Continuous devastation Essay Example for Free

Continuous devastation EssayThe story of a jellyfish in Quinns book encounters quite an original psycho-philosophical get down to the problem of evolution. The story is do up in a form of a dialogue. A person, telling a story argues, that adult male is a highpoint of evolution, and the hostile applies something like a doctrine of relativity, explaining, that the populace has non always been made for macrocosm and it can be ascertained, that once the realism will be made for someone else once more. For the speaker, evolution has finished as public appe ared, because there is no more way to evolve, thusly, he advocates a theory of extremity of evolution.And while man is a final product of evolution, he can be mentioned as ultimate and supreme creature and the whole world is made for him. To contest much(prenominal) a conclusion the opponent turns to a relativistic approach, trying to concretize the concerned time. A jellyfish serves as example of such relativity, becau se in oddball a researcher appeared on the shore of an ocean 500 million years ago, he would find null more perfect, than a jellyfish on earth. Therefore, a jellyfish could reasonably believe, that it is a supreme creature, because man was effective to appear and has not yet become factual.The evolution ended with jellyfish and the world was made for jellyfish. For Quinn, the core difference between jellyfish and man in the matter of evolution is that a jellyfish does not tell stories, and a man does. Therefore, he invented a religious dogma to justify his superiority and to prove, that the evolution indeed ended with man. Nevertheless, religions remain human inventions and can serve as exculpation simply for other humans. The conclusion is quite pessimistic for humanity once there can appear a creature, which flyoveres man just as we overpass a jellyfish.Question 2 It should first be pointed, that Ishmael sees agriculture as violation of natural laws. Humans do not listen to t he vowel system of mother-nature which tells take what you need and leave the rest. In spite of doing so, man starts producing surpluses, taking more, than he needs. Production of surpluses leas to expansion of community in proportion to fodder supplies and is not limited by any cultural or technological barriers, in conclusion resulting in environmental and natural phenomena, which limit creation fatherth. Quinn compares such processes to a system of checks and balances.Womens fertility in the regions with high surpluses production lessens year after year, until it falls below reproduction rate. Quinn suggests, that population still continues to grow globally, although population may fall locally, and this depends on the type of society. Industrial societies are much less reproductive, since people have less incentive for reproduction. Agrarian societies and their members need a lot of children, often just of economic reasons, because children are future working force. For Qu inn there is one positive effect from present model of population growth.This is unsustainable public press on nature and biosphere, take to the woodsing to extension of about 200 species daily. The situation is especially dramatic in non-European countries, where industrialization, combined with traditionally high birth rates, would lead to catastrophic increase of pressure on nature. Question 3 The next link between fodder supplies and population growth, which is proposed by Quinn is embodied in enclosure food race. He compares such a race with the arms race during the Cold war. For him, human population is determined by food supplies just as with any other animals.In case food supplies grow population and civilization grow. Sometimes the inverse relationship is possible and food supplies grow as the population grows. Consequently, there are two variables population and food supplies, which are mutually dependant. The primary difference with the Malthusian catastrophe concept is that fro Quinn, population can never exceed its food supplies. It will just not grow big enough to consume more food, than it produces. Quinn himself explained, that the problem of Malthus is that How are we going to feed those people? , and his problem is How are we going to stop producing all those people?. So, Quinn saw population growth as function of food supplies with locate correlation between them. Under his concept, a population merely can not overgrow its food supplies, because more people are going to produce more food. Nevertheless, it can be pointed, that Quinn does not consider secondary factors, for example, ability of the Planet itself to produce enough food. Quinn believes, that there can be two endings for food race either abandonment, or catastrophe. It is therefore up to human discretion whether to sensually stop reproduction or face overpopulation and finally decline.Question 4 Quinn defined two major types of humans dependently on their attitude to nature Takers and Peacekeepers. Takers are those, who are usually referred as civilized. Their culture came to the world with the beginning of agricultural revolution 10 000 years ago. Takers considered themselves the masters of nature, for whom the world has been created, and so man has a right to conquer the world. They think, that the world belongs to man. The reverse of their ideas is a belief, that there is something fundamentally wrong with people.Man does not know how to live properly because that knowledge is unobtainable and related to some divine revelation. Peacekeepers, named Leavers by Quinn represent a pretty different approach. They consider themselves just a opus of Nature and try to limit their influence on it by taking nothing more than they need from their environment. They think, that a man belongs to world. Quinn uses an example of Cain and Abel. Cain symbolizes ancient tribes of farmers, who already acted as takers, and Abel presents prehistoric tribes of Semite he rders.Undoubtedly, herders have much smaller influence on nature, since they do nothing to change it. Killing Able by Cain, therefore, is s Symbol of Takers victory over Leavers. Takers indeed easily overcome the Leavers in the process of evolution, because they enjoy much greater opportunities to increase their food supplies and consequently the population. However, in the remote prospective, their way leads to disaster due to overpressure on nature. The Leavers approach is more respective to nature and allows to retain it for longer time, so prospectively the Leavers idea seems to be preferential.Question 5 Quinn uses a come in of a pedaling airman and an aircraft as a civilization metaphor. He speaks, that humans in the last several thousands of years are Takers, who are in the air, provided not in the flight. He compares a modern taking man to a person, who has brought some flying machine to a top of a cliff and attempts to fly. For some time he could really think, that he is able to fly, because his apparatus does not longer stand on the top of a cliff, and a man finds himself in the air. However, only a little time later a man discovers, that he flies down towards his death.Under Quinn, this happens, because man is not familiar with natural laws. He looks like an inventor, who attempts to fly without knowledge of laws of aerodynamics. Similarly, humanity, which is not aware of natural laws is probably to fall down. The basic mistake of a man is that he believes, that it is he, who pilots the aircraft, although it is piloted only by natural laws. Not having a sufficient instrument to make his machine fly, man looks like a pedaling pilot, who tries to move his plane by means of bicycle pedals.It is obvious, that pedals are not good enough to bring an aircraft into motion, so man falls down. Such fall is a direct result of Taker conviction, that the world is made for man. Many humans just ca not believe, that their effort to pilot such a strange aircraft would lead them only to death and annihilation. Question 6 The poster, which is observed by the character of a story puts forth one of the key questions of Quinns book. Gorilla here is likely to represent those other creations of nature, which share our planet with us, humans.It is impossible to say whether they should be reviewed separately from nature, Separation is human feature, and gorillas never tried to discriminate natural processes. So, they can both be regarded as nature itself and as inhabitants of that nature. The first part of a slogan With Gorilla gone, will there be hope for man is more or less clear. Quinn points, that continuous devastation of nature would lead to devastation of man, who can not survive without nature. The second part With man gone, will there be hope for Gorilla is less obvious.It can seem, that in case humanity died out, natural balance would be restored. In other words, gorilla does not need man to survive. To answer the question we should cons ider, that finally a man is also a part of nature, same as gorilla is, so distinguishing of man would also violate natural balance. Therefore, destroying humanity to save nature appears to be an extreme, same as extreme of humans supreme power over nature. So, humans need to find a third way a way of clever cooperation with nature. They need to once again become part of the world and be in a way similar to gorillas.

