Economic Analysis of Burberry Essay Example

Economic Analysis of Burberry Paper 1. 0 Introduction There are tools and techniques that can help owners and managers make decisions. However these decisions are based on purely estimations where the costs and profits will come to a breakeven point. The common breakeven analysis is Cost-Volume-Profit Analysis. This analysis shows that how the cost and profit changes when the volume change. It analyses the effects on profits of changes in variable costs, fixed costs, selling prices, volume, and the products sold. However, there was a downside for this analysis which it only focuses on the breakeven point. In this paper, I mainly analyses Burberry’s performance and describing some of the companies’ background. Besides that, I also did some research on the structure and the competitiveness of the luxury fashion industry. Burberry had built their position in the market since 1856. Burberry Group is a British luxury fashion house, manufacturing clothing and fashion accessories. Its distinctive tartan pattern has become one of its most widely copied trademarks. The company has branded stores and franchises around the world, and also sells through concessions in third-party stores. It runs a catalogue business and has a fragrance line. 2. 0 Burberry Background The Burberry brand was well-known for the authentic British heritage, unique democratic positioning within the luxury arena. They are the largest retailer in United Kingdom. Their founding principles are quality, function and modern classic style. The trench coat, trademark check and Prosum horse logo are their globally recognized icon portfolio. By year 2000, Burberry operated 58 company-owned stores. 2. 1 History 154 years ago, a 21 years old draper’s apprentice, Thomas Burberry, opened a small outfitter’s shop in Basingstoke Hampshire, England. We will write a custom essay sample on Economic Analysis of Burberry specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Economic Analysis of Burberry specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Economic Analysis of Burberry specifically for you FOR ONLY $16.38 $13.9/page Hire Writer By year 1870, Burberry focused on the quality and innovation in fabric and outwear design which expanded the shop into an ‘emporium’. Ten years after that, they invented Gabardine. Gabardine is a breathable, weatherproof and ‘tearproof’ fabric. In 1891, Thomas Burberry Sons expanded their emporium in the West End of London at 30 Haymarket. They developed a predecessor of the trench coat, Tielocken, which was adopted by British officers during the Boer War in 1895. In 1904, the Burberry Equestrian Knight Logo was developed containing the Latin word â€Å"Prosum† meaning forwards and registered as a trademark. Burberry was then commissioned by the War Office to adapt its officer’s coat, to suit the conditions of British contemporary warfare, resulting in the modern day â€Å"trench coat†. In the 1920s, they added a lining to the trench coat, The Burberry Check, which was registered as a trademark of Burberry. In 1955, Burberry was awarded a Royal Warrant by Her majesty Queen Elizabeth II and the second Royal Warrant in 1989. With these reputation built, they became an international well-known luxury brand. 2. 2 Products Burberry has various kinds of products. All products are to do with fashion. The products they provide can be seen at the pyramid shown below. Burberry brand uniqueness is the patented Burberry Check. It is a combined red, black and white check pattern. It was created in 1924 and was used as lining for the trench coats. It was then used for other merchandise including handbags, umbrellas, and scarves. Other than the Burberry trademark check, their signature icons also includes trench coat inspired D-rings, quilting and the Prosum equestrian knight logo. The Ansoff Matrix Market Penetration Classic Garments for existing target market (Trench coats, outwear, etc. )Product Development Burberry Accessories . e. stadium hats, handbags, toys, fragrances, etc. Market Development Diffusion ranges in mid 1990s for wider audience (Younger Consumers) Diversification N/A 3. 0 Industry 3. 1 Luxury Industry Background Fashion is normally built up from the creativity aspects of people’s personality. This is an industry where people can express their full potential of their creativity which reflects ones persona. Fashion industry is too based on each country’s culture which gives the designers instinct and the uniqueness of the fashion. The United Kingdom (UK) fashion industry had given a great impact to the UK economy. The direct value of the UK fashion industry to the UK economy is around ? 21 billion which is equivalent to 1. 7% of the UK GDP. This direct impact includes manufacturing, wholesaling and retailing of a range of fashion goods. Purchasing from the textiles sector, advertising and public relations spending, the economic contribution of the fashion education and fashion media sectors also the direct impact of the UK fashion industry. One of the main influence is the Value Added Tax (VAT) paid by consumer while purchasing fashion items. It consists of ? 13. 2 billion from the ? 21 billion. As for the indirect and induced impact of the UK fashion industry is calculated as more than ? 16 billion. This impact relates to the spending in other industries, ranging from IT to tourism. The total contribution from the UK fashion industry is more than ? 37 billion. Logically, Burberry belongs to the fashion industry. However, theoretically, Burberrry belongs to a typical traditional luxury industry. Luxury goods are one of the few truly â€Å"global† brands that are able to gain from global efficiency in marketing and producing the product exactly the same in any market that they enter. In UK, this market had grown into a mature market. It is a market of the changing factors of demographics, consumer and fashion trends and the demands of new generation. Most of the apparel production of the players in the industry outsource to other countries. 2 of the main outsources are China and Hong Kong. However, UK has a host of other cost centers including Vietnam, Turkey and Bangladesh. 3. 2 Products in the industry There are various products in this industry. Infact, this is sort of like people’s daily needs. The following chart defines the luxury sector and the products produced in this industry. These product segments can be divided in geographical segments 3. 3 Industry Structure The competition in this industry is monopolistic competition. There are thousands of firms in this industry competing with each other. Examples of firms are, Louis Vuitton, Hermes, Gucci, Prada and etc. These are few of those well known luxury fashion brand. The nature their products are differentiated and they have their own uniqueness which makes them have the control over the price. 3. 3. 1 The Porter’s Five Forces Model This model can explain this industry in detail. Threats of New Entrants It is believed that new entrants will not really be a threat to the current established brands. However, new designers that start their own brand with the correct growth infrastructure, they can grow quickly. In this case, they can attract volatile middle market customers. But they normally cannot attract the stable HNWI customers. Competing with those well-developed companies they will need high capital for the latest technologies to keep their goods up to quality. Secondly, it is very difficult to estimate consumers’ tastes which also include their various profiles, and symbolic needs or expectations. Small firms do not only design, manufacture, and sell their products, they also interact with their customers and systematically segment their markets and channels of distribution. This will give the new entrants the advantage during the process of design, manufacture and sales. The reason being is they understand their consumers better and try their best to fulfill their needs. As for large firm, they will have trouble understanding their consumers because of the hierarchy in the firm. Bargaining power of Suppliers The bargaining power of suppliers supposable to be low because this market has not reach their consistency. It is different from the ordinary brand where consumers have their confidence on those brands. Luxury brands need to build their consumers’ confidence with marketing which will cost them a high budget. Bargaining power of Buyers The bargaining power of buyers is very high. The firms need to fulfill their consumers’ needs. If the consumer requires a product but the store, the store will need to call up some their branches in order to fulfill the consumers’ needs. Threat of Substitutes There are no substitute for the luxury fashion industry unless of not buying it. Luxury industry usually use their own branding to attract their consumers and keep their loyalty on the brand with their uniqueness. 3. 4 Industry Performance The luxury industry is growing extremely well throughout the years even during economic slowdown. In year 2009, the luxury goods retailers stand 23% of new store opening. According to a global real estate adviser, CB Richard Ellis (CBRE), luxury retailers operate in over 25 countries and 50 cities worldwide on average. Comparing that with the global top retailers, CB Richard Ellis had mapped 294 world’s top retailers across 69 countries which make the luxury retailers have the largest global presence of all retail sectors. Hong Kong is the most popular destination for luxury retailers. They attract 91% of luxury brands surveyed as part of the CBRE study. Followed by London (87%), Dubai (85%) and lastly in total eight of the top 15 luxury Asian cities including, Taipei, Beijing, Shanghai, and Singapore. In the United States, they spend around $324. 3 billion on apparel, accessories, and footwear in 2002 and increased by 2. 9% ($315. 3 billion) in 2001. The employment under this industry had decreased because most of the production had moved overseas for the reason of lower cost. The number of employment had dropped from 537, 000 in December 2001 to 507,000 in December 2002. 3. 5 Competitive Strategy used in Luxury Fashion Industry Luxury Conglomerates Being in the luxury industry, they can benefit from the integration in a luxury conglomerate. It is easier to have a much easier access to financial means and a solid business structure which can boost their development. The conglomerate can have the advantage of having cheaper cost of capital to finance their development. They also enjoy the bargaining power and lower operation costs. All new creators and designers will be desperate to go into the companies in this industry which help to keep their uniqueness. Designer brands With this strategy, they compete with their uniqueness of their products which makes them different from other brands. The main issue here is their designers’ creativity and research and development. Without research and development, they might not know what their environment want most. Besides that, a good marketing skill can go a long way. It depends on how the company wants to show their image with the public. Selecting the right market will be very important and can seriously affect their sales. Industrial brands By using this strategy, it is the build the brand strength by focusing on the business model that delivers on the brand promises and brand values. It is very important to give a clear message through good advertising. If the message is successfully send to the public, they can build their brand equity by extending their brand values through the entire business so that they can deliver on what they promise. Retailers The retailers base their business models around the strength of their stores. Their stores are all their consumers will lay eye on the goods and services. So, the companies must give the first best impression to their consumers. 4. 0 Burberry’s Performance Analysis The total revenue had been growing throughout the past five years. For the past year, the total revenue growth was ? 1, 202 million which is around 7% of the growth. However, the total revenue growth had a massive decline at 2009 compared to the past years. It can be seen at the KPI table the total revenue growth had dropped 61% from year 2008 and around 53% from 2007. It can be seen from the figure below that the major increase from the 7% total revenue growth, retail is the main income which is around 14%, 2% increase in wholesale, but 9% of licensing. Figure: Total Revenue growth divided by channels Most of the Burberry revenue came from Europe which is around 34% of the total revenue. The runner up is America (27%), Asia Pacific (21%), Spain (13%), and the rest of the world (5%). The emerging market China, Middle East, Russia and India contribute 9% of the sales. Burberry has been operating in these markets with their local partners who can provide esources and knowledge to help Burberry increase their sales in each region. Since these regions had provided quite an amount of sales through wholesales and retails, they had been expanding their stores. The following figure can show the number of stores they opened in different regions. By year 2009, they already open 91 stores in the emerging markets. Overall, Burberry had opened 419 stores in the world which is an increase of over 50 stores in 2009 compared 2008. These stores include a net of 22 more mainline, 22 more concessions where majority of the mainline is in Americas and Middle East. As for the revenue from the product segments, womenswear gain the most revenue compared to other products. They gain around 37% of the total revenue. Coming up is non-apparel (33%), menswear (26%), and childrenswear or others which is around 4% of the total revenue. the revenue from the non-apparel segment is around ? 366 million which is 12% more than year 2008. Non-apparel accounted for 33% of retail and wholesale revenue, compared to 32% last year. The above figure is the financial review of Burberry comparing year 2008 and 2009. It can be seen above that even though the total revenue but profit had dropped massively. This is caused by the costs of restructuring, impairment changes, negative goodwill credit on the formation of the Burberry Middle East joint venture, impact of one-off tax credits, relocation of global headquarters and group’s infrastructure redesign initiative. These costs had increased from ? 4. 5million to ? 190. 7million which made their profit from positive to negative. This cost had rose 102% compared to 2008. The following is the summary of the costs and the amount of each cost. Costs included in the costs above: Restructuring charge – Cost efficiency program including redundancy and other direct costs with the balance being asset write-offs and provisions. Goodwill impairment charge – reflects on the increasingly challenging economic environment in the market. Store impairment and onerous lease provisions – half of the cost is split in Europe and half in the United States Negative goodwill – it is the cost from the formation of the joint venture in Middle East Relocation of headquarters – the deterioration in the London commercial property market during the last year. About 70% of these charges are non-cash items, except for part of the restructuring charge and onerous lease provisions. Besides that, there is a decline on the operating profit which is caused by the massive increase on the cost of sales and a little effect on the increase on operating expenses in 2009. This is probably caused by the 2008 economic crisis. A terrible recession happened during 2008 which causes them whole lot more of costs and expense which will decrease their profit or even making a loss. The cost of sales had increased around ? 200million in a year. 5. 0 Shareholders’ Wealth The adjusted diluted EPS declined 4% (30. 2 pence) in 2009. This is due to the decline in profit caused by a lower tax rate. The reason being is probably caused by the 2008 economic crisis. Burberry put their concentration on the Total Shareholder Return where it measures the growth in value of a shareholding assuming dividends are reinvested to purchase additional units of stock. There are a few elements to measure the remuneration. These elements represent the total potential of the remuneration. Those elements are base salary, the annual bonus, benefits and service agreements. 5. Sustainability of shareholders’ return Despite the decline of profit in year 2009, Burberry’s profit had been growing throughout the years. The reason that 2009’s profit had decline is mainly because of the recession had affected their costs. It is quite sustainable that the profit had been quite constant. The sustainability can be attained by looking at the corporate responsibility. Corporate Responsibility Burberry had been serving the highest quality standards since 1856. They did a very well job on building their brand image and bringing the operational excellence to the luxury products. The following is the results from 2009. Clear Management Burberry has a clear management. Every year they have 3 meetings. The Group employs a Corporate Responsibility team of nine people which will manage the supply chain, environmental and community management and draws on external independent advice. Besides that, the executive management will review on the Environment, Ethical Trading, Employee Volunteering and Exotic Materials Policies. Healthy Business Partnerships Burberry believes in healthy business ethics. They believe that employing local labour and environmental laws with a safe and hygienic environment. They also have a policy based on ethical trading with internationally accepted codes. -There are 487 factory visits to assure compliance with the Burberry ethical trading policy. -Engagement of active member of three BSR working groups -25 key suppliers took part in long term capacity building programs focused on training for productivity, human resource management systems and better communication -Roll out of the Burberry confidential worker hotline in its suppliers’ factories. -New suppliers are approved by the CR team prior to working with Burberry Environment care Burberry has the largest environmental impact areas include carbon emissions (linked to energy use, travel and distribution network) solid waste and the use of bulk materials -Burberry lauched a packaging project to reduce the amount of transit packaging used -Relocated to new Corporate headquarters designed with energy-saving features, reduced cleaning chemicals, and more recycled stationery contents -Installation of energy-saving compressors -Waste reduction -Launched a sea vs air shipping initiative which resulted in significant savings and reduced environmental impacts Organization Development This includes attracting and retaining talented employees and customers which give the best results for the organization. -E-recruitment website and corporate intern program -Talent review, development program, and evolving the organization with strategic themes -New global headquarters, Horseferry House, provides a safe efficient and responsible working environment for employees and visitors -Piloted global education and training program designed for and delivered to all retail staff to ensure that the customer experience is in line with Burberry’s brand standards and Burberry’s luxury positioning Health and safety By retaining talented employees, Burberry will ensure a fully healthy and safe environment for them. Products and supply chain standards Burberry has strived to achieve the highest quality standards in all components and stages of its supply chain process since 1856 -More efficient with the use of raw materials -Usage of SAGA furs in Finland rather than natural hides -Issues licenses to ensure no harmful chemicals are used or contained within Burberry products Contributing to society Burberry had been practicing the give corporate sponsorship worldwide which includes cash and product donations. Supports on London, New York City, and Hong Kong to identifies unique local challenges to successful youth development and supports charities with proven programs to address them -Burberry’s employees serve as mentors to young people and volunteer for a range of programs -2008 Christmas Coat Donation saw more than 500 coats distributed in London, New York City, Hong Kong, and Seoul acro ss 12 different charities, ensuring that the coats went to job training students in time to help them begin their job search with confidence -Redundant office furniture and equipment from Burberry’s old offices were made available to the Foundation supported charities for their offices and programs 5. 2 Risk volatility By looking at the risk, it can give shareholders value. This analysis can be integrated by the evaluation of strategy. Burberry is challenging with five key strategic themes. They are: Leveraging the franchise -Maintaining brand momentum -Reinforcing outerwear heritage and leadership -Further reshaping the product pyramid -Capitalizing on menswear opportunity -Building childrenswear -Enhancing marketing -Optimizing licensing Intensifying non-apparel development -Further growth in division of product: oHandbags oShoes oMen’s non-apparel -Continue receiving marketing and PR focus via prominence on the runway, editorial priority and heightened presence in global advertising -Initiated its partnership buy model for non-apparel with the Autumn/Winter 2009 season -Japanese non-apparel joint venture Accelerating retail-led growth -Reorientating design and merchandising toward more disciplined, style-efficient and balanced collections -Increasing the frequency of new goods flowing to stores -Developing a more extensive and responsive replenishment program in all product divisions, while evolving in-store visual merchandising and processes to support -Enhancing store productivity -Accelerating new store openings -Continuing e-commerce development -Upgrading store image Investing in under-penetrated markets -Increase market share in America -Entered joint venture with Middle East and opened four stores in 2009 Pursuing operational excellence Announced global cost efficiency program in January 2009 -Global IT program implementation based on SAP technology in Hong Kong and United States Looking at the strategy and past years profits, Burberry’s risk volatility is quite low. 6. 0 Cost-volume-profit analysis (CVP Analysis) Assumption: -Only apply to one product -Fixed costs same in total and unit variable costs same at all levels of output -Sales prices constant at all levels of activity -Production equals to sales -All amount taken from 2008 is from the sale from one product -Volume sold in 2008 is 6million units -Net operating expenses and cost of sales are variable costs Sales at 6 million units Total Revenue = ? 1279. 90million Total Fixed Cost = ? 150. 40million Net Operating Expenses = ? 416. 0million Cost of sales = ? 475. 90million Variable cost = ? 591. 9million 7. 0 Conclusion Burberry has its own uniqueness which a lot people will not just simply change their taste to other brands. This is one main reason that the revenues of Burberry kept on rising and also they kept their position in the market. However, if Burberry wants to keep their position in the market, they have to continue designing and express their creativity. Without this, consumers will sooner or later get tired of their old products and hence the sales will drop. Same to the competitor in this luxury fashion industry. Besides that, good marketing can go a long way. With the right marketing, sending the right message to the right market, Burberry can save a lot of money and yet increase a lot of sales. References: ACCA – Strategic Business Planning and Development 2005/06, FTC Foulks Lynch. Burberry 2009 Annual Report Burberry Investors Official Website: http://www. burberryplc. com Casciato, P. 2010, Fashion worth more than $30 billion to UK economy, Reuters, cited at 24 October 2010, available at: http://www. reuters. com/article/idUSTRE68F3UX20100916 CIMA Managerial Paper P2 – Management Accounting – Decision Magement, 2010, BPP Learning Media, London. Fashion History Industry Analysis, 2009, Eurbanista, cited at 28 October 2010, available at: http://www. eurbanista. com/introduction-to-fashion-history-industry-analysis/ Nguyen, V. , Analysis of the Luxury Goods Apparel and Footwear Industries, cited at 28 October 2010, available at: http://www. uwlax. edu/urc/JUR-online/PDF/2004/nguyen. pdf Sloman, J. 2006, Economics, 6th edn, Pearson Education Limited, England. Smith, J. 2008, Worldwide luxury goods market growth projected to slow substantially by end of year and head into recession in 2009, according Bain Co study, Business Intelligence Middle East, cited at 27 October 2010, available at: http://www. bi-me. com/main. php? d=28646t=1c=3cg=2 Strategic Analysis – Luxury Goods Industry Analysis, 2009, Thinking Made Easy, cited at 26 October 2010, Available at: http://ivythesis. typepad. com/term_paper_topics/2009/05/strategic-analysisluxury-goods-industry-analysis. html Welch, P. J Welch G. F. , 2010, Economics Theory Pr actice, 9th edn, John Wiley Sons, Inc, United States of America. Worldwide luxury goods market growth projected to slow substantially by end of year and head into recession in 2009, Bain Company, cited at 26 October 2010, available at: http://www. bain. com/bainweb/about/press_release_detail. asp? id=26657menu_url=for_the_media. asp

