make sure visible soils are removed. However the owner doesn’t sanitize the vegetables. They cover all cuts, wounds, and sores with a waterproof dressing like plasters. This is to ensure that no microbes would be transferred to the food. Staphylococcus aureus bacteria are often found in infected wounds, cuts and pimples. The bacteria produce toxins that cause intoxication. It was seen that the owner and wife didn’t wear any jewelleries too. Jewelleries can be a medium to contaminate the food, thus causing food borne illness. Jewellery can also fall into food causing a physical hazard. Drying hands is included in a proper hand washing technique. Hands should be dried by using single-service paper towel, an electric hand dryer or clean section of continuous rolled cloth towel. Dish towel is strongly prohibited as it can be contaminated by microbes. A dish towel cannot be used for two purposes – drying the dishes and hands. Cross contamination can also occur at this point. The contaminated hand that’s in contact with food will transmit the bacteria. Vegetables should be sanitized to kill bacteria. E-coli can easily grow on vegetables if none of precaution steps are taken. Rinse with pipe water only is not enough, but it isn’t guaranteed to fully destroy E-coli. Toxins strains of E-coli are very hard to kill. Using a sanitizer can help to destroy them. Sanitizing vegetables procedures can be seen as below. 1. Wash all fruits and vegetable before cutting even if you do not eat the rind or skin. Bacteria from the skin can creep on to cut surfaces. 2. Clean fruits and vegetables with a brush and warm water if they have a tough skin. Do not use soap as it may leave a residue. Soak things like lettuce in warm water and rinse in warm water. 3. Properly clean all utensils to be used in the preparation of fruits and vegetables. After washing knives and cutting boards soak in a solution of one tablespoon of bleach to one gallon of warm water for a few minutes. Let air dry. 4. Blanch fruits and vegetables by dropping them into boiling water for one minute. This will further decrease the possibility of microorganisms on the surface of the produce. Since the owner didn’t use gloves, handwashing process has to be repeated frequently. Gloves are optional, but they are quite favourable by food establishers. Disposable gloves help prevent contamination of foods. They protect food from direct contact by human hands. Gloves are like second skin, what can contaminate a human hand can also contaminate a disposable glove. The owner should’ve known that money is highly contaminated. Before handling the food again, he should’ve washed his hands again. Proper hand washing technique and proper use of disposable a must procedure to know by personnel involved in food preparation and service. Hands should be washed in a separate sink specified as a hand washing sink, not water in the pile. Hand washing station is to support a necessary hand washing program to prevent the spreading of filth and potential pathogenic organisms about the processing area or to foods. COOKING The owner uses a chicken griller during the cooking phase. The purpose of cooking is to make food more palatable by changing its appearance, texture, and aroma. Besides, cooking also heats the food and destroys harmful microorganisms that may found in and on the chickens. Encik Malik will wash the utensils and equipments every time they are used using soap to remove the waste part of chicken before starting to cook again. A food-contact surface can accumulate and grow bacteria on the surface if it is not cleaned and sanitized properly. They can be difficult to remove once they get on the surface. That is why food-contact surfaces should always be cleaned and sanitized thoroughly before working with foods. But, Encik Malik takes cleanliness for granted while cooking. According to our observation, he always coughs and sneezes while he is cooking without covering his mouth. He doesn’t wear a face mask during the cooking process. As a food establisher, he needs to take care of the cleanliness of the food. He needs to wear the face mask to prevent the microorganisms and germs from spread at the chicken. Other than that, he needs to stay away from the food if he is sick. Moreover, he also tastes the chicken by using his hand without washing it first. He needs to wash his hand first before tastes the dishes. It is important to prevent the food from contamination. SERVICING Good personal hygiene is very crucial during servicing. Pictures in the Appendix section show us that the owner doesn’t use any glove but only a knife to cut the chicken pieces. He holds the bread with his bare hands. The knife was seen not washed after used using the same knife; he prepares food for another customer. The other utensils were just put on the table without placing it in a proper container. His wife, who helps him selling chicken kebabs and he are wearing apron during their business operation. Aprons help to reduce transfer of microbes to exposed food. Their heads are covered so that the hair won’t fall into food or onto food-contact surfaces. It is also to prevent their hair from making any contact with equipment, utensils and lines and unwrapped single-use articles. They also didn’t smoke in food areas. Cough, sneeze, spit over food, wear strong smelling perfumes when handling foods. These are all parts of defining personal hygiene standards. The stall is located far from the drain, which is why there were no flies flying around the food. Flies are proven carriers of Shiga toxin-producing Escherichia coli, Salmonella, Shigella and other germs that can cause food borne illness. The pipe was quite far away from the stall, so the owner just washed his hands without any soap by using the water in a pile that he collected before his business started to operate. He also didn’t wash his hands after receiving money from the customers. Again, we must wash the dirty utensils before using it for a new work. They should be placed in a clean, proper container to prevent cross contamination. Hands shall be washed in a separate sink, known as a hand washing sink according to the FDA Food Code, not by using the same pile of water. It’s a must to provide hand cleanser (soap or detergent) in a dispenser and a suitable hand-drying device. The stall must be relocated, near to the water source to ease all the washing procedure indeed. If money is received with bare hands, wash hands again. This is because money is a highly contaminated object as it is passed from one person to another. Cross contamination can occur from here. CONCLUSION AND RECOMMENDATION Therefore, from this interview and observation that we had done, we had found that most of the food handlers does not know and understands the terminology in food hygiene. For example, First In First Out (FIFO). This is because most of them are lack of knowledge about this issue. They should be given the valuable information about food hygiene and sanitation because they are the food handlers which provide food to the consumers. If they did not have the valuable knowledge, they might be affects many people health. Most of the food handlers did not take things seriously. We can admit that their foods are the best among the best but we did not know the condition of their kitchen and how they deal with foods. They should practice a good personal hygiene so that they will not contaminate the foods they handle. Besides that, they should wear proper attire and did not wear any jewellery because jewellery can contaminate foods by cross contamination. Besides that, the government should take a precaution steps to prevent and encounter this problem. The government should provide course for the food handlers so that they know how to handle foods and how to prevent from the foodborne outbreaks and so on. The government also should take a responsible to do inspection at the stalls in pasar malam. Mass media also should do some advertisement to promote and provide information to the food handlers and consumers. In conclusion, we need to improve our own personal hygiene. Besides that, we need to know about foodborne hazards in order to avoid contamination and foodborne illness. APPENDIX Proper handwashing steps Proper attire to slaughter poultry. Preparation Packaging of foods Preparation Interview Session Servicing REFERENCES 1. (n. d. ). How to Sanitize Fruits and Vegetables. Sanitization. Retrieved on August 1, 2011. From http://www. ehow. com/how_2073072_sanitize-fruits-vegetables. html 2. (n. d. ). Food Safety. Food. Retrieved on July 24, 2011. From http://www. health. state. mn. us/divs/eh/food/fs/foodbanksafety. pdf 3. (n. d. ). For Consumers. FDA Code. Retrieved on July 24, 2011. From http://www. fda. gov/ForConsumers/ConsumerUpdates/ucm093704. htm) 4. (n. d. ). Personal Hygiene. Food Safety and Regulations. Retrieved on July 27, 2011. From http://pubs. ext. vt. edu/348/348-960/348-960. html [ 2 ]. http://www. health. state. mn. us/divs/eh/food/fs/foodbanksafety. pdf [ 3 ]. http://www. ehow. com/how_2073072_sanitize-fruits-vegetables. html [ 4 ]. http://www. fda. gov/ForConsumers/ConsumerUpdates/ucm093704. htm) [ 5 ]. http://pubs. ext. vt. edu/348/348-960/348-960. html [ 6 ]. http://cooksafe. dumgal. gov. uk/FoodSafetyRefresher/safety_29. htm [ 7 ]. http://www. ehow. com/how_2073072_sanitize-fruits-vegetables. html

The UK education system free essay sample

. First one d wish to knock John Major s place about that a good educa tion is non needfully the key of success in British life.As far as one m concercerned one to the full disagree with it.As far as Mr.Major is concerned one suppose that he did non pay great attending to his school-life: A school- departer at the age of 16 Mr.Major even claimed a recent telecasting interview that he could non retrieve precisely his academic makings were.While the caput of the goverment show it their casual attitude towards the instruction all British political parties are now speaking about the instruction issue really earnestly indeed.In fact in recent old ages the topic has risen to the really top of political agenda.In the twelvemonth 1989-90 disbursement on instruction consumed 14 % of all public outgo in the UK.And every bit far as our state s disbursement on instruction are concerned they are less so 1. We will write a custom essay sample on The UK education system or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 5 % of the whole public expenditure.As far as our primary schools are concerned they are non offering the sub-standart instruction in reading etc. The trials showed that the mean Russian school-child is 4-5 old ages above his or her American or English contemporary.Just T he 9-class middle education is enought to enter a good foreign univercity.As far as private schools in UK are concerned i think that they are useful from one side and useless from the other.The costs are very high.If i had 3000 pounds i would not spend them on my education in school.perhaps i would spent them on the education in any univercity but not in school.Nowadays in Russia a lot of private and independent schools were opened.I suppose that they influence better on the moulding the personality but the level of education is lower than in primary comprehensives.As far as education is concerned it must be free of charge from the state or any bany or company.I also suppose that it must be compulsory and every boy and girl MUST have a primary education.But the school must accept pupils on the selective basis with reference to aptitude or ability.In the UK childern are accepted to school on non-selective basis but it is not correct to my mind: intelligent,good, bright pupils must s tudy with lazy and silly ? No. Lets take the Soviet education system as example.There very schools for bright children with a foreign language from the 2nd form and school for silly and lazy with techers,who are always ill.

