Macbeth Analysis Essay

How is one able to control his or her emotions when the surrounding environment is influencing one personally? Lady Macbeth finds the answer to this simple; impossible. Lady Macbeth continues to be controlled by others subconsciously whether it is through her own control, other actions or pure guilt. The actions of characters and events that occur in William Shakespeare’s Macbeth affect the life and mental wellness of Lady Macbeth directly and cause her to digress from dominant to voyeur, and then finally to victim, causing the play to be more enticing. To start, Lady Macbeth is a dominant, deceiving and determined woman. For example, Lady Macbeth’s dominance and control are shown when she and Macbeth are discussing the plan for King Duncan’s murder. Lady Macbeth says, â€Å"Your hand, your tongue; look like th’innocent flower,/ But be the serpent under’t.† (1.5.64-65). Lady Macbeth’s control is revealed when she says this because she is openly manipulating Macbeth and telling him how to act and what to do. Also, Lady Macbeth’s dominance is shown while she and Macbeth discuss the murder of Duncan. Lady Macbeth says, â€Å"We fail?/ But screw your courage to the sticking-place† (1.7.59-60). When Lady Macbeth says this she shows the audience that she is able to overpower her husband’s courage with her own. Another example of Lady Macbeth’s persona is when she uses her ability to deceive while talking with Duncan upon his arrival to her castle. Lady Macbeth says to Duncan, â€Å"All our service,/ In every point twice done then done double† (1.6.16-17). Her deception is proved when she says this because she is acting like a pleasant host to Duncan’s face but her motives are much less than pleasant. The deception Lady Macbeth shows while talking to Duncan is successful when Duncan falls for it with no suspicion. This is proved when Duncan says, â€Å"Give me your hand;/ Conduct me to mine host: we love him highly/ and shall continue our graces towards him./ By your leave hostess.† Duncan allowing Lady Macbeth to hold his hand indicates that he has a trust in her and does not have a doubt upon the person he see Lady Macbeth as and has no idea about the motives of his host and hostess. Lady Macbeth is able to use her deceptive abilities after the murder of Duncan is committed. Lady Macbeth says, â€Å"[Her] hands are of [his] colour, but [she] shame[s] to wear a heart so white.† (2.2.62-68). This quotation means that Lady Macbeth still bares the innocence she had before the deed to the eye of others, hence, having a heart so white. This proven to be true because everyone looks at Lady Macbeth as innocent and pure, as if she could do no harm, but the truth is the total opposite. Also, Lady Macbeth’s determination shows through when she calls upon the dark spirits to give her the courage and strength of a male figure and to relieve her of the womanly kindness she possesses. Lady Macbeth asks for this by saying, â€Å"Come you spirits/ That tend on mortal thoughts, unsex me here/ And fill me from the crown to the toe topfull/ Of direst cruelty; make thick my blood† (1.5.39-42). The determination of Lady Macbeth is shown in this quote because she is doing something as drastic as calling upon the dark spirits to assist her in committing murder. As a result, Lady Macbeth’s dominating personality is able to pursue to her plan of murdering King Duncan successfully, without resistance from her husband. Secondly, Lady Macbeth and Macbeth’s roles switch, leaving Lady Macbeth standing off, with less control and becoming more of a voyeur to the plans of Macbeth. To start, Lady Macbeth is first being stripped of her control right after Duncan’s death is discovered and Macbeth has killed the guard in order to remove suspicion from him. The audience is aware of this deed when Macbeth says, â€Å"O, yet I do repent me of my fury/ That I did kill them.† (2.3.102-103). Lady Macbeth begins to lose control over this because she had no idea or warning of Macbeth’s killing of the guards. This act also takes a toll on Lady Macbeth’s physical state when it causes her to faint. Lady Macbeth fainting is a sure sign of her losing the control she had earlier because not only are other characters leaving her out but also, her own body is causing her to be in that state as well. Next, Macbeth kills Banquo upon his intuition that Banquo has suspicion towards him in the case of Duncan’s murder. Lady Macbeth was ill-informed on this matter which is yet another sign that she is losing control over the characters that she had control over previously and is now watching the action happen. Also, at a dinner, which Lady Macbeth and Macbeth were hosting together, Lady Macbeth first could not get Macbeth the welcome his guests. This is proved when Lady Macbeth says to Macbeth, â€Å"My royal lord,/ You do not give the cheer; the feast is sold/ That is not often vouch’d while ‘tis a-making ,/ ‘Tis given with welcome. (3.4.33-36). She (Lady Macbeth) als o loses more control over Macbeth at this dinner when she is unable to calm him down when he sees the ghosts of Banquo and Duncan. In this situation Lady Macbeth attempts to gain some control by saying to him, â€Å"You have displac’d the mirth, broke the good meeting/ With most admir’d disorder.† (3.4.109-110). The acting-out of Macbeth leaves Lady Macbeth both astonished and over powered. These two instances especially show Lady Macbeth losing control over, not only situations but other characters themselves. Lastly, Macbeth kills Macduff’s wife and children upon suspicion without Lady Macbeth’s push or permission and neglects to inform her of the deed directly and chooses just to imply it during conversation with her. As the two (Macbeth and Lady Macbeth) are talking Macbeth says, â€Å"Come, we’ll to sleep. My strange and self-abuse/ Is the initiate fear that wants hard use;/ We are yet but young in deed.†(3.4.143-144). When Macbeth says this it has the implication of the commitment of another foul deed which Lady Macbeth is only aware of at this point. Macbeth’s drastic actions cause Lady Macbeth to fall uncontrollably uninformed and into the background. Finally, Lady Macbeth ends the play being dominated by her feelings of guilt and the consequences of Duncan’s murder and ultimately becomes a victim to it. To start, Lady Macbeth begins to sleep walk and admits her affiliation in Duncan’s murder. Proof of Lady Macbeth’s sleep walking is proved when the Gentlewoman (a spectator of the situation) says, â€Å"Ay, but their senses are shut.† (5.1.23). She says this after the doctor (the second spectator of the situation) mentions that Lady Macbeth has her eyes open. The Gentlewoman’s line lets the audience know she is indeed sleep walking for her eyes may be open but there sense is disabled. Also in this scene Lady Macbeth’s self control is shown to have weakened further, when she speaks of Duncan’s murder. Lady Macbeth says, â€Å"Out, dammed spot! Out, I say! One, two. Why then ‘tis/ time to do’t. Hell is murky, Fie, my lord, fie, a soldier,/ and afeard? What need we fear who knows it, when/ none can call our power to account? Yet who would/ have thought the man to have had so much blood/ in him?† (5.1.31-36) and also when she says, â€Å"The Thane of Fife had a wife. Where is she now? What,/ will these hands ne’re be clean?† (5.1.38-39). These quotes both prove that she knew and was involved in the murders of Duncan and Macduff’s family and shows that these events are the reason for her stress, guilt and sleep walking, hence being dominated/ being victim to these emotions. Next, Lady Macbeth is being dominated by her feelings of guilt when she is seen washing her hand continuously during her sleep walking. While she is doing this she says, â€Å"Here’s the smell of the blood still; all the perfumes of/ Arabia will not sweeten this litt le hand. O, O, O.† (5.1.44-45). This quote shows that Lady Macbeth is overcome by her guilt because she mentally imagines the blood still being there, following her, her mind lets her believe she is still covered in the blood when in reality the blood is just representing the guilt she is feeling. A second example of Lady Macbeth being dominated by her guilt symbolically is when she is dreaming of/ replaying the scene in while sleep walking. Lady Macbeth says, â€Å"To bed, to bed; there’s knocking at the gate. Come,/ come, come, come, give me your hand; what’s done/ cannot be undone. To bed, to bed, to bed.† (5.1.58-60). This quote directly shows the audience that it is indeed the murder of Duncan which Lady Macbeth is stressing over as it is a deed which â€Å"cannot be undone†. Lastly, Lady Macbeth shows that she is becoming victim to the outcome of events, and more directly herself when she commits suicide. The audience discovers her death when Seyton (another Thane) informs Macbeth of the incident. Seyton says, â€Å"The queen, my lord, is dead.† (5.5.16). Lady Macbeth becomes victim to herself in the way that she sees the only option to relieve her of her painful emotions is to kill herself. Therefore, Lady Macbeth is ultimately dominated and falls victim to the guilt she feels caused by the actions of herself and others. To conclude, the mental state and physical well-being of Lady Macbeth is influenced by the dominance and control of both herself and other characters in the play. Lady Macbeth went from being dominant, deceiving, and determined to being uninformed during the murders Macbeth commits to being over some by her emotions that had built up inside her during all of this. Therefore, Lady Macbeth’s life as the audience knows it is dependable on the outcome of events that Lady Macbeth herself is involved in and/ or witnesses. Temptation was the base of all Lady Macbeth’s problems; it is said â€Å"temptation is the Devil.† What would you risk to get what you want?