Seal and Sea Lion Facts

Seal and Sea Lion Facts With their expressive eyes, furry appearance and natural curiosity, seals have a wide appeal. Native to polar, temperate and tropical waters on the planet, seals are also known to vocalize: a captive male harbor seal named Hoover was taught to vocalize English with a prominent New England accent. Fast Facts: Seals and Sea Lions Scientific Name: Phocidae spp (seals), and Otariidae spp (fur seals and sea lions)  Common Name(s): Seals, fur seals, sea lionsBasic Animal Group: MammalSize: Range from 4–13 feet longWeight: Range between 85–4,000 poundsLifespan: 30 yearsDiet:  CarnivoreHabitat: Polar, temperate, and tropical seasPopulation: Unknown, but in the hundreds of millionsConservation Status: Tropical seals and sea lions have suffered the most from human and climatic changes. Two species are threatened; seven are currently classed as endangered.   Description Seals and sea lions are highly evolved for swimming, including flippers, a streamlined fusiform (tapered at both ends) shape, thick insulation in the form of fur and/or subcutaneous layer of blubber, and increased visual acuity for foraging at extremely low light levels.   Seals and sea lions are in the order Carnivora and suborder Pinnipedia, along with walruses. Seals and fur seals are related to bears, descended from an otter-like terrestrial ancestor, and they all have a more or less aquatic lifestyle.   Toshi Miyamoto/Getty Images   Species Seals are divided into two families: the Phocidae, the earless or true seals (e.g., harbor or common seals), and the Otariidae, the eared seals (e.g., fur seals and sea lions). The pinnipeds include 34 species and 48 subspecies. The largest species is the southern elephant seal, which can grow up to about 13 feet in length and more than 2 tons in weight. The smallest species is the Galapagos fur seal, which grows to up to about 4 feet long and weighs about 85 pounds. The species have evolved to their environment, and the handful of those species which are listed as threatened or endangered are those who live in the tropics where human interference is possible. The arctic and subarctic species are mostly doing well. Two species, the Japanese sea lion (Zalophus japonicus) and Caribbean monk seal (Noemonachus tropicalis) have become extinct in recent times.   Habitat Seals are found from polar to tropical waters. The greatest diversity and abundance among seals and sea lions are found at temperate and polar latitudes. Only three phocid species- all of the monk seals- are tropical and they are all either highly endangered or, in two cases, extinct. The fur seals are also found in the tropics, but their absolute abundance is low.   The most abundant pinniped is the crabeater seal, which lives in the Antarctic pack ice; the ringed seal in the Arctic is also quite abundant, with numbers in the millions.  In the U.S., the most well-known (and watched) concentrations of seals are in California and New England. Diet The diet of seals is varied depending on the species, but most eat primarily fish and squid. Seals find prey by detecting prey vibrations using their whiskers (vibrissae).   Seals and sea lions are mostly fish-eaters, although most of the species also eat squid, mollusks, crustaceans, marine worms, sea birds, and other seals. The ones that eat mostly fish specialize in oil-bearing species like eels, herrings, and anchovies because they swim in shoals and are easy to catch, and are good energy sources.   Crabeater seals feed almost entirely on Antarctic krill, while sea lions eat sea birds and Antarctic fur seals are fond of penguins. Image Source/Getty Images Behavior Seals can dive deeply and for extended periods (up to 2 hours for some species) because they have a higher concentration of hemoglobin in their blood and their large amounts of myoglobin in their muscles (both hemoglobin and myoglobin are oxygen-carrying compounds). When diving or swimming, they store oxygen in their blood and muscles and dive for longer periods than humans can. Like cetaceans, they conserve oxygen when diving by restricting blood flow to only vital organs and slowing their heart rates by about 50 percent to 80 percent. In particular, elephant seals exhibit tremendous stamina while diving for their food. Each elephant seal dive averages about 30 minutes in length, with only a couple of minutes between dives, and they have been seen maintaining that schedule for months on end. Elephant seals can dive up to 4,900 feet deep and stay down as long as two hours. One study of northern elephant seals showed that their heart rates dropped from a resting rate at the waters surface of 112 beats per minute, to 20–50 beats per minute when diving. Pinnipeds produce a variety of sounds, both in air and water. Many of the sounds are apparently individual recognition or reproductive displays, but some have been taught to learn human phrases. The most famous is a captive male harbor seal at the New England Aquarium named Hoover (1971–1985). Hoover was trained to produce a variety of phrases in English, such as Hey! Hey! Come over here! with a noticeable New England accent. Although little is known about sound production and acoustic communications as of yet, seals, sea lions, and walruses do have some voluntary control over their sound emissions, perhaps related to their ability to adapt to diving. In polar environments, seals restrict blood flow to their skin surface to keep from releasing internal body heat to the ice and freezing water. In warm environments, the reverse is true. Blood is sent toward the extremities, allowing heat to release into the environment and letting the seal cool its internal temperature. Reproduction and Offspring Because of their highly developed insulating fur- polar seals and sea lions must regulate their body temperatures between 96.8–100.4 degrees Fahrenheit (36–38 Celsius) in frigid waters- they must give birth on land or ice and remain there until the pups have built up enough insulation to withstand the cold temperatures. In many cases, mother seals must be separated from their foraging grounds to take care of their offspring: if they can locate on ice, they can still feed and not abandon the pups, but on land, in groups called rookeries, they must limit their lactation periods so they can go without eating for a period of four or five days. Once the pups have been born, there is a postpartum estrus period, and most females are mated within a few days of the last birth. Mating takes place at the rookeries, and the males exercise extreme polygyny in these dense aggregations, with one male fertilizing many females. In most seals and sea lions, gestation lasts just under a year. It takes between three and six years for pups to reach sexual maturity; females produce only one pup a year, and only about 75 percent survive. Female seals and sea lions live between 20 and 40 years. John Borthwick/Getty Images  Ã‚   Threats Natural predators of seals include sharks, orcas (killer whale), and polar bears. Seals have long been commercially hunted for their pelts, meat, and blubber. The Caribbean monk seal was hunted to extinction, with the last record reported in 1952. Human threats to seals include pollution (e.g., oil spills, industrial pollutants, and competition for prey with humans). Conservation Status Today, all pinnipeds are protected by the Marine Mammal Protection Act (MMPA) in the U.S. and there are several species protected under the Endangered Species Act (e.g., Steller sea lion, Hawaiian monk seal.) Threatened species include the Guadalupe fur seal (Arctocephalus townsendi) and the Steller sea lion (Eumetopias jubatus, near threatened). Endangered species include the Galapagos sea lion (Zalophus wollebaeki), Australian sea lion (Neophoca cinerea), New Zealand sea lion (Phocarctos hookeri) Galapagos fur seal (Arctocephalus galapagoensis); Caspian Seal (Pusa caspica), Mediterranean monk seal (Monachus monachus), and Hawaiian monk seal (M. schauinslandi). Sources Boyd, I. L. Seals. Encyclopedia of Ocean Sciences (Third Edition). Eds. Cochran, J. Kirk, Henry J. Bokuniewicz and Patricia L. Yager. Oxford: Academic Press, 2019. 634–40. Print.Braje, Todd J., and Torben C. Rick, eds. Human Impacts on Seals, Sea Lions, and Sea Otters: Integrating Archaeology and Ecology in the Northeast Pacific. Berkeley: University of California Press, 2011. Print.Castellini, M. Marine Mammals: At the Intersection of Ice, Climate Change, and Human Interactions. Encyclopedia of Ocean Sciences (Third Edition). Eds. Cochran, J. Kirk, Henry J. Bokuniewicz and Patricia L. Yager. Oxford: Academic Press, 2018. 610–16. Print.Kirkwood, Roger, and Simon Goldsworth. Fur Seals and Sea Lions. Collingwood, Victoria: CSIRO Publishing, 2013.Reichmuth, Colleen, and Caroline Casey. Vocal Learning in Seals, Sea Lions, and Walruses. Current Opinion in Neurobiology 28 (2014): 66–71. Print.Riedman, Marianne. The Pinnipeds: Seals, Sea Lions, and Walruses. Berkeley: U niversity of California Press, 1990. Print. Tyack, Peter L., and Stephanie K. Adamczak. Marine Mammal Overview. Encyclopedia of Ocean Sciences (Third Edition). Eds. Cochran, J. Kirk, Henry J. Bokuniewicz and Patricia L. Yager. Oxford: Academic Press, 2019. 572–81. Print.