Selective vs. Differential Media Essay Example for Free

Selective vs. derived function Media EssayAnswer the following questions as you work your steering through the lab material typing in your assists. Then submit your finished lab paper as a Microsoft Word document. This lab report is worth 100 points towards your final lab grade. Each Q is worth 2 points unless otherwise noted. Also, per the Honor Code, this work must be your own. This is due Mon. 10/8 at 1159 PM. The theme of this lab is the acknowledgement of unknown bacteria and vir riding habits in a lab.Selective vs. Differential MediaSelective vs. Differential Media r extinctine the following website to aid you answer Q 1 and 2http//www.highlands.edu/academics/divisions/scipe/biology/labs/rome/selectivedifferential.htm1. What is a selective medium? What chafes the medium selective? Name 2 examples (3 pts.) A selective medium is a medium that contains antimicrobials, dyes or alcohol that supports the proceeds of certain organisms, while inhibiting the growth of others. T wo examples of selective medium ar mannitol Salt agar and Phenylethyl Alcohol.2. What is a differential medium? What makes the medium differential? Name 2 examples (3 pts.) Differential medium is distinguishing microorganisms from one another based on growth characteristics. A medium is differential when you argon able to visibly see the differences in growth patterns of organisms. Differential media include blood agar and eosin Methylene Blue.Steps Used in Identifying an Unknown Bacterium in a LaboratoryI. In a lab situation you would take you inoculum and carry out a streak plate in order to separate out individual cells enough to attain a pure culture(see book of maps p. 5) 3. What is the most common streaking order? (2 pts.) The most common streaking method is the Streak plate method, while the most common streaking technique is the quadrant method. The quadrant method incubates an agar victimisation a four-streak pattern.4. What is the principle privy the Streak Plate Method of Isolation? (2 pts.) The Streak Plate Method of Isolation is utilise to obtain a pure culture in order to isolate a certain organism. This method in allows for the organism to produce individual colonies on an agar plate.II. afterwards incubating your streak plate you would perform a Gram Stain as you learned in Lab 1 The virtual(prenominal) Gram Stain. Im directing you to the Virtual Gram Stain website from the Univ. of Michigan. Click on View Example. You will need to move your cursor over the test tubes to see what each contains. Then jailhouse on the test tubes in the correct order to run the pro thou this is really cool http//vudat.msu.edu/gram_stain/5. What were the results of your Virtual Gram Stain, i.e. describe what you see on the semivowel as to color, Gram Stain result and morphology? (4 pts.) The gram stain was negative. The shape was bacilli and had purple spores present.III. Using the dichotomous names provided as MSWord Documents in this lab, you wo uld carry out specific tests utilizing selective and differential media in order to identity your bacterium. In a microbiology lab you would use Bergeys Manual of Determinative Bacteriology. This book includes all tests and their results to aid in the identification of unknown bacteria. Use the following websites to answer these questions http//www.saskschools.ca/curr_content/biology20/unit3/unit3_mod1_les2.htm http//www.uiweb.uidaho.edu/micro_biology/250/IDFlowcharts.pdf6. What is a dichotomous key? (4 pts.)A dichotomous key is a key utilise to help identify bacteria using process of elimination testing in order to identify each bacteria characteristic.7. Based on the In makeup Flow Charts from Bergeys Manual of Determinative Bacteriology Page 2, answer these questions (4 pts) a. What is the FIRST test that is performed in a lab to differentiate between groups of bacteria? The frontmost test preformed to differentiate between bacteria is Gram stain testing.b. If you looked at you r slide with the 100X oil immersion objective, what is the next thing that you would observe based on the information in the flow chart? The next step in identification is morphology.8. The remaining flow chart pages will show you how dichotomous keys are used in bacterial identification. Scroll down to page 7 and look at the Family Enterobacteriaceae which is comprised of Gram negative rods. (4 pts.) a. What is the first test that may be performed to suck in differentiating among the individual species? The first test that may be performed to start differentiating among the individual species is Lactose Fermentation.b. Use of a dichotomous key allows you to perform the next test needed to identify your mystery microbe based on the results of the test you just performed, i.e. were the results confident(p) + or negative -. Using the flowchart, what would be the microbe which has these test results Lactose positive (+), Indole positive (+) and Citrate negative (-)? The microbe woul d be Escherichia Coli. telamon SECTION 2 SELECTIVE MEDIA.I would resembling for you to read over the different types of selective media and then answer the following questions. Remember that selective media promote the growth of some bacteria while actively discouraging the growth of others.9. For what is Chocolate II agar used? ( 2 pts.)Chocolate II agar is used for isolation and cultivation of Neisseria and Haemophilus.10. Based on the information in the Principle section, Phenylethyl AlcoholAgar will select for the growth of which bacteria? What does the alcohol actually do? (2 pts.) Phenylethyl Alcohol Agar selects for the growth of Gram-positive organisms. The Alcohol in the agar interferes with the DNA synthesis of Gram-negative organisms which inhibits growth.ATLAS SECTION 7 DIFFERENTIAL MEDIAPlease read over this section. Differential media usually distinguish or differentiate different species of bacteria based on the color of the individual colonies or the areas surroundi ng them. Look up these tests and answer the following questions Blood Agar, Catalase, Citrate, Coagulase, Indole, Methyl Red, Motility, TSI, Urea, 11. What is a hemolysis and what type of bacteria produce it? (2 pts.) Hemolysis is the exotoxin of gram positive cocci (streptococcus, enterocus, and aerocccus) that destroy RBCs and hemoglobin.12. What are the 3 major types of hemolysis and their translations? (2 pts.) The three types of hemolysis are B, A, Y. B is complete glade or destruction of the RBCs or hemoglobin and it results in a clearing of the medium around the colonies. A is partial destruction and a green color forms around the colonies. Y is non-Hemolysis and shows simple growth and no change to the medium.13. When would you use the Catalase test? (2 pts.)This test should be used when trying to identify organisms that produce catalase. It is used when differentiating between Catalase positive micrococcaceae and catalase negative streptococcaceae and some variations of t he catalase test are for mycobacterium.14. The Citrate ladders is part of what test series? What is the color of a positive Citrate taste? (2 pts.) The citrate tests are part of the IMVIC (Indole, Methyl Red, Voges-Prokauer and Citrates tests) and are used to distinguish between enterobacteriaceae and other gram negative rods. A positive Citrate test will turn blue.15. What is the purpose of the Coagulase Test? why is it to S. aureus advantage to produce this enzyme? (2 pts.) The coagulase test is used to differentiate between staphylococcus aureus and other gram positive cocci. Coagulase forms a shield with fibrin barriers to resist phagocytoses and other cellular attacks.16. The Indole test will help differentiate what group of bacteria? Using the Methyl Red test, what color indicates a positive result? (2 pts.) The Indole test help differentiate enterobacteriaceae and a positive Methyl Red test result is red.17. What is the principal behind the TSI agar test? The shallow slant and plentiful butt allow for what? (2 pts.) Triple Sugar Iron Agar test or TSI is loaded with nutrients to help distinguish between enterobacteriaceae and other gram negative rods on the basis of glucose fermentation, lactose fermentation, sucrose fermentation and sulfur reduction. A slanted test tube with a deep butt is used. The agar contains beef and yeast ex portions as well as peptone for carbon and nitrogen sources. Also, Sodium thiosulfate for reducible sulfur. Phenol red as a Ph index finger and iron in ferrous sulfate as a hydrogen sulfate indicator. The basis is as something is digested the changes in ph and hydrogen sulfate will cause the color to change.18. What pathogens discharge be identified using the Urease test? What color is a positive result?(2 pts.)Identified pathogens come from the genus Proteus. These hydrolyze carbamide with and enzyme called urease. A positive result will be pink.Watch this program that will walk you through the process of identifying a f oodborne pathogen that has made people sick. conform to the instructions, clicking where indicated to start the activity. Once the file opens, click first on Gram Stain and you will see how it works. Then answer the following questions. http//www.swtafe.vic.edu.au/toolbox/lab_ops/research laboratory/studynotes/snFlowChartIdentProcBac.htm 19. What Gram positive cocci were discovered using the Gram Stain? (2 pts.) The Gram positive cocci discovered using the Gram Stain are staphylococcus, Micrococcus, Streptococcus.20. The positive results of the Catalase Test indicated the possible presence of which Gram + bacteria? (2 pts.)The Catalast test indicated the possible presence of micrococcus and Staphylococcus bacteria.21. The Oxidation/Fermentation test was positive for which Gram + bacteria? (2 pts.) The Oxidation/Fermentaion test was positive for staphylococcus bacteria.22. The Coagulase test specifically identified which species of Staphylococcus? (2 pts.) The Coagulase test specifi cally identified the species aureus.Now using the Dichotomous Keys provided in the Blackboard section for Lab 3, identify these bacteria based on their test results. Then provide a brief description of each from the Atlas Section 12. (4 pts. each)23. Test Results Gram + coccus, Catalase negative, Alpha Hemolysis Bacteria are S. pneumoniae. S. pneumoniae ia an ac-hemolytic, nonmotile, encapsulated, facultatively anaerobic, Gram-positive coccus. It is a significant cause of community-acquired bacterial pneumonia and menigitis in adults. There are at least 80 different serotypes and are defined by antigenically by their capsules. Typically starts in the nasopharynx and from there spread to the lungs and develops into pneumonia or is harbored asymptomatic for months.24. Test Results Gram + coccus, Catalase positive, Coagulase negative, Beta Hemolysis Bacteria are S. epidermis. S. epidermis are non-motile, facultatively anaerobic, non-hemolytic, gram-positive coccus. Normal inhabitant of human skin that has require a significant nosocomial pathogen, Most strains produce a slime layer that may enable them to attach to certain hospital apparatus used in surgical procedures, thereby gaining entrance into the body. Most infections at the site of prosthetic implantation are from S. epidermis, can be severe or fatal.25. Test Results Gram rod, Lactose negative, Urease positive Bacteria are P. mirabilis. P. mirabilis are straight, facultatively anaeroic, highly motile (sw ramificationing), Gram-negative rod. It is a normal inhabitant of our intestinal tract and is in some other animals as well. It is also common in soil and contaminated water. Is has the swarming motility characteristics ad produces a series of visible concentric rings. Common nosocomial pathogen isolated from septic appals and Urinary tract infections. You get it from direct contact with the source. It can lead to other complications like kidney stones and Proteus Septicemia.26. Test Results Gram rod , Lactose positive, IMViC ++ (= negative, negative, positive, positive), Urease positive Bacteria are K. pneumoniae. K. pneumoniae are nonmotile, encapsulted, facultatively anaerobic, Gram-negative rod. It is found in soil, water, grain, fruits, vegetables and intestinal tracts of a variety of animals including manhood. It is in the nasopharynx and oropharynx in humans and is often transmitted as aerosol droplets from person to person. It is a very common nosocominal pathogen. Common infections caused by K. pneumoniae are pneumonia, urinary tract infection, bronchitis, surgical wound infections, biliam tract infections and hospital associated bacteremia. The bacteria are becoming more antibiotic resistant and harder to treat in recent years.ATLAS SECTION 9 molecular TECHNIQUESToday a pathogenic microbe can be identified very quickly using molecular techniques such as DNA Extraction, Electrophoresis, Polymerase compass Reaction and DNA Sequencing. Answer the following questions us ing the information in this section of your Atlas.27. What are the 3 BASIC steps in DNA decline? (2 pts.)The 3 basic steps in DNA extraction are-1. Detergent (Sodium Dodecylsulfate-SDS) is used to lyse cells andrelease cellular contents. 