Shoehorn Sonata Speech + Related Text

At age 15, you are thrown into a war, fighting for your life and your will to live is slowly diminishing. Are you scared? Probably, but you know that if you show fear, everyone will see you as being weak. This is what the main protagonists of both the play, Shoe Horn Sonata by John Mistro and the movie, Hunger Games directed by Gary Ross endured. Together with photographs, cinematic techniques and symbols, these texts represent the devastation of war, the bonds of friendship forged during a war and their respective will to survive.Friendship is defined as a relationship between friends. In Shoe Horn Sonata, when Sheila and Bridie first meet, it seems unlikely that they will ever be friends. They are complete polar opposites. Sheila cynical statement ‘People always get on when they’re tossed in together. I’d hardly call that friendship. ’, reinforces that Bridie and Sheila initially formed a friendship out of desperation to survive, not because there was mut ual affection for each other. Bitter tone is utilised to convey Shelia’s survival instincts are prioritised over tender friendship.Additionally the alliteration of tossed in together reflects how people in war have no choice of their companions, that it pushes them together in survival. Similarly in the Hunger Games , the friendships that Katniss makes with both Rue and are forged out of necessity and need rather than sentiment. Rue and Katniss team up as they both have valuable skills assets that the other would like to utilise to their advantage such as when Rue manages to take a weapon unnoticed using the trees. In many ways, an alliance with Rue is an alliance to District 11 which Katniss can use to her benefit.Peter and Katniss act as if they are lovers in a ploy for the audience as a means to survive as seen when Katniss receives a note from Haymitch asking ‘You call that a kiss? ’. The sarcastic tone makes Katniss realise that the ploy will be futile as if Haymitch is doubtful then others will be too. Both texts show that although they may not have been friends in normal circumstances, war has pushed them together and this has attributed to them surviving. Symbols are also used in both texts to represent the protagonists’ hope and survival.For example, the shoehorn in Shoe Horn Sonata is first seen when the girls are in the water and Bridie uses it to wake Sheila up and prevent her from drowning. In this scene, it a metaphorical and representative an object of survival and the will to live. As the play goes on, the shoehorn symbolises family for Bridie and sacrifice for Sheila but in the end it unites the girls and demonstrates that not only did they survive the war, they survived the effects of the war as well. Caramel is another symbol of survival.It was the only luxury the girls had during the camp and ‘it had to last till the end of the war’. The caramel was even important enough that it was written into the g irls’ wills. This conveys to the audience that the girls clung to the hope that they would eventually be released from the prison camp. On the other hand, in Hunger Games, the mockingbird pin was not only Katniss’s link to her district, but a symbol of her love for her father as well as her survival. The pin is a representation of a creature with a spirit of her own.By breaking free of the Capitol’s control this show that the Capitol does not have complete control of the districts. Katniss, like the mockingjay, has escaped from the Capitol’s clutches which is why the pin symbolises her survival and spirit. The photographs shown during interview in Shoe Horn Sonata support the dialogue and give the audience a visual representation of what the girls went through during the camp. In scene 7, you see visuals of what the prisoners looked like during the camp. They are emaciated, haggard and impoverish.The effects of the imprisonment of the innocent is clearly highlighted during these photographs. The stark black and white photos depicting the harrowing effects of mistreatment of innocents evokes sympathy towards the prisoners from the viewer and loathing for their captors. In contrast, within the Hunger Games, the film is seen as whirs and jolts with sharply edited scenes intercutting from perspective to perspective which represents Katniss’s inner turmoil and her agitation which accompanies those new changes.Her life is unpredictable and this is shown as the camera shakes around representing the sudden changes in her life and well as extreme long shots used to give the audience a general impression of the places she goes. Little detail can be seen in these scenes which corresponds to the insignificance of these places to Katniss. The audience witnesses the consequences of these changes but to everyone else, they are unable to see this because of the defensive stoic mask she wears.In conclusion, the protagonists in Shoe Horn Sonat a and the Hunger Games have survived horrors unimaginable to us and through distinctively visual techniques such as , photographs, cinematic techniques and symbols, we are able to grasp a small idea of what they have endured on their journey. Therefore, thus despite common circumstances being the catalyst for friendship in times of war, strife and horror they are able to triumph over their circumstances because of the sustenance that this unexpected friendship provides them.