Operations Management & Quantitative Techniques Research Paper

Operations Management & Quantitative Techniques - Research Paper Example Realco has not overpromised, actually they have under promised as the amounts carried forward keep accumulating as the week’s progress. This has the risk of loss as unnecessary stock may be in store for unexplained reasons. What Realco should do is to update the numbers of the promised orders so that the remaining inventory number can at least go down for the sake of savings in terms of costs. With increased orders, again the revenue of the company may also increase drastically. Jack’s approach to order promising is the Capable to Promise (CTP) approach whose function includes capacity constraint issues in the calculation and hence it can be integrated together with the production scheduling, manufacturing as well as transfer and purchase planning. In our case, it is integrated together with production brought forward, production and the remaining inventory and its model is based upon the model that is chosen from the capacity-scheduling engine. The program has the adva ntage of having the ability of responding to â€Å"what if† scenarios. He program is able to make calculations of inventory and no bound orders through a calculation of the earliest dates when such items can be available, or when they can be transferred from another place. The main disadvantages are that the system is quite lean and hence slow when it comes to making order promising. It also leads to the accumulation of inventory which may be detrimental to the organization in terms of foreseeable losses hence should be avoided. The program is quite separate from the order promising system calling for unification for smooth operations (Connelly & Hoel, 2010). Formal master scheduling technique will be applicable due to its nature of creating stability and responsiveness. It would therefore improve the process through enhanced clarity by way of organization and reporting of relationships within the company. It will also aid in understanding of the product, which bread, the man ufacturing and purchase process as well as planning and control. It brings with it a formal job description that brings along details of responsibility and performance measurements. Finally, the formal master scheduler has the ability of promptly responding to feedbacks through identification of areas where it influences material or capacity availability (Fraser, Murphy & Bunting, 2003). The organizational changes, which will be required to ensure this system comes in include; the establishment of performance measures and the proactive use of root-cause analysis to identify areas, which require improvements. There will also be a change in the policies, processes and procedures for the sake of modernizing the systems. Following on question 2, is neither worse nor good, this is because refusing customers orders upfront has the impact of chasing away the customer upfront and no business is ready to lose a client since they are what makes it

World Hunger Essay Example | Topics and Well Written Essays - 500 words - 1

World Hunger - Essay Example Poor countries that are in the process of developing do not have enough economic reserves and human capital to provide for the sustenance of their population. Furthermore, they are made to export their few assets particularly their natural resources that leads to a reduction in their capital stock. Also, investors ignore developing countries because they cannot produce feasible profits due to lack of infrastructure. Thus, major businesses do not invest their capital in the developing countries and without the investment, the productivity ceases to increase. Cycle of economic distress keeps the countries in a permanent stage of poverty and under development. Developing countries all around the globe basically lack the general infrastructure that is important for these countries to rise above the economic deficiency that is the leading cause of hunger. The general infrastructure includes a solid road system, warehouses and good irrigation systems and the lack of these causes an increase in transport expenses, deficient facilities for storing and poor water supplies. This limits the average farming produce and hence results in a lower amount of food being available. Considering the major problems, the answer to hunger is building reliable systems of energy, effective means of transportation and communication. This would provide incentives to the potential investors and hence result in generation of capital in the developing nations. Economic growth is possible by the investments coming from the private sector. Business activities increase proportionally to the growth of investment which in term increases the productivity as well as the distribution of goods. This assists in the satisfaction and fulfillment of the common people. In the underprivileged areas of the world, for example the sub-Saharan Africa, poor geographical location and political turmoil has led to small and unreachable

Employee e-training Essay Example | Topics and Well Written Essays - 750 words

Employee e-training - Essay Example The new technology is advantageous as it provides easy access to training. It requires collaboration among areas of training, information technology, and top management. For technology in training to be effective, it needs to be designed with good learning principles. Transfer of training can be facilitated by using the technology. For example, Electronic performance support systems (EPSS) are computer applications that can provide, as requested skills training, information access, and expert advice. An EPSS may be used to enhance transfer of training by providing trainees with an electronic information source that they can refer to on as-needed basis while they attempt to apply learned capabilities on the jobs. Imaging refers to scanning documents, storing them electronically, and retrieving them. (Lederer 1993). Imaging is particularly useful as paper files take large volume of space. Moreover, it is difficult to access them. It is easy to access them if they scanned and stored in a database. Software applications make it easy to scan them by using the key search words. Imaging can also be very useful to serve the customers in a better way. Imaging reduces the time to locate a particular file and give the necessary information to customers. It is very useful for Abbott Laboratories given the size and magnitude of the organization. Interactive Voice Technology makes it possible to generate automated phone responses by using computers. It is very useful to answer the frequently asked questions. Every organization is using Interactive Voice Response System wherever it serves best. It is especially useful to answer the most common doubts of the trainees. Employees can directly enroll into training programs, and if necessary by consulting a human resources consultant. Distance learning is useful for geographically dispersed companies like Abbott Labs to provide information about new products, policies, or procedures as well as skills training and expert lectures. The new technologies make the virtual class rooms possible. Distance learning features two way communications between people, and it currently involves two types of technology (Picard 1996). The first one is Video Conferencing. It makes it possible to exchange audio, video or text between two or more individuals at two or more locations. The second type of distance learning includes individualized, personal computer-based training. Employees can participate in training from anywhere in the world by logging on to the website. They can get their doubts clarified by using e-mail, bulletin boards, and conferencing systems. The major advantage of distance training is that the company can save on travel costs. Raymond Noe remarks: Distance training allows employees in geographically dispersed sites to receive training from experts who would not otherwise be available to visit each location. (Noe 2008) However, there are some major disadvantages with the system, says Noe. There is a lack of interaction between the trainer and trainee and technology failures. A high level of interactive feature of training is missing in distance training. Keeping these limitations in view, it can be used effectively in training the employees. For a company like Abbott which has its presence in more than 130 countries around the world.

Unfair Dismissal in Employment

Unfair Dismissal in Employment Unfair Dismissal. In an action for unfair dismissal, it is for the employer to prove that there were grounds for dismissal, and that in the circumstances the dismissal is fair. Five potentially fair reasons for dismissal have been set out at Section 98 of the Employment Rights Act 1986.   These are as follow:- Lack of appropriate qualifications or capability This will only be fair if the missing qualification is essential to the proper performance of the job. Interestingly, in Litster v Thom Sons Ltd (1975) an employee was found to be unfairly dismissed after dismissal for failing to obtain a HGV licence, which had been stipulated as a condition of employment.   It was held that the employee could serve the employer in other ways. Negligence may justify dismissal. By way of example, in Taylor v Alidair Limited, Mr Taylor was a trained pilot, who was dismissed for causing damage to a plane (and a fright to its passengers) after a bad landing.   The court of appeal held that the degree of professional skill required in that case was so high, and the consequences of from that high standard was so serious that one failure to perform in accordance with those standards was enough to justify the dismissal. the employees conduct Whether the conduct justifies dismissal will be a question of fact in each case.   Lying, fighting, theft, or dangerous behaviour would undoubtedly justify a dismissal. Other scenarios such as being rude, or failing to cooperate with management, or drinking on duty, may also be fairly dismissed. Conduct in an employees spare time may also justify dismissal if it reflects adversely on the employee’s suitability for a job – such as theft. Sleeping with the wife of the employer outside office hours was held to justify dismissal in Whitlow v Alkanet Construction (1987) However, if the lack of capability is caused through the fault of the employer, for example, through its failing to provide training or supervision, the dismissal would be unfair. the employee was redundant An employer must show that the employee has been fairly selected. The onus would fall to the employer to show that the reason for Gillian’s selection was fair. The EAT laid down guidelines for good industrial practice in redundancies in Williams v Compare Maxam Limited.   This requires consideration as to whether objective selection criteria were chosen and fairly applied; whether the possibility of transfer to other work was investigated; whether employees were warned and consulted and whether any union was consulted. the continuance of employment would result in illegality any other substantial reason. In Gorfin v Distressed Gentlefolks’ Aid Association (1973), a personality clash was sufficient to render dismissal fair in order to restore harmony to the workplace, where all other reasonable steps had been taken to resolve the situation.   Economic reasons may also fall within this heading, if an employer could show that these were based on good commercial practice.   This would include for example removing overtime when defending a claim for constructive dismissal. Whether the dismissal is fair is subject to the general reasonableness test, as set out at Section 90(4) Employment Rights Act 1996.   This provides that fairness will be judged by deciding whether in all the circumstances the employer acted reasonably â€Å"determined according to equity and the merits of the case†.   Merely giving the appropriate contractual notice, and showing that a S98 reason applies will not suffice.   The employer must show that he dealt with the problem in a reasonable way in the particular circumstances. It must be shown that dismissal is a last resort, and that the dismissal has not come out of the blue.   It is important to ensure that adequate warnings are given, failing which an otherwise fair dismissal will be rendered unfair.   There are certain circumstances where the law is eager to protect employees who are vulnerable to victimisation, by providing that certain circumstances will automatically give rise to a claim for unfair dismissal – irrespective as to whether an employee has been employed for the one year qualifying period.   These situations include a claim for dismissal in connection with the exercise of maternity rights; dismissal relating to whistle blowing; accompanying workers at a disciplinary hearing; trade union membership or activity; or for taking legal action against an employer to enforce statutory rights. For a dismissal to be fair, an employer must also show that it followed a fair procedure.   Section 34 of the Employment Act 2002 inserted a new Section 98A into the Employment Rights Act 1996. This sets down the minimum procedural requirements and provides that a breach by the employer of a statutory procedure on dismissal will mean that the dismissal is automatically unfair.   (This reverses the rule in Polkey v Dayton Services Limited.)   The detail of how the procedures would operate in practice was set out in secondary legislation, the Employment Act 2002 (Dispute Resolution) Regulations 2004. The basic standards are defined in Schedule 2 as: 1) The employer must set outline writing the employees alleged conduct, or characteristics, or other circumstances which lead him to contemplate dismissal or disciplinary action. 2) An invitation must be given to the employee to attend a meeting to discuss the matter, which must take place before action is taken. 3) The employee must have a reasonable opportunity to consider his response. 4) The employer must inform the employee of his decision. 5) The employer must give a right of appeal, together with an invitation to attend a further meeting for this purpose. If an employee is found to have breached this procedure, the dismissal is automatically unfair. In addition, there will be an extra award of four weeks pay, if a   tribunal   finds that not to be unjust to the employer. Bibliography A Practical Approach to Employment Law – John Bowers, 7th Edition, Oxford University Press 2005 Harvey on Industrial Relations and Employment Law, Butterworths Law for Business Students, Alix Adams, 3rd Edition, Pearson Longman 2003 Employment Act 2002 Employment Act 2002 (Dispute Resolution) Regulations 2004. Employment Rights Act 1996 (as amended by the Employment Relations Act 1999) Trades Union and Labour Relations (Consolidation) Act 1992 Davison v Kent Meters (1975) Gorfin v Distressed Gentlefolks’ Aid Association (1973), Litster v Thom Sons Ltd (1975) Moore v C A Modes (1981) Polkey v Dayton Services Limited [1988] ICR 142 Taylor v Alidair Limited [1978] IRLR 82 Whitlow v Alkanet Construction (1987) Williams v Compare Maxam Limited [1982] IRLR 83