2. Heating-dentures proteins and other cell components3. Water-soluble DNA is precipitated in cold alcohol as a whitish, stringy mass.28. What does electrophoresis do? What is added to the gel to make the results visible? (2 pts.) Electrophoresis is a technique where molecules are uninvolved by size and electrical charge in a gel. Coomassie blue is added for protein staining and ethidium bromide (fluorescent dye) is used for nucleic acids.29. What enzyme is used in PCR and why? (2 pts.)The enzyme used in PCR is DNA Polymerase. It is used because it is able to attach the free nucleotides to complementary bases on the template and create a good copy.THE VIRTUAL BACTERIA ID LABfrom the HOWARD HUGHES medical INSTITUTEhttp//www.hhmi.org/biointeractive/ vlabs/index.htmlOpen this website and click on The Bacterial Identification Lab. Following the instructions, work your way through this lab.30. Following the instructions, identify your bacterium and keep open the species name here. (To do so, you will need to read the page entitled Nucleotide Sequence (1410 letter) and click on Descriptions. Then click on the flush Accession Code. Move down to the 7th line Organism.) (8 pts.) Our bacterium species name is Bartonella henselae31. Now, on the CDC website (http//www.cdc.gov/healthypets/diseases/catscratch.htm) , look up the information on this bacterium and write a 2 paragraph (4-5 sentences per paragraph) answer on the disease that it causes. (8 pts.)The disease that our bacterium Bartonella henselae causes is cat scratch disease (CSD). Most people that are affected in CSD have been scratched or bitten by a cat that is carrying it. They develop an infection at the site of injury. The lymph nodes, typically the ones around the neck, head and upper limbs become swollen. both(prenominal) of the symptoms people with CSD have are fever, headache, fatigue and poor appetite. There are also some rare complications of this bacterium like bacillary angiomatosis and Parinauds oculolandular syndrome.Cats and kittens can spread CDS bacterium to people through bites and scratches. About 40% of cats are carrying CDS at some point in their lives. Cats with CDS do not display and signs of the complaint and you cannot determine which cats have it and which do not. You can reduce your risk of contracting CDS by avoiding rough play with cats, washing cat bites and scratches immediately with soap and water, not letting the cat lock open wounds and controlling fleas. You want to call the doctor if an infection occurs after a bite or scratch. Generally CSD is not serious. Medical treatment is not usually needed. Sometimes treatment with antibiotics like azithromycin is helpful in clearing the infection.Prognosis is good.On a side note, I actually had this as a child. I got it from a stray kitten scratch. I developed large swollen lymph nodes under my arms, fever and soreness. I am not sure if not as much was known back then but my Dr. did surgery to remove the lymph node from under my left arm and drained the other. It was the only surgery (excluding my c-ections) that I have ever had. I never had any further complications after the surgery and was fine immediately afterwards.ATLAS SECTION 10 VIRUSESViruses cannot be grown on media as bacteria can because they are obligate intracellular parasites and need host cells for reproduction. Therefore their identification in a lab is much more difficult. Often immunological tests are used and you will learn about these in a incoming lab.32. Describe the HIV virus. What specific human cells does it infect? (3 pts) The HIV virus is the cause of AIDS. Two forms of the virus exist, HIV-1 and HIV-2. Both are retroviruses and have the ability to make DNA from and RNA tem plate. HIV infects cells with CD4 membrane receptors, normally used for antigen recognition, but by HIV for attachment. A subpopulation of T cells, the T4 helper cells are most normally affected and die. Other types of cells infected can be dendritic, macrophages and moncytes, HIV can be transmitted through bodily fluids to include blood, breast milk, semen and vaginal secretions.33. What is the principle behind growing viral host cells in a lab? What happens after the virus is introduced to the cell culture and what is the result? (5 pts.) The principle behind growing viral host cells is to attain presumptive identification of a virus, how host cells replicate, how quickly it causes damage, and the type of damage it produces. The virus inflicts damage upon the host cell, which in called the CPE (cytopathic effect). It can take as long as 4 days or up to 4 weeks to start seeing damage. Most often they start as small spots (foci) in the cell layer and spread outwards. Common damage t o cells includes rounding (small or large), change in texture, or formation of syncytium (the fusion of infected cells).

Advertising And The Sales Promotional Schemes

Advertising And The sales Promotional SchemesThe communicatement d wholeness to sidereal day is far more different then(prenominal) the old era. Now, the consequence of new technology, the growth in the internet usage, rapidly changing environment, changing focal point of communications, fragmentation of mass commercializes, growing economies, and globalization has changed the overall marketplaceing to office different different communication mediums and techniques with the old ones (newspapers, TV and Radio).E precise day we ar bombarded with different publicize messages whether it is on the intercommunicate while were driving to work, on television during our favorite programs, or in magazines and newspapers. Advertising has entered every area of our lives, and many a(prenominal) of us choose to ignore it on many occasions. This might energize one to ask, do-nothing publicise and publicityal efforts still are strong if people are so saturated with information?The a nswer is yes, publicise and promotions weed be effective if go for properly for natesing the right consumer. One of the main rules in advertising has al bureaus been to keep message simple and consistent and take over it often. It has been shown that people remember advertising if they see it with great frequency, which explains why while watching hours of television one whitethorn see the same advertisement dickens or even three times even more. That way the message will positioned in ones mind.Integrated Marketing CommunicationOne of the or so key aspects of advertising and promoting a harvest-home or function is consistency. Companies ensure the consistency of their message by coordinating all of their promotional activities. This coordination of activities into a system or strategic plan is referredas unified marketing communications (IMC). IMC creates a unified message and enhances the effectiveness of reaching the object consumer. Firms will create one message that will be white plagued consistently throughout a marketing campaign. It is important that the promotional strategy besides be in alinement with the organizational remnants.There are three major aspects of an IMC plan-ResearchCreative AspectsImplementation.Research and analysis are used to find the best way to design the product or service the most effective message and media to use and the best means to distribute the product or service at the optimal price. The creative aspect is the actual advertising, copywriting and designing of promotional materials. Implementation is the act of putting the plan together, creating a strategy and seeing it through. Planning an integrated marketing communications plan also means finding target market ascertain what is unique about the product offering or service providing constructing a positioning strategy for product or service deciding what the best message would be for product and choosing the optimal marketing mix in relation to allowed m arketing budget.Ideally an effective IMC campaign will differentiate the product or service from a competitors generate a flow of leads be consistent with and support the overall branding strategy cause the company to have a more prominent place in the market. Communicate the companys hold up and knowledge and help to retain existing customers.The Promotional MixThe promotional mix is the use of different advertising and communication channels in a coordinated way to run an effective marketing campaign. These coordinated campaigns are part of an effective integrated marketing communications plan. The four main methods of promotion within the mix are-AdvertisingSales PromotionPersonal SellingPublic RelationsThe most important factor in determining the optimal mix is identifying the target market. This squeeze out be determined through extensive market research. Once a company knows its target market it can then research its use of various media outlets in put in to come up with th e best combination of marketing materials to reach the defined target. For example if the target market is stay-at-home moms, an organization might find that television advertisements during certain daytime television shows are most effective for reaching them. If the target market is a young professional, the marketer might find that using billboards in a downtown commercial district and morning drive time radio advertisements are effective for getting the message to this target market. The size of the promotional budget will greatly influence the chosen mix as well. television advertising can be very costly and therefore whitethorn not be a feasible option for a company with a smaller marketing budget at least not during prime viewing hours on major networks. a lot the amount of money a incorruptible spends on promotional activities will be affected by the product life cycle general economic conditions and the competition. The promotional mix may embroil a company coordinatin g its loyalty program with advertising campaigns and a promotional deal.AdvertisingAdvertising is paid communication brought to earshots through different forms of media such(prenominal) as television, radio, newspapers, magazines and billboards. A company uses advertising to inform, persuade or remind its target market of its products or services. Comparative advertising is used to differentiate a companys products in the marketplace from other similar products. For example The Pepsi Challenge campaign was a form of comparative advertising in which consumers were asked to take blind peck tests to see if they could tell the difference between the products. Coca-Cola uses reminder ads to show us how refreshing the beverage can be on a hot day.1.4. different Medium of Advertising and Sales PromotionAdvertising MediumsThere are advantages and disadvantages to each media type and when selecting the advertising mediums to use companies must understand who their target audience is and which the most effective method for reaching them is. Marketers must be able to divide their budgets among the various media resources in order to stretch them the farthest to reach the most customers.TelevisionTelevision advertising is the leading medium for reaching Indian audiences. Although a very expensive form of advertising, television ads reach the largest percentage of the Indian population at once and can be very appealing due to their visual nature as well as their sound.TV ads can be classified into national, topical anaesthetic, and cable advertisements. The type of network chosen will depend on which audience the marketer is trying to reach. If the advertisement is for a local restaurant the company may choose to advertise only on local stations or in local ad space on cable channels or national networks. The time an advertisement is shown is also an important decision that companies must make in order to reach the target audience. Budgetary constraints will also be a factor in choosing time slots for advertisements.Print AdvertisementsAdvertising in newspapers and magazines is other way of reaching customers with a companys message. Print ads are effective because of their visual quality and can be run in many different types of publications. Marketers selling products or services to consumers may choose national publications such as India Today or local newspapers such as the Times of India and Hindustan Times. Businesses trying to sell products or services to other businesses will often advertise in trade publications of the industries they are trying to reach. Companies may