The category of tense Essay Example for Free

The category of tense Essay While the existence of the aspect category in English is a disputed matter, the tense category is universally recognised. Nobody has ever suggested to characterise the distinction, for example, between wrote, writes, and will write as other than a tense distinction. Thus we shall not have to produce any arguments in favour of the existence of the category in Modern English. As to the general definition of tense, there seems no necessity to find a special one for the English language. The basic features of the category appear to be the same in English as in other languages. [Ilyish 1971: 86] The category of tense is a verbal category that reflects the objective category of time. It correlates with the conceptual category of temporality. The essential characteristic feature of the category of tense is that it relates the time of the action, event or state of affairs referred to in the sentence to the time of the utterance. [Ð’Ð ¾Ã »Ã ºÃ ¾Ã ²Ã ° 2009: 119] In English there are the three tenses (past, present and future) represented by the forms wrote, writes, will write, or lived, lives, will live. Strangely enough, some doubts have been expressed about the existence of a future tense in English. O. Jespersen discussed this question more than once. The reason why Jespersen denied the existence of a future tense in English was that the English future is expressed by the phrase â€Å"shall/will + infinitive†, and the verbs shall and will which make part of the phrase preserve, according to Jespersen, some of their original meaning (shall an element of obligation, and will an element of volition). Thus, in  Jespersen’s view, English has no way of expressing â€Å"pure futurity† free from modal shades of meaning, i.e. it has no form standing on the same grammatical level as the forms of the past and present tenses. However, this reasoning is not convincing. Though the verbs shall and will may in some contexts preserve or indeed revive their original meaning of obligation or volition respectively, as a rule they are free from these shades of meaning and expres s mere futurity. This is especially clear in sentences where the verb will is used as an auxiliary of the future tense and where, at the same time, the meaning of volition is excluded by the context, e.g. I am so sorry, I am afraid I will have to go back to the hotel.(R. West)Since the verb will cannot possibly be said to preserve even the slightest shade of the meaning of volition here, it can have only one meaning – that of grammatical futurity. The three main divisions of time are represented in the English verbal system by the three tenses. Each of them may appear in the common and in the continuous aspect. Thus we get six tense-aspect forms. Besides these six, however, there are two more, namely, the future-in-the-past and the future-continuous-in-the-past. It is common knowledge that these forms are used chiefly in subordinate clauses depending on a main clause having its predicate verb in one of the past tenses, e.g. This did not mean that she was content to live. It meant simply that e ven death, if it came to her here, would seem stale. (R. West) However, they can be found in independent clauses as well. The following passage from a novel by Huxley yields a good example of this use: It was after ten o’clock. The dancers had already dispersed and the last lights were being put out. To-morrow the tents would be struck, the dismantled merry-go-round would be packed into wagons and carted away. These are the thoughts of young man surveying the scene of a feast which has just ended. The tenses used are three: the tense which we call past perfect to denote the action already finished by that time (the dancers had dispersed), the past continuous to denote an action going on at that very moment (the lights were being put out) and the future-in-the-past to denote an action foreseen for the future (the merry-go-round would be packed and carted away). The future-in-the-past and future-continuous-in-the-past do not easily fit into a system of tenses represented by a straight line running out of the past into the future. They are a deviation from this straight line: their starting point is not the present, from which the past and the future are reckoned, but the past itself. A different view of the English tense system has been put forward by Prof. N. Irtenyeva. According to this view, the system is divided into two halves: that of tenses centering in the present, and that of tenses centering in the past. The former would comprise the present, present perfect, future, present continuous and present perfect continuous, whereas the latter would comprise the past, past perfect, future-in-the-past, past continuous and past perfect continuous. This view has much to recommend it. It has the advantage of reducing the usual threefold division of tenses to a twofold division (past and present) with each of the two future tenses (future and future-in-the-past) included into the past or the present system, respectively. A new theory of English tenses has been put forward by A. Korsakov. He establishes a system of absolute and anterior tenses, and of static and dynamic tenses. By dynamic tenses he means what we call tenses of the continuous aspect, and by the anterior tenses what we call tenses of the perfect correlation. The evaluation of this system in its relation to other views has yet to be worked out. [Ilyish 1971: 86-89] The tense category is realized through a number of oppositions. The binary principle of oppositions remains the basic one in the correlation of the forms that represent the grammatical category of tense. The present moment is the main temporal plane of verbal actions. Therefore, the temporal dichotomy may be illustrated by the following graphic representation (the arrows show the binary opposition): Present Past Future I Future II Generally speaking, the major tense-distinction in English is undoubtedly that which is traditionally described as an opposition of past::present. But this is best regarded as a contrast of past::non-past. [Ð’Ð ¾Ã »Ã ºÃ ¾Ã ²Ã ° 2009: 119-120] When speaking of the expression of time by the verb, it is necessary to strictly distinguish between the general notion of time, the lexical denotation of time, and the grammatical time proper, or grammatical temporality. All the lexical expressions of time, according as they refer or do not refer the denoted points or periods of time, directly or obliquely, to this moment, are divided into â€Å"present-oriented†, or â€Å"absolute† expressions of time, and â€Å"non-present-oriented†, â€Å"non-absolute† expressions  of time. The absolute time denotation, in compliance with the experience gained by man in the course of his cognitive activity, distributes the intellective perception of time among three sph eres: the sphere of the present, with the present moment included within its framework; the sphere of the past, which precedes the sphere of the present by way of retrospect; the sphere of the future, which follows the sphere of the present by way of prospect. Thus, words and phrases like now, last week, in our century, in the past, in the years to come, very soon, yesterday, in a couple of days, giving a temporal characteristic to an event from the point of view of its orientation in reference to the present moment, are absolute names of time. The non-absolute time denotation does not characterise an event in terms of orientation towards the present. This kind of denotation may be either â€Å"relative† or â€Å"factual†. The relative expression of time correlates two or more events showing some of them either as preceding the others, or following the others, or happening at one and the same time with them. Here belong such words and phrases as after that, before that, at one and the same time with, some time later, at an interval of a day or two, at different times, etc. The factual expression of time either directly states the astronomical time of an event, or else conveys this meaning in terms of historical landmarks. Under this heading should be listed such words and phrases as in the year 1066, during the time of the First World War, at the epoch of Napoleon, at the early period of civilisation, etc. In the context of real speech the above types of time naming are used in combination with one another, so that the denoted event receives many-sided and very exact characterisation regarding its temporal status. [БÐ »Ã ¾Ã'… 1983: 137-138] Literature cited БÐ »Ã ¾Ã'… ÐÅ". Ð ¯. Ð ¢Ã µÃ ¾Ã'€Ð µÃ'‚Ð ¸Ã'‡Ð µÃ' Ã ºÃ °Ã'  Ð ³Ã'€Ð °Ã ¼Ã ¼Ã °Ã'‚Ð ¸Ã ºÃ ° Ð °Ã ½Ã ³Ã »Ã ¸Ã ¹Ã' Ã ºÃ ¾Ã ³Ã ¾ Ã' Ã ·Ã'‹Ð ºÃ °: Ð £Ã'‡Ð µÃ ±Ã ½Ã ¸Ã º. ДÐ »Ã'  Ã' Ã'‚Ã'Æ'Ð ´Ã µÃ ½Ã'‚Ð ¾Ã ² Ã'„Ð ¸Ã »Ã ¾Ã ». Ã'„Ð °Ã º. Ã'Æ'Ð ½-Ã'‚Ð ¾Ã ² Ð ¸ Ã'„Ð °Ã º. Ð °Ã ½Ã ³Ã ». Ã' Ã ·. Ð ¿Ã µÃ ´Ã ²Ã'Æ'Ð ·Ã ¾Ã ²./ ÐÅ". Ð ¯. БÐ »Ã ¾Ã'… – ÐÅ".: Ð’Ã'‹Ã' Ã'ˆ. Ã'ˆÐ ºÃ ¾Ã »Ã °, 1983. – 383 Ã' . Ð’Ð ¾Ã »Ã ºÃ ¾Ã ²Ã ° Л. ÐÅ". Ð ¢Ã µÃ ¾Ã'€Ð µÃ'‚Ð ¸Ã'‡Ð ½Ã ° Ð ³Ã'€Ð °Ã ¼Ã °Ã'‚Ð ¸Ã ºÃ ° Ð °Ã ½Ã ³Ã »Ã'â€"Ð ¹Ã' Ã'Å'Ð ºÃ ¾Ã'â€" Ð ¼Ã ¾Ã ²Ã ¸: Ð ¡Ã'Æ'Ã'‡Ð °Ã' Ã ½Ã ¸Ã ¹ Ð ¿Ã'â€"Ð ´Ã'…Ã'â€"Ð ´. Ð Ã °Ã ²Ã'‡. Ð ¿Ã ¾Ã' Ã'â€"Ð ±Ã ½Ã ¸Ã º./ Л. ÐÅ". Ð’Ð ¾Ã »Ã ºÃ ¾Ã ²Ã ° – К.:  «ÃÅ¾Ã' Ã ²Ã'â€"Ã'‚Ð ° Ð £Ã ºÃ'€Ð °Ã'â€"Ð ½Ã ¸Ã‚ », 2009. – 256 Ã'  . Ilyish B. The Structure of Modern English./ B. Ilyish – Л.: ПÃ'€Ð ¾Ã' Ã ²Ã µÃ'‰Ð µÃ ½Ã ¸Ã µ, 1971. – 387 Ã'€.