Comparing Richard Wrights Native Son and Black Boy :: comparison compare contrast essays

Critiques on Native Son and Black Boy   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚     Ã‚  Bigger has no discernible relationship to himself, to his own  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   life, to his own people, nor to any, other people- in this respect,  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   perhaps, he is most American- and his force comes not from his  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   significance as a social (or anti-social) unit, but from his  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   significance as the incarnation of a myth. It is remarkable that,  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   though we follow him step by step from the tenement room to the  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   death cell, we know as little about him when this journey is ended  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   as we did when it began; and, what is even more remarkable, we know  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   almost as little about the social dynamic which we are to believe  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   created him.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -James Baldwin, "Many, Thousands Gone," reprinted in  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Twentieth Century Interpretations of Native Son, 1972  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚      Native Son, though preserving some of the devices of the  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   naturalistic novel, deviates sharply from its characteristic tone: a  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   tone Wright could not possibly have maintained and which, it may be,  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   no Negro novelist can really hold for long. Native Son is a work of  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   assault rather than withdrawal; the author yields himself in part to a  Ã‚  Ã‚  Ã‚  Ã‚   vision of nightmare. Bigger's cowering perception of the world becomes  Ã‚  Ã‚  Ã‚  Ã‚   the most vivid and authentic component of the book. Naturalism  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   pushed to an extreme turns here into something other than itself, a  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   kind of expressionist outburst, no longer a replica of the familiar  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   social world but a self-contained realm of grotesque emblems.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -Irving Howe, "Black Boys and Native Sons," reprinted in  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Twentieth-Century Interpretations of Native Son, 1972  Ã‚  Ã‚  Ã‚  Ã‚      -  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Throughout, the physical description that Wright rushes by us  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   makes us feel the emotional force of the objects but not see them with  Ã‚  Ã‚  Ã‚  Ã‚   any real accuracy: we are aware of the furnace and storm as poles of  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   the imagination- fire and ice- in a world of symbolic presences.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Continually the world is transformed into a kind of massive skull, and  Ã‚  Ã‚  Ã‚  Ã‚   the people are figments of that skull's imagination.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  -Dan McCall, The Example of Richard Wright, 1969  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   -  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  ON MAX'S SPEECH  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  But Max represents the type of so-called legal defense which the  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Communist Party and the I.L.D. have been fighting, dating from  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Scottsboro. Some of his speech is mystical, unconvincing, and  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   expresses the point of view held not by the Communists but by those  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   reformist betrayers who are being displaced by the Communists. He  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   accepts the idea that Negroes have a criminal psychology as the book  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  

Gender Implications in Web Development/HCL Essay

There are many women just as men who use internet on the web pages. The number of users from both genders continues to increase and this leads to a size doubling of the World Wide Web every two to three months. However, despite the fact that both female and male users are many, there are fewer women compared to men in the IT professions dealing with web design and development. Objectives †¢ To identify factors of web-design that appeal to men and those that appeal to women †¢ To evaluate how the factors affect the usage of web across the two gender groups Background Internet usage is growing for both commercial and personal purposes. In website-development for commercial purposes, appeal is important because substantial studies show that visitors stay longer on the web site they are visiting if they perceive it to be appealing (Moss, Gunn & Heller, 2006). The more the visitors stop and the longer they stay at a page the more likely the success of the web’s purpose will be achieved. Research shows that customer preferences are varied and more so the difference is sharp between the male and female consumers segments. However, there are many men website-developers as compared to females and it is assumed that various web designs will thus be aligned to suit the male’s preference. Does this mean that female consumer preferences are sidelined in web designs and if so how does this affect the mushrooming e-commerce activities? Research Questions 1. What are the factors of web designs that are likely to appeal to women and how frequent do they occur in web designs? 2. How does the lack or presence of these factors affect on-line businesses? Literature Review Moss, Gunn & Heller, (2006) show the importance of women as consumers and web users. Moss, et al. , (2006) address previous study on web development in which demographics like age, social status, and geographic locations are factors identified to be most considered in web development. However, there is a growing interest on how gender-perceived factors influence the usage of web. Moss, et al. , (2006) conducted an interactionist in which data from Cyber Dialogue data of 1998 was used to measure the number of male and female visitors attending to various sites like news, fitness, health and fashion. The study tries to evaluate factors that attract the customers to particular sites. This research will be based on the same methodology but on a more current date because internet innovations occur at a first rate. The study will compare the factors in the current female and male consumer segments by answering why each group prefers particular websites to others. Proposed Methodology A rating system will be used in which respondents will be asked to rate different kinds of websites against a set of criteria that will be determined from Jakob Nielsen’s factors of an appealing website. The respondents will be required to indicate whether they are male and female. During the analysis stage, a chi-square test of association will be used to compare the rates achieved between the males and females. A quantitative rating system is a justified system for the study because individual preferences can be identified. Jakob Nielsen (1989) a primary researcher of human computer interactions revealed usability issues that have the most impact on the hypertext interfaces and showed how some of them are related to individual differences as far as hypertext systems are concerned. References Moss, G. , Gunn, R. & Heller, J. (2006). â€Å"Some men like it black, some women like it pink: Consumer implications of differences in male and female website design,† Journal of Consumer Behavior, 5: 328-341. Nielsen, J. (1989). â€Å"The matters that really matter for hypertext usability,† Proceedings of Hypertext ’89, Pittsburgh, PA, ACM Press, 239-248

Hypno-psychotherapy techniques can be extremely useful not only in the context of psychological treatment but also for medical, surgical and dental treatment. The WritePass Journal