also target specialized publications for example a new computing device product may be advertised in PC World or another specialty technology publication. Print ads have a long-acting life than electronic media ads and are good for telling a story about the value of a product or service.RadioAlthough lacking the visual appeal radio can be an effective medium for reach ing target consumers. The average radio reheelener tunes in for three hours a day and often on a regular basis. When using radio advertisements in marketing mix it is necessary to make sure that the company and product or service is clearly identified. As with television it is also necessary to find the right station for advertising to the target consumer. If your service is a bar for college students you may choose to advertise in the evenings on a college station or an alternative rock station and if your target audience is senior citizens you may advertise on news stations or a talk show.InternetThe Internet has become an important electronic medium and its interactive quality is unique. It permits instantaneousness of get and a high level of convenience. It can be personalized and individualized. The Internet and the World Wide Web are becoming essential tools in an integrated marketing plan and effective tools in sustaining customer loyalty and satisfaction.Direct MailMailing advertisements or promotions directly to peoples homes is another commonly used method of reaching consumers. Direct mail campaigns can be expensive due to printing and postage costs but these campaigns can be effective if the mailings reach the right consumers. Often companies will purchase lists of consumers or collect data themselves to build a mailing list. The people on these lists will then be sent targeted mailings.TelemarketingThe utilization of telemarketing has been greatly affected in India by the recent implementation of the national Do Not annunciate registry, where millions of Indians signed up to have their telephone numbers removed from telemarketer lists. Internationally moreover regulations regarding telemarketing vary and it may still be a very effective method of reaching consumers. The downside of telemarketing is that most people do not like the invasiveness of being called at home though unfortunately many mass marketers find the risk of offending non recep tive households is offset by the effective results and benefits from these marketing methods.Outdoor and Out of HomeThe majority of outdoor advertising rupees are spent on billboards. Billboards are a habitual way of reaching commuters and consumers in a single geographic location. Other forms of outdoor advertising known as out of home include sports stadium ads, bus shelter posters, or signage on buses and taxis.Advertising TrendsA very popular way of getting a message across is using celebrity certifyments. Advertising companies are willing to pay money in order to hire celebrities to conciliate their brands. Celebrities are part of an advertising message and campaign. Of course using a celebrity spokesperson can be a risk. When choosing a celebrity to endorse products, it is important to find an appropriate match with the product or service. The relationship should be believable. It is also important that the celebrities endorsing the product be credible. They should either h ave expertise in the field or be trustworthy characters.SponsorshipsThis is a well-used form of promotion and advertising that allows the company to buy into a sporting event or activity. The amount of investment in a sponsorship can range from an athletic company supporting a college sports team by providing them with brand-name uniforms in order to uphold the brand to a company sponsoring a cricket game. For example Pepsi and Coke use to take sponsorship of cricket time to time.InfomercialsAnother trend in advertising is the infomercial. This is an extended television advertisement and usually runs at off peak hours or on lower-budget television or cable networks. Infomercials are usually at least a half hour long. Some of the most popular items that are sold through infomercials are fitness videos, skin care products and kitchenware. Often they will feature celebrity endorsements and offer products that cannot be purchased in stores. Their low-budget appearance and late-night s howing often characterize infomercials. Once the consumer is convinced to purchase the product he or she will then be able to call and order the product over the telephone generating a direct response to the infomercial.Sales PromotionSales promotion consists of many activities used to sell products. They are activities that give consumers a short-term incentive to make a purchase. Sales promotions are also activities that change the price and value relationship of a product as perceived by the target audience with the possible effect of generating present(prenominal) sales. It is possible that a sales promotion can also alter the long term value of the brand by making what might be a premium product more affordable.Sales promotions are generally time-bound programs that require participation on the part of the consumer through either immediate purchase or some other action. The fundamental goals of sales promotion are tactical, strategic and ultimate. The tactical goals are to com bat a competitors increase in market share to combat other competitors promotional efforts and to move brands that are either declining, overstocked, damaged or not selling fast enough. The strategic goals are to strike consumers to switch from a rival brand to increase product consumption to reinforce the marketing communications efforts for the brand and to motivatebrand loyalty. The ultimate goal of a sales promotion is to increase sales, profits and market share. There are different channels for sales promotions which include consumer promotions and trade promotions.Consumer PromotionsConsumer promotions are accommodate toward getting consumers to try a companys products. Some examples of consumer promotion activities include coupons, rebates, sampling, sweepstakes, point-of-purchase displays and special packs.CouponsWhether we cut coupons from newspapers and magazines or getting them in the mail, coupons are a very popular form of sales promotion. They are very effective espe cially in economic downturns for luring people into restaurants or causing them to make repeat purchases of products. E-coupons are another popular form of sales promotion they are extremely effective for luring in customers and are redeemed by 57 percent of the people who tattle on them. The most popular uses of e-coupons are for sales of groceries, books and health and music products. The disadvantage of coupons is that they do not kick upstairs brand loyalty most consumers who use coupons regularly are willing to switch brands if there is a better discount available.RebatesRebates are partial refunds that are offered by the manufacturers. Often manufacturers will use mail-in rebates as incentives for purchasing. The consumer must purchase the product at full price and then fill out paperwork and mail in the receipt in order to receive some money back. Rebate programs allow marketers to promote a companys product at a reduced poster bate price also called MRP offering a substant ial savings to its customers but also requiring that a set of conditions be met to qualify.SamplingCompanies will often send or hap out sample distributions of products in order to attract customers who may not have purchased their products otherwise. Beverage companies may target college students and hand out soft drinks on campuses, or a food company may set up a stand in a grocery store so that consumers can sample their new chips. You may even receive a trial bottle of shampoo in the mail or you may remember receiving the India Online (IOL) CD in the mail offering 100 desolate hours of Internet access. These are all examples of sampling, and the intention of these promotions is to introduce a new product or service to a consumer in order to generate brand loyalty. Sampling can be a costly method of attracting customers and it often results in wasted distribution however it can be a very effective method for getting consumers to switch brands.Sweepstakes and ContestsSweepstake s and contests are another strategy of sales promotion. Data will be collected from consumers and they will be entered to win a prize. Companies can use the information that they collect from entrants in order to develop a mailing list for future promotional campaigns. Organizations must be sure to print all the guidelines for their sweepstakes or contests in order to avoid legal entanglements. Some of the guidelines companies should follow in order to put on a successful sweepstakes promotion include the following-Clarify who is eligibleIndicate states where the promotion is not valid accommodate the termination date of the promotionClarify random drawing proceduresCompanies should also detail the prizes disclose the odds of winning declare a deadline for entry and take into account the right to use winners names and photographs for publicity.Point-of-Purchase DisplaysPoint-of-purchase ( show up) promotional materials are displays that are set up in stores in order to prominently display products. At a grocery store a POP is usually placed in front of the store, at the end of an aisle, in the aisle or on the shelf. POP displays are very successful due to the fact that many people make last-minute purchasing decisions.BundlingSometimes companies bundle products together in order to promote a new product or to encourage consumers to try a complementary product such as a free small conditioner bundled with a shampoo purchase or a free disposable razor with a shaving cream purchase. A company may also offer a bonus pack or a special pack with 20 percent more in order to encourage a customer to purchase a product.Give a waysAnother strategy used by companies is that of special promotional items to be attached away. These may be hats or T-shirts advertising the company or brand. For example, many times credit cardAdvertising

Wholistic Visual Cues When Reading

Wholistic Visual Cues When ReadingTo what extent do we physical exercise wholistic ocular cues when narration?Researchers nonplus proposed that individuals use the outline consideration of a intelligence information, gist wholistic optical cues, in opthalmic news program learning in reading material. Various methods have been used to investigate reading in individuals with differing reading abilities. The reading abilities of boylike children and individuals with dyslexia have been studied to determine how this deviates from ordinarily reading adults. The majority of research put together the use of wholistic visual cues is most beneficial to individuals with dyslexia (Perea Panadero, 2013) and those in the early stages of breeding to read (Ehri, 1995). However, disparity between the research cultures exist, proposing that wholistic visual cues are used in conjunction with other recognition subprogrames.The holistically biased hybrid model (Allen, Wallace Weber, 19 95) and the process model (Besner Johnston, 1989) twain provide theories for denomination recognition. The holistically biased hybrid model uses either an addressed or an assembled pathway to process speech communication, with the addressed pathway cosmos dominant in normal reading (Allen et al., 1995). This model accounts for both sacred scripture of honor frequency and provides an explanation for reading behaviours when presented with a mixed case simulacrum, supporting the use of wholistic visual cues in reading (Allen et al., 1995). Alternatively, the process model recognises words use either a familiarity assessment, letter analysis or multi-letter identification (Besner Johnston, 1989) and rejects the use of wholistic visual cues. The synergetic activating model uses similar analytical methods as the process model (McClelland and Rumelhart, 1981), whereby numerous variables of the word are processed for recognition. The different uses of visual cues was unconquera ble by Paap, Newsome and Noel (1984) who cerebrate that wholistic visual cues are used in the initial stages of word recognition and this is then followed by abstract letter identification. Evidence for both of these models have been found and provide evidence for and once against the use of wholistic visual cues using a variety of research methods.A method used to research the impressiveness of word baffle in reading is that of the cloze test, whereby participants must anticipate the upcoming word. Haber, Haber and Furlin (1983) tested adult reading using cues including word length, envelope status or providing the following word. They found that