The Life of Madame de Pompadour, Royal Mistress and Advisor

The Life of Madame de Pompadour, Royal Mistress and Advisor Madame de Pompadour (December 29, 1721–April 15, 1764) was a French noblewoman and one of Louis XV’s primary mistresses. Even after her time as the king’s mistress came to an end, the Madame de Pompadour remained an influential friend and advisor to the king, especially as a patron of arts and philosophy. Fast Facts: Madame de Pompadour Known For: Beloved mistress of King Louis XV who became an unofficial advisor to the king and an influential leader of the artsFull Name: Jeanne Antoinette Poisson, Marquise de PompadourAlso Known As: ReinetteBorn: December 29, 1721 in Paris, FranceDied: April 15, 1764 in Paris, FranceSpouse: Charles Guillaume Le Normant dÉtiolles (m. 1741; separated 1745)Children: Charles Guillaume Louis (1741-1742), Alexandrine Jeanne (1744-1754) Early Life: The Reinette Jeanne Antoinette was the daughter of Francois Poisson and his wife Madeline de la Motte. Although Poisson was her legal father and the husband of her mother, it is more likely that Jeanne’s biological father was Charles Franà §ois Paul Le Normant de Tournehem, a wealthy tax collector. When Jeanne Antoinette was four, Francois Poisson had to leave the country due to unpaid debts, and Tournehem became her legal guardian, thus giving even more credence to the rumors that he was her real father. Like many girls from families of means, Jeanne Antoinette was sent to be educated at a convent when she reached the age of five. The education was excellent, and she proved to be a popular student. However, she became ill and returned home four years later. Her mother took her to a fortuneteller, who predicted that Jeanne Antoinette would win the heart of a king. From that point on, those closest to her began calling her â€Å"Reinette† (a diminutive, or nickname, meaning â€Å"little queen†). She was educated at home by the best tutors. Tournehem arranged for her instruction in all the subjects deemed necessary for a woman’s education, in order that she might one day attract the interest of the king. Wife and Socialite In 1740, Jeanne Antoinette married Charles Guillaume Le Normant dÉtiolles, the nephew of her guardian Tournehem. Upon their marriage, Tournehem made Charles his sole heir and gave Jeanne Antoinette an estate (one situated near the royal hunting grounds) as a wedding gift. The young couple were only four years apart in age, and they did fall in love with each other. Jeanne Antoinette promised she would never be unfaithful- except for the king. They had two children: a son who died as an infant, and a daughter, Alexandrine, who died at the age of nine in 1753. As a stylish young married woman, Jeanne Antoinette spent time at many of the elite salons in Paris. She encountered many of the figures of the Enlightenment and, in time, began hosting her own salons at her Étiolles estate, which also attracted many leading figures of the day. Educated and curious, she became a notable and witty conversationalist in the company of these people. By 1744, Jeanne Antoinettes name was being mentioned at court, attracting the attention of Louis XV. Her estate was adjacent to the king’s hunting grounds in the forest of Sà ©nart, so she was permitted to watch the royal party from a distance. To get the king’s attention, however, she rode directly in front of his group- not once, but twice. The king took notice and sent her a gift of venison from the hunt. The king’s official mistress died in December 1744, leaving the position vacant, and Jeanne Antoinette was invited to Versailles to the masked ball celebrating the engagement of the Dauphin. At the ball, Louis publicly unmasked and declared his affection for Jeanne Antoinette. Becoming the Royal Mistress In order to be properly introduced at court, Jeanne Antoinette had to have a title. The king solved this by purchasing the marquisate of Pompadour and giving it to her, making her the Marquise de Pompadour. She became the king’s official mistress, living at Versailles in apartments near his, and was formally presented to the court in September 1745. Notably, she got along quite well with the queen consort, Marie LeszczyÅ„ska, and worked to have a good relationship with the royal family overall. Madame de Pompadour was more than just a mistress. Louis XV respected her intelligence and understanding of social nuance, and as a result, she functioned as an unofficial prime minister and advisor. She supported the First Treaty of Versailles, which created an alliance between former rivals France and Austria, and rallied support behind government ministers whose fiscal reforms helped France become one of the world’s wealthiest countries. Madame de Pompadours influence was not limited to the political sphere. Building on her years in the Paris salons, she championed scientific, economic, and philosophical exploration as well. Her patronage protected the growing theory of physiocracy (an economic theory that emphasized the value of agriculture) and defended the Encyclopà ©die, a fundamental text of the Enlightenment that was opposed by religious figures. Her activities and her common birth earned her enemies and made her the subject of malicious gossip, but her relationship with Louis and the royal family remained mostly unaffected. The King’s Friend and Advisor By 1750, Pompadour ceased being Louis’s mistress, in large part due to her many health problems, including recurring bronchitis, three miscarriages, and chronic headaches. Nevertheless, she maintained her influential position, since their relationship had become much more than just a sexual one. The king did not take a new official â€Å"favorite,† but instead installed a succession of temporary mistresses at a chateau away from court. According to most reports, his heart and loyalty remained with Pompadour. During this era, Pompadour turned her patronage to the arts, which she used to announce her loyalty to the king (through commissions honoring him) and to cultivate her own image. In 1759, she purchased a porcelain factory, which created many jobs and ultimately become one of the most famous porcelain makers in all of Europe. Pompadour herself learned to engrave under the tutelage of Jacques Guay and Francois Boucher, and she was a significant influence in the development of Rococo style. It is likely that she contributed a fair amount to the work of the artists under her patronage. In fact, some historians consider her an actual collaborator on many works. Death and Legacy Madame de Pompadours poor health eventually caught up to her. In 1764, she suffered from tuberculosis, and Louis himself cared for her during her illness. She died on April 15, 1764 at the age of 42, and was buried at the Couvent des Capucines in Paris. Because of her influence on French society and her unusual advisory role to the king, the Madame de Pompadours legacy has endured in pop culture, from the publication of biographies to an episode of Doctor Who to the naming of a particular diamond cut. Sources Algrant, Christine Pevitt.  Madame de Pompadour Mistree of France. New York: Grove Press, 2002.Eschner, Kat. â€Å"Madame de Pompadour Was Far More Than a ‘Mistress’.† Smithsonian, 29 December 2017, https://www.smithsonianmag.com/smart-news/madame-de-pompadour-was-far-more-mistress-180967662/.Foreman, Amanda, and Nancy Mitford. Madame de Pompadour. New York Review of Books, 2001.Mitford, Nancy. â€Å"Jeanne-Antoinette Poission, marquise de Pompadour.† Encyclopaedia Brittanica, 25 Dec. 2018, https://www.britannica.com/biography/Jeanne-Antoinette-Poisson-marquise-de-Pompadour.