Hypno-psychotherapy techniques can be extremely useful not only in the context of psychological treatment but also for medical, surgical and dental treatment. 1-Introduction Hypno-psychotherapy techniques can be extremely useful not only in the context of psychological treatment but also for medical, surgical and dental treatment. 1-Introduction2-The history of hypnosis2.1 Franz Anton Mesmer (1734-1815):2.2 Marquis de Puysegur (1751-1825):2.3 Abbe de Faria (1756-1819:3-The history of hypnosis used in surgery3.1 John Elliotson (1791-1868):   3.2 James Esdaile (1808-1859):   3.3 James Braid (1795-1860):   4-The decline of hypnosis in surgery4.1 Sigmund Freud (1856-1939):4.2 Behaviourism:   4.3 Cognitive Therapy:   4.4 Cognitive-Behavioural Therapy:5-Leading names in hypno-psycotherapy   5.1 Alfred Adler (1870-1937):   5.2 Carl Gustav Jung (1875-1961):   5.3 Milton Erickson (1901-1980):   5.4 Friedrich (Frederick) Salomon Perls (1893-1970):5.5 Carl Rogers (1902–1987):6-Techniques used in practice6.1 Hypnosis:   6.2 Suggestion:   6.3 Paradoxical injunction:6.4 Distraction:6.5 Time distortion:6.6 Hypnotic suggestion for pain releif:6.7 Displacement:6.8 Dissociation:6.9 Systematic desensitisation:   7-The application of hypno-psychotherapy in medicine and dentistry7.1 Treatment in surg ery:7.2 Treatment for cancer patients:   7.3 Treatment in obstetrics and gynaecology:   7.4 Treatment in dentistry:   8-Conclusion8.1 Modern day acceptability:   8.2 Advantages and disadvantages:   8.3 Future possibilities:   Reference:Related 1-Introduction Hypno-psychotherapy techniques can be extremely useful not only in the context of psychological treatment but also for medical, surgical and dental treatment.   Techniques can be used to control acute and chronic pain which can help patients during for example, childbirth, minor and major operations, dental treatments, or simply to help with pain associated in minor ailments such as back pain, headaches and irritable bowel syndrome. Not only can techniques be useful in medicine and dentistry for pain relief   as described above but can also be used to deal with the anxiety connected with varying procedures and help with the patients state of mind which in turn can speed healing.   This can be of great advantage before, during and after any surgery or treatment. In this dissertation I would like to discuss in more depth the use of hypno-psychotherapy techniques specifically in medicine and dentistry firstly looking at the history of hypnosis, leading names in the integration of psychotherapeutic techniques over the years looking at their theories, describe the varying techniques which can be useful in medicine and dentistry and look at how these can be applied in practice as a qualified hypno-psychotherapist.  Ã‚   In conclusion there will be a discussion of any advantages, disadvantages and limitations of the use of these techniques and a brief look into future possibilities.    2-The history of hypnosis    The origins of hypnosis can extend back to ancient Greece where there were temples devoted to Aesculapius, the Greek god of healing.   In these temples which were built in pleasant surroundings usually near water, there would be music prayer and incantations.   Sleeping patients believed the Gods were visiting them.   However, the true precursor of hypnosis begins with the practice of mesmerism.    2.1 Franz Anton Mesmer (1734-1815): A German physician and astrologist, who invented what he called animal magnetism and other spiritual forces often grouped together as mesmerism. He was the first person to devise a system which could induce a trance.   The evolution of Mesmers ideas and practices led Scottish surgeon James Braid, later discussed in section 3.3, to develop hypnosis in 1842.   Mesmer hypothesized that the force of animal magnetism had to do with the movement of the sun, planets and stars.   He would use magnets in an attempt to heal his patients. 2.2 Marquis de Puysegur (1751-1825): A former student of Mesmer, described his patients in a state of artificial somnambulism which differed from the mesmeric trance.   He was the first practitioner to identify the importance of psychological factors in illness and healing which lead to recognition of these factors in mesmerism and hypnosis.   His more patient centred approach was later used by Freud, discussed in section 4.1 in the psychoanalytic technique of free-association and indeed in many techniques used today. 2.3 Abbe de Faria (1756-1819: Unlike Mesmer who claimed hypnosis was mediated by animal magnetism, Faria believed it worked purely by the power of suggestion.   Also unlike Puysegur’s somnambulism, Faria believed this state was lucid sleep.   He was the first to document individual differences, the first to state that the process would only happen if the subject was susceptible and not solely down to the powers of the mesmerist and also the first to use the verbal suggestion of sleep for his induction instead of using objects such as magnets etc. 3-The history of hypnosis used in surgery    Up until the 1940’s when hypnosis was still known as mesmerism, medical and dental surgeries were performed without anaesthetic because it was not available at this time.   John Elliotson, a professor of practical medicine, and James Esdaile, a medical officer reported a large number of surgeries performed painlessly, with the mesmeric trance as the only form of pain relief used. 3.1 John Elliotson (1791-1868):   Senior Physician at University College Hospital in London and Professor of the practice of Medicine at the University of London, Elliotson was a student of phrenology and mesmerism.   He hoped that his development of mesmerism would lead to new therapeutic applications in medicine and advocated its use in surgery.   When the New Orleans Medical and Surgical Journal asserted that, compared to ether, mesmerism could perform a thousand times greater wonders and without any of the dangers [2] British Medical Surgical Journal, (1846).   Elliotson agreed, however lost his chair because of his advocation of mesmerism in surgery. 3.2 James Esdaile (1808-1859):   Best known as a Scottish surgeon and pioneer in the use of hypnosis for surgical anaesthesia, Esdaile used mesmerism with patients at a British medical facility in India.   He performed over three hundred surgeries using hypnotic techniques including radical operations such as tumour removal and amputations. At that time the mortality rate for major operations by fellow surgeons was 50%.   In 1961 Esdaile’s mortality rate averaged 5%. 3.3 James Braid (1795-1860):   A Scottish physician and surgeon, specialising in eye and muscular conditions, Braid was an important and influential pioneer of hypnotism and hypnotherapy.   The three main contributions Braid made were the introduction of the term â€Å"Neurypnology† or nervous sleep, secondly his induction technique now known as â€Å"Braidism† or the Braid technique where the subject fixes their gaze on a point above eye level until the eyes close and the subject enters hypnosis, and thirdly his theories suggesting hypnosis was caused by visual fatigue.   It is from Braids influential work that others derived the term hypnosis in the 1880s although he himself did not use this term.   Similar to how techniques are used today, Braid believed that patients should be considered on an individual basis and hypnotic suggestion should be used in conjunction with other medical and chemical techniques and not as a sole cure. â€Å"Although Braid believed that hypnotic suggestion was a valuable remedy in functional nervous disorders, he did not regard it as a rival to other forms of treatment, nor wish in any way to separate its practice from that of medicine in general. He held that whoever talked of a universal remedy was either a fool or a knave: similar diseases often arose from opposite pathological conditions, and the treatment ought to be varied accordingly. He objected being called a hypnotist; he was, he said, no more a hypnotic than a castor-oil doctor.†Ã‚  Ã‚   [3] John Bramwell, 1910. 4-The decline of hypnosis in surgery    Despite both Dr. Elliotson and Dr. Esdailes successes they were condemned by their fellow doctors.  Ã‚   Also the introduction of chloroform and esther brought about the decline in interest of using mesmerism as anaesthia. These, among other chemical procedures, could be used by every surgeon, on everyone patient, were less time-consuming and required little-to-no knowledge of human psychology and therefore chemical anaesthetics became regularly used in dentistry, surgery and obstetrics.   Another reason for the decline of hypnosis was the rise of behaviourism.   Before looking at these schools of thought it is important to mention that hypnotherapy is still a very useful tool if required for simple relaxation therapy, however, in order to be of use for the more complex psychological and physical conditions presented in both Medical and Dental procedures, psychotherapeutic techniques must also be applied.   It is by the integration of these varying schools of thought which wi ll be discussed, and adaption of their techniques that hypno-psychotherapy can be very useful in medicine and dentistry today. 4.1 Sigmund Freud (1856-1939): Freud, a neurologist and psychiatrist wrote of his rejection of hypnosis in Studies of Hysteria written with Joseph Breuer in 1895.   Although Freudian theory has been criticised by many has regardless been studied and continuously developed for more than forty years.   Freud is best known for his theories on the structure of the mind, levels of consciousness, instinct theory, psychosexual stages and the defence mechanisms of repression and tranference.   He also developed the clinical practice of psychoanalysis for treating patients through dialogue, known as free-association and the use of interpretation of dreams and fantasies as sources of insight into the unconscious.  Ã‚   Freud also used regression hypnotherapy which was sometimes known as hypnoanalysis, analytic hypnotherapy, or psychodynamic hypnotherapy. Freud was the founder of the modern day psychotherapeutic interview and not only this but many other aspects of Freudian theories and techniques are integrated and applied to patients in practices today. 4.2 Behaviourism:   The behaviorist school of thought maintains that behaviors can be described scientifically without taking into account internal physiological events or looking at theories of hypothetical constructs such as the mind and it is thought that all behaviour is learned. â€Å"Give me a dozen healthy infants, well formed, and my own specified world to bring them up in and I’ll guarantee to take any one at random and train him to become any type of specialist I might select – doctor, lawyer, artist, merchant-cheif, and, yes, even beggar-man and theif, regardless of his talents, penchants, tendencies, abilities, vocations and race of his ancestors.†[4] J B Watson, 1931.   Ã‚  Ã‚   Behavioural techniques remain implemented by psychotherapists today.   These techniques are based on the phenomena of classic conditioning, operant conditioning and observational learning.   It is believed that behaviour can be improved by the use of certain techniques, such as altering an individuals behaviours and reactions to stimuli through positive and negative reinforcement of adaptive behaviour and/or the reduction of maladaptive behaviour through its extinction, punishment and/or therapy. Systematic desensitisation is a technique based on classic conditioning which can be of great use to medical and dental procedures to deal with anxiety which will be discussed in greater detail in section 4.3 Cognitive Therapy:   One of the major pioneers of CT was American psychiatrist Aaron T. Beck.   The pure cognitive therapies focus on changing certain thought patterns. The theory is that the way we perceive situations influences how we feel emotionally, and so by changing thoughts, then behaviours will also change.   