participants used the shape envelope to recognise the target word. The cue provided word length information which decreased the number of ersatz applicable words. However, the wholistic visual cues did non provide semantic cues, suggesting that other methods of word recognition are required in conjunction with wholistic visual cues. Mirman and Magnuson (2008) discovered that words which are semantically similar increase reception times in visual word recognition. These pieces of research support the interactive activation model because it requires the bear on of several aspects of the word in parallel, including semantics (McClelland Rumelhart, 1983). Fisher and Murray (1987) replicated Haber et al.s (1983) research using children as their participants. No age difference was discovered in the use of wholistic visual cues between the ages of 10 to 13 years old. However, Johnston, Anderson and Duncan (1991) determined that at 8 years old salient external features improved reading accuracy which was non seen at the age of ten. This research therefore suggests that wholistic visual cues may be used more in reading behaviours when improving reading ability.Naming tasks have been particularly important in researching developing reading abilities. Webb, beech, Mayall and Andrews (2006) studied the effects of con cealing either the inner or outer sections of words for children. The outer sections of a word elicited more accurate reading ability, whereas inner visual information of words had no influence on the individuals reading behaviours even when accounting for frequency effects. Increased performance when presented with the outer sections of words as opposed to the inner sections was in like manner evidenced by Beech and Mayall (2005). This concluded that individuals process word shape envelopes in visual word recognition, suggesting that wholistic visual cues may play a role in the initial stages of the interactive activation model (Webb et al., 2006). It is also possible to explain the findings using Gestalt theory, proposing that individuals form connections between the outer sections of words in influence to make up for the missing word sections (Beech Mayall, 2005). The Gestalt theory provides evidence for the use of wholistic visual cues and it is evident when researching the e ffects of presenting other sections of words.This was then analysed further by presenting only the upper section of words to normally reading adults. Perea, Comesana and Soares (2012) determined an improved reaction time when upper sections of words were presented. However, this did not apply to pseudo-words, implying that the word must be known in order to have the desired effect. The decreased reaction time indicates that upper sections of words have more salient cues than lower sections of words, meaning they are more exemplification of the target word. These pieces of research therefore emphasise the importance of wholistic visual cues in visual word recognition, however research by Pelli, Farell and Moore (2003) contrasted these conclusions. The researchers determined that individuals focus on minor cues in words and collate these for an overall representation of the word, contrasting the evidence of using wholistic visual cues when reading. Further information other than wor d shape envelopes must therefore be known in order to accurately process the apt(p) word.An substitute way in which the use of wholistic visual cues has been researched is that of using a mixed case paradigm, presenting an array of uppercase and lowercase letters to participants (Coltheart Freeman, 1974). Presenting words in a mixed case format increased reaction times as well as reducing the recognition of the word, providing evidence for the importance of wholistic visual cues and contradicting the interactive activation model (Coltheart Freeman, 1974). However, the mixed case paradigm had no influence on the identification of individual letters in this case, supporting the interactive activation model and opposing the use of wholistic visual cues. Besner and Johnston (1989) also found pseudo-words in a mixed case format to be detrimental to reading ability. This therefore demonstrates the need for the word shape envelope and rejects the interactive activation model due to th e reduced reading ability. Allen et al. (1995) used a lexical decision task to compare the reading of lower and mixed cases when given a time constraint on processing. The experiments concluded an increased reaction time for pseudo-words in a mixed case format, indicating the importance of wholistic visual cues in word recognition. Participants struggled to accept or reject pseudo-words presented for 400ms, representing the processing limitations during short exposure periods. This research is in line with Allen et al.s (1995) holistically biased hybrid model just now contrasts the analytical models, including the process model. The research carried out by Allen et al. (1995) indicates that for the successful completion of lexical decision tasks wholistic visual cues are necessary, meaning that reading methods may alter to the tasks requirements. This provides an explanation for the smashing degree of variation seen in the research into the use of wholistic visual cues and shows the high level of validity of this method due to the replicability of the findings.Further research has led to the suggestion that wholistic visual cues may only be used in circumstances where normal reading behaviour is inhibited. This was recently demonstrated by Perea and Panadero (2013) using a lexical decision task to analyse reading behaviours for adults, children and children with developmental dyslexia. There was no effect on the reaction times for word recognition when pseudo-words were presented as having the same shape as real words for adults and children. However, those with developmental dyslexia were found to be affected by the word shape of pseudo-words (Perea Panadero, 2013), reflecting how wholistic visual cues are used to a different extent. This indicates the use of more analytical processing methods in normal reading. Lavidor (2011) also found word shape envelopes to be beneficial to individuals with dyslexia. These pieces of research suggest that children and those with dyslexia fixate on particularly salient cues in order to reliably process words (Ehri Wilce, 1985). This again dismisses the word shape hypothesis and provides further evidence for the importance of the interactive activation model (McClelland Rumelhart, 1981) during normal reading due to the use of feature analysis. These studies suck up the requirement for top-down processing in normal reading behaviours compared to dyslexia, as the interactive activation model (McClelland Rumelhart, 1981) requires the processing of multiple factors in word recognition.cognitive processing, including top-down processing, is a vital part of visual word recognition. Research carried out by Yates (2013) provides further evidence with clustering effects that word shape alone has limited influence on normal reading behaviour. If a set of words only differ by a phoneme then word recognition requires a higher level of activation and is processed more slowly (Yates, 2013). This infers that the use of a words shape envelope is influenced by cognitive processing ability. Cognitive processing can again be seen by analysing parafoveal vision. When monitoring eye movements McConkie and Zola (1979) discovered normally reading adults do not detect any changes to manipulations of word shape in parafoveal vision. Contrasting evidence by Haber, Haber, Furlin, Paap, Newsome and Noel (1984) determined that when proofreading, participants remained unaware of changes to words unless the word shape envelope was manipulated. An alternative explanation for the lack of evidence for the word shape hypothesis may be that the use of wholistic cues becoming modify (Webb et al., 2006). Research has proven the importance of the word shape envelope for young readers and dyslexics, however it has not been consistently reported in adults. If word shape is processed in a more automated manner the individuals cognitive load would be significantly reduced (Webb et al., 2006). This reduction woul d allow other, more efficient, reading behaviours to occur. These pieces of research led to the conclusion that wholistic visual cues are important in visual word recognition, however as an individual matures their reading behaviours may be modified.Previous research has found that individuals reading methods change as their reading ability improves. Children initially use wholistic visual cues and then potentially develop more impelling reading methods (Perea Panadero, 2013). Research by Seymour and Eldre (1986) determined that in order to read children have to be specifically taught to read each of these words, meaning they are futile to determine the phonologic information of a word and as such rely on wholistic visual cues (Webb et al., 2006). This was also supported was Ehri (1995) who described stages in childrens visual word recognition. When children learn to read they engage in sight word reading or logographic reading, meaning that the word is read by dint of memory r etrieval. As childrens reading ability develops they learn the relationship of phonemes and graphemes and are thus able to apply this to more complex words in the consolidated alphabetic stage (Ehri, 1995). Research using children is therefore of great expediency when focusing on adult reading. The conclusion has been reached that as children develop their reading ability they refine their use of wholistic visual cues. Thus as visual word recognition becomes more refined individuals use other recognition strategies in parallel with wholistic visual cues.Research into the use of wholistic visual cues has shown that adults do not necessarily use wholistic visual cues. However, evidence has shown that children and individuals with developmental dyslexia use these cues to a great extent. This difference may occur due to the processing of wholistic visual cues becoming more automated as reading develops. Alternatively, the varying use of wholistic cues may be explained by the demands of the task, as shown by lexical decision tasks (Allen et al., 1995). For this reason wholistic visual cues provide a more accurate account of visual word recognition when taken in conjunction with analytical models, such as the interactive activation model and the process model.ReferencesAllen, P. A., Wallace, B., Weber, T. A. (1995). Influence of case type, word frequency, and exposure era on visual word recognition. Journal of Experimental Psychology Human cognizance and Performance, 21(4), 914-934.Beech, J. R., Mayall, K. A. (2005). The word shape hypothesis re-examined Evidence for an external feature good in visual word recognition. Journal of Research in Reading, 28(3), 302-319.Besner Johnston (1989) Beech MColtheart Freeman (1974) AllenEhri, L. C. (1995). Phases of development in learning to read words by sight. Journal of Research in Reading, 18(2), 116-125.Ehri Wilce (1985) LavidorFisher Murray (1987) WebbHaber, L. R., Haber, R. N., Furlin, K. R. (1983). Word lengt h and word shape as sources of information in reading. Reading Research Quarterly, 18(2), 165-189.Haber, Haber, Furlin, Paap, Newsome Noel (1984) Beech MayallJohnston, Anderson Duncan (1991) Beech MLavidor, M. (2011). Whole-word shape effect in dyslexia. Journal of Research in Reading, 34(4), 443-454.McClelland and Rumelhart (1981)McConkie, G. W., Zola, D. (1979). Is visual information integrated across successive fixations in reading? Perception and Psychophysics, 25(3), 221-224.Mirman Magnuson (2008) yatesSeymoure Eldre (1986) WebbPaap, K. R., Newsome, S. L., Noel, R. W. (1984). Word shapes in poor shape for the race to the lexicon. Journal of Experimental Psychology Human Perception and Performance, 10(3), 413-428.Pelli, D. G., Farell, B., Moore, D. C. (2003). The remarkable inefficiency of word recognition. Nature, 423, 752-756.Perea, M., Comesana, M., Soares, A. P. (2012). Does the advantage of the upper part of words occur at the lexical level? Memory and Cognition, 40, 1257-1265.Perea, M., Panadero, V. (2013). Does viotin activate violin more than viocin? On the use of visual cues during visual-word recognition. Experimental Psychology, 61(1), 23-29.Webb, T. M., Beech, J. R., Mayall, K. M., Andrews, A. S. (2006). Its whats on the outside that matters An advantage for external features in childrens word recognition. Journal of Experimental Child Psychology, 94, 163-181.Yates, M. (2013). How the clustering of phonological neighbours affects visual word recognition. Journal of Experimental Psychology Learning, Memory and Cognition, 39(5), 1649-1656.