Promotional Mix Used By Two Selected Organisations Marketing Essay

Promotional Mix Used By Two Selected Organisations Marketing Essay Sales promotion tend to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example the BOGOF promotion, or Buy One Get One Free. Others include couponing, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative. 3. Public Relations (PR). Public Relations is defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan. 4. Direct Mail. Direct mail is very highly focussed upon targeting consumers based upon a database. As with all marketing, the potential consumer is defined based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focussed communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors surgeries as the basis of your mail shot. 5. Trade Fairs and Exhibitions. Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. Expo has recently finish in Germany with the next one planned for Japan in 2005, despite a recent decline in interest in such events. 6. Advertising. Advertising is a paid for communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising media such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides). 7. Sponsorship. Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization. Coke Product The Coca-Cola formula is The Coca-Cola Companys secret recipe for Coca-Cola. As a publicity marketing strategy started by Robert W. Woodruff, the company presents the formula as one of the most closely held trade secrets ever and only a few employees know or have access to. This Coca-Cola formula appears to be the original formula to Coca-Cola. It is from the book For God, Country and Coca-Cola. The company Coca-Cola is a multinational and it is not limited to one product. Through the years they have invented and introduced many products than their main cola drinks. The list of Coca-cola brands are as follows: Appletiser Aquarius BPM Energy Barqs Beat soda Beverly Cannings Cheers Ciel Fanta And up to 70 different brands ! Pepsi Product The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colourings, phosphoric acid, caffeine, citric acid and natural flavours. The caffeine free Pepsi-Cola contains the same ingredients but no caffeine. Some of the different and varied brands of Pepsi are as follows: All Sport Aquafina Caffeine-Free Pepsi Crystal Pepsi Diet Pepsi Gatorade Izze Jazz Josta Kas Up to 40 different brands ! Coke vs. Pepsi-Product As seen above both the companies Coke and Pepsi have a number of products. Many of these products are innovations but there are also many products which are brought out just as a competitive product for the other companies. Some of these products that are brought in the market by both the companies to compete against each other are as follows: Coke Pepsi The main dark cola drink of the company which started the rivalry between these companies. Pepsi version of dark cola which is the major primary competitor to Coke. Full Throttle is an energy drink brand produced by The Coca-Cola Company. It debuted in late 2004 in North America. AMP is an energy drink produced and distributed by PepsiCo under the Mountain Dew soft drink brand. Vault is a carbonated beverage that was released by The Coca-Cola Company in June 2005. Mountain Dew MDX is an energy drink manufactured and distributed by PepsiCo under the Mountain Dew brand. It was introduced in 2005. PowerAde is a sports drink by The Coca-Cola Company and currently number two in the sports drink market worldwide. Gatorade is a non-carbonated sports drink marketed by Quaker Oats Company, a division of PepsiCo. Originally made for athletes, it is now often consumed as a snack beverage. Sprite is a clear, lemon-lime flavoured, non-caffeinated soft drink, produced by the Coca-Cola Company. It was introduced to the United States in 1961. 7 Up is a brand of a lemon-lime flavoured soft drink. Minute Maid is a product line of beverages, usually associated with orange juice, but now extends to soft drinks of many kinds. The Minute Maid company is now owned by Coca-Cola, and is the worlds largest marketer of fruit juices and drinks. It is headquartered in Houston, Texas. Tropicana Products is an American company based in Bradenton, Florida, USA, which is one of the worlds largest producers and marketers of orange juice. It has been owned by PepsiCo, Inc. since 1998. Nestea is a brand of iced tea manufactured and distributed by the Nestle companys beverage department in the United States, and by Coca-Cola in several European countries, Brazil and Venezuela. Lipton Original Iced Tea is a ready-to-drink iced tea brand sold by Lipton through a worldwide partnership with Pepsi. Coke Price Coke was a company ruling the markets before Pepsi entered. Earlier the price of coke was cost based i.e. it was decided on the cost which was spent on making the product plus the profit and other expenses. But after the emergence of other companies especially the likes of Pepsi, Coca-cola started with a pricing strategy based on the basis of competition. Nowadays more expenses are spent on advertising my soft-drink companies rather than on manufacturing. Coke has brought in a revolution especially in Indian markets with the Rs. 5 pricing strategy which was very famous. It was the first company to introduce the small bottle of Coke for just Re.5. This campaign was very successful especially with the price conscious Indian consumers. Even today most prices of Coke are decided on the basis of the competition in the market. Pepsi Price Pepsi again decides it price on the basis of competition. The best think about the company Pepsi is that it is very flexible and it can come down with the price very quickly. The company is renowned to bring the price down even up to half if needed. But this risk taking attitude has also earned Pepsi losses. Though lowering the price would attract the customers but it would not help them cover up the cost incurred in production hence causing them losses. This was the situation earlier but now Pepsi is a full-fledged and growing company. It has covered all its losses and is now growing at a rapid rate. Coke Place Coke is a multinational company and it has its market around the entire world. Pepsi Place Pepsi again has spread worldwide. Pepsi when entering a new market does not go in alone but it looks for partners and mergers. Till now Pepsi has collaborated with companies like Quaker Oats, Frito-lays, Lipton, Starbucks, etc. Pepsi like Coke has spread all over the world. It is because of this worldwide spread that now it is coming up with Advertisements which can be broadcasted in the different nations in the world. The recent example with would be the Pepsi advertisements having David Beckham as it brand ambassador. Promotion Both the companies Pepsi and coke are famous for their promotions. The rivalry was first started when Pepsi started with its blind taste tests known as the Pepsi Challenge. The challenge is designed to be a direct response to critics who allege that Coca-Cola and Pepsi-Cola are identical drinks, with no meaningful differences. The challenge takes the form of a taste test. At malls, shopping centers and other public locations, a Pepsi representative sets up a table with two blank cups, one containing Pepsi and one with Coke. Shoppers are encouraged to taste both colas, and then select which drink they prefer. Then the representative reveals the two bottles so the taster can see whether they preferred Coke or Pepsi. If Pepsi is revealed, the shopper is given a small prize. The implication is that Pepsi tastes better than Coke, and thus consumers should purchase Pepsi. In blind taste tests, more consumers prefer the taste of Pepsi to that of Coca-Cola. Because Coke was the historical leader, more people expected that theyd prefer and select Coke. Their surprise at picking Pepsi in the blind taste test (products were served in unmarked cups) helped change their minds about which product they prefer. Capturing this on film, Pepsi turned this into a memorable TV campaign that lasted many years. Also ad-campaigns are put up on the television by both the players. Mainly Pepsi is the company sponsoring most cricket telecasts happening in India and spends most of its revenue in that field. Nowadays both Coke and Pepsi are going in for Brand Ambassadors to promote their product. These brand ambassadors are famous people who usually people idolize and people can relate to them. A list of Celebrities that are brand ambassadors for the cola companies are as follows. These celebrities are not only asked to work in the advertisements but they also have to use the product promoted by them and they should not use the companies rivals pr P3: explain the role of advertising agencies and the media in the development of a successful promotional campaign Introduction In this assignment I must explain the reasons behind the choice of media in a successful promotional campaign. There are a lot of choices    that need to be made before setting up an promotional campaign. And if you want to make it successful, you have to make the right choices. Im going to find out in this assignment what the choices were for the Mercedes-Benz A-Class promotional campaign, and if they were the right choices. Theory Full service agencies          A full-service agency offers their clients a full range of marketing, communications , promotion services including planning, creating and producing the advertising,    they do the research and                select the media. Full-service agencies also offer non-advertising services. For example: strategic    marketing planning, production of sales promotion and sails training Specialty Agencies A specialty agency is one that either works with a particular industry such as medical, education, financial, insurance. They also work with a particular function like the internet, research, public relations etcetera. In-House Agencies Some companies have set up their own advertising agencies.   They do this to reduce costs and maintain greater control. Advantages    * Advertising agencies do all the work for you.    * They have a lot of knowledge and experience.    * The money you will invest will pay of (if the campaign is an success) Disadvantages    * Agencies cost a lot of money.    * If the campaign will fail, you will lose your money.    * You do not have full control. Evidence Product or Service Mercedes A-Class 180. Jung von Matt, a German advertising agency was founded in 1991. Today, the advertising agency offers a complete repertoire of marketing communication services: brand identity, direct marketing, events, film, literature, media, music, online, public relations, planning and, as always, advertising Characters, Theme, Focus of Appeal , Innovation In this commercial they only use the car as a character. The theme of the commercial is very futuristic and full of power. Its because of the dubstep song that makes it that way. In the beginning they only show specific parts of the car and play slow music, and then they show the whole car and play loud music.    This is very emotional because it gives you an adrenaline rush. Thats because of the dubstep music, the speed, the dark environment and the lightning. Its so cool.    The innovation is that its so futuristic. Its the first commercial that uses dubstep music. Increase in sales    Brand awareness    Competitive position    Consumer perception This car is released September 15th, 2012 so its new. But this car is so wanted that in June 2012 they already had 50,000 orders for this car.    Brand AwarenessMercedes-Benz is an well-known brand worldwide, but this gave the brand a more younger image.                The Rivals of the car are the BMW 1 series and the Audi A3. The price of this A-Class is higher than the other cars. But according to several reviews the car is worth its price.                This campaign created an whole new image for Mercedes-Benz. Mercedes-Benz was always known as an old brand. But this car and its campaign gave the brand an whole new younger image. Conclusion In this assignment Ive learned that it takes a lot to make choices. You have to do a lot of research and you must be sure that you have made the right choices. If you do not do that there is a chance that your promotional campaign will fail and you will lose your money. P5: explain the reasons behind the choice of media in a successful promotional campaignhttp://avantisport.nl/images/wysiwyg_uploads/images/nike-logo.jpg NIKE Just Do It http://avantisport.nl/images/wysiwyg_uploads/images/nike-logo.jpg Nike is the worlds Number 1 marketer of athletic footwear and the Nike swoosh logo to symbolize all Nike wear and became a symbol all known around the world. Nike is the leader in sportswear. Nike has been using the same logo ever since they established the famous swoosh. Not only does Nike have one of the most famous logo but Nike also has one of the most recognized slogans around: Just Do It I think that Nikes power to sell comes from the desire for cultural influences and athletic accomplishment. These desires come together in the hearts of consumers and give an undeniable need they got to have it for apparel. Nikes makes use of top athletes promoting their products appeal to countless ages and acts as a way to identify with and emulate their athletic heroes. These works powerfully upon the individual consumer. Nike promotes its products by sponsoring agreements with athletes, professional teams and college athletic teams. Nike is promoting itself as a brand that sells quality-designed goods. It is because of this extensive advertising and many sponsorship programs that Nikes products are priced higher than its competitors products.   Nikes focus has always been on athletes and has always used premiere athletes to help promote its products. It started off with Steve Prefontaine in the 60s wearing Nike running shoes. In the early eighties, Nike wanted to really grow and become a player in the sport of basketball. At the time, Converse we endorsing two of the NBAs biggest stars, Magic Johnson and Larry Bird. Nike took a chance on a young rookie who eventually became the greatest on earth. Nike created a signature shoe for the Chicago Bulls rookie guard called the Air Jordan. This was the best investment Nikes has and probably ever will make. Because of Michael Jordan being the most popular player in the league, the hype and demand of this shoe was unbelievable. Tinker Hatfield designed the shoe and he spurred the basketball shoe industry to new heights. The introduction of the Air Jordan line helped to create new lines of basketball shoes, including the Air Force and Air Flight lines of basketball shoes and apparel. Also, a new innovative technology was a layer of air cushioning in their shoes; this was truly a differential factor for Nike when placed in comparison with other shoe companies. Nikes Air Jordan shoe was the best selling and most popular basketball shoe on the market. The Air Jordan shoe reached a point in the mid-nineties. According to Donald R. Katz, when a small picture of Michael Jordan at practice wearing different shoes sparked a booming inquiry all over Chicago. One store alone received over 300 phone calls asking if they had the shoes in stock.   From the popularity of the Air Jordan, and innovative styles and colors of Nike, a sub-culture of shoe collectors was born. These people search miles and miles and often camp out for these Limited Edition shoes. Nike, knowing that this market exists, will make very limited release of some special shoes known as quick strike or hyper strike editions to cater to this group. These shoes include retro version of styles, the 360 Hybrids, Paul Rodriguez, Rejuvenations, Clerk packs, and many more. Because theses shoes are released in limited quantities and the demand is so high, Nike can sell these shoes at enormous profits. Nike CEO Phil Knight is not slowing down as he continually signs new colleges on as Nike endorsed schools, current and up in coming star athletes. Nike has reached a point where they can count on the Nike name promoting itself, Nike believes, If you have a body, you are an athlete. And as long as there are athletes, there will be a need for Nike ! P5: design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief. Aims and Objectives Every business has aims that they want to achieve, they might be overall goals and purposes that the business was set up to fulfil. So here below you see my aims and my objectives : Making a profit †¢ Providing goods or services to the local or wider community †¢ Maximising sales or improving the quality of a product service †¢ Being environmentally friendly Choice of media Spoken, written, or broadcast communication including television, radio, advertising, movies, newspapers, magazines, books, cell phones and the Internet is a mass media that affects our society and ourselves. The most widespread form of this communication media is television and Internet. As we all know advertising costs a lot of money so I will need to advertise on channels that my target group would look on. My target group are people between 18-32 years old mostly females so it would be smart to advertise especially on fashion and music channels such as: MTV and MCM.. For internet advertising I would use Google.inc and Facebook as two biggest internet advertising agencies in the world . As I already said my target group are people between 18-32 years old and mostly females. So in this case it would be smart to advertise on topics and sites that have something to do with music and fashion . And of course billboards. In my opinion billboards are not the best way to advertise because you see limited variety of information and often its not enough for the customer.. But the reason of my choice is based on next thought : if people see some billboards outside with Ice cream galore on it even with limited but interesting information on it they will get back home and search on the internet for extensive information . And that is exactly what I need. Promotional plan Promotional tools Advertising Print advertising such as that in programs for events, trade journals, magazines, newspapers Direct mail Outdoor advertising, such as billboards and bus boards Broadcast advertising on radio and TV (or Internet sites) Produce and distribute materials such as: brochures newsletters flyers posters Of course I will make sure that my package design will be informative and catchy. (For a service business, the design of my company collateral and, most importantly, the appearance of me and my staff.) Promotional Activities Sponsoring special events (like fun runs) Participation in community projects and boards of directors Trade Shows Your product or service might be one that is suited Trade shows are one- or two- day events that allow businesses to set show cast their products or capabilities. Fairs (like Health Fairs, Job Fairs) Give-aways (like caps and shirts with my logo) Coupons and free samples Conducting contests A campaign is overall plan for contacting and staying in touch with targeted members of the media (reporters). I may want to develop a media relations campaign if it would benefit my company to be mentioned in newspapers or magazine that are viewed by my target group people. Costs Hereunder some advertising costs : Google : à ¢Ã¢â‚¬Å¡Ã‚ ¬500 one-off paying amount for Google Ad-words. The cost for the continuous and intensive optimization of your Google AdWords campaign from à ¢Ã¢â‚¬Å¡Ã‚ ¬ 69 per week.