The basic procedures in CT are educating patients with information about the nature of certain feelings, e.g. panic and anxiety, identifying salient thoughts, challenging the thoughts and beliefs, identifying distortions, cognitive restructuring and testing reality. Albert Ellis was the other major pioneer of cognitive therapy who developed Rational Emotive Behavioral Therapy (REBT), a therapeutic approach that stimulates emotional growth and teaches people to replace self-defeating thoughts and actions with more effective ones. REBT gives individuals the power to change the unhealthy behaviors that interfere with their ability to enjoy life. 4.4 Cognitive-Behavioural Therapy: Cognitive behavioural therapy (CBT) aims to help manage problems by changing how the individuals think and act.   CBT encourages talking about how clients think about their selves, the world and other people and focuses on how actions can affect thoughts and feelings.   By talking, CBT can help change thoughts (‘cognitive’) and actions (‘behaviour’). Unlike other talking treatments, such as Freud’s free association, CBT focuses on the problems and difficulties in the here and now, rather than issues from the past. It looks for practical ways to improve the state of mind on a daily basis. 5-Leading names in hypno-psycotherapy      Traditional hypnotherapy has since integrated many more psychotherapeutic approaches such as Freud’s from many other varying schools of thought.   Examples of these influences are Adler and Jung’s theories, Erickson hypnotherapy, Fritz Perls Gestalt therapy and Carl Rogers Humanistic approach.   These historical influences combined with techniques used in cognitive and behavioural therapy resulted in the integrative approach, termed hypno-psychotherapy.   These techniques are often applied in order to modify a subjects behavior, emotional content, and attitudes, as well as a wide range of conditions including dysfunctional habits, anxiety, stress-related illness, pain management, and personal development. 5.1 Alfred Adler (1870-1937):   An Austrian medical doctor and psychologist, was the founder of the school of Individual Psychology.   In collaboration with Sigmund Freud and a small group of Freuds colleagues, Adler was among the co-founders of the psychoanalytic movement as a core member of the Vienna Psychoanalytic Society. He was the first major figure to break away from psychoanalysis to form an independent school of psychotherapy and personality theory.   Adler’s main theoretical contributions are the importance of birth order in the formation of personality, the impact of neglect or pampering on child development, the notion of a self perfecting drive within human beings, and the idea that one must study and treat the patient as a whole person†. 5.2 Carl Gustav Jung (1875-1961):   A Swiss psychiatrist and the founder of analytical psychology.   Though not the first to analyze dreams, he has become perhaps one of the most well known pioneers in the field of dream analysis. He considered the process of individuation necessary for a person to become whole. This is a psychological process of integrating the conscious with the unconscious while still maintaining conscious autonomy.   Individuation was the central concept of analytical psychology.   Many pioneering psychological concepts were originally proposed by Jung, including the Archetype, the Collective Unconcious, the Complex, and synchronicity.   Jung believed individuals had psychological types which were known as Jungian Typology.   A popular psychometric instrument, the Myers-Briggs Type Indicator (MBTI), has been principally developed from Jungs theories. 5.3 Milton Erickson (1901-1980):   An American psychiatrist and psychologist, Erickson developed many ideas and techniques in hypnosis that were very different from what was commonly practiced. His style, commonly referred to as Ericksonian Hypnosis, has greatly influenced many modern schools of hypnosis. He was an important influence on neuro-linguistic programming (NLP), which was in part based upon his working methods.   He is noted for his approach to the unconscious mind as creative and solution-generating.   He is known for using the handshake induction, uses indirect and confusion techniques and also takes into account factors such as resistance. 5.4 Friedrich (Frederick) Salomon Perls (1893-1970): Better known as Fritz Perls, he was a German born psychiatrist and psychotherapist of Jewish descent.   Perls coined the term Gestalt Therapy to identify the form of psychotherapy that he developed with his wife Laura Perls in the 1940s and 1950s.   The core of the Gestalt Therapy process is enhanced awareness of sensation, perception, bodily feelings, emotion and behavior, in the present moment. Relationship is emphasized, along with contact between the self, its environment, and the other.   Gestalt therapy is firmly rooted in the philosophies of Existentialism and Phenomenology and can be described as a holistic and psychodynamic therapy. 5.5 Carl Rogers (1902–1987): An American psychologist and among the founders of the humanistic approach to psychology. Rogers is widely considered to be one of the founding fathers of psychotherapy research.   Rogers developed his person-centered therapy theories to understanding personality and human relationships which resulted in its wide application in psychotherapy and counseling.   His techniques make use of Empathy, Congruence and unconditional positive regard and he believes free will and self responsibility are paramount.   He describes his therapeutic approach as supportive. 6-Techniques used in practice There are many different techniques which can be applied for each patient’s specific requirements in medicine and dentistry, most of which will firstly require the patient to be in a trance like state or under ‘hypnosis’ where the patient is thought to be more open to suggestion.   â€Å"The brain seen in a hypnotic state is quite different from that seen in normal waking or sleeping.† [14] Carter,R (1998).   Smilar studies have also shown that there is increased activity in the brain during hypnosis which can help patients with heightened mental imagery.   A study by R.J. Croft suggests when under hypnosis a patient is able to dissociate and focus internally instead of on the pain they may otherwise experience. [15] R.J. Croft (2002). 6.1 Hypnosis:   Before looking at the techniques which can be used in medicine and dentistry we must look at how the therapist can prepare their patient to enter this heightened state of awareness.   Described below is the basic backbone of what is required when treating a patient using hypnosis however each of these steps will be described in more depth. Prepare the patient. The induction of the hypnotic state or trance. Deepening of the above. Therapy, namely suggestions and imagery-based techniques. Alerting Posthypnosis discussion. The use of self-hypnosis by the patient between sessions. [8] John Hartland, 2002. When preparing the patient is not possible in many situations to completely eliminate noise and distractions, especially in medicine and dentistry, but this need not pose a problem.   The main point to remember when preparing the setting is that the patient is comfortable.   This can be achieved by providing a chair or somewhere to lie down if appropriate and making sure the temperature is comfortable.   It is important that the patient feels relaxed and at ease with the therapist.   The therapeutic allience can be a very important part of the treatment in alleviating pain [16] Shapiro 1964.   Carl Rogers’s supportive approach could be used for this purpose. The induction and deepening can be achieved through a series of instructions and suggestions which will help the patient to enter a trance like experience.   There are many different ways to achieve this, for example using the Braid technique described in section 3.3 or another example is using Erickson’s handshake induction mentioned earlier in section 5.3.   The handshake induction is a confusion technique where the therapist begins to shake hands with the patient then interrupts the flow of the handshake in some way.   If the handshake continues to develop in a way which is out-of-keeping with expectations, a simple, non-verbal trance is created, which may then be reinforced or utilized by the therapist. All these responses happen naturally and automatically without telling the subject to consciously focus on an idea. For the purpose of medical and dental procedures, to help the patient undergo uncomfortable or anxiety provoking treatments, the use of distraction (section 6.?) and relaxing imagery (section xxx) can be extremely useful.   These techniques may also help the patient tolerate pain.   The induction and deepening is thought to enhance the patient’s responsiveness to the suggestions which will follow in the next stage, which is the therapy.   To ensure the patient is in a trance like state the therapist may ask for a signal off the patient and use an ideomotor response to get the patient to raise a finger.   This will show the patient is ready for the next stage (Please refer to section 6.2 – 6.? For techniques used during therapy). When alerting the patient suggestions of wakefulness and mental alertness are given.   This is also a good time for a post hypnotic suggestion, in the case of dentistry the therapist could say â€Å"You will find that in the future every time you experience these procedures you will become even more easily relaxed, even more quickly than this time, and into an even deeper state of relaxation.†Ã‚   The patient is then asked to be fully alert of their surroundings and to open their eyes (if shut), this can be achieved by counting the patient up or down suggesting increased awareness with each count. Once the patient is alert again this is when the therapist can discuss with the patient how they feel and make a plan for future sessions.   Time should always be given for the patient to adjust back to their surroundings, awaken all their senses and discuss any worries they may have had about their session.   The therapist may wish even at this stage to include some positive suggestions.   Before concluding the session self hypnosis can be taught to the patient for help between treatments which will also go towards helping the patient relax faster at future sessions.   A CD can also be given for use in between treatments to reinforce suggestions made. The following chapters will describe some of the techniques which can be applied in practice to control pain for medical and dental procedures.   The patient would firstly go through all the preliminaries described above, with the technique itself being integrated into the ‘therapy’ stage. 6.2 Suggestion:   Much of the practice of hypnosis entails giving suggestions directly or indirectly which will promote the desired change, an example of this is saying â€Å"Gradually you are feeling the pain easing away, as it is becoming more and more comfortable† or for a post-hypnotic suggestion and example would be â€Å"After your operation, you will feel stronger each day; any discomfort you feel will not really bother you, and you will have little bleeding.† [13] John Hartland, 2002.   Ego-strengthening is always used during therapy which is achieved by repeating positive suggestions (similar to positive reinforcement descibed in section 4.2) to the patient to reinforce any progress being made and to enhance feelings of self confidence and self worth.   This will give the patient the feelings they have the strength and resources to deal with the situation they are in now and after therapy.    Imagery NLP Anchoring 6.3 Paradoxical injunction: Hypnotic imagery (section 6.?) is widely used in pain management – particularly for longer-term pain conditions. One approach is to ask the client in hypnosis to create an image of a scale or dial (or something similar) going from 1-10 to represent their current experience of pain. It is then possible to suggest that they use the dial to ‘turn the pain down’.   If the client increases the pain then a reassuring suggestion could be given that if you can control the pain in one direction then you can also control it in the other to lesson the pain. 6.4 Distraction: Distraction techniques, similar to Erickson’s ‘confusion’   are often used in medicine and dentistry while performing uncomfortable procedures, however, for the purpose of hypnosis, imagery is again utilised.   