Kellogg’s Marketing

Phase 1 Company’s Market Planning Colorado Technical University MKT210-1301B-07 Fundamentals of Marketing Lou Piermatteo February 25, 2013 Frosted Mini-Wheat’s The product I have chosen is Frosted mini-wheat. Frosted mini-wheat is one of the number one products of breakfast food. Frosted mini-wheat was first launched on the east coast in 1961. In 1961 Frosted mini-wheat’s was nationally debuted making mornings shine from sea to shining sea. Frosted mini-wheat is made of whole-grain fiber to keep you at your best all morning long. We will be discussing the market strategy and mission goals of Kellogg’s frosted mini-wheat.Kellogg’s and frosted mini wheat’s take pride in helping people stay healthy and in fit. Company’s Mission Statement Frosted mini-wheat’s mission statement or jingle is â€Å" Keeps’em full and focused† (Kellogg’s 2012). Frosted mini-wheat’s is a big breakfast in a little biscuit. Kell ogg’s believes that every morning should start with a healthy breakfast. Kellogg’s frosted mini-wheat’s has commercials all over the television today. They are ranked number 17 in television advertising. Frosted mini-wheat’s is one of the top cereal marketers; they market directly to the parent’s and not the children.The television commercial’s target children to get them to eat a more healthy breakfast to get their day started. Kellogg’s frosted mini-wheat’s is packed with fiber and almost a full days’ worth of gains to keep you full all morning(Kellogg’s 2012). Kellogg is a Global Company Committed to Building Long-Term Growth In Volume and Profit and to Enhancing its Worldwide Leadership Position by Providing Nutritious Food Products of Superior Value Company’s Business and Marketing objective and goalsKellogg’s is focused on enriching and delighting the world though foods and brands that matter. They are nourishing families so they can thrive and flourish. Kellogg’s is a company of possibilities and promises of people and their well-being. Today nutrition continues to be the core of our business. And cereal is an integral part of how we can help to meet the nutritional needs of people all over the world (Kellogg’s 2012). Kellogg’s believes in integrity, accountability, passion, humility, simplicity, and results.The more the company can do for the community the more people will want to buy their products. (Kellogg2012). What is the Company’s position in the Marketplace and it’s Differentiation Strategies? Kellogg’s is ranked number three is marketing facts from 2009 reports. They use television and internet marketing for their advertising. In February 2012, Kellogg’s introduced 2 dozen new products. They expected 15% of 2012 global sales from products introduced in the previous three years. Kellogg’s is commitment to pr oduct innovation has brands that consumers know and love (surperformance 2013).Kellogg’s financial highlights of 2011 show increases over the past five years. The net sales were up 4%, operation profit up by 2%, and the net earnings per share were up by 6%. Kellogg’s net sales for 2011 were $13. 2 billion dollars (Kellogg’s annual report 2011). The 2011 report shows the progress and future direction in four key areas; Marketplace, workplace, environment, and the community. Kellogg’s is dedicated to help the community. In February 2013, Kellogg’s pledged to provide one-half billion servings of breakfast to children and families who need it the most.They are the number one cereal company in the U. S. Kellogg has pledged $1 million in grants in the U. S. to nonprofit partners Action for Healthy Kids ®, Share Our Strength's No Kid Hungry ® campaign and Food Research and Action Center so that more schools can participate in federally-funded breakfas t programs. The company will also work to expand breakfast programs around the globe, maximizing product donations and advocating for the important role breakfast plays in the diet. (Kellogg2012).Control 42% of global market share for Pre-sweeter cereal, which is more than triple the market share of any of their competitors. They have the strongest brand recognition and advertising recollection of all the cereal manufacturers (Kellogg2012). Kellogg’s is a very passionate company. They look out for their customers just as much as their employee’s. The more a company does for the community the more people will buy their products. Frosted mini-wheat’s is a cereal that Kellogg’s has promoted and made a number one cereal.There are many different kinds of frosted mini wheat’s to keep up with the changes and taste of people today. Frosted mini wheat’s are a nutrition and healthy breakfast for everyone. They're packed with fiber! That's what makes w hole grains so terrific. Starting your day with one bowl of Frosted Mini-Wheat’s ® cereal delivers 24% of the daily value of dietary fiber for adults. That's 3 times the fiber compared to Honey Nut Cheerios. (Kelloggs2012). Kellogg maintained its previously provided outlook for 2013.For 2013, Kellogg expects net sales growth to be approximately 7%, while reported earnings (excluding impact of mark-to-market adjustments but including Pringles integration costs) are expected to grow between 5% and 7%. Reported operating profit ((excluding impact of mark-to-market adjustments) is expected to increase at a higher rate than earnings growth (Zacks2013). References www. 4-traders. com/kellogg-company. com www. kelloggcompany. com www. kelloggcompany2011annualreport. com http://sg. finance. yahoo. com/news/kellogg-beats-overall-keeps-2013-181621345. html www. frostedminiwheats. com www. sbaweb. wayne. edu/~ssasser/pp29. ppt

Managerial Effectiveness and its impact on organization Dissertation

Managerial Effectiveness and its impact on organization - Dissertation Example Thus, managers should be highly capable of responding to various role expectations and behaviours for them to accomplish managerial effectiveness (MacMahon and Murphy, 1999). Change is a permanent feature of most of the workplaces. The occurrence of change has become a great challenge for companies in achieving long-term success and survival, thus, the need for highly capable and competent managers. To efficiently and effectively select managers who are competent enough to face organizational issues can be one of the most important measures that a company can take in response to changing environment. This may be carried out by continuously enhancing their skills and knowledge to keep up with the rapid pace of change (Martynov, 2010). Essentially, while organizations ensure that the most competent employees are recruited and trained, developmental efforts are constantly done to further enhance the effectiveness and overall quality of their managerial workforce. Managerial effectivenes s has been described through various perspectives during the past years as many have attempted to generate a single definition for this concept. Background of the Study In the hotel industry, successful managers possess a wide range of skills together with specialized knowledge, all of which are directed towards accomplishing enterprise objectives. Various studies have reported that managers who work in the hotel industry should demonstrate an appropriate attitude and be aware of hospitality systems; completely understand service quality; be capable of evaluating the quality of work to continuously provide satisfactory services; be able to create a dynamic work environment; establish open and strong interpersonal communications with other organizational members; be capable of assessing situations and developing cost-effective strategies to increase profits; control ambiguous circumstances, and effectively manage operations (Soehanovic, Zougaj, Krizoman, and Glavica, 2000). Generally , hotel managers are expected to create favourable relationships with employees and guests while running productive operations and achieving organizational goals. The current study, therefore, focuses on the necessary skills and behaviours of managers in the hotel industry in order to accomplish managerial effectiveness and lead their businesses to success. The framework applied in the work of Chauhan, Dhar, and Pathak (2005), emphasizing managerial effectiveness through functional and personal effectiveness, will be used in the current research. Problem Statement The research will focus on studying the managers working in the hotel and the real estate industry to observe, analyze and make recommendations in relation to the most viable and suitable style of managing organizational concerns. In ever-changing work environment due to several internal and external factors, it is of utmost necessity that the managers be flexible and patient in dealing with the workforce and making sure t hat the organizational vision and objectives are successfully achieved. The Problem Statement that will be explored in the context of this study will be as follows: What styles and practices should the managers working in the Hotel and real estate industry adapt so that level of employees’ performance can be enhanced? Research Questions On the basis of above mentioned research topic some research questions will be formulated and worked upon. In the entire research, an attempt is

Recycling as an alternate form of energy Essay Example | Topics and Well Written Essays - 1750 words

Recycling as an alternate form of energy - Essay Example Japan has already drawn up the sunlight plan, the main focus of which was solar energy that produced around 130,000 kilowatts of electricity. Nuclear Energy: Thermonuclear plants utilize Hydrogen2 (Deuterium) and 3 (Tritium) for its reactions, Hydrogen 2 is obtained from sea. Hydrogen is obtained form lithium, which is obtained from recycled batteries. The reaction between hydrogen 2 and 3 leads to production of Helium atom and neutron. This reaction is an exothermic reaction, thus releasing large amount of energy in the reactors. This reaction is known as Nuclear Fusion (The energy Story). It forms the basic reaction if power plants. Nuclear energy has its own share of advantages and disadvantages. It is cheaper, produced massive amount of energy and the raw material of which is easily available. But the most important challenge in the existing world of nuclear power is to get rid of the nuclear waste. Why is Recycling Important Recycling is not only required to protect the resources, but it will be more significant since it will lay in big way to reduce the natural resources pressure. Recycling is significant since it saves: 1. Raw Materials: Recycling will lead to the reduction in the need for raw materials such as metals, forests and oil and thus leading to reduction of impact on the environment. The level of our consumption in the UK is already having a significant impact on the environment and communities across the world, and alarmingly, UK is consuming an increasing quantity of raw materials. 2. Reduces our impact on climate change: Even though recycling uses energy but it also reduces the climate emissions and it is reported that recycling a material also uses less energy that manufacturing the virgin materials. A recent study done for the Government by the consultants ERM, and a study carried out for the government-funded Waste and Resources Action Programme (WRAP). This study reported that the relative greenhouse gas savings in UK is from recycling for paper/cardboard, glass, plastics, aluminum and steel. 3. Generates Cash: After collection, the recycled materials is separated and blended at materials recycling facilities and then sent to reprocessors such as paper mills, glass factories or plastic recyclable. Here the waste is