(It can be more depends on the services and options you want to have.) Facebook Ads Cost Models When advertising on Facebook you can choose between two cost models: CPC: Cost per click CPM: Cost per thousand impressions CPC simply means that you pay when someone clicks on the ad while CPM means that you pay for each 1,000 people who have seen it. Both cost models use a bidding system an auction and the cost depends on what other advertisers are willing to pay for clicks or impressions from the same demographic. Again, in areas where there are a lot of advertisers competing for the same demographic, which is defined by your targeting preferences such as country, gender, age, interests etc., the costs are higher and vice versa. As always when it comes to Facebook advertising, youll see best results by testing both models and choose the one that meet your business objectives. But generally CPC gives a higher click through rate (CTR) whereas CPM generates fewer but cheaper clicks. TV Advertising Price for TV advertising is variable between à ¢Ã¢â‚¬Å¡Ã‚ ¬1000 and à ¢Ã¢â‚¬Å¡Ã‚ ¬350.000 for 30 seconds advertising depended of time of broadcasting. Billboards advertising Rates General: Billboard ad costs are set forth below for billboard signage. à ¢Ã¢â€š ¬Ã‚ ¢ Bulletin (Large Billboard): Range of à ¢Ã¢â‚¬Å¡Ã‚ ¬1,500 à ¢Ã¢â‚¬Å¡Ã‚ ¬30,000 per ad per 4 week period à ¢Ã¢â€š ¬Ã‚ ¢ 30 Sheet Poster (Medium Billboard): Range of à ¢Ã¢â‚¬Å¡Ã‚ ¬750 à ¢Ã¢â‚¬Å¡Ã‚ ¬2,000 per ad per 4 week period à ¢Ã¢â€š ¬Ã‚ ¢ 8 Sheet Poster / Junior Poster (Small Billboard): Range of à ¢Ã¢â‚¬Å¡Ã‚ ¬300 à ¢Ã¢â‚¬Å¡Ã‚ ¬750 per ad per 4 week period à ¢Ã¢â€š ¬Ã‚ ¢ Digital Bulletin (Large Digital): Range of à ¢Ã¢â‚¬Å¡Ã‚ ¬3,500 à ¢Ã¢â‚¬Å¡Ã‚ ¬25,000 per ad per 4 week period for an ~8 second spot in a loop of ~64 seconds http://www.bluelinemedia.com/billboard-advertising Range of rates depends on timing and market. Materials such as: brochures newsletters flyers posters 1.250 pieces à ¢Ã¢â‚¬Å¡Ã‚ ¬ 29,00 2.500 pieces à ¢Ã¢â‚¬Å¡Ã‚ ¬ 33,00 5.000 pieces à ¢Ã¢â‚¬Å¡Ã‚ ¬ 34,00 10.000 pieces- à ¢Ã¢â‚¬Å¡Ã‚ ¬ 57,00 20.000 pieces- à ¢Ã¢â‚¬Å¡Ã‚ ¬ 97,00 50.000 pieces à ¢Ã¢â‚¬Å¡Ã‚ ¬ 228,00 100.000 pieces à ¢Ã¢â‚¬Å¡Ã‚ ¬ 434,00 http://www.drukwerkmax.nl/4daction/web_shop_page/2/article/15160/?gclid=CKvMktWXiLMCFYXLtAod_CkAPg Fairs (like Health Fairs, Job Fairs) Give-aways (like baseball caps and mugs with your logo) Coupons and free samples Conducting contests Baseball caps Pieces 1-5 6-29 30-99 100+ Price à ¢Ã¢â‚¬Å¡Ã‚ ¬ 6.9 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 6.47 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 5.61 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 4.74 Shirts Pieces 1-5 6-29 30-99 100+ Price à ¢Ã¢â‚¬Å¡Ã‚ ¬ 8.62 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 6.9 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 4.31 à ¢Ã¢â‚¬Å¡Ã‚ ¬ 3.45 http://www.leoworkshop.com/ Subtotal estimate price(costs needed to make to reach 1 million people) : Give -aways (baseball caps and shirts) ~ à ¢Ã¢â‚¬Å¡Ã‚ ¬45,000 Internet advertising (1 year) ~à ¢Ã¢â‚¬Å¡Ã‚ ¬500 a week à ¢Ã¢â‚¬Å¡Ã‚ ¬ 24.000 Materials (brochures, flyers and so on ) ~à ¢Ã¢â‚¬Å¡Ã‚ ¬5,500 TV Advertising (1 year long, on Saturday and Sunday 4x a day ) 3000à ¢Ã¢â‚¬Å¡Ã‚ ¬ 30 sec ~à ¢Ã¢â‚¬Å¡Ã‚ ¬480.000 Total: ~à ¢Ã¢â‚¬Å¡Ã‚ ¬554,500 (a year)

Stability Testing of Nifedeipine

Stability Testing of Nifedeipine Syed Masood Hassan Akbari Practical 2 Stability study of Nifedipine INTRODUCTION Nifedipine is considered as a prototype compound of the dihydropyridine class of calcium channel antagonists. Nifedipine is a selective arterial dilator, and also is used in the treatment of hypertension, angina and cardiovascular disorders. The drawback associated with nifedipine is that it can undergo photo degradation thus escalating in loss of pharmacological activity. This process involves the reduction of the aromatic nitro group to nitroso group or the oxidation of the dihydropyridine ring to a pyridine ring. Nifedipine synthesizers make use of light resistant coating to reduce their photo degradation. It has been found out that due to poor storage conditions the clinical efficacy of nifedipine can drop drastically. In order to fix this a selection of ingredients within the dosage form can be altered or enhanced in order to minimise photosensitivity. Ion-exchange beads are solid and suitably are high molecular weight polyelectrolytes that can easily exchange their mobile ions of equal charge with neighbouring medium reversibly. The ion-exchange bead can form a complex with nifedipine and its utility used to embrace drug in light natures. Instability of the drug product may lead to a reduction in the bioavailability of the drug. It is also highly important that the patients do receive their uniform does of the drug throughout the whole of the shelf life of the product. This experiment goes through the photodecomposition kinetics of nifedipine at zero-order when the reaction commences. As the reaction proceeds further to 50% the kinetics of the reaction changes to first-order. Figure 1: Represents nifedipine degradation at the two different wavelengths shown above. This experiment consisted of 3 main components: Determining the stability of nifedipine using HPLC at various time intervals. Estimating the half-life for the disappearing drug. Examining the relative stability of the drug as powder and in solution. EXPERIMENTAL For HPLC 20mg of nifedipine was weighed out and placed in a 100ml volumetric flask using the mobile phase to top up the flask. The resulting solutions colouration was noted and transferred to a beaker and covered with paraffin. A small insertion was made to take up 2ml of the solution into an injection using a 0.2 µm filter. The time was noted and the sample was loaded and run immediately and the beaker was covered with paraffin and placed on a ledge where sunlight was present and after every 15 min intervals the sample was injected into the apparatus and it was run. After each run was carried out the peak area for each of the runs were recorded. For stability in solid form 100mg of the solid sample of nifedipine was weighed out in a weighing boat and spread out evenly and placed on a window ledge with proper Irish sunlight for a duration of 2 hours. The appearance was noted before and after the time lapsed. The solid sample was then homogenised and 20mg was taken and placed in a 100ml volumetric flask and made up to the mark with the mobile phase. Straight away 2ml solution was taken and placed on a 0.2 µm filter and was ready for injection. The peak area of the solid sample was recorded in the report. RESULTS CONCLUSIONS Determination of the stability of nifedipine solid and liquid samples with sunlight. Table 1: Shows the nifedipine run time with 15 minute intervals, the solid form and a UV sample. The illustrations below show the HPLC peaks at various time intervals with their retention times, peak area and heights. Figure 2: Depicts nifedipine at T0. Figure 3: Depicts nifedipine at T20. Figure 4: Depicts nifedipine at T35. Figure 5: Depicts nifedipine at T50. Figure 6: Depicts nifedipine at T65. Figure 7: Depicts nifedipine at T80. Figure 8: Depicts nifedipine at T95. Figure 9: Represents the peak area plotted against time of nifedipine degradation taken at 15 minute intervals. After carrying out the experiment it can be said looking at the data that the reaction kinetics are of zero order at least from T0-T80. At T95 it is seen that the peak gets a bit broad it can show that a new peak is starting to form, it the experiment had continued for at least 45 minutes more then it could have been the start of the first order reaction kinetics. Therefore it can be deduced that according to the data attained the reaction kinetics are still at zero order during data acquisition. From the graph using the equation: y = a + bx b = slope = -12046.1 +/- 841.833 The half-life of nifedipine was found using the equation: As we were dealing with zero order kinetics so, r = k Using, t1/2 = In(2)/k t1/2 = 0.693/0.988 t1/2 = 0.701 According to the data gathered it is seen that the solid sample of nifedipine resembles to the first T0 liquid sample. By this observation a person can say that the solid state sample did not show any signs of degradation after the 2 hour window. The colour of the liquid samples were changing from yellow at T0 to faint yellow at T80. On the other hand for the solid sample from the light yellow powder after the 2 hour window a layer of dark yellow powder was seen and the powder was mixed around and it was seen the underlying solid particles still retained the same colour of light yellow. According to the UV data at T0 and Ɔºmax of 334 it generated an absorbance of 0.604. Whereas for the T100 with a Ɔºmax of 279 generated an absorbance of 1.064. QUESTIONS Comment on the relative photostability of solid and solution nifedipine in daylight. The solid sample of nifedipine after being expose to 2 hours of Irish sunlight visual observation showed a darker colour change from light yellow to a darker but when the powder was mixed the underlying layer was of the same light colouration as it started with. And after the 2 hours window the HPLC result showed no degradation at all. This could be due to the practical being carried out in doors and the lack of the photons getting to the solid sample. On the other hand in the liquid sample things were not much better from a yellow solution starting at T0 – T80 there was no colour change but after performing the next HPLC the colour had gone faint yellow. If the apparatus would have been given 45 minute more the results attained would be of first order kinetics. As it stands it is zero order kinetics. What type of reaction is the nifedipine decomposition? Reduction What other decomposition reactions do you think nifedipine might undergo? Oxidation What are the implications of your observations for the proper handling and storage of nifedipine? Manufacturers of nifedipine products use light resistant coating or packing to minimize their photodegradation. Long term exposure to sunlight or artificial light may also occur if nifedipine formulations are inappropriately stored by patients. Poor storage conditions may potentially decrease clinical efficacy of nifedipine. What validation do you think might be important in the type of analysis you performed today? â€Å"Validation of an analytical method is the process that establishes by laboratory studies, that the performance characteristics of the method meet the requirements for the intended analytical applications.† The typical analytical characteristics used in method validation vary but the relevant one for this experiment is stability, system suitability and system sensitivity. â€Å"Prepared sample/ standard stability is defined as the ability of the analyte to remain stable in the diluent at the test concentration specified in the analytical method.† System suitability testing is an integral part of many analytical procedures. The tests are based on the concept that the samples to be analysed constitute an integral system that can be evaluated as such. System suitability is determined by various methods. Any one or a combination of the following may be written into the method as necessary for using the method for routine post validation: Resolution ensures that closely eluting compounds are resolved from each other and establishes the resolving power of the system. It contains as close as is possible to a complete sample matrix. Finally capacity factor is a measure of the time the solute spends in the stationary phase relative to the time it spends in the mobile phase.