The client is to engage their attention on something which appeals to them therefore distracting their attention from the pain. 6.5 Time distortion: Direct suggestions can be given during hypnosis to condense the experience of time if experiencing pain.   An example of this would be to say to the client ‘1 minute seems to pass as fast as a second’.   An example of when this could be used is in minor surgery when a procedure is being preformed without anaesthetic.   This technique would be used alongside relaxation and distraction techniques.   This could also be useful in a post-hypnotic suggestion to alter the patient’s memory of how long the actual procedure took. 6.6 Hypnotic suggestion for pain releif: This can be coupled with suitable imagery to give sensations of numbness and insensitivity.  Ã‚   A technique called ‘hand analgesia’ can be used in minor surgical, medical and dental procedures and also in childbirth.   The therapist simply suggests a feeling of coolness then numbness in the hand and the patient can then apply this feeling to the necessary part of the body.   Imagery techniques can also be used to create a metaphorical or symbolic image of the pain which can then be modified to experience pain relief.   One example of how this can be used is if a patient experienced arthritic pain they may imagine this as ‘grating cogwheels’, an image which can be helped by ‘oiling the cogwheels’ helping to relieve the pain. 6.7 Displacement: Peripheral pain can often be more bearable than centrally located pain therefore a suggestion can be made that the pain is located in another part of the body.   Reinterpretation is another technique similar to this where the patient can either imagine the pain is being caused by a positive activity, possibly sport, or they can convert the experience of pain to something more pleasurable like warmth. 6.8 Dissociation: In some patients this occurs naturally as a defense technique for pain such as in severe widespread pain or cardiac resuscitation where the patient may have an out-of-body experience.   Suggestion can be used by the therapist so the patient can imagine the pain is being separated from the part affected, perhaps to another part of the room, or even the affected part itself is separated. 6.9 Systematic desensitisation:   Systematic desensitisation, used primarily to treat phobias related to one particular issue, is also a simple process whose effectiveness depends on practice. Essentially you create an anxiety hierarchy (a graded list of anxiety-provoking items) and then proceed to pair each item with the feeling of being deeply relaxed. Eventually this training process allows you to remain relaxed even when thinking about the anxiety-provoking situation. Finally, you learn to confront the real situation while remaining calm and relaxed. 7-The application of hypno-psychotherapy in medicine and dentistry Pain relief is one of the main ways patients can benefit from hypno-psychotherapy techniques in medical and dental procedures.   Neuro-physiological work has shown if subjects are asked to imagine pain increasing or decreasing, the anterior cingulate cortex which registers pain changes accordingly whereas the somatosensory area which registers the sensory component, is unchanged [6] Rainville et al 1997.   Differing from these results studies have also shown that highly susceptible subjects who can relieve themselves from all perception of pain appear to be able to diminish the sensory component by absorbing themselves in some other cognitive activity.   [7] Crawford, 1994.   The other main way these techniques can benefit patients is through the reduction in anxiety throughout many procedures.   Described below are some of the many procedures where hypno-psychotherapy techniques are applied in medicine and dentistry.    7.1 Treatment in surgery: Uncomfortable minor surgical procedures where pain releif can be aided through hypnotherapeutic techniques include injections, blood taking, stitching and their removal, opthalmic surgery, dressing of burns, removal of drain tubes and many more.   Entire operations have been reported where hypnosis was the only method of analgesia, however, the main use is in facilitating major surgery and general anaesthesia.   Applications include relaxing the patient in the preoperative period, thus reducing preoperative sedation, muscle relaxants, and general anaestetic requirements and facilitating intubation. [9] Kessler, 1997.   Also with the use of positive suggestion the patient is instilled with thoughts of a successful outcome leading to reduction in post-operative pain and anxiety and need for chemical pain relief. Techniques have also been successful for the control of blood loss.   There are many metaphors which can be used for this, for example, blood vessels being tied with a ‘magic thread’. 7.2 Treatment for cancer patients:   There are many ways in which Hypno-psychotherapy techniques can help cancer patients.   General relaxation, the control of negative emotions and the sense of control over the disease can be achieved using techniques such as self hypnosis and ego strengthening.   Chemotherapy and radiotherapy can often take several months before completion of treatment, by enhancing future rehearsal the therapist can replace the any negative thoughts about their illness with a positive future outlook of their lifestyle.   Similar to its use in general surgery, techniques can be used to alter the patients state of mind pre and post-operatively and help with pain relief. 7.3 Treatment in obstetrics and gynaecology:   Hypno-psychotherapy techniques can be used before pregnancy using relaxation techniques to help with infertility treatment, during pregnancy using ego-strengthening, self hypnosis, imagery and relaxation to help with morning sickness, hypertension and premature labour or miscarriage caused by anxiety, and after pregnancy to help with bonding with the baby and post natal depression. Anxiety during pregnancy can affect blood flow and fetal stress and can lead to complications such as pre-eclampsia, forceps delivery, prolonged labour, clinical fetal distress and primary postpartum hemorrhage [10] Crandon 1979.   It is not only reducing stress and anxiety however which can help during pregnancy, analgesia in childbirth using hypnotherapy can be used which reduces and can sometimes even remove the need for chemical analgesia and other medication which can be potentially harmfull to both mother and baby.   Methods which can be used are ‘hand analgesia’, the use of imagery, or dissociation which has been previously mentioned in section 6.   Some painful gynaecological conditions may also be helped by hypnotic pain management techniques such as dysmenorrhoea, endometriosis, vulvodynia and idiopathic pelvic pains. 7.4 Treatment in dentistry:   Hypnosis has been used in the dental industry as far back as the 19th century when John Elliotson (section 3.1) used mesmeric passes for analgesia for many surgical procedures.   As mentioned earlier pain management and reduction of anxiety are the main advantages to using these techniques, however in dentistry the treatment of anxiety is extremely important.   This is one of the main problems in dental surgery and not surprisingly one adult in three has a moderate to severe fear of dental procedures [11] British Dental Association 1995. Techniques commonly used by dentists are relaxation (combined with anchoring), imagery, distraction, ego-strengthening and in some cases self hypnosis to aid future treatments.   Hypnoanalgesia can be achieved similar to the way it can in childbirth by using the hand analgesia technique (section 6.5) where this can not only be successful giving a numbing sensation in the required area but can also demonstrate to the patient that the technique works, which will in turn leave them more open to suggestion.   Desensitisation (MAKE SURE ITS IN!!) can also be extremely successful if used building up to the treatment.   Control of bleeding can sometimes be achieved by direct suggestions of ‘less bleeding’ or ‘the ice cold sensation is consticting blood vessels’.   The most important technique to include in hypnosis and dental surgery is to give the patient control over the treatment they are being given and this can be achieved by using a signal such as rai sing the hand or finger similar to the ideomotor response mentioned in section 6, so the patient can stop the procedure immediately if need be.   Dental phobias can often stem from a bad experience in the dental surgery [12] Ãâ€"st 1985, or from hearing horror stories as children, or from deeper routed experiences where psychodynamic approaches can be of great use. 8-Conclusion    8.1 Modern day acceptability:   In 1955, the Brittish Medical Association was sufficiently interested in hypnosis to set up an enquiry, the second one in its history (the first being in 1892), which reported favourably on hypnosis as a therapeutic medium, even recommending that hypnosis should be taught at medical schools and on courses for psychiatrists, and possibly anaesthetists and obstetricians [5] John Hartland, 2002.   This was followed in 1958 by the American Psychological Association forming a specialty in hypnosis and establishing a certifying board of examiners in both clinical and experimental hypnosis.   At a formal meeting of the American Medical Association (AMA) in 1959, hypnosis was granted official status of an adjunctive tool.   Also, in 1961, the AMA recommended that medical professionals receive 144 hours of training in hypnotherapy.   Hypnosis has become represented by numerous professional organizations and leading national and international journals have been established for publishi ng research. A committee commissioned by the British Medical Association formally concluded that: In addition to the treatment of psychiatric disabilities, there is a place for hypnotism in the production of anaesthesia or analgesia for surgical and dental operations, and in suitable subjects it is an effective method of relieving pain in childbirth without altering the normal course of labour. [17] (BMA, Medical use of hypnotism’, BMJ, 1955, vol. I, 190-193) 8.2 Advantages and disadvantages:   8.3 Future possibilities:   For conclusion see page 363 in Hartland. For advantages and disadvantages see pages 390-391.   Also the case study on page 403. Reference: 1. Mesmer, Franz (1980). Mesmerism. Los Altos: W. Kaufman 2. British Medical Surgical Journal (1846)35:   Page 542. 3. Bramwell (1910) Hypnotism and treatment by suggestion.   Page 203. 4. Watson, J B (1931) Behaviourism.   London:   Kegan Paul.   Page 104. 5. Hartland, John (2002) Hartland’s Medical and Dental Hypnosis.   Fourth edition. Page 14. 6. Rainville P, Duncan G H, Price D D et al (1997) affect encoded in human anterior cingulated but not somatosensory cortex.   Science 277:   Pages 968-971. 7.   Crawford H J (1994) Brain dynamics and hypnosis:   Attentional and disattentional processes.   International Journal of Clinical and Experimental Hypnosis 42:   Pages 204-232. 8.   John (2002) Hartland’s Medical and Dental Hypnosis.   Fourth edition. Page 61. 9.   Kessler R (1997) The consequences of individual differences in preparation for surgery and invasive medical procedures.   Hypnosis:   Swedish Journal for Hypnosis in Psychotherapy and Psychodynamic Disorders 24:   Pages 181-192. 10.   Crandon A (1979)   Maternal anxiety and obstetric complications.   Journal of Psychosomatic Research 23:   Pages   109-111 11.   British Dental Association 1995 Dental Phobia.   Fact File, June.   British Dental Association, 64 Wimpole Street, London WIM 8A. 12.   Ãâ€"st L G 1985 Mode of acquisition of phobias.   Acta Universitatis Uppsaliensis (Abstracts of Uppsala Dissertations from the Faculty of Medicine) 529: 1-45 13.   John (2002) Hartland’s Medical and Dental Hypnosis.   Fourth edition. Page 84. 14.   Carter R (1998) Mapping The Mind. Phoenix. London. Page 318. 15.   Croft, R.J., Williams, J.D., Haenschel, C. and Gruzelier, J.H.,(2002) Pain perception, hypnosis and 40 Hz oscillations.   International journal of Psychophysiology.   Vol. 46 Issue 2.   Pages 101-108. 16.   Shapiro (1964) Page 134   xxxxxxxxxxxxxxx get proper ref off diss by Karen H!! 17.   BMA, Medical use of hypnotism, BMJ, 1955, vol. I.   Pages 190-193.