Madison and Brutus Essay Example | Topics and Well Written Essays - 1000 words

Madison and Brutus - Essay Example On that aspect, this discussion will cover the different ways in which the ideologies of Madison in the federal papers helped shape America in its historical development and the influence it had on American politics. In addition, the essay analyzes the significance of basic rights of the citizens and how it helps in advancing the interests of the country as proposed by Brutus in the anti-federal papers. Similarly, the controlling of factions with intentions of exploiting the interests of the economy as articulated by Madison is also of interests in this discussion. There are different ways in which Madison and Brutus can assess groups in the context of the historical development and impact on American Politics. For instance, according to Madison in Federalist No. 10 he believed that certain factions or interests groups should not be allowed to take over the affairs of country at the expense of ordinary citizens or the entire community (Madison and et al 93). According to Madison, a f action is composed of a number of citizens who can include majority or minority and are joined by a common interest that is likely to endanger the welfare of the community. In addition, Madison’s Federalist No. ... 10 that the governance by the majority faction in a republic is a violation of the American Constitution and mockery of the American revolution in that it does cater for the interests of the citizens but that of its own. In addition, the Federal paper No. 51 further calls for transparency and accountability among leaders in the emerging American republic to shield common citizens from exploitation of the power elite (Madison 103). On that aspect, Madison was against the creation of individual states as this would interfere with the principles of constitution of making American republic. Alternatively, Madison had a number of suggestions on how to overcome the challenges of factions especially in the defense of vulnerable citizens. For instance, he suggested that eliminating the causes of factions and the control of its effects was the first strategy of alleviating its negative effects. On that perspective, he also came up with two strategies of eradicating the causes of factions for the benefit of the American interests (Madison and et al 72). These included taking away the liberty of citizens something Anti-Federalists such as Brutus felt against. Another measure was to grant every American citizen a chance to speak his opinions, passions and express his interests. Therefore, this would prevent factions from taking advantage of ordinary citizens and thus transform the perception of American politics. On the other hand, when it comes to Anti-Federalist No. 3 that was championed by Brutus and others, they had opposing perspectives with the Federalists. For example, Brutus Anti-Federalist papers were against the denying of citizens liberty in order to contain the factions as suggested by Madison in his Federalist papers No. 10 and 50. On that account, Brutus was of

Animals are Friends, not Scientific Experiments Assignment

Animals are Friends, not Scientific Experiments - Assignment Example They are funded by big companies and sometimes by research agencies. These experiments have however, more often than not, been counter-productive as they fail to understand the basic fact that humans and animals have very different bodies. Drugs may thus not be safe for humans while they are safe for animals and vice-versa. This leads to disastrous consequences where both animal and human lives are lost due to the side-effects on the bodies of both. The basic purpose of the experiments remains unfulfilled and many lives are lost in the process. The issue has also been dealt from the angle of the ethical treatment of animals, in the article. It argues against the use of animals in scientific and medical experiments. Instead, it proposes the use of other techniques that would be able to predict the effects of drugs on human beings. The loss of animal and human lives can thus be minimized, leading to a more harmonious existence for the whole of mankind. This would lead man to treat anim als as friends and not as objects for scientific research (Killing Animals and Humans). Animals are Friends, not Scientific Experiments â€Å"Killing Animals and Humans†, an article that appears on the website of the organization Animal Aid talks about how the entire process of killing animals for the benefit of human beings is a futile exercise. ... The reason that is provided for the insensitive slaughter of these animals is the development of drugs that may be used for the treatment of diseases in human beings. The article hints that the humanitarian side of the debate is often overshadowed by the financial aspect of it. The reason for this may be that these experiments are often funded by big firms and research institutions that have their own lobbies. The article reveals in great detail, the different methods that are used to torture animals and the inhumanity of such an approach. The article also exposes the flaws in the legislative structures of nations across the world where atrocities against animals are often not taken very seriously. The essay also busts the myth about the utility of these experiments to the human race. It cites examples of lives that have been lost as a result of these experiments. As opposed to the common perception that these experiments lead to the loss of only animal lives, it also leads to the lo ss of human lives. These experiments often overlook the fact that animals and humans may not react in the same manner to the same drugs. The different effects that these drugs produce have led to many mistakes in the field of medicine, something that is the public is often not aware of. The essay talks of how medicines that have worked on animals that are as close to the human race as chimpanzees has failed completely on humans. An administration of these drugs to humans without proper research into the human anatomy would always lead to disaster, according to the article. As a result of these mindless experiments, thus, no purpose is fulfilled except the deaths of many humans and animals. The article, as a means of a solution, proposes a paradigm shift in the way experiments

Neutral network and machine learning Research Paper

Neutral network and machine learning - Research Paper Example Problems used to be in form of binary strings of 0s and 1s. Currently, there is usage of other encodings. This evolution normally begins from a group of randomly created phenotypes and this process takes place through generations. During each generation, the fitness of each individual in the population/group is cross examined, multiple phenotypes are chosen from the group as per their fitness and then they are modified and can be randomly mutated to create a new population which is then used in the iteration calculations whose procedure is step-by-step also known as the algorithm. This algorithm is mostly terminated after the production of a maximum number of generations. A fulfilling solution may or may not be accomplished if the algorithm has been terminated when because of a maximum number of generations. The most widely accepted representation of the result is using an array of bits. Any other arrays can be used similarly. What makes the representation that uses genetics convenie nt is the fact that their parts can be aligned conveniently because of their fixed size. This facilitates easy crossover operations. 1.2 Applications and results of Genetic Algorithm 1.2.1Metaheuristic This term is designated from a computational method which optimizes problems through iteration. This iteration tries to improve the solution of a candidate as per a given measure of quality. Few or no assumptions are made about the problem being optimized. As far as candidate solutions are involved it can search very large spaces. However, optimal solutions are not guaranteed to be found by Metaheuristic. Stochastic optimization is mostly implemented in a metaheuristic way. It can also be referred to as: Derivative free Direct search Black box Heuristic optimizer 1.2.2 Computational creativity This is also referred to as artificial, mechanical creativity and sometimes creative computation. It comprises of the bringing together of fields such as cognitive psychology, artificial intelli gence and philosophy. Computational creativity improvises the combinational perspective which allows one to model creativity in form of a search procedure through several possible combinations. These combinations can be as a result of composition of different representations. Cross over representations which capture different inputs can be generated using neural networks and genetic algorithms. 1.2.3 Multiple sequence alignment This refers to a sequence alignment of at least 3 biological sequences namely: Protein Dna Rna Most of the times the sequences are assumed to have an evolutionary relationship through which they are descended from a common ancestor hence share a lineage. As a result, sequence homology can be inferred from the Multiple Sequence Alignment and to look into the sequences’ shared evolutionary origins phylogenetic analysis is carried out. In trying to widely simulate the evolutionary process which gave rise to the broadening of the query set, genetic algorit hms have been used for production of Multiple Sequence Alignment.This is done by breaking several potential MSAs into pieces and rearranging the pieces repeatedly.Gaps are introduced at several positions.During simulation a common objective function is achieved which is the sum-of-pairs function that emerges in the broad programming Multiple sequence alignment. 1.3 GA (genetic algorithm) used with NN (neural networks) 1.3.1 Evolving weights The frequent use of GA with NN is because genetic algorithms

Determination of the liquid limit, plastic limit and plasticity index Lab Report

Determination of the liquid limit, plastic limit and plasticity index of a cohesive soil - Lab Report Example Data plot was taken from the results of the liquid limit test, where the x-coordinates or abscissas are the calculated moisture contents and the y-coordinates or ordinates are the penetration. The data points included in the plot are P1 (63.37, 14.13); P2 (66.26, 18.90); P3 (69.58, 19.45); and P4 (70.44, 22.15). The trend line or the best fit line was automatically fitted and the equation of the line was generated. From the figure, the equation of the best fit line is: y=0.9613x – 46.148. From step (10) of the laboratory procedure for the determination of the liquid limit, the theoretical value of moisture content which would produce a penetration of 20 mm is the liquid limit of the soil. Hence, when y in the above equation is substituted with 20, the value of the liquid limit (x) may be calculated algebraically as; y = 0.9613x – 46.148. 20 = 0.9163x – 46.148 0.9163 x = 20 + 46.148 x = 68.81 ? 69% - the liquid limit of the soil The value of the liquid limit obtai ned above is verified below by manual plotting. Manual Plot of Moisture Content vs. Penetration Plastic Limits Test No. 1 2 3 4 Container No.