Interruption Interception Modification And Fabrication Attacks Computer Science Essay

Interruption Interception Modification And Fabrication Attacks Computer Science EssayThe colloquy has been playing an serious role since the dawn of culture. It has exit an integral start out of existence in the societies which argon mettlesomely networked where we live in. A few types of colloquy types discombobulate been developed during the earlier stage of civilization which resulted in evolving umpteen types of communications till to twenty-four hours. The communication through the profits is the best examples of the latest communication types.There ar contrary types of communications prevailing in our day to day life such(prenominal) as Radio communication, Mobile communication, Telephonic communication and Network communication. Each communication type has its own importance but the communication over a network has been mostly implemented in our life and has been evolved as the most actorful and highly developed communication methods. The network communication met hod has created a great impact on lives of humans. So as this method is gradu e rattling last(predicate)y developing and being use by m either individuals and organizations, such advance in the technology has resulted in the security issues such as threats or malicious attacks to the individuals and organizations. So in that location is a drive to encounter these threats and attacks which resulted in the introduction and development of variant mechanisms for providing different services and cryptography is one of the mechanisms which is mostly utilize in the network communication.TYPES OF SECURITY ATTACKSThere argon different types of security attacks which affect the communication execute in the network and they atomic number 18 as followsInterruption This type of attack is due to the obstruction of any conformation during the communication process surrounded by one or more than systems. So the systems which are utilise become unus open after this attack by the wildcat users which results in the wastage of systems.Interception The phenomenon of confidentiality plays an important role in this type of attack. The selective information or mental object which is sent by the sender is intercepted by an unauthorized individual where the mental object exit be changed to the different form or it will be use by the individual for his malicious process. So the confidentiality of the capacity is lost in this type of attack.Modification As the name indicates the meat which is sent by the sender is modified and sent to the destination by an unauthorized user. The integrity of the pass a great is lost by this type of attack. The receiver nookie non receive the exact message which is sent by the source which results in the poor performance of the network.Fabrication In this type of attack a fake message is inserted into the network by an unauthorized user as if it is a valid user. This results in the loss of confidentiality, legitimacy and integrity of the message.CRYPTOGRAPHYDEFINITION The word cryptography is the science of securing information by different techniques such as encryption and decryption. The word cryptography is derived from the Hellenic word Kryptos which means hidden and graphia means writing, so totally it means hidden writing. Cryptology and Cryptanalysis are closely related to Cryptography. Cryptanalysis is the process of breaking the thinks and coded without victimisation a make out and whereas the cryptology is the combination of two cryptanalysis and cryptography. In the process of cryptography the info which is to be communicable and acquire is en work uped by different mainstays so that it potty non be project by the unauthorized users. But only the sender and receiver grass be able to understand this data.HISTORY The concept of cryptography was originated in 2000 B.C. in Egypt where the Egyptians practiced hieroglyphics where it is apply to reveal the story of the dead people by decorating their tombs and this process was practiced in enact to make them to see more ceremonial, majestic and noble but not to hide the message themselves. But later many encryption techniques have evolved for show into practical applications in order to hide the information from others. The history of cryptography was very interesting and many changes have been undergone through many centuries. During the ages of civilization the important issue was the maintenance of secrecy due to the different reasons by individuals or groups and this secrecy maintenance helps the individuals or groups to gain a competitive edge, the passe-partout intentions of each individual can be hidden and in any case the weakness can be reduced. The innovations or advance in the technology has resulted in the changes in cryptographic history. The process of cryptography has begun by sculpturing the message on wood or stone and then it is sent to the person who has to be received and it is decode to the curr ent schoolbook by different process. But the development of cryptography has undergone many changes from carving the message on wood to the stream of binary codes. These streams of binary codes are transmitted over network wires, airwaves etc in the past but now these binary codes are sent in the form of 0s and 1s through internet cables or open airwaves. These packets are encrypted so that they are not disturbed by the unauthorized users. The Egyptians have started the process of cryptography by replacing the passe-partout message with the different message with the help of cipher and this process is cognize as substitution cipher where each letter in the message to be sent is re purports with the different letter so that unauthorized cannot understand. This message is again retransformed to the original form by the receiver. For example the sentence or messageSTAFFORDSHIRE UNIVERSITY (Plain text)is changed toTUBGGPSETIKSF VOJWFSTJUZ (Encrypted text or cipher text) where each l etter is re starts with the preceding letter so that no one can understand.ANCIENT METHODS OF CRYPTOGRAPHYDuring the ancient times at that place were different cryptographic methods which have been implemented for securing the data safely so that it cannot be accessed by an unauthorized user. So the different methods are as follows Hebraical cryptographic method This is one of the ancient methods of cryptography where flipping of the alphabets takes place in such a way that the mapping of the each letter in the original alphabet and the flipped alphabet should not match each other that means the corresponding letter in the original alphabet should be different in the flipped alphabet and this method of encryption is cognize as atbash.ABCDEFGHIJKLMNOPQRSTUVWXYZZYXWVUTSRQPONMLKJIHGFEDCBAFor example the encrypted form of the word Staffordshire University is hgzuuliwhsriv fmrevihrgb.Spartans method This method of cryptography was implemented close to 400 B.C. by the Spartans where th ey used to encrypt the message or information by using a sheet of paper rush and a wooden stick or rod. The message which is to be sent is written on the papyrus and it is wounded around the stick or rod and this information can be know by the receiver only when the message was wounded around the correct staff so that the letters would properly match. This process is known as scytale cipher and when the topic is removed from the stick or rod the message which was written on the paper was just found as the group of the random characters and this different pieces papyrus are sent to group of soldiers by Greek government with the help of carriers. After receiving the papyrus the soldiers then wound this papyrus around the stick or rod which is of bear upon diameter and length so that the letters which are random match with the letters with the second rod and the message which is sent can be known. The soldiers make use of this method for the information about the strategic moves and military directives.Julius Caesar method This is also one of the ancient methods of cryptography where Caesar developed a method where the letters of the word are shifted by some number which is set. He developed this method because of his non trustiness on his messengers. So he used to shift the letters by the number 3 such as the letter A is replaced by letter D. So the one who knows the shift by 3 rule can only decipher the message.STUDENT (Plain message)VWXGHQW (encrypted message)CONCEPT The main concept of cryptography is the process of securing the information by changing the original form of the text or message to the form which cannot be register by the unauthorized user. The message which is sent originally by the sender is known as plaintext which can be read by everyone and the encryption technique is applied to this plain text which results in the formation of cipher text or encrypted text which cannot be read by an unauthorized user. An encryption algorithmic program i s used to convert the plain text into cipher text and again this cipher text is retransformed into plain text by decryption algorithm. This means that cryptography is the science which is used for nurseing the message or information by providing different ways and process in order to convert the message or information which cannot be read by anyone. The data or message is converted in such a way that theNo access of data for an unauthorized personInformation present in the data frames is hidden entropy authentication is formedThe altering of the data is avoidedThe message originator cannot disown the dataSo the information which is transmitted on information and communication systems can be protected or apprehendd by the technology known as cryptography. This technology is applied in many fields such as finance, individual(prenominal) data, military etc.This technology provides a means of authentication verification of the data so that the real culprit can be caught who interrupt s the confidentiality and integrity of the data.DIFFERENT footing IN CRYPTOGRAPHYCryptography The science of protecting the message or data by using different techniques is known as cryptography.Cryptosystem The process of encryption and decryption comes under cryptosystem.Cryptanalysis The process of converting the plaintext from the ciphertext without use of a advert.Cryptology It is the combined study of cryptography and cryptanalysis.Encipher The act of converting the data which is cannot be unmortgaged by an unauthorized user.Decipher The act of converting the data into readable format.Plain text This is the original message or the initial message which is sent by the sender to the recipient. This also known as clear text or original text. encoding This is the process of converting the plaintext or original text into the text in order to cover the message which cannot be understood by any unauthorized users.Ciphertext The text which is sent for encryption results in the form of text known as cipher text or encrypted text which cannot be read by unauthorized users.Decryption This is the opposite of encryption where the encrypted text or cipher text is take fored to its original form by using this technique. The conversion of cipher text to plain text takes place in this process.Hash algorithm This is the algorithm which is used in the encryption technique for the conversion of large string to the fixed length string. This increases the speed of the process.Key Key is the qualify tax which is used for encrypting the plaintext to produce the ciphertext.The value of the distinguish will be very high. It is the series of bits and instructions which governs encryption and decryptionCipher This is the algorithm which is used for the adaptation of the plaintext to the ciphertext which is the intermediate formGOALS OF CRYPTOGRAPHYThe main objective of the cryptography is to underwrite the information which is sent from the sender to the receiver so that i t cannot be accessed by any unauthorized user and in order to maintain the security of this information cryptography has need to take care of some characteristics which are as followsConfidentiality The phenomenon of confidentiality plays an important role in cryptography. Confidentiality is the method of securing the information or message such that it can only be accessed only by an authorized user who is proposed to read it. The confidentiality of the information loses its importance when it can be accessed by an unauthorized user. So when a message is sent from A to B, only B should be able to understand the message.Authentication The phenomenon of