adventures :: essays research papers

B orn in a liberate and democratic atmosphere, I as well as people around me take freedom for granted. In our eyes, freedom is innate, coming hand in hand with the very first cry. The seeming God ¡Ã‚ ¯s truth obviates the endeavor to obtain it, thus incarnating the equality of all inscribed in the Holy Scripture, which even in some part of the world today is still Arabian nights, let alone in turbulent climate then. The period during which the author Mark Twain lived could be called tumult itself when the legal rights for Afro-Americans had not yet been granted and the antagonism to slavery was in the prime. The uprising of John Brown brought the anti-slavery campaign to its zenith, promulgating the idea to numerous blacks who were enlightened only at this time. Their resistance to the planters, namely the interior force, together with exterior one from peace-loving people contrives to emancipate tens of thousands of slaves from the claws of racial discrimination. Living in a social background as such, Mark Twain, the advocate for democracy for all, embodies his noble thoughts in the novel. Jim, the maroon, escapes from the plantation and seeks his way to Cairo where a newly impartial life can be anticipated. For him, or rather, a host of fugitive slaves like him, freedom is not like air or sunshine that is ubiquitous, but like almost a catch-22. Great efforts should be made if they are to get freedom. The road to paradise is bestrewed with brambles. Throughout his hegira, Jim wades through difficulties and setbacks now and again. The same applies to the abolition of slavery, and later the elimination of racial discrimination. There is no social progress but is at the expense of some of its components. The emancipation of black slaves undoubtedly impinged the interests of planters who reckon themselves on the cheap labor force of these slaves, so it is understandable that they bitterly oppose the Act. Apart from freedom, another central theme of the novel is friendship, which is also vital to social well-being. As the saying goes, a father is a treasure, a brother a comfort, but a friend is both. In the book, true friendship between Jim and Huck is represented on a higher level. Albeit Jim is black, Huck simply pays no attention to that. Admittedly, there were millions of anti-slavery people then, I don ¡Ã‚ ¯t bracket Huck with them.

The Changing Role of the Secondary Educator Essay examples -- Educatio

The Changing Role of the Secondary Educator Teaching high school in the late twentieth century is a complex matter. As a secondary English teacher, my classroom is much more than discussions of novels, plays, poems, and the memorization of numerous grammar rules. The high school has become a site of contention: it's where students make decisions that create their futures. The educational system/community expects secondary teachers to find a happy medium between the order and disorder found in both the elementary/middle schools and the worlds of college and beyond. This essay discusses how knowledge and power are created, communicated, and eventually assessed in secondary classrooms. High school teachers often rely on a highly structured environment for fear that any attempt at providing students with pedagogical freedom will result in classroom chaos or anarchy. I ague that it is necessary for teachers to break from this structural binary of discipline. When they engage in radical pedagogies they create spaces for dialogic lea rning and the possibility for change. This essay is a result of many important influential forces on my professional life: teaching high school in the Pittsburgh Public Schools, the writings of John Dewey, and the radical and critical pedagogies expressed by Paulo Freire, Henry A. Giroux and others. I will first provide a bit of personal background--my learning experience in high school, and the shortcomings I have seen in it. I will then use John Dewey's essay, "The Education Situation: As Concerns Secondary Education" to provide a historical framework to my study. Next, I will examine how classroom management (discipline) affects students' learning. Finally, using recent work in critical and radical... ...7. Giroux, Henry A. with Patrick Shannon. "Cultural Studies and Pedagogy as Performative Practice." Education and Cultural Studies: Toward a Performative Practice. Eds. Henry A. Giroux with Patrick Shannon. New York: Routledge, 1997. Glasser, William. Control Theory in the Classroom. New York: Harper & Row, 1986. McLaren, Peter. "On Ideology and Education: Critical Pedagogy and the Cultural Politics of Resistance." Critical Pedagogy, the State, and Cultural Struggle. Eds. Henry A. Giroux and Peter McLaren. New York: SUNY Press, 1989. Macherey, Pierre. A Theory of Literary Production. New York: Routledge, 1988. Miklitsch, Robert. "Punk Pedagogy, or Performing Contradiction: The Risks and Rewards of (Anti-)Transference." Education and Cultural Studies: Toward a Performative Practice. Eds. Henry A. Giroux with Patrick Shannon. New York: Routledge, 1997.

Personal Attachment Style Essay

My personal attachment style as determined by the Adult Attachment Style Questionnaire (Fraley, n. d. ) was secure, which seemed appropriate. Individuals with secure attachment styles are not typically concerned with rejection from a partner and they tend to be comfortable in emotionally close relationships (Rodriguez & Ritchie, 2009). Research has shown that when secure individuals face conflict, they are likely to problem solve using strategies such as compromising and encouraging mutual discussion and constructive communication (Carnelley, Pietromonaco, & Jaffe, 1994; Riggs, 2010). Additionally, secure individuals have a decreased potential for depressive symptoms and a far lower risk for psychological disorders throughout adulthood (Riggs, 2010). The questionnaire provided a realistic and accurate assessment of my natural tendencies in intimate and other relationships. Contributing Genetic and Environmental Factors I was endowed with good genes – both of my parents were calm, warm, loving people who had above average intelligence and the ability to think in progressive and effective ways. They were socially aware and had many friends and colleagues who respected and loved them. I had a close to ideal family environment as a child: my parents were particularly responsive to my needs and my opinions were always respected and valued. I was not ridiculed, mistreated, or abused, although I was held to high standards and was encouraged to behave appropriately and thoughtfully and to express my feelings in creative, honest, and constructive ways. Research indicates a correlation between early attachment development in childhood and the capacity to form close attachments in adulthood (Brandel, 2010; Reyome, 2010; Riggs, 2010). Sullivan’s developmental model placed critical importance on interpersonal relationships and how children, and later adults, construct ways to maintain relationships within the family and with others (Brandell, 2010). Because people have intrinsic psychological needs, they create ways to fulfill them, and if the needs are not met by psychologically healthy interactions, less effective unhealthy means are implemented (Brandell, 2010; Rodriguez ; Ritchie, 2009). My childhood environment was conducive to psychological health and provided the emotional building blocks for future positive relationships. Affect on Cognitive and Social Development Research suggests that abuse during early childhood deeply affects an individual’s future ability to bond with others, in effect, abuse influences social development (Reyome, 2010; Riggs, 2010). Furthermore, it may interfere with the individual’s ability for emotional regulation, and may contribute to maladaptive emotional coping skills that may lead to psychological disorders (Riggs, 2010). Insecure individuals show a decreased ability for social information processing, such as careful listening (Riggs, 2010). Compounded with decreased emotional regulation, maladaptive coping skills, and a propensity to psychological disorders, maltreatment in childhood has a tremendous impact on social development and the ability to engage effectively in relationships in general (Brandell, 2010; Carnelley, Pietromonaco, ; Jaffe, 1994; Riggs, 2010). In early childhood, children create norms and develop expectations according to the quality with which their needs are met, usually by the mother (Brandell, 2010). These norms and expectations are the templates by which individuals relate to others throughout their lives (Brandell, 2010; Reyome, 2010). When a mistreated individual consistently distorts self-perceptions and inaccurately interprets the behavior of others as threatening, they may engage in retaliatory behavior (Riggs, 2010). As previously mentioned, I was raised in a warm, wholesome family environment in which personal expression was expected, valued, and appreciated. I grew p believing and experiencing that the most valuable relationships are the intimate ones I have with family and close friends. They are the safe harbors that naturally ameliorate the challenges of life. I developed highly positive expectations about intimacy, and my needs were mostly addressed. Because I learned that close relationships are safe, I perceive them accurately and as a non-threatening component of life. The pleasure I derive from close relationships has diffusely permeated my relationships in gener al, and I seek out and appreciate some level of intimacy in all of my relationships.