Airborne Express case study Essay Example for Free

Airborne Express case study Essay Airborne Express, an air express transportation company has succeeded to compete with a few big competitors such as Federal Express and United Parcel Service (UPS) even it does not have funding as much as its competitors. In 1996, it held third position in the industry with 9 percent of the market. Even Airborne is smaller size company compared to its main competitors, it still can survive with the competitive advantage through its resources and capabilities. With some unique resources and core competences, a company may have competitive advantage over its competitors, and this is the way small capital company able to compete with its competitors. Airborne Express is the first and only air express transportation company that owns an airport. Because of the limited control, Airborne has purchased an airline at Wilmington in 1980. Since then, the airport became the hub of the company, and all the operations of the company were conducted here. It is also the biggest privately owned airport in United States. With the ownership of the airport, Airborne is able to control the operations more easily. Besides that, Airborne does not need to pay for any landing or service fees to the airlines company like its competitors. Comparably, Federal Express and UPS own the planes but still need to lease the airport from other party. It helps Airborne to save a lot of costs. Apart from that, Wilmington airport is one of the strategic airports in United States. It means that the place is having a well weather record. For express air transportation industry, weather is a big factor that can affect the daily business operation. If the weather is bad, the shipments will not be sent to the final destination at the promised time. Time is the promise to the customers and it does affect the confidence of a companys customers. Besides airlines, Airborne also has a complete system of ground transportation. With the establishment of trucking hubs in some places, Airborne able to deliver the shipment that near to the hub using the ground transport. Almost 25 percent of the companys domestic volume is dealt with ground transport. However, the cost of service by ground transport is not transparent to the customers who assume that the packages are flown. Thus, the charge is same with the air-transported goods. Compare to air transport, ground transportation costs five times lower. From here, the profit margin  has been increased. In the other way, the company also can offer lower price for ground transportation packages. Instead of making more profit, the company can utilize the low cost benefit to compete with its competitors. In 1996, Airborne Express owned a fleet of 105 aircraft. To keep the capital expenditure down, Airborne has purchased only used planes. The planes will be modified to suit its specification for air express transportation. The cost of purchase and modification is $30million lower than purchasing a new plane. Compare to other companies, a big amount of money is being saved by Airborne. Further more, Airbornes DC-9 and YS-11 aircraft require only two person cockpit crew compared to normal three person crews required in Federal Express and UPS. Labour cost has been saved again. Airborne also have its own maintenance facility in Wilmington. It is the only all-cargo carrier to do so. It can handle most if the maintenance works except major engine repairs. It was estimate that the labour costs of $16 per hour is $49 lesser than the subcontracted labour cost. It was a major source of annual cost savings. Instead of serving all kinds of customers, Airborne decided to focus on serving the needs of high volume corporate accounts. It is because the severe competition and the cost of serving small customers. The company is able to establish scheduled pickup routes and use it as ground capacity more efficiently. Due to this factor, the unit cost structure has been reduced. According to the Airborne executives, their unit cost is $3 lower than its main competitor, Federal Express. Besides that, because of the different consumer behaviors between different groups, the focusing of the service is one of the ways to win a part of market in severe competition. By matching the needs of the groups, the company will have a better chance to win the customers than its competitors. Another aspects that Airborne get competitive advantage is the creation of the only privately certified Foreign Trade Zone (FTZ) in United States at its Wilmington hub. In a FTZ, merchandise is tax-free and no customs duty is paid until it leaves. It is a big attraction to the foreign companies. The companies can keep their inventories in Wilmington hub, and the inventories  will be delivered to the destination by Airborne when needed. The local companies that implement Just-In-Time policy will prefer the service very much. It is because the inventories cost will bear by the suppliers that keep inventories in Airborne hub. For foreign companies, not only can satisfy the needs of local customers, but also can save the cost of tax and duty paid. The FTZ is a good factor that will help Airborne to set foot into the international market. However, because of the capital constraint, Airborne still unable to compete with Federal Express and UPS in the international market. Normally, large sizes A-containers are used in the air cargo business. Around $1million per plane is required to install cargo doors to take A-containers. To solve the problem, Airborne has developed C-containers that are six times smaller, and can fit through the passenger doors of the aircraft. The equipment to load the C-containers also about 80 percent less expensive than the equipment needed for A-containers. The shape of C-containers also designed to allow maximum utilisation of the plane space. To prevent other competitors copy the design, Airborne has taken out the patent on the C-containers. Therefore, C-containers seem to be the speciality of Airborne Express. It helps the company to save a lot of costs. It is a long term cost savings because it involves in daily operation. Therefore, it also a long term competitive advantage over the other competitors. Apart from that, through its subsidiary company, Advanced Logistics Services Corp., Airborne is promoting a range of third-party logistics service. It provides customers with the ability to maintain inventories in a 1 million square foot stock exchange facility located in Wilmington hub. The customers can choose to manage the inventories themselves or subcontract to Airborne. In stock exchange service, third party will involve in the instruction for movement of the inventories. It easier the process of the movement of inventories, and also help the customers to minimise inventory holding costs. Airborne is the first and only air express transportation company that provide this unique service. It actually involves a complex system. Therefore, knowledge or human resource is very important in order to develop the system. Since it is the only company, customers who interested  with the stock exchange service will come to Airborne. The unique competence gives Airborne a competitive advantage. Science and technology is developing rapidly in the world. Information system becomes more and more important in the business world. The more developed system a company has, the more competitive advantage it gets. Airborne uses three information systems to help in its daily operation. LIBRA II system is a metering device and computer software that easier the transaction between Airborne and customers. It also lowers Airbornes operating costs. FOCUS is the main system provided by Airborne and it benefits customers the most. It is a worldwide tracking system that help the customers to track the location their package through Internet link. It increases the companys reliability and service quality. With the trust on the company, customers will be more confident to give the job. The third system is the Customer Linkage electronic data interchange program. It eliminates repetitive data entry and paperwork by the customers. It also a system that created purposely to benefit its customers. The company also benefits from lowering the costs by eliminating manual data entry. From all the resources and capabilities mentioned above, we could realise that most of the competitive advantages Airborne has over its competitors is through costs reduction. According to Porters Generic Strategies Model, Airborne is actually implemented a cost-focus strategy to get the competitive advantage. Because of the lesser capital, Airborne is unable to compete with the giant of the industry, such as Federal Express and UPS. If Airborne can be the cost leader in the industry, it can give a severe competition to the competitors. Besides that, the unique resources such as C-containers and Foreign Trade Zone are also giving core competences to the company. In conclusion, facing the competition from competitors that have powerful funding, Airborne not only can survive, but also get a strong position in the air express transportation industry. A correct and suitable strategy adopted by a company can change the company position. A company, which can fully and smartly utilise its resources and capabilities, it can have  competitive advantage over the other competitors and it really benefits the company a lot.