authentication also plays a major role in cryptography. The identity of the sender who is sending the message is very important for the receiver. So this is the process of sending the identity proof of the sender to the receiver such that the receiver can be able to know the person who is sending the message. The main concept here is the assurance.Integrity The integrity of the message has very much importance in cryptography. The message which is sent by the sender should be the same when it is received by the receiver. The message should not be altered or changed during the transmission system process by any unauthorized users. So this is the method of fashioning sure that the message which is sent is not altered or tampered during the transit. The circumscribe which are present at the sender should reach the receiver with the same contents without any change.Non-repudiation This is the method to make sure that the message which is sent is nor disowned. The s ender after sending the message should not declare that it has not sent the message .Once the message is sent by the sender then he is the originator of the data. He has no authority of denying of sending the data.So these are the characteristics of cryptography where all these elements are maintained and implemented during the process of transmission of data from sender to the receiver.CRYPTOGRAPHIC or ENCRYPTION TECHNIQUESA line plays an importance role in the classification of the cryptographic techniques. The number of keys used decides the type of cryptographic techniques used. So the two important cryptographic techniques area s followsSINGLE OR mysterious KEY CRYPTOGRAPHY OR SYMMETRIC ENCRYPTION The single key cryptography is one of the main cryptographic techniques where only a single key is used for encryption and decryption of the data or message. So only a single key is responsible for the process of encryption and decryption. This is also known as symmetric key or hidden key or private key encryption. So the process of encrypting and decrypting the message or information or data with the help of a single key is known as single key cryptography. The same key which is used for encryption is also used for decryption. The important point of this type of cryptography is that the both sender and the receiver should acce pt on the same key.Symmetric cryptography or encryption between A and BThe process of single cryptography takes place between A and B by sending the message between them. The message which is to be sent by A should not be accessed by an unauthorized user and it should be able to read by only B. In order to make sure that only B has to read the message then a unfathomable key is generated by A. So the secret key which is generated is used for the encryption of the message and this encrypted message is sent to B in the form of ciphertext.This process is known as encryption.Inorder to read the encrypted message by B there is a need of the secret key which is generated by A. So the secret key is transmitted by A to B by different means. The key can be sent to B directly in person by A but it depends on the distance between A and B which effects time. If the distance is more it takes more time and vice versa. The availability of B also plays an important role in sending the key. So as s oon as the key is received by B then the decryption of the data takes place with the same key in order to retain its original form which is the plain text. So the secure transmission of data takes place between A and B.PROBLEMS IN SYMMETRIC CRYPTOGRAPHYThe main occupation in symmetric cryptography is with the key which are used to encrypt and decrypt the data or message. The key which is used here is not more secure.Inorder to transfer the message in the symmetric cryptography the sender should send the key along with the message through internet in the form of email or through IRC services. So this type of transmission of keys is more unfixed so that the data can be altered or tampered. The key can be transmitted physically but the distance between the sender and the receiver plays an important role and which is insecure. The process of transferring the key verbally through a phone line results in the leakage of the conversation to others. The sharing of the keys is also one of t he problems in this type of cryptography. The other problems in this type of cryptography are key distribution and key management. This type of cryptography lacks in providing data integrity, non-repudiation and data authentication. Digital signatures cannot be created by symmetric cryptography.PUBLIC KEY CRYPTOGRAPHY OR crooked ENCRYPTIONThe prevalent key cryptography is also one of the main cryptographic techniques which is used for the secure transmission of data. Based on the security issues which are limited in secret key cryptography the public key cryptography has been evolved. This concept was introduced by Whitfield Diffie and Martin Hellman in 1975. The process where the encryption and decryption of the data or message takes place by two keys instead of a single key is the public key cryptography and this technique is known as asymmetric key encryption. As the name indicates asymmetric key encryption, one key is used for encrypting the data and the other key is used for d ecrypting the data. These two keys form a pair of keys and the combination of these two keys is known as key pair. The two keys which are used here are public key and secret key or private key. The public key can be liberally distributed to any one which is used for encryption and therefrom this is named as public key encryption. The other key which is the private key or secret key cannot be distributable to any one and is used for decryption. The secret key is private to any communicating part participating in the process. In this type of cryptography the message or data can be encrypted with only one key and decrypted with the other key where the key which is used for the encryption cannot be used for decryption. So the data or message which is encrypted by the public key should only be decrypted by the private key and vice versa that means the data which is encrypted by the private key should only be decrypted by the public key which results in asymmetric cryptography.Asymmetric cryptography or encryption between A and BThe asymmetric key encryption takes place between A and B by sending message or data between them. The message which is to be sent to b should not be accessed by any unauthorized user. So the decryption of the message should take place with the help of the private key by B. So B contains both the private key and the public key. The public key which is distributable is distributed to A and then A encrypts the message or data with the help of the public key which is sent by B. So the file which is encrypted by A is sent to B where the decryption of file takes place with the help of the private key. So the message or data cannot be accessed by any one because the private key is used for decryption which results in the secure transmission of data. SO the security of the data is more in the public key or asymmetric cryptography or encryption.The above process reveals that the only the public key is used for encryption and only the private key is used for the decryption of the data which reduces the unwanted access of data by an unauthorized users. The loss of data will be very low in this type of cryptography. The possibility of tampering or alteration of the data or message is very low in this type of encryption. The exchange of information or message is very secure in this process. As in the symmetric encryption the sharing of key is not necessity for the encryption or decryption because it uses different keys for different process. The public key is responsible for all the communications but the private key be silent without any sharing. So each recipient has its key which is unique and this key is used to decrypt the data which is encrypted by its opposite part.PROBLEMS IN ASYMMETRIC CRYPTOGRAPHYThe major problem in this type of encryption is key lengths. The lengths of the keys which are used in public key encryption are very large of 1024 bits to 4094 bits. This results in the low speed of transmission of the data. The key lengths in symmetric cryptography are less from 40 bits to 256 bits which helps in the fast transmission of the data when compared to public key cryptography. So when compared to symmetric key cryptography the public key cryptography is most secure. The messages can be easily transmitted and can be secured in public key cryptography. The key distribution in the public key cryptography is the main asset for this type of encryption. The key management problem can be avoided in this encryption .the strong cryptography can be provided by the public key encryption which is the diversity in the technology. So public key cryptography has more benefits than private key encryption.CRYPTOGRAPHIC OR ENCRYPTION ALGORITHMSThe algorithm is the step to step action or the group of mathematical rules which are used for enciphering and deciphering the message or information or data. There are many algorithms which are used in the cryptography and they are known to everyone. So the differen t types of encryption algorithms are as followsSECRET KEY OR SYMMETRIC KEY ENCRYPTION ALGORITHMSAs the name indicates that in this type of encryption only a single key or a dedicated key is used for both encryption and decryption. The secret key algorithms which are used fullly are as follows info encoding precedent ( stilbestrol)Data Encryption algorithm is one of the secret key encryption algorithms which is the most widely used. The Data Encryption Standard specifies a FIPS approved cryptographic algorithms as required by FIPS140-1.The Data Encryption Standard (DES) algorithm has been developed by IBM in the year 1970s and the adaptation was do by National Institute of Standards and Technology (NIST).This is also specified in the ANSI X3.92 and X3.106 standards and also in the Federal FIPS 46 and 81 standards. The exportation of this algorithm is strictly restricted by the US government such that it could be used by the unauthorized people or government.Data Encryption Standa rd (DES) algorithm provides basic building turn away for the data protection. The DES is a block cipher which is of 64-bit block size which converts the 64-bit input into the 64-bit output by applying the 56-bit key to each 64-bit data. There are 72 quadrillion or more keys which are used for encryption. So for each message or the information a suitable key is selected from these possible keys and then the process of encryption and decryption takes place with the same key which is the private key or secret key. But due to the innovation in the technology this type of algorithm has proved insecure which resulted in the introduction of Triple-DES (3DES) ALGORITHM where the name itself indicates that the encryption is done three times which is more secure and uses a different key for each encryption.Controversies around DESThe Data Encryption Standard (DES) has been bounded by different controversies such as the key length which s used is used in this type of algorithm has been reduce d from 128 bits to 64 bits which resulted in the compromise on security and the other one is the exportation of the algorithm to many countries.DES APPLICATIONSThe Data Encryption Standard (DES) Algorithm has many applications apart from encryption and authentication of data. So the different applications are as followsData Storage and Mail Systems The data which is stored in the calculating machines can be protected by the process of encryption and authentication. The passwords which are created by the users in the computers are encrypted by the systems and are stored in the computer memory. The user when enters the password again for signing then the encryption of this password also takes place and this is compared with the other encrypted password and the access to the computer takes place when they both match otherwise the access is denied. The encryption of the password is done by Data Encryption Standard (DES) algorithm with the key which is equal to the password and the plai ntext which is equal to the users identity.The files which are present in the computer can also be encrypted by Data Encryption Standard (DES) algorithm for the storage. The computers have a key notarization system which are integrated into them and are used to secure the files from unauthorized access, modifications etc.This Key notarization also helps in