Malaysia

Introduction 1Malaysia is not a new concept or formula. Rather, the ultimate goal of 1Malaysia, which is national unity, has been the main vision of our country’s leaders before Najib, and has been interpreted in various shapes and forms over the span of five decades of Independence. If we truly study it, what has changed is the approach and implementation according to the ever-changing times and generations. (1Malaysia Booklet, 2009) In other words, 1Malaysia is a concept to foster unity amongst the multi-ethnic people of Malaysia, substantiated by key values that every Malaysian should observe.The approach is not independent of the Government’s policies thus far; instead it complements them to further reinforce our solidarity in order to guarantee stability towards achieving higher growth and development for Malaysia and the people. This means that 1Malaysia is a formula conceptualised as a precondition in ensuring the aspirations of the country to secure a developed status by 2020 are met, if it is inculcated in the minds of the people and practiced by the entire community.If the idea of â€Å"Bangsa Malaysia† which was engendered through Vision 2020 becomes the final destination, then 1Malaysia is the roadmap that guides us towards that destination. This definition is built upon the argument that in order achieve the status of a developed nation in the predetermined time frame, the key requisite is a strong and stable country, which can only be achieved when its people stand united. On the other hand 1Malaysia values and respects the ethnic identities of each community in Malaysia, and proudly regards them as an asset or advantage. Malaysia underlines the value of â€Å"Acceptance† amongst its multi-racial people, where one race embraces the uniqueness of other races so that we may live with mutual respect for each other as a nation. It is a distinct step above that of mere tolerance. The foundation for all this is the principle of justice for all, which means that the welfare of all Malaysians will be looked after, leaving no one behind. Such justice must take into account the varying levels of development of each ethnic community.Hence, government policies and provisions in the Constitution that protect the interests of disadvantaged groups will continue to be implemented. 1Malaysia will continue the agenda of nation-building. To achieve growth for the nation, the people must be the first to be developed, which must begin by instilling a sense of acceptance amongst races, and therefore undivided solidarity. When solidarity is achieved, the task of nation-building can truly and smoothly be carried out. The 1Malaysia formula is conceptualised for implementation in two main aspects.The first is through the assimilation of the Principles of Unity, while the second aspect is the assimilation of Aspirational Values. The Principles of Unity are the three items I had earlier detailed; the first, â€Å"acceptance † amongst all races and peoples of Malaysia; the second, nationalistic principles built upon the Federal Constitution and the Rukun Negara; and thirdly, social justice. These Principles are supported by wholesome values that must be inculcated as part of Malaysian culture, including values such as mutual respect, Tawaddhu', humility and astuteness in forming decisions and actions.The second aspect of the 1Malaysia formula highlights elements that must be practiced by any society seeking to achieve greater competitiveness and success. These elements comprise A Culture of Excellence in performing all duties and responsibilities; A Culture of Precision in terms of time management and improving efficiency; Courage to innovate and explore new opportunities. Meritocracy in assigning tasks to those best fit to execute them in accordance with the Federal Constitution and national policy; unwavering Loyalty to our country; Perseverence in the face of adversity of any kind and Integrity in all matters and transactions.The inculcation of these Aspirational Values will distinguish us as a powerful, respected and admired Malaysian Community, befitting the identity of a thriving and developed nation. In delivering its commitment to the Rakyat, the government presented the theme â€Å"People First, Performance Now† as part of the 1Malaysia concept. This theme signifies that while reinforcing the call for unity amongst Malaysians, the government will also prioritise issues that the people feel strongly about. The government also places great weight upon the performance and results of all public servants when engaging with the people.In other words, the government recognises the importance of the efficiency and quality of public service in enhancing the quality of life for the people, hence the adoption of a people-friendly approach in all government agencies is critical. In view of this, a Key Performance Index (KPI) will be implemented in all government matters, beginning with the KPI monitoring exercise for all Ministers. A Minister in the Prime Minister's Department is already assigned specifically to ensure the smooth implementation of the KPI.The Minister responsible will provide further details on the KPI and a detailed system of implementation to fulfil this government objective. Such initiatives are expected to produce significant changes not only in government administration, but more importantly to lead to the betterment of the Malaysian people's standard of living. Above all, 1Malaysia â€Å"People First, Performance Now† is expected to generate a definitive transformation, towards an advanced Malaysian nation, underpinned by a firmly united people, and esteemed by the world.The media must assume the responsibility to help the government to bring progress and renewal to the country. The media also had the responsibility to safeguard the peace in the country as well as the renewal and progress attained by the people. We hav e to continue doing what our forefathers did to bring progress and renewal to the country. We cannot merely bring progress and renewal but have to initiate a quantum leap, and the media has the responsibility to help in this transformation. This leap demands understanding and openness.Emotions and sentiments must be set aside or the effort to achieve the leap will be difficult. The media should act responsibly when safeguarding the rights of any community, and it should also safeguard the rights of all Malaysians as well. The 1Malaysia concept, proposed is pivoted on the federal Constitution and the Rukun Negara. Besides that, put forward the principles which encompass the responsible attitude which must be practised. We have to appreciate the principle of 1Malaysia in order to build a more progressive country. We have to be fair to all the communities.This is not merely something which we want but it is that which is demanded by Islam. The era of the government knowing better has e nded, and we now have to interact with everyone. And for this, the media must understand the government’s thinking and vice versa. Foundation of 1Malaysia concept Based on National Unity Ultimate Objective Of 1Malaysia, Prime Minister Datuk Seri Najib Tun Razak reiterated that 1Malaysia was not a new concept or formula and that its ultimate objective of national unity was the main vision of past leaders of the country, albeit in various forms. National Unity Ultimate Objective Of 1Malaysia, 2009) 1Malaysia is a formula which serves as a prerequisite to ensure realisation of the country's aspiration to achieve developed nation status by 2020 if it is assimilated in the people and practised by society. The 1 Malaysian or a member of Bangsa Malaysia, if one prefers; pursues excellence with full confidence and with pride in himself and his country, behaves democratically, holds himself to high ethical standards. (National Unity Ultimate Objective Of 1Malaysia, 2009)Feels that he/ she belongs to the nation despite his/her cultural exceptionality, contributes to the scientific and technological civilisation that awaits mankind, is family-oriented, cares for the welfare of others and seeks to reduce economic inequality, and works hard. (National Unity Ultimate Objective Of 1Malaysia, 2009) The concept 1Malaysia is based on three main thrusts; nationalistic principles based on the Federal Constitution, Rukun Negara and social justice. Rukun Negara is fundamental to all policies and nation-building. Malaysia concept uphold all the fundamental provisions of the Federal Constitution and Rukun Negara because it’s main objective is national unity and has been exists after Independence as it has been the main vision of our country’s leader before Prime Minister Datuk Seri Najib Tun Razak and has been interpreted in various shapes and forms over the span of five decades of Independence. (Rafini Othman, personal communication, 16th September 2009) If we tr uly study it, what has changed is the approach and implementation according to the ever-changing times and generations.It’s a matter of â€Å"rebranding†. (Rafini Othman, personal communication, 16th September 2009) The â€Å"Malaysian Malaysia† ideology is not the same as the â€Å"1 Malaysia† concept although both were aimed at building one nation. The ‘Malaysian Malaysia' ideology espouses that all ethnic groups have equal rights with none having special rights. This is against the Federal Constitution; Article 153 of the Constitution which stipulates the special rights of the Malays and other Bumiputeras as well as the position and rights of the other races in the country.The idea of a â€Å"Malaysian Malaysia† proposed by the Opposition, championed by the DAP and before that, the PAP under Lee Kuan Yew when Singapore was part of Malaysia. It specifically provides special quotas for the Malay and other indigenous peoples of Malaysia in ad mission to the public service, awarding of public scholarships, admission to public education institutions and the awarding of trade licences. It also authorises the government to create Malay monopolies in particular trades. (Rafini Othman, personal communication, 16th September 2009)Unlike that idea, 1Malaysia did not deviate from the basic ideas and spirit of the Federal Constitution. People shouldn’t fear or cast aspersions on the concept because 1Malaysia seeks to ensure that the ethnic identity of each race is respected. This means that every race respects each other and understands their unique differences. Only then can unity be achieved. The people must progress first before the country can achieve development. (Rafini Othman, personal communication, 16th September 2009)Unity as envisioned through the 1Malaysia concept varies greatly from the assimilation concept practiced in other countries where the ethnic identities are wiped out and replaced with one homogeneous national identity. It is also clearly distinct from the opposition’s concept of Malaysian Malaysia. 1Malaysia does not deviate from the spirit of our Federal Constitution as the law of the state, written or implied. In fact, the 1Malaysia concept remains faithful to the core provisions within the Federal Constitution, Therefore, no one should fear or cast aspersions hat the concept the concept will deviate from what has been agreed upon by our founding fathers. 