Polymer: The Glass Transition

Polymer: The Glass Transition Formulation Chemistry Polymer: The Glass Transition In the solid state, semicrystalline polymers exhibit both amorphous and crystalline morphology. The glass transition is a property of only the amorphous portion of a semi-crystalline solid. [1] The glass transition temperature, Tg, is the temperature at which the amorphous materials change between the glassy and rubbery form. 1.1 Amorphous and Crystalline Polymers The amorphous polymers consist of molecules that are oriented randomly, unlike the crystalline ones which have polymer chains packed in ordered, repeating patterns in the three-dimensional crystal lattice. However the glass transition is different to melting because only amorphous polymers undergo the glass transition. Melting is a transition that occurs in crystalline polymers when these chains are disoriented from the crystal structures and become liquid. A sample of semicrystalline polymer can be composed of both amorphous and crystalline portions, therefore it can have both a glass transition temperature and a melting temperature. 1.2 Glassy and Rubbery States Below Tg, the amorphous regions of a polymer are in a glassy state and most joining or contact bonds are intact. [2] The molecules may be able to vibrate slightly, but are virtually motionless in which portions of the molecule wiggle around. Therefore polymer is generally hard, brittle and rigid. As the polymer is heated until it eventually reaches its glass transition temperature, the molecules start to wiggle around. In inorganic glasses, more bonds are broken with increased thermal fluctuations; while in organic polymers, non-covalent bonds between chains also become weaker. By heating above Tg, there is long-range segmental motion where the polymer chains can move around easily. It is now described in its rubbery state which offers flexibility and softness for plastic deformation without fracture. Below Tg, the chains are firm and unbendable to relieve the force being applied. This is due to either (a) the chains are strong to resist the stress; or (b) the force applied is excessive for the motionless polymer chains to overcome, so the polymer sample will just break or shatter.[1] Such mobility with temperature is heavily dependent upon the â€Å"heat† content because Tg is a kinetic parameter. The Tg decreases with slower melt cooling rate. It is also affected by other factors listed in section 1.4. Heat is a form of kinetic energy that causes random motion of molecules and the pliability of polymer, in comparison to â€Å"cold† polymers which lack kinetic energy to move around and hence are brittle on cooling. Example of this behavior is the glass transition of chewing gum. It is soft and pliable at body temperature, characteristic of an amorphous solid in its elastic, rubbery condition. The gum then turns hard and rigid when it comes into contact with cold drink or ice cube in the mouth. 1.3 Glass Transition vs. Melting The differences are outlined in the table below: Generalised Anxiety Disorder (GAD): Theories and Treatment Generalised Anxiety Disorder (GAD): Theories and Treatment Introduction Modern cognitive-behavioural therapy (CBT) grew out of the merging of behavioural therapy, developed in the 1950s to 1970s, and cognitive therapy developed in the 1960s (Graham, 2004). Broadly, it attempts to deal directly with a clients manifest symptoms through both cognitive and behaviour strategies. Cognitive theories target particular irrational beliefs which are thought to be the source of behavioural and emotional problems. Historically, CBT is well-established in the treatment of anxiety disorders, but has only been adapted more recently for use in psychosis (Tarrier, 2002). This essay will first examine the theory and practical treatment of generalised anxiety disorder (GAD) using CBT. Then the treatment of psychosis will be considered in the same way, but concentrating on the similarities and differences to the treatment of anxiety. CBT Treatment of Generalised Anxiety Disorder The main feature of GAD is excessive and uncontrollable worry (Wells, 2002). The DSM-IV states that for a positive diagnosis of GAD, the worry must occur more days than not over a period of six months (American Psychiatric Association, 1994). The DSM-IV also lists a number of somatic and cognitive symptoms which include, for example, muscle tension. A variety of different treatments have been used for GAD including both directive and non-directive therapies. Fisher Durham (1999) examine the effectiveness of different treatment methods and the number of clients making a full recovery. The most successful treatments in their meta-analysis were CBT which achieved a recovery rate of 51% and applied relaxation which achieved a 60% recovery rate. To understand how GAD is treated using CBT, it is necessary to understand the model of worry that it is based upon. Beck (1976) produced the most widely referenced model of anxiety which links emotions and thinking. In this model it is the patients thoughts and images relating to anticipated danger that immediately precede, and cause, anxiety attacks. In appraising their environment, anxious patients overestimate both the likelihood and severity of a negative event occurring and so take defensive action (Blackburn, 1995). Under the umbrella term of CBT a number of different approaches to treating GAD have been used. They normally focus on two main factors: cognitive work aimed at challenging the clients beliefs and thought processes as well as behavioural work teaching anxiety management strategies (Wells, 2002). Borkovec (2002) describes the cognitive aspect of CBT as focussing on how the client perceives the world and attempting to move this onto a more accurate footing. Generally, this is done by eliciting how the client is perceiving events in an anxious way. Then, the client is encouraged to apply logical thought processes to their own perceptions to challenge the way they are thinking. The therapist attempts to supplant these original thought processes with cognitive interpretations that do not lead to increased anxiety. Clients are usually given homework in which they attempt to identify anxiety attacks, what preceded them and what followed them. Hopefully, by demonstrating to the client that their catastrophic predictions do not occur in reality, it is possible to break down the automatic negative thoughts. Some researchers have been critical of this basic cognitive approach as it does not focus on meta-cognitive factors (Wells, 2002). A revision to the model has been added by Wells (1995) who introduces the distinction between Type 1 and Type 2 worry. Type 1 worry is that referred to above the worry about physical symptoms and external events. Type 2 refers to worrying, as it were, about worrying: meta-worrying. Type 1 worrying is dealt with in approximately the same manner described above, but greater focus is given here to Type 2 worrying. Type 2 cognitive interventions focus on two factors: the uncontrollability of the worrying and appraisals and beliefs about the dangers of worrying. Once negative meta-cognitions have been elicited, they can be challenged and worked with in the same way as before. An example of this type of metacognition is that a client can believe that worrying is harmful because it increases blood pressure and thereby this is harmful to the body (Wells, 2002). The therapist would address this by explaining that occasional high blood pressure is not associated with chronic health problems. The second aspect in treating anxiety by CBT is the use of behavioural strategies (Borkovec, 2002). This involves teaching the client techniques for relaxing their body such as meditation, progressive muscle relaxation and relaxing imagery. Clients are encouraged to practice these techniques even when they are not anxious so they feel comfortable with their implementation. In addition, in some circumstances clients will be exposed to situations which make them anxious in order to provide realistic practice opportunities (Borkovec, 2002). A further type of behavioural strategy employed is a stimulus control method. This involves the client in deciding on a period of the day in which worrying will be carried out, carrying out monitoring of their daily worrying, and trying to only worry in the designated period. Then, in the designated period of worrying, clients practice their cognitive skills. Two other techniques used are behavioural activation strategies encouraging the client to engage in more pleasant activities and imagery rehearsal techniques which involve practicing new responses to environmental cues likely to cause worry (Borkovec, 2002). CBT Treatment of Psychosis Unlike the symptoms of anxiety which can be stated relatively succinctly, the experiences of those with psychosis vary to a large degree. Those with schizophrenia-spectrum disorders, for example, can suffer from hallucinations, delusions, perceptual anomalies as well as some associated problems like depression and anxiety itself (Garety, Fowler Kuipers, 2000). The CBT therapist will, therefore, be targeting a greater variety of symptoms than with anxiety, and usually over a much longer period: perhaps three or more times as many sessions as for anxiety. The use of CBT in psychosis was nevertheless developed from the techniques used to treat conditions like depression and anxiety (Tarrier, 2002). CBT is generally used in addition to powerful antipsychotic medications and is aimed at helping clients to better cope with their psychoses. CBT has been investigated in a number of different patient groups, the largest body addresses those with chronic conditions that are treatment-resistan t, with studies generally finding it to be effective (Sensky et al., 2000). More recent studies have found it to be