2016 Presidential Race - Candidates and Results

2016 Presidential Race - Candidates and Results The 2016 presidential race concluded on the evening of Nov. 8, 2016, with the election of Republican Donald Trump as the 45th president of the United States. Trump, a billionaire real-estate developer, businessman and reality-television star, defeated Democrat Hillary Clinton, a former U.S. senator from New York and secretary of the Department of State under President Barack Obama.   Trump was widely portrayed as the underdog right up to Election Day given his lack of political experience -   he had never before served in elected office -   and polls that showed he was trailing Clinton badly in key battleground states. Trump, however, stunned the American political establishment and observers around the world by leading a voter revolt against the Beltway elites he railed against on the campaign trail.   Trump won the electoral vote but lost the popular vote, becoming only the fifth president to get to the White House without winning the popular vote.  The only other modern president elected with fewer actual votes than his challenger was  Republican George W. Bush in 2000, who carried 30 states and 271 electoral votes to defeat Democratic presidential nominee Al Gore. Issues in 2016 Presidential Race The 2016 president race was decided by working class white voters, including women who tend to vote for Democrats and were expected to side with the first female presidential nominee from a major party. Those working class white voters  felt left behind by the modest economic rebound from The Great Recession and voted for Trump  because of his promise to renegotiate trade deals with countries including China and levy stiff tariffs on goods imported from these countries. Trumps position on trade was seen as a way to stop companies from shipping jobs overseas, though many economists pointed out taxing imports would drive up costs to American consumers first.His message resonated with white working-class voters, especially those who live in former steel and manufacturing towns. Skilled craftsmen and tradespeople and factory workers have seen the jobs they loved shipped thousands of miles away, Trump said at a rally near Pittsburgh, Pennsylvania. Voters also distrusted Clinton because of the many scandals surrounding her during her tenure as secretary of State and first lady to President Bill Clinton. Clinton could not escape criticism of her use of a personal email account during her time as secretary of State, which appeared to be in violation of the Federal Records Act, a 1950 law that mandates the preservation of most records related to conducting government business.   Late in the 2016 presidential race - many called it the October Surprise of 2016 -   the Federal Bureau of Investigation announced unexpectedly it was conducting a  review Clintons emails, an unprecedented move that enraged her supporters and threw the contest with Trump into doubt.  FBI Director James Comey made the announcement 11 days before the 2016 presidential election, a move many critics said cost Clinton votes. Comey later said the email contained no new information. Still, the damage was done, and the disclosures only served as a reminder of the scandal-ridden Clinton years in the White House. Vice Presidential Running Mates in 2016 Trump chose as his running mate Indiana Gov. Mike Pence, a former member of Congress known as a ​conservatives conservative. In choosing Pence, the Trump campaign sought to portray the Republican ticket as the  law and order candidates, drawing a stark contrast between themselves and an opponent they portrayed as untrustworthy.  What a difference  between crooked Hillary Clinton and Mike Pence ... Hes a  solid, solid person, Trump said in introducing Pence. Clinton chose as her running mate Democratic U.S. Sen. Tim Kaine of Virginia. Kaine was a Democratic Party insider who was seen as a safe pick, one who would help deliver the swing state of Virginia to Clinton, just as a did for Obama in 2008. Kaine is a  Harvard Law School graduate who served as chairman of the Democratic National Committee and previously was governor of Virginia. Key Dates in the 2016 Presidential Race Here are some of the most important developments during the 2016 presidential election. April 12, 2015: Clinton announces her candidacy, stating:  Ã¢â‚¬Å"Everyday Americans need a champion. And I want to be that champion.†Ã‚   June 16, 2015: Trump announces his candidacy, stating: We need somebody that literally will take this country and make it great again. We can do that.July 22, 2016: Trump accepts the Republican Partys nomination, stating: My message is that things have to change, and they have to change right now. July 26, 2016: Clinton accepts the Democratic Partys nomination, stating:  Ã¢â‚¬Å"Standing here as my mother’s daughter, and my daughter’s mother, I’m so happy this day has come. When any barrier falls in America, for anyone, it clears the way for everyone.† Nov. 8, 2016: Trump wins the presidential election, stating: Working together, we will begin the urgent task of rebuilding our nation and renewing the American dream. Polls in the 2016 Presidential Races Polls consistently showed Clinton leading Trump in the national popular vote. In the spring of 2016, when the primaries were still ongoing, Clinton was leading Trump in a then-hypothetical election race by double digits, between 10 and 11 percentage points.   Clintons popular vote narrowed and expanded following the Republican National Convention in Cleveland, Ohio, and the Democratic National Convention in Philadelphia, Pennsylvania. But Trump never led the national popular vote, according to an average of all reliable surveys compiled by RealClearPolitics. Those national polls turned out to be accurate; Clinton did win the popular vote. But statewide polls failed to gauge the surge for Trump in the final days of the 2016 presidential race. In Pennsylvania, for example, most polls had Clinton holding a solid lead, but Trump won by a narrow margin. Polls conducted in Michigan, too, had Clinton up by more than 3 points, but Trump narrowly won that state. Pollsters have said their surveys failed to detect a late surge for Trump, and that many Trump supporters who were skeptical of political polls and the media refused to participate, suppressing the Republicans performance in their results. Spending in the 2016 Presidential Race Spending in the 2016 president race totaled nearly $2.7 billion, according to projections from the nonprofit Center for Responsive Politics in Washington, D.C.  That includes spending by the presidential candidates and their campaigns, political parties and independent interest groups trying to influence federal elections. Thats actually a decline from the $2.8 billion spent in the 2008 president race between Democrat Barack Obama and Republican John McCain. Federal Election Commission data show the presidential candidates raised about $1.5 billion; Clinton led the pack with $564 million. Trump raised about $333 million. Super PACs raised about $615 million.   Electoral and Popular Vote Results of the 2016 Presidential Race Trump won 306 electoral votes to Clintons 232 electoral votes. Though Trumps win was stunning to many, it is not considered a landslide. In presidential elections, a landslide election is  one in which the winning candidate secures at least 375 or 70 percent of the 538 electoral votes in the Electoral College. While Trump won about 57 percent of the electoral vote, he captured less than 46 percent of the actual votes cast. Clinton won the popular vote with 65.9 million or 48 percent of the the votes cast to Trumps 63 million. Trump won 31 states in all to Clintons 19 states. He won a handful of big battleground states that hadnt been captured by a Republican presidential nominee in years, including Pennsylvania, Ohio, Florida and Michigan. This mismatch between the electoral and popular votes came about because Trump won several large states (such as Florida, Pennsylvania and Wisconsin) by very narrow margins, gaining all their electoral votes in the process, even as Clinton claimed other large states (such as California, Illinois and New York) by much wider margins, wrote Drew DeSilver of the Pew Research Center.  Trump’s share of the popular vote, in fact, was the seventh-smallest winning percentage since 1828, when presidential campaigns began to resemble those of today. The biggest surprise  of the 2016 presidential race was Trumps ability to recapture key states that had tended to vote for Democratic nominees in the previous president election including: Pennsylvania, where Trump won by less than 1 percentage point to take the states 20 electoral votes.   Florida, where Trump won by a little more than 1 percentage point to carry the states 29 electoral votes. Ohio,  where Trump won by about 18 percentage points to carry the states 18 electoral votes. Michigan,  where Trump won by less than 1 percentage point to carry the states 16 electoral votes. Wisconsin,  where Trump won by less than 1 percentage point to carry the states 10  electoral votes. Iowa,  where Trump won by about 9 percentage points to carry the states 6  electoral votes. The 2016 Presidential Primaries   While Clintons candidacy was years in the making  - she began laying the groundwork for 2016 when she dropped out of the Democratic primaries against Barack Obama  - Trumps candidacy for the White House was quickly dismissed as a lark. He began amid the largest field of presidential hopefuls in 100 years; 17 candidates were seeking the Republican presidential nomination at one point. The unsuccessful Republican candidates were: Jeb Bush, a former Florida governor.Ben Carson, a retired neurosurgeon. Chris Christie, the New Jersey governor. Ted Cruz, a U.S. senator from Texas.Carly Fiorina, a former business executive.Jim Gilmore, a former Virginia governor.Lindsey Graham, a U.S. senator from South Carolina.  Mike Huckabee, a former Arkansas governor.  Bobby Jindal, the Louisiana governor.   John Kasich, the Ohio governor.George Pataki, a former New York governor.Rand Paul, a U.S. senator from Kentucky.Rick Perry, a former Texas governor.Marco Rubio, a U.S. senator from Florida. Rick Santorum, a former U.S. senator from Pennsylvania.Scott Walker, the governor of Wisconsin. Clinton struggled to close her partys presidential nomination. Vermont U.S. Sen. Bernie Sanders drew large crowds during the party primaries because of his passionate speeches about income inequality in the corrupting influence of money in the American political system. Where Clintons campaign suffered from a lack of enthusiasm among young voters, Sanders was benefiting from a similar youth uprising that Obama experienced in 2008.   The  unsuccessful Democratic  candidates  were: Lincoln Chafee, a former governor of Rhode Island.Lawrence Lessig, a Harvard professor.Martin OMalley, the governor of Maryland. Bernie Sanders, a U.S. senator from Vermont.Jim Webb, a former U.S. senator from Virginia.

What exactly makes a good counsellor Essay Example | Topics and Well Written Essays - 1000 words

What exactly makes a good counsellor - Essay Example All a counselor does is dealing and communicating with human beings in need of help and guidance. Therefore, a good counselor should be a compassionate human, a gentle friend and a sympathetic listener, before every other thing. The role of counseling today is evidently on the rise in every walk of life, whether it is work, health, family, personal, social or individual lives of human beings.This paper provides an investigation into the core traits or characteristics that conjure up, in the truest sense, the picture of a good counselor.For this purpose, the paper provides a brief exploration of the term 'counseling' to illustrate what the role of counsellor actually entails and then proceeds to the crux of the discussion, i.e., an evaluation of the essential features that make a good counselor in any field.Counselling, fundamentally is a term used to refer to the collaboration of a person with other people to help them easily cope with the problems encountered in life and guide them to act decisively and hopefully towards their goals. As Burks and Stefflre (1979, p14) define it,"Counseling denotes a professional relationship between a trained counsellor and a client. This relationship is usually person-to-person designed to help clients to understand and clarify their views of their life space, and to learn to reach their self-determined goals through meaningful, well-informed choices and through resolution of problems of an emotional or interpersonal nature". Hence, the authors' words mentioned above comprehensively pen down the complete picture of a counsellor's role and responsibility in effectuating significance and instigating substance into one's life. The main purpose of the counselling profession revolves around the word 'help', i.e., whatever the counsellor does is meant only to help, assist or guide a person or client to bring about change in his life in a successful or at least in a satisfied and confident fashion. Man-tak Yuen (1993, p30) depict that, "in counselling, the client is helped to increase self-consciousness, develop positive self-concept, commit in relationships, achieve in tasks, and strive for meanings in life". What Makes A Good Counsellor At the essence of this paper is the exploration of the aspects crucial for the development of a good counsellor. Observed efficaciously, there appears to be a bundle of attributes that the researchers (e.g. Man-tak Yuen (1993), Combs, Richard and Richard (1976), and Peavy (1997) etc.) point out to be essential in building a good counsellor. What actually is pre-eminent in becoming a good counsellor is a cluster of human, social and professional values instigated into a single personality. These specific qualities or features, as they may be referred to, are important in developing the personality of the counsellor to the extent that he can be able to guide others in an efficient and responsible manner. Some of these dimensions have been specified by Man-tak Yuen (1993, p32) as "positive self-concept, belief in human dignity and potentiality, acuity, and counsellors' capacities to orientate towards goal and communicate respect, empathy, genuineness and concreteness are essential personal qualities of an effective counsellor". All these qualities are, in essence, personal and human qualities that are imperative for a counsellor for the reason that if he lacks these traits for himself, there will remain less probability that he inspires these attributes into other human beings. In order to help clients invigorate effective personal qualities into their lives, the counsellor needs to experience these values primarily. People are different in their backgrounds, approaches, thoughts, feelings, attitudes and responses. To know how to communicate and help different kind of people, a good counsellor should be ready to learn to dig out the perceptions of people he comes across. Combs, Richard and Richard (1976) (as cited in Man-tak Yuen, 1993, p30) explain this as, "when we know how people see themselves, much of their behaviours become clear to us, and often we can predict with great accuracy what they are likely to do next".