1Malaysia slogan’s, â€Å"People First, Performance Now† Based on National Unity Ultimate Objective Of 1Malaysia, in implementing its commitment to the people, the government had coined the slogan â€Å"People First, Performance Now†. (National Unity Ultimate Objective Of 1Malaysia, 2009) The theme means that in emphasising the importance of unity among Malaysians, the government will also give preference to issues regarded as important by the people.The government also stresses on performance and achievement by all civil servants in their dealings with the people. (National Unity Ultimate Objective Of 1Malaysia, 2009) In other words, the government understands very well how important civil service efficiency and quality are in improving the living standard of the people and, as such, all government agencies will give priority to the people-friendly approach. In this connection, the Key Performance Index (KPI) would be applied in government matters, starting with the KPI monitoring for all ministers.Our Prime Minister Datuk Seri Najib Tun Razak begins to reshape the leadership and priorities of the Government. He is mindful that we should build on the successes and lessons of the past. It must be a government with new approaches for new times; a government that places a priority on performance, because the people must come first. Both of it are the same and media do not focus only on 1Malaysia but also on the slogan in balancing the priority of both of it as it comes out mutu ally and supports each other equally.If Malaysians had included the values of the concept in their lives, it meant that the ministry had achieved its key performance indicator (KPI). The terms of KPI and KRA (key result areas) have to understand these two terms to convey the 1Malaysia goal. (Rafini Othman, personal communication, 16th September 2009) Key Preformance Index (KPI) is aim at boosting the performance of the civil service. The KPI encompasses six Key Result Areas (KRA) including crime prevention efforts and the fight against corruption.Other KRA include efforts to widen access to quality and affordable education, uplift the standard of living for the lower-income group, improve the infrastructure in the rural and remote areas, as well as to improve public transport for the medium term. By incorporating KRA in achieving KPI, it helps to expedite the acceptance of the 1Malaysia concept among Malaysians. KPI have direction to take on 1Malaysia to achieve its objective and it is up to the people to accepting it. KPI have to convince the people and do follow up with the progress. (Rafini Othman, personal communication, 16th September 2009)The adoption of a people-friendly approach in all government agencies was also critical as the government recognised the importance of the efficiency and quality of public service in enhancing the quality of life for the people. The government also placed great weight on the performance and results of all public servants when engaging with the people. (Rafini Othman, personal communication, 16th September 2009) Key Performance Index (KPI) will be implemented in all government matters, beginning with the KPI monitoring exercise for all Ministers.A Minister in the Prime Minister's Department is already assigned specifically to ensure the smooth implementation of the KPI. The Minister responsible will provide further details on the KPI and a detailed system of implementation to fulfil this government objective. KPI will pa y off and change not only in government administration, but more importantly to lead to the betterment of the Malaysian people's standard of living in acceptance of 1 Malaysia. With the right procedure that will be monitor by responsible minister that also aim on the objective of 1Malaysia.By that, this will expedite the progress of achieving 1Malaysia as it is expected to generate a definitive transformation, towards an advanced Malaysian nation, underpinned by a firmly people, and esteemed by the world. (Rafini Othman, personal communication, 16th September 2009) Above all, â€Å"1Malaysia People First, Performance Now† is expected to generate a definitive transformation towards an advanced Malaysian nation, underpinned by a firmly united people, and esteemed by the world. â€Å"When we know what the national KPIs are, the people will be able to measure the Government’s efforts and performance.They can also give their views and suggestions on how we can achieve thes e national KPIs. This was a reflection of the government’s intention to have more effective and meaningful achievement as demanded by the people. Issues On 1 Malaysia There are a lot of issues arises when the â€Å"1 Malaysia† concept has been introduced by the Malaysian Prime Minister, Datuk Seri Najib Abd. Razak. The most controversial issue that came up is the equality between 1 Malaysia and â€Å"Malaysian Malaysia† concept. Malaysian Malaysia had been brought by the DAP on 1960.Opposition parties have claimed it mirrored the Malaysian Malaysia concept championed by the DAP and, before that, the PAP under Lee Kuan Yew when Singapore was part of Malaysia. Malaysian Malaysia has been introduced with the purposed of espoused equality for all Malaysian. According to the Malaysian Insider, Datuk Seri Najib had explained that the concept of 1 Malaysia created by him is not the same as the concept Malaysian Malaysia. For Prime Minister, 1 Malaysia means the Malaysi an standing, thinking and acting as one Malaysian with the way of performing action based on the agreement of the entire ethnic group in our country. Figuring out One Malaysia, 2009) Madam Rafini, a journalist in RTM said that 1 Malaysia is totally different from the Malaysian Malaysia concept even though the policy is almost the same. The DAP’s concept is more to giving the sameness right to all the Malaysian no matter what races they are. But, 1 Malaysia is more to encouraged people to think, work and having achievement together as a Malaysian. In addition, it is hopefully that it will bring unity to all races in Malaysia. Rafini Othman, personal communication, 16th September 2009) Besides that, the slogan created had brought misinterpretation to some people. They claiming that 1 Malaysia is just a political gimmick and it will erode the privilege of Malays. Not long after the concept was introduced into the public domain, the ruling party and its media organisations moved to narrow the perimeters of the concept, concerned that it would signal the end of affirmative action and special privileges of the Malays. This has created an anxiety to the Malays and former Prime Minister; Tun Dr.Mahathir Mohammad had given his opinion on this issue. He said that he worried people will assume that 1 Malaysia means Malaysian Malaysia and people will misinterpret the true meaning of 1 Malaysia. (Is 1 Malaysia Just The New Malaysia Boleh, 2009) It is strange for some people to argue on the 1 Malaysia slogan by giving nonsense concern that Malays going to lost the privilege rights in our own motherland. It is also said that all this controversy is created by the opposition parties that want to bring down the government (1 Malaysia Untuk Semua, 2009).They use this slogan as a silent weapon to influence people mind about the trick behind this slogan. The truth is how Malays can lose their privilege and specialties if DAP own self – which have a complot with PAS and Parti Keadilan Rakyat – totally accepting the â€Å"Perlembagaan 1957† that had guaranteed all the special privilege rights of the Malays? (1 Malaysia Untuk Semua, 2009) Madam Rafini said it all depend on the Malaysian how they interpret this concept, if they accepting it positively, then it will be something good. Mentality of our people plays a big role in this issue.She also said that the government cannot make a decision for the Malaysian, but Malaysian itself have to decide on their own which one is right and which one is wrong (Rafini Othman, personal communication, 16th September 2009) For the media, they can only broadcast and spread the truth idea of 1 Malaysia by using the medium they have like television, radio and newspaper. Madam Rafini also giving her suggestion to clear the misinterpretation to some people by inviting some one that understands this concept very clearly, such as the minister to giving a talk or explanation about the truth of 1 Malaysi a. Rafini Othman, personal communication 16th September 2009) The opposition parties also accused that it is just a â€Å"cheap† slogan use by the government to trick people and they still want to play with sensitive issue such as races to weaken the government. But, our people nowadays are very smart and they can think on their own what the best is. The media also playing part by spreading the truth about this concept and explaining clearly to the Malaysian that 1 Malaysia is actually means no one in the country will be sidelined but affirmative action policies will continue.Role Of The Media To Educate People About 1 Malaysia Since 1 Malaysia concept has been introduced by the prime minister, there are a lot of opinions and variety of views from people. We can see that different people have a different interpretation about this 1 Malaysia concept, some agree and some not. This concept has its own pro and cons. So, what the media can do to educate the public about the truth of this concept? According to Madam Rafini, the broadcast journalist in Radio Television Malaysia (RTM), media plays a very important part in educating the public about this intelligent idea.As a journalist, she said she can write and produce some opinion pieces about 1 Malaysia concept and it can be read by the public. The media need to broadcast more news that related to 1 Malaysia. They need to deliver something positive and accurate to us. (Rafini Othman, personal communication, 16th September 2009) Besides that, the media can also broadcasting some talk show, for example with the minister with the purpose to explain deeper about this concept. She add that RTM already have this kind of program called â€Å"Bersama Menteri† and they also have a new program called â€Å"Bicara Siswa†.This talk show invited some young generation and representative from high education institution in Malaysia to talk about serious issue inside this country (Rafini Othman, personal commu nication, 16th September 2009). So, in this way we can get comments and interpretation from the youth perspective. In addition, Madam Rafini also said that advertisement can be a very effective medium to promote this concept (Rafini Othman, personal communication, 16th September 2009).Nowadays, we can see a lot of 1 Malaysia advertisement had been started to publish in the public area such as on the advertisement board at the highway, bus station, newspapers and others. Advertisement is a very efficient way to persuade people. The advertisement showed in the television is the best method to persuade people. Some television commercial that shows the unity of all races in Malaysia can help people to understand clearer about this concept. This creativity weapon can plant good moral values to the Malaysian. Our youth is the next generation that will inherit this country.So, they are one of the main targets to practice this concept in their life. But, it is not an easy job to attract the interest of the youngster. That is why the media has come up with one initiative to attract the youngster by creating 1 Malaysia songs. Right now, there are some versions of 1 Malaysia songs that has been listened by the public. Most of this song was sang by popular artist that our youth admired of. As a result, it is hope that our younger generation will be attracted and understand deeper about the exact meaning of 1 Malaysia. 