effective in acute and recent-onset schizophrenia (Lewis et al., 2002). The theoretical model for CBT in psychosis is necessarily much broader than that used for anxiety. While the relations between thoughts, feelings and behaviour are important, these have to be set against wider issues. The causes of psychosis are usually multi-factorial and thought to stem from the social environment, biological vulnerability and psychological processes (Garety et al., 2000; see also the stress-vulnerability model: Strauss Carpenter, 1981). In order to reach an effective case formulation, therefore, the therapist needs to examine the confluence of these different factors along with the clients stresses, vulnerabilities and responses. Like anxiety, at the centre of the cognitive model of psychosis lies the idea that the therapist can address all the different types of symptoms by examining cognitive processes. One example Garety et al. (2000) point to was made by Frith (1992), which claims that symptoms of thought insertion are a result of deficits in normal cognitive self-monitoring processes. Similarly, the anxious component of psychosis is seen as resulting from maladaptive appraisals. At heart, the theoretical model of CBT for psychosis relies on the same fundamentals as that for anxiety: that making the client aware of these problematic thought processes will provide some relief. Where it differs theoretically is that it is addressing a wider variety of factors social and biological as well as psychological and so the treatment has to reflect this fact. Turning now to the practical aspects of CBT for psychoses, Garety et al. (2000) outline a six-stage process. The first involves building and maintaining a therapeutic relationship. This was taken for granted in the discussion of anxiety because, to a therapist, this is a given. With psychotic clients, though, there are significantly greater barriers to the building of a therapeutic relationship. The client may well suffer psychotic symptoms during sessions as well as being paranoid about and suspicious of those trying to help them. The second stage is providing cognitive-behavioural coping strategies for the positive symptoms of psychosis (Garety et al., 2000). Similarly to anxiety treatment, this might include reality testing on delusional thoughts, self-monitoring of symptoms and using distraction and withdrawal (Phillips Francey, 2004). The third stage involves attempting to understand the experience of psychosis. Here, the therapist attempts to bring together strands from the clients life and experiences and link them to their psychotic symptoms. Further, however, the therapist also looks to provide some sort of normalisation to the already high level stigmatisation associated with psychosis. This third stage in treating psychosis differs considerably from the treatment of anxiety, which generally does not address wider social issues in depth. Fourthly, the therapist will specifically examine hallucinations and delusions (Garety et al., 2000). This will often be hard as the client will have developed a series of beliefs that are heavily reinforced. These are addressed using standard CBT techniques such as those used in anxiety. Where the approach for psychosis differs, however, is that attempts to change long-held thoughts are not made until well into the therapeutic process and the therapists manner is slower and softer. In addition, compared to CBT for anxiety, there is less emphasis on the patient generating their own alternative interpretations, and more on the therapist providing them. Some clients may not even agree their beliefs are delusional and so the therapist has to work within the boundaries set by the client. The fifth aspect of CBT for psychosis as laid out by Garety et al. (2000) focuses on depression, anxiety and negative self-evaluations. Those suffering from psychosis will often have low self-esteem. This can be the result of long-standing negative self-evaluations which can be targeted by cognitive therapy techniques of reviewing how they arose and then providing a challenge to the thinking. Both depression and anxiety are also treated in this way. Finally, Garety et al. (2000) look at issues of social desirability and risk of relapse. Throughout therapy, the therapist is looking to the future and helping the client to think about their short and medium-term plans. While Garety et al.s (2000) model is influential, it should be noted that the treatment of psychoses, like that for anxiety, is not monolithic there are a variety of different formulations and approaches. Some focus more on particular aspects such as the delusions or coping strategies. Garety et al. (2000) argue, however, that many treatments are now becoming more integrated in order to address the wide range of symptoms in psychosis. Outcomes and Comorbidity The outcome research varies across different types of psychosis and so it is difficult to compare with anxiety outcomes. A further complication is the different methods used and the rapidly developing nature of CBT as an intervention. Psychosis is certainly harder to work with than anxiety because of the sheer number of factors involved and, as a consequence, the outcomes are generally not nearly as good as those for anxiety. One clear similarity between the CBT treatment of psychosis and that for anxiety is their comorbidity in psychotic disorders. Looking across bipolar disorder, schizoaffective disorder and schizophrenia, Cosoff Hafner (1998) found 43% to 45% of psychotic patients had a form of anxiety disorder. Indeed, in their sample, Cosoff Hafner (1998) found that, even though anxiety disorders are often responsive to treatment, none of the patients had been treated for it. Research has questioned whether anxiety might be a dimension of a psychotic disorder like schizophrenia while others suggest they form a subgroup of the patient population (Braga, Petrides Figueira, 2004). Supporting the dimensional view, Lysaker Hammersley (2006) have found a relationship between both delusions and inflexible thought (characteristic of psychosis) and higher levels of social anxiety. Further, looking at schizophrenia in particular, Braga, Petrides Figueira (2004) argue that much of the research shows better outcomes for those treated for comorbid anxiety. While the repertoire, order and specific implementation of techniques used in CBT differs between psychosis and anxiety, the therapeutic relationship will be central to success in both treatments. Factors that Beck Emery (1990) highlight include trust on the part of the client in the therapist, a collaborative approach and a focus on educational issues. Conclusion The treatment of both anxiety and psychosis with CBT is based on identical underlying principles. Theoretically, both approaches involve focussing on the types of attributions and automatic negative thoughts the client is experiencing as well as aspects of behaviour. Similarly, both approaches require a strong therapeutic alliance in order to be successful. The practical implementation of each intervention is, however, tailored for the disorder. The client suffering from psychosis is likely to have a much wider range of symptoms to deal with and, as such, CBT for psychosis generally takes longer and addresses more complex issues. Part of this will involve the therapist in attempting to understand and interpret the experience and causes of psychosis. This is in contrast to CBT for anxiety which will focus more on problem solving. There is evidence to suggest, however, that anxiety forms a part of certain psychoses, and in this situation its treatment should form part of a wider integr ated approach. Finally, outcomes in CBT for psychosis are generally more modest than in anxiety as psychotic symptoms are considerably more challenging for the therapist. References American Psychiatric Association (1994) Diagnostic and statistical manual of mental disorders (4th ed.). Washington DC: American Psychiatric Association. Beck, A. T. (1976) Cognitive Therapy and the Emotional Disorders. New York: International Universities Press. Beck, A. T., Emery, G. (1990) Anxiety Disorders and Phobias: A Cognitive Perspective. Cambridge: Perseus Books. Blackburn, I. M. (1995) Cognitive Therapy for Depression and Anxiety. Oxford: Blackwell Publishing. Borkovec, T. D. (2002) Psychological aspects and treatment of generalized anxiety disorder. In: D. J. Nutt (Ed.). Generalised Anxiety Disorder: Symptomatology, Pathogenesis and Management. London: Taylor Francis. Braga, R. J., Petrides, G., Figueira, I. (2004) Anxiety disorders in schizophrenia. Comprehensive Psychiatry, 45(6), 460-468. Cosoff, S. J., Hafner, R. J. (1998) The prevalence of comorbid anxiety in schizophrenia, schizoaffective disorder and bipolar disorder. Australian and New Zealand Journal of Psychiatry, 32(1), 67-72. Fisher, P. L., Durham, R. C. (1999) Recovery rates in generalized anxiety disorder following psychological therapy: An analysis of clinically significant change in the STAI-T across outcome studies since 1990. Psychological Medicine, 29, 1425-1434. Frith, C. D. (1992) The cognitive neuropsychology of schizophrenia. Hove: Lawrence Erlbaum Associates. Garety, P. A., Fowler, D., Kuipers, E. (2000) Cognitive-behavioural therapy for people with psychosis. In: B. Martindale, A. Bateman, M. Crowe, F. Margison (Eds.). Psychosis: Psychological Approaches and Their Effectiveness Putting Psychotherapies at the Centre of Treatment. London: Gaskell. Graham, P. J. (2004) Introduction. In: P. J. Graham (Ed.). Cognitive Behaviour Therapy for Children and Families. Cambridge: Cambridge University Press. Lewis, S. W., Tarrier, N., Haddock, G., Bentall, R., Kinderman, P., Kingdon, D., Siddle, R., Drake, R., Everitt, J., Leadley, K., Benn, A., Grazebrook, K., Haley, C., Akhtar, S., Davies, L., Palmer, S., Faragher, B., Dunn, G. (2002) A