Three benefits of making change Essay Example | Topics and Well Written Essays - 500 words

Three benefits of making change - Essay Example Change is not necessarily well-received in most situations of life. In fact, resistance to change is one of the most fundamental behaviors embedded in human nature. We dislike change because of our concerns and insecurities associated with the unpredictable circumstances. However, many successful people attribute their success to change (Chibukhchyan). Discomfort and lack of ease is commonly experienced in the initial stages of embracing a change because while doing so, an individual essentially comes out of his/her comfort zone, but as he/she starts to get used to the changing circumstances and comes to terms with it, he/she happens to realize and discover such talents and opportunities that might never have become evident otherwise. Some changes are evitable while others are not. Even if an individual tends to avoid changes, there is hardly anything he/she can do about the inevitable changes. One such change is the process of aging and the changes it causes in the physical as well as biological features of an individual. For example, the colorful hair becomes dull and grey as an individual ages. Many people, particularly men even experience hair loss as they age. However, if people embrace this change and try to take the necessary measures to adjust and adapt to it, they can bring a very positive change in their lives. For example, an individual can do hair enhancement to feel better and combat the risks of hair damage and hair fall with aging. â€Å"Unlike surgical and cosmetic interventions that are used to update other physical features (e.g., lasers, face lifts, tummy tucks, teeth implants), enhancements to our hair are much less radical, and yet they can make a huge difference in how we feel about our agi ng appearance† (Diller). It takes willpower, hard work, and self-discipline to change (Losee), but an emotional relationship with someone worthy and positively influential is the catalyst for change. Many people suffering from diseases need to bring

The Development and Applications of the Zoom Lens in Cinematography Essay Example for Free