The Solution to Factory Farming

The Solution to Factory Farming The cruelty of factory farming is well-documented, but what is the solution? Go vegan. Cant we continue eating meat and other animal products and just treat the animals humanely? No, for two reasons: According to Animal Equality  over fifty-six  billion land animals are killed for human consumption every year worldwide. This number doesnt include sea creatures.   Humans eat far too many animals and animal products for the animals to all live on idyllic rambling farms, making humane farming almost impossible to achieve. A single battery hen building can hold over 100,000 hens in cages stacked on top of each other. How many square miles of land would be required to humanely raise 100,000 chickens so that they can establish separate flocks with their own pecking orders? Now multiply that number by 3,000, because there are 300 million egg-laying hens in the US, approximately one per person. And thats just the egg-laying chickens.Most importantly, no matter how well the animals are treated, subjugating animals for meat, milk and egg production is antithetical to animal rights.    Shouldnt we reduce suffering where we can? Yes, we can reduce some suffering by eliminating certain practices in certain areas, but this will not solve the problem. As explained above, we cannot humanely raise nine billion animals. Going vegan is the only solution. Also, keep in mind that some meat, eggs and dairy products are misleadingly marketed as humane but offer only marginal improvements over traditional factory farming. These animals are not raised humanely if they are in larger cages, or are taken out of cages only to live in overcrowded barns. And humane slaughter is an oxymoron. What about recent strides in the industry to reduce animal suffering? In his new book The Humane Economy, Animal Protection 2.0, How Innovators and enlightened consumers are transforming the Lives of Animals, author and animal-rights leader Wayne Pacelle writes about how the demand for change in how the animal farming community does business is having very identifiable changes. People who learn about factory farming are becoming more enlightened, and as they do so, producers must meet their demands. We saw this happen with the veal industry. Pacelle writes: From 1944 to the late 1980s, American per capita consumption of veal dropped from 8.6 pounds to just 0.3 pounds. When people learned about the cruelty of the veal business, they knew the moral price they paid was higher than the actual price of that restaurant meal. When we know better, we do better. In May 2015, the Humane Society of the United States was in negotiations with Walmart, the worlds largest retailer of food, to stop buying their eggs and chickens from farmers who would not voluntarily lose the battery cages. Those producers who did remove the batter cages were the new suppliers, so others had to go on board or be put out of business. This caused Walmart to release a declaration stating: There is growing public interest in how food is produced and consumers have questions about whether current practices match their values and expectations about the well-being of farm animals. Animal science plays a central role in guiding these practices , but does not always provide clear direction. Increasingly, animal welfare decisions are being considered through a combination of science and ethics. This may sound encouraging, but not all applaud the HSUSs efforts to make animals raised for slaughter more comfortable while awaiting their fate. One reason is as mentioned above:  no matter how well the animals are treated, subjugating animals for meat, milk and egg production is antithetical to animal rights. The other reason is if we make factory farming to appear humane, less people will feel the need to explore vegan options. Their moral and ethical reasons for doing so are seemingly moot. Cant I just go vegetarian? Going vegetarian is a great step, but consuming eggs and dairy still causes the suffering and deaths of animals, even on small family farms where the animals roam freely. When egg-laying hens or dairy cows are too old to be profitable, they are slaughtered for their meat, which is generally considered low quality and used for processed meat products. Male layer chickens are considered worthless because they do not lay eggs and do not have enough muscle to be useful as meat chickens, so they are killed as infants. While still alive, male chicks are ground up for animal feed or fertilizer. Male diary cattle are also considered useless because they do not give milk, and are slaughtered for veal while still very young. Going vegan is the only solution.