randomised controlled trial of cognitive behaviour therapy in early schizophrenia: acute phase outcomes in the SOCRATES trial. British Journal of Psychiatry Supplement, 43, 91-97. Lysaker, P. H., Hammersley, J. (2006) Association of delusions and lack of cognitive flexibility with social anxiety in schizophrenia spectrum disorders. Schizophrenia Research, 86(1-3), 147-53. Phillips, L. J., Francey, S. M. (2004) Changing PACE: Psychological interventions in the prepsychotic phase. In: P. D. McGorry (Ed.). Psychological Interventions in Early Psychosis: A Practical Treatment Handbook. Chichester: John Wiley and Sons. Sensky, T., Turkington, D., Kingdon, D., Scott, J. L., Siddle, R., OCarroll, M., Barnes, T. R. (2000) A randomised controlled trial of cognitive- behavioural therapy for persistent symptoms in schizophrenia resistant to medication. Archives of General Psychiatry, 57, 165-172. Strauss, J. S., Carpenter, W. T. (1981) Schizophrenia. New York: Plenum. Tarrier, N. (2002) Cognitive-behaviour therapy in the treatment of schizophrenia. In: H. Hafner (Ed.). Risk and Protective Factors in Schizophrenia: Towards a Conceptual Model of the Disease Process. Berlin: Steinkopff Verlag. Wells, A. (1995) Meta-cognition and worry: A cognitive model of generalised anxiety disorder. Behavioural and Cognitive Psychotherapy, 23, 301-320. Wells, A. (2002) Cognitive therapy for generalised anxiety disorder. In: F. W. Bond (Ed.) Handbook of Brief Cognitive Behaviour Therapy. Chichester: John Wiley and Sons. Southwest Airlines: Culture, Values and Operating Practices Southwest Airlines: Culture, Values and Operating Practices Rollin King planned to start low cost airlines that would shuttle passengers between San Antonio, Dallas and Houston. This idea came in his mind due to the complaint of businessmen about the delay of airlines. When all airlines were in losses at that time the Southwest Airlines were earning profit. It was because of the business strategy. They offered lowest and simple charges to get passengers to their destination on time and Muse wanted his executive team to be willing to think independently instead of worked on the institutional practices. One of the things that attract me a lot that there was a plan of profit sharing with senior employees that was first in the airline industry (Arthur A. Thompson, 2008). What grade would you give Southwest management for the job it has done in crafting the companys strategy? What is it that you like or dislike about the strategy? Does Southwest have a winning strategy? Southwest airlines performed successful in the airlines industry. The company demonstrated the ability to quickly dominate markets. Here are some strategies that were really appreciable: Product Positioning Strategy: Southwest airlines carefully projected its image in front of customers and competitors. It offered ticketless travelling by not assigning seats to the passengers so that they could reach the destination on time (Arthur A. Thompson, 2008). Price Strategy: Southwest airlines had offered the lowest domestic airlines charges. There was a plan of profit sharing with senior employees that was first in the airline industry (instituted in 1973) (Arthur A. Thompson, 2008). Promotion Strategy: Southwest airlines wanted to concentrate more on customer preference and benefits. It encouraged its employees to dress casually at work and this created a positive image in front of the customers. (Arthur A. Thompson, 2008). Digital Media Promotion: This was a first airline that developed a web site and online booking facility (Arthur A. Thompson, 2008). One drawback of southwest airlines was that it was taking 6 to 12 rounds in a day. Fuel, air frames and diesel were very costly and southwest airline were not fully boarded. Hence the revenue generation was minimal and the airlines could not make sufficient profits (Arthur A. Thompson, 2008). QUESTION 3 What are the key policies, procedures, operating practices, and core values underlying Southwests efforts to implement and execute its low-cost/no frills strategy? Some policies for the low cost are: The company was operating only one type of aircraft having 737 seats which minimized the spare parts, inventories, maintenance training, and proficient improvement. The company offered ticketless journey which eliminated the expenses of printing and processing paper tickets. The company was serving airports near metropolitan areas and medium sized cities that minimized fuel cost and helped to reach destination on time. Southwest was using point-to-point scheduling of flights instead of hub-and-spoke system which was more efficient in comparison with the later. Southwest didnt have first class section in any of the flights and offered only beverages and snacks (Arthur A. Thompson, 2008). QUESTION 4 What are the key elements of Southwests culture? Is Southwest a strong culture company? Why or why not? What problems do you foresee that Gary Kelly has in sustaining the culture now that Herb Kelleher, the companys spiritual leader, has departed? The company provided free and satisfied environment to the employees. It had positive, innovative and simple culture which contributed to the growth of the company. (Arthur A. Thompson, 2008). Garry Kelly was appointed as vice chairman of the board of directors in 2004. There are some problems that I foresee when Gary Kelly has sustaining the culture: Other rival airlines can copy their spirit and culture that can be problem for the company. Gary was applying changes according to his taste and the company was facing continuous changes. Hence it became difficult to survive in rapidly changing environment. There was no market stability because of the rapidly changes environment (Arthur A. Thompson, 2008). QUESTION 5 What grade would you give Southwest management for the job it has done in implementing and executing the companys strategy? Which of Southwests strategy execution approaches and operating practices do you believe have been most crucial in accounting for the success that Southwest has enjoyed in executing its strategy? Are the any policies, procedures, and operating approaches at Southwest that you disapprove of or that are not working well? The southwest management should get the highest grade in my opinion. Employees maintenance has been crucial in accounting for the success of southwest airlines. The strategy of lowest price with accommodation was very tough but the southwest airlines made it easy (Arthur A. Thompson, 2008). I disapprove due to the following reasons: Southwest should try to expand its existing route. They didnt have Miami International airport as hub even though it is a city of population with a large number in and out flights. Another policy was that the fat people had to take two tickets for being able to sit comfortably in the airline. This was embarrassing to the people who were overweight (Arthur A. Thompson, 2008). QUESTION 6 What weaknesses or problems do you see at Southwest Airlines as of mid-2010? There were some problems that came in the mid of 2010 at the southwest airlines: It depended on only one producer. Southwest was running only one flight of 737 seats there must be some optional flight. Booking of flights became difficult because southwest had eliminated the intervention of agents because of commission amount. Southwest were only focusing on the economy class but have no attention towards business class who were willing to pay for their seats. Money was not the big issue for them (Arthur A. Thompson, 2008). QUESTION 7 Does the Air Tran acquisition make good strategic sense for Southwest? Southwest have a very distinctive and unique culture. The Air Tran acquisition put significant risk. Southwest has one type of plane 737. With the acquisition of Air Tran it started flying the 717 to Mexico and the Caribbean. It was a big shift for southwest (Arthur A. Thompson, 2008). The main base of Air Tran was Atlanta that was a huge delta hub while southwest had started to fly their flights out of the United States. This proves that the acquisition made a good sense not only in business perspectives but also for maintaining the cost effectiveness of the service (Arthur A. Thompson, 2008). QUESTION 8 What strategic issues and problems do Gary Kelly and Southwest executives need to address as they proceed to close the deal with the Air Tran acquisition and contemplate how best to integrate Air Trans operations and Air Trans employees into Southwest? Some problems that need to address Gary and the southwest executives are: Southwest needed to incorporate Air Tran employees into the culture of Southwest that was serving good customer service, lowest costs and lowest charges. To analyze the level of Air Tran employees and the Southwest employees. They have to look on the opportunities and try to enhance business share. They have to analyze that how to conduct flights outside the United States (Arthur A. Thompson, 2008). QUESTION 9 What recommendations would you make to Gary Kelly and Southwest executives as the company heads into 2011? The following are the recommendations for the company: The company has to work on the long term goals. Strategies should be made in accordance with the fuel prices which usually act as a barrier to conventional business growth. Provision should be made for reservations to be performed directly on the site of southwest.com without any intervention of third parties. There must be opportunity for internet marketing. The management of the company should start travelling outside the United States for increasing the market shares. The turnaround time should be improved. The prices of the services should be kept as low as possible. Offering of different types of seating classes with different rates should be helpful for increasing the revenue (Arthur A. Thompson, 2008).