The Development and Applications of the Zoom Lens in Cinematography Essay With the birth of cinema just over a hundred years ago, the progresses made between now and then on the techniques of cinematography have never ceased to amaze audiences. Certainly, many of us could remount moments in our lives when we have felt awed by the movies and satisfied that our money’s worth was redeemed in a flurry of special effects; however, very few of us would be inclined to understand just how much effort was put into designing a very necessary part of any film production: the lens. Not only is a properly designed lens crucial to the quality of picture, but it could also save valuable time and money for the DP and Producer, respectively. This is especially true for the zoom lens, and serves as a main initiator for the constant research that is going into the instrument. Unlike fixed focus lenses, zoom lenses are image-forming optical systems which are capable of producing images of different sizes of an object from any definite distance (Clark, 4) How it achieves this effect is by moving groups of lenses within the system in a carefully coordinated fashion, using the lenses to appropriately bend the light and focus for our viewing purposes. As simple as it may sound, the science of zoom lens design is an extremely complicated subject that involves rigorous mathematical calculations that are beyond the scopes of this term paper. The zoom lens has always been essential and existent all-throughout the history of film and cinematography and it has been used it so many films that can help depict various elements such as character emotion and setting tones. However, in order to provide a general understanding of key aspects in zoom lens design, an attempt will be made to summarize one hundred years of technological advancements. Perhaps the very first hints of a zoom lens may be spotted in an 1834 article from the Proceedings of the Royal Society, by Peter Barlow (Clark, 3). Barlow noticed that by combining a negative lens (bi-concave lens) with a telescope, which contained positive lenses (bi-convex lens), he could vary the magnification of the viewed object in any proportion while never having to lose sight of the object. Although interesting, this was a discovery made only for applications on a visual instrument, and not one which could be used in combination with the photographic camera. In the 1890’s, the development of the varifocal telephoto lenses produced the first camera-associated zoom-like lenses (Kingslake, 4). These lenses used a similar two-lens system when compared to Barlow’s, yet they provided more readily varied focal lengths by utilizing a rack and pinion mechanism to control the distance of separation between the two lenses. Unfortunately, these lenses proved to be extremely cumbersome to operate, a possible attribution to its lack in popularity at that time. Not only was the image quality inadequate due to the focusing limitations of the photographic plate, a large bellows extension was required to compensate for the varying image distance during zooms (Clark, 4) At around the same period in 1902, C. C. Allen took a different approach towards creating a variable-focus lens (Clark, 4). The â€Å"Allen lens†, as it came to be known, utilized a three-lens system that contained an axially movable middle lens and two stationary outer lenses. This system was unlike the telephoto lens in that it did not require a bellows extension as its image distance remained identical for two positions of the middle lens. While there was the presence of focus defects with lens movement beyond these two positions, they were usually tolerable over a narrow range of focal lengths. This narrow focal range inevitably placed great limitations on this system’s zooming capacity. The stage has been set for the two major types of zoom lens that shall remain in constant competition with each other over the next 100 years: Machinally compensated and optically compensated zoom lenses. The telephoto lens could be thought of as the ancestor of all mechanically compensated lenses (Clark, 5). These lenses are heavily dependent on the use of cams to produce an independent, non-linear relationship between the movements of its zoom elements, which in turn achieve the change in power of the lens and maintain the image at some fixed plane (Clark, 12). On the other hand, the Allens lens could be thought to be the originator of all optically compensated lenses (Clark, 5). These lenses maintained a fixed, linear relationship between the movements of its zoom elements, often though means that directly connect the elements together. Like the Allen lens, all optically compensated zoom lens inescapably produces focus defects, resulting in a final image which oscillates around a mean focusing position (Clark, 30). With the above designs nowhere near perfect, subsequent improvements in lens design all worked to improve both the zoom range and the correction of lens aberrations. In 1932, the Bell Howell Cooke â€Å"Varo† zoom lens became the first ever true zoom lens developed for 35mm cinematography (Warmisham and Mitchell 339). The â€Å"Varo† was a mechanically compensated zoom lens which used cams to operate a variable three-element system, and provided a maximum 3:1 zoom (40 to 12 mm); however, the design was flawed in that with an increasing focal length, the aperture would decrease, creating difficulties in maintaining corrections (Clark, 6). It was still too early and too ambitious of a move for mechanically compensated zoom lenses to be wielding three elements at a time, and lens designers soon reverted back to using only two zoom elements at a time (Clark, 26). After a slow start in the 1930’s, optically compensated zoom lenses came zooming back with the announcement of the â€Å"Zoomar† lens in 1946, developed by F. G. Back for Zoomar Incorporated (Clark, 8). This lens, made for motion-picture cameras, was in improved optically compensated zoom lens that had five positive-component optical elements, the second and fourth being coupled to move together axially. This arrangement allowed the decrease of image shift that is typical of optically compensated zoom lenses (Kingslake, 5). Unfortunately, with as many as twenty-two optical elements altogether, the Zoomar lens suffered from an inability to correct for the Petzval sum, a lens aberration which results in a severely curved image plane. As if to answer for this flaw, in 1949 the SOM-Berthiot â€Å"Pan-Cinor† lens was introduced (Kingslake, 5). Developed by R. H. R. Cuvillier, this was yet another optically compensated zoom lens; however, it differed from the Zoomar in that instead of using an all-positive lens system, the Pan-Cinor lens coupled a pair of positive components with a negative component in between them (Kingslake, 5). This simple addition of a negative component provided the necessary correction to lens aberration such as the Petzval sum, and ultimately made the Pan-Cinor lens far superior to the Zoomar lens (Clark, 9). Meanwhile, led by H. Hopkins, the mechanically compensated zoom lenses had their share of progress from 1945-1950 (Clark, 9). H. Hopkins was able to design a system that was basically symmetrical, with two negative middle units which mirrored one another’s movements and two identical, fixed positive outer units, this symmetry greatly aided in the correction of lens aberrations (Clark, 24). One of the most renowned advances in the field of optically compensated zoom lens was made in 1953 by L. Reymond (Clark, 9). By reversing the powers of the Pan-Cinor lens, he created a system comprised of two coupled negative elements moving with a positive stationary element between them; in addition, Reymond added another stationary positive element to the front of the unit, making it a four-lens optically compensated zoom unit. What this setup was able to achieve was a drastically reduced image plan oscillation as well as four points of correct focus throughout the zoom range instead of the traditional three points (Clark, 9). This was truly a breakthrough for optically compensated zoom lenses. For the mechanically compensated zoom lens, it had to wait until 1971 for its next breakthrough (Clark, 26). In response to the demands made for a zoom lens optimized with a wider angle of view and shorter working distance, G. H. Cook and F. R. Laurent introduced a three-zoom-element system. This lens was capable of covering the most frequently used focal lengths of the fixed-focus lenses in 35 mm cinematography, and produced comparable image quality to fixed-focus lenses (Clark, 27). This brings us to the end of a period in zoom lens development in which there is a clear-cut difference between one class of lens versus the other. Although many cinematographers may prefer the sharp focus of the mechanically compensated lens over the simplistic operation of the optically compensated lens, a merging of their best qualities was inevitable in pursuit of perfection (Clark, 28). As the complexity of zoom lens design increased with higher expectations for performance, manual design would no longer suffice. Soon, lens designers found the perfect solution: the computer. With the progression of zoom lens development into the 1970’s, computer optimization programs became a standard tool for lens designers (Kienholz, 1443). These programs increased the efficiency of lens design drastically, as observed when Kienholz re-designed a 1956 lens using the Grey program on a CDC 6600 computer in 1970. Post-optimization, it was shown that the final lens had 11. 8%, 4. 9% and 9. 7% reduction in lens distortion for the wide-angle, intermediate, and telephoto positions of the zoom lens (Kienholz, 1451). In addition, there were improvements in almost all parameters including lateral color and image quality throughout the zoom range. Computer optimization programs can also be seen to work in tandem with other technological advancements. In the early 1990’s, â€Å"aspherical lens† became hot research item due to its exceptional ability to correct aberrations that were commonly associated with conventional spherical lens (Betansky, 657). The use of aspherics would therefore provide ways to decrease the number of lens elements originally used for the purposes of aberration correction, making a zoom system more compact (Yatsu, Deguchi and Maruyama, 663). At the same time, the design of zoom lenses containing aspherical components became even more complicated due to an increased in design parameters. Here, computer optimization programs were used to analyze the parameters one by one and generate a proper design solution (Yatsu, Deguchi and Maruyama, 663). Today, computer programs have become so powerful that precise prediction of various aberrations is possible (Usui et al. , 389) These new simulation programs allow DP’s to give input as to what â€Å"look† they think the perfect zoom lens should produce while allowing researchers to translate their expectations into technical designs. We have truly arrived at a new era for the design of zoom lens, where lens designers, with help from DP’s, can create very practical technical masterpieces that convey artistic ideas from the director’s mind into the audience’s eyes. Now the a general history of the zoom lens has been provided, now we will be looking at how the zoom lens has been used in film productions. With its varifocal properties, the original purpose of a zoom lens was to allow cinematographers to use one lens only throughout the entire shooting process, thereby generating more efficiency. However, the ability of the lens to zoom during shots and the visual effects generated in such shots became much more valuable tools for creative directors. Film makers often choose to employ zoom lens due to its ability to relay a sense of realism to the audiences- by zooming in from a distance, it is possible to simulate the effect of watching someone or some act in secrecy. One example of a film that used this effect extensively is Steven Spielberg’s Munich (2005), which depicted the trauma that hits an Israeli assassin who was seeking revenge from the terrorists responsible from the 1972 Munich massacre. Spielberg and his DP not only used the zoom effect to depict a more realistic fitting sense of espionage, but they also wanted to make the film feel as if it were really taking place in the 70’s. This gave the setting of the film a more authentic feel to the audience. A similar usage of the zoom lens can be seen in Alan Rudolph’s Afterglow (1997). Being a film with a plot that revolves around adultery and emotions, Rudolph wanted to give his shots a voyeuristic feeling (A Luminous Afterglow). By combining long takes with well-choreographed zoom shots, Rudolph was able to guide the audience through performances developed during the course of a shot and allow them to â€Å"watch† the actors, exploring the scenes in ways they would never dare. Perhaps one of the most well-known zoom effects is the â€Å"dolly zoom†, or alternatively called the â€Å"Vertigo zoom†. This technique was pioneered by Alfred Hitchhock in his classic film Vertigo (1958). This effect basically stimulates the dizzying sensation of vertigo by zooming in one direction and dollying in another direction (Ashcer and Pincus, 98). In Vertigo, the main character John â€Å"Scottie† Ferguson develops a severe case of altophobia. The dolly zoom is used to show an altophobic reaction in Scottie’s point of view to show the audience what the character is experiencing due to his case of vertigo. Thus far, this same effect has been widely popularized in features from the Thriller or Horror genres, commonly used to express extreme emotions of the subjects (Valluri). Another example is a film again by Steven Spielberg. In Spielberg’s thriller film Jaws (1975), he was able to re-popularize the â€Å"Vertigo zoom† in a memorable shot of a dolly zoom into a character’s stunned reaction at the climax of a shark attack on a beach (after a suspenseful build-up). With the widespread application of zoom lenses in the film industry today, it is hard to imagine that even just thirty years ago, it was considered impossible to produce a zoom lens whose image quality is comparable to ones generated by fixed focus lenses (Clark, 2). Indeed, the application of zoom lens has always been essential and existent all-throughout the history of film and cinematography and it has been used it so many films that can help depict various elements such as character emotion and setting tones. Zoom lenses have come a long way in over a hundred years, and it is without a doubt that with the progression of cinematic technology, even more picture-perfect zoom lenses would be developed to fit the needs of the motion picture production communities. Works Cited Ascher, Steven, and Edward Pincus. The Filmmaker’s Handbook. New York: Plume, 1999 B, Benjamin. â€Å"The Price of Revenge. † American Cinematographer 87. 2 (2006) 1-3. 6 April 2010 http://www. theasc. com/magazine/feb06/munich/page1. html. Clark, A. D.. Zoom Lenses, Monographs in Applied Optics Vol. 7. New York: American Elsevier Publishing Company Inc. , 1973. Fumiaki, Usui, Jun Osaya, Ken Ito, And Laurence Thorpe. â€Å"A New HD Cine Zoom Lens For Digital Motion Pictures. † SMPTE Motion Imaging Journal. Oct/Nov (2005): 383-395 Kienholz, D. F.. â€Å"The Design of a Zoom Lens with a Large Computer. † Applied Optics. 9(6)(1970): 1443-1452. Kingslake, Rudolf. â€Å"The Development of the Zoom Lens. † Journal of the SMPTE. 69(1960): 534-544.

Classics - Tragedy :: English Literature

Classics - Tragedy It seems that the nearly all critics of Medea are unanimous in one prominent feature of the play alone, and that is in their immense abhorrence for Jason. Kitto says 'In him (Jason) it is impossible to find anything that is not mean ´, while Lucas says 'Jason is utterly selfish, and utterly unconscious of his selfishness'. It is hard to find anything kind about Jason as on face value he is such an obvious villain. But all these comments on the Medea centre round a study of Medea herself, while making passing comments on Jason, as and when they see fit, yet they all see Jason as the other main character in the play. When one devotes the largest proportion of study on Jason, rather than Medea, a picture of kinder, caring Jason is created. Thus I believe that a case can be made for Jason - he is no paragon of kindness or any good quality, but he does not quite deserve such comments as 'The unrelieved baseness of Jason is revolting'. Vellacott says in his introduction to the play that 'to appreciate the balance of this play we must take care not to pre-judge Jason'. This is an essential point to make, as Jason has all the elements of a typical villain - he has a wife who devoted his life to him, yet he now deserts her for his own sexual satisfaction. Yet as Jason says himself, on numerous occasions, he is not getting married for solely for his own merit, but for those of Medea and his children as well: 'It's not for the sake of any woman that I have made this royal marriage, but, as I've already said, to ensure your future... and build security for us all' (P.35) Such speeches and comments cannot just be ignored - he says this as these are his genuine motivations, the reasons why he has gone about his actions. The nurse, a character who in the early stages is heavily biased against Jason, even says 'Jason is a prisoner in a princess' bed' (P.4) Whether Euripides meant this to mean that he was literally a prisoner, or just captive to her good looks we cannot be sure, but either way she is showing that Jason cannot be completely at fault. Jason is acting just like most men in his position would - Medea is an exile, so Jason is not bound to her in marriage in the true spirit, and as we have seen, she is being betrayed for her own benefit[page]. Medea says herself that it is acceptable for a men to divorce: Classics - Tragedy :: English Literature Classics - Tragedy It seems that the nearly all critics of Medea are unanimous in one prominent feature of the play alone, and that is in their immense abhorrence for Jason. Kitto says 'In him (Jason) it is impossible to find anything that is not mean ´, while Lucas says 'Jason is utterly selfish, and utterly unconscious of his selfishness'. It is hard to find anything kind about Jason as on face value he is such an obvious villain. But all these comments on the Medea centre round a study of Medea herself, while making passing comments on Jason, as and when they see fit, yet they all see Jason as the other main character in the play. When one devotes the largest proportion of study on Jason, rather than Medea, a picture of kinder, caring Jason is created. Thus I believe that a case can be made for Jason - he is no paragon of kindness or any good quality, but he does not quite deserve such comments as 'The unrelieved baseness of Jason is revolting'. Vellacott says in his introduction to the play that 'to appreciate the balance of this play we must take care not to pre-judge Jason'. This is an essential point to make, as Jason has all the elements of a typical villain - he has a wife who devoted his life to him, yet he now deserts her for his own sexual satisfaction. Yet as Jason says himself, on numerous occasions, he is not getting married for solely for his own merit, but for those of Medea and his children as well: 'It's not for the sake of any woman that I have made this royal marriage, but, as I've already said, to ensure your future... and build security for us all' (P.35) Such speeches and comments cannot just be ignored - he says this as these are his genuine motivations, the reasons why he has gone about his actions. The nurse, a character who in the early stages is heavily biased against Jason, even says 'Jason is a prisoner in a princess' bed' (P.4) Whether Euripides meant this to mean that he was literally a prisoner, or just captive to her good looks we cannot be sure, but either way she is showing that Jason cannot be completely at fault. Jason is acting just like most men in his position would - Medea is an exile, so Jason is not bound to her in marriage in the true spirit, and as we have seen, she is being betrayed for her own benefit[page]. Medea says herself that it is acceptable for a men to divorce:

The Main Theme of “On Liberty”

The main theme of on liberty was the individual. Everything else, society, education,government and so forth had their basis in the individuals rights to his own liberty. Noone, no member of society, government, even God, if he appeared before an individual, could inforce his will upon him. That is not to say that you couldnt change someones mind through discussions, but instead, that noone had a right to force his views upon another. Your happiness is yours(individual) to enjoy without any infringements. Conversations between individuals or groups of individuals is essential in eveloping the notion of liberty. Mill claims that you should feel free to convey your views openly without forcing them onto others. After all, a man who learns from noone but himself has a fool for a teacher. There is however an exception to this rule. That is, if an individual in any way harms or comes onto anothers rights to liberty, or causes a social threat, hence he or she is subjected to forced inclinations by other members of society. For example, walking around nude on the streets of Cairo might be youre cup of tea, alas, in Cairo they prefer coffee. In other words, if ou offend other individuals, you are in fact infringing on their rights as free citizens who poses a sovereign mind. However if you choose to remain nude while in the comfort of your hotel room in Cairo, then there is no reason why you According to Mill, education is a fundamental requirement for being an individual as well. But once again, there should be no forceful applications towards what is being taught. Man is after all, a rational being and has the capabilities to reason things through. Education serves more as a guide then as a factual basis for each individual. No wo individuals can have the exact same experiences in life. Therefore, it is up to the individuals themselves to conclude what they perceive to be their own ideas of happiness. An individual who follows traditions and customs soleley because they are inherrent in society, is nothing more than an animal. The very fact that you can reason said mill, means that you have the option of disregarding all customs and traditions if you feel they are not beneficial towards your happiness. That is not to say that you shouldnt follow customs and traditions, merely that you ought not to, for the sake of eing just another brick in the wall. The progressive nature of humans leads to the ultimate conclusion that there is no need for a governing force outside society consisting of individuals that have their own interests at heart. There should not be a government, a monarch, a ruler that is outside society. Instead, it should be attached to the people, having their best interests at heart. Rulers are not needed to protect the people from themselves. In fact, they should be in all regards, responsible to the people and subjected to being removed by he people, beacause it is the people who ultimately have the power. This is a true democratic state, with individuals as the microscopic entities that make it up. Members of this society must not allow themselves to be surpressed by any group who claim to be their legitimate representative of the state. This will subdue individual growth and sovereignity, creating a state with tyranny at its heart. TO avoid this, individuals should freely express themselves, their beliefs, ideas and so forth. No government has the authority to silence individuals who convey their eliefs as the truth. Even if there are a thousand people with a thousand different views, it is for the benefit of society as a whole to hear them out, for there is a chance that among the various beliefs, one of them may contain the essence of truth. Noone has the right to silence another merely because they express conflicting views. Members of society must be able to keep an open mind towards other individuals â€Å"truths†. Reason and logic will see to it that they are capable of readjusting and reconstructing themselves if they find that there is truth in what another individual ays. This is exactly why individuals and society are The only way a state can progress is by allowing its members to progress. Supression of individual rights and happiness will lead to nothing more than stagnation. Governments are the watchdogs of the people, granting them liberty to expand without inteferences. Mill undoubtedly believed in laissez-fairre for the very reason that it promoted individuality with minimum government intervention. All said, Mills on liberty held the individual as the nucleus of society, with everything else revolving.

Marketing Strategy of Innocent Drinks Essay

1: Introduction Every organization needs to have a marketing strategy so that they know who are their competitors, which market they need to target, do they have resources to compete in that market and what strategies they need to adopt to gain competitive position in the industry. The most important thing is with the help of marketing, company is able to make people aware of its product. This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis, what further actions they can take to maintain their market share. 2: Innocent Drinks 2.1: Profile After starting the business in 1998 in a friendly way, innocent drinks have become a very established brand now. Innocent has become ten years old this year. It is now the largest smoothie brand in UK and the fourth largest overall. The company has achieved a sale of over 100m pounds within a span of ten years and it has now around 250 employees. The company has won many awards from the year they have started. Its main competitors are Tropicana and own label brands which are still quite behind in terms of market share. 2.2: Company products Innocent drinks has a long range of products which they claim to be made up of pure and fresh fruit and which are free from any kind of preservatives. Their products include smoothies, yogurt drinks, thickies, kids smoothies (taking account of those fruits which children like the most), pure fruit squeezes. Their products are available in different sizes and shapes. The  company developed their logo required for a brand in an unconventional manner and now it is famous as dude. 3: Marketing strategy and analysis 3.1: Marketing objectives The company has highlighted the importance of their smoothie by injecting in peoples mind that drinking smoothie is part of their healthy lifestyle. The company’s objectives are that their product should be delicious, healthy and sustainable and their vision is to make world healthy by providing their products. 3.2: Analysis People are becoming more health conscious and that is what the Innocent highlighted among its consumers to increase its customer base and loyalty. â€Å"95% of our marketing strategy is what goes in the bottle,† as said by Reed. The company is not using latest marketing strategies, they are upbeat with the fact that their customers are happy. The company has restricted its marketing and branding to its packaging. The company didn’t involve in heavy advertisements in the beginning, instead they use their product as a mean to communicate with their consumers. The owners were in favor of print to advertise their product so they had it on the bus sides which will move everywhere in the UK. Innocent has a mixture of both market orientation and product orientation. Developing a user friendly website, publishing a book, inviting people to visit the company’s headquarter, banana telephone where customers can give suggestions and view are clear signs of market oriented co mpany. Secondly, they are quality conscious. They consider their product a fruit and not made of fruits and that is what they want to see in the eyes of their customer. The prices of their product are high but they justify it on the basis of quality by saying that preservatives and concentration reduces the cost and they want the best thing for their consumers. But the company’s over confidence regarding its product being the best and healthy one may divert its attention from customer needs and demands. Because the competitors may come with same nutritional values but better taste, it can then be a threat to a company. The company has a marketing team which is  involved in analysing competition and come up with new ideas regarding the products and strategies. And there is a communication team also which make an effective communication link with its consumers by website, news and feedback. 3.2.1: Brand strategy and positioning Branding creates value for the product and it influences everyone directly or indirectly. Innocent made their brand stand out from the crowd by adopting innovative ways of marketing and that was their beginning in differentiating their product from their competitors Brand name is very critical and it should be consistent with what the company is trying to deliver and how it wants to be perceived by customers. By establishing brand name as â€Å"innocent†, the company is trying to convey the message of being pure. Branding has been effectively used as a strategic tool for marketing by innocent smoothies and that helps the company to maintain its share in the market or in keeping its competitive position. Innocent has developed its brand image by providing excellent satisfaction, by being genuine, healthy and socially responsible in the eyes of their consumers and once the image is developed, they were able to attract the customers. It is because of brand and its perceived value that consumers are loyal and committed to the Innocent products and they do not look for any substitutes (Ginden, 1993). Customers also perceive it less risky in buying a brand product with which they are emotionally attached. It is more important for products like innocent drinks which the customers have to consume and which has direct impact on their health and body. For keeping a brand alive, it is very important to go for heavy promotions and advertisements and innocent drinks have used their resources very affectively in promotion (O’Malley, 1991). Innocent drinks have also taken a move to stay in touch with its consumers by making a family section. It is a method of communication and reminding the consumers about the products and also to get feedback from customers. The company is using family branding policy as all of its products use the company name. This reduces the cost of having different brand policies for different products. The key to positioning is to make it important in the eyes of consumer that you are incomplete without the product and on the  basis of this, innocent smoothies has kept their customers intact with them. Innocent smoothie is considered a premium brand by its consumers as they relate high cost and high quality with the product as compared to its competitors. The following figure is as perception of customers about Innocent drinks. 3.2.2: Marketing mix To make the product successful, company needs not only the products but a mixture of elements which is called marketing mix. The marketing mix is usually designed with the help of marketing research and it is also based on judgment. Every element of marketing mix compliment each other so efficient integration is required to make it successful. Innocent company has used the marketing mix quite efficiently and effectively. Product: Innocent produces fresh and healthy drinks for its customers. The company has a lot of product range including juices, smoothies, thickies, veg. pots and some of their drinks target specific customers as drinks for the kids. The drinks are available in different sizes and in different packings. Their main focus is to keep things natural and they are also very much conscious about the fruits and the farms from where it comes. Innocent smoothies distinguish themselves from other brands on the basis of purity and being 100% natural without preservatives, concentrates and colorings. The company has also described the negative consequences of concentration and that a product loses its quality, taste and nutritional value and it is done just to reduce cost and making more money. The company makes its drinks with little carbon impact. Same is the case with the recycling. Most of their packing is 100% recyclable and they are making efforts to use minimum material and that too with little carbon footprint. Some people are also fascinated from the product just because of the labeling and packaging. Labeling helps in promoting a brand and provides useful information about the product. So innocent drinks made their labeling very different and the kind of which can amuse and make people to give a second look at it. Innocent drinks is enjoying product width from smoothies to veg. pots as well as product length in terms of different flavors which are available to  consumers and that has really helped the company to maintain its market share and a protection against the current uncertainty occurred in the economic environment. Price: There are number of factors that can have an impact on the price. The company is charging high prices as compared to its competitors and still has the largest market share. It has been possible only because of the brand name and positioning. Since the company justifies its high cost with the high quality they are providing to its consumers, so their prices are also at premium level. People paying a premium price because now they have an emotional attachment developed with the brand But since the economic crunch has affected everyone so people are becoming more price sensitive and that is the reason that innocent drinks has lost some market share this year. The company emphasized that it is less expensive to purchase innocent smoothie than to buy fruit and make it at your own. Promotion: Innocent is carrying out various activities to create awareness about the product among the new or potential consumers and to remind and convince the current purchasers to go for the product. The company uses different methods of promotion from advertisement to personnel selling. They have done advertising and sales promotion very effectively. Innocent has used different approach for its marketing by targeting consumers of different products with different advertisements and campaigns. Website is always an effective method to communicate, promote and making relationship with the consumers. Banana phone is used to get feedback from the customers. Customers are allowed to visit their offices. This strategy is used to develop strong relationship with them. Innocent has also taken support from television commercials and they are using it since 2005. Moreover, to make people aware about their products, the company once made a very big compaign on the television and it regularly arranges festivals as well. Innocent used all the leading newspapers for their advertisement. Online advertising such as on facebook has also been used by innocent as a strategy for promotion. Innocent has also developed public relations. The company has been engaged in certain social projects such as giving money to charity, providing drink for homeless etc which are important for long term sustainability of business and to have a good image in the eyes of your consumers. Place: In the beginning, Innocent used the local shop for its products but as the popularity of products multiplied, the company gradually gained a great market share. The company has found a unique method of selling and distributing their products using cow vans. Innocent drinks use intensive distribution strategy by placing their product in as many places and outlet as possible. The company strategy has been shifted from push to pull as being the largest seller in UK and successful brand name, consumers demand the product. It is now available in more than 7000 retail outlets including the big names as Sainsbury, Tesco, Asda and coffee shops like Starbucks. Export has already been started by the company in Europe and Ireland. Children also got greater access to smoothies after the company made a contract with the company offering catering services to school. After the investment by the coke in the company, innocent will now have more distribution channels and will have access to new places as well. 3.2.3: SWOT analysis SWOT analysis has been carried out to evaluate where the innocent smoothies is standing with respect to the market position. It also helps innocent to analyze how strength can be used to exploit opportunities and how weaknesses can be overcome to avoid possible threats. Strengths * brand name / value already developed * company image * customer loyalty * market leader * distribution channels * investment by coca cola * wide product range and substitutes for breakfast / fruits| Weaknesses * high prices as compared to competitors * lower take up among old people * not popular in evening times * can be made at home and even in cafes and shops| Opportunities * new products for evening which enhances night sleep * emerging markets showing increase every year in market growth * global expansion| Threats * competitors (Tropicana) and products by supermarkets as Tesco * new entrants because of market potential * price sensitive people * credit  crunch can affect demand | Why are concentrates so rubbish? We believe that food companies should do everything they can to get food to people in its natural state. A concentrated orange juice is OJ that has been boiled, then evaporated in a vacuum and then homogenised, resulting in a thick tar. This is then frozen and shipped to countries where it is defrosted, reconstituted with water and has ‘add backs’ added (to enhance flavour and aroma). The concentration process not only affects the nutritional value of the juice but also the taste. All the good stuff gets boiled away and you’re left with a sugary syrup which then has to have lots of horrid stuff added back afterwards to make it taste like fruit again. Basically, concentrated juice tastes cooked, has virtually no nutritional value and that’s why we won’t ever use concentrates. It has to be pure fruit for us. How should I look after and store your drinks? Please please please keep our drinks cold. We can’t stress that enough. Because we don’t use any preservatives or other artificial stuff that might make them last a bit longer, they need to be well cared for. They should be stored between 0-5 ° C, which, luckily enough, is the temperature of your average fridge. So stick them in the chiller as soon as you get home from the shops, or if you’re saving a bit for later, don’t leave it on your desk – pop it back in the fridge for a while. Once opened, we reckon our drinks are best drunk on the same day, although as previously mentioned you should refrigerate them between sips. If you leave them out of the fridge, they will eventually start to ferment. This is a completely safe, natural process but it means the smoothie goes fizzy. It normally causes tiny bubbles in the drink. Click here to find out more about fermentation. If you suspect a drink to be fermented, please dispose of the contents of the bo ttle and contact us at hello@innocentdrinks.co.uk or call the banana phone on 020 8600 3939 with details about the bottle or carton and its enjoy by date. So, please do keep our smoothies nice and cold. ^ back to top How long do they last? Our drinks are made from 100% pure fruit and nothing else. Because we don’t use preservatives, stabilisers or additives they generally last about as long as a pint of milk. Please always keep them chilled and drink them on the same day you open them. Can I freeze your smoothies? Our smoothies are made of nothing but whole crushed fruit and pure juices, so it’s completely safe to freeze them. However, we don’t really recommend it because they taste much better fresh. To be more specific, bananas don’t freeze well; when they defrost they go brown and a bit slimy. Check out this picture of a fresh banana and one that’s defrosted. We know which we would rather drink. If you do decide to freeze one of our smoothies, please make sure you defrost it in the fridge so it stays chilled at all times and note that this might take as long as 3 days. You should also drink it on the day of defrosting. What is love? Baby don’t hurt me, don’t hurt me, no more. Do you have any drinks that don’t contain banana? Our kiwis, apples & limes smoothie (also available in 1 litre cartons) and yoghurt, vanilla bean & honey thickie are both completely banana free. Are your products organic? No they’re not organic. We want to minimise pesticide and other agrochemical usage on our fruit, and this is one of the requirements of both the Rainforest Alliance and also the innocent minimum standards for our fruit growers. Both sets of standards also ban the use of any of the ‘dirty dozen’ pesticides as listed by the Pesticide Action Network. To ensure the safety of our drinks we conduct independent tests on our ingredients, at an  accredited laboratory, throughout the harvest calender. Of the test results with anything being detected at all, these detections fall well within the Maximum Residue Limit (MRL) that you are allowed. Each year our policy will be reviewed and testing procedures will be updated. And what about all of those plastic bottles? Since January 2008, all our smoothie recipes are in 100% recycled PET* plastic. We’ve been working on this project for quite a while. In 2003 we started using bottles made from 25% recycled plastic and in 2006 improved it to 50% recycled. All the time, people told us that it would be impossible to get to 100%, but we tried and tried and tried again. And now we’re here. 100%. It means a 20% reduction in materials (we’ve made the bottle lighter) and a 55% carbon reduction in terms of the bottle’s manufacture. It’s a big step for a little company. We’re very proud. *PET stands for ‘polyethylene terephthalate’. Clear plastic, in other words, said our Stu, who knows about these things. So can I recycle your plastic bottles and tetra pak cartons? We’ve got a whole section on our website dedicated to this. You can check it out here. ^ back to top Are your products suitable for vegans? Smoothies – We’re afraid as we can’t guarantee that our drinks are shellac free, due to the small chance that tiny amounts of shellac do make it into our drinks, we can’t class our drinks as being suitable for vegans. Thickies – no (they contain dairy produce and honey). Are your products suitable for pregnant women? Yes. Although we’ve heard that some of them prefer coal. Can infants and children drink your products? Infants under 12 months shouldn’t drink our vanilla and honey bean thickies. The Food Standards Agency says that honey should not be given to infants under 12 months old because of the small risk of botulism. Infantile  botulism occurs when honey contains Clostridium Botulinum spores, which infect the infant gut that then produces the toxin. This is not a problem for anyone aged more than 12 months. Regarding children in general, our smoothies, thickies and juices are OK – they contain nothing but crushed and juiced fruit (and low-fat bio yoghurt in the thickies), so the health properties should be welcome for kids who quite like sweets and crisps too. But it should be noted that our smoothies and juices contain a large amount of naturally occurring fruit sugars. For this reason you can add water to dilute them if you like. The FSA also recommends that for children, you should try to keep fruit juice to mealtimes. In general, look on the ingredients panel and check the amount of fruit in each bottle. If it seems like a reasonable amount of fruit, then it will be OK. If you don’t usually give your child this much fruit, then adjust the amount accordingly. We make a range of drinks specifically for children which you can find out about here. They’ve got less bits in them, as children seem to prefer their smoothies that way. Do you think I should dye my hair? No. I’ve always thought that blonde suited you. Why do you always use apples, oranges and bananas in your smoothies? These three fruits are a bit like the salt and pepper of the fruit world, except there are three of them. We use them for natural sweetness (apples), natural sharpness (oranges) and natural thickness (bananas). It beats using artificial stuff. So why don’t you call your mangoes and passion fruits smoothie â€Å"apples, mangoes and passion fruits†? We name our smoothies according to whichever flavours you can taste the most. So we feel if we were to start calling the smoothies â€Å"apples, mangoes and passion fruits,† it would be a bit misleading, as what you really taste when you take a mouthful are the mangoes and passion fruits. All of the ingredients are printed in full on the label, so it’s not like we’re trying to be sneaky or anything. Do your products contain nuts? Our veg pots may contain traces of nuts but our smoothies and juices contain no nuts whatsoever (which keeps the squirrels happy). Are your drinks GM-free? Yes they are. How do you make sure your fruit is from ethical sources? Our ultimate aim is that we are proud of every piece of fruit that we use. We want to buy our fruit from farms that look after both their workers and the environment. To achieve this we have created our own set of minimum standards, that detail our expectations for all the relevant social and environmental issues. We are in the process of rolling out these standards with our suppliers, and will work together with them to implement the agreed action plans. We feel that it is really important to understand the issues relevant to each country, and the pressures faced by our farmers, so we are meeting with more and more of our growers. As our fruit comes from all over the world this is a huge task, but one to which we are passionately committed. We know that there is no point recreating the wheel – so we also work with established international accreditation organizations such as the Rainforest Alliance. We first met them at a banana plantation in Costa Rica, and were so impressed with the work they do, that we now only buy banana from Rainforest Alliance approved plantations. The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behaviour. It not only looks at farm workers rights and wellbeing, but also protects ecosystems on the farms, which encourages bio diversity. We believe this sustainable approach is the best one. A well run farm with motivated workers means better quality fruit and better productivity, which means we get nicer fruit and the farms are more profitable. Are you going to move all your fruit to Rainforest Alliance approved sources? No, it just isn’t applicable for certain countries and certain fruits, like those that we source from the UK. But as the Rainforest Alliance expands into new certification territory, like pineapple, we’ll be keen to keep on building our relationship with them. As they develop new standards for new  fruits, we will assess their suitability for our growers. Whilst we don’t like to boast, it turns out they quite appreciate the work we do and they showed their gratitude last year with this rather fetching trophy. Outside of the world of fruit they certify all sort of things including coffee, cocoa and forestry. Find out more here: www.rainforest-alliance.org ^ back to top Why don’t you buy fairtrade fruit? We take the ethics of our supply chain incredibly seriously and took great care to find the best independent certification scheme that matched our values, and suited our needs the best. Fairtrade’s primary focus is on the prices paid to the farmers and social issues for small farms and cooperatives. It’s a great scheme but we felt that Rainforest Alliance looked at a broader spectrum of issues (both social and environmental), which we thought was a better fit with our own ethos. Also, the Fair Trade scheme predominantly certifies cooperative and and family run small holdings – not all of our fruit is available from these types of farms, so Fairtrade isn’t always applicable to our growers. Articles like this one from The Observer Food Monthly debate the key differences between Rainforest Alliance and Fairtrade (this one’s about coffee). What is the innocent foundation? The innocent foundation is a grant giving charity that was set up in July 2004 with the idea of bringing nature and communities closer together for mutual benefit. innocent donate 10% of our profits each year to charity, primarily to the innocent foundation, which funds rural development projects in the countries where our fruit comes from. Find out more here. Do your drinks actually contain shiny trumpets/pebbles/cricket pavilions/small churches? No. Can I have some free drinks for my event please? We get lots and lots of requests for our drinks and as much as we’d love to help everyone out, it would just be impossible. Instead, we give any excess drinks we have to the homeless through the charity, Fareshare. You can find out a bit more about the good work they do here. Okay. But it’s for charity. Does that make any difference? Generally, we feel it’s better to be able to offer a significant amount of support to one cause rather than a little backing to lots of different ones. With that in mind, every year we donate 10% of our annual profits to the innocent foundation. Its remit is to fund Non-Governmental Organisations (NGOs) that work to bring nature and communities closer together. You can see a bit more about the projects we support at www.innocentfoundation.org. Hope that all makes sense. I’m running a marathon/ climbing Everest/ shaving off all my chin hair for charity. Can you sponsor me please? Again, whilst we applaud anyone who gives up their time to sit in a bath of baked beans or run further than the corner shop to raise money for charity but if we sponsored everyone who wrote to us, we’d be living off beans and no toast. Instead, we make sure that we give something back to the countries where we buy our fruit, via the innocent foundation. Can I borrow your car? The clutch has gone funny, the fan belt’s shot and there are no windows. Plus I’ve forgotten where I’ve parked it. Lend us a fiver. No. 4: Conclusions and Recommendations 4.1: Conclusion Innocent’s success has been made possible just because of effective and innovative way of marketing which they adopted. Innocent used every kind of channel, big or small in carrying out its promotion. They used every kind of that marketing strategy in which low cost was involved but its impact was high. The company updates the website and labels regularly. Innocent changed the label quite frequently to maintain the attention of its consumers Innocent made the customers loyal by doing little things but they made huge difference for them. Innocent was of the view that making their drinks easily accessible to customers is very crucial and success of the company depends on it. The innocent also arranged a free event for its customers as a means of giving thanks to its customers for using their products. Innocent always remained active in interacting with its customers. The owners of the company didn’t have much idea about how things should be done and no strategic plan was involved in making the brand name, its packaging and process of launching it but surprisingly their idea was welcomed by the consumers as it was different and something they can amuse or laugh at. Innocent dominance has been affected in 2008 after the introduction of Tropicana in the market. In April 2009, investment by Coca-Cola is seen as a wise step because as a result of decrease in sales, it was necessary to maintain the brand value. Since the company is facing severe competition from rivals such as Tropicana so funding was required to be in the competition. Coke will increase the distribution channels and give access to more markets by making customer aware of the product. Innocent’s premium positioning is a key advantage and it also has developed a strong connection with its consumers over the passage of time. Brand loyalty is good but they have to look at their prices if they want to sustain their position as people are becoming more price conscious. It is more difficult to retain the customers than to attract new customers 4.2: Recommendations Innocent drinks should closely monitor the environment and conduct market research to identify issues as consumer behaviour, competitors’ strategies which can have an impact on their brand or positioning (O’Malley, 1991). This will help the company to be proactive in their approach rather than reactive. As the market is becoming more global, there will always arise new opportunities but also threats as consumers also have access to variety of products from different countries with different tastes and nutritional values so innocent drinks must consider what their consumers want, their preferences if they want to survive and be successful in the long term. SWOT analysis has identified the threats and weaknesses which innocent should  consider and the opportunities which they should exploit by using their strengths. There are some strategies which can be adopted by innocent smoothies as market leaders. They should try to expand the market either by market penetration or by exploring new potential markets. Innocent can also try to protect their current market share which has fallen because of Tropicana by introducing new products into its line. More aggressively, they should try to increase their market share by reducing their prices which are quite high currently and by further increasing promotion. Innocent should also make good use of collaboration with the Coke as it can provide the company with lot of distribution channels. Innocent must focus on strategies which help them to attract new consumers and in retaining the existing customers. Different promotional strategies can be adopted. The company can offer discounts, free samples for new customers to try, free gifts, coupons for customer loyalty, tickets for different events etc. innocent should also ensure that its product is available in as many places as possible. They can increase the availability of products on train/bus stations, petrol pumps and a lot more health clubs. Customer satisfaction is very important because that will encourage them to buy the products of the company again and they will also become a source of advertisement by referring the companys’ product to others as well (Gilson, 1986). It is the least expensive method of advertisement and promotion. Innocent can adopt some defensive strategies against Tropicana as well. Innocent can reduce the prices in the market in which the rivals have greatest share. Secondly, it is good to have information about competitors’ move in advance so that appropriate actions can be taken. Diversification can also be done if the markets are becoming more vulnerable. The research has also shown that smoothies are not consumed in later part of the day so the company can make some drinks which are light, easy on stomach and which help the consumers in getting better sleep at night. Innocent should make use of its brand name by launching new products like ice cream. Sometimes, new products help in compensating the loss of failed products but the company must remain conscious in launching a new product because it is difficult to develop, have to carry out rigorous market research and there are also long lead time involved and if it fails, it will bring bad image to the brand and will affect the brand equity so the company must use all the processes of product development from idea generation to commercialization in order to mitigate the risks associated with new products. References Baines P., Fill C., Page K.,(2008). â€Å"Marketing†. New York: Oxford University Press, Pg 374-382 Ginden, R. (1993), â€Å"The name game†, Cheers, pp.59-62. Innocent drinks. http://www.innocentdrinks.co.uk (accessed 02/12/2009) Mintel. http://academic.mintel.com/sinatra/oxygen academic/my reports/display (accessed 03/12/2009) O’Malley, D. (1991), â€Å"Brand means business†, Accountancy, 107, pp.107-8.