1 Malaysia Acceptance towards Society and EducationIn terms of the acceptance of people of Malaysia regarding the concept of 1 Malaysia, our former prime minister, Tun Dr Mahathir personally told his opinion that nearly 40 percent of Malaysian people still do not know and understand about the concept of 1 Malaysia. He feels that 1 Malaysia is more to political slogan rather than managing the aspirations of different races. He personally still does not see our different races community adapt this concept to their daily life A recent survey by Merdeka Centre a lso showed that 78 per cent were aware of the concept but 39 per cent still did not know what it means. Is 1 Malaysia Just The New Malaysia Boleh, 2009) We ask Madam Rafini about the big roll that journalist and the media plays in shaping Malaysian’s minded and how exactly the media helps our government to send this message clearly to Malaysian people. She admit that in Malaysia, the media is the biggest medium in giving any important message or introduce a new aspirations concept towards Malaysian people, she add that media will interprets the concept in a simple way or subliminal way.She said that the most common way in media is by using the variety of advertisement and message through the various medium like radio, internet, and most commonly television. (Rafini Othman, personal communication 16th September 2009). We can see when a new concept is being introduce, there will be a new advertisement that will be shown in the television to show our people about the reality of the new concept and how it is actually connected with our daily life. Most of the concept that are being introduce in Malaysia, it will always something that have a powerful connection in our daily life and the harmony of our country.She said that there were many advertisements that were shown everyday in the media especially in television regarding this concept. There is also advertisement that was created in more subliminal ways. This is one of the effective ways to make our people realize and think for a while about what is the concept is all about. The process also takes the whole of media team to adapt the new concept so that they can connect it in the variety of programmes that is shown in the media. In other aspect, the media is the biggest medium to spread the new concept by introducing the concept more in the media.We can see that now every single thing in the media at least will be connected to the concept starts from news telecast until other programs. Madam Rafinni said we as a media will always try to produce a good massage but the entire acceptance depends on our Malaysian people themselves. The media is just the medium to interpret a very good concept that is suitable to our country. One example that we can take is when the media produce a competition to everyone to create a song that represent one Malaysia. This shows how the media is serious to commercialize the concept. Rafini Othman, personal communication, 16th September 2009) In other aspect, some Malaysian thinks that 1 Malaysia is just a political gimmick. We ask Madam Rafini if the concept will still be seen as a gimmick or it will give some impact towards Malaysian. In this case, she said that maybe the ‘gimmick’ term came from other people or other parties that not agreed with our government. Realistically, 1 Malaysia is still a new strong concept that has been produce by our new prime minister. She said it all depends on the people themselves on how they want to accept t he concept.If they are a smart person, why we want to condemn a good and relevant concept? (Rafini Othman, personal communication,16th September 2009) Madam Rafini personally feels that most of our Malaysian people are getting used to the concept rather than take it just as a gimmick. The concept will leave a permanent impact to Malaysian if it flows well towards our community. The media will always help in finding a person that specialist in this kind of concept to provide good information to publics. (Rafini Othman, personal communication, 16th September 2009)In terms of academic, International Trade and Industry Deputy Minister Datuk Mukhriz Mahathir said that through this concept, multiracial students could mingle and interact more effectively. He suggests that it can be done by making Bahasa Malaysia, Mandarin, and Tamil as elective subject (Single Stream School Can Make 1 Malaysia a Success, 2009). We ask Madam Rafini if the concept could be accept by our younger generations a nd how it could bring our younger generations together? She said that in term of education process, it is more to long term planning and it all depends on how it will be execute.If they are serious to execute it in our education system, we have to start from the roots. Start from pre – school to secondary school and our primary school. It will slowly educate our younger generations towards the real 1 Malaysia (Rafini Othman, personal communication, 16th September 2009). Our younger generations have to be smart. The concept is being introduced for a good reason to help our unity and to develop our country. So it all depend on the way is it carry out and our younger generations have to be positive in accepting it. ConclusionThe simple fact is that Malaysia has been exposed to several slogans from the time Dr Mahathir was prime minister in 1981. Each time, a slogan or concept has been introduced Malaysians have greeted it with optimism, hoping that it would signal a new dawn, a better Malaysia. 1 Malaysia is an intelligent idea that has been created by Malaysian Prime Minister, Datuk Seri Najib Tun Razak. It had brought so many opinions and interpretations in variety of perspectives. One thing for sure, this latest slogan is going to provoke some defiances but, it is also going to be a medium that will rouses people to a great unity in Malaysia. 1Malaysia People First, Performance Now† is expected to generate a definitive transformation towards an advanced Malaysian nation, underpinned by a firmly united people, and esteemed by the world. This was a reflection of the government’s intention to have more effective and meaningful achievement as demanded by the people. Thus, lead to the betterment of the Malaysian people's standard of living in acceptance of 1 Malaysia. It is also clearly distinct from the opposition’s concept of Malaysian Malaysia. 1Malaysia does not deviate from the spirit of our Federal Constitution as the law of the sta te, written or implied.In fact, the 1Malaysia concept remains faithful to the core provisions within the Federal Constitution. Therefore, no one should fear or cast aspersions that the concept the concept will deviate from what has been agreed upon by our founding fathers. When 1 Malaysia has been recognised, a lot of issues arise against this slogan. There are some people has misinterpret this slogan claiming that 1 Malaysia slogan mirrored the Malaysian Malaysia concept. Besides that, it is also said that this slogan is just a political gimmick that will erode the special privilege of Malays.The government also have to face the defying created by the opposition parties that accused 1 Malaysia concept is just a cheap slogan that will bring more harm to the people. Although, there are a lot of issues that against the concept, it’s all depend on the individual acceptance viewpoint of this concept. It begin from perception of people how they think it is, either its good or bad concept. But, our prime minister has given his explanation about the truth idea of this concept to clear all the misinterpretation.But, the truth is 1 Malaysia is actually means no one in the country will be sidelined but affirmative action policies will continue. When talking about 1 Malaysia, role of the media is very important in spreading the truth idea of this concept. From this research, we found out that media can help to educate people about 1 Malaysia by writing and publishing some article and broadcasting more news that related to 1 Malaysia. In addition, the media can also inviting the minister to explain about this concept in a talk show to ensure the complete clarification is given.Moreover, advertisement and song of 1 Malaysia is believed can attract younger generation to practise this concept in their daily life. However, no matter how much initiative done by the media to educate people, its all depend on their self because for sure, different people have their own in terpretation about 1 Malaysia. In other expect, some Malaysian feels that 1 Malaysian is just political gimmick rather than something that will give some impact towards our society. From our interviewed, we can conclude that the gimmick terms may come from other political parties and some organizations that not really agreed with our government.Actually, the percentages of people that have the bad perceptions are not that much. Most of our Malaysian people are getting used to the concept rather than take it just as a gimmick. The media will always help in finding a person that specialist in this kind of concept to provide good information to publics and produce a programme that talks about this concept in more clear and specific ways. In the aspect of educations, the suggestions that Datuk Mukhriz Mahathir made about making Bahasa Malaysia, Mandarin, and Tamil as elective subject is a good move if we see it from long term planning.If we want to be serious about it, we have to take t he first move from the roots, starting from pre – school to secondary school and our primary school. It will slowly educate our younger generations towards the real 1 Malaysia. It all depends on the younger generations them selves. The process of education that will be executed in schools will play big rolls in shaping younger generations perceptions, if this concept continue for a long time, our generations will be ready to accept this concept beginning from the roots and will make up a good generations.In conclusion towards the acceptance of 1 Malaysia within our society, the real situations in our societies are not really bad. Even though our prime minister said that nearly 40 percent of Malaysia still does not know what 1 Malaysia means and he feels that it is more to political slogan rather than a real concept. Because in Malaysian media plays the biggest roles, we discovered that media always try to find the best solution to provide the best information and try to make our people give a good perceptions towards the concept. Media used lots of medium like radio, internet, and most commonly television.One of the common ways is by using the advertisement plus a variety of information programme. Another example is when the media produce a competition for everyone to create 1 Malaysian song. When we can see that now every single thing in the media at least will be connected to the concept starts from news telecast until other programs. Madam Rafini said we as a media will always try to produce a good massage but the entire acceptance depends on our Malaysian people themselves. The media is just the medium to interpret a very good concept.