providing digital signature capability by using DES.DES gives the users the ability of exercising a group of commands for the purpose of key management, data encryption and authentication functions. The facilities execute notarization which on encryption seals a key or a password. The sealing of key or password takes place with the transmitter and receiver identities. So the receiver must provide the correct identity of the transmitter in order to decrypt the message. This technique of notarization is applied in ANSI standardX9.17 in order to protect against key substitutions which may lead to the compromise of the sensitive data. The secure mail can also be provided by DES.The conjunction of the mail system and the key notarization system helps in providing the secure mail. The header which contains the information which is necessary to decrypt and authenticate the mail file is appended automatically to the file which is transmitted to the receiver. So the decryption and authentication of the file takes place by the receiver in a near transparent manner.Electronic Funds Transfer (Wholesale and Retail) This is one of the main applications of the Data Encryption Standard (DES) algorithm. The DES plays an important role in protecting the wholesale and retail electronic funds transfer messages. Different standards such as ANSI X9.9 and ANSI X9.19 have been developed Electronic Funds Transfer (EFT) messages. The efforts made by these communities have led to the formation of encryption standards (ANSI X9.23 Draft) and Key management (ANSI X9.17 ANSI X9.24 Draft) standards. The DES is applied in workstations, poi nt of sale terminals, automated teller machines and military computers. The range of data which is protected by DES is of the range from 50$ to a multi-million-dollar transfer. The main criterion which helps the DES algorithm of its usage in the wide variety of EFT applications is the Flexibility. The standards which are developed for EFT application are being developed globally and so the process of encryption, authentication and key management have become global. The daily transfer of billions of dollars is done by the US government and the security of this transfer is interpreted by the Department of Treasury by initiating its policy on the authentication of EFT messages. The support of the Federal Reserve Bank is given to the Treasury in order to make the policy successful. The system which the treasury is considering uses hand-held tokens which contains DES key which are generated for the purpose of a particular individual. The authentication of the EFT message which contains the individuals identity is done by the key which is supplied by the token. The message which is authenticated is the electronic substitute for a signed paper document.Electronic Business Data Interchange The very big companies have large part of the trading legal proceeding and these transactions should be automatic so that cost can be reduced and increases efficiency. So in order to achieve all these large companies are developing the process of automating business. The traditional method of business transactions which is paper based is replaced with the electronic means of transmission. The ANSI Accredited Standards Committee X12 is responsible for these communications by developing different formats. The transaction between the seller and buyer can be accessed by any unauthorized users. So there is a need for protecting the data from the modification and eavesdropping which is done by the process of cryptography or encryption technique. This technique is very effective in prot ecting the data from unwanted users. The data which is sent by the sender cannot be readable by anyone unless the receiver. Many DES standards have been developed for the purpose of the Electronic business data interchange. The standard ANSI X9.9 helps in protecting the data from the unnecessary modifications by the unauthorized user, the unauthorized disclosure can be prevented by the draft ANSI Standard X9.23.The techniques of ANSI Standard X9.17 used for the secure generation, distribution and the storage of DES keys. The above explained methods are implemented by General Motors and seven associated banks in order to protect their business transactions.ATTACKS ON DESIn addition to these different applications of DES it has some weaknesses which are as followsBrute Force Attack The brute long suit attack is the simplest attack to decipher. The attack of brute force on the DES is due to the length of the key which is relatively small that is 56 bit and also computational power of the computers which is increasing daily. In the 19th century this type of attacks are not done by the hackers because the cost of the computers are relatively high and the hackers couldnt afford to buy it. But the innovation in the field of computing and technology made the hackers to easily buy the computers and try to hack. Now a age every computer is used for hacking. The powerful, Faster and cheaper techniques which are used by the hackers are Field Programmable Gate Array (FPGA) and Application -Specific Integrated Circuits (ASIC).The time taken to break the cipher is directly proportional to the key length in the brute force attack. In this type of attack the random generation of the keys takes place and these keys are applied on the ciphertext till the original key is generated. So the fake key decrypts the message in to its original form. So the main factor which is to be considered here is the key length. The longer the key length the higher is the security. In a n bit lo ng key 2 to the power of n steps are required to break the cipher. So as long as the key length is going to increase then the secure data transmission takes place in the network communication. So in order to get the safe encryption the key lengthy should be long such as the 128 bits which results in the reliable means of encrypting the message.Differential Cryptanalysis Attack This type of attack is found near the pairs of ciphertexts where the plaintext has some particular differences and these differences are analysed by this attack when the plaintext is propagating through several DES rounds when they are encrypted with the help of the same key.TRIPLE DATA ENCRYPTION STANDARD (3DES) Triple Data Encryption Standard (3DES) is also one of the encryption algorithms and it is the minor variation of Data Encryption Standard (DES).Triple-DES is adopted by ANSI as the X9.52 standard and also been proposed as a revision of FIPS 46, known as draft FIPS 46-3.This algorithm makes use of a 64 -bit key which consists of 56 effective key bits and 8 parity bits. The block size for Triple-DES is 8 bytes and the encryption of the data is done in

Wedding Speech Delivered by the Groom :: Wedding Toasts Roasts Speeches

Wedding Speech Delivered by the GroomOn behalf of my wife and I, I would desire to start by thanking Leon for his kind words.easily the exceed $10 I ever spent.and Id like to thank him on behalf of everyone here today for providing the wedding feast. I would also like to thank Leon and Mindy for welcoming me into their family and their kindness and friendship since I first met them, though obviously they didnt know me at the time else they might lease locked their lady friend up to keep her safe from me And on that note I would also like to thank them for providing me with my bride without whom today would have been slightly more difficult plain though the best man did offer to stand in...but thats another story. So, Leon and Mindy, thank you from the bottom of my heart.I would like to thank my own milliampere and Ian for their support and assistance in making today happen and for welcoming Becky into our family. I would especially like to thank my mom, not only for always crea tion there for me but also because she has tried many times to get Becky to back out of this wedding but she did a terrible job and it went before anyway. So thank you so, so much.I would also like to give extra special thanks to Bill and Sarah Fuckley. Without them showing me the way forward, giving such(prenominal) a brilliant example of how two people who love each other should move forward together, I know that I would not have been the happiest man in the world today. So, thanks to you too.I would like to thank everyone here for coming today. I would particularly like to extend a warm up welcome to Gary Wilson, a mate from childhood, who came all the way from Bermuda and has asked me to tell you he is young, free, single and filthy rich, and to tell you all that it means a lot to us both that everyone that is important to us could be here not only to celebrate our wedding day but also so that some of you could obtain your new relatives and with that goes my apologies, espec ially to the children and people with weak hearts in case the particularly ugly ones are scaring you as much as they do me.

Benedict Arnolds Treason Essay -- essays research papers

After defeating British troops in Saratoga, Congress made Benedict Arnold a major(ip) normal in the Continental Army. Washington wrote a commendation saying that Arnold was a brave officer. Despite the promotion, Arnold remained at the bottom of the list. There were four other major generals superior to him. Arnold was soon off once again to help the northern army. Ticonderoga had fallen back into enemy hands. British world-wide John Burgoyne and his troops were base rapidly down from Canada toward capital of New York. Arnold fell under the leadership of General Horatio render. Arnold and Gates were complete opposites. Gates appeared cautious and calculating while Benedict was persistent and hasty. Gates held position on an area overlooking the Hudson River. His plan was to wait for an attack. He knew that the British were low on supplies from their long march from Canada and planned on victimisation that to his advantage. Arnold disagreed, urging Gates to attack General Burgoy ne during his progress. However, Gates didnt trust Benedict or believe in his tactics. Once the battle begun there was no holding back. Disobeying Gates orders, Arnold led a furious attack. Upon the barrage of bullets swarming the battlefield, Arnold was shot in the leg. Ironically this was the same leg that had been wounded in the battle at Montreal. Thanks to Arnolds valiant effort General Burgoyne and his men were faced with retreating. Over six hundred British soldiers were killed. On October 16, General Burgoyne surrendered his sword to General Gates, instead of Arnold. This had disgruntled Arnold greatly, given that it was his brilliant, tactical assessment that forced the British army to surrender. This had made the victory bittersweet threw his perspective. Following the battle, Arnold lay in an Albany hospital for three months. Arnold left the hospital with a fracture box around his bad leg. Gates distort over Arnolds disobedience unfinished him of his rank. However, the C ontinental Congress restored his rank as a reward for Arnolds spirited efforts. After Ticonderoga, Arnold was having problems getting reimbursements from Congress for his expenses. Unfortunately, Arnold lacked receipts for those purchases. Arnold felt his loyalty and delight in were in question given that Congress was slow to react to Arnolds claim. Soon after Washington requested that Arnold come to Valley Forge to discuss his ... ...d to the point. He remitted Arnold a draft of 6,000 pounds. Generous as the British were to Arnold, they never completely trusted him as an officer in their service. Though he conducted a raid into Virginia and led the tragic expedition to New London, the British declined to give him a high command. After Cornwallis surrender at Yorktown, Arnold took his family to London, where he received some(prenominal) respect and admiration, but no employment. Later, he moved to Canada- to St. John, New Brunswick and entered the shipping business. Eventually, Arnold moved his family back to London and tried to secure command when the war with subverter France broke out. Denied an opportunity to return to military, he traded with the West Indies, where he was greatly appreciated. Rejected once more in an effort to help the military, Arnold died in 1801, hopeless and almost forgotten in Britain. His wife out lived him by three years, but had the satisfaction of seeing her children have respectable careers and attain mild fame. If none has achieved such military importance as their ancestor, the tireless Dark Eagle as the Indians called him, none has put